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How Brand Communication Works
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Chapter Outline
 How Does Brand Communication
Work?
 What Are Brand-Customer Touch
Points?
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Chapter Perspective
Everything, every person, and every message that
touches a customer communicates something
positive or negative about the organization
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Opening Case: HB Ice Cream
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Opening Case: HB Ice Cream
Challenge:
Answer:
Results:
To increase Irish ice cream consumption
An IMC program for the HB brand,
focusing on “togetherness” theme:
• New logo
• TV spot creating
creatingaa“Love
“LoveWeekend”
Weekend”
• Newspaper ad tie-ins
• On-street promotions
• 75% of 15–24 target age group
became aware of new logo
• Similar campaigns now being used
across Europe
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How Does Communication Work?
Communication:
Creating and sending a
message to an individual or
organization
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Figure 4-1: How Brand Communication Works
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Marketing Communication
Source
Encoding
Feedback
Messages
Media
Decoding
Channels
Receiver
Noise
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Communication Dimensions of the 4 Ps
• Price
– High
Low
• Product
– Good
Bad
• Place
– Convenient
Not Convenient
• Promotion
– Believe
Don’t Believe
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TV Commercials Are One Way of
Encoding a Brand Message
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Even a Building Serves as a Message For a Brand
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Insight: Products As Media
Product themselves—both goods and
services—also perform as media
because they carry brand messages.
An example is a DVD of a Disney
movie. The DVD is an entertainment
product, but it is also a medium that
carries the Disney brand name and says
something about Disney.
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Think About It
• This Coke machine
charges more on a
hot day.
• Would this change
the way you think
about Coke?
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Tales From the Real World
When a brand message generates no
feedback from consumers it is really providing
some form of input.
In the real world, smart organizations don’t
believe in the “no news is good news”
philosophy. They are proactive and immediately
begin research with consumers to find out what
they are thinking about brand messages—and
why they are not responding.
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Figure 4-3: Brand Touchpoints
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Touchpoints
Company
Created
CustomerInitiated
Touchpoint
Types
Intrinsic
Unexpected
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IMC In Action: Volvo In Manila
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IMC In Action: Volvo In Manila
Challenge:
Answer:
Results:
Subtly sell the Volvo brand in Manila
Create a new type of Volvo dealership:
• Coffee café
• Local bank
• Concerts and lectures
• Volvo cars and accessories
• Volvo cars selling well in the area
• The Volvo brand is now more
appealing to a wider range of
consumers
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Insight: Service Touchpoints
In most organizations service people do not
report to the marketing department, but rather
to some other area, such as human resources,
operations, etc. Nevertheless, one negative
service message can more than counter the
effects of dozens of positive, planned
messages produced by marketing. In an
integrated program, marketing works with
operations and other departments to minimize
negative service messages and create synergy
between the planned and service messages for
greater impact .
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Consumers Did Not Enjoy Commercials on ATM
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Purposeful Dialogue
Recourse: Easy access to those who can
solve a problem
Recognition: Company acknowledgement of
Four
R’s
purchases and the customer’s interaction
history with the company
Responsiveness: Customer satisfaction
following a customer initiated company
contact
Respect: Showing consideration and not
hammering them with advertisements and
messages in which they have little interest
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Final Note: Sticky Communication
• IMC encourages the creation of
messages that involve consumers
for a longer time…
• …and that can be facilitated by new twoway communication technologies that
foster a purposeful dialogue, including:
• Web site instant messaging and
feedback
• 800 number interactions
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Questions - 4
 Key elements of Brand Comm, Order in
which they Occur?
 Delivery of IMC Program Messages?
 Confusing Ad, Coding Problem?
 Brand-Customer Touch Point? Four
Types, Differences? HB Ice Cream
Touch Points…
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