Petra Čadež se je na aprilskem izobraževanju Marketing TOPX poglobila v spremembe pri upravljanju blagovnih znamk. In ravno to je področje, ki so ga spremembe popolnoma obrnile na glavo. Krmilo so predale v druge roke, blagovne znamke vodijo potrošniki. Ali lahko marketingaši vodimo njih?
2007_pg200-201.pdf Maynards and Jelly Tots Brands & BrandingSajidah Ali
Maynards has been producing sweets in the UK since 1880 and crossed over to South Africa in 1949. It offers a variety of fruit-flavored sweets and gums and has established itself as the market leader in these categories through innovative marketing. The brand strives to continually develop high quality products that live up to its fun image while satisfying consumer tastes. Maynards has successfully positioned itself as the top brand due to its longevity in the market and popularity with consumers.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
This document outlines a methodology for developing a brand architecture for a company. It discusses assessing the current brand portfolio, developing hypotheses for the future architecture, validating the hypotheses through research, and creating a strategy and migration plan. Key deliverables include brand assessments, alternative architecture frameworks, research findings, the final architecture, and a plan to transition the portfolio to the new architecture. The goal is to strategically organize the company's brands to increase clarity, realize synergies, and strengthen brand equities.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Nike is a major American multinational corporation that designs, develops, manufactures, and sells footwear, apparel, equipment, accessories, and services. Its mission is to bring inspiration and innovation to every athlete in the world. It has a market capitalization of $68 billion and was founded in 1964. Some of its notable marketing campaigns include "Make It Count", "Find Your Greatness", and it endorses major athletes like LeBron James and Cristiano Ronaldo. Nike uses integrated marketing communications to achieve consistency across its brand elements and integration across different contact points with customers. It collects customer data through initiatives like Nike+ to drive its corporate strategy and marketing campaigns.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
This document provides an overview of Grupo Modelo's international marketing strategies for Corona beer. It includes an analysis of the company's current situation, vision, mission, industry, key performance indicators, competitors, financial statements, PESTEL analysis, Porter's 5 forces model, SWOT analysis, 7P's of marketing, market segmentation, strategies, positioning, and recommendations. Grupo Modelo is Mexico's largest beer producer and Corona is the top imported beer in the US. The document outlines Corona's "fun in the sun" marketing campaigns and beach-themed positioning as an escape from everyday life.
The document discusses six key criteria for choosing branding elements that build brand equity:
1. Memorability - Elements should be easily recognized and recalled.
2. Meaningfulness - Elements can describe the product/service or convey specific attributes/benefits.
3. Likability - Elements should be aesthetically appealing visually and verbally.
4. Transferability - Elements should add value to new products/markets and translate across languages/cultures.
5. Adaptability - Elements need to be flexible enough to update over time as consumer values change.
6. Protectability - Elements must be legally protected from infringement through registration and competitive defense.
2007_pg200-201.pdf Maynards and Jelly Tots Brands & BrandingSajidah Ali
Maynards has been producing sweets in the UK since 1880 and crossed over to South Africa in 1949. It offers a variety of fruit-flavored sweets and gums and has established itself as the market leader in these categories through innovative marketing. The brand strives to continually develop high quality products that live up to its fun image while satisfying consumer tastes. Maynards has successfully positioned itself as the top brand due to its longevity in the market and popularity with consumers.
Brand Architecture Toolkit: Optimizing the Portfolio for Growth 4.29.19Carol Phillips
Completely UPDATED version of our earlier Toolkit. Is your brand portfolio easy for customers to navigate? Helping you prioritize your investments? Learn how to organize brand assets to help your business grow.
