Advertising & IMC: Principles & Practice

Eleventh Edition

Strategic Brand
Communications
MKM803

 The Role of Integration.

 Brand Image and
Personality.
 Brand Value and Equity.
 IMC Protects Brand
Integrity, and Core Values.

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Part 1
Principle: All Communications One Voice

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The Hierarchy of Brand Communication

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Customer Centric Focus – Who is Your
Ideal Customer?

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Figure 1.2: The Marketing Mix

The four marketing mix elements and their related tools and marketing
communication techniques are basic components of marketing. Brand
communication is shown in the middle and overlaps the other three Ps— product,
place/distribution, and price—because all have communication effects.
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Integrated Marketing Communication
(IMC) Defined
• IMC is the practice of coordinating all brand
communication messages and messages from the
marketing mix decisions.
• Integration means every message is focused and works
together.
• This creates synergy: Seamless, consistent ‘message’
throughout all platforms, activities and plans.

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The Marketing Foundation

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How Does the Marketing Mix Send
Messages?
Product Communication Objectives: What does the
Brand wants to accomplish?
• Communication Objectives -
– Build awareness of a brand.
– Educate: Explain how the new product works.
– Remind/Inform: Explain how it differs form
competitors.
– Persuade: the brands image or reputation
– Convince: Stimulates interest, desire, action
– Change Attitude: Engagement, Collaboration

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What is Integrated Marketing
Communication?

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How Does a Brand Acquire Meaning?
• Marketing communication delivers meaning-making cues and images to brands.
• This perception, called brand meaning, is the one aspect of a brand that can’t be
copied.
• A brand is:
– a perception loaded with emotions and feelings.
– tangible elements such as a trademark or package design.

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How Does Brand Transformation Work?

• Brand image is a mental picture or idea about a brand

that contains both associations and emotions.
• Brand personality humanizes an organization or a brand.
It symbolizes the personal qualities of people you know.

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Nike

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NIKE 2020 CAMPAIGN
• https://youtu.be/R-t8qPldklc

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Under Armour

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UNDER ARMOUR CAMPAIGN
• https://youtu.be/ZY0cdXr_1MA

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Nike

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Nike Vs. Armour

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Equity Model

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Equity Model

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How Does Brand Transformation Work?
Brand position and Positioning ‘Promise’ Statement
• Brand position identifies the location a product or brand
occupies in consumers’ minds relative to competitors.
• Brand promise identifies key selling points for the
product. https://youtu.be/_Om3VnpA8Ns

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Dove Beauty Campaign
• https://www.dove.com/ca/en/baby.html#
• https://youtu.be/9zKfF40jeCA
• https://youtu.be/DCNEIwxkPlc - Evolution
• https://youtu.be/litXW91UauE - Sketches
• https://youtu.be/csIerE0578w - Courage Covid Campaign

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Brand Value and Brand Equity (1 of 3)
• Brand value comes in two forms:
– Its value to a consumer
– Its value to the corporation
• Cause marketing helps communities and nonprofit
organizations while generating goodwill, positive word of
mouth.

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Brand Identity. Brand Value. Brand Equity.

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Direct Link https://youtu.be/oSd0keSj2W8

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Our Food. Your Questions.
Brand Position and Promise

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Word-of-Mouth Marketing:
Are They Trusted? Who Have They Influenced?

• Word-of-mouth communication has emerged because of its

inherent persuasiveness.
• You tend to believe what you hear from a friend, family member, or
other important person in your life.
• Viral marketing refers to information spread quickly on the Internet
through a wide network of contacts.

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Global Marketing
• Global marketing is growing rapidly.
• A local brand is marketed in a single country.
• A regional brand is one marketed throughout a global
region.
• An international brand is available in many different
countries.
• A global brand is available virtually everywhere in the
world.

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2021 Top Global Brands

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