Portfolio Duojiao Dong

185300@viauc.dk 2014

BA

Branding &

Marketing M

anagement

Teko D

esign & B

usines s

Content

BA programme introduction –4 About me –5

The road to my dream –6 My Business Model –7

Graphic Design –8-9 Public Relations –9-10

Branding Strategies in Action –11-12 Brand Communication –13-14

Analysis & Forecast –15-16 Strategic Management –17-18

Contemporary Approaches to Branding –19-20 User Driven Innovation –21-22

Consumer Behaviour –23-24 Theory of Science -25-26

Project 1-3 –27-29

What does studying of Branding & Marketing Management imply?

About me…

My  name  is  Dong  Duojiao.  I  was  born  in  19th  August  1978  in  Shenyang,  China.  In  2001  I  achieved  a  BA  degree  in  Finance  and  tax  affairs  at  the  Shenyang  University.      Afterwards,  I  joined  the  Northeast  Branch  of  Lenovo  Group,  which  is  the  biggest  personal  computer  manufacturer  out  of  100  foremost  companies  in  China  Lenovo,  as  a  fast-­‐growing  business,  increasingly  requires  employees  with  international  work  experience.      Northeast  Branch  of  Lenovo  Group  Ltd.      

• 2000.7  –  2004.3     Marketing  Promotion  Specialist  Responsibilities:  

• New  Product  promotion.  When  the  new  products  are  ready  to  be  released,  my  responsibility  is  to  manage  the  new  product  promotion  including:  broadcasting,  newspaper,  brochure,  magazine,  and  outdoor  advertisement,  etc.    

• Marketing  events.  I  planned  and  organized  a  series  of  marketing  activities  to  increase  customer  awareness  of  our  products.  • Public  relations.  For  special  business  partners  like  national  telecommunications,  finance  sector,  etc.  For  instance,  organizing  

Year's  end  customer  (thanks)  cocktail  party,  etc.  • Event  Hostess.  Frequently  I  hosted  various  kinds  of  meetings  and  festivals  in  my  company.  I  handled  a  few  TV  and  magazine  

advertising  opportunities  and  hosted  many  commercial  activities  at  Britain  &  America  Tobacco  -­‐  China.      2004.  9  -­‐  2007.8  Tawa  International  Ltd.  Aps,  Denmark                             Import  Purchasing    2007.12  –  present  Namnam  Aps                               Self  –  employed  

The Road to My Dream

My Business Model

Graphic Design

My Logo

My Slogan Breaking the cocoon into butterfly!

Public Relations This  is  my  favorite  course.  Here  are  my  summarized  answers  about  PR:  How  important  to  you  is  a  good/socially  adept  winery  spokesperson?  I’d  rather  deal  with  a  socially  adept  spokesperson  than  an  incompetent  one!  The  truth  is,  the  vast  majority  of  winery  spokespersons  are  cordial  and  smart.  I  don’t  really  want  a  winery  spokesperson  to  do  anything  for  me,  except  assist  with  my  needs  [getting  info,  samples,  arranging  a  visit].  I  don’t  particularly  like  it  when  a  PR  person  sits  in  on  an  interview  or  tasting  with  me  and  the  winemaker.  The  winemaker  isn’t  comfortable  being  scrutinized,  and  may  be  so  guarded  in  his  remarks  that  it  effectively  kills  the  chance  for  a  good  interview.  How  has  winery  public  relations  changed  in  practice  over  the  last  ten  years  I  don’t  think  winery  PR  has  changed  much.  Obviously  the  tools  are  different  [social  media]  and  this  necessitates  different  skills.  But  the  actual  practice  remains  the  same.  Get  your  clients  out  in  front  of  the  media.  Get  good  coverage,  if  you  can.  Be  active,  not  passive.  How  have  wine  media  people/writers/news  outlets  changed  over  the  last  ten  years?  The  biggest  change,  again,  is  obvious:  there’s  a  new  generation  of  Millennials  in  the  wine  critic/writing  business.  This  shouldn’t  come  as  a  shock!  Every  15  or  20  years,  it  happens,  and  it’s  happening  again.  As  for  new  news  outlets,  obviously  the  existence  of  a  thousand  wine  blogs  means  that  wineries  have  vastly  more  opportunities  for  publicity.  On  the  other  hand,  most  of  these  blogs  have  little  influence  with  the  buying  public.  So  if  you’re  in  charge  of  that  sort  of  thing  at  a  winery,  you  have  to  do  your  homework  and  know  which  blogs  are  the  real  thing,  and  which  ones  aren’t.  What  is  the  one  most  critical  part  of  a  successful  small  winery  PR  effort,  assuming  excellent  wine  quality  to  begin  with?  When  I  look  back  over  recent  years,  the  most  successful  winery  PR  efforts  have  been  those  that  involved  social  media,  and  then  went  viral,  like  Murphy-­‐Goode’s  “A  Really  Goode  Job”  contest.  Another  effort  that  comes  to  mind  is  Lisa  Mattson’s  work  with  Jordan  Winery  and  their  YouTubes,  which  have  given  the  winery  widespread  visibility. The challenge with these efforts, especially single-episode ones like  A  Really  Goode  Job,  is  to  maintain  the  momentum  as  time  passes.  That  can  be  very  hard.  It’s  not  easy  coming  up  with  brilliant  social  media  ideas.  

