Brands and
customers
20 October 2014
Last week
• Elements of branding
• Online behaviour – link across all channels
• IBM
– Know customer context and integrate (behaviour,
history, preference, circumstances)
– Act on insights systematically
– Broader view of customer experience
http://bestglobalbrands.com/2014/ranking/
What is a brand?
• “Brands are at the very heart of marketing. When
a company creates a strong brand it attracts
customer preference and builds a defensive wall
against competition”
Peter Doyle (2002) Warwick Business School
• “A name, term, sign, symbol, or design, or a
combination of them which is intended to
identify the goods or services of one seller or a
group of sellers and to differentiate them from
those of competitors”
American Marketing Association (AMA), 1960
How Interbrand value brands
https://www.youtube.com/w
atch?v=qgo78dY5lE0
Brand narrative
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The story of a brand
Overarching and consistent
Connecting across all channels
Triggers personal memory of brand and projected
associations
• Differentiates one brand from another
• “A capsule of meaning “ – names, logos, packaging,
images – all brand artefacts
• Ongoing dialogue through brand encounters – actual,
traditional media, digital media, user generated
Name that brand
Components of a brand
Brand dimension
explanation
Example
Brand personality
Unique character
Body Shop
Virgin
Symbols
Semiotic representation of the
brand
Coca-cola – bottle shape
Nike – swoosh
Ikea – yellow & blue
Brand/customer relationship
Formal and informal links
Tesco – every little helps
Co-op – ethical stance
Self-expressive benefits
What the brand says about itself &
how that resonates with users’ self
image
Apple – think & be different
Nike – excel, succeed
Microsoft – realise potential
Emotional benefits
Affective attachment
Harley Davidson – Hogs
- Group affiliation
User imagery
Image projected by brand users
Rolex, Armani
Country of Origin
Essence of brand associated with a
country
Coca-cola; BMW, Guinness,
Organisational Associations
Image organisation projects
Ben & Jerry, Innocent Smoothie,
Perception of the brand & Intrinsic
Characteristics (Functional & Expressive)
• Functional Approach
– Possible to emphasise instrumental or impressive aspects e.g.
– Instrumental = Soap brand x contains a hydrating cream
– Impressive (emphasises the benefits of instrumental aspects) = the
hydrating cream of soap brand x makes sure your skin doesn’t dry out.
– http://www.youtube.com/watch?v=3bI-uKniXpE
• Expressive Approach
– Transforms the utilisation experience – through advertising = The
consumer experiences an altered frame of mind during consumption;
– Brand name functions as a mode of communication between consumers
– conveys status, symbolic e.g. Lexus versus Citroen
– Works with prestige brands
– https://www.youtube.com/watch?v=jgqt2NjvtTw
Purchasing Motivation
• Negative purchasing motivation – branded good used as a
result of unpleasant situation e.g. painkillers, nappies,
cleaning agents. This requires a functional approach where
emphasis is put on instrumental benefits;
https://www.youtube.com/watch?v=lrMD_z_FnNk
• Positive purchasing motivation - branded good used as a
result of a pleasant situation -pleasurable sensory
experience; socially rewarding situation; intellectually
stimulating e.g. food, clothing, cars. Emphasis is put on
liking the advert http://www.youtube.com/watch?v=v2C5qjbfYw
Brand Meaning
The Brand Triad
• “Brands and the interactive involvement of
groups of consumers together create the
brand value and brand meaning” Hedding et
al (2009)
Brand
Consumer
Consumer
The ‘brand-consumer exchange’
• “Brands are social entities experienced shaped
and changed in communities. Therefore,
although brand meaning might be ascribed
and communicated to consumers by
marketers, consumers in turn uncover and
activate their own brand meanings, which is
communicated back to the marketers and the
associated brand community”
– (Brown et al, 2003 p.31)
Persuasion Theory
• Whilst our attitudes are internal and unique, our
attitude to everything can be influenced and
shaped by other people.
• Marketing communicators count on that fact
through persuasive techniques
• Persuasion is Goal directed
• Persuasion is a process
• Persuasion can reinforce, create or change
attitudes.
