1990 2000 1Coca-ColaCoca-Cola 2Kellogg's (33)Microsoft * 3McDonald'sIBM 4Kodak (24)Intel * 5Marlboro (11)Nokia * 6IBMGeneral Electric * 7American Exp.

Slides:

Advertisements

Similar presentations

Global Products.

Advertisements

Corporate Brand Advertising Dean M. Krugman, Ph.D., Professor Jameson L. Hayes, Doctoral Student.

Marketing Management, 13th ed

ACCELLERATING INNOVATION WITH IP ROB WILLOWS VICE PRESIDENT, THOMSON REUTERS CHINA PATENT INFORMATION FAIR SEPTEMBER X, 2011.

Daimler Chrysler Saidi Isaac Ron Sparks Candace Stocker Jeron Wright.

Slide 1 Strategic Marketing Management MKTG 485 Week 6 May 3, 2004.

1 Hao Zhao Cheung Kong Graduate School of Business March 2006 The Chinese Market Economy in the First Decade of the 21st Century: Opportunities and Challenges.

Products and Services Based on Marketing: An Introduction, 6th edition by Philip Kotler & Gary Armstrong April 16, 2017 Product and Services Strategies.

An Introduction to Integrated Marketing Communications

Fourth Edition Copyright ©2003 Prentice Hall, Inc. PART Understanding Principles of Marketing.

Standardisation vs. Adaptation A recurrent theme.

International brands and their management

Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill.

Fourth Edition Copyright ©2003 Prentice Hall, Inc. PART Understanding Principles of Marketing.

Brand Equity As A Strategic Advantage Professor Chip Besio Southern Methodist University Marketing 5341.

Building Internet Brands  Brand Equity and Brand Image  Creating a Strong Brand on the Internet.

Company LOGO Market Analysis A2 Business Studies.

Branding and Product Decisions in Global Marketing

By: Jennifer Spinka.  Coach was founded in 1941 as a family-run workshop in a Manhattan loft.  Coach, Inc. designs and markets accessories and gifts.

Electronic Commerce Creating a Successful Web Presence Marketing Strategy.

Branding and Positioning Chapter 2. What is Branding? Assigning a name, phrase, design, symbols or a combination of these to a product, service, or a.

RankBrand2014 Brand Value (Billions) Percent Change from Apple$ % 2Google$ % 3Coca-Cola$ % 4IBM$ % 5Microsoft$ %

Chapter 10 Product and Brand Decisions

Gillette Launches Mach3 GloballyGlobally. Tourism Australia Uses Global Campaign.

Marketing Management, 13th ed

WELCOME. METHODOLOGY CORPOATE FINANCES = CORPORATE FINANCES INTANGIBLE NAMED BRAND EARNINGS BRAND DRIVEN SALES X Multiple BRAND VALUE.

Alternative Branding Strategies

INTERNATIONAL MARKETING MANAGEMENT SESSION 15: BUILDING AN INTERNATIONAL BRAND ARCHITECTURE 1.

WELCOME 1 Selected U.S. findings from The Global Brand Forecast An international comparison of Brand Management practices and trends.

Unit Three Marketing Aims and Objectives

WELCOME 1 Selected Korea findings from The Global Brand Forecast An international comparison of Brand Management practices and trends.

©2005 Pearson Education Canada Inc.3-1 Chapter 3 Branding Strategy.

Marketing Management Dawn Iacobucci

Introducing New Market Offerings. Johnson & Johnson Emphasizes New Product Development A company can add new product through Acquisition: Company can.

THE FIVE GENERIC COMPETITIVE STRATEGIES STRATEGIC MANAGEMENT RAK_IM Telkom_MM Eks 23_CSBD MODULE_ 2009.

1 Strategies for Sustaining Position. 2 “The primary responsibility of marketing management is to create and sustain mutually beneficial exchanges between.

Chapter 6 Product Strategy. COPYRIGHT © 2002 by Thomson Learning, Inc. All Rights Reserved Approaches to Developing New Products... Innovation New product.

9-1 © 2006 by Nelson, a division of Thomson Canada Limited 5/26/2016 Slides developed by: Peter Yannopoulos Chapter 9 Brand Strategy.

Professor Takada6b-1 Creating Brand Equity 6b. Professor Takada6b-2 Key Questions What is a brand and how does branding work? What is brand equity? How.

1 Chapter 3 Branding Strategy. 2 The Brand “The sum of all characteristics, tangible and intangible, that make the offer unique.” Brand NameStarbucks.

Copyright © 2007 Pearson Education Canada

WELCOME 1 Selected Germany findings from The Global Brand Forecast An international comparison of Brand Management practices and trends.

