Brand Management International Business Environment

Brand management

1. BRAND MANAGEMENT
INTEGRATINGMARKETING COMMUNICATION TO
BUILDBRAND EQUITY
SatadrutaMookherjee
Assistant Professor of
Marketing
GEM

2. Brand Management
OUTLINEOF THE SESSION
1.The new media environment
2.Threemajor marketing communication options
3.Brand amplifiers
4.DeveloppingIMC communication programs
àGroup work
2

3. 1.THENEWMEDIAENVIRONMENT

4. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oAdvertisingandothercommunicationoptionscanplay
differentrolesinthemarketingprogram
–Theyallserveistocontributetobrandequity!
oTheCBEEandpyramidmodelsàmarketingcommunications
cancontributetobrandequityinanumberofdifferentways:
–Creatingawarenessofthebrand
–Linkingpoints-of-parityandpoints-of-differenceassociationsto
thebrandinconsumers’memory
–Elicitingpositivebrandjudgmentsorfeelings
–Facilitatingastrongerconsumer–brandconnectionandbrand
resonance
4

5. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oHowtodevelopmarketingcommunicationprogramsto
buildbrandequity?
–Assumingthattheotherelementsofthemarketingprogram
havebeenproperlyputintoplace(STP+product+pricing+
distribution)
oThemediaenvironmenthaschangeddramaticallyinrecent
years
–Traditionaladvertisingmedia(television,radio,magazines,
andnewspapers)seemtobelosingtheirgriponconsumersdue
toincreasedcompetitionforconsumerattention
–Thedigitalrevolutionoffersahostofnewwaysforconsumers
tolearnandtalkaboutbrandswithcompaniesorwitheach
other
5

6. Brand Management
1. THE NEW MEDIA ENVIRONMENT
6
MarketingCommunications
Options

7. Brand Management
1. THE NEW MEDIA ENVIRONMENT
7
24,6%31,8%35,6%39%41,8%44,5%
42%
38,3%36,6%34,9%33,6%32,4%
12,4%10,4%9,1%8%7,1%6,3%6,9%6,3%6,3%6,3%6,3%6,3%6,6%6,5%6,3%6,2%6,1%5,9%6,9%6,3%5,6%5%4,5%4%0,5%0,6%0,6%0,6%0,6%0,6%
0%
20%
40%
60%
80%
100%
120%
20152016201720182019*2020*
Share
DigitalTVNewspapersOut of homeRadioMagazinesCinema
Distribution of global advertising expenditure from 2015 to 2020, by media
https://assets-eu-01.kc-usercontent.com/07a6724e-e8d5-01e9-e1a2-cf80ed35c199/c3b1bea5-50a8-4c10-
b031-242dbe4af489/DAN-AdSpend-June-2019_FINAL.PDF

8. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oChallenges in Designing Brand-Building Communications
How well does a proposed ad
campaign contribute to brand
awareness or to creating,
maintaining, or strengthening
certain brand associations?
Does a sponsorship cause
consumers to have more
favorable brand judgments
and feelings?
To what extent does an
online promotion encourage
consumers to buy more of a
product?
8
The simplest—but most useful—way to judge any communication option is by its
ability to contribute to brand equity

9. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oChallenges in Designing Brand-Building Communications
Simple Test for Marketing Communication Effectiveness
9

10. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oInformation Processing Models of Communications
–Severalmodelshavebeenputforthovertheyearstoexplain
communicationsandthestepsinthepersuasionprocess
§Thehierarchyofeffectsmodel:createdin1961byRobertJ
LavidgeandGaryASteiner.Suggests6stepsfromviewinga
productadvertisementtoproductpurchaseàtoencouragethe
customertogothroughthesixstepsandpurchasetheproduct
§Thismodeltellsmarketershowtocreatecommunicationsso
thattheprospectgoesthroughthe3differentstages
10

11. Brand Management
1. THE NEW MEDIA ENVIRONMENT
THINK
FEEL
DO
When the consumer
gathers knowledge about
the product and becomes
aware of it
11
The hierarchy of effects model

12. Brand Management
1. THE NEW MEDIA ENVIRONMENT
THINK
FEEL
DO
When the consumer starts
developing an emotional
bond with the product
12
The hierarchy of effects model

13. Brand Management
1. THE NEW MEDIA ENVIRONMENT
THINK
FEEL
DO
When the consumer, after
weighing the pros and
cons, purchase the
product
13
The hierarchy of effects model

14. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oInformation Processing Models of Communications
–WilliamMcGuire(1968)furtherdevelopedtheYaleApproachto
Persuasion
–Hebrokedownthepersuasionprocessinto6sequentialsteps
14

15. Brand Management
1. THE NEW MEDIA ENVIRONMENT
15
•Audiencesarepresentedwithamessagethroughachannel
Exposure
•Audienceswillseeandrecognizethemessagewitheithercreative
exposure,orrepeatedexposure.Often3timesormore
Attention/awarness
•Audiencescomprehendthevalueorpointofthemessage
Comprehension/understanding
•Audiencesbelievethemessage
Acceptance
•Audiencesrememberthemessage,andidentifythemessagewith
thecompanyanditsproducts/services.Companybecomesbranded
Retention
•Audienceschangetheirbehaviorinthedesireddirection.Purchase!
Action
Easiest
Hardest

16. Brand Management
1. THE NEW MEDIA ENVIRONMENT
16
•Audiencesarepresentedwithamessagethroughachannel
Exposure
•Audienceswillseeandrecognizethemessagewitheithercreative
exposure,orrepeatedexposure.Often3timesormore
Attention/awarness
•Audiencescomprehendthevalueorpointofthemessage
Comprehension/understanding
•Audiencesbelievethemessage
Acceptance
•Audiencesrememberthemessage,andidentifythemessagewith
thecompanyanditsproducts/services.Companybecomesbranded
Retention
•Audienceschangetheirbehaviorinthedesireddirection.Purchase!
Action
Easiest
Hardest

17. Brand Management
1. THE NEW MEDIA ENVIRONMENT
17
oInformation Processing Models of Communications
One implication of the information processing model is that,
to increase the odds for a successful marketing
communications campaign, marketers must attempt to
increase the likelihood that each step occurs

18. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oTheidealadcampaignwouldensurethat:
1.Therightconsumerisexposedtotherightmessageintheright
placeandattherighttime
2.Thecreativestrategyfortheadvertisingcausestheconsumerto
noticeandattendtotheadbutdoesnotdistractfromtheintended
message
3.Theadvertisementproperlyreflectstheconsumer’slevelof
understandingabouttheproductandthebrand
4.Theadcorrectlypositionsthebrandintermsofdesirableand
deliverablepoints-of-differenceandpoints-of-parity
5.Theadmotivatesconsumerstoconsiderthepurchaseofthe
brand
6.Theadcreatesstrongbrandassociationstoallthesestored
communicationeffectssothattheycanhaveaneffectwhen
consumersareconsideringmakingapurchase
18

19. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oHowmuchandwhatkindsofmarketingcommunications
arenecessary?
19 https://learnbonds.com/news/coca-cola-spent-4.24bn-for-advertising-
in-2019-20bn-in-the-last-5-years/
NOI = $44,99bn$44,29bn$41,86bn$36,21bn$34,30bn$37,27bn

20. Brand Management
1. THE NEW MEDIA ENVIRONMENT
oRoleof Multiple Communications
–Marketerswillemploymultiplecommunicationstoachievetheir
goals
§SMARTgoalshavetobedefined
–Theymustunderstandhoweachcommunicationoptionworks
andhowtoassembleandintegratethebestsetofchoices
20

21. 2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS

22. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
22
(1) Advertising and
promotion
(2) Interactive marketing
(3) Events and experiences

23. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
oAdvertising (TV, Radio, Print, Direct response, Place)
–Anypaidformofnonpersonalpresentationandpromotionof
ideas,goods,orservicesbyanidentifiedsponsor
–Apowerfulmeansofcreatingstrong,favorable,andunique
brandassociationsandelicitingpositivejudgmentsandfeelings,
advertising
–BUTcontroversialbecauseitsspecificeffectsareoftendifficult
toquantifyandpredict.
àAnumberofstudiesusingverydifferentapproacheshave
shownthepotentialpowerofadvertisingonbrandsales
23
•Kumar,V.,Choi,J.B.,&Greene,M.(2017).Synergisticeffectsofsocialmediaandtraditionalmarketingonbrandsales:Capturingthetime-varying
effects.JournaloftheAcademyofmarketingScience,45(2),268-288.
•Bruce,N.I.,Becker,M.,&Reinartz,W.(2020).Communicatingbrandsintelevisionadvertising.JournalofMarketingResearch,57(2),236-256
•Keller,K.L.(1999).Managingbrandsforthelongrun:Brandreinforcementandrevitalizationstrategies.Californiamanagementreview,41(3),102-
124.
•Ansari,M.E.,&Joloudar,S.Y.E.(2011).AninvestigationofTVadvertisementeffectsoncustomers'purchasingandtheirsatisfaction.International
JournalofMarketingStudies,3(4),175.

24. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
oAdvertising _ TV
–Apowerfuladvertisingmediumbecauseitallowsforsight,
sound,andmotionandreachesabroadspectrumofconsumers
24
On average, Americans aged
18 and older spend more than
four hours a day watching TV
Younger people are more
likely to use streaming
services such as Netflix and
Amazon Prime Video instead
of watching “traditional” TV

25. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
oAdvertising _ Radio
–Radioisaparticularlyeffectivemediuminthemorningandcan
effectivelycomplementorreinforceTVads
25
Weekly radio reach in the United States as of September 2020, by age and gender
During an average week in
September 2020, radio reached
90.5 percent of all American
aged between 35 and 64 years
of age
https://www-statista-com.grenoble-
em.idm.oclc.org/statistics/475891/internet-radio-reach-age-usa/

26. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
oAdvertising _ Print
–Printmediahastakenahugehitinrecentyearsasmoreand
moreconsumerschoosetocollectinformationandseek
entertainmentonline
26

27. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
oAdvertising _ Direct response
–Mail,telephone,Internet,andothercontacttoolsto
communicatewithorsolicitaresponsefromspecificcustomers
andprospects
–Infomercials,formallyknownasdirectresponseTVmarketingis
popular
§Acrossbetweenasalescallandatelevisionad
27
https://www.youtube.com/watch?v=masVbx2a5IY
$400 million in
revenue in 2015

28. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
oAdvertising_Place
–Out-of-homeadvertising,isabroadlydefinedcategorythatcaptures
advertisingoutsidetraditionalmedia
–Becausetraditionaladvertisingmediaarebecominglesseffective,
marketersarebetteroffreachingpeopleinotherenvironments,such
aswheretheywork,play,and,ofcourse,shop
–Billboardsandposters;movies,airlines,lounges,andotherplaces;
productplacement;andpoint-of-purchaseadvertising
28

29. Brand Management
2.THREEMAJORMARKETING
COMMUNICATIONOPTIONS
oPromotion
–Salespromotionsareshort-termincentivestoencouragetrialor
usageofaproductorserviceandcomeinallforms
–Changethebehaviorofconsumerssothattheybuyabrandfor
thefirsttime,buymoreofthebrand,orbuythebrandearlieror
moreoften
29

30. Brand Management
2. THREE MAJOR MARKETING
COMMUNICATION OPTIONS
oOnline Marketing Communications
–WiththepervasiveincorporationoftheInternetintoeveryday
personalandprofessionallives,marketersarescramblingto
findtherightplacestobeincyberspace
–Thelowcostandthelevelofdetailanddegreeofcustomization
itoffers
–SEO,display,affiliation,socialmedia,emails…
30

31. Brand Management
2. THREE MAJOR MARKETING
COMMUNICATION OPTIONS
oEvents and Experiences
–Rangefromanextravagantmultimilliondollarsponsorshipofa
majorinternationaleventtoasimplelocalin-storeproduct
demonstrationorsamplingprogram
–Eventmarketingcanbedefinedaspublicsponsorshipof
eventsoractivitiesrelatedtosports,art,entertainment,orsocial
causes
31

32. Brand Management
2. THREE MAJOR MARKETING
COMMUNICATION OPTIONS
oEvents and Experiences
32
https://www.youtube.com/watch?v=prndAD
wvteI&feature=emb_logo
Thisyear,NBCUniversalischarging
advertisers$6.5milliontoruna30-second
ad.
https://www.youtube.com/watch?v=h3NhX
6-5mO0
²

33. 3.BRANDAMPLIFIERS

34. Brand Management
3.BRANDAMPLIFIERS
oComplementingthesethreebroadsetsofmarketing
communicationactivitiesareeffortstoengageconsumersand
thepublicvia:
–1/word-of-mouth
–2/publicrelationsandpublicity
oTheycanperformmanydifferentfunctions,theyare
especiallywell-suitedatamplifyingtheeffectscreatedby
othermarketingactivities
34

