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- View the Talks
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35 min
1. Culture and Branding- Dr. Marieke de Mooij
-
25 min
2. Building global brands- Ms. Laura Ries
-
47 min
3. Branding: how it works and why it matters- Prof. Robert F. Lauterborn
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39 min
4. Valuing Corporate Brands- Mr. James R. Gregory
-
48 min
5. Managing brands in Asia- Mr. Martin Roll
Printable Handouts
Navigable Slide Index
- Introduction
- Core concept of marketing
- BCG portfolio analysis tool
- The marketing communications plan
- Nothing happens until somebody buys something
- Value of a strong brand
- Engendering trust (J&J)
- Failing to engender trust (Union Carbide)
- High interest in new market offering
- Price premium
- de Bono's three stages of business
- Protection from competition
- The concept of positioning
- First choice of best talent
- Benefit of doubt if trouble comes
- Investor preference
- How to build a strong brand (1)
- Marketing driver analysis
- Brand value proposition (1)
- Brand value proposition (2)
- Brand-building resource allocation (1)
- Brand-building resource allocation (2)
- How to build a strong brand (2)
- Company vision and brand purpose
- Typical vision statement (Nestle)
- Typical vision statement (Ritz-Carlton Hotel)
- Your vision statement
- Brand purpose (examples)
- Brand positioning (Emerson) (1)
- Brand positioning (Emerson) (2)
- Brand positioning - Kathy Button Bell
- Story telling
- What is your company's story?
- How to build a strong brand (3)
- Building a strong brand - Michelle Bridges
- Communicate in urgency - Michelle Bridges
- How to lose a strong brand
- Losing a strong brand: forgetting who you are
- Losing a strong brand: forgetting what you "own"
- Losing a strong brand: forgetting it's not about you
- Marketing myopia
- What they taught you about marketing is wrong
- Lauterborn’s 4C’s marketing model
- Anticipation of an experience is what is bought
- What is the experience?
- Value proposition criteria (Aaker)
- The power of a strong brand (brand leaders)
- Brand leaders (examples in different categories)
- Contact details
Topics Covered
- Core concept of marketing
- BCG portfolio analysis tool
- Value of a strong brand
- de Bono's three stages of business
- Brand positioning
- How to build a strong brand
- Company vision and brand purpose
- Marketing myopia
- How to lose a strong brand
- Kotler 4P's vs. Lauterborn 4C's
- Value proposition criteria
- The power of a strong brand
Links
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Talk Citation
Lauterborn, R.F. (2014, December 11). Branding: how it works and why it matters [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 16, 2024, from https://hstalks.com/bm/2964/.Export Citation (RIS)
Publication History
Branding: how it works and why it matters
Published on December 11, 2014
47 min
