Building Brand Equity through IMC
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Usama AminBuilding Brand Equity through IMC
Uploaded by
Usama Amin- Integrating Marketing Communications to Build Brand Equity
- Overview
- The New Media Environment
- Challenges in Designing Brand Building Communication
- Simple Test for Marketing Communications
- Overview of Marketing Communication Options
- Developing Integrated Marketing Communication Programs (IMC)
Common questions
Powered by AIThe new media environment creates challenges for marketers by requiring them to adapt to the fragmentation of traditional advertising channels such as TV and radio, which are losing their grip on consumers. Marketers must now consider the increased prominence of digital advertising, which, despite its rapid growth, demands a shift in strategy to effectively contribute to brand equity in a diverse media landscape . This entails designing communication programs that can leverage multiple platforms while maintaining coherent messaging and brand positioning .
Event marketing and sponsorship enhance corporate image and contribute to brand equity by associating a brand with meaningful consumer experiences. They help to identify with particular target markets or lifestyles, thus increasing awareness of the company or product name. Additionally, they reinforce consumer perceptions of key brand image associations and express a brand's commitment to community or social issues. These activities ultimately help in creating or reinforcing strong, favorable, and unique brand associations, which build brand equity .
Direct response marketing plays a pivotal role by directly eliciting a response from consumers through mediums such as mail, telephone, and the internet. Advantages include high selectivity, reader control over exposure, rich information content, and opportunities for repeat exposures. However, it also has significant disadvantages, including high costs per contact, a potential negative image as viewed by consumers (often seen as 'junk mail'), and clutter, which can diminish the effectiveness of the marketing message. These factors necessitate careful consideration of audience targeting and offer design to ensure successful outcomes .
Mobile marketing offers benefits such as high reach and engagement potential due to the ubiquity and personal nature of mobile devices. It allows for targeted advertising and real-time consumer interaction, which can enhance brand experiences. However, pitfalls include the risk of being invasive, privacy concerns, and the potential for overwhelming consumers with excessive communication, which can lead to decreased customer loyalty and brand perception if not handled correctly .
Radio as an advertising medium offers advantages such as local coverage, low cost, high frequency, and low production costs. It allows marketers to target well-segmented audiences effectively. However, radio also presents disadvantages like audio-only communication, which may limit consumer engagement, as well as a cluttered environment, low attention-getting capabilities, and fleeting messages, which can reduce the potential impact of the advertising message .
Personal selling differs from other forms of marketing communication through its direct, face-to-face interaction, allowing for personalized engagement and immediate feedback from prospective purchasers. This direct approach facilitates the customization of messages to match consumer needs, often resulting in higher conversion rates. However, personal selling is labor-intensive and can be costly, reserved for high-value sales interactions where detailed information exchange and relationship building are necessary to close the sale .
The Information Processing Model of Communication consists of six steps: exposure, attention, comprehension, yielding, intentions, and behavior. These steps collectively contribute to consumer persuasion by first ensuring that the consumer is exposed to the message and pays attention to it. Next, the consumer must comprehend the message, which leads to yielding, or accepting, the message's validity. This acceptance influences the consumer's intentions and ultimately their behavior, resulting in a purchase or other desired consumer action .
Advertising contributes to brand equity by creating strong, favorable, and unique brand associations that elicit positive judgments and feelings about the brand in consumers' minds. It facilitates mass coverage and high reach, allowing brands to imprint messages that enhance brand value. However, advertising is often controversial because quantifying its specific effects on brand sales and equity can be difficult, leading to debates about its actual effectiveness and efficiency. Additionally, the creative strategy in advertising can significantly impact how well the brand's intended positioning is communicated, adding another layer of complexity to its evaluation .
The 'Mix and Match' strategy in Integrated Marketing Communication (IMC) programs is significant because it involves selecting a variety of communication options that convey common meaning and content to build brand equity. This approach ensures that different media synergize to reinforce the brand message and reach the target market effectively. By achieving coverage, contribution, commonality, complementarity, and versatility, marketers can maximize the impact of each communication channel to create a coherent and powerful brand narrative .
Guidelines for measuring the effectiveness of sponsorship programs in marketing communications include employing supply-side and demand-side methods. The supply-side method focuses on exposure by assessing the extent of media coverage the brand receives through its association with the event. The demand-side method examines consumer-reported exposure and perception changes resulting from the sponsorship. These measurements help in understanding how well the sponsorship achieves the marketing objectives and aligns with the communication strategy .
