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Marketing Communications Lecture Three
 

Marketing Communications Lecture Three

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These slides support lecture three which considers branding within communications strategy.

These slides support lecture three which considers branding within communications strategy.

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    Marketing Communications Lecture Three Marketing Communications Lecture Three Presentation Transcript

    • 3
    • “...a special relationship with customers,based on intangible qualities that evokestrong emotional responses. Thesemight consist of a logo, a general lookand feel, a tone of voice and the way acompany interacts with its customers –but the whole should be much greaterthan the sum of the parts.”
    • “A brand is the set of expectations,memories, stories and relationships that,taken together, account for a consumer’sdecision to choose one product or serviceover another. If the consumer (whether it’sa business, a buyer, a voter or a donor)doesn’t pay a premium, make a selectionor spread the word, then no brand valueexists for that consumer.”
    • a brand can be perceived as a product…...that adds either rational and tangibledimensions (related to performance)…or as a symbol......symbolic, emotional and intangibledimensions (related to what the brandrepresents)
    • memorable
    • http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx accessed 13th October 2011
    • brand strategies…
    • brand names… …synonymous?
    • react to successful competitiveproducts
    • multi-branding
    • all the brands and lines that an organisation possess bastion
    • Brand friend Satisfied buyer with switching costsSatisfied/habitual buyerSwitchers/price sensitive