IMC Brand management föreläsningar

Föreläsning 1 kurs intro

Course Content:

​ ● Communication theories
​ ● Integrated marketing communication
​ ● Brand equity and brand building
​ ● Brand strategies
​ ● Consumer-brand relationships
Brands matter:
Definition of brand: is a name, therm, symbol or any other feature that identifies a
seller's
goods or services as distinct from other sellers.
Brand management: Management of perceptions to create brand value. Mainly
about strategy.

- The power of brands to influence perceptions can transform the experience of using the
products.

Strategic brand management:

​ ● How are perceptions organized

​ ● How they influence behavior
​ ● How brands can compete in consumers minds
Brands can be:
​ ● physical goods
​ ● services
​ ● retailers and distributor
​ ● online products/services
​ ● people and organizations
​ ● sports, arts, entertainment
​ ● locations
​ ● ideas
Functions of brand: Consumers:
​ ● Identify producer
​ ● risk reducer
​ ● symbol of quality
​ ● symbolic consumers to represent their values and images
Companies:
​ ● valuable asset
​ ● premium prices
​ ● sustainable sales and profits

​ ● financial returns
 ​ ● competitive advantage
The evolving brand logic:
1900s-1930s: individual good-focus brand era - brands as identifiers 1930s-1990s:
value-focus brand era - Brands as functional and symbolic images
1990s-2000: Relationship-focus brand era - brand as knowledge, relationships
partners, and promises
2000 and forward: stakeholders-focus brand era - brand as dynamic and social
processes
Brand equity: is about creating value, in two different ways:
Brand equity - financial value

- A function of the amount of its expected financial returns and of the degree of risk on these
returns

Customer based brand equity - customer equity

- Differential effect that the brand knowledge has on consumer response to the marketing of
the brand

Positive aspect of customer based brand management:

​ ● Consumers react favorably to a product

​ ● Consumers might accept better line, range or brand extension
​ ● Consumers are less sensitive to price increases
​ ● Consumers are less sensitive to withdrawal of advertising
​ ● Consumers are more willing to seek the brand in new distribution channels
Customer based brand equity:
Brand knowledge consists of a brand node in memory with a variety of associations
linked
to it
Brand awareness: Brand recognition - is related to the strength of the brand node or
trace in the memory. About Making the brand known to the market.
​ ● Top of the mind - what brand comes to your mind first?
​ ● Spontaneous - brands of the competitive class that comes to your mind
​ ● Aided or promoted - possible brands - which brands do you know?
Brand image: Types of brand associations. Favorability, strength, and uniqueness of
brand associations. Is the consumer's perception of a brand.
Brand benefits: Personal value and meaning that consumers attach to
products/services

Positive brand emotions:

Brand love:

When consumers love a brand - they want to say it and talk about the brands they love.

Definition brand love: Degree of passionate emotional attachment a satisfied consumer has
for a particular trade mark.
 ​ ● Mystery - great stories in past or present and future; taps into dreams, myths and
icons; and inspiration.
​ ● Sensuality - sound,sight, smell, touch and taste
​ ● Intimacy - Commitment, empathy, and passion

Create

brand love:

​ ● Self-identification
​ ● Perceived quality and anthropomorphism
​ ● Sense of community with other brand users
​ ● Brand uniqueness and prestige
Brand love outcomes:
​ ● Brand loyalty, trust, resistance, to negative information about brands, positive word
of mouth.
​ ● Forgiveness of brand failures
​ ● Acceptance of price increases and brand commitment
​ ● Purchase intention and positive word-of-mouth
Negative brand emotions:
Brand hate: strong negative feeling that consumers experience towards brands
​ ● Consumer product/service dissatisfaction
​ ● Unethical corporate behavior
​ ● associations that consumers form with respect to the brand and its users
​ ● Negative past experience
​ ● Symbolic incongruity
​ ● Ideological incongruity
Outcomes:
​ ● Attack strategies - negative WOM, brand retaliation
​ ● Avoidance strategies - patronage reduction, cessation, switching
​ ● Approach strategis - complaining and protesting
Strategies to minimize the impact of brand hate:

● Take actions quickly

​ ● Be transparent
​ ● Be creative
Föreläsning 3:

Positioning a brand

Apple - can be associated with innovation

Ikea - can be associated with comfort

Create brand associations to position brand in consumers mind Positioning a brand:

​ ● Brand promise benefits (for what?)

