✪✪✪✪✪ WANT VIDEO LIKE THIS ONE? ORDER IT HERE FROM INDUSTRY EXPERTS - http://bit.ly/2Uxpg5X ✪✪✪✪✪ ✪✪✪✪✪ The Audiopedia Android application, INSTALL NOW - https://play.google.com/store/apps/details?id=com.wTheAudiopedia_8069473 ✪✪✪✪✪ What is GLOBAL MARKETING? What does GLOBAL MARKETING mean? GLOBAL MARKETING meaning - GLOBAL MARKETING definition - GLOBAL MARKETING explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Global marketing is a firm's ability to market to almost all countries on the planet. With extensive reach, the need for a firm's product or services is established. The global firm retains the capability, reach, knowledge, staff, skills, insights, and expertise to deliver value to customers worldwide. The firm understands the requirement to service customers locally with global standard solutions or products, and localizes that product as required to maintain an optimal balance of cost, efficiency, customization and localization in a control-customization continuum to best meet local, national and global requirements to position itself against or with competitors, partners, alliances, substitutes and defend against new global and local market entrants per country, region or city. The firm will price its products appropriately worldwide, nationally and locally, and promote, deliver access and information to its customers in the most cost-effective way. The firm also needs to understand, research, measure and develop loyalty for its brand and global brand equity (stay on brand) for the long term. At this level, global marketing and global branding are integrated. Branding involves a structured process of analyzing "soft" assets and "hard" assets of a firm's resources. The strategic analysis and development of a brand includes customer analysis (trends, motivation, unmet needs, segmentation), competitive analysis (brand image/brand identity, strengths, strategies, vulnerabilities), and self-analysis (existing brand image, brand heritage, strengths/capabilities, organizational values). Further, Global brand identity development is the process establishing brands of products, the firm, and services locally and worldwide with consideration for scope, product attributes, quality/value, uses, users and country of origin; organizational attributes (local vs. global); personality attributes (genuine, energetic, rugged, elegant) and brand customer relationships (friend, adviser, influencer, trusted source); and importantly symbols, trademarks metaphors, imagery, mood, photography and the company's brand heritage. In establishing a global brand, the brand proposition (functional benefits, emotional benefits and self-expressive benefits are identified, localized and streamlined to be consistent with a local, national, international and global point of view. The brand developed needs to be credible. A global marketing and branding implementation system distributes marketing assets (website, social media, Google PPC, PDFs, sales collateral, press junkets, kits, product samples, news releases, local mini-sites, flyers, posters, alliance and partner materials), affiliate programs and materials, internal communications, newsletters, investor materials, event promotions and trade shows to deliver an integrated, comprehensive and focused communication, access and value to the customers, that can be tracked to build loyalty, case studies and further establish the company's global marketing and brand footprint.
Views: 18396 The Audiopedia
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: 14672 L'Oréal Talent
An introduction to the subject of The Global Marketing Mix in the connection with an organisation's internationalisation process. Some factors affecting an organisation's decisions regarding standardisation and adaptation of the Marketing Mix are introduced and evaluated using an example. This video is aimed at marketing management students.
Views: 44229 Tine Wade
The ranking video compare Top 15 Best Global Brands since 2000. It comparing brand value calculated by Interbrand. Datasource: https://www.interbrand.com/ Method: https://www.interbrand.com/best-brands/best-global-brands/methodology/ Music: Thatched Villagers Kevin MacLeod (incompetech.com) Five Armies Kevin MacLeod (incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License http://creativecommons.org/licenses/by/3.0/
Views: 7102136 TheRankings
Coca-Cola is the biggest non-technology company in the world. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1.9 billion servings a day. Whats the secret behind their success? With only 4 billion dollars being invested into their advertising, it has allowed Coke's advertising team to experiment and released its fare share of interesting campaigns.
Views: 405501 ThoughtCatalyst
This video is on Starbucks... a Global coffee serving brand. Customers speak why do they prefer Starbucks over all other coffee shops.
Views: 9612 Manish Pandit
Don Schultz, professor emeritus at Northwestern University and a pioneering thinker in the discipline of integrated marketing and communications, spoke with BrandingBusiness Founding Partner Ryan Rieches. The two discuss how marketing concepts are changing in the digital, interactive and interconnected world and how sales and marketing professionals must be forward focused to reach today’s more informed consumers.