35. Brand Management
3.BRANDAMPLIFIERS
oWord-of-Mouth
–Acriticalaspectofbrandbuildingasconsumerssharetheirlikes,
dislikes,andexperienceswithbrandsandwitheachother
–Thepowerofword-of-mouthisthecredibilityandrelevanceitoften
brings
–Studyafterstudyhasshownthatthemosttrustedsourceof
productinformationisfriendsandfamilies(peers)
–Companiesareattemptingtocreatethisconsumerword-of-mouth
throughvarioustechniquessuchasinfluencermarketing(the
practiceofusingsocialinfluencerstospreadword-of-mouthabout
aproductorabrand)
35
•De Bruyn, A., & Lilien, G. L. (2008). A multi-stage model of word-of-mouth influence through viral marketing. International journal of
research in marketing, 25(3), 151-163.
•Groeger, L., & Buttle, F. (2014). Word-of-mouth marketing influence on offline and online communications: Evidence from case study
research. Journal of Marketing Communications, 20(1-2), 21-41.
•Arenas-Márquez, F. J., Martínez-Torres, M. R., & Toral, S. L. (2021). How can trustworthy influencers be identified in electronic word-
of-mouth communities?. Technological Forecasting and Social Change, 166, 120596.

36. Brand Management
3.BRANDAMPLIFIERS
oWord-of-Mouth
36

37. Brand Management
3.BRANDAMPLIFIERS
oWord-of-Mouth
37

38. Brand Management
3.BRANDAMPLIFIERS
oPublic Relations and Publicity
–Publicrelationsandpublicityrelatetoavarietyofprogramsand
aredesignedtopromoteorprotectacompany’simageorits
products
–Publicityisnonpersonalcommunicationssuchaspress
releases,mediainterviews,pressconferences,featurearticles,
newsletters,photographs,films,andtapes
–Publicrelationsmayalsoincludeannualreports,fundraising
andmembershipdrives,lobbying,specialeventmanagement,
andpublicaffair
38

39. 4.DEVELOPPINGINTEGRATED
MARKETINGCOMMUNICATION
PROGRAMS

40. Brand Management
4.DEVELOPPINGINTEGRATEDMARKETING
COMMUNICATIONPROGRAMS

41. Brand Management
4. DEVELOPPING INTEGRATED MARKETING
COMMUNICATION PROGRAMS
oHowtodevelopanintegratedmarketingcommunication(IMC)
programbychoosingthebestsetofoptionsandmanaging
therelationshipsbetweenthem?
–Marketersshould“mixandmatch”communicationoptionsto
buildbrandequity
–Chooseavarietyofcommunicationoptionsthatsharecommon
meaningandcontentbutalsoofferdifferent,complementary
advantagessothatthewholeisgreaterthanthesumofthe
parts
41

42. Brand Management
4. DEVELOPPING INTEGRATED MARKETING
COMMUNICATION PROGRAMS
oCriteria for IMC Programs
–In assessing the collective impact of an integrated marketing
communication program, the goal is to create the most effective
and efficient communication program possible
–Six relevant criteria, known as “the 6 Cs”
1.Coverage
2.Contribution
3.Commonality
4.Complementarity
5.Conformability
6.Cost
42

43. Brand Management
4. DEVELOPPING INTEGRATED MARKETING
COMMUNICATION PROGRAMS
oCriteria for IMC Programs_Coverage
–Theproportionoftheaudiencereachedbyeach
communicationoption,aswellashowmuchoverlapexists
amongcommunicationoptions
43

44. Brand Management
4. DEVELOPPING INTEGRATED MARKETING
COMMUNICATION PROGRAMS
oCriteria for IMC Programs_Contribution
–Theinherentabilityofamarketingcommunicationtocreatethe
desiredresponseandcommunicationeffectsfromconsumersin
theabsenceofexposuretoanyothercommunicationoption
–Describesthemaineffectsofamarketingcommunicationoptionin
termsofhowitaffectsconsumers’processingofacommunicationand
theresultingoutcomes
oCriteriaforIMCPrograms_Commonality
–Theextenttowhichcommoninformationconveyedbydifferent
communicationoptionssharesmeaningacrosscommunication
options
–MostdefinitionsofIMCemphasizeonlythiscriterion—sendingtarget
audiencesthesameconsistentmessageacrosscommunication
options
44

