Brand Communication

1
Brand Communication Relationships A Nordic
Perspective on Brand Management?????????????????
?????????

• Jian Ming TENG (???)
• Ph.D Candidate (?????)
• Department of Marketing and Corporate Geography
  (??????)
• Hanken Swedish School of Economics Helsinki,
  Finland
• ??????Hanken????????? Autumn 2003 ??
• Member of The Finnish Center of Service and
  Relationship Management
• ???????????????
• Special thanks to Dr. Kirsti Lindberg-Repo
  (????)
• CERS (Center for Relationship Marketing and
  Service Management) Hanken

2
The Nordic Perspectives on Marketing????????????

• Focus on Service Management ????
• Focus on Networks and Interactions ?????????
• Focus on Relationships ??????
• Focus on In-depth Qualitative Research
  Methods ???????????

3
The Managerial Challenges of Marketing???????????
?????

• We are facing new managerial challenges ??????????
  ????????
• In the new economy, it wont be our products and
  services, but knowing and serving our customers
  better than our competitors that will
  differentiate us and keep our customers
  loyal ????????,????????????,??????????????????????
  ??????????????????
• The need for mutual communication ????????????

4
The Importance of Communication????????

• We need communication to develop a strong brand
  image in the minds of consumers ??????????????????
  ??????????
• When a clear and strong identity is lacking, a
  brand is like a ship without a rudder (Aaker,
  1997) ?????????????,??????????

5
Relationship Communication???????

• Relationship communication is considered an
  umbrella term for all communication activities
  between the relational parties and can include
  one-way and two-way processes as well as media
  message and word-of-mouth (Lindberg-Repo
  2001) ?????????????????????????,??????????????????
  ????
• It is a system of relational parts that comprise
  communicative value building process ?????????????
  ???????????????

6
Communication Levels?????????

• The Era of Communication (Traditional) ?????????
• Characteristics ????
• Persuation ?????
• One-way, outbound process ??,?????
• 4Ps (product, price, place, promotion) ??,??,??,
  ??
• Managed by functional specialists ????????????

7
Communication Levels?????????

• The Era of Contact (e.g.Direct Marketing) ????
  (????????)
• Characteristics ????
• Contact with the customer ?????
• Importance of interaction ????????
• Services marketing ??????
• Managed by the service company and
  customers ????????????

8
Communication Levels?????????

• The Era of Connectedness (Powered by
  ICTs) ?????(???????????)
• Characteristics ????
• From functional to systems perspective ??????????
• Requires mutual participation ?????????
• Involves entire company to listen ?????????
• Consistent integration of all messages ????????
• Managed by the entire company and customers
  ????????????

9
Developing Integrated Brand Communication
(Lindberg-Repo 1999) ????????????

• Through three Modes of Communication ?????????
• Planned Communication (Low level of
  interaction) ????????
• Contact (Moderate level of interaction) ??
• Connectedness (High level of interaction) ??
• The feedback connects the customer and the
  company in such a way that helps the parties
  build future value Brand bond and
  relationbships ??????????????????????????????
  ?????????

10
Planned Communication??????????

• Charactersitics ????
• Low level of customer interaction and
  participation ???????????
• Creates possibilities for entering a
  relationship ?????????????
• Outreach, company seeks to be exposed to its
  customers ????,???????????
• Goals ??
• Influence brand awareness ????????
• Creates customer interests and hopefully
  purchasing desire ?????????????????

11
Contact ??

• A continuous, interactive process ???,???????
• Characteristics ????
• Initiated by two-way interaction
  process ?????????????
• Ability to gather customer-specific
  information ?????????????
• Creates shared understanding ??????
• Involves various communication techniques ????????
  ??????

12
Connectedness ???

• Characteristics ????
• Consolidate the customer and the company ???????
• Developed through partners interaction
  process ??????????????????
• Outcome of the shared understanding and meaning
  generated by both parties ???????????????????????
• Achieved through dialogues ????????
• Branding, the trusty marketing tool of the 20th
  century is being replaced by 21st century model
  Dialogues between the marketer and the
  customer ????,??20?????????????,??21?????????????
  ?????

13
Dynamics of Dialogues ??????

• Develops insights into what the parties can
  achieve together ?????????????
• The outcome is new understanding and a basis from
  which to think and act ????????????????????????
• Learning through a dialogue ?????????
• Customer ?? Company ??

14
Sources of Communication Messages in a Brand
Relationship (Grönroos 2000) ?????????????????

• Planned Messages ????????
• Mass communication, brochures, www sites, etc.
• Product Messages ????
• Design, appearance, function, quality, etc.
• Service Messages ????
• Service interactions, invoicing, delivery,
  complaints, help center, etc.
• Unplanned Messages ??????
• Word-of-mouth referrals, news stories, Internet
  chat groups, etc.
• Absence of communication (Negative message
  created by the brand owner itself) ??????(????????
  ??????)
• No response, lack of information provided, etc.

15
Brand Definition 1 ?? ?? (1)

• AMA A name, term, sign, symbol or any other
  feature that identifies one sellers product or
  service as distinct from those of other sellers
• ????????? ??,???,??,?????????????????????????????
  ????????

16
Brand Definition 2 ?? ?? (2)

• Grönroos (2000290) A brand is created in
  continuously developing brand relationships where
  the customer forms a differentiating image of a
  physical good, a service or solution including
  goods, services, information and other elements,
  based on all kinds of brand contacts that the
  customer is exposed to ????????????????,??????????
  ??????????????????,??????????,??,?????????????????
  ?????

17
Brand Communication and Relationships??????????

• Continous process which leads to a relationship
  between the brand and customers overtime
  ??????????????????????????
• Active roles of customers in the branding
  process ?????????????????
• Brand image reflects every aspect of what the
  brand owner (the company) does and says, as
  perceived by customers and the general public
  ????????????(????)???????,???????????????????
• Brand image exists in a customers mind
  ???????????????

18
(No Transcript)
19
(No Transcript)
20
How to Create Service Brand Relationships????????
?? (Grönroos 2000 291)

• The main task in branding process is to manage
  the service (production) process so that they
  provide the customers with positive brand
  contacts, which create a favorable brand
  relationship ????????????????????,???????????????,
  ??????????????
• The planned marketing communication efforts are
  only supportive activities in the creation of
  brand relationships ??????????????????????????????
  ?

21
How to Create Service Brand Relationships????????
?? (Berry 1999)

• Be different ????
• Innovate Vs. Imitate ??????????
• Determine your own fame ???????
• Creating real value to customers ???????????????
• Make an emotional connection ????????
• Creating feelings of trust, affection and
  closeness
• Internalize the brand ??????
• The company internal spirit of the brand?????????
• The front line employees are essential in brand
  communication to customers the moment of truth

22
Branding on the Web ???????? (Ind Riondino
2001)

• Websites The right look and feel ??????????
• Consistency, content, technical features
• Interactivity Exploring the mediums potential
  (e.g. technical advances) ???????????????
• Power to the consumer (e.g. easier to find
  information) ????????? (??,???????)
• Facilitating the dialogue (e.g. two-way
  Emails) ????
• The Internet is not about transactions, but
  communications and relationships ?????????????????
  ?????

23
(No Transcript)
24
A Selected Sample of Famous Brands from the
Nordic Countries ?????????????

25
Case 1 Brand Communication of Coca-Cola ??1????
????????

• Be different and innovative ?????????
• Leading to consumer desires ???????
• Communicating an image not product ??????????????
  ? (e.g. , Always, Enjoy, Life tastes good, Obey
  your thirst, Fun)
• Cause related marketing strategy (e.g. Community
  services, charity, global issues) to communicate
  planned messages and receive unplanned (mostly
  positive) feedback from media and
  public ?????????????????????????????????????????
  ???
• Consistent yet trendy (Keep tradition yet lead
  latest trends) ???????????????

26
Case 2 Brand Relationship and Communication
Finnair (A research conducted by CERS, Hanken)

• Communication Excellence at Finnair
• Customers describe their relationship with
  Finnair as a process involves several
  communicative acts and episodes that customers
  could connect either to their business processes
  or private relationship processes
• Customers communicated clearly the relational
  benefits they perceive from the relationship with
  Finnair
• The basis for maintaining the relationships with
  customers is not only fulfilment of promises in
  service encounters, but rather as a broader
  foundation that comprises more elements such as
  brand meaning and brand value
• Further evidence on value creation through
  communication

27
??2 ???????????? ???Hanken CERS ???????

• ??????????
• ????????????????????????????????????,?????????????
  ???????????????
• ?????????????????????????????
• ???????????????????????????,??????????????????????
  ?????
• ???????????????????

28
Case 2 Brand Relationship and Communication
Finnair ??2 ????????????

• From Finnairs perspective ????????
• Understand how relationship value in different
  brand situations composed in the minds of the
  customers within distinctive communication
  situations ??????????????,??????????????????????
• Result shows ????
• Through all the two-way interactions, Finnair
  customers are involved in the branding process
  Punctuality, safety, quality service,
  Finnishness, ect. ???????????,???????????????????
  ,??,????,?????

29
Case 2 Brand Relationship and Communication
Finnair ??2 ????????????
Customer Loyalty ?????
Customer Retention ?????
Brand Value ????
Customer Relationship Communication ?????????
Service Recovery ????
Brand Meaning ????
30
The Branding Revolution in China???????? (Based
on Schlevogt 2000)

• Brand Consciousness Development in China
• ?????????
• Traditional disregard for brands the legacy of
  central planning ???????????????
• Produce and sell catching up with demand in the
  fat years ????????????????????
• The wind of change surviving hyper-competition ?
  ????????????
• Building momentum towards Chinese
  post-industrialism ???????????????

31
Chinas Most Valuable Brand (2001)??2001????????

• Hongtashan (46 Billion RMB)
• Haier (43.6 Billion RMB)
• Changhong (26.1 Billion RMB)
• Wuliangye (15.7 Billion RMB)
• TCL (14.5 Billion RMB)
• Image abroad (??????)
• The great wall, Forbidden city,
• and Panda bear
• More serious (????) Tsing Tao Beer

32
Case 3 Brand Relationship of Haier ??3
????????????

• ????
• ???????????????
• ???????
• ????????,????????????
• ??????????????
• ???????
• ????
• ??????????????
• ???????????????????
• ?????????????,????

33
Case 3 Brand Relationship of Haier ??3
????????????

• Based on secondary data ????????
• Relationship service practices especially
  relevant in the Chinese market and cultural
  environment ???????????????????????????
• Building strong brand image through keeping
  promises and unplanned communication ??????????
  ?????????????????

34
Tack! Kiitos Thank You! ?? ! Good Luck with Your
Studies!??????!

• Personal Contacts ??????
• Email ming.teng_at_hanken.fi
• ming_helsinki_at_yahoo.com
• Tel [phone] (Finland)
• In China 136 7114 5281 (???)
• Address Department of Marketing, Hanken
• Arkadiagatan 22, FIN-00100 Helsinki , Finland