strategic brand management - exeterpeople.exeter.ac.uk/wl203/bemm211/materials/lecture 1/day 1.4 -...
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1
Jack Buckner
Strategic Brand ManagementStrategic Brand Management
Exeter MBA and MSc Exeter MBA and MSc –– Day 1Day 1
Consumer WorkshopConsumer Workshop
Apple Apple iPodiPod
2
ClarksClarks
Clarks
Clarks USAClarks USA
3
LufthansaLufthansa
Course WorkCourse Work
�� One of five brandsOne of five brands
�� Global brandsGlobal brands
�� …… but will consider a global brand within a but will consider a global brand within a
specific market specific market –– eg eg Starbucks in JapanStarbucks in Japan
�� Provided course work considers the global Provided course work considers the global
situationsituation
�� Suggestions to me by next weekSuggestions to me by next week
4
Case WorkCase Work
�� Presentation is critical in brand management Presentation is critical in brand management
and marketing departmentsand marketing departments
�� 4 groups 4 groups
�� 20 20 –– 30 minute presentation30 minute presentation
�� Questions and answersQuestions and answers
�� Identify critical branding issuesIdentify critical branding issues
Case WorkCase Work
�� Ikea invades America Ikea invades America –– week 3 week 3 –– 1818thth FebFeb
�� Tommy Tommy Hilfiger Hilfiger –– week 4 week 4 –– 2525thth FebFeb
�� Global Brand FaceGlobal Brand Face--Off Off –– Natasha Singh Natasha Singh
week 5 week 5 –– 44thth MarchMarch
�� Global Brand FaceGlobal Brand Face--Off Off –– Vasylko Vasylko Mazur Mazur
week 5 week 5 –– 44thth MarchMarch
�� All read Accenture for next weekAll read Accenture for next week