Views: 64 BrandingBusiness
Mashable went to Amsterdam to talk with Heineken's brand marketing team about its branding initiatives. "YouTube liberates the marketer," says Gianluca Di Tondo, Heineken's senior global brand director. "You're free from the straightjacket of a 30-second TV commercial and you can leverage power of creative to the max."
Views: 17152 Mashable Brand X
Check out the Biggest Challenges that Global Brands face in Reaching the Global Consumer today. Roberto Sastre, General Manager, Western Europe Lionbridge, gives us the Lowdown.
Views: 72 Lionbridge Dublin
✪✪✪✪✪ WANT VIDEO LIKE THIS ONE? ORDER IT HERE FROM INDUSTRY EXPERTS - http://bit.ly/2Uxpg5X ✪✪✪✪✪ ✪✪✪✪✪ The Audiopedia Android application, INSTALL NOW - https://play.google.com/store/apps/details?id=com.wTheAudiopedia_8069473 ✪✪✪✪✪ 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: 19567 The Audiopedia
Check out these books about Steve Jobs: * Steve Jobs: https://amzn.to/2PGH3nM * The Presentation Secrets of Steve Jobs: https://amzn.to/2JB1j55 * Becoming Steve Jobs: https://amzn.to/2QgZKf8 * Steve Jobs: The Man Who Thought Differently: https://amzn.to/2AHIqdQ * Steve Jobs (Movie): https://amzn.to/2CZgLq3 Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world. * Join my BELIEVE newsletter: http://www.evancarmichael.com/newsletter/ Transcript: To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us. Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe. But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back! The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows. The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product. But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!! And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about! Apple spends a fortune on advertising — you’d never know it….you’d never know it! So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals). And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?” And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases. But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe! And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do! And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value! A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that. But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today. ENGAGE * Subscribe to my channel: http://www.youtube.com/subscription_center?add_user=Modelingthemasters * Leave a comment, thumbs up the video (please!) * Suppport me: http://www.evancarmichael.com/support/ CONNECT * Twitter: https://twitter.com/evancarmichael * Facebook: https://www.facebook.com/EvanCarmichaelcom * Google+: https://plus.google.com/108469771690394737405/posts * Website: http://www.evancarmichael.com EVAN * About: http://www.evancarmichael.com/about/ * Products: http://www.evancarmichael.com/zhuge/ * Coaching: http://www.evancarmichael.com/movement/ * Speaking: http://www.evancarmichael.com/speaking/
Views: 1469636 Evan Carmichael
Top 15 BEST global brands ranking for the last 19 years, between 2000 and 2018. Watch big name tech companies take-over at the end! 🎯 Learn more about marketing and brand development 🎯 📖 How Brands Grow: What Marketers Don't Know: https://amzn.to/2GYGpxe 📖 The Tipping Point: How Little Things Can Make a Big Difference : https://amzn.to/2EqIGjd 📖 The Goal: A Process of Ongoing Improvement: https://amzn.to/2GZUsCD Brand value calculated by Interbrand. Datasource: https://www.interbrand.com/ Method: https://www.interbrand.com/best-brands/best-global-brands/methodology/ Music: Thatched Villagers Kevin MacLeod (incompetech.com) Five Armies Kevin MacLeod (incompetech.com) Licensed under Creative Commons: By Attribution 3.0 License https://creativecommons.org/licenses/by/3.0/
Views: 6909 Go Long Investing
In this episode of Brand Matters, we travel to our office in Shanghai to talk with Jolin Guan, associate strategy director, about the five common mistakes global brands can make when entering the Chinese market, and how global brands can navigate the space. For more insights that inspire, check out our blog: http://www.siegelgale.com/views Siegel+Gale is a global strategic branding firm based in New York, Los Angeles, San Francisco, London, Dubai, and Shanghai: http://www.siegelgale.com
Views: 2313 Siegel Gale
This video examines the global expansion of Starbucks, from a small shop in Seattle Washington to a globalized brand. We do not claim rights to any of the music or video clips, this compilation was created purely for class assignment purposes.
