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Branding and Communications
Brand equity : The brand assets and liabilities linked to a
brands name
and symbol and that add to or subtract from a service/
product.
Service
Branding
Corporate
Brands
Sub
Brands
Presented brand
(co.s own controlled comn.)
External brand
Communications(WOM)
Brand meaning
(customers dominantperception)
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A Service Branding Model:
How Communications + Experience Create Brand Equity
Marketer-controlled communications
Uncontrolled brand communications
Firms Presented Brand
(Sales, Advertising, PR)
Awareness of
Firms Brand
Firms
Brand Equity
Meaning Attached
To Firms BrandCustomers Experience
with Firm
Media, Intermediaries,
Word-of-Mouth
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Marketing Communication and the Internet (1)
International in Scope
Accessible from almost anywhere in the world
Simplest form of international market entry
Internet Applications
Promote consumer awareness and interest
Provide information and consultation
Facilitate 2-way communications through e-mail and chat
rooms
Stimulate product trial
Enable customers to place orders
Measure effectiveness of specific advertising/promotional
campaigns
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Web Site design considerations
Memorable address that is actively promoted
Relevant, up-to-date content (text, graphics, photos)
Contain information that target users will perceive as
useful/interesting
Easy navigation
Fast download
Internet advertising
Banners and buttons on portals and other websites seek to draw
online trafficto own site
Limits to effectivenessexposure (eyeballs) may not lead to
increases inawareness/preference/sales
Hence, advertising contracts may tie fees to marketing relevant
behavior (e.g.,giving personal info or making purchase)
Marketing Communications and the Internet (2)Marketing
Communications and the Internet (2)
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Communications Challenges
in Services Marketing
Facilitate customer involvement in production
prepare customers for service experience and demonstrate
roles
teach customers about new technologies, new features
Help customers to evaluate service offerings
provide tangible or statistical clues to service performance
highlight quality of equipment and facilities
emphasize employee qualifications, experience,
professionalism
Simulate or dampen demand to match capacity
provide information about timing of peak, off-peak periods
offer promotions to stimulate off-peak demand
Promote contribution of service personnel
help customers understand service encounter
highlight expertise and commitment of backstage personnel