This document outlines a methodology for developing a brand architecture for a company. It discusses assessing the current brand portfolio, developing hypotheses for the future architecture, validating the hypotheses through research, and creating a strategy and migration plan. Key deliverables include brand assessments, alternative architecture frameworks, research findings, the final architecture, and a plan to transition the portfolio to the new architecture. The goal is to strategically organize the company's brands to increase clarity, realize synergies, and strengthen brand equities.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Nike is a major American multinational corporation that designs, develops, manufactures, and sells footwear, apparel, equipment, accessories, and services. Its mission is to bring inspiration and innovation to every athlete in the world. It has a market capitalization of $68 billion and was founded in 1964. Some of its notable marketing campaigns include "Make It Count", "Find Your Greatness", and it endorses major athletes like LeBron James and Cristiano Ronaldo. Nike uses integrated marketing communications to achieve consistency across its brand elements and integration across different contact points with customers. It collects customer data through initiatives like Nike+ to drive its corporate strategy and marketing campaigns.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
This document provides an overview of Grupo Modelo's international marketing strategies for Corona beer. It includes an analysis of the company's current situation, vision, mission, industry, key performance indicators, competitors, financial statements, PESTEL analysis, Porter's 5 forces model, SWOT analysis, 7P's of marketing, market segmentation, strategies, positioning, and recommendations. Grupo Modelo is Mexico's largest beer producer and Corona is the top imported beer in the US. The document outlines Corona's "fun in the sun" marketing campaigns and beach-themed positioning as an escape from everyday life.
The document discusses six key criteria for choosing branding elements that build brand equity:
1. Memorability - Elements should be easily recognized and recalled.
2. Meaningfulness - Elements can describe the product/service or convey specific attributes/benefits.
3. Likability - Elements should be aesthetically appealing visually and verbally.
4. Transferability - Elements should add value to new products/markets and translate across languages/cultures.
5. Adaptability - Elements need to be flexible enough to update over time as consumer values change.
6. Protectability - Elements must be legally protected from infringement through registration and competitive defense.
Social media is all the rage but what about when things go wrong? A triggering event that creates a significant disruption to an organization, puts its reputation at risk. In this presentation we'll walk you through some tried and true methodologies on how to approach crisis in your social media.
The document outlines a proposed framework for developing and managing a brand architecture for Company X. It discusses developing a portfolio strategy, positioning brands, and defining the relationships between a master brand and other product or service brands. It proposes assessing the current state, developing hypotheses for a new architecture, selecting an optimal architecture strategy, and creating tools to manage migration to the new architecture. The goal is to evolve Company X's brand management as it moves into higher-value solutions.
Market driven organizations focus on understanding and satisfying customer needs above all else. They excel at generating and using superior information about customers and competitors through interfunctional coordination. Core capabilities include market sensing to understand customers and linking functions to closely communicate with customers. Capabilities are skills developed through organizational processes that cannot be easily imitated and provide strategic advantages when applied to enhance market orientation.
This document discusses different brand architecture strategies that industrial manufacturing companies can employ, including branded house, house of brands, and hybrid approaches. It provides examples of how large companies like GE, Emerson, UTC, Altra, and Textron structure their brands at the corporate, business, and product levels. It also outlines three levels of operational depth that organizations can align to - marketing categories, sales/solution categories, and operational categories. The document is intended to help companies consider alternatives and go-to-market implications for structuring their brand portfolio.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
Millward Brown is a leading global brand and marketing research consultancy. They help clients grow their brands through expertise in brand equity tracking, strategy, valuation, and marketing mix effectiveness. Their areas of focus include brand tracking, digital, social media, neuroscience, and qualitative research. They have a global presence with 90 offices in over 70 languages. Mobile surveys allow them to access higher income respondents and match market shares more accurately. Studies in Saudi Arabia found mobile surveys had high completion rates using smartphones, and generated consistent, honest feedback. Millward Brown uses mobile surveys to track brand equity of automotive and banking brands in Saudi Arabia. Their analyses identify drivers of brand power and potential for market share growth.
