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IMC Overview and Brand-Equity Enhancement

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Chapters One and Two IMC Overview and Brand-Equity Enhancement Experiential Needs Pictionary Warwick Baker O Neill Managing Brand Benefits When would a given type ... – PowerPoint PPT presentation

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Title: IMC Overview and Brand-Equity Enhancement


1
IMC Overview and Brand-Equity Enhancement
Chapters One and Two
2
Integrated Marketing Communications
  • Mountain Dew?

3
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

4
Integrated Marketing Communications
  • Mountain Dew
  • How to grow the brand without alienating core
    market?

5
Integrated Marketing Communications
  • Answer

6
Integrated Marketing Communications
  • Positioning FEE

7
Integrated Marketing Communications
  • Super Bowl Ad
  • Local TV, radio
  • XGames and NBCs Gravity Games
  • Giveaways at appropriate events/locations

8
Marketing Communications
  • Marketing Communications
  • The collection of all elements in a brands
  • marketing mix that facilitate exchanges by
  • establishing shared meaning with the brands
    customers or clients

9
The Marketing Mix and Promotion Management
10
Elements of Marketing Communications
11
What is a Brand?

12
Definition of Brand
  • What is a Brand?

13
Definition of Brand Equity
  • Brand Equity
  • Firm-based perspective focuses on outcomes for
    stakeholders

14
Definition of Brand Equity
  • Brand Equity
  • Customer-based perspective

15
Dimensions of Personalities
  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness

16
Two forms of Brand Knowledge
  • Brand Awareness

17
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?

18
Two forms of Brand Knowledge
  • Brand Image
  • The types of associations that come to
  • the consumers mind when
  • contemplating a particular brand

19
Consumer-Based Brand Equity Framework
Brand Knowledge
20
Questions for Brand Manager
  • How can Amazon Kindle break into and stay
    prominent in consumers evoked set for its
    category?

21
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?

22
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?

23
Co-Branding and Ingredient Branding
Dunkin Donuts
Hill Holiday
24
Managing Brand Benefits
The specific benefit that brand managers create
and communicate to the target market.
Experiential
Symbolic
Functional
25
Managing Brand Benefits
When would a given type of benefit or need be
important? What would determine this?
Experiential
Symbolic
Functional
26
An Appeal to Functional Needs
  • Functional Needs
  • Products that attempt
  • to fulfill the consumers
  • consumption-related
  • problems

27
Functional Needs
  • Health conscious
  • products are a
  • functional need
  • today

28
Functional Needs
Honda Tractors
Fahlgren
29
An Appeal to Symbolic Needs
  • Symbolic Needs
  • Products that potentially
  • fulfill a consumers
  • desire for self-enhancement, group
  • membership, affiliation,
  • and belongingness

30
Symbolic Needs
Appeal to Symbolic needs
31
Symbolic Needs
Toyota
Saatchi Saatchi DFS/Pacific
32
An Appeal to Experiential Needs
Experiential Needs Products that provide sensory
pleasure, variety, and cognitive stimulation
33
Experiential Needs
An appeal to sensory pleasure
34
Experiential Needs
Pictionary
Warwick Baker ONeill
35
Managing Brand Benefits
When would a given type of benefit or need be
important? What would determine this?
Experiential
Symbolic
Functional
36
Managing Brand Benefits
Product characteristics
Experiential
Symbolic
Functional
37
Managing Brand Benefits
Consumer characteristics
Experiential
Symbolic
Functional
38
Managing Brand Benefits
Characteristics of purchase/usage context
Experiential
Symbolic
Functional
39
Integrated Marketing Communications (IMC)
  • Integrated Marketing Communications
  • (IMC)

40
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

41
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

42
IMC Exercise
  • Using any form of relevant contact
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