ADM 216 – Chapter 2

Integrated Brand
Communication
TABLE OF CONTENTS
01 What is Marketing?
Steps in Marketing Planning
02 Process
What key concepts drive
03 marketing practices
Key components of
04 Advertising
05 Agency World
Branding
06
07 Projecting a Unified Message
01 What is Marketing?
• Marketing: the way a product is designed, tested,
produced, branded, packaged, priced, distributed and
promoted
• It is the process of creating, communicating, delivering
and exchanging offerings that have value for customers,
clients, partners and society
→ It works on managing customer’s relationships to benefit
all of the brand’s stakeholders
01 What is Marketing?
• Marketing’s objective is to sell
products/goods/services/ideas
→ This is accomplished by matching a product’s availability
to the consumers’ needs, desire, wants and demands
01 What is Marketing?
• Product category: the classification to which the product is
assigned

FMCG
01 What is Marketing?
• FMCG is a product category

FMCG
• Fast
• Moving
• Consumer
• Goods
→ Products that are mainly sold in supermarkets
01 What is Marketing?
• Exchange
• Marketing helps create demand for a product leading to an exchange: trading money for a product
• Marketing also facilitates communication exchange
→ Information
→ interaction
 What is Marketing?
DISTRIBUTION
SUPPLY CHAIN MARKETER
CHANNEL

Network of suppliers
who provide
Company producing Moving the product
marketers with
and offering product from manufacturers
components and
to consumers to buyers
ingredients needed
for production
01 What is Marketing?
Types of Markets
Market is both:
• The place where the exchange occurs
• a particular type of buyer
Ex: youth market
01 What is Marketing?
Types of Markets:
1- consumer market people who buy goods and services for
personal or household use (jeans, pizza, textbook, FMCG…)
2- B2B: companies that buy products to use in their own
business
Ex: GE buys computers to use in billing
3- institutional: non-profit organization like hospitals,
schools…
4- channels: resellers, intermediaries…
How does the
marketing process
work?
Create a marketing plan
→ A plan that sets up objectives
and proposes strategies to
achieve the objectives
02 Steps in the Marketing
Plan Process
1- RESEARCH 2- OBJECTIVES 3- NEEDS & WANTS

5- MARKETING MIX
4- DIFFERENTIATION 6- EXECUTION
STRATEGY

7- EVALUATION
02 Steps in the Marketing
Plan Process
1- Research the consumer market, competition and
develop a situational analysis
2- set objectives
3- assess consumer needs and wants relative to the
product
→ Segment the market
→ Target specific market
02 Steps in the Marketing
Plan Process
4- Differentiate and position the product relative to the
competition
5- develop the marketing mix strategy (product design,
performance, price, communication…)
6- execute the strategies
7- evaluation
03 What key concepts drive
marketing practices?
1- focus on consumers:
Identifying the needs and wants of the customer
→ Research to determine them
→ Develop and market products/services that fill those
needs
→ Create solutions for consumers products
 Difference between
consumer and customer
Consumers → people who buy and use products and
services
Customers → someone who has purchased a specific
brand or taken action in visiting and buying
These people have a relationship with the brand
→ All customers are consumers but not all consumers
are customers
03 What key concepts drive
marketing practices?
2- differentiation:
Competitive advantage
Positioning
→ How a brand is superior
→ The difference is seen in the way the product is
positioned relative to its competitors by Price, Design,
Performance, Distribution and Brand Image
03 What key concepts drive
marketing practices?
3- Added Value:
• A marketing communication activity that makes the
product more valuable, useful, or appealing to the
consumer
• Advertising can showcase the product value and also
adds value by making the product appear more
valuable
03 What key concepts drive
marketing practices?
3- Added Value:
• Some examples of added value are convenience,
price, special features, quality
• But also, an added value can be emotional:
→ Luxury brands
→ Brands that sell an idea or an image more than the
product itself
04 Marketing Mix

Traditional marketing mix includes the 4P’s

The 4 primary elements
1- Product
2- Price
3- Place
4- Promotion → MARCOM
→ To marketers Marcom is just one part of the
Marketing Mix
 Marketing Mix
04
• Design &  Channels
Development PRODUCT PLACE  Market Coverage
• Performance  Retail advertising
• Branding
• Packaging
PROMOTION
• Personal selling
• Advertising
• Sales Promotion
 Psychological • Point of Purchase
pricing
PRICE • Customer Service
• PR
 Sales
• Direct Marketing
 Price/Value • Merchandising
• Packaging
• Events
• Sponsorships
04 Marketing Mix

• The marketing mix elements and their related tools

and marketing communication techniques are basic
components of marketing
• Marketing communication is shown in the middle and
overlapping because the other 3 also have
communication effects
04 Marketing Mix
PRODUCT Customer Value COMMUNITY

PRICE COST to Customer CONTENT

PLACE CONVENIENCE CUSTOMIZATION

PROMOTION COMMUNICATION CONNECTION

04 Marketing Mix
PRODUCT Customer Value COMMUNITY
Foster loyalty
& Advocacy

Valuable &
PRICE COST to Customer CONTENT Engaging
content:
Blogs, videos,
tutorials…

PLACE CONVENIENCE CUSTOMIZATION Tailoring

products,
services &
experiences

with
PROMOTION COMMUNICATION CONNECTION customers
through
touchpoints
04 Marketing Mix
• Customer Value replaces Product: solving customer
problems, providing value rather than just selling a
product
• Cost to customer replaces Price: total cost of
ownership for customers, including money, time and
effort like subscriptions with flexible plans like
Anghami Plus
• Convenience replaces Place: products are accessible
digitally anytime, anywhere like amazon
• Communication replaces Promotion: shifts from one-
way advertising to two-way advertising
communication emphasizing interaction and
engagement
 Marketing Mix – why this shift
04 happened?
• Customer-Centric Approach: digital media
empowered consumers, requiring brands to focus on
building relationships and delivering value
• Interactive platforms: social media and other
platforms allow real-time communication and
feedback
• Personalization: technology enables data-driven
insights for tailored experiences

➢ The 8C’s provide a framework that’s more relevant in a world where

customers are digitally connected, more informed, and expect
personalized, interactive experiences
05 Branding
What is Marcom’s role in branding?
• branding: creates the tangible and intangible
elements of a brand
• Through effective marketing communication that
establishes a unique identity, the brand engages the
hearts and minds of consumers in a process that
differentiates similar products from each other
05 Branding
Brand: a perception which results from experiences with
an information about a company or a line of products
→ A mixture of tangible and intangible attributes
→Symbolic importance of the trademark
→Value offered
Ex: Hamburger is a product
McDonald’s burger is a brand
05 Branding
• a brand is not only a trademark or a package design
(tangible elements)
• A brand is also a perception loaded with emotions and
feelings
→ Brand image
→Impressions
→Feelings
→Past experiences
→Create emotional bonds people have with their
facorite brands and because they are impossible for
the competition to copy
 Branding
05
• A brand is perception
• A strong brand can influence consumer behavior, build
loyalty, and set a company apart from competitors
• Brands are often thought of as promises to the consumer
about the quality, experience, and expectations
associated with a product or service
 Branding – brand identity
05 elements
A- Name:
• One of the most important assets
• A good name breeds success
• But even the best name can’t shield a company from poor
performance

B- Logo:
• The visual symbol a brand or company uses to identity
itself to consumers
• It can be a graphic element or a word
 Branding Brand identity
05 elements
• FedEx logo
• FedEx was designed by Landorr Associates in 1994
 Branding - Brand identity
05 elements
• If you look at it quickly, it seems very simple and straight
forward
• When you look more closely at the white space between
the ”e” and the “x”, you see very clearly an arrow pointing
to the right
→ Hidden bonus
 Branding - Brand identity
05 elements
C- Slogan:
• Short phrase typically used with a brand name or logo
• It can be called motto or tagline
• It is a signature
• The slogan can change overtime

When creating a new campaign or when a new agency is

hired or if the slogan has outlived its usefulness
 Branding - Brand identity
05 elements
D- Color Palette:
• To associate brands with colors is a power
• It has a strong impact
 Branding - Brand identity
05 elements
E- Architecture and Interior Design:
Design of the office, the building, the headquarters should
reflect what the company does

F- Sounds:
Many companies and brands recognize specific sounds can
be an efficient and memorable part of their identities, music
in a store
Music in the store

