PROMOTION AND INTEGRATED

MARKETING COMMUNICATIONS
LESSON 2 – BRAND MANAGEMENT

Created by MSc. Mg. María José Rozas Peralta

Bibliography

Integrated Advertisng, Promotion, and Marketing

Communications
Kenneth E. Clow – Donald Baack

Chapter N. 2

Created by MSc. Mg. María José Rozas Peralta

What we learned last week?

• How does communication takes place?

• What is an integrated marketing communications
program?
• What trends are affecting marketing
communication?
• What components does the integrated marketing
communications program has?
• What does the GIMC mean?

Created by MSc. Mg. María José Rozas Peralta

A brand for a company is like a
reputation for a person. You
earn reputation by trying to do
hard things well.
– Jeff Bezos (Amazon CEO & Founder)

Created by MSc. Mg. María José Rozas Peralta

Created by MSc. Mg. María José Rozas Peralta
Created by MSc. Mg. María José Rozas Peralta
Created by MSc. Mg. María José Rozas Peralta
Created by MSc. Mg. María José Rozas Peralta
IMC Components

Regulations Evaluation
and Ethics
The pryramid
Database, Direct Sales
fundation is the Response and Promotion
PR and
Sponsorships
Personal Selling
base for the
strategy. Digital Social AlternaFve
Marketing Media Channels

Advertising Advertising Traditional

Management Design Media

Corporate
Buyer IMC Planning
Image Brand
Behaviors Process
Management

Created by MSc. Mg. María José Rozas Peralta

Lesson Objectives

After this lesson the students should be able to understand:

• How does a brands image affects consumers, other business,
and company itself?
• What elements are involved in identifying, creating,
rejuvenating, or changing a brands image?
• What are the different kind and types of brand?
• How can packaging and labels support an IMC program?
• How are brands managed in international markets?

Created by MSc. Mg. María José Rozas Peralta

It is important to know that…

Marketing activities affect consumer perceptions. A strong

brand creates a major advantage for any good or service.

IMC Foundation combines an analysis of the firms image and

brands with assessments of consumer and business buyer
behaviors.

Although the specific version of the image varies from

consumer to consumer, the combined views dermine the
overall brand image.

Created by MSc. Mg. María José Rozas Peralta

Components of Brand Image

Brand image combines tangible and intangible elements and creates a new set
of features.

Tangible: Intangible:
• Goods sold • Corporate personnel ideas,
• Retail outlets beliefs and conduct
• Advertising • Environment policies
• Marketing communications • Corporate culture
• Name and logo • Country location
• Package and labels • Media reports
• Services (post purchase,
• Employees warranties)
Created by MSc. Mg. María José Rozas Peralta
 Walmart Case of Study

Walmart face criticism regarding

employee dissatisfaction (work
conditions and payments).

The company developed a multimillion dollar

campaign to show the consumers another
side of the company.
The Big Idea of the campaign was used for the next
The Friendly Face of Online Grocery
years.
- Joey's Story
https://youtu.be/XB1REfMapIE

Created by MSc. Mg. María José Rozas Peralta

The Role of Brand Image

Consumer Company
Perspective Perspective

Created by MSc. Mg. María José Rozas Peralta

The Role of Brand Image
Consumer Perspective

1. Provides confidence regarding purchase

decision.

2. Gives assurance about the purchase

(specially for buyers with no experience)

3. Reduces search time

Assure what to
expect about the
4. Provides psychological reinforcement
product or service
and social aceptance

Created by MSc. Mg. María José Rozas Peralta

The Role of Brand Image
Company Perspective

1. Extension of posiUve consumer feelings

for new products
2. Ability to charge a higher price or fee
3. Consumer loyalty leading to more
frequent purchases
4. PosiUve word-of-mouth
5. Higher level of channel power
The introduction of 6. Ability to atract quality employees
a product becomes
7. More favorable raUngs by financial
easier
analyUcs

Created by MSc. Mg. María José Rozas Peralta

Brand Image

iPhone 11
https://youtu.be/H4p6njjPV_o

Created by MSc. Mg. María José Rozas Peralta

Elements involved in identifying Brand Image

To promote a desired image companies need to evaluate:

• Current image – Streghts and
weeknesses

• External environment analysis (PESTEL)

• PoliUcal factors
• Economical factors
• Social factors
• Techological factors
• Environmental factors
• Legal factors

Created by MSc. Mg. María José Rozas Peralta

Bolivar - Current Image

It is an established brand in the market and has a clear position in the minds of consumers who
have developed very strong brand loyalty.

