The document discusses integrated marketing communication (IMC) and how marketers can use various online and offline communication tools. It provides an overview of IMC principles and characteristics. It then describes how internet marketing communications differ from traditional methods in terms of interactivity, personalization, and other factors. Finally, it outlines several online communication tools marketers can use, including advertising, public relations, direct marketing, and how to evaluate an IMC campaign.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
The document provides an overview of key concepts in product management including:
1) It defines products as physical goods and intangible services offered by a company and discusses different levels of products from the core to potential products.
2) It classifies products as consumer products that include convenience, shopping, specialty, unsought, and emergency products or business/industrial products like raw materials and components.
3) Finally, it discusses different organizational structures for marketing like product-focused, market-focused, and functionally-focused structures and their advantages and disadvantages.
Managing brands over geographic boundariesAqib Syed
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
The document discusses integrated marketing communication (IMC) and how marketers can use various online and offline communication tools. It provides an overview of IMC principles and characteristics. It then describes how internet marketing communications differ from traditional methods in terms of interactivity, personalization, and other factors. Finally, it outlines several online communication tools marketers can use, including advertising, public relations, direct marketing, and how to evaluate an IMC campaign.
Calculating the impact of your Advertising Campaign is a crucial step in evaluating your effectiveness and laying your future advertising strategy. Learn the tools of evaluating advertising.
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
The document provides an overview of key concepts in product management including:
1) It defines products as physical goods and intangible services offered by a company and discusses different levels of products from the core to potential products.
2) It classifies products as consumer products that include convenience, shopping, specialty, unsought, and emergency products or business/industrial products like raw materials and components.
3) Finally, it discusses different organizational structures for marketing like product-focused, market-focused, and functionally-focused structures and their advantages and disadvantages.
Managing brands over geographic boundariesAqib Syed
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed.
There are three critical components that can help to successfully fill a new geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Brand equity refers to the value added to a product or service by its brand name. There are four main dimensions of brand equity: brand awareness and associations in consumers' minds, influence on purchase behavior, impact on market position and financial performance, and the monetary value of the brand as an asset. Brand equity is created through strong, favorable, and unique brand associations related to the brand's awareness, perceived quality, loyalty, and other attributes. Measuring these dimensions can provide an assessment of a brand's relative strength and equity.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
This document discusses managing brands across geographic boundaries and market segments. It addresses regionalization as an important trend for more focused targeting, while noting potential drawbacks like increased costs. Other segments discussed include age, ethnicity, and culture. Building a global brand requires understanding differences in various markets while maintaining a consistent brand image and leveraging ideas across regions. Success requires balancing standardization with customization and global versus local control.
The document provides an overview of branding and marketing promotion strategies. It discusses key concepts like brand equity, customer-based brand equity, brand positioning, choosing brand elements, and designing marketing programs to build brand equity. It also covers leveraging secondary brand knowledge, developing brand equity measurement systems, and establishing brand equity management systems. The overall purpose is to explain the strategic brand management process.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
Brands simplify product handling for consumers and signal quality, allowing satisfied buyers to easily purchase again. Branding involves creating meaningful differences between products to convince consumers of those differences. Brand equity is the added value provided by a brand and is reflected in how consumers think of and react to a brand, as well as the prices and profits it commands. Building brand equity involves choosing memorable brand elements, developing integrated marketing activities, and leveraging secondary brand associations. Measuring brand equity assesses the sources and outcomes of the value provided by a brand.
Brand image is the perception of a brand held by customers, formed from all brand communications and representing what the brand stands for. Brand image can be strengthened through advertising, packaging, and other promotional tools. Improving brand image may involve repositioning the brand to better align with its core values, changing brand elements like names and logos, entering new markets, adjusting the brand portfolio, and using migration strategies for new products and services like acquiring new customers through marketing campaigns and brand extensions.
