COMMUNICATIONS AND
ADVERTISING
CAA201
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CHAPTER 1
STRATEGIC BRAND COMMUNICATION
part 2
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Question to explore
• What is integrated marketing communication?
• Understand some branding terminology
• Brand Communication in a Time of Change
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What is
Integrated Marketing Communication ?
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IMC defined
• IMC (Integrated Marketing Communication) is the
practice of coordinating all brand communication
messages and messages from the marketing mix
decisions.
• Integration means every message is focused and
works together.
• This creates synergy: the whole has more impact
than the sum of its parts.
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A key principle
“IMC is like a musical score that helps the various
instruments play together. The song is the meaning
of the brand.”
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Discussion
How does New Pig use IMC?
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Brand value and brand equity
Brand value
The value of branding lies in the power of familiarity and
trust to win and maintain consumer acceptance.
Value to customers Value to corporation
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Brand value and brand equity
• Value to customer
• Value to corporation
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Brand relationships
• Relationship-building communication programs are
used to build strong relationships between loyal
customers and the brands they purchase and
repurchase.
• Brand relationship communication aims to deliver
reminders about familiar brands and build trust.
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Brand relationship with customers
Repeat purchase Intangible value the brand based on
relationship with its stakeholders as
well as its intellectual property value.”
Goodwill
Brand Loyalty Brand Equity
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Leveraging brand equity
• Brand extension
The use of an established brand name with a related line of
products.
• Co-branding
Uses two brand names owned by two separate companies to create
a partnership offering.
• Brand licensing
The brand is rented to another business partner.
• Ingredient branding
The brand name is used in manufacturing, advertising or other
promotion.
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Brand communication
• A complex system of brand messages
• All the various marketing communication
messages and brand experiences that create and
maintain a coherent brand
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Brand position and promise
• Brand position identifies the location a product or brand
occupies in consumers’ minds relative to competitors.
• Brand promise identifies key selling points for the
product.
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Brand image and personality
• Brand image is a mental picture or idea about a brand that
contains both associations and emotions.
• Brand personality humanizes an organization or a brand.
It symbolizes the personal qualities of people you know.
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Brand Communication
in a Time of Change
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Accountability
Managers are challenged to prove they are pursuing the most
effective marketing strategies.
Return on investment (ROI)
What did the program cost, and what did it deliver in sales?
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Brand relationship strategy
Shift the marketing strategy from focusing on one-time
purchase to emphasizing repeat purchase and the
maintenance of long-tem loyalty
Involve brand’s critical stakeholders
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Word-of-mouth marketing
Word-of-mouth communication has emerged
because of its inherent persuasiveness.
You tend to believe what you hear from a friend,
family member, or other important person in
your life.
Viral marketing refers to information spread
quickly on the Internet through a wide network
of contacts.
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Global marketing
• Global marketing is growing rapidly.
• A local brand is marketed in a single country.
• A regional brand is one marketed throughout a global
region.
• An international brand is available in many different
countries.
• A global brand is available virtually everywhere in the
world.
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Global marketing
• Here are a few brands
that represent different
types of geographical
marketing strategies.
• As a class: See if you
can identify each of
these.
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Reflective Journal
• Purpose: Get students to think about brand meaning and how
brand meaning is created (channels, image, 4Ps).
• Example: Take home project page 61 (1-12 and 1-13)).
Or
• What do you think about brand and its meaning? Is it important?
• Discuss a brand that meaningful to you, what meaning can you
understand from it? How did the brand build up this meaning for
your understanding? (personal experience)
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Where We’re Headed Next
In Chapter 2, we will:
• Explore advertising, key concept of advertising
• Identify key player and job in advertising
• Discuss changes in the practice of advertising
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It’s a Wrap
Golden Arches,
Golden Opportunity
McDonald’s sells more than
fast food; a positive customer experience is its goal.
• It has promoted itself with a dynamic, creative, and evolving
narrative that involves customers.
• It hasn’t forgotten its core of who McDonald’s is.
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Q&A