Rhetorical Analysis Of A More Perfect Union - 1162 Words

Rhetorical Analysis Essay â€Å"A More Perfect Union†: Obama, Race, and the Necessity to Unite Philadelphia, March 2008. Neither that city nor year suggests a crucial event in American racial history. It’s not Birmingham in 1961, or Washington, D.C. in 1963. However, on March 18, 2008, at the National Constitution Center in Philadelphia, Pennsylvania, soon-to-be President Barack Obama, a black man with an African father, took the stage and delivered a speech that would paint the racial landscape of his historic presidency. In his speech, Obama welds three distinctive rhetorical tactics to support his overarching argument that unity is compulsory in this country to produce racial equality. First, he opens with a personal and historical background to highlight the kairotic moment and exigence present, then appeals to pathos through multiple examples of racial injustice to indicate the necessity of such change, and finally uses his appeals to ethos to suggest, but not legislate, modes of change for black and white Americans. The speech was met with profound success: pundit s from both the right and the left praised his bravery and oration, while, later that year, Obama defeated John McCain in a landslide victory to secure the presidency. To many, this speech was both a rhetorical and political turning point in the 2008 presidential campaign. Obama begins his speech with his own and America’s racial history to highlight the importance of unity in anticipation of his election. HeShow MoreRelatedRhetorical Analysis Of A More Perfect Union 962 Words   |  4 PagesBarack Obama’s speech on what America needs in â€Å"A More Perfect Union† is really what any politician would say in the midst of running for President. He tries to stay focused on what the struggles are in America and then tries to make promises he couldn’t keep in the future. The trials and tribulations in this great country are really easy fixes if it wasn’t for greed, deceit, lies, treason, and crooked politicians that want more money to save their own hides while the rest of America starves. WhatRead MoreRhetorical Analysis Of The Inglorious Fruits And Vegetables 981 Words   |  4 Pagesis one? France launched an advertising campaign that was created by Intermarchà ©, entitled â€Å"The Inglorious Fruits and Vegetable s†. I chose this particular video because it utilizes many, if not all of the rhetorical tools. In this rhetorical analysis we will take an in-depth look at the rhetorical appeals, the triangle, and the canons that this advertising campaign forgoes. Intermarchà © is the third largest supermarket chain in France. They support their argument with statistics to begin with. LaterRead MoreNazi Propagand How The Nazi Party Used Propaganda Images And Rhetorical Strategies During The Second Reich1733 Words   |  7 PagesThis analysis of Nazi propaganda will examine how the Nazi Party used propaganda images and rhetorical strategies during the â€Å"Third Reich†. I will examine the propaganda cartoons titled, â€Å"The Rhine and the Ruhr†, â€Å"The Vampire in the Ruhr Area† and â€Å"Jewish Conspiracy Against Europe†. I will use two quotations from Burkes essays, the first being, â€Å"[†¦] whereby the â€Å"Aryan† is elevated above all others by the innate endowment of his blood, while other â€Å"races† in particular Jews and Negroes, are innatelyRead MoreBarack Obama s A More Perfect Union1460 Words   |  6 Pages Harsh Kumar Mr. Dowlen 3rd period Barack Obama’s â€Å"A More Perfect Union† Biweekly Journal Summary: President Obama’s, â€Å"A More Perfect Union†, speech conveyed many of his beliefs concerning racism. Obama is the son of a white woman and a Kenyan man, and just because of his race people are either with or against him. He begins his speech by talkingRead MoreAcademic Writing : What Is It And How Successful A Writer Am I?1229 Words   |  5 Pagesmembers of the former group exploring this enjoyment through the domain of creative writing. Further, creative writing allows for a great deal of free reign. This field of writing allows the writer an all-access pass to self-expression. What is more, creative writing often affords the writer - and the writer, alone - complete governance over the writing process. In other words, creative writers get to make the rules. Whether the task at hand is composing a poem, a short story, or even a no holdsRead MoreEssay about The Rhetoric of Lincoln’s Gettysburg Address1369 Words   |  6 Pagesas just that. Though the G ettysburg Address is already commonly—and quite deservedly—held in high regard, the analysis of its rhetorical proofs will only speak further to its importance. Although the situation was itself emotional, Lincoln did appeal to the audience’s emotion in his address. At two years into the war that caused the greatest number of American servicemen deaths (more than the world wars and the Vietnam War combined), the audience was already filled with grief—perhaps even anger—atRead MoreHaving Dreams Of Being On The Moon By John F. Kennedy1294 Words   |  6 Pagesthat exact day, Kennedy declared the he would go to the moon before the decade ran out. I think this has speech has a lot of astounding examples of rhetoric and motivation through persuasion. In this paper I will give an analysis of John F. Kennedy’s speech and the numerous rhetorical tools he uses to enthuse his audience at Rice University. After reading through this specific speech an abundance of times, I have found that it can be broken down into many parts, which each play a significant role inRead MoreRhetorical Analysis of Obama Speech Essay2690 Words   |  11 PagesLiteratures and Foreign Languages Let Us Learn and Resource Together 23 November 2008 Rhetorical