Strategic Brand Management by Kevin Lane Keller

1. Integrating Marketing
Communications to
Build Brand Equity

2. Introduction
o Refers to integrating all the methods of
brand promotion to promote a particular
product or service among target
customers
o A theory and a set of business practices
that facilitate consistent messaging
across channels and produce a unified
brand experience for customers.

3. Information
Processing Model
of
Communications
1. Exposure: A person must see or hear the
communication.
2. Attention: A person must notice the
communication.
3. Comprehension: A person must understand the
intended message or arguments of the
communication.
4. Yielding: A person must respond favorably to the
intended message or arguments of the
communication.
5. Intentions: A person must plan to act in the
desired manner of the communication.
6. Behavior: A person must actually act in the
desired manner of the communication

4. FOUR MAJOR MARKETING
COMMUNICATION OPTIONS
• Advertising and Promotion
• Interactive Marketing
• Events and Experiences,
• Mobile Marketing

5. Advertising
• Any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor
• Although it is a powerful means of creating strong, favorable, and unique
brand associations and eliciting positive judgments and feelings,
advertising is controversial because its specific effects are often difficult
to quantify and predict

6. • Different advertising media clearly have different strengths:
 Television
 Radio
 Print
 Direct Response
 Place

7. Promotion
• Advertising and promotion often go hand-in-hand
• Sales promotions are short-term incentives to encourage trial or usage of a product or service
• Advertising typically provides consumers a reason to buy, sales promotions offer consumers an incentive
to buy
• Sales promotions are designed to do:
 Change the behavior of the trade so that they carry the brand and actively support it
 Change the behavior of consumers so that they buy a brand for the first time, buy more of the brand, or
buy the brand earlier or more often
• Tools:
 Consumer Promotions
 Trade Promotions

8. Online Marketing Communications
• With the pervasive incorporation of the Internet into everyday personal and
professional lives, marketers are scrambling to find the right places to be in
cyberspace
• Main advantages to marketing on the Web are the low cost and the level of detail and
degree of customization it offers, & solid relationship building
• Three crucial online brand-building tools:
(1) Web sites: P&G, www.pampers.com & General Mills’s www.cheerios.com
(2) Online ads and videos: In 2010 it totaled $26 billion in the United States, newspaper
advertising ($22.8 billion) ranked second behind TV advertising ($28.6 billion). Eg coke,
St. John’s University in Queens, New York, all kinds of goodies began to appear—a
bouquet of sunflowers, balloon animals, six-foot subs, and even a hot pepperoni pizza.
(3) Social media: message boards and forums, chat rooms, blogs, Facebook, Twitter,
YouTube

9. Events and Experiences
• Events and experiences range from an extravagant multimillion dollar
sponsorship of a major international event to a simple local in-store
product demonstration or sampling. consumers’ senses and imagination,
changing brand knowledge in the process
• Action sport high-risk sports, it is largely defined by various forms of
skateboarding, snowboarding, surfing, and BMX biking. Earns ($5 bill to
$11 bill).

10. Mobile Marketing
• As smartphones are playing an increasingly significant role in
consumers’ lives, more marketers are taking notice, and mobile ad
spending passed $1 billion in 2011

11. BRAND
AMPLIFIERS
• Public Relations and Publicity:
Press releases, media interviews, press
conferences, feature articles, newsletters,
photographs, films, and tapes, annual reports,
fund-raising and membership drives,
lobbying, special event management, and
public affairs.
• Word-of-Mouth

12. DEVELOPING
INTEGRATED
MARKETING
COMMUNICATION
PROGRAMS
• Marketers should “mix and match”
communication options to build brand
equity- choose a variety of different
communication options that share common
meaning and content but also offer
different, complementary advantages so
that the whole is greater than the sum of
the parts

13. Criteria for IMC Programs
• The 6 Cs
1) Coverage
2) Contribution
3) Commonality
4) Complementarity
5) Conformability
6) Cost

14. Using IMC Choice
Criteria
• Can provide some guidance for designing
integrated marketing communication
programs
• Two key steps :
 Evaluating Communication Options
 Establishing Priorities and Trade-Offs

15. Conclusion
• Different communication options have different strengths and can
accomplish different objectives
• The marketing communication program should be put together in a way
such that the whole is greater than the sum of the parts
• As much as possible, there should be a match among certain
communication options so that the effects of any one communication
option are enhanced by the presence of another option
• So, marketer needs to be;
Analytical, Curious, Single-Minded, Integrative, Creative, Observant,
Patient & Realistic