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Building Brand Equity through Integrated Marketing Communications

Learn how integrated marketing communications can help build strong brand equity and effectively communicate brand positioning through consistent messaging across all marketing elements.

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Building Brand Equity through Integrated Marketing Communications

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  1. MKTG 4550: The Role of Marcom Dr. Campbell Th 1/13/05

  2. Plan for the Day • What marketing communications can do • Brand equity • Integrated marketing communications

  3. What is Marketing? “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives” American Marketing Association

  4. Marketing Analysis and the Marketing Mix Customers Competitors Company Product Price Place Promotion

  5. Functions of Marcom • Communicate information • Communicate positioning / build brand equity Brand Equity Marcom

  6. An orange…is an orange…is an orange.

  7. What is a Brand? • “…A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” (AMA)

  8. Brand Equity: Asset-Based Definition A set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firm’s customers. Dave Aaker

  9. Brand Equity: Customer-Based Definition The differential effect that brand knowledge has on consumer response to the marketing of that brand. Kevin Lane Keller

  10. Customer-Based Brand Equity Awareness BRAND EQUITY Brand Associations/Meaning Strong Favorable Unique

  11. Benefits of Strong Brand Equity • Greater brand loyalty • Larger margins • Less elastic responses to price increase • More elastic responses to price decreases • Communication efficiency/effectiveness • Resistance to competitive marketing actions • Licensing extension opportunities • Greater trade cooperation and support • More “lenient” perceptions

  12. Customer Benefits of Brands

  13. Building Customer-Based Brand Equity • Creating a brand requires putting a label and meaning to a product or service • Label Brand elements • Meaning Marketing mix • Strong • Favorable • Unique

  14. Role of Marketing Communications • Marketing Communications are good at these necessary tasks • Establishing a label • Creating awareness • Developing meaning • Associating the meaning with the label

  15. The Goal of Marcom Management Manage all “brand contacts” to build a cohesive brand

  16. There are Many Audiences • External Audiences • Consumer • Industry • Channel • Competition • as antagonists • as potential partners • Media • Investment community • Internal Audiences • Employees • Stockholders

  17. The Goal of Marcom Management “Brand Equity” Build

  18. Steps in Creating Strong Brand Equity • Develop a great product • Determine desired, differentiated positioning • Create accessible, favorable brand attitudes by communicating consistent brand position/image in all elements of the marketing mix • Product • Pricing • Distribution • Marketing Communications

  19. Definition of “Promotion” The coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote and idea. Mike Ray 1972

  20. What are“Integrated Marketing Communications”? The recognition of the added value in a program that integrates a variety of marketing disciplines and combines these disciplines to provide clarity, consistency, and maximum communications impact. American Association of Advertising Agencies

  21. Conclusion Promotional management is the process of developing communications strategy and coordinating the promotional mix elements to develop and control an integrated program of effective marketing communication that builds strong brand equity.

  22. Next class… • Read BB Ch 2

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