Brand Management Exam 2

6 steps of persuasion

1. Exposure: people need to see/hear about it 

2. Attention: something needs to make people notice us 

3. Comprehension: people have to actually understand the message 

4. Yielding: people respond favorably 

5. Intentions: plan to act 

6. Behavior: actually act 

Advertising implications (types/advantages)

• TV (vivid and dramatic)

• Radio (flexible and inexpensive)

• Print (self-paced and detailed)

• Place (nontraditional. product placement outside the home, like a billboard); (precise, engaging, and cost-effective)

promotion implications

• Consumer promotions (like samples or educative material; enhance attitudes, loyaty, and brand equity)

• Trade promotions (financial incentives for retailers/distributors; used to dominate shelves in a store)

• online marketing communications (low cost and high personalization)

• Events and experiences (builds brand awareness and relationships)

Events/sponsorships

Promotional tools used to engage the consumers’ senses and imagination, changing brand knowledge in the process; Developing successful event sponsorship means choosing the appropriate events, designing the optimal sponsorship program, and measuring the effects of sponsorship on brand equity.

Brand amplifiers

Public relations 

• Much control, little credibility 

Publicity 

• Some control, some credibility 

Word of mouth 

• Little control, much credibility 

IMC programs Criteria (6 Cs)

1. Coverage – proportion of audience reached (Domino’s ordering platforms) 

2. Contribution – creating the desired response (convenience positioning) 

3. Commonality – consistent image across platforms (Consistent brand voice) 

4. Complementarity – different benefits emphasized (ease and accuracy) 

5. Conformability – applicable to different consumers (available to consumers everywhere) 

6. Cost – is the campaign efficient related to results?  

Changes in consumer decision journey

Digital marketing and social media have added many steps and complications to the once simple consumer decision journey; this is due to evaluation of alternatives, information overload, and the lack of a clear process and order of steps

Key to digital brand success

Consumer experience

Brand engagement (positive and negative)

brand engagement can be low (frequent purchasing ), moderate (calling the company for information), and high (making a fanpage); engagement can also be negative: facebook hate pages, hate comments, boycotting businesses, or making mean hashtags :(

Digital communications

• Paid channels - includes search and display advertising, social media and mobile app advertising, email marketing, and paid influencers/bloggers

• Owned channels - company websites, company-owned social media accounts, mobile app

• Earned channels - review websites (Yelp), public relations, media coverage

Content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action; involves creating and sharing content online that is designed to indirectly stimulate interest in a brand; the goal is to engage audiences in things relevant to them, not necessarily make a sale

Influencer marketing

Influencer marketing involves utilizing key influencers, such as bloggers, celebrities, topic experts, and opinion leaders, to provide information and opinions about products and brands; $1 billion industry

Types of secondary brand associations

Companies (Google Pixel phone), countries (BMW Germany), channels of distribution (Kirkland), co-branding (CrumblxDove), licensing (Marvel backpacks), celebrity endorsements (Jennifer Aniston SmartWater), sporting/cultural events, Third party sources

Why are secondary brand associations important?

Marketers can create brand equity by borrowing it from other sources, creating favorable associations

Consumer behavior and brand equity

In order to build brand equity, we must have familiarity with the consumer, their questions, thoughts, and behaviors, because brand equity is determined by the consumer’s mindset

Qualitative research

unstructured measurement approaches that identify possible brand associations and sources of brand equity

quantitative research

Qualitative techniques

• Free association - asking what comes to mind when a customer thinks of a brand

• Projective techniques - diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters

Free association (example)

“what comes to mind when you think of Rolex watches?” or “what does Rolex mean to you?”

Projective techniques

Nescafe;

Neuromarketing

Brand personality/values/impact

Ethnographic research/disadvantages

Brand awareness/recall

Social media listening/monitoring/metrics

Brand responses/relationships