Views: 127305 MaryEBryant
Many of our readers have asked: Why is Vietcetera primarily in English? There’s one big reason. Vietcetera’s goal is to tell the untold stories of the new, emerging Vietnam to a global audience. Read more online: https://goo.gl/mxPRPQ -------------------------------------------------- Got a story idea for us? Shoot us an email at [email protected] Instagram: https://goo.gl/gbcme7 Facebook: https://goo.gl/wp7ycT Visit us online: https://goo.gl/EfUB7N Music: DJ Quads: https://soundcloud.com/aka-dj-quads
Views: 1249 Vietcetera Media
Marketing in the 21st Century - ESP Marketing for Professionals by David Stig Hansen Read it FREE: bit.ly/1nn9uVr Dialogues : Do you want English captions/subtitles? Go here: http://www.goo.gl/E51KQJ www.facebook.com/davidstighansen Patreon : www.patreon.com/davidstighansen #secretsofspokenenglish #thesecretsofspokenenglish www.facebook.com/thesecretsofspokenenglish/ 你從來沒有教過連音 1. The History of Marketing 0:18 2. High Paying Marketing Jobs 9:57 3. Marketing Job Interview 11:30 4. Marketing Job Interview #2 12:35 5. First Day at the Office in the Marketing Department 13:33 6. What is a Marketing Plan? 15:40 7. Creating a Marketing Plan 1: The AOSTC Stages 16:55 8. Creating a Marketing Plan: Product Positioning 18:36 9. Setting SMART Objectives in a Marketing Plan 20:30 10. What is Market Research? 22:12 11. Types of Market Research 24:02 12. Running a Focus Group - Analyzing a Market Segment 26:35 13. Market Research - Ways to distribute surveys 28:06 14. Branding and Product Development 30:00 15. Product Development 31:25 16. Direct Sales Advertising Techniques 33:45 17. Advertising Channels in a Mass Market 34:45 18. Conflicting Distribution Channels 36:40 19. How to Solve a Distribution Problem 38:00 20. Distribution Channel Mismanagement 40:20 21. How to Write a Press Release Part 1 41:58 22. How to Write a Press Release Part 2 43:45 23. How to distribute a Press Release Part 1 45:28 24. How to Distribute a Press Release Part 2 46:38 25. Tourism , Hospitality and the MICE Industry 47:52 26. Planning for a trade show Part 1 49:00 27. How to plan for a Trade Show Part 2 51:14 28. Local Marketing and harnessing Repeat Business 3:14 29. Global, International and Local Marketing 5:09 30. International Marketing Fails 8:21 31. Thirty-three Marketing Acronyms You Need to Know 53:25 word-of-mouth wom wholesalers warehouse vision viral view values value user universal unique ui tv traditional trade tourism tour top through theme the testing test television telephone telemarketing telegraph technically targeting target tactics swot surveys survey supply suppliers supervises success stunt street strategy strategies stores stereotypes stars stands stakeholders stages spot sponsoring spamming social smb smarketing sla signs signage show shops service served seo sender sellers segmentation segment secondary seasonal score scale sales saas roi rivalry risk reward revenue retweet return retention retailers retail results response respondent research representatives reports remarketing relations recurring rebranding rebrand rational rate radio quotes questionnaire quantitative quality qualitative qualified qr purchasing publicity publications public psychographics ps proof promotional promotion promoter profitable profit profile professional products product problem printing print primary pricing price press prelaunch pr ppc posters positioning position porter’s planning place pest performance perceptions penetration pay-per-click path packaging outlet outdoor optimization on-page offer off-page objectives nps no-follow niche news new net mtg mrr moderator model mix mission metrics merchandise media maturity marketing market marcom manufacturing manufacturer management majority mailing mail mags magazine ltv ltv loyalty long-tail logos lodging local link line lifecycle licensing levels letters lead launch late last landing kpi keyword joint investment introduce international interface insights innovators infographic industry individual indicator inbound in implementation impact image identity idea hospitality home high-street high guide growth group green grass goals global generic generation generate funnel full from friction free franchises four form forecasting forces for focus flier five findings feed feasible fair facilities facebook exposition export expectation existing exhibition exclusivity event environment entry engagement endorsement email editorial economy economies economic ebook dynamic distribution discount direct digital differentiation differentiate demographics demand deliverables data cycle customer current ctr css csr cruise crowdsourced cross cro crm creation cpl cow coverage cost-per-lead cost cos corporate conversion contract context content contacts consumer concept competitor competition company cms closed-loop clicked click-through click churn charge channels channel change chain ceo cause-related catalogue casl cash can-spam campaign call-to-action cac cac c2c buzz buyers buyer business-to-consumer business-to-business business bundles bulk branding branded brand bounce booth blogging billboards benchmarking banner b2c b2b audience associate approve application appeal api analyze analytics analysis aida agent agency agencies advertising adopters ad activities acronym acquisition a/b 101
Views: 2605 Twenty Years in Taiwan
http://602communications.com/ Dig deep inside Nike branding campaigns and you'll discover a very simple archetype story. By repeating this one story over and over, Nike marketing strategy delivers a powerful shot of customer self-esteem. In this speech from the IMark marketing conference in Iceland, emotional marketing speaker Graeme Newell reveals the five-step formula that keeps Nike branding at the top of the list of the world's most powerful marketers. I love Nike. I love Nike advertising, Nike ads, Nike commercials, Nike marketing strategy, Nike branding, and Nike brand strategy. I love all of it, and I love it a lot. What's more, I'm not alone. Nike ads have built the Nike brand into a juggernaut that appeals to almost every single man, woman, and child on this planet. Nike Advertising Power Why does Nike branding work so well? Nike advertising is full of excitement and everything that makes a good sporting-goods ad, but Nike ads are nearly unique in how good they are. So what is the deal with Nike marketing strategy that makes them so great? It's the message that is contained in Nike commercials and every piece of Nike branding that goes out. Nike advertising revolves around a single, universal emotion that is felt the same by nearly everyone on the planet. The idea of struggle and determination is what gives Nike commercials their fire. And every piece of Nike branding revolves around this thing How Nike Ads Capitalize on Archetypes If it told you that Nike marketing strategy is thousands of years old, you probably wouldn't believe me. However, Nike branding, like their name (originating from the Greek Goddess of Victory Nike) is as old as the Greek Civilization. Great works like the Iliad and the Odyssey revolve around the archetype of the hero. The hero is someone who faces a great foe, one who is seemingly insurmountable, and through dedication and perseverance, prevails. Nike brand strategy truly does hail from the time of the ancient Greeks, and there's a reason it still works. This is because the feelings that Nike commercials evoke are feelings that all humans have. The heroes in Nike advertising are universal heroes, regardless of age, race, gender, or anything else. The Real Message of Nike Commercials Nike commercials show all sorts of ripped, young men and women pushing themselves to the limits against a foe, but what are Nike ads really portraying? They're portraying you and me. Nike brand strategy knows that everyone sees the hero in themselves. Nike branding understands that even though we aren't slaying dragons or rescuing princesses, just getting out of bed in the morning to go to the gym, to work, to school, or anything else, is as trial in and of itself, and Nike commercials are all over that. How Nike Brand Strategy Comes Out in Nike Commercials Nike branding relies on a five-step formula to really drive the Nike marketing strategy home in Nike commercials. Nike ads, with very few exceptions, follow this five step formula in one way or another. The five step formula in Nike advertising is how they show the various stages that the hero must go through in order to fulfil his quest. Nike branding simply channels the story of the hero, one that has been told for millennia, into Nike ads and watches the brand explode. The 5-Steps Nike Branding Uses in Nike Ads Nearly every piece of Nike advertising follows the 5-step formula of Nike branding. First, Nike ads show first to the challenge, in the zone, doubt and suffering, rededication, and finally, victory. Nike branding uses these five steps to universally appeal to men, women, and children all over the world, and to great effect. What Each Step in Nike Marketing Strategy Means Key to Nike ads are the five steps. Nike commercials tend to begin with someone being the first to the challenge, first to the plate, the first up. This is how Nike brand strategy demonstrates first to the challenge. Nike branding then shows the person in the zone, working hard at whatever it is they're doing, and then comes the doubt and suffering. It's at this point in Nike ads that we are unsure if the main character is going to make it through, but then Nike marketing strategy kicks back in with rededication. The character rededicates herself to the goal, and attains victory. So to recap: -Nike advertising is a powerhouse because it taps the deepest emotions we feel as a species -One of these emotions is that of the hero, an archetype that human beings all over the world can all feel -Nike commercials do this by using a 5-step formula that shows the hero overcoming great struggles. http://602communications.com/
Views: 136722 Graeme Newell
Diageo's Marketing Centre of Excellence in Amsterdam is home to the teams that lead our global marketing strategies for some of our biggest brands. Hear from the Marketing Directors of Johnnie Walker, Ketel One, Haig Club and Zacapa, and their teams, talk about why it’s the products and brands themselves, their heritage, quality and story, which make a career in marketing with Diageo so fulfilling.
