The document discusses brand communication, including defining a brand idea, brand communication idea, and advertising/campaign idea. It explains that a brand idea captures customer needs and wants as well as a brand's purpose. The communication idea translates the brand idea into customer language. The advertising/campaign idea applies the communication idea across executions based on brand strategy and market analysis, with the objective of getting customers to think about, love, or take action regarding the brand. It provides McDonald's "I'm Lovin' It" as an example that aimed to appeal to customers' inner children and nostalgia.

1. ASSIGNMENT 10.1 – BRAND COMMUNICATION
Tuan Duong
Minh Vũ

2. BRAND IDEA
A captivating expression of the needs & wants a brand best
satisfies…that simultaneously conveys the brand’s ultimate
purpose or commitment
Definition
of the needs & wants
A captivating expression
a brand best satisfies
the brand’s ultimate
purpose or commitment
Words that go beyond the single literal, that typically carry
appropriate double & triple meanings or connotations
Not merely functional problems that the brand’s performance
solves, but also those deeper-seated desires that accompany
them
The most meaningful differentiation—aimed at the brand’s
intended target
The brand’s most valued sense of purpose; what it is more than
any other competitor, is and always has been committed to

3. BRAND IDEA
The
Brand
Our
Consumer
Brand
Positioning
Brand
Strategy Brand
Communication
Brand
Innovation
Culture &
Experience
• connection between brand strongest benefits and consumer appealing need/wants
• Indicator for brand activities and company function
Role of brand idea is
Brand
Idea

4. BRAND
COMMUNICATION IDEA
Brand Communication Idea is brand Idea translated into
consumer language.
Definition
consumer language
Brand Idea translated
Brand Idea is invisible and ultimate purpose of company
with captivating words, which is not appealing to consumer.
Therefore, we need to make it more understandable
Consumer language means use the voice of consumers:
words, gestures, body language… to help them understand
brand and brand messages

5. ADVERTISING/
CAMPAIGN IDEA Definition
Brand Advertising/Campaign Idea is the outcome of communication
idea and apply to all the execution.
Its build on brand strategy in current specific period and background
analysis (Competitors, Consumer trend, brand innovation…) with
objective driven. Through it, consumer can be aware of/ understand/ fall
in love with our communication idea, our brand messages.
Get Consumers to
THINK differently
about the brand
Get current loyal
users to LOVE
brand more.
Drive ACTION and
get consumers to
buy you now
The head The heart The foot
3 role of campaign idea

6. EXAMPLE
McDonald’s
DELIGHT THE INNER CHILD
I’M LOVIN’ IT
BRAND IDEA
COMMUNICATION
IDEA
Popular phrase appeal to children when they express to enjoy
something.
McDonald’s wanna emphasize enjoyment of experience
(food, space…) at McDonald’s restaurants

7. EXAMPLE
McDonald’s
More and more adults become care much
unhealthy foods and feel uncomfortable when
eating McDonald’s.
Hectic life make them less enjoyable with eating, do
eating as evidence and usual task during day.
ADVERTISING/
CAMPAIGN IDEA
Feed the inner child
Appealing to adults’ nostalgia for McDonald’s,
remind them how they are enjoyable with food in
their childhood
Context
Objective
Brand
strategy
McDonald’s build the heart, Get current loyal users
to LOVE brand more by shift from product to
experience.
Enhance value of “Lovin” for brand communication