Coca Cola has been the world's largest beverage company since it was founded in 1886. It operates in over 200 countries and has strong brand recognition globally. The document discusses Coca Cola's marketing mix of product, price, place and promotion for the Pakistani market. It analyzes Coca Cola's differentiation strategy, packaging, pricing policies, distribution network and advertising spending. It also presents a SWOT analysis, identifying Coca Cola's strengths in worldwide availability and brand positioning, weaknesses like potential health issues, and opportunities and threats in the competitive beverage market.
There are three main choices for branding a product: developing a new brand, applying an existing brand, or combining the two approaches. Alternative branding strategies include using separate family brand names under a corporate umbrella or hybrid brand names. Brand portfolios can include a low entry-level product to attract customers to higher-end products. Brand extension allows firms to leverage their most valuable assets by launching new products, like Coca-Cola extending its brand with variations like Diet Coke and Coke Zero.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
This document discusses how brands can create financial value through meaningful differentiation and resonance with consumers. It outlines five facets - findability, credibility, vitality, affordability, and extendability - that strong brands use to amplify their differentiation and drive financial growth. Examples are given of how brands like IKEA, Natura, Audi, Dove, and Tropicana have leveraged these facets. The document also summarizes the evolution of BrandDynamics' brand valuation methodology over time.
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market.
Research about History, Product, Market, Sales, Challenge, ...
Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei
This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
This document provides an overview of Blue Ocean Strategy (BOS), a framework for creating new market space and making competition irrelevant. It discusses the key concepts of BOS including red versus blue oceans, the six principles of BOS, and value innovation. Tools for applying BOS like the strategy canvas and ERRC grid are also introduced. The document then outlines an agenda and activities for formulating a blue ocean strategy, including assessing the current "as-is" strategy, reconstructing market boundaries, and developing a new "to-be" strategy canvas.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
Social media is all the rage but what about when things go wrong? A triggering event that creates a significant disruption to an organization, puts its reputation at risk. In this presentation we'll walk you through some tried and true methodologies on how to approach crisis in your social media.
The document outlines a proposed framework for developing and managing a brand architecture for Company X. It discusses developing a portfolio strategy, positioning brands, and defining the relationships between a master brand and other product or service brands. It proposes assessing the current state, developing hypotheses for a new architecture, selecting an optimal architecture strategy, and creating tools to manage migration to the new architecture. The goal is to evolve Company X's brand management as it moves into higher-value solutions.
Market driven organizations focus on understanding and satisfying customer needs above all else. They excel at generating and using superior information about customers and competitors through interfunctional coordination. Core capabilities include market sensing to understand customers and linking functions to closely communicate with customers. Capabilities are skills developed through organizational processes that cannot be easily imitated and provide strategic advantages when applied to enhance market orientation.
This document discusses different brand architecture strategies that industrial manufacturing companies can employ, including branded house, house of brands, and hybrid approaches. It provides examples of how large companies like GE, Emerson, UTC, Altra, and Textron structure their brands at the corporate, business, and product levels. It also outlines three levels of operational depth that organizations can align to - marketing categories, sales/solution categories, and operational categories. The document is intended to help companies consider alternatives and go-to-market implications for structuring their brand portfolio.
Brand Identity. Material for BBA/MBA course
"Brand Management", Chapter 3: Brand Identity.
Your comments are welcome to improve this course.
F. Gaucher, Aperto Libro Academy
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
Millward Brown is a leading global brand and marketing research consultancy. They help clients grow their brands through expertise in brand equity tracking, strategy, valuation, and marketing mix effectiveness. Their areas of focus include brand tracking, digital, social media, neuroscience, and qualitative research. They have a global presence with 90 offices in over 70 languages. Mobile surveys allow them to access higher income respondents and match market shares more accurately. Studies in Saudi Arabia found mobile surveys had high completion rates using smartphones, and generated consistent, honest feedback. Millward Brown uses mobile surveys to track brand equity of automotive and banking brands in Saudi Arabia. Their analyses identify drivers of brand power and potential for market share growth.
