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Consumer Branding and Brand Planning

Consumer Branding and Brand Planning. Meetings 10 and 11. Changes in Branding. Transactions to relationships - communication with consumer, not sale Monolog to dialog - listen to consumer, not talk to them

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Consumer Branding and Brand Planning

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  1. Consumer Brandingand Brand Planning Meetings 10 and 11

  2. Changes in Branding • Transactions to relationships - communication with consumer, not sale • Monolog to dialog - listen to consumer, not talk to them • Efficiency to effectiveness - measure behavior change from messages and incentives, not GRP or CPM

  3. Messages vs Incentives • Messages are what the consumer should know about the brand and its benefits • Incentives are what the consumer gets for trying the brand • Both can have short-term or long-term objectives

  4. Aggregates and Segments Consumer aggregates are: • Current customers • Competitive customers • Emerging users Consumer aggregates are segmented by: • Demographics, psychographics,geographics • Media use, product benefits

  5. Behavioral Objectives Current Users - retain, grow, migrate (messages to continue relationship) Competitive Users - trial, switch, special use (incentives to change behavior) Emerging Users - trial, total program (messages and incentives to build relationship)

  6. Consumer Decision Making

  7. Individualizing Consumer Profiles

  8. Brands are positioned by the marketer Brands are positioned against other brands Brand positions should remain unchanged Brands are positioned by the prospect with marketing prompts Brands are positioned against other alternatives Positioning prompts must be adapted to changes in the market Positioning Assumptions and Reality

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