This document summarizes a session on brand management basics. It discusses the evolution of marketing from the traditional 4Ps model to a new 3Vs approach focused on valued customers, value propositions, and value networks. It defines what a brand and product are, and explains how brands help sell products and make companies successful by residing in consumers' minds. Strong brands are driven by innovation and ideas, and are born when entrepreneurial skills meet innovative ideas. The best brands deliver a promise through their products and advertisements convince consumers of this promised delivery.
Consumer Behaviour for IBA Executive CourseZeeshan Huq
A session for Executive MBA Students of Institute of Business Administration, University of Dhaka. This is part of a guest lecture series within Principles of Marketing course by Khaled Mahmud, Associate Professor. Session dated 26-FEB-21. Was supported with many videos which are not attached.
Consumer Behaviour for IBA Executive CourseZeeshan Huq
A session for Executive MBA Students of Institute of Business Administration, University of Dhaka. This is part of a guest lecture series within Principles of Marketing course by Khaled Mahmud, Associate Professor. Session dated 26-FEB-21. Was supported with many videos which are not attached.
7 Common Types of Retail Customers (and How to Sell to Them)Vend
One of the things that makes running a retail store so interesting and fun (most days) is the fact that you can encounter an array of characters at your shop. From easy going shoppers who make small talk, to customers on a mission who just want to get in and out of the store, retailers deal with various types of people on a daily basis.
And as any good merchant knows, there isn’t one single solution or best practice for converting all kinds of customers. Each type comes with its own set of qualities, and retailers have to acknowledge these distinctions and tailor their approaches accordingly.
To help you do this, we’ve compiled a list of the most common types of customers that you may encounter, along with tips on how to approach and sell to each one
Beyond Surveys: The Age of Proactive Feedback ManagementSogolytics
Simply waiting for the feedback to come in isn't enough. How are you engaging your audience, managing feedback, and keeping the conversation going? Online reviews, always-on communication channels, and 24/7 demands -- how proactive is your approach to feedback management?
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
7 Common Types of Retail Customers (and How to Sell to Them)Vend
One of the things that makes running a retail store so interesting and fun (most days) is the fact that you can encounter an array of characters at your shop. From easy going shoppers who make small talk, to customers on a mission who just want to get in and out of the store, retailers deal with various types of people on a daily basis.
And as any good merchant knows, there isn’t one single solution or best practice for converting all kinds of customers. Each type comes with its own set of qualities, and retailers have to acknowledge these distinctions and tailor their approaches accordingly.
To help you do this, we’ve compiled a list of the most common types of customers that you may encounter, along with tips on how to approach and sell to each one
Beyond Surveys: The Age of Proactive Feedback ManagementSogolytics
Simply waiting for the feedback to come in isn't enough. How are you engaging your audience, managing feedback, and keeping the conversation going? Online reviews, always-on communication channels, and 24/7 demands -- how proactive is your approach to feedback management?
How do brands really grow? How do brands grow in a radically disrupted internet economy? We explore brand growth in today’s digital world, with perspectives from Nicholas Lovell, Lionel Benbassat of Eurostar, and the Arena strategy team.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
On 4th September 2015, the IPA gathered Byron Sharp, Russell Davies, Les Binet, Paul Feldwick and more for a day of intense marketing "Unlearning". This presentation condenses each speaker’s main points into a one-slider, then attempts to make sense of the whole thing.
I might be naive, but for all the heated debate that happened on the day, I thought everyone was actually in violent agreement (basically, I agree with Les Binet and Jim Carroll, which feels like a pretty good place to be).
So here’s what I've taken out of the event:
> The debate between people who see brand building as an art, and those who see it as a science, has gone on for years. It’s been exacerbated in the recent years by the parallel rise of Big Data and Behavioural Science, all powered by the digital transformation of certain categories - but it’s not new.
> All the evidence points to the fact that it’s actually a mix of both emotional and rational, long-term and short-term, brand building and sales driving strategies that drives the best results.
> So, to grow your brand, think about to a) removing barriers to usage or purchase by ensuring your product/ service works very well and is widely available, then b) making your product or service really sticky by creating memorable assets/ features that are distinctive and salient.
Voila.
[Trabalho Acadêmico]Relançamento de Forrest GumpMarcello Caetano
Trabalho Acadêmico para a disciplina de Storytelling do MBA em Marketing Digital Estratégico da UVA, com o planejamento de uma campanha para o relançamento do filme Forrest Gump
Trunity integrates authoring, blogging, news, events, multimedia and social networking functionality into a unified platform with robust collaboration and content management functionality, giving individuals and organizations a new and extremely cost-effective way to develop online content and catalyze community activity.
