tài liệu truyền thông - chap02 - truyền thông tiếp thị thách thức

© 2010 South-Western, a part of Cengage Learning
All rights reserved.
PowerPoint Presentation by Charlie Cook
The University of West Alabama
CHAPTER
2
Eighth Edition
Marketing Communications Challenges:
Enhancing Brand Equity, Influencing
Behavior, and Being Accountable
1. Explain the concept of brand equity from both the
company’s and the customer’s perspectives.
2. Describe the positive outcomes that result from
enhancing brand equity.
3. Appreciate a model of brand equity from the
customer’s perspective.
4. Understand how marcom efforts must influence
behavior and achieve financial accountability
Chapter Objectives
After reading this chapter you should be able to:
© 2010 South-Western, a part of Cengage Learning. All rights reserved. 2–2
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Cengage Learning. All rights
reserved. 2–3
Introduction:
Introduction:
Framework for Marcom Process
Framework for Marcom Process
Fundamental
Decisions
Desired

Outcomes
Implementation
Decisions
Evaluation and
Corrective Action
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Cengage Learning. All rights
reserved. 2–4
Basic IMC Issues
Basic IMC Issues
How to enhance
brand equity
How to affect
customer
behavior
How to justify
marcom
investments
How to
demonstrate
financial
accountability
Marketing
Communicators
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Cengage Learning. All rights
reserved. 2–5
Basic IMC Issues
Basic IMC Issues
•

What can marketing communicators do to
What can marketing communicators do to
enhance the equity of their brands?
enhance the equity of their brands?
•
How can marketing communicators affect the
How can marketing communicators affect the
behavior of their present and prospective
behavior of their present and prospective
customers?
customers?
•
How can marketing communicators justify their
How can marketing communicators justify their
investments in advertising, sales promotions,
investments in advertising, sales promotions,
and other marcom elements?
and other marcom elements?
•
How can marketing communications
How can marketing communications
demonstrate financial accountability?
demonstrate financial accountability?
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reserved. 2–6
Brand
Brand
•
Brand

Brand

Is a name, term, sign, symbol, or design.
Is a name, term, sign, symbol, or design.

Identifies and differentiates goods and services of one
Identifies and differentiates goods and services of one
seller or group of sellers from those of the
seller or group of sellers from those of the
competition.
competition.

Communicates a particular set of values.
Communicates a particular set of values.
•
Brand Equity
Brand Equity

Can be considered either from the perspective of the
Can be considered either from the perspective of the
organization that owns it or from the vantage point of
organization that owns it or from the vantage point of
the customer.
the customer.

Is valuable when consumers believe the brand can
Is valuable when consumers believe the brand can
deliver on its promises.
deliver on its promises.
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Cengage Learning. All rights
reserved. 2–7
A Firm-Based Perspective on Brand Equity
A Firm-Based Perspective on Brand Equity
Higher
market share
Increased
brand loyalty
Premium
pricing
Revenue
premiums
Effects of Brand
Equity Increases
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reserved. 2–8
Children’s Taste Preferences (In percents)
Table 2.1
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reserved. 2–9
Brand Equity Increases
Brand Equity Increases
•
Revenue Premium
Revenue Premium

The revenue differential between a branded item and
The revenue differential between a branded item and

a corresponding private labeled item.
a corresponding private labeled item.

Revenue premium for a branded item (
Revenue premium for a branded item (
b
b
)
)
compared to
compared to
a private label (
a private label (
pl
pl
) =
) =
(volume
(volume
b
b
)(price
)(price
b
b
)
)
–
–
(volume

(volume
pl
pl
)(price
)(price
pl
pl
)
)
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reserved. 2–10
A Customer-Based Brand Equity Framework
Figure 2.1
Source: Adapted from Kevin Lane Keller, “Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity,” Journal of Marketing 57 (January 1993), 7.
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Forms of Brand Knowledge
Forms of Brand Knowledge
•
Brand Awareness
Brand Awareness

Whether a brand name comes to mind when
Whether a brand name comes to mind when
consumers think about a particular product category
consumers think about a particular product category


The ease with which the name is evoked
The ease with which the name is evoked
•
Brand Image
Brand Image

The types of associations that come to the
The types of associations that come to the
consumer’s mind when contemplating a particular
consumer’s mind when contemplating a particular
brand
brand
•
Top-of-Mind Awareness (TOMA)
Top-of-Mind Awareness (TOMA)

