IMC and Brand Identity as Critical Component of Brand Equity Strategy

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Transcript of IMC and Brand Identity as Critical Component of Brand Equity Strategy

Page 1: IMC and Brand Identity as Critical Component of Brand Equity Strategy
Page 2: IMC and Brand Identity as Critical Component of Brand Equity Strategy

Cool?

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Catchy?

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Cute?

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Brand Equity, the differential effect of brand knowledge

on consumer response to the marketing of the brand

and suggests brand awareness and brand image as

the constructs related to customer-based brand equity.

Keller (1993)

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The Evolution of

Integrated Marketing Communications

IMC has evolved from . . .

Tactical Orientation

Local

Emerging development

“Inside-out”

Managerial fashion

Emerging paradigm

“What is it?”

Most basic notion of coordinating allcorporate communications

Just a communication process

To . . .

Strategic Orientation

Global

Major communication development

“Outside-in” customer-oriented

New management paradigm

Representing a paradigm shift

“How we can do it?”

A multistage model incorporating a focus on all contacts with customers

One associated with management and brands

Schultz (2004a), McArthur and Griffin (1997), Duncan (2002)

Kitchen and Schultz (2003)

Kitchen and Schultz (2003)

Kitchen and Schultz (2003)

Schultz and Kitchen (1997, 2000)

Gould (2004)

Schultz and Kitchen (1997)

Swain (2004)

Kitchen et al, (2004)

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Brand Identity Strategy

IMC Strategy Brand Equity

Environment, competitors’ brands, and changing customer needs and preferences

Brand Identity

Interface

Brand Identity Contacts

Brand Equity

Interface

Brand Equity

Contacts

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Source : Madhavaram (2004)

Brand Equity

• Awareness

• ImageIMC

Effectivenes

s

IMC

Synergy

ConstructsTop Management

Support

Brand Identity Contact Factors

BrandEquity Contact Factors

BrandEquity

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Honda CS1

Pre Launch: Motor Impian

Teaser: Motor Spesies Baru

Honda Girls: Kartu Nama

Website: www.motorimpian.com

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TVC 1 – Motor Impian

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Honda Girls Campaign

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• Launching & Post-Launching:

– Roadshow ke beberapa kota besar di Indonesia

– Slalom Competition

– Safety Ride

– Uji Ketahanan

Honda CS1

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TVC 2 – CS1

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FLA

WLE

SSW

HIT

E

.product

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“7 HariUntukCinta” “My Flawless White”

FLA

WLE

SSW

HIT

E

.campaign

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POND’S

“Kekuatan Cinta

flawless white new campaign

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flawless white new campaign

Launching “Kekuatan Cinta

POND’S

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Spotify Brand Audit IMC 613

Spotify Brand Audit IMC 613

IMC Brand Equity

IMC Brand Equity

[Brand] IMC to build brand equity

[Brand] IMC to build brand equity

(R)IMC TO BUID BRAND EQUITY

(R)IMC TO BUID BRAND EQUITY

What is Brand identity (BRAND IDENTITY PRISM)

What is Brand identity (BRAND IDENTITY PRISM)

IMC 613: Brand Equity Management

IMC 613: Brand Equity Management

BRAND EQUITY BRAND IDENTITY

BRAND EQUITY BRAND IDENTITY

Pepsi IMC Campaign on Brand Equity

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Brand Identity Style Guide - HRPA · Brand Identity . Style Guide. Human Resources . Professionals Association. Brand Identity ... 1.3 Voice /Personality 41. Brand Checklist 2.0 Brand

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brand Management Brand IdentitY

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