katho branding101_brand strategy & marketing mix
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Branding 101Brand strategy & the Marketing Mix
@ana_adi | www.anaadi.net
http://www.youtube.com/watch?feature=player_embedded&v=KEptBv3xy5c
@ana_adi | www.anaadi.net
Product Price
PromotionPlace
USP
Features
Benefits
Position in the marketplace
Position in the marketplace
Strategy (skimming/ penetration/premium)
channels of distribution
speed of delivery
location
online
Integrated Marketing Communications (Advertising, Public Relations, Social Media, Sales promotion, Personal selling, Word-of-mouth, Interactive marketing, Events)
decisions:brand namefunctionalityqualitysafetypackagingwarranty repairs
transportationwarehousingorder processinginventory...
discountwholesale pricingseasonal pricingsuggested retail price
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Target national contradictions and challenge anxieties and desires in society
Create myths that lead culture
Speak with a rebel’s voice
Draw on political authority to rebuild the myth
Draw on cultural knowledge
Iconic brands
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Valuable intangible asset
Solid demand for product
Ability to reproduce consumer experience in new market
Global branding
Standardization
Homogenization
Integration (of marketing activities)
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What are the weaknesses and risks of global branding?
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Identify adaptations of global brands in yourown country.
Describe the marketing mix.
What strategies have they followed to ensure the local but also maintain a global brand following?
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Category needed
Brand attitude
Brand awareness
Purchase intention
Message
Creative
Adaptation
Informational/transformational appeals
Positive/Negative appeals
Expertise
LikeabilityTrustworthiness
Personal
Non-personal
Integration
Advocate
ExpertSocial
Media
Sales promotion
Events
Public Relations
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Affordable
Percentage of sales
Competitive parity
Objective-and-task
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A typology of the different ways consumers behave as participatory, creative collectives in online communities Source: R. V. Kozinets, A. Hemetsberger and H. J. Schau (2008) The wisdom of consumer crowds: collective innovation in the age of networked marketing, Journal of Macromarketing. Copyright © 2008 Sage Publications, Inc.
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