Occurs when a brand is the first brand that
Occurs when a brand is the first brand that
consumers recall when thinking about brands in a
consumers recall when thinking about brands in a
particular product category.
particular product category.
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The Brand Awareness Pyramid
Figure 2.2
Source: David A. Aaker, Managing Brand Equity (New York: Free Press, 1991), 62.
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reserved. 2–13
Brand Associations
Brand Associations
Positive
Attributes
Perceived
Benefits
Favorable
Attitude
Brand image
associations that
build brand equity
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Dimensions of Brand Personalities
Dimensions of Brand Personalities
Excitement
Sincerity
Ruggedness
Sophistication
Competence
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Ways of Enhancing Brand Equity
Ways of Enhancing Brand Equity
Speak-for-Itself
Message-Driven
Leveraging

Enhancing Brand
Equity
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Leveraging Brand Meaning from Various Sources
Figure 2.3
Source: Kevin Lane Keller, “Brand Synthesis: The Multidimensionality of Brand Knowledge,”
Journal of Consumer Research 29 (March 2003), 598. By permission of the University of Chicago Press.
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Types of Branding for Leveraging
Types of Branding for Leveraging
•
Co-Branding
Co-Branding

A partnership between two brands
A partnership between two brands
•
Ingredient Branding
Ingredient Branding

Inclusion of one brand within the other
Inclusion of one brand within the other
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What Benefits Result from Enhancing

What Benefits Result from Enhancing
Brand Equity?
Brand Equity?
•
Increased consumer loyalty
Increased consumer loyalty
•
Long-term growth and profitability for the brand
Long-term growth and profitability for the brand
•
Maintain brand differentiation from competitive
Maintain brand differentiation from competitive
offerings
offerings
•
Insulate brand from price competition
Insulate brand from price competition
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Measuring World-Class Brands
Measuring World-Class Brands
Quality
Salience
Equity
Evaluating
World-Class Brands
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Characteristics of a World-Class Brand
Characteristics of a World-Class Brand
•
Delivers benefits
Delivers benefits
consumers want
consumers want
•
Stays relevant
Stays relevant
•
Price equals value
Price equals value
•
Good positioning
Good positioning
•
Consistency
Consistency
•
Fits into brand portfolio
Fits into brand portfolio
•
Brand helps build brand
Brand helps build brand
equity
equity
•
Brand’s managers
Brand’s managers

understand what the
understand what the
brand means to
brand means to
consumers
consumers
•
Support over long run
Support over long run
•
Monitoring of the sources
Monitoring of the sources
of brand equity
of brand equity
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reserved. 2–21
Top Ten World-Class Brands Overall (Among 1,030 total
brands included in EquiTrend’s Spring 2006 survey)
Table 2.2
Source: Spring 2006 EquiTrend brand study by Harris Interactive,
(accessed July 26, 2007).
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Interbrand’s Top 20 Global Brands, 2007
Table 2.3
Source: Interbrand Report, “Best Global Brands 2007,” />© 2010 South-Western, a part of
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Affecting Behavior and Achieving
Affecting Behavior and Achieving
Marcom Accountability
Marcom Accountability
•
The Importance of Brand Awareness
The Importance of Brand Awareness

Creating brand awareness and boosting brand image
Creating brand awareness and boosting brand image
serve little positive effect unless individuals make
serve little positive effect unless individuals make
purchases or engage in desired behaviors
purchases or engage in desired behaviors

Marcom’s objective is ultimately to affect sales
Marcom’s objective is ultimately to affect sales
volume and revenue
volume and revenue
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Measuring Marketing Investment
Measuring Marketing Investment
Performance
Performance
•
Return on Marketing Investment (ROMI)
Return on Marketing Investment (ROMI)


Measures the effect of marcom, or of its specific
Measures the effect of marcom, or of its specific
elements such as advertising, in terms of whether it
elements such as advertising, in terms of whether it
generates a reasonable revenue return on the
generates a reasonable revenue return on the
marcom investment
marcom investment
•
Why Measure Marcom Effectiveness?
Why Measure Marcom Effectiveness?

Demands for greater accountability on the marketing
Demands for greater accountability on the marketing
function
function

To become better at marcom activities
To become better at marcom activities
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Measuring Marketing Investment
Measuring Marketing Investment
Performance
Performance
•
Difficulties in Measuring Marcom Effectiveness
Difficulties in Measuring Marcom Effectiveness


Choosing an appropriate metric
Choosing an appropriate metric

Gaining agreement on measures
Gaining agreement on measures

Collecting accurate data for marcom assessment
Collecting accurate data for marcom assessment

Determining effects of specific marcom elements
Determining effects of specific marcom elements