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Strategic Brand Management - What Is Brand Management?
 
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Strategic Brand Management - What is Brand Management? Buy my book today! http://bit.ly/bestbrandingbook Contact me: http://www.edwindearborn.com/contact/ Connect with me on LinkedIn: https://www.linkedin.com/in/edwindearborn/ What are your brand’s “basic physical and organizational infrastructure” and necessary “services and facilities” so that it can function and be economically promising? This article is by no means an attempt to define branding or its importance in business and marketing. This article is to point out that without a sound understanding of the importance of an infrastructure for your brand management strategy, and what that all entails, you could fail without ever really knowing why. To succeed in branding, you have to support that brand management strategy with services, staff training and a host of many other things. Here is a basic checklist of what your branding infrastructure should contain. You may want to copy it and even add to and adapt this for your own needs. Sound market & keyword research Mission statement, well publicized A written marketing and PR strategy A contextual content strategy Social media and content policies Well-developed marketing and PR budget Set marketing & sales objectives and quotas Corporate ethics policy A unique selling proposition Distinctive logo, colors and packaging Uniforms Company training manuals & courses Customer support staff Company website & blog Appropriate branded social channels An organizational chart A CMO, Director of Marketing or someone similar Marketing staff (designers, writers, bloggers, A/V people, etc.) Strong relations with KOL’s, marketing partners, strategic relationships & affiliates Internal communications system and schedules While there is much more that could be added, this is to point out that your brand management strategy is much more successful, sustainable and profitable with supported with a well-built and tightly organized digital infrastructure http://www.edwindearborn.com/brand-ma... Strategic Brand Management | What is Brand Management | Branding
Views: 37291 Edwin Dearborn
What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning
 
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What is BRAND MANAGEMENT? What does BRAND MANAGEMENT mean? BRAND MANAGEMENT meaning - BRAND MANAGEMENT definition - BRAND MANAGEMENT explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things. In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers." In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction. Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product (see: Brand equity). Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand. Brand management is the process of identifying the core value of a particular brand and reflecting the core value among the targeted customers. In modern terms, brand could be corporate, product, service, or person. Brand management build brand credibility and credible brands only can build brand loyalty, bounce back from circumstantial crisis, and can benefit from price-sensitive customers. Brand orientation refers to "the degree to which the organization values brands and its practices are oriented towards building brand capabilities". It is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets. A product's superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools – such as brands. Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers may try to control the brand image. Brand managers create strategies to convert a suspect to prospect, prospect to buyer, buyer to customer, and customer to brand advocates. Even though social media has changed the tactics of marketing brands, its primary goals remain the same; to attract and retain customers. However, companies have now experienced a new challenge with the introduction of social media. This change is finding the right balance between empowering customers to spread the word about the brand through viral platforms, while still controlling the company's own core strategic marketing goals. Word-of-mouth marketing via social media, falls under the category of viral marketing, which broadly describes any strategy that encourages individuals to propagate a message, thus, creating the potential for exponential growth in the message's exposure and influence. Basic forms of this are seen when a customer makes a statement about a product or company or endorses a brand. This marketing technique allows users to spread the word on the brand which creates exposure for the company. Because of this, brands have become interested in exploring or using social media for commercial benefit.
Views: 12717 The Audiopedia
SARA DINIZ, Global Brand Manager
 
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Hear from Sara Diniz, our Global Brand Manager for Venus.
Views: 1734 P&G Careers
MSc Global Brand Management - Griffith College, Ireland - Amore from Germany
 
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https://www.griffith.ie/faculties/graduate-business-school/courses/msc-global-brand-management If you would like to share your story let us know: https://www.dubjobs.ie/contact-us/ Amore from Germany shares her experience studying Global Brand Management at Griffith College, Dublin, Ireland.
Views: 593 DubJobs
Dan, Vice President for Global Brand Marketing - L'Oreal Marketing
 
