This document discusses strategies for developing strong brand positioning. It provides examples of personas for different target consumer segments that could use an iPad, such as a service manager and student. The document emphasizes understanding target consumers' values, motivations for purchasing the product, and media consumption behaviors. It also provides a framework for describing key aspects of a passion brand, including its ideology, capabilities, target consumers, and relevant environmental context.
This presentation offers an approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. Understanding international diversity in consumer behaviour, advertising, sales and marketing management becomes the central objective for an international marketing.
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Mid-term Project : Fashion Brand Management : Polimoda
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Mid-term Project : Fashion Brand Management : Polimoda
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2. brandicide – a trend on the rise
3. brands out of sync are brands out of favor
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But before you go reaching for the box of tissue, this presentation isn’t meant to be a downer. It’s to inspire new innovative ways for looking at your business.
Enjoy.
Thinking of your business and consumers only in the present is not enough. Brands need to meaningfully innovate and evolve for tomorrow's consumer to be future-proof.
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Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
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students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
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This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
BÀI TẬP BỔ TRỢ TIẾNG ANH GLOBAL SUCCESS LỚP 3 - CẢ NĂM (CÓ FILE NGHE VÀ ĐÁP Á...
2a dokuz eylul university izmir int week 2013 passion brand
1. ¨Marketing is not a war of products,
it’s a war of perceptions.¨
Al Ries / Jack Trout
2. 5 symptoms of malaise of consumer led brands
1. Similarity of brands (Convergence towards mean)
2. Inconsistent brand image and offer
3. Lack of real innovation and surprise
4. Gulf between brand offer and capability
(believable brand extensions)
5. Hollow brand (BA)
6. Beyond petroleum
The brand change has cost $7m and BP
plans to spend a further $100m a year
developing it. Sir John said BP would in
future stand for "beyond petroleum" rather
than British Petroleum. Its 28,000 petrol
stations around the world will be
modernised over four years, but 3,000 jobs
will be lost as overlapping BP and Amoco
sites are shut down.
But the relaunch was met with cynicism by
green campaigners. Rob Gueterbock, a climate
energy specialist at Greenpeace, said the
company's move was a triumph of style over
substance.
"They spent more on the logo this year than
they did on renewable energy last year. Given
they spend $8bn a year on oil exploration, BP
stands less for beyond petroleum and more for
burning the planet," he said.
Inconsistent brand image and offer
7. THE XC90 D5 is the Schwarzenegger of the Volvo family.
Like its main competitors, the BMW X5 3.0d and the Mercedes-Benz
ML270 CDI, Volvo�s fancy diesel drinker is not really designed for off-
road excursions, even though it is a permanent four-wheel drive vehicle.
($192, 000 for a 2.5 cc model)
Inconsistent brand image and offer (Luxury or safety or family ?)
10. Rebranding British Airways 1997-1999
Focus on global cosmopolitan traveler but loosing connection with identity of the brand
British Airways, ditched the Union Flag for an "ethnic" tail-fin design in a £60m revamp in 1997.
Hollow brand
11. Thatcher privatised the company in 1987 under Chairman Sir John King. Ten years later she
famously condemned the ethnic tail fin art with the outburst: 'We fly the British flag, not these
awful things.'
Hollow brand (British Airways)
15. By 1976 Kodak accounted for 90% of film and 85% of camera sales in
America. Until the 1990s it was regularly rated one of the world’s five most
valuable brands.
Irrelevant brand (World moves on and brand does not notice)
27. Example Persona aspects Ipad
• Education social background, age, etc
• Family life ?
• Work situation
• What are his values
• What is important to him
• Why would he buy an Ipad
• Knowledge, attitude towards Ipad, laptops, mobile
phones,
• How does he decide ?
• Media behaviour (Online, TV watching)
28. Robert the service manager
• High school, started work at 18. 35 years old
• Married two children,
• Service manager travels a lot to customers, sends 40 emails/day
• His family is important to him, likes to go out with friends
• Work hard and efficient , earn good money,
• Buys an Ipad because it saves time and he can show to
customers solutions
• Knows what he needs to know, positive towards Ipad, laptops,
mobile phones as long as they support him doing his job ,
• If the boss approves he will buy an ipad
• Reads popular morning newspaper, no time to watch tv, uses
internet to read short news stories
Example persona
from the I pad target segment technical service professional
29. Tim Student
• University 3rd year, 20 years old,
• Lives in student home, weekends visits to parents
• Scholarship, Student jobs to earn extra money,
• Being student is important to him, the freedom, wants to be
a manager, have fun while you are student, be cool
• Buys an ipad because it is cool, and can use it for study and
while travelling to parents
• Likes gadgets, would like to have latest mobile but is too
expensive reads blogs abou gadgets and mobile phones,
• Ipad is on his wishlist, if price goes down he will buy one,
decision made by himself but influenced by his friends
• No newspaper, reads online websites, watches TV and
internet, has a twitter account
Example persona
from the I pad target segment Students
30. • Develop a persona
– Consumer for product segment X
• The persona does not have to be perfect. Sketch roughly an
outline.
• Make sure the persona is in line with the cultural values of your
country
• Try to back up your statements about the persona as much as
possible by data .
31. Persona
Make a “ story” where you use the following aspects in relation
Buying your product
Name
• Education social background, age, etc
• Family life
• Work situation
• What are hisher values
• What role does your product play in hisher life ?
• Knowledge, attitude towards your product
• What is herhis perception of the different shops ?
• What are buying motives for your product ?
• How does (s)he decide ?
• Media behaviour (Online, TV watching)
Picture
+
name
32. Building long term emotional associations
Describe your passion brand
• Ideology
The forever values simply stated, strongly felt
• Capability
(simple description of extraordinary core)
• Consumer
(Who do your customers want to be, consumer
insight )
• Environment
Demographic, competitive, cultural, insight
relevant to your brand