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Week 5: IMC and leveraging secondary associations (List and describe 8…
Week 5: IMC and leveraging secondary associations
Explain the rationale for mixing and matching communication options
Options should be linked to one another through the use of common visual/verbal info
Links enhance consumer MAO to process and retrieve brand-related info
They facilitate the formation of strong, favourable and unique associations
Different communication options also may target different market segments
To achieve goals and cost efficiency
Discuss the role of marketing communication in building brand equity
IMC affects brand awareness by creating, reinforcing or strengthening favourable and unique brand associations
By electing positive brand judgements or feelings and by facilitating brand resonance
Provide incentives eliciting the differential response that makes up CBBE
Marketing communications are the means by which firms attempt to inform, persuade and remind consumers directly/indirectly about the brands they sell
Media advertising
Direct response advertising
Consumer promotions
Interactive
Event marketing and sponsorship
trade promotions
Place advertising (movies, airlines)
Mobile (SMS)
Word of mouth
List and describe 8 methods of linking secondary brand knowledge to a brand
Secondary brand associations can be impt in creating strong, favourable and unique associations or positive responses if existing brand associations or responses are deficient in some way
Linking the brand to another entity can create new brand associations and have an effect on existing brand knowledge
Other brands (co-branding)
When two or more existing brand snare combined into a joint product or are marketed tgt
Product may be uniquely and convincingly positioned by virtue of the multiple brands in the campaign
Can create more compelling PODs or POPs for the brand or both, can generate greater sales from existing target market
Open additional opportunities with new consumers and channels
Can reduce the cost of product introduction
Disadvantages are risks and lack of control from becoming aligned with another brand in the minds of consumers
Unsatisfactory perf could have negative consequences for both brands
Risk of overexposure that would dilute the transfer of any association
Distraction and lack of focus on existing brands
Ingredient branding
Characters (licensing)
Creates contractual arrangements where firms can use the names, logos, characters and etc of other brands to market their own brands for some fixed fee
Can provide legal protection fro trademarks
Entertainment licensing
Risks include trademarks becoming overexposed if marketers adopt a saturation policy
Corporate trademark licensing
channels of distribution
"image transfer process" as consumers link their associations to retail stores
Due to associations to product assortment, pricing, quality of service, etc, retailers have their own brand images in consumers' minds
Retailers create these associations through the products and brands they stock and how they sell them
Expand customer base by tapping new channels of distribution, but can be dangerous
Spokepersons (endorsements)
Some celebrities may become brands (eg. Kylie Jenner)
Shape brand perceptions
Need to establish a strong link and match up with the brand
Can be a form of co-branding too
Celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgements and feelings
Credible in expertise, trustworthiness and likability or attractiveness and relevance
However, may overshadow the brand and becomes an issue
Consumers may feel celebrities are doing the endorsement only for the money
Countries
Many countries have expertise in certain product categories/for conveying a particular type of image
Consumers can choose brand originating in diff countries , based on their beliefs about the quality of certain types of products from certain countries or image they communicate
Can create strong POD if consumers identification of and beliefs about country of origin is strong
(eg. Levis jeans from US, Chanel from France)
Marketers can embed the location in the brand name, or make the location the dominant theme in brand advertising
Also have potential disadvantages:
Events or actions associated with the country may colour ppl perceptions
Patriotic appeals
Events (sponsorships)
Sponsor certain events to increase brand awareness and S,F,U of associations, and credibility
May engage in ambush marketing/heavily advertising an event
eg. Qantas
Companies (branding strategies)
Branding strategies are an impt determinant of the strength of association from the brand to the company and any existing brands
A corporate or family brand can be a source of brand equity, may evoke associations of common product attributes, benefits/attitudes
However, may not always be useful
Brands and companies are often unavoidably linked to the category and industry in which they compete, sometimes with -ve consequences
(eg. oil company)
Create a new brand
Adopt or modify an existing brand
Combine an existing and a new brand
Other three party sources (reviews or awards)
Builds credibility and trust
eg. Maccas and heart foundation
eg. Cadbury and fair-trade
Discuss the impact of leveraging on both existing brand associations and the formation of new brand associations
Linking a brand to another entity may lead consumers to assume/infer that beliefs, attitudes and perceptions they have for the external source also hold for the brand
Attempts to leverage secondary associations require company to have some control over the branding process, but can be difficult to only transfer relevant associations without capturing unwanted associations
Creation of new brand associations
Secondary brand associations are most likely to affect evaluations of a new product when consumers lack the motivation and ability to judge product-related concerns
Consumers will form a new mental associations from the brand to this other entity
Effects on existing brand knowledge
When a brand is identified as linked to an entity, consumers may infer some particular associations, judgements or feelings that characterise the entity may also characterise the brand
The ability to borrow equity from people, places or things associated with the brand creates additional leverage for marketers
Leverage can only occur if consumers are familiar with the external source and associations for the source are relevant to the brand
3 criteria for evaluating the extent of leverage resulting from brand linkage to another entity
Awareness and knowledge of the entity:
Consumers would need to have prior strong, favourable and even unique associations as well as +ve judgements and feelings about the secondary entity
Meaningfulness of the knowledge of the entity:
Is the knowledge meaningful or relevant for the brand
Varies according to the brand and product context
Transferability of the knowledge of the entity:
How strongly will the knowledge actually become linked to the brand