Views: 7726 Diageo
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: 41654 Edwin Dearborn
Top 10 EPIC Advertising Translation Fails Subscribe: http://goo.gl/Q2kKrD // TIMESTAMPS BELOW ----------------------- CELEBRATE 10 YEARS OF WATCHMOJO WITH OUR SPECIAL EDITION MAGAZINE, LINKS BELOW! Have you ever wondered about the worst foreign ad translation fails? Whether it’s the Ford Pinto translating to “small penis” in Brazilian Portuguese, the California Milk Processor Board asking people if they’re lactating, Nokia calling their cell phone a prostitute or KFC telling people to eat their fingers off, some famous companies have made epic fails in global branding. WatchMojo counts down ten international marketing mistakes that involve translation fails. If you want to check out more stupid publicity stunts, watch out videos on the Top 10 Marketing Fails: Coke, Ford Netflix: https://youtu.be/hxRqKgjD3vY, Top 10 Misleading Marketing Tactics: https://youtu.be/M-HrTC8QCbM and Top 10 Stupid Video Game Publicity Stunts: https://youtu.be/xLOfBFB7XAE. 00:26 #10: HSBC Bank: “Do Nothing” 01:10 #9: Nokia: “Prostitute” 01:47 #8: California Milk Processor Board: “Are You Lactating?” 02:33 #7: KFC: “Eat Your Fingers Off!” 03:26 #6: Ford Pinto: “Small Penis” 04:17 #5: Green Giant: “Intimidating Green Ogre” 05:05 #4: Braniff International Airways: “Fly Naked” 05:50 #3, #2 & #1 ???? Special thanks to our users Shawn mark and FastTquick for suggesting this idea! Check out the voting page at http://watchmojo.com/suggest/Top%20Ten%20Epic%20Product%20Translation%20Fails Our Magazine!! Learn the inner workings of WatchMojo and meet the voices behind the videos, articles by our specialists from gaming, film, tv, anime and more. VIEW INSTANTLY: http://goo.gl/SivjcX WatchMojo's Social Media Pages http://www.Facebook.com/WatchMojo http://www.Twitter.com/WatchMojo http://instagram.com/watchmojo Get WatchMojo merchandise at shop.watchmojo.com WatchMojo’s ten thousand videos on Top 10 lists, Origins, Biographies, Tips, How To’s, Reviews, Commentary and more on Pop Culture, Celebrity, Movies, Music, TV, Film, Video Games, Politics, News, Comics, Superheroes. Your trusted authority on ranking Pop Culture.
