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.
Brand Communication Tools Public Relations
Public Relations • Press Conference • Press Release • Photo Release • Exclusive Interview • Group Interview • Factory and Press Tour • Annual Report
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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