Strengths Weaknesses
• Remove all stains • High price
• Leave the clothes white • It is not so easy to rinse
• Special for delicate clothes • It has no promotions
• Makes for various types of
garments
• Good fragrance
• Take care of the hands
• It has a variety of products
• It is found everywhere

Created by MSc. Mg. María José Rozas Peralta

 Bolivar - Current Image

EmoOonal benefit: Personality: Social identity: Functional benefit:

Im am happy to know that Close For those looking for a Wash well
the brand cares about me Reliable pleasent washing Take care for your hands
and my family experience

It is a brand that I consider unique and that I fully trust, made for those
looking for a pleasant washing experience.

Created by MSc. Mg. María José Rozas Peralta

Kinder - Current Image
Colors

Price History
ICON

The current image can be

Fa
mil ctiv

itio hable
e
analyze considering four main

Ap Reliabl
ICON

yo e
He

Tr proac

l
na
y

rien
alth rar
factors: ba po

ted
Name

ad
Adverts lan
ce ntem
Co

• Social identity
• Personality ICON

• Emotional benefits
Taste
• Funcional characteristics n
y
erg ss
Lo
ve
E
tne

ty

Fu rity
Se
h

bili

n
Lig

cu
tica
Small

c
Flagship ICON

Pra
portions
products

ICON ICON

Created by MSc. Mg. María José Rozas Peralta

Creating the Right Brand Image

The brand needs to send a clear

message about the unique
nature of an organizaUon and its
product.

Created by MSc. Mg. María José Rozas Peralta

Rejuvenating a Brand´s Image

Key aspects
Benefits
1. Helps former customers to
• Helps a firm to sell new products
redescover the brand
and attrack new customers.
2. Offer timeless consumer value
3. Stay true to original, but
• Reinforce previous aspects of
contemporize
the image and loyalty
4. Build a community

Created by MSc. Mg. María José Rozas Peralta

Old Spice – Case of Study

Background

• P&G decided to target men who aren’t caught up in

their morning rouOne but who always like to look their
best.

• P&G found that most of these men were using the

soap products that their significant others bought for
themselves.

• However, there is an issue that men do not want to

smell non-masculine because of this feminine smell
soap.

• Old Spice had an Old Man’s image, so majority of men

used this product due to their fathers did.
Created by MSc. Mg. María José Rozas Peralta
Old Spice – Case of Study

Objective:
Since Old Spice want to break into younger customers.

Plan:
Make a humorous and unique advertisement marketing
campaign.

Strategies:
• Innovative interactions
• Produce 16 YouTube videos where the Old Spice
Guy responded to consumers/followers and
influencers.
• Also respond to celebrities live (Ellen Degeneres).

https://www.youtube.com/watch?v=3k8-l3lRxnE
Created by MSc. Mg. María José Rozas Peralta
Old Spice – Case of Study

Results:
• More than 94 million views on YouTube channel more
than 120,000 subscribers.
• P&G planned a 3-5% growth for Old Spice body wash
but hit 38% growth.
• Their brand channel is #1 on YouTube.
• 3000% growth of their audience on Twitter
• 300% growth in traffic on oldspice.com.
• After the campaign was launched, the sales of
products were up 11% in 12 months.

Created by MSc. Mg. María José Rozas Peralta

Developing brands

So until this point, companies have to:

• Offer value
• Create awareness
• Offer authenticity uniqueness
• Built trust
• Deliver experience (e.g. Harley Davidson)
• Invest in the brand
Contigo Capitan – BCP
• Act responsibly Efiie Award Winner 2019
• Interact with clients (e.g. Social media,
https://youtu.be/BQf_nV7Kfgo
mobile, create communities) and create
engachment

Created by MSc. Mg. María José Rozas Peralta

Brand Equity

Represents a set of characteristics that are unique to a brand. Solves the brand parity.

