Brand Communication ProcessBy Sumarni Bayu Anita, S.Sos, M.A

How communication works

Sender (encodes) Message Channel Receiver (decodes)

Target audience

NoiseCompetitive Messages

Feedback

Traditional Communication Model

How communication works

SourceCompany/brand, agency

MessageBrand messages(planned, unplanned, product, service)

ChannelNewspaper, mail, magazine, e-mail, TV, radio, package, salesperson, customer service, internet

Receiver Target audience

NoiseClutter, message conflict & inconsistency

FeedbackBuy/not buy, request information, visit store, sample product, repeat

An Interactive Marketing Communication Model

The 4 Source of Brand Messages

PlannedPlanned

UnplannedUnplanned

ProductProduct

ServiceService

BRANDBRAND

Product

Design

WB Acrylic stain180 days exposure

WB Acrylic stainwith 1.0 phr Chartwell B 5515.71180 days exposure

Performance

Product

Pricing

Distribution

Service• Service representative• Receptionist• Secretary• Delivery people• All other representatives of a company

Personal &

Real Time

Planned Message

Packaging

Planned MessageAdvertising

Planned MessageSales promotion

Planned MessagePersonal sales

Merchandising materials

Planned MessageEvents & Sponsorship

Planned MessagePress releases, annual report etc.

Unplanned Messages

• Brand/company-related – News stories– Gossip– Rumors– Actions of special interest groups– Comments by trade or competitor– Finding by government agencies or research

institutions– Word of mouth

Unplanned Messages

• Employee messages• News media• Disasters and crisis

Media Channels &

Brand Contact Points

3 Types of Brand Contact Points

• Company Created Contact Points– planned marketing communication efforts

BRAND

Mass Advertising

Merchandising & POP

Public Relations

Sales Promotion

Personal Connection

ST A

EK

HO

L D ER

Packaging

Experiential Contact

SPlacePrice

3 Types of Brand Contact Points

• Company Created Contact Points– planned marketing communication efforts

• Intrinsic Contact Points– those that already exist

Car Rental Intrinsic Contact Points

• Company representative answering reservation number

• Clerk at rental counter• Driver of van to car holding area• Attendant at car holding area• The rental car itself• Attendant at car return area

3 Types of Brand Contact Points

• Company Created Contact Points– planned marketing communication efforts

• Intrinsic Contact Points– those that already exist

• Customer Created Contact Points

Customer-Initiated Marketing Communication Model

SourceCustomer/other stakeholder

MessageQuestion, complaint, compliment

ChannelToll free phone, letter, e-mail, salesperson, customer service, internet

Receiver Company

NoiseBusy signal, company delays, incomplete info

Feedback5 Rs

(responsiveness, recourse, recognition, respect, reinforcement)

Noise from conflict & clutter

• Mixed messages & message conflict– Variety of messages from variety of different

sources points of confusion– Conflicting message can come from external

stakeholders & competitors• Message clutter and overload

– Other planned messages– A variety of environmental factors

Receiver Decoding & Perceptions

• The importance of perceptions– A brand is a perception, not a strategy

statement or a logo or the design on the side of a package

– Perception can be influenced through passive (& negative) communication experienced, but not controlled.

Receiver Decoding & Perceptions

• The role of communication in perception– Marketing communication can close the gap

between intended and perceived messages– Mark comm messages can set brand

expectations– Company can add value to its brands by

enabling customers to ask questions

Tracking customer perceptions is an important source of feedback in evaluating brand messages

Feedback & Interactivity

• Purposeful dialogue (5 Rs)– Recourse– Recognition– Responsiveness– Respect– Reinforcement