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Chapter 6 - Branding and building relationships with the database. The goals of this chapter are: To understand how we build relationships with brands; to examine the concept of brand identity; looking at brand names, symbols and packaging; to look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers;...
Chapter Branding and building relationships with the database Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-1 Learning objectives To understand how we build relationships with brands To examine the concept of brand identity; looking at brand names, symbols and packaging To look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers To explore the concept of engagement and how people engage with brands— emotionally, behaviourally and digitally To investigate the database as a driver of the IMC process Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-2 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 PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell UGC Mobile 6-3 Footy fever Source: Courtesy of Brisbane Lions Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-4 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-5 Brands vs products AA brand brand differentiates differentiates aa product product from from its its competitors competitors Brands Brands have have tangible tangible && intangible intangible qualities qualities A brand brand A is is more more than aa product product than or service service or Brand Brand value value derives derives from from aa combination combination of of both both marketer marketer activities activities and and consumer consumer activities activities Consumers Consumers may may have have both both emotional emotional and and behavioural behavioural relationships relationships with with aa brand brand Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-6 Tangible and intangible dimensions of the brand Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-7 Memorable brands Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-8 Valuable brands Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-9 Facets of a brand Brand Brand identity identity Brand Brand name name Brand Brand Brand Brand symbols symbols Packaging Packaging Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-10 Social networking Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-26 Facebook Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-27 Top ten Facebook brands Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-28 Reasons for unsubscribing from Facebook pages Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-29 Australian companies’ attitudes to social networking 70% 70% intend intend to to participate participate in in social social media media 40% 40% intend intend to to increase increase the the marketing marketing budget budget on on social social media media and and will will divert divert funds funds from from other other marketing marketing activities activities to to do so so Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-30 Other brand platforms Virtual Virtual worlds worlds Platform Platform User User generated generated content content (UGC) (UGC) Mobile Mobile advertising advertising Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-31 User-generated content Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-32 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 PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-34 The database: types of data Types Types of of data data Transactional Transactional Relational Relational Quantitative Quantitative data data Sales Sales value, value, sales sales history history Qualitative Qualitative data data Lifestyles, Lifestyles, values, values, beliefs beliefs Captured Captured via: via: Scanner Scanner data, data, credit credit cards, cards, membership membership cards cards Captured Captured via: via: Buyer-seller Buyer-seller relationships, relationships, customer customer touch-points, touch-points, online online contacts, contacts, etc etc Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-35 How database marketing works Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-36 B2B database Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-37 Sources of database information Information Information Sources Sources es i c n e t a g n e m rn Gove g. ABS e MA AD Lis t bro k Aus tralia P ost ers Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-38 Database and IMC Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-39 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 Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-40 ... Measuring the brand Brand relationships Packaging Building brand relationships Transactional & relational data Developing the database Database drives traditional & digital media Database Branding & Database. .. audits, brand equity and their relationships with consumers To explore the concept of engagement and how people engage with brands— emotionally, behaviourally and digitally To investigate the database. .. Powell 6-11 Brand audit Name Symbols Brand identity Measuring the brand Brand relationships Packaging Building brand relationships Transactional & relational data Developing the database Database