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英国assignment代写第一部分(1000字)
选择下列选项之一：
一。批评红牛试图为其品牌创造文化所采取的战略和战术方法。
第二部分(1000字)
一个组织的品牌规划是一个正在进行的项目。制定进一步的品牌活动计划，以延续您选择的case study品牌的势头。你必须为你的提案中的品牌和营销元素提供一个清晰的理论基础。这些公司必须尝试继续并发展公司目前的品牌战略。请提供你将采取的策略、战术和创造性方法的概要，但你不必提供战术想法的成本。你可以在作业的这一部分使用标题、项目符号和图形。
如果您需要提供补充信息，请使用附录(不包括在字数中)。你必须在这篇assignment中使用学术参考资料和参考书目，即使它不是一篇传统的论文。你应该以适当的管理风格安排你的任务。这意味着，例如，您可以使用标题、项目符号和图表。
评分标准
批判运用理论批判品牌方法的证据
理论贯穿始终
理论在案例分析中的应用
案例研究水平高
分析案例研究活动而不是描述
充分理解品牌理论
有效地回答问题
有充分陈述和支持的论点
经过深思熟虑的竞选提案，与理论和战略方法相联系
对总体战略的理解
使用的品牌方法
以适当的商业风格精心布局。
在第二部分中很好地使用了简洁的商务语言。
正确使用哈佛参考文献
系统。
l4: Campaign Creativity
lMSP300R: Strategy, Marketing & Branding
lCase study: Guinness
lSian Rees
lBibliography
Core Reading
lHarvey, M. & Evans, M. (2001) ‘Decoding competitive propositions: a semiotic alternative to traditional advertising research’ in International Journal of Market Research Vol. 43 Quarter 2 pp. 171- 188 (on blackboard)
lRosenbaum-Elliott et al (2011) Strategic Brand Management, Oxford: Oxford University Press, Chapter 6 (on blackboard)
lSimmons, J. (2006) The Invisible Grail: How Brands Can Use Words to Engage with Audiences, London: Cyan Books, pp. 110-147
Recommended Reading
lDanesi, M. (2006) Brands, London: Routledge, Chapter 4
lGriffiths, M. (2005) Guinness is Guinness: the colourful story of a black and white brand, London: Cyan Books
lBibliography
lGreen, A. (2007) Creativity in Public Relations, London: Kogan Page
lInd, N. (2003) Beyond Branding, London: Kogan Page (Online Library Text), Chapter 11
lPalmer, A. (2004) Introduction to Marketing, Oxford: Oxford University Press
Further Reading
lDavies, J. (1998) The Book of Guinness Advertising, Guinness World Records Limited
lRees, N. (1997) A Dictionary of Slogans, Harper Collins (an excellent collection of slogans)
lSilbey, B. (1985) Book of Guinness Advertising, Guinness Books
lThe Guinness website is essential material. It functions both as a resource for past advertising campaigns, and as a PR and marketing initiative in itself.
lAre you creative?
lCreative Planning
lCreativity works within the strategic boundaries and brand values of the organisation and brand
l‘Every outstanding creative practitioner interviewed in the research for this book stresses how any creative act must not compromise the brand and its inherent values’ (Green 2007:13)
lAndy Green: ‘Creativity, and its task of generating ideas, is essentially incremental. Ideas come through a series of small steps or moves.’ (Green 2007:19)
lCreative Step Process
lGreen: The Four Qs
lHierarchy of Effects Models
lAIDA (Attention è Interest è Desire è Action)
l‘communication acts as a stimulus which gives rise to a ‘conditioned’ response’
l‘communication can therefore be developed to achieve the objective of moving people through the sequence of responses’
l‘suggest how communications affect the mind and behaviour of the audience’
(Palmer 2004: 422-423)
lDAGMAR model
lExercise: DAGMAR model
lBrand Positioning
lWhere a brand is seen in a category relative to competitors
lCould refer to the benefits or ‘images’ associated with the brand
l‘Kotler has defined it in terms of enabling a brand to occupy a ‘distinct and valued place’ in the mind of the target consumer (Kotler 2003)’
(Rosenbaum et al 2011: 112)
lMaslow’s Hierarchy of Needs
lExercise: Hierarchy of Needs
lExercise: Hierarchy of Needs
lRossiter-Percy Grid
lRossiter-Percy Grid
lRecognizing the importance of involvement and motivation in developing brand attitudes
lInformational helps solve or avoid a negative problem
lTransformational positively transforms your mood to a positive feeling
lBrand Attitude Creative Tactics
lExercise: Rossiter-Percy grid
lDiscuss different types of products which might fit into the different sections of the grid
lCan you think of an advert that the products use?
lDoes it fit the principles of the grid?
lExercise: Guinness
lDiscuss with a partner what the Guinness brand represents?
lWhat is distinctive about it?
lThink about:
lColour, logo, language
lProduct positioning
lAdvertising
lWhat the brand stands for
lGuinness
l250 years of strategic marketing
lDistinctive brand identity; premium position
lStrong heritage in Ireland; Irish language and tone; brewed in Ireland
lGuinness story: It’s the story of how a unique Irish stout became, with a little magic, one of the best-loved beers in the world….’
l“The timeless and world famous Guinness ads – ingenious, iconic, and endlessly enjoyable. Just like the beer itself” (www.guinness.com)
lClassic Guinness Ads
lEvolution of Slogans
GUINNESS IS GOOD FOR YOU
lLovely Day For A Guinness
lMy Goodness My Guinness!
lA Guinness A Day…
lGuinness For Strength
THE ENJOYMENT
lGuinness: Pure Genius
lThere’s No Time Like Guinness Time
lGood Things Come To Those Who Wait
lBring It To Life
lBlack & White focus
l1980s
lGuinness: Pure Genius campaign
lDutch actor, Rutger Hauer
lA man dressed in black with white hair who had no problem waiting 119.5 seconds for his pint of Guinness
lContemplative drinker
l1999 Surfer Advert
lhttp://www.youtube.com/watch?v=Y9znA_dwjHw
l1999 Surfer Ad
He waits; that's what he does.
And I tell you what: tick followed tock followed tick followed tock followed tick...
Ahab says, 'I don't care who you are, here's to your dream.'
'Here's to you, Ahab'.
And the fat drummer hit the beat with all his heart.
Here's to waiting.
lExercise: Surfer Advert
lDiscuss the voice over for the surfer advert
lWhat does it tell us about Guinness?
lWhat do you notice about the language?
lModern Guinness Ads
lGood Things Come to Those Who Wait
ldominos“引爆点”–一罐吉尼斯草稿中储存在液体中的能量和生命的故事;6000多米诺骨牌掉落，阿根廷村民得到一品脱“黑色物质”的奖励;赢得纯金多米诺骨牌的在线挑战
2009年，雅培-米德-维克斯BBdo推出了一个新的广告，旨在为品牌定位带来“更多活力、活力和社区性”，并增加其对家庭饮酒者的吸引力。
l2011 Dark Life and The Flag created by BBDO
l2014 Made of More / 2015 rugby partnership
l2013 - 2016 Advertising
lhttps://www.youtube.com/watch?v=RxrvtKXt6lg
lhttps://www.youtube.com/watch?v=VMBmJYBrigY
lFocus on inner qualities and community
lMarketing Activities
lThe Guinness Storehouse visitor attraction - top tourist destination in Ireland (experiential marketing)
lSponsorship – English rugby premiership
l2010 Google Earth tie in on website – an online world that users can help bring to life by creating their own terrain
l2011 Facebook and You Tube content linked to rugby sponsorship
l250th Anniversary: £1 coupons for 1.4m consumers to buy cans; “Arthur’s Day”; promotional glass with 10-pack Guinness Draft; 250th point-of-sale kits
lRange of elements from the promotional mix
lCase study: Market Testing
lCase Study: Research
lCompetitor Analysis
lHarvey, M. & Evans, M. (2001) ‘Decoding competitive propositions: a semiotic alternative to traditional advertising research’
lArticle is accessible on i-Find
lDescribes a technique devised by Guinness to decode competitors’ campaigns & brands – The Competitor Advertising Decoding Kit
lUnravel competitors’ proposition & message
lSemiotics is used to unravel creative strategy
lHighly technical, methodical approach behind creativity
lCompetitor Analysis
Carling Black Label
lhttp://www.youtube.com/watch?v=qKHc-U2FNHk
lStella Artois
lhttp://www.youtube.com/watch?v=-D01M9Tlyqg
lCompetitor Propositions
lBrand Positionings
lPotential Issues
酒类品牌被警告要整顿他们的房子，否则将面临全面禁止广告的禁令。
政府尚未考虑全面禁止酒类广告，但报告建议采取一系列措施，包括在晚上9点分水岭播放电视广告和强制性的包装健康警告。
突出数字广告和赞助
Gemma Charles, PR Week, 13 Jan 2010, pp1
lQuestions
lHas Guinness changed its advertising creative approach effectively?
lHow does Guinness integrate different elements of the marketing mix into a coherent campaign?
lHow important is a central narrative to Guinness?
lWhat new products has Guinness produced and why?
lWhere and how is Guinness distributed?
