MK364 INTERNATIONAL ADVERTISING THEME ONE:BRANDING AND MARKETING MANAGEMENT.
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Transcript of MK364 INTERNATIONAL ADVERTISING THEME ONE:BRANDING AND MARKETING MANAGEMENT.
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
THEME ONE:BRANDING THEME ONE:BRANDING AND MARKETING AND MARKETING
MANAGEMENTMANAGEMENT
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT: BRAND ARCHICTECTUREBRAND ARCHICTECTURE
POTENTIAL BRANDPOTENTIAL BRAND
AUGMENTED BRANDAUGMENTED BRAND
BASIC BRANDBASIC BRAND
TANGIBLE PRODUCTTANGIBLE PRODUCT
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND NAMESBRAND NAMESCoca Cola LightCoca Cola LightPschittPschittBang BangBang BangKrappKrappPfanniPfanniNutsNutsFannyFanny
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND NAMES PUB QUIZBRAND NAMES PUB QUIZ11.CLEAN LIFE PLEASE.CLEAN LIFE PLEASE2.I’VE2.I’VE3.LOVE-LOVE3.LOVE-LOVE4.VOLUME UP WATER4.VOLUME UP WATER5.HOPE5.HOPE6.MOUTH JAZZ6.MOUTH JAZZ7.CREAP7.CREAP8.MELTYKISS8.MELTYKISS9.SUPERWINKY9.SUPERWINKY
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND NAMES PUB QUIZBRAND NAMES PUB QUIZA. A. SHAMPOOSHAMPOOB. CHOCOLATEB. CHOCOLATEC. COFFEE CREAMERC. COFFEE CREAMERD. CIGARETTESD. CIGARETTESE. CLEANING GLOVESE. CLEANING GLOVESF. ELECTRIC RAZORF. ELECTRIC RAZORG. MOUTH WASHG. MOUTH WASHH. HAIRSPRAYH. HAIRSPRAYI. CONDOMI. CONDOM
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT:MANAGEMENT:
BRAND PERSONALITYBRAND PERSONALITYRATIONAL CHARACTERISTICSRATIONAL CHARACTERISTICS•QualityQuality•Value for moneyValue for moneyEMOTIONAL CHARACTERISTICSEMOTIONAL CHARACTERISTICS•SexySexy•FunnyFunny
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND ADDING VALUEBRAND ADDING VALUE•Experience of useExperience of use•User associationsUser associations•EffectivenessEffectiveness•AppearanceAppearance•Differentiated benefitsDifferentiated benefits•Functional benefitsFunctional benefits
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND EQUITY & BRAND EQUITY & CONSUMER CHOICECONSUMER CHOICE
• Cues Cues • Role of habitRole of habit• Positive attitudesPositive attitudes• Aspirational productsAspirational products
“ “Invest to develop”Invest to develop”
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: BRANDS MANAGEMENT: BRANDS SOLVE PROBLEMSSOLVE PROBLEMS
LEVER’S ‘FRISH’ videoLEVER’S ‘FRISH’ video•Classic brand managementClassic brand management•What makes a brand?What makes a brand?•How is its How is its core valuecore value communicated?communicated?
