MGT 3230 Chapter Notes - Chapter 15: Pinterest, Brand Awareness, Barcode
Retailing Management – Chapter 15
Appealing to the customer: Retail communication Mix
OBJECTIVES OF COMMUNICATION PROGRAM
Long-Term
• Build Brand Image
• Create Loyalty
Short-Term
• Increase Traffic
• Increase Sales
BRANDS
A distinguishing name or symbol, such as a logo, design, symbol, or trademark that identifies
the products or services offered by a seller and differentiates those products and services from
those offered by competitors.
Brand Energy
• The concept that links the idea that a brand creates value through meaningful
experiences rather than focus on generating profits.
Attitude Branding
• The choice of a symbol that represents a feeling that is not necessarily connected with
the product or retailer.
VALUE OF BRAND IMAGE
Value to Retailers:
• Attract Customers
• Build Loyalty
• Higher Prices Leading toHigher Gross Margin
• Reduced Promotional Expenses
• Facilitates Entry into New Markets e.g. Gap GapKids
Value to Customers:
• Promises Consistent Quality
• Simplifies Buying Process
• Reduces Time and Effort Searching for Information About Merchandise/Retailer
BUILDING BRAND EQUITY
Brand awareness
o Brand awareness
o Aided recall
o Top-of-mind awareness
Associations
o Brand associations
Consistent Reinforcement
o Integrated marketing communication program
find more resources at oneclass.com
find more resources at oneclass.com
SIX TYPES OF COMMUNICATION
• Online
• Direct (mobile)
• Personal Selling
• Sales Promotion
• Advertising
• Public Relations
METHODS OF COMMUNICATING WITH CUSTOMERS
METHODS
• Direct Marketing
o Direct Mail
o E-mail
o Mobile Marketing/m-commerce/mobile commerce
QR CODES
• A specialized version of a 2 dimensional bar code that are intended to be scanned by the
camera on a mobile phone.
• Fast and easy way to transfer data
• Used to offer product information, discounts, sweepstakes, incentives, price
comparisons and direct online shopping
ONLINE
• Websites
• Blogs (aka Weblog)
• Social Media
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
A distinguishing name or symbol, such as a logo, design, symbol, or trademark that identifies the products or services offered by a seller and differentiates those products and services from those offered by competitors. Brand energy: the concept that links the idea that a brand creates value through meaningful experiences rather than focus on generating profits. Attitude branding: the choice of a symbol that represents a feeling that is not necessarily connected with the product or retailer. Value to retailers: attract customers, build loyalty, higher prices leading tohigher gross margin, reduced promotional expenses, facilitates entry into new markets e. g. gap gapkids. Value to customers: promises consistent quality, simplifies buying process, reduces time and effort searching for information about merchandise/retailer. Brand awareness: brand awareness, aided recall, top-of-mind awareness. Six types of communication: online, direct (mobile, personal selling, sales promotion, advertising, public relations. Methods: direct marketing, direct mail, e-mail, mobile marketing/m-commerce/mobile commerce.
