Marketing & Branding€¦ · Online Promotions & Social Media Marketing In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a

Marketing & BrandingTYPE 1: INNOVATION OF THE CUSTOMER EXPERIENCE

Guerilla & Viral MarketingGuerrilla marketing was originally a marketing strategy in which low-cost, unconventional means (including the use of graffiti, sticker bombing, flyer posting, etc.) were used in a (generally) localized fashion to draw attention to an idea, product, or service. Today, guerrilla marketing may also include promotion through a network of individuals, groups, or organizations working to popularize a product or idea by use of such strategies as flash mobs, viral marketing campaigns, or internet marketing. More…

Impact on:Ideation phase

Conceptualization phase Development phase

Commercialization phase

Primary type of innovation Secondary types of innovation

Radical innovation Investment costs

1 -

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External BrandingBrand management is a communication function in marketing that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics 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 takes away from the brand, and also the relationship that they have with that brand. More…




Primary type of innovation

Secondary types of innovation Radical innovation

Investment costs

1 -

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Internal BrandingBrand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment or employee engagement effort that elevates beyond communications and training. More…






Investment costs

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Traditional Promotional ActivitiesIn marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary. More…






Investment costs

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Online Promotions & Social Media MarketingIn marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a firm reach its goals. It has been identified as a subset of the marketing mix. It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary. More…






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Marketing & Branding€¦ · Online Promotions & Social Media Marketing In marketing, the promotional mix describes a blend of promotional variables chosen by marketers to help a