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Brand Equity: The Role of Brand Identity Based IMC

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Image is in the eye of the beholder (i.e., the customer owns the image). 3 ... Unlike Superman and Spiderman, marketers do not want to keep their identities secret. ... – PowerPoint PPT presentation

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Title: Brand Equity: The Role of Brand Identity Based IMC


1
Brand Equity The Role of Brand Identity Based IMC
  • A Presentation to Campus Communicators of Texas
    Tech University and TTU Health Science Center
  • August 24, 2006
  • Bob McDonald
  • Assistant Professor of Marketing
  • Rawls College of Business

2
The Goal
  • Brand Equity
  • Customer-Based (Keller 1993)
  • Strong, highly favorable brand associations
  • Brand Awareness Brand Image
  • Image is in the eye of the beholder (i.e., the
    customer owns the image).

3
Brand Equity Strategy I
  • A set of processes that include acquiring,
    developing, nurturing, and leveraging an
    effectiveness-enhancing, high-equity brand or
    portfolio of brands.
  • (Madhavaram, Badrinarayanan, and McDonald 2005)

4
Brand Equity Strategy II
  • Why have a brand equity strategy?
  • To achieve competitive advantage
  • This in turn leads to superior financial
    performance. (Hunt forthcoming)

5
Marketing Communications
  • Voice of the brand.
  • Means by which companies establish dialogue with
    customers.
  • Keller 2001

6
IMC
  • Integrated Marketing Communications
  • Not just a collection of promotional tools or a
    budgetary allocation exercise.
  • Must be strategically developed (Kitchen et al.
    2004)
  • Must harness synergy across multiple media.
    (Naik and Raman 2003)

7
IMC Strategy
  • A set of processes that include the planning,
    development, execution, and evaluation of
    coordinated, measurable, persuasive brand
    communications programs over time with consumers,
    customers, prospects, employees, associates, and
    other targeted, relevant external and internal
    audiences. (Madhavaram, Badrinarayanan, and
    McDonald 2005)

8
Brand Identity Strategy I
  • To have a successful IMC strategy, must first
    have a strong Brand Identity Strategy.

9
Brand Identity Strategy II
  • Brand Identity Strategy is defined as
  • A set of processes that include the coordinated
    efforts of brand strategists in (1) developing,
    evaluating, and maintaining the brand
    identity/identities, and (2) communicating the
    brand identity/identities to all individuals and
    groups (internal and external to the firms)
    responsible for the firms marketing
    communication.
  • (Madhavaram, Badrinarayanan, and McDonald 2005)

10
Brand Identity I
  • Before we can achieve brand equity, i.e., a
    positive brand image, we must know the brands
    identity.
  • Brand identity is the unique set of brand
    associations that a brand strategist aspires to
    create or maintain. (Aaker 1996)
  • The brand owner defines the brand identity.

11
Brand Identity II
  • Unlike Superman and Spiderman, marketers do not
    want to keep their identities secret.
  • Brand owner must understand and clearly express
    aspirations for the brand.
  • These aspirations must be shared with all brand
    stewards, those responsible for communicating the
    brand to others.

12
Figure1 Brand Equity Strategy A Schematic
Brand Identity Interface
Brand Equity Interface
IMC Strategy
Brand Equity
Brand Identity Strategy
Brand
Brand
Identity Contacts
Equity Contacts
Environment, competitors brands, and changing
customer needs and preferences
13
Brand Contacts
  • There are many types of brand contacts.
  • Two that the brand strategist can affect
  • Brand Identity Contacts
  • Brand Equity Contacts

14
Brand Identity Contacts
  • All message-carrying interactions concerning the
    brand between the brand strategists and the brand
    stewards. (Madhavaram, Badrinarayanan, and
    McDonald 2005)

15
Brand Stewards
  • All internal and external entities that have
    responsibility for communicating the brand to
    customers, prospects, and publics.
  • Advertising PR agencies
  • Direct Marketers
  • Salespeople
  • Anyone who communicates the brand.
  • (Madhavaram, Badrinarayanan, and McDonald 2005)

16
Brand Equity Contacts
  • All marketer-sponsored interactions concerning
    the brand between brand stewards and customers,
    prospects, and publics that are intended to
    create or maintain strong and highly favorable
    associations. (Madhavaram, Badrinarayanan, and
    McDonald 2005)
  • Ties back to Kellers definition of brand equity.

17
Figure1 Brand Equity Strategy A Schematic
Brand Identity Interface
Brand Equity Interface
IMC Strategy
Brand Equity
Brand Identity Strategy
Brand
Brand
Identity Contacts
Equity Contacts
Environment, competitors brands, and changing
customer needs and preferences
18
IMC ? Brand Equity
  • Brand Communication
  • The glue that enables the connection between the
    firms efforts and customers favorable response.

19
Brand Communication
  • Communication is a crucial (not only) driver of
    brand equity.
  • Brand Communication is transmitted through a
    combination of vehicles, not just broadcast
    advertising.
  • Brand Communication can be meticulously planned
    or unplanned.
  • Some important brand contacts are not
    controllable by the brand strategist.

20
Brand Identity ? IMC
  • Brand identity helps establish relationship
    between brand and customer via value
    propositions.
  • Functional, Emotional, Self-Expressive Benefits
  • Yet, it is extremely difficult for brand image
    to match perfectly with brand identity due to the
    complex nature of the communications system.
  • (Madhavaram, Badrinarayanan, and McDonald 2005)
  • Goal Brand Image-Identity Congruence.

21
Image ? Identity
  • Per Aaker (1996), brand image should be an input
    to brand identity.
  • Brand Strategists
  • Carefully analyze own brand image, competitors
    brand images, changing customer preferences and
    needs.
  • Use to guide creation, management, or adaptation
    of Brand Identity.
  • (Feedback Loop in Model)

22
Identity Communication
  • Positioning suitable for identity?
  • How is identity to be communicated to brand
    stewards?
  • How to guide brand stewards?
  • Potential for conflicting messages.
  • Brand Identity Strategy MUST guide the IMC
    Strategy.

23
Figure 2 A Conceptual Framework
24
Brand Equity Contact Factors
  • Synergy
  • Combined efforts exceed sum of individual
    efforts.
  • IMC Effectiveness

25
SYNERGY
  • Interactivity
  • Processes that link customers to company and its
    brands
  • Strategic Consistency
  • Coordination of all messages in the promotion of
    brands
  • Complementarity
  • Reinforcing effects of individual communication
    efforts
  • (Madhavaram, Badrinarayanan, and McDonald 2005)

26
Brand Identity Contact Factors
  • Brand Identity-Oriented Culture
  • Places high priority on brand identity
  • Establishes behavioral norms in support of brand
    identity
  • Top Management Support
  • Brand Identity is strategic
  • TMT sets culture
  • Internal Market Orientation
  • Apply customer approach internally

27
Conclusion
  • Know your brands identity.
  • Communicate that identity to brand stewards.
  • Identity guides IMC.
  • Compare brand image to brand identity.
  • A match is ideal.
  • Look at competitors images, as well as
    customers preferences and needs.
  • Adjust identity.

28
(No Transcript)
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