Views: 171289 WatchMojo.com
An analysis comparing the marketing strategies of Dunkin' Donuts, a global brand, in the US and Colombian markets
Application Video for Adidas 2019 FTP Program (Global Brands Marketing) Hope you enjoy! *Full CC included and transcription + credits provided below* Check out my 2018 FTP Global Brands Marketing Sustainable Business Challenge Video: https://www.youtube.com/watch?v=C4S-tH500gE&t=1s Linkedin: https://www.linkedin.com/in/gollomoreno/ Twitter: https://twitter.com/asapgollo Special thanks to my talented friend Connor Jalbert (https://www.instagram.com/connor_jalbert/?hl=en) for collaborating with me on this edit. ------------------------------------------------------------------------------------------------------------------------------------------------------------- Credits: Script, Production, Video direction: Gollo Moreno Video Shoot + Editing Support: Connor Jalbert Song: “pink.” – pluko Locations (in order of first appearance): • Green Lake – Seattle, WA • Capitol Hill – Seattle, WA • Caimito, Panama (shot by my cousin, Kaled Moreno) • Microsoft HQ – Redmond, WA • Lawnstock Music Festival, Western Washington University – Bellingham, WA (festival I helped put on during my time with AS Productions.) • Summer’s End Music and Arts Festival – Bellingham, WA (festival I volunteer with) Entire outfit: Adidas ** Full Transcript: "Hey Adidas FTP Team, it’s great to see you again. You may remember me my video last year where I shared my idea to bring sustainability at Adidas to the next level through a Peace Corps-inspired program called Sole 2 Soul…and with the help of my friend and family and friends, I was able to bring this idea to life And I had a blast doing it. This time around, I want to share what I have been up to since we last spoke and also delve a little deeper into why Adidas, its mission, and this program means so much to me. So, let's go! Since we last spoke, I was promoted to Social and Blog Program Coordinator for Microsoft's Cloud and Enterprise marketing team. It's been an incredible opportunity, which I've taken my past experiences to the next level - working with amazing people and a global brand, focused to the core on empowering every person to do more, but you can read that all in my CV. The real question is, why Adidas…And why me? To be a part of a team of individuals who are so undeniably passionate about not just their work, but also their team and their mission to change their world through the power of sport - well that's my dream. I care deeply about my work and the people I'm working with and the lives I'm impacting. So to be able to work with a company like Adidas, who I care about so passionately about and admire from a brand perspective so much, would truly be a culmination of everything I've done to this point. I feel it in my heart, and I feel it in my soul and I hope we can work together soon. Thank you."
Views: 320 Gollo Moreno
Jerome Joseph, CSP, GSF is a Global Speaker on Branding, Internal Branding, Personal Branding and Branded Customer Experience. He has spoken in 34 countries and has impacted over a 1000 brands. With his background as CEO of listed brand agency, Jerome Joseph brings real life practical experience of over 22 years as a consultant & thought leader, to his keynotes and workshops. This Speaker Preview video showcases some of the events that Jerome has spoken at and features elements of Jerome's style: Strong Story Telling, Emotional Engagement, Audience Participation and Practical Content. Contact him at: www.jeromejoseph.com to find out more about his Keynotes Email: [email protected] Brand Consulting: www.thebrandtheatre.com Brand Training: www.theglobalbrandacademy.com
Views: 3730 Jerome Joseph
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.
Views: 6448 Yale School of Management
Diageo's Marketing Director shares the key techniques for making a global brand appeal to regional customers across Asia, how to adapt to the nuances and in turn taking the local techniques global. - Siew-Ting Foo, Marketing Director, SE Asia, Diageo Asia Pacific
Views: 2009 Festival of Media
The Academy of Marketing’s 10th Global Brand Conference was hosted by the Turku School of Economics on 27-29 April, 2015. The conference theme, Creative brand and design, highlighted innovativeness and the pivotal role of design in the development of brands and in business in general.
Views: 435 Turun yliopisto
Members joined us for an intriguing salon discussion with the CMO of Cadillac, Uwe Ellinghaus, as we learned How to Transform a Global Brand. Uwe is a leading expert with unparalleled experience in elevating the world’s foremost brands for luxury consumers. His insights, gained from years at Cadillac and BMW, informed us how to create and market world-class products and services. Uwe took leadership of Cadillac marketing at the beginning of the biggest transformation in the brand's 115-year history. He began a comprehensive effort to re-shape the iconic brand into one that changes perceptions among luxury consumers – including the increasing number of young luxury customers around the globe. Key accomplishments include moving the company’s headquarters to NYC, executing a new communications strategy, opening Cadillac House, and showcasing the next generation of innovators in fashion, film, and technology.
Views: 152 IVY
Top Internet marketing coach Fione Tan interviews Branding Consultant Jon Tan with 20 years of branding experience and expertise, and as to why he wanted to join eOneNet's Internet marketing coaching program, and his website has already got page one ranking in Google after the course!
Views: 291 eOneNet Fione
Mark-Hans Richer, Senior Vice President and Chief Marketing Officer for #96 Best Global Brand Harley-Davidson talks about the rebel attitude at the heart of the brand and how customers around the world are living the Harley lifestyle. For more from Interbrand's Best Global Brands 2013 report, visit http://www.bestglobalbrands.com.
