Download LECTURE 15

LECTURE-15
How Brand
Communication Works
Chapter Questions
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
How Does Brand Communication Work?
What Are Brand-Customer Touch Points?
Chapter perspective
Everything, every person, and every message that
touches a customer communicates something
positive or negative about the organization
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 a “Love 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
How Does Communication Work?
Communication:
Creating and sending a
message to an individual or
organization
How Brand Communication Works
Marketing Communication
Source
Source
Encoding
Encoding
Feedback
Messages
Messages
Media
Decoding
Decoding
Receiver
Receiver
Channels
Channels
Noise
Noise
TV Commercials Are One Way of
Encoding a Brand Message
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Even a Building Serves as a Message For a Brand
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.
Think About It
• This Coke machine
charges more on a
hot day.
• Would this change
the way you think
about Coke?
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.
Brand Touchpoints
Touchpoints
Company
Created
CustomerInitiated
Touchpoint
Types
Unexpected
Intrinsic
IMC In Action: Volvo In Manila
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
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 .
Consumers Did Not Enjoy Commercials on ATM
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
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
Bibliography
 Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
 Strategic Marketing Management – Meeting The
Global Marketing Challenges by Carol H. Anderson &
Julian W. Vincze Published by Houghton Mifflin Company.
 Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
 Principles of Marketing by Philip Kotler & Gary Armstrong
Thirteenth Edition, Published by Prentice Hall
The End:
"When a man is willing and
eager, the Gods join in."
- Aeschylus
HB ICE CREAM OLD LOGO
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