2: BRAND

COMMU N IC A T IO N
CHAPTER KEY POINTS
• What is the between marketing communication and brand
communication?
• How is the marketing mix related to marketing communication?
• What is the role of communication in branding?
• How does a brand acquire meaning?
• Different branding concepts.
 WHAT IS MARKETING AND
BRAND COMMUNICATION?

2-
 MARKETING COMMUNICATION
INVOLVES THESE TOOLS AND FUNCTIONS:

• ADVERTISING

• PUBLIC RELATIONS

• SALES PROMOTION

• DIRECT RESPONSE

• EVENTS AND SPONSORSHIPS

• POINT OF SALE

• DIGITAL MEDIA

• AND MORE

2-
BRAND COMMUNICATION

• A COMPLEX SYSTEM OF BRAND MESSAGES

• ALL THE VARIOUS MARKETING COMMUNICATION

MESSAGES AND BRAND EXPERIENCES THAT CREATE
AND MAINTAIN A COHERENT BRAND

2-
 A KEY PRINCIPLE

• “EVERY PART OF THE MARKETING MIX -- NOT JUST

MARKETING COMMUNICATION -- SENDS A MESSAGE.”

2-
 BRAND COMMUNICATION’S
ROLE IN MARKETING

MARKETING MANAGERS MANIPULATE THE MARKETING MIX, ALSO CALLED THE FOUR PS:

1. PRODUCT
2. PLACE
3. PRICING
4. PROMOTION

2-
HOW DOES THE MARKETING
MIX SEND MESSAGES?
PRODUCT

• DESIGN, PERFORMANCE, AND QUALITY ARE KEY

ELEMENTS.

• COMMUNICATION WORKS TO:

• BUILD AWARENESS OF A BRAND.
• EXPLAIN HOW THE NEW PRODUCT WORKS.
• HOW IT DIFFERS FORM COMPETITORS.

2-
 HOW DOES THE MARKETING
MIX SEND MESSAGES?
PRICING
IT IS BASED ON:

• WHAT THE MARKET WILL BEAR.

• THE COMPETITION.

• THE ECONOMIC WELL-BEING OF THE CONSUMER.

• THE RELATIVE VALUE OF THE PRODUCT.

• THE CONSUMER’S ABILITY TO GAUGE THAT VALUE.

THE PRICE SENDS A MESSAGE!
HOW DOES THE MARKETING
MIX SEND MESSAGES?
PLACE
IT INCLUDES THE CHANNELS USED TO MAKE THE
PRODUCT EASILY ACCESSIBLE TO CUSTOMERS.

• THE DISTRIBUTION CHANNEL ALSO SENDS A MESSAGE.

• THE INTERNET RAISES NEW DISTRIBUTION QUESTIONS

RELATED TO “CLICKS OR BRICKS.”

• MARKETERS MAY USE A “PUSH” OR “PULL” STRATEGY.

HOW DOES THE MARKETING
MIX SEND MESSAGES?
ADDED VALUE

• INFORMATION FROM THE MARKETING MIX AND

MARKETING COMMUNICATION CAN ADD VALUE TO A
PRODUCT.

• ADDED VALUE MAKES A PRODUCT MORE USEFUL OR

APPEALING TO A CONSUMER OR DISTRIBUTION
PARTNERS.
BRAND COMMUNICATION’S
ROLE IN MARKETING
• MARKETING ALSO FOCUSES ON MANAGING CUSTOMER
RELATIONSHIPS TO BENEFIT ALL OF A BRAND’S
STAKEHOLDERS.

• STAKEHOLDERS ARE ALL INDIVIDUALS AND GROUPS WHO

HAVE A STAKE IN THE SUCCESS OF THE BRAND.

• POSITIVE RELATIONSHIPS CREATE VALUE FOR A BRAND.

BRAND COMMUNICATION’S
ROLE IN MARKETING
WHO ARE THE KEY PLAYERS?
THERE ARE FOUR CATEGORIES:

1. MARKETERS
2. SUPPLIERS
3. VENDORS
4. DISTRIBUTORS AND RETAILERS
5. MARKETING PARTNERS

2-
THE MOST COMMON TYPES OF MARKETS

THESE INCLUDE:

1. CONSUMER
2. BUSINESS-TO-BUSINESS
3. INSTITUTIONAL
4. CHANNEL
 BRAND COMMUNICATION’S
ROLE IN MARKETING
ARKETING IS DESIGNED TO BUILD BRAND AND CUSTOMER
RELATIONSHIPS THAT:

1. GENERATE SALES AND PROFITS.

2. FOR NONPROFITS: VOLUNTEERS AND DONATIONS.

2-
 2: BRAND
COMMU N IC A T IO N
BRAND MANAGEMENT CHALLENGE

TO MANAGE ALL THE MESSAGES DELIVERED BY ALL

THE VARIOUS TYPES OF MARKETING
COMMUNICATION SO THEY WORK TOGETHER TO
PRESENT THE BRAND IN A COHERENT AND
CONSISTENT WAY.
INTEGRATED MARKETING COMMUNICATION

• IMC sends consistent message about the brand

• A musical score that helps all the various instruments play together. But
before deciding which tune each instrument will play, you have to decide
what the song is all about. (strategy and meaning of the brand)
• Integration = every message is focused and works together.
BRAND IS…
• … a perception, often imbued with emotion, that results from
experiences with and information about a company or line of
products.

• … something that lives in the heads (in form of information)

and hearts (in form of emotions and feelings) of consumers.

