200086 Lecture Notes - Lecture 1: Marketing Mix, Brand Equity, Brand Awareness
Week 1Integrated market communications and brand equity enhancement
L.O the nature of marketing communications
the foundations of integrated marketing communications
the marketing communication process
the concept of brand equity
the rationale of cobranding and world class brands.
To understand marketing communicationswe should examine the two elements that
make up the concept
1.marketing mix of related activities that transfers the idea of ‘value’ to customers
through the process of exchange
2.communicationsconveys thoughts and shared meaning between individuals, or
between organisations
1.0Marketing communications:
● Facilitates exchanges by targeting a group of customers.
● Positions the product away from competitors to offer ‘uniqueness’.
● Shares a common meaning with the target audience.
Brand=essential for marketing communications
brandsinvaluable assets
A brand creates expectations about what it will deliver in terms of quality,
convenience, reliability, status.
2)IMClong term,equal voice
the integration of all marketing activities associated with planning, developing,
implementing and evaluating brand communication programs.
Document Summary
Week 1 integrated market communications and brand equity enhancement. L. o the nature of marketing communications the foundations of integrated marketing communications the marketing communication process the concept of brand equity the rationale of co branding and world class brands. To understand marketing communications we should examine the two elements that make up the concept. 1. marketing mix of related activities that transfers the idea of value" to customers through the process of exchange. 2. communications conveys thoughts and shared meaning between individuals, or between organisations. Facilitates exchanges by targeting a group of customers. Positions the product away from competitors to offer uniqueness". Shares a common meaning with the target audience . A brand creates expectations about what it will deliver in terms of quality, convenience, reliability, status. 2)imc long term,equal voice the integration of all marketing activities associated with planning, developing, implementing and evaluating brand communication programs.
