Building Brands with Integrated Marketing Communications by Patti Girardi

BUILDING BRANDS THROUGH IMCIntegrate 2011 Workshop

Patti GirardiIMC 613

Brand Equity Management

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IMC 613 -- Brand Equity Management3

What is a brand?4

• A brand is a customer’s gut feeling about a product, service or company.

• It is not what you say it is. It is what THEY say it is.

• A charismatic brand is a brand for which people believe there is no substitute.

Which of these brands are charismatic?

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Which of these brands are charismatic?

A couple more definitions

• Branding is the discipline of empowering a company’s product or service with the essence of the brand

• Brand equity is the added value endowed on a product or service, which may be reflected in the way consumers think, feel and act with respect to the brand

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Advantages8

8BIGGER PROFITS

GREATER LOYALTYIMPROVED PERCEPTIONS OF PRODUCT PERFORMANCE

INCREASED MARKETING COMMUNICATIONS EFFECTIVENESS

GREATER TRADE COOPERATION

LESS VULNERABILITY TO CRISES

LESS COMPETITIVE VULNERABILITY

“The Apple Effect”9

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The 10 Most Valuable Brands*Brand 2010 Brand Value (Billions)Coca-Cola $70

IBM $65Microsoft $61

Google $44

GE $43

McDonald’s $34

Intel $32

Nokia $30

Disney $29

Hewlett-Packard $27

__________*Source: Interbrand

The Brand Promise12

Building brand equity starts with the identification of a brand promise or mantraA brand promise is a short 3-5 word expression

of the most important aspects of the brand and its core values (e.g., “serve the athlete”)

Ask yourself:Who are we?What do we do?Why does it matter?

Building Brand Equity13

Brand equity is created through the generation of awareness and positive associations in the minds of consumersBrand elements (logo, slogans, names, URLs, symbols,

characters)MemorableMeaningfulLikeableTransferableAdaptableProtectable

Marketing activities

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Like this!

And this!15

• Can you hear me now?

• Like a good neighbor, State Farm is there

• Just do it• Zoom Zoom• We try harder

• We’ll pick you up• This Bud’s for you• Save 15% or more

in 15 minutes or less

• Nothing runs like a Deere

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And this!17

Why IMC?18

• Different media have different strengths and advantages within a campaign’s media mix and, thus, should be integrated in a way that most effectively delivers on the objectives of the campaign

• The result is a consistent voice

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Why IMC?

Tactics

• The following eight media/tactics can help in orchestrating an integrated branding campaign: – direct marketing– new media– print– public relations

• More about these later!

– radio– sales promotion– sponsorships/event marketing– television

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Every customer interaction is an

opportunity to generate brand awareness and

positive brand associations.

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