Chapter Two

The Marketing Communications

Process and Brand-Equity Enhancement

Chapter Two ObjectivesChapter Two Objectives

• Understand the various aspects of managerial decision making related to MarCom

• Describe MarCom as a means of enhancing brand equity and affecting desired behavior from the target audience

Making Brand-Level Marketing Making Brand-Level Marketing Communication DecisionsCommunication Decisions

Making Brand-Level MarCom DecisionsMaking Brand-Level MarCom Decisions

• Positioning

• Targeting

• Setting Objectives

• Budgeting

• Guiding Structure

Guiding Structure for MarCom Guiding Structure for MarCom Implementation DecisionsImplementation Decisions

MarCom Implementation DecisionsMarCom Implementation Decisions

• Mixing Elements

• Creating Messages

• Selecting Media

• Establishing Momentum

MarCom OutcomesMarCom Outcomes

• Enhancing brand equity

• Affecting behavior

Program EvaluationProgram Evaluation

• Measuring results

• Providing Feedback

• Taking corrective action

BrandBrand

A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition

Dimensions of PersonalitiesDimensions of Personalities

• Sincerity

• Excitement

• Competence

• Sophistication

• Ruggedness

Illustration of a Sincere BrandIllustration of a Sincere Brand

Illustration of a Exciting BrandIllustration of a Exciting Brand

Illustration of a Competent BrandIllustration of a Competent Brand

Illustration of a Sophisticated BrandIllustration of a Sophisticated Brand

Illustration of a Rugged BrandIllustration of a Rugged Brand

Definition of Brand EquityDefinition of Brand Equity

Brand Equity

A brand possesses equity to the extent that

consumers are familiar with the brand and

have stored in their memory warehouses

favorable, strong and unique brand

associations

Two forms of Brand KnowledgeTwo forms of Brand Knowledge

Brand Awareness

An issue of whether a brand name comes to

mind when consumers think about a

particular product category and the ease

with which the name is evoked

Two forms of Brand KnowledgeTwo forms of Brand Knowledge

Brand Image

The types of associations that come to

the consumer’s mind when

contemplating a particular brand

Consumer-Based Brand Equity Consumer-Based Brand Equity FrameworkFramework

BrandKnowledge

BrandKnowledge

Brand Recognition

Brand Recognition

Brand Recall

Brand Recall

Non-Product-Related(e.g., Price, Packaging,

User and Usage Imagery)

Non-Product-Related(e.g., Price, Packaging,

User and Usage Imagery)

Product-Related(e.g., color, size, design features)

Product-Related(e.g., color, size, design features)

FunctionalFunctional

SymbolicSymbolic

ExperientialExperiential

AttributesAttributes

BenefitsBenefits

OverallEvaluation(Attitude)

OverallEvaluation(Attitude)

Types ofBrand Associations

Types ofBrand Associations

Favorability, Strength, and

Uniqueness of Brand Association

Favorability, Strength, and

Uniqueness of Brand Association

BrandAwareness

BrandAwareness

BrandImage

BrandImage

Enhancing Brand EquityEnhancing Brand Equity

Characteristics of World Class BrandsCharacteristics of World Class Brands

• Deliver benefits consumers want

• Stay relevant

• Price equal value

• Good positioning

• Consistency

Characteristics of World Class BrandsCharacteristics of World Class Brands

• Fits into brand portfolio

• Brand helps build brand equity

• Brand’s managers understand what the brand means to consumers

• Support over long run

• Monitoring of the sources of brand equity

Co-branding and Ingredient BrandingCo-branding and Ingredient Branding

• Co-branding

A partnership between two brands

• Ingredient branding

Inclusion of one brand within the other

Co-branding and Ingredient BrandingCo-branding and Ingredient Branding

• Co-branding

A partnership between two brands

• Ingredient branding

Inclusion of one brand within the other