Brand building through integrated marketing communication
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The document discusses brand building and communication through integrated marketing communication (IMC). It defines brand building as generating awareness and promoting a company using strategies like advertising campaigns. Brand communication involves activities like advertising, social media, and reviews to interact with customers. IMC integrates different promotion methods like advertisements, personal selling, sales promotion, public relations, and internet marketing to promote products and services. The goal of IMC is to generate short-term financial returns and long-term brand value. Examples of IMC include using different channels like advertisements, sales promotions, social media, and websites together in a coordinated manner.
Brand building through integrated marketing communication
- 1. Brand Building & Communication Presented By, Joyal George Brand Management Seminar
- 2. • The communication and creation of customer value • Brand Building is generating awareness, establishing and promoting company using strategies and tactics. • Brand building is enhancing brand equity using advertising campaigns and promotional strategies. Brand Building
- 3. Brand Communication • Brand communication is a combination of activities such as advertising, social media and reviews that are used to communicate with customers. • Brand communication takes place every time a potential customer or client interacts with a particular brand. It could mean seeing a logo online or signing up for a newsletter. • Developing a consistent brand will make all methods of communication more effective.
- 6. • Integrating all the methods of brand promotion to promote a particular product or service • The goal of IMC is to generate short-term financial returns and build long-term brand value. IMC
- 7. IMC (Example) Advertisement Personal Selling Web Development Trade Shows Special Media Events Social Media Sales Promotion
- 9. Will be like a Venn Diagram Sales Promotion IMC
- 10. • Build awareness of products & brands • Creates brand image • Provides product & brand information • Persuades people • Provides incentives to take action • Provides brand reminders • Reinforces past purchases & brand experiences Role of IMC in Branding
- 11. • Advertising • Personal selling • Sales Promotion • Public relations • Internet Marketing Important IMC Elements
- 12. Paid persuasive communication that uses nonpersonal mass media & other forms of interactive communication to reach broad audiences to connect an identified sponsor with a target audience Advertisements
- 13. Advertisements • Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy • A company’s brand is the primary source of its competitive advantage and is a very valuable strategic asset – David Aaker
- 15. Personal Selling • Two-way flow of communication • Between a buyer and seller • A face-to-face or real time encounter • Personal selling is oral communication with potential buyers of a product with the intention of making a sale. • Personal selling is one of the oldest form of promotion. • Celebrities can be defined as a type of personal selling
- 17. • Short-term incentives to encourage the purchase or sale of a product or service • Techniques ⚬ Consumer promotion ⚬ Trade Promotion Sales Promotion
- 18. Sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships • Cash refunds • Money off • Bonus pack • Premiums • Free sample • Coupons • Competitions • Draws Consumer Promotion
- 19. Trade promotion Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising and push it to consumers • Price discounts • Free goods • Incentives • Allowance • Point of Purchase Displays
- 21. The practice of managing the flow of information between an individual or an organization and the public. Functions • Promoting goodwill • Promoting product, service, corporate image • Corporate communications • Lobbying • Counteracting negative publicity Public Relations
- 23. Component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Internet Marketing • Email Marketing • Social Media Marketing • Search Engine Optimisation • Search Engine Marketing • Content Marketing etc
- 27. Thank You