Lecture Advertising and promotion (2/e) – Chapter 6: Branding and building relationships with the database

Chapter 6 - Branding and building relationships with the database. The goals of this chapter are: To understand how we build relationships with brands; to examine the concept of brand identity; looking at brand names, symbols and packaging; to look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers;...

Chapter 6

Branding and building

relationships with the database

Learning objectives

1 To understand how we build relationships

with brands.

2 To examine the concept of brand identity;

looking at brand names, symbols and

packaging.

3 To look at how brands are measured in

terms of brand audits, brand equity and

their relationships with consumers.

4 To explore the concept of engagement

and how people engage with brands—

emotionally, behaviourally and digitally.

5 To investigate the database as a driver of

the IMC process.

Building brand relationships

Behavioural bonding Digital

Brand identity

Measuring the brand

Mobile UGC

Virtual Social

Name Symbols

Packaging

Brand audit Brand equity

Brand relationships

Transactional

& relational

data

Footy fever

Source: Courtesy of Brisbane Lions

What is a brand?

Various definitions of a brand

A brand is a perception resulting from experiences 

with, and information about, a company or a line of  products.

A brand differentiates a product from its competitors

Brands have tangible & intangible

Brand value derives from a combination of both marketer activities and consumer activities

Consumers may have both emotional and behavioural relationships with a brand.

Consumers may have both emotional and behavioural relationships with a brand.

Tangible and intangible

dimensions of the brand

Memorable brands

Valuable brands

Facets of a brand

Brand

Brands and identity

What do you think?

Is the iPhone a mobile or a must-have?

Building brand relationships

Behavioural bonding Digital

Brand identity

Measuring the brand

Mobile UGC

Virtual worlds

Social networks

Name Symbols

Packaging

Brand audit Brand equity

Brand relationships

Transactional

& relational

data

Packaging

Brand audit

Brand equity

Brand equity (cont.)

Brand relationships

Top Australian brands

Building brand relationships

Behavioural bonding Digital

Brand identity

Measuring the brand

Mobile UGC

Virtual worlds

Social networks

Name Symbols

Packaging

Brand audit Brand equity

Brand relationships

Transactional

& relational

data

Consumers and brands

Consumer bonds

Consumers feelings about

brands, the nature of any

emotional rapport and the

emotional state associated

with the product category.

Consumers feelings about

brands, the nature of any

emotional rapport and the

emotional state associated

with the product category.

Refers to key behaviours leading to brand purchase or

brand commitment.

Refers to key behaviours leading to brand purchase or

brand commitment.

Emotional bonds

Emotions Personality Product benefits

Emotional bonding

Behavioural bonds

Engaging with consumers’

Interactive communications: single platform communications that engage consumers where traditional medias cannot reach.

2 nd generation

2 nd generation Brand touchpoints: consumers can engage with the brand and integrate it multiple platforms where

into their lives

Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives

Social connectivity: converts consumers into brand ambassadors, providing tools to influence community opinions through social networks.

Social connectivity: converts consumers into brand ambassadors, providing tools to influence community opinions through social networks.

Brand customisation: consumers take personal ownership of the brand, by customising content and expressing their individuality.

Brand customisation: consumers take personal ownership of the brand, by customising content and expressing their individuality.

1 st generation

1 st generation

Social networking

Facebook

Top ten Facebook brands

Reasons for unsubscribing

from Facebook pages

Australian companies’ attitudes

to social networking

70% intend to participate in social media

40% intend to increase the marketing budget on social media and will divert funds from other marketing activities to do so

40% intend to increase the marketing budget on social media and will divert funds from other marketing activities to do so

Other brand platforms

User-generated content

Building brand relationships

Behavioural bonding Digital

Brand identity

Measuring the brand

Mobile UGC

Virtual Social

Name Symbols

Packaging

Brand audit Brand equity

Brand relationships

Transactional

& relational

data

The database

The database epitomises the drive for greater

control, superior information, tighter targeting and

more reliable measurment

of doing business

The key is to add value to transactions and turn them into relationships

The database: types of data

Captured via:

Buyer-seller relationships, customer touch-points, online

contacts, etc.

How database marketing works

B2B database

Sources of database information

Database and IMC

Summary and conclusions

 Companies use brands to relate with customers.

 Brands transcend physical products.

 Customers may have emotional or behavioural relationships with brands.

 Much of our knowledge about how customers

think about brands is stored electronically.

 The database is a key driver of the IMC process.