lecture 2 understanding mpr

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Marketing Public Relations and Audience Lecture 2

Understanding MPR

Developed and Presented by

Roy Ying, Msc., BSG, B.Comm., MHKIoD

Note: Pictures used in this power point file is for academic Purpose only

Post Graduate Diploma in PR & Exhibitions Management

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Table of Content

• Brand management

• Case: Apple’s Brand Experience

• Brand Value: WPP Top 100 Brands

• The Harris Grid

• Push, Pull, Pass Strategy

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What is a Brand?

• A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

— American Marketing Association

Let’s hear what

the experts say about

“brand”……

Let’s hear what


“brand”……

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What is a Brand?

• A “brand” is not a thing, a product, a company or an organization. A brand does not exist in the physical world — it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization.Brands exist in the consciousness — of individuals and of the public.

—James R. Gregory, “Leveraging the Corporate Brand”

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What is a Brand?

• A brand is not an icon, a slogan, or a mission statement. It is a promise — a promise your company can keep....This is the promise you make and keep in every marketing activity, every action, every corporate decision, every customer interaction.

—Kristin Zhivago, “Business Marketing”

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What is a Brand?

• A brand is more than just advertising and marketing. It is nothing less than everything anyone thinks when they see your logo or hear your name.

—David F. D’Alessandro,

CEO of John Hancock and author of

“Brand Warfare: 10 Rules for Building the Killer Brand”

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My definition

• A brand is a set of perceived values and promises a company has on its products or services which was communicated through customer experience

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Brand Personality

• Brand Personality is a set of human characteristics associated with a brand

• Personality is how the brand behaves

• Gender, age, socio-economic class, psychographic, emotional characteristics

• Refers to the outcome of all the consumer’s experiences with the brand

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Brand Experience - Discussion

• What comes to your mind when you see these brands?

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• What comes to your mind when you see these brands (people are living brands because they have personalities)?

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Apple’s Brand Experience

• What’s changed?

• From a computer company to a mobile device company.

14Source: www.buyukdemirci.com

Apple’s Brand Experience

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Apple’s Brand Personality

• Apple has a branding strategy that focuses on the emotions. It is about: lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology. The Apple brand personality is also about simplicity and the removal of complexity from people's lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its customers through brand experience.

Source: www.marketingmings.com.au

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What is Branding

• Branding is the consistent and disciplined way we communicate a brand’s essence to the public — employees, shareholders, vendors, customers.

Let’s hear what


“branding”……

Let’s hear what


“branding”……

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What is Branding

• Branding is a long-term process that is frequently confused with corporate identity and with name recognition. Successful organizations spend years developing and maintaining their brands.

— Nancy J. Hicks, Hill & Knowlton, Washington D.C.

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What is Branding

• Branding tactics are the consistent use of color, graphics and spokespeople used to communicate a brand’s distinction.

— Jim Hughes

branding expert and president of The Idea House

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Brand Management Key Concepts

• Identifying/defining your target customers• Understanding customer psychology• Brand positioning selection• Translating that position to a strong and consistent brand

identity, including 1) Brand architecture, 2) Strong name and icon and 3) Tagline that reinforces brand promise

• Developing brand messaging with identifiable spokesperson

• Educating employees about the brand promise• Developing an integrated launch and ongoing marketing

plan • Engage your customers in improving brand experience• Measuring brand equity

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Brand Equity

• Your “end game” is to generate the maximum size of loyal customers

Long term relationship

Trust

Credibility

MPR Objectives

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How Brand Translates into $$$?

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The Top Rising Brands

• What have they done?

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Harris Grid

• Tom Harris created the Harris Grid for preparing MPR campaigns. It measures a product's level of interest in consumers versus the level of interest in mass media.

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Harris Grid

• “A” products should conduct high visibilitycampaigns, such as the announcement of new product intros and product improvements.

• “A” products, such as automobiles and movies, actually have “beat” reporters ready to help generate the publicity with media channels like auto sections in newspapers and car magazines, and movie reviewers in the newspaper and on TV.

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Harris Grid

• “B” products (not as interesting to consumers) should realize that “new news” is necessary -such as announcing the health benefits of oat bran cereal.

• “C” and “D” products need to consider linking to higher interest topics, such as celebrities, causes, and special events. An example is Budweiser sponsorship of sporting events and involvement with concerts and festivals.

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How to pick MPR deliverables?

• Product demonstrations

• Media tours

• Surveys and speeches

• Celebrity product endorsements

• Online communication

• Social media engagement

• Press conferences about new products or services

• Sponsorships

• Social responsibility

• Advertorials

• Exhibitions

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Class Discussion Question

• Combining key elements of brand management and the Harris Grid, please identify one MPR activity you would recommend for the following products / services?

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Push, Pull, Pass Strategy

• Push strategy: involves directing effort at intermediaries so that they are motivated to direct their promotional effort at customers, thereby pushing the product down the distribution channel.

• Example: Smartone pushing iPhone 4S

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• Pull strategy: involves aiming promotional activities at end users so that they demand the product from intermediaries, thereby pulling the product down the distribution channel.

• Example: Milk powder

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Push and Pull Diagram

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• Pass strategy: applies when there is a need to enter markets blocked or protected by parties (i.e., government or pressure groups) other than end users.

• Example: HK Film Industry under CEPA -Only 20 foreign filmsper year in PRC.

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• Not just China, western countries too…

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• Identify one company (product or service) which has deployed PUSH, PULL and PASS strategy?

• Please provide justifications

• Tip: You may need to list 3 companies. They may or may not be successful cases

lecture 2 understanding mpr

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