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Module 02: Critical Thinking Assignment

IMC – Brand Management Factors

When you understand the concepts you learned in this module you will know how organizations can effectively manage their brands, promote their products, and reach their target audiences in the digital age.

Part 1: The Evolving Role of Digital Brand Management and Promotion Management

Analyze the evolving role of digital brand management and promotion management. In your analysis, consider the following:

How has the rise of digital media impacted brand management and promotion management?

What are some of the key challenges that organizations face in managing their brands and promoting their products in the digital age?

Part 2: Consumer Buying and the Purchasing Process

Describe consumer buying and the purchasing process. In your description, consider the following:

What are the different stages of the purchasing process?

What factors influence consumer buying behavior?

How can organizations use this knowledge to effectively market their products and services with digital media?

Part 3: Critique of IMC Strategies

Critique how organizations use IMC to support their marketing strategies and campaigns domestically and in foreign settings. In your critique, consider the following:

What are some of the key challenges that organizations face in implementing IMC strategies?

What are some examples of effective IMC strategies that organizations have used to support their digital media marketing campaigns domestically and in foreign settings?

———————————————————————————————————————-

Your well-written paper should meet the following requirements:

Be exactly 4 or 5 pages long, which does not include the required title and reference pages, which are never a part of the content minimum requirements.
Use academic writing standards and APA style guidelines.
Support with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles unless the assignment calls for more.
No Ai tools allowed
Required:

Chapters 2 & 3 in Integrated advertising, promotion, and marketing communications
Rehman, S. ul, Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. SAGE Open, 12(2), 215824402210999. sagepub. ‌

Recommended:

Chapters 2 & 3 PowerPoint Presentations
Deloitte’s CMO Program. (n.d.). Deloitte United States.

Integrated Advertising, Promotion, and
Marketing Communications
Ninth Edition

Chapter 3
Buyer Behaviors

Chapter Objectives (1 of 2)
3.1 Which elements are involved in internal and external
information searches by consumers, as part of the
purchasing process?
3.2 What three models explain how individuals evaluate
purchasing alternatives?
3.3 What trends are affecting the consumer buying
environment?
3.4 How do the roles played by various members of the
buying center and the factors that influence them impact
business purchases?
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Chapter Objectives (2 of 2)
3.5 What types of business-to-business sales are made?
3.6 What are the steps of the business-to-business buying
process?
3.7 How does dual channel marketing expand a company’s
customer base and its sales?
3.8 How can a company overcome international differences
when adapting to buying processes?

Chapter Overview
• Consumer purchase process
• Consumer buying environment

• Recent trends in consumer behavior
• Business buying center
• B-to-B purchasing process

• Dual channel marketing

Nescafé
• Goal: to change coffee
consumption habits in
China
• Nescafé instant coffee –
market leader

• E-commerce and social
media including Weibo
• White Valentine’s Day
and focus on younger
consumers
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Figure 3.1: Consumer Decision-Making
Process

Information Searches and the Consumer
Purchasing Process
• Internal search: consumer thinks about brands to
consider
• External search: consumer gathers information from
friends, relatives, influencers, other sources

Consumer Purchasing Process
• Consumers recognize a
need or want:
– Physical
– Social
– Psychological

• Can be triggered by
advertising

Internal Search
• Think about brands
• Quickly reduce options
• Choice based on past experience

• Brand awareness and brand equity are important

Figure 3.2: Factors Affecting the
Consumer’s External Search

Ability to Search
• Determines extent of search
• Education level increases search time

• Knowledge of product and brands affects ability
• Experts may conduct extensive searches
• Those who know little spend less time searching

Level of Motivation
• Level of involvement

• Need for cognition
• Level of shopping
enthusiasm

Cost versus Benefits
• Actual cost
• Subjective cost
– Time
– Anxiety
• Opportunity cost

Consumer Attitudes
• Cognitive: mental images, understanding, interpretations
of person, object, or issue
• Affective: feelings or emotions about object, topic, or idea
• Conative: intentions, actions, or behavior

Common Attitude Sequences
• Cognitive → Affective → Conative
• Affective → Conative → Cognitive

• Conative → Cognitive → Affective

Consumer Values
• Attitudes reflect personal values
• Values are strongly held beliefs about topics or concepts

• Values frame attitudes and lead to judgments that guide
personal action
• Values are enduring, often formed in childhood

Figure 3.3: Personal Values
• Comfortable life

• Pleasure

• Equality

• Salvation

• Excitement

• Security

• Freedom
• Fun, exciting life
• Happiness

• Self-fulfilment
• Self-respect
• Sense of belonging

• Inner peace
• Mature love

• Social acceptance

• Personal
accomplishment

• Wisdom

Questions to Consider (1 of 2)
• Looking at Figure 3.3: Personal Values, which values
best describe you?
• How could your personal values influence a purchase of:
– An automobile?
– A mobile phone?
– Clothing?
– A travel destination?

