• Why bother?
• 49 min
  1. The value of brands to shareholders

  • Mr. David Haigh
• 18 min
  2. Managing reputation in a transparent world

  • Mr. Christopher Satterthwaite
• Creating a brand
• 37 min
  3. Advertising, big ideas and the power of participation

  • Mr. Simon Clemmow
• 37 min
  4. Design builds business

  • Mr. Andy Knowles
• Promoting a brand
• 74 min
  5. Media choice: "Traditional media", "Online Pic' n' mix" & "Sponsorship"

  • Mr. Dan Hagen
  • Mr. Kieron Matthews
  • Mr. Rob Mason
• 29 min
  6. Building brands with effective shopper marketing

  • Mr. Chris Masterson
• Measuring marketing effectiveness
• 33 min
  7. Measuring the effectiveness of marketing expenditure

  • Mr. Tim Ambler
• 30 min
  8. Measuring the impact of promotional activity

  • Mr. Martin Wheeler
• Maintaining momentum
• 43 min
  9. Modern brand management: innovation

  • Mr. Jonathan Banks

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Talk outline
3. True new products are rare
4. NPD is getting harder
5. GDP per capita vs. household spend on food
6. Financial consumer confidence
7. Consumer confidence index
8. Biggest concerns in next 6 months
9. GB fast moving consumer goods market dynamics
10. Change in consumer behaviour: UK
11. Key UK economic measures
12. How to add value through the downturn
13. Number 1 brand: value share
14. Great Britain: importance of attributes
15. Phase 1: Meijer, Spinach
16. Private label: Tesco, switching
17. Private label sub-brand growth
18. Tesco's new discounter range
19. Private label does not cause brands to be weak
20. Brand equity
21. First mover advantage
22. NPD strategy options - Ansoff matrix
23. How to add value
24. Four megatrends
25. Food share of our household expenditure
26. Competition in the food service sector
27. Large portion size
28. Rise in the number of overweight individuals
29. Attitudes to healthy eating
30. US LabelTrends
31. Consumers concerns about the environment
32. Choices for the ethical consumer
33. Consumers remain confused
34. Organic is behind the total store benchmark
35. Old product development: Kellogg's
36. Products must continue to evolve
37. Advertising halo effects
38. Umbrella advertising
39. Concept appeal
40. Cannibalisation
41. Ways to differentiate
42. Factors predictive of halo effect
43. Find your 5 in 1
44. Top 20 innovations of the 20th century
45. Proportion of launches worth more in year 2
46. Think long term
47. How to succeed
48. Closing thought on marketing in the recession
49. R and D funding
50. Sustainability and the environment
51. Summary

Topics Covered

• Problems exacerbated by the Credit Crunch
• Value destruction
• Commoditization of Fast Moving Consumer Goods categories
• Growth of private label
• Increased promotional reliance
• Rise of the discounters
• How to add value and protect brands from price based competition

Links

Series:

• Modern Brand Management

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 1, 2010