45. Brand Management
4. DEVELOPPING INTEGRATED MARKETING
COMMUNICATION PROGRAMS
oCriteria for IMC Programs_Complementarity
–Describestheextenttowhichdifferentassociationsandlinkages
areemphasizedacrosscommunicationoptions
–Theidealmarketingcommunicationsprogramwouldensurethatthe
communicationoptionschosenaremutuallycompensatoryand
reinforcingtocreatedesiredconsumerknowledgestructures
oCriteriaforIMCPrograms_Conformability
–Referstotheextentthatamarketingcommunicationoptionisrobust
andeffectivefordifferentgroupsofconsumers(priorexposureornot)
–Amarketingcommunicationoptionisconformablewhenitachievesits
desiredeffectregardlessofconsumers’pastcommunicationhistory
45

46. Brand Management
4. DEVELOPPING INTEGRATED MARKETING
COMMUNICATION PROGRAMS
oCriteria for IMC Programs_Cost
–Evaluationsofmarketingcommunicationsonallofthepreceding
criteriamustbeweighedagainsttheircosttoarriveatthemost
effectiveandefficientcommunicationprogram
46

47. Brand Management
LEGO BATMAN «THE MOVIE» (2017)
47
Product
experience
Shopper
experience
Engage bond
influence
Connection
experience

48. Brand Management
LEGO BATMAN «THE MOVIE»
oA lot of previews
48

49. Brand Management
LEGO BATMAN «THE MOVIE»
oDigital media
49

50. Brand Management
LEGO BATMAN «THE MOVIE»
50
oPartnershipsand sponsorings

51. Brand Management
LEGO BATMAN «THE MOVIE»
51
oInfluencersand celebrities

52. Brand Management
LEGO BATMAN «THE MOVIE»
52
oEngagement on social networks

53. Brand Management
LEGO BATMAN «THE MOVIE»
53
oPresscoverage

54. Brand Management
LEGO BATMAN «THE MOVIE»
oBillboradcampaignin the subway
54

55. Brand Management
LEGO BATMAN «THE MOVIE»
oStreet marketing
55

56. Brand Management
LEGO BATMAN «THE MOVIE»
oPoint of sales marketing
56

57. Brand Management
LEGO BATMAN «THE MOVIE»
oDigital advertising
57

58. Brand Management
LEGO BATMAN «THE MOVIE»
oVideogames
58

59. Brand Management
LEGO BATMAN «THE MOVIE»
oAssociated products
59

60. Brand Management
IN CONCLUSION…
60
General Marketing Communication Guidelines: The “Keller Bs” (in Keller’s book)

61. GROUP WORK

62. Brand Management
SUMMARY OF THE SESSION
62
oThreemaintypesofcommunicationswereidentifiedasbeingcritical:(1)
advertisingandpromotion,(2)interactivemarketing,and(3)eventsand
experiences.
oAnumberofspecificcommunicationoptions—broadcast,print,direct
response,andplaceadvertisingmedia;consumerandtradepromotions;
Websites,onlineads,videos,andsocialmediaonlinemarketing;and
eventsandexperiences—werereviewedintermsofbasiccharacteristics
aswellassuccessfactorsforeffectiveness.
oBrandamplifiersthatenhancetheseeffectsintheformofpublicityand
publicrelations,word-of-mouth,andbuzzmarketingwerealsodiscussed.
Thechapteralsoprovidedcriteriaastohowdifferentcommunication
optionsshouldbecombinedtomaximallybuildbrandequity

63. Brand Management
SUMMARY OF THE SESSION
63
oTwo key implications emerges:
–First,fromtheperspectiveofcustomer-basedbrandequity,all
possiblecommunicationoptionsshouldbeevaluatedregarding
theirabilitytoaffectbrandequity.Inparticular,theCBBE
conceptprovidesacommondenominatorbywhichtheeffectsof
differentcommunicationoptionscanbeevaluated:Each
communicationoptioncanbejudgedintermsofthe
effectivenessandefficiencybywhichitaffectsbrandawareness
andbywhichitcreates,maintains,orstrengthensfavorableand
uniquebrandassociations.Differentcommunicationoptions
havevaryingstrengthsandcanaccomplishdifferingobjectives.
Thus,itisimportanttoemployamixofcommunicationoptions,
eachplayingaspecificroleinbuildingormaintainingbrand
equity.

64. Brand Management
SUMMARY OF THE SESSION
64
oTwo key implications emerges:
–Thesecondimportantinsightthatemergesfromtheconceptual
frameworkisthatthemarketingcommunicationsprogram
shouldbeputtogetherinawaysuchthatthewholeisgreater
thanthesumoftheparts.Assuch,thereshouldbeamatch
amongcertaincommunicationoptionssothattheeffectsofany
onetypeofcommunicationoptionareenhancedbythe
presenceofanotheroption.