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Dan is Vice President for Global Marketing at L'Oréal Paris. In marketing his products to consumers, Dan likewise touches on managing the price, promotion and distribution aspects of his brand's business. He describes the most challenging and demanding aspect of his job, which is getting the consumers to switch from one brand or product to a new one. He describes field experience as very important, as well as staying close to the consumers. He discusses how in no other company you can have such an impact on the product - sometimes he still sees products in the supermarket that display the copy that he wrote himself earlier in his career. Dan, Vice President for Global Brand Marketing -- L'Oreal Marketing Subscribe now for the latest content from L'Oreal: http://bit.ly/YqZUxj Like Careers at L'Oreal on Facebook: http://goo.gl/5L1Ifm Follow L'Oreal on LinkedIn: http://linkd.in/Yt0wmi Follow Careers at L'Oreal on Twitter: http://bit.ly/ZadYRP Follow L'Oreal on Twitter: http://bit.ly/YX2bm3 Get to know more about L'Oreal on our official site: http://careers.loreal.com At L'Oreal, we empower people who are ready to take bets, think out of the box, defend their convictions, be resilient and leave their own mark. They are offered early responsibilities, numerous opportunities and fast-track careers. A thrilling experience, A culture of excellence. L'OREAL Dan, Vice President for Global Brand Marketing -- L'Oreal Marketing http://www.youtube.com/user/careersatloreal
Views: 13498 L'Oréal Talent
Brand Manager - FMCG | Job Snapshot
 
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One of the most coveted jobs for MBA students! Do you know what a Brand Manager actually does? Want to know if you would be happy doing it? ‪#BrandManager‬ ‪#FMCG‬
Views: 50967 Profession Choice
Global Brand Manager
 
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This 2014 Career Connections video features Sara Diniz, a Global Brand Manager for Venus at Procter & Gamble. This video explores World Languages under the theme of International Business / Finance.
Views: 4479 ThinkTVPBS
New Online Course: Brand Management: Aligning Business, Brand and Behaviour
 
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Subscribe on YouTube: http://bit.ly/lbsyoutube Follow on Twitter: http://twitter.com/lbs Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals. About the Brand Management: Aligning Business, Brand and Behaviour Course: The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change. You will learn and practice the following skills: - How to build brands from a broad organisational perspective - How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome) - How to build brands in multi-brand companies, across cultures and geographies - How to measure brand health in new ways, that is, internally in addition to externally - How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets. Learn more: https://goo.gl/en1q2h About Nader Tavvasoli: Dr Nader Tavassoli is the founding director of the Walpole Luxury Management Programme at London Business School. He received his PhD from Columbia Business School in 1994 and was on the faculty of the MIT Sloan School of Management until 2002. While there, he was faculty director of the Entrepreneurship Programme and founding faculty director of the e-Business Programme. He has been non-executive chairman of The Brand Inside – inspiring brand-led change since 2006. In 2013, he co-founded Compaso; He is also an angel investor and advisor to Phigital and SoceanIQ. For the past 21 years, he has advised and taught executives from internet and high-tech start-ups to over 30 Global Fortune 500 companies. Learn more: https://goo.gl/CW91Cl The Brand Management: Aligning Business, Brand and Behaviour is provided in collaboration with the University of London International Academy. Learn more: http://goo.gl/Aeh7E8
UG Pathway  - Global Luxury Brand Management
 
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About the course: https://pearlacademy.com/undergraduate/global-luxury-brands-management-course
Views: 2396 Pearl Academy, India
Global Brand Management Experience
 
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Rick Steinbrenner Global Brand Management Summary
Views: 309 Rick Steinbrenner
ESSEC Global MBA - Luxury Brand Management major - Why should you do this major?
 
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Prof. Sonja Prokopec, Luxury Brand Management Major Coordinator of the Global MBA, tells us more about why you should pursue this major.
Views: 2103 ESSEC Business School
Find Your Dream Job with ESSEC's MBA in International Luxury Brand Management
 
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http://www.essec.fr | What careers are open to graduates of ESSEC's MBA in International Luxury Brand Management? Learn about the career path of alumnus Kelly Lambrou (VP Global Communications, Burberry). Taken from the Q&A session following a master class with Denis Morisset, former CEO of Armani France and Executive in Residence at ESSEC, in January 2013.
Views: 1943 ESSEC Business School
ESSEC Global MBA - Luxury Brand Management major - What makes ESSEC unique?
 
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Prof. Sonja Prokopec, Luxury Brand Management Major Coordinator of the Global MBA, explains why the program will give participants an edge in the luxury sector.
“Lessons in Building and Managing Strong Brands.” – Kevin Lane Keller of Dartmouth College
 
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Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Keller’s impressive academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and UNC. Through the years, he has served as brand confidant to marketers for some of the world’s most successful global brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Procter & Gamble, Samsung, and Starbucks. His textbook, Strategic Brand Management, in its 4th edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He is also the co-author with Philip Kotler of the all-time best selling introductory MBA marketing textbook, Marketing Management, now in its 15th edition. From July 1, 2013 to July 1, 2015, he served as the Executive Director of the Marketing Science Institute.
Master Class ESSEC | "Luxury Brand Management" by Denis Morisset
 
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http://www.essec.edu | The goal of the MBA in International Luxury Brand Management is to help participants become permanent learners, able to develop a global vision of the business, leadership and managerial abilities in order to successfully manage a luxury brand.
Views: 18784 ESSEC Business School
ESSEC 2018 GLOBAL MBA in Luxury Brand Management
 
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Savoir-faire week
Views: 108 PILSOO SHIN
An introduction to Global Image Management
 
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A short introduction to Global Image Management, the global leaders in brand management. Discover how we help global brands with brand strategy & design, governance, survey and implementation services. Discover how our strategic and practical solutions are proven to improve total cost of ownership. Visit www.glimma.com to find out how we our global network and local expertise can help to maximise brand value and visibility world wide. www.glimma.com https://www.linkedin.com/company/glob... https://twitter.com/GLIMMA https://www.instagram.com/glimma.bran...
Kellogg-WHU Global Elective: Luxury Brand Management
 
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The unique global network provides the EMBA students an opportunity to take classes in the partner campuses. Michael Smith, EMBA Class of 2017, discusses why he chose to participate in the Kellogg-WHU Global Elective Week at Campus Vallendar. Find out more about the Kellogg-WHU EMBA Program at https://kellogg.whu.edu/en/
Studieninhalte B.A. Global Brand & Fashion Management
 
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Eine fundierte betriebswirtschaftliche Ausbildung und die Vermittlung wichtiger Fachkenntnisse im Marken- und Modemanagement zeichnen den B.A. Global Brand & Fashion Management aus. Zwei Studierende und ISM-Hochschullehrerin Dr. Carmen Horn erklären die Inhalte.
Views: 724 ISM Hochschule
ESSEC Global MBA - Luxury Brand Management major - What makes this major unique?
 
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What makes the Luxury Brand Management major of the Global MBA unique? Prof. Sonja Prokopec, Luxury Brand Management Major Coordinator of the Global MBA, tells us more.
Step into the world of luxury brand management
 
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Take a journey into the world of luxury and learn how Glion students are getting luxury brand management training with some of the world’s leading luxury brands. In this documentary, Glion students and key faculty members explain how the Luxury Brand Management specialization program works. This specialization track builds upon the customer experience management skills that Glion students have acquired for the hospitality industry, and it elevates those skills for the luxury sector through internships, luxury brand management courses and a two-week applied learning workshop at Domus Academy in Milan. To learn more about our Luxury Brand Management specialization, visit http://www.glion.edu/luxury
Sir Martin Sorrell: Building a global brand
 
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Watch the entire lecture at http://mba.yale.edu/news_events/CMS/Articles/7552.shtml Twenty-six years ago, Sir Martin Sorrell had already built a successful career. He was a top official at the global advertising agency Saatchi & Saatchi, driving many of the acquisitions that helped propel the firm to the top of the industry. But, as he told an audience at Yale SOM on February 21, "I wanted to run my own business." He saw an opportunity in Wire and Plastic Products, a small British company that was enticing mainly for being listed on the English stock market. In 1985, he bought a controlling stake and proceeded to create the world's largest advertising and marketing services group, now called WPP. "The business is very tough, very challenging, but also very interesting," he said. "We are involved one way or another in the major changes happening in the world." Sorrell spoke as part of the Leaders Forum lecture series at Yale SOM. He explained how he took a company that made wire shopping baskets and built it into a business with $16 billion in revenue, 153,000 employees, and operations in 109 countries.
Top 10 Global Branding Mishaps
 
