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Strategic Design & Branding An Overview
Catch up ,[object Object]
Assignment: Anatomy of a “brand” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
stra•te•gy  (n) ,[object Object],[object Object]
Business made simple INCOME PROFIT EXPENDITURE
The (Business) Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The (Business) Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assignment: Make a Business Plan ,[object Object],[object Object],[object Object],[object Object]
Between Making & Selling… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MARKETS NEEDS, WANTS & DEMANDS PRODUCTS & SERVICES VALUE & QUALITY TRANSACTIONS & RELATIONSHIPS
mar•ket  (n),(v) ,[object Object],[object Object],[object Object]
Marketing Philosophies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Planning Defining the company mission Setting objectives & goals Designing the business portfolio Planning, marketing & other functional strategies
The Marketing Environment Target Consumers SUPPLIERS COMPETITORS INTEMEDIARIES OTHER INFLUENCES
The Marketing Mix Target Consumers PRODUCT PROMOTION PLACE PRICE Variety Quality Design Features Brand name Packaging Sizes Services Warranties Returns List Price Discounts Allowances Payment Period Credit Terms Advertising Personal Selling Retail Promotions Public Relations Channels Coverage Assortments Locations Inventory Transportation Logistics
The Marketing Process Target Consumers Market Analysis Segmentation Targeting Positioning
The Marketing Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation Variables ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mapping the Consumer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning for Competitive Advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Considered Differentiation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assignment: Your Business Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
brand  (n),(v) ,[object Object],[object Object],[object Object],[object Object],Bottomline A brand doesn’t have to be created, it exists anyway as the sum total of people’s perceptions about the product/ service/ organisation
MAPPING BRAND PERSONALITY: THE  ONION-RING MODEL
The Outermost Layer: SYMBOLS/ LANGUAGE
The Next Inner Layer: RITUALS & PROTOCOLS
The Next Inner Layer: HEROS & ROLE MODELS
At the Core: VALUES & BELIEFS
Designing Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Concepts you ought to know ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Concepts you ought to know ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Assignment: Your Business Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion ,[object Object],[object Object],[object Object],[object Object],[object Object],Can the power of brands & branding be used for social good? If yes, how?
Trends for brands in our culture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion ,[object Object],[object Object],[object Object],[object Object],If brands are indeed the future culture, how can they be freed of corporate control?
Ju-Jitsu: Subversion ,[object Object],[object Object],[object Object],[object Object],Can you use spoofing to raise critical consciousness about the corporatisation of culture or the mediation of authenticity?
Reading List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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