ADVT 5410 Assignments and Discussion Questions
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ADVT 5410 Assignments and Discussion Questions
Book Citation: Holt, Douglas, and Douglas Cameron.
Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
. Oxford University Press, 2010
WEEK 1: Cultural Strategy
According to Holt and Cameron, cultural strategy directs the details of brands’ cultural expression, it provides considerably more structure and guidance to the “creative” aspects of branding (14). Brand development is a multifaceted process involving a critical aspect of leveraging cultural insights
and trends. This process highlights the importance of comprehending and aligning with consumers' values, beliefs, and behaviors. This understanding is crucial for creating more effective campaigns, initiatives, or brands that resonate better with consumers. Cultural strategy is essentially a means of solidifying the connection between businesses and their consumers. It does so by ensuring that advertising materials are appropriately adjusted to suit the intended audience. Today's society demands that brands should be proactive in their marketing and advertising. Conventional strategies often prioritize the forms of media over cultural influences and place the cultural environment as secondary or an afterthought. However, by adopting a cultural strategy, brands can respond to societal changes more effectively and stay ahead of the game.
WEEK 2: The Elements of Brand Equity Brand equity is an essential aspect of any business the three elements I believe are of the utmost importance are awareness, differentiation, and loyalty. Without awareness, a potential customer would not even know about
a brand's presence. This makes awareness the primary and most crucial element of brand equity. Differentiation is equally important as it enables a brand to distinguish itself from others in the market. This helps to create a strong connection between the brand and its customers by answering the benefits and customer solutions. Lastly, brand loyalty is a significant force that can act as a foundation for the brand-to-consumer connection. When customers trust a brand, based on their loyalty, it benefits both parties in the
end. Though each of the seven forces is important in its way, I believe that awareness, differentiation, and loyalty are the most critical ones.
TikTok is a brand that effectively uses the three elements mentioned above. The social media platform experienced a surge and rebranding during the pandemic and entered the scene with short videos, trendy dance challenges,
and popular music. Its unique algorithm can optimize both content and recommendation and has been copied by other platforms. With over 1 billion monthly active users, it is clear that there is great awareness and understanding of what TikTok is and the impact it has. TikTok is so unique
that popular platforms like Facebook, Instagram, and YouTube have created products and expanded their services to compete with it. It focuses on short-
form video content and makes video editing accessible and easy by having editing capabilities directly in the app. The “for you” page allows for personalized content recommendations which make the platform even more engaging.
WEEK 3: Aaker vs. Holt/Cameron
Jack Daniel's is more than just a whiskey, it is a cultural icon that has successfully tapped into and leveraged iconic American cultural archetypes. In "Cultural Strategy," Holt and Cameron analyze how the brand has forged deep and lasting emotional connections with consumers by portraying itself as a symbol of authenticity, masculinity, and rebellion (51). By framing the brand within this cultural context and emphasizing storytelling, Jack Daniel's has created a timeless appeal. However, to stay relevant and continue captivating audiences brands need to adapt and evolve. David Aaker approaches brand strategy with an emphasis on brand relevance and innovation. Applying Aaker's perspective to Jack Daniel's, it is crucial to continually innovate and adapt to changing consumer preferences and market dynamics. While the brand's historical and
cultural significance is valuable, expanding into new categories and subcategories to appeal to a wider range of consumers can ensure the brand
remains relevant to modern sensibilities. By doing so, Jack Daniel's can continue to captivate audiences and remain a cultural icon for years to come, which compliments Holt and Cameron's approach nicely and, in turn, amplifies the overall brand strategy.
