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Opening Lecture
Lecture Objectives
Explain the concept of brand
Identify Marketing Communication tools
used to develop brands
Describe the importance of brand
relationships and brand equity
Discuss why branding is so important
What is a brand?
Principles of Marketing definition
a name, term, sign, symbol, or design
intended to identify the goods or services
of a sellerand to differentiate them from
those of competitors.
Duncan on Brands
A perception resulting from experiences
with, and information about, a company
or line of products
100%
Marketing Communication
Collective term for all the various types
of planned messages used to build a
brand-advertising, public relations,
sales promotion, direct marketing,
personal selling, packaging, events and
sponsorships, and customer service.
Direct
Direct
Marketing
Marketing
Customer
Customer
Service
Service
Publicity
Publicity (Public
(Public
Relations)
Relations)
Functions
Functions
Events
Events &&
Sponsorships
Sponsorships
Packaging
Packaging
Sales
Sales
Promotion
Promotion
Personal
Personal
Selling
Selling
Functional Areas of MC
Advertising- non-personal, paid
announcements by an identified
sponsor.
Direct Marketing-an interactive,
database-driven marketing
communication process that uses a
range of media to motivate a response
from customers and prospects.
Functional AreasContd
Public Relations- communication
activities that help an organization and
its publics adapt mutually with each
other.
Sales Promotion- short-term, addedvalue offer designed to motivate an
immediate response.
Functional AreasContd
Personal Selling- interpersonal
communication in which a salesperson
uncovers and satisfies the needs of a
customer to the mutual benefit of both.
Packaging- container and conveyor of
information
Functional AreasContd
Events- highly targeted brandassociated activities designed to
actively engage customers and
prospects and generate publicity.
Sponsorships- financial support of an
organization, person or activity in
exchange for brand publicity and
association.
Functional AreasContd
Customer Service- a companys
attitude and behavior during
interactions with customers.
Integration
Combining separate parts to a unified
whole
Synergy
Outcome of integration which is the
interaction of individual parts in a way
that makes the integrated whole greater
than the sum of its parts.
2+2=5
IMC
BRAND MESSAGES
Communicated by advertising,
sales promotion, direct
response, packaging, etc.
Evaluating
and Planning
CUSTOMERS BRAND
EXPERIENCE
STRONG BRAND
RELATIONSHIPS
Increased sales, customers
and brand equity
WEAK BRAND
RELATIONSHIPS
Lose customers, sales and
brand equity
IMC Media
The means by which the various types
of marketing communication messages
are sent and received
Radio
Radio
Telephone
Telephone
Newspapers
Newspapers
Media
Media
Mail
Mail
Magazines
Magazines
Internet
Internet
Outdoor
Outdoor
The End
Thanks