Lecture Advertising and promotion (2/e) – Chapter 6: Branding and building relationships with the database
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Chapter 6
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
1. To understand how we build relationships
with brands.
2. To examine the concept of brand identity;
looking at brand names, symbols and
packaging.
3. To look at how brands are measured in
terms of brand audits, brand equity and
their relationships with consumers.
4. To explore the concept of engagement
and how people engage with brands—
emotionally, behaviourally and digitally.
5. 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
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Memorable brands
Copyright 2012 McGraw-Hill Australia Pty Ltd
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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
Brands and identity
What do you think?
Is the iPhone a mobile or a must-have?
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & 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
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
6-12
Packaging
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-13
Measuring brands
Brand
Brand audit
audit
Brand
Brand equity
equity
Measures
Measures
Brand
Brand relationship
relationship
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-14
Brand audit
Copyright 2012 McGraw-Hill Australia Pty Ltd
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6-15
Brand equity
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6-16
Brand equity (cont.)
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6-17
Brand relationships
Copyright 2012 McGraw-Hill Australia Pty Ltd
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6-18
Top Australian brands
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-19
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
6-20
Consumers and brands
Consumer
Consumer bonds
bonds
Emotional
Emotional bonds
bonds
Behavioual
Behavioual bonds
bonds
Consumers
Consumers feelings
feelings about
about
brands,
brands, the
the nature
nature of
of any
any
emotional
emotional rapport
rapport and
and the
the
emotional
emotional state
state associated
associated
with
with the
the product
product category.
category.
Refers
Refers to
to key
key behaviours
behaviours
leading
leading to
to brand
brand purchase
purchase or
or
brand
brand commitment.
commitment.
Copyright 2012 McGraw-Hill Australia Pty Ltd
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6-21
Emotional bonds
Emotions
Emotions
Personality
Personality
Product
Product benefits
benefits
Copyright 2012 McGraw-Hill Australia Pty Ltd
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6-22
Emotional bonding
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6-23
Behavioural bonds
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6-24
Engaging with consumers’
digital lives
11stst generation
generation
22 generation
generation
nd
nd
33 generation
generation
rd
rd
44 generation
generation
th
th
Interactive
Interactive communications:
communications: single
singleplatform
platform
communications
communications that
thatengage
engageconsumers
consumerswhere
where
traditional
traditionalmedias
medias cannot
cannotreach.
reach.
Brand
Brand touchpoints:
touchpoints: multiple
multipleplatforms
platforms where
where
consumers
consumerscan
canengage
engagewith
withthe
thebrand
brand and
andintegrate
integrateitit
into
intotheir
theirlives.
lives.
Social
Social connectivity:
connectivity: converts
converts consumers
consumersinto
intobrand
brand
ambassadors,
ambassadors,providing
providingtools
tools to
toinfluence
influence community
community
opinions
through
social
networks.
opinions through social networks.
Brand
Brand customisation:
customisation: consumers
consumerstake
takepersonal
personal
ownership
ownershipof
ofthe
thebrand,
brand,by
by customising
customisingcontent
contentand
and
expressing
expressingtheir
theirindividuality.
individuality.
Copyright 2012 McGraw-Hill Australia Pty Ltd
PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell
6-25
