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PREL 240 Integrated Marketing Communications > Lecture 2 > Flashcards

Lecture 2 Flashcards

(67 cards)

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1
Q

Branding

A

name, term, sign, symbol, combo of those – identifies goods/services of one seller from competition

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2
Q

brand characteristics

A

personality
unique offerings
quality assurance
values

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3
Q

brand name

A

part of brand – spoken

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4
Q

brand logo

A

part of brand - symbol/image

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5
Q

trademark

A

legal protection for part of brand - only owner can use

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6
Q

TM

A

designates trademark claim (but not successfully registered yet)

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7
Q

R in circle

A

registered trademark

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8
Q

brand identity

A

outward expression of brand

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9
Q

brand personality

A

human traites attributed to brand

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10
Q

brand experience

A

sum of all contact points (touchpoint) - everywhere customer see/touch/experiences brand

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11
Q

brand promise

A

expectations created to market

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12
Q

brand franchise

A

when a brand reaches critical mass - ie how Kleenex = tissue

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13
Q

brand equity

A

goodwill built up t/o brand existence - influenced by awareness, customer loyalty, quality, associations

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14
Q

brand loyalty

A

consumer attachment to particular brand - built on brand recognition/preference/insistence

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15
Q

cult brand/lovemark

A

loyalty beyond reason/fanatical

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16
Q

7 golden rules of cult brand

A
  1. Differentiation (Customers wanna be part of a group that is different)
  2. Courage (cult brand investors show daring/determination)
  3. Fun (sell lifestyles)
  4. Listening (listen to choir/create evangelists - wofm)
  5. Tribal imperative (customer communities)
  6. Openness (Inclusion)
  7. Freedom (personal - draw power from enemies)
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17
Q

Look/Say/Do

A

brands = visual/verbal/experiential

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18
Q

Internal Communication

A

everyone in org needs to be on same page of brand message - brand promise/experience

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19
Q

Consumer benefits of branding

A

suggests level of quality
psychological reward
distinguishes offer from competitor

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20
Q

Marketing benefits (branding)

A

USP (unique selling point/proposition) ie what makes us different?
Image creation/development)
repeat purchases/loyalty

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21
Q

Brand building steps

A
  1. ID brand values/core positioning strategy
  2. Plan/Implement marketing program
  3. Measure/Evaluate brand performance
  4. Build brand loyalty/equity
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22
Q

ID brand values/core positioning strategy (Brand building step 1)

A

ID key attributes/benefits
clearly state what brand will do for customers

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23
Q

Plan/Implement Marketing Program (BaB step 2)

A

develop integrated plan - draw on key elements of marketing mix/design
execute marketing comms mix

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24
Q

Measure/evaluate brand performance (BaB step 3)

A

evaluate results v planned objectives/loyalty/market shares/sales - a continual process

