BRAND COMMUNICATIONS – ONE BRAND, ONE PROMISE
INTEGRATED MARKETING COMMUNICATIONS (IMC) Integrated Marketing Communications (IMC) involves the coordination of all forms of marketing communications in a unified program that maximizes the impact on consumers and other types of customers. It embraces many unique yet complementary forms of communication: Media advertising (a focus on message strategies and media strategies in a traditional media environment) Direct response communications (communications that encourage immediate action) Digital communications that include online, mobile (cell phone), and CD-DVD communications Sales promotion (both consumer and trade promotions) Public Relations Event marketing and sponsorships Personal selling ADVERTISING A form of marketing communications designed to stimulate a positive response from a defined target market. PUBLIC RELATIONS A form of communications designed to gain public understanding and acceptance. EVENT MARKETING The process, planned by a sponsoring organization, of integrating a variety of communications elements with a single event theme. SPONSORSHIP The act of financially supporting an event in return for certain advertising rights and privileges. POSITIONING Discuss about brand communications will not complete without talking about positioning. Positioning refers to the selling concept that motivates purchase, or the image that marketers desire a brand to have in the minds of customers. The positioning strategy statement has a direct impact on the nature of the message that must be communicated to consumers. It clearly identifies where the company wants the product to be in the market and help provide direction to the message that will ultimately be communicated to customers. Furthermore, it serves as the standard for considering what strategies to use and not use. HOW’S THE PROCESS ? 1. Your brand 2. Understand what makes you unique and living by those rules – find out the unique point of your product; what makes yours different from others and explore it 3. Confirm and finding insights that help build informed strategies – build and decide which strategies are going to use and not use 4. Targeted activity that has true benefits – create activity (events) which helps to bring your brand to the target market 5. Use all relevant communication platforms necessary – what type of communications are you going to use, which helps your target market know your brand 6. Results BLACKBERRY The BlackBerry is a line of wireless handled devices and services designed and marketed by Research In Motion Limited (RIM) operating as BlackBerry. The first BlackBerry device, the 850, was introduced in 1999 as a two-way pager in Munich, Germany. The name BlackBerry was coined by the marketing company Lexicon Branding. The name was chosen due to the resemblance of the keyboard’s buttons to that of the drupelets that compose the blackberry fruit.
A BlackBerry can shoot video, take photos, play music, and perform online functions such as web-browsing and emailing. The can also send and receive push e-mail and instant messages while maintaining a high level of security through on-device message encryption, and are designed to function as Personal Digital Assistants (PDA). BlackBerry devices support a large variety of instant messaging features, with the most popular being the proprietary BlackBerry Messenger service. FEATURED PRODUCT OF BLACKBERRY 1. Push E-mail RIM’s BlackBerry uses wireless mail user agent devices and a BlackBerry Enterprise Server (BES) attached to a traditional e-mail system. The BES monitors the e-mail server, and when it sees new e-mail for BlackBerry user, it retrieves (pulls) a copy and then pushes it to the BlackBerry handled device over the wireless network. BlackBerry became very popular, in part because it offers remote users “instant” e-mail; new e-mails appear on the device as soon as they arrive, without the need for any user intervention....
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