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Communication and Brand Management (Subject) / Fragen (Lesson)

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• What is the regret effect? The regret effect (Brehm & Wicklund, 1970) describes the phenomenon in which one subsequently expresses remorse at a decision to purchase. Reason: one considers increasingly the pros and cons of alternatives that were disregarded only after the purchase has been made. Further, one realises only after the decision that the decision itself has restricted personal freedom, which may also negatively impact assessment of the decision. Consequence: temporary rise in the appeal of alternatives that were not selected; which inevitably clips the appeal of the chosen brand. Communication target: reduction in cognitive dissonance 
• What is the creative brief? The creative brief occupies a key position in the advertising process The customer briefing is used to define a written basis upon which to create the campaign. The creative brief (also copy strategy) is a binding argumentation and design strategy upon which individual advertising materials will be produced. The creative brief specifies the content and expression of the advertising design: the customer benefit, reason why and tonality are defined, based on the advertising target, target group and positioning. 
• What are Questions to which the creative brief must find answers? o What must the communication achieve? o Who are we talking to? o Which thoughts/feelings do we want to trigger? o What reasoning can we provide? o Which tonality will we use? o What must we consider?  →Basis: these questions match the formula defined by Lasswell: “Who says what in which channel to whom and with what target (effect), in which period and in what way (with which budget/at which cost)?” 
• What is the structure of analysing the current situation in the creative brief? Problem: The big 'why': Why is the current situation not satisfactory?   Costumer insight: An expedition into the inner life of the consumer: to what extent does he/she perceive the outside world relevant to the market and the brand? Current brand equity: The rational and emotional characteristics to which the consumer assigns the brand– in the context of the competition, in the light of their specific history. Source of business: The potential found in an unsaturated market: where will we find the buyers/consumers for our brand?  Communication targets: All targets that can be achieved using communication methods. Not commercial targets. Desired brand equity: The brand look following its successful modification. Important: a realistic position between desire and reality while preserving the identity. Positioning: Competitively worded statement on the unique competitive edge of this specific type of brand vis à vis the persons who may find this aspect important. Mission statement: Idealistic statement containing the central principles of, and values offered by, the brand as a voluntary commitment. 
• Explain the path from the current state to the target state in the creative brief. Promise/benefit The functional and emotional promise of the brand, made to the consumer (USP/UAP). Support/reason why Supportive provision of evidence for the credibility of the promise. Expected response The consumer's cognitive and emotional target state following successful communication. Tonality The stylistic and atmospheric stage directions for the communicative presentation of the brand. 
• What is tonality? The underlying tone of the advertising claim – without the creative, visual and verbal expression – is another way of describing tonality. Tonality characterises an atmosphere within which the product or service should be strategically 'packaged'. It focuses on form and style, the basic mood of the advertising: how is the consumer meant to experience the advertising? Tonality is described using adjectives such as youthful, sporting, dynamic, traditional, homely and such like; it must be consistently adhered to as a clear instruction for the downstream stages of design. It also involves selecting the right media to suit the chosen staging (media planning). 
• What is the Function of the creative brief? The creative brief... o presents the quintessence of the empirical results and conclusions taken from the target group and brand analysis. o provides the basis upon which to formulate a workable and credible brand vision, designed to suit the target group. o is a creative tool used as an inspirational template for working on the implementation of an intelligent communication campaign. o defines the communication strategy that determines the actions of everyone involved in the process. 
• So what defines a good planner/strategist? understands the longings and dreams expressed in the consumer insights. loves the brand (brand insight). finds the fascinating connection/the magic link (proposition). 
• What is an Insights? Insights represent perceptions on the self- branded connections between target groups Insights focus on the interfaces between brand experience and self- experience. Successful communication based on insight uses a brand to address the motives and values of a target group in a meaningful way. Important: The insight must match the brand and the target group; it must represent an aspect of the brand that its target group perceives as credible and authentic. 
