Professional Documents
Culture Documents
Integrated Brand
Communication
Part 1
Enduring Principles in Times of Turmoil
Design
Ease of use
Distribution
Pricing
Marketing
communication
Designed
Tested
Produced
Branded
Priced
Distributed
Promoted
1. Product
2. Price
3. Place
4. Promotion
1. Marketers
2. Suppliers
3. Vendors
4. Distributors
5. Marketing partners
1. Consumer
2. Business-to-business
3. Institutional
4. Channel
This is known as
positioning.
Puma is a global brand that has left its paw prints in more than
80 countries. Go to www.puma.com to see Pumas newest
designs. How important is design to this manufacturer? How can
you assess that and other marketing mix decisions from this
website?
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall
2-27
What is the marketing mix?
Marketing communication
This includes:
Advertising
Public relations
Sales promotion
Direct response
Events and sponsorships
Point of sale
Digital media
And more
Are distinctive
Create an association
Offer a benefit
Carry a heritage
Are simple
Are often based on a distinctive graphic:
a logo, trademark, character or other visual cue
1. Value to a consumer
2. Value to the corporation
Brand extension
The use of an established brand name with a related
line of products.
Co-branding
Uses two brand names owned by two separate
companies to create a partnership offering.
Brand licensing
The brand is rented to another business partner.
Ingredient branding
The brand name is used in manufacturing,
advertising or other promotion.
Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall
2-43
Why Integrated
Marketing Communication?
Key lessons:
Leo Burnetts campaign for Nintendo beat the
competition at their own game.
The campaign aimed to fundamentally change how
people experience video games.
Nintendo was recently judged tops in game ads for
effectiveness in print, television, and digital media.