Chapter 6 Branding and building relationships with the database

1. Chapter 6Branding and building relationships with the database

2. Learning objectives • To understand how we build relationships with brands. • To examine the concept of brand identity; looking at brand names, symbols and packaging. • To look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers. • To explore the concept of engagement and how people engage with brands—emotionally, behaviourally and digitally. • To investigate the database as a driver of the IMC process.

3. Brand audit Name Brand identity Measuring the brand Symbols Brand equity Packaging Brand relationships Building brand relationships Transactional & relational data Emotional bonding Branding & Database Database Brand engagement Behavioural bonding Developing the database Digital Database drives traditional & digital media IMC & branding Social networks Virtual worlds UGC Mobile

4. Footy fever Source: Courtesy of Brisbane Lions

5. What is a brand? Various definitions of a brand A brand is a perception resulting from experiences with, and information about, a company or a line of products. Duncan, 2005 A brand can be defined as a name, symbol, logo, trademark and so forth that identifies and differentiates a product or service. Keller, 1996

6. Brands vs products A brand differentiates a product from its competitors A brand is more than a product or service Brands have tangible & intangible qualities. Brand value derives from a combination of both marketer activities and consumer activities. Consumers may have both emotional and behavioural relationships with a brand.

7. Tangible and intangible dimensions of the brand

8. Memorable brands

9. Valuable brands

10. Facets of a brand Brand identity Brand name Brand Brand symbols Packaging

11. Brands and identity What do you think? Is the iPhone a mobile or a must-have?

12. Brand audit Name Brand identity Measuring the brand Symbols Brand equity Packaging Brand relationships Building brand relationships Transactional & relational data Emotional bonding Branding & Database Database Brand engagement Behavioural bonding Developing the database Digital Database drives traditional & digital media IMC & branding Social networks Virtual worlds UGC Mobile

13. Packaging

14. Measuring brands Brand audit Brand equity Measures Brand relationship

15. Brand audit

16. Brand equity

17. Brand equity (cont.)

18. Brand relationships

19. Top Australian brands

20. Brand audit Name Brand identity Measuring the brand Symbols Brand equity Packaging Brand relationships Building brand relationships Transactional & relational data Emotional bonding Branding & Database Database Brand engagement Behavioural bonding Developing the database Digital Database drives traditional & digital media IMC & branding Social networks Virtual worlds UGC Mobile

21. Consumers and brands Consumer bonds Emotional bonds Behavioual bonds Consumers feelings about brands, the nature of any emotional rapport and the emotional state associated with the product category. Refers to key behaviours leading to brand purchase or brand commitment.

22. Emotional bonds Emotions Personality Product benefits

23. Emotional bonding

24. Behavioural bonds

25. 1st generation 2nd generation Brand touchpoints: multiple platforms where consumers can engage with the brand and integrate it into their lives. 3rd generation 4th generation Engaging with consumers’ digital lives Interactive communications:single platform communications that engage consumers where traditional medias cannot reach. Social connectivity:converts consumers into brand ambassadors, providing tools to influence community opinions through social networks. Brand customisation:consumers take personal ownership of the brand, by customising content and expressing their individuality.

26. Social networking

27. Facebook

28. Top ten Facebook brands

29. Reasons for unsubscribing from Facebook pages

30. Australian companies’ attitudes to social networking 70% intend to participate in social media 40% intend to increase the marketing budget on social media and will divert funds from other marketing activities to do so

31. Other brand platforms Virtual worlds User generated content (UGC) Platform Mobile advertising

32. User-generated content

33. Brand audit Name Brand identity Measuring the brand Symbols Brand equity Packaging Brand relationships Building brand relationships Transactional & relational data Emotional bonding Branding & Database Database Brand engagement Behavioural bonding Developing the database Digital Database drives traditional & digital media IMC & branding Social networks Virtual worlds UGC Mobile

34. The database The database epitomises the drive for greater control, superior information, tighter targeting and more reliable measurment Data informs and enhances business decisions Businesses generate transactional data in the normal course of doing business The key is to add value to transactions and turn them into relationships

35. The database: types of data Types of data Transactional Relational Quantitative data Sales value, sales history Qualitative data Lifestyles, values, beliefs Captured via: Scanner data, credit cards, membership cards Captured via: Buyer-seller relationships, customer touch-points, online contacts, etc.

36. How database marketing works

37. B2B database

38. Government agencies e.g. ABS • Australia Post List brokers ADMA Sources of database information Information Sources

39. Database and IMC

40. Summary and conclusions • Companies use brands to relate with customers. • Brands transcend physical products. • Customers may have emotional or behavioural relationships with brands. • Much of our knowledge about how customers think about brands is stored electronically. • The database is a key driver of the IMC process.