This presentation will explain what a brand is, and is not, and what a brand image means to the consumer, and why they prefer strong brands with defined meaning. In addition, the concept of integrated marketing at it pertains to building a strong brand is discussed.

1. Building a “Power Brand” By Duane “DJ” Sprague

2. What is a Brand?

19. 2. USP Relevant Memorable Unique Significant Difference Important to Consumer Proof/Evidence Strong Delivery/Message Emotion Creative Jingle Rhyme/Rhythm

20. 3. IMC Integrated Consistent Planned Unplanned Paid Media POP/Environment Culture Training Press Coverage Packaging Customer Experience Mission Experience Message Media Flavor Collateral Location Promotions

21. Management Parts Sales Service Departments tend to operate as separate companies within a company, with separate objectives, styles, training, marketing, customer experiences, etc. Wholesale Retail New Used Sub-Prime Body Shop F&I

22. Print Radio TV Direct Mail Different mediums tend to have different looking and sounding ads, as they are created by different departments within the dealership. Citadel Clear Channel FOX KJZZ KUWB Sub-Prime Prime Web Auto Trader NAC Point of Purchase Brand Development Promotion

23. A company with multiple and disjointed messages and customer experiences is like an individual with a multiple personality disorder or schizophrenia. We avoid them because we are uncomfortable around people whose behavior is unpredictable.

24. Does your company suffer from multiple personality disorder?

25. The Cure: Commit to a documented company-wide IMC Strategy

26. Management Parts Sales Service An integrated company works as one to: 1. Give customers a consistent experience across all departments and contact points.

27. TV & Radio Web Print Direct Mail 2. Develop a common and consistent advertising message across all mediums.

28. Planned Newsletter Invoices TV Radio Print Web Site Sales Collateral Mail Sales Presentation POP Displays Signage Network Cable Recorded Live & Remotes Newspaper Magazines Outdoor Brochures Script Sell Sheets

29. Promotions Integrated/ Interlocked TPR: Temporary Price Reduction Demonstration/Sampling Increased Inventory Strengthen Dist. Relationships POP/POS Displays Premium Gift W/Volume Purchase Database Media Exposure/Promo Tags Shelf Tags Merchandising (Location) Radio Remotes Retail Promotion Media Buy

30. Promotions Integrated/ Interlocked TPR: Temporary Price Reduction Demonstration/Sampling Increased Inventory Strengthen Dist. Relationships Premium Gift W/Volume Purchase Database Media Exposure/Promo Tags Promotion Media Buy

31. Media Strategy Demo Psycho Geo Reach Goals Frequency Goals Mediums/Media Buy Budget

32. Media Buy CPP CPM Daypart Bonus Fire Sale Promotion Overnights Points Guarantee Sister Station

33. Other Considerations Media/Community Relations Press Releases Collaborative Partners Contests Competing Media News/Events/Holidays/Consumer Thinking Self Liquidators Complementary Media News/Events/Holidays/Consumer Thinking Competitive Moves S.W.O.T.

58. Published by the Magnus Business School, Le Magnus University © 2005. Le Magnus University Press. ISBN: 81-89333-01-1 www.lemagnus.org Email: research@lemagnus.org Chapter 8: “Integrated Marketing Communication—Your Competitive Advantage” written by Duane Sprague