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Brand Management

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Brand Management (MKT624)
VU
Lesson 36
OTHER COMMUNICATION TOOLS
Introduction
With advertising and promotions done, this lecture discusses the remaining tools of
communication. All these tools have fit with different situations, both in isolation and in
complement with each other.
PUBLIC RELATIONS, EVENT MARKETING, AND SPONSORSHIPS1
Public relations
Public relations (PR) can be cashed in through favorable coverage to your brand in relevant
magazines, newspapers, and may also be on television shows. You can talk about your success
story, go for an interview by one of the seniors in your company, or publicize a good social
deed done for no tangible commercial gains. It is a good strategy and well pursued goal to bring
to your brand good publicity and positive attention.
As and when you get more into advertising, your relationship with the media should strengthen,
who generally are willing to help their clients gain importance, limelight, and promotion.
Capitalizing on public relations should be the goal of every brand manager, who serves as the
key connections between their companies and the media that offer public relations
opportunities.
PR for Negative situations
Not all PR is positive; you have to undertake efforts, at times, to counter negative situations.
The bird flu crisis of 2006 is a case in point. Companies in the branded chicken business
educated their customers about all vital facts relating the crisis. It was done both through
advertising and PR exercises that complemented the advertising part.
The fundamental principle in managing the crisis is to go about in a planned way. You should
develop if and then relationships (contingency plans) and be honest and straight forward in
communication with your target market. Straight forwardness is the key to making PR in
negative situations effective.
Event marketing
Event marketing and sponsorships are other ways of creating goodwill. You have to be well
connected in the market not to miss an opportunity. When known for undertaking such
promotions, many organizations will contact you to stage something to that effect. The
examples are:
·  Award ceremonies on TV
·  Sponsorships of TV regular programs like cooking.
·  Sports events
The positive side of such things is they are economical and cost less than regular TV or high-
end print advertising. Brand managers should not get subdued by the glamour of the event
itself. The most important question here is to decide whether or not such efforts are going to
reach your target market? The answer lies in planning activities from reaching the target market
standpoint.
Direct Marketing
This mode of marketing owes to well structured communications in the form of catalogs. This
has been and is quite popular in the Western markets. Lack of time to go shopping coupled with
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Brand Management (MKT624)
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good reputation of direct selling brands are two factors that have made this mode a trustworthy
way of buying consumer goods.
But, technological advances of the recent years have given the concept an impetus. We now
have what you may call "new marketing"2. What really has given the concept strength is its
ability to allow businesses develop a long-term relationship with their customers through
credible communication.
Businesses have realized that lifetime value of a buyer is huge as compared to one purchase.
Getting a new buyer is much more costly and that provides the businesses the logical reason not
to lose that buyer and the "relationship". It is an opportunity to maintain "relationship". Thanks
to technology that provides means through internet to stay in contact with your customers and
maintain the data bank for different kinds of research models.
Foundations of one-to-one relationship
1. Companies must maintain records for each customer that show not only all relevant
classification data as name, address and demographics, but also responses to previous
communications.
2. All info pertaining to previous purchases should be maintained relating at what price
and in response to what offer or communications it took place. A good data base allows
managers to analyze it right down to the individual level in terms of buying behavior.
This means that companies can now target individuals or groups of individuals
accurately.
3. The firms can also measure the effects of a communication campaign accurately with
the ability to improve the database and the methods of interpretation on a continuous
basis. Think of company XYZ maintaining the data and contacting their customers on a
regular basis.
FMCG companies have started developing direct marketing model via the internet and
are experimenting with millions on their lists. Based on the models, they can tailor their
offers more and more closely to the individuals' known preferences. Direct delivery
services offered by restaurants and other food chains in our market are excellent
examples of this phenomenon.