Cognitive Mapping
• Simulates knowledge
structures and memories
• Shows cognitive linkages
• Process new information
• Retaining information
• New concepts
• Marketing messages

Figure 3.4: A Hypothetical Cognitive Map
for Ruby Tuesday

Figure 3.5: The Role of Marketing
Messages in Cognitive Mapping

Principles of Cognitive Mapping
• Cognitive mapping enhances movement of messages
from short-term to long-term memory
• Most persuasive messages reinforce current linkages
• Repetition necessary to establish new linkages
• Modifying or creating new linkages is difficult

Evaluation of Alternatives
• The Evoked Set Method
• The Multiattribute Approach

• Affect Referral

Figure 3.6: Methods of Evaluating
Alternatives

The Evoked Set Method
• Evoked set

• Inept set
• Inert set

Questions to Consider (2 of 2)
How important is it for each of the following brands to be a
part of a consumer’s evoked set?
• Guess (jeans)
• Advil (pain medicine)
• Head & Shoulders (shampoo)
• Black & Decker (power tools)

• C & H (sugar)
• Smith & Kline (attorneys)
• Halls (cough drops)

• Song Li (neurosurgeon)
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

The Multiattribute Approach
• Used for high-involvement purchases
• Consumer attitude is determined by:
– brand’s performance for each attribute
– Importance of each attribute to consumer
• The higher a brand rates on important attributes, the
more likely it will be purchased

Figure 3.7: Product Attributes That May
Be Important in a Multiattribute Approach

Affect Referral
• Saves mental energy

• Multiattribute approach
might have been used for
previous purchases
• Consumers often develop
emotional bonds with
brands

Figure 3.8: Trends Affecting Consumer
Buyer Behaviors
• Age complexity
• Gender complexity

• Active, busy lifestyles
• Diverse lifestyles
• Communication revolution

• Experience pursuits
• Health emphasis

Figure 3.9: Marketing Responses to Changing
Trends in the Consumer Buying Environment
• Monitor consumer environment for changes
• Create goods and services that are compatible with the
changes
• Design messages that reflect the changes

Business-to-Business Buyer Behaviors
and Influences
• Buying center: a group of individuals making a purchase
decision on behalf of a business
• Purchasing roles:
– Users
– Buyers
– Influencers
– Deciders
– Gatekeepers

Organizational Influences
• Company goals and operating environment
• Finances, capital assets, market position
• Quality of human resources

• Country in which the firm operates

Figure 3.10: Individual Factors Affecting
Members of the Buying Center

Individual Factors Affecting Buying
Centers (1 of 2)
• Personality
– Decisive person
– Extrovert
– Introvert
• Roles
– Individual’s age, heredity, ethnicity, gender
– Socially constructed
• Motivation
– Match individual’s goals to organization’s goals
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Individual Factors Affecting Buying
Centers (2 of 2)
• Level of power
– Role in buying center
– Official position
– Impact of decision on personal performance
• Risk
– Risk avoiders
• Levels of cognitive involvement
– Cognitive capacity
• Personal objectives
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Types of Business-to-Business Sales
• Straight rebuy: firm previously chose a vendor and places
a reorder
• Modified rebuy: buying team considers and evaluates
alternatives
• New task buy:
– Considering purchase for first time
– Time passed since previous purchase
– Buyers have little or no experience

Figure 3.11: Types of Business-toBusiness Buying Situations

Figure 3.12: Reasons to Make a Modified
Rebuy
• Dissatisfaction with current vendor
• A different vendor makes an attractive offer

• End of contractual arrangement with current vendor
• Individuals involved in decision process have little or no
experience with the product

The Business-to-Business Buying
Process
1. Identification of needs
2. Establishment of specifications

3. Identification of vendors
4. Vendor evaluation
5. Vendor selection

6. Negotiation of terms
7. Postpurchase evaluation

Figure 3.13: A Comparison of the Business-to-Business
Buying Process to the Consumer Buying Process

Dual Channel Marketing
• Products sold in both
consumer and business
markets
• Spin-off sales can occur
• Marketing decisions: how
to represent product in
each channel?

Figure 3.14: Dual Channel Marketing
Strategies
• Use different communication messages
• Create different brands

• Use multiple or different channels

International Implications
• A cultural assimilator is a valuable team member
• Must understand nuances of purchasing process

• Build a powerful brand
• Create a visible global brand presence

Your Career: Buyer Behaviors and Career
Choices
• Time and effort spent on external search related to:
– Motivation to search
– Ability to search
– Cost versus benefits of search process
• Organizational, individual factors in the B-to-B buying
process are important

• Consider your level of cognitive involvement and
personal objectives

Blog Exercises
• Buyer Behaviors for New and Adapted Services
• Millennials and Buyer Behaviors

• Lingerie and Buyer Behaviors

Copyright
This work is protected by United States copyright laws and is
provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or sale of
any part of this work (including on the World Wide Web) will
destroy the integrity of the work and is not permitted. The work
and materials from it should never be made available to students
except by instructors using the accompanying text in their
classes. All recipients of this work are expected to abide by these
restrictions and to honor the intended pedagogical purposes and
the needs of other instructors who rely on these materials.

