Professional Documents
Culture Documents
Brand hierarchy
The means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firms products. Involves ordering and ranking all brands across products. Dupont Ingredient brands Corporate brands Stainmaster, Lycra automotive; flooring Teflon, Dacron
Branding
Corporate dominant - company brand, house brand (Trader Joes) Mixed brands - dual, endorsed (Kellogg Cherrios) Brand dominant - single, furtive (company not disclosed such as LA Times)
Corporate Advertising
Using Advocacy to Deliver Institutional Messages
PR Function
Assess public attitudes through research Determine objective Build favorable attitude Change negative attitude to positive one Maintain positive attitude Develop strategy Produce corporate advertising campaign
McDonald Corporation
Product advertising sells burgers Corporate advertising advocates caring for young cancer victims Ronald McDonald House serves parents Caring message, health focus
Corporate Ad Objectives
Awareness Familiarity Positive associations
Awareness
Brand recognition Brand recall for purchase intention Brand image creation Visa sponsorship of the Olympic Games
Familiarity
Builds a comfort zone Brand switching Brand usage and brand stories Brand loyalty
Associations
Creates favorable brand image through goodwill using: Sponsorships: arts (Phone), sports (Nike), health (J&J) Advocacy: environment (Body Shop), disease prevention (Dupont), minority education (Hilton)
Umbrella Strategy
Red Cross Problem: Perception of fund misuse from Bali, US terrorist bombings Objective: Convince publics that Red Cross comes to the aid of the worlds needy Strategy: Were there for you campaign
Brand as Philosophy
Benetton social issues campaign AIDS awareness (buttock w/brand +) Discrimination (black baby nursing white breast) Capital punishment (prisoners sentenced to death)
Benetton Debate
Selling sweaters on the misery of others? Encourage debate through shock? Illuminate or trivialize issues?
People Do Campaign
Protecting the earths natural resources important Chevron values a commitment to environmental protection Anecdotal vignette tactics
People Do Theme
Tiny sea turtles move along sand toward ocean Voice over In a race to survive, instinct and moonlight guide newborn sea turtles. Do people make certain that the only light is the one that leads home? People Do. Ad further explains how Chevron is saving turtles my concealing light from nearby gas operations so they can make it to the water.
People Do Message
Chevron is: A defender of the environment A champion of endangered species A lovable, eco-friendly corporation saving infants of the animal kingdom
Greenwashing?
Diverting consumers from harmful effects of corporation on the planet Cost of advertising vs. actual environmental cleanup programs
Greenwashing: Weyerhaeuser
Worlds largest private owner of timber Clear-cut 4 million acres of forests for paper Corporate advertising campaign message says it will replace natural resources by planting 40 million seedlings Well never run out of trees.
Cognitive Dissonance
Knocks viewer off balance with image of preteen girls discussion adult subjects Poor and minority groups stereotyped Nike proposes a solution to restore the viewer to balance: let me play in Nike apparel
Public Service?
Is the campaign for a worthy cause? Why preteen girls and not boys? Does Nike portray women as more vulnerable than they are to sell clothing?