Scribd
Upload
1K views31 pages

Brand Communication

Strategic brand communication campaigns involve several steps: (1) identifying target consumers, (2) designing the brand, (3) creating the brand identity, and (4) implementing brand building. Integrated marketing communication (IMC) aims to integrate all brand message sources to affect consumer behavior through various contact points and build relationships. IMC relies on tools like advertising, public relations, sales promotions, personal selling, events, and direct marketing to build brand awareness, credibility, and consideration while forming personal connections with consumers.

Uploaded by

Maneerat
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
1K views31 pages

Brand Communication

Strategic brand communication campaigns involve several steps: (1) identifying target consumers, (2) designing the brand, (3) creating the brand identity, and (4) implementing brand building. Integrated marketing communication (IMC) aims to integrate all brand message sources to affect consumer behavior through various contact points and build relationships. IMC relies on tools like advertising, public relations, sales promotions, personal selling, events, and direct marketing to build brand awareness, credibility, and consideration while forming personal connections with consumers.

Uploaded by

Maneerat
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Strategic Brand

Communication Campaigns
Branding Process

Target Consumer Identification

Brand Design

Brand Identity Creation

Brand Building Implementation

Leveraging the Brand

Brand Equity Management


Brand Building Model
Emotional
Connection

Relevant Values
Differentiation
Brand
Building
Model
Awareness & Accessibility
Recognition
Integration

Unity Wholeness

Synergy

IMC=Integrating all the Source of Brand Messages


5 Highlights of IMC

• Affects Behavior
• Start with the Customer or Prospect
• Use Any and All Forms of Contacts
• Achieve Synergy
• Building Relationship
9 Guidelines for IMC
• Outside-in, not Inside-out Planning
• Horizontal, Not Vertical Unit
• Effective Behavior Segmentation
• Focus on Behavior not Attitude or
Awareness
• Brand Contact, not Media Efficiencies
9 Guidelines for IMC

• Changing Mental Networks, not Just


Getting Advertising
• Marketing Communication Continuum
• Zero Based Messages Delivery
• Accountability
IMC Tools

• The Awareness Building : Advertising


• The Credibility Builder : Public
Relations
• Intensify the Brand Message
Consideration : Sales Promotion
IMC Tools

• The Personal Connection Builder :


Personal Selling, Direct Marketing and
CRM
• Experimental Contact Builder : Event ,
Sponsorship and Trade Show
Brand Communication Tools

Advertising
Advertising
Advertising Media : Above-the-line
• TV
• Cinema
• Radio
• Newspaper
• Magazine
• Out of Home
• Transportation Ads
Advertising

http://www.youtube.com/watch?v=2nfsHUE63y8
Advertising
Advertising Media : Below-the-line

Catalogues, Brochures, Diaries,


Guarantee Cards, Price List,
Telephone Number Reminder,
Stationary, Poster , and etc.
Brand Communication Tools

Public
Relations
Public Relations
• Press Conference
• Press Release
• Photo Release
• Exclusive Interview
• Group Interview
• Factory and Press Tour
• Annual Report
สินจัยหายเหนื่อย

ก่อนเปิดม่าน “บัลลังก์เมฆ เดอะมิวสิคัล” ให้แฟนๆ


ได้ชมกัน
นก-สินจัย ซ้อมไปก็ลุ้นไปว่า บัลลังก์เมฆฯ
จะกลับมาสร้างความประทับใจได้เหมือนเดิมหรือไม่?

แต่หลังจากที่ได้รับเสียงปรบมือกึกก้องทุกรอบการแส
ดงที่ผ่านมา ก็ทำาเอานก
เป็นปลื้มหายห่วงหายเหนื่อยเป็นปลิดทิ้ง!!
Brand Communication Tools

Sales
Promotions
Sales Promotions

• Trade Sales Promotion

• Consumer Sales Promotion


Brand Communication Tools

Personal
Selling
Brand Communication Tools

Events
Brand Communication Tools

Shop
Decoration
Brand Communication Tools

Celebrity
Brand Communication Tools

Direct
Marketing

You might also like