CFIA 2012 Food Industry ingredients Competitive Intelligence ReportViedoc
CFIA has now become the place to be and go for professionals of the food business. Indeed, this is the only exhibition in France gathering under one roof the whole of the food industry suppliers providing Ingredients & Additives, Equipments & Food processing and Packaging. Some of the packaging solutions shown, like wooden or paper baking molds, are definitely only aimed at the food industry. Other packages on display however could very well be used in many other industrial sectors with or without any adjustments as the trend for lighter, more efficient and eco-designed packages is seen across all sectors. ...
Project on Branding | Branding of ridege e solution Sanklha paul
Nshm knowledge campus
student
Name SANKHA PAUL
it's all free! download and enjoy the taste of branding
website blog trueexperience.info
my youtube channel https://youtu.be/WRKienOW-LQ
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?
Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
You will learn:
• How to identify & incorporate the most effective options into your marketing plan
• Targeting niche markets
• Ways to use social networks e.g. blogs, YouTube, MySpace, Facebook
• Getting the most out of using social networks
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
No matter how good you think your product or service is its nothing unless you can tell the world about it. So how can you work with traditional media to build an effective marketing and advertising campaign on a low budget?
Effective marketing doesn’t have to be costly but it must have the potential to increase your business reach and your revenue.
No matter what the size of your business you are, you certainly can’t afford to let your marketing, advertising and promotions slide. I agree it does take time and effort to developing effective campaigns as it requires a unique mix of strategy and creativity to hit just the right spot, or target market.
Here 121 Business Coach who specialize in marketing for the small and medium size businesses offers you help on how to pick the right mediums for your marketing campaign.
Good luck and email us with your marketing questions at info@121businesscoach.com
B4B offers exclusively in the US The Brand Genome Process. A systematic roadmap to developing and implement unique brand propositions (UBP) and differentiating brand communication concepts that have helped over 150 brands in Europe and the US to succeed in their respective markets.
Brand Box 1 - Know Your Business - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 1 - Know Your Business 2. Credits 3. Contents 4. Introduction 5. Introduction 6. The Authors 7. Who do they work for? 8. How To 9. User's Guide 10. Actions from insights 11. An apology 12. Getting started 13. Familiarity exercises 14. Flip flop 15. Raw creativity 16. Infinity stairs 17. Necker cube 18. Are you sure of what you see? 19. Are you sure cont... 20. Are you sure cont... 21. Actions from insights 22. Let's get started 23. A bit about brands 24. What is a brand 25. A brand is more than just the product 26. Apple 27. Brands are like clothes hooks 28. Why brand building is so important 29. Brand building 30. Why bother? 31. Commitment beyond belief 32. Lovemark theory 33. Why do people need brands 34. 5 Ways brands can influence consumers 35. Identical products seeming different 36. Positive expectations 37. Inspire loyalty 38. Influence the price 39. The bad news 40. What are some brands in your world 40. So how do I build a brand? 41. Brand Roles 42. Roles cont... 43. Roles cont... 44.Glossary of terms 45. Brand Experience 46. What does brand experience mean 47. Functional benefits 48. Emotional benefits 49. Experience: Functional and emotional 50. Positioning and value propositions 51. Welcome to jargon land! 52. Features, value propositions and positioning 53. Features, benefits and Implications 54. How do you provide value 55. Value proposition 56. What do you do with value propositions 57. Example: Impulse 58. Example: Jaguar 59. Positioning: The battle for your mind 60. Brand Identity and positioning 61. The battle for the mind 62. Effective positioning 63. Positioning principles 64. Positioning: USP and ESP 65. USP: What is it? 66. ESP: What is it? 67. Example: Kleenex 68. Positioning: How is it done? 69. Developing a brand position 70. Positioning principles 71. Positioning: Work over time 72. BMW Case study 73. BMW The ultimate driving machine 74. Be relevant 75. Challenger brands 76. Positioning as a challenger brand 77. Positioning as a challenger brand 78. Positioning traps 79. Positioning pitfalls 80. Repositioning 81. Minds are hard to change 82. Brand Archetypes 83. Brand Archetypes 84. Brand Archetypes 85. The 12 archetypes 86. The 12 cont... 87. The 12 cont... 88. Brand Archetypes 89. Brand Archetypes 90. 3-Step tool to finding your archetype 91. 3- Step tool cont... 92. An archetype example 93. Additional archetypes 94. Additional archetypes 95. What do I do with my archetype 96. Naming brands 97. Names names names 98. The power of the name 99. The ear and the eye 100. How the ear failed 101. So how do you choose a good name 102. Give a dog a good name 103. Brand protection and strength 104. Protecting your value 105. Real brand value 106. Brand strength 107. Value to customers 108. Short term benefit and long term risk 109. Brand extensions 110. How strong is my brand 111. Leveraging your brand 112. Types of extensions ...
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
* Team 2:
Đinh Ngọc Gia Bảo
Võ Đình Đình
Bùi Ngọc Thanh Ngân
Bùi Thị Kim Oanh
Đặng Trang Đan Phương
------------------------------------
What is brand?