According to one reference, direct sales through catalogues and internet have topped
US$500 billion3. Even chains of stores have started selling through this mode with no
visible dents into the sales through their stores. There are well known companies that
specialize in sales through internet ­ B2C ­ having databases so huge that they can rent
that information to others for research purposes making it a line of business in itself.
Since use is increasing at a fast pace, many advertisements in the main media contain
internet addresses of companies' websites. It offers new opportunities in a global
market. You can see anything in pictures with pricing and a lot of details.
Depending on the value of purchase, companies decide whether to deliver free or on
charge. The delivery, however, is the responsibility of the seller.
The main question remains, with such a wide access to the net, how many people want
to be interactive? Can you see such people on the action stage of customer response
effects? They want to buy what kinds of products and how often? Many surf for the
sake of fun and do not buy. The answer lies in whatever evidence that we may have and
can assume the concept is going to multiply. You, however, have to plan your
campaigns in a way which integrates all the vehicles of communication in line with
your goals and objectives.
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Brand Management (MKT624)
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4. Communicate across the organization and create internal involvement
Unless we let everyone in the organization know what we are trying to do with the
brand and its communication strategies, the communication either
·  May not fully come to life, or
·  May assume meanings contrary to the brand's promise
Think for awhile operations people not being on the same wavelength as marketing
people in case of sandwiches XYZ. Operations are building the promise and marketing
are delivering it. They may start working at cross-purposes only because the promise
does not match with what is being claimed by the ad copy. You have to interact with all
the touch points that brand management may have within the company. Education all
across the functional boundaries about your communication objectives in the light of
your brand's vision is a must.
You will see that you are building a sense of ownership among all relating the brand
and brand's communication. You will also get support in areas, you may have
overlooked earlier, that will add to the meaning of your communication.
In developing your brand-based communication plans, you have to think of every stage
of communication that a customer may have with your brand. Your strategies must lay
specific emphasis on all possible encounters that the brand will have with him/her. You
will recall that your brand communicates with the customer before buying, during the
sale, and after the sale.
Summary of communication
Communication brings positioning to life; it deals with four major strategic elements of
brand management.
1. Corporate vision
2. Brand vision
3. Brand promise
4. Brand positioning
We have different tools of communication at our hand. Advertising and promotions are the
most widely used tools; both must complement each other; we must not forget the pull and
push properties.
While dealing with advertising, we have to follow a few following fundamentals the
understanding of which is very significant
1. Copy
2. Copy strategy, and
3. Brand-based strategy
We must understand the rules that lay the foundation for developing the right copy in light
of all strategic elements; the product's basic character, its values, the promises it makes,
and why they are deliverable. Following the rules rightly, we can bridge the gap between
promise and positioning ­ the present and the future.
We must also understand the philosophy of customer response effects and then craft our
communication strategy in relation to different effects employing different tools; this will
give us the right brand-based strategy.
