Brand building & integrated marketing communication

1. Brand Building & Communication
Presented By, Joyal George
Brand Management Seminar

2. • The communication and creation of customer value
• Brand Building is generating awareness, establishing and promoting
company using strategies and tactics.
• Brand building is enhancing brand equity using advertising
campaigns and promotional strategies.
Brand Building

3. Brand Communication
• Brand communication is a combination of activities such as
advertising, social media and reviews that are used to communicate
with customers.
• Brand communication takes place every time a potential customer or
client interacts with a particular brand. It could mean seeing a logo
online or signing up for a newsletter.
• Developing a consistent brand will make all methods of communication
more effective.

4. Integrated Marketing Communication
(IMC)

6. • Integrating all the methods of brand promotion to promote a
particular product or service
• The goal of IMC is to generate short-term financial returns
and build long-term brand value.
IMC

7. IMC (Example)
Advertisement
Personal
Selling
Web
Development
Trade Shows
Special Media
Events
Social Media
Sales
Promotion

8. Advertisement
Sales
Promotion
IMC (Example)

9. Will be like a Venn Diagram
Sales Promotion
IMC

10. • Build awareness of products & brands
• Creates brand image
• Provides product & brand information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases & brand experiences
Role of IMC in Branding

11. • Advertising
• Personal selling
• Sales Promotion
• Public relations
• Internet Marketing
Important IMC Elements

12. Paid persuasive communication that uses nonpersonal mass
media & other forms of interactive communication to reach
broad audiences to connect an identified sponsor with a
target audience
Advertisements

13. Advertisements
• Every ad contributes to make the brand what it is in the
minds of the consumer – David Ogilvy
• A company’s brand is the primary source of its
competitive advantage and is a very valuable strategic
asset – David Aaker

15. Personal Selling
• Two-way flow of communication
• Between a buyer and seller
• A face-to-face or real time encounter
• Personal selling is oral communication with potential buyers of
a product with the intention of making a sale.
• Personal selling is one of the oldest form of promotion.
• Celebrities can be defined as a type of personal selling

17. • Short-term incentives to encourage the purchase or sale of
a product or service
• Techniques
⚬ Consumer promotion
⚬ Trade Promotion
Sales Promotion

18. Sales promotion tools used to boost short-term customer buying and
involvement or to enhance long-term customer relationships
• Cash refunds
• Money off
• Bonus pack
• Premiums
• Free sample
• Coupons
• Competitions
• Draws
Consumer Promotion

19. Trade promotion
Sales promotion tools used to persuade resellers to carry a brand,
give it shelf space, promote it in advertising and push it to consumers
• Price discounts
• Free goods
• Incentives
• Allowance
• Point of Purchase
Displays

21. The practice of managing the flow of information between an
individual or an organization and the public.
Functions
• Promoting goodwill
• Promoting product, service, corporate image
• Corporate communications
• Lobbying
• Counteracting negative publicity
Public Relations

23. Component of marketing that utilizes internet and online based
digital technologies such as desktop computers, mobile phones
and other digital media and platforms to promote products and
services.
Internet Marketing
• Email Marketing
• Social Media Marketing
• Search Engine Optimisation
• Search Engine Marketing
• Content Marketing etc

24. Website
Internet Marketing
Email
Social
Media
SEO
PPC

25. Internet Marketing (IMC)

26. Internet Marketing (Example)

27. Thank You