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| ingredient branding |
branding a product as an ingredient in another product (ex: Intel Pentium Processor and DuPont's Stainmaster) |
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nms528 Tue, 27 Oct 2009 22:38:18 GMT |
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| product branding |
branding specific products and services |
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nms528 Tue, 27 Oct 2009 22:38:18 GMT |
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| corporate branding |
umbrella over all company products and services, under company name |
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nms528 Tue, 27 Oct 2009 22:38:18 GMT |
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| push-pull advertising |
pushes brand/products/services at manufacturers while consumers pull the information they demand for their needs |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| characteristics of trade media |
-smaller world with fewer reporters and editors
-very focused content and targeted audience
-rich editorial calendars
-longer lead times |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| lobbying |
public affairs sector with primary intentions to influence public policy and regulations
-mostly collecting info rather than actually influencing decisions
-becoming increasingly regulated yet is still legal and accepted |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| goal of issues management |
to reduce risk, preserve markets, create opportunities and manage image for stakeholders and the organization as a whole |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| issues management |
public affairs sector that focuses on anticipation/evaluation/response of public policy issues through early issue ID and the development of a strategic response |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| public affairs |
builds and maintains government relations and local community relations
goal = to create an environment that allows the organization to achieve its goals |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| investor relations characteristics |
-specialized
-purpose: to enhance value of stock and reduce cost of capital
-two-way communication increases shareholder confidence
-greatly impacts stock prices
-rule of thumb: you tell one, you must tell all and at the same time
-smaller audience |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| Three main benefits of community relations |
1. philanthropy ties back to company
2. free publicity and financial benefits
3. lower turnover rate |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| Three levels of community relations |
proactive
reactive
maintenance |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| old vs. new view of community relations |
old = an extension of employee relations
new = much more involvement from organization |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| community |
a social organism made up of interactions between residents and organizations |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| community relations |
planned, active and continuing participation in a community in the attempt to maintain and enhance the environment (mutually beneficial) |
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nms528 Tue, 27 Oct 2009 22:36:23 GMT |
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| audience segmentation |
identify and prioritize audiences to determine which group will be most beneficial to target
mostly segmented by geographic location and income level |
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nms528 Tue, 27 Oct 2009 22:24:58 GMT |
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| Seven principles of creating a brand (think creative leverage) |
1. start from scratch
2. simple definition of problem
3. discovering proprietary emotion
4. focus on idea, not budget
5. take a strategic risk
6. collaboration
7. listen to customer |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| media vs. creative leverage |
media leverage: money buying up time and space
creative leverage: outsmart rather than outspend
-strategic thinking and based on research
-actionable and accountable for changing behavior |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| platform idea |
marketing idea that becomes a part of the company (ex: Citibank case - "live richly") |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| exterior factors |
trends
consumers
media
competitors
government |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| interior factors |
culture
interior actions and policies
existing communications
structural organization
time and budget |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| definition of situational analysis |
-expands on problem/opportunity
-puts together all that is known (history, forces, stakeholders) and is the basis for SWOT analysis |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Seven parts of the situational analysis |
research
history/background
overview of situation
interior/exterior factors
stakeholders
target audience
problem statement |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| problem statement |
-specific and measurable
-concisely summarizes situation from research
-written in present tense
-doesn't imply a solution |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Three brand valuation approaches |
research-based
cost-driven
comparable |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| diffusion |
the spreading of ideas throughout a community and among a social system (aka: "road to acceptance") |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| What are companies most valued by: tangible or intangible assets? |
intangible assets |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| tangible vs. intangible assets |
Tangible = land, money, investment, buildings
Intangible = technology, patents, employees, BRAND (most important) |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| What makes a brand great? |
compelling idea
core purpose
central principal
differentiation
competition
consistency
superior products/services
distinctive positioning
interior/exterior commitment
relevancy |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Six brand management guidelines |
1. protect your brand
2. honor your stakeholders
3. treat it as an investment
4. exploit financial potential
5. understand that it's complex
6. consistency |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| What is NOT a brand? |
logo
jingle
product itself
tagline
positioning in the market |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Three components of branding |
valuable asset
needs protection
long-term competitive advantage |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Three parts that make up a brand |
vision = management
culture = employees
image = outside world |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| What makes an ad good? |
tells benefits
accuracy
thorough
images
well-organized
memorable
persuasive
unique selling point |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| advertising |
-single component where info is placed in the media by an identified sponsor
-pay for time & space
-highly controlled
-usually one-way communication |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| public relations |
-management function that builds relationships through two-way communication
-usually not paid advertising
-mix of several tactics
-oftentimes have less control but is seen as more credible
-often linked to news |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| marketing |
-management function that identifies a demand and offers products and services
-causes a transaction
-variety of business activities
-price, product, promotion, packaging & distribution |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Five components of a case study |
situational analysis
identifying audience/stakeholders
opportunities/challenges
options/strategy (specific actions)
solutions/outcomes |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Six types of research |
primary
secondary
qualitative
quantitative
formal
informal |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Four Step Process |
1. Define problem/opportunity
-Research and situational analysis
2. Planning/programming
-Devise and package a strategy
3. Execution
-Specific actions and frame message
4. Evaluation
-Assessment of results and measurement |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| barriers to communication |
jargon, cultures & values, credibility, censorship, ethics, unreliable media, new media, gatekeepers, time, education, emotion, static |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Three purposes of communication |
to inform
to persuade
to entertain |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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| Five basic communication components |
sender
message
channel
receiver
feedback |
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nms528 Tue, 27 Oct 2009 22:13:38 GMT |
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