This document discusses characteristics of successful global brands. It identifies vision, invention, and dynamism as key traits of brands that are growing in worth. Vision involves embodying a clear direction and point of view. Invention requires continuous innovation and new experiences. Dynamism generates popular culture through marketing events. Additional characteristics discussed include balancing global and local aspects, having a universal idea rooted in brand truth, and creating a community through shared experiences.
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
A global brand is a powerful international brand with a strong and consistent image that represents various brands and business activities under one heading. It embodies the concept of a global village by making people feel at home everywhere and recognize familiar landmarks across cultures. There are five patterns of relationship people can have with global brands - enthusiasts who like the brands, pragmatists who are not concerned with brands' policies, ethics who require brands to have values and transparency, activists who will penalize brands, and resigned critics who are dissatisfied but won't take action. Managing global brands successfully requires understanding these relationship patterns and tracking brand value over time.
Local conventions determine consumers' perceptions of brands entering foreign markets. There are three types of conventions that influence perceptions: category conventions, needs conventions, and cultural conventions. Needs conventions relate to how personal needs are satisfied differently across societies, like fulfilling security needs through road safety features in some countries but not others. Cultural conventions involve shared beliefs, values, and symbols in a society, like perceptions of brands based on their country of origin. Understanding local conventions is important for international branding strategies, to decide whether to adapt a brand or challenge conventions by offering new experiences.
This document discusses options and criteria for choosing effective brand elements to build brand equity. It outlines several brand element options including brand names, logos/symbols, characters/celebrity endorsements, slogans, jingles, and packaging. For each element, the document provides guidelines for effective use, examples of well-known brands, and considerations for designing, updating, or changing the element over time. The overall message is that choosing the right combination of distinct brand elements can help enhance brand awareness, associations, and positive consumer perceptions and feelings toward the brand.
The document discusses branding and brand strategy. It provides definitions of branding, explaining that branding goes beyond just a company's name or logo and encompasses a company's entire identity and customer experience. It also discusses elements of strong brands, benefits of global versus local brands, and strategies for brand positioning, name selection, sponsorship, and development through line extensions, brand extensions, etc. Examples provided include branding strategies of well-known brands like Allen Solly and Levi's.
This document discusses strategies for building a global brand. It begins by defining what a brand is and how branding has evolved over time, with more small and mid-sized companies now able to compete globally online. The rest of the document covers key topics for building a global brand such as understanding local markets, adapting branding elements like logos and packaging for different cultures, maintaining quality globally, building brand awareness internationally through relevant messaging and channels, and managing perceptions of the brand. It also discusses common consumer perceptions of global brands and strategies that companies can use to both capitalize on and responsibly manage their global success.
HP (Hewlett Packard) is an American multinational information technology corporation founded by Bill Hewett and David Packard providing products, technologies, software, solutions and services to consumers, small- and medium-sized businesses and large enterprises. The document discusses secondary brand associations that HP can use to build brand equity such as country of origin, co-branding, ingredient branding, celebrity endorsements, sponsorships, and events. It also provides recommendations for how RIM (Research in Motion) can attempt a brand comeback through new products like the Blackberry Playbook tablet and Blackberry 10 operating system, as well as emphasizing existing strengths like the BBM messaging platform and introducing 4G connectivity.
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
A global brand is a powerful international brand with a strong and consistent image that represents various brands and business activities under one heading. It embodies the concept of a global village by making people feel at home everywhere and recognize familiar landmarks across cultures. There are five patterns of relationship people can have with global brands - enthusiasts who like the brands, pragmatists who are not concerned with brands' policies, ethics who require brands to have values and transparency, activists who will penalize brands, and resigned critics who are dissatisfied but won't take action. Managing global brands successfully requires understanding these relationship patterns and tracking brand value over time.
Local conventions determine consumers' perceptions of brands entering foreign markets. There are three types of conventions that influence perceptions: category conventions, needs conventions, and cultural conventions. Needs conventions relate to how personal needs are satisfied differently across societies, like fulfilling security needs through road safety features in some countries but not others. Cultural conventions involve shared beliefs, values, and symbols in a society, like perceptions of brands based on their country of origin. Understanding local conventions is important for international branding strategies, to decide whether to adapt a brand or challenge conventions by offering new experiences.
This document discusses options and criteria for choosing effective brand elements to build brand equity. It outlines several brand element options including brand names, logos/symbols, characters/celebrity endorsements, slogans, jingles, and packaging. For each element, the document provides guidelines for effective use, examples of well-known brands, and considerations for designing, updating, or changing the element over time. The overall message is that choosing the right combination of distinct brand elements can help enhance brand awareness, associations, and positive consumer perceptions and feelings toward the brand.
