Chapter 7 Market Communications and Branding.ppt

Chapter 7: Market Communications and Branding Questions answered in this chapter: What are the four categories of market communications? What is a good brand? What is a 10-step branding process? How does online branding compare between American Airlines and Continental Airlines? What are the point-counterpoint arguments for leveraging an offline brand into the online environment? Integrating Communications and Branding Branding is about consumer’s perception of the offering—how it performs, how it looks, how it makes one feel, and what messages it sends Market communications represent customers’ interaction with the brand and, more generally, mass-marketing approaches In the offline world, market communications tend to be one-way, from the firm to the customer In the online world, market communications become much more interactive (two-way) Integrating Communications and Branding (cont’d) Communications and brands are the media of which the Web is made Old marketing notions—“shelf space equals market share” in retail, or “mind share leads to market share” in entertainment On the Internet, mental space is market space If brands are real estate owned by companies in the minds of consumers, then communications and brands on the Web represent real estate competing to attract the scarcest resource in the new economy—consumer attention What are the Four Categories of Market Communications? Market communications refers to all the points of contact that the firm has with its customers: General online communications Personalized online communications Traditional mass media communications Direct communications The Customer Decision Process and Market Communications Decision stages of the buying process: Brand awareness and product consideration can be communicated through television ads, general interest magazines, web banners Product preference can be fostered through niche magazines and company websites Purchase decisions can be triggered by point-of-sale promotions, direct