My Group Work Report http://issuu.com/doradong/docs/pr_report_final_version

-­‐A   strategic  marketing   tool   for   companies   eager  

to   build   a   long-­‐term   relationship   with   their  

customers  

This  model  describes  how  a  brand  can  design   its  

branding   strategy   in   order   to   win   customers’  

support  and  love  and  ensure  a  lasting  growth  for  

the  company  on  all  levels.    

It   is   argued   that   people   nowadays   do   not   trust  and  or  necessarily  love  brand,  but  instead  choose  

a   few  brands  which   they  would   rather  buy  over  

others.  This  is  one  of  the  main  reasons  for  which  

love   in   brands  might   be   hard   to   find,   but   once  

loving  a  brand,  there  is  no  turning  back.  

It   is   important   for   brands   to   be   loved   because  

love  usually  spreads  around  and  once  one  loves  a  

certain  brand  he  will  automatically   influence  the  

people   around   involuntarily,   making   people  

wonder  why  there  is  love  for  that  specific  brand,  

which  will  result  in  others  being  interested  in  the  

brand,  therefore  raising  brand  awareness.  

An accurate use of this model should allow every brand to interact and communicate with the consumer in an appropriate way according to the new rules of the global world. The founding principles of the brand-customers relationship rely on four main building blocks - Liability,

Branding Strategies in Action

THE  BRAND  L .O .V .E  MODEL  

Observance, Value, and Experience. Those four main concepts can be defined and implemented as follows: Liability Liability in the company is the ability to be obligated and take responsibility for its actions towards customers. With the growing concern for environmental and bad business practice issues, companies should stand for a fairer world, more sustainable, ethic practices and to communicate their strong beliefs. Being reliable and giving a sense of trust to the customers is not just an option anymore for the companies if they want to survive. One of the current biggest trends in the business world relating and answering to this need is transparency. Observance Observance for a company is the ability to recognize, define and respect customers’ needs and wants. If for a very long time the companies have ruled the world and managed to control the customers with a one-way dialogue, it is not the case anymore. One of the huge shifts of this decade in business practices and branding strategies has

been the creation of a two-way symmetrical communication, where the brands and the customers have the same degree of power and control. We believe than this trend could intensify and grow even more, and that the future could really look like a world where the brands are modelled on and by customers. By listening and acting in accordance with the customers’ needs, wants and values, the companies can manage to create a space for co-creation and user-driven innovation. Value This concept is the ability for the company to offer more than a product to the customers. There are many different ways for a brand to create value. This is why companies could focus on giving a sense of esteem to the customer or a status. Offering good customer service and focusing on customer’s satisfaction can also be a way to create value for a company. Value can especially be created through offering the correct quality at a fair price.

One other main important factor that can be linked to value is making a brand worth. Worth the while, worth the attention, worth the money- it can be whatever. As long as the brand can assure the customer that all of the factors above are worth investing in, in order to get connected with the brand, and then the situation will be win-win. Experience This is the ability for the company to offer an original and distinctive adventure to the customer. According to Byron Sharps’ evidence based marketing theory, brands should focus on distinctiveness rather than differentiation in order to grow. Delivering outstanding experiences to the customers will create intimate, emotional connections.

