STCM 10300 Lecture 7: Branding
14 Nov 2016
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Document Summary
Branding the process of creating a brand image that engages the hearts and minds of customers. Brand a perception resulting from experience with and information about a company or line of products. History of brands: late 1800s/early 1900s, mass production mass consumption mass media advertising. What does a brand do: differentiates form competitors, supports premium pricing, makes a promise to consumers. Will always have the same experience: reduces search time, serves as the driving, unifying force, directing all function areas, including imc. Integration = synergy: when brands messages are integrated , they reinforce each other , and create a synergy effect. Imc coordination and integration of all brand communication into a seamless program that maximizes the impact on consumers and other stakeholders. Functional areas of imc: advertising, public relations (publicity, sales promotions, personal selling, direct marketing, packaging, events and sponsorships, customer service. How are brands created: determine brand position. Exists in the minds of consumers: own a word .
