The Tactics of Successful Branding

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Brand Marketing - Why We Eat, Drink & Wear Brand Names
Are we branded for life? Branding is a revolution in marketing as well as a shift in how we view the world. Marketers create a world in which objects have personalities. One cannot understand youth culture, marketing, or our consumer society without an in-depth exploration of the power of brand…
What Is Marketing?
One of the core tenets of successful marketing is understanding your customer. But often times, you aren't the customer you're marketing to. What can you do instead? Find out in this introductory lecture on "Marketing 101", which also explores four types of value consumers seek: functional, monetary, social, and psychological.
Re-imagine! Business Excellence in a Disruptive Age
Tom Peters is back with a call to arms and a passionate wake-up call for the business world, educators, and society as a whole. In Re-imagine! Business Excellence in a Disruptive Age, America's most influential business thinker profiles seven distinct and very different companies that exemplify Peters' new business ground…
Marketings Four P's The Consumer Angle
Students learn the traditional four Ps of marketing strategy - Product, Place, Price and Promotion - and more importantly, how a focus consumer is at the core of them all. With pertinent examples from popular, everyday brands, students gain an understanding of how pricing strategies really work, how marketers target…
Creating Great Customer Experiences
Begin exploring the tactics involving in reaching marketing goals with a look at how to design products and services to provide the best possible customer experience. Along the way, you'll learn six rules for effectively managing customer experiences (including getting bad experiences out of the way and empowering employees).
The Marketing Series 3: The Power Of the Brand
All marketing starts with a product. But beyond the product is the brand. Vast sums are spent in creating and maintaining brands. But what is a brand? And why do some brands succeed and some fail? SUCCESSES: Brands speak to people in a way that products don't - they have…
Targeting a Market Segment
Make better sense of targeting, the process of selecting the segment (or segments) your product will best serve. Throughout the lecture, you'll learn key rules of targeting. One rule is: Don't try to please customers outside your target. Another: Always pick a target segment that values what you offer.
How to Build a Brand by John Kilculle
A successful brand builds customer trust and loyalty by being easily identi able and consistent in quality and presentation. John Kilcullen describes the strategies and tactics that took his For Dummies(r) brand from one obscure computer manual to a publishing empire that touches on a wide array of lifelong learning...A…
Marketing Strategy Case Studies - The Starbucks Experience
Key Topics
  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • Globalisation
Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known. How did…
The Entrepreneurs 1: Tossed
Tossed is a new salad bar chain set up by twenty-something entrepreneur Vincent McKevitt in the teeth of catastrophic economic conditions. Will the credit crunch make or break his new business? THE ENTREPRENEUR: Vincent started young - seliing ice cubes to his sisters! He funded his new business with loans…
The Brand Race - With David Aaker
Program Highlights
  • How "must-have" product innovations knock out competitors.
  • Giving a weakened brand new energy and visibility.
  • When to market the product category more than the brand.
Incremental product improvements to promote "my brand is better than your brand" have little impact on the market dynamics affecting market…
Creating Infectious Action - With Jennifer Aaker
Part of the Series: Stanford Executive Briefings
Program Highlights
  • The nuts and bolts of using social media for viral marketing.
  • What causes one campaign to become infectious while another fails.
  • When "reversing the rules" can work to your advantage."
An emerging trend in brand development is a shift from an advocacy marketing model (why one…