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City, Nation, PlaceLatin America and CaribbeanTexas Tech University – Costa Rica
September 02, 2019
Welcome to Texas Tech – Costa Rica
Timeline
Creating an American Style University in Costa Rica
2008 2009 2015 2016 2016 2018
Idea is Born Search for Partners
Texas Tech Plans Finalized
ConstructionBegins
TTU-CR Opens
Programs
Degree Offerings
▪ Computer Science▪ Electrical▪ Industrial
▪ Math ▪ Restaurant, Hotel, & Institution Management (RHIM)
▪ Retail Management
Engineering Math HRM
Additional Programs
Continuing Education
▪ Retail Management▪ Customer Service▪ International Marketing▪ Foreign Trade▪ Digital Marketing▪ Social Responsibility
▪ Corporate Sustainability▪ Project Management▪ Design Thinking▪ Innovation Management▪ Six Sigma▪ Cybersecurity
Centers and Collaborations
Global Understanding of Experiential and Sustainable Tourism
▪ Moving tourism from… selling off to … providing experiences through
▪ Inter-American Development Bank
▪ BID Invest▪ Earth University▪ US Department of State▪ Wind and Solar Institute▪ Banco Promerica▪ Caribe Hospitality
Developing Partners
Ensuring the right
foundationsBranding vs Marketing
September 02, 2019
Common Brand Misconceptions
Misconceptions
Brand vs Marketing of the BrandBranding
❑Product❑Service❑Logo❑Name
❑Colors❑Designs❑Reputation
What is a Brand
Brand
the single thread that has been woven into
the fabric of a place…
What is a Brand?
Brands are…
❑ A defined promise to deliver specific benefits, whose consistent implementation creates and perpetuates a positive perception in consumer and stakeholders minds.
Key words:
1. Defined
2. Promise
3. Benefits
4. Consumer/Stakeholder
5. Consistent
6. Positive Perception
Why Brand?
Why Brand?
❑ Who and What the BRAND Stands For
❑ … And Does Not!
❑ BRAND Mission
❑ BRAND Stakeholders
❑ Eliminates Non-Supportive BRAND choices
❑ Funds and Effort of the BRAND
Border defining …
Why Brand?
Brands…
Core Brand Advocates and Primary Stakeholders
Brand Advocates and Stakeholders
Customer and Limited Stakeholders
Non-Customer, Non-Stakeholder, and Potential Brand Detractor
Why Brand?
❑ Guide all Decisions
❑ At all levels of the organization▪ Finances▪ CRM and CSR▪ Marketing▪ Partnerships and collaborations▪ Direction
Branding and Marketing
Brand Marketing
Branding and Brand Marketing
❑ Exist in the minds of consumers and stakeholders
❑ With consistent delivery ▪ Build a relationship with
✓ Consumers ✓ Stakeholders
❑ May develop loyalty ▪ Can withstand intense pressure
Brands…
Branding and Marketing
❑Distinguish the Brand in the Marketplace
❑Bring the brand to life
1982 - Coke Is It!
1969 - It's the Real Thing
1963 - Things Go Better with Coke
1990 - You Can't Beat the Real Thing
2009 - Open Happiness
Brand and Marketing
❑ Brand is foundational▪ Marketing can’t fix a poorly
crafted brand
Antarctica! The Luxury Beach Front Resort You Have Been Waiting For!
Brand and Marketing
❑ Branding distinguishes you in the marketplace
Texas Tech University Tennessee Tech University
TTU TTU
Brand and Marketing
❑ Marketing is the story Bonds Stakeholders to the Brand
▪ Nike is about no excuses▪ Personal responsibility▪ Action at all cost▪ Be accountable▪ Be active▪ Just Do It.
Thank You