6

Brand Communication Management

How Brand Communication Works

© 2010 Diederich Bakker

Review last Lecture

• The Account Planner

• 5 decision steps
Brand
Touch
Points
Prof. Yasuhiko
Kobayashi, Aoyama
Gakuin University,
School of Business,
Tokyo, Japan
Chairman of the
Advertising Academy
of Japan
 Touchpoints

Everything, every person, and every message that

touches a customer communicates something
positive or negative about the organization

TToouuc
chhppooi TToouucchhppooiinntt
inntt

TToouucchp
o i nntt hpooiinntt
hpp o i
TToouucch

http://www.youtube.com/watch?v=KeYf-rhMQIQ
Secondary associations can harm
(or help) a brand
 How does Brand Communication work?

Communication:
Creating and sending a message to an
individual or organization

Brand
Communication:
How does Brand Communication work?
How does Brand Communication work?
Brand Communication

Discussion:

The best brand communication is the

one that comes closest to replicating
the interaction between two people.
Brand Touchpoints
 Next Lecture

• Aaker’s Brand Identity System

• B seminar of week 6: group formation