• What are Basic human motives? Power: the quest for success, performance, leadership o Independence/team-orientation: the quest for freedom, autonomy o Inquisitiveness: the quest for knowledge and truth o Recognition: the quest for social acceptance, belonging and positive self-esteem o Order: the quest for stability, good organisation o Saving, collecting: the quest to accumulate material possessions o Honour, target and purpose-orientation: the quest for loyalty and integrity of character o Idealism: the question for social justice and fairness o Relationships: the quest for friendship, camaraderie, humour o Family: the quest for one's own children, family o Status: the quest for prosperity, social status o Revenge/competition: the quest for competition, struggle, retribution o Eros, beauty: the quest for eroticism, sexuality and beauty o Food: the quest for nutrition o Physical activity: the quest for fitness and movement o Emotional peace: the quest for relaxation and emotional security 
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• Which two conditions must successful emotional advertising must satisfy? Emotional flow: The extent to which the emotions shown in the commercial are perceived in their nature/intensity as being dynamic (dynamism of the staged feelings)􏰃  ‌  →orging of bonds between the consumer and the protagonist in the commercial Emotional integration: Extent to which the connection between the brand and the emotional responses of the protagonists in the commercial is perceived as    →forging a bond between the consumer and the brand 
• What are the most important styles of emotional advertising? 􏰂Warmth, warm-heartedness 􏰂􏰂 Appeal to fear Humour Sex appeal/eroticism 
• Explain the Emotional advertising style: warmth In academia, the terms 'warmth' or 'warm-heartedness' group emotions such as sentimental, warm-hearted, loving, tender or thankful. Feelings of warmth are moderate and short-term.  Geborgenheit - das gefühl von geborgenheitclosetendernessliebevollherzlichkeitgefühlefamilieliebemutter-kind beziehungoma, enkelpärchenhaustiere
• What does an appeal to fear mean in advertising? Advertising claims that portray negative consequences of life- threatening or harmful behaviour in an attempt to instil fear and to cause a certain change in attitude or behaviour are described as an appeal to fear. An appeal to fear confronts the recipient with a threatening claim that can be avoided by following a recommendation to change one's behaviour.  An appeal to fear is taken to mean a persuasive claim that communicates to the recipient that values he or she holds dear are in danger (for instance life, health, property, etc.). An appeal to fear consists of verbal or non-verbal material that is intended to trigger fear in the recipient. The recipient can alleviate the fear this causes by changing his or her behaviour in a manner that the sender proposes. 
• When is an appeal to fear used? Fear is assumed to be key to the effectiveness of incitement. In principle, the sender uses two types of threat in an attempt to create fear: (1)  by portraying harm to health and property (physical) (2)  by portraying harm to image, acceptance and affection(social)  In an attempt to change legal, moral, aesthetic or inappropriate circumstances, for instance... o not to take drugs, o not to smoke/drink, o to protect against AIDS,
• What is brand management? Brand management comprises the planning, coordination and control of all measures designed to build and maintain brands for the purpose of enhancing the commercial brand value, based on the additional brand values as perceived by the consumers. 
• What is a brand? 'Brands' are perceived images in the minds of consumers that assume an identification and differentiation function, and that influence their selection patterns." 
• What is the Definition of brand personality? Brand personality comprises the entirety of all human characteristics associated with a brand. Brand personality is the set of human personality traits that are both applicable and relevant to brands. 
• How does brand personality work? Relationships between two personalities produce strong emotional experiences and bonds. This is why companies must establish their brands as personalities in the perceptive worlds of consumers. 
• Explain the impact between self-concept and brand personality. Self-expression model by Aaker (1996): Brands use the brand personality to enable consumers... to fulfil their own REAL self (ACTUAL level) to fulfil their own IDEAL self(TARGET level) Which criteria do we apply in terms of brand consumption? According to the congruence between our real or ideal self-perception 
• Making brand personality tangible: The Big-5 approach by Aaker Sincerity (sincerity) • domestic • family-oriented• small-town • honest• upright • genuine • healthy • original • cheerful• emotional • amicable  Excitement (excitement) • daring • fashionable • thrilling • spirited • cool • young • imaginative • unique • modern • independent • contemporary Competence (competence) • reliable • hard-working • secure • intelligent • technical • integrative • successful • leading • confident Sophistication (sophistication) • distinguished • glamorous • good-looking • charming • female • soft Ruggedness (ruggedness) •outdoorsy • male • adventurous • tough • robust 
• What is the The significance of brand personality? The personality of a brand... o is key to setting a brand apart within a product category. o increases brand trust and preference. o strengthens use and brand loyalty. Why? o It allows users to express their own ego or idealised ego. o It triggers emotion. 
• What is the brand value? Define the perceived value. Value = degree to which a need is satisfied as defined by the perceived satisfaction, i.e. the achievement of a target state (= motive) by means of an object (product/brand), i.e object-based behaviour (purchase/consumption/use) Need = subjectively perceived state of lack (negative motive) that is to be actively rectified; needs are driven by discomfort in a person‘s physical and psychological condition Want = the desire for additional satisfaction by more than mere rectification of a lack (positive motive); wants are driven by humans desire to take their conditions beyond the state of minimal comfort 
• Explain the two sides of customer value Perspective 1: Customer value from the supply side as... the value that the provider obtains by engaging in business with the customer = customer value Perspective 2: Customer value from the demand side as ... subjectively attributed value of a product/brand, as seen by the consumer, i.e. customer (perceived value) 
• What are values? Values... represent perceptions of what would be desirable. They are explicitly or implicitly characteristic of an individual or a group; they influence the number of acceptable manners, means and ends of our behaviour. 
• What is the Relationship between the brand identity and the brand image? Brand identity serves as a concept within which the company makes clear statements on the brand itself. In terms of the brand's self-image, it us important to define the relevant dimensions within which the brand must present itself toward the target group. From the company's perspective, the brand identity represents the level upon which it takes action. Brand image grows in the eyes of the target group over time, based on a relevant set of learning processes, expressed as a concept of acceptance. From the company's perspective, the brand image represents the level upon which its impact becomes visible. 
• What is Brand identity? Brand identity... Brand model = brand identity o is the self-perception of the brand, as seen by the company manager o expresses the value that a brand seeks to represent o defines in this respect the meaning and purpose of a brand o encapsulates the properties of a brand that define and make it distinct o designates the rational and emotional qualities that the brand uses to convince consumerso specifies the verbal and non-verbal aspects that leave lasting impressionso represents in its entirety a unique set of brand associations that, in respect to the brand, needs to be anchored firmly in the mindscapes of the target group. 
• What must be included in a brand model? The following dimensions are relevant in order to capture the brand identity: o brand origins and traditions o particular qualities of the brand o ways in which the brand can be used o brand personality o its raison d'etre (value) for the brand target group o relationship between the brand and its target groups o alignment of the brand in respect to its competition o brand builders based on product/packaging, architecture, persons, communication 
• what is the Critical appraisal of brand identity approaches according to Esch? These brand identity approaches... o provide an overview as to how one can sensibly approach the topic of brand identity o offer access points to grasp the identity of a brand BUT: o do not exhibit any meaningful classification matrix o are less suited to recording and defining brand identity with any real finality BECAUSE: A brand model must consider the different cognitive and emotional representa􏰁ons in the mind → brain hemisphere approach: the two sides of the brain are designed to store different types of content 
• What is positioning ? Positioning is the fine art of marketing. Positioning is tasked with making a brand as appealing as possible in the eyes of the target group, setting it apart from the competition in such a way that precisely this brand becomes coveted and preferred. 
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• what is the Idea behind positioning? Brands can only be preferred over the competing brands if they occupy a unique niche in the minds of the customers. Positioning aims to actively structure the brand and to establish a clear image in the eyes of the target groups. 
• What defines a good positioning model? Like the locations of towns on a map, a positioning model will show the spatial arrangement of brands in their fulfilment of benefits from a target group perspective → psychological representation of the relevant target market. Positioning models indicate the relevant positioning characteristics (values)... (1)  the position of the company's brand as viewed from the target group perspective (2)  the position of the competing brand as viewed from the target group perspective (3)  the ideal perceptions of the target group in respect to this set of benefits. 
• Define the selection of relevant positioning characteristics In order to to use positioning to build a strong brand, the positioning characteristics must... o be rationally, materially and above all emotionally distinct from the competition o represent needs that the target group considers crucial to their decision o authentically reflect the market circumstances as perceived by the consumers 
• what are Points-of-difference positioning? o Target: clear distinction from the competition in respect to the characteristics that are crucial to the target group o Example: BMW in terms of sporting style and dynamism 
• What are Points-of-parity positioning? o Characteristics that are not suitable to create a distinguishing property compared to the competition, but in which the brand fares must not be worse than the competition o Example: despite maintaining its dynamic style, BMW must not offer less safety 
• What are the Deriving strategies to achieve the target positioning? 􏰂  The positioning of a brand relates to its appreciation, i.e. position in the minds of the consumers → quality of the acquired brand formula.  􏰂  The CURRENT position of a brand refers to the content stored in the minds of consumers, based on marketing measures and personal experience with the brand.  􏰂  The TARGET positioning is aimed at investigating and building memorised content and effective perceptions of the brand that are relevant to needs and are inherently special. 􏰂 The positioning strategy is aimed always at reducing the subjective distance between a target group's ideal perception and the actual brand. 