– Bandura – important that the media messages
provide examples for people to imitate.
Consumer Motivation
• Falls into the following categories
Category of need
examples
Utilitarian/functional
Basic product benefits like quenching thirst, basic
principles of reward and punishment
Hedonistic/experiential
Based on pleasure (Haagen Dazs)
Value expressive
Express consumer’s central values or self-concept.
Consumers cultivate a cluster of activities, interests
and opinions to express a particular identity
Ego defensive
Product protects the person either from external
threats or internal feelings of insecurity e.g.
deodorants
Model of needs and message strategy
Taylor (1999)
rational
Utilitarian needs
Acute
need
routine
ego
social
sensory
Hedonistic needs
Understanding customer needs
•
http://www.cracked.com/article_18939_8-stupid-amazon-products-with-impressively-sarcastic-reviews.html
Consumer decision making
• Decisions:
– Extended problem solving
– Limited problem solving
To satisfied real, perceived and latent wants and needs
Information – by way of marketing communications –
helps them to make those decisions
Brands are crucial – combining multifaceted and
multidimensional information – both intrinsic and
symbolic – to aid decision making
Consumer Decision-Making Framework
Need or problem recognition
Information search
Pre-Purchase evaluation of alternatives
Purchase decision
Consumption
Post consumption evaluation
Divestment
Sequential communication and
decision making processes
The meaning transfer model
(McCracken, 1986)
Culturally constituted world – cultural values and symbols
Marketing
Communications
Fashion System
Consumer goods
Possession
ritual
Exchange
ritual
Grooming
ritual
Individual Consumer
Divestment
ritual
Nature of marketing communications
needed
• Dependent upon:
– The individual preferences (demographics,
psychographics, values and personality)
– Consumer resources,
– Motivation (knowledge and attitudes)
– Environmental influences (culture, social class,
family, personal and situational influences)
Promotional Sub-Mix
(Communications Mix)
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•
•
•
•
•
Advertising
Sales Promotion
Public Relations
Personal Selling
Direct Marketing
Sponsorship
PLACE ADVERTISING
Bulletins
Billboards
Posters
Cinema
Transit
Ambient
guerrilla
Samples
Coupons
Discounts
Competitions
Bonus packs
PERSONAL
PERSONAL SELLING
SELLING
Sales
Assistants
Sales Assistants
B2B
B2B sales
sales
Telesales
Telesales
Merchandising
Merchandising
Display
Display installation
installation
POINT OF PURCHASE ADVERTISING
Direct mail
Telephone
Broadcast media
Print media
Computer-related
Shelf talkers
Gondola isle markers
Shopping cart ads
Queue TV
Till receipts
In-store radio and TV
DIRECT MARKETING
Trade deals and buying allowances
POS display allowances
Contest and dealer incentives
Trade shows
Co-operative advertising
TRADE PROMOTIONS
Trade deals and buying allowances
POS display allowances
Contests and dealer incentives
Trade shows
Co-operative advertising
PUBLIC
PUBLIC RELATIONS
RELATIONS
Events
and
Events and Sponsoring:
Sponsoring:
(Sports,
(Sports, arts,
arts, causal
causal marketing,
marketing, entertainment,
entertainment, fairs
fairs and
and festivals)
festivals)
Publicity
Publicity
Product
Product Placement
Placement
Through a choice of Traditional, Digital , User generated channels
PROMOTIONS
CONSUMER
PROMOTIONS
DIRECT RESPONSE AND INTERACTIVE
MARKETING
ADVERTISING
MEDIA
MEDIA ADVERTISING
ADVERTISING
TV
TV
Radio
Radio
Newspapers
Newspapers
Magazines
Magazines
On-line
On-line
Viral
Viral
Why does integration have growing
importance in marketing
communications?
• It plays a major role in the process of
developing and sustaining brand identify and
equity
• “Building and properly managing brand equity
has become a priority or companies of all
sizes, in all types of industries, in all types of
markets.”
Kevin Keller
Planning your campaign