strategic brand mgt wk1a bm intro-2

strategic brand mgt wk1a bm intro-2 - v Strategic Brand M...

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v 12/08/2000 v Strategic Brand Management Koert van Ittersum
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v 12/08/2000 Branding myself… My name is… I am from… And, I like to…
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v 12/08/2000 Branding my country…
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v 12/08/2000 Georgia is almost four times the size of the Netherlands Netherlands: 16 million people
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v 12/08/2000
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v 12/08/2000 Distance biked per year: 8 billion miles 470 miles/person 20 million bicycles in Netherlands 3 million people ride their bikes daily
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v 12/08/2000
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v 12/08/2000 Branding yourself… My name is… I am from… And, I like to…
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v 12/08/2000 What is Brand? A name, term, sign, symbol, or design, or a combination of them, intended to identify the offering of one seller or a group of sellers and to differentiate it from a competitive offering
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v 12/08/2000 What is Brand? Key elements: 1. Name, logo, symbol, package design, or other attribute that identifies the product and 2. distinguishes it from others Components that identify and differentiate brands are brand elements
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v 12/08/2000 v An orange is an orange. Unless, of course, that orange happens to be a Sunkist, a name eighty percent of consumers know and trust. o Russell Hanlin, Sunkist v For more than fifty years Jell-O has presented the same honest face to the consumer, evoked a sense of family and fun that makes it a far bigger product on the shelf. o Michael Miles, Phillip Morris Companies
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v 12/08/2000 Are Brands Important? Why? For Whom Are Brands Important?
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v 12/08/2000 The reason Coke is so valuable is because of the ideas, perceptions and expectations about it that consumers all over the world carry about in their heads. So much so that one Coca-Cola executive has stated that if the company were to lose all its production-related assets in a disaster, it would survive ; but if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola , the company would go out of business .
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v 12/08/2000 “If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you.” John Stewart, Former CEO, Quaker
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v 12/08/2000 Best Global Brands in the World??? 1. Coca Cola ($67 billion)
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Institute of Technology.

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strategic brand mgt wk1a bm intro-2 - v Strategic Brand M...

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