Strategic Brand Communication Campaigns

งานนำเสนอเรื่อง: "Strategic Brand Communication Campaigns"— ใบสำเนางานนำเสนอ:

1 Strategic Brand Communication Campaigns

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3 Branding Process Target Consumer Identification Brand Design
Brand Identity Creation Brand Building Implementation Leveraging the Brand Brand Equity Management

4 Brand Building Model Brand Building Model Emotional Connection Values
Relevant Differentiation Brand Building Model Awareness & Recognition Accessibility

5 Integration Unity Wholeness Synergy
IMC=Integrating all the Source of Brand Messages

6 5 Highlights of IMC Affects Behavior
Start with the Customer or Prospect Use Any and All Forms of Contacts Achieve Synergy Building Relationship

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8 9 Guidelines for IMC Outside-in, not Inside-out Planning
Horizontal, Not Vertical Unit Effective Behavior Segmentation Focus on Behavior not Attitude or Awareness Brand Contact, not Media Efficiencies

9 9 Guidelines for IMC Changing Mental Networks, not Just Getting Advertising Marketing Communication Continuum Zero Based Messages Delivery Accountability

10 IMC Tools The Awareness Building : Advertising
The Credibility Builder : Public Relations Intensify the Brand Message Consideration : Sales Promotion

11 IMC Tools The Personal Connection Builder : Personal Selling, Direct Marketing and CRM Experimental Contact Builder : Event , Sponsorship and Trade Show

12 Brand Communication Tools
Advertising

13 Advertising Advertising Media : Above-the-line TV Cinema Radio
Newspaper Magazine Out of Home Transportation Ads

14 Advertising

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18 Advertising Advertising Media : Below-the-line Catalogues, Brochures, Diaries, Guarantee Cards, Price List, Telephone Number Reminder, Stationary, Poster , and etc.

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20 Brand Communication Tools
Public Relations

21 Public Relations Press Conference Press Release Photo Release
Exclusive Interview Group Interview Factory and Press Tour Annual Report

22 สินจัยหายเหนื่อย ก่อนเปิดม่าน “บัลลังก์เมฆ เดอะมิวสิคัล” ให้แฟนๆ ได้ชมกัน    นก-สินจัย ซ้อมไปก็ลุ้นไปว่า บัลลังก์เมฆฯ จะกลับมาสร้างความประทับใจได้เหมือนเดิมหรือไม่? แต่หลังจากที่ได้รับเสียงปรบมือกึกก้องทุกรอบการแสดงที่ผ่านมา   ก็ทำเอานก เป็นปลื้มหายห่วงหายเหนื่อยเป็นปลิดทิ้ง!! 

23 Brand Communication Tools
Sales Promotions

24 Sales Promotions Trade Sales Promotion Consumer Sales Promotion

25 Brand Communication Tools
Personal Selling

26 Brand Communication Tools
Events

27 Brand Communication Tools
Shop Decoration

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29 Brand Communication Tools
Celebrity

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31 Brand Communication Tools
Direct Marketing