What is marketing?
What are the roles of marketing and brand in business? (At least 2 examples of specific brands)
What are the roles of marketing and brand in personal life? (Each student gives example)
---------------------------------------
> Homework for Week 1 <
20220410 Managerial Communication Lecture 11.pdfZeeshan Huq
A class lecture which was delivered as part of a course on Managerial Communication at IBA's MBA program.
It includes practical tips and insights and training into how to make awesome presentation that'll hook the audience!
Few slides are based on Lesikar's book, but majority are from practical, real-life experience.
20220403 Managerial Communication Lecture 10.pdfZeeshan Huq
Class taken at IBA as a session for Managerial Communicaiton Course. Talks about how to conduct a meeting, tips in managing the meeting, and the team dynamics. Detailed discussion on how one can hone their communication in an office environment vs. how to hold an online meeting.
This presentation was supported with class assignments and videos.
The contents are public, but would appreciate if you credit my name.
20220327 Managerial Communication Lecture 09.pdfZeeshan Huq
Class taken at IBA for Managerial Communicaiton Course. Talks about oral communication / non-written communication and talks about how one can hone their communication in an office environment.
This presentation was supported with class assignments and videos.
The contents are public, but would appreciate if you credit my name.
20220307 Managerial Communication Lecture 06Zeeshan Huq
Class Lecture on Managerial Communication Course at IBA. The class was also full of videos and practical demonstrations. You can certainly copy anything, but please do mention / credit my name :-)
Class Lecture for Managerial Communication Course taught at IBA for MBA Students. Includes theory, the who what whom when, reasoning and an engaging class assignment which students could learn the tricks from
2. What to expect from today’s session
§ To have a common understanding with regard to
! What
! What
is Marketing and the changing scope of it
is the relationship between Brand, Product, and
Advertising
! What is expected out of each function / role
! Why is brand management crucial to us
2
3/2/14/ZKH
4. The Old School of Marketing
§ You earlier read it as 4Ps
! Product
! Price
! Place
! Promotion
§ MARKETING simply meant advertising
! Advertising
needed to appeal to the mass: TV, Radio,
Press, Billboards were the media
! Advertising was one-way – company to consumer
! Exclusively about selling product
4
3/2/14/ZKH
5. The New Trend in Marketing
§ From 4Ps to 3Vs
! Valued Customers à who to serve
! Value Proposition à what to offer (against
! Value
industry offers)
Network à how to deliver
§ The approach has changed
! From
! From
Market Segments to Strategic Segments
Selling Products to Providing Solutions
! From Brand Acquisitions to Brand Rationalization
! From Market-Driven to Market-Driving
! From SBU Marketing to Corporate Marketing
! From Advertising Management to Brand Management
5
3/2/14/ZKH
7. What is a Brand?
§ A combination of
! Logo
! Concept / idea
! Color, taste, smell
! Images / Visual identity
! Associations / Attributes
! Shape / Form
! Advertising
§ An orange … is an orange …
is an orange. Unless, of
course, that orange happens
to be a Sunkist, a name eighty
percent of consumers know
and trust
Russel L Hanlin, CEO
Sunkist Growers
§ It resides in the mind of the
“consumers”
§ It defines the premium a
company is valued at over its
tangible, measurable assets
7
3/2/14/ZKH
8. What is a Product?
§ A product is a product or service … is a product … is a
product …
§ You can have several products under the same brand
§ You can have several brands for same product
Question: how does brand help selling products, and
makes companies successful?
8
3/2/14/ZKH
12. So, what is the relationship?
I D E A
12
3/2/14/ZKH
13. So, what is the relationship?
I D E A
The best brands
are innovationdriven
IBM vs Apple
13
3/2/14/ZKH
14. So, what is the relationship?
I D E A
The best brands When ideas
are innovation- meet
driven
entrepreneurial
drives, big
brands are
borne
IBM vs Apple
Aromatic
14
3/2/14/ZKH
15. So, what is the relationship?
I D E A
The best brands When ideas
are innovation- meet
driven
entrepreneurial
skills, big
brands are
borne
Brand needs
Vitamin E2 for
excellence
IBM vs Apple
Frutika
Aromatic
15
3/2/14/ZKH
16. So, what is the relationship?
I D E A
The best brands When ideas
are innovation- meet
driven
entrepreneurial
skills, big
brands are
borne
Every brand
needs Vitamin
E2
The brand is a
promise in
action
IBM vs Apple
Frutika
Banglalink
Aromatic
16
3/2/14/ZKH
17. So, what is the relationship?
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
17
3/2/14/ZKH
19. 1. What is the brand promise of bKash, how is delivering the promise
through the product, and how does its advertisement convince the
consumer about the promise?
2. What are the different brands on Louise Vuitton portfolio and how
are they maximizing company’s profit?
CLASS ASSIGNMENT
19
3/2/14/ZKH