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Integrated Branding Integrated branding is a leadership practice that aligns all actions and messages with the core value an organization brings to its line of business. By aligning every company activity and employee action with the brand promise, a company will create a deep, long-lasting relationship with its customers.
Integrated Branding Every organization has a brand promise The integrated branding process reveals your brand through a facilitated process that creates buy-in and results that accurately reflect who you are as an organization.
Integrated Brand Marketing Marketing its brand through Various means of communication At most companies not a day goes by the marketers are not trying to integrate one or more of these activities with the other ones. <ul><li>It includes the following activities: advertising, promotion, trade shows ,direct mail etc </li></ul>It includes the following activities: advertising, promotion, trade shows ,direct mail etc
Trade Show It Includes Trade shows are the most important aspect of IBM( integrated Brand Mktg.) <ul><ul><li>inviting current and potential customers </li></ul></ul><ul><ul><li>Researching product innovation </li></ul></ul><ul><ul><li>Timing of new product announcements </li></ul></ul><ul><ul><li>Timing of a local cause related marketing activity </li></ul></ul><ul><ul><li>Placing ads on convention centre </li></ul></ul>
Procedure Set specific brand management and marketing objectives Provide the chief marketing officer with a broad span of control Place a brand marketing vision Conduct a brand –positioning Create a well –communicated brand positioning statement
Integrated brand mktg. It means mktg. its brands through various means of comm. <ul><li>PROMISE CLARITY, driving: </li></ul><ul><li>Business goals and strategies </li></ul><ul><li>Communications </li></ul><ul><li>Individual actions </li></ul>Desired customer experience <ul><li>Existing goals and strategies </li></ul><ul><li>Opportunities and threats </li></ul><ul><li>Brand environment </li></ul>What is the “must have” role we play with customers? What is the ideal we want to achieve? How do we express our brand? What is our unique approach to our strategic role? How does the way we “do things” support our brand?
Marketing Communication Visual and verbal brand Public relations Advertising Web Direct mail & More All marketing communications should stem from your brand tools
Visual brand Not just logo, but colours, grids, templates How does it make the target feel? Does it look like it all came from the same company?
How will this benefit your organization? Customers – Are clear about what they value in the company – Are strong believers in the company – Will recommend you to their peers 5-7 times per year – Will pay a price premium of up to 5% - 25% Benefits Employees – Focus on what the client values – Are empowered to take action – Recommend the organization to potential clients and employees – Stick with you even through the hard times or even if they’re not getting paid the most