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MKTG 4550:
The Role of Marcom

   Dr. Campbell
    Th 8/25/11
Today’s Learning Goals
  • Concept of “Brand equity”
    – Benefits
    – Definition
  • How marketing communications influence
    brand equity
  • Basic concept of integrated marketing
    communications
    – Definition
What is a Brand?
 • “…A name, term, sign, symbol, or design, or a
   combination of them, intended to identify the goods
   and services of one seller or group of sellers and to
   differentiate them from those of competition.”
   (AMA)
Why are Brands Important?

• In what ways can brand equity provide value
  to a firm?
• In what ways can brand equity provide value
  to customers?
Definition:
Customer-Based Brand Equity

         The differential effect that
          brand knowledge has on
         consumer response to the
          marketing of that brand.



        Kevin Lane Keller
Customer-Based Brand Equity

      Awareness


                      BRAND EQUITY

        Brand
   Associations/Mea
         ning
Customer-Based Brand Equity

      Awareness


                      BRAND EQUITY

        Brand
   Associations/Mea
         ning

       Strong
      Favorable
       Unique
Building Customer-Based Brand
Equity
• Creating a brand requires putting a label and
  meaning to a product or service
  – Label          Brand elements
  – Meaning        Marketing mix
     • Strong
     • Favorable
     • Unique
Role of Marketing Communications

• Marketing Communications are good at these
  necessary tasks
  – Establishing a label (awareness)
  – Developing meaning
  – Associating the meaning with the label
Essential Function of Marcom

  Build brand equity
Steps in Creating Strong Brand Equity

• Determine desired, differentiated positioning
• Develop a great product
• Create accessible, favorable brand attitudes by
  communicating consistent brand
  position/image in all elements of the marketing
  mix
  – Product
  – Pricing
  – Distribution
The Goal of Marcom Management



                Manage all “brand contacts”
                 to build a cohesive, strong
                            brand
What is
  “Integrated Marketing Communications”?

        Marketing communications planning that
            recognizes the added value of a
    comprehensive plan that evaluates…a variety of
    communication disciplines…and combines these
       disciplines to provide clarity, consistency,
        and maximum communications impact.


American Association of Advertising Agencies
Conclusion


        Promotion management is the
             process of developing
         communications strategy and
         coordinating the promotional
          mix elements to develop and
        control an integrated program of
              effective marketing
           communication that builds
             strong brand equity.
Takeaways
• The value of brand equity is derived from the value
  that brands bring to firms and their customers.
• The brand resides in the mind of the consumer
  – Brand awareness and brand associations are the basis of
    customer-based brand equity
  – CBBE is the differential effect arising from brand knowledge
• The primary goal of marcom is to build the brand
• Strong brands are built when project a coordinated,
  consistent, unified image in the marketplace
  through a variety of communications tools.
How measure Consumer-Based BE?

• Given that the overall goal of marcom is to
  build a strong brand, how will we know if
  we are? How can we measure?
• What is the differential effect that our brand
  gains? What response to our product is due
  to the brand?
Coming up…

• Next class (T 8/30)
  – BB Ch 2
  – Due: Getting to Know You Exercise
     • This is on CULearn

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Rodan and Fields Business Opportunity

  • 1. MKTG 4550: The Role of Marcom Dr. Campbell Th 8/25/11
  • 2. Today’s Learning Goals • Concept of “Brand equity” – Benefits – Definition • How marketing communications influence brand equity • Basic concept of integrated marketing communications – Definition
  • 3. What is a Brand? • “…A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” (AMA)
  • 4. Why are Brands Important? • In what ways can brand equity provide value to a firm? • In what ways can brand equity provide value to customers?
  • 5. Definition: Customer-Based Brand Equity The differential effect that brand knowledge has on consumer response to the marketing of that brand. Kevin Lane Keller
  • 6. Customer-Based Brand Equity Awareness BRAND EQUITY Brand Associations/Mea ning
  • 7. Customer-Based Brand Equity Awareness BRAND EQUITY Brand Associations/Mea ning Strong Favorable Unique
  • 8. Building Customer-Based Brand Equity • Creating a brand requires putting a label and meaning to a product or service – Label Brand elements – Meaning Marketing mix • Strong • Favorable • Unique
  • 9. Role of Marketing Communications • Marketing Communications are good at these necessary tasks – Establishing a label (awareness) – Developing meaning – Associating the meaning with the label
  • 10. Essential Function of Marcom Build brand equity
  • 11. Steps in Creating Strong Brand Equity • Determine desired, differentiated positioning • Develop a great product • Create accessible, favorable brand attitudes by communicating consistent brand position/image in all elements of the marketing mix – Product – Pricing – Distribution
  • 12. The Goal of Marcom Management Manage all “brand contacts” to build a cohesive, strong brand
  • 13. What is “Integrated Marketing Communications”? Marketing communications planning that recognizes the added value of a comprehensive plan that evaluates…a variety of communication disciplines…and combines these disciplines to provide clarity, consistency, and maximum communications impact. American Association of Advertising Agencies
  • 14. Conclusion Promotion management is the process of developing communications strategy and coordinating the promotional mix elements to develop and control an integrated program of effective marketing communication that builds strong brand equity.
  • 15. Takeaways • The value of brand equity is derived from the value that brands bring to firms and their customers. • The brand resides in the mind of the consumer – Brand awareness and brand associations are the basis of customer-based brand equity – CBBE is the differential effect arising from brand knowledge • The primary goal of marcom is to build the brand • Strong brands are built when project a coordinated, consistent, unified image in the marketplace through a variety of communications tools.
  • 16. How measure Consumer-Based BE? • Given that the overall goal of marcom is to build a strong brand, how will we know if we are? How can we measure? • What is the differential effect that our brand gains? What response to our product is due to the brand?
  • 17. Coming up… • Next class (T 8/30) – BB Ch 2 – Due: Getting to Know You Exercise • This is on CULearn

Editor's Notes

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