How Brand Communication Works

LECTURE-15

Chapter Questions

How Does Brand Communication Work?

What Are Brand-Customer Touch Points?

Chapter perspective

Everything, every person, and every message that touches a customer communicates something

positive or negative about the organization

Touchpoint

Touchpoint

TouchpointTouchpoint

TouchpointTouchpoint

TouchpointTouchpoint

Opening Case: HB Ice Cream

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An IMC program for the HB brand, focusing on “togetherness” theme:• New logo• TV spot creating a “Love Weekend”• Newspaper ad tie-ins• On-street promotions

An IMC program for the HB brand, focusing on “togetherness” theme:• New logo• TV spot creating a “Love Weekend”• Newspaper ad tie-ins• On-street promotions

To increase Irish ice cream consumptionTo increase Irish ice cream consumption

• 75% of 15–24 target age group became aware of new logo

• Similar campaigns now being used across Europe

• 75% of 15–24 target age group became aware of new logo

• Similar campaigns now being used across Europe

Opening Case: HB Ice Cream

Challenge:Challenge:

Answer:Answer:

Results:Results:

How Does Communication Work?

Communication: Creating and sending a

message to an individual or organization

How Brand Communication Works

DecodingDecoding

MessagesMessages

ChannelsChannels

SourceSource EncodingEncoding

ReceiverReceiver NoiseNoise

FeedbackFeedback

DecodingDecoding

ReceiverReceiver NoiseNoise

ChannelsChannels

MessagesMessages

EncodingEncodingSourceSource

Marketing Communication

MediaMedia

TV Commercials Are One Way of Encoding a Brand Message

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Even a Building Serves as a Message For a Brand

Insight: Products As Media

Product themselves—both goods and services—also perform as media because they carry brand messages. An example is a DVD of a Disney movie. The DVD is an entertainment product, but it is also a medium that carries the Disney brand name and says something about Disney.

Think About It

• This Coke machine charges more on a hot day.

• Would this change the way you think about Coke?

Tales From the Real World

When a brand message generates no feedback from consumers it is really providing some form of input.

In the real world, smart organizations don’t believe in the “no news is good news” philosophy. They are proactive and immediately begin research with consumers to find out what they are thinking about brand messages—and why they are not responding.

Brand Touchpoints

Company Created

Company Created

IntrinsicIntrinsic

UnexpectedUnexpected

Customer-Initiated

Customer-Initiated

Touchpoints

TouchpointTypes

TouchpointTypes

IMC In Action: Volvo In Manila

Create a new type of Volvo dealership:• Coffee café• Local bank• Concerts and lectures• Volvo cars and accessories

Create a new type of Volvo dealership:• Coffee café• Local bank• Concerts and lectures• Volvo cars and accessories

Subtly sell the Volvo brand in ManilaSubtly sell the Volvo brand in Manila

• Volvo cars selling well in the area• The Volvo brand is now more

appealing to a wider range of consumers

• Volvo cars selling well in the area• The Volvo brand is now more

appealing to a wider range of consumers

IMC In Action: Volvo In Manila

Challenge:Challenge:

Answer:Answer:

Results:Results:

Insight: Service Touchpoints

In most organizations service people do not report to the marketing department, but rather to some other area, such as human resources,

operations, etc. Nevertheless, one negative service message can more than counter the

effects of dozens of positive, planned messages produced by marketing. In an

integrated program, marketing works with operations and other departments to minimize negative service messages and create synergy between the planned and service messages for

greater impact .

Consumers Did Not Enjoy Commercials on ATM

Recourse: Easy access to those who can solve a problemRecourse: Easy access to those who can solve a problem

Recognition: Company acknowledgement of purchases and the customer’s interaction history with the company

Recognition: Company acknowledgement of purchases and the customer’s interaction history with the company

Responsiveness: Customer satisfaction following a customer initiated company contactResponsiveness: Customer satisfaction following a customer initiated company contact

Respect: Showing consideration and not hammering them with advertisements and messages in which they have little interest

Respect: Showing consideration and not hammering them with advertisements and messages in which they have little interest

Purposeful Dialogue

FourR’s

FourR’s

Final Note: Sticky Communication

• IMC encourages the creation of messages that involve consumers for a longer time…

• …and that can be facilitated by new two-way communication technologies that foster a purposeful dialogue, including:

• Web site instant messaging and feedback

• 800 number interactions

Marketing Management – A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, 13th Edition, Published by Pearson Education, Inc.

Strategic Marketing Management – Meeting The Global Marketing Challenges by Carol H. Anderson & Julian W. Vincze Published by Houghton Mifflin Company.

Principles of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.

Principles of Marketing by Philip Kotler & Gary Armstrong Thirteenth Edition, Published by Prentice Hall

Bibliography

The End:

"When a man is willing and eager, the Gods join in."

- Aeschylus

HB ICE CREAM OLD LOGO

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