14.12.2021
Managing Global Brands
Week 1: Monday
In-session
Kotler on Marketing
- CCDV TP ➔ Create, communicate, deliver value to a target market at a profit!
- Create Value - product management - Open innovation
- Communicate Value - Branding - Brand management
- Deliver Value - Customer management: meet the customer, work with customer design
advertising, products...
Pre-session
Keller, K. L. (2013). Strategic brand management: building, measuring, and managing brand equity.
4th global ed. Upper Saddle River, NJ: Prentice Hall.
Chapter 1
- See highlighted text in PDF-file.
In-session
History of Branding
1
, 14.12.2021
Branding (Brand - Old word "To Burn")
- Branding is really about perceived differences. Trust, shared-values, etc.
(e.g. Coca Cola example)
- Originally to identify so the customers could recognize them easily
- Provides differentiation from other competitors
Brand Elements
- Different components that identifies and differentiates a brand
- Name, logo, symbol, package design, or other characteristic
- Can be based on people, places, things, and abstract images
Brand Name Selection
1. It should suggest the product’s benefits and qualities.
2. It should be easy to pronounce, recognize, and remember.
3. It should be distinctive.
4. It should be extendable.
5. It should translate easily into foreign languages.
6. It should be capable of registration and legal protection.
Three levels of a product
Brand VS. Product
2
Managing Global Brands
Week 1: Monday
In-session
Kotler on Marketing
- CCDV TP ➔ Create, communicate, deliver value to a target market at a profit!
- Create Value - product management - Open innovation
- Communicate Value - Branding - Brand management
- Deliver Value - Customer management: meet the customer, work with customer design
advertising, products...
Pre-session
Keller, K. L. (2013). Strategic brand management: building, measuring, and managing brand equity.
4th global ed. Upper Saddle River, NJ: Prentice Hall.
Chapter 1
- See highlighted text in PDF-file.
In-session
History of Branding
1
, 14.12.2021
Branding (Brand - Old word "To Burn")
- Branding is really about perceived differences. Trust, shared-values, etc.
(e.g. Coca Cola example)
- Originally to identify so the customers could recognize them easily
- Provides differentiation from other competitors
Brand Elements
- Different components that identifies and differentiates a brand
- Name, logo, symbol, package design, or other characteristic
- Can be based on people, places, things, and abstract images
Brand Name Selection
1. It should suggest the product’s benefits and qualities.
2. It should be easy to pronounce, recognize, and remember.
3. It should be distinctive.
4. It should be extendable.
5. It should translate easily into foreign languages.
6. It should be capable of registration and legal protection.
Three levels of a product
Brand VS. Product
2
