Integrated Marketing Communication Creative Strategy From Idea To Implementation

Front 1

Brand

Back 1

Name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition - American Marketing Association

Front 2

Brand equity

Back 2

company/product's reputation in the market place
- two types of brand knowledge : brand awareness & brand image
- perception of quality based on experience

Front 3

Brand

Back 3

product's name
image created through advertising
often over a long period of time
becoming brand's reputation

Front 4

brand as identifiers

Back 4

- easy to acquire
OR
- aspire to obtain (status representation)

Front 5

brand awareness

Back 5

target needs to be aware of its existance
create favourable opinion based on product/service/corporation's reputation; and ability to fulfill a specific need or want
1 - brand image
2 - visual/verbal brand
3 - brand loyalty
4 - positioning
5 - repositioning

Front 6

brand image

Back 6

personality & status compared to other brands in its category
created and maintained by consumers before and after use
built around target's wants and needs

Front 7

visual/verbal brand

Back 7

a consistent brand image
- logo
- colour
- graphic symbol
- slogan/tagline

Front 8

types of brand

Back 8

new brand
- image to match target market's self-image and reflect their lifestyle
mainstream brand
- established, communication efforts work to consistently maintain awareness, reinforce quality & reliability, continue building a relationship with target
reinvented brand
- new-updated image or result of damaged reputation
- rebuilt lost quity and regain brand loyalty

Front 9

product's creative message

Back 9

1 - brand image
2 - word-of-mouth
3 - positioning
4 - education
5 - brand awareness
6 - promotional offers
7 - creating a reaction
8 - direct comparison to the competition
9 - use
10 - product introduction

Front 10

brand loyalty

Back 10

relationship between product & target
repurchase value based on favourable and reliable past experiences
based on trust, knowledge and product promise to consumer

Front 11

positioning

Back 11

how consumers think about proudcts against competition
what makes the productt unique

Front 12

7 ways to position

Back 12

1 - originality
2 - low price
3 - high price
4 - sex of the consumer
5 - age of consumer
6 - time of day the product should be used
7 - distribution channel

Front 13

repositioning

Back 13

when you want to change the way it is viewed in the mind of the target
should work to define a new or special niche in the consumer's mind