Strategic Brand Management มน.

8/4/2019 Strategic Brand Management .

http://slidepdf.com/reader/full/strategic-brand-management- 1/45

STRATEGIC

BRANDMANAGEMENT

.

.



BrandCommunication

2/44



Facilitating an integrated brand through addressing four keybrand communicators.

Product/serviceStaff behavior

(personnel)

Brand¶s

values

Communication

(Image)

Environment

(experiences)

3/44



Criteria for Communication assessment: Creativeand content fit

Creativity Content fit

Originality

-New? Surprising? Innovative?

Relevance

-Reflect target group need? Fitsstrategy?

Clarity

-Content easily and quicklyunderstood?

Differentiation

-Stand out from the clutter

Conviction

-Arguments persuasive and coherent?

Consistency

-In line with previous work/general

brand communication?Execution

-Execution consistent andprofessional?

Credibility

-Value proposition believable?

³Want ±to-see-again´ factor

-Enjoyable? Entertaining? Likable?

Activation

-Moves consumers to buy? 4/44



A definition of marketing

communications

Marketing communications is a management

process through which an organization enters into

a dialogue with its various audiences. To

accomplish this the organization develops, presents

and evaluates a series of messages to identifiedstakeholder groups.

5 /44



The Role of IMC in Branding

� Building and maintaining brand identity and equity.

� The entire spectrum of consumer¶ awareness, knowledge, and

image of the brand as well as the company behind it.

� New ways to build brand equity as the relationship between

consumers and brand changes.

� Many different opportunities and methods for contacting

current and prospective customer to provide them with

information about a company and/or brands.

6 /44



IMC Essentials

� Behavioral Segmentation

� Brand Contacts

� Communication Effectiveness = Media CostEfficiency+Image+Impact

� Media and Non media Communication

� Going Beyond Awareness and Attitudes

7 /44



� Circular Planning

� Multi-Dimensional and Longitudinal

� Changing Mental Network

� Above-the-line and Below-the-lineCommunications

8 /44



Principles of IMC

� Consumer insight

� Definite task

� Zero-Based Planning

� Brand Knowledge and Familiarity

� Behavioral Objectives

9 /44



� Circular Planning and Spin-

off Activities

� Brand Contents and BrandContacts

10 /44



Agencies

Promotionalgoals

Promotionalstrategy

ResourcesScheduling

Marketingresearch

CoordinatedCommunication mix

IMC Strategic planning

Context analysis

Implementation

Control and evaluation

Pass

Profile

Push

Pull

Communication goals

Marketing goals

Corporate goals

11 /44



Conclusion:Key Strategic Concepts of IMC

� Using various approaches of persuasive

communications with zero-based planning

� Using both media and non media communications

� Using both above-the-line and below-the line

communications

� Beware of unplanned communication

� Be consistent: messages, mood. Tone, and brand personality

12/44



Efficient, effective and economiccommunications

Efficient

Operations(Best use of resources)

Effective

Operations(Maximum results)

Economic

operations(Minimum cost)

Integrated marketing

communications

13/44



The seven Levels of integration

1. Vertical objectives integration

2. Horizontal/ functional integration3. Marketing mix integration

4. Communications mix integration

5. Creative design integration

6. Internal/external integration

7. Financial integration

Level integration

14/44



The IMC Message typology

ProductProduct PlannedPlanned

ServiceService UnplannedUnplanned

Brand

There are four basic types of brandmessages.

15 /44



1. Planned Messages

1.1 Advertising

1.2 Sales promotion

1.3 Personal sales

1.4 Merchandising materials

16 /44



1.5 Public Relations

1.6 Events1.7 Sponsorships

1.8 Packaging

1.9 Annual reports, and other publications

1.10 Direct Marketing1.11 Social Media

1.12 Show Room

1.13 Display

1.14

Call

Center1.15 Demonstration center

17 /44



Planned Communication� Seminar

� Exhibition

� Trade show� Road shows

� Service

� License

� Specialty advertising� CRM

� CEM

/91Experiential marketing: The new approach of brand engagement strategy 18/91



2. Product Messages

2.1 Product Design

2.2 Product Performance2.3 Pricing

2.4 Place

2.5 Physical Environment

18 /44



3. Service Messages

3.1 Service representatives

3.2 Working hours

3.3 Relationship

3.4 Delivery

3.5 Equipment

3.6 Interaction3.7 Communication

19 /44



4. Unplanned Messages4.1 News stories

4.2 Gossips

4.3 Rumors

4.4 Actions of special interest groups

4.5 Comments by the trade and by

competitors

4.6 Findings by government agencies or

research institutions

4.7 Word of mouth

4.8 Employee Messages

4.9 Disasters and Crises20 /44



THE FOUR Cs OF BRANDING

Clear� Brand values must be easily understood.

� Trademarks must be easily recognised anddistinguished.

� Brand values should highlight consumer

benefits.� Brand platform and personality should be

unique and distinctive.

21 /44



Concise� Branding message should be simple.

� Brand values should have meaning to specific

target groups.

� Brand values should all be expressed in one

clear personality.

� Brand values should enable unique positioning

against competing brands.

22/44



Consistent

� The emotional benefits of the brand must beconsistent with the rational benefits.

� Communications strategies across the business

should be coordinated.� Reminder advertising and other communications

should be consistent over time.