lCase Study Resources
lwww.guinness.com
lGuinness Storehouse case study (Blackboard)
lHarvey, M. & Evans, M. (2001) ‘Decoding competitive propositions: a semiotic alternative to traditional advertising research’ International Journal of Market Research Vol. 43 Quarter 2 pp. 171- 188
lGriffiths, M. (2005) Guinness is Guinness: the colourful story of a black and white brand, London: Cyan Books
lSimmons, J. (2006) The Invisible Grail: How Brands Can Use Words to Engage with Audiences, London: Cyan Books, pp. 110-147
l5:Branding Principles
lStrategy, Marketing & Branding
lMSP300R Lecture 5
lSian Rees
lCiting Sources
lWhen you include case study material in your essay you must cite where the information comes from
lThis includes information from websites
lYou can summarise your findings and then cite at the end of a paragraph
lFor example, in text (Coca-Cola 2014)
In bibliography:
lCoca-Cola 2014, ‘Environment’, [accessed October 2014], at http://www.coca-cola.co.uk/environment/
lBibliography
Core Reading
lFill, C. (2005) Marketing Communications, Harlow: Pearson Education Limited, pp. 392-415
lOlins, W. (1995) The New Guide to Identity, Aldershot: Gower Publishing
lPalmer, A. (2004) Introduction to Marketing, Oxford: Oxford University Press, pp. 212-230
Recommended Reading
lAaker, D. A. (1996) Building Strong Brands, London: Simon & Schuster UK Ltd, Chapters 1 & 3
lAitchison, J. (2004) Cutting Edge Advertising, New York: Pearson Prentice Hall
lGroucutt, J. (2005) Foundations of Marketing, Basingstoke: Palgrave Macmillan, pp. 119-127
lRosenbaum-Elliott et al (2011) Strategic Brand Management, Oxford: Oxford University Press, Chapter 6 (On Blackboard)
lBibliography
lSchroeder, J.E. & Salzer-Morling, M. (Eds) (2006) Brand Culture, Abingdon: Routledge, Chapters 5, 6, 8
lSchultz et al (2000) The Expressive Organisation, Oxford: Oxford University Press, Part 2
lSimmons, J. (2006) The Invisible Grail, Cyan: London
lTheaker, A. (2004) the Public Relations Handbook, London: Routledge, Chapter 7
Further Reading
lAaker, A. (1991) Managing Brand Equity, New York: The Free Press, Chapter 8
lDanesi, M. (2006) Brands, London: Routledge, Chapters 1, 2 & 3
lHaig, M. (2003) Brand Failures, London: Kogan Page
lRies, A. & L. (2000) The 22 Immutable Laws of Branding, London: HarperCollins
lExercise: Brands
lRate these brands according to their strength with 1 being the strongest and 5 the weakest brand. Explain the strengths / weaknesses of the brands.
lEvolution of Brands
lOriginally products were sold unbranded
l‘Branding’ comes from scorching (used by American cattle ranchers to identify their cattle)
lMerchant guilds of 11th century England used branding to distinguish themselves
lIn the 1800s companies such as Campbell’s, Heinz and Quaker Oats introduced brand identities to reassure consumers about mass-produced products
lCoca-Cola started advertising in 1886
lEvolution of Brands
lIn 1884 Lever registered the name Sunlight Soap and set up a company with his brother (now know as Unilever)
lThe success of Sunlight Soap was attributed to:
lSignificant innovative advertising (£2m in 1905)
lPackaging which clearly identified the brand
lLow-price strategy
lCareful management of the Sunlight brand
lEvolution of Brands
大众生产、大众传播方式和大众消费主义的兴起对品牌的兴起产生了重大影响。
lbrands引入了“人”元素
l'…品牌不仅仅是识别一种产品，它是一种情感杠杆：一种说服消费者过去只购买本地产品，以信任其他地方生产的产品的方式(《独立报》，2009年2月12日)。
从本质上讲，L'A品牌是一种赋予产品独特身份的方式，使其有别于其他竞争对手(Palmer 2004:213)。
产品品牌的流动性
L“通过时间的质量和满意度可以引导买家学会信任品牌”(fill 2005:393)
lbrand通过总结质量、价格和性能信息来命名短路决策过程
列纳布尔保费定价政策
提供心理安慰或奖励
Loffers通过版权、商标和专利的法律保护
lbrand盗版和“假冒”
lPersonal Connection
l‘Successful brands create strong, positive and lasting impressions, all of which are perceived by audiences to be of value to them personally’ (Fill 2005:393).
l‘a…useful way of thinking about a brand is giving the sense of a living person, how they will grow and develop’ (Aitchison 2004:94)
l‘Brands succeed best when they make a powerful emotional connection with the people who buy them’ (Simmons 2006:31)
lThis personal connection is maintained continuously by strong brands through sustained communications activity (Coca-Cola)
lBrands Reduce Risk
Brands take the risk out of product buying:
lPhysical (will the product cause me harm?)