• What are Fundamental strategic alignments for target positioning? Retention strategy: the market position will remain unchanged in terms of characteristics and target group; a moderaterealignmenttosuitzeitgeistandcurrentlyfashionablestylesmaytakeplace,but only if necessary; it is also possible to make additions to rectify image deficits – but the clear focus on the current brand identity and the long-term brand image targets must not be lost. Repositioning strategies: repositioning becomes necessary when the brand drifts too far from the ideal perceptions; if the brand now remains within its established positioning setting (either by preserving the core target group or the positioning characteristics it aspires to), it can then select between a modification or influencing strategy; in contrast, the cultivation strategy seeks to change the positioning to relocate to an adjoining, new space where it will be perceived differently. Repositioning always preserves a part of the old positioning, but adds certain new characteristics. New positioning: this is sensible if brand investments have failed so far to build a brand image, and this situation is unlikely to change in future. 
• What are the Fundamental strategic alignments to achieve target positioning Preservation of the current position: if brand management so far has been successful, the brand is positioned close to the ideal perceptions of a commercially relevant target group, and no competing brand (one or several) has already succeeded in occupying these ideal perceptions any better. Modification strategy: communicative methods are frequently used in an attempt to bring the brand closer to the target group's ideal perceptions. That does not pose a problem in unoccupied niches; frequently, though, the brand runs the risk of imitating other brands that do indeed match the ideal perceptions: e.g. Pampers, Tempo etc. Influencing strategy: manipulation of needs to draw them closer to the position of the company's brand by relocating prevailing ideal perceptions into a different image space more suitable to the specific brand and, on arrival there, seeking to occupy a unique position. Example: Pampers controls the category ideal 'baby-mother-happiness with unbeatable nappy absorption'; a brand could seek to attack this position by adding the quality 'the baby gets a better night's sleep' to the ideal perceptions. It could do this, for instance, by highlighting the skin care qualities of the nappy. The baby's skin receives better protection (additional value 1). In addition, though, the mother appears as a more attentive caregiver and the parents get a better night's sleep, which in turn gives them a better appreciation of how wonderful it is to be a parent (additional benefits 2-4).  Cultivation strategy: the current positioning space is 'cultivated' by introducing further characteristics that are important to other sections of the target groups. This strategy is wise if there are currently too many brands concentrated in the present positioning space and any attempt at an influencing strategy in favour of the company's brand would be too costly, or a modification strategy would appear overly similar to a me-too alignment, as there are already brands occupying the ideal position. The positioning characteristics in which the brand has performed well so far are retained; new characteristics are added so that, in an ideal scenario, the brand can open up a new image space. The brand Fa was the first cleaning and conditioning soap. It was introduced in 1954. Henkel repositioned the brand in 1968, moving from 'fragrance and mildness' to 'fragrance and freshness'; in turn, over the course of its 60-year brand history, 'freshness' has featured as 'wild freshness' and then 'gentle freshness'. New positioning: in general, a decision to more to an entirely new positioning space is taken in response to a lack of success in the old position, which was too far away from the ideal perception of the target group. In consequence, the relevant characteristics were insufficiently attributed to the company's brand. The position of the competition is too strong, so further investments in these characteristics would not be wise. The plan is now for the brand to embody new positioning characteristics and to address a new, commercially viable target group in order to occupy a new, relevant image space; this was successfully performed by the brand West with the 'Test the West' campaign; as recently as the 1980s, West had, like Marlboro, promised freedom and adventure, and had ultimately and demonstrably succeeded only in boosting the market share held by its competitor Marlboro! 
• What are the Differences between USP and UAP in terms of positioning? Unique selling proposition (USP): requires a unique product value that sets the product apart from the competition as a factor that only it possesses. It must be strong enough to motivate sufficient numbers of consumers to purchase this products (= CPB) Unique advertising proposition (UAP): faced with saturated markets and the frequently encountered exchangeable nature of products, the main purpose here is, in most cases, to use advertising communication to create a clearly distinct impression in the minds of the target group along the lines of an emotionally unique positioning. → Both of these concepts are aimed at content designed to communicate a certain positioning.
• What are the Principles to achieve successfully implemented positioning? Successfully implemented positioning is characterised by... o congruence: substantial correspondence between the self-image and external image o continuity: no changes in key components of the brand identity and no 'blind responses' within brand management o consistency: complete coherence of content in the brand presentation; coordination of all brand-based activities o individuality: inimitable, unique delineation from the competition o interaction: lasting, close ties between the brand and its customers 
• What are the Functions of communication policies? o Informative function o Emotionalisation functiono Influencing functiono Affirmation functiono Updating function 
• How to define Advertising targets? Content of the target: What must be achieved? Scope of the target: To what extent should the target be achieved? Target segment: In which market segment should the target be achieved? Target area: In which area should the target be achieved? Target period: By when should the target be achieved? 
• What are Cognitive advertising impact targets? o Attention o Awareness o Knowledge, information o Recollection 
• What are Affective advertising impact targets? o Acceptance o Appeal o Image o Credibility o Appreciation o Emotional bond o Preference 
• What are Behavioural advertising impact targets? o Response/feedback o Contacting o Meeting/participation o Use/purchaseo Membership o Callso Media articles 
• What are the The 7 W questions to clarify the communication task? o Who (type of enterprise and market: B2C, B2B) o is saying what (communication message) o under which circumstances (market situation, market regions, global-local) o via which channels (media)o to whom (target group/target person)o by using which instruments (advertising media: TV commercial, etc.) o with which effect (communication target: impact, i.e. effectiveness targets)? 
• Agency selection: What are credentials? A presentation of credentials may be asked for in this initial phase of breaking the ice; in it the agency will describe itself (positioning, size, employees, clients, marketing instruments, international focus, case studies, etc.). The agencies on the long list are given the chance to introduce themselves personally to the team responsible for managing the budget (chemistry/qualifications). The presentation does not deal with specific customer issues, and no fee is paid. Selection criteria: o Profile (creation/planning/consulting/media/online/offline) o Resources/budget scope/network/owner/competitive restrictions o Transparent consideration of cost/benefit/timing 
• What are the components of the task/ briefing? Marketing o Description of the marketing strategies o Short and long-term targets o Product positioning Competitive situation o Market position o Source of business Product description o What does the buyer/consumer purchase? o What is the product/service's USP? o What are the crucial sales arguments?  Target group o Socio-demographic description o Potential size o What do customers currently know about the product? o What are the key criteria to prompt a purchase? o What is currently blocking/prejudicing the decision? Communication targets o What thoughts should the communication induce in the consumer? o What actual behaviour should this prompt in the customer? o What is the central reasoning in this respect?  Means of communication o What should be delivered? o What are the necessary elements, and which bells and whistles can the presentation contain? o Which framework exists in terms of execution (for instance CD/CI)? Budget and media o Marketing and communication budget o Media targets (plus any framework conditions) o Campaign schedules o Framework for agency remuneration  Presentation o What is to be presented and how? o Duration? o Decision makers? o Criteria for decisions? Timing o Development process o Realisation Additional information o Market research results o Go-to person for questions o Instructions for the agency to help it navigate the market 
• What are the effects of emotional appeal in advertising? Commercials that appeal to sensations of warmth fare particularly well on a scale of advertising impact: the scale rates advertising that is experienced as especially likeable. These commercials also come in ahead of advertising that does not generate a sense of warmth when it comes to attitudes toward the brand and the intention to purchase. Therefore, it is justified to say that this advertising style precipitates a dual transfer of impact from the attitude toward the advertising and toward the brand itself. 
• What are some example of Emotional advertising style - warmth? A sense of warmth is frequently triggered in advertising if... o loving interaction between parents and children is shown,o people who meet look at each other with understanding, o a character's facial expression shows: "I feel good". In many cases these feelings are prompted by direct or surrogate experiences of a loving relationship, family life or friendship. 

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