Chapter 4 Choosing Brand Elements To Build Brand Equity PDF

mar keti ng.uni - gr a z.at Chapter 4 Choosing Brand Elements to Build Brand Equity 1 mar keti ng.uni - gr a...

mar keti ng.uni - gr a z.at Chapter 4 Choosing Brand Elements to Build Brand Equity 1 mar keti ng.uni - gr a z.at Learning Objectives 4.1 Identify the different types of brand elements 4.2 List the general criteria for choosing brand elements 4.3 Describe key tactics in choosing different brand elements 4.4 Explain the rationale for “mixing and matching” brand elements 4.5 Highlight some of the legal issues surrounding brand elements Source: Keller/Swaminathan (2020), pp. 141-.171. 2  mar keti ng.uni - gr a z.at Criteria for Choosing Brand Elements  Memorability  Meaningfulness  Likability  Transferability  Adaptability  Productability Source: Keller/Swaminathan (2020), pp. 142-144. 3 mar keti ng.uni - gr a z.at Criteria for Choosing Brand Elements 1. Memorability 4. Transferability  Easily recognized  Within and across product  Easily recalled categories 2. Meaningfulness  Across geographic boundaries and  Descriptive cultures  Persuasive 5. Adaptability 3. Likability  Flexible  Fun and interesting  Updatable  Rich visual and verbal imagery 6. Protectability  Aesthetically pleasing  Legally  Competitively Source: Keller/Swaminathan (2020), p. 143. 4  mar keti ng.uni - gr a z.at Options and Tactics for Brand Names  What would an ideal brand element be like?  Easily remembered  Highly suggestive of the product class and benefits  Inherently fun or interesting  Rich with creative potential  Transferable to a wide variety of product and geographic settings  Enduring in meaning and relevant over time  Strongly protectable both legally and competitively Source: Keller/Swaminathan (2020), p. 147. 5 mar keti ng.uni - gr a z.at Brand Names (1 of 3)  The brand name is fundamentally important:  Often captures the central theme or key associations of a product in a compact, economical fashion  Most difficult element for marketers to change:  Closely tied to the product in the minds of consumers  Selecting a brand name for a new product is an art and a science  Must be chosen with the six general criteria in mind:  Memorability  Meaningfulness  Likability  Transferability  Adaptability  protectability Source: Keller/Swaminathan (2020), p. 147. 6  mar keti ng.uni - gr a z.at Brand Name Taxonomy Descriptive Sleep Inn Evocative Quicken Loans Personality Snapple Synthetic Verizon Founder Dyson Source: Keller/Swaminathan (2020), p. 148. 7 mar keti ng.uni - gr a z.at Brand Names (2 of 3)  Brand awareness:  Simple and easy to pronounce or spell  Familiar  Meaningful  Different, distinctive, and unusual  Brand associations:  Implicit and explicit meanings of a name are important Source: Keller/Swaminathan (2020), pp.148-150. 8  mar keti ng.uni - gr a z.at Sample Suggestive Brand Names ColorStay lipsticks Head & Shoulders shampoo Close-Up toothpaste SnackWell reduced fat snacks DieHard auto batteries Mop & Glo floor wax Lean Cuisine low-calorie frozen entrees Shake’n Bake chicken seasoning Sub-Zero refrigerators and freezers Cling-Free static buildup remover Facebook social network Dropbox cloud storage Source: Keller/Swaminathan (2020), p. 149. 9 mar keti ng.uni - gr a z.at Brand Names (3 of 3)  Brand names can reinforce an important attribute or benefit associated that makes up its product positioning  A descriptive brand name should make it easier to link the reinforced attribute or benefit  Naming procedures: 1. Define objectives 2. Generate names 3. Screen initial candidates 4. Study candidate names 5. Research the final candidates 6. Select the final name Source: Keller/Swaminathan (2020), pp. 151-152. 10  mar keti ng.uni - gr a z.at U R Ls  URLs (uniform resource locators) specify locations of pages on the Web:  Commonly referred to as domain names  Owner of a URL must register and pay for the name  Protects a brand from unauthorized use in other domain names  Cybersquatting- Registering, trafficking in, or using a domain name with bad-faith to profit from:  The goodwill of a trademark belonging to someone else  A company needs to protect their brands from unauthorized use in other domain names:  Company can:  Sue current owner of the U R L for copyright infringement  Buy the name from the current owner  Register all conceivable variations of its brand as domain names ahead of time  Cybersquatting or domain squatting:  Registering, trafficking in, or using a domain name with bad-faith to profit from:  The goodwill of a trademark belonging to someone else Source: Keller/Swaminathan (2020), pp. 153-154. 