Sound of coffee, coffee makers voice…

 Brand transformation
*
A brand transforms a
product into something
more meaningful than the
product itself
→ Quality, sophistication, luxury
→Sometimes the brand is a huge factor in consumer decision making
 Brand transformation
*
• A simple pair of sneakers might serve the basic function of
protecting your feet
• But it they carry a well-known brand like Nike, they also symbolize
athleticism, ambition and success
• Consumers are not just buying the product, they are buying the
lifestyle, the values and the identity associated with that brand
• This transformation happens because brands tap into emotions,
stories, and cultural relevance, making the product more
meaningful
• Apple for instance doesn’t just sell technology
→ It sells innovation simplicity and creativity
 Brand transformation
*
• As a result, consumers don’t just see an iPhone as a phone
• They see it as a representation of status, design, and cutting-edge
technology
• In this way, a brand makes a product more than just a thing
• It becomes an experience or an extension of who the consumer is
or wants to be
 Branding - Key
05 components of a brand
A- Brand identity:
Brand name and symbol used as a logo
→ Memorability
→ Relevance
→ People recognize a brand
→ Easier to sell
 Branding - Key
05 components of a brand
B- Brand Position and Promise:
• The position of a brand is a way to identify the location a
brand occupies in the mind of the consumers
• The brand sets expectations
→ Promise
→ The promise is related to the positioning of a brand
 Branding - Key
05 components of a brand
C- Brand Image and Personality
Symbolizes the personal qualities of people
→ People who you associate with the brand
05 Branding - Key
components of a brand
Successful brands have:
• Distinction: name, logo…
• Association: name and logo associate with a brand
attribute or the benefit
Ex: Head&Shoulders, Slim Fast
• Heritage: reflect the maker and the year of foundation or
country of origin
• Simplicity: easier to recognize or pronounce
 Brand Equity
06 • Consumers perceive a value not only for the brand but
also for the company, the corporation
• when a brand is present for a long period of time, their
customers are loyal to it and to the corporation
• Its customers have a positive relationship with the brand,
it has a product extension etc.
• We can say that the brand has a strong equity
Ex: Coca-Cola, Apple…
 Brand Equity
06 • Brand equity is the intangible value of the brand based on
the relationships with its stakeholders
• It refers to the value a brand adds to a product or service
beyond its functional benefits
• It’s the perception consumers have of a brand, which can
influence their loyalty, trust, and willingness to pay a
premium
• The stronger the brand equity, the more valuable the
brand is to both consumers and company
 Brand Equity
06 • Key components of Brand Equity:
A- brand awareness: how familiar consumers are with a
brand
B- Brand associations: the thoughts, images and emotions
consumers associate with a brand
C- Perceived Quality: the consumer’s judgment of a brand’s
quality compared with a brand
D- Brand Loyalty: The extend to which consumers
consistently choose a particular brand over others
E- Proprietary Assets: Trademarks, patents, and unique
processes that differentiate the brand from competitors
06 Brand Equity

• Has built strong brand • Brand awareness • Consumers are

associations with is global willing to pay more
athletic performance, • People instantly for Apple products
celebrity recognize its logo because they
endorsements, and its and red color associate the brand
iconic slogan « Just • Despite having with innovation,
do it » similar products quality and
to competitors, premium design
• This combination Coca-Cola’s • Apple’s strong
leads consumers to emotional brand loyalty often
trust that Nike connection with leads customers to
products will improve consumers gives upgrade regularly,
their athletic it a competitive despite higher
performance advantage prices compared to
competitors
 Brand Equity
06 Name brands you personally trust or associate with high
quality
 Projecting a unified
07 message
• People need to hear, see or experience something more
than once to really understand it
• It may take a few times before you can actively process
what the ad is trying to achieve
• Integrated Marketing Communications
• A brand will communicate most effectively if it sends a
unified message through multiple media
 Projecting a unified
07 message

Why Integrated
Marketing
Communication?
 Projecting a unified
07 message
• IMC is the practice of unifying all marketing
communication messages and tools as well as the
messages from the marketing decisions
→ Send a consistent message promoting the brand’s
strategy
 Projecting a unified message –
07 4 principles of IMC
A- everything communicates
→ All messages sent by a same brand need to complement
each other and present the same basic brand strategy
→ Everything in the Marketing Mix can send a message
→ Everything a brand does, and sometimes what it doesn’t
do, can send a message
→ All touchpoints
→ All media
 Projecting a unified message –
07 4 principles of IMC
B- A brand is a unified vision and a complex system
• A brand is a unified vision of Science and Art
→ Science: product creation, technology, innovation features
→ Art: identity
• Product and brand need to have the same communication
→ Both are interrelated and only work well when they work
together
 Projecting a unified message –
07 4 principles of IMC
C- Brand relationships drive brand value
→positive brand experiences
→ Truthful brand communication
→ Brand and company need to have the same
communication
 Projecting a unified message –
07 4 principles of IMC
D- you can’t be integrated externally if you’re not integrated
internally
• All agencies (Creative, Media, PR, Digital…) need to
coordinate together in order to come up with unified
recommendations, advices
→ Coordination
→ Synergy
→ Sometimes a team is created to coordinate between all
agencies and client
 Activity
1- Think of 2 brands in the same category: which one is
stronger? And why?
2- Choose one brand and make a list of its identity elements:
name, logo, slogan, colors…
THANK YOU!