Lane_03

Brand Planning and the Advertising Spiral13-2Learning ObjectivesDiscuss the birth and basics of branding.Explain brands and integrated marketing.Discuss brand equity.Explain IMC strategic planning.Explain the importance of the product life cycle.Discuss the relationship of the advertising spiral.23-3BrandA brand is a name, term, sign, design, or a unifying combination, intended to identify and distinguish the product or service from competing products or services.33-4Brand EquityBrand equity is the value of how such people as consumers, distributors, and salespeople think and feel about a brand relative to its competition over a period of time.Many powerful brands today were among the earliest brandsBudweiser, Ivory, Coca-Cola, Campbell Soup, Hersheys Chocolate, Maxwell House Coffee, and Levis43-5Young & Rubicams Brand Asset ValuatorClaim: Brands are built over the progression of four primary consumer perceptionsDifferentiationRelevanceEsteemKnowledge3-6Y&Rs Brand Value StructureBrand ValueBrand VitalityDifferentiationRelevanceBrand StatureEsteemKnowledge63-7Developing IMC Strategic PlansBrand equity audit analysisStrategic optionsBrand equity researchCreative brief73-8Areas Examined in a Brand Equity Audit AnalysisMarket contextBrand equity weaknesses and strengthsBrand equity descriptionsCompetitive strategies and tactics

83-9Exhibit 3.3 Basic Elements of a Brand

93-10Brand Equity Description: Golf GTIEmotional ElementsLittle sports carSets me freeMakes me look goodSimpleThere when I want itIm in controlRational ElementsInexpensiveHigh gas mileageRetains valueDurableDependableHandles well3-11Strategic Options/ RecommendationsCommunication objectivesAudienceSource of businessBrand positioning and benefitsMarketing mixRationale113-12Creative BriefA creative brief (strategy or work plan) is a short statement that clearly defines the audience, how consumers think or feel and behave, what the communication should achieve, and the promise that will create a bond between the consumer and the brand.123-13Key Components of a Creative StrategyKey observationsCommunication objectiveConsumer insightPromiseSupportAudienceMandatories133-14Exhibit 3.4 AFG Planning Cycle

143-15Exhibit 3.5 Example of AFGs Need-Mapping Process

153-16Typical Steps in the Planning ProcessEvaluate current brand statusDevelop brand insightsIdentify brand visionExpress a big ideaEvaluate whether objectives are met3-17What Great Brands Do A great brand is in it for the long haulcan be anythingknows itselfinvents or reinvents an entire categorytaps into emotionsis a story that is never completely toldis relevant173-18Exhibit 3.6 Primary Stages of the Life-Cycle Model

183-19Purpose of the Pioneering StageTo educate consumers about new productsTo show people they have a need and that advertised product can fulfill itTo show that a product now exists that is capable of meeting a need that had been recognized but previously unfulfilled193-20Egg Beaters: Egg Alternative

203-21Purell Built a Need for Hand Sanitizer

213-22Competitive StageThe competitive stage is the advertising stage a product reaches when its general usefulness is recognized but its superiority over similar brands has to be established in order to gain preference.223-23Competitive HeadlinesAll the sound without the wires Bose Wave Music SystemThere is a better way to soothe your skin NiveaHe spent decades researching the right wood for his wine barrels. You can taste the results in just a sip - Woodbridge WineThe most fuel-efficient midsized sedan Ford Fusion+Hybrid3-24Retentive StageThe retentive stage is the third advertising stage of a product, reached when its general usefulness is widely known, its individual qualities are thoroughly appreciated, and it is satisfied to retain its patronage merely on the strength of its past reputation. 243-25Brands in the Retentive StageMcDonaldsNikeJell-OPepsi-ColaMountain Dew

BudweiserDisneyESPNGoogleGillette

3-26Exhibit 3.11 The Advertising Spiral

263-27Exhibit 3.14 Expanded Advertising Spiral

273-28Exhibit 3.15 Egg Beaters Expansion

The newest pioneering stage focuses on getting more people to use the product.28