PART IV

1. PART IV MANAGING THE BRAND COMMUNICATIVE SCOPE PSU - Global brand Management - Alain Hutinel

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3. Price premium potentiality Preference for the Brand Purchase Intent Replacing cost Accounting value of non tangibles Future profits Marketing assets Remember you are building Asset values PSU - Global brand Management - Alain Hutinel

4. Treat customer nicely Keep close to him Measure his satisfaction Make switch cost higher Give more than competition Build emotional relationship You are building loyalty to the Brand PSU - Global brand Management - Alain Hutinel

5. Brand Building takes time and is irregular among population clusters Bond + Affinity Advantage Performance Relevance Presence Birth PSU - Global brand Management - Alain Hutinel

6. It aims at strengthening overtime, i.e. making more valuable, the perceived relationship that the different audiences have with the brand key is VALUABLE (to the consumer...) it therefore consists in creating & managing the meanings that all contacts with the Brand bring/add to each individual the Brand wants to reach key : ALL contacts Brand Building is A continuous creative process PSU - Global brand Management - Alain Hutinel

7. Create ALL Contacts so that they bring and keepconsumers in the Brand’s own world PSU - Global brand Management - Alain Hutinel

8. ... I really mean ALL CONTACTS (systemic approach) PSU - Global brand Management - Alain Hutinel

9. I really mean ALLCONTACTS • products, services • with advertising, «wom», • with salesmen, stores • direct contacts • indirect contacts ....... etc, etc • List them and rank them according to their importance in long term value building to the audiences PSU - Global brand Management - Alain Hutinel

10. Performance of a « marketing contact » ATTENTION X PERCEPTION Selection Distorsion Retention Memorisation X ATTITUDE BEHAVIOR RESPONSE X PERSUASION PSU - Global brand Management - Alain Hutinel

11. Direct Mail Image TV /Media DR TV /Media Branding Corporate Loyalty (CRM) E-Media SalesPromotion The Multi-Touch Points Integrated Solution WOM BUZZ Events/ Sponsoring PR Mobile Personal PSU - Global brand Management - Alain Hutinel

12. Prod Price Dist Comm Prod Price Dist Comm Prod Price Dist Comm DM ADV SP PR EV SP DM PR EV ADV DM ADV SP PR EV Integrated Marketing Communications Model Customer/Prospect Database Database Demographics Psychographics Purchase History Category Network Segmentation / Classification Loyal Users Swing Users Competitive Users Contact Management Contact Management Contact Management Contact Management Communications Objectives and Strategy Communications Strategy Communications Strategy Communications Strategy Brand Network Brand Network Brand Network Brand Network Gain / Extend Usage Marketing Objectives Maintain Usage Build Usage Prod Price Dist Comm Marketing Tools Build Loyalty Trial Volume Marketing Communications Tactics Prod Price Dist Comm Prod Price Dist Comm ADV SP DM SP DM ADV SP ADV DM DM = Direct Marketing ADV = Advertising SP = Sales Promotion PR = Public Relations EV = Event Marketing PSU - Global brand Management - Alain Hutinel

13. Hybrid Contact grid (Kotler) + Another Way of looking at it + PSU - Global brand Management - Alain Hutinel

14. Marketing Contacts Options PSU - Global brand Management - Alain Hutinel

15. Total Brand experience • Individual experience • Shared experience • Individual/shared experience • Hybrid experience = more than one of the 5 basic experiential modules : • Sense, Feel, Think, Relate & Act. PSU - Global brand Management - Alain Hutinel

16. The experiential grid PSU - Global brand Management - Alain Hutinel

17. 16 types of Consumption emotions & « experience » PSU - Global brand Management - Alain Hutinel

18. Brand Communicative Strategy Managerial Decision Tools PSU - Global brand Management - Alain Hutinel

19. * KEY MARKET FEATURE(S) * POSITIONNING * COMMUNICATION OBJECTIVES * TARGET(S) * PROMISE * REASON WHY * TONALITY OF COMMUNICATION * CONSTRAINTS ... Why insufficient ? TRADITIONNAL COPY STRATEGY STATEMENT INSUFFICIENT FOR STRATEGIC CREATIVE BRAND MANAGEMENT PSU - Global brand Management - Alain Hutinel

20. The Brand «project» &The Brand creative brief PSU - Global brand Management - Alain Hutinel

21. THE BRAND COMMUNICATIVE PROJECT The idea is to make sure you create and build competitive meanings into the Brand. In other words, get organised so that you really work and establish a "UNIQUE BRAND'S PERCEPTIVE MODEL and a UNIQUE WORLD AROUND YOUR BRAND » PSU - Global brand Management - Alain Hutinel

22. Lifestyles are expressions of sub-cultures Signs : icons, indexes & Symbols Heroes Rituals BRAND ? Values Expressions of cultures A value is a broad Tendency to prefer a certain state of affairs Over others PSU - Global brand Management - Alain Hutinel

23. Most typical Physical offer and salient aspects Of Brand Most typical/salient aspects of Brand « Persona » Most typical/active apects of Brand Culture & Ligitimacy Nature & activenessof Relation established by Brand BRAND IDENTITY Brand Non-Adepts’ Set of mind of Brand & of Brand Adepts Brand Adepts’ set of mind of Brand & of themselves PSU - Global brand Management - Alain Hutinel

