Marketing communication

Topics: Trademark, Brand, Brand management Pages: 7 (1493 words) Published: June 2, 2015
MKT547

Chapter 3
Branding in MARCOM

Chapter Objectives

3
3

After reading this chapter you should be able to:
1. Appreciate marcom’s role in facilitating the introduction of new brands.
2. Explain the innovation-related characteristics that influence adoption of new brands.
3. Understand the role performed by brand names in
enhancing the success of new brands.
4. Explain the activities involved in the brand-naming process. 5. Appreciate the role of logos.
6. Describe the following intellectual property rights
associated with brands: patents, copyrights, and trademarks.

Branding in MARCOM

2

• 3.1 MARCOM and Brand Adoption
• 3.2 Brand Related Characteristics that Facilitates
adoption
• 3.2 Branding Naming
• 3.4 Characteristics of good brand-naming
• 3.5 The Brand-Naming process

3

MARCOM and Brand
Adoption

3

Marcom and Brand Adoption

4

The Adoption Process and Marcom Tools

• Product Adoption
Awareness
Class

• The introduction and acceptance of new ideas,
including new brands
• process of brand adoption occurs when customers
become aware of new brands, undertake trial
purchases, and possibly become repeat buyers

•Free samples
and coupons
•Trade shows and
personal selling
•Advertising
•Social Media
•Distribution

• Marketing Communications

Trier Class

Repeater Class

•Coupons
•Widespread
distribution
•Introductory,
low pricing

•Personal selling
•Advertising
•Social Media
•Price
•Distribution
•Product
satisfaction
•Price

• Facilitate successful new product introductions
• Reduce the product failure rate (potentially 3545%)
5

6

1

MKT547

Chapter 3
Branding in MARCOM

Figure 3.1: Model of the Brand Adoption
Process

Brand Adoption: Vibram Five Fingers

7

8

Brand Characteristics That Facilitate Adoption

Relative
Advantage

3

Brand Characteristics
That Facilitate
Adoption

Complexity

Compatibility

Observability

Trialability

9

10

Relative Advantage

Brand Characteristics That Facilitate Adoption
Relative Advantage
• Relative advantage is the degree to which consumers
perceive a product innovation as being better than
existing alternatives with respect to a specific attribute
or benefit.
• Relative advantages exist to the extent that a new
product offers
• (1) better performance compared to other options,
• (2) savings in time and effort, or
• (3) immediacy of reward.
11

Consumer Perception
of a New Brand
versus Alternatives

Better
Performance

Time and Effort
Savings

Immediacy
of Reward

12

2

MKT547

Chapter 3
Branding in MARCOM

Compatibility

Brand Characteristics That Facilitate Adoption
Compatibility
• Compatibility is the degree to which an innovation is
perceived to fit into a person’s way of doing things.
• A new product is more compatible to the extent that it
matches consumers’ needs, personal values, beliefs,
and past consumption practices.

Compatibility Factors
Affecting the Rate of
New Brand Adoption

Consumer
Needs

13

Personal Values
and Beliefs

Past Consumption
Practices

14

Brand Characteristics That Facilitate Adoption

Brand Characteristics That Facilitate Adoption

Complexity

Observability

• Complexity refers to an innovation’s degree of perceived difficulty.
• The more difficult an innovation is to understand or use, the slower the rate of adoption.

Trialability
• Trialability is the extent to which an innovation can be used on a limited basis.
• products that lend themselves to trialability are adopted at a more rapid rate.
• Trialability is tied closely to the concept of perceived risk, and the trial experience serves to reduce the
consumer’s risk of being dissatisfied.
15

Figure 3.3: An Advertisement Illustrating
Observability

• Observability is the degree to which the product user
or other people can observe the positive effects of
new-product usage.
•...
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