George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part 2

George Rossolatos MSc, MBA, PhD
//disruptiVesemiOtics// email: georgerossolatos123@gmail.com
http://uni-kassel.academia.edu/georgerossolatos
Ref.ppt Date
What is strategic marketing/brand planning?
 Marketing planning is a structured way of identifying a range of options for a
company, of making them explicit in writing, of formulating marketing
objectives which are consistent with the company’s overall objectives and of
scheduling and costing out the specific activities most likely to bring about
the achievement of the objectives.
 It is the systemization of this process which is distinctive and which lies at the
heart of the theory of strategic marketing planning.
McDonald
 Brand planning is the translation of a marketing plan into brand-specific plans

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Steps in a strategic marketing planning process
McDonald
Steps in a strategic marketing planning process
McDonald
Iterative process of
Planning / Implementation / Control
through regular brand audits
A brand audit assesses the health of a brand; it consists of a brand
inventory and a brand exploratory. The brand inventory is a detailed internal
description of how the brand has been marketed. The brand exploratory is
an external investigation of what the brand means to consumers.

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Components of each step in a strategic marketing
planning process and the place of promotion strategy
McDonald
Advertising (Promotions) strategy in the context of
a brand strategy (traditional approach)
 How the stated marketing objectives in a strategic brand plan may be
translated in terms of a communicative strategy
 Examples of marketing objectives:
 Increase sales, market share, penetration, frequency of purchase
 Decrease rate of churned consumers
 The communicative strategy includes objectives that must be met by the
employment of a communications mix
 Examples of advertising objective(s) by marketing objective(s)
 Marketing objective Advertising objective
 Increase market share Increase share-of-voice in category AtL advertising
 Increase frequency of purchase Increase promotional intensity on POP and airing of
customized promo TVCs (or tags)
 Increase levels of consumer Design a bespoke brand community site on Facebook
engagement
 The communicative strategy is split into copy and media strategy
 Copy strategy= Choices about the creative structure of ad messages
 Media strategy= Choices about vehicles and levels of investment

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Marketing communications mix
 According to Kotler & Keller the marketing communications mix consists of six major modes of communication:
 1. Advertising (TV, print, radio, outdoor): Any paid form of non-personal presentation and promotion of ideas, goods, or services
by a brand.
 2. Sales promotion: A variety of short-term incentives to encourage trial or purchase of a
product or service (e.g., discount coupons, free product volume).
 3. Events and experiences: Company-sponsored activities and programs designed to create brand-related interactions with
consumers (e.g., sponsored live or fashion shows).
 4. Public relations and publicity:A variety of programs designed to promote or protect a
company's image or its individual products (e.g., sponsored articles in popular magazines or blogs) .
 5. Direct marketing: Use of mail, telephone, e-mail, or Internet to communicate directly with or solicit response or dialogue from
specific customers and prospects (e.g., catalogue marketing, e-mail marketing).
 6. Personal selling: Face-to-face interaction with one or more prospective purchasers for
the purpose of making presentations, answering questions, and procuring orders.
(Kotler & Keller)
And I would add:
 7. Peer-to-peer brand-related communications: Communication exchanges taking place among consumers that are centered
around brand-related themes on social media (e.g., new brand launches, new promotions, experiences from service encounters,
etc.)
Marketing communications mix
 According to Kotler & Keller the marketing communications mix consists of six major modes of communication:
 1. Advertising (TV, print, radio, outdoor): Any paid form of non-personal presentation and promotion of ideas, goods, or services
by a brand.
 2. Sales promotion: A variety of short-term incentives to encourage trial or purchase of a
product or service (e.g., discount coupons, free product volume).
 3. Events and experiences: Company-sponsored activities and programs designed to create brand-related interactions with
consumers (e.g., sponsored live or fashion shows).
 4. Public relations and publicity:A variety of programs designed to promote or protect a
company's image or its individual products (e.g., sponsored articles in popular magazines or blogs) .
 5. Direct marketing: Use of mail, telephone, e-mail, or Internet to communicate directly with or solicit response or dialogue from
specific customers and prospects (e.g., catalogue marketing, e-mail marketing).
 6. Personal selling: Face-to-face interaction with one or more prospective purchasers for
the purpose of making presentations, answering questions, and procuring orders.
(Kotler & Keller)
And I would add:
 7. Peer-to-peer brand-related communications: Communication exchanges taking place among consumers that are centered
around brand-related themes on social media (e.g., new brand launches, new promotions, experiences from service encounters,
etc.)
The IMC mix:
Streamlining communicative media and
messages in a coherent plan with view to
enhancing synergies and accountability vis-
à-vis bottom-line results.

