Transcript PPT chapter 06

Chapter 6
Branding and building
relationships with the database
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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.
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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
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UGC
Mobile
6-3
Footy fever
Source: Courtesy of Brisbane Lions
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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
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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.
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Tangible and intangible
dimensions of the brand
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Memorable brands
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Valuable brands
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Facets of a brand
Brand identity
Brand name
Brand
Brand symbols
Packaging
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Brands and identity
What do you think?
Is the iPhone a mobile or a must-have?
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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
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UGC
Mobile
6-12
Packaging
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Measuring brands
Brand audit
Brand equity
Measures
Brand relationship
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Brand audit
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Brand equity
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Brand equity (cont.)
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Brand relationships
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Top Australian brands
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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
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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.
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Emotional bonds
Emotions
Personality
Product benefits
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Emotional bonding
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Behavioural bonds
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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.
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Social networking
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Facebook
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Top ten Facebook brands
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Reasons for unsubscribing
from Facebook pages
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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
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Other brand platforms
Virtual worlds
Platform
User generated content
(UGC)
Mobile advertising
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User-generated content
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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
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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
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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.
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How database marketing works
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B2B database
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Sources of database information
Information
Sources
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Database and IMC
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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.
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