11 mar keti ng.uni - gr a z.at Logos and Symbols  Logos:  Visual elements play a critical role in building brand equity and brand awareness:  Indicate origin, ownership, or association  Range from corporate names or trademarks written in a distinctive form, to abstract designs that may:  Be completely unrelated to the corporate name or activities  Symbols:  Nonword mark logos  Like names, abstract logos can be distinctive and recognizable:  Abstract logos may lack the inherent meaning present with a more concrete logo  One danger is that consumers may not understand what the logo is intended to represent Source: Keller/Swaminathan (2020), pp. 154-155. 12  mar keti ng.uni - gr a z.at Characters  Special type of brand symbol:  One that takes on human or real-life characteristics  Introduced through advertising:  Can play a central role in ad campaigns and package designs Source: Keller/Swaminathan (2020), pp. 155-157. 13 mar keti ng.uni - gr a z.at Slogans  Short phrases that communicate descriptive or persuasive information about the brand  Function as useful “hooks” or “handles” to help consumers grasp the meaning of a brand  Indispensable means of summarizing and translating the intent of a marketing program  Designing slogans:  Designed so they contribute to brand equity in multiple ways  Can contain product-related messages and other meanings  Updating slogans:  Recognize how it contributes to brand equity:  Through enhanced awareness or image  Decide how much of this equity enhancement, if any, is still needed  Retain needed or desired equities still residing in the slogan  While providing whatever new twists of meaning are necessary to contribute to equity in other ways Source: Keller/Swaminathan (2020), pp. 155-157. 14  mar keti ng.uni - gr a z.at Famous Slogans Quiz 1. _____________ Reach Out and Touch Someone 12. _____________ The Wonder Drug That Works Wonders 2. _____________ Have It Your Way 13. _____________ No More Tears 3. _____________ Just Do It 14. _____________ Melts in Your Mouth, Not in Your Hands 4. _____________ When It Absolutely, Positively Has to Be There Overnight 15. _____________ We Try Harder 5. _____________ Drivers Wanted 16. _____________ The Antidote for Civilization 6. _____________ Don’t Leave Home Without It 17. _____________ Where Do You Want to Go Today? 7. _____________ Like a Rock 18. _____________ Let Your Fingers Do the Walking 8. _____________ Because I’m Worth It 19. _____________ Breakfast of Champions 9. _____________ The Ultimate Driving Machine 20. _____________ Fly the Friendly Skies 10. _____________ When You Care Enough to Send the Very Best 11. _____________ Capitalist Tool Answers: (1) Bell Telephone; (2) Burger King; (3) Nike; (4) Federal Express; (5) Volkswagen; (6) American Express; (7) Chevrolet; (8) L’Oreal; (9) BMW; (10) Hallmark; (11) Forbes magazine; (12) Bayer aspirin; (13) Johnson’s Baby Shampoo; (14) M&M’s (15) Avis; (16) Club Med; (17) Microsoft; (18) Yellow Pages; (19) Wheaties; and (20) United Airlines. Source: Keller/Swaminathan (2020), p.161. 15 mar keti ng.uni - gr a z.at Jingles  Musical messages written around the brand  Catchy hooks and choruses:  Become permanently registered in the minds of listeners  Enhance brand awareness by repeating the brand name in clever and amusing ways Source: Keller/Swaminathan (2020), pp. 161-162. 16  mar keti ng.uni - gr a z.at Packaging (1 of 2)  Activity of designing and producing containers or wrappers  From the perspective of both the firm and consumers, packaging must:  Identify the brand  Convey descriptive and persuasive information  Facilitate product transportation and protection  Assist in at-home storage  Aid product consumption  Packaging at the point of purchase:  The right packaging can create strong appeal:  On the store shelf  Help products stand out from the clutter  Can provide at least a temporary edge on competition  Packaging innovations:  Can lower costs  Can improve demand for a product Source: Keller/Swaminathan (2020), pp. 162-164. 17 mar keti ng.uni - gr a z.at Packaging (2 of 2)  Package design:  Has become a more sophisticated process:  Specialized package designers bring artistic techniques and scientific skills  Refers to “shelf impact” of a package  Packaging changes:  Can be expensive:  But can be cost-effective compared with other marketing communication costs:  Signal a higher price, or to more effectively sell products through new or shifting distribution channels  When a significant product line expansion would benefit from a common look  To accompany a new product innovation to signal changes to consumers  When old package looks outdated Source: Keller/Swaminathan (2020), pp. 164-166. 18  mar keti ng.uni - gr a z.at Putting It All Together  Each brand element can play a different role in building brand equity:  Marketers “mix and match” to maximize brand equity  Brand identity:  Entire set of brand elements  Contribution of all brand elements to awareness and image Source: Keller/Swaminathan (2020), pp. 166-168. 19 mar keti ng.uni - gr a z.at Critique of Brand Element Options Brand Element Brand Names and U Logos and Slogans and Packaging and Criterion RLs Symbols Characters Jingles Signage Memorability Can be chosen Generally more Generally more useful Can be chosen to Generally more to enhance brand useful for brand for brand recognition enhance brand recall useful for brand recall and recognition recognition and recognition recognition Meaningfulness Can reinforce almost Can reinforce almost Generally more useful Can convey almost Can convey almost any type of any type of for non-product-related any type of any type of association, although association, although imagery and brand association explicitly association explicitly sometimes only sometimes only personality indirectly indirectly Likability Can evoke much Can provoke visual Can generate human Can evoke much Can combine visual verbal imagery appeal qualities verbal imagery and verbal appeal Transferability Can be somewhat Excellent Can be somewhat Can be somewhat Good limited limited limited Adaptability Difficult Can typically be Can sometimes be Can be modified Can typically be redesigned redesigned redesigned Protectability Generally good, but Excellent Excellent Excellent Can be closely with limits copied Source: Keller/Swaminathan (2020), pp. 169. 20  mar keti ng.uni - gr a z.at Chapter 5 Designing Marketing Programs to Build Brand Equity 21 mar keti ng.uni - gr a z.at Learning Objectives 5.1 Identify some of the new perspectives and developments in marketing 5.2 Describe how marketers enhance product experience 5.3 Explain the rationale for value pricing 5.4 List some of the direct and indirect channel options 5.5 Summarize the reasons for the growth in private labels Source: Keller/Swaminathan (2020), pp. 177-.208. 22  mar keti ng.uni - gr a z.at New Perspectives on Marketing  As firms are dealing with enormous shifts in their external marketing environments:  Marketing strategies and tactics have changed dramatically Source: Keller/Swaminathan (2020), p. 178. 23 mar keti ng.uni - gr a z.at New Approaches Embraced by Marketers  Rapid technological developments  Greater customer empowerment  Fragmentation of traditional media  Growth of interactive and mobile marketing options  Channel transformation and disintermediation  Increased competition and industry convergence  Globalization and growth of developing markets  Heightened environmental, community, and social concerns  Severe economic recession Source: Keller/Swaminathan (2020), p.178.. 24  mar keti ng.uni - gr a z.at The New Capabilities of the New Economy (1 of 2) Consumers  Can wield substantially more customer power.  Can purchase a greater variety of available goods and services.  Can obtain a great amount of information about practically anything.  Can more easily interact with marketers in placing and receiving orders.  Can interact with other consumers and compare notes on products and services. Source: Keller/Swaminathan (2020), p.178. 25 mar keti ng.uni - gr a z.at The New Capabilities of the New Economy (2 of 2) Companies  Can operate a powerful new information and sales channel with augmented geographic reach to inform and promote their company and its products.  Can collect fuller and richer information about their markets, customers, prospects, and competitors.  Can facilitate two-way communication with their customers and prospects, and facilitate transaction efficiency.  Can send ads, coupons, promotions, and information by e-mail to customers and prospects who give them permission.  Can customize their offerings and services to individual customers.  Can improve their purchasing, recruiting, training, and internal and external communication. Source: Keller/Swaminathan (2020), p.178. 26  mar keti ng.uni - gr a z.at Integrating Marketing  Personalizing Marketing  Reconciling the Different Marketing Approaches Source: Keller/Swaminathan (2020), p.180. 27 mar keti ng.uni - gr a z.at Personalizing Marketing  Rapid expansion of the Internet and continued fragmentation of mass media  Have brought the need for personalized marketing  Modern economy celebrates the power of the individual consumer  Marketers have embraced concepts such as experiential marketing and relationship marketing Source: Keller/Swaminathan (2020), pp. 181-182. 28  mar keti ng.uni - gr a z.at Relationship Marketing (1 of 2)  Experiential Marketing  Relationship Marketing  Mass Customization  Permission Marketing  Experiential marketing  Promotes a product by communicating features and benefits and connecting it with unique and interesting consumer experiences  Relationship marketing  Transcend an actual product or service to create stronger bonds with consumer  Maximize brand resonance Source: Keller/Swaminathan (2020), pp. 181-183. 29 mar keti ng.uni - gr a z.at Relationship Marketing (2 of 2)  Mass customization  Making products to fit customers’ exact specifications  Digital-age technology enables customized products  Permission marketing  The practice of marketing to consumers only after gaining their express permission Source: Keller/Swaminathan (2020), pp. 183-185. 30  mar keti ng.uni - gr a z.at Brand Experience Scale Sensory This brand makes a strong impression on my visual sense or other senses. I find this brand interesting in a sensory way. This brand does not appeal to my senses. Affective This brand induces feelings and sentiments. I do not have strong emotions for this brand. This brand is an emotional brand. Behavioral I engage in physical actions and behaviors when I use this brand. This brand results in bodily experiences. This brand is not action oriented. Intellectual I engage in a lot of thinking when I encounter this brand. This brand does not make me think. This brand stimulates my curiosity and problem solving. Source: Keller/Swaminathan (2020), p. 182. 31 mar keti ng.uni - gr a z.at Reconciling the Different Marketing Approaches  Mass customization and one-to-one and permission marketing are:  Potentially effective means of getting consumers more actively engaged with a brand  According to the customer-based brand equity model:  Different approaches emphasize different aspects of brand equity Source: Keller/Swaminathan (2020), p. 186. 32  mar keti ng.uni - gr a z.at Product Strategy  Perceived Quality  Managing Customers Post-Purchase Source: Keller/Swaminathan (2020), p. 186. 33 mar keti ng.uni - gr a z.at Perceived Quality  Customers’ perceptions of overall quality or superiority of a product or service  Compared with alternative  With respect to its intended purpose Source: Keller/Swaminathan (2020), pp. 186-187. 34  mar keti ng.uni - gr a z.at Managing Customers Post-Purchase  Product strategies should focus on both purchase and consumption  Particularly important in the context of e-commerce  Processes or programs that can help with managing customers post-purchase  User manuals  Customer service programs  Loyalty programs  User Manuals  Customer Service Programs  Loyalty Programs Source: Keller/Swaminathan (2020), pp. 187-189. 35 mar keti ng.uni - gr a z.at Pricing Strategy  Price is the one revenue-generating element of the traditional marketing mix  Price premiums are among the most important benefits of building a strong brand Source: Keller/Swaminathan (2020), p. 189. 36  mar keti ng.uni - gr a z.at Consumer Price Perceptions  Choosing a pricing strategy to build brand equity means determining  A method for setting current prices, and  A policy for choosing the depth and duration of promotions and discounts  Factor related to costs of making and selling a product and relative price of competing product are important determinant in pricing strategy  However, firms are putting greater importance on consumer perceptions and preferences Source: Keller/Swaminathan (2020), pp. 190-193. 37 mar keti ng.uni - gr a z.at Price Tiers in the Ice Cream Market Source: Keller/Swaminathan (2020), p. 191. 38  mar keti ng.uni - gr a z.at Figure 5-4: Services Provided by Channel Members Source: Reprinted from Donald Lehmann and Russell Winer, Product Management, 2nd ed. (Burr Ridge, I L: Irwin, 1997), Figure 13-8 on page 379. © The McGraw-Hill Companies. Source: Keller/Swaminathan (2020), p. 191. 39 mar keti ng.uni - gr a z.at Setting Prices to Build Brand Equity (1 of 2)  Value Pricing  Communicating Value  Price Segmentation  Everyday Low Pricing  Reasons for Price Stability  Value pricing  Objective is to uncover the right blend of product quality, product costs, and product prices  That fully satisfies the needs and wants of consumers  As well as the profit targets of the firm  Successful value-pricing strategy should strike a balance among  Product design and delivery  Product costs, and  Product prices Source: Keller/Swaminathan (2020), pp. 193-194. 40  mar keti ng.uni - gr a z.at Setting Prices to Build Brand Equity (2 of 2)  Just delivering good value is not sufficient for achieving pricing success  Consumers need to understand and appreciate the value of the brand  Value is not always obvious  At times, must be communicated  Price segmentation  Sets and adjusts prices for appropriate market segments  Everyday low pricing  Avoids the sawtooth pattern of alternating price increases and decreases  Avoids discounts  In favor of a more consistent set of “everyday” base prices on products  Reasons for price stability  Forward buying  Diverting Source: Keller/Swaminathan (2020), pp. 194-195. 41 mar keti ng.uni - gr a z.at Channel Strategy (1 of 2)  Channel Design  Indirect Channels  Direct Channels  Online Strategies Source: Keller/Swaminathan (2020), pp. 196-204. 42  mar keti ng.uni - gr a z.at Channel Strategy (2 of 2)  Channel design  Direct channels  Selling through personal contacts from the company to prospective customers  Mail, phone, electronic means, or in-person visits  Indirect channels  Selling through third-party intermediaries  Agents, broker representatives, wholesalers or distributors, or retailers or dealers Source: Keller/Swaminathan (2020), pp. 196-199. 43 mar keti ng.uni - gr a z.at Indirect Channels  Retailers tend to have the most visible and direct contact with customers  Has the greatest opportunity to affect brand equity  Push and pull strategies  Channel support  Retail segmentation  Cooperative advertising Source: Keller/Swaminathan (2020), pp. 198-202. 44  mar keti ng.uni - gr a z.at Direct Channels  Manufacturers may choose to sell directly to consumers  Brand equity issues of selling through direct channels include:  Company-owned stores  Store-within-a-store  Other means may be by phone, mail, or electronic means Source: Keller/Swaminathan (2020), pp. 202-204. 45 mar keti ng.uni - gr a z.at J C Penney Customer Channel Value Analysis Source: Customer Values Analysis, Doublecheck (2004). Courtesy of Abacus Direct, L L C. Source: Keller/Swaminathan (2020), p. 204. 46  mar keti ng.uni - gr a z.at Chapter 6 Integrating Marketing Communications to Build Brand Equity 47 mar keti ng.uni - gr a z.at Learning Objectives 6.1 Describe some of the changes in the new media environment 6.2 Outline the major marketing communication options 6.3 Describe some of the key tactical issues in evaluating different communication options 6.4 Identify the choice criteria in developing an integrated marketing communication program 6.5 Explain the rationale for mixing and matching communication options Source: Keller/Swaminathan (2020), pp. 214-242. 48  mar keti ng.uni - gr a z.at Marketing Communications  Means by which firms attempt to inform, persuade, and remind consumers about the brands they sell  Can contribute to brand equity by:  Creating awareness of the brand  Linking points-of-parity and points-of-difference associations to the brand in consumers’ memory  Eliciting positive brand judgments or feelings  Facilitating a stronger consumer-brand connection and brand resonance Source: Keller/Swaminathan (2020), p. 215. 49 mar keti ng.uni - gr a z.at The New Media Environment  Has changed dramatically in recent years  Traditional advertising media seem to be losing their grip  Digital revolution has changed the way consumers learn and talk about brands  Changing media landscape has forced marketers to re-evaluate how they should best communicate with consumers  Challenges in Designing Brand-Building Communications  Role of Multiple Communications Source: Keller/Swaminathan (2020), pp. 216-218. 50  mar keti ng.uni - gr a z.at Challenges in Designing Brand-Building Communications (1 of 2)  Skilfully designed and implemented marketing communications programs  Should be efficient and effective  Require careful planning and creative knack  For a person to be persuaded by any form of communication the following steps must occur: 1. Exposure 2. Attention 3. Comprehension 4. Yielding 5. Intentions 6. Behavior Source: Keller/Swaminathan (2020), pp. 216-217. 51 mar keti ng.uni - gr a z.at Challenges in Designing Brand-Building Communications (2 of 2)  From an advertising standpoint, the ideal ad campaign would ensure that:  The right consumer is exposed to the right message at the right place and at the right time  The creative strategy causes consumers to notice and attend to the ad  But does not distract from the intended message  The ad properly reflects the consumer’s level of understanding  The ad correctly positions the brand in terms of desirable and deliverable points-of-difference and points-of-parity  The ad motivates consumers to consider purchase of the brand  The ad creates strong brand associations to all these stored communication effects  So they have an effect when consumers are considering making a purchase Source: Keller/Swaminathan (2020), pp. 217-218. 52  mar keti ng.uni - gr a z.at Simple Test for Marketing Communication Effectiveness 1. What is your current brand knowledge? Have you created a detailed mental map? 2. What is your desired brand knowledge? Have you defined optimal points-of-parity and points- of-difference and a brand mantra? 