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BDKM 2103: INTRODUCTORY TO MAKETING COMMUNICATION

BY: ROHANI YUSOF rohaniyusof@yahoo.com 017-5225542

TOPIC 3

MARKETING COMMUNICATION IN CORPORATE IMAGE AND BRAND MANAGEMENT


LEARNING OUTCOMES By the end of this topic, you should be able to: 1. Discuss the role of marketing communication in corporate image enhancement and brand equity; 2. Review communication in product introduction; and 3. Assess communication through packaging, logos, and P-O-P materials.

TOPIC OUTLINE
3.0 INTRODUCTION

3.1 MARCOM AND BRAND EQUITY


3.2 COMMUNICATING BRAND NAME
3.2.1 Brand Names

3.3 COMMUNICATING NEW PRODUCT


3.3.1 MarComs Role in Facilitating Product Adoption

3.4 LOGO, PACKAGING AND POINT OF PURCHASE ADVERTISING


3.4.1 Logos 3.4.2 Packaging 3.4.3 Point-of-purchase Materials

3.0 INTRODUCTION
the role of MarCom in enhancing corporate image and brand equity in communicating new product introduction, brands, logos, packaging and pointof-purchase materials in projecting a consistent corporate image and enhancing brand equity.

3.1 MARCOM AND BRAND EQUITY


elements of MarCom differ in their ability to affect a targeted audience E.g.:
may communicate with the target audience directly or indirectly. may communicate with the target audience directly or indirectly. varying degrees of control over message delivery, content, and flexibility

With IMC:
marketers seek to understand what information consumers want, as well as how, when, and where they want it consumers see the variety of messages they receive from a firm; company speaks in one language to the audience

3.1 MARCOM AND BRAND EQUITY (cont..)


Lamb, Hair McDaniel, 2004: A brand is a name, term, symbol, design, or combination there of that identities a sellers products and differentiates them from competitors products Brand:
is a convenient label for describing any object for concerted marketing efforts.

could be a product, a service, a retail outlet, a media company, or even a person.

A strong brand image enables a manufacturer to gain leverage vis--vis retailers and other marketing intermediaries respected brands offer an assurance of consistent performance and provide a signal of whatever benefits consumers seek when making purchase decisions in particular product categories

3.1 MARCOM AND BRAND EQUITY (cont..)


Brand equity: value of company and brand names Lamb, Hair McDaniel, 2004: A brand that has high awareness, perceived quality, and brand loyalty among customers has high brand equity. Enhancing equity and affecting behaviour depend on the suitability of all marketing-mix elements.

MarCom efforts: informing customers about new brands and their relative advantages and by elevating brand images; can enhance brand equity after customers go through the phases of knowing, preferring and ultimately being loyal to a firms brand.
Example in Module..pg 33.

3.2 COMMUNICATING BRAND NAME


3.2.1 Brand Names

Lamb, Hair McDaniel, 2004: A brand name is part of a brand that can be spoken, including letters, words, and numbers; one of the most important aspects of marketing management
it is critical to choose an appropriate brand name; can influence early trial of a brand and affects sales volume Shimp, 2003: A brand that has a clear-cut identity is known for the features it possesses, the benefits it provides, and the emotions and experiences it promises the brand name and package graphics help communicate and position the brands image

3.2 COMMUNICATING BRAND NAME (cont..)


3.2.1 Brand Names (cont..) brand equity:
from firm-based viewpoint: it focuses on outcomes extending from efforts to enhance a brands equity

from perspectives of the consumer, a brand possesses equity to the extent that consumers are familiar with the brand and have stored in their memory favorable, strong and unique brand associations; having brand awareness and brand image

Brand image: types of associations that come to the customers mind when contemplating a particular brand; important that the associations with the brand are favorable and strong enough to the consumers.

3.2 COMMUNICATING BRAND NAME (cont..)


3.2.1 Brand Names (cont..) A good brand name:
evoke feelings of trust, confidence, security, strength, durability, speed, status, and many other desirable associations

Affects the speed with which consumers become aware of the brand;
Influences the brands image; and Plays a major role in brand equity formation

the effort to enhance brand equity - first choosing a positive brand identity
Effective and consistent MarCom efforts are needed to build and maintain brand equity because consumer brand loyalty will increase.

3.2 COMMUNICATING BRAND NAME (cont..)


3.2.1 Brand Names (cont..) it is the marketing communicators task to communicate a brand to customers.

A lot of exposure to the brand is needed in order to create brand awareness.


MarCom efforts are needed to remind customers about the brand and all that comes with the brand, then to persuade customers to be loyal to the brand and to prefer the brand compared to alternative brands in the market. MarCom involve efforts to persuade consumers by influencing their attitudes, motivation and learning and ultimately their behaviour

3.3 COMMUNICATING NEW PRODUCT


3.3.1 MarComs Role in Facilitating Product Adoption plays an important role in facilitating successful new-product introductions and reducing the product failure rate - customers must see the advantages of having this new product MarCom tools can be utilised to play a role in moving consumers from initial awareness, through product trial, and ultimately to becoming repeat purchasers. examples: MarCom efforts in facilitating new product introduction and adoption

3.4 LOGO, PACKAGING AND POINT OF PURCHASE ADVERTISING


Marketing communications is also carried out through logo, packaging and P-O-P materials. 3.4.1 Logos the graphic design element of a brand; for purposes of identifying brands with it designs. In communicating with customers, characteristics (pg. 37) of a good logo help attract attention and create associations with the brand

can perform valuable communication roles.

3.4 LOGO, PACKAGING AND POINT OF PURCHASE ADVERTISING (cont..)


3.4.2 Packaging

A brands package is the container that both protects and sells the product
The packages also serve to:
(a) Draw attention to a brand; (b) Break through competitive clutter at the point of purchase;
(c) Justify price and value to the consumer; (d) Signify brand features and benefits; (e) Convey emotionality; and (f) Motivate consumers brand choices ultimately

perform a major role in enhancing brand equity by creating or fortifying brand awareness and building brand images via conveying functional, symbolic and experiential benefits.

3.4 LOGO, PACKAGING AND POINT OF PURCHASE ADVERTISING (cont..)


3.4.3 Point-of-purchase Materials or store environment, provides brand marketers with a final opportunity to affect consumers behaviour an ideal time to communicate with consumers because this is the time at which many products and brand choice decisions are made very important because it is the critical point where the brand name, logo, and package come face to face with the customers. P-O-P materials (pg. 39) often represents the culmination of a carefully integrated IMC program at the point of purchase. The functions performed by P-O-P materials are: informing, reminding, encouraging and merchandising.