Analysis of â€Å"A More Perfect Union† Speech The speech titled â€Å"A More Perfect Union† was delivered by Senator Barack Obama on March 18, 2008 near the historical site of the signing of the U.S. Constitution in Philadelphia, Pennsylvania. The speech responds to the video clip of Barack Obama’s pastor, Reverend Jeremiah Wright, making racially charged comments against America and Israel. The punditsRead MoreRhetorical Analysis Of President Kennedy s Inaugural Speech2018 Words   |  9 PagesWhat rhetorical features does President Kennedy use to achieve his desired purpose? Introduction Politicians often use language to both persuade and imperceptibly control the opinions/decisions of their audience: whether it is to gain their support, to present their point, or implant their principles. It is of utmost importance to them to do this subtly, in order to not come across as too aggressive, intimidating or manipulative. As a result, the politician has to use language that is relatableRead MoreRhetorical Analysis Of Commencement Speech1092 Words   |  5 PagesCommencement Speech Rhetorical Analysis Renowned astrophysicist Neil deGrasse Tyson, a popular face on NOVA documentaries and TV talk shows, is famous for his Morgan Freeman-like chronicles of the universe and all of its intricacies. So it’s no surprise when he is invited to the University of Massachusetts at Amherst to give a commencement address to the graduating class of 2015. Dr. Tyson hopes to inspire a new generation of lifelong learners to change the world by discussing a variety of global

The Great Depression or The Crash of the Stock Market in 1929

The crash of the stock market in 1929 was not the first economic crisis in America, yet it is the one everyone remembers. During this time Americans faced many hardships. The number of poor rapidly increased because of the banking crisis as well as a shortage of jobs which caused the unemployment rate to skyrocket. Countless families were left homeless and children went hungry. Many Americans became hopeless; it seemed like their lives were over. Farmers migrated to Northern cities with their families with hopes of finding a better lifestyle. Some headed towards California to mine for gold. Americans wanted to escape the nightmare of the depression. Music and entertainment during this time were among the few outlets that gave people hope of a better future. From books to movies, people wanted to escape from the harsh realities in any way. Cars and telephones also increased communication and helped people to escape. Before the Depression not many people owned phones or radios but af terwards they were much more affordable and were common in families. Without the radio and other sources of entertainment people may not have been able to make it through the depression. It didn’t all turn around, though, until the New Deal and World War II. President Roosevelt’s New deal created multiple programs that aided America in getting back on her feet. It funded and created massive projects that put people to work, which not only increased the publics morale, but stimulated the economyShow MoreRelatedThe Great Depression : A Worldwide Economic Downfall That Was Preceded By The Stock Market Crash Of 19291356 Words   |  6 PagesThe Great Depression was a worldwide economic downfall that was preceded by the Stock Market Crash of 1929. The timing of when the event hit countries varied; for some it started in 1929 following the Stock Market Crash and for others didn’t begin until 1930 and lasted until the late 1930’s or early to middle 1940’ s. It was the longest and most severe economic depression up to it’s time. The Great Depression affected many businesses, homes, families, people, and investors. During the 1920’s TheRead MoreEssay on The Great Depression, Annotated Bibliography879 Words   |  4 PagesCecchetti, Stephen G. Understanding the Great Depression: Lessons for Current Policy . Monetary Economics (1997): 1-26. This article is about the circumstances that led to the collapse of the economy in 1929. It relates to my research proposal because I am evaluating historic events that led to the financial crisis of 1929. The article discusses how deflation played an important role in expanding the depression, and how the Gold Standard, a monetary system in which a country’s government allowsRead MoreEssay on Stock Market Crash as the Cause of the Great Depression1211 Words   |  5 PagesWhat Was the Exact Cause Of The Great Depression? The United States Great Depression leads many people to believe different stories about what actually caused it. The Stock Market Crash in October of 1929 is often referred to as the beginning of the Great Depression, but did it actually cause it? The answer is that it was the spark that lit the flame of the Great Depression. The Great depression was a financial decline that started in 1929 and lasted through most of the 1930s. Its pinpoint wasRead MoreThe Stock Market Crash and The Great Depression in the US781 Words   |  4 Pages Stock Market Crash 25 billion dollars lost in 1 day, roughly 25% of the nations population was without a job, and the suicide rate skyrocketed. These are just a few factors that turned the Stock Market Crash of 1929 into the Great Depression, one of the longest and worst economic downturns of that time, according to History.com. 16 million shares were lost at the New York Stock Exchange, eliminating thousands of investors on October 29th, 1929. The Stock Market Crash impacted the United StatesRead MoreThe Stock Market Crash of 19291289 Words   |  6 Pagesat home or in the bank into the stock market. People migrated to the prosperous cities with the hopes of finding much better life. In the 1920s, the stock market reputation did not appear to be a risky investment, until 1929.First noticeable in 1925, the stock market prices began to rise as more people invested their money. During 1925 and 1926, the stock prices vacillated but in 1927, it had an upward trend. The stock market boom had started by 19 28. The stock market was no longer a long-term investmentRead MoreThe Effects Of The Stock Market Crash Of 19291552 Words   |  7 Pagesas it did in 1929. Even today, there is controversy regarding the causal events leading up to the stock market crash of 1929. The question most debated is- which factor was the greatest contributor to causing the crash? Many think the answer is simple, for example, unemployment. On the contrary, the answer is quite complex because there were many interconnected causes. When answering this question, it is first crucial to analyze the causes of the crash and the causes of the depression that followedRead MoreEssay about The Great Depression in America1156 Words   |  5 Pagesfar fetched, but the Crash of 1929 made this a reality. The crash of 1929 established the beginning of Americas most memorible era; the great depression. According to the London Penny Press, following the week of Black Thursday, one could go to New York and see speculators hurling themselves from windows because they had lost everything in the crash. (The Great Crash 1929-Galbraith) Many people had everything they could ever dream of before the crash occured, but after the crash they found themselvesRead MoreThe Stock Market Crash Of 19291683 Words   |  7 PagesOn October 29, 1929, investors took a turn for the worse and were just in the beginning of a huge crisis that would cause them to lose everything. This crash pushed many Americans to depression, suicide, and destruction. By 1933, 4,000 banks had closed and Americans started to panic. The stock market crash of 1929 was a major turning point in the history of the United States and billions of dollars were lost. During the 1920s, throughout the country, there were social, economic, and political changesRead MoreThe Stock Market Crash Of 19291437 Words   |  6 PagesBy early 1929, people across the United States were rushing to get into the stock market. The profits seemed so certain that even many companies placed money in the stock market. In addition, even more problematic, some banks placed their customers money in the stock market (without their consent). With the stock market prices rising, everything seemed fantastic. Many believe incorrectly that the stock market crash of 1929 is the same as the Great Depression when in fact; it was one of the majorRead MoreEssay on The Great Depression1118 Words   |  5 Pages   Ã‚  Ã‚   In 1929, A Yale University Economist Irving Fisher stated. quot; The nation is marching along a permanently high plateau of prosperityquot;.(5) 5 days later the stock market crashed and the worst economic downturn in American history called the quot;Great Depressionquot; began. The Depression started in 1929 and would last for a decade until we entered War World II. The Great Depression affected every part of economy and no job was safe. In 1929 unemployment was at 1.5 million and by 1933

Critical Analysis of Participatory Media Culture for Conveyor

Question: Discuss about theCritical Analysis of Participatory Media Culture for Conveyor. Answer: The advancement in the Globalized network demands high necessitate for effective communication. The inter connection between individuals have been bonded by a series of effective network of communiqu that brings the Media to the foreground as a medium of effective communication. Media in other words is the effective medium of communication between the conveyor and the audience (Berger 2015). This essay deals in the critical analysis of the role of media and how it has transformed itself into an effective both way communications rather that playing just the role of conveying the message from the broadcaster or the speaker. The essay effectively justifies the role of media from a consumer culture to a participatory culture. This essay helps understand the dual roles that the media has started to play from the single role that it initially was assigned for as well as critically analyse the impact of the adjustment on the society. The purpose of the essay is to understand and clearly justify the rationale of the participatory culture of media from a mere consumer culture and understand its impact and significance. Media is defined as a medium of effective communication that is being used an important tool for delivering a significant message or data. With the revolution of communication and emergence of newer methods of communication has effectively changed the face of mass communication that has facilitated the easy exchange of interactions, opinion and values (Hepp and Krotz 2014). Initially the media was one way of communication such as television, radio and newspaper that only facilitated the passing of message amongst the masses but with higher expansion in the communication network, this gap has been slowly and gradually covered. The media has been successful in not only meeting its purpose but it effective dealt with the point of only one way communication (Horst and Miller 2013). The initial phrase of communication through media was based on the consumer culture. In other words the individual were only considered to receive and listen to the message but with gradual upgrading in time and the median concepts, participatory cultures have started to be prevalent among the masses. Participatory culture in other words is the antonym of the consumer culture (Van Dijck 2013). According to the concept of participatory culture the individuals can not only benefit from the media as the consumers but the individuals can contribute to the process as well. In simplified terms the individuals can be the participators or the contributors in the process of communication. The advance in the technologies in terms of personal ownerships of private information technologies such as computer and internet have facilitated them to participate in effective communication via media and post their personal ideas and opinions regarding their own aspect of interest (Hepp and Krotz 2014). The higher access to the internet facilities has enabled a outgrowing number of masses to use it in their own manner for the process of propaganda, work in a collaborative manner in the dissemination of new, innovative and creative ideas as well as perception. The newer generation has begun to use this medium of propaganda to respond to the messages as forwarded by the sender, as well as astonishing the world with new concept and perspectives. Although the participatory culture in media has elevated extensively in the recent times by emergence of various broad casting medium especially the emergence of the internet yet its originated long time before where young individuals used to hand write or type their own publications that were forwarded to the various networks of people that interesting has transformed to the social network in the modern times (Lipschultz 2017). With the emergence of new platforms in the internet such as blogs, encyclopaedias, podcasts, social networking websites, you tube, photo bucket has influence and encouraged the propaganda of the participatory culture to a greater extent. The implications of the gradual shift from the production to the prod- usage have been profound and have affected the society to a great level based on the cultural, economic, social and demographic attributes (Hansen and Machin 2013). Progress in the generations and the development of the cognition of the younger generation has transformed the perception of the individuals in such a manner that the people are no longer vaguely influenced by the media or the individuals blindly consummate the information that the bigger source of media distribute among the masses. Now a day, a larger number of people have become the prosumers or the individuals who are the consumers as well as the producers of their own media of communication and information. Billions of people now have the access and the power to produce anything and everything they presume to be fit to be displayed and served among the masses (Christians et al. 2015). One of the main challenges that the current interface of the participatory culture faces is the lack of potentiality to challenge the hegemonic dominance, legitimacy and the rationality of the gender inequality. The reason for this is the dominance of the male androgenic society to disarm and make the feminine segment powerless diminishing their right to become prosumers despite being one of the pivotal part of the society and despite having the proper knowledge as well as right. The second major challenge of the participatory culture is its influence on the consumers. The participatory cultures in most cases empower individuals to be the active contributors or followers to be engrossed in meaningful personal activities as the drawback lies in the coping of the fact of being an active contributor than being a prosumers in personal irrelevant activities. The third major challenge lies with the participatory culture is on educational grounds. The main reason for the participation fissure or the digital divide is the lack of accessibility to proper technology. In other words, it is the difference between the objectives that an individual can accomplish through the usage of an obsolete technology and an individual reinforced with a highly sophisticated and reliable piece of information technology. These fissures are evenly widened when the talented, agile and young minds are shredded apart from better and sophisticated technology that could reshape their talents and capabilities. The fourth major challenge lies in the principles of ethics. The problem lies with the fact that an expert individual would take the liberty of influencing the masses with correct and higher degree of learning but with the rising participatory culture individuals with basic outline of knowledge regarding a specific field would step out to influence the masses that can not only probe a threat to the receivers due to the dispensing of the misinformation but it would eventually encourage the miscreants to escalate their actions to further levels (Ess 2013). With the help of this essay, the influence and the emergence of the participatory cultures in media has been explained. The new cultures in equally and advantage and also posses its own drawback. The positive effects of this culture can be highly amplified if the challenges that are met by the culture are met with efficiency and effectively. References Berger, A.A., 2015.Media and communication research methods: An introduction to qualitative and quantitative approaches. Sage Publications. Christians, C.G., Fackler, M., Richardson, K., Kreshel, P. and Woods, R.H., 2015.Media ethics: Cases and moral reasoning. Routledge. Ess, C., 2013.Digital media ethics. Polity. Hansen, A. and Machin, D., 2013.Media and communication research methods. Palgrave Macmillan. Hepp, A. and Krotz, F. eds., 2014.Mediatized worlds: Culture and society in a media age. Springer. Horst, H.A. and Miller, D. eds., 2013.Digital anthropology. AC Black. Lipschultz, J.H., 2017.Social media communication: Concepts, practices, data, law and ethics. Taylor Francis. Van Dijck, J., 2013.The culture of connectivity: A critical history of social media. Oxford University Press.

Strategic Brand Management Final Notes Essay Example

Strategic Brand Management: Final Notes Essay Strategic Brand Management Final Study Guide Entire Book, but focus on Chpt 8-15 Reading: The Anatomy of Buzz- How to Create Word of Marketing- (Has taken significance due to 3 reasons: noise, information overload, skepticism-don’t believe message from companies and connectivity-internet). Takes a network approach. The importance of Buzz depends on the 1. Nature of your product (paperclips vs. movies) 2. The people that you’re trying to reach (younger people are more influenced by peers) 3. Your Customer’s connectivity 4. Your marketing strategy (if you have a contract, buzz is less important) 1. Buzz is an invisible network-You will never really see how buzz moves from person to person. You just need to understand that people need to communicate with one another, and figure out how to get them talking. 2. There are thousands of networks through which buzz flows-These networks are loosely connected with one another. Buzz can start one, but might not jump to another without a push. 3. In every network, there is a person who is the hub-Opinion Leaders(Regular Hub, Mega Hub-celebrity, press, Expert Hub, Social Hub)that person needs to be cultivated so he can spread the work about your product or service. Learn how to identify and engage this person. Reach the hub early! 4. A great product is essential- Contagious products- products that evoke an emotional response (blair witch), products that advertise themselves (wheeled luggage bags), products that leave traces, products that become more useful as more people use them (phones), products that are compatible, products that do the rest. We will write a custom essay sample on Strategic Brand Management: Final Notes specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Strategic Brand Management: Final Notes specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Strategic Brand Management: Final Notes specifically for you FOR ONLY $16.38 $13.9/page Hire Writer There is no reason to spread buzz if the product isn’t compelling. 5. Networks must be seeded-Before word-of-mouth can take off, each network must be seeded with suggestion, maybe through first-time or free offer, put the product in their hands, reduce price barrier, listen for silence Rules of Networks- networks are invisible, people link with others like them, similar people form clusters, buzz spreads through common nodes, information gets trapped in clusters, network hubs and connectors create shortcuts, we talk to those around us, weak ties are surprisingly strong, the net nurtures weak ties, networks go across markets. Ads and Buzz can work together- be careful because the wrong kind of advertizing can kill buzz. Distribution and Buzz can work together- seed retailers, or create mystery Reading: Brand Asset Management (–In phases) 1. Develop a Brand Vision- a statement of overall goal for the brand, the target market, the POD, and financial goals, all of which involves senior management approval and that fills in a financial growth gap. 2. Determine Your Brand Picture-determine your brand’s image (association and persona), create your brand’s contract (promises the brand makes to the customer), craft a brand-based customer model (why do they chose one brand over another, how does your brand stack up, what are the opportunities for growth) 3. Develop a Brand Asset Development Strategy- positioning your brand for success, extending your brand, communicating your brand’s position, leveraging your brand to maximize channel influence, and pricing the brand at a premium. 4. Supporting a Brand Asset Management Culture- measuring the ROBI and establishing a brand-based culture Final Review- Building Customer-Based Brand Equity Tools and ObjectivesChoosing Brand Elements(Must be memorable, meaningful, favorable, transferable, adaptable andProtectable)Marketing ProgramsProduct-tangible/intangible BenefitsPrice-value perceptionDistribution Channel- Communications-Leverage Brand Association(company, country of origin,event, etc)| Knowledge EffectBrand AwarenessDepth-Recall and RecognitionBreadth- Purchase and ConsumptionBrand Associations (ex. ountry of Origin)Strong-relevant/consistentFavorable-Unique-POD, POP| 9 Brand OutcomesPossible outcomes are-Loyalty -Less vulnerable to competition and marketing crisis-Lower/Higher margins-Elastic/Inelastic Pricing Response-Increased marketing comm. Efficiency-Licensing Opportunities-Greater trade Cooperation-More Favorable Brand Extension Opportunities| Stages of Brand Development- Customer-Based Brand Equity Pyramid