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The IMC Wheel (Pickton and Broderick)
Issues in planning and implementing a
brand/communications strategy
 Fragmentation of mediascape
 Increasing need for employing more than one vehicles in the deployment of a
media strategy
 Increasing popularity of social media and progressive erosion of traditional
advertising forms
 BUT in some sectors (e.g., FMCGs) advertising still constitutes the dominant medium in terms
of investment
 Consumers becoming more knowledgeable of copy strategies and creative
tactics
 Increasing need for cutting through the clutter with standout communications
 The above mandate even more compellingly focus on the effectiveness of a
message strategy over time in a dynamically shifting competitive setting
McDonald

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Marketing communications and brand equity
• Marketing communications contribute to brand equity by establishing the brand in memory
and by crafting a brand image (Kotler & Keller)
 Although advertising is often a central element of a marketing communications program, it
is neither the only, nor the most important one in terms of building brand equity.
The (information theory) communication model adopted in
standard brand equity theory
 “The model emphasizes the key factors in effective communication. Senders must know
what audiences they want to reach and what responses they want to get. They must
encode their messages so that the target audience can decode them. They must transmit
the message through media that reach the target audience and develop feedback
channels to monitor the responses. The more the sender's field of experience overlaps
with that of the receiver, the more effective the message is likely to be.” (Kotler & Keller)
 Kotler & Keller

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Assumptions made in effecting this communicative ‘overlap’
 The right consumer is exposed to the right message at the right place and at the right
time.
 The ad causes the consumer to pay attention to the ad but does not distract from the
intended message.
 The ad properly reflects the consumer's level of understanding about the product and
the brand.
 The ad correctly positions the brand in terms of desirable and deliverable points-of-
difference and points-of-parity.
 The ad motivates consumers to consider purchase of the brand.
 The ad creates strong brand associations with all of these stored communications
effects so that they can have an impact when consumers are considering making a
purchase.
(Kotler & Keller)
 Kotler & Keller
Logical claims (brand themes) vs. figuratively rendered
messages (ad taglines)
Brand Theme Ad Tagline
Our hamburgers are bigger. Where's the Beef? (Wendy's
restaurants)
Our tissue is softer. Please, Don't Squeeze the
Charmin (Charmin bathroom
tissue)
No hard sell, just a good car. Drivers Wanted (Volkswagen
automobiles)
We don't rent as many cars,
so we have to do more for
our customers.
We Try Harder (Avis auto rental)
We provide long-distance
phone service.
Reach Out and Touch Someone
(AT&T telecommunications)
Kotler & Keller

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Brand identity planning model (Aaker)
BRAND-CUSTOMER RELATIONSHIP
core

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Brand identity planning model: Nike
• Core identity
• Product: Sports and fitness
• User profile: Top athletes
• Performance: Performance shoes based on technological superiority
• Enhancing lives: Enhancing peoples’ lives by being associated with athletes
Extended identity
• Brand personality: Exciting, provocative, spirited, cool, innovative
• Logo: Swoosh symbol
• Slogan: Just do it
• Organizational associations: Connected to and supportive of athletes and their sports
• Endorsers: Top athletes
• Value proposition
• Functional benefits: High-technology shoe that will improve performance and
provide comfort
• Emotional benefits: The exhilaration of athletic performance: feeling engaged,
active and healthy
• Self-expressive symbolic benefits: Self-expression is generated by using a shoe
with a strong personality associated with a visible athlete
Aaker
The Brand Prism (Kapferer)
Physique Personality
Self-imageReflection
Relationship Culture
Picture of Recipient
Picture of Sender