Coca Cola has been the world's largest beverage company since it was founded in 1886. It operates in over 200 countries and has strong brand recognition globally. The document discusses Coca Cola's marketing mix of product, price, place and promotion for the Pakistani market. It analyzes Coca Cola's differentiation strategy, packaging, pricing policies, distribution network and advertising spending. It also presents a SWOT analysis, identifying Coca Cola's strengths in worldwide availability and brand positioning, weaknesses like potential health issues, and opportunities and threats in the competitive beverage market.
There are three main choices for branding a product: developing a new brand, applying an existing brand, or combining the two approaches. Alternative branding strategies include using separate family brand names under a corporate umbrella or hybrid brand names. Brand portfolios can include a low entry-level product to attract customers to higher-end products. Brand extension allows firms to leverage their most valuable assets by launching new products, like Coca-Cola extending its brand with variations like Diet Coke and Coke Zero.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
This document discusses how brands can create financial value through meaningful differentiation and resonance with consumers. It outlines five facets - findability, credibility, vitality, affordability, and extendability - that strong brands use to amplify their differentiation and drive financial growth. Examples are given of how brands like IKEA, Natura, Audi, Dove, and Tropicana have leveraged these facets. The document also summarizes the evolution of BrandDynamics' brand valuation methodology over time.
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
Another advertising industry first, The Brand Cross-Cultural Index (BCCI), Powered by BrandZ™ is an innovation brought to market by Ogilvy & Mather and Millward. The first equity assessment tool of its kind, powered by the world’s largest brand equity database, it assesses and ranks brands based on their appeal to non-Hispanic White, Hispanic, Black and Asian consumers.
The first step to creating or sustaining a strong brand is to define its purpose - why do you exist? This presentation is based on lectures given at University of Notre Dame's Mendoza College of Business and UC Berkeley's Haas School of Business.
Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market.
Research about History, Product, Market, Sales, Challenge, ...
Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei
This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
This document provides an overview of Blue Ocean Strategy (BOS), a framework for creating new market space and making competition irrelevant. It discusses the key concepts of BOS including red versus blue oceans, the six principles of BOS, and value innovation. Tools for applying BOS like the strategy canvas and ERRC grid are also introduced. The document then outlines an agenda and activities for formulating a blue ocean strategy, including assessing the current "as-is" strategy, reconstructing market boundaries, and developing a new "to-be" strategy canvas.
This is a brand strategy presentation that helped me communicate to top management the real definition of branding that was essentially needed for the company. I was able to elevate sales more 300% with the new brands launched by following some strategies mentioned in the presentation in detail. The information in this presentation is common and not confidential. It is just about the concept of branding but mainly focused for FMCG companies.
Izzivi in priložnosti razvoja trgovine v Sloveniji, 2009Arhea
Prezentacija predstavlja mnenja izbranih trgovskih podjetij o razvoju trgovine in njenih priložnosti; nosilcih, spodbujevalcih in zaviralcih razvoja; ključnih izzivih; percepcijo porabnika danes in v prihodnosti...
Kako v okolju, kjer se potrošniki dnevno srečujejo z na tisoče sporočili in blagovnimi znamkami, kjer cenovna politika vedno bolj narekuje izbiro izdelkov in kjer prave čustvene relacije postajajo prava redkost, doseči zvestobo uporabnikov? Družbeni mediji po eni strani predstavljajo velik bazen blagovnih znamk, ki se vse borijo za pozornost uporabnika, po drugi strani pa nam nudijo orodja in prijeme, s katerimi lahko zgradimo bazo izredno zvestih uporabnikov. Na delavnici boste izvedeli, kakšni so prijemi in prakse, kaj deluje in kaj ne ter kaj je pravzaprav bistvo družbenih medijev.
Kako so se lotili raziskave trga in potencialnih skupin ljubiteljev aktivnega življenja, kako so določili cilje znamke in izpeljali predstavitev v digitalnem okolju. Postopoma širijo nabor izdelkov, dodajajo nove vsebine, ki jih znamka prinaša potrošnikom, dodajajo tudi nove države. Kako to počnejo in kakšne so ovire.
