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IMC Lecture2
IMC Lecture2
Brand Defined
A name, term, sign, symbol or design, or a combination of them,
intended to identify the goods or services of one seller from those of
competitors
American Marketing Association
A brand is a collection of actual and emotional characteristics
associated with the particularly identified product or service and
differentiates that product or service from the rest of the
marketplace.
Egan, J. (2007), Marketing Communications,
Thompson Press
Products are made in the factory, but brands are created in the
mind
Walter Landor
Volvo has become virtually synonymous with
safety
Harley Davidson embodies freedom and rugged
individualism
Sony represents high quality and dependability
Toyota Prius personifies environmental
consciousness
Rolex watches represent master craftsmanship
and sophistication
IMC and Branding
Marcom programs are designed to enhance brand equity and
affect behaviour.
Brand equity as the goodwill (i.e equity) that an established
brand has build up over its existence.
vs
Source: David A. Aaker, Managing Brand Equity (New York: Free Press, 1991), 62.
The Three Key Components of A Brand
Symbol
Product Service
Person
Brand as a Symbol
An object associated with a brand name.
Personnel
Brand as a Person
Anthropomorphism:
is the attribution of human traits, emotions, and intentions
to non-human entities and is considered to be an innate
tendency of human psychology.
Aaker J., 1997, Dimensions of Brand Personality, Journal of Marketing Research, Vol. XXXIV, August, pp. 347-356.
Brand Personality
Break through
competitive clutter
Signify features
and benefits
Convey
Motivate emotionality
brand choice
The Package Design Process
Development and Management of IMC Programs
Review of Previous Communication and Marketing Plans
Veloutsou C. (2003), Communicating with Customers: Trends and Developments, Athens Institute of Education and Research (ATINER), Athens, Greece
Fundamental Marcom Decisions
Fundamental
Marcom Program
Decisions
Setting
Targeting Positioning Budgeting
Objectives