​ ● Target customers (for whom)
​ ● Factual or subjective elements supporting the claimed benefit (why)
​ ● Competitors (against whom)
A good brand position is:
​ ● Relevant - addresses a relevant need valued by customers
​ ● Distinct - Different from other products in its category
​ ● Credible - promises that the product can deliver
​ ● Benefit-driven - should explain the functional/emotional benefits of the product vs
just
the product attribute
​ ● Strategically - long-term products strategy, as well as the corporate and related
product direction and desired meaning Brand identity prism model (Kapferer ́s)
Externalization vs Internationalization: A brand has social aspects that define its
external expression (externalization: physique, relationship and reflection) and
aspects that are incorporate into the brand itself (internalization: personality, culture
and self-image)
1. physique is the set of the brands physical features which are evoked in consumers
mind when then brand name is mentioned
2. Personality is the brand's character, and can be expressed through using a specific
lettering, color, other design features, or a person.
3. Culture - aspect that relate to the culture and values of the country from which the
brand originates; ex Volvo is linked to sweden
4. Relationship is about the type of relationships between the brand and its customers
5. Reflection is about how a brand perceives its audience
6. Self image is about how customers of a brand see themselves, ex; Lacoste users
sees themselves as sporty

Common mistakes about brand identity:

​ ● Som companies choose to imitate competitors

​ ● Soma companies are obsessed by building an appealing image that will be
favorably
received by all

● Some fantaize their identity - the brand as one would like to see it, but not as actually is.
Brand elements choice criteria:

1: Brand names: Brand awareness

​ ● simple and easy to pronounce

​ ● Familiar and meaningful
​ ● Different and unique
Brand associations
​ ● The explicit and implicit meanings consumers extract from them are important
​ ● Can reinforce an important attribute or benefit accusations that makes the
positioning
2: Symbols and logos:
​ ● Strong word marks (with no separate logo): Exs: Coca-Cola, Kit- Kat
​ ● Non-word mark logos (Symbols): Mercedes star, Nike swoosh, Olympic rings
​ ● Versatile: can be updated and transferred. Useful to endorse sub- brands
3: Characters
​ ● Relies on human or real-life characteristics: the Malboro comboy, Ronald
McDonald, Energizer ́s drumming pink bunny
​ ● Colorful and rich in imagery: Brand Awareness
​ ● Relationship building
​ ● Transferable
​ ● Licensing opportunities
4: Slogans:

● Facilitate building brand awareness by:

​ - playing off the brand name (Ex: There are some things money can't buy.
​ - Making strong links with the category ex; nothing runs like a deere
​ ● Reinforce brand position ex; nike, just do it
​ ● Relativity easier to change
5: jingles:
​ ● Musical messages written around the brand
​ ● Often convey product meaning in an abstract fashion
​ ● Most likely to relate to feelings and other intangibles

6: Packaging:

​ ● Identify the brand

​ ● Convey descriptive and persuasive information
​ ● Facilitate product transportation and protection
​ ● Assist at home store
​ ● Aid product consumption
Summarise:
​ ● The entire set up of a brand element is the brand identity, which contributes to
create brand knowledge (awareness and image).
​ ● The cohesive of the brand identity depends on the extent to which the brand
elements are consistent.
​ ● Brand identity: how brand strategists want the brand to be perceived
​ ● Brand image: How the brand is now perceived
 ​ ● Brand positioning: The part of the brand identity and value proposition to be
communicated to a target audience
Managing brand strategies in mindspace
Functional vs symbolic:
​ ● Some consumers are mainly interested in the functional aspects of products for
filling their basic needs
​ ● Others have more emotional reasons for purchasing certain products. they want
products that build their self-esteem, help them fit in with friends or elevate their
status.
​ ● We need to develop different strategies for consumers who buy their brands for
functional reasons than those who have emotional wants
Symbolic brands - emotional and high involvement Functional brands - cognition and
low involvement Functional brands:
​ ● Is typically brought to satisfy a functional needs of a consumer ex; Consumers
who buy food products for functional reasons are eating to sate hunger, they may not
be as particular about certain brands
​ ● Some may be more price conscious.
​ ● Stress either better performance or better economy to differentiate functional
brands
from their competitor’s brands
Strategies to market functional brands: Choice heuristics:

● Why do they buy certain brands ex; it's the cheapest, my mother used to buy it, and my
friends buy it.

● Package illustrations to infer attributes Market beliefs:

​ ● “When in doubt, a well-known brand is a safe choice”

​ ● “Bad brands don't survive”
​ ● “Hard-sell advertising is associated with low-quality products”
How to build brand equity around functional brands:

(Brand equity: creating value)

​ ● Brand salience (often called top-of-mind awareness) is important to

low-involvement brands
​ ● A Salient brand is likely to have
​ - wider distribution
​ - more shelf-space and display
​ - more promotions and advertising
​ - more WOM
​ - more media mentions
​ ● The brand should be immediately associated with the need for the product when
the need occurs
Manage consumer perceptions around functional brands:
​ ● Refreshingand extending favorable perceptions
​ ● Encouraging category substitution
​ ● real users
 ​ ● cause related marketing
​ ● New usage situations

Build brand associations and meanings:

​ ● Sensory cues - colors for example

​ ● Brand name suggestiveness ex; Kleenex - clean
​ ● Celebrities
Symbolic brand strategy alternatives:

1. Strategies based on personal meanings:

Brand as a person; Human traits are associated with a brand directly through the real people
that consumers associate with a brand:

​ ● Typical users
​ ● Celebrity endorsers
​ ● Chief executives
Brand as a friend:
​ ● Consumers can form interpersonal relationships with brands
​ ● Brands high on intimacy, commitment or love will exhibit higher degree of loyalty
and
tolerance toward failures
​ ● Woman more easily interpret a brand which is close to them as an active
interacting
partner Brands and romance:

● Brand communications emphasizing romantic love may be more effective if they depict
love as part of a meaningful relationship rather than one based primarily on sexual attraction

Nostalgia:

● nostalgia feelings can determine consumer preferences later in life

Instant heritage:

● Brand heritage is when a brand leverages its history to make connections and evoke
emotion and earn trust by association with tradition.

Brand as an experience:

● physical stores can create an experience with a brand

Brand as underdog:

● a brand with humble resources that competes with passion and determination against
competitors that dominate a market.?

Next lecture:
Strategies based on social differentiations Strategies based on social integration
Fortsättning föreläsning 3:

Strategies based on social differentiations

Brands enable consumers to be told apart of a group (brands as differentiators) Strategies

based on social integration

Brands help others to assign themselves to a group (brands as integrations) Social

differentiation strategies:

Fashionization

Strategic cannibalization: It refers to scenarios where consumers are offered new products
despite being within a time frame in which the sales potential for old or current products and
services is yet to be exhausted. Zara for example; the supply chain revolution

Gender identity:

​ ● Women are more sensitive to details of relevant information and tend to favour
objective over subjective claims
​ ● Women are better able to integrate emotional and rational factors, whereas men
are more prone to make emotional buying decisions
​ ● Women take a broader view of life, whereas men tend to see life as more linear
​ ● Status anxiety is prevalent for male consumers - brands can offer reassurance
Social integrations strategies: Brand communities
​ ● Community-integrated customers serve as brand missionaries
​ ● Important to design events with a focus on socializing new and intending brand
owners while
offering special recognition to those who are already part of the BC.
●
Neo-tribs?
​ ● Brands can inspire tribes and earn their respect by understanding their value and
standing back and letting them do most of the running
​ ● Neo-tribes are unstable, small-scale, and involve shared experience Subculture
(based on geography, age, ethnicity and class) very narrow

● Aikido brands - focus not on punching or kicking opponents, but rather on using their own
energy to gain control of them or to throw them away from you.

Brand mythologies - this concept is based on a brand representing ideas or set of ideas that
people can live by and embody and legitimize a new way of living in a rapidly changing
society

Föreläsning 4: Not part of assignment - part of examination

Brand portfolio

​ ● Mergers and acquisitions of brands and increasing shareholders’ demands also

shaped the way brands are currently managed.
​ ● Companies are no longer just looking to create a strong brand, but rather to invest
in a portfolio of brands that can act as a true and powerful competitive advantage
​ ● Successful and forward looking companies are investing a lot more on acquiring
different brands in order to create a portfolio of diversified or complementary brands.
Define companies portfolio: all brands that factor into a consumer's decision to buy,
whether or nor the company owns them.
Challenge is how to organize the portfolio
Brand portfolio strategy:
​ ● find a criteria that specifies what brands should be kept, or not, within that set of
brands;
​ ● and how can the portfolio be strengthened by the addition of brands or, conversely,
the deletion of brands
Brand architecture (products)
Line brand strategy: complementary products combined to form a complete whole
with a common concept
Benefits:
​ ● Enrich the basic promise through diversity (ex: new tastes, new flavors, etc)
​ ● Finer segmentation of a need (ex: variants of each shampoo brand according to
the type of
hair, age or hair problems)
​ ● Complementary products (ex: from hair loss shampoo to gel, hair dye, etc)
Range brand strategy: many products under a single brand concept. They share a
common promise and range of brand’s area of competence.
The brand relationship spectrum: The brand architecture of the brand itself, not their
products. Focus ←→ Flexibility
Branded house ←→ House of brands
“Brand architecture is an organizing structure of the brand portfolio that specifies
brand roles and the nature of relationships between brands.”
​ ● By establishing the roles and interrelationships between the portfolio’s brands, the
brand architecture allows those brands to stretch further and to build and support
each other in new and hopefully more cost-effective ways.
​ ● A structured brand architecture creates synergies, clarity and leverage
​ ● It increases the value of individual brands and of the overall portfolio
Branded house: The main brand is most prominent with sub-brands clearly taking a
second tier Sub-Brands: there is a clear association with the master brand, but
sub-brands stand on their own Endorsed brands: the parent brand is in the
background, but sub-brands gain from their association House of brands: Most
people aren't aware the sub-brands are from the holding company
Look at slides.
Brand extension - stretching the brand
(Kapferer model) Perimeters of Brand Extensions
​ ● No go areas - threats of brands capital asset
​ ● Extension zone - latent potential
​ ● Outer core - Spontaneous associations
​ ● Inner core - Kernel line extension
Managing brand performance and equity Why measure brand equity
​ ● Need to assess the strength of the brand and to understand its nature
​ ● Brand equity is dynamic
 ​ ● Brand equity is subject to change
​ ● Brand equity impacts over time (along with other competitive brands)
Brand equity audit
​ ● At least on an annual basis in a written report
​ ● It should provide a look at the current state of knowledge about a brand́ s equity as
well as a
fresh understanding of the brand
​ ● It ́s a tool to look into what measures of brand equity should be considered.
​ ● How far it should go? It ́s determined specifically for each brand.
​ - Qualitative brand equity research
​ - Quantitative brand equity research
Qualitative methods
​ ● Focus groups (8-10 members of a target population are led by a group moderator
in a discussion of a topic)
​ ● Individual in-depth interviews
​ ● Ethnography
​ ● Netnography
Key qualitative measures for brand equity

