Introduction to Marketing
Reference Book: MM Kotler & Armstrong
Prof. Bahman Moghimi
Seminar in Ilia State University, Tbilisi, Georgia
Day-One 11 Oct, 2014
The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. All over the world, humans are drowning in data and information. As information and our collective intelligence becomes more automated in the goo of the internet, human beings will value more of what cannot be automated- emotion, imagination, connection and engagement. Brands will live and die on the ability of their stories and meanings to deliver what is highly valued by the marketplace.
The main aim of branding is to make the customers of that product learn to associate with the value created by a particular product. All over the world, humans are drowning in data and information. As information and our collective intelligence becomes more automated in the goo of the internet, human beings will value more of what cannot be automated- emotion, imagination, connection and engagement. Brands will live and die on the ability of their stories and meanings to deliver what is highly valued by the marketplace.
Branding is about discovering and communicating the essence of your business and what it delivers to your customers. Your brand creates your business' reputation and its 'personality'.
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
Marketing Strategy…… KEY CONCEPTS to review for ETS exam….authors boards
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals. --- AMA
Product is the platform for attracting customers.
All organizations are in the business of attracting customers.
Can the above two statements be challenged?
Is marketing selling OR does it reduce the need for selling?
Discussion Topic: Challenge the above statements, using your own experiences as reference.
PowerPoint presentation from a lecture on branding and identity development. Has good overview information on the branding process, brand equity, the art of positioning and brand identity architecture.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
Branding is about discovering and communicating the essence of your business and what it delivers to your customers. Your brand creates your business' reputation and its 'personality'.
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
Brand architecture is the structure of brands within an organizational entity. It is the way in which the brands within a company’s portfolio are related to, and differentiated from, one another. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong. Often, decisions about Brand Architecture are concerned with how to manage a parent brand, and a family of sub-brands - Managing brand architecture to maximize shareholder value can often include using brand valuation model techniques. Brand architecture may be defined as an integrated process of brand building through establishing brand relationships among branding options in the competitive environment. The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as the competitive realities it faces in the marketplace.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner. The possible associations that a brand may want to have actually comes from many sources. For example, it may come from the benefits the customers in a target market may care the most about. But it can also come from various descriptors or the self-image of the target audience. It can also come from a company’s history or core competency.
Marketing Strategy…… KEY CONCEPTS to review for ETS exam….authors boards
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals. --- AMA
Product is the platform for attracting customers.
All organizations are in the business of attracting customers.
Can the above two statements be challenged?
Is marketing selling OR does it reduce the need for selling?
Discussion Topic: Challenge the above statements, using your own experiences as reference.
PowerPoint presentation from a lecture on branding and identity development. Has good overview information on the branding process, brand equity, the art of positioning and brand identity architecture.
Some experts say that the brand resides in the heads & hearts of the persons, and thus the MC (Marketing Communications) is all about how to create, deliver, manage & evaluate the “Brand Messages” i.e., all the information & experiences that impact how customers & other stakeholders perceive a brand.
Becoming the Media - Using Content Marketing to Launch Your StartupJoe Pulizzi
This is a presentation that Joe Pulizzi gave at USC - Marshall School of Business to Alan Weiss' class on Internet Marketing.
In it, Joe discusses why all companies need to be media companies today, and how you can launch a small startup with minimal capital based on understanding your audience and using online content strategy and marketing.
Check a comprehensive list of MBA dissertation topics on various fields. Start your MBA thesis with a great topic. Visit: http://www.mbadissertation.org/
Taylor Ryan - Growth Hacking - What they don't teach you in schoolTaylor Ryan
Growth Hacking Presentation Slides from my hour long Presentation:
Growth Hacking isn't taught in school.
It's learned by doing the work and from other growth hackers.
What is Growth Hacking?
Growth hacking is the art of modern savvy marketing using clever tools, optimized processes, and more data to get bigger; more measurable results from shorter processes.
Who should attend?
Anyone interested in getting better at marketing. Scaling any bootstraped startup can be challenging when you're starting at zero. With very few events directly geared towards pure marketing strategy and growth, with learning in mind.
It's time to give the Copenhagen Startup scene some value.
Seats are limited!!! Sign up now to secure your seat!
Is the event Free?
YES.
Shedule:
5:30 Taylor Ryan - Growth Hacking Social Media:
Viral Content Strategy + Social Media Hacks
6:45 Beatrice Carraro - Video SEO:
Tricks for crushing your competitors and ranking on yotuube
7:15 Casper Rouchman - SEM Optimization + Growth hacking:
Small Changes = Big Results
8:00: Questions + Networking
Speakers:
Taylor Ryan, CMO of Valuer.ai
American Growth Hacker, Author, Co-founder of 5 startups, and speaker
Consulted on SEO/SEM for 5+ years in the Washington, DC area
Beatrice Carraro of Trust Pilot
Content Creator + Blogger + Vlogger + Creative Problem Solver
Casper Rouchman: Traffic Manager of Templafy
What happens when you mesh a young digital native, a strong marketing interest and a salesperson? You get Casper - a growth hacker with a mission. 27 years, Traffic Manager @ Templafy and side hustler with a big H.