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25
Build brand loyalty/equity (BaB step 4)
alter/expand/rejuvenate brands to retain marketplace position
26
Brand positioning strategy
differentiates brand from competitors – feature/benefit/image that brand stands for in mind of target audience - used to develop selling strategies
27
core values
these influence strategy – primary attributes (descriptive features) and benefits (value consumers attach to brand attributes) that a brand delivers
28
Benefit Positioning
focus on how it benefits consumers. Functional (consumption related needs/problems/conflicts) Symbolic (internal consumer needs ie desire, lifestyle) Experience (sensory pleasures)
29
Attribute positioning
product related (design, material) non-product (usage/user imagery)
30
Repositioning
when product moves through product life (from introduction, growth, maturity, decline) – must decide to either reposition OR let it go
31
Positioning strategy
analysis of market/target market/competitors includes product/price/marketing comms/distribution strategies
32
Positioning strategy statement
summary of character/personality of a brand and benefits it offers key starting point for strategies/tactics everyone must be on same page
33
Positioning Statement examples
[brand name] provides [target market] with [unique value] more than any other in [industry]. We do this by [example 1 of why to believe them], [example 2], and [example 3]. Volvo statement: Volvo provides upscale adults with families concerned about safety with the strength and quality to maximize safety and security both purchasing and driving the vehicle = best in safety
34
Positioning strategies
product differentiation brand leadership head-on (comparative) innovation price lifestyle (image) repositioning
35
market segment
customer group who share similar set of needs/wants
36
market segmentation
act of dividing market into distinct groups of customers who might require separate products and/or marketing mixes
37
market segmentation steps
Follow consideration of customer needs/benefits segmentation targeting positioning
38
Market segmentation (segmentation step 1)
ID bases (behaviour/demographics), segment markets develop profiles of those segments
39
Market targeting (segmentation step 2)
develop measures of segment attractiveness select target segments
40
Market positioning (step 3 segmentation)
develop positioning for each target segment develop marketing mix for each target segment
41
Target Markets
primary (main customer segment - MUST HIT/HAVES) secondary (could hit/good to haves) Tertiary (may hit/nice to haves)
42
effective segmentation criteria
measurable sustainable accessible differentiable actionable
43
segmentation bases
from low -> high predictability, easy -> difficult measurement; demographics geodemographics psychographics behaviorgraphics
44
demographics
primary form of market segmentation - gender/age/income/education/occupation/marital status/children/ethnicity
45
geodemographics
geographic clusters that share demo/lifestyle similarities ie boho, white picket fences
46
behaviorgraphic
behaviour towards particular product category/class - relying on past behaviour to predict future - ie online targeting tracking site selection so ads can be targeted - privacy concerns
47
psychographics
consumer psychological makeups/lifestyles relating to buying behaviour in product category - attitudes, values, motivations
48
banking psychographics
worried traditionalists bank loyalists secured investors thrifty bankers
49
VALS psychographic segments (values, attitudes, lifestyles)
innovators thinkers believers achievers strivers experiencers makers survivors
50
Innovators (VALS):
successful, sophisticated, take-charge, with high self-esteem
51
Thinkers (VALS)
mature, satisfied, comfortable, reflective; value order, knowledge, responsibility, motivated by ideals
52
Believers:
conservative, conventional w concrete beliefs, based on traditional/established codes - family, religion, community, nation, motivated by ideals
53
Achievers:
motivated by desire for achievement - goal-oriented lifestyles w deep commitment to career and family
54
Strivers:
trendy, fun loving, motivated by achievement out of concern about opinions/approval of others
55
Experiencers:
motivated by self-expression, young, enthusiastic, impulsive consumers; quick to be enthusiastic about new possibilities but equally quick to cool
56
Makers:
motivated by self-expression; express themselves and experience world through working on it, have enough skills/energy to carry out projects successfully
57
Survivors:
live narrowly-focused lives w few resources w which to cope, believe world is changing too quickly, are comfortable with the familiar, primarily concerned w safety and security
58
Message Appeals:
approach used to influence consumers’ attitude toward product, service, or cause. Can be something that moves people, speaks to wants/needs, excites their interest. 6 types; positive, negative, humorous, sexual, emotional, lifestyle, comparative, factual
59
Positive appeals:
presenting message in positive manner, common, emphasize positive benefits/what there is to gain
60
Negative appeal:
present situation consumer wants to avoid and how product will help - related to fear appeal - situation is presented as dangerous and you want to take some form of action to remove threat ie “are you ready for winter”
61
Humour appeals:
best known/best remembered - mainly radio/tv - consumers put in positive mood - can be polarizing, wears off quickly, can detract from brand
62
Sexual appeal:
sex sells - strong physiological need BUT don’t want to offend large segment of consumers
63
Emotional Appeals:
relate to consumer social/psychological needs for purchasing product/service - can be more important than knowledge of features/attributes - can be positive or negative ie fear
64
Lifestyle appeals:
associate brand with lifestyle/desired lifestyle of audience - can incorporate other appeals - action, adventure, excitement
65
Comparative appeal:
promise/proof of highlighted attribute in comparison with competing product - usually taken by challenger brand
66
Factual (Rational) Appeals:
focus on practical/functional/utilitarian need for product/service and/or benefits/reasons for owning/using particular brand - emphasizes facts, learning, persuading through logic - straightforward
67
FCB Grid:
FCB Grid: four quadrants. 1 = high importance, expensive, rational decision (ie car or computer). 2 = high importance, expensive, emotional decision (ie designer clothing). 3 = low importance, less expensive, rational decision (ie detergent). 4 = low importance, less expensive, emotional decision (ie soft drinks, beer).

PREL 240 Integrated Marketing Communications (3 decks)

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