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Excerpt from Chapter 4 in: STRATEGIC BRAND MANAGEMENT (Building, Measuring, and Managing Brand Equity) 3rd Edition by Kevin Lane Keller
Views: 3486 TechnoBoi11
EN - Rennes School of Business - MSc in International Luxury and Brand Management
 
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Find the REPLAY & THE ANALYSIS by Campus-Channel for this program here: http://www.campus-channel.com/en/rennes-school-of-business-msc-in-international-luxury-and-brand-management.html QUESTIONS: 00:18 The Pitch 01:38 The curriculum seems very broad. Is there a special focus on any one particular function, like marketing or brand development? 03:18 What’s the perfect profile to attend the luxury and brand management master’s? 05:18 What kinds of jobs can we get after finishing the luxury management degree? 07:23 What makes your luxury management program unique when there are several options for similar degrees at other schools? 09:02 Rennes seems disconnected from major business centers where luxury brands would be based. How connected is the school to these companies? 10:38 Is it possible to work while enrolled in this program? 11:34 Is this program compatible with wanting to pursue a career in cosmetics? 13:38 How much is tuition for this program? I couldn’t find it on your website. 15:01 What is the “graduating project”? There’s very little detailed information on the website about any of the program. 17:02 What’s the purpose of the interview for admission? What can we expect? 18:55 Are the language courses obligatory? 19:34 Conclusion
Views: 2013 Campus-Channel
Building a Global Luxury Brand -  NYC Panel
 
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"Building a Global Luxury Brand" with the GRLA.
Views: 22079 Georgetown McDonough
B.A. Global Brand & Fashion Management an der ISM studieren
 
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Die internationale Ausrichtung, ein starker Praxisbezug, studieren in kleinen Gruppen und eine Spezialisierung auf das Marken- und Modemanagement sind wichtige Entscheidungsgründe für den B.A. Global Brand & Fashion Management. Drei Studierende erzählen, warum sie sich für den Studiengang entschieden haben.
Views: 4748 ISM Hochschule
Inside The Industry: How to Build a Brand in Fashion | The Business of Fashion x Topshop
 
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Holli Rogers, Katie White and Leila Fataar joined BoF’s Nick Blunden at the Barbican in London to discuss the changing nature of branding in media, retail and publicity. Get your complimentary BoF Professional membership here ►►http://bit.ly/2yZWzTH BoF Education, Fashion's Platform for Online Learning: http://bit.ly/2jYk86O How to Build a Fashion Business ►► https://youtu.be/vqE0zLDBcAE How to Build a Career in Fashion ►► https://youtu.be/ZwzNvCqiST0 Subscribe to The Business of Fashion ►► http://bof.bz/9DZ73082p5J CONNECT WITH THE BUSINESS OF FASHION Web: www.businessoffashion.com Twitter: www.twitter.com/BoF Facebook: https://www.facebook.com/businessoffa... Instagram: www.instagram.com/BoF Newsletter: https://www.businessoffashion.com/reg... ABOUT THE BUSINESS OF FASHION The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world. Founded in 2007 by Imran Amed, BoF is known for its authoritative, agenda-setting point of view on the global fashion industry, and is an indispensable resource for fashion executives, creatives, students, and entrepreneurs in over 200 countries. It has been described as “The Economist of Fashion,” “A Daily Destination for Fashion’s Power Players”, and “The Industry Bible”, www.businessoffashion.com
Praxisbezug B.A. Global Brand & Fashion Management
 
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Praktika, Praxisprojekte, Fallstudien und Exkursionen sind Bestandteil des B.A. Global Brand & Fashion Management. Drei Studierende und ISM-Hochschullehrerin Dr. Carmen Horn berichten vom Praxisbezug im Studiengang.
Views: 507 ISM Hochschule
How Starbucks Built a Global Brand, UCLA
 