Integrated Advertising, Promotion, and
Marketing Communications
Ninth Edition

Chapter 2
Brand Management

Chapter Objectives (1 of 2)
2.1 How does a brand’s image affect consumers, other
businesses, and the company itself?
2.2 What types of brands and brand names do companies
use?
2.3 What characteristics do effective logos exhibit?
2.4 How do marketers identify, create, rejuvenate, or
change a brand’s image?

Chapter Objectives (2 of 2)
2.5 How can a company develop, build, and sustain a
brand in order to enhance brand equity and fend off
perceptions of brand parity?
2.6 What current trends affect private brands?
2.7 How can packaging and labels support an IMC program
domestically and in foreign settings?

2.8 How do firms manage brands in international markets?

Chapter Overview
• Managing a brand image and
logo
• Developing and promoting
brands

• Brand equity versus brand
parity
• Importance of packaging and
labels

Michelin
• Created brand association
with the Michelin Tire Man
• Durability, reliability, safety
key concepts for consumers

• Michelin is also devoted to safe
driving and tire care
• Result: A stable company with
consistent brand image

A Brand Image Ad for Rev Select

Figure 2.1: Elements of Brand Image
Tangible Elements

Intangible Elements

• Goods or services sold

• Corporate personnel
– Ideals
– Beliefs
– Conduct

• Retail outlets where the
product is sold
• Advertising
• Marketing communications

• Corporate culture

• Name and logo
• Packaging and labels
• Employees

• Environmental policies

• Country location
• Media reports

Figure 2.2: Brand Image Benefits to
Consumers
• Provides confidence regarding purchase decisions
• Gives assurance about the purchase when the buyer has
little or no previous experience
• Reduces search time in a purchase decision
• Provides psychological reinforcement and social
acceptance of the purchase

Interstate Batteries: A Strong Brand
Image

Figure 2.3: Brand Image Benefits to
Companies
• Extension of positive customer feelings to new products
• Ability to charge a higher price or fee

• Consumer loyalty leading to more frequent purchases
• Positive word-of-mouth endorsements
• Higher level of channel power

• Ability to attract quality employees
• More favorable ratings by financial observers and
analysts
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Figure 2.4: Categories of Brand Names
• Overt names

• Implied names
• Conceptual names
• Iconoclastic names

Questions to Consider (1 of 3)
• Can you think of corporate brand names that fall into
each of the categories in Figure 2.4?
• Which ones are your favorites and why?
• Why would you choose these brands over competitors?

Figure 2.5: Origins of Some Unique
Brand Names
• Google–name started as a joke about the way search engines search for
information. Word googol is one followed by 100 zeros.
• Lego–combination of Danish phrase “leg godt,” which means “play well” and
Latin word lego which means “I put together.”

• Reebok–alternative spelling of “rhebok,” which is an African antelope
• Skype–original name was “sky-peer-to-peer,” which was changed to “skyper,”
then to “skype.”
• Verizon–combination of Lain word “veritas” which means “truth” and “horizon.”

• Volkswagen–created by Adolf Hitler as a car for the masses that could
transport 2 adults and 3 children at speeds up to 62 mph. Name means
“people’s car.”
• Yahoo–word from Jonathan Swift’s book Gulliver’s Travels, which represented
a repulsive, filthy creature that resembled a Neanderthal man. Yahoo! founders,
Jerry Yang and David Filo considered themselves to be yahoos.
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Figure 2.6: Types of Brands
• Family brands
• Brand extension

• Flanker brand
• Co-branding
• Ingredient branding

• Cooperative branding
• Complementary branding
• Private brands
Copyright © 2022, 2018, 2016 Pearson Education, Inc. All Rights Reserved

Campbell’s: Family Brands

Figure 2.7: Forms of Co-Branding

Figure 2.8: Four Tests of Quality Brand
Logos and Names
• Recognizable
• Familiar

• Elicits a consensual meaning among those in the firm’s
target market
• Evokes positive feelings