Brand Communications

Newest communication way-IBEACON

http://estimote.com

http://www.youtube.com/watch?v=uOo2ynlEsFU

My Group Work -Honda

Presentation http://prezi.com/7a8r67q-5sbu/untitled-prezi/

Analysis & Forecast

Excel http://chandoo.org/wp/2011/01/24/trendlines-and-forecasting-in-excel/ http://www.lokad.com/forecasting-methods-and-formulas-with-excel

My Group Work: How the increase number of elderly people will affect the public sector and the Danish economy in the future?

Presentation http://www.youtube.com/watch?v=uOo2ynlEsFU

Strategy Management Introduction  

    Strategy:  everyone's  concern       Identifying  the  strategic  challenges  facing  operational  

managers       What  strategy  means  to  operational  managers  Defining  Strategic  Thinking  

The  key  aspects  of  strategic  thinking  

    Distinguishing  between  strategic  thinking  and  planning       Identifying  the  impact  of  strategy  on  operational  activity       Aligning  the  organization's  vision  with  reality       Creating  sustainable  competitive  advantage  Creating  value  for  stakeholders  

    Recognizing  the  iLeveraging  Operational  Strengths  

Evaluating  operational  capabilities  

    Differentiating  between  organizational  and  operational  competencies  

    Taking  inventory  of  the  key  strengths  within  your  operation  

    Rating  competencies  against  strategic  goalsmportance  of  stakeholders  in  the  strategy  process  

    Satisfying  the  needs  of  the  stakeholders  Applying  strategic-­‐thinking  tools  

    Positioning  yourself  within  the  four  cycles  of  operational  effectiveness  

    Decoding  your  environment  with  PESTLE       Analyzing  the  ecosystem  with  Porter's  Fiv       Rating  competencies  against  strategic  goals  

Maximizing  your  unique  operational  strengths  to  deliver  stakeholder  value  

    Optimizing  internal  processes       Shaping  opportunities  by  scanning  the  external  

environment  Executing  Strategy  at  the  Operational  Level  

Getting  real  about  the  vision  

    Qualifying  the  gaps  between  operational  and  organizational  vision  

    Establishing  the  foundation  for  realizing  goals  Bridging  the  strategic  gap  

    Questioning  assumptions  to  uncover  new  solutions  and  drive  new  discoveries  

    Managing  operational  strategic  assets       Rigorous  planning  through  scenario  assessment       Quantifying  the  impact  of  proposed  solutions  Creating  an  Innovative  Culture  

Employing  an  innovation  framework  

    The  importance  of  innovation  in  strategic  thinking       Promoting  nonlinear  thinking       Generating  solutions  through  value  engineering       Optimizing  solutions  by  challenging  the  status  quo  Adapting  your  culture  to  satisfy  strategic  demands  

    Meeting  the  five  preconditions  for  an  innovative  culture       Facilitating  team  innovation  Innovating  to  create  competitive  success  

    Qualifying  innovation  traits       Benchmarking  objectives  against  actual  performance    

Quantifying  the  financial  metrics  

    Verifying  decisions  through  financial  analysis       Incorporating  a  stakeholder  perspective  Planning  for  Operational  Change  

Weaving  change  into  the  fabric  of  the  culture  

    Being  proactive  in  a  reactive  environment       Implementing  operational  change  through  people,  processes  

and  culture       Motivating  the  team  to  adopt  the  change  Constructing  a  change  process  

    Configuring  your  resources  to  encompass  change       Measuring  results  through  balanced  scorecards  Securing  Stakeholder  Commitment  

Communicating  for  buy-­‐in  

    Applying  influencing  techniques  to  overcome  resistance       Negotiating  for  resources  using  win-­‐win  approaches  Maximizing  your  impact  

    Earning  support  with  entrepreneurial  techniques       Articulating  an  elevator  pitch  that  secures  commitment  

The  class  begins  with  an  agenda  of  four  or  five  points  that  we  need  to  cover  during  the  80  minutes  of  the  session.  We  regularly  start  with  an  analysis  of  the  situation  described  in  the  case  and  we  build  a  framework  to  look  at  the  situation  in  a  clear  manner.  However,  my  classmates  will  still  have  different  opinions  due  to  their  wide  academic  backgrounds  and  nationalities.  By  the  end  of  the  class,  we  make  either  an  assessment  or  a  decision  to  conclude  the  case  study.  

In   my   opinion,   the   most   valuable   take   away   is   the   ability   we  acquire   to   better   analyse   situations   and   make   an   informed  decision  on  simple  and  complex  issues.  This  in  turn,  will  allow  us  to  be  better  managers   in  the   long   run,  by  taking  one   step  at  a  time.  