Brands need to measure brand equity:

• Financial value: Estimates the future cash flows of a brand based on its uniqueness.

• Stock market value: Considers the stock evaluation.

• Revenue premium: Compares a branded product with a non-branded one.

• Consumer value: Based on familiarity, quality, purchase consideration, customer

satisfaction, and williness to seek out the brand.

Created by MSc. Mg. María José Rozas Peralta

Brand Equity – Consumer Value Metrics

Familiarity - I am more familiar with this brand and I fully understand what it offers.

Uniqueness -This brand has something special, unique and different from the others.

Relevance - This brand goes with my personality and meets my needs more than the others options in
the market.

Popularity - This is a brand many people uses.

Quality - This brand always has high quality.

Compromise - It is the only brand for me.

Price- This brand gives me more benefits the amount of money I spend than other options in the
market.

Created by MSc. Mg. María José Rozas Peralta

 Brand Names - Categories

Consumers more readily recall the name

Over names - Reveal what a company Conceptual names– Capture the
does. essence of what a company offers.

Iconoclastic names– Represent

Implied names – Contain something unique, different, and
recognizable words or word parts memorable.
that convey what the company does.

Created by MSc. Mg. María José Rozas Peralta

Brand Logos

Logo – a simbol to iden>fy a

brand

Four tests of quality logos

• Recognizable
• Familiar
• Elicits a consensual meaning among
the target
• Evokes posiUve feelings
• Media transferrable

Created by MSc. Mg. María José Rozas Peralta

Types of Brands

Family brands – a group of related products sold under one

name.

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Types of Brands

Brand extension– the use of an established brand name on

products or services not related to the core business

Created by MSc. Mg. María José Rozas Peralta

Types of Brands

Flanker brand– the develop of a new brand sold in the same

category as another product

Created by MSc. Mg. María José Rozas Peralta

 Types of Brands

Co-branding– the offering of two or more brands in a single

marketing offer

Ingredient branding– the Cooperative branding– the joint Complementary branding– the
placement of one brand in a venture of two or more brand marketing of two brands
single marketing offer. into a new product or service together for co-consumption

Created by MSc. Mg. María José Rozas Peralta

Types of Brands

Private brands– Proprietary brands market by an

organization and sold within the organization outlets.

Created by MSc. Mg. María José Rozas Peralta

Types of Brands

Private brands– Proprietary brands market by an organization and sold within the
organization outlets.

Pros

• Tend to fare better in recesion and

slow economies.
• Loyalty toward retail stores has been
growing (vs. Individual brands which
are declining)
• Diferenciate retail outlets.
• Improved quality

Created by MSc. Mg. María José Rozas Peralta

Packaging

Represents the final opportunity to make an impression on a consumer.

Purposes:

• Protect the product

• Easy shipping and handling
• Easy placement on shelves
• Prevent to reduce theft
• Meet consumer needs for speed,
convenience, and portability
• Communicate marketing message.

Created by MSc. Mg. María José Rozas Peralta

Labels

Represents the final opportunity to make an impression on a consumer.

Purposes:

• Inform about the content / nutritional

information and warranties.

• Build consumer interest and

confidence in making the purchase.

• Reforce brand image.

Created by MSc. Mg. María José Rozas Peralta

 BUT…UNTIL THIS POINT,
WE HAVE NOT DEFINE WHAT
A BRAND IS…

Created by MSc. Mg. María José Rozas Peralta

 Join at
slidocom
#70031

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Brand Identity Manual

BUT…UNTIL THIS POINT,

WE HAVE NOT DEFINE WHAT
A BRAND IS…

Created by MSc. Mg. María José Rozas Peralta

Companies and people have to give hints
to the market in order to create a brand.
Created by MSc. Mg. María José Rozas Peralta
5 steps to create a strong brand

1. Discovery
phase

5.
2. Research
Implementation
phase
phase

4. Style guide
3. Design phase
phase

Created by MSc. Mg. María José Rozas Peralta

5 steps to create a strong brand

1.The brand discovery phase

Truly understand and put on paper
what the brand represents and your
vision, your culture. What you are Emotional benefit Personality
and what you are not.

Extra TIP: Define a strong personality.

In your mind convert your brand to a
person. How would he/she be? Social identity Functional benefit

Created by MSc. Mg. María José Rozas Peralta

 5 steps to create a strong brand

2. The brand research phase

• Spend Ume researching your compeUtor’s
websites and social media plaeorms. This will
ensure your brand idenUty will be truly unique
and NOT similar to your compeUtors.

• Study your target audience to see where they

hang out on social plaeorms, what they like
and dislike, who they follow, what else they are
into, what type of music & films they like, etc.
(Can be a co-creaUon)

Created by MSc. Mg. María José Rozas Peralta

5 steps to create a strong brand

2. The brand research phase

Goal: Create a brand identity that

resonates with your target audience.

Extra tip: A mood board is essentially a

collage of images, textures, patterns,
colors compositions, design styles,
elements and fonts.

Created by MSc. Mg. María José Rozas Peralta

 5 steps to create a strong brand

3. The brand design phase

You have already determine:

- Target
- Clarified the brand personality and voice
- Define elements and mood (research included)

The design has to take into consideration:

- Every element is designed to complement
and visually enhance your brand.
- All comunications and touchpoints need to
work harmoniously together to tell your
story.

Created by MSc. Mg. María José Rozas Peralta

5 steps to create a strong brand

3. The brand design phase

Visual identity includes different elements:

Logo, colors, typography, patterns &
textures, imagery & photography,
ilustration & iconography, and layout &
composition

The design has to work across the different

purposes and platforms.

Created by MSc. Mg. María José Rozas Peralta

5 steps to create a strong brand

4. The brand style guide phase

A practical document that contains in depth

rules about your visual and verbal elements
for online and offline usage.

Without a style guide you risk inconsistency

across different marketing & advertising
platforms.

The goal is to continue captivating and strengthening its

position in the minds of consumers.

Created by MSc. Mg. María José Rozas Peralta

 5 steps to create a strong brand

5. The brand implementation phase

To give the consumers the best

brand experience that’s consistent
across all your marketing touch-
points.

Extra #tip: The business culture has

to be aligned to the image.

Created by MSc. Mg. María José Rozas Peralta

#Extra tip

Storytelling – brands include

storytelling and
personification can be use
to understand how people
feel, think and relate to the
brand.

Created by MSc. Mg. María José Rozas Peralta

#Extra tip

Adaptation– The concept

has to be adapt to the
current situation

Global fast food giant KFC says it is

halting its "Finger Lickin' Good"
slogan given the current hygiene
advice because of the coronavirus
pandemic.
Watch: h(ps://www.bbc.com/news/business-53901236

Created by MSc. Mg. María José Rozas Peralta

3 Main Lessons

An effective integrated marketing program emphasizes a strong

and positive brand image. Brands need to understand how various
publics view the firm before seeking to build or enhace an image.

Brands are more tan given names to goods or services of

complementary products. There are different types of brands, and
each of them have to construct equity.

Brands have to adapt and evolve without loosing its essence.

Created by MSc. Mg. María José Rozas Peralta

Homework

Many brands have adapt their visuals, and communication

during this period because of the Covid-19.

1. Choose one brand who has adapted and analyze its

performance considering the aspects talked in class.

2. Discuss the image conveyed by brand online

communication (webs, news, social media, fanpages)
and discuss about its positioning strategy.

3. Propose some changes or improvements that this

brand can make to enhance the online communication.

Note: Include images to justify your answer.

Created by MSc. Mg. María José Rozas Peralta

What is next?

• How does a brands image affects consumers,

other business, and company itself?
• What elements are involved in idenUfying,
creaUng, rejuvenaUng, or changing a brands
image?
• What are the different kind and types of brand?
• How can packaging and labels support an IMC
program?

Created by MSc. Mg. María José Rozas Peralta

 PROMOTION AND INTEGRATED
MARKETING COMMUNICATIONS
LESSON 2 – BRAND MANAGEMENT

Created by MSc. Mg. María José Rozas Peralta