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Integrated Marketing Communication(IMC) Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)

IMT-CDL(DIMS)IP UNIVERSITY

(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)

www.jrinfotech.comE:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

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BRANDING.

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BRANDING. Differentiate!

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ESPN: A Strong Brand

What is a Brand

• Brand represents the consumer’s perceptions and feelings about a product and its performance.

• It is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers

• It is a name, term, sign, symbol or design, or a combination of them

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Kerala Tourism has successfully branded the destination with a brand name, logo, and the tagline “God’s Own Country”

Brand equity

Brand equity

It is the differential effect that the brand name has on customer response to the product and its marketing

Brand equity

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Branding Strategy: Building Strong Brands

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Brand Dynamics Pyramid

Presence

Relevance

Performance

Advantage

Bonding

Strong Relationship

Weak Relationship

Brand HENIZ

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Drivers of Brand Equity

Brand Elements

Marketing Activities

Meaning Transference

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Brand Elements

ElementsSlogans

Brandnames URLs

Logos

SymbolsCharacters

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Brand Element Choice Criteria

• Memorable• Meaningful• Likeability• Transferable• Adaptable• Protectable

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Designing Holistic Marketing Activities

Personalization

Integration

Internalization

Internal Branding

• Choose the right moment

• Link internal and external marketing

• Bring the brand alive for employees

Brand Marriott

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Measuring Brand Equity

Brand AuditsBrand Audits

Brand TrackingBrand Tracking

Brand ValuationBrand Valuation

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The 10 Most Valuable Brands

Brand 2006 Brand Value (Billions)

Coca-Cola $67.00

Microsoft $56.93

IBM $56.20

GE $48.91

Intel $38.32

Nokia $30.13

Toyota $27.94

Disney $27.85

McDonald’s $27.50

Mercedes-Benz $22.13

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Managing Brand Equity

Brand ReinforcementBrand Reinforcement

Brand RevitalizationBrand Revitalization

Brand CrisesBrand Crises

.2010 Ranking Brands 2009 Ranking• 1. Nokia Mobile Phones 1.• 2. Colgate 2.• 3. Lux 3.• 4. Dettol 5.• 5. Britannia 9.• 6. Lifebouy 4.• 7. Clinic Plus 15.• 8. Pond’s 16.• 9. Fair & Lovely 18.• 10. Pepsodent 8.