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Starbucks Chairman, President and CEO Howard Schultz in conversation with Dean Judy D. Olian Visit UCLA Anderson School of Management http://www.anderson.ucla.edu/ Click here for more Distinguished Speaker Videos from UCLA Anderson School of Management http://www.anderson.ucla.edu/x17389.xml
Views: 142079 UCLA
Kshitiz Srinivasan - Global Luxury Brands Alumni, Pearl Academy
 
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Want to know what could you be doing in Luxury Brands? Here is what one of our alumnus is up to at Louis Vuitton. Know about the course: https://pearlacademy.com/undergraduate/global-luxury-brands-management-course
Views: 2152 Pearl Academy, India
MBA Luxury Brand Management
 
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Hear from Programme Leader Tim Jackson as he introduces the MBA Luxury Brand Management course at GCU London. Find out more at www.gculondon.ac.uk/study
Views: 3069 GCU London
Building Global Brands
 
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Professor Sanjay Sood looks at global issues in brand management. Visit UCLA Anderson School of Management http://www.anderson.ucla.edu/ Click here for more faculty videos from UCLA Anderson School of Management http://www.anderson.ucla.edu/x17273.xml
Views: 6398 UCLA
MBA in International Luxury Brand Management : Student testimonial of Travis Haglin
 
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http://www.essec.edu | Travis Haglin, an American student of the MBA in International Luxury Brand Management program explains his experience prior to joining the program. After spending 8 years in the luxury retail industry, taking part in a condensed one-year program was the perfect timing. The reputation of the program as well as the connections with Europe, Asia and the USA played a big rôle in his decision. The program brought him a big international exposure through other students as well as field trips.
Views: 2870 ESSEC Business School
OpenText Global Brand Management Demo
 
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In today's business environment, digital media is more important than ever when building a global brand. However, the explosion of media is outpacing many organizations' ability to organize and control the proper deployment of brand assets around the world. To help organizations overcome these challenges, OpenText solutions for global brand management provide a centralized digital asset management system designed to: optimize media operations and productivity; maximize agility and collaboration; and ensure consistency and compliance.
Views: 929 OpenText
Master in Global Luxury Goods & Services Management (MGluxM)
 
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Discover our brand new master program in luxury goods and services management offered in collaboration with SP Jain School of Global Management, India. The master will allow candidates to study partly in Mumbai, India and partly in Milan, Italy along with the opportunity of study tours in key luxury units around Europe. www.mip.polimi.it
Brand Management Program -  International Student Experience
 
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Hear what International student Pablo has to say about the Brand Management program at Algonquin College. Help us caption & translate this video! http://amara.org/v/3wt1/
Global Zoom: Global Brand Management .m4v
 
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Learn about the "Global Zoom" model for global brand management. This is an excerpt from a lecture by Christopher Liechty to the World Trade Association of Utah in 2009. The idea is that global brands should be managed with the ability zoom in the the local markets when needed and zoom out to a centrally standardized approach whenever possible. Case studies include examples from American Express Travelers Cheques among others.
Views: 208 Christopher Liechty
How to boost a brand in an emerging market? | Dr. Nirmalya Kumar | TEDxGateway
 
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Dr. Nirmalya Kumar talks about how to boost a brand in an emerging market. Nirmalya Kumar has taught at Harvard Business School, IMD-International Institute for Management Development in Switzerland, and the Kellogg School of Management at Northwestern University. He is currently a Professor of Marketing and Co-Director of Aditya Birla India Centre at London Business School. Kumar has served as a consultant to over 50 Fortune 500 Companies, worked on the board of five Indian firms, and has published six books -- including, most recently, India Inside: The emerging innovation challenge to the West. In 2011, Thinkers50 named him number 26 of the “50 most influential management gurus.” Dr. Nirmalya Kumar is Member – Group Executive Council at Tata Sons. He reports directly to the Chairman of the $100 billion plus Tata group and is responsible for group strategy. Previously, he was professor of marketing at the London Business School and also taught at Columbia Business School, Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management). Dr. Kumar has written seven books, including Marketing as Strategy and India Inside. He has also published several articles in Harvard Business Review and many other leading academic journals. As a consultant, he has worked with more than 50 Fortune 500 companies in 60 different countries as well as served on several boards of directors. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx
Views: 7367 TEDx Talks
INTERNATIONAL MARKETING AND BRANDING
 
