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Chapters One and Two. IMC Overview and Brand-Equity Enhancement. Integrated Marketing Communications. Mountain Dew?. Integrated Marketing Communications. Mountain Dew: #3 soft drink in sales in U.S. On market for 30+ years Teens – primary market 20-39 y.o. – significant secondary market.

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integrated marketing communications3
Integrated Marketing Communications

Mountain Dew:

#3 soft drink in sales in U.S.

On market for 30+ years

Teens – primary market

20-39 y.o. – significant secondary market

integrated marketing communications4
Integrated Marketing Communications

Mountain Dew:

How to “grow the brand” without alienating core market?

integrated marketing communications7
Integrated Marketing Communications

Super Bowl Ad

Local TV, radio

XGames and NBC’s Gravity Games

Giveaways at appropriate events/locations

marketing communications
Marketing Communications

Marketing Communications

The collection of all elements in a brand’s

marketing mix that facilitate exchanges by

establishing shared meaning with the brand’s customers or clients

definition of brand
Definition of Brand

What is a Brand?

definition of brand equity
Definition of Brand Equity

Brand Equity

Firm-based perspective focuses on outcomes for stakeholders:

definition of brand equity14
Definition of Brand Equity

Brand Equity

Customer-based perspective:

dimensions of personalities
Dimensions of Personalities
  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness
two forms of brand knowledge17
Two forms of Brand Knowledge

Goal: Make it into the Evoked Set

What is your evoked set for cereal?

What is your evoked set for computers?

How did those brands get there?

two forms of brand knowledge18
Two forms of Brand Knowledge

Brand Image

The types of associations that come to

the consumer’s mind when

contemplating a particular brand

consumer based brand equity framework

Non-Product-Related

(e.g., Price, Packaging,

User and Usage Imagery)

Brand

Recognition

Brand

Awareness

Attributes

Brand

Recall

Product-Related

(e.g., color, size,

design features)

Types of

Brand Associations

Benefits

Functional

Brand

Image

Symbolic

Favorability,

Strength, and

Uniqueness of

Brand Association

Overall

Evaluation

(Attitude)

Experiential

Consumer-Based Brand Equity Framework

Brand

Knowledge

questions for brand manager
Questions for Brand Manager

How can Amazon Kindle break into and stay prominent in consumers’ evoked set for its category?

questions for brand manager21
Questions for Brand Manager

How can Amazon build and maintain favorable, strong, and unique brand associations in the target markets?

How can Amazon position the brand for immediate as well as long term growth?

co branding and ingredient branding
Co-Branding and Ingredient Branding

Co-Branding

  • Two or more brands enter into a partnership that potentially serves to enhance both brands’ equity and profitability
  • Requirement for successful co-branding :
  • Examples?
co branding and ingredient branding23
Co-Branding and Ingredient Branding

Dunkin’ Donuts

Hill Holiday

managing brand benefits
Managing Brand Benefits

The specific benefit that brand managers create and communicate to the target market.

Functional

Symbolic

Experiential

managing brand benefits25
Managing Brand Benefits

When would a given type of benefit or need be important?

What would determine this?

Functional

Symbolic

Experiential

an appeal to functional needs
An Appeal to Functional Needs

Functional Needs

Products that attempt

to fulfill the consumer’s

consumption-related

problems

functional needs
Functional Needs

Health conscious

products are a

functional need

today

functional needs28
Functional Needs

Honda Tractors

Fahlgren

an appeal to symbolic needs
An Appeal to Symbolic Needs

Symbolic Needs

Products that potentially

fulfill a consumer’s

desire for self-enhancement, group

membership, affiliation,

and belongingness

symbolic needs
Symbolic Needs

Appeal to

Symbolic needs

symbolic needs31
Symbolic Needs

Toyota

Saatchi & Saatchi DFS/Pacific

an appeal to experiential needs
An Appeal to Experiential Needs

Experiential Needs

Products that provide

sensory pleasure,

variety, and cognitive

stimulation

experiential needs
Experiential Needs

An appeal to

sensory pleasure

experiential needs34
Experiential Needs

Pictionary

Warwick Baker O’Neill

managing brand benefits35
Managing Brand Benefits

When would a given type of benefit or need be important?

What would determine this?

Functional

Symbolic

Experiential

managing brand benefits36
Managing Brand Benefits

Product characteristics:

Functional

Symbolic

Experiential

managing brand benefits37
Managing Brand Benefits

Consumer characteristics:

Functional

Symbolic

Experiential

managing brand benefits38
Managing Brand Benefits

Characteristics of purchase/usage context :

Functional

Symbolic

Experiential

integrated marketing communications imc
Integrated Marketing Communications (IMC)

Integrated Marketing Communications

(IMC)

integrated marketing communications imc40
Integrated Marketing Communications (IMC)

Payoff from IMC: Value of Synergy

Multiple methods in combination achieve better communication results than do the tools used individually

By integrating multiple communications tools and methods, brand managers achieve synergy

key features of imc
Key Features of IMC

1. Start with the customer, work back to company

2. Use any form of relevant contact

3. Achieve synergy (single voice)

4. Build relationships between the brand and the consumer

5. Affect behavior

imc exercise
IMC Exercise

Using any form of relevant contact: