Chapter 25 Communication strategies to reach consumers

1. Chapter 25 Communication strategies to reach consumers

2. (a) Low involvement

4. Figure 25.3: The Rosssiter-Percy grid (1997).

5. Types of Brands Manufacturers’ Own-label (private) Price brands Generic Forms of Brands Single form Brand form Balanced form Variety form Corporate form Types and forms of branding

6. Helps with identification of preferred products Reduces length of perceived risk and thus improves quality of shopping experience Easier to gauge level of quality Can provide psychological reassurance or reward Provides cues re. nature of the product source and any associated values Consumer benefits of branding

7. Permits premium pricing Helps differentiate from competition Enhances cross-product promotion and brand extension opportunities Provides some legal protection Encourages customer loyalty/retention and repeat purchase Assists the development and use of IMC Contributes to corporate identity programs Provides greater thematic consistency and uniform messages and communications Supplier benefits

8. Aspects of brand audit • What current brand image is • What brand form has been identified • How the form relates to current and future strategies • How brand is positioned in mind of target consumer • How brand relates to competition in terms of market share, performance and other measures of perception and attitudes • How brand image is to be changed or reinforced