SU 6: Brand Contact Planning

Question 1

*What is brand contact planning

Answer 1

In order for all the parts of the ecosystem to operate effectively, the brand message communicated at every contact point has to reflect the same ‘reason for being’. The role and efficacy of brand contact points are decided by those experiencing them.

Question 2

*What is the role that touchpoints play

Answer 2

Firstly, all points of contact must be recognised as being vital to the communication and experience of the brand.

Secondly, brand contact points are not always controllable.

Thirdly, contact points change constantly and must be continuously monitored and evaluated

Question 3

*What steps should be followed when constructing a brand wheel

Answer 3

• Audit: identify all the ways in which external stakeholders come into contact with the brand, example, the annual report or social media advertising
• Map: list the internal teams responsible for each touch point, example, corporate communication departments or marketing departments
• Assemble: organize the touch points by groups or function and put together a wheel with the brand at the center and the different groups or functions as spokes radiating out
• Evaluate: assess the experience the brand delivers at each touch point by collecting data from consumers, employees, social media comments
• Prioritise: decide which touch points have the most impact on expectations and experiences and require immediate focus
• Act: develop an action plan to optimize and leverage the most important touch points and do regular research to monitor performance and progress

Question 4

MCQ: What is a stakeholder?

Answer 4

any person or entity with a vested interest in the business.

Question 5

MCQ: What is the relationship between the stakeholder and the brand?

Question 6

MCQ: What is stakeholder empathy?

Question 7

MCQ: Process for integrated brand contact communication

Question 8

MCQ: Required characteristics of brand messaging

Answer 8

• congruent:
• connected:
• credible:
• confident:

Question 9

MCQ: What is stakeholder empathy?

Question 10

MCQ: What is stakeholder empathy?

Question 11

MCQ: What is the importance of brand contact planning in brand building and equity

Question 12

MCQ: Using contact points to communicate the brand identity and create brand image