2. LESSON TWO PART TWO Brand Writing

3. Why research? Brand Writing

4. Two reasons: Risk mitigation Insight mining Brand Writing

9. Gap analysis Brand Writing

10. Questions to answer. Brand Writing

11. Why was there declining participation in cookie sales?

12. Areas of Measure Brand Equity Brand Writing

13. Areas of Measure Brand Equity Consumer Behavior Brand Writing

14. Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Brand Writing

15. Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Brand Writing

16. Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Influencers Brand Writing

17. Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Influencers Product Features Brand Writing

18. Areas of Measure Brand Equity Consumer Behavior Competitive Landscape Environmental Factors Influencers Product Features Pricing Strategy Brand Writing

19. Who are you researching? Sample Brand Writing

20. Sample Demographic Brand Writing

21. Sample Demographic Psychographic Brand Writing

22. Sample Demographic Psychographic Neilsen Prizm http://www.claritas.com/MyBestSeg ments/Default.jsp?ID=20&id1=1027 &id3=06851 http://www.claritas.com/MyBestSeg ments/Default.jsp?ID=20&id1=1027 &id3=06851 Brand Writing

24. Research Design Brand Writing

25. Research Design Tools for Qualitative/Quantitive Brand Writing

26. Research Design Tools for Qualitative/Quantitive Surveys Brand Writing

27. Research Design Tools for Qualitative/Quantitive Surveys Focus Groups Brand Writing

28. Research Design Tools for Qualitative/Quantitive Surveys Focus Groups Ethnicity Studies Brand Writing

29. Research Design Tools for Qualitative/Quantitive Surveys Focus Groups Ethnicity Studies Secondary Research Brand Writing

30. Research Design Tools for Qualitative/Quantitive Surveys Focus Groups Ethnicity Studies Secondary Research Conversation Mining Brand Writing

31. Research Design Tools for Qualitative/Quantitive Surveys Focus Groups Ethnicity Studies Secondary Research Conversation Mining Conjoint Analysis Brand Writing

32. Research Design Tools for Qualitative/Quantitive Surveys Focus Groups Ethnicity Studies Secondary Research Conversation Mining Conjoint Analysis Interviews Brand Writing

33. Research Design Brand Writing

34. Who is this guy? Brand Writing

35. WRITING EXERCISE What is brand? Spend a few minutes writing your impressions. Brand Writing

36. Lesson 1 Part 2 Brand Writing

37. What is brand? Brand Writing

38. Image Impression How you present yourself How people see you Name of a product Logo Brand Writing

39. “The intangible sum of a product’s attributes.” —David Ogilvy Brand Writing

40. A collection of perceptions. Brand Writing

41. What has a brand? Brand Writing

46. Who owns the brand? Brand Writing

47. Internal Stakeholders include Employees and Leaders

48. Brand Writing

49. A strong brand moves Like > Love (Automotive) Indifference > Trust (Security) Suspicion > Confidence (Financial) Brand Writing

50. Retail (Target vs Kmart) Politics (Republicans vs Democrats) Automobiles (Saab vs BMW) Technology (Samsung vs Apple) Entertainment (Movies vs Books) Personal (Lady Gaga vs Adele) Social (Facebook vs Tumbler) Brand Writing

51. What is brand writing? How is it different than advertising writing or marketing writing? Brand Writing

52. Lesson 1 Part 3 Brand Writing

53. What is brand writing? How is it different from advertising writing or marketing writing? Brand Writing

54. Brand writing vs. Advertising/ Marketing writing Brand Writing

55. Advertising: The paid, public, non- personal announcement of a persuasive message by an identified sponsor. Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange. Brand Writing

56. Advertising is a single component of the marketing process. Brand Writing

57. Advertising and marketing live inside of brand. They are expressions of the brand. Brand Writing

58. Brand ^ Marketing ^ Advertising Brand Writing

59. Advertising and marketing are tangible and can help to influence brand. Brand is inherently intangible. Brand Writing

60. One can’t live without the other. Brand Writing

61. Three-part Assignment Brand Writing

62. PART ONE: WHO ARE YOU? Tell me a bit about yourself. Include: What do you do/aspire to do? Why did you sign up for this class? What do you want to get out of this class? How can I support you? What are your fears? Part one of the assignment is due by Wednesday, January 28, 5 p.m. Brand Writing

63. PART ONE: WHO ARE YOU? Tell me a bit about yourself. Include: What do you do/aspire to do? Why did you sign up for this class? What do you want to get out of this class? How can I support you? What are your fears? Part one of the assignment is due by Wednesday, January 28, 5 p.m. Brand Writing

64. PART TWO: COMPARE TWO BRANDS Select two brands in the same industry and compare them. Your comparison should be: Based it on your perceptions Brands you know Snap judgements (your gut impressions of each brand; have fun with it) Be prepared to talk about your brands during our discussion Brand Writing

65. PART THREE Pick any company in the spotlight, preferably one that you are familiar with. Review Interbrand’s 2013 top- 100 brands list for ideas (http://www.bestglobalbrands.com/previous- years/2013). The company you select will be the one you use for homework assignments through the course.http://www.bestglobalbrands.com/previous- years/2013 Brand Writing