Seats are filling up quickly! Reserve yours now!
BIG SPECIAL THANKS TO THE EVENT SPONSOR AND LOCAL HOST:
https://www.conferize.com/
Conferize is Copenhagen based event solution platform that allows people to create an event website, sell tickets & build a social community – all in one place.
Become an agent for Valuer:
http://jointhehunt.co/
B2B Marketing: Building a Purpose-Driven Content StrategyLeo Bancou
B2B marketing involves many different types of content that are targeted to specific stakeholders and decision-makers (department leads, budget, end user) within a single organization, over a multi-stage sales cycle, across channels owned by different teams. In order to move buyers through each stage of a longer sales cycle, B2B marketers need to use the right content, at the right stage, with the right KPIs to measure effectiveness.
In 6 Months we mentored over 2000+ entrepreneurs! Join the movement!
We’re changing the game- one city at a time.Each year we host the annual business boot camp in different cities around the world. Entrepreneurs are taught all stages of startup development (funding, beta testing, product development, customer acquisition, legal, marketing, press, team building, social impact,partnerships and more). We teach in 15-minute workshop formats followed by a panel of experts to provide different perspectives on each stage of business development.
So what’s next? We will continue these boot camps in 2017! We cover ideation, product development, customer acquisition, marketing, funding and branding! Also-Each week we share top tips and funding prizes with the network. Follow to get access!
http://brandentrepreneurs.com/
Inbound Marketing Strategies: Bay Area Apartment Assoc.Bernie Borges
A social media marketing strategy, aka an inbound marketing strategy, delivers measurable results. Inbound marketing is made up of content marketing and relationship building. Harness the power of tools such as blogs, Twitter, video, social networks and RSS.
"More content is being created in 48 hours than what was produced from the beginning of time until 2003." -Eric Schmidt. It's no surprise that many companies struggle to engage in this saturated environment. In this slideshare we'll teach you why content marketing is still relevant and best practices to make sure you're getting a solid ROI on your efforts.
http://www.vbout.com
ABF Conference on Media Relations
July 2009
*Yesterday’s and today’s Public Relations
*What role does PR play in promoting your brand
*Determining the best PR strategies for greater brand impact
*Best practices for integrating PR with traditional marketing
*Case studies
IT Service Transit BY Bahman Moghimi UG Tbilisi.pdfBahman Moghimi
Part one of Slides Related to Students of master of information technology of the university of Georgia for the course "IT Service Transit". Introduction to ITIL Service Transit
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بخش دوم درس تجارت الکترونیک، جلسه اول درس بازاریابی اینترنتی. بهمن مقیمی
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Explore how micro-credentials are transforming Technical and Vocational Education and Training (TVET) with this comprehensive slide deck. Discover what micro-credentials are, their importance in TVET, the advantages they offer, and the insights from industry experts. Additionally, learn about the top software applications available for creating and managing micro-credentials. This presentation also includes valuable resources and a discussion on the future of these specialised certifications.
For more detailed information on delivering micro-credentials in TVET, visit this https://tvettrainer.com/delivering-micro-credentials-in-tvet/
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
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.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
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Principles of Marketing K&A day-one Seminar in Ilia university 2014 MOGHIMI
1.
2. 2 B.Moghimi@yahoo.co.uk
Professor: Bahman Moghimi
Doctor of Business Administration
M.Sc. Of “Industrial Marketing & e-Commerce”
Day one
Ilia State University
4. Only two things are infinite, the universe and human
stupidity, and I'm not sure about the former!
Albert Einstein
US (German-born) physicist (1879 – 1955)
B.Moghimi@yahoo.co.uk
5. How did we think before? .
5 B.Moghimi@yahoo.co.uk
6. How did we think before? ..
6 B.Moghimi@yahoo.co.uk
7. How did we think before? ...
7 B.Moghimi@yahoo.co.uk
8. How did we think before? ....
8 B.Moghimi@yahoo.co.uk
9. How did we think before? .....
9 B.Moghimi@yahoo.co.uk
10. How did we think before? ......
10 B.Moghimi@yahoo.co.uk
16. 16
The Way To Paradigm Shift .
B.Moghimi@yahoo.co.uk
17. 17
The Way To Paradigm Shift ..
B.Moghimi@yahoo.co.uk
18. 18
Old Economy V.S. New Economy
Old Economy New Economy
Organize by product units
Focus on profitable transactions
Look primarily at financial scorecard
Focus on shareholders
Marketing does the marketing
Build brands through advertising
Focus on customer acquisition
No customer satisfaction measurement
Over-promise, under-deliver
Organize by customer segments
Focus on customer lifetime value
Look also at marketing scorecard
Focus on stakeholders
Everyone does the marketing
Build brands through behavior
Focus on customer retention and growth
Measure customer satisfaction & retention
Under-promise, over-deliver
B.Moghimi@yahoo.co.uk
23. 23
Why do we do business?!!
1. Profit
2. Turn Over
3. Credit
24. 24
Why do we buy goods or services?
Differentiation
Price
25. 25
How can we create value? 3Qs!
1. What do others have
that we don’t?
2. What do we have
that others don’t?
3. What happens to our
customers if we are
not there for them?
27. 27
Quote .
“There is only one boss: the customer…. He
can fire everybody in the company, from the
Chairman on down, simply by spending his
money somewhere else.”
Sam Walton. Founder of Wal Mart
28. 28
Quote ..
“Your most unhappy customers are your
greatest source of learning.”
Bill Gates. “Business @ the Speed of Thought”
29. What is Marketing? .
Many different definitions of marketing
business philosophy to create and retain satisfied customers
exchange process – short term transactional marketing
relationship marketing - development of mutually beneficial long-term
relationships between suppliers and customers
creating memorable experiences
29 B.Moghimi@yahoo.co.uk
30. What is Marketing? ..
Marketing involves in developing product that provides superior
value, and prices, distributes and promotes them effectively.
Advertising and selling are only part of a larger marketing mix, set
of tools that work together to satisfy customer needs (...) and build
customer relationship
Thus marketing is ……
All social and managerial processes by which individuals and
groups obtain what they need and want through creating and
exchange products and value with others
30 B.Moghimi@yahoo.co.uk
31. What is Marketing? …
... all processes by which companies create
value for customers and build strong
customer relationships in order to
capture value from customers in return.
It involves building long, profitable, value
exchange relationship with customers………….
31 B.Moghimi@yahoo.co.uk
34. Needs, Wants & Demands
Needs: State of deprivation (ex: Physical Needs)
Wants: The form of human needs shaped by culture & Individual
Personality
Demands: Human wants that are backed by buying power
34 B.Moghimi@yahoo.co.uk
NEED ! WANT !
$
35. Market Offerings
Products, Service & Experiences
Customers needs and wants are fulfilled through “Market Offerings”,
some combination of Products, Service, Information & Experiences
and include entities such as persons, places, organization,
information & ideas
35 B.Moghimi@yahoo.co.uk
37. What is Marketing Management?
The art and science of choosing target
markets and getting, keeping, and
growing customers through creating,
delivering, and communicating superior
customer value
37 B.Moghimi@yahoo.co.uk
38. Marketing Management Orientation
The Production Concept (Focus on production and distribution)
The Product Concept (Focus on Quality & Performance)
The Selling Concept (Focus on large-scale selling & promotions)
The Marketing Concept (Sense & Response Philosophy)
The Social Marketing Concept (Both Customer & Society)
38 B.Moghimi@yahoo.co.uk
39. Marketing Mix elements are the ingredients to
Design a Marketing Plan!
B.Moghimi@yahoo.co.uk
39
The company’s
marketing strategy
should develop an
integrated marketing
program that actually
deliver the intended-value
to target
customers
40. Marketing Mix – Criteria & Start-Point
40 B.Moghimi@yahoo.co.uk
Company
Customer Competitor
Product
Staff
1. External Marketing
2. Internal Marketing
3. The Moment of Truth
Peter Naudé, University of Manchester. UK
42. Before you start your marketing activities, you must:
42
Define your Business-Model
Decide about company vision
Come up with your mission
Design your Process Management
Human Resource Development and Management
Evaluation and Control Systems (TARGET)
B.Moghimi@yahoo.co.uk
45. Building Customer Relationships
CRM is the overall process of building and
maintaining profitable customers relationships by
delivering superior customer value and satisfaction
Customer (Perceived) VLUE (customers evaluation of differentiation)
Customer SATISFACTION (Product Perceived Performance)
45 B.Moghimi@yahoo.co.uk
49. Partner Relationship Management
Partners inside the company
– Marketing is far too important to be left only to the
marketing department!
Marketing partners outside the firm
– Supply Chain Management
– Strategic Alliances
49 B.Moghimi@yahoo.co.uk
51. What is Customer Equity?
The ultimate aim of customer relationship
management is to produce high customer
equity that is combined discounted customer
lifetime values of all the company’s current &
potential customers
– The more loyal the firms profitable customer, The
higher the firm’s customer equity
51 B.Moghimi@yahoo.co.uk
58. Introduction of the Speaker
Bahman Moghimi holds a PhD in "E-Business“ from an American University
in Dubai, DBA (Doctor of Business Administration) from Iran and a MA in
"Industrial Marketing & E-Commerce“ from Sweden. He also took part in
three different fields of MBA in the recent years and has passed several
domestic and international courses in the field of Relationship Marketing
and CRM. He conducted the first research paper of the country (I.R of Iran)
about CRM critical success factors (CSF) and published a book about it.
He not only had advised several theses of students of BA and MBA in
related fields but also advised different companies and industries and
lectured in different universities and business schools around the World
including Europe, Japan & China , Middle East and even Africa.
In the recent years Mr. Moghimi had a general project of Marketing
Management in Nestle as their Regional Sales Development Manager and
had thought or did the consultancy for some companies in Europe &
Caucasus region. Now he is a full time Professor in University of Georgia
in the school of Business and Economics and worked and published many
quantitative researches. For the first time in the world, he mixed the two
terms of marketing & management and invented “Markagement” !