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Bibliography:
1. Scot M. Davis: "Brand Asset Management ­ Driving Profitable Growth through
Your Brands"; Jossey-Bas, a Wiley Imprint (154)
2. Geoffrey Randall: "Branding ­ A Practical Guide to Planning Your Strategy";
Kogan Page (79)
3. Scot M. Davis: "Brand Asset Management ­ Driving Profitable Growth through
Your Brands"; Jossey-Bas, a Wiley Imprint (171)
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Table of Contents:
  1. UNDERSTANDING BRANDS – INTRODUCTION:Functions of Brand Management, Sales forecast, Brand plan
  2. INTRODUCTION:Brand Value and Power, Generate Profits and Build Brand Equity
  3. BRAND MANIFESTATIONS/ FUNDAMENTALS:Brand identity, Communication, Differentiation
  4. BRAND MANIFESTATIONS/ FUNDAMENTALS:Layers/levels of brands, Commitment of top management
  5. BRAND CHALLENGES:Consumer Revolt, Media Cost and Fragmentation, Vision
  6. STRATEGIC BRAND MANAGEMENT:Setting Objectives, Crafting a Strategy, The Brand Mission
  7. BRAND VISION:Consensus among management, Vision Statement of a Fast Food Company, Glossary of terms
  8. BUILDING BRAND VISION:Seek senior management’s input, Determine the financial contribution gap
  9. BUILDING BRAND VISION:Collect industry data and create a brand vision starter, BRAND PICTURE,
  10. BRAND PICTURE:Brand Value Pyramid, Importance of being at pinnacle, From pinnacle to bottom
  11. BRAND PERSONA:Need-based segmentation research, Personality traits through research
  12. BRAND CONTRACT:The need to stay contemporary, Summary
  13. BRAND CONTRACT:How to create a brand contract?, Brand contract principles, Understand customers’ perspective
  14. BRAND CONTRACT:Translate into standards, Fulfill Good Promises, Uncover Bad Promises
  15. BRAND BASED CUSTOMER MODEL:Identify your competitors, Compare your brand with competition
  16. BRAND BASED CUSTOMER MODEL:POSITIONING, Product era, Image Era, An important factor
  17. POSITIONING:Strong Positioning, Understanding of components through an example
  18. POSITIONING:Clarity about target market, Clarity about point of difference
  19. POSITIONING – GUIDING PRINCIPLES:Uniqueness, Credibility, Fit
  20. POSITIONING – GUIDING PRINCIPLES:Communicating the actual positioning, Evaluation criteria, Coining the message
  21. BRAND EXTENSION:Leveraging, Leveraging, Line Extension in detail, Positive side of line extension
  22. LINE EXTENSION:Reaction to negative side of extensions, Immediate actions for better managing line extensions
  23. BRAND EXTENSION/ DIVERSIFICATION:Why extend/diversify the brand,
  24. POSITIONING – THE BASE OF EXTENSION:Extending your target market, Consistency with brand vision
  25. DEVELOPING THE MODEL OF BRAND EXTENSION:Limitations, Multi-brand portfolio, The question of portfolio size
  26. BRAND PORTFOLIO:Segment variance, Constraints, Developing the model – multi-brand portfolio
  27. BRAND ARCHITECTURE:Branding strategies, Drawbacks of the product brand strategy, The umbrella brand strategy
  28. BRAND ARCHITECTURE:Source brand strategy, Endorsing brand strategy, What strategy to choose?
  29. CHANNELS OF DISTRIBUTION:Components of channel performance, Value thru product benefits
  30. CREATING VALUE:Value thru cost-efficiency, Members’ relationship with brand, Power defined
  31. CO BRANDING:Bundling, Forms of communications, Advertising and Promotions
  32. CUSTOMER RESPONSE HIERARCHY:Brand-based strategy, Methods of appropriations
  33. ADVERTISING:Developing advertising, Major responsibilities
  34. ADVERTISING:Message Frequency and Customer Awareness, Message Reinforcement
  35. SALES PROMOTIONS:Involvement of sales staff, Effects of promotions, Duration should be short
  36. OTHER COMMUNICATION TOOLS:Public relations, Event marketing, Foundations of one-to-one relationship
  37. PRICING:Strong umbrella lets you charge premium, Factors that drive loyalty
  38. PRICING:Market-based pricing, Cost-based pricing
  39. RETURN ON BRAND INVESTMENT – ROBI:Brand dynamics, On the relevance dimension
  40. BRAND DYNAMICS:On the dimension of knowledge, The importance of measures
  41. BRAND – BASED ORGANIZATION:Benefits, Not just marketing but whole culture, Tools to effective communication
  42. SERVICE BRANDS:The difference, Hard side of service selling, Solutions
  43. BRAND PLANNING:Corporate strategy and brands, Brand chartering, Brand planning process
  44. BRAND PLANNING PROCESS:Driver for change (continued), Brand analysis
  45. BRAND PLAN:Objectives, Need, Source of volume, Media strategy, Management strategy