Principle:
We choose one brand over the other because of
difference in the brand impressions we carry.
HOW DOES A BRAND ACQUIRE MEANING?
• MEANING OF THE BRAND – “INTEGRATED PERCEPTION
DERIVED FROM EXPERIENCES WITH AND MESSAGES ABOUT THE
BRAND”
• THESE PERCEPTIONS CAN NOT BE “COPIED” BECAUSE THEY ARE
BUILT ON PERSONAL IMPRESSIONS.
• AGGREGATION OF EVERYTHING A CUSTOMER SEES, HEARS,
READS, OR EXPERIENCES ABOUT A BRAND OR AN
ORGANIZATION.
HOW DOES A BRAND ACQUIRE MEANING?
• Loaded with emotions and feelings,
•A BRAND IS A PERCEPTION not just a package design.

• Built on messages from MARCOM

and the 4Ps but also from personal

•BRANDING TRANSFORMS experiences and impressions.

• A company can own a brand name

PRODUCTS and symbol but can not dictate brand
impressions that live in consumers’
minds.
 COMPONENTS OF BRAND PERCEPTION
Visual Signs, Behaviors and
Communication efforts Consumer/Customer/
Organization Shareholder
Identity characteristics
Perceptions & Experiences

at ion
Or ut
ien p
tat Re
ion

Int
ern
a lB
Brand Framework n s hip
s
ra
n la tio
di n Re
g

Franzen, Hey & Veltman

Principle: agency
Brand managers must ensure that the perception of the brand is
clear and sharp rather than confused and mushy.
HOW DOES A BRAND ACQUIRE MEANING?

•A BRAND IS A PERCEPTION • Branding communication transforms

a product into something more
meaningful than the product itself.

•BRANDING TRANSFORMS • A brand gives personality and

identity to a product that
PRODUCTS differentiates it from similar offerings
in market.
HOW DOES BRAND TRANSFORMATION
WORK?
THREE KEY STRATEGIC DECISIONS FOR BRAND
TRANSFORMATION

Brand Brand image

Brand
position and and
identity
promise personality
HOW DOES BRAND TRANSFORMATION WORK?
• Done by designers of the
•BRAND IDENTITY product and marketing

•BRAND POSITION AND communicators.

• Public domain brand??

PROMISE • Brand identity cues – brand
•BRAND IMAGE AND name or the symbol used as
logo
PERSONALITY • Choice of brand name
CHARACTERISTICS OF SUCCESSFUL BRAND NAMES
1) Distinctive
2) Create association
3) Offer benefits
4) Carry a heritage
5) Simple
6) Distinctive graphics (logo, trademark, characters, or other visual cues like color
and packaging)
HOW DOES BRAND TRANSFORMATION WORK?

•BRAND IDENTITY • Brand positioning is a way to

identify the location a product or
•BRAND POSITION AND brand occupies in consumers’
PROMISE minds relative to competitors.

• Brand promise is what you say

•BRAND IMAGE AND to the customer and what is to be
delivered. (the expectations..)
PERSONALITY
HOW DOES BRAND TRANSFORMATION WORK?

•BRAND IDENTITY • Brand image is a UNIQUE

mental picture/idea about a brand

•BRAND POSITION AND that contains both emotions and

associations.
PROMISE • Brand personality symbolizes
•BRAND IMAGE AND the personal qualities of people
you know. Partly, it is the people
PERSONALITY who you associate with the brand.
DIFFERENT BRAND-RELATED TERMS
1) BRAND CONCEPT
IMPRESSIONS CREATED BY A BRAND’S TANGIBLE AND INTANGIBLE FEATURES THAT EXIST IN
PEOPLE’S HEARTS AND MINDS.

2) BRAND PARITY
LESS CONCERN FOR QUALITY BY CONSUMERS AS THEY BELIEVE ONLY MINOR QUALITY
DIFFERENCES EXIST BETWEEN VARIOUS BRANDS.

3) BRAND AUTHENTICITY
THE GENUINENESS AND CONSISTENCY OF THE BRANDS’ PRESENTATION AND PERSONA.
DIFFERENT BRAND-RELATED TERMS
4) CAUSE MARKETING
HELPING COMMUNITIES AND NONPROFIT ORGANIZATIONS WHILE GENERATING GOODWILL,
POSITIVE WOM, AND THE HOPE THAT PEOPLE WILL LOOK MORE FAVORABLY ON THESE BRANDS
WHEN MAKING THEIR NEXT PURCHASE DECISION.

5) BRAND VALUE
BEING FAMILIAR WITH THE BRAND (RECOGNITION) AND TRUSTING IT TO WIN AND MAINTAIN
CONSUMER ACCEPTANCE
• VALUE TO CONSUMER – CONSUMERS’ EXPERIENCE WITH THE BRAND
• VALUE TO THE ORGANIZATION – FINANCIAL MEASURE KNOWN AS BRAND EQUITY
DIFFERENT BRAND-RELATED TERMS

6) BRAND EXTENSION
USE OF ESTABLISHED BRAND NAME FOR NEW ITEMS IN RELATED PRODUCT CATEGORY

7) COBRANDING
STRATEGY TO USE TWO BRAND NAMES OWNED BY TWO SEPARATE COMPANIES TO CREATE A
PARTNERSHIP OFFERING.
BRANDING AS A WHOLE
• Difference between PRODUCT (aka product category) and BRAND
Companies make products but they sell brands
• A brand is more than a product.
It engages heart and mind of consumers.
• Branding applies to organizations (McDonald’s) as well as products of organizations (Big Mac).
Differentiates similar products from another.
• BRANDING is a communication function(?) that creates the intangible aspects of a brand that
make it memorable and meaningful to consumers.
Principle:
An organization must know that simply by existing and
interacting with consumers, it is branding itself.