Strategic%20Brand%20Communication%20Campaigns

1
Strategic Brand Communication Campaigns
2
(No Transcript)
3
Branding Process
Target Consumer Identification
Brand Design
Brand Identity Creation
Brand Building Implementation
Leveraging the Brand
Brand Equity Management
4
Brand Building Model
Emotional Connection
Values
Relevant Differentiation
Brand Building Model
Awareness Recognition
Accessibility
5
Integration
Unity
Wholeness
Synergy
IMCIntegrating all the Source of Brand Messages
6
5 Highlights of IMC

• Affects Behavior
• Start with the Customer or Prospect
• Use Any and All Forms of Contacts
• Achieve Synergy
• Building Relationship

7
(No Transcript)
8
9 Guidelines for IMC

• Outside-in, not Inside-out Planning
• Horizontal, Not Vertical Unit
• Effective Behavior Segmentation
• Focus on Behavior not Attitude or Awareness
• Brand Contact, not Media Efficiencies

9
9 Guidelines for IMC

• Changing Mental Networks, not Just Getting
  Advertising
• Marketing Communication Continuum
• Zero Based Messages Delivery
• Accountability

10
IMC Tools

• The Awareness Building Advertising
• The Credibility Builder Public Relations
• Intensify the Brand Message Consideration
  Sales Promotion

11
IMC Tools

• The Personal Connection Builder Personal
  Selling, Direct Marketing and CRM
• Experimental Contact Builder Event ,
  Sponsorship and Trade Show

12
Brand Communication Tools
Advertising
13
Advertising
Advertising Media Above-the-line

• TV
• Cinema
• Radio
• Newspaper
• Magazine
• Out of Home
• Transportation Ads

14
Advertising
http//www.youtube.com/watch?v2nfsHUE63y8
15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
Advertising
Advertising Media Below-the-line
Catalogues, Brochures, Diaries, Guarantee Cards,
Price List, Telephone Number Reminder,
Stationary, Poster , and etc.
19
(No Transcript)
20
Brand Communication Tools
Public Relations
21
Public Relations

• Press Conference
• Press Release
• Photo Release
• Exclusive Interview
• Group Interview
• Factory and Press Tour
• Annual Report

22
????????????????
???????????? ??????????? ???????????? ???????
????????    ??-?????? ?????????????????
???????????? ?????????????????????????????????????
????????? ???????????????????????????????????????
????????????????????   ?????????
??????????????????????????????????????!! 
23
Brand Communication Tools
Sales Promotions
24
Sales Promotions

• Trade Sales Promotion
• Consumer Sales Promotion

25
Brand Communication Tools
Personal Selling
26
Brand Communication Tools
Events
27
Brand Communication Tools
Shop Decoration
28
(No Transcript)
29
Brand Communication Tools
Celebrity
30
(No Transcript)
31
Brand Communication Tools
Direct Marketing