Rezultati kvalitativne raziskave Mind Wide Open, izvedene spomladi 2015 med 22 slovenskimi marketinškimi direktorji iz podjetij, ki delujejo izključno na medorganizacijskem trgu. Raziskavo izvaja Pristop v sodelovanju z Društvom za marketing Slovenije.
The document discusses several mobile marketing trends that brands need to be aware of in 2020, including: discovery being broken as users spend more time in apps than on mobile websites; the growth of "super apps"; expanded use of augmented reality; new app stores; and user identity. It also discusses the importance of creating meaningful experiences for users by listening to them, focusing on purpose and value, using AI/ML for more personalized experiences, having diverse perspectives, and showing empathy. Finally, it provides two speakers' perspectives on why the Web Summit conference is one of the best technology events.
Leon Šikovec (Sberbank) predstavlja sponzorstvo EuroVolleya in rezultate Sberbanka ob sponzoriranju največjega športnega dogodka v Sloveniji v letu 2019.
This document summarizes the benefits and challenges of an in-house marketing agency called CAN, which employs 30 creatives at Comtrade Group. CAN handles a wide variety of marketing tasks for Comtrade and some external clients, including newsletters, packaging, presentations, print materials, promotions, visual identities, web banners, videos, 3D renderings, and more. The benefits of an in-house agency are speed, short timelines, excellent creative control, and a cohesive team. The challenges include high costs, keeping creatives engaged, managing sensitive staff, and recruiting creative talent. Statistics from 2018 show CAN completed over 6,700 total design, video, and web projects that year.
Frank Amand (Marketing UX) je na konferenci izpostavil tri vidike marketinških fokusov, na podlagi katerih lahko podjetja zmagujejo tudi v B2B poslovanju. »Pomembno je, da se natančno zavedamo, komu sledimo in koga nagovarjamo, kako izstopamo ter kako se učimo in spreminjamo svoje navade. Biti moramo pripravljeni na to, da ovire spremenimo v priložnosti, ki jih opazimo in znamo izkoristiti.«l
Darko Dujič je na junijskem mesečnem srečanju DMS predstavil podjetje Ceneje d.o.o. ter pojasnil, kako lahko marketing postane temelj poslovnega modela podjetja.
Sandra Kecman (Bisnode) je na mesečnem srečanju udeležencem zaupala svoje izzive pri iskanju novih marketinških kadrov in priznala, da je med iskanjem novih sodelavcem včasih potrebno nekoliko spremeniti svoja pričakovanja.
Na februarskem Marketing TOPX izobraževanju je strokovnjakinja za digitalni marketinga Simona Koren (Atlantic Grupa) predavala o tem, kako v podjetju vzpostaviti celostno digitalno okolje, ki se gradi skozi faze digitalne transformacije.
Jure Doler (Klepetalni robot d.o.o.) je na mesečnem srečanju predstavil trende na področju klepetalnih robotov in med drugim pojasnil, zakaj je prepričan, da bo ta način komunikacije izpodrinil email kampanje.
The document discusses China's advancements in digital technologies such as facial recognition and autonomous vehicles. It then outlines Hisense Group's leadership in home appliances and smart home technologies. The document proposes a ConnectLife smart living platform that combines Hisense and Gorense's smart home products and services into one integrated system accessible through a mobile app. This would allow voice control of appliances, home automation, and other smart home experiences.
Andraž Štalec (Red Orbit) je na mesečnem srečanju predstavil nekaj konkretnih primerov, pri katerih so z uporabo podatkov o digitalnem potrošniku izboljšali prodajne aktivnosti podjetij.
Irena Stanjko Meršol (Ceneje.si) je na mesečnem srečanju pojasnila, kako nam lahko podatki o digitalnem potrošniku pomagajo pri načrtovanju prodajnih aktivnosti - tudi v offline svetu.