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: BRANDS MANAGEMENT: BRANDS SOLVE PROBLEMSSOLVE PROBLEMS
HEINZ “Branded” videoHEINZ “Branded” video““She knows what she wants”She knows what she wants”
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: BRAND MANAGEMENT: BRAND DEVELOPMENTDEVELOPMENT
TRIGGERS MARKETING MIXTRIGGERS MARKETING MIX
CONSUMER BRAND CONSUMER BRAND PROPOSITIONPROPOSITION
RESEARCHRESEARCH
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND STRATEGIESBRAND STRATEGIES
1. Stand alone1. Stand alone2. Endorsed2. Endorsed3. Family3. Family
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
INTERNATIONALISATION OF INTERNATIONALISATION OF BRAND NAMESBRAND NAMES• linguisticslinguistics• distinctivenessdistinctiveness• adaptabilityadaptability• International applicationInternational application• logos & graphicslogos & graphics• registrationregistration• recognitionrecognition
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND NAME CHANGEBRAND NAME CHANGE
• Internal factorsInternal factors
• External factorsExternal factors
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT: BRAND NAMESBRAND NAMESDatsun Fair Lady…240ZDatsun Fair Lady…240ZMR2MR2PajeroPajeroDyc Dyc BogBogBig MacsBig MacsFairyFairy
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT: BRAND NAMESBRAND NAMES11. P. Pronounciationronounciation2. Association2. Association3. Phonetics3. Phonetics4. Orchographics (spelling)4. Orchographics (spelling)5. Semantics5. Semantics6. Shorthand6. Shorthand
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND EXTENSIONSBRAND EXTENSIONS
• characteristics of the characteristics of the brandbrand• characteristics of characteristics of extensionextension• characteristics of characteristics of extension marketextension market
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND EXTENSIONSBRAND EXTENSIONS
stretchingstretching
accessibilityaccessibility
internationaliseinternationalise
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
LONG TERM BRAND LONG TERM BRAND PROTECTIONPROTECTION• heavy advertisingheavy advertising• product modification product modification • brand extensionsbrand extensions• private labelsprivate labels• brand cannibalisationbrand cannibalisation• brand brand re-launch/repositioningre-launch/repositioning
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETINGMARKETING
MANAGEMENT: MANAGEMENT: DURABILITY OF BRANDSDURABILITY OF BRANDS• qualityquality• exclusivityexclusivity• core valuecore value• dominancedominance• attitude attitude ““if you want to tell the if you want to tell the time buy a Seiko” time buy a Seiko” (Cartier)(Cartier)
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
BRAND IMAGEBRAND IMAGE
Landor Associates “Image Landor Associates “Image Power Survey”Power Survey”
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
GLOBAL BRANDSGLOBAL BRANDS
• development of single development of single marketsmarkets• domination of marketsdomination of markets• retailer powerretailer power• world marketsworld markets• economies of scaleeconomies of scale
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
GLOBAL BRANDSGLOBAL BRANDS
• great ideasgreat ideas• nature of corporate nature of corporate managementmanagement• investmentinvestment• consumersconsumers
Source: de MooijSource: de Mooij
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT:MANAGEMENT:
MISSION AND VISIONMISSION AND VISION strategic disciplinestrategic discipline• cultural gluecultural glue• character identitycharacter identity
mission = what you are doingmission = what you are doing vision = what you want to vision = what you want to bebe
IBM, APPLE IBM, APPLE
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT:MANAGEMENT:
MISSION AND VISIONMISSION AND VISION
LEVILEVI
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
GLOBAL BRAND GLOBAL BRAND STRATEGIESSTRATEGIES• personality and personality and positioningpositioning• expand/extend domesticexpand/extend domestic• create newcreate new• purchase local brandspurchase local brands• global/international global/international extensionsextensions•multilocalmultilocal
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
COMPETITIVE STRATEGIESCOMPETITIVE STRATEGIES• product trade cycleproduct trade cycle• configurationconfiguration• co-ordinationco-ordination• economies of scale or economies of scale or scopescope• marketing strategiesmarketing strategies
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
STANDARDISE BRAND?STANDARDISE BRAND?Porter:Porter:Easy DifficultEasy Difficultbrand name distributionbrand name distributionposition sellingposition sellingstandards trainingstandards trainingwarranties pricingwarranties pricingad themes mediaad themes mediapackagingpackaging
MK364MK364INTERNATIONAL INTERNATIONAL ADVERTISINGADVERTISING
BRANDING AND BRANDING AND MARKETING MARKETING MANAGEMENT: MANAGEMENT:
DEGREE OF DEGREE OF STANDARDISATIONSTANDARDISATION• product categoryproduct category• plc/brand life cycleplc/brand life cycle• positioningpositioning• mediamedia• product product transfer/initiation effectstransfer/initiation effects• market influencemarket influence• ad theme executionad theme execution de de MooijMooij
ANY QUESTIONS?ANY QUESTIONS?