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25. Follow a BRAND Commu-nication STRATEGIC PLANNING process Start with a "WARFARE" Type of ANALYSIS of the market and of the competitive Brands’ PERCEPTIVE MODELS . . Conclude and identify which brand(s) «make(s) the law» and which «law». Then, BUILD YOUR BRAND PROJECT, i.e. CREATE YOUR BRAND ’s RULES and «law». THE BRAND COMMUNICATIVE PROJECT APPROACH PSU - Global brand Management - Alain Hutinel

26. Adapt the concept to each «vector» Organise contacts with the Brand concept in a creative & pertinent way via selected «vectors», from media to products & any pertinent support. Create Brand offer that proves it A vision A mission An objective A demonstrated qualification for the mission A communication concept (not just a slogan!) WRITE YOUR BRAND PROJECT STATEMENT PSU - Global brand Management - Alain Hutinel

27. The Top 20 Ad Campaigns of the Last 20 Yearsadweek PSU - Global brand Management - Alain Hutinel

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29. The Brand is a contractor Constant creation is needed Products/services are the proof of the brands qualification for its «mission» need a specific managerial tool for communica-tion agency : Brand Creative Brief (Need Also a specific managerial organization !) Some implications of the Brand project dynamics PSU - Global brand Management - Alain Hutinel

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31. THE BRAND IDENDITY STRATEGY It defines the BRAND’S PROJECT /TERRITORY DIFFERENT PERTINENT CONNIVENT DURABLE THE COPY CREATIVE STRATEGY. It defines : THE SALE * product advantage, * created difference, THE RELATIONSHIP * nature of the relationship between brand and audience. THE BRAND COMMUNICATION CREATIVE BRIEF PSU - Global brand Management - Alain Hutinel

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39. Clan Campbell communique sur ses terresLes terres historiques du Clan Campbell sont une fois encore mise en avant à l'occasion d'une nouvelle vague publicitaire qui débutera en affichage le 17 décembre prochain (5.000 panneaux répartis entre Paris, la région parisienne et 20 grandes villes de province). BDDP & Fils et son client ont choisi cette année de mettre en avant le Pure Malt, tout en prolongeant la saga déjà installée avec le Blend. Deux visuels composent cette campagne : l'un présentant un vaste labyrinthe à franchir pour accéder au château et l'autre dévoilant une crypte étrange et très inquiétante. 27/11/2001 - CB-News - Anne Lavaud PSU - Global brand Management - Alain Hutinel

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41. Bates pour Ballantine's octobre 2001 PSU - Global brand Management - Alain Hutinel

42. : 3 juillet 2002 PSU - Global brand Management - Alain Hutinel

43. … also express the Brand’s identity thru all communicating elements The Brand Name The Logo(type) Packaging ..... ....all actions of the marketing mix... PSU - Global brand Management - Alain Hutinel

44. Why is the brand outhere ? What’s it’s know-how? Where is it’s legitimate territory ? What product(s) illustrate it best ? What is it’s style ? What does it want the costumer to think of himself ? The Brand platform =Launching the Brand “program” • What does it bring ? • What’s it’s viewpoint • What’s it’s vision of what it sells ? • What values is it pro- moting ? • What’s it’s mission on the market PSU - Global brand Management - Alain Hutinel

45. Three levels of the Brand’s contacts Change : Takes environment + brand reality into consideration Is « re-created all the time» Always recognizable : Territory of expression = style of discourse +Brand roles Rarely change : Basic Brand Values & Project PSU - Global brand Management - Alain Hutinel

46. Value Structure Maps (VSM) and Marketing • The name of the game is to link marketing offer attributes and benefits to cultural values • Also called the means-end chain model (Gutman) PSU - Global brand Management - Alain Hutinel

47. Culture and Consumer Behavior Consumption values • Functional Values. Relate to needs and satisfaction from use and attributes • Social Values. Relate to perceived utility in association with one or several social groups and self-building. Includes symbolic values of products and Brands. • Emotional Values. Relate to emotional arousal linked to contact with or thinking of product/Brand • Epistemic Values.Related to novelty seeking, curiosity arousal, knowledge seeking, innovation drive, variety • Conditional Values. Related to capacity to provide temporary functional or social values PSU - Global brand Management - Alain Hutinel

48. A comfortable life An exciting life A sense of accomplishment A world at peace A world of beauty Equality Family security Freedom happiness Inner harmony Mature love National security Pleasur Salvation Self-respect Social recognition True friendship wisdom Rokeach’s List of Terminal (desired end-state) Values PSU - Global brand Management - Alain Hutinel

49. Freedom (political, free speech) Equality before law Equality of opportunity (as expression of freedom + individualism in the market place) Fairness (get what you deserve as a consequence of your own individual actions) Achievment (efficacy of individual efforts) Patriotism (loyalty to the country) Democracy (belief that the judgment of the majority should rule) American exceptionalism (moral mission of America) CariIng beyond self Religion (transcendental) Luck (good fortune) … family (?) America’s enduring values PSU - Global brand Management - Alain Hutinel

50. Having your own house Thrift, frugality Progeny, having descendants Helathy & healthy life Safety, living in a safe world Security (count on people) Being painless, fearless with good fortune Keeping all one has as it is Paying attention to one-self Romanticism (being in love) Erotic love, sensuality Strong intimate partner relationship Love for children Strong friendship Strong family ties Better world for fellow men Better Environment, love nature Self-esteem and self-respect Being respected by others Being admired, prestigious, have satus and success Have leadership and power Ability to be oneself as one is Freedom, independance in choice Develop one’s abilities & creativity Having one’s own lifestyle Being stressless, inner harmony Enjoy simple things in life Leading a prosperous, comfortable, luxurious life Belgian Values (1992) PSU - Global brand Management - Alain Hutinel