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IMC and Brand Identity as Critical Component of Brand Equity Strategy

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Fajar Nugraha
Fajar Nugraha

Brand Equity, the differential effect of brand knowledge on consumer response to the marketing of the brand and suggests brand awareness and brand image as the constructs related to customer-based brand equity.

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IMC and Brand Identity as Critical Component of Brand Equity Strategy
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Brand Equity, the differential effect of brand knowledge on consumer response to the marketing of the brand and suggests brand awareness and brand image as the constructs related to customer-based brand equity. Keller (1993)
The Evolution of Integrated Marketing Communications IMC has evolved from . . . Tactical Orientation Local Emerging development Inside-out Managerial fashion Emerging paradigm What is it? Most basic notion of coordinating all corporate communications Just a communication process To . . . Strategic Orientation Global Major communication development Outside-in customer-oriented New management paradigm Representing a paradigm shift How we can do it? A multistage model incorporating a focus on all contacts with customers One associated with management and brands Schultz (2004a), McArthur and Griffin (1997), Duncan (2002) Kitchen and Schultz (2003) Kitchen and Schultz (2003) Kitchen and Schultz (2003) Schultz and Kitchen (1997, 2000) Gould (2004) Schultz and Kitchen (1997) Swain (2004) Kitchen et al, (2004)
Brand Identity Strategy IMC Strategy Brand Equity Environment, competitors brands, and changing customer needs and preferences Brand Identity Interface Brand Identity Contacts Brand Equity Interface Brand Equity Contacts
Source : Madhavaram (2004) Brand Equity Awareness ImageIMC Effectivenes s IMC Synergy ConstructsTop Management Support Brand Identity Contact Factors Brand Equity Contact Factors Brand Equity
HondaCS1 Pre Launch: Motor Impian Teaser: Motor Spesies Baru Honda Girls: Kartu Nama Website: www.motorimpian.com
TVC 1 Motor Impian
HondaGirlsCampaign
Launching & Post-Launching: Roadshow ke beberapa kota besar di Indonesia Slalom Competition Safety Ride Uji Ketahanan HondaCS1
TVC 2 CS1
IMC and Brand Identity as Critical Component of Brand Equity Strategy
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IMC and Brand Identity as Critical Component of Brand Equity Strategy
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IMC and Brand Identity as Critical Component of Brand Equity Strategy
IMC and Brand Identity as Critical Component of Brand Equity Strategy

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IMC and Brand Identity as Critical Component of Brand Equity Strategy

  • 5. Brand Equity, the differential effect of brand knowledge on consumer response to the marketing of the brand and suggests brand awareness and brand image as the constructs related to customer-based brand equity. Keller (1993)
  • 6. The Evolution of Integrated Marketing Communications IMC has evolved from . . . Tactical Orientation Local Emerging development Inside-out Managerial fashion Emerging paradigm What is it? Most basic notion of coordinating all corporate communications Just a communication process To . . . Strategic Orientation Global Major communication development Outside-in customer-oriented New management paradigm Representing a paradigm shift How we can do it? A multistage model incorporating a focus on all contacts with customers One associated with management and brands Schultz (2004a), McArthur and Griffin (1997), Duncan (2002) Kitchen and Schultz (2003) Kitchen and Schultz (2003) Kitchen and Schultz (2003) Schultz and Kitchen (1997, 2000) Gould (2004) Schultz and Kitchen (1997) Swain (2004) Kitchen et al, (2004)
  • 7. Brand Identity Strategy IMC Strategy Brand Equity Environment, competitors brands, and changing customer needs and preferences Brand Identity Interface Brand Identity Contacts Brand Equity Interface Brand Equity Contacts
  • 8. Source : Madhavaram (2004) Brand Equity Awareness ImageIMC Effectivenes s IMC Synergy ConstructsTop Management Support Brand Identity Contact Factors Brand Equity Contact Factors Brand Equity
  • 9. HondaCS1 Pre Launch: Motor Impian Teaser: Motor Spesies Baru Honda Girls: Kartu Nama Website: www.motorimpian.com
  • 10. TVC 1 Motor Impian
  • 12. Launching & Post-Launching: Roadshow ke beberapa kota besar di Indonesia Slalom Competition Safety Ride Uji Ketahanan HondaCS1
  • 13. TVC 2 CS1
  • 16. 7 HariUntukCinta My Flawless White FLAWLESSWHITE .campaign
  • 19. flawless white new campaign Launching Kekuatan Cinta PONDS

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