Marketing Communications

62 CHAPTER 2 BRANDING

Also, when a brand has been on the market for a long time, investing in communications

that strengthen deep and broad awareness, and that reinforce brand performance and

imagery, remains necessary.^78 For example, for many brands, enhancing the breadth of aware-

ness is an important basis for future growth. If consumers choose Special K cereals not only

for breakfast, but also as a snack in the aft ernoon, this can seriously drive up sales volume.

Also, when a brand node is not regularly accessed it will become less likely that it is activated

in purchase situations.

Although advertising is the key tool of marketing communications when it comes to

building and sustaining strong brands, it is not the only tool that can or should be used. In

the spirit of integrated marketing communications (see Chapter 1 ), diff erent communication

tools should be mixed and matched to reach an optimal eff ect. Red Bull, for example, invested

more in below- than above-the-line communications to support its brand.^79 It used buzz or

rumour marketing (e.g. one of the product’s ingredients, taurine, was not allowed at fi rst in

the EU; this created a forbidden fruit eff ect: What would the product be like? Would it really

give an energy boost? Would it be harmful?, etc.), outdoor marketing (e.g. Minis driving in

the city with a big can of Red Bull installed on the vehicle, hiring youngsters to put empty

cans in discotheques and trendy places), point-of-purchase materials (e.g. Red Bull insisted

on having its own fridge in discotheques and fancy clubs), and sampling in colleges and uni-

versities to create awareness. Its TV ads also served to build awareness, but added a humorous

touch at the same time which helped to convey the brand personality. Sponsoring of extreme

sports events and sports athletes helped to build credibility that the brand indeed revitalises

the body. Fuel nozzles in petrol stations broadened brand awareness and reminded people

that Red Bull is not only about energizing the body, but also the mind. No doubt, the

Figure 2.6 Brand equity components and advertising models

Source : Based on Franzen, G. (1998), Merken en Reclame ( Brands and Advertising ). Kluwer Bedrijfsinformatie.

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