1. Branding 101
Brand strategy &
the Marketing Mix
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2. http://www.youtube.com/watch?
feature=player_embedded&v=KEptBv3xy5c
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3. decisions:
brand name discount
functionality wholesale pricing
Product Price
quality seasonal pricing
safety suggested retail price
packaging
warranty
repairs
Benefits Position in the marketplace
USP
Position in the Strategy (skimming/ penetration/
Features
marketplace premium)
channels of distribution
Integrated Marketing
speed of delivery Communications (Advertising,
Public Relations, Social Media,
transportation location Sales promotion, Personal selling,
warehousing
order Word-of-mouth, Interactive
processing online
inventory... marketing, Events)
Place
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Promotion

4. Iconic brands
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
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5. Global branding
Valuable intangible asset Standardization
Solid demand for product Homogenization
Ability to reproduce Integration (of
consumer experience in marketing activities)
new market
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6. What are the weaknesses and
risks of global branding?
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7. Identify adaptations of global brands in your
own 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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8. IMC
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9. IMC
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10. @ana_adi | www.anaadi.net

11. Category needed
Brand attitude
Brand awareness
Purchase intention
Informational/transformational appeals
Message
Positive/Negative appeals
Creative
Expertise
Adaptation Trustworthiness
Likeability
Personal Advocate
Social
Non-personal Expert
Integration Media Events
Sales promotion Public Relations
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12. Affordable
Percentage of sales
Competitive parity
Objective-and-task
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13. @ana_adi | www.anaadi.net

14. 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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