LECTURE 2

(Customer Focus | Segment. and Target Market Definition)

Starbucks:
7Ps
STP Strategy
Positioning map (compare to competitors)
SCA
Differentiation trough superior service

Zara:
7Ps
STP Strategy
Positioning map (compare to Inditex Group)
SCA
Differentiation trough superior service

LECTURE 3
(Market Positioning of Goods and Services)

Ali Baba:
7Ps
STP Strategy
Positioning map (of brands owned by company)
SCA
Differentiation trough superior service

Microsoft:
7Ps
STP Strategy
Positioning map (of brands owned by company)
SCA
Differentiation trough superior service

LECTURE 4
(Strategic Brand Management: Value aggregation to Goods and Services | Innovation
and New Product Development)

Virgin:
Apply conceptual Frameworks:
1. Major characteristics of a brand
2. Three Levels of Product
3. Metaphor and Brand
4. Innovation and New Product Development
5. New Product Development Process
In these frameworks where can we improve?
 Facebook:

Apply conceptual Frameworks:

1. Major characteristics of a brand
2. Three Levels of Product
3. Metaphor and Brand
4. Innovation and New Product Development
5. New Product Development Process
In these frameworks where can we improve?

LECTURE 6
(Managing Brand Reputation)

BP:
Crises Prevention (before)
Crises Management (during)
What’s the role of CEO?
What went wrong?
Present measures for improving

Shell:
Crises Prevention (before)
Crises Management (during)
What’s the role of CEO?
What went wrong?
Present measures for improving

LECTURE 7
(Branding Comms Policy: Goods and Services)

Apple:
Communication Strategy (Personality)
Traditional tool of Mkt (outbound) VS
New tool of Mkt (inbound)
Pricing Strategy
Measures for improvement

Nike:
Communication Strategy (Personality)
Traditional tool of Mkt (outbound) VS
New tool of Mkt (inbound)
Pricing Strategy
Measures for improvement