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Brand communication
This document provides an overview of brand communication. It defines brand communication as activities that influence customer opinions of a company and its products. It discusses objectives of brand communication such as clearly conveying messages, connecting with prospects emotionally, and building loyalty. The document outlines a 10 step process for brand communication and discusses strategies, brand awareness, elements, and types of brands. It also introduces a digital brand management model focusing on design, consumption, and fit gaps.
Brand communication
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- 2. Presented By A-13Niral Patel A-14 Tejendra Gohil A-15 Upendra Patel A-16 Dushyant Vagadiya A-17 Sumeet Shah A-62 Noor Zaman Muqbel
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- 4. DEFINITION Brand Communication isa communication of activities that influence customers opinions of a company and its products.
- 5. Consumers areconstantly meeting the brand Through advertising With editorial mentions By sponsorships On the point of purchase materials Over the supermarket shelves They often meet our brands, but how often do they notice them?
- 6. Objectives The messageclearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Delivers Concretes User Loyalty
- 7. Process Of Brand Communication Step 1: Start with understanding the role of brand in your business. Step 2: Understand the factors that contribute to brand value. Step 3: Understand whom you need to reach. Step 4: Frame your BIG idea. Step 5: Understand how far you need to shift perceptions in order to own the big idea.
- 8. Process Cont… Step6: Build the messages to shift perceptions. Step 7: Understand the role of each medium in making the shift and sustaining momentum. Step 8: Determine the optimum media allocation. Step 9: Measure results. Step 10:Revisit Step 5…and repeat the process again…and again…
- 9. Strategy of Brand Communication Purpose and Overview Structure and Goals
- 10. Brand Awareness Brandawareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, jingles and so on to certain associations in memory. It consists of brand recognition and brand recall.
- 11. There arevarious levels of brand awareness that require different levels and combinations of brand recognition and recall. Top-of-Mind awareness occurs when your brand is what pops into a consumers mind when asked to name brands in a product category.
- 12. Eg : Whenany person thinks about chocolates the first brand coming in mind is Cadbury
- 13. Aided Awarenessoccurs when a consumer is shown or reads a list of brands, and expresses familiarity with your brand only after they hear or see it as a type of memory aide.
- 14. Strategic Awarenessoccurs when your brand is not only top-of-mind to consumers, but also has distinctive qualities that stick out to consumers as making it better than the other brands in your market.
- 15. Brand Elements Name: The word or words used to identify a company, product, service, or concept. Logo : The visual trademark that identifies the brand. Tagline or Catchphrase : "The Quicker Picker Upper" is associated with Bounty paper towels.
- 16. Colors :Owens-Corning is the only brand of fiberglass insulation that can be pink. Sounds : A unique tune or set of notes can denote a brand. NBC's chimes are a famous example. Movements : Lamborghini has trademarked the upward motion of its car doors. Graphics : The dynamic ribbon is a trademarked part of Coca-Cola's brand.
- 17. Types of Brand Manufacturers’ Brand Private Brand Thebrand name of a manufacturer. A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand.
- 18. Manufacturer brands Manufacturer brandsare created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer.
- 19. Advantages of Manufacturers’ Brands Develop customer loyalty Attract new customers Enhance prestige Ensure dealer loyalty
- 20. Private Label brands Own-labelbrands are created and owned by businesses that operate in the distribution channel – often referred to as “distributors”. Often these distributors are retailers, but not exclusively. Sometimes the retailer’s entire product range will be own-label.
- 21. Advantages of PrivateBrands Earn higher profits Less pressure to mark down prices Ties customer to wholesaler or retailer
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