tailieunhanh - Lecture Advertising and promotion (2/e) – Chapter 6: Branding and building relationships with the database

Chapter 6 - Branding and building relationships with the database. The goals of this chapter are: To understand how we build relationships with brands; to examine the concept of brand identity; looking at brand names, symbols and packaging; to look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers;. | Chapter 6 Branding and building relationships with the database Title page Learning objectives To understand how we build relationships with brands. To examine the concept of brand identity; looking at brand names, symbols and packaging. To look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers. To explore the concept of engagement and how people engage with brands—emotionally, behaviourally and digitally. To investigate the database as a driver of the IMC process. Relation to text This slide sets out the chapter’s learning objectives on p. 154 of the text. Building brand relationships IMC & branding Database Brand engagement Branding & Database Developing the database Database drives traditional & digital media Emotional bonding Behavioural bonding Digital Brand identity Measuring the brand Mobile UGC Virtual worlds Social networks Name Symbols Packaging Brand audit Brand equity Brand relationships Transactional & relational data Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 6 as shown on p. 154 of the text. Use of this slide This slide is an introductory slide. Footy fever Source: Courtesy of Brisbane Lions Relation to text This slide relates to material on pp. 155–57 of the text and the opening vignette. Summary overview The opening vignette presents the case of the AFL club, Brisbane Lions, one of the newer clubs in the League, formed in 1996 following a merger of the Victorian club the Fitzroy Lions with the Brisbane Bears. When the new club sought to change its logo by modernising it, the initiative met with serious criticism from ‘die-hard’ fans and stalwart Fitzroy supporters—efforts that ultimately led to the Supreme Court. That supporters invested so much energy into voicing their protests and theirtaking legal action to protect the brand’s logo provides insights into the meaning and personal value consumers attach to brands. Use of . | Chapter 6 Branding and building relationships with the database Title page Learning objectives To understand how we build relationships with brands. To examine the concept of brand identity; looking at brand names, symbols and packaging. To look at how brands are measured in terms of brand audits, brand equity and their relationships with consumers. To explore the concept of engagement and how people engage with brands—emotionally, behaviourally and digitally. To investigate the database as a driver of the IMC process. Relation to text This slide sets out the chapter’s learning objectives on p. 154 of the text. Building brand relationships IMC & branding Database Brand engagement Branding & Database Developing the database Database drives traditional & digital media Emotional bonding Behavioural bonding Digital Brand identity Measuring the brand Mobile UGC Virtual worlds Social networks Name Symbols Packaging Brand audit Brand equity Brand relationships Transactional & .