Miloš Suša (iPROM), Andraž Zorko (Valicon) in Mojca Pesendorfer (Atlantic Grupa) so na mesečnem srečanju predstavili, kaj je napovedno oglaševanje in kako lahko z njim znižamo oglaševalske stroške ter s tem povečamo učinkovitost oglaševalskih kampanj,
2. • Katere so tiste spremembe, ki področje strateškega
upravljanja blagovnih znamk danes najbolj zaznamujejo in
predstavljajo največje izzive?
• So blagovne znamke danes bolj pomembne kot nekoč ali je
njihov pomen manjši?
• Kako danes z nenehnim strateškim upravljanjem blagovnih
znamk zagotavljamo optimalno uporabniško izkušnjo?
• Kako se potrošniki obnašamo danes?
• Kdo v podjetju je zadolžen za gradnjo in upravljanje blagovnih
znamk?
CILJI
2
10. “V marketingu ni dobrih ali slabih izdelkov.
So samo dobre in slabe blagovne znamke.”
Blagovne znamke so zgrajene v glavah ljudi.
Objektivna realnost ne obstaja.
10
11. 11
»V 21. stoletju bodo edini razlikovalni
faktor med podjetji ravno blagovne
znamke. Glavna vrednost vsakega podjetja
je blagovna znamka.«
(Fortune Magazine, 1997)
14. • Analiza: položaj podjetja na trgu – SWOT, analiza konkurence,
analiza ciljnih skupin, analiza panoge, analiza trendov,
generične strategije, benchmarking
• Strategija podjetja: vizija, poslanstvo, vrednote, glavni cilji
• Marketinška strategija
• Strategija blagovne znamke: pozicioniranje, vrednote,
osebnost
• Arhitektura blagovne znamke: korporativni nivo, izdelčni nivo,
nivo blagovnih podznamk
• Komunikacijska strategija
Nastanek blagovne znamke
14
15. • Privlačno ime in logotip ter domišljen koncept ne bodo zaživeli
brez ustreznega upravljanja.
• Blagovna znamka potrebuje leta, da v glavah potrošnikov
oblikuje želeno predstavo o sebi. Svoj položaj na trgu ohranja
tako, da to predstavo načrtno vzdržuje.
• Dolgoročno lahko blagovna znamka svojo moč gradi samo
tako, da z marketingom dosledno vztraja pri svojem prvotnem
namenu.
Upravljanje blagovnih znamk
15
17. • Definicija ciljnih trgov.
• Razumevanje potreb potrošnikov (funkcionalne potrebe,
potrebe samozavedanja, emocionalne potrebe).
• Targetiranje tistih, ki si izdelek/storitev najbolj
želijo/potrebujejo.
• Različnim segmentom “prodajamo” različno.
• Sledenje trendom, predvidevanje trendov
• Kaj je izdelek, ki ga prodajamo in komu?
• Kdo je naša konkurenca?
Jasno razumevanje trga
17
21. • “the act of designing the company’s offering and image to
occupy a distinctive place in the mind of the target market”
• Pozicioniranje definira, kako se blagovna znamka razlikuje od
konkurence in kakšno mesto bo zavzela v percepciji potrošnika
• Relevantnost
• Diferenciacija
• Možnost izvedbe
Jasno pozicioniranje
21
30. Vidni elementi blagovne
znamke niso edini, ki
vplivajo na potrošnika.
Vrednote blagovne
znamke izhajajo iz podjetja
in so razvidne v odnosu do
potrošnika. Interno
zavedanje blagovne
znamke je nedvomno
najbolj pomembno za
uspeh blagovne znamke na
trgu.
Gradnja blagovne znamke od znotraj navzven
30
32. • Low fares airline
• Democratized air travel – all passengers treated
equally
• Focus on people / a little heart goes a long way
• Connect People to what’s important in their lives
through friendly, reliable, and low-cost air travel.
