Global Brand Marketing

Global brand marketing assignemt.  Have 5 quesitons that need to be answered with 250 words per question.

Assignment 2.2

1. Post the company name of your brand audit for approval. I will not approve Nike, Starbucks, Apple, and others that are constantly in the news. Try to be innovative and select something that is not constantly in the press. Thank you. (When posting your company, please provide a brief description and it doesn’t have to be 250 words.)

Pampers

2. Pick a brand. Complete the CBBE Pyramid exercise in this week’s assignment and set up with subtitles to identify each section. You will not be able to attach a document so please do not create a pyramid. 

3. Review the emotional branding video (in the assignments tab) and the Ten Commandments of Emotional Branding from chapter 2. Identify a brand that you have an emotional connection to and explain why.

http://www.pbs.org/wgbh/pages/frontline/video/flv/generic.html?s=frol02s49cq74&continuous=1

4. Describe in detail a current sales promotion. Analyze in terms of its ability to build or bash brand equity. Suggest alternative promotion ideas.  

5.    Select a category basically dominated by two main brands (attempt to do something out of the obvious such as Coke/Pepsi so there are various categories presented). Evaluate the positioning of each brand. Who are the target markets?  What are the main points-of-parity and points-of-difference?  Have they defined their positioning correctly?  How might it be improved?

Post the company name of your brand audit for approval. I will not approve Nike, Starbucks, Apple, and others that are constantly in the news. Try to be innovative and select something that is not constantly in the press. Thank you.

I choose Verizon Wireless.

 

 This is the company I work for and I would like to understand the brand from a marketing perspective so that this may be able to assist me in my sales process.

2. Pick a brand. Complete the CBBE Pyramid exercise in this week’s assignment and set up with subtitles to identify each section. You will not be able to attach a document so please do not create a pyramid.

Chicco Car Seat

I. Salience

A. Newborn top rated car seat

II. Performance

A. Easy installation infant seat.

B. Newborns up to 22lbs and the seat is made to be rear facing.

C. Lots of adjustment options to fit a wide range of needs.

III. Imagery

A. The logo is displayed on the seat and the base

B. They also have a line of products that will fit all newborns needs

IV. Judgments

A. One of the top rated car seats by consumer report

B. Available at all baby retailers including babys r us.

C. Also available on amazon.com

 

V. Feelings

A. With the good ratings this seat makes parents feel comfortable with the safety of their newborn

B. Pricing is a bit on the higher end so it is known to be quality products

C. Fabrics are neutral and easy to clean

VI. Resonance

A. High quality product

B. Rated one of the safest seats in the industry

           

3. Review the emotional branding video (in the assignments tab) and the Ten Commandments of Emotional Branding from chapter 2. Identify a brand that you have an emotional connection to and explain why.

            A brand that I have an emotional attachment to is Big Star Jeans.  These jeans are high end jeans sold at many retailers one of which is the Buckle.  These jeans fit well and are trendy enough to wear every day.  I have had two children and I am fuller in the hips and thighs.  It is hard to find a quality pair of jeans that don’t make me self conscious about my appearance.  I have an emotional attachment to these jeans because they fit great and last for a very long time.    

            The brand originated in 1974 in Europe; today the Big Star brand is manufactured and designed here in the USA.  The Headquarters is in Los Angeles, California. The company prides themselves in being a brand that uses quality products to ensure that the product is not only trendy but also made to last a long time.  They claim to be price conscious, which I am sure in the world of denim they are.  To me they are a bit pricing averaging $100 a pair, but I don’t hesitate in paying this because I know they will last me a very long time (Big Star USA, 2013).   

 

4. Describe in detail a current sales promotion. Analyze in terms of its ability to build or bash brand equity. Suggest alternative promotion ideas.

            Blackberry just introduced the new Blackberry 10 and they are launching in the market this next week.  Blackberry has been in real trouble with its Brand since the boom of the iPhone.  The security was appealing to corporate customers but the Apple craze has taken over the market.  Blackberry kept their focus on security and lost site of the big picture which was applications on mobile devices.  This caused the product reviews to drop below Apple and Android.

            With the launch of other new mobile devices some other vendors put a large focus on presale.  While the new blackberry was available on presale for some carriers, they didn’t advertise this with the hype that other manufactures have in the past.  When a preorder of a device goes well this causes a demand in the market place.  I work for Verizon Wireless when we have a preorder for an Apple device the demand is so overwhelming that we have command centers set up in every region and lines that form at the retail stores (Blackberry 2013). 

            With the preorder launch of the Blackberry, we haven’t seen much excitement around the brand and the quality of the product. This new Blackberry is great; it has new technology that other devices haven’t launched yet.  The problem is they haven’t created enough of a buzz around the specs on the new Blackberry (Blackberry 2013).

            I would suggest allocating adverting dollars to create urgency around ordering this new device.  Possibly make a limited quantity of inventory available at first and possibly a back order process after the initial preorder launch.  This creates urgency around the device and when there is a limit on inventory it seems more people are interested in the product. 

 

5. Select a category basically dominated by two main brands (attempt to do something out of the obvious such as Coke/Pepsi so there are various categories presented). Evaluate the positioning of each brand. Who are the target markets? What are the main points-of-parity and points-of-difference? Have they defined their positioning correctly? How might it be improved?

            Verizon Wireless and AT&T are the leaders in the mobile industry.  Each brand positions itself as the best in this category.  With new technology emerging all the time, they each find a way to advertise they are the best or biggest in some area.  For example Verizon says they are the Fastest 4G network and AT&T says they are America’s Largest 4G Network.  Then in the advertising they explain why this would be the most important factor when choosing a provider (Verizon 2013).

            The target market for both Verizon and AT&T would be Youth all the way up to Baby boomers and everyone in-between.  They have products as simple as a cell phone, home phone, internet, tablets, all the way up to machine to machine data transmission.  They both also have dedicated teams that assist companies in finding technology solutions that assist in creating profit and streamline procedures (Verizon, 2013).    

            The main difference that I noted between the two companies is that Verizon talks about how incredible the network is, some may remember the “can you hear me now” ads, this goes to show the time and money invested in the network. AT&T talks about being the largest network but doesn’t talk about how much is invested in it or how reliable it is.  The largest network is great but if the consumer doesn’t have reliability or quick speeds then it does no good to have a large network.  

 Blackberry. (2013). Retrieved from 

http://www.berryreview.com/2013/03/22/blackberry-q10-smaller-action-bar-keyboard-shortcuts-darkbright-themes/

Big star usa. (2013). Retrieved from http://bigstarusa.com/?mkwid=swY6ipQap&pcrid=22939892305&kw=big star mens&mt=b&utm_source=google&utm_medium=cpc&utm_term=big star mens&utm_content=22939892305&utm_campaign=bigstar_brd_se-tx_us_en_mn&gclid=COCTxozHk7YCFeZFMgodugYAeQ

 Consumer research. (2013). Retrieved from 

http://www.consumersearch.com/baby-car-seats/chicco-keyfit

Verizon wireless. (2013). Retrieved from 

http://www.vzw.com

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