Brand Management and Integrated Marketing Communications

Educational vocabulary flashcards covering brand management, IMC strategies, research techniques, and equity models based on lecture notes.

ATL (Above The Line)

A communication option where there is no control of reach, but control of reach and frequency of ad placement; it is good for excitement and attention-grabbing.

BTL (Below The Line)

Marketing involving personal contact where impact is easily estimated due to the conscious choice of a target.

Direct Marketing

Information meant for a personal audience involving mail, calls, brochures, and coupons; it is usually very broad.

Promos

Short-term incentives designed to change consumer behaviour (first-time buyers) or trade behaviours (active support and carrying of the brand).

Events & Experiences

Brand building activities focused on engaging the consumers' senses and imagination.

Outbound Digital Marketing

A company communicating with consumers through methods such as search ads and display ads.

Inbound Digital Marketing

The process of consumers searching the world wide web for a brand.

SEO (Search Engine Optimization)

The use of Google Search Ranking of relevance and authority, determined by the number of other pages that link through to a site.

IMC Coverage

The proportion of the target audience reached by each communication option and the overlap between them.

IMC Contribution

The ability of a communication to create a desired response in the absence of exposure to any other communication option.

IMC Commonality

The consistency of information across communication options and the extent to which meaning can be shared.

IMC Complementarity

The synergy across channels through linkage emphasis.

IMC Versatility (Conformability)

The extent to which a marketing communication is robust across different groups of consumers.

Borrowed Devices

Also known as borrowing equity or leveraging equity from people, places, things, or other brands to build brand equity.

Branded House

A brand architecture where all sub-brands are centred on a single prominent parent brand, such as Fedora.

House of Brands

An architecture featuring different distinctive brands targeting separate categories, such as P&G.

Endorsement Model

A strategy where a strong parent brand supports separate brands and experiences, such as Hilton.

Hybrid Model

A strategy featuring a powerful parent brand, strong sub-brands, and separate brands, such as Apple.

Corporate Ability (CA)

Types of associations from corporations based on innovation and expertise which have a greater impact on product attributes than CSR.

Corporate Social Responsibility (CSR)

Types of associations from corporations based on product social responsibility and community involvement.

Co-branding / Brand Alliances

Occurs when two or more existing brands are marketed together in some fashion or make a joint product.

Cause-Related Marketing

When a for-profit aligns with a NFP through activities where the firms offer to donate when customers engage in revenue-providing activities.

Country of Origin (COO)

The country of manufacture, assembly, or design, which leads to stereotypes about products that can be leveraged.

Q-Rating

A measurement calculated by dividing the percentage of people who rate a brand "Favorite" or "Good" by the percentage familiar with it.

Davie Brown Index (DBI)

An index advising on celebrity endorsers based on factors including appeal, awareness, trendsetter, and trust.

Deciding Characteristics for Events

The $6$ factors used before borrowing equity from an event, including brand exposure, coverage, and exclusivity.

Qualitative Research

Research used to understand underlying motivations with a small non-representative sample; it is unstructured, non-statistical, and cost is $0$.

Quantitative Research

Research used to generalize results to a population using a large representative sample, structured methods, and statistical data.

Free Associations

A qualitative technique asking "what comes to mind when you think of…" to identify brand imagery and perceptions.

Projective Techniques

Presenting consumers with ambiguous stimuli, such as Completion and Interpretation Tasks, to uncover deep-rooted meanings.

ZMET (Zaltman Metaphor Elicitation Technique)

A technique where participants collect at least $12$ images representing thoughts/feelings followed by in-depth interviews to explore hidden meanings.

Neural Research

Monitoring different parts of the brain to study neurological responses to different stimuli.

Brand Personality & Values

Research that asks "if the brand were a person, what would it be like?" to define human-like traits of a brand.

Brand Asset Valuator (BAV)

A model using $73$ consistent brand metrics to gather $4$ key pillars of brand health.

Energised Differentiation (BAV)

A BAV pillar representing brand strength and potential for the future.

Esteem (BAV)

A BAV pillar representing consumer regard, brand structure, and leadership which results from the past.

Interbrand

A popular brand equity model that uses rankings, Net Present Value (NPV), and other financial metrics to determine value.

Brand Z

A brand equity model that uses $3$ metrics: meaningfulness, differentiation, and salience.

Accounting Method

A method of measuring brand equity using the formula: $Equity = Assets - Liabilities$.

Brand-Product Matrix

A visual depiction of brand portfolios using brand names on the y-axis and product categories on the x-axis.

Flanker Brands

Portfolio brands whose job is to protect the star performer by competing against the competition.

Cash Cows

Brands in a portfolio that have dwindling sales but are kept for their profitability.

Low-end, Entry-level Brands

Brands that allow consumers to enter the brand franchise and trade up into more profitable products within the portfolio.

High-end, Prestige Brands

Brands that lend credibility to the portfolio and reinforce or upgrade the parent brand's positioning.

Corporate Brand

The top level of the brand hiearchy that must always be presented on packaging somewhere and is often complex.

Family Brand

A level of the brand hiearchy supporting several products in different or slightly similar markets, carrying a risk of dilution.

Individual Brand

A brand restricted to only one product category, allowing for customisation.

Modifier Brand

A specific type or version of a product signalling refinements, such as a specific version within a brand line.

Horizontal Brand Extensions

Extensions that include category extensions (new categories) or line extensions (different form/variety in the same category).

Product Evolutionary Cycle (PEC)

Identifies the $3$ key forces that deteriorate a brand: Selective force, Generative force, and Meditative force.