MKT 510 Lecture Notes - Lecture 5: Brand Equity, Marketing Communications, Walmart

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Marla Spergel

Document Summary

Wal mart brand: brand positioning for price sensitive shoppers, wal-mart is the retailer that helps them feel smart, Challenges in designing brand building communication: the new media environment has further complicated marketers perennial challenge to build effective & efficient marketing communication programs, skilfully implemented marketing communication programs require careful planning & a creative knack. 3 step model for judging the effectiveness of advertising or any communication options to build brand equity: 1. Have you created a detailed mental map: 2. Have you defined optimal pop & pod & a brand: 3. Intentions a person must plan to act in the desired manner of the communications. Television: message strategy: what the ad attempts to convey about the brand, creative strategy: the way the ad expresses the brand claims. 2 main concerns in devising an advertising strategy: defining the proper positioning to maximize brand equity. Pop/pod attributes or benefits: identifying the best creative strategy to communicate or convent the desired positioning o.