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The Brand Prism (Lacoste)
Physique Personality
Customer’s
self-projection
Customer’s
reflection
Relationship Culture
Quality
Sportswear
Crocodile
Discreet
Without fancy
Belonging to a club
Neither hyperfeminine or
hypermasculine
Transgeneration
Social conformity
and distinction
Individualism
Classicism
Lacoste
Brand Key (Unilever) Persil

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Direct and indirect branding research methods
• Methods for eliciting directly brand personality and brand image (ad-hoc or
tracking)
• Quantitative: Use of categorical or interval data (e.g., agreement/disagreement on image
attributes through direct questioning OR scoring of attributes on Likert scales, e.g., 1-7)
• Qualitative: Direct questioning in focus-groups about the position of a brand in perceptual maps
• Methods for eliciting indirectly brand values in a wider axiological
framework and for gauging level of familiarity/TOM awareness
• Value: Qualitative: Laddering
• Familiarity/TOM: Word completion, adjectives (card) sorting
• Quantitative: Use of dendrograms for grouping co-occurring brand image attributes that are employed
in quant studies or that emerge from qualitative studies that employ a grounded theoretical approach

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Measuring brand image through direct questioning
Now I would like to know your opinion on a few alcoholic beverages. Here are some statements
written down. Please tell me for each statement to which of these brands it applies. For each
statement you can name one or more brands or none.
BrandA
Baileys
Ballantine‘s
Campari
BrandE
JimBeam
JohnnieWalker
Martini
BrandV
Is a sensous brand
Is of high quality
Is drunk by the "in" crowd
Has a good price performance ratio
Is for young people
Is preferred by men
Is enjoyed among a group of friends
You hear a lot about this brand
Is for people who know what they want
Is becoming even more popular
Like to offer it to my guests
Is especially well-suited as a gift
Is a brand with special tradition
and heritage
For people who enjoy their life
Is a brand for people like me
Is a brand for trendsetters
Is rather prefered by elder people
Measuring brand image through direct questioning
BALLANTI
NE’S
FAMOUS
GROUSE
JACK
DANIEL’S DEWAR’S
% % % %
Is a sensous brand
42 42 53 41
Is of high quality
57 41 65 61
Is drunk by the "in" crowd
49 55 63 49
Has a good price performance ratio 59 50 71 56
Is for young people 59 55 77 56
Is of high quality
53 63 67 81

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Qualitative perceptual mapping (Brand personality)
Laddering technique: Peeling the consumer values
/ choice onion
 Used for tapping into the deeper reasons why a person attributes equity to a brand
 Based on means-end theory
 Means-end theory suggests that there is a hierarchical organization of consumer perceptions
and product knowledge that range from attributes to consumption consequences to personal
values
 the ‘‘diet’’ attribute in a cola has the consequence of deterring weight gain
 Each consequence, in turn, supports one or more important values in that person’s life
 Laddering uses a series of progressive questions that allow an interviewer to understand how a
product’s attributes, the consequences of using it, and the personal values it satisfies are linked.
 Unearthing through progressive probing the latent values that underpin consumers’ life-projects as
non-directly observable and unconscious choice-drivers behind purchase and consumption decisions.
 Hierarchical value maps allow researchers to slowly ‘‘climb the ladder’’ to get to the real reasons why
consumers buy and use certain products.
(Wansink)

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Laddering technique: Hierarchical value map
Laddering technique: Hierarchical value map
Example of progressive probing:
“A:Haagen-Dazs tastes great and it’s low in fat.
Q:Why is food low in fat important to you?
A:I like to watch my weight and live a healthy lifestyle.
I like to eat Honey Bunches because it tastes good and it fills me up
in the morning, so I’m not hungry an hour later.
Q:Why is it important that you are not hungry an hour later?
A:First of all, I have more energy and tend to get more
accomplished at my job. And simply not having to stop work to eat
something keeps me working and I get more done at work.”

Ref.ppt Date
Dendrograms for grouping co-occurring brand image attributes that
emerge from qualitative studies that employ a grounded theoretical
approach

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George rossolatos seminar on branding, brand equity, brand semiotic models and research methods part 2