• Values
Live the Southwest Way
Warrior Spirit
Servant’s Heart
Fun-LUVing Attitude
Work the Southwest Way
Safety and Reliability
Friendly Customer Service
Low Costs
Southwest airlines
32
37. Mission:
• To refresh the world...
• To inspire moments of optimism and
happiness...
• To create value and make a difference.
Values:
• Leadership: The courage to shape a better
future
• Collaboration: Leverage collective genius
• Integrity: Be real
• Accountability: If it is to be, it's up to me
• Passion: Committed in heart and mind
• Diversity: As inclusive as our brands
• Quality: What we do, we do well
Coca Cola
37
46. • Ogromno izbire
• Izdelki so enaki / substituti
• Življenjski cikel izdelkov je krajši
• Inovacije
• Novi mediji
• Hitrost življenja in hitrost sprememb
Okolje se spreminja...
46
54. 54
potrošnikov deli
slabo izkušnjo s
storitvijo
potrošnikov se
premisli, ko
preberejo
negativno
mnenje o
izdelku/storitvi
potrošnikov za
glavni vir
informacij o BZ
uprablja internet
60. • Želijo izbiro, vendar ne preveč
• Želijo takojšnje informacije, odgovore in pomoč
• Če so nezadovoljni, bodo to povedali
• Pričakovanja so visoka in se stalno povečujejo
• Tehnologija omogoča nove prodajne kanale in vire informacij
• So družbeno angažirani in jim je mar za okolje, v katerem živijo
• Zaupanje je najbolj pomembna vrednota
• Kvaliteta je pričakovana, želijo popolno izkušnjo (nizka cena ne
upraviči slabe izkušnje)
• V svojih rokah imajo moč
Potrošniki danes...
60
65. • Airbnb is a trusted community marketplace
for people to list, discover, and book unique
accommodations around the world —
online or from a mobile phone or tablet.
• Airbnb connects people to unique travel
experiences, at any price point. And with
world-class customer service and a growing
community of users, Airbnb is the easiest
way for people to monetize their extra
space and showcase it to an audience of
millions.
• Disruptivna blagovna znamka nove
ekonomije – sharing economy
Airbnb
65
68. • Everyone‘s private driver.
• The unique aspect of Uber is
that we exist in the physical
world—when you push a
button on your phone, a car
moves across the city and
appears where you are. We
exist in the place where bits
and atoms come together.
That is Uber. Not just
technology but technology
that moves cities and their
citizens.
Uber
68
70. Blagovne znamke danes...
• Pomagajo potrošnikom izboljšati življenje - Pomenijo zagotovilo, da se je
potrošnik pravilno odločil, ima občutek pripadnosti skupini/plemenu
70
71. A brand tribe is a group of people who are linked by a shared
belief around a brand. Its members are not simple consumers,
they are also believers and promoters. A brand tribe is capable
of collective action and therefore has implications for business.
Plemena / Tribes
71
73. • Performance brand
• Emocionalni pristop, ki gradi na heroizmu: človek je sam sebi
največji sovražnik in heroj
• To bring inspiration and innovation to every athlete* in the
world. *If you have a body, you are an athlete."
Nike
73
76. • We are firm believers in athletes
overcoming the odds and we only sign
up stars who can fit into that
messaging. They have to reflect the
journey the brand is going on. Being
the underdog and growing to be the
best.
MAKE GREAT
PRODUCT
TELL A GREAT
STORY
PROVIDE GREAT
SERVICE
BUILD A GREAT
TEAM
Under Armour
76
78. • build the best products, do no
unnecessary harm and to use business to
inspire solutions to the environmental
crisis
• a love of wild and beautiful places
demands participation in the fight to save
them, and to help reverse the steep
decline in the overall environmental
health of our planet. We donate our time,
services and at least 1% for our sales to
hundreds of grassroots environmental
groups all over the world who work to
help reverse the tide.
