| Question |
Answer |
| OBJECTIVES OF COMMUNICATION PROGRAMS |
Long term and Short term |
| LONG-TERM OBJECTIVES |
Build brand image and create customer loyalty |
| SHORT-TERM OBJECTIVES |
Increase traffic and increase sales |
| BRAND? |
A distinguishing name or symbol that identifies the products/services offered by a seller and differentiates those products/services from those offered by competitors |
| VALUE OF BRAND IMAGE |
Value to Retailers and Value to Customers |
| VALUE TO RETAILERS |
BRAND EQUITY: attract customers, build loyalty, higher prices, facilitates entry to new markets |
| VALUE TO CUSTOMERS |
Promise consistent quality, simplifies buying process,reduces time and effort searching for information about merchandise/retailer |
| BUILDING BRAND EQUITY |
1)Create high level of brand AWARENESS 2)Develop favorable ASSOCIATIONS 3)Create EMOTIONAL connections 4)Consistent REINFORCEMENT |
| HIGH BRAND AWARENESS |
1)Aided recall (top-mind awareness) 2)Stimulates visits to retailer (unaided recall) |
| TOP-OF-MIND BRAND AWARENESS |
A)Memorable name B)Repeated exposure C)Event sponsorship D)Symbols |
| RETAILERS DEVELOP ASSOCIATIONS WITH THEIR BRAND NAME: |
Brand associations-anything linked/connected with he brand name in a consumer's memory: merchandise category, price/quality, specific attribute/benefit, lifestyle/activity |
| CONSISTENT REINFORCEMENT |
The retailer's brand image is developed and maintained through the retailer's communication mix. |
| RETAIL COMMUNICATION MIX |
Objectives: Inform, persuade, and remind; Ultimate goal: to generate sales to customer's in the retailer's target market |
| INTEGRATED MARKETING COMMUNICATIONS |
Present a consistent brand image through all communications with customers: store design, advertising, web-site |
BIOL3326 Forms