1. Motivation (gaining an understanding of the underlying motivation that drives in a brand ́s

category)

1. Benefit structure (determining the benefits that help to inform our brand image and our
competitors brand image )

Quantitative methods

● Structured questionnaire (conducted among a larger sample of the target population –

usually 100 to 1000 depending upon the complexity of the target market and the degree of
reliability desired)

Brand salience - strength of a brand awareness in relation of awareness of other brands in

the category

Brand preference - level of consumer preference for a brand versus others in the category

Price elasticity - indication of the extent to which consumers are willing to pay a higher price
without switching brand

Choice trade-offs - identifies what product characteristics consumers are willing to trade-off
before switching brands

Measures for understanding brand users:

Core loyalty - going beyond purchase behavior to get attitudes underlying purchase behavior
in the category

User profiles - comparing user images with actual profiles and gaining an understanding of
how the brand is used
Measures for understanding the nature of brand equity:

Brand attitude - Determines those benefits that drive positive brand attitude which are
components for building brand equity

Image ownership - Identifies those benefit claims uniquely associated with a brand versus
competitors.

Tracking brand performance:

​ ● Panel tracking
​ ● Wave tracking
​ ● Continuous tracking
Föreläsning 5 IMC

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The case should include:

​ ● Context analysis of market - historic, present, future

​ ● Objectives - SMART
​ ● Strategy, what to do - DRIP
​ ● Methods - messages
10 % what we say
20% how we say it
70% body language
Marketing communication: (Audience experience)
​ ● planned marketing communications
​ ● Product experience-based communication
​ ● Service experienced-based communication
​ ● Unplanned marketing communication
All these needs to be integrated Influence audience experiences:
​ ● Tools
​ ● Media
​ ● People, processes and systems
​ ● Content/messages - should be directed toward the audience
Factors that drive engagement opportunities:
Thinking and feeling responses (generation brand values) + behavioral
responses (generating action) = engagement
Strategic decisions DRIP-elements of Marcom Drip elements:
​ ● Differentiate -
​ ● Reinforce
​ ● Inform/make aware

● Persuade (convince)

Environmental influences that shape marketing communication

​ ● Internal influences - strategy and positioning, budget, branding, culture,

employee skills, desired integration
​ ● Market influences- competitor, behavior, customers and stakeholders,
agency actions, propensity to share information
​ ● External influences - Political, economic, social
Marketing communication mix of target audience: Tools, media, and content
The 4C framework - summary of key characteristics of the tools of marketing
 communication Model of communication: Source → encoding → (message)
→ decoding → receiver
Who is our target audience - how will they decode the message? (falcon)
The interactional model of communication:
​ ● Opinion leaders
​ ● Opinion formers
​ ● Electronic sources
​ ● Personal sources
​ ● Mass media
Word of mouth:

● Direction

​ - input - customers seeking recommendation prior to purchase

​ - output - expression of feelings as a result of the purchase
​ ● Valance - the positive or negative feelings resulting from the experience
​ ● Volume - the number of people to which the messages is conveyed
The attitude construct:
​ ● knowledge - what is known about the brand
​ ● feelings - What the brand means
​ ● behavior - what are the brand responses
A - Affect (Feel)
B - Behavior (Do)
C - Cognition (Think)

Think → Feel → Do (high involvement products)

Decision making process where there is high involvement

Awareness → extensive information search → Attitude development →

Trial/experimentation → Long-run behavior

Brand loyalty: don't have to go through the whole decision process before purchase
Low involvement decision making process:

Awareness → short internal information search → Trial/Experimentation → attitude

development → long-run behavior

Marketing communication:

