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Brands in Strategic Marketing guest lecture

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Henri Weijo
Henri Weijo

This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.

BusinessTechnologie
1  sur  42
Lifecycle branding How different branding models work at different stages of a brand’s lifecycle
Who’s that guy? ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Why is he speaking to us? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why do such analysis? ,[object Object],[object Object],[object Object],[object Object]
 
5 book, 100+ articles ,[object Object],[object Object],[object Object],[object Object]
Five key concepts under analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
So how do you do that? ,[object Object],Extension Intension Conceptual Triangle
What was the starting point? ,[object Object],[object Object],[object Object],[object Object],[object Object]
This lecture and the next ,[object Object],[object Object],[object Object]
Findings (short version)
Brand ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand (cont.) ,[object Object],[object Object],[object Object],[object Object]
Brand (conclusions) ,[object Object],[object Object],[object Object],[object Object]
Branding ,[object Object],[object Object],[object Object],[object Object],[object Object]
Branding (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Branding (cont.) ,[object Object],[object Object],[object Object],[object Object]
Brand management ,[object Object],[object Object],[object Object],[object Object]
Brand management (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand management (concl.) ,[object Object],[object Object],[object Object],[object Object]
Competitive Environment ,[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Environment ,[object Object],[object Object],[object Object],[object Object]
Brand building process (1/3) ,[object Object],[object Object]
Brand building process (2/3) ,[object Object],[object Object]
Brand building process (3/3)
Next lecture 6.4.2009 ,[object Object],[object Object],[object Object]
Brand concepts 1/4 ,[object Object],[object Object]
Brand concepts 2/4 ,[object Object],[object Object]
Brand concepts 3/4 ,[object Object],[object Object]
Brand concepts 4/4 ,[object Object],[object Object]
Branding concepts 1/5 ,[object Object],