BRAND MANAGEMENT.

University of Washington EMBA Program Regional 20 “Branding and Designing the Offer” Instructor: Elizabeth Stearns.

SmartPhones in the United States

BRAND IMAGE A.Vineeth,MBA.. What is a brand? A name, a term A symbol, a sign “A name, term, sign, symbol or any other feature that identifies one seller’s.

MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.

2.07 – Reinforce company image to exhibit the company’s brand promise.

Branding Concepts and Rules for Building the Killer Brand.

1.1 Brand Management Prof Agus W. Soehadi PhD

2-1 Chapter Overview Managing a corporation’s image. Managing brands. Issues associated with developing and promoting brand names and logos Importance.

PRODUCTS UNIT 11. WHAT IS THE DIFFERENCE BETWEEN A PRODUCT AND A BRAND? PRODUCT - anything capable of satisfying a want or a need BRAND - a product that.

Instructions: In groups, look at the brand logos. Make a list of the brand and what they sell. The team with the most correct brand and product associations.

Chapter 10 Brand and Product Decisions in Global Marketing

LOGO. Instructions Choose a company you would like to define the identity of. Here are some suggestions:  Starbucks  Vans  Hershey's  McDonalds 

Content and Time Table Brand Management and Brand Equity Plenum

PRODUCTS UNIT 11.

By: Sucy Su Moon Mu Rebecca Wu Elaine Yin Kodi Gullickson

Branding TARGET DAY 3 START.

Resources and Capabilities

Lecture 14 Brand Equity.

Top 20 largest R&D spenders

Developing Your Personal Brand

What's my brand?.

احد حیدری پژوهشگر و مشاور مهارتهای تجاری

In the 21st century, branding will ultimately be the only unique differentiator between companies. Brand equity is now a key asset.

WEEK 1 Background for International Business

Products and Services for Consumers

Strategy and Management Control system

The Brand “The sum of all characteristics, tangible and intangible, that make the offer unique.” Brand Name Coca-Cola Brand Logo Bottle Design and Red.

Presentation transcript:

Coca-ColaCoca-Cola 2Kellogg's (33)Microsoft * 3McDonald'sIBM 4Kodak (24)Intel * 5Marlboro (11)Nokia * 6IBMGeneral Electric * 7American Exp. (19) Ford * 8Sony (18)Disney * 9Mercedes (12)McDonald's 10Nescafe (22)AT&T * Top Worldwide Brands Source: Interbrand

Evaluation Criteria 1. The brand must be global and generating significant global revenue. 2. Focused on 25 mainstream industry sectors. 3. There must be sufficient marketing and financial data publicly available. Excluded for the above reasons were Visa, Levi’s, Lego, BBC.

Brand Survey Summary The US dominated the top 75 with 42 companies. But lost ground in key sectors like automotive. Technology companies dominated the top five. Internet companies showed the highest growth in the past twelve months. US consumer products are still going strong. Conclusion: Stable brands are arguably the most stable business asset a company can have.

Other US Companies 13 Hewlett-Packard 14 Cisco Systems 16 Citibank 17 Gillette 19 American Express 21 Compaq 26 Budweiser 27 Xerox 28 Dell 29 Gap 30 Nike 35 Pepsi-Cola 36 Apple 37 MTV 38 Yahoo! 41 Duracell 45 Kleenex 46 AOL 47 Amazon.com 49 Motorola 50 Colgate 51 Wrigley’s 56 Hertz 63 Barbie 65 Wall Street Journal 66 Ralph Lauren 68 Hilton 69 Jack Daniels 71 Pampers 72 Starbucks

Other Foreign Companies 15 Toyota 20 Honda 23 BMW 31 Volkswagen 32 Ericsson 34 Louis Vuitton 39 SAP 40 Ikea 42 Phillips 42 Samsung 44 Gucci 46 Reuters 52 Chanel 53 Adidas 54 Panasonic 55 Rolex 57 Bacardi 58 BP 59 Moet & Chandon 60 Shell 61 Burger King 62 Smirnoff 64 Heineken 67 Johnny Walker 70 Armani 73 Guinness 74 FT 75 Benetton

Brand Equity Brand Loyalty Brand Awareness Perceived Quality Brand Associations Other Brand Assets Reduce Marketing Costs Attract New Customers Respond to Competitors Anchor to which other activities can be attached Reason to buy Differentiation Channel Member Interest Retrieve Information Positive Attitude Extensions Asset Value Prices/Profit Margins Trade Leverage Competitive Advantage

$ billion Source: Interbrand