Marketing Communications - Chapter 3

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Nội dung Text: Marketing Communications - Chapter 3

Facilitating the Success CHAPTER 3 of New Brands © 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie Cook All rights reserved. The University of West Alabama Eighth Edition
Chapter Objectives After reading this chapter you should be able to: 1. Appreciate marcom’s role in facilitating the introduction of new brands. 2. Explain the innovation-related characteristics that influence adoption of new brands. 3. Understand the role performed by brand names in enhancing the success of new brands. 4. Explain the activities involved in the brand-naming process. 5. Appreciate the role of logos. 6. Describe the various elements underlying the creation of effective packages. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–2
Marcom and Brand Adoption • Product Adoption  Is the introduction and acceptance of new ideas, Is including new brands including  Is essential to long-term market success • Marketing Communications  Facilitate successful new product introductions  Reduce the product failure rate (potentially 35-45%) © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–3
Adoption Process and Marcom Tools Repeater Trier Awareness Class Class Class • Personal selling • Coupons • Free samples • Advertising and coupons • Widespread • Price • Trade shows and distribution • Distribution personal selling • Introductory, • Product • Advertising low pricing satisfaction • Price • Distribution © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–4
Model of the Brand Adoption Process Figure 3.1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–5
Advertisement Illustrating the Brand Adoption Process Figure 3.2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–6
Brand Characteristics That Facilitate Adoption Relative Advantage Complexity Compatibility Observability Trialability © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–7
Relative Advantage Consumer Perception of a New Brand versus Alternatives Time and Effort Better Immediacy Savings Performance of Reward © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–8
Figure 3.3 Advertisement Illustrating Relative Advantage © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–9
Compatibility Compatibility Factors Affecting the Rate of New Brand Adoption Personal Values Consumer Past Consumption and Beliefs Needs Practices © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–10
Other Brand Characteristics That Facilitate Other Adoption Adoption • Complexity  An innovation’s degree of perceived difficulty • Trialability  The extent to which an innovation can be used on a The limited basis prior to making a full-blown commitment limited • Observability  The degree to which the positive effects of new- product usage can be observed by users and others © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–11
Figure 3.4 Advertisement Illustrating Observability © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–12
Hypothetical Illustration of Quantifying the Adoption- Figure 3.5 Influencing Characteristic © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–13
Brand Naming • Brand Name  Is a company’s unique designation or trademark, Is which distinguishes its offering from other product category entries. category • Exceptions to Naming Rules  Some brands become successful in spite of their Some names names  First brand in a new product category can be First successful regardless of its name if it offers distinct advantages.  Empty vessels—names can be intentionally ames © 2010 South-Western,inception meaningless at a part of meaningless Cengage Learning. All rights reserved. 3–14
Brand Naming Effects of a Brand Name Overall Speed of Brand Equity Brand Image Brand Awareness Formation © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–15
Brand Name Fundamentals Distinguishable from competitors Facilitates Compatible with consumer desired image learning Suitable for Memorable and global use pronounceable © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–16
Facilitating Consumer Learning of Brand Associations Associations and Memory Cues Made-up Brand Brand Name Sound Names Suggestiveness Symbolism © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–17
There are many image-compatible brands in health food Figure 3.6 sections of grocery stores. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–18
The Brand-Naming Process Figure 3.7 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–19
The Role of Logos • Logo  Is a graphic design element related to a brand name  Not all brand names are associated with a distinct Not logo logo • Good Logo Designs  Are natural—neither too simple nor too complex  Are readily recognized  Convey same meaning to all target market members  Evoke positive feelings  Are suited for periodic updating © 2010 South-Western, a part of Cengage Learning. All rights reserved. 3–20