Customer-Based Brand Equity Pyramid-Branding Objectives at Each Stage Managing Customer-Based Brand Equity Define Brand-Product Matrix-Brand Extensions: establish new equity and enhance existing equity. Brand Portfolio: maximize coverage and minimize overlap Enhance Brand Equity Over Time- Brand Reinforcement, Brand Revitalization Establish Brand Equity over Market Segments- Identify Differences in Consumer Behavior, Adjust Branding Programs Brand Positioning (Why is it better, how it is different, the solution to the buyer’s problem, its unique selling proposition) The Process 1. Target Audience (be very focused to have more brand resonance)(D,B,P,G) and must be sizable, identifiable, accessible, responsive. . Competitive Frame of Reference (how do customers relate to you and others)-direct competitors indirect competitors, perceived competitors 3. Benefits-(rational- features-often with tech products/emotional-connection Apple IPod)-POD must be feasible, communicable, sustainable, relevant, distinctive, believable- is desired by target consumer, company can deliver on promise POP 4. Brand Values- abstract brand associations 5. Brand Personality-5 Factors sincerity, excitement, competence, sophistication, ruggedness 6. Brand Essence/Mantra- McDonalds: Food, Folks, Fun=Brand function, Descriptive, Emotional Brand Positioning Matrix: Mapping Differentiation- Relevance and Differentiation Positioning Statement For target audience, brand name is the product description that product payoff 1/Reason Why and product payoff 2/Reason Why. For the Asian or Asian American grocery store consumer, Ranch 99 is the Asian grocery store that has the largest selection of Asian food products and the lowest prices in the San Diego region. Guidelines for Building Brand Equity: 1. Mix and match brand elements 2. Ensure high quality by creating rich images and linking tangible and intangible brand elements 3. Adopt a value-based pricing strategy (customers pay a premium) 4. Consider direct/indirect distribution options (push/pull) 5. Mix up marketing communications 6. leverage secondary associations Why Brand Management Fails- failure to communicate meaning of brand, to live up to brand promise, adequately support brand, be patient, balance consistency and change, to understand the complexity of brand equity measurement and management. Highlights: Chpts 8-10 Brand Value Chain: To Trace the value creation process for brands to better understand the financial impact of the brand to better understand the financial impact of brand marketing expenditures and investments. Brand Value Stage MultipliersProgram QualityMarketplace ConditionsInvestor Sentiment (Clarity, Relevance, (Competitive Reaction, Channel Support(Market Dynamics, Growth potential Distinctiveness, Consistency)Customer Size and profile)risk profile, brand contribution) Brand Tracking Studies Brand Audits-Provide in-depth information and insights for long-term strategy and positioning development Tracking Studies-involve information collection from consumers on a routine basis over time. We should track: Awareness/image, sources that make brand equity, corporate family tracking. Brand Tracking Survey Format: Follow the Customer-Based Brand Equity Pyramid from bottom to top!! How: Who to track: Current customers (light, medium and heavy users) loyal customers vs. rice sensitive customers, non-customers rejecters, When and Where to track: continuous and regular interval tracking-frequency depends on frequency of product purchase. Interpreting tracking studies: shifts are often subtle, what are the minimum threshold numbers. Brand Context Measures: Your brand does not live in a vacuum. What’s happening in the environment (competitive frame of reference) will impact brands long-term value. Examine 8 factors: economic indicators, retail trends, t echnology, media indicators, demographic profile, other products and service, personal attitudes and values, attitudes to brands and shopping. Brand Equity-Who’s responsible? Senior management who develops a brand review process: review brand sensitive material, review status of brand initiatives, review new brand positioning conflicts, etc. Understanding Consumer Behavior: Why do people buy our brand? Or see other brands? See â€Å"Brand Asset Management Measuring Sources of Brand Equity: Qualitative Research Techniques: focus groups, free association, brand personality and values, Projective Techniques: (ex. Maxwell House vs. Nescafe example) (ex . Presidents and products) experiential methods. Quantitative Research Techniques: Awareness, recognition, recall, image, attitude and