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The Brand Report Card, HBR

Gerencia de Mercadeo
Profesor David Garcia T.
Branding

Professor David Garcia T. Professor David Garcia T. 2

1 2
Source: The Brand Report Card

Professor David Garcia T. 3 Professor David Garcia T. 4

3 4

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Professor David Garcia T. 5 Professor David Garcia T. 6

5 6

Professor David Garcia T. 7 Professor David Garcia T. 8

7 8

2
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Professor David Garcia T. 9 Professor David Garcia T. 10

9 10

Professor David Garcia T. 11 Professor David Garcia T. 12

11 12

3
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Professor David Garcia T. 13 Professor David Garcia T. 14

13 14

Professor David Garcia T. 15 Professor David Garcia T. 16

15 16

4
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Professor David Garcia T. 17 Professor David Garcia T. 18

17 18

Professor David Garcia T. 19 Professor David Garcia T. 20

19 20

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Professor David Garcia T. 21 Professor David Garcia T. 22

21 22

Professor David Garcia T. 23 Professor David Garcia T. 24

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Source: Interbrand Best Global Brands 2017

Professor David Garcia T. 25 Professor David Garcia T. 26

25 26

Source: Interbrand Best Global Brands 2018 Source: Interbrand Best Global Brands 2018

Professor David Garcia T. 27 Professor David Garcia T. 28

27 28

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Professor David Garcia T. 29 Professor David Garcia T. 30

29 30

Professor David Garcia T. 31 Professor David Garcia T. 32

31 32

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Professor David Garcia T. 33 Professor David Garcia T. 34

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https://www.wimp.com/audis-new-automatic-car-parking-system/

Professor David Garcia T. 35 Professor David Garcia T. 36

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Professor David Garcia T. 37 Professor David Garcia T. 38

37 38

Professor David Garcia T. 39 Professor David Garcia T. 40

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Professor David Garcia T. 41 Professor David Garcia T. 42

41 42

Professor David Garcia T. 43 Professor David Garcia T. 44

43 44

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Professor David Garcia T. 45 Professor David Garcia T. 46

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Professor David Garcia T. 47 Professor David Garcia T. 48

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Professor David Garcia T. 49 Professor David Garcia T. 50

49 50

Professor David Garcia T. 51 Professor David Garcia T. 52

51 52

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Professor David Garcia T. 53 Professor David Garcia T. 54

53 54

Professor David Garcia T. 55 Professor David Garcia T. 56

55 56

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Professor David Garcia T. 57 Professor David Garcia T. 58

57 58

Professor David Garcia T. 59 Professor David Garcia T. 60

59 60

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Gerencia de Mercadeo
Profesor David Garcia T.
Product Strategy

Professor David Garcia T. 61 Professor David Garcia T.

61 62

REVIEW QUESTIONS Marketing Malpractice, HBR

1. How do the product-dominant and service-dominant approaches to • They faced a long, boring commute
marketing differ? and needed something to make the
drive more interesting. They
2. Do “product-dominant” and “product-oriented” mean the same weren’t yet hungry but knew that
thing? they would be by 10 AM; they
3. What is the difference between a technology platform and a product wanted to consume something
line? now that would stave off hunger
until noon. And they faced
4. Does a product line have to be built on one technology platform? constraints: They were in a hurry,
5. What is the difference between product depth and product breadth? they were wearing work clothes,
and they had (at most) one free
hand.

Professor David Garcia T. 63 Professor David Garcia T. 64

63 64

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Get the Job Done

• Notice that knowing how to
improve the product did not
come from understanding the
“typical” customer. It came from
understanding the job. Need
more evidence?

Professor David Garcia T. 65 Professor David Garcia T. 66

65 66

Sell the problem you

solve, DO NOT sell
the product you make

Professor David Garcia T. 67 Professor David Garcia T. 68

67 68

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Professor David Garcia T. 69 Professor David Garcia T. 70

69 70

Professor David Garcia T. 71 Professor David Garcia T. 72

71 72

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Professor David Garcia T. 73 Professor David Garcia T. 74

73 74

Professor David Garcia T. 75 Professor David Garcia T. 76

75 76

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Professor David Garcia T. 77 Professor David Garcia T. 78

77 78

Professor David Garcia T. 79 Professor David Garcia T. 80

79 80

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Professor David Garcia T. 81 Professor David Garcia T. 82

81 82

Professor David Garcia T. 83 Professor David Garcia T. 84

83 84

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Professor David Garcia T. 85 Professor David Garcia T. 86

85 86

Professor David Garcia T. 87 Professor David Garcia T. 88

87 88

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Professor David Garcia T. 89 Professor David Garcia T. 90

89 90

Professor David Garcia T. 91 Professor David Garcia T. 92

91 92

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Professor David Garcia T. 93 Professor David Garcia T. 94

93 94

CHAPTER 15

Professor David Garcia T. 95 Professor David Garcia T. 96

95 96

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Professor David Garcia T. 97 Professor David Garcia T. 98

97 98

Professor David Garcia T. 99 Professor David Garcia T. 100

99 100

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Professor David Garcia T. 101 Professor David Garcia T. 102

101 102

Professor David Garcia T. 103 Professor David Garcia T. 104

103 104

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Nokia 8110 4
Professor David Garcia T. 105 Professor David Garcia T. 106

105 106

Professor David Garcia T. 107 Professor David Garcia T. 108

107 108

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SAMSUNG

Professor David Garcia T. 109 Professor David Garcia T. 110

109 110

Professor David Garcia T. 111 Professor David Garcia T. 112

111 112

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Professor David Garcia T. 113 Professor David Garcia T. 114

113 114

Professor David Garcia T. 115 Professor David Garcia T. 116

115 116

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Hyunday G90

Professor David Garcia T. 117 Professor David Garcia T. 118

117 118

Source: Marketing Malpractice, HBR

Base on Marketing Malpractice, HBR Professor David Garcia T. 119 Professor David Garcia T. 120

119 120

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Professor David Garcia T. 121 Professor David Garcia T. 122

121 122

Professor David Garcia T. 123 Professor David Garcia T. 124

123 124

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Professor David Garcia T. 125 Professor David Garcia T. 126

125 126

Product Strategy Matrices: McKinsey/General

Product Strategy Matrices: BCG Matrix
Electric Matrix

19 19
Professor David Garcia T. 127 Professor David Garcia T. 128

127 128

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Matrices de la Estrategias de Producto: Matriz

Product Strategy Matrices: Ansoff Matrix
BGC

19
19 Professor David Garcia T. 129 Professor David Garcia T. 130

129 130

Matrices de la Estrategias de Producto: Matriz Matrices de la Estrategias de Producto: Matriz

McKinsey/General Electric Ansoff

19
Professor David Garcia T. 131 19 Professor David Garcia T. 132

131 132

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Gerencia de Mercadeo
Profesor David Garcia T.
Distribution Strategy

Professor David Garcia T. 133 Professor David Garcia T.

133 134

Professor David Garcia T. 135 Professor David Garcia T. 136

135 136

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Professor David Garcia T. 137 Professor David Garcia T. 138

137 138

Professor David Garcia T. 139

139

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