WEEK 3: Current Trends in Brand Strategy
HubSpot surveyed over 1000 companies to produce The Marketing Trends of 2023 [Highlights], and to look at this list and question if the brand strategy is
reverting to a time where functionality and problem-solving reign supreme, is intriguing. Ensuring that consumers receive a positive experience that conveys a company’s brand values that’s equally emotionally engaging and/or triggering has found its way into the marketing tactics of 2023. Referencing number six on HubSpot’s list, that more companies will prioritize
social responsibility, “the trend is clear: social responsibility, ethics, and transparency matter to the modern consumer” (Bump). When companies authentically advocate for social issues and dedicate social media strategies to showcasing inclusive initiatives, they’re making that first a visceral connection to consumers—and then something more enduring, by following through on their efforts. Experiential marketing provides an immersive experience for audiences and is often pop-up shops or virtual events. Functional branding is about invoking
positive experiences and ensuring each interaction is a branded experience for consumers, and experiential marketing pushes the boundaries on that, in a modern way. Having audiences immersed in the experience of the brand to
show how the brand problem solves or can help you is a revolutionary way to
engage customers. I believe that current trends in brand strategy are expanding on strategies of the past because of innovation, greater resources, and knowledge available. Bump, Pamela. “The Top Marketing Trends of 2023 & How They’ve Changed since 2022 [Data from 1000+ Global Marketers].” HubSpot Blog
, HubSpot, 21 Nov. 2022, blog.hubspot.com/marketing/marketing-trends. WEEK 5: Cultural Strategies of Ben & Jerry’s and Starbucks
Ben & Jerry's and Starbucks both have a rich history, having been founded in
the 1970s. Over the years, they have developed unique cultural strategies that set them apart from each other. Ben & Jerry's has always placed a strong emphasis on activism and social responsibility. The founders of Ben & Jerry's were pioneers in their brand's social and environmental commitment. They demonstrated this by partnering with Farm Aid in 1991 to save family farms. They also printed messages in support of the cause on all of their pint containers. On the other hand, Starbucks has focused on creating a refined and globally standardized coffeehouse experience. Starbucks' approach to corporate social responsibility was initially reactive. They began to prioritize it in response to external pressure, purchasing a small amount of fair-trade coffee
after pressure from Transfair USA. Despite their differences, both brands share similar values. However, they approached cultural strategies differently. Ben & Jerry's has always projected
a playful and socially conscious image. In contrast, Starbucks projected sophistication and an urban lifestyle, attracting a different kind of customer.
Starbucks Positioning Statement
Who: Starbucks
What: serves
specialty coffee, handcrafted beverages and foods
For Whom: to
middle- and upper-class, males and females, aged 18-60 years old, educated, socially aware, and active
What Need: provides a warming, intimate atmosphere and high-quality products
Against Whom: high-traffic, rapid service coffee, food and retails stores
What’s Different: creates a third-home value proposition
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Related Questions
Topic : Principle of Marketing
Please read and answer thoroughly with clear and appropriate examples to illustrate as well as provide accurate information that is not shared wth other students so we dont have the same thing, please
Each product will have a life cycle. Briefly explain each step in the Product Life Cycle (PLC), describing possible challenges and strategies which may be employed to sustain the sales and profitability of the product.
Use appropriate examples to illustrate.
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Discussion Question #1: Why Co-Branding is an important strategy for the marketers? How does it work? Discuss with the help of some examples.
Discussion Question #2: How you can differentiate between brand extension and line extension? Discuss with the help of examples.
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QUESTION 8
Which one of the approaches to marketing implementation is considered the most advantageous in every implementation situation?
Implementation by command.
Implementation as organizational cultural
Implementation through concensus
O Implementation through change
Each of the approaches has unique advantages, depending on leadership style and scenarios.
arrow_forward
There are several conditions under which grey markets operate. Briefly discuss the consequences of grey markets within the consumer electronics industry. What strategies can international companies potentially adopt to manage each of these consequences? (No more than 2 pages). 12 size font Chicago references Marketing Across Borders/International Marketing
arrow_forward
PRODUCT Massimo bread (malaysia brand)
Please help answer the following :-
1.0 DESCRIPTION:
• Brand name: Massimo
• Packaging:
• Weight:
• Product:
• Price:
• Outlet:
2.0 PROFILE OF TARGET MARKET
• Geographic:
• Demographic:
• Psychographic:
• Behavioral:
3.0 PURCHASING BEHAVIOR
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1) Pick a brand. Identify all its brand elements and assess their ability to contribute to brand equity.
2)Contrast the branding architecture strategies of two market leaders in to industries. How do they relate their brands to each other through brand elements and communication strategies. Do you have any suggestions for improvement?
3) Find a bad and a good example of corporate brand name management attempts.
arrow_forward
Q1-“Marketing in 21st century; it is not among products. It is among perceptions.” Regarding sensory marketing (senses), what do you understand from this statement? Please make comments with your own words.
arrow_forward
Please provide some disadvantages of the unstructured approach to brand positioning, and how we can combine a both structured approach an unstructured approach to get a successful and effective brand positioning. Give some specific examples.
arrow_forward
Doing Marketing - Brands and Branding
Insights
Definition: What Is Brand Equity? Definition and Importance
Read more on Interbrand: Best Global Brands 2022
Read more: Top 100 Global Brands
Introduction to assignment: Measuring brand value is a complicated process. Different firms use different methods to measure brand equity. The top 100 brands as reported by Kantar are different than the top 100 brands measured by Interbrand because they use different formulas for calculating brand equity.
