Chapters One and Two IMC Overview and Brand-Equity Enhancement Integrated Marketing Communications Mountain Dew? Integrated Marketing Communications Mountain Dew: #3 soft drink in sales in U.S. On market for 30+ years Teens – primary market 20-39 y.o. – significant secondary market Integrated Marketing Communications Mountain Dew: How to “grow the brand” without alienating core market? Integrated Marketing Communications Answer: Integrated Marketing Communications Positioning: FEE Integrated Marketing Communications Super Bowl Ad Local TV, radio XGames and NBC’s Gravity Games Giveaways at appropriate events/locations Marketing Communications Marketing Communications The collection of all elements in a brand’s marketing mix that facilitate exchanges by establishing shared meaning with the brand’s customers or clients The Marketing Mix and Promotion Management Elements of Marketing Communications What is a Brand? Definition of Brand What is a Brand? Definition of Brand Equity Brand Equity Firm-based perspective focuses on outcomes for stakeholders: Definition of Brand Equity Brand Equity Customer-based perspective: Dimensions of Personalities • • • • • Sincerity Excitement Competence Sophistication Ruggedness Two forms of Brand Knowledge Brand Awareness Two forms of Brand Knowledge Goal: Make it into the Evoked Set What is your evoked set for cereal? What is your evoked set for computers? How did those brands get there? Two forms of Brand Knowledge Brand Image The types of associations that come to the consumer’s mind when contemplating a particular brand Consumer-Based Brand Equity Framework Non-Product-Related (e.g., Price, Packaging, User and Usage Imagery) Brand Recognition Brand Awareness Brand Recall Attributes Types of Brand Associations Benefits Product-Related (e.g., color, size, design features) Brand Knowledge Brand Image Favorability, Strength, and Uniqueness of Brand Association Functional Symbolic Overall Evaluation (Attitude) Experiential Questions for Brand Manager How can Amazon Kindle break into and stay prominent in consumers’ evoked set for its category? Questions for Brand Manager How can Amazon build and maintain favorable, strong, and unique brand associations in the target markets? How can Amazon position the brand for immediate as well as long term growth? Co-Branding and Ingredient Branding Co-Branding • Two or more brands enter into a partnership that potentially serves to enhance both brands’ equity and profitability • Requirement for successful co-branding : • Examples? Co-Branding and Ingredient Branding Dunkin’ Donuts Hill Holiday Managing Brand Benefits The specific benefit that brand managers create and communicate to the target market. Functional Symbolic Experiential Managing Brand Benefits When would a given type of benefit or need be important? What would determine this? Functional Symbolic Experiential An Appeal to Functional Needs Functional Needs Products that attempt to fulfill the consumer’s consumption-related problems Functional Needs Health conscious products are a functional need today Functional Needs Honda Tractors Fahlgren An Appeal to Symbolic Needs Symbolic Needs Products that potentially fulfill a consumer’s desire for selfenhancement, group membership, affiliation, and belongingness Symbolic Needs Appeal to Symbolic needs Symbolic Needs Toyota Saatchi & Saatchi DFS/Pacific An Appeal to Experiential Needs Experiential Needs Products that provide sensory pleasure, variety, and cognitive stimulation Experiential Needs An appeal to sensory pleasure Experiential Needs Pictionary Warwick Baker O’Neill Managing Brand Benefits When would a given type of benefit or need be important? What would determine this? Functional Symbolic Experiential Managing Brand Benefits Product characteristics: Functional Symbolic Experiential Managing Brand Benefits Consumer characteristics: Functional Symbolic Experiential Managing Brand Benefits Characteristics of purchase/usage context : Functional Symbolic Experiential Integrated Marketing Communications (IMC) Integrated Marketing Communications (IMC) Integrated Marketing Communications (IMC) Payoff from IMC: Value of Synergy Multiple methods in combination achieve better communication results than do the tools used individually By integrating multiple communications tools and methods, brand managers achieve synergy Key Features of IMC 1. Start with the customer, work back to company 2. Use any form of relevant contact 3. Achieve synergy (single voice) 4. Build relationships between the brand and the consumer 5. Affect behavior IMC Exercise Using any form of relevant contact: