Scribd Logo
Încărcați

Bine ați venit la Scribd!

  • Brand Communication

    Încărcat de

    Maneerat
    821 vizualizări31 pagini
    Communication Campaigns Strategic Brand Branding Process Target Consumer Identification Brand Design Brand Identity Creation Brand Building Implementation Leveraging the Brand Brand Equity Management Brand Building Model Emotional Connection Relevant Differentiation Values Brand Building Model Accessibility Awareness and Recognition Integration Unity Synergy IMC=Integrating all the Source of Brand Messages Wholeness 5 Highlights of IMC Affects Behavior Start with the Customer or Prospect Use Any and All Forms of Contacts Achieve Synergy Building Relationship 9 Guidelines for IMC Outside-

    Descriere originală:

    Drepturi de autor

    © Attribution Non-Commercial (BY-NC)

    Formate disponibile

    PPT, PDF, TXT sau citiți online pe Scribd

    Vi se pare util acest document?

    Este necorespunzător acest conținut?

    Raportați acest document
    Communication Campaigns Strategic Brand Branding Process Target Consumer Identification Brand Design Brand Identity Creation Brand Building Implementation Leveraging the Brand Brand Equity Management Brand Building Model Emotional Connection Relevant Differentiation Values Brand Building Model Accessibility Awareness and Recognition Integration Unity Synergy IMC=Integrating all the Source of Brand Messages Wholeness 5 Highlights of IMC Affects Behavior Start with the Customer or Prospect Use Any and All Forms of Contacts Achieve Synergy Building Relationship 9 Guidelines for IMC Outside-

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    821 vizualizări31 pagini

    Brand Communication

    Încărcat de

    Maneerat
    Communication Campaigns Strategic Brand Branding Process Target Consumer Identification Brand Design Brand Identity Creation Brand Building Implementation Leveraging the Brand Brand Equity Management Brand Building Model Emotional Connection Relevant Differentiation Values Brand Building Model Accessibility Awareness and Recognition Integration Unity Synergy IMC=Integrating all the Source of Brand Messages Wholeness 5 Highlights of IMC Affects Behavior Start with the Customer or Prospect Use Any and All Forms of Contacts Achieve Synergy Building Relationship 9 Guidelines for IMC Outside-

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPT, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 31

    Strategic Brand

    Communication Campaigns
    Branding Process

    Target Consumer Identification

    Brand Design

    Brand Identity Creation

    Brand Building Implementation

    Leveraging the Brand

    Brand Equity Management


    Brand Building Model
    Emotional
    Connection

    Relevant Values
    Differentiation
    Brand
    Building
    Model
    Awareness & Accessibility
    Recognition
    Integration

    Unity Wholeness

    Synergy

    IMC=Integrating all the Source of Brand Messages


    5 Highlights of IMC

    • Affects Behavior
    • Start with the Customer or Prospect
    • Use Any and All Forms of Contacts
    • Achieve Synergy
    • Building Relationship
    9 Guidelines for IMC
    • Outside-in, not Inside-out Planning
    • Horizontal, Not Vertical Unit
    • Effective Behavior Segmentation
    • Focus on Behavior not Attitude or
    Awareness
    • Brand Contact, not Media Efficiencies
    9 Guidelines for IMC

    • Changing Mental Networks, not Just


    Getting Advertising
    • Marketing Communication Continuum
    • Zero Based Messages Delivery
    • Accountability
    IMC Tools

    • The Awareness Building : Advertising


    • The Credibility Builder : Public
    Relations
    • Intensify the Brand Message
    Consideration : Sales Promotion
    IMC Tools

    • The Personal Connection Builder :


    Personal Selling, Direct Marketing and
    CRM
    • Experimental Contact Builder : Event ,
    Sponsorship and Trade Show
    Brand Communication Tools

    Advertising
    Advertising
    Advertising Media : Above-the-line
    • TV
    • Cinema
    • Radio
    • Newspaper
    • Magazine
    • Out of Home
    • Transportation Ads
    Advertising

    http://www.youtube.com/watch?v=2nfsHUE63y8
    Advertising
    Advertising Media : Below-the-line

    Catalogues, Brochures, Diaries,


    Guarantee Cards, Price List,
    Telephone Number Reminder,
    Stationary, Poster , and etc.
    Brand Communication Tools

    Public
    Relations
    Public Relations
    • Press Conference
    • Press Release
    • Photo Release
    • Exclusive Interview
    • Group Interview
    • Factory and Press Tour
    • Annual Report
    สินจัยหายเหนื่อย

    ก่อนเปิดม่าน “บัลลังก์เมฆ เดอะมิวสิคัล” ให้แฟนๆ


    ได้ชมกัน
    นก-สินจัย ซ้อมไปก็ลุ้นไปว่า บัลลังก์เมฆฯ
    จะกลับมาสร้างความประทับใจได้เหมือนเดิมหรือไม่?

    แต่หลังจากที่ได้รับเสียงปรบมือกึกก้องทุกรอบการแส
    ดงที่ผ่านมา ก็ทำาเอานก
    เป็นปลื้มหายห่วงหายเหนื่อยเป็นปลิดทิ้ง!!
    Brand Communication Tools

    Sales
    Promotions
    Sales Promotions

    • Trade Sales Promotion

    • Consumer Sales Promotion


    Brand Communication Tools

    Personal
    Selling
    Brand Communication Tools

    Events
    Brand Communication Tools

    Shop
    Decoration
    Brand Communication Tools

    Celebrity
    Brand Communication Tools

    Direct
    Marketing

    S-ar putea să vă placă și