1. MKTG 4550:
The Role of Marcom
Dr. Campbell
Th 8/25/11

2. Today’s Learning Goals
• Concept of “Brand equity”
– Benefits
– Definition
• How marketing communications influence
brand equity
• Basic concept of integrated marketing
communications
– Definition

3. 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)

4. Why are Brands Important?
• In what ways can brand equity provide value
to a firm?
• In what ways can brand equity provide value
to customers?

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

6. Customer-Based Brand Equity
Awareness
BRAND EQUITY
Brand
Associations/Mea
ning

7. Customer-Based Brand Equity
Awareness
BRAND EQUITY
Brand
Associations/Mea
ning
Strong
Favorable
Unique

8. 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

9. Role of Marketing Communications
• Marketing Communications are good at these
necessary tasks
– Establishing a label (awareness)
– Developing meaning
– Associating the meaning with the label

10. Essential Function of Marcom
Build brand equity

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

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

13. What is
“Integrated Marketing Communications”?
Marketing communications planning that
recognizes the added value of a
comprehensive plan that evaluates…a variety of
communication disciplines…and combines these
disciplines to provide clarity, consistency,
and maximum communications impact.
American Association of Advertising Agencies

14. Conclusion
Promotion 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.

15. Takeaways
• The value of brand equity is derived from the value
that brands bring to firms and their customers.
• The brand resides in the mind of the consumer
– Brand awareness and brand associations are the basis of
customer-based brand equity
– CBBE is the differential effect arising from brand knowledge
• The primary goal of marcom is to build the brand
• Strong brands are built when project a coordinated,
consistent, unified image in the marketplace
through a variety of communications tools.

16. How measure Consumer-Based BE?
• Given that the overall goal of marcom is to
build a strong brand, how will we know if
we are? How can we measure?
• What is the differential effect that our brand
gains? What response to our product is due
to the brand?

17. Coming up…
• Next class (T 8/30)
– BB Ch 2
– Due: Getting to Know You Exercise
• This is on CULearn