Figure 2.9: Some of the Oldest Logos
Company/Brand

Year Company Founded

Year Logo First Used

John Deere

1837

1876

Coca-Cola

1886

Johnson & Johnson

1886

Union Pacific Railroad

1862

1888

Prudential Life Insurance

1875

1896

Campbell’s Soup

1869

1898

General Electric

1892

1900

Goodyear

1898

1901

Sherwin-Williams

1866

1905

DuPont

1802

1907

Brand Logos
• Aid in recall of specific brands
• Aid in recall of advertisements

• Reduce shopping effort
• Reduce search time and evaluation of alternatives

Figure 2.10: Tips on Creating or
Changing Logos
• The logo is a reflection of the brand
• Creating logos requires knowledge and expertise

• Use professional designers
• Make the logo simple
• Make the logo media transferrable

Identifying the Desired Brand Image
• Evaluate current
image
– Ask customers
– Ask noncustomers
• Can be a strategic
advantage

Creating the Right Image
• Sends a clear message

• Portrays what the firm sells
• Business-to-business may be challenging

Rejuvenating a Brand’s Image
• Sells new products
• Attracts new customers

• Retains current customers
• Key – remain consistent with old and new
• Takes time and effort

Figure 2.11: Keys to Successful Image
Rejuvenation
• Help former customers rediscover the brand
• Offer timeless consumer value

• Stay true to original, but contemporize
• Build a community

Changing a Brand’s Image
• Extremely difficult

• Necessary when target
market declines or brand
image no longer matches
industry trends
• Requires more than
advertising
• Begins internally, then
moves outward

Questions to Consider (2 of 3)
• Can you think of companies that have rejuvenated their
brands by following the principles in Figure 2.11?
• What was the result?
• How about instances in which companies tried to
completely change the brand’s image?
• Was it successful? What do you think would be most
difficult about this process?

Developing and Building Powerful
Brands
• Understand why consumers buy and rebuy a brand
• Where does your brand stand now?

• What are your objectives?
• What are you doing to build your brand and business?
• What are your brand’s strengths? Weaknesses?

• Which opportunities should be pursued first?
• Where are the pitfalls?

Figure 2.12: Building Powerful Brands (1 of 2)
• Invest in the brand
• Create awareness

• Offer authenticity uniqueness
• Build trust
• Deliver an experience

• Offer value
• Utilize social media
• Utilize mobile

Figure 2.12: Building Powerful Brands (2 of 2)
Skyjacker has built a powerful
brand by providing customers
with a good experience and
delivering value.

Brand Loyalty
• The ultimate objective
• The only brand that customers purchase

• Drivers of brand loyalty:
– Emotion
– Value
• It’s all about the consumer experience

Brand Equity
• Brand parity can be a problem
• Brand equity
– A set of characteristics making the brand unique
– Helps fight the brand parity problem
– Brand name is perceived as better

Private Brands
• Popularity has fluctuated
• Connotation of low price, inferior quality

• Historically catered to price-sensitive consumers
• Retailers invest in private brands
• Many consumers see few differences

Figure 2.13: Changes in Private Brands
• Improved quality
• Perceived as a value purchase

• Higher loyalty toward retail outlets and lower loyalty
toward specific brands
• Used to differentiate retail outlets

• Increased advertising of private brands
• Increased quality of in-store displays and packaging of
private brands

Advantages to Retailers
Private Labels
• Higher gross margins

• Lower prices
• Greater loyalty to stores and brands within a store
• Differentiates stores from national brands

• Many consumers are unaware of the difference

Figure 2.14: Tactics Used by Manufacturers
to Combat Retail Private Brands
• Focus on core brands
• Increase advertising

• Introduce new products
• Focus on in-store selling, packaging
• Use alternative methods of marketing

Packaging
• Final opportunity to make impression
• Two-thirds of purchase decisions made in-store

• Have three seconds to catch attention
• Package must stand out
• Must tell customers what is inside

Figure 2.15: Primary Purposes of
Packaging
• Protect product
• Provide for ease of shipping and handling

• Provide for easy placement on shelves
• Prevent or reduce theft
• Prevent tampering (drugs and food)

Labels
• Must meet legal
requirements
• Provide another
marketing opportunity

• Typically contain logo
and brand name
• QR codes can link to
social media sites

Ethical Issues in Brand Management
• Brand infringement
• Brand name can become a generic term

• Cybersquatting

International Implications
• Adaptation v s
standardization
ersu

• Standardization reduces
costs

• Shrinking world leads to
standardization
• Think globally, but act
locally

Questions to Consider (3 of 3)
Think about the GIMC strategy to “Think globally, but act
locally.”
• How does this approach apply to branding?
• Why is it important to consider each local market’s unique
features?
• How can it help to support and develop local brands?

Your Career: A Personal Brand
• You have unique characteristics, personality, image
• What is your personal brand image?

• Personal appearance conveys a lot to an employer
• Consider mannerisms: speaking, gestures, eye contact,
posture

• Social media is key to your personal brand

Blog Exercises
• Tesla
• Nice Versus Kind

• Interesting Logos

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