Strategic Brand Management: Building,
Measuring, and Managing Brand Equity
Fifth Edition
Chapter 6
Integrating Marketing
Communications to Build
Brand Equity
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Learning Objectives
6.1 Describe some of the changes in the new
media environment
6.2 Outline the major marketing communication
options
6.3 Describe some of the key tactical issues in
evaluating different communication options
6.4 Identify the choice criteria in developing an
integrated marketing communication program
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Marketing Communications
Marketing communications : are the means by
which firms attempt to inform, persuade, and
remind consumers about the brands they sell
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Marketing communications can contribute to brand
equity in a number of different ways:
– Creating awareness of the brand
– Linking points-of-parity and points-of-difference
associations to the brand in consumers’ memory
– Eliciting positive brand judgments or feelings
– Facilitating a stronger consumer-brand
connection and brand resonance
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Challenges in Designing Brand-Building
Communications
A company should skilfully design and implement
marketing communication programs to deliver a clear,
consistent, and compelling message about the
organization and its products.
Should be effective and efficient
Require careful planning and a creative knack
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Information Processing Model of Communications
For a person to be persuaded by any form of
communication the following steps must occur:
1. Exposure
2. Attention
3. Comprehension
4. Yielding
5. Intentions
6. Behavior
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1. Exposure: Potential customer must see or hear
the campaign ( through the appropriate channels)
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2. Attention: A person must notice the
communication.
A consumer may not notice an ad because of a
boring and uncreative strategy.
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3. Comprehension: A person must understand the
message meaning of the ad communication.
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4. Yielding: A person must respond favorably to the
intended message or arguments of the
communication. (e.g. KFC; slogan)
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5. Intentions: A person must plan to act in the desired
manner of the communication
An ad should produce positive intentions and
feelings to buy the product after being exposed to
the campaign
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6. Behavior : A person must act in the desired
manner
The ultimate goal of marketers
Marketers must create an immediate perceived
need
Example: special offers, sales promotions
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Designing Brand-Building Communications
An ideal ad campaign should ensure that:
– The right consumer is exposed to the right
message at the right place and at the right time
– The creative strategy causes consumers to notice
the ad
– The ad should properly reflect the consumer’s level
of understanding
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– The ad correctly positions the brand in terms of
desirable and deliverable points-of-difference and
points-of-parity
– The ad motivates consumers to consider
purchase of the brand
– The ad creates strong brand relationships with
consumers
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Four Major Marketing Communication Options
Marketing
communications
Advertising Events and
Interactive Mobile
and Experiences
Marketing Marketing
promotions
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Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsors
Powerful means of creating strong, favorable, and
unique brand associations and eliciting positive
judgments and feelings.
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Promotions
Sales promotions are short-term incentives to
encourage trial or usage of a product or service.
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Consumer promotions are the techniques
companies use to acquire new consumers or
strengthen brand loyalty among existing
ones.
Consumer sales promotions are designed to
change the choices, quantity, or timing of
consumers’ product purchases.
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Types of consumer sales promotions
o Sale
o Special discounts
o Sweepstakes
o Coupons and codes
o Reward programs
o Samples
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o Sale : consists of lowering prices during a limited
period
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o Special discounts : is a special reduction in
the usual price
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o Sweepstakes: involves the offering of prizes to
participants, where winners are selected by
chance.
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o Coupons and codes : Sending out coupons in the
mail or emailing digital codes, you can encourage
people to shop
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o Reward programs: Customers typically register
their personal information with a particular company
and are given membership card or Identifier.
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o Samples : Handing out samples of existing, or new
products to get people test it.
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Advantages of sales promotions
o Raises awareness
o Attracts and encourages new customers
o Gives a quick sales boost
o Convey a sense of urgency to consumers
o Can build brand equity through actual product
experience
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Disadvantages of sales promotions
o Decreased brand loyalty and increased brand
switching
o Increase the importance of price as a factor in
consumer decisions
o Short-term orientation
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Trade promotions
Trade promotions are financial incentives or
discounts given to retailers, distributors, and other
channel members to facilitate the sale of a product.
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Types of Trade Promotions
Point-of-purchase display
Push money
Training programs
Cooperative advertising
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2. Push money is the extra incentive given to the
retailers to ensure that their products gain the attention
of the consumer ( e.g., sales incentive for employees
to sell more products)
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3. Training programs consists of providing courses
to boost employee's performance, productivity and
skills
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4. Cooperative advertising, or co-op
advertising, is the sharing of costs for locally
placed advertising between a manufacturer
and a retailer (e.g., Print and Digital Ads, In-
Store Promotions)
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Online Marketing Communications
Online Marketing Communications: refers to
the methods used by firms online to communicate
with consumers
Many companies start moving into the world of
interactive, online marketing communications
( Interactive marketing)
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Online Marketing Communications
o Websites
o Online ads and videos
o Social media
o E-mail
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Primary advantages of marketing on the Web
Degree of
Low cost Level of Detail
Customization
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Event Marketing and Experiences
Event marketing also known as
experiential marketing, is all about using
experiences, whether virtual or in-person
Teaching potential and existing
customers about the company’s products,
services, or business.
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Defining Event Marketing
Event marketing can be defined as public
sponsorship of events or activities related to:
o Sports
o Concerts
o Entertainment
o Fairs and festivals
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Event marketing and Experiences
Event sponsorship provides a different
kind of communication option for
marketers by becoming a part of a special
event
Great opportunity to show the
company’s skills and make connections
with other businesses
The creation of special moments could
deepen the company’s relationship with
their target market.
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Rationale for Event Marketing
To increase awareness of the company or product
name
To create or reinforce consumer perceptions of
key brand image associations
To enhance corporate image dimensions
Interactive experiences and evoke feelings
Increase customer engagement
Achieve brand equity
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Brand Amplifiers
Efforts made to engage consumers and the public
via word-of-mouth and public relations and publicity
Amplify the effects created by other marketing
activities through:
– Public relations and publicity
– Word-of-mouth
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Public Relations and Publicity
Public relations and publicity: relate to a variety of
programs and are designed to promote or protect a
company’s image or its products.
Press releases
Media interviews
Press conferences
Newsletters
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Word-of-Mouth
WOM marketing is one of the most powerful forms
of advertising
o As 88% of consumers trust their friends'
recommendations over traditional media.
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Integrated marketing communications (IMC)
Integrated marketing communications is regarded
as a process of strategically coordinating various
marketing and promotional activities to make
marketing communication more efficient and
effective.
IMC objective consists of supporting and
interconnecting the various platforms and
communication channels to create a singular
branding message.
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Criteria For IMC Program
1. Coverage
2. Contribution
3. Commonality
4. Complementarity
5. Conformability
6. Cost
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1. Coverage : is the percentage of the audience
accessed by each marketing communication
choice.
o Needs to target the proper audience.
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2. Contribution : Defines the primary impacts of a
marketing communication choice in terms of
o Enhancing brand awareness
o Increasing the brand associations
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3. Commonality: Extent to which common
information conveyed by different communication
options shares meaning across communication
options.
o Same message in different mediums
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4. Complementarity : The degree to which various
associations are highlighted across communication
alternatives is referred to as complementarity.
o Marketing communication options should
complement each others
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5. Conformability : Extent that a marketing
communication option is robust and effective for
different groups of consumers.
The ability of the communication option to inform
or persuade consumers who vary on dimensions
( e.g. different cultures)
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6. Cost : At last, to arrive at the most successful and
efficient communication program, evaluations of
marketing communications on all of the preceding
criteria must be evaluated against their cost.
Per Capita Cost (e.g. ensuring profitability from
TV ads)
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