Strategic Brand Management: Building,

Measuring, and Managing Brand Equity

Fifth Edition

Chapter 6
Integrating Marketing
Communications to Build Brand
Equity

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Learning Objectives
6.1 Describe some of the changes in the new media
environment
6.2 Outline the major marketing communication options
6.3 Describe some of the key tactical issues in evaluating
different communication options
6.4 Identify the choice criteria in developing an integrated
marketing communication program
6.5 Explain the rationale for mixing and matching
communication options

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Marketing Communications
• Means by which firms attempt to inform, persuade, and
remind consumers about the brands they sell
– Can contribute to brand equity by:
▪ Creating awareness of the brand
▪ Linking points-of-parity and points-of-difference
associations to the brand in consumers’ memory
▪ Eliciting positive brand judgments or feelings
▪ Facilitating a stronger consumer-brand connection
and brand resonance

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The New Media Environment (1 of 2)
• Has changed dramatically in recent years
– Traditional advertising media seem to be losing their
grip
– Digital revolution has changed the way consumers
learn and talk about brands
– Changing media landscape has forced marketers to re-
evaluate how they should best communicate with
consumers

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The New Media Environment (2 of 2)
• Challenges in Designing Brand-Building Communications
• Role of Multiple Communications

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Challenges in Designing Brand-
Building Communications (1 of 4)
• Skilfully designed and implemented marketing
communications programs
– Should be efficient and effective
– Require careful planning and creative knack

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Challenges in Designing Brand-
Building Communications (2 of 4)
• For a person to be persuaded by any form of
communication the following steps must occur:
1. Exposure
2. Attention
3. Comprehension
4. Yielding
5. Intentions
6. Behavior

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Challenges in Designing Brand-
Building Communications (3 of 4)
• From an advertising standpoint, the ideal ad campaign
would ensure that:
– The right consumer is exposed to the right message at
the right place and at the right time
– The creative strategy causes consumers to notice and
attend to the ad
▪ But does not distract from the intended message
– The ad properly reflects the consumer’s level of
understanding

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Challenges in Designing Brand-
Building Communications (4 of 4)
– The ad correctly positions the brand in terms of
desirable and deliverable points-of-difference and
points-of-parity
– The ad motivates consumers to consider purchase of
the brand
– The ad creates strong brand associations to all these
stored communication effects
▪ So they have an effect when consumers are
considering making a purchase

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Figure 6.2
Simple Test for Marketing Communication Effectiveness

1. What is your current brand knowledge? Have you created a detailed

mental map?
2. What is your desired brand knowledge? Have you defined optimal
points-of-parity and points-of-difference and a brand mantra?
3. How does the communication option help the brand get from current
to desired knowledge with consumers? Have you clarified the
specific effects on knowledge engendered by communications?
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Role of Multiple Communications
• Advantages of multiple communications
– Optimal utilization of monetary and other resources
– Different communication options also may target
different market segments

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Four Major Marketing Communication
Options
• Marketing Communication
– Advertising and Promotion
– Interactive Marketing
– Events and Experiences
– Mobile Marketing

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Advertising (1 of 2)
• Any paid form of nonpersonal presentation and promotion
of ideas, goods, or services by an identified sponsor
• Powerful means of creating strong, favorable, and unique
brand associations and eliciting positive judgments and
feelings
• Specific effects are difficult to quantify and predict

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Advertising (2 of 2)
• Television
• Radio
• Print
• Direct Response
• Place

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Promotion (1 of 3)
• Consumer Promotions
• Trade Promotions

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Promotion (2 of 3)
• Advantages
– Permit manufacturers to charge different prices to
groups of consumers who vary in their price sensitivity
– Convey a sense of urgency to consumers
– Can build brand equity through actual product
experience
– Encourage the trade to maintain full stocks and support
the manufacturer’s merchandising efforts

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Promotion (3 of 3)

• Disadvantages
– Decreased brand loyalty and increased brand switching
– Decreased quality perceptions and increased price
sensitivity
– Inhibit the use of franchise
– Divert marketing funds sales promotion
– Increase the importance of price as a factor in
consumer decisions
– May subsidize buyers who would have bought the
brand anyway

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Online Marketing Communication
• Twenty-first century created a rush of companies moving
into the world of interactive, online marketing
communications
• Primary advantage of marketing on the Web
– Low cost
– Level of detail
– Degree of customization

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Events and Experiences
• Focus on engaging the consumers’ senses and
imagination as a part of brand building
• Event marketing: Public sponsorship of events or activities
related to sports, art, entertainment, or social causes
• Range from extravagant sponsorship events to a simple
local in-store product demonstration

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Brand Amplifiers
• Efforts made to engage consumers and the public via
word-of-mouth and public relations and publicity
• Amplify the effects created by other marketing activities
through:
– Public relations and publicity
– Word-of-mouth
• Public relations and publicity
• Word-of-mouth

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Developing Integrated Marketing
Communication Program
• Criteria for I M C Programs
• Using I M C Choice Criteria

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Criteria For I M C Program
• Coverage
• Contribution
• Commonality
• Complementarity
• Conformability
• Cost

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Figure 6.6
I M C Audience Communication Option Overlap

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Using I M C Choice Criteria
• I M C choice criteria can provide guidance for designing
integrated marketing communication programs
• Two key steps are
– Evaluating communication options
– Establishing priorities and trade-offs

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Figure 6.7 (1 of 2)
General Marketing Communication Guidelines: The “Keller
B s”
1. Be analytical: Use frameworks of consumer behavior
and managerial decision making to develop well-
reasoned communication programs.
2. Be curious: Better understand customers by using all
forms of research, and always be thinking of how you can
create added value for consumers.
3. Be single-minded: Focus your message on well-defined
target markets (less can be more).
4. Be integrative: Reinforce your message through
consistency and cuing across all communication options
and media.
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Figure 6.7 (2 of 2)
General Marketing Communication Guidelines: The “Keller
B s”
5. Be creative: State your message in a unique fashion;
use alternative promotions and media to create favorable,
strong, and unique brand associations.
6. Be observant: Keep track of competition, customers,
channel members, and employees through monitoring
and tracking studies.
7. Be patient: Take a long-term view of communication
effectiveness to build and manage brand equity.
8. Be realistic: Understand the complexities involved in
marketing communications.

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