L5/6: Plan and implement brand marketing programmes
Brand relationships
77% of people say they don't have a relationship with brands
Apps don't make sense: Heavy immersive experiences with brands will not work
0.5% of fans talk about a brand on facebook
20 percent of buyers hold 50 percent of all brand knowledge
80 percent of brand buyers no little or nothing about a brand as learning about a brand is boring
Heavy competition with real stuff such a s cat videos
Brand purchase duplication: 72% of pepsi drinkers also drink coke
No 1 reason for social media interaction is discount (more self-driven than brand-driven)
Most decisions on autopilot: Wine chosen in less than a minute, cereals in 23 seconds
Implications for brand marketing
Manage for physical and mental availability
Give customers something to care about (be transparent)
Manage entire brand experience (choose multiple brand elements): brand touch points
Leverage secondary brand associations
Physical: Accesibility
Mental: Tendency of brand being noticed/thought of in buying situations (Requiring distinctiveness/clear branding)
Provision of accessible and objective information to customers
Sharing both: good and bad
Example McDonalds: 'Our food your questions': Very successful: Many questions, interaction, engagement, improved food and brand perception, more store visits (Other example: easyjet)
Pre-Purchase
Purchase
Post-Purchase
Promotion, PR, Online Advertising, Email, Social Media, WoM
Packaging, Invoice, Events, Sales experience, Checkin/out
Forums, Survey, Social media, customer service, loyalty programs
Choosing brand elements
Brand names: Short, distinctive
Url
Logo
Secondary associations possible with places (countries), things (Causes, events), people (endorsers, employees) or other brands (alliances, companies, extensions)
E.g. present C5 in a german setting as viable alternative to BMW
Consumer adoption
Cognitive Stage
Affective Stage
Behavioural Stage
Awareness
Interest
Evaluation
Trial
Decision
Confirmation
AIDA
Attention
Interest
Desire
Action
Provocative ads, e.g. middle finger
Addressing past pain points
Elaboration Likelihood Model (ELM)
Two routes to persuasion
Peripheral Transformational (low evolvement)
Central Informational (High evolvement)
Negative appeals
Positive appeals