Learning Objectives 2.1 Define customer-based brand equity 2.2 Outline the sources and outcomes of customer based brand equity 2.3 Identify the four components of brand positioning 2.4 Describe the guidelines in developing a good brand positioning 2.5 Explain brand mantras and how they should be ...
Objectives 1. To explain the value of branding 2. To understand brand loyalty 3. To analyze the major components of brand equity 4. To recognize the types of brands and their benefits 5. To understand competitions BRAND IS NOT JUST A PRODUCT BRAND IS NOT JUST A LOGO NOR IDENTITY ...
Some analysts see Brands as the major enduring asset of a company, outlasting specific products and facilities Brands are powerful assets that must be carefully managed and developed They are more than just names or symbols. They are a key element in the company’s relationship with the consumer The ...
Chapter learning aims To enhance your understanding of: • the need for clear marketing performance indicators • approaches for evaluating the effectiveness of promotions • consumer-based brand equity as an indicator of branding performance over time Key terms Performance measurement • Evaluation of the extent to which an objective has ...
Integrated Marketing Communication (IMC) Sale Promotion Event Advertising Marketing Packaging Direct & Brand Marketing Designing /Online Marketing Customer Public Relationship Relations Management (CRM) Point of Purchase (POP) IMC At a Glance Advertising • Create awareness • Through mass media i.e. TV, printing, radio Public Relations • Build positive ...
TWO COMPETITIVE PRODUCTS COCA-COLA PEPSI COCA-COLA Coca Cola is one of the two leading brands in the soda industry and the largest brand of non-alcoholic beverages in the world. The international empire of Coca Cola spans more than 200 countries. The company has a large product portfolio of sparkling and ...
AAss ccoommmumunniicacattii oonn ttoooollss ffrroomm eexxiiststiinng g brbraanndd EExx :: babarrbibiee CCyybberer wweebsibsitteses bbrraanndidinngg EE-br-braanndd bubuiilldidinng g EExx :: aammaazzoonn..ccoom m • Branding on the Internet is more than characteristics and attributes. It’s all about hands-on experience and interaction with brands, something that was not always available pre-Internet ...
Advertising Objective Definitions “The purpose of advertising is to sell goods, services or ideas to a large group of prospective purchaser”. -Huegy & Mitchell “The main objective of advertising are to inform, to persuade and remind the target audience about the advertiser’s product”. - Russell H ...
Treatment Strategic communicators need to become less reliant on traditional marketing tactics and pursue more aggressively a new generation of tools • Traditional marketing is not going away • Must be complemented by emerging strategic communication techniques 1. Integrated Marketing Communications Need to coordinate various strategic communications approaches • Advertising ...
DEFINITION American Association of Advertising Agencies (AAAA) : Integrated Marketing Communication(IMC) is “a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines.” Mrs. Gracy D'souza, Assistant Professor J. 2 M. Patel ...
Most important first prepaid is a major driving force in the near future of mobile wallets P P R O I Prepaid is V A O TE L L D A BE E L OS L C ‘a container into which valuables can be stored and retrieved using specific ...
Segmentation and Target Marketing Concerned with the individuals, institutions, or groups of individuals or institutions that have similar needs that can be met by a particular product offering The goal is to identify specific customer needs, then design a marketing program that can satisfy those needs. The firm must have ...
Unit 3 – Decision making to improve marketing performance Learning outcomes Making marketing decisions: Using the marketing mix What you need to know: • The elements of the marketing mix (7Ps) • The influences on and effects of the changes in the elements of the marketing mix • Product decisions ...
OUTLINE Introductions Course Overview: outline, assignments, site Advertising and Integrated Brand Promotion What is Advertising? Definitions? Advertising a Communication Process Audiences Brand Promotion Brand Loyalty Brand Equity Inelasticity of Demand Types of Advertising From Ads to IMC to IBP Introductions - Instructor Duane Weaver B.Comm., M.D.E., IESNA ...
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