Chapter 4:

How Brand
Communication Works
 How does brand
communication work?
It is purposeful in that it seeks to create some kind of response:
▪ an inquiry
▪ a sale
▪ a visit to a website
▪ a test drive

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 Adding Interaction to
Marketing Communication
▪Interactive communication is the building block of the
customer-brand experience.

▪It can determine the likelihood of repeat business and brand

loyalty.
 Traditional views on Impact
Think/Feel/Do:
AIDA:
1. Attention
Think about the message, feel
2. Interest
something about the brand, then do
3. Desire
something, such as try it.
4. Action
 Problems with traditional
approaches
They presume a predictable set of steps.

Some effects are missing—brand linkage and motivation.

Ultimately, brand communication is the most important

consideration.
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 A key principle

Not all purchases begin with a search for information. Some

purchases are made out of habit or on impulse.

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 The Facets Model of Effects
Does a more complete job of explaining how advertising
creates consumer responses.

It is useful in both setting objectives and evaluating

advertising effectiveness.

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 The Facets Models of Affect

Perception Association: Connect

Affective Cognition
The process by which we
describes something that Cognition refers to how means using symbols to
receive information through our
stimulates wants, touches customers: communicate.
five senses and assign meaning
the emotions, and elicits search for and respond
to it.
feelings. to information
learn and understand
something.

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 The Perception Facet: See/Hear

Selective perception: Consumers select messages to which

they pay attention.

For an advertisement to be effective, it first must be noticed or at

least register on some minimal level on our senses.

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 Factors driving the Perception
Response

1 2 3

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Factors driving the Perception
Response

4 5 6

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 The synergy requirement

Using an IMC approach, marketers coordinate all marketing communication

messages to create synergy.

This means individual messages have more impact working jointly than they
would on their own.

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 The Subliminal Issue
Subliminal effects are message cues given below the threshold of perception.

Subliminal messages are designed to get past your perceptual filters by talking directly
to your subconscious.

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 The Emotional or Affective Facet: Feel

Affective responses mirror our feelings about something.

“Affective” describes something that stimulates wants, touches the

emotions, and elicits feelings.

Brand messages can arouse a range of different emotions.

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Factors that drive the Affective Response
Wants and desires
Driven by emotions; based Resonance
Feelings
on wishes, longings, A feeling that the
Emotional appeals based on
message rings true.
cravings. humor, love, or fear.
1 3 5

2 4

Liking
Excitement
If you like the ad, those positive feelings
Our emotions and passions are
transfer to the brand. 20
aroused.
Cognitive Facet -
It’s a rational,
“left-brain”
approach.

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Factors that drive the Cognitive Response
Recall
Need Comprehension A measure of learning or
Ad messages here describe The process by which we understanding. One remembers
something missing in the understand, make sense of the ad, the brand and copy
consumer’s life. things, or acquire knowledge. points.

1 3
5

4
2

Differentiation
Cognitive Learning
The consumer’s ability to separate one brand
Presenting facts, information, and
from another, based on an understanding of a
explanations leads to
competitive advantage.
understanding.
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Association: Connect Facet
▪ Association means using symbols to communicate. It is the primary tool used in
brand communication.

▪ Brand linkage reflects the degree to which:

▪ the associations presented in the message and the consumer's interest are
connected to the brand.

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Factors that drive the Association Response

A brand takes on a symbolic meaning. It stands for certain,

Symbolism usually abstract, qualities.

Conditioned Learning Thoughts and feelings linked to the brand.

A product takes on meaning and is transformed into something

Transformation special.

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The Persuasion Facet: Believe
Persuasion: influencing or motivating the receiver of a message to
believe or do something.

Attitude is an inclination to react in a given way.

Attitudes are expressed as beliefs when people are convinced.

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Factors that drive the Cognitive Response
Conviction
Involvement Consumers agree with a
Motivation The degree to which one message and achieve a state
Something prompts one to act in attends to messages and how of certainty or belief about a
a certain way. they make product decisions. brand.

1 3
5

2 6
4

Influence Engagement Preference and intention

Opinion leaders may Here, consumers are
influence others’ attitudes. motivated by conviction.
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Factors that drive the Persuasion Response
Loyalty
Brand loyalty involves attitude, emotion, action. It’s built on customer satisfaction.

Believability and credibility

1. Believability: refers to credibility of the message.
2. Credibility: trustworthiness of the source.
3. Source credibility: the person delivering the message is respected, trusted, and believable.

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The Behavior Facet: Act/Do
Behavior is the action response.

It can involve a number of actions including:

 Trying or buying the brand
 Visiting a store
 Returning an inquiry card
 Calling a toll-free number
 Clicking on a Web site

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Thank You!

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