Presentation by Patti Girardi

1. BUILDING BRANDS THROUGH IMC
Integrate 2011 Workshop

2. Patti Girardi
IMC 613
Brand Equity Management
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3. IMC 613 -- Brand Equity Management
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4. What is a brand?
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• A brand is a customer’s gut feeling about a
product, service or company.
• It is not what you say it is. It is what THEY say
it is.
• A charismatic brand is a brand for which
people believe there is no substitute.

5. Which of these brands are
charismatic?
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Which of these brands are
charismatic?

7. A couple more definitions
• Branding is the discipline of empowering a
company’s product or service with the
essence of the brand
• Brand equity is the added value endowed on a
product or service, which may be reflected in
the way consumers think, feel and act with
respect to the brand
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8. Advantages
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8BIGGER PROFITS
GREATER LOYALTY
IMPROVED
PERCEPTION
S OF
PRODUCT
PERFORMAN
CE
INCREASED MARKETING
COMMUNICATIONS
EFFECTIVENESS
GREATER TRADE
COOPERATION
LESS
VULNERABILITY TO
CRISES
LESS COMPETITIVE
VULNERABILITY

9. “The Apple Effect”
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The 10 Most Valuable Brands*
Brand 2010 Brand Value (Billions)
Coca-Cola $70
IBM $65
Microsoft $61
Google $44
GE $43
McDonald’s $34
Intel $32
Nokia $30
Disney $29
Hewlett-Packard $27
__________
*Source: Interbrand

12. The Brand Promise
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 Building brand equity starts with the identification
of a brand promise or mantra
 A brand promise is a short 3-5 word expression
of the most important aspects of the brand and
its core values (e.g., “serve the athlete”)
 Ask yourself:
Who are we?
What do we do?
Why does it matter?

13. Building Brand Equity
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 Brand equity is created through the generation of awareness
and positive associations in the minds of consumers
 Brand elements (logo, slogans, names, URLs, symbols,
characters)
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
 Marketing activities

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Like this!

15. And this!
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• Can you hear me
now?
• Like a good
neighbor, State
Farm is there
• Just do it
• Zoom Zoom
• We try harder
• We’ll pick you up
• This Bud’s for you
• Save 15% or more
in 15 minutes or
less
• Nothing runs like a
Deere

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17. And this!
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18. Why IMC?
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• Different media have different strengths and
advantages within a campaign’s media mix
and, thus, should be integrated in a way that
most effectively delivers on the objectives of
the campaign
• The result is a consistent voice

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Why IMC?

20. Tactics
• The following eight media/tactics can help in
orchestrating an integrated branding campaign:
– direct marketing
– new media
– print
– public relations
• More about these later!
– radio
– sales promotion
– sponsorships/event marketing
– television
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Every customer
interaction is an
opportunity to generate
brand awareness and
positive brand
associations.

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