This document provides an overview of key concepts in brand management and marketing public relations. It discusses definitions of brands and branding, the importance of brand experience and personality, and how brand value translates to financial value. It also covers Apple as a case study of strong brand experience, the Harris Grid model for selecting marketing campaigns, and push, pull and pass strategies for driving distribution of products and services. The goal of these concepts and models is to help build long-term brand equity and customer relationships through an integrated approach to marketing communications.

1. Post Graduate Diploma in PR & Exhibitions Management
Marketing Public Relations and Audience
Lecture 2
Understanding MPR
Developed and Presented by
Roy Ying, Msc., BSG, B.Comm., MHKIoD
Note: Pictures used in this power point file
is for academic Purpose only 1

2. Table of Content
• Brand management
• Case: Apple’s Brand Experience
• Brand Value: WPP Top 100 Brands
• The Harris Grid
• Push, Pull, Pass Strategy
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3. What is a Brand?
• A brand is a name, term, design, symbol,
or any other feature that identifies one
seller's 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”……
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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”
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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”
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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”
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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
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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
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9. Brand Experience - Discussion
• What comes to your mind when you see
these brands?
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10. Brand Experience - Discussion
• What comes to your mind when you see
these brands?
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11. Brand Experience - Discussion
• What comes to your mind when you see
these brands?
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12. Brand Experience - Discussion
• What comes to your mind when you see
these brands (people are living brands
because they have personalities)?
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13. Apple’s Brand Experience
• What’s changed?
• From a computer company to a mobile
device company.
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14. Apple’s Brand Experience
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Source: www.buyukdemirci.com

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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 people's lives;
people-driven product design; and about being a
really humanistic company with a heartfelt
connection with its customers through brand
experience.
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Source: www.marketingmings.com.au

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”……
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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.
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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
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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
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36. Brand Equity
• Your “end game” is to generate the
maximum size of loyal customers
MPR Objectives
Long term relationship
Trust
Credibility
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37. How Brand Translates into $$$?
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38. The Top Rising Brands
• What have they done?
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39. Harris Grid
• Tom Harris created the Harris Grid for
preparing MPR campaigns. It measures a
product's level of interest in consumers
versus the level of interest in mass media.
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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.
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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.
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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
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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?
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44. Class Discussion Question
44

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
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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
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47. Push and Pull Diagram
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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. 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. Push, Pull, Pass Strategy
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51. Push, Pull, Pass Strategy
• Not just China, western countries too…
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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
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