PPT chapter 06

Download Report

Transcript PPT chapter 06

Chapter 6
Branding and building
relationships with the database
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-1
Learning objectives
1. To understand how we build relationships
with brands.
2. To examine the concept of brand identity;
looking at brand names, symbols and
packaging.
3. To look at how brands are measured in
terms of brand audits, brand equity and
their relationships with consumers.
4. To explore the concept of engagement
and how people engage with brands—
emotionally, behaviourally and digitally.
5. To investigate the database as a driver of
the IMC process.
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-2
Brand audit
Name
Symbols
Brand
identity
Measuring
the brand
Brand
relationships
Packaging
Building brand
relationships
Transactional
& relational
data
Developing
the database
Database
drives
traditional &
digital media
Database
Branding
&
Database
Brand equity
Emotional
bonding
Brand
engagement
Behavioural
bonding
Digital
IMC &
branding
Social
networks
Virtual
worlds
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
UGC
Mobile
6-3
Footy fever
Source: Courtesy of Brisbane Lions
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-4
What is a brand?
Various definitions of a brand
A brand is a perception resulting from
experiences with, and information
about, a company or a line of products.
Duncan, 2005
A brand can be defined as a name,
symbol, logo, trademark and so forth
that identifies and differentiates a
product or service.
Keller, 1996
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-5
Brands vs products
A brand differentiates a product from its competitors
Brands have tangible & intangible
qualities.
A brand
is
more
than a product
or service
Brand value derives from a
combination of both marketer
activities and consumer activities.
Consumers may have both
emotional and behavioural
relationships with a brand.
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-6
Tangible and intangible
dimensions of the brand
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-7
Memorable brands
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-8
Valuable brands
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-9
Facets of a brand
Brand identity
Brand name
Brand
Brand symbols
Packaging
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-10
Brands and identity
What do you think?
Is the iPhone a mobile or a must-have?
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-11
Brand audit
Name
Symbols
Brand
identity
Measuring
the brand
Brand
relationships
Packaging
Building brand
relationships
Transactional
& relational
data
Developing
the database
Database
drives
traditional &
digital media
Database
Branding
&
Database
Brand equity
Emotional
bonding
Brand
engagement
Behavioural
bonding
Digital
IMC &
branding
Social
networks
Virtual
worlds
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
UGC
Mobile
6-12
Packaging
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-13
Measuring brands
Brand audit
Brand equity
Measures
Brand relationship
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-14
Brand audit
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-15
Brand equity
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-16
Brand equity (cont.)
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-17
Brand relationships
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-18
Top Australian brands
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-19
Brand audit
Name
Symbols
Brand
identity
Measuring
the brand
Brand
relationships
Packaging
Building brand
relationships
Transactional
& relational
data
Developing
the database
Database
drives
traditional &
digital media
Database
Branding
&
Database
Brand equity
Emotional
bonding
Brand
engagement
Behavioural
bonding
Digital
IMC &
branding
Social
networks
Virtual
worlds
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
UGC
Mobile
6-20
Consumers and brands
Consumer bonds
Emotional bonds
Behavioual bonds
Consumers feelings about
brands, the nature of any
emotional rapport and the
emotional state associated
with the product category.
Refers to key behaviours
leading to brand purchase or
brand commitment.
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-21
Emotional bonds
Emotions
Personality
Product benefits
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-22
Emotional bonding
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-23
Behavioural bonds
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-24
Engaging with consumers’
digital lives
1st generation
2nd
3rd
generation
generation
4th
generation
Interactive communications: single platform
communications that engage consumers where
traditional medias cannot reach.
Brand touchpoints: multiple platforms where
consumers can engage with the brand and integrate it
into their lives.
Social connectivity: converts consumers into brand
ambassadors, providing tools to influence community
opinions through social networks.
Brand customisation: consumers take personal
ownership of the brand, by customising content and
expressing their individuality.
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-25
Social networking
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-26
Facebook
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-27
Top ten Facebook brands
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-28
Reasons for unsubscribing
from Facebook pages
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-29
Australian companies’ attitudes
to social networking
70% intend to participate in social media
40% intend to increase the
marketing budget on social media
and will divert funds from other
marketing activities to do so
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-30
Other brand platforms
Virtual worlds
Platform
User generated content
(UGC)
Mobile advertising
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-31
User-generated content
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-32
Brand audit
Name
Symbols
Brand
identity
Measuring
the brand
Brand
relationships
Packaging
Building brand
relationships
Transactional
& relational
data
Developing
the database
Database
drives
traditional &
digital media
Database
Branding
&
Database
Brand equity
Emotional
bonding
Brand
engagement
Behavioural
bonding
Digital
IMC &
branding
Social
networks
Virtual
worlds
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
UGC
Mobile
6-33
The database
Data informs
and enhances
business
decisions
Businesses
generate
transactional
data in the
normal course
of doing business
The key is to
add value to
transactions and
turn them into
relationships
The database epitomises the drive for greater
control, superior information, tighter targeting and
more reliable measurment
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-34
The database: types of data
Types of data
Transactional
Relational
Quantitative data
Sales value, sales history
Qualitative data
Lifestyles, values, beliefs
Captured via:
Scanner data, credit cards,
membership cards
Captured via:
Buyer-seller relationships,
customer touch-points, online
contacts, etc.
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-35
How database marketing works
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-36
B2B database
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-37
Sources of database information
Information
Sources
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-38
Database and IMC
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-39
Summary and conclusions
 Companies use brands to relate with customers.
 Brands transcend physical products.
 Customers may have emotional or behavioural
relationships with brands.
 Much of our knowledge about how customers
think about brands is stored electronically.
 The database is a key driver of the IMC process.
Copyright  2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-40