McCombs School of Business Fall 2010 The University of Texas at Austin 05105 Marketing 382 Strategic Brand Management MW 8:00 – 9:15 CBA 3.130 http://courses.utexas.edu Office Hours: Professor Leigh McAlister M/W 9:30-11 and by appointment CBA 7.228 leigh.mcalister@mccombs.utexas.edu TA: Jeremy Battier By appointment jeremy.battier@mba11.mccombs.utexas.edu Required Readings Course Reading Packet (CP): Required Available
Words: 4821 - Pages: 20
Adweek's coverage of the biggest (electronics) show on Earth Info Diet: Cyndi Lauper So Unusual reality star has some issues with privacy Search Brand Wins and Fails Vote here for the very best and worst brand extensions Headlines: Press: Terry Snow Retires as Bonnier … TV: Geico TV Ad Spoofs 'Portlandia… Tech: Internet Activist Aaron Sw artz… Ads & Brands: Trailer Mash 01-11-13 Dodge Goes Back to High School Dart to be featured prominently in Video Game High School Web show By Mike Shields January
Words: 1020 - Pages: 5
Creating Brand Equity in European Football What is brand and brand equity: A brand name is any word, device (design, sound, shape or color) or combination of these used to distinguish a sellers goods or services. Brand equity is the added value a brand name gives to a product beyond the financial benefits provided. What are the advantages of brand equity? There are two main advantages of brand equity: (1) Brand equity provides competitive advantage. For example Pixar is synonymous with
Words: 1428 - Pages: 6
#2: Mass-Produced Word of Mouth (PR) Builds Brands Branding Principle #3: Focused Brands are More Powerful Branding Principle #4: Differentiation is Key Branding Principle #5: The First Brand Advantage Branding Principle #6: Avoid Sub-brands at All Cost Branding Principle #7: Perception vs. Quality Branding Principle #8: Be Consistent and Patient Branding Principle #9: Write Out Your Brand Definition Discovering More Than Just Your Brand About the Author Table of Contents 2 Branding
Words: 11897 - Pages: 48
Case Analysis for Culinarian Cookware 2006-2010 March 28, 2010 Table of Contents Executive Summary Situational Analysis A. Environment I. Economic conditions and trends As evidenced by the case material, the US cookware market experienced growth by generating approximately $3.36 billion in revenues from 2002 to 2006. However, due to economic recession of the recent years (2008-present), cookware market faced new challenges and opportunities. The following developments appear
Words: 7858 - Pages: 32
Brand Management Fundamentals Brand managers plan, develop, and direct the marketing efforts for a particular brand or product. It is not uncommon for a brand manager to be responsible for coordinating activities of specialists in production, sales, advertising, promotion, research and development, marketing research, purchasing, distribution, package development, and finance. Brand managers are therefore seen as the key people behind the success of any brand or product. They are responsible
Words: 544 - Pages: 3
AMITY INTERNATIONAL BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH BRAND JOURNAL SUBMITTED TO- PROF. KOKIL JAIN SUBMITTED BY- ANUJ DIWAKAR ENROLLMENT NO- A1802011097 SECTION-C * Will Cinthol's new ad campaign be able to capture youth's attention? If Karen Lunel bathing under a waterfall gave Liril a shot in the arm, Vinod Khanna running on the seashore did the same
Words: 3610 - Pages: 15
and newspapers) to digital media * Social media allows interaction from the company to the consumers Brand Parity * Brands are being viewed as being equivalent * Shoppers will purchase within a group of accepted brands rather than choosing one specific brand. * When present= quality is not a concern and price is more important * There is a decline in brand loyalty Customer engagement * Marketers seek to engage customers * Contact points are important
Words: 1444 - Pages: 6
Advertising stragtegy of .. [pic] The brand ‘Fevicol’ – an introduction The Fevicol story began in 1959, when the Parekh Group floated Pidilite Industries to capitalize on the potential market for synthetic resin adhesives, or “white glue” in India. Pidilite Industries decided to enter into adhesive or white glue market in the country which is primarily consumed in woodworking. The primary application of white glue was in woodworking, with secondary applications in upholstery, flooring, and
Words: 1861 - Pages: 8
and innovation to that business strategy? i. Proctor and Gamble’s business strategy focuses on three main areas. This is to maintain the popular the popularity of its existing brands through advertising and marketing; the extension of its brand to related products by developing new products and the creation of new brands from scratch. To achieve these, the company aims to facilitate collaboration between researchers, marketers and managers. ii. By fostering interaction among employees P&G fosters
Words: 313 - Pages: 2
