Brand Management

Dr. Kashif Mahmood

6.3
The New Media Environment
• Traditional advertising media such as TV, radio, magazines,
and newspapers seem to be losing their grip on consumers.
• Marketers pour $18 billion into Internet advertising in 2005.
While Web advertising jumped 20% during this time,
spending for TV ads remained flat.

6.4
Simple Test for
Marketing Communications
Current Desired
Brand Brand
Knowledge Knowledge

1. What is your current brand knowledge? Have you created a detailed mental
map?
2. What is your desired brand knowledge? Have you defined optimal points-of-
parity and points-of-difference and a brand mantra?
3. How does the communication option help the brand get from current to desired
knowledge with consumers? Have you clarified the specific effects
on knowledge engendered by communications? 6.5
Information Processing Model of
Communications
1. Exposure (A person must see or hear the communication)
2. Attention (A person must notice the communication)
3. Comprehension (A person must understand the intended message or arguments of the
communication)
4. Yielding (A person must respond favorably to the intended message or arguments of the
communication)
5. Intentions (A person must plan to act in the desired manner of the communication )
6. Behavior (A person must actually act in the desired manner of the communication )

6.6
Marketing Communications Options
• Advertising
• Promotions
• Event marketing and sponsorship
• Public relations and publicity
• Personal selling

6.7
Advertising
• A powerful means of creating strong, favorable, and unique
brand associations and eliciting positive judgments and
feelings
• Controversial because its specific effects are often difficult to
quantify and predict
• Nevertheless, a number of studies using very different
approaches have shown the potential power of advertising
on brand sales.

6.8
Ideal Ad Campaign
The ideal ad campaign would ensure that:

1. The right consumer is exposed to the right message at the right place and at the right
time.
2. The creative strategy for the advertising causes the consumer to notice and attend to
the ad but does not distract from the intended message.
3. The ad properly reflects the consumer’s level of understanding about the product
and the brand.
4. The ad correctly positions the brand in terms of desirable and deliverable points-of-
difference and points-of-parity.
5. The ad motivates consumers to consider purchase of the brand.
6. The ad creates strong brand associations to all of these stored communication effects
so that they can have an effect when consumers are considering making a purchase.

6.9
Category of Advertising
• Television
• Radio
• Print
• Direct response
• Interactive: websites, online ads
• Mobile marketing
• Place advertising:
• Billboards; movies, airlines, and lounges; product placement; and
point-of-purchase advertising

6.10
Promotions
• Short-term incentives to encourage trial or usage of a
product or service
• Marketers can target sales promotions at either the trade or
end consumers
• Consumer promotions
• Consumer promotions are designed to change the choices, quantity,
or timing of consumers’ product purchases.
• Trade promotions
• Trade promotions are often financial incentives or discounts given
to retailers, distributors, and other members of the trade to stock,
display, and in other ways facilitate the sale of a product.

6.11
Event Marketing and Sponsorship
• Event marketing is public sponsorship of events or activities
related to sports, art, entertainment, or social causes.
• Event sponsorship provides a different kind of
communication option for marketers. By becoming part of a
special and personally relevant moment in consumers’ lives,
sponsors can broaden and deepen their relationship with
their target market.

6.12
Public Relations and Publicity
• Public relations and publicity relate to a variety of programs
and are designed to promote or protect a company’s image
or its individual products.
• Buzz Marketing
• Occasionally, a product enters the market with little fanfare yet is
still able to attract a strong customer base.

6.13
Personal Selling
• Personal selling is face-to-face interaction with one or more
prospective purchasers for the purpose of making sales
• The keys to better selling
• Rethink training
• Get everyone involved
• Inspire from the top
• Change the motivation
• Forge electronic links
• Talk to your customers

6.14
Integrated Marketing Communications
(IMC)
• The “voice” of the brand
• A means by which it can establish a dialogue and build
relationships with consumers
• Allow marketers to inform, persuade, provide incentives, and
remind consumers directly or indirectly
• Can contribute to brand equity by establishing the brand in
memory and linking strong, favorable, and unique associations
to it

6.15
 Developing IMC Programs
• Mixing communication options
• Evaluate all possible communication options available to create
knowledge structures according to effectiveness criteria as well as
cost considerations.
• Different communication options have different strengths and can
accomplish different objectives.
• Determine the optimal mix

6.16
Evaluating IMC Programs
• Coverage: What proportion of the target audience is reached by
each communication option employed? How much overlap
exists among options?
• Cost: What is the per capita expense?

6.17
 IMC Audience Communication Option Overlap

Communication Communication
Option A Option B

nce
d ie
Au

Communication Option C
Note: Circles represent the market segments reached by various communication options. 6.18
Shaded portions represent areas of overlap in communication options.
Evaluating IMC Programs (cont.)
• Contribution: The collective effect on brand equity in terms of
• enhancing depth and breadth of awareness
• improving strength, favorability, and uniqueness of brand associations
• Commonality: The extent to which information conveyed by
different communication options share meaning

6.19
Evaluating IMC Programs (cont.)
• Complementarity: The extent to which different associations and
linkages are emphasized across communication options
• Versatility: The extent to which information contained in a
communication option works with different types of consumers
• Different communications history
• Different market segments

6.20
Marketing Communication Guidelines
 Be analytical: Use frameworks of consumer behavior and
managerial decision making to develop well-reasoned
communication programs
 Be curious: Fully understand consumers by using all forms of
research and always be thinking of how you can create added
value for consumers
 Be single-minded: Focus message on well-defined target
markets (less can be more)
 Be integrative: Reinforce your message through consistency
and cuing across all communications 6.21
Marketing Communication Guidelines
(Cont.)
 Be creative: State your message in a unique fashion; use
alternative promotions and media to create favorable, strong,
and unique brand associations
 Be observant: Monitor competition, customers, channel
members, and employees through tracking studies
 Be realistic: Understand the complexities involved in marketing
communications
 Be patient: Take a long-term view of communication
effectiveness to build and manage brand equity
6.22