Strategic Brand Communication Campaigns Branding Process Target Consumer

Strategic Brand Communication Campaigns

Branding Process Target Consumer Identification Brand Design Brand Identity Creation Brand Building Implementation Leveraging the Brand Equity Management

Brand Building Model Emotional Connection Values Relevant Differentiation Brand Building Model Awareness & Recognition Accessibility

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

Advertising http: //www. youtube. com/watch? v=2 nfs. HUE 63 y 8

Advertising Media : Below-the-line Catalogues, Brochures, Diaries, Guarantee Cards, Price List, Telephone Number Reminder, Stationary, Poster , and etc.