3. How does the communication option help the brand get from current to desired knowledge with consumers? Have you clarified the specific effects on knowledge engendered by communications? Source: Keller/Swaminathan (2020), p. 216. 53 mar keti ng.uni - gr a z.at Role of Multiple Communications  Advantages of multiple communications  Optimal utilization of monetary and other resources  Different communication options also may target different market segments Source: Keller/Swaminathan (2020), p. 218. 54  mar keti ng.uni - gr a z.at Four Major Marketing Communication Options  Marketing Communication  Advertising and Promotion  Interactive Marketing  Events and Experiences  Mobile Marketing Source: Keller/Swaminathan (2020), p. 218. 55 mar keti ng.uni - gr a z.at Advertising  Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor  Powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings  Specific effects are difficult to quantify and predict  Television  Radio  Print  Direct Response  Place Source: Keller/Swaminathan (2020), pp. 218-228. 56  mar keti ng.uni - gr a z.at Promotion  Consumer Promotions  Trade Promotions  Advantages  Permit manufacturers to charge different prices to groups of consumers who vary in their price sensitivity  Convey a sense of urgency to consumers  Can build brand equity through actual product experience  Encourage the trade to maintain full stocks and support the manufacturer’s merchandising efforts  Disadvantages  Decreased brand loyalty and increased brand switching  Decreased quality perceptions and increased price sensitivity  Inhibit the use of franchise  Divert marketing funds sales promotion  Increase the importance of price as a factor in consumer decisions  May subsidize buyers who would have bought the brand anyway Source: Keller/Swaminathan (2020), pp. 228-230. 57 mar keti ng.uni - gr a z.at Online Marketing Communication  Twenty-first century created a rush of companies moving into the world of interactive, online marketing communications  Primary advantage of marketing on the Web  Low cost  Level of detail  Degree of customization Source: Keller/Swaminathan (2020), p. 230. 58  mar keti ng.uni - gr a z.at Events and Experiences  Focus on engaging the consumers’ senses and imagination as a part of brand building  Event marketing: Public sponsorship of events or activities related to sports, art, entertainment, or social causes  Range from extravagant sponsorship events to a simple local in-store product demonstration Source: Keller/Swaminathan (2020), pp. 230-235. 59 mar keti ng.uni - gr a z.at Brand Amplifiers  Efforts made to engage consumers and the public via word-of-mouth and public relations and publicity  Amplify the effects created by other marketing activities through:  Public relations and publicity  Word-of-mouth  Public relations and publicity  Word-of-mouth Source: Keller/Swaminathan (2020), pp. 235-236. 60  mar keti ng.uni - gr a z.at Developing Integrated Marketing Communication Program  Criteria for I M C Programs  Using I M C Choice Criteria Source: Keller/Swaminathan (2020), pp. 236-237. 61 mar keti ng.uni - gr a z.at Criteria For I M C Program  Coverage  Contribution  Commonality  Complementarity  Conformability  Cost Source: Keller/Swaminathan (2020), p. 237. 62  mar keti ng.uni - gr a z.at Figure 6-6: I M C Audience Communication Option Overlap Source: Keller/Swaminathan (2020), p. 237. 63 mar keti ng.uni - gr a z.at Using I M C Choice Criteria  IMC choice criteria can provide guidance for designing integrated marketing communication programs  Two key steps are  Evaluating communication options  Establishing priorities and trade-offs Source: Keller/Swaminathan (2020), p. 241. 64  mar keti ng.uni - gr a z.at General Marketing Communication Guidelines: The “Keller B s” 1. Be analytical: Use frameworks of consumer behavior and managerial decision making to develop well-reasoned communication programs. 2. Be curious: Better understand customers by using all forms of research, and always be thinking of how you can create added value for consumers. 3. Be single-minded: Focus your message on well-defined target markets (less can be more). 4. Be integrative: Reinforce your message through consistency and cuing across all communication options and media. 5. Be creative: State your message in a unique fashion; use alternative promotions and media to create favorable, strong, and unique brand associations. 6. Be observant: Keep track of competition, customers, channel members, and employees through monitoring and tracking studies. 7. Be patient: Take a long-term view of communication effectiveness to build and manage brand equity. 8. Be realistic: Understand the complexities involved in marketing communications. Source: Keller/Swaminathan (2020), p. 242. 65