Presentation on integrated marketing communication to build brand equity
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This document contains a presentation on integrated marketing communication and how it can be used to build brand equity. It discusses how different marketing communication tools, including advertising, sales promotions, public relations, and personal selling, can be mixed and matched. It also addresses how brands can leverage the internet, discussing the role of websites and how they can be evaluated for major brands. Specifically, it notes websites should be evaluated based on their strategy, usability, style/content, and search engine optimization.
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Brand Extension
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
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Brand management ppt
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
Chapter 2 (customer based brand equity)
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
Brand Value chain
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
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Customer Based Brand Equity
The document discusses customer-based brand equity (CBBE) and its key components. It outlines an associative network memory model for how brand knowledge is formed in the mind. It then describes the dimensions that make up CBBE, including brand salience, performance, imagery, judgments, and feelings. It presents a CBBE pyramid model showing the relationships between these dimensions and how they contribute to brand resonance.
Product brand matrix
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Brand Extension
The document discusses brand extensions and strategies for successful brand extensions. It provides examples of successful and unsuccessful brand extensions, such as Kingfisher beer/airlines as successful and Cadbury chocolate/Cadbury Schweppes as unsuccessful. It outlines the benefits and risks of brand extensions, including increasing revenue but potential for brand dilution. It also discusses different types of brand extensions and strategies companies use for extensions, like line, umbrella and dual branding. Finally, it provides a checklist for companies to consider when planning brand extensions.
Line and brand extension
This document discusses line extensions and brand extensions. It provides the example of Bisleri mineral water introducing different bottle sizes as a line extension to meet varying customer needs. Brand extensions involve using an existing brand name for a new product category, like Ponds expanding from cold cream into other personal care products. While extensions provide benefits like reduced costs, there are risks like confusing customers or diluting the parent brand if extensions fail.
Brand management ppt
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
Chapter 2 (customer based brand equity)
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
Brand Value chain
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
Kapferer Brand identity Prism
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET
The document discusses various qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative techniques like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative awareness, image, brand responses, and brand relationships are also covered. Comprehensive models for measuring customer-based brand equity are outlined, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV) which uses five pillars to assess brand health.
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This document discusses various marketing communication strategies including advertising, public relations, sales promotions, and direct marketing. It provides definitions and examples of each strategy. Specifically, it defines advertising as a paid, mass communication involving an identified sponsor. Sales promotions are defined as short-term incentives to encourage trial or purchase and can include price discounts, premiums, and contests. The document also discusses integrating these various communication strategies to build a brand and achieving marketing communication objectives.
Brand Equity
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
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IMRB KANTAR
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- The company's mission is client focus, empowered employees, innovative strategies, and cost effectiveness. The vision is to sustain the number one ranking.
- IMRB has the largest field network in India and experienced employees. It is a member of the Kantar group, one of the world's largest research networks.
Brand hierarchy
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
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Brand Portfolio
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
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The document provides an overview of the Tide brand of laundry detergent. It discusses Tide's early history when it was first introduced in the US in 1920. It evolved over time and was launched in India in 2000. The document outlines Tide's initial positioning as a premium product and its subsequent repositioning to target mass market segments. It also discusses Tide's advertising, sales promotion, and market segmentation strategies over time. The brand faces competition from other detergents like Rin and aims to expand its market reach through various initiatives.
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IMC Planning Process
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
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The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
Brand Element
The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
Brand audit
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
Sunsilk : Marketing Strategy .
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Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Brand extension
The document discusses different strategies for leveraging existing brand equity through extensions, including line extensions, brand extensions, sub-branding, and co-branding.
It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
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Product Life Cycle Basically based on Marketing management.
Unilever multinational company is the main concept of the slide.
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This document discusses criteria for choosing brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can meet these criteria to increase brand awareness and strengthen brand image. The goal is to select cohesive elements that create a distinctive brand identity.
