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Lecture 2 understanding mpr


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Lecture 2 understanding mpr

  1. 1. Post Graduate Diploma in PR & Exhibitions Management Marketing Public Relations and Audience Lecture 2 Understanding MPRDeveloped and Presented byRoy Ying, Msc., BSG, B.Comm., MHKIoDNote: Pictures used in this power point fileis for academic Purpose only 1
  2. 2. Table of Content• Brand management• Case: Apple’s Brand Experience• Brand Value: WPP Top 100 Brands• The Harris Grid• Push, Pull, Pass Strategy 2
  3. 3. What is a Brand?• A brand is a name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. — American Marketing Association Let’s hear what Let’s hear what the experts say the experts say about about “brand”…… “brand”…… 3
  4. 4. What is a Brand?• A “brand” is not a thing, a product, a company or an organization. A brand does not exist in the physical world — it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness — of individuals and of the public. —James R. Gregory, “Leveraging the Corporate Brand” 4
  5. 5. What is a Brand?• A brand is not an icon, a slogan, or a mission statement. It is a promise — a promise your company can keep....This is the promise you make and keep in every marketing activity, every action, every corporate decision, every customer interaction. —Kristin Zhivago, “Business Marketing” 5
  6. 6. What is a Brand?• A brand is more than just advertising and marketing. It is nothing less than everything anyone thinks when they see your logo or hear your name. —David F. D’Alessandro, CEO of John Hancock and author of “Brand Warfare: 10 Rules for Building the Killer Brand” 6
  7. 7. My definition• A brand is a set of perceived values and promises a company has on its products or services which was communicated through customer experience 7
  8. 8. Brand Personality• Brand Personality is a set of human characteristics associated with a brand• Personality is how the brand behaves• Gender, age, socio-economic class, psychographic, emotional characteristics• Refers to the outcome of all the consumer’s experiences with the brand 8
  9. 9. Brand Experience - Discussion• What comes to your mind when you see these brands? 9
  10. 10. Brand Experience - Discussion• What comes to your mind when you see these brands? 10
  11. 11. Brand Experience - Discussion• What comes to your mind when you see these brands? 11
  12. 12. Brand Experience - Discussion• What comes to your mind when you see these brands (people are living brands because they have personalities)? 12
  13. 13. Apple’s Brand Experience• What’s changed?• From a computer company to a mobile device company. 13
  14. 14. Apple’s Brand Experience 14Source:
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  31. 31. Apple’s Brand Personality • Apple has a branding strategy that focuses on the emotions. It is about: lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the- people through technology. The Apple brand personality is also about simplicity and the removal of complexity from peoples lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers through brand experience. 31Source:
  32. 32. What is Branding• Branding is the consistent and disciplined way we communicate a brand’s essence to the public — employees, shareholders, vendors, customers. Let’s hear what Let’s hear what the experts say the experts say about about “branding”…… “branding”…… 32
  33. 33. What is Branding• Branding is a long-term process that is frequently confused with corporate identity and with name recognition. Successful organizations spend years developing and maintaining their brands. — Nancy J. Hicks, Hill & Knowlton, Washington D.C. 33
  34. 34. What is Branding• Branding tactics are the consistent use of color, graphics and spokespeople used to communicate a brand’s distinction. — Jim Hughes branding expert and president of The Idea House 34
  35. 35. Brand Management Key Concepts• Identifying/defining your target customers• Understanding customer psychology• Brand positioning selection• Translating that position to a strong and consistent brand identity, including 1) Brand architecture, 2) Strong name and icon and 3) Tagline that reinforces brand promise• Developing brand messaging with identifiable spokesperson• Educating employees about the brand promise• Developing an integrated launch and ongoing marketing plan• Engage your customers in improving brand experience• Measuring brand equity 35
  36. 36. Brand Equity• Your “end game” is to generate the maximum size of loyal customers MPR Objectives Long term relationship Trust Credibility 36
  37. 37. How Brand Translates into $$$? 37
  38. 38. The Top Rising Brands • What have they done? 38
  39. 39. Harris Grid• Tom Harris created the Harris Grid for preparing MPR campaigns. It measures a products level of interest in consumers versus the level of interest in mass media. 39
  40. 40. Harris Grid• “A” products should conduct high visibility campaigns, such as the announcement of new product intros and product improvements.• “A” products, such as automobiles and movies, actually have “beat” reporters ready to help generate the publicity with media channels like auto sections in newspapers and car magazines, and movie reviewers in the newspaper and on TV. 40
  41. 41. Harris Grid• “B” products (not as interesting to consumers) should realize that “new news” is necessary - such as announcing the health benefits of oat bran cereal.• “C” and “D” products need to consider linking to higher interest topics, such as celebrities, causes, and special events. An example is Budweiser sponsorship of sporting events and involvement with concerts and festivals. 41
  42. 42. How to pick MPR deliverables?• Product demonstrations• Media tours• Surveys and speeches• Celebrity product endorsements• Online communication• Social media engagement• Press conferences about new products or services• Sponsorships• Social responsibility• Advertorials• Exhibitions 42
  43. 43. Class Discussion Question• Combining key elements of brand management and the Harris Grid, please identify one MPR activity you would recommend for the following products / services? 43
  44. 44. Class Discussion Question 44
  45. 45. Push, Pull, Pass Strategy• Push strategy: involves directing effort at intermediaries so that they are motivated to direct their promotional effort at customers, thereby pushing the product down the distribution channel.• Example: Smartone pushing iPhone 4S 45
  46. 46. Push, Pull, Pass Strategy• Pull strategy: involves aiming promotional activities at end users so that they demand the product from intermediaries, thereby pulling the product down the distribution channel.• Example: Milk powder 46
  47. 47. Push and Pull Diagram 47
  48. 48. Push, Pull, Pass Strategy• Pass strategy: applies when there is a need to enter markets blocked or protected by parties (i.e., government or pressure groups) other than end users.• Example: HK Film Industry under CEPA - Only 20 foreign films per year in PRC. 48
  49. 49. Push, Pull, Pass Strategy 中文片名: 老鼠爱 中文片名:《老鼠爱上猫》 中国长春电影制片厂 国长春 环亚电影有限公司 环亚电影有限公司 联合出品 东方神龙影业有限公司 方神龙 环亚电影有限公司 环亚电影有限公司 摄制 中国电影合作制片公司 协助拍摄 国电影合作制片公司 助拍摄 环亚电影 环亚电影发行有限公司 发行 主演: 主演: 刘德华饰“御猫”展昭 御 展昭 秋生饰 黄秋生饰包拯 柏芝饰 锦毛鼠”白玉堂 张柏芝饰“锦毛鼠 白玉堂 张达明 张达明饰皇上 49
  50. 50. Push, Pull, Pass Strategy 50
  51. 51. Push, Pull, Pass Strategy• Not just China, western countries too… 51
  52. 52. Class Discussion Question• Identify one company (product or service) which has deployed PUSH, PULL and PASS strategy?• Please provide justifications• Tip: You may need to list 3 companies. They may or may not be successful cases 52