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BUILDING, MEASURING, AND MANAGING BRAND EQUITY

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are the 'voice' of the brand and are a means by which it can establish a ... Distracting, overpowering creative in ads. 12. Common Mistakes in. Developing Advertising ... – PowerPoint PPT presentation

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Title: BUILDING, MEASURING, AND MANAGING BRAND EQUITY


1
MARKETING PLANNING PROCESS
Complex, Varied Marketing Activity
Detailed, Rich Marketing Models
Comprehensive, Robust Marketing Measures
2
Role of Integrated Marketing Communications
  • Marketing communications
  • are the voice of the brand and are a means by
    which it can establish a dialogue and build
    relationships with consumers.
  • allow marketers to inform, persuade, incent, and
    remind consumers directly or indirectly
  • can contribute to brand equity by establishing
    the brand in memory and linking strong,
    favorable, and unique associations to it.

3
Role of Integrated Marketing Communications
(Cont.)
  • Consumers can be told or shown how and why a
    product is used, by what kind of person, and
    where and when
  • Consumers can learn about who makes the product
    and what the company and brand stand for
  • Consumers be given an incentive or reward for
    trial or usage
  • Brands can be linked to other
  • People
  • Places
  • Events
  • Brands
  • Experiences
  • Feelings
  • Things

4
Simple Test for Marketing Communications
  • 1. 3. 2.
  • Current Desired
  • Brand Brand
  • Knowledge Knowledge

5
Integrated Marketing Communications and
Customer-Based Brand Equity
  • One implications of the CBBE framework is that
    the manner in which brand associations are formed
    does not matter -- only the resulting strength,
    favorability, and uniqueness

6
Designing Integrated Marketing Communications
Programs
  • From the perspective of customer-based brand
    equity, marketers should evaluate all possible
    communication options available to create
    knowledge structures according to effectiveness
    criteria as well as cost considerations.
  • Different communication options have different
    strengths and can accomplish different objectives.

7
Alternative Communication Options(Consumer)
  • Media Advertising (TV, radio, newspapers,
    magazines)
  • Direct Response Advertising
  • Interactive (on-line) Advertising Web Sites
  • Outdoor Advertising (billboards, posters, cinema)
  • Point-of-Purchase Advertising
  • Trade Promotions
  • Consumer Promotions
  • Sponsorship of Event Marketing
  • Publicity or Public Relations

8
Alternative Communication Options(Business-to-Bus
iness)
  • Media Advertising (TV, radio, newspaper,
    magazines)
  • Trade Journal Advertising
  • Interactive (on-line) Advertising Web Sites
  • Directories
  • Direct Mail
  • Brochures Sales Literature
  • Audio-Visual Presentation Tapes
  • Giveaways
  • Sponsorship or Event Marketing
  • Exhibitions, Trade Shows, Conventions
  • Publicity or Public Relations

9
Print Ad Evaluation Criteria
  • Is the message clear at a glance?
  • Is the benefit in the headline?
  • Does the illustration support the headline?
  • Does the first line of the copy support or
    explain the headline and illustration?
  • Is the ad easy to read and follow?
  • Is the product easily identified?
  • Is the brand or sponsor clearly identified?

10
Ad Campaign Considerations
  • Campaigns make brands -- not single ads
  • Be creative and develop creative themes
  • Avoid slavishly sticking to executional formulas
  • Brand communications should sing like a choir
  • Multiple voices
  • Multiple notes
  • Find fresh consumer insights compelling brand
    truths
  • Productively conduct ad research

11
Common Mistakes in Developing Advertising
  • Failure to distinguish ad positioning (what you
    say) from ad creative (how you say it)
  • Mistaken assumptions about consumer knowledge
  • Improperly positioned
  • Failure to break through the clutter
  • Distracting, overpowering creative in ads

12
Common Mistakes in Developing Advertising(cont.)
  • Under-branded ads
  • Failure to use supporting media
  • Changing campaigns too frequently
  • Substituting ad frequency for ad quality

13
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14
Evaluating IMC Programs
  • Coverage - what proportion of the target audience
    is reached by each communication option employed,
    as well as how much overlap exists among options
  • Cost - what is the per capita expense

15
Evaluating IMC Programs (cont.)
  • Contribution - the collective effect on brand
    equity in terms of
  • enhancing depth breadth of awareness
  • improving strength, favorability, uniqueness of
    brand associations
  • Commonality - the extent to which information
    conveyed by different communication options share
    meaning

16
Evaluating IMC Programs (cont.)
  • Complementarity - the extent to which different
    associations and linkages are emphasized across
    communication options
  • Versatility - the extent to which information
    contained in a communication option works with
    different types of consumers
  • Different communications history
  • Different market segments
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