lPsychological (will this product satisfy my need for peace of mind?)
lPerformance (does the product work in accordance with my requirements?)
lFinancial (will this product provide adequate performance within my budget?)
lExercise: Brands & Risk
lThink of brands which reduce risk, using Palmer’s categories
lWhat Makes a Brand?
lVisual: name, symbol, packaging and service reputation (Olins)
lDifferentiation: brands designed to identify a product and differentiate it from competitors
lCommunications: brands can be defined by how they communicate (Simmons)
lReception: a combination of a deliberately created identity and images construed by audiences
lEmotional: consumers associate certain attributes or emotions with a particular brand
(Fill 2005:393)
lThe Identity Symbol
“以影响、简洁和直接的方式呈现组织的中心思想”(Olins 1995:11)
符号起到快速视觉触发的作用，释放情感和引发想法
l“利用文化代码和相关的含义，设计师选择特定的颜色、形状和字体，以激发特定的情感反应或使特定的含义相互关联”(伍兹在Theaker 2004:97中)
略戈斯
大多数公司修改或更新符号，而不是因为它们的识别能力而改变它们(壳牌，雷诺，英国石油)
当英国电信想要创造一个新的企业愿景，作为一个自由市场的参与者，而不是垄断它改变为英国电信，并引入了一个新的标志。
lBT
lNames
lThe name should have some association with product benefits (eg Flash – cleanliness)
lNo negative associations (VW Sharan)
lMemorable and easy to pronounce
lTone appropriate for the market (Billabong)
lMust be legally checked
lMust be available as a domain name
(Palmer 2004:222)
ldescriptive (British Gas), founder-based (M&S), abbreviations and initials (ICI), unique-sounding (Kodak), conceptual (Jaguar) (Olins 2005:56)
lThe Central Idea / Vision
其他理论家(范瑞尔)构想了一个中心“愿景”、“共同出发点”或“核心价值”的概念。
很清楚组织是什么
l目的、性能和外观应一致
驱动组织的力量，它是什么，它想成为什么，以及什么使它独一无二
“正是他们的历史，他们的结构，他们的策略，创造和支配他们的个性，他们的成功和失败，塑造了他们，使组织成为现在的样子”(奥林斯1995:10)
当品牌缺乏核心价值时，他们会经历定位漂移，失去强烈的认同感(fill 2005:397)
lManifestations of Identity
lProducts and services – what you make or sell (BMW/Sony – strong visual identity)
lEnvironments – where you make or sell (hotels, leisure outlets, retailers, banks)
lCommunications – how you explain what you do can be the prime way identity emerges (Coca-Cola / Benetton)
lBehaviour – how you behave (crucial for service organisations)
lThe Dominant Factor – early priority in identity programmes is to establish the dominant factor
(Olins 1995:3-9)
品牌表现
吉尼斯和无辜者如何展示他们的品牌?
品牌特征
Lexercise：特点
无辜和吉尼斯的内在和外在品牌特征是什么?
lverbal身份
lsimmons认为，修辞的力量是品牌发展的强大力量，品牌应该清楚地表达自己的“故事”
lmcdonalds已经合法注册了100多个词组作为自己的词组，例如“好人的好工作”。
好的品牌不仅仅是销售-他们诱惑
林诺森特的措词：“对他们所做的事有着深刻的感受，但又是一种轻率的信仰”(西蒙斯2006:62)
L三角
lbrand讲故事
Lwords可以“在创造品牌的人的哲学和公司外那些被这种哲学所吸引的人之间建立一座桥梁”(Simmons 2006:54)。
lbrands需要一个基于讲故事原则的连贯的语调
lstorytelling地图
Lexercise：品牌故事
无辜的人怎样才能融入讲故事的地图呢?
品牌架构
lbrand表单
制造商品牌：在购买时确定品牌的生产商(吉百利、福特、可口可乐)
ldistributor(自有品牌)品牌：品牌与制造商无关(boots、asda、tesco)
一般品牌：销售的产品没有宣传材料，如一些药品
新石器身份结构
借出身份结构
商标身份结构
lbrand定位
“品牌地位是一个品牌在客户、潜在客户和其他利益相关者心目中与其竞争对手相比的地位”(Duncan 2005:75)。
“选择代表品牌的品牌名称和符号需要反映品牌的位置。”(邓肯2005:75)
定位策略
LCOST领导层：公司的目标是成为业内成本最低的生产商
区别：产品/服务在买方心目中具有独特的属性
lfocus：公司在市场上选择一个细分市场或一小部分细分市场
公司将自己定位为市场上质量最高的产品。
品牌有助于在市场上创造差异化
(格鲁卡特2005:112)
快乐/无辜的立场
吉尼斯和无辜者使用什么定位策略?