�Perception of the brand should be constantlyreinforced.

23/44



Competitive

� The brand should be distinctly positioned.

� Brand values must be unique.

� Brand values should be developed to make imitation

difficult.

� Brand designs should be legally protected in all

present and potential markets.

24/44



Purchase

Marketing and Promotions Process Model

Ultimate

Consumer

Consumer

Business

Resellers

Promotion

to final buyer

Internet/Interactive

Promotion to trade

Promotional

Decisions

Adv ertising

Direct

marketing

Interacti v e

marketing

Sales

promotion

Publicity and

public

relations

Personal

selling

Product

Decisions

Pricing

Decisions

Channel Of

DistributionDecisions

M arketing Planning Program Dev elopment

Identifying

Markets

MarketSegmentation

Selecting aTarget Market

Positioning

Through

Marketing

Strategies

Target M arketing

Process

Opportunity

Analysis

Competitive

Analysis

TargetMarketing

M arketing Strategy

and analysis

25 /44



Above-the-line VS Below-the-lineCommunications

Below The LineCommunication

Public Relations

E v ent M arketing

One-to-OneM arketing

Point of Sales M aterials

Sales Promotion

Personal Selling

Social Networks

Adv ertising Above The LineCommunication

TV

Newspaper

M agazine

Rad io

Out d oor

Online

26 /44



New IMC Space

� Traditional Media

� Non-traditional Media

� Out-of-Home Media

� Direct Marketing

� Employees

� Social Media

� Ambience

27 /44



More Opportunities in Mass Media

� Tie-in

� Placement

� Advertorial

� Infomercial

� Feature articles

� Scoop

� Interviews

� Reality show

� Sponsorship of pop culture

� Expansion of on-line communication

28 /44



Characteristics of EffectiveCommunication

� Informative

� Interactive

� Persuasive

� Experiential

� Reassuring

� Entertaining

� Illustrating

� Rewarding

29 /44



Evolution of Marketing Communications

Third Era:� Social Media� Multidirectional

� Trialogue

First Era:

� Mass media

� Unidirectional

� Monologue

Second Era:

� Interactive media

� Bidirectional

� Dialogue

30 /44



Four Sources of IMC

� Company initiated communications

� Customer initiated communications

� Unplanned or unexpected communications

± Word-of-mouth ± Mass media

± Authority

± Scholars

� Product-intrinsic communication

± Design

± Attributes

± Packaging

± quality

31 /44



Five D¶s of Innovative IMC

Five Ds of Innovative

IMC

Discov ery

Dialogue

Digital Delight

Deli v er

32/44



Five I¶s of Innovative IMC

Five Is of Innovative

IMC

Intelligence

(More information venues)

Influence

(T rust)

Integrity

(T ransparence)

Inv ol v ement

(C ommunication and comments)

Insights

(Understanding of new customers purchasing

journey)

33/44



Five E¶s of Innovative IMC

Five Es of Innovative

IMC

Encourageconnection

Engagement of topmanagement

Enthusiasm of customers

E v angelization of employees

Endorsement of cele rity customers

34/44



ChangesTraditional media Social Media

Mass media advertising IMC

Above-the-line Below-the-line

Red ocean Blue ocean

Transaction Relations

Acquisition Retention

Share or market

Share of wallet

Product features Company commitment

35 /44



ChangesProduct push Customer pull

Mass market Niche market

Product for all Customization

Mass communication Data-driven

communication

Brand building Brand curating

Manipulation Collaboration

36 /44



New Marketing Space

� Personalized marketing

� Mass customized marketing

� Relationship marketing� Experiential marketing

� Cyber marketing

� Mobile marketing

37 /44



IMC Strategy

I Str t gy

Push strategy for d istribution

Pull strategy for salesv olume

Pass strategy for acceptance

Profile strategy for corporate image

38 /44



New Marketing Space

� Database development

� Consumer intelligence

� Collaboration

� Demand system

management

� Customer-based brand

equity

� Authenticity

� Youthful Affability

� Generosity

� Respect for individualism

� Transformational emotion

� Emotion and self expression(E gonomics)

� Customer relationship

management

� Customer experiencemanagement

� Customer involvement

management

39 /44



Strategic Principles

� Think brand, don¶t think ads

� Consistent communications in all contact points

� Outside-in planning

� Multiple contact points

� Media and non-media communications for high frequency of

brand contacts

40 /44



Stories Of Brand Communication

� Brand attributes

� Brand features

� Brand benefits

� Brand values

� Brand positioning � Brand promises

� Brand contexts

� Brand image

� Brand experiences

� Brand relations

� Brand symbolic meaning

� Brand associations

41 /44



5 C¶s Analysis

Sustainable Competiti v e Adv antages

Prod uct PeoplePlacePricing

Positioning

in CommunicationProd uction

M arketing Strategy for Brand ing

Customer

Analysis

Competency

Analysis

Cond ition

Analysis

Category

Analysis

Competiti v e

Analysis

42/44



5 C¶s Analysis

Brand Relations

Brand Loyalty

Brand ExperiencesBrand Equity

Brand Inv ol v ements Brand Associations

43/44



/91Experiential marketing: The new approach of brand engagement strategy 45/91

END.

Strategic Brand Management มน.

Documents