Contemp. Approaches to Branding

What  is  branding?  

If  a  brand  results  from  a  set  of  associations  and  perceptions  in  people’s  minds,  then  branding  is  an  attempt  to  harness,  generate,  influence  and  control  these  associations  to  help  the  business  perform  better.  Any  organisation  can  benefit  enormously  by  creating  a  brand  that  presents  the  company  as  distinctive,  trusted,  exciting,  reliable  or  whichever  attributes  are  appropriate  to  that  business.    While  absolute  control  over  a  brand  is  not  possible  due  to  outside  influences,  intelligent  use  of  design,  advertising,  marketing,  service  proposition,  corporate  culture  and  so  on  can  all  really  help  to  generate  associations  in  people’s  minds  that  will  benefit  the  organisation.  In  different  industry  sectors  the  audiences,  competitors,  delivery  and  service  aspects  of  branding  may  differ,  but  the  basic  principle  of  being  clear  about  what  you  stand  for  always  applies.  

Why do you need a brand?

Branding can help you stand out from your competitors, add value to your offer and engage with your customers. Creating difference Branding is a way of clearly highlighting what makes your offer different to, and more desirable than, anyone else’s. Effective

branding  elevates  a  product  or  organisation  from  being  just  one  commodity  amongst  many  identical  commodities,  to  become  something  with  a  unique  character  and  promise.  It  can  create  an  emotional  resonance  in  the  minds  of  consumers  who  choose  products  and  services  using  both  emotional  and  pragmatic  judgements.    Rachel’s  Organic  Butter,  for  example,  chose  black  for  its  packaging  design  so  it  would  stand  out  from  the  typical  yellow,  gold  and  green  colours  (representing  sunshine  and  fields)  used  by  competitor  products.  The  result  is  that  the  brand  appears  more  premium,  distinctive  and  perhaps  even  more  daring  than  its  competitors.  Adding  value    People  are  generally  willing  to  pay  more  for  a  branded  product  than  they  are  for  something  which  is  largely  unbranded.  And  a  brand  can  be  extended  through  a  whole  range  of  offers  too.  Tesco,  for  example,  began  life  as  an  economy  supermarket  and  now  sells  a  wide  range  of  products,  from  furniture  to  insurance.  But  a  consistent  application  of  the  Tesco  brand  attributes,  such  as  ease  of  access  and  low  price,  has  allowed  the  business  to  move  into  new  market  sectors  without  changing  its  core  brand  identity.  

This obviously adds value to the business, but consumers also see added value in the new services thanks to their existing associations with the Tesco brand. Of course, this can work in reverse too: if consumers don’t like the Tesco brand in one product area, they’re less likely to choose the company’s offer in another product area.  

User Driven Innovation

I  am  taking  a  class  at  university  for  my  business  major  entitled  "Innovation!"  For  this  class  each  student  has  to  come  up  with  an  innovation  and  write  a  paper  on  it.  One  of  my  ideas  revolves  around  recycling.  I  know  that  innovations  regarding  this  area  are  numerous  but  I  was  wondering  if  you  guys  might  be  able  to  give  me  some  constructive  feedback  that  might  help  mold  my  simple  idea  into  something  a  little  more  refined.  

There  are   trash   compactors   everywhere   but   no   recycling  bins   in   my   school.   I   was   thinking   about   placing   "smart"  recycle   bins   around   campus.   Students  would   swipe   their  ID   cards   at   these   smart   bins   and   then   insert   their  recyclable   items.   These   machines   would   then   credit   the  account  of  that  student  a  few  cents  per  bottle,  say  2  or  3  cents.  These  machines  would  then  be  brought  to  recycling  facilities  where  5   cents  would  be  made  per  bottle.  There  are  stores  around  this  area  that  give  5  cents  per  bottle  but  it   seems   that   students   lack   motivation   to   bring   their  bottles   there.   Hopefully   by   bringing   the   recycling   to   the  students,  I  could  increase  recycling  rates  by  a  lot  and  make  a  profit.  Any  advice?!  

