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Royal Holloway Enterprise Academy Big Brand Marketing (by Royal Marketing)
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You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
The prep
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
The prep The plan
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
The prep The plan
The action
Buyer personas (segments) Picture Goals Questions Title Needs Interests Profile Wants Social media Characteristics Frustrations ?
Customers Competitive landscape
Customers Competitive landscape
Who What
Where When How
Strengths Weaknesses
Opportunities Threats
name + logo + ... = identity
Branding Marketing strategy
Abstract Concrete
Amazon Apple Google iPhone mySupermarket
name + logo + ... = identity
1. Brainstorm with different people 2. Secure 5 – 10 ideas 3. Test them 4. Choose 1, then repeat until satisfied Remember: Identity represents the value that you give to your customers.
Branding Marketing strategy
name + logo + ... = identity
1. Brainstorm with different people 2. Secure 5 – 10 ideas 3. Test them 4. Choose 1, then repeat until satisfied Remember: Identity represents the value that you give to your customers.
Branding Marketing strategy
• Mission, vision • Target customers • USP • Product • Price + positioning • Place • Promotion
Branding Marketing strategy
• Mission, vision • Target customers • USP • Product • Price + positioning • Place • Promotion
Branding Marketing strategy
Product Price Place Promotion People Processes Physical evidence
Low quality
High quality
High price Skimming Premium
Low price Economy Penetration
Product Price Place Promotion People Processes Physical evidence
Product and price are your main tools to differentiate yourself from other companies.
Low quality
High quality
High price Skimming Premium
Low price Economy Penetration
Product Price Place Promotion People Processes Physical evidence
Producer
Wholesaler
Retailer
Consumer
Product Price Place Promotion People Processes Physical evidence
Producer
Wholesaler
Retailer
Consumer
Producer
Retailer
Consumer
Product Price Place Promotion People Processes Physical evidence
Producer
Wholesaler
Retailer
Consumer
Producer
Retailer
Consumer
Producer
Consumer
Product Price Place Promotion People Processes Physical evidence
Producer
Wholesaler
Retailer
Consumer
Producer
Retailer
Consumer
Producer
Consumer
All distribution methods have advantages and disadvantages, and can be used in conjunction with each other.
Product Price Place Promotion People Processes Physical evidence
Target customer
segment(s) Goals + KPIs
A CAMPAIGN :
Product Price Place Promotion People Processes Physical evidence
Target customer
segment(s)
Advertising
Promotions
PR
Personal selling
Direct Marketing
Digital
Goals + KPIs
A CAMPAIGN :
Product Price Place Promotion People Processes Physical evidence
Target customer
segment(s)
Advertising
Promotions
PR
Personal selling
Direct Marketing
Digital
Goals + KPIs
Integration
Execution
A CAMPAIGN :
Product Price Place Promotion People Processes Physical evidence
Target customer
segment(s)
Advertising
Promotions
PR
Personal selling
Direct Marketing
Digital
Goals + KPIs
Integration
Execution
Tracking
A CAMPAIGN :
Product Price Place Promotion People Processes Physical evidence
Target customer
segment(s)
Advertising
Promotions
PR
Personal selling
Direct Marketing
Digital
Goals + KPIs
Integration
Execution
Tracking
A CAMPAIGN :
Each campaign should have different goals and target segments. They can, however, use the same channels. The more targeted a campaign, the more effective.
Product Price Place Promotion People Processes Physical evidence
RESOURCES:
Social Media Management
Bufferapp.com IFTTT.com
Tracking Google analytics
Project Management
Trello.com Google docs
Design Adobe suite The Gimp Microsoft office suite
Web design and hosting
Wordpress.org Godaddy.com
SubReddits for help
r/marketing r/entrepreneur r/askmarketing
Product Price Place Promotion People Processes Physical evidence
RESOURCES:
Plenty of help is available online, and some tools may be better than others in different situations.
Social Media Management
Bufferapp.com IFTTT.com
Tracking Google analytics
Project Management
Trello.com Google docs
Design Adobe suite The Gimp Microsoft office suite
Web design and hosting
Wordpress.org Godaddy.com
SubReddits for help
r/marketing r/entrepreneur r/askmarketing
Only for services
Product Price Place Promotion People Processes Physical evidence
Only for services
Product Price Place Promotion People Processes Physical evidence
Only for services
Product Price Place Promotion People Processes Physical evidence
Only for services
Product Price Place Promotion People Processes Physical evidence
People associate meaning to sensory stimuli during an experience.
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
The prep The plan
The action
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
The prep The plan
The action
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
The prep The plan
The action
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
The prep The plan
The action
uk.linkedin.com/in/romainsestier
twitter.com/RomainSestier
royalmarketing.org
royalmarketing@rhul.ac.uk
You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
David Ogilvy
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