The document discusses branding and brand strategy. It provides definitions of branding, explaining that branding goes beyond just a company's name or logo and encompasses a company's entire identity and customer experience. It also discusses elements of strong brands, benefits of global versus local brands, and strategies for brand positioning, name selection, sponsorship, and development through line extensions, brand extensions, etc. Examples provided include branding strategies of well-known brands like Allen Solly and Levi's.
This document discusses strategies for building a global brand. It begins by defining what a brand is and how branding has evolved over time, with more small and mid-sized companies now able to compete globally online. The rest of the document covers key topics for building a global brand such as understanding local markets, adapting branding elements like logos and packaging for different cultures, maintaining quality globally, building brand awareness internationally through relevant messaging and channels, and managing perceptions of the brand. It also discusses common consumer perceptions of global brands and strategies that companies can use to both capitalize on and responsibly manage their global success.
HP (Hewlett Packard) is an American multinational information technology corporation founded by Bill Hewett and David Packard providing products, technologies, software, solutions and services to consumers, small- and medium-sized businesses and large enterprises. The document discusses secondary brand associations that HP can use to build brand equity such as country of origin, co-branding, ingredient branding, celebrity endorsements, sponsorships, and events. It also provides recommendations for how RIM (Research in Motion) can attempt a brand comeback through new products like the Blackberry Playbook tablet and Blackberry 10 operating system, as well as emphasizing existing strengths like the BBM messaging platform and introducing 4G connectivity.
Digital tools allow Toyota to build brand preference by engaging directly with consumers and providing useful services. By making the brand an ongoing part of people's daily lives and addressing younger generations' desire for self-expression and goal achievement through brands, Toyota can attract loyal, sharing fans. Digital also enables Toyota to create personal relationships and experiences that transform buyers into long-term brand subscribers.
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
This document discusses Apple's brand resonance and the brand resonance pyramid model. It analyzes how Apple achieves strong brand salience, meets consumer needs through its products, develops positive brand imagery, obtains high brand performance, creates strong judgments and feelings about its brand, and ultimately achieves high brand resonance through customer loyalty, attachment, community building, and engagement. The summary examines how Apple has built the most valuable brand in the world through strategically developing each level of the brand resonance pyramid.
The document discusses global brands versus local brands. It defines different types of brands as local, regional, international, and global based on their management and standardization. Global branding presents a bigger challenge than local branding due to the need to appeal to many different cultures and markets. While global brands are often seen as higher quality, local brands have an advantage in some product categories like food and beverages that emphasize national pride and cultural relevance. The document examines Coca-Cola as an example of a global brand that achieved more success by decentralizing decision-making and better tailoring its marketing to local differences and communities.
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
1) The document discusses how brands can achieve relevance in the marketplace by creating new product categories or subcategories that are substantially differentiated.
2) It provides examples of brands like Chrysler, Apple, and Panasonic that established new categories through innovations in minivans, portable music players, and eco-friendly products.
3) The key ways for brands to create new categories discussed are observing customers, partnering with customers, technological innovations, addressing underserved customer needs, and having the right timing to launch an innovation.
Presentation of a conceptual study on "brand", "global brands" and "global brand management strategies" that covers the basic elements on the brand management.
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
The ever-expanding global nature of the business world has broad-reaching implications for brand management. This presentation, delivered to the International Association of Business Communicators, focuses on the topic of how to manage brands in this complex new world order. Specifically, it combines best practices and case studies to propose a set of guiding principles for when it makes sense to “centralize for global efficiency” and when it is better to “decentralize for local effectiveness.“ This key trade-off is explored across two broad topic areas: brand positioning and brand activation/execution.
The document discusses strategies for global branding. It notes that companies pursue global branding to benefit from economies of scale, reduce costs, diversify risk, and follow globally mobile customers. An effective strategy is to think globally but act locally - having standardized branding elements but customizing marketing programs for each local market. Companies must balance standardization across markets with customization for local differences in consumers, regulations, and business practices. There are different approaches such as progressively expanding a strategy across countries, simultaneously launching in multiple countries, or unifying existing local brands under one name. Overall, global branding requires understanding differences between markets, establishing infrastructure for coordination, and balancing global versus local control.
This document discusses branding and factors that can lead to brand failure. It defines branding as identifying a company or its products through words or images. Branding helps consumers remember products and increases sales by making a product or service the most visible and desired. The document then discusses reasons why branding is important, such as promoting recognition, encouraging repeat business and customer loyalty. It also examines factors that can lead to brand failure, such as not meeting market share goals or profitability. The document analyzes how product failures can inform future product development and discusses distinguishing failures from short-lived fads.
Anyone launching a product or service, whether on-line or off-line, will put a lot of thought into what to offer and how to go about offering it. In particular, most businesses invest a lot of time and money in creating a brand which will appeal to consumers and set its products or services apart from competitors. For this reason, a business will not want anyone else pretending to be associated with it and piggy-backing on its reputation. The brand of a business is an example of intellectual property, and can be one of the most valuable assets of the on-line business. As an example, when the infamous boo.com went into liquidation, the most sought after assets of the business were the domain name and trade marks; in other words, the boo.com brand. It is therefore important to a business to secure the rights in its brand.
Learn about the steps necessary to think through and develop a brand that appeals to your target audience, as well as how to implement it across multiple channels. We'll dissect good and bad examples of brand implementation and discuss how branding includes not only your logo but also your color scheme, visuals, writing style, tone and messaging.
The document discusses different brand architectures that companies can use to structure their brands, including:
1) Stand-alone intimacy brands that are supported only by their own trademarks and marketing to build trust over time, though this approach is very expensive.
2) Combination architectures where companies use a house brand alongside product-specific brands that are linked through shared trademarks.
3) The trade-off involved is balancing brand clarity and focus with the increased costs of separate brands versus the risk of diluting brands under a house name.
The document discusses strategies for building international brands, including defining brands, understanding customer perspectives, and factors for creating successful global brands. It also covers decisions around product design, branding, and developing brands globally by extending, adapting, or creating new products for international markets. The presentation aims to explain how to establish and grow brands internationally.
This document discusses brand consciousness. It defines brand as the identity of a product, service, or business including elements like name, logo, and colors. It explains that brand awareness arises from familiarity with a brand's existence and availability. Brand consciousness has increased as more brands influence consumers and people use brands to enhance their image or fit in socially. However, too much brand dependence can distract from an individual's original personality.
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
Brand identity encompasses an organization's value proposition, vision, and positioning(s) which together provide a strategic platform to guide brand decisions across marketing activities and ensure the brand develops stronger equity. The document outlines the key elements of brand identity and provides a case study example of how a medical device company developed and communicated its brand identity to position itself as the best solution for infection transmission prevention in hospitals. Developing a clear brand identity allows organizations to make strategic brand decisions and meet business goals, customer needs, and competitive demands.
This material has been created & developed by Shankar Balan, Independent Management Consulting Professional. Material is under copyright but can be referenced.
The document discusses the shifting ages of branding from the Age of Identity to the current Age of You. It describes how branding evolved from simple marks of ownership to powerful symbols of differentiation. It outlines four ages: the Age of Identity where brands served as identifiers; the Age of Value where brands were recognized as valuable assets; the Age of Experience where brands focused on delivering satisfying experiences; and the emerging Age of You where personalization and personalized experiences will be key as data and technology allow brands to truly understand individuals. The future of business lies in recognizing the human within data to create truly personalized brand experiences.
The document contains a collection of quotes and sayings on various topics like work, life, happiness, love, decisions, failure, nature, time, judgment, and appreciation. Some of the key messages are: love your work but don't rely on your company, you determine your own success through involvement, happiest people appreciate what they have rather than want more, make decisions based on experience not emotions, it's better to lose your ego than a relationship, forget past failures and look ahead, and it's easy to receive but difficult to give of yourself to others.
Digital tools allow Toyota to build brand preference by engaging directly with consumers and providing useful services. By making the brand an ongoing part of people's daily lives and addressing younger generations' desire for self-expression and goal achievement through brands, Toyota can attract loyal, sharing fans. Digital also enables Toyota to create personal relationships and experiences that transform buyers into long-term brand subscribers.
There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power.
This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image.
This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture.
The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people.
The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant.
As a result, the brand of the company becomes its most valuable asset.
A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy.
A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
This document discusses Apple's brand resonance and the brand resonance pyramid model. It analyzes how Apple achieves strong brand salience, meets consumer needs through its products, develops positive brand imagery, obtains high brand performance, creates strong judgments and feelings about its brand, and ultimately achieves high brand resonance through customer loyalty, attachment, community building, and engagement. The summary examines how Apple has built the most valuable brand in the world through strategically developing each level of the brand resonance pyramid.
The document discusses global brands versus local brands. It defines different types of brands as local, regional, international, and global based on their management and standardization. Global branding presents a bigger challenge than local branding due to the need to appeal to many different cultures and markets. While global brands are often seen as higher quality, local brands have an advantage in some product categories like food and beverages that emphasize national pride and cultural relevance. The document examines Coca-Cola as an example of a global brand that achieved more success by decentralizing decision-making and better tailoring its marketing to local differences and communities.
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
1) The document discusses how brands can achieve relevance in the marketplace by creating new product categories or subcategories that are substantially differentiated.
2) It provides examples of brands like Chrysler, Apple, and Panasonic that established new categories through innovations in minivans, portable music players, and eco-friendly products.
3) The key ways for brands to create new categories discussed are observing customers, partnering with customers, technological innovations, addressing underserved customer needs, and having the right timing to launch an innovation.
Presentation of a conceptual study on "brand", "global brands" and "global brand management strategies" that covers the basic elements on the brand management.
In this session, students will see how branding influences advertising as a brand act as an identity for the product in the market. A marketer should take into consider all the good and negative points before naming a product.
The ever-expanding global nature of the business world has broad-reaching implications for brand management. This presentation, delivered to the International Association of Business Communicators, focuses on the topic of how to manage brands in this complex new world order. Specifically, it combines best practices and case studies to propose a set of guiding principles for when it makes sense to “centralize for global efficiency” and when it is better to “decentralize for local effectiveness.“ This key trade-off is explored across two broad topic areas: brand positioning and brand activation/execution.
The document discusses strategies for global branding. It notes that companies pursue global branding to benefit from economies of scale, reduce costs, diversify risk, and follow globally mobile customers. An effective strategy is to think globally but act locally - having standardized branding elements but customizing marketing programs for each local market. Companies must balance standardization across markets with customization for local differences in consumers, regulations, and business practices. There are different approaches such as progressively expanding a strategy across countries, simultaneously launching in multiple countries, or unifying existing local brands under one name. Overall, global branding requires understanding differences between markets, establishing infrastructure for coordination, and balancing global versus local control.
This document discusses branding and factors that can lead to brand failure. It defines branding as identifying a company or its products through words or images. Branding helps consumers remember products and increases sales by making a product or service the most visible and desired. The document then discusses reasons why branding is important, such as promoting recognition, encouraging repeat business and customer loyalty. It also examines factors that can lead to brand failure, such as not meeting market share goals or profitability. The document analyzes how product failures can inform future product development and discusses distinguishing failures from short-lived fads.
Anyone launching a product or service, whether on-line or off-line, will put a lot of thought into what to offer and how to go about offering it. In particular, most businesses invest a lot of time and money in creating a brand which will appeal to consumers and set its products or services apart from competitors. For this reason, a business will not want anyone else pretending to be associated with it and piggy-backing on its reputation. The brand of a business is an example of intellectual property, and can be one of the most valuable assets of the on-line business. As an example, when the infamous boo.com went into liquidation, the most sought after assets of the business were the domain name and trade marks; in other words, the boo.com brand. It is therefore important to a business to secure the rights in its brand.
Learn about the steps necessary to think through and develop a brand that appeals to your target audience, as well as how to implement it across multiple channels. We'll dissect good and bad examples of brand implementation and discuss how branding includes not only your logo but also your color scheme, visuals, writing style, tone and messaging.
The document discusses different brand architectures that companies can use to structure their brands, including:
1) Stand-alone intimacy brands that are supported only by their own trademarks and marketing to build trust over time, though this approach is very expensive.
2) Combination architectures where companies use a house brand alongside product-specific brands that are linked through shared trademarks.
3) The trade-off involved is balancing brand clarity and focus with the increased costs of separate brands versus the risk of diluting brands under a house name.
The document discusses strategies for building international brands, including defining brands, understanding customer perspectives, and factors for creating successful global brands. It also covers decisions around product design, branding, and developing brands globally by extending, adapting, or creating new products for international markets. The presentation aims to explain how to establish and grow brands internationally.
This document discusses brand consciousness. It defines brand as the identity of a product, service, or business including elements like name, logo, and colors. It explains that brand awareness arises from familiarity with a brand's existence and availability. Brand consciousness has increased as more brands influence consumers and people use brands to enhance their image or fit in socially. However, too much brand dependence can distract from an individual's original personality.
The document discusses examples of brand repositioning by various companies. It provides details about Cadbury's repositioning of Dairy Milk in India to target adult consumers through ad campaigns focusing on emotions. In contrast, Cadbury Gems' repositioning campaign failed to provide a compelling reason for adults to buy the product. Coca-Cola successfully repositioned its Mother brand in Australia by improving taste and convincing consumers to retry it. McDonald's is repositioning itself to reflect changing consumer tastes by focusing on human qualities rather than products in ads. Marlboro and Scooter are examples of gender repositioning through advertising. Debeers is working to change Indian perceptions and position diamonds as symbols of love.
Brand identity encompasses an organization's value proposition, vision, and positioning(s) which together provide a strategic platform to guide brand decisions across marketing activities and ensure the brand develops stronger equity. The document outlines the key elements of brand identity and provides a case study example of how a medical device company developed and communicated its brand identity to position itself as the best solution for infection transmission prevention in hospitals. Developing a clear brand identity allows organizations to make strategic brand decisions and meet business goals, customer needs, and competitive demands.
This material has been created & developed by Shankar Balan, Independent Management Consulting Professional. Material is under copyright but can be referenced.
The document discusses the shifting ages of branding from the Age of Identity to the current Age of You. It describes how branding evolved from simple marks of ownership to powerful symbols of differentiation. It outlines four ages: the Age of Identity where brands served as identifiers; the Age of Value where brands were recognized as valuable assets; the Age of Experience where brands focused on delivering satisfying experiences; and the emerging Age of You where personalization and personalized experiences will be key as data and technology allow brands to truly understand individuals. The future of business lies in recognizing the human within data to create truly personalized brand experiences.
The document contains a collection of quotes and sayings on various topics like work, life, happiness, love, decisions, failure, nature, time, judgment, and appreciation. Some of the key messages are: love your work but don't rely on your company, you determine your own success through involvement, happiest people appreciate what they have rather than want more, make decisions based on experience not emotions, it's better to lose your ego than a relationship, forget past failures and look ahead, and it's easy to receive but difficult to give of yourself to others.
The Making of a Global Brand_PR Congress 2016_IsentiaRichard Spencer
The document discusses strategies for building a global brand. It recommends having the same positioning worldwide, using the company name as the brand name, and creating a global club or community. It also suggests telling compelling stories that bring people together from around the world. Examples are provided of how Uber and Airbnb have implemented these strategies in their efforts to become global brands.
The document provides visual and branding guidelines for communicating AIESEC's brand globally. It begins with an introduction to AIESEC's evolution and increasing digital presence. It then discusses the need for global brand alignment and a stricter brand architecture to position various sub-brands and programs. The rest of the document outlines branding elements and guidelines for AIESEC's overall brand including its logo, colors, fonts, and communications. It also provides specific branding guidelines for several of AIESEC's sub-brands like Global Citizen, Global Talent, and Youth to Business.
5 Barriers that Block Salespeople from Hitting QuotaRalph Barsi
Ralph Barsi is a VP of Field Operations and writer/speaker who shares advice on social media about sales development. He advocates for making outbound prospecting a priority through strategies like calendar blocking time for prospecting calls, asking open-ended questions to learn about prospects, and focusing conversations on prospects' needs rather than one's own product. Barsi also emphasizes the importance of self-improvement and motivating one's sales team.
This very short document appears to be discussing Samsung as a brand known for quality. However, it does not provide enough context or details to generate a fully informative 3 sentence summary. The document would need more complete sentences and information to summarize its main points and essential information.
BMA Chicago : Building A Global Brand from the Inside Out by Helen McIntosh, ...BMAChicago
This document summarizes Ingredion's process of creating a new brand identity after acquiring National Starch. It involved asking why they should change their name, focusing on shared values, engaging 11,000 employees through clear internal messaging, establishing branding guidelines, and conducting a slow rollout globally over 18 months. This ensured internal alignment before external introduction, allowing the brand to resonate across cultures. Key learnings included engaging all stakeholders, creating an internal rallying cry, using a slow burn approach, having a consistent global look and tone, and repeating messaging.
Growing your Global Brand: Lionbridge WebinarLionbridge
This document discusses how to develop and deliver a successful digital strategy for growing your global brand. It provides tips on defining a digital experience that connects people, content, platforms and outcomes. It also outlines challenges in managing global content experiences and provides recommendations around establishing team roles, managing workflows, translation techniques, global SEO frameworks, and developing the right linguistic tools. The overall goal is to optimize the digital experience and content for customers globally.
Fighting The Giant - How to empower local brand to fight against global brand.sapto handriyanto
The wave of global brands expansion is unavoidable, for local brands this is a seriour threat. However the way local brands facing the challenge is usually by catch up the standard of global brands. This is when they fall into the mistake.
Every local brand has potential to become a global brand, all they need is unquestionable quality AND stories. Therefore the way local brands taking challenge from global brands is not by imitating it, instead it should be standing on its own and create diffeences.
Young & Rubicam Business Consultants and BAV Consulting have combined their expertise to help multinational companies successfully migrate their brands to international markets. They offer strategic consulting services including understanding local market dynamics through research, assessing brand positioning, and developing migration plans. Their approach is informed by their global proprietary BAV database and emphasizes conducting in-depth local research to understand cultural differences in how brands are perceived and should evolve in new markets. They have identified key lessons for global brand migration including thoroughly scoping the competitive landscape, taking an anthropological perspective to understand local cultures, recognizing the importance of country of origin associations, ensuring brands are prepared to migrate globally, and involving the entire organization in the migration process.
Best Practices in Creating Global Brand for New Products and Ensuring Alignme...Best Practices
In order to develop an effective global branding program for new bio-pharmaceutical products, it is important to ensure brand consistency across all functions and geographies.
Best Practices, LLC undertook research to gather benchmarks on key aspects of the global branding process, including activities, timing, positioning, key message development, regional alignment, agency utilization & cost and the tradename process.
Download Full Report: http://bit.ly/2a1XqUV
The document provides tips for going global and managing a global workforce. It discusses 10 tips, including (1) consolidating global payroll strategically, (2) monitoring broad rollouts and initiatives, and (3) preparing for increased employee mobility. Global workforce visibility, talent management, and emerging technologies are also high priorities that are impacting how companies manage their global workforce. Reskilling HR and the workforce for new technologies is emphasized.
Samsung began as an exporter of dried fish and vegetables in 1938 and diversified into various industries like textiles, sugar manufacturing, and electronics over the decades. It established Samsung Electronics in 1970 and began mass producing consumer electronics. Initially perceived as a producer of cheap, low-quality products, Samsung transformed its brand image and processes through quality standards, globalization, marketing initiatives, and innovative product design. This helped Samsung become a global leader in consumer electronics and the 34th most valuable brand by 2001.
1) Managers who hold regular meetings with employees have more engaged staff, yet many managers cancel or reschedule meetings due to being too busy.
2) Bad managers simply tell employees what to do, while great managers involve staff in decision making. However, many managers are uncomfortable giving feedback or having difficult conversations.
3) Research shows employees want more constructive criticism and information from their boss on what to improve, yet over 60% report receiving too little feedback and a quarter get no feedback at all.
L'Oreal faces several strategic global marketing challenges. These include greater competition in emerging markets like China, India, and Brazil, which are expected to account for three-fourths of the company's growth. L'Oreal must also adapt to changing cultural tastes and economic conditions in markets like the US and Europe where growth has slowed. Additionally, the company aims to double its consumer base to 2 billion by 2020, requiring innovation and strong branding on a global scale while still meeting local needs and tastes in different regions.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer response to the marketing of that brand.
2. There are three key ingredients to brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Strong brand equity is created by ensuring brand identification, establishing brand meaning, and eliciting proper consumer responses and loyalty.
Lenovo. A success story? Internationalization strategies, challenges and oppo...Roman Abashin
Analysis of Lenovo's history and internationalization process. How a small Chinese enterprise has become a global player in the PC and smartphone industry. Market entry decisions and the acquisition of IBM. Merger pains and cultural challenges between US and Chinese management styles. Raising brand awareness in the USA — an ecxecptional challenge? Mismatch between stellar sales and mediocre brand value.
Sales Mastership: The Difference Between Good and Great Sales ProfessionalsRalph Barsi
This deck supports a talk I did in San Francisco on January 18, 2016. The audience was comprised of sales reps, sales development reps, and sales leaders.
The document discusses marketing and creativity at the Cannes Lions International Festival of Creativity. Some key details include:
- 11,000 delegates from 90 countries attended in 2012
- Brazil saw record numbers of Lions awards and applications in 2012
- There is an increasing focus on the role of technology in creativity
- Studies have shown a correlation between Cannes Lions winners and higher stock prices, indicating a link between creativity and business success.
There are 5 social media trends outlined in the document: 1) The shift from verbal to visual communication, 2) Increased popularity of customization and "me-commerce", 3) Marketing approaches that launch long-term projects instead of short-term campaigns, 4) More people becoming entrepreneurs by starting their own businesses, and 5) The increased importance of collecting and analyzing consumer data. The document discusses examples and implications of each trend for marketing portfolio companies.
BDMA 25/10/2012- Rocking on... non consumersBernard Cools
This document contains excerpts from various sources discussing marketing strategies. It summarizes key points about acquiring new customers and maintaining brand loyalty. Specifically, it notes that reaching all potential buyers, including occasional customers, is vital for long-term growth. While focusing solely on loyalty can undermine results, penetration marketing appears more effective. The document also outlines a process for mapping customer touchpoints to help optimize marketing communications across different channels.
Brand building in a digital world (Intro to Digital for Grads)David Carr
This document discusses brand building in a digital world. It begins by noting that technology is defined differently by generations and that the world is now digital for most people under 22. It then asks how brands should approach brand building in this digital world. It discusses the importance of manifesting a brand's inherent behaviors to achieve measurable marketing goals like increasing sales or brand share. It also discusses the importance of engagement and defines engagement as creating windows of enhanced attention to influence behaviors and motivations. The document then discusses various considerations for digital planning, including understanding people, channels, and experiences. It emphasizes putting people before technology and the importance of participation that is actually useful and relevant to people. In summary, the document provides guidance on how brands can build
Social India - Wikibrands PresentationSean Moffitt
This document summarizes a presentation about reinventing companies in a customer-driven marketplace through wikibranding. It discusses three paradoxes businesses face: forgetting social media for social business, talking about digital participation but not being good at it, and having less control over brands yet brands being more important. It outlines six big benefits of wikibranding for advocacy, perception, content, insight, support, and serendipity. It also provides a 10-step roadmap for wikibrand success and emphasizes that technology is less than 20% of the effort - a genuine culture change is required for businesses to truly participate and collaborate with customers.
Presentation at iStrategy London. A new framework to replace the traditional 4Ps of Marketing. A terrific guideline for brands who are looking to be more adaptive to the changing landscape of consumer behavior and technology.
Changing Trends in Advertisements. Airtel- hfz ad video and several tunes added. Very colorful yet concise ppt. Trends in online, mob and print media discussed.
Cannes lions awards 2014 trends and implicationsLeslie Turley
This document summarizes key digital marketing trends from 2014, highlighting examples of award-winning campaigns. The trends discussed include using technology to benefit consumers, presenting data as creative works, crafting campaigns to subvert expectations and garner advocacy, targeting individuals with personalized experiences, and inspiring wonder through simplicity. Brands are advised to think about how to deliver on promises through technology, share insights through data, inspire different emotions, and facilitate consumer interactions at scale.
The document discusses content marketing strategies and models. It outlines 7 layers of an effective content strategy model, including defining context and topics, creating short and shareable posts, using visual content like photos, thinking like a coach to engage audiences, and continuously evaluating performance. The key message is that great content is the only way for brands to stimulate minds, drive sales, and differentiate themselves in today's noisy media landscape.
Marketing Strategy: Evolution Of A SpeciesGuy Gouldavis
What people want from brands and how they engage with them is very different today than even 5 years ago. The result: planners have to approach brand building and consumer engagement very differently. But it's as important to consider what hasn't changed in what we do.
Customer Centricity requires meeting and exceeding their expectations at all digital touchpoints. Campaigns not longer work, it's about their unique interactions within the digital ecosysttem. Direct Marketing Educational Foundation Career Forum Presentation 2012
Emerging Portfolio Trends presentation given at the Art Institute of Atlanta on April 18, 2011 "As digital trends advance and emerge how should a design portfolio visually communicate ideas & information?" All the work (Images and videos) appearing on this presentation are the property of their respective owners.
1) Branding concepts focus on creating an iconic product design that engages consumers emotionally and creates brand loyalty. The product experience becomes a vehicle for the overall brand experience.
2) SPELT (Social, Political, Economic, Legal and Technological) factors influence both individuals and organizations and their needs. The exchange process between their needs drives business growth and profits.
3) Successful brands like Nike and Diesel have created strong brand tribes by developing rituals, practices and identities that their loyal followers embrace. They have transformed their brands into ways of living.
This document summarizes an open source marketing workshop. The workshop will discuss how to effectively communicate with audiences, market open source products and services, and successfully execute marketing efforts. Attendees will learn about open source marketing strategies and plans, including the 4 C's of marketing - corporation, customer, competitors, and community. The workshop will cover branding, media relations, social media targeting, and provide tips on open source marketing execution through awareness, opinions, and engagement.
Michael Brito discussed how businesses should think like media companies by focusing on creating relevant and recent content. As consumers lives are unpredictable, businesses need owned, earned, and paid media strategies to be present everywhere. A social business strategy can help businesses collaborate internally and externally to create value for all stakeholders. Businesses should define their brand pillars and narratives to determine the right content, platforms, and distribution frequency.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
If You Want To More Information just Contact Now:
Skype: SEOSMMEARTH
Telegram: @seosmmearth
Gmail: seosmmearth@gmail.com
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
Content acquisition strategies are also discussed, highlighting the dual approach of purchasing broadcasting rights for existing films and TV shows and investing in original content production. This section underscores the importance of a robust content library in attracting and retaining subscribers.The presentation addresses the challenges faced by OTT platforms, including the unpredictability of content acquisition and audience preferences. It emphasizes the difficulty of balancing content investment with returns in a competitive market, the high costs associated with marketing, and the need for continuous innovation and adaptation to stay relevant.
The impact of OTT platforms on the Bollywood film industry is significant. The competition for viewers has led to a decrease in cinema ticket sales, affecting the revenue of Bollywood films that traditionally rely on theatrical releases. Additionally, OTT platforms now pay less for film rights due to the uncertain success of films in cinemas.
Looking ahead, the future of OTT in India appears promising. The market is expected to grow by 20% annually, reaching a value of ₹1200 billion by the end of the decade. The increasing availability of affordable smartphones and internet access will drive this growth, making OTT platforms a primary source of entertainment for many viewers.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
8. Their Findings
Financial markets are increasingly pricing greater and greater $
worth into “brand intangibles” … but consumers – globally –
are losing their belief in all but a small core of highly energized
brands – Google / Nike / Apple etc
9. “ The few brands that are growing in worth are not just
differentiated, but highly energised – they have ‘energised
differentiation’… they are characterised by:
Vision
Invention
Dynamism”
John Gerzma & Ed Lebar
“The Brand Bubble”
10. Definitions
1. Vision – “brands with a vision embody a clear direction and point
of view on the world. They convey what they are on this planet to
achieve”
11. Definitions
1. Vision – “brands with a vision embody a clear direction and point
of view on the world. They convey what they are on this planet to
achieve”
2. Invention – “invention can be built through innovation, brand
iconography, retail environments, and customer service. A brand’s
invention can never be static. It requires a commitment to
continuous innovation, service excellence, and new forms of brand
experience”
12. Definitions
1. Vision – “brands with a vision embody a clear direction and point
of view on the world. They convey what they are on this planet to
achieve”
2. Invention – “invention can be built through innovation, brand
iconography, retail environments, and customer service. A brand’s
invention can never be static. It requires a commitment to
continuous innovation, service excellence, and new forms of brand
experience”
3. Dynamism – “typically the outcome of a big ad campaign, guerilla
marketing event, or highly visible marketplace event, dynamism
engenders a persona, community, and evangelism among a brand’s
users. Dynamic brands generate popular culture”
17. “What is the single most important part of the marketing mix that is
essential to ensure a better chance of success in the marketplace? …
it is ownership of a point of view”
Siddarth Banerjee – Regional Marketing Director,
Category Development Unilever Asia
Marketing Magazine 2010
18. “What is the single most important part of the marketing mix that is
essential to ensure a better chance of success in the marketplace? …
it is ownership of a point of view”
Siddarth Banerjee – Regional Marketing Director,
Category Development Unilever Asia
Marketing Magazine 2010
These are his personal views and may not represent
those of his organisation
25. “Vision driven brands see farther; they galvanise and inspire
consumers to join in, allowing the brand to travel into new
categories and create new meaning”
John Gerzma
26. Powerful Purposes
To inspire men to progress
To free children to explore
the world so they can
develop & grow
To help young men get an
edge in the mating game
To inspire and help people to
compete and win
30. Be Busy: Nike Advertising In China In 2010
NIKE Football 2011 CSL 2011 Kit launch Liu Xiang & Tiger Woods Competition Viral
OOH Campaign Online Videos
NIKE AIRFORCE ONE Rabbit Air Force one digital clock Li Na Quick Strike for French Open
Digital Campaign & Social Media Print/Digital and Social Media Campaign
Basketball culture online magazine Liu Xiang Daegu Quick Strike
Digital Campaign and Social Media Digital and Social Media Campaign
Sport Is Art (footlocker tee launch) Run Unleashed Running Campaign
Print/OOH Adaptation/Web Films/Digital OLM/Mobile
Digital Campaign
Free Yourself Campaign (running)
JLin Always On Campaign Print/OOH Adaptation
Digital Campaign
Free Yourself Campaign (women)
LBJ Always On Campaign Print/OOH Adaptation, Digital OLM, Contents, Social Media
Digital Campaign
Women JDI FOS
Always On global videos adaptation (CR, Kobe, Westbrook, Neymar) Digital and Social Media
Digital Campaign
Basketball Never Stops Campaign
Asia Games TV/Print/OOH Adaptation
Print/Magazines/OOH/Digital/T-Shirt Creation/Events/Street Posters + Painted Huge Outdoor
Building with NIKE
Kobe Black Mamba Campaign
TV/Print/OOH Adaptation
LeBron James MVP Campaign
Print Adaptation
NBA Playoffs Campaign
Retail Line Adaptation Digital OLM/Mobile
China JDI Campaign
TV/Print/OOH/Digital/Social Media and Retail Line Adaptation for all Category
Li Na Aus Open Quick Strike
(women, running, basketball)
Print and Digital OLM
71. A Great Global Brand Is A Community
A Great Global Brand Creates Shared
Excitement And Understanding
72. Yulu Project
Hong Kong International Film
Festival
Shanghai International Film
Festival
Yunnan Multicultural Visual
Festival
Tokyo FILMeX
Pusan International Film
Festival (Korea)
74. Talent Joins In
Jia Zhang Ke is one of the most influential directors
in China. He is known for his independent films and
documentaries that reflect the truth in the lives of
many normal Chinese.
He is also particularly known for his mentorship
of young film makers. This was particularly
interesting to JW as it allows the brand to “walk the
walk” by giving opportunities for a new generation
of directors to shine.
With this project,Jia Zhang Khe directed 2 films
personally and was executive producer on all 12.
The project therefore provided the opportunity for 6
protégés to create a unique piece of film.
http://en.wikipedia.org/wiki/Jia_Zhangke
76. Media Join In
44 M media
9.9M media value
Value +18%vs ROI= 12.6
planned times rate
card
73Mil *
95M RMB OF FREE MEDIA
16 Nov launch 5 Jan launch
Plan 8.4M Plan16.4M consumers
Reached
8.1M media 12 stations 400K
value free spots consumers
worth 2.4M media
3 episodes value
7M RMB
YANGLAN & LU YOU TALK SHOW
3 episodes achieved vs 2 plan Southern Weekly
Print only, figures in RMB
78. “A global brand is a shared belief and
understanding.
A great global brand is one that is shared and
felt more, with more power and excitement”
Source: Nick Kendall, BBH London