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How Brand Communication Works

How Brand Communication Works. 14. Lecture Outline. How Does Brand Communication Work? What Are Brand-Customer Touch Points?. Touchpoint. Touchpoint. Touchpoint. Touchpoint. Lecture Perspective.

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How Brand Communication Works

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  1. How Brand Communication Works 14

  2. Lecture Outline • How Does Brand Communication Work? • What Are Brand-Customer Touch Points?

  3. Touchpoint Touchpoint Touchpoint Touchpoint Lecture Perspective Everything, every person, and every message that touches a customer communicates something positive or negative about the organization

  4. Opening Case: HB Ice Cream +

  5. To increase Irish ice cream consumption Challenge: • An IMC program for the HB brand, focusing on “togetherness” theme: • New logo • TV spot creating a “Love Weekend” • Newspaper ad tie-ins • On-street promotions Answer: • 75% of 15–24 target age group became aware of new logo • Similar campaigns now being used across Europe Results: Opening Case: HB Ice Cream To increase Irish ice cream consumption • An IMC program for the HB brand, focusing on “togetherness” theme: • New logo • TV spot creating a “Love Weekend” • Newspaper ad tie-ins • On-street promotions

  6. How Does Communication Work? Communication:Creating and sending a message to an individual or organization

  7. Figure 4-1: How Brand Communication Works

  8. Source Encoding Feedback Messages Decoding Channels Receiver Noise Marketing Communication Source Encoding Messages Media Decoding Channels Receiver Noise

  9. TV Commercials Are One Way of Encoding a Brand Message + http://www.tvspots.tv/video/27839/DUNKIN-DONUTS-DUCKS

  10. Even a Building Serves as a Message For a Brand

  11. Insight: Products As Media Product themselves—both goods and services—also perform as media because they carry brand messages. An example is a DVD of a Disney movie. The DVD is an entertainment product, but it is also a medium that carries the Disney brand name and says something about Disney.

  12. Think About It • This Coke machine charges more on a hot day. • Would this change the way you think about Coke?

  13. Tales From the Real World When a brand message generates no feedback from consumers it is really providing some form of input. In the real world, smart organizations don’t believe in the “no news is good news” philosophy. They are proactive and immediately begin research with consumers to find out what they are thinking about brand messages—and why they are not responding.

  14. Figure 4-3: Brand Touchpoints

  15. Company Created Customer-Initiated Intrinsic Unexpected Touchpoints Company Created TouchpointTypes Intrinsic Unexpected

  16. IMC In Action: Volvo In Manila

  17. Subtly sell the Volvo brand in Manila Challenge: • Create a new type of Volvo dealership: • Coffee café • Local bank • Concerts and lectures • Volvo cars and accessories Answer: • Volvo cars selling well in the area • The Volvo brand is now more appealing to a wider range of consumers Results: IMC In Action: Volvo In Manila Subtly sell the Volvo brand in Manila • Create a new type of Volvo dealership: • Coffee café • Local bank • Concerts and lectures • Volvo cars and accessories

  18. Insight: Service Touchpoints In most organizations service people do not report to the marketing department, but rather to some other area, such as human resources, operations, etc. Nevertheless, one negative service message can more than counter the effects of dozens of positive, planned messages produced by marketing. In an integrated program, marketing works with operations and other departments to minimize negative service messages and create synergy between the planned and service messages for greater impact .

  19. Consumers Did Not Enjoy Commercials on ATM

  20. Recourse:Easy access to those who can solve a problem Recognition:Company acknowledgement of purchases and the customer’s interaction history with the company Responsiveness:Customer satisfaction following a customer initiated company contact Respect:Showing consideration and not hammering them with advertisements and messages in which they have little interest Purposeful Dialogue Recourse:Easy access to those who can solve a problem Recognition:Company acknowledgement of purchases and the customer’s interaction history with the company FourR’s Responsiveness:Customer satisfaction following a customer initiated company contact

  21. Final Note: Sticky Communication • IMC encourages the creation of messages that involve consumers for a longer time… • …and that can be facilitated by new two-way communication technologies that foster a purposeful dialogue, including: • Web site instant messaging and feedback • 800 number interactions

  22. Bibliography • Principles of Advertising & IMC by Tom Duncan 2nd • Edition, Published by McGraw-Hill Irwin. • Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall. • Advertising Principles and Practice by W. Wells, S. • Moriarty and J. Burnett, Published by Prentice Hall • International. • Integrated Marketing Communications by David • Pickton & Amanda Broderick Published by Prentice Hall.

  23. The End: "When a man is willing and eager, the Gods join in." - Aeschylus

  24. HB ICE CREAM OLD LOGO +

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