Hans Cools

Marketing Communication in a broader context of Brand and Marketing strategy

Introduction

What is

Marketing Communication ?

Definition of Marketing Communication

All types of messages using variousinstruments by means of which a company communicates with its target groups and stakeholders to promote its products or the company as a whole

The x Ps of Marketing

The C’s of Marketing

Robert Lauterborn

Product -> Customer Solution

Price -> Cost to the customer

Place -> Convenience

Promotion -> Communication

Marketing and Branding in the business context

Who do we work for ?

Marketing and Branding in the business context

Corporate strategy

Michael Porter : structurele analyse van een industrie

Marketing and Branding in the business context

Corporate strategy

Michael Porter

Concurrentie strategie

NarrowTarget

BroadTarget

1. Cost Leadership 2. Differentiation

3A. Cost focus 3B. Diff. focus

Stuck inthe middle

Marketing and Branding in the business context

What role do marketing, branding and marketing communication play in

this ?

Marketing and Branding in the business context

Brand value :A measure of the financial value of a brand as a separable asset - when it is sold or included on a balance sheet

Brand equity :A measure of the influence that a brand exerts on the buying behaviour of customers

Marketing and Branding in the business context

Brand value : Net present value of the forecasted brand earnings, discounted by the brand discount rate

StepsMarket segmentation

Brand share of earnings

The future cash flow generated by the brand

The expected duration of such cash flow

Brand strength determination (= brand equity)

Risk analysis expressed in terms of a discount rate

Brand value calculation

Marketing and Branding in the business context

Brand architecture : branded house vs. house of brands

Branded houseNivea

Fortis

House of brandsP&G detergents

General Motors

Marketing and Branding in the business context

Portfoliostrategie: vb. margarine markt

Ik /Affirmatie

Wij /Confirmatie

Introvert /Normatief

Extravert /Verkennend

UnileverVandemoortele

Planta

SoloEffi

Bertolli

BecelVitelma

Becel PA

Alpro

Boter

Roda

Belolive

Marketing and Branding in the business context

Brand key

Marketing and Branding in the business context

Brand equity : model van Aaker

Summary

Marketing Communication

Marketing / Brand Mix

Brand Equity

Brand Value

Shareholder Value