usage, product-concept, brand relationship. Quantitative Techniques: n 200, generally between 400-1000. Can test 2 things. Awareness- recognition of packing on shelf (eye tracking technique), recall-identify the brand under different circumstances (aided and unaided),( techniques: fake branding, false guesses etc. ) Image-(Strong, Favorable and Unique)- Forced choice, purchase intent, 3 measures of consumer beliefs. -Free choice (which attributes they prefer -Scaling (agree disagree scale 1-6) Ranking (how close is a brand associated with a attribute) Types of Brand-Focused Quantitative Studies Attitude and Usage Survey (AU)-measures attitudes toward brands, describes category involvement, how consumers use the products, track trends. Brand Segmentation Studies- Net Promoter Score-Promoters-Detractor=Net Promoters. Scale of 1-10, 9-10 promoters, 7-8 passives, 1-6 detractors, Asks â€Å"Would you re commend brand X? † Brand Loyalty Studies-Past purchase percentage mix/future purchase mix Brand Substitutability-What brand did you buy last time? , If not available, which brand would you buy? Track repeat rate. YR Brand Asset Valuator Model-Important!! Five Measures of Brand Equity (Pillars) 1. Differentiation-how a brand is different 2. Energy-ability to meet future consumer needs, attract new customers (momentum, dynamic) 3. Relevance-Brand’s appeal (size of franchise, not necessarily profitability) 4. Esteem-How a brand is regarded and respected 5. Knowledge-how familiar and intimate customers are with brand Developed in 1993 and updated in quarterly waves in the US. Its global, 400,000 consumers, 20,000 brands, 72 parameters. Assesses different categories simultaneously vs. one category. Brand Health Indicator- Brand strength: leading indicator future values, Brand Stature: lagging indicatorpast performance. High Brand Strength(Future Performance, Differentiation, Energy and Relevance)| Niche/Unrealized Potential/Growing| Power Leaders vs. Declining Leaders| Low Brand Strength (Future Performance, Differentiation, Energy and Relevance)| New or Unfocused Brands| Eroded| YR Brand Asset Valuation Model| Low Brand Stature (Current Performance Esteem and Knowledge)| High Brand Stature(Current Performance Esteem and Knowledge)| Introducing New Products and Line Extensions New Product Strategic Matrix Current Products| New Products| Current Markets| Market PenetrationStrategy| Product Development Strategy| New Markets| Market DevelopmentStrategy| DiversificationStrategy| Branding Options: 1. Develop a new brand 2. Apply an existing brand (Brand extension) 3. Combine a new brand with an existing brand (Levi’s Dockers) (Brand extension) Brand Extension: 1. Line extensi on 2. Category extension. Why Products Fails: market too small, product is poor match for the company, inadequate product research, entered too early or too late in the market, provided insufficient ROI, product not new or different, unrecognizable/limited capability. Advantages of Brand Extensions: 1. Facilitate New Product Acceptance 2. Provide Feedback Benefits to the Parent Brand Company Disadvantages of Brand Extensions: 1. Possible customer confusion 2. Retailer resistance 3. Can fail and hurt parent brand 4. Can Cannibalize parent brand,5. Can hurt image 6. Can dilute brand meaning Brand-Building Situations Chpt. 12 1. Managing a Corporate Brand, 2. Building a Sub-Brand, 3. Branding an Ingredient 4. Branding a Commodity (coffee, milk, a location ex. Juan Valdez) 5. Managing a Portfolio 6. Building a Corporate Brand 7. Managing a High Growth Brand. Brand-Product Portfolio Strategy Brand-Product Matrix: Brand Portfolio is the set of all brands and brand lines the firm sells in a particular category and the product line. Breadth Vs. Depth of the Product Line: Different lines vs. variants Breadth is how many lines Depth is the variances within Ex. Product from PG | Laundry Detergent| Other Product line| Brand 1| Tide| | Brand 2| Cheer| | Brand 3| Dreft†¦and so on| | Determine the Breadth of a Branding Strategy-Category Attractiveness: 1. Review aggregate market factors 2. Category/industry factors 3. Environmental factors. Reasons for Introducing Multiple Brands: 1. Any one brand is NOT viewed equally favorable by all market segments, increase shelf presense, to attract customers who might switch to another brand. Ex. Mother switches from Tide to Dreft. Special Roles of Brands in a Brand Portfolio: 1. Attack market segments not being served by other brands 2. Flanker to protect flagship brand (5 different brands of beer for Miller) 3. Cash Cow (Milk for Profit)-Funyons 4. Low to end entry level to attract new customers (100 series of BMW) 5. High end prestige product to enhance credibility of entire portfolio (Olay Microdermabrasion) 6. To increase internal competition within firm 7. To leverage economies of scale Ideal Brand Portfolio: Eight Categories of Brand Definition 1. Power -needs to be defended ex. Tide 2. Sleeper -with support, can grow into a power brand 3. Slider -has-been brand, needs attention! 