12 - Brand Building & Management Flashcards
what should we know before developing a brand marketing + communication program?
where the brand currently lies in the brand management objectives
- brand awareness
- brand image
- brand interest
- brand preference
- brand purchase + brand loyalty
relationship b/w brand management objectives + CDJ
consider + evaluate: brand awareness + brand image + brand interest
purchase: brand preference + brand purchase
bond: brand loyalty
tools in brand management strategy
brand elements (logo, packaging…)
marketing programs (product/pricing strategy…)
communication programs (traditional, online…)
criteria for brand elements
memorable
meaningful
likable
transferable
adaptable
protectable = main problem
trademarks: 3 types of protection
national trademark
community trademark
international trademark
brand marketing program
seller’s view: traditional approach (4Ps)
recent approach: consumer’s view (4Cs)
latest approach: holistic marketing concept
main communication options
offline advertising
online communication
product placement
event marketing + sponsorships
public relations
co-branding
brand awareness: communication options
TV
billboards + muppies
guerilla
online communication
event marketing
public relations
brand image: communication options
radio + magazines
product placement
TV
all OOH advertising
online communication
event marketing + sponsorship
PR
brand preference + purchase: communication options
billboards + muppies + POP
online communication
retailers incentives
consumer promotions !!
co-branding
brand loyalty: communication options
online communication
product placement
consumer promotions
event marketing + sponsorship
co-branding
holistic marketing model
performance marketing (financial, ethical, environmental + social performance)
integrated marketing
internal marketing
relationship marketing