Views: 2187 Interbrand
►Subscribe to the Financial Times on YouTube: http://bit.ly/FTimeSubs Marking 10 years of the BrandZ Top 100 Most Valuable Global Brands ranking, WPP chief Sir Martin Sorrell and marketing heads from Coca-Cola, L'Oréal, Orange and SAP look at the impact on brand value of technology, emerging markets and millennial consumers. ► FT Technology News: http://bit.ly/1LNlR4g ► FT Global Economy: http://bit.ly/1J5mmqH ► Bullitt Bets on Brands: http://bit.ly/1GI1reE
Views: 5935 Financial Times
Ajit Sivadasan, VP/GM Lenovo.com This is short discussion wherein Ajit outlines the brand transition of Lenovo from being a Chinese Brand to becoming a Global Player. Ajit outlines the importance of new age marketing strategies to effectively find marketing spaces to expand globally. Learn more about these insights such as pull marketing and creating consumer dialogue as arbitrage strategies for global success.
Views: 630 Brand2Global Conference
Mr Martin Roll is a world-renowned thought-leader on value creation through brand equity driven by tremendous global experience and insights. He facilitates business leaders and organizations to think bold for future strategies. By focusing on building and managing successful businesses through iconic brands, Martin Roll helps boardrooms to enhance shareholder value and create sustainable competitive advantage. At TEDxNUS 2010 he gives the audience 5 perspectives about what makes a global brand and why building a global brand has become a need in today's competitive world. By using examples from leading brands he shows the importance of some of the factors like marketing, mindset of the managers of the business, innovation etc. He also talks about the evolution of Asia as a market for leading brands over the past 10 years.
Views: 5171 TEDx Talks
Sign up for our newsletter and never miss an episode: http://bit.ly/TEDEdNewsletter With humor and persistence, filmmaker Morgan Spurlock dives into the hidden but influential world of brand marketing on his quest to make a completely sponsored film about sponsorship. (And yes, onstage naming rights for this talk were sponsored too. By whom and for how much? He'll tell you.) Talk by Morgan Spurlock.
Views: 4315600 TED-Ed
I often hear talk from those that focus on global branding while others keep their efforts fixed on local marketing. The thing is, everyone has both. While a Fortune 500 company may indeed have a brand that blankets the entire country, and even other countries, it should not take its attention away from its local reputation. Further, it should not assume that its local reputation is the same as the one it manages around the world. Your local reputation can be determined by the employees that work at a specific local office or store. And, it can help and hurt. In Repped, I talk about how The Mattress Firm was my last choice for mattress shopping due to what I had read about the national brand. However, when I finally shopped there, the location nearest to me was outstanding in their assistance and treatment of me as a customer. That's just one example of how a national or global brand can have a different local reputation. Location, pricing, cultural nuances, neighborly recommendations, even how cutthroat your competition, can all affect how you are perceived, and reviewed, locally. And, if you're a local, small business, the opposite is also true of you. I've lost track of the number of small businesses that I have seen receive national news coverage--good and bad--because of something they did at a small bricks-and-mortar store, located at a town with just one stoplight! Do not dare confine your reputation management to just one view: global, national, or local. Instead, monitor all of them. Learn where you earn praise. Understand what leads to criticism. Embrace each, learn from each, and your reputation will benefit immensely!
Lynn Carpenter, Vice President of Marketing, Visit California Dan Mishell, Director of Research, Visit California Jennifer Dyke, Research Director, Hall & Partners Get detailed results of research conducted by Visit California in 11 countries. Findings include travelers' awareness and perceptions of California vs. key competitors, top motivators and barriers to travel, and information sources used at each stage of the travel planning cycle.
Views: 165 VisitCANews
3D Projection on the Pharo in Marseille and live concert with Justice, DJ Medhi and Busy P. adidas unveils its latest global brand campaign. This is the first time that the company has created a campaign leveraging the adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands, ensuring that it is the most diverse and all-encompassing glimpse into the brand ever. The "all adidas" campaign takes place throughout 2011 in a mix of environments from sport to music, lifestyle to fashion with different elements rolling out over the year. Available video on www.thenewsmarket.com and www.adidas.synapticdigital.com includes various event locations highlights as well as a global highlight package.
Views: 5080 DelanoDigital