Patagonia
78
82. Blagovne znamke danes...
• Pomagajo potrošnikom izboljšati življenje - Pomenijo zagotovilo, da se je
potrošnik pravilno odločil, ima občutek pripadnosti skupini/plemenu
• Morajo imeti jasen namen in vizijo; lastnosti (izdelka) so manj pomembne
od pomena in izkušnje
• Morajo potrošnike obravnavati kot ljudi - posameznike, z njimi graditi
odnos, jih vključevati in jim dajati moč soustvarjanja
82
85. • We will provide branded products and services
of superior quality and value that improve the
lives of the world’s consumers. As a result,
consumers will reward us with leadership
sales, profit and value creation, allowing our
people, our shareholders, and the
communities in which we live and work to
prosper.
• Two billion times a day, P&G brands touch the
lives of people around the world. P&G people
work to make sure those brands live up to
their promise to make everyday life just a little
bit better.
Procter & Gamble
85
89. Blagovne znamke danes...
• Pomagajo potrošnikom izboljšati življenje - Pomenijo zagotovilo, da se je
potrošnik pravilno odločil, ima občutek pripadnosti skupini/plemenu
• Morajo imeti jasen namen in vizijo; lastnosti (izdelka) so manj pomembne
od pomena in izkušnje
• Morajo potrošnike obravnavati kot ljudi - posameznike, z njimi graditi
odnos, jih vključevati in jim dajati moč soustvarjanja
• Morajo biti iskrene, odprte in graditi zaupanje
89
91. • Kultna blagovna znamka – vpeta v življenjski stil
potrošnikov – popolna pripadnost
• Simbol svobode
• Interna mantra: We ride with you
• Fulfilling dreams of personal freedom is more than a
phrase.
It’s our purpose and our passion. We bring a commitment,
exceptional customer experiences to everything we do –
from the innovation of our products to the precision of our
manufacturing – culminating with our strong supplier
and dealer networks. We are Harley-Davidson.
• What we sell is the ability of a 43 year old accountant to
dress in black leather, ride through small towns and have
people be afraid of him.
Harley Davidson
91
98. Blagovne znamke danes...
• Pomagajo potrošnikom izboljšati življenje - Pomenijo zagotovilo, da se je
potrošnik pravilno odločil, ima občutek pripadnosti skupini/plemenu
• Morajo imeti jasen namen in vizijo; lastnosti (izdelka) so manj pomembne
od pomena in izkušnje
• Morajo potrošnike obravnavati kot ljudi - posameznike, z njimi graditi
odnos, jih vključevati in jim dajati moč soustvarjanja
• Morajo biti iskrene, odprte in graditi zaupanje
• Morajo poskrbeti za celovito uporabniško izkušnjo na vseh točkah
interakcije (moments of truth)
98
101. • Every day, we go to work hoping to do two
things: share great coffee with our friends
and help make the world a little better.
• From the beginning, Starbucks set out to
be a different kind of company. One that
not only celebrated coffee and the rich
tradition, but that also brought a feeling
of connection.
• Our mission to inspire and nurture the
human spirit – one person, one cup, and
one neighborhood at a time.
• Expect More Than Coffee
Starbucks
101
102. Blagovne znamke danes...
• Pomagajo potrošnikom izboljšati življenje - Pomenijo zagotovilo, da se je
potrošnik pravilno odločil, ima občutek pripadnosti skupini/plemenu
• Morajo imeti jasen namen in vizijo; lastnosti (izdelka) so manj pomembne
od pomena in izkušnje
• Morajo potrošnike obravnavati kot ljudi - posameznike, z njimi graditi
odnos, jih vključevati in jim dajati moč soustvarjanja
• Morajo biti iskrene, odprte in graditi zaupanje
• Morajo poskrbeti za celovito uporabniško izkušnjo na vseh točkah
interakcije (moments of truth)
• Morajo biti družbeno odgovorne, odpirati aktualne teme, imeti svoje
stališče in v skladu s tem tudi ravnati
102