Brand communication process

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Transcript of Brand communication process

  • Brand Communication Process

    By Sumarni Bayu Anita, S.Sos, M.A

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  • How communication worksSender (encodes)MessageChannelReceiver (decodes)Target audienceNoiseCompetitive MessagesFeedbackTraditional Communication Model

  • How communication worksSourceCompany/brand, agencyMessageBrand messages(planned, unplanned, product, service)ChannelNewspaper, mail, magazine, e-mail, TV, radio, package, salesperson, customer service, internetReceiver Target audienceNoiseClutter, message conflict & inconsistencyFeedbackBuy/not buy, request information, visit store, sample product, repeatAn Interactive Marketing Communication Model

  • The 4 Source of Brand Messages

  • ProductDesignWB Acrylic stain180 days exposureWB Acrylic stainwith 1.0 phr Chartwell B 5515.71180 days exposurePerformance

  • ProductPricingDistribution

  • ServiceService representativeReceptionistSecretaryDelivery peopleAll other representatives of a company

  • Planned MessagePackaging

  • Planned MessageAdvertising

  • Planned MessageSales promotion

  • Planned MessagePersonal salesMerchandising materials

  • Planned MessageEvents & Sponsorship

  • Planned MessagePress releases, annual report etc.

  • Unplanned MessagesBrand/company-related News storiesGossipRumorsActions of special interest groupsComments by trade or competitorFinding by government agencies or research institutionsWord of mouth

  • Unplanned MessagesEmployee messagesNews mediaDisasters and crisis

  • Media Channels & Brand Contact Points

  • 3 Types of Brand Contact PointsCompany Created Contact Pointsplanned marketing communication efforts

  • BRAND Mass AdvertisingMerchandising & POPPublic RelationsSales PromotionPersonal ConnectionSTAEKHOLDERPackagingExperiential ContactSPlacePrice

  • 3 Types of Brand Contact PointsCompany Created Contact Pointsplanned marketing communication effortsIntrinsic Contact Pointsthose that already exist

  • Car Rental Intrinsic Contact PointsCompany representative answering reservation numberClerk at rental counterDriver of van to car holding areaAttendant at car holding areaThe rental car itselfAttendant at car return area

  • 3 Types of Brand Contact PointsCompany Created Contact Pointsplanned marketing communication effortsIntrinsic Contact Pointsthose that already existCustomer Created Contact Points

  • Customer-Initiated Marketing Communication Model

    SourceCustomer/other stakeholderMessageQuestion, complaint, complimentChannelToll free phone, letter, e-mail, salesperson, customer service, internetReceiver CompanyNoiseBusy signal, company delays, incomplete infoFeedback5 Rs(responsiveness, recourse, recognition, respect, reinforcement)

  • Noise from conflict & clutterMixed messages & message conflictVariety of messages from variety of different sources points of confusionConflicting message can come from external stakeholders & competitorsMessage clutter and overloadOther planned messagesA variety of environmental factors

  • Receiver Decoding & PerceptionsThe importance of perceptionsA brand is a perception, not a strategy statement or a logo or the design on the side of a packagePerception can be influenced through passive (& negative) communication experienced, but not controlled.

  • Receiver Decoding & PerceptionsThe role of communication in perceptionMarketing communication can close the gap between intended and perceived messagesMark comm messages can set brand expectationsCompany 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 & InteractivityPurposeful dialogue (5 Rs)RecourseRecognitionResponsivenessRespectReinforcement

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