Building A Brand: Marketing Programs Digital, Secondary Associations, + TB Chapter 7 & 8 Flashcards
Digital era trends when implications for branding and brand management
Sharp increase in buying via e-commerce
Shifts in advertising and promo expenditures to e-commerce
Increase in consumer touchpoints
Digital personalization
Increases in data
User experience importance
Two way, one to many, many to many comms
Two way - Brand to entities and entities to brand
One to many - Brand to entities
Many to many - Brand to entities and entities to entities
Marketing attribution
Practice of determining the role that any given channel plays in informing and influencing the customer journey
Digital personalization
Targeting individual consumers with varying offers to ensure that they complete a purchase
Digital tools now allow for personalized product and message
eg: cancelling adobe plans
Dynamic pricing
Same product can become available at different prices based on expressed consumer interest
3 forces of coproduced brand meaning
Firm-generated brand meaning
Consumer-generated brand meaning
Media and cultural influences
User experience as a key to digital brand success
Seamless user experience
Needs and interface that consumers can effortlessly navigate to maximize user experience
3 levels of customer brand engagement
Low brand engagement
Moderate brand engagement
High brand engagement
In a pyramid, shows different sizes of user engagement with high at the top (smallest but most valuable segment)
Brand evangelist
Someone who promotes the positive attributes of a brand (highest level of brand engagement)
Negative brand element
Hatred and dissatisfaction with a brand can lead to boycotts and social movements
Brands are more readily ridiculed and parodied due to the online nature of comms
Paid digital marketing comm channels
Search advertising
Display advertising
Social media advertising
Email marketing
Paid bloggers or influencers
Mobile in app advertising
Owned marketing comm channels
Company websites
Company-owned social media
Mobile apps
Earned digital marketing comm channels
Review websites
Public relations
Media coverage
Content marketing
Strategic approach focused in creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience
Above the line (ATL) marketing
Generate and spread brand awareness. Getting the brand name out there
Pros:
May be ideal for building brand awareness with a large group of people
May be impactful because it combines visual and audible elements to augment customers attention
Cons:
Hard to measure exact impact and ROI
Costly
Below the line (BTL) marketing
Promotes to a targeted audience
Pros:
Aimed at those specifically identified
More focused than ATL on ROI, user conversions and quantifying success
Highly trackable results
Cons:
Risk (no prior knowledge of how much traffic will be received)
Need to consider costs and time involved when deciding whether to use paid traffic campaigns
Through the line (TTL) marketing
Integrated approach that combines both ATL and BTL methods to create a cohesive campaign
Pros:
Attacking two fronts simultaneously improving general awareness and also aiming to increase traffic and sales
Cons:
More expensive to use than either ATL or BTL alone. For this reason it is used typically by large established companies
Secondary associations
Those associations related to other nodes to which a brand is linked (the association of the association)
3 important factors in predicting the extent of leverage from linking a brand to another entity
Awareness and knowledge of the entity
Meaningfulness of the knowledge of the entity
Transferability of the knowledge of the entity
Leveraging secondary brand associations can allow marketers to
Create or reinforce POD
Create or reinforce necessary or competitive POP
Commonality leveraging strategy
Makes sense when consumers have associations to another entity that are congruent with the brand
Complementarity branding strategy
Makes sense when entities represent a departure for the brand because there are few if any common or similar associations
A country of geographic location from which a product originates may:
Become linked to the brand
May generate secondary associations
Consumers choose brands originating in different countries based on
Their beliefs about the quality
The image that these brands or products communicate
Geography-of-origin alphabet
Chocolate - Belgian chocolate
Engineering - German engineering
What entities brands use to leverage secondary associations to build brand equity (GCSCET)
Geography-of-origin
Companies/brands
Spokespersons
Characters
Events
Third party sources
What makes a spokesperson a good brand endorser
Relevant to the target market
Relevant to the product
Credible in terms of expertise, trustworthiness, and likeability
Draws attention to the brand (but not overpowering)
Shapes the perceptions of the brand by consumer perceptions on the spokesperson
Not linked to a number of other brands or overexposed
Co-branding aka brand bundling aka brand alliance
When two or more existing brands are combined into a joint product or are marketed together in some fashion
Ingredient branding
Creates brand equity for components, materials, or parts of a larger branded product
Licensing
Creates contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands to market their own brands for some fixed fee
Third party sources
Linking the brand to various third-party sources, often featuring them in advertising campaigns and selling efforts
High credibility
Securing endorsements, testimonials, reviews, and certifications have the added bonus of adding credibility
