Download - Brand communication process
Brand Communication ProcessBy Sumarni Bayu Anita, S.Sos, M.A
How communication works
Sender (encodes) Message Channel Receiver (decodes)
Target audience
NoiseCompetitive Messages
Feedback
Traditional Communication Model
How communication works
SourceCompany/brand, agency
MessageBrand messages(planned, unplanned, product, service)
ChannelNewspaper, mail, magazine, e-mail, TV, radio, package, salesperson, customer service, internet
Receiver Target audience
NoiseClutter, message conflict & inconsistency
FeedbackBuy/not buy, request information, visit store, sample product, repeat
An Interactive Marketing Communication Model
The 4 Source of Brand Messages
PlannedPlanned
UnplannedUnplanned
ProductProduct
ServiceService
BRANDBRAND
Product
Design
WB Acrylic stain180 days exposure
WB Acrylic stainwith 1.0 phr Chartwell B 5515.71180 days exposure
Performance
Product
Pricing
Distribution
Service• Service representative• Receptionist• Secretary• Delivery people• All other representatives of a company
Personal &
Real Time
Planned Message
Packaging
Planned MessageAdvertising
Planned MessageSales promotion
Planned MessagePersonal sales
Merchandising materials
Planned MessageEvents & Sponsorship
Planned MessagePress releases, annual report etc.
Unplanned Messages
• Brand/company-related – News stories– Gossip– Rumors– Actions of special interest groups– Comments by trade or competitor– Finding by government agencies or research
institutions– Word of mouth
Unplanned Messages
• Employee messages• News media• Disasters and crisis
Media Channels &
Brand Contact Points
3 Types of Brand Contact Points
• Company Created Contact Points– planned marketing communication efforts
BRAND
Mass Advertising
Merchandising & POP
Public Relations
Sales Promotion
Personal Connection
ST A
EK
HO
L D ER
Packaging
Experiential Contact
SPlacePrice
3 Types of Brand Contact Points
• Company Created Contact Points– planned marketing communication efforts
• Intrinsic Contact Points– those that already exist
Car Rental Intrinsic Contact Points
• Company representative answering reservation number
• Clerk at rental counter• Driver of van to car holding area• Attendant at car holding area• The rental car itself• Attendant at car return area
3 Types of Brand Contact Points
• Company Created Contact Points– planned marketing communication efforts
• Intrinsic Contact Points– those that already exist
• Customer Created Contact Points
Customer-Initiated Marketing Communication Model
SourceCustomer/other stakeholder
MessageQuestion, complaint, compliment
ChannelToll free phone, letter, e-mail, salesperson, customer service, internet
Receiver Company
NoiseBusy signal, company delays, incomplete info
Feedback5 Rs
(responsiveness, recourse, recognition, respect, reinforcement)
Noise from conflict & clutter
• Mixed messages & message conflict– Variety of messages from variety of different
sources points of confusion– Conflicting message can come from external
stakeholders & competitors• Message clutter and overload
– Other planned messages– A variety of environmental factors
Receiver Decoding & Perceptions
• The importance of perceptions– A brand is a perception, not a strategy
statement or a logo or the design on the side of a package
– Perception can be influenced through passive (& negative) communication experienced, but not controlled.
Receiver Decoding & Perceptions
• The role of communication in perception– Marketing communication can close the gap
between intended and perceived messages– Mark comm messages can set brand
expectations– Company can add value to its brands by
enabling customers to ask questions
Tracking customer perceptions is an important source of feedback in evaluating brand messages
Feedback & Interactivity
• Purposeful dialogue (5 Rs)– Recourse– Recognition– Responsiveness– Respect– Reinforcement