Brand Communication Management

Brand Communication Strategy

© 2010 Diederich Bakker

 Last Lecture

• Positioning
• Aspects of Benefits
• 3 steps to effective Positioning
 Brand Communication Strategy

• 4 brand communication objectives:

– Category need (remind or sell the need)
– Brand awareness (recall/recognition)
– Brand attitude (maintain or modify)
– Brand purchase intention (buy now)
 Brand Awareness

• Target audience‘s ability to identify a

brand within a category
– Recognition brand awareness
– Recall brand awareness
Brand Awareness
Brand Attitude: Rossiter-Percy Grid (Percy, Elliott, 2007)
 Low-Involvement Informational Brand Attitude
Strategies

• Information about the brand benefit that solves a problem

• Use an extreme presentation of the benefit

• The advertising does not have to be liked

• Keep it simple
Low-Involvement Informational Brand Attitude
Strategies Low Involvement Informational
 Low-Involvement Transformational Brand Attitude
Strategies

• Emotional portrayal of the benefit

• Link the emotional response to the

execution

• As a result, the advertising must be liked

Low-Involvement Transformational Brand Attitude
Strategies
 High-Involvement Informational Brand Attitude
Strategies

• Provide sufficient information to solve the problem

• The target audience must be convinced

• Limit message to acceptable levels of target audience

attitudes toward category, product, and brand

• As long as the message is believed and accepted,

the execution need not be liked
High-Involvement Informational
 High-Involvement Transformational Brand Attitude
Strategies

• Be alert to possible dual motivations and the need to provide

information

• Elicit correct emotional response and link it to the brand

• Be certain it is emotionally authentic

• The target audience must personally identify with the brand as

portrayed in the execution

• Linking must go beyond the execution and extend specifically to the

product and brand
High-Involvement Transformational Brand Attitude
Strategies