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For the most advanced creators and promoters of new world class brands! Programme is implemented together with University of Economy in Bydgosch , Poland and is fully taught in English language by true professionals in their fields. After completion of this programme you will be capable to independently and professionally analyze and prepare marketing strategy and apply it in the international markets. You will know everything about creating a strong brand and promoting it across the world. All three study years you will receive a scholarship to partially cover your tuition; therefore studies will cost only 1500 Euro per year. One year of studies will be spent at partner institution during which we will cover your travel and accommodation expenses. After the completion of studies you get a Joint degree from both institutions. Studies are starting very shortly so no time to waist, apply right away. For all questions contact [email protected]
Keynote: Country Branding by Christopher Nurko, Global Chairman, FutureBrand
 
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BRAND TALK is a series of conversations with senior executives, thought leaders, and authors that focuses on current issues and best practices related to strategic brand management and brand communications. Christopher Nurko is Global Chairman of FutureBrand (a leading brand consulting agency within Interpublic Group that commands a global presence spanning 23 offices in 18 countries). This KEYNOTE event was directed by Dr. Salah S. Hassan as part of the Strategic Brand Management program and research initiative. http://www.futurebrand.com/us
Brand Management
 
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Join Professor Mark Ritson on our upcoming Brand Management Program.
MBA in International Luxury Brand Management : Student testimonial of Raghavendra Sheshamurthy
 
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http://www.essec.edu | Raghavendra Sheshamurthy, an Indian student, explains his choice of the ESSEC MBA in International Luxury Brand Management and what the program brings him about experience and international exposure
Views: 3247 ESSEC Business School
FC Barcelona Chief Marketing Officer - Lander Unzueta - Brand Management Strategy | MeetTheBoss
 
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FC Barcelona Chief Marketing Officer, Lander Unzueta talks to MeetTheBoss about brand management strategy at FC Barcelona. FC Barcelona is one of the biggest and most successful football clubs in the world. For Chief Marketing Officer Lander Unzueta, branding and the brand management strategy of the club is key, and Unzueta is a driving force behind the club's recent push to be a global entity. In this interview with FC Barcelona's Chief Marketing Officer, you will find out: * How innovative market strategies impact a global brand * How to manage marketing goals with growth in mind * How to develop an effective brand management strategy for a global brand Watch the full video with Lander Unzueta at the MeetTheBoss CMO channel - http://www.meettheboss.tv/channel/CMO Did you enjoy this video? Use the buttons above to share it, give it a thumbs up or leave comments below. We'd love to hear your thoughts.
Views: 1399 MeetTheBoss
MA Luxury Brand Management - Regent's University London
 
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ABOUT THE PROGRAMME The MA Luxury Brand Management has been designed to equip you with the knowledge, confidence and skills to pursue management roles in international luxury brand management, marketing, communications and retailing. MA Luxury Brand Management alumni are working in a range of roles in advertising, PR, brand management, and marketing, in prestigious companies throughout the industry. Many have also started their own companies. Some of the companies our alumni are working at include: Baume et Mercier, Condé Nast, Vogue Magazine, Estée Lauder, Hermès, Lifestyle Estates International Corporation. ABOUT REGENT'S UNIVERSITY LONDON London’s Independent University Regent’s University London is London’s only independent, not-for-profit university, with a highly cosmopolitan community based in royal Regent’s Park and Marylebone. Our students study in a supportive, personal environment and go on to become global entrepreneurs and leaders. We are proud to welcome students of more than 140 nationalities. FIND OUT MORE HERE: http://regents.ac.uk/luxury SOCIAL MEDIA: FACEBOOK: www.facebook.com/regentsuni TWITTER: www.twitter.com/regentsuni INSTAGRAM: www.instagram.com/regentsuniversity/
XAVIER   Brand Management   Discuss the “TEN COMMANDMENTS” of Global Branding
 
