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IMC Lecture 5
Brands create emotional connections with customers through intangible qualities like logos, looks, tones of voice, and customer interactions. A brand represents the expectations, memories, stories and relationships that influence a customer's choice between products. Successful brands innovate, add value, ensure quality, communicate well, differentiate themselves, and receive internal support. Brand strategies include line extensions, brand extensions into new categories, corporate branding using the company name, and multi-branding or global branding depending on product characteristics. Developing brand loyalty involves moving customers through satisfied, habitual buyer stages to committed brand advocates. Future branding may involve lovemarks creating deep emotional connections or brand narratives telling ongoing stories that customers can relate to and develop attachments towards.
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IMC Lecture 5
- 1. Integrated Marketing Communications communicationsstrategy branding 5
- 2. what is abrand? “...a special relationship with customers, based on intangible qualities that evoke strong emotional responses. These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.” a brand is something that creates… CIM, 2010
- 3. “A brand isthe set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” Godin, 2011 what is a brand?
- 4. a brand canbe perceived as a product… ...that adds either rational and tangible dimensions (related to performance) …or as a symbol... ...symbolic, emotional and intangible dimensions (related to what the brand represents) Keller, 1997 what is a brand?
- 5. Fill, 2011, identifiesthat a brand has twomain attributes… intrinsic extrinsic functional… design performance ingredients/components size/shape price meaning… value brand image images of stores where sold perceptions of users of the brand what is a brand?
- 6. brand names needto be... memorable likeable adaptable transferable meaningful protectable
- 7. brand names… should bedistinctive and able to differentiate good brand names are easy to… say should be transferable across products, culture and coun spell recall
- 9. brand constructs… a successfulbrand is built on sixkey elements… innovation added-value good quality communicative support differentiation De Pelsmaker et. al., 2007 internal support
- 11. brand characteristics… functional… theabilities, the areas where it delivers, what it does personification… it’s humanist elements… fun, bland, exciting, adventurous, caring, stylish relationship building…creating a three-dimensional person or character
- 13. brand strategies… to startwith… do you need a brand name? is it essential? do you need to differentiate? branding works best as a pull strategy
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- 15. brand strategies… line extension expandon variety of offerings accommodate needs of new segments react to successful competitive products command the market deter competitors enhance the image of the parent brand
- 16. brand strategies… brand extension… existingbrand into new product category minimise risk of failure risk of brand dilution capitalise on image on reputation incongruous product and brand can lead to failure without support can capture greater market share in shorter time
- 17. brand strategies… corporate brand usingthe name of the company for all products commonly used by banks and financial institutions capitalise on reputation fairly inflexible
- 18. brand strategies… multi-branding differentnames for products or ranges in the same product category allows finer segmentation and positioning through differentiation
- 19. brand strategies… global branding needthe required global characteristics similar approach to extension localised branding similar to multi-brand
- 20. brand portfolio... all thebrands and lines that an organisation possess premium the portfolio attempts to maximise market coverage via… bastion fighter flanker De Pelsmaker et. al., 2007
- 21. brand loyalty… Brand friend Satisfiedbuyer with switching costs Satisfied/habitual buyer Switchers/price sensitive committed buyer De Pelsmaker et. al., 2007
- 22. the future ofbranding? lovemarks respect love sensuality deep emotional connection intimacy mystery
- 24. the future ofbranding… Brand narratives …an ongoing story using metaphors and myths we understand… …and connect with… …and develop emotional attachments to Creates identity, publicity and profit …but what makes a good story?
- 25. Brand story archetypes… passionateenthusiast smart listener likeable hero little guy vs. big guy inspired inventor Cohen, 2012
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- 28. Theories of …brands arehighly influential in influencing behaviour …brands have intrinsic and extrinsic factors attached to them… we can better understand these as functional (rational) and emotional factors brands can be incredibly valuable and polarising …a brand narrative helps us identify with the brand