High involvement: Awareness → attitude → behavior → long run behavior Low

involvement: Awareness → behavior → attitude → long run behavior

Föreläsning 6 Imc & BM

Business strategy and corporate philosophy

 ​ ● Marketing strategy
​ ● Marketing communication strategy
​ ● Marketing communication mix - Tools, media, messages
Communication strategy options:
​ ● Pull - communication direct to end-user consumers with messages content
of product/service. The goal with the strategy is purchase.
​ ● Push - communication intermediaries - create relationships
​ ● Profile - stakeholder theory - building a reputation.
Segmenting: define a target group to communicate with Three stress of
objectives:
​ ● Sales stream of objectives - sales volume, market share, profitability
​ ● Communication stream of objectives - awareness, attitude, perception
​ ● Corporate streams of objectives - performance, image, reputation,
reference
Hierarchy of communication:
1. awareness - is necessary before any purchase
2. comprehension (förstålse) - consumers need information and knowledge
about the
products and its attributes
3. conviction (övertygelse) - developing beliefs that a product is superior to
others
4. action - potential buyers need help and encouragement to transfer thought
into
behavior

Smart objectives:

​ ● specific
​ ● measurable
​ ● achievable
​ ● realistic
​ ● targeted and timed
Positioning strategies: (can only be good at 2 things)

● Products features ● Price/quality

​ ● Use - inform customers how or when a product can be used

​ ● Products class dissociations
​ ● User - target user clearly identified
​ ● Competitor - by associating directly with a competitor it becomes possible
to create a
perceived advantage.
​ ● Benefit
​ ● Heritage or cultural symbol Elements to be integrated:
IMC strategy
 1. Employees - dressed accordingly to position or corporate culture, technology,
and agencies
2. Communication tools and messages
3. Structures & Brands
4. Relationships

Relationship marketing - CRM - 1993 Reichheld - loyalty-based management A

continuum of value-oriented exchanges:

​ ● Market exchange
​ ● Collaborative exchange
The KMV model of relationship commitment and trust Types of loyalty:
​ ● emotional loyalty - is driven by personal identification with real or perceived
value and benefits
​ ● Price loyalty - driven by rational economic behavior
​ ● Incentivised - those with no favorite brand and who demonstrate through
repeat
experience the value of becoming loyal
​ ● Monopoly loyalty - customer has no choice because of a national monopoly
Customer relationship cycle:
1. acquisition 2. Development 3. Retention
4. Decline
Loyal - premium: loyal customers are willing to pay extra

Lecture 7 IMC: 4Cs framework:

 ​ ● Communication - ability to deliver a personal message, to reach a large
audience . level of interaction
​ ● Credibility - given by the target audience
​ ● Costs - absolute costs, cost per contact, wastage, investments
​ ● Control - ability to target particular audiences. Management's ability to
adjust the
deployment of the tool as circumstances change. Communication mix:
​ ● Advertising
​ ● Sales promotion
​ ● Public relations
​ ● Direct marketing
​ ● Personal selling
Four interpretations of how different ads work:
​ ● sales promotion
​ ● involvement model
​ ● persuasion model
​ ● salience model
Cognitive response model of advertising Chock advertisement reaction:
Exposure, shock advertising → Normal violation/unexpectedness = surprise
→ attention, comprehension, elaboration, retention, behavior.
An organizational crisis matrix of control and impact: Twin models of crisis
management:
1. Reactionary model of crisis management: Impact phase →Readjustment
phase
● Impact phase: event identification. Impact and ad hoc reaction.
● Readjustment phase: abatement & recovery. Investigation & adjustment →
crisis
planning.

2. Planning model of crisis management: Pre-impact phase → impact phase →

readjustment phase

​ ● Pre impact phase: Scanning and planning - identify risks to come prepared
​ ● Impact phase: impact and crisis plan implementing
​ ● Readjustment phase: Abatement & recovery → investigation & adjustments