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Brand Management - Discuss the “TEN COMMANDMENTS” of Global Branding Brand Management - Discuss the “TEN COMMANDMENTS” of Global Branding www.answersheets.in [email protected] [email protected] +91 95030-94040 Brand Management Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9. 1. Case Study : (Compulsory) BURNOL Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its yellow colour reminds one of turmeric, the traditional burns-relief remedy. The brand has been recently acquired by Dr. Morepen (a subsidiary of Morepen Laboratories Ltd.) from Reckit Piramal. The brand has high recall value. Morepen is the brand’s third owner (Boots is the first, Pirmal second). Burnol’s position in the mind space of the consumer is that of the burns ointment. It is open to marketers to reposition the brand. But sometimes the brand does not budge from its original position. Burnol is a typical example. It is so strong as anti-burn ointment that it has become intractable. Burnol introduced by Boots started domestic manufacturing in 1948. JWT handled the account. Formerly, it was sold on prescription. In 1960 it became over-the counter (OTC) product. As Indian housewives depended upon kerosene or wood-fed stoves, Burnol became an integral part of the household. In 1967, Burnol’s application was far widened, to include antiseptic properties against cuts and other wounds. But it did not succeed and Boots reverted to its original anti-burns position. In 1972, Shield was launched by SKF as a competitive brand. It was followed by Medigard by J.L. Morison. But they could not affect Burnol. In 1980, a commercial on DD showed a daughter entering kitchen and getting burns due to oil splash. The mother uses Burnol and the VO says “Haath jal gaya? Shukar hai ghar mein Burnol jo hai”. Kitchen became safer in 85s after the switch-over to LPG-based cooking and the use of gas-lighter instead of the match boxes. Burnol started stagnating. Though the product had high recall, the actual reality was that households did not keep the product handy. Plain water was being recommended to treat burns. Turmeric, as it causes stains, was becoming a liability. The product composition was changed by changing colour from deep yellow to non-staining light yellow. People were coaxed to keep the product within easy reach, Sales showed some improvement. In 1995, again it was repositioned as antiseptic for multiple usages. The colour was made even lighter. It was given a new perfume. But the brand failed to compete with other antiseptic creams such as Boroline and Dettol. The brand could not be moved from its ‘burns’ spot in the consumer mind. It’s becoming generic as a burns remedy proved to be its cause for stagnation. In 2000, Burnol was sold to Reckitt Pirmal for 12.5 crore. It became Burnol Plus. It was positioned as ‘first aid cream’. It registered a turnover of ` 6.2 crore in 2002. As Reckit Pirmal joint venture came apart, Burnol was sold to Dr. Morepen in 2003. It is being relaunched in April 2004. Burns market including dressings stand as ` 39 crore. Antiseptic market stands at ` 210 crore. The old need is passing into history. The strategy should be to retain its original uniqueness, and still broad-base it. There are new dangers such as geysers, irons, ovens and so on. Burnol can become a cream that ensures safety if present. Burnol should be promoted as brand that cares. Burnol is now marketed by Dr. Morepen Lab as protective cream which should be kept handy always. Question: 1. As a Management consultant give your comments on Burnol as a brand. 2. What do you understand by the concept of a Brand? Describe the characteristics of Brands. 3. a. Define the Brand Image. Explain the dimensions of Brand Image. b. What is meant by Brand Identity? Explain the different elements of Brand Identity. 4. Discuss in detail the different stages of brand building process. 5. a. What is Brand Audit? Explain its importance. b. Describe the two steps in brand audit. 6. “Positioning is an outcome of our perceptions about the brand relative to the competing brands”– Discuss with examples. 7. How do consumers perceive and choose brands? Discuss. 8. What are the different phases of strategic brand management process? 9. Discuss the “TEN COMMANDMENTS” of Global Branding. www.answersheets.in [email protected] [email protected] +91 95030-94040
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SJN Global, LLC Brand Management & Consulting Video
 
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Building strong brands while delivering them in a way that is meaningful and simple is SJN Global’s primary focus. Creating a voice for your company or product is vital to stay competitive in today’s market. Your brand has certain qualities or characteristics that make it special and unique. Let SJN Global use our "Catalyst Process" to help your business find that voice. We can assure you that our firm has all the right resources, creativity, optimism and energy needed to bring your brand to the next level.
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