4. Soldier -needs no management attention ex. Funyons 5. Black Hole -Resource suck, no payback 6. Rocket- quickly on its way to be a power brand 7. Wallflower- underappreciated brand with loyal customers (Payday candybars) 8. Discard- should have been tossed Brand Hierarchy: permits companies to focus their communication on key brand elements: Corporate Brand (top) (GM)Family Brand (Chevy)Individual Brand (El Camino) Modifier (SS) Importance Corporate Image Associations: When the brand is primary corporate (GE/HP/BP), then the corporate brand image has to reflect certain associations 1. Common Product attributes, benefits or attitudes 2. People and relationships 3. Values and Programs (CSR) 4. Corporate Credibility (expertise, trustworthiness, likeability) Designing a Brand Strategy: 3 options Corporate Dominant (16%)- corporate brands, house brands -Mixed Brands (52%)- ex. Kellogs corn flakes-dual brands, endorsed brands -Dominant Brand (32%)- mono brands, furtive brands (corporate identify undisclosed Global Marketing (Now a Prerequisite for Success) Why Go Global? 5 Reasons 1. Perception of slow growth and increased competition in domestic markets 2. Belief in enhanced oversees growth and opportunities (BRIC) 3. Desire to reduce costs from economies of scale 4. Need to diversify risk 5. Recognition of global mobility of customers Four Major Decisions to Make Before Going Global 1. Decide which markets to enter (India,EU? ) 2. Decide how to enter the market- (J. V, FDI, exports? ) 3. Decide on the marketing strategy (global or multinational? ) 4. Decide on the marketing organization (centralized or decentralized) Some Advantages of Going Global: lower marketing costs, consistency in brand image, power and scope, economies of scale, etc. Some Disadvantages of Going Global: differences in consumer needs/wants (Venezuela/Colombia), differences in consumer responses to marketing, differences in competitive scope, differences in legal environments, differences in marketing institutions, etc. Selecting Global Markets and Devising Market Entry Strategies Global Market Selection Criteria: economic environment, cultural environment, demographic environment, political/legal environment. 3 Global Market Entry Strategies (Important! ): 1. Export existing brands 2. Acquiring existing brands 3. Creating some form of brand alliance with another firm. Trade-Offs in Market Entry Strategy Strategy| Speed| Control| Investments| Geographic Extension(exporting existing brands)| slow| High| Medium| Brand Acquisition| fast| medium| high| Brand Alliance| Moderate| low| Low| Designing Global Marketing Programs: Standardized or customized? Leverage global PODs and Advantages Global Positioning Considerations: Create mental maps, define core brand values and identify POP, POD/ 10 Commandments of Global Branding: 1. Understand similarities and differences in the global branding landscape 2. Don’t take short-cuts in brand building 3. Establish marketing infrastructure 4. Embrace integrated marketing communications 5. Cultivate brand partnerships 6. Balance Standardization and Customization 7. Balance global and local control 8. Establish operable guidelines 9. Implement a global brand equity measurement system 10. Leverage brand elements Criteria to Develop Successful Global Brands and Viable Industries 3 Essential Criteria: 1. Global positioning and branding, 2. Technology that can be applied globally 3. Capabilities for local implementation Global Branding: Setting the Stage: Centralized: Power at HQ, strong creative theme. Conditions for success= education across the company, global appeal, global recognition of benefits, strong communication. Decentralized: Power in the field, positioning varies with markets, multiple creative directions, create different consumer messages. Conditions for success=strong marketing leader, excellent communication across markets, strong localization opportunities Issues/Learning From Working Internationally: 1. Limited competitive information 2. Quality and training of staff (improving) 3. Limited understanding of research, media and alternative marketing techniques 4. Speed to market 5. Listen to locals 6. Logical vs. emotional consumers