Chapter 2

Marketing
Communications
Challenges

Group activity - 4 tasks of

Marcoms
From

the homework video, what are the 4

Tasks of Marketing Communications?

How

are these explained in terms of what

each task aims to achieve?

Which

tools do you think could be used to

achieve these tasks?

Give real examples of brands and how you have

seen them use the tools.
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4 tasks of Marcoms DRIP

Model

Fill, C. (2009) Marketing Communications: Interactivity, Communities and Content. 5th Ed.
Pearson Education

What is a Brand?

What is a brand?

Intangible and more than

just a logo

Represents everything the

offering stands for
compared to other brands.

The values the company

and employees
consistently communicate

Group
Activity
Use the Activity
sheet to
guide your discussion and
Brand
Equity Awareness
write down answers.

Be
(fig
2.2prepared
p38) to present your

brand observations

Aim:

Rate the level of awareness of

various brands based on your
knowledge.

Purpose:

Illustrate the basic principles

of Brand Equity

Brand Equity In
summary
Company
& Customer perspective
Customer

Familiarity/Awareness

Positive associations

Recognition
Recall
Image - TOMA
Contact
Experience
Intangibles

Company:

Higher market share

Increased brand loyalty
Premium prices
Revenue premium
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http://www.emeraldinsight.com/Insight/viewContentItem.do?
contentType=Article&hdAction=lnkhtml&contentId=1628214

Enhancing Brand Equity

How?

Developing a positive identity

Message driven approach

Focus on features & benefits

3 approaches

Brand speaks for itself

Leveraging Associations
Other brands
People
Things
Places
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Enhancing Brand Equity

Intended Outcomes

Increased
Long-term
Insulate

customer loyalty
growth & profitability

brand from price competition

Ensure

the brand stands out from the

competition

Enhancing Brand Equity

The difficulties

Pressure to compete on
price

Short-termism

Proliferation of competitors

Internal cost
pressures

Fragmenting markets &

media

Complex brand
strategies
9

Aaker, D A, (1996) Building Strong

Homework

How brands are valued

Interbrand 2013

Review the following tabs

Top 100
Leadership issue (watch video)
Methodology & Applications (watch video)

From the course book, review pages

62 63 Brand Adoption (Fig 3.1)

64 68 Brand Characteristics that Facilitate Adoption

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