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    Brand Communication

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    Maneerat
    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.

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    Brand Communication

    Uploaded by

    Maneerat
    841 views31 pages
    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.

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    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.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    841 views31 pages

    Brand Communication

    Uploaded by

    Maneerat
    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.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
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    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

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