Building Brands with Integrated Marketing Communications by Patti Girardi

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Building Brands with Integrated Marketing Communications by Patti Girardi

  1. 1. BUILDING BRANDS THROUGH IMC Integrate 2011 Workshop
  2. 2. Patti Girardi IMC 613 Brand Equity Management 2
  3. 3. IMC 613 -- Brand Equity Management 3
  4. 4. What is a brand? 4 • A brand is a customer’s gut feeling about a product, service or company. • It is not what you say it is. It is what THEY say it is. • A charismatic brand is a brand for which people believe there is no substitute.
  5. 5. Which of these brands are charismatic? 5
  6. 6. 6 Which of these brands are charismatic?
  7. 7. A couple more definitions • Branding is the discipline of empowering a company’s product or service with the essence of the brand • Brand equity is the added value endowed on a product or service, which may be reflected in the way consumers think, feel and act with respect to the brand 7
  8. 8. Advantages 8 8BIGGER PROFITS GREATER LOYALTY IMPROVED PERCEPTION S OF PRODUCT PERFORMAN CE INCREASED MARKETING COMMUNICATIONS EFFECTIVENESS GREATER TRADE COOPERATION LESS VULNERABILITY TO CRISES LESS COMPETITIVE VULNERABILITY
  9. 9. “The Apple Effect” 9
  10. 10. 10
  11. 11. 11 The 10 Most Valuable Brands* Brand 2010 Brand Value (Billions) Coca-Cola $70 IBM $65 Microsoft $61 Google $44 GE $43 McDonald’s $34 Intel $32 Nokia $30 Disney $29 Hewlett-Packard $27 __________ *Source: Interbrand
  12. 12. The Brand Promise 12  Building brand equity starts with the identification of a brand promise or mantra  A brand promise is a short 3-5 word expression of the most important aspects of the brand and its core values (e.g., “serve the athlete”)  Ask yourself: Who are we? What do we do? Why does it matter?
  13. 13. Building Brand Equity 13  Brand equity is created through the generation of awareness and positive associations in the minds of consumers  Brand elements (logo, slogans, names, URLs, symbols, characters) Memorable Meaningful Likeable Transferable Adaptable Protectable  Marketing activities
  14. 14. 14 Like this!
  15. 15. And this! 15 • Can you hear me now? • Like a good neighbor, State Farm is there • Just do it • Zoom Zoom • We try harder • We’ll pick you up • This Bud’s for you • Save 15% or more in 15 minutes or less • Nothing runs like a Deere
  16. 16. 16
  17. 17. And this! 17
  18. 18. Why IMC? 18 • Different media have different strengths and advantages within a campaign’s media mix and, thus, should be integrated in a way that most effectively delivers on the objectives of the campaign • The result is a consistent voice
  19. 19. 19 Why IMC?
  20. 20. Tactics • The following eight media/tactics can help in orchestrating an integrated branding campaign: – direct marketing – new media – print – public relations • More about these later! – radio – sales promotion – sponsorships/event marketing – television 20
  21. 21. 21 Every customer interaction is an opportunity to generate brand awareness and positive brand associations.
  22. 22. 22

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