a .How does Interbrand measure brand value? See the applications and methodology section on Interbrand’s website.
b.Choose two of your favorite brands of the top 100 brands from the current year on Interbrand. How have the brand rankings changed over the past 10 years or so?
c.Using the two brands from the previous question, what do you believe is driving their success, failure, and/or stagnation?
arrow_forward
•Deluxe Chips is a leading company in the salty-snack industry with almost one-fourth of the $10 billion market
•As consumer’s snack choices change, Deluxe Chips is considering a new product line of light chips
•While it will be expensive to launch a new line, store specific micromarketing will allow Deluxe Chips to spend efficiently
?Design a marketing strategy for the new product line
?Critique your marketing strategy in terms of its strengths and weaknesses
?What are your suggestions for implementation of the marketing strategy?
arrow_forward
2.Fresco Grano bread (malaysia brand)
1.0 DESCRIPTION:
• Brand name:
• Packaging:
• Weight:
• Product:
• Price:
• Outlet:
2.0 PROFILE OF TARGET MARKET
• Geographic:
• Demographic:
• Psychographic:
• Behavioral:
3.0 PURCHASING BEHAVIOR
arrow_forward
Evaluate a comprehensive understanding of branding within an organisational context. (Coca cola company)?
arrow_forward
Question 1
Discuss why marketing management is important to an organization,and how corporate and business strategy analysis gives an organization a competitive advantage
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Critical Thinking Brand equity means that a brand enjoys customer loyalty, perceived quality, and brand·name awareness. To whal brands are you personallyloyal? Whal is it aboul lhe product that creates brandloyalty and, thus, brand equity?
arrow_forward
Essay on why Mercedes Benz is the best car brand. Include a thesis/introduction, 3 arguments, and a conclusion
arrow_forward
Topic: Developing the marketing mix
1. define a product and differentiates the product, services, and experiences.
arrow_forward
QUESTIONS FOR DISCUSSION AND REVIEW
1. What are some typical activities performed by marketers?
2. How does marketing add value to products?
3. In today's business environment, why is it essential for companies to
practice the marketing concept?
4. Some cattle growers have formed a company to sell a new type of extra
lean beef, How would the company develop a marketing strategy?
5. Give an example of a firm using the undifferentiated approach for a
product and one using the market segmentation approach.
6. Select a firm and describe the marketing mix for one of its products.
7. What is the marketing environment? How does it affect a firm's
marketing decisions?
8. Trace one of your recent purchase decisions through the stages of the
buying process.
9. What are some of the differences between consumer purchases and
industrial purchases?
10. How do organizations benefit from marketing research?
arrow_forward
Chapter 8 discusses branding strategies. One of the ways that the Hello Kitty brand became disseminated so widely is by using a co-branding strategy with many other brands. a. What are some of the brands mentioned in the case that partnered with Hello Kitty? b. Discuss the perceived fit between each of those brands and Hello Kitty. c. Discuss the target market for each of those cobranded offerings. Are the target markets the same? If not, how do they differ?d. Perform an Internet search to discover more brands with which Hello Kitty is currently partnering. e. Repeat the analysis in parts b and c for the new brands that you uncovered in your Internet search. f. What characteristics of Hello Kitty make it able to be a successful co-branding partner with so many other types of brands?
arrow_forward
4
A app.kognity.com
iness Management H
Notebook
Practice
Assignments
Overview
Book
24
25
Question 6
E-commerce has impacted the marketing mix in several ways. Which of the following
statements is not true?
#1
O The use of viral marketing has increased
#2
O Price has become less transparent
# 3
O The need to invest in product packaging, brochures, and catalogues has reduced
The importance of physical evidence has reduced
#4
arrow_forward
Critically evaluate the following four statements to prove or disprove them. Make use of one to
two retail clothing brands to support your position.
NOTE: Use no more than two retail clothing brands per statement. Different brands may be used
for each statement.
Q.1.1 Brands shape our perceptions and our behaviour as consumers.
arrow_forward
Question 1
Once positioning has been decided, marketers could prepare the marketing mix strategies. List the FOUR (4) marketing mix strategies.
Question 2
Identify the FIVE (5) stages of the marketing process.
Question 3
List FIVE (5) uncontrollable environment forces that affect an organization’s marketing decision.
Question 4
Briefly describe THREE (3) factors why organizational buyers are different compare to end-users.
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