A name, term, symbol or combination which identifies, differentiates and adds value. - AMA

Good examples to use: Apple, Google, Coca-Cola

A brand can be considered an intangible, reputational asset

Offers a customer based brand equity model

Resonance

Judgement and Feelings

Performance and Imagery

Salience

Use Nike & Adidas as examples

NIKE placed 18th in Interbrand's biggest brands of 2016. Brand valued at $25 billion

Focus on athletic excellence, sponsers include Federer, Woods, C Ronaldo, M Jordan, all at the peaks of their careers. Prominent sponsorships at Rio 2016, Adidas did sponsor Ryan Lochte but although he is a talented swimmer, he is also a scandal rich celebrity. Breaking 2, using equipment to try break the 2 hour marathon. Engaged thousands on twitter with #breaking2, fitness and running communities all involved

As opposed to Adidas, focus on fashion, collaboration with Kanye, endorsement from Kardashian/Jenners

Nike - community, sneakerheads. Designing your own shoe as example of engagement, attachment

Also consider how Keller emphasises that a media neutral based approach is best, in contrast with other Faris Yakob

The best has TV led campaigns

However, also digital/social media campaigns and these focussed on participation/engagement - ties with resonance

Campaigns with interaction benefitted from greater brand loyalty and brand recall

Customer online brand related activities

3 levels

Consume

Contribute

Create

Accessibility, reach, 71% of adults have smart phones, time sensitivity, brand response, cheap, unlimited advertising space

$80 billion ad spend 2016

15% of global ad spend share

Banner ads are intrusive, people investing in Ad Block

but ads that appear on timelines seem natural, less invasive 

Also targeted ads, and paid searches

Facebook users mostly older target audience

Snapchat, Instagram for younger

Snapchat example L'oreal filter to show how you would look with their make up products

Jack Daniels 360 virtual reality distillery tour

But also disadvantages: greater potential for marketing failure

Meshing v Stacking

Meshing = related activities, e.g. watching an ad and then tweeting about it, messaging your freind about it

Stacking = Unrelated activities e.g. playing a game whilst adverts are on TV, listening to music while on Facebook

Tv will be overtaken by internet advertising accoriding to Zenith Optimedia

Tv is unable to hold our attention

Ehrenberg-Bass Institute findings argue that Tv still has the biggest reach

WARCs top campaigns all TV led

Sheehan and Morrison Confluence Culture

Traditional advertising should be integrated with digital advertising

Use M&Ms example

Performance:

Change in key personnel - Harvey & Rupert 1988

Campaign effectiveness

Bad response

Feeling like no longer a priority

Conflict of interest if they take on a competitor

Looking for new approach/expertise

Issues with Trust/Reliability (Caplin 2016)

Cost

Investing more resources into another client

 would involve research, subscribe to a service, review testimonials

Screening process

Agency pitch

Feldwick way - a two way communication rather than IKEA example instructions

Baskin (2017) indicates some challenges in her article, e.g. not investing enough resources into the agency brief

Caplin suggests strong communcation and feedback will lead to continuous improvement

Baskin (2012)

Problems with how to pay

3 options

pay for labour - can inhibit streamlined creativity

pay for concept - but difficulities - how much is an idea worth

Prefers the balanced scorecard approach, performance based pay

set metrics such as market related brand performance, distribution, traffic, sales, brand awareness