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Chapter 6 Branding and building relationships with the database. Learning objectives. To understand how we build relationships with brands. To examine the concept of brand identity; looking at brand names, symbols and packaging. - PowerPoint PPT Presentation
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Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-1
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 6-2
Learning objectives1. 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 6-3
Building brand relationships
IMC & branding
Database Brand engagement
Branding &
DatabaseDeveloping the database
Database drives
traditional & digital media
Emotional bonding
Behaviouralbonding
Digital
Brand identity
Measuring the brand
MobileUGCVirtual worlds
Social networks
Name
Symbols
Packaging
Brand audit
Brand equity
Brand relationships
Transactional & relational
data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-4
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 6-5
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 6-6
Brands vs products
A brandis more than a product or service
A brandis more than a product or service
A brand differentiates a product from its competitorsA brand differentiates a product from its competitors
Brands have tangible & intangible qualities.
Brands have tangible & intangible qualities.
Brand value derives from a combination of both marketer
activities and consumer activities.
Brand value derives from a combination of both marketer
activities and consumer activities.
Consumers may have both emotional and behavioural relationships with a brand.
Consumers may have both emotional and behavioural relationships with a brand.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-7
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 6-8
Memorable brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-9
Valuable brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-10
Facets of a brand
BrandBrand
Brand identityBrand identity Brand nameBrand name
Brand symbolsBrand symbols PackagingPackaging
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-11
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 6-12
Building brand relationships
IMC & branding
Database Brand engagement
Branding &
DatabaseDeveloping the database
Database drives
traditional & digital media
Emotional bonding
Behaviouralbonding
Digital
Brand identity
Measuring the brand
MobileUGCVirtual worlds
Social networks
Name
Symbols
Packaging
Brand audit
Brand equity
Brand relationships
Transactional & relational
data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-13
Packaging
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-14
Measuring brands
MeasuresMeasures
Brand auditBrand audit
Brand equityBrand equity
Brand relationshipBrand relationship
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-15
Brand audit
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-16
Brand equity
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-17
Brand equity (cont.)
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-18
Brand relationships
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-19
Top Australian brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-20
Building brand relationships
IMC & branding
Database Brand engagement
Branding &
DatabaseDeveloping the database
Database drives
traditional & digital media
Emotional bonding
Behaviouralbonding
Digital
Brand identity
Measuring the brand
MobileUGCVirtual worlds
Social networks
Name
Symbols
Packaging
Brand audit
Brand equity
Brand relationships
Transactional & relational
data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-21
Consumers and brands
Consumer bondsConsumer bonds
Emotional bondsEmotional bonds Behavioual bondsBehavioual bonds
Consumers feelings about brands, the nature of any emotional rapport and the emotional state associated with the product category.
Consumers feelings about brands, the nature of any emotional rapport and the emotional state associated with the product category.
Refers to key behaviours leading to brand purchase or
brand commitment.
Refers to key behaviours leading to brand purchase or
brand commitment.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-22
Emotional bonds
EmotionsEmotions
PersonalityPersonality
Product benefitsProduct benefits
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-23
Emotional bonding
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-24
Behavioural bonds
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-25
Engaging with consumers’ digital lives
4th generation4th generation
3rd generation3rd generation
Interactive communications: single platform communications that engage consumers where traditional medias cannot reach.
Interactive communications: single platform communications that engage consumers where traditional medias cannot reach.
2nd generation2nd generation Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives.
Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives.
Social connectivity: converts consumers into brand ambassadors, providing tools to influence community opinions through social networks.
Social connectivity: converts consumers into brand ambassadors, providing tools to influence community opinions through social networks.
Brand customisation: consumers take personal ownership of the brand, by customising content and expressing their individuality.
Brand customisation: consumers take personal ownership of the brand, by customising content and expressing their individuality.
1st generation 1st generation
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-26
Social networking
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-27
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-28
Top ten Facebook brands
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-29
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 6-30
Australian companies’ attitudes to social networking
70% intend to participate in social media70% intend to participate in social media
40% intend to increase the marketing budget on social media
and will divert funds from other marketing activities to do so
40% intend to increase the marketing budget on social media
and will divert funds from other marketing activities to do so
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-31
Other brand platforms
PlatformPlatform
Virtual worldsVirtual worlds
User generated content (UGC)
User generated content (UGC)
Mobile advertisingMobile advertising
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-32
User-generated content
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-33
Building brand relationships
IMC & branding
Database Brand engagement
Branding &
DatabaseDeveloping the database
Database drives
traditional & digital media
Emotional bonding
Behaviouralbonding
Digital
Brand identity
Measuring the brand
MobileUGCVirtual worlds
Social networks
Name
Symbols
Packaging
Brand audit
Brand equity
Brand relationships
Transactional & relational
data
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-34
The database
The database epitomises the drive for greater control, superior information, tighter targeting and more reliable measurment
Data informsand enhances business decisions
Businesses generate transactional data in the normal course of doing business
The key is to add value to transactions andturn them into relationships
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-35
The database: types of data
Types of dataTypes of data
TransactionalTransactional RelationalRelational
Quantitative dataSales value, sales history
Quantitative dataSales value, sales history
Qualitative data Lifestyles, values, beliefs
Qualitative data Lifestyles, values, beliefs
Captured via:Scanner data, credit cards,
membership cards
Captured via:Scanner data, credit cards,
membership cards
Captured via:Buyer-seller relationships,
customer touch-points, online contacts, etc.
Captured via:Buyer-seller relationships,
customer touch-points, online contacts, etc.
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-36
How database marketing works
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-37
B2B database
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-38
Sources of database information
Information Sources
Information Sources
ADM
A
Australia Post List brokers
Government agencies
e.g. ABS
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-39
Database and IMC
Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 6-40
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.
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