Group Report http://issuu.com/doradong/docs/homefinal http://www.wideo.co/view/1261811386110414673-homeexplanatoryvideo

Consumer Behaviour

Today,  I  continue  to  learn.  Consumer  behavior  is  very  interesting.  Every  day  I  discover  something  new  about  search  marketing  and  spend  time  on  a  wealth  of  sites  devoted  to  the  topic  (one  of  our  main  performance  goals  is  to  educate  ourselves  on  the  industry).  Who  knew  that  search  marketing  had  so  many  nuances?  I  continue  to  have  moments  where  I  think:  I  took  a  class  in  school  and  I  am  comfortable  with  this  output  or  I  can  apply  what  I  learned  about  survey  writing  to  help  with  this  or  looking  at  our  data  I  know  what  the  sample  size  must  be  to  be  reportable.  At  times,  I  find  myself  saying  numerous  times  a  day  “oh  I  learned  that  in  my  class”  

As  I  have  said  before,  it  is  truly  hard  to  explain  how  the  leanings  in  the  classroom  have  so  easily  translated  into  my  work  life.  They  appear  to  be  seamlessly  intertwined.  I  have  found  I  am  less  nervous  when  making  decisions  at  work  or  trying  to  analyze  something  different.  I  continue  every  day  to  push  myself  to  look  at  things  differently,  as  our  teacher  always  encouraged  us  to  do.  The  branding  management  program  prepared  me  for  real  life,  one  where  you  have  to  deal  with  ambiguities  and  not  having  all  the  information  all  the  time.  The  few  things  that  I  have  learned  from  my  time  here.  Digital  are:  understand  what  your  client’s  objectives  are,  explore  the  best  ways  to  answer  those  objectives,  follow  the  data,  and  weave  together  a  meaningful  story.  I  have  learned  you  will  never  have  all  the  answers,  but  I  do  believe  I  could  not  have  asked  for  a  better  program  to  prepare  me  for  my  career.  

Theory of Science

Science   is  part  of  knowledge,  that  part  devoted   to  describing  and  understanding  the  universe.  Complexity  arises  when  we  see  knowledge  as  part  of  the  universe,  so  science  is  part  of  the  universe  that  being  so  we  can  apply  science  to  study  science  which  the  case   here.   To   continue   the   thinking:   if   we   can   apply   science   to   study   science   then  epistemology  is  not  a  branch  of  philosophy  but  a  domain  of  science.  This  means  that  epistemology  should  have  all  the  qualities  of  a  science  in  terms  of  clear  concepts  and  variables,  measurement  and  empirical  validity.  

As  has  been  outlined  above,   crucial  questions  of   the  nature  of  science  need  to  be  addressed   before   we   can   proceed   with   examining   questions   of   our   being   and  psychology.  Some  of  those  questions  are  as  follows.  

What  is  a  scientific  theory?  What  is  a  variable?  What  is  the  relationship  between  a  variable  and  its  value?  Is  all  that  is  measurable  a  variable?  How  are  domains  of  science  defined?  How  can  we  understand  the  relationship  between  domains  of  science?  What  is  reduction  in  science?  What   is   the   relationship   something   and   the   mechanism   whereby   it   is  

manifest?  What  does  it  mean  to  be  empirical?  What  are  concepts,  and  ideas?  Are  these  the  basis  of  science?  When  is  and  when  is  not  something  scientific?  

Project 1: In Sync – Rethinking Design + Business

Creative and Environment-Friendly Packaging Designs

It’s funny that a few years ago, people were all over the new packaging material, plastic. The consumers thought this is the wonder material, the material that’s great for the environment. It’s cheap to produce, easy to work with, and it doesn’t hurt any trees! It was during the time where trees were being cut down indiscriminately; so people were happy that plastic was used for packaging and not paper in order to save the trees. Plastic was believed to be the material that can save Mother Earth.

Fast forward years later and we see the immense effects of using plastic. The problem is, plastic is non-biodegradable and it is hardly reused or recycled. Most people use it on a one-time basis only. Plastic makes use of chemicals and materials that’s harmful to the environment.

We’ve probably heard of environment-friendly packaging design in the packaging industry. It’s the hottest thing today, but it’s big not only because it’s popular, but because it’s good for the environment. Consumer products always have a great deal of impact on the world and our environment. Companies are now taking the responsibility of sustainability to foresee that future generations can still enjoy nature as we do today.

I admire creative and environmentally friendly packaging. The companies’ efforts to save the planet are encouraging. It’s good to know that there are still lots of people who care for mother earth. Here are some of the most creative and environmentally friendly packaging designs that I could find. It’s time to go green!

Project 2: Electives Business Model Generation

Project 3: Sociology & Trend