Chapter 6 Branding and building relationships with the database

Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-1

Chapter 6

Branding and building relationships with the database


Learning objectives1. To understand how we build relationships

with brands.2. To examine the concept of brand identity;

looking at brand names, symbols and packaging.

3. To look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers.

4. To explore the concept of engagement and how people engage with brands—emotionally, behaviourally and digitally.

5. To investigate the database as a driver of the IMC process.


Building brand relationships

IMC & branding

Database Brand engagement

Branding &

DatabaseDeveloping the database

Database drives

traditional & digital media

Emotional bonding

Behaviouralbonding

Digital

Brand identity

Measuring the brand

MobileUGCVirtual worlds

Social networks

Name

Symbols

Packaging

Brand audit

Brand equity

Brand relationships

Transactional & relational

data


Footy fever

Source: Courtesy of Brisbane Lions


What is a brand?Various definitions of a brand

A brand is a perception resulting from experiences with, and information about, a company or a line of products.

Duncan, 2005

A brand can be defined as a name, symbol, logo, trademark and so forth that identifies and differentiates a product or service.

Keller, 1996


Brands vs products

A brandis more than a product or service

A brandis more than a product or service

A brand differentiates a product from its competitorsA brand differentiates a product from its competitors

Brands have tangible & intangible qualities.

Brands have tangible & intangible qualities.

Brand value derives from a combination of both marketer

activities and consumer activities.

Brand value derives from a combination of both marketer

activities and consumer activities.

Consumers may have both emotional and behavioural relationships with a brand.

Consumers may have both emotional and behavioural relationships with a brand.


Tangible and intangible dimensions of the brand


Memorable brands


Valuable brands


Facets of a brand

BrandBrand

Brand identityBrand identity Brand nameBrand name

Brand symbolsBrand symbols PackagingPackaging


Brands and identity

What do you think?

Is the iPhone a mobile or a must-have?



IMC & branding


Branding &


Database drives


Emotional bonding

Behaviouralbonding

Digital

Brand identity

Measuring the brand


Social networks

Name

Symbols

Packaging

Brand audit

Brand equity

Brand relationships


data


Packaging


Measuring brands

MeasuresMeasures

Brand auditBrand audit

Brand equityBrand equity

Brand relationshipBrand relationship


Brand audit


Brand equity


Brand equity (cont.)


Brand relationships


Top Australian brands



IMC & branding


Branding &


Database drives


Emotional bonding

Behaviouralbonding

Digital

Brand identity

Measuring the brand


Social networks

Name

Symbols

Packaging

Brand audit

Brand equity

Brand relationships


data


Consumers and brands

Consumer bondsConsumer bonds

Emotional bondsEmotional bonds Behavioual bondsBehavioual bonds

Consumers feelings about brands, the nature of any emotional rapport and the emotional state associated with the product category.

Consumers feelings about brands, the nature of any emotional rapport and the emotional state associated with the product category.

Refers to key behaviours leading to brand purchase or

brand commitment.

Refers to key behaviours leading to brand purchase or

brand commitment.


Emotional bonds

EmotionsEmotions

PersonalityPersonality

Product benefitsProduct benefits


Emotional bonding


Behavioural bonds


Engaging with consumers’ digital lives

4th generation4th generation

3rd generation3rd generation

Interactive communications: single platform communications that engage consumers where traditional medias cannot reach.

Interactive communications: single platform communications that engage consumers where traditional medias cannot reach.

2nd generation2nd generation Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives.

Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives.

Social connectivity: converts consumers into brand ambassadors, providing tools to influence community opinions through social networks.

Social connectivity: converts consumers into brand ambassadors, providing tools to influence community opinions through social networks.

Brand customisation: consumers take personal ownership of the brand, by customising content and expressing their individuality.

Brand customisation: consumers take personal ownership of the brand, by customising content and expressing their individuality.

1st generation 1st generation


Social networking


Facebook

Windows User

Not sure if data in notes is still correct?


Top ten Facebook brands


Reasons for unsubscribing from Facebook pages


Australian companies’ attitudes to social networking

70% intend to participate in social media70% intend to participate in social media

40% intend to increase the marketing budget on social media

and will divert funds from other marketing activities to do so

40% intend to increase the marketing budget on social media

and will divert funds from other marketing activities to do so


Other brand platforms

PlatformPlatform

Virtual worldsVirtual worlds

User generated content (UGC)

User generated content (UGC)

Mobile advertisingMobile advertising


User-generated content



IMC & branding


Branding &


Database drives


Emotional bonding

Behaviouralbonding

Digital

Brand identity

Measuring the brand


Social networks

Name

Symbols

Packaging

Brand audit

Brand equity

Brand relationships


data


The database

The database epitomises the drive for greater control, superior information, tighter targeting and more reliable measurment

Data informsand enhances business decisions

Businesses generate transactional data in the normal course of doing business

The key is to add value to transactions andturn them into relationships


The database: types of data

Types of dataTypes of data

TransactionalTransactional RelationalRelational

Quantitative dataSales value, sales history

Quantitative dataSales value, sales history

Qualitative data Lifestyles, values, beliefs

Qualitative data Lifestyles, values, beliefs

Captured via:Scanner data, credit cards,

membership cards

Captured via:Scanner data, credit cards,

membership cards

Captured via:Buyer-seller relationships,

customer touch-points, online contacts, etc.

Captured via:Buyer-seller relationships,

customer touch-points, online contacts, etc.


How database marketing works


B2B database


Sources of database information

Information Sources

Information Sources

ADM

A

Australia Post List brokers

Government agencies

e.g. ABS


Database and IMC


Summary and conclusions

Companies use brands to relate with customers.

Brands transcend physical products.

Customers may have emotional or behavioural relationships with brands.

Much of our knowledge about how customers think about brands is stored electronically.

The database is a key driver of the IMC process.

Chapter 6 Branding and building relationships with the database

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