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
This document discusses various methods for measuring brand equity, including qualitative, quantitative, and comparative methods. Qualitative methods involve unstructured techniques like free association and projective techniques to understand consumer perceptions. Quantitative methods use scales to measure brand awareness, image, and beliefs through tools like aided recall, multidimensional scaling, and analyzing purchase intentions. Comparative methods examine consumer response to brands and marketing programs through approaches like conjoint analysis and holistic methods that value brands.
This document summarizes advertising effectiveness testing. It discusses:
- Advertising effectiveness testing determines how well ads achieve objectives based on consumer response.
- Testing occurs before (pretesting) and after (posttesting) campaigns to select ad executions, improve ads, and evaluate strategy effectiveness.
- Methods include laboratory tests which lack realism but allow control, and field tests under natural conditions which lack control.
- Specific techniques covered include concept testing, rough tests, portfolio tests, on-air tests, recall tests, and recognition tests.
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
The document discusses brand positioning and provides guidance on how to effectively position a brand. It covers:
1) Defining the target market and analyzing market structure based on product type, benefits, usage, and brand names.
2) Seeking a differential advantage by determining a brand's central or differentiated position and its key benefits relative to competitors.
3) Using an expectancy model to select the most important benefits a brand can uniquely deliver to influence attitudes.
4) Focusing marketing communications on attributes, characteristics, or emotions depending on if purchase motivation is negative or positive.
5) Positioning options like reinforcing uniqueness on key benefits or emphasizing benefits delivered better than rivals.
Corvus® Corn Herbicide provides season-long control with crop safety on varying soil types. With Corvus®, there are season-long benefits whether applied pre-emergence or early postemergence to battle resistent weeds in corn crops.
For more information visit:
http://www.bayercropscience.us/products/herbicides/corvus/
The document discusses taking a rest after a long day of work. It had been 24 hours since the person last sat down. Their body was tired and sore from being constantly active for an entire day. Sitting and relaxing for a while was a welcome relief that their hard working body needed.
Brand equity refers to the value added to a product or service by its brand name. There are four main dimensions of brand equity: brand awareness and associations in consumers' minds, influence on purchase behavior, impact on market position and financial performance, and the monetary value of the brand as an asset. Brand equity is created through strong, favorable, and unique brand associations related to the brand's awareness, perceived quality, loyalty, and other attributes. Measuring these dimensions can provide an assessment of a brand's relative strength and equity.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
This document discusses brand management and customer-based brand equity. It defines a brand and explains the challenges of brand management. It introduces the concept of customer-based brand equity and presents a pyramid model with the key dimensions of brand identity, meaning, response, and resonance. It outlines the strategic brand management process and emphasizes the importance of building strong, favorable brand associations in the minds of customers.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITYAvinash Singh
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
The document discusses the role of integrated marketing communications (IMC) in the marketing process. It covers topics like target marketing, segmentation, positioning, the 4 P's of marketing (product, price, place, promotion), and push vs. pull distribution strategies. The overall process involves analyzing markets, identifying customer segments, developing marketing strategies and programs for each segment, and promoting products to final buyers through various communication channels.
This document discusses managing brands across geographic boundaries and market segments. It addresses regionalization as an important trend for more focused targeting, while noting potential drawbacks like increased costs. Other segments discussed include age, ethnicity, and culture. Building a global brand requires understanding differences in various markets while maintaining a consistent brand image and leveraging ideas across regions. Success requires balancing standardization with customization and global versus local control.
The document provides an overview of branding and marketing promotion strategies. It discusses key concepts like brand equity, customer-based brand equity, brand positioning, choosing brand elements, and designing marketing programs to build brand equity. It also covers leveraging secondary brand knowledge, developing brand equity measurement systems, and establishing brand equity management systems. The overall purpose is to explain the strategic brand management process.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
Brands simplify product handling for consumers and signal quality, allowing satisfied buyers to easily purchase again. Branding involves creating meaningful differences between products to convince consumers of those differences. Brand equity is the added value provided by a brand and is reflected in how consumers think of and react to a brand, as well as the prices and profits it commands. Building brand equity involves choosing memorable brand elements, developing integrated marketing activities, and leveraging secondary brand associations. Measuring brand equity assesses the sources and outcomes of the value provided by a brand.
Brand image is the perception of a brand held by customers, formed from all brand communications and representing what the brand stands for. Brand image can be strengthened through advertising, packaging, and other promotional tools. Improving brand image may involve repositioning the brand to better align with its core values, changing brand elements like names and logos, entering new markets, adjusting the brand portfolio, and using migration strategies for new products and services like acquiring new customers through marketing campaigns and brand extensions.
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
This document discusses various methods for measuring brand equity, including qualitative, quantitative, and comparative methods. Qualitative methods involve unstructured techniques like free association and projective techniques to understand consumer perceptions. Quantitative methods use scales to measure brand awareness, image, and beliefs through tools like aided recall, multidimensional scaling, and analyzing purchase intentions. Comparative methods examine consumer response to brands and marketing programs through approaches like conjoint analysis and holistic methods that value brands.
This document summarizes advertising effectiveness testing. It discusses:
- Advertising effectiveness testing determines how well ads achieve objectives based on consumer response.
- Testing occurs before (pretesting) and after (posttesting) campaigns to select ad executions, improve ads, and evaluate strategy effectiveness.
- Methods include laboratory tests which lack realism but allow control, and field tests under natural conditions which lack control.
- Specific techniques covered include concept testing, rough tests, portfolio tests, on-air tests, recall tests, and recognition tests.
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
The document discusses brand positioning and provides guidance on how to effectively position a brand. It covers:
1) Defining the target market and analyzing market structure based on product type, benefits, usage, and brand names.
2) Seeking a differential advantage by determining a brand's central or differentiated position and its key benefits relative to competitors.
3) Using an expectancy model to select the most important benefits a brand can uniquely deliver to influence attitudes.
4) Focusing marketing communications on attributes, characteristics, or emotions depending on if purchase motivation is negative or positive.
5) Positioning options like reinforcing uniqueness on key benefits or emphasizing benefits delivered better than rivals.
Corvus® Corn Herbicide provides season-long control with crop safety on varying soil types. With Corvus®, there are season-long benefits whether applied pre-emergence or early postemergence to battle resistent weeds in corn crops.
For more information visit:
http://www.bayercropscience.us/products/herbicides/corvus/
The document discusses taking a rest after a long day of work. It had been 24 hours since the person last sat down. Their body was tired and sore from being constantly active for an entire day. Sitting and relaxing for a while was a welcome relief that their hard working body needed.
The document discusses brands and branding. It defines a brand as a set of associations in people's minds based on ideas that are different, relevant and simple. A brand consists of its mission, vision, promise, positioning, personality, identity and system. The branding process involves developing a point of difference, verifying target market relevancy, determining audience size, establishing a presence in the marketplace, and creating a name. Building a brand also requires developing consistent elements and experiences across all touchpoints.
The document provides an overview of the brand and branding strategy for Bolton Council. It outlines the brand values of Open, Friendly/welcoming/inclusive, Colourful, Characterful/distinctive/interesting, and Sound/reliable/trustworthy. The brand aims to build a sense of community, attract investment and jobs, promote regeneration, and communicate internally and externally about council services. It also celebrates Bolton's diverse community. The Communications and Marketing Agency is responsible for ensuring all messaging adheres to the brand essence and values.
The document discusses how to build a successful brand. It begins by dispelling myths about what a brand is not (e.g. it's not just a logo) and defines a brand as a person's gut feeling about a product, service, or organization. It emphasizes that brands are defined by individuals, not companies. The rest of the document provides tips for building a dynamic brand, including knowing your values, vision, and personality; differentiating yourself; staying focused; and being gutsy. It stresses that everything a company does influences its brand.
With more than 50 years of presence in the aerospace market, Crouzet Aerospace is a specialist providing customized solutions for electromechanical switches, inductive sensors, electrical protection and cockpit equipment backed up by a loyal and experienced team of experts available worldwide.
http://www.crouzet-aerospace.com
Follow us on LinkedIn: https://www.linkedin.com/company/crouzet-aerospace
Crouzet Aerospace is a brand of InnoVista Sensors™.
InnoVista Sensors™ : your trusted partner of choice to face industrial challenges of today and tomorrow.
InnoVista Sensors™ is a worldwide industrial specialist of sensors, controllers and actuators for automated systems.
Through its brands, Crouzet Aerospace, Crouzet Automation, Crouzet Control, Crouzet Motors, Crouzet Switches and Systron Donner Inertial, InnoVista Sensors™ offers a wide range of reliable, efficient and customizable components dedicated to the Aerospace & Defence, Transportation and Industrial market and segments.
Thanks to the recognized expertise of its teams and a strong innovation policy, InnoVista Sensors™ brings performance enhancing solutions to its customers worldwide.
www.innovistasensors.com
This document provides guidance on developing a personal brand through a four step process of discovery, development, communication, and maintenance. It emphasizes being authentic, consistent, and visible. Key aspects include determining goals, values, and strengths; crafting a unique value proposition and brand promise; using various media like social networks, articles, and public speaking to communicate your message clearly and constantly to your target audience.
This document provides information about Hindustan Coca Cola Beverages Pvt. Ltd., a bottling company in India. It discusses that Coca-Cola returned to India in 1993 after a 16 year gap and acquired major Indian brands. Hindustan Coca Cola Beverages Pvt. Ltd. is now a 100% owned bottler with 3 regions and 22 locations across India manufacturing and distributing Coca-Cola products. The company has over 50 manufacturing locations in India and also in neighboring countries.
The document provides details from a market research summary and survey results for Trimark Mechanical. The survey found that Trimark's reputation score was 7.71 out of 10 externally and 6.71 internally. Its visibility score was 4.71 externally and 5.14 internally. Based on these scores, Trimark's brand strength score was calculated to be 38 out of 100. The document then discusses the need for Trimark to develop a stronger brand through differentiating itself from competitors and focusing on a key idea around "comfortable and happy tenants" to connect with customers.
This marketing presentation summarizes information about the watch brand Fastrack. It is a sub-brand of Titan established in 1998 targeting youth. Fastrack has a large market share and competes with brands like Timex and Casio. The presentation covers Fastrack's product range, SWOT analysis, competitive landscape, differentiation strategies, and future plans to expand internationally and grow revenue three-fold in the next 5 years.
Red arrow international company presentationbatnasanb
Red Arrow International is a leading global production and distribution company operating in fiction, formats, and factual entertainment. It has production assets in 9 countries through 14 production companies. Red Arrow finances, produces, and distributes high-quality scripted dramas, formats, and factual shows worldwide and has a strong presence in the US market through partnerships with producers. The company sells content to over 150 countries and has numerous successful international format adaptations and co-productions.
Honokage is a leading Chinese plastics packaging company established in 1997. It owns the Henglong brand and has five production sites totaling 30,000 square meters. The company specializes in food-grade packaging containers using techniques like injection molding and IML. Located in Fujian province with access to the port of Xiamen, Honokage serves over 35 countries and has a track record of meeting various international food safety and quality standards.
This document provides an overview of the history and timeline of FedEx from its founding in 1971 to recent years. Some key details include that FedEx was founded by Frederick W. Smith and began operations in 1973 delivering 186 packages to 25 US cities. It went public on the New York Stock Exchange in 1978 and launched overnight letter service in 1981. The timeline outlines its expansion over the decades through acquisitions, international services, and website launch.
Market-Gate Consulting is a strategic business and marketing consultancy firm founded by Shripad Nadkarni and Sharda Agarwal who have over two decades of experience in marketing, sales, and business leadership. The firm aims to be trusted partners for organizations by meeting and exceeding consumer needs to enable superior business performance and continuous brand value enhancement. Services include business and marketing strategy development, branding, portfolio strategy, and execution planning across various sectors for over 70 clients on 103 projects. The team is led by directors with extensive experience and includes senior vice presidents with expertise in brand management, sales, and international marketing.
This document summarizes corporate and division strategic planning as well as business unit strategic planning and product planning. It discusses four key activities in corporate strategic planning: defining the corporate mission, establishing strategic business units, assigning resources, and assessing growth opportunities. It then covers the process of business unit strategic planning including SWOT analysis, goal formulation, strategic formulation, program formulation and implementation, and feedback and control. Finally, it provides an overview of the key contents of a marketing plan, including an executive summary, situation analysis, marketing strategy, financial projections, and implementation controls.
This document discusses building a brand and generating demand. It provides examples of how focusing marketing strategies on brand and demand can help companies achieve their goals. Specific case studies are presented on how focusing on account-based marketing, expanding positioning, and hosting events like FutureComms helped SocialChorus and another company grow in measurable ways like new accounts, revenue, and event attendance. The document concludes with recommendations to stay positive, focused on goals and metrics, engage employees, and not overextend or make assumptions in marketing strategies.
The document discusses effective lead generation through lead lifecycle management. It outlines how to create a successful lead management strategy with 6 steps: 1) Align marketing activities with sales results; 2) Understand the customer's buying cycle; 3) Automate the lead management process; 4) Implement scoring and routing of leads; 5) Nurture leads throughout the buying cycle; 6) Measure performance. The document provides details on each step and emphasizes the importance of collaboration between marketing and sales to improve conversion rates and revenue.
Navigating the complexity of rebranding - creating a successful implementatio...Transform magazine
This document discusses common myths around rebranding and provides best practices for successful brand implementation. It notes that an effective rebranding involves more than just the marketing team or logo, and requires aligning the brand across all aspects of the business from culture to products. The document also emphasizes starting early with planning, conducting an asset inventory, prioritizing changes, and establishing a clear roadmap and expectations for rollout and long-term brand management.
Zoom in. Zoom out. State of the Whole Brand 2023Barkley
Over the past four years, we have conducted extensive research to prove the power of whole brands. Our research shows they are 11X more likely to command a premium price, 3X more likely to be bought most often in their categories, double their competition in market penetration, and are 50% more likely to be recommended to others. This research is represented in our annual State of The Whole Brand report.
The document discusses branding and positioning. It begins with an agenda covering branding in the FACTS vision, defining what a brand is, how to build a strong brand, brand architecture, brand loyalty, creating brand value, and the future of brands. It then provides details on each topic. The key points are that a brand is a promise of emotional and functional benefits around products/services/experiences, building a strong brand requires strategic consistency, brand consistency, simplicity, relevance and customer centricity, and an efficient brand architecture fits the company strategy and ensures each brand has a clear positioning and USP.
Tr report agency example 2016 psi ag (1)Alexey Mazhut
The document provides a digital marketing skills benchmark report for PSI-AG based on a talent revolution survey. Key findings include:
- PSI-AG's overall digital marketing skills score is 61.35/100. Highest scores are in building strategies and plans, digital content, and testing. Improvement is needed in display media, social media, and digital targeting.
- Learning and development score is 48.21/100. Highest ratings are for catering to different learning styles and up-to-date materials. Improvements are needed in ability to build skills and overall effectiveness.
- Top learning priorities for the next 12 months are building strategies and plans, mobile web/app, and website.
Summer internship report part 1 on Integrated marketing communication in Bigc...Paritosh chaudhary
This document is a summer training project report submitted for a Master of Business Administration program. It examines the integrated marketing communications of Bigcem Cement company. The report includes an executive summary, introduction to the cement industry, company profile of Bigcem Cement, research methodology used, data analysis and interpretation including tables and graphs, findings, conclusions and recommendations. Descriptive research was conducted by surveying 300 respondents in Ghaziabad region to analyze Bigcem Cement's brand communications, marketing strategy, and impact on brand equity. The report provides a critical evaluation of Bigcem Cement's marketing programs and suggestions for strategic improvements.
Marketing Management Assignment based on a BPO company operates globally and provide services to multinational companies who are looking for to outsource their work to obtain cost arbitrage.
This document provides information about Dr. Herwig R. Friedag, an independent consultant who specializes in implementing the Balanced Scorecard in companies. It includes his background, experience, areas of expertise, contact information, publications, and sample presentation materials on combining strategy with the Balanced Scorecard. The document contains over 10 pages of details about Dr. Friedag's work, qualifications, and presentation content related to strategic planning and performance measurement using the Balanced Scorecard framework.
This document discusses the concept of Management 2.0, which focuses on cooperation between stakeholders for sustainable business development. It defines Management 2.0 and outlines its key aspects, including shared goals, balancing stakeholder interests, valuing internal and external relationships, adapting structures for change, embracing mistakes as learning opportunities, orienting all employees towards results, and promoting open communication. The document argues that Management 2.0 can help make managers happier by taking a cooperative approach focused on long-term sustainability over short-term profits.
The document is a marketing portfolio for Maria Rutland that highlights her experience and accomplishments. It includes sections describing her integrated marketing strategy experience across multiple audiences, channels, and content types. Examples provided demonstrate her work developing marketing strategies, executing multi-channel campaigns, creating educational content, and measuring marketing performance. The portfolio also outlines her role in aligning marketing activities to strategic goals and transitioning acquired brands and customers to a new unified system.
Schickler has analyzed the strategies of the leading publishers in the world and identified fundamental ways to grow as well as basic strategy models for publishers.
A report on market analysis and competitors analysis of career launcher archit aggarwal
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Presentation Brand Performance Management
1.
2. 2 2
Brand efficiency, -alignment and
-improvement
The New Normal
Marc Cloosterman
CEO VIM Group
3. 3 Brand efficiency, alignment and improvement 18 June 2013
Contents for today’s session
Introduction
Branded organisations perform better
Managing the brand value chain
Case in point: ŠKODA
Evaluation instrument: Brand performance scan
Summary
5. 5 Brand efficiency, alignment and improvement 18 June 2013
Branded organisations perform better…
6. 6 Brand efficiency, alignment and improvement 18 June 2013
…and top brands outperform the market
Source:
MILLWARD BROWN BRANDZ Report
7. 7 Brand efficiency, alignment and improvement 18 June 2013
A brand makes the difference…
In a market where continuously new channels and platforms are
created, the essence is often lost in the communicative translation
and the use of technology.
Not (only) visual consistency… but brand consistency is the
challenge!
8. 8 Brand efficiency, alignment and improvement 18 June 2013
SOURCE: MARTIN LINDSTROM COMPANY/MILLWARD BROWN
And it does so multisensory, or 5D…
9. 9 Brand efficiency, alignment and improvement 18 June 2013
My question to you:
If brand is regarded as a strategic asset…
… why is it not managed as a
value chain where all the
subsequent steps taken are
focused on improving
its performance?
… and why do most organisations
put most effort in defining what the
brand should stand for, and not in
realising that promise (proof)?
10. 10 Brand efficiency, alignment and improvement 18 June 2013
IKEA
2005
IKEA wordle
11. 11 Brand efficiency, alignment and improvement 18 June 2013
IKEA 2012
2011/12
IKEA wordle
12. 12 Brand efficiency, alignment and improvement 18 June 2013
Bring strategic, creative and executional sides of
brand(ing) together in a value chain and process!
The idea:
Use chain management principles
13. 13 Brand efficiency, alignment and improvement 18 June 2013
The Brand Life Cycle
14. 14 Brand efficiency, alignment and improvement 18 June 2013
The Brand Life Cycle
Determine the positioning, and
how it will be organised and
planned by defining
process and road map
15. 15 Brand efficiency, alignment and improvement 18 June 2013
The Brand Life Cycle
Translate positioning
into symbolism,
communication and behavior
(i.e. naming, brand hierarchy
and identity)
16. 16 Brand efficiency, alignment and improvement 18 June 2013
The Brand Life Cycle
Activate brand towards
employees, customers,
prospects and other
stakeholder groups
(i.e. delivering the brand promise)
17. 17 Brand efficiency, alignment and improvement 18 June 2013
The Brand Life Cycle
Validate and evaluate brand
promise delivery (i.e. proof);
define and implement brand
performance enhancements
where required
19. 19 Brand efficiency, alignment and improvement 18 June 2013
Case in point: DELETED FOR CONFIDENTIALITY REASONS
20. 20 Brand efficiency, alignment and improvement 18 June 2013
1:X
for every Euro invested in strategy and creation, X Euros are on
average needed for implementation
The branding investment ratio…
21. 21 Brand efficiency, alignment and improvement 18 June 2013
:20
interesting of course is how this ’20’ will be financed and
accounted for
The branding investment ratio…
22. 22 Brand efficiency, alignment and improvement 18 June 2013
This is what you want to avoid…
Some obvious examples
23. 23 Brand efficiency, alignment and improvement 18 June 2013
But brand promise and proof mismatch can be also more subtle…
Promise:
Just as mobile, online
and watching TV but
against extremely
favourable pricing
Proof:
Four established advantages:
•Fixed low price
•Clear subscriptions
•Always insight into your costs
•Quality as it should be
For duration of one year:
from € 41 for € 37.50 per month
Temporary free
mechanic to the
value of € 50
24. 24 24
So, how do we evaluate whether
and how brand promise is
delivered both internally and
externally?
25. 25 Brand efficiency, alignment and improvement 18 June 2013
Going back to the Brand Life Cycle
Brand Performance Scan
26. 26 Brand efficiency, alignment and improvement 18 June 2013
Measure to what extent a brand fulfils its promise both in its
internal and external (brand) communication
central de-central
across channels & touchpoints
through the organisaion
Inside-out
27. 27 Brand efficiency, alignment and improvement 18 June 2013
How?:
Using the Brand Performance Scan
28. 28 Brand efficiency, alignment and improvement 18 June 2013
How?:
Using the Brand Performance Scan
29. 29 Brand efficiency, alignment and improvement 18 June 2013
How?:
Using the Brand Performance Scan
30. 30 Brand efficiency, alignment and improvement 18 June 2013
Results of Brand Performance Scan:
Road map to a strong(er) brand
C
onsul
to
be
2013 2014 2015
symbolismCommunication
Behaviour
User work sessions
Training of individual target groups
Review most important processes
Measure progress
Analysis brand touch
points
Redefinition proof points
Analysis external
Dashboard 1.0: provide insight in
brand image / experience
Integrate with,
amongst others,
social media
Guidelines Marketing
Communications on basis of
redefined positioning
Translation
positioning to
target groups
Assess impact on people
Communication and quick wins
Adjust and secure
Definition of quick wins
Implement newly defined
process
Ongoing development
brand identity
Dashboard 2.0
Optimised Brand
Management
32. 32 Brand efficiency, alignment and improvement 18 June 2013
The New Normal in brand management
The increased number of channels and touch points have created the
need for a more process driven approach to brand delivery
Using value chain management principles – for managing your brand –
will enhance company and brand performance
Regularly evaluate how brand promise is met by brand proof, as a way to
get around many internal processes
34. Thank you for your attention!
marc.cloosterman@vim-group.com
twitter mcloosterman
Editor's Notes
It is a quality mark
Refer to the books of Collins and Porras, Built to Last and Good to great
Lindstrom ’s plea: The other senses represent an enormous underutilized potential, albeit not easy (difficult) to unleash that! Also, we’ve seen a tremendous increase of channels and touchpoints through the rise of digital as well This is no longer to be treated separately, but integrated
If a brand is a strategic tool why don ’ t we manage it accordingly? Why is there a greater focus on the emotional, intrinsic values of the brand (e.g. creation, campaigns) than on strategic and business factors?
Ultimately a successful implementation of the positioning should lead to a consistent and sustainable brand experience
Define brand management process (thereby utilising Brand Life Cycle as starting point) Define brand transition scenario, including brand touch point priorities Determine impact of scenario in terms of time, budget and resources required Create implementation planning, including milestones Determine organisational structure to implement – and maintain – positioning, including internal resources, third parties, roles & responsibilities Risk analysis and management Define KPIs and dash board
Establish identity elements and their feasibility Determine brand proof points and relevant customer journeys Define messaging, including ‘tone of voice’, for all media
Create briefings for third parties / external partners Define, establish and manage internal and external communcations
Ongoing, to keep your brand relevant
Note: We’ve chosen the Skoda-one, since It’s actual It’s global
All in all: car itself becomes less important as differentiator So brand experience AND delivery will be making the difference For automotive the 3D-experience/showroom, is key in this journey Product less differentiating in a mature market, branding and delivery of sercices are the main differentiators
Some obvious examples
Starting operations in the Dutch telecom industry in 1997, Telfort B.V, a subsidiary of KPN B.V, is a trusted brand in the Netherlands, with more than 14% market share and a reputation as a no-frills, low-cost mobile service provider. If you claim to have fixed low prices, why advertise using promotional discounts?
So far the explanation on identifying the customer journey process for Skoda
What we’re looking at is the process of matching brand proof across touchpoints, with its brand promise
From inside to the outside Value chain management By means of Brand Performance Scan Measuring how brands deliver on their promise in both internal and external brand communication (i.e. symbolism, communication and behavior) Determine what (internal) factors affect these on the basis of which brand performance enhancements can be defined and implemented
Review of brand positioning (why, how, what and promise): Why: What is the right of existence of the brand? What is the higher purpose and what is its believe and ideals? Is this goal inspiring? Is this set out in a corporate story? How: What is the personality of the brand? What are the (core and brand) values driving the brand? What is the style, the language, the attitude, the way of doing related to the brand? What are the characteristics of products / services? What makes these special? What: What forms the basis of the brand? What does the products / services portfolio look like? For whom are these products and services? What are their specific needs? Promise: What are the promises the brand makes to its stakeholders? Are these captured in a brand essence or brand promise? Are these translated into a tagline, slogan or pay-off? Review of brand principles: What does/should the positioning mean for products, services, symbolism, communication and behaviour? Review of brand ingredients (symbolism, communication and behaviour): Symbolism: To what extent is symbolism established for each of the senses (visual (seeing), auditory (hearing), kinesthetic (feeling), olfactory (smell), gustatory (taste))? To what extent are these aligned with the positioning as it was established? Subdivided into three kinds of brand touch points: print, digital and 3D/5D. Communication: To what extent is messaging and ‘ tone of voice ’ established for each of defined communications channel, including corporate, product, process, labour, marketing, etc.? Behaviour: To what extent are behaviour-related guidelines established for all employees? To what extent is defined from which values and personality one should operate?
Exploring the customer journey by means of field research (online, by telephone or on-site) Experts assessment Target group analysis: Customers / clients-of-clients Internal stakeholders Partners / suppliers Consumer research (e.g. shopping experience) Actionable recommendations
Interviewing of internal stakeholders (physically or by means of questionnaire) Experts assessment of brand management structure, organisation, processes and tooling Determine savings potential (cost, time) Actionable recommendations
So far the explanation on identifying the customer journey process for Skoda