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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: