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MK364 INTERNATIONAL ADVERTISING

MK364 INTERNATIONAL ADVERTISING. THEME ONE:BRANDING AND MARKETING MANAGEMENT. MK364 INTERNATIONAL ADVERTISING. BRANDING AND MARKETING MANAGEMENT: BRAND ARCHICTECTURE POTENTIAL BRAND AUGMENTED BRAND BASIC BRAND TANGIBLE PRODUCT. MK364 INTERNATIONAL ADVERTISING.

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MK364 INTERNATIONAL ADVERTISING

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  1. MK364INTERNATIONAL ADVERTISING THEME ONE:BRANDING AND MARKETING MANAGEMENT

  2. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND ARCHICTECTURE POTENTIAL BRAND AUGMENTED BRAND BASIC BRAND TANGIBLE PRODUCT

  3. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES Coca Cola Light Pschitt Bang Bang Krapp Pfanni Nuts Fanny

  4. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES PUB QUIZ 1.CLEAN LIFE PLEASE 2.I’VE 3.LOVE-LOVE 4.VOLUME UP WATER 5.HOPE 6.MOUTH JAZZ 7.CREAP 8.MELTYKISS 9.SUPERWINKY

  5. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES PUB QUIZ A. SHAMPOO B. CHOCOLATE C. COFFEE CREAMER D. CIGARETTES E. CLEANING GLOVES F. ELECTRIC RAZOR G. MOUTH WASH H. HAIRSPRAY I. CONDOM

  6. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND PERSONALITY RATIONAL CHARACTERISTICS Quality Value for money EMOTIONAL CHARACTERISTICS Sexy Funny

  7. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND ADDING VALUE Experience of use User associations Effectiveness Appearance Differentiated benefits Functional benefits

  8. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND EQUITY & CONSUMER CHOICE Cues Role of habit Positive attitudes Aspirational products “Invest to develop”

  9. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRANDS SOLVE PROBLEMS LEVER’S ‘FRISH’ video Classic brand management What makes a brand? How is its core value communicated?

  10. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRANDS SOLVE PROBLEMS HEINZ “Branded” video “She knows what she wants”

  11. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND DEVELOPMENT TRIGGERS MARKETING MIX CONSUMER BRAND PROPOSITION RESEARCH

  12. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND STRATEGIES 1. Stand alone 2. Endorsed 3. Family

  13. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: INTERNATIONALISATION OF BRAND NAMES linguistics distinctiveness adaptability International application logos & graphics registration recognition

  14. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAME CHANGE Internal factors External factors

  15. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES Datsun Fair Lady…240Z MR2 Pajero Dyc Bog Big Macs Fairy

  16. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND NAMES 1. Pronounciation 2. Association 3. Phonetics 4. Orchographics (spelling) 5. Semantics 6. Shorthand

  17. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND EXTENSIONS characteristics of the brand characteristics of extension characteristics of extension market

  18. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND EXTENSIONS stretching accessibility internationalise

  19. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: LONG TERM BRAND PROTECTION heavy advertising product modification brand extensions private labels brand cannibalisation brand re-launch/repositioning

  20. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: DURABILITY OF BRANDS quality exclusivity core value dominance attitude “if you want to tell the time buy a Seiko” (Cartier)

  21. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: BRAND IMAGE Landor Associates “Image Power Survey”

  22. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: GLOBAL BRANDS development of single markets domination of markets retailer power world markets economies of scale

  23. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: GLOBAL BRANDS great ideas nature of corporate management investment consumers Source: de Mooij

  24. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: MISSION AND VISION strategic discipline cultural glue character identity mission = what you are doing vision = what you want to be IBM, APPLE

  25. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: MISSION AND VISION LEVI

  26. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: GLOBAL BRAND STRATEGIES personality and positioning expand/extend domestic create new purchase local brands global/international extensions multilocal

  27. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: COMPETITIVE STRATEGIES product trade cycle configuration co-ordination economies of scale or scope marketing strategies

  28. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: STANDARDISE BRAND? Porter: Easy Difficult brand name distribution position selling standards training warranties pricing ad themes media packaging

  29. MK364INTERNATIONAL ADVERTISING BRANDING AND MARKETING MANAGEMENT: DEGREE OF STANDARDISATION product category plc/brand life cycle positioning media product transfer/initiation effects market influence ad theme execution de Mooij

  30. ANY QUESTIONS?

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