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CHAPTER 6 INTEGRATING MARKETING COMMUNICATIONS  TO BUILD BRAND EQUITY
Strategic Brand Management Process Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand Value Chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization KEY CONCEPTS STEPS Grow and Sustain Brand Equity Identify and Establish Brand Positioning and Values Plan and Implement  Brand Marketing Programs Measure and Interpret Brand Performance
CUSTOMER-BASED BRAND EQUITY PYRAMID RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4.  RELATIONSHIPS  =  What about you & me? 3.  RESPONSE  =  What about you? 2.  MEANING  =  What are you? 1.  IDENTITY  =  Who are you?
Role of Integrated Marketing Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Role of Integrated Marketing Communications (Cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Simple Test for  M arketing Communications  Effectiveness Current Brand Knowledge Desired Brand Knowledge Communication
Information Processing Model of Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communication   Process
Marketing Communications Options ,[object Object],[object Object],[object Object],[object Object],[object Object]
ADVERTISING ,[object Object],[object Object]
Category of Advertising   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ADVERTISING ,[object Object],[object Object],[object Object],[object Object]
Ad Campaign Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Common Mistakes in  Developing Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object]
Common Mistakes in  Developing Advertising (cont.) ,[object Object],[object Object],[object Object],[object Object]
Ideal Ad Campaign   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PROMOTIONS
PROMOTIONS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EVENT MARKETING & SPONSORSHIP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EVENT MARKETING & SPONSORSHIP ,[object Object],[object Object],[object Object],[object Object],[object Object]
PUBLIC RELATIONS & PUBLICITY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PERSONAL SELLING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated Marketing Communications and Customer-Based Brand Equity ,[object Object]
Developing IMC Programs ,[object Object],[object Object],[object Object],[object Object]
Evaluating IMC Programs ,[object Object]
Communication Option A Communication Option C Communication Option B Audience Audience Communication Option Overlap Note:  Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.
Evaluating IMC Programs (cont.) ,[object Object],[object Object],[object Object],[object Object]
Evaluating IMC Programs (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GENERAL MARKETING COMMUNICATION GUIDELINES ,[object Object],[object Object],[object Object],[object Object]
GENERAL MARKETING COMMUNICATION GUIDELINES ,[object Object],[object Object],[object Object],[object Object]

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INTEGRATING MARKETING COMMUNICATION

  • 1. CHAPTER 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY
  • 2. Strategic Brand Management Process Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand Value Chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization KEY CONCEPTS STEPS Grow and Sustain Brand Equity Identify and Establish Brand Positioning and Values Plan and Implement Brand Marketing Programs Measure and Interpret Brand Performance
  • 3. CUSTOMER-BASED BRAND EQUITY PYRAMID RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY 4. RELATIONSHIPS = What about you & me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you?
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  • 6. Simple Test for M arketing Communications Effectiveness Current Brand Knowledge Desired Brand Knowledge Communication
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  • 8. Communication Process
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  • 26. Communication Option A Communication Option C Communication Option B Audience Audience Communication Option Overlap Note: Circles represent the market segments reached by various communication options. Shaded portions represent areas of overlap in communication options.
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Editor's Notes

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