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This document discusses different elements of promotional mix including publicity, public relations, personal selling, direct marketing, and integrated marketing communications (IMC). It provides definitions and examples of publicity and public relations, explaining how they are similar but also different from other promotional strategies like advertising. The key processes, functions, objectives and specialists involved in public relations are outlined. Personal selling includes identifying prospects, different sales positions, methods of personal selling and its distinctive qualities as a communication platform. Direct marketing is described as non-public, customized, up-to-date and interactive. Finally, IMC is introduced as integrating these different promotional strategies, along with some benefits and challenges of adopting an IMC approach.
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Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET
The document discusses various qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative techniques like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative awareness, image, brand responses, and brand relationships are also covered. Comprehensive models for measuring customer-based brand equity are outlined, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV) which uses five pillars to assess brand health.
Advertising & Sales Promotion - IMC
This document discusses various marketing communication strategies including advertising, public relations, sales promotions, and direct marketing. It provides definitions and examples of each strategy. Specifically, it defines advertising as a paid, mass communication involving an identified sponsor. Sales promotions are defined as short-term incentives to encourage trial or purchase and can include price discounts, premiums, and contests. The document also discusses integrating these various communication strategies to build a brand and achieving marketing communication objectives.
Brand Equity
Brands build equity through developing strong brand awareness, perceived quality, and loyalty over time. Brand equity provides value to both customers and firms. For customers, brand equity helps process information and make confident purchase decisions. For firms, brand equity enhances customer attraction and retention, allows premium pricing, and creates barriers for competitors. Building strong brands is challenging due to market complexity and pressure to prioritize short-term goals over long-term brand investment.
IMC Plan
Markham Global Fest is a new cultural festival taking place in July and August 2015 to coincide with the PanAm games. The festival hopes to attract families and tourists from the GTA and abroad to experience the diverse entertainment and unite people. The marketing plan includes advertisements in 12 languages on TV, in malls and community centers. A social media campaign with contests on Facebook, Twitter and Instagram will encourage engagement. Press releases and advisories will promote the festival to media and the community. Various community events will also help reach the target market within a $125,000 budget.
IMRB KANTAR
- IMRB is a market research company founded in 1970 in Mumbai, India with 1200 employees. It provides research, consulting, and survey services.
- The company's mission is client focus, empowered employees, innovative strategies, and cost effectiveness. The vision is to sustain the number one ranking.
- IMRB has the largest field network in India and experienced employees. It is a member of the Kantar group, one of the world's largest research networks.
Brand hierarchy
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
Aaker Brand Equity Model
About
Aaker Brand Equity Model
If you liked the presentation, appreciate me on LinkedIn
Link: https://www.linkedin.com/in/pawan-negi-0494174b/
Brand Portfolio
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Tide Brand Dossier
The document provides an overview of the Tide brand of laundry detergent. It discusses Tide's early history when it was first introduced in the US in 1920. It evolved over time and was launched in India in 2000. The document outlines Tide's initial positioning as a premium product and its subsequent repositioning to target mass market segments. It also discusses Tide's advertising, sales promotion, and market segmentation strategies over time. The brand faces competition from other detergents like Rin and aims to expand its market reach through various initiatives.
Creative Strategy: Implementation and Evaluation
Creative strategy involves considering appeals and execution style when crafting advertising messages. There are rational and emotional appeals, and straight sell, transformational, and reminder styles. Effective ads match appeals and execution to the target audience. Producing TV commercials involves preproduction, production, and postproduction stages to develop, film, and refine the message. Ads are evaluated based on consistency with objectives and effective communication of the intended message.
IMC Planning Process
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
Brand repositioning
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
Brand Element
The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
Brand audit
The document discusses guidelines for conducting a brand audit. It explains that a brand audit involves both a brand inventory and brand exploratory. The brand inventory assesses internal brand elements, marketing programs, positioning, and competitors. The brand exploratory uncovers consumer perceptions, associations, and brand equity. The document provides an outline for a brand audit report, which includes executive summary, background on the brand and industry, consumer analysis, inventory and exploratory sections, and recommendations.
Sunsilk : Marketing Strategy .
This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.
Brand positioning
This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
Brand extension
The document discusses different strategies for leveraging existing brand equity through extensions, including line extensions, brand extensions, sub-branding, and co-branding.
It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
Product Life Cycle
Product Life Cycle Basically based on Marketing management.
Unilever multinational company is the main concept of the slide.
Keller sbm3 04
This document discusses criteria for choosing brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can meet these criteria to increase brand awareness and strengthen brand image. The goal is to select cohesive elements that create a distinctive brand identity.
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This document discusses various components of integrated marketing communication including direct marketing, public relations, and personal selling. Direct marketing involves communicating directly with customers through various media channels to promote products and services. Public relations plays an important role in IMC by building credibility and image through tools like media relations, publicity, and event sponsorship. Personal selling is another key component where salespeople meet face-to-face with customers to provide information and encourage purchases.
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website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Gokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
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Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
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3. Latest Technology development vs Business promotions
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5. Promotion with less investment
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1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
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With Regards
Gokila digital marketer
Coimbatore
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Presentation on integrated marketing communication to build brand equity
- 1. Group D • Md. Reajul Kabir-12304148 • Farzana Akter- 12304038 • Anika Das- 12304161 • Bristi Devi- 12304086 • Tanjina Akter- 12304049 • A F M Rajon Rouf- 12304144 • Md. Sahab Uddin- 12304162 • Golam Kibriya-12304079 • Md. Fahad Hossain-12304136 • Nusrat Jahan Bappy- 12304118 Chapter 6 Presentation on Integrated Marketing communication to build Brand Equity
- 2. WELCOME
- 3. QUESTION How effectively has the brand mixed and matched marketing communication? Has it capitalized on the strengths of different media and compensated for their weakness at the same time? How explicitly has it integrated its communication program? Pick a brand and gather all it’s marketing communication materials
- 5. 1. Advertising 1.1 Newspaper advertisement 1.2 Television advertisement 1.3 Radio advertisement 1.4 Billboard 1.5 Online advertisement
- 9. 1.3 Radio advertisement 1.4 Billboard
- 11. 2. Sales Promotion 2.1 Bundle offers 2.2 Prizes/ gifts for the premium users 2.3 Discount offers
- 13. 2.2 Prizes/ gifts for the premium users
- 14. 2.3 Discount offers at different shops that has partnership with GP
- 15. 3. Public Relation 3.1 Publications 3.2 Events 3.3 Sponsorship
- 17. Communication Tools 1. Advertising 1.1 Newspaper advertisement 1.2 Television advertisement 1.3 Radio advertisement 1.4 Billboard 1.5 Online advertisement 2. Sales Promotion 2.1 bundle offers 2.2 Prizes/ gifts for the premium users 2.3 Discount offers 3. Public Relation 3.1 Publications 3.2 Events 3.3 Sponsorship 4. Personal Selling
- 18. QUESTION What do you see as the role of the internet for building brands? How would you evaluate the web site for a major Brand?
- 19. Internet for Brand Creation
- 20. Internet for Brand Creation
- 21. Role of Internet for Building BRAND Two way communication The consumer is in control Easier to gather consumer’s information Instant feedback Results are easier to measure Internet makes price comparison easy
- 23. Strategy Evaluate The Website of A Brand Usability Style & Content SEO
- 24. Evaluate The Website of A Brand Strategy Usability Style & Content SEO
- 25. Evaluate The Website of A Brand Strategy Usability Style & Content SEO
- 26. Evaluate The Website of A Brand Strategy Usability Style & Content SEO
Editor's Notes
- Informative advertising: Telling the market about a new product, Suggesting new uses for a product, Describing available Services.
- Reminder Advertising: Reminding consumer that they care about you
- Inside sales force that conduct outbound business from the customer care center through telephone and visit to prospective buyers.