A N E F F E C T I V E I M C TO B U I L D B R A N D

EQUITY
(G LOB A L BRA ND PE RS PE CT IV E )
BRAND EQUITY

Brand equity is the association of the brand and consumer perception. It

reflects a way consumer interpret, think, feel, and act towards a particular
brand via all marketing communications and experiences they receive from the
brand and product. Brand equity also refer to the value a company gains form
its brand when compared to generic product or service.
BENEFIT OF BRAND EQUITY

Strong brand equity leads to a positive perception and relationship customers

create with the brand. It determines how much they are willing to pay to acquire
the product and service, which goes far beyond the functional value of themselves.
It also helps to create demand of product and service.
BRAND EQUITY ELEMENTS

The first step of the building equity is creating brand awareness

Brand
by making customers aware of the brand and able to associate
Awareness
it with a particular category.

Perceived quality relates to a consumer’s opinion on a

Perceived product/service level that able to meet their expectations. Thus,
Quality brand is considered to provide good quality products and
services, availability and differentiation.
BRAND EQUITY ELEMENTS

This is the aggregation of customer experience with the overall

Brand brand. When customers have the good brand experience, they will
Experience consider the brand as superior and will start preferring it over
others. The brand experience is positively related to brand
association.

Brand association is a thoughts and impressions that consumer

think about a particular brand such as MUJI = simplicity.
Companies usually attempt to create mental associations that are
Brand favorable and differentiate it from competing brands. The
Association association based on functional benefit and attribute.
BRAND EQUITY

Customers who are loyalty are devoted to a product or service,

which is demonstrated by their repeat purchases despite
Brand competitor's efforts to tempt them away. Brand loyal consumers
Loyalty tend to be less sensitive to price increases.
THE CONNECTION BETWEEN IMC AND BRAND EQUITY

Integrated marketing communication used as a ‘voice of the brand’ to establish

brand value proposition as well as point of difference with competition, making
an impression in consumer's mind leading to a development of strong brand
equity and long- lasting relationship.

The synergy of message among the various controlled communications

touchpoints could potentially create the awareness, positive image, attitude,
knowledge, differentiation and brand core value that constitute to a brand
equity.
THE CONNECTION BETWEEN IMC AND BRAND EQUITY

High brand equity can easily associate with target customers and command a
premium price and make a difficultly for competitor to duplicate the belief, image
and emotional that are ingrained in consumer mind for a brand.
 Integrated brand and marketing communication to build brand equity
Mass
media
advertising Brand
Digital & Awareness
Social
media
marketing
Brand
Brand
IBMC Experience
Brand
Message Event Strategy Equity
(Communica Marketing
Perceived
tion Idea) Target Quality

Consumers
Public
Relations Brand
Association
Direct
Marketing

Brand
Loyalty
Sales
promotion
EXAMPLE OF
EFFECTIVE IMC
TO B U I L D S T RO N G
BRAND EQUITY
The Dove brand purpose is about improving the confidence of women around the
world. The brand that has recognized the power of low self-esteem for females, and
inspire women to stand up against negative judgement, and find their inner beauty
and confidence. While the Dove brand purpose might not make the company more
profitable directly, it does make them easier to relate to, which inspires greater loyalty

Dove brand positioning is to make women beautiful and feel confident with
themselves no matter what shape, race, skin color you are. The brand tackles key
issue of today society that woman feels bad and lacks confidence and must conform
with stereotypical of beauty.
 In 2004
The fist launched
of “REAL
BEAUTY”
campaign

www.slideshare.net
Pre campaign survey
In 2004, Unilever cooperated with Harvard University and the London School of Economics to
conduct a survey of more than 3,200 women in more than 10 countries; investigating women respond
to the iconography of beauty industry. Dove created "The Real Truth about Beauty: A Global Report".
It revealed the conflict between “the authentic individual beauty” and “portrayals of female beauty in
popular culture ” through psychological investigation and research.

www.slideshare.net
“Campaign that disrupted norm of beauty definition
and inspired women and society to think differently
about what is the definition of beauty”

Source: Slideshare.net
 Category Communication
Category Communication Master Brand Communication (Functional appeal)
(Functional appeal) (Emotional connection)
SUMMARY DOVE’S BRAND EQUITY

• The initiation of “real beauty campaign” has acknowledged as a key part of DOVE’s
success to differentiate itself from other personal care brands and increased its brand
equity. Thus, the brand has continued this approach with the self-esteem program to
enhance brand equity.

• This campaign gave women a feeling of identification and association with the brand core
value and the products without even having tried them and willing to pay for DOVE. The
brand that made them feel good and potentially lead to brand loyalty.
 Millward Brown Brand Dynamic

Bonding/
Nothing else beats it

It offers something
better than others

It delivers and make

me satisfy
Effective marketing mix's
It suitable for me including, marketing
communication can drive
the brand from presence
to bonding.
I know about it

https://slideplayer.com/slide/17663848/105/images/1/Creating+Brand+Equity.jpg