MK364 INTERNATIONAL ADVERTISING THEME ONE:BRANDING AND MARKETING MANAGEMENT

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND ARCHICTECTURE POTENTIAL BRAND AUGMENTED BRAND BASIC BRAND TANGIBLE PRODUCT

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES Coca Cola Light Pschitt Bang Bang KrappPfanniNutsFanny

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES PUB QUIZ 1.CLEAN LIFE PLEASE 2.I’VE3.LOVE-LOVE 4.VOLUME UP WATER 5.HOPE 6.MOUTH JAZZ 7.CREAP8.MELTYKISS9.SUPERWINKY

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES PUB QUIZ A. SHAMPOO B. CHOCOLATE C. COFFEE CREAMER D. CIGARETTES E. CLEANING GLOVES F. ELECTRIC RAZOR G. MOUTH WASH H. HAIRSPRAY I. CONDOM

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND PERSONALITY RATIONAL CHARACTERISTICS Quality Quality Value for money Value for money EMOTIONAL CHARACTERISTICS Sexy Sexy Funny Funny

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND ADDING VALUE Experience of use Experience of use User associations User associations Effectiveness Effectiveness Appearance Appearance Differentiated benefits Differentiated benefits Functional benefits Functional benefits

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND EQUITY & CONSUMER CHOICE Cues Cues Role of habit Role of habit Positive attitudes Positive attitudes Aspirational products Aspirational products “Invest to develop” “Invest to develop”

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRANDS SOLVE PROBLEMS LEVER’S ‘FRISH’ video Classic brand management Classic brand management What makes a brand? What makes a brand? How is its core value communicated? How is its core value communicated?

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRANDS SOLVE PROBLEMS HEINZ “Branded” video “She knows what she wants”

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND DEVELOPMENT TRIGGERS MARKETING MIX CONSUMER BRAND PROPOSITION PROPOSITION RESEARCH RESEARCH

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND STRATEGIES 1. Stand alone 2. Endorsed 3. Family

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: INTERNATIONALISATION OF BRAND NAMES linguistics linguistics distinctiveness distinctiveness adaptability adaptability International application International application logos & graphics logos & graphics registration registration recognition recognition

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAME CHANGE Internal factors Internal factors External factors External factors

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES Datsun Fair Lady…240Z MR2PajeroDycBog Big Macs Fairy

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES 1. P ronounciation 2. Association 3. Phonetics 4. Orchographics (spelling) 5. Semantics 6. Shorthand

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND EXTENSIONS characteristics of the brand characteristics of the brand characteristics of extension characteristics of extension characteristics of extension market characteristics of extension market

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND EXTENSIONS stretching stretching accessibility accessibilityinternationalise

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: LONG TERM BRAND PROTECTION heavy advertising heavy advertising product modification product modification brand extensions brand extensions private labels private labels brand cannibalisation brand cannibalisation brand re-launch/repositioning brand re-launch/repositioning

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: DURABILITY OF BRANDS quality quality exclusivity exclusivity core value core value dominance dominance attitude attitude “if you want to tell the time buy a Seiko” (Cartier)

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND IMAGE Landor Associates “Image Power Survey”

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: GLOBAL BRANDS development of single markets development of single markets domination of markets domination of markets retailer power retailer power world markets world markets economies of scale economies of scale

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: GLOBAL BRANDS great ideas great ideas nature of corporate management nature of corporate management investment investment consumers consumers Source: de Mooij

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: MISSION AND VISION strategic discipline strategic discipline cultural glue cultural glue character identity character identity mission = what you are doing mission = what you are doing vision = what you want to be vision = what you want to be IBM, APPLE

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: MISSION AND VISION LEVI

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: GLOBAL BRAND STRATEGIES personality and positioning personality and positioning expand/extend domestic expand/extend domestic create new create new purchase local brands purchase local brands global/international extensions global/international extensions multilocal multilocal

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: COMPETITIVE STRATEGIES product trade cycle product trade cycle configuration configuration co-ordination co-ordination economies of scale or scope economies of scale or scope marketing strategies marketing strategies

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: STANDARDISE BRAND? Porter: Easy Difficult brand name distribution position selling standards training warranties pricing ad themes media packaging

MK364 INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: DEGREE OF STANDARDISATION product category product category plc/brand life cycle plc/brand life cycle positioning positioning media media product transfer/initiation effects product transfer/initiation effects market influence market influence ad theme execution ad theme execution de Mooij de Mooij

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