Branding 101  Brand strategy & the Marketing Mix     @ana_adi | www.anaadi.net
http://www.youtube.com/watch?         feature=player_embedded&v=KEptBv3xy5c@ana_adi | www.anaadi.net
decisions: brand name                                                                 discount functionality              ...
Iconic brands       Target national contradictions and challenge anxieties and       desires in society       Create myths...
Global branding       Valuable intangible asset   Standardization       Solid demand for product    Homogenization       A...
What are the weaknesses and         risks of global branding?@ana_adi | www.anaadi.net
Identify adaptations of global brands in your                         own country.                            Describe the...
IMC@ana_adi | www.anaadi.net
IMC@ana_adi | www.anaadi.net
@ana_adi | www.anaadi.net
Category needed                            Brand attitude                            Brand awareness                      ...
Affordable                            Percentage of sales                            Competitive parity                   ...
@ana_adi | www.anaadi.net
A typology of the different ways consumers behave as participatory, creative collectives in online communities      Source...
Upcoming SlideShare
Loading in...5
×

Katho Branding101_Brand Strategy & Marketing Mix

984

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
984
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Katho Branding101_Brand Strategy & Marketing Mix

  1. 1. Branding 101 Brand strategy & the Marketing Mix @ana_adi | www.anaadi.net
  2. 2. http://www.youtube.com/watch? feature=player_embedded&v=KEptBv3xy5c@ana_adi | www.anaadi.net
  3. 3. decisions: brand name discount functionality wholesale pricing Product Price quality seasonal pricing safety suggested retail price packaging warranty repairs Benefits Position in the marketplace USP Position in the Strategy (skimming/ penetration/ Features marketplace premium) channels of distribution Integrated Marketing speed of delivery Communications (Advertising, Public Relations, Social Media, transportation location Sales promotion, Personal selling, warehousing order Word-of-mouth, Interactive processing online inventory... marketing, Events) Place@ana_adi | www.anaadi.net Promotion
  4. 4. Iconic brands Target national contradictions and challenge anxieties and desires in society Create myths that lead culture Speak with a rebel’s voice Draw on political authority to rebuild the myth Draw on cultural knowledge@ana_adi | www.anaadi.net
  5. 5. Global branding Valuable intangible asset Standardization Solid demand for product Homogenization Ability to reproduce Integration (of consumer experience in marketing activities) new market@ana_adi | www.anaadi.net
  6. 6. What are the weaknesses and risks of global branding?@ana_adi | www.anaadi.net
  7. 7. Identify adaptations of global brands in your own country. Describe the marketing mix. What strategies have they followed to ensure the local but also maintain a global brand following?@ana_adi | www.anaadi.net
  8. 8. IMC@ana_adi | www.anaadi.net
  9. 9. IMC@ana_adi | www.anaadi.net
  10. 10. @ana_adi | www.anaadi.net
  11. 11. Category needed Brand attitude Brand awareness Purchase intention Informational/transformational appeals Message Positive/Negative appeals Creative Expertise Adaptation Trustworthiness Likeability Personal Advocate Social Non-personal Expert Integration Media Events Sales promotion Public Relations@ana_adi | www.anaadi.net
  12. 12. Affordable Percentage of sales Competitive parity Objective-and-task@ana_adi | www.anaadi.net
  13. 13. @ana_adi | www.anaadi.net
  14. 14. A typology of the different ways consumers behave as participatory, creative collectives in online communities Source: R. V. Kozinets, A. Hemetsberger and H. J. Schau (2008) The wisdom of consumer crowds: collective innovation in the age of networked marketing, Journal of Macromarketing. Copyright © 2008 Sage Publications, Inc.@ana_adi | www.anaadi.net
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×