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The meaning of brandsAdvertising, Media & Branding
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Mirror MakersAdvertising is a reflection of our
society.TrendsLife stylesPoliticsCustoms Values
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Contemporary AdvertisingBMW testGerman WingsPerrier - HeatPublic
service - stairsInsurance for women
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A few questions about brandsWhat do you eatHow do you dressWhat
digital gadgets do you useWhat music do you listen toWhat airline
do you travel onWhere do you shop
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The value of brandsBrands constitute the main assets of
companies.
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The Pepsi brandPolly Bergen 1950Ray CharlesAnti Coke 2005
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Coca ColaChristmasChain
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The MirrorBrands use their fundamental structure as a mirror,
that reflects their consumers.
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Consumer brandConsumer perspectiveHSBC
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Corporate brandGood citizen in disguise
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Corporate brandPaul Ricard
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People do not buy products and services
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People buy brands
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Brand ownershipEconomy of demand1920BeforeManufacturer
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Informative manufacturer
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Brand ownershipEconomy of supply1920Economy of
demandBeforeAfterManufacturerSalesman
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Sales oriented manufacturer
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Brand ownership1950Owned by
salesmanSalesmanBeforeManufacturer
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Evolution of brandsOwned by consumer1950Owned by
salesmanAfterConsumerSalesmanBeforeManufacturer
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Owned by consumer
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Branniff - The Air Strip
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Evolution of Advertising1990Local
AdvertisingGlobalAdvertisingAfterOpen TVCable
TVDTHInternetBefore
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Evolution of ConsumerProducts to satisfy primary needs
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Evolution of Consumer
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Homework assignmentChoose a brandWho do we want to talk toWhat
dream do we want them to reachHow does our brand make it
possibleHow are we going to reach them
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Brand versatility
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DHLs success SPEEDTRUSTSERVICE
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DHLs versatilityLatin American campaignUSA campaign focused on
unusual worldwide destinationsMarket research showed that speed was
the key attribute expected from a courier serviceWe developed our
own campaign for Latin America
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Latin America TV commercial
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Brand engineeringDuracell batteries
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Duracells successCaring and developing brand charactersBunny,
toys, familyConsistency on key benefitLasts longerConsistent
storylineWinner / LooserPneumonic device"Slammer
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BunnyOriginal Duracell characterWorks both in alkaline and
non-alkaline marketsGreat potential for consumer and trade
promotions
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Duracell Bunny commercialsDrumKayak
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Energizer Hare commercialsCoyoteDesierto
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ToysStrong identification with Duracell in markets contaminated
with Energizers HareWorks both in alkaline developed and
less-developed markets
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Duracell Joggers
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The PuttermansUnique, unforgettableProve Duracells
superiorityEasily identified as a continuity of ToysRecommended for
US influenced markets
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Duracell The Puttermanns
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Duracell - Chile 2005Advertising, PR and events
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Fake newspaper cover
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Fake newspaper cover and back cover
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Newspaper strips
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Outdoor teaser
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Outdoor campaign
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Fake newspaper cover and back cover
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Newspaper editorial
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Newspaper editorial
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Newspaper editorial
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Newspaper editorial
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Newspaper editorial
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Giant Bunny display at shopping mall
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Childrens Fair at shopping mall
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Thank you
TV - "Top Gun" en espaolVa con los anuncios de print: "Miami",
"N.Y.", "Londres".TV: "Drumming Bunnies", "Kayaking"TV:
"Joggers".TV: "Barbacue" - Spanish version
