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Sometimes only music can communicate a lot…

But that is not enough…

Welcome to Brand based communication

• Muhammad Rehan Amin

• Rabia Sikandar

• Syed Wasif Ali

• Farheen Khalid

• Nissa Razzak

• Zain ul Arefeen

Print campaigns

What makes a brand strong?...

….it’s positioning if communicated effectively…

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Managing brands is not just managing communications…

... Concentrate not only on “What to communicate?” but also on “How should we communicate?”…

The key is…

…. Communicate what creates an impact on target customers….

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Lets follow the AUTHOR model…

… to keep the big picture in mind at all times…

A

Awareness

First, you must create an awareness

for your brand

U

Understanding

Clarify what your brand stands for

i.e. its positioning

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T

Trial

Concentrate on generating trial and

inducing customers to try your brand

H

Happiness

Make yours customers happy to secure a

very favorable impression of your brand

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O

Only one

When customer thinks of a particular

category, the Only brand that strikes

his mind should be yours

R

Referral and Recommendations

The ultimate sign of brand satisfaction

is when customers refer and recommend

your brand to a peer

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Brand aren’t built overnight…

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First 18 months….

… build awareness, recall, and understanding

Month 19 to month 36…

… start to see results of communication efforts

Month 37 to month 48…

… loyalty is built and word of mouth is spread

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Let your Brand Picture and Brand Positioning help you communicate the

right communication strategy…

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Use an Integrated Marketing Communication strategy…IMC…

Your Message must be– Consistent– Clear– Systematic– In all media

Your Audiences include– Customers– Prospects– Employees– Government agencies

Problem: Changes in Consumer Environment Fragmented media

Hard to reach target audience Sophisticated consumers

Want more than “things”

Solution: Integrated Marketing Communications (IMC) Two prongs:

1. Reach consumer wherever they are 2. Provide consumer with experience

Components of IMC

PRODUCT PRICE PROMOTION DISTRIBUTION

ADVERTISING SALES PROMOTION PERSONAL SALES

DATABASE DIRECT SPONSORSHIP INTERNET PUBLIC PRODUCT MARKETING MARKETING MARKETING MARKETING RELATIONS PLACEMENT

IMC Media

• Traditional:– Television, – Magazines &

newspapers– Billboards– Direct mail– Telephone– Exhibits

• Non-traditional– Web site– e-mail – ads on cars, rolled in

sand, outlined on sidewalk

– Bill stuffers– Sponsored events– Sports teams– Auto racing

Use celebrities for your brand associations…

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IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer’s sensory, emotional, social and intellectual experiences in a new and positive way

360° Approach…

Be everywhere….

…. Show your product can be used everywhere…

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Lets look at some bright ideas…

… that brand managers rely upon

Say something BETTER…

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BeDIFFERENT…

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Say somethingUNIQUE…

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CreateEXICTEMENT…

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Say somethingPOWERFUL…

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Say something FOCUSED…

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Say somethingSMART…

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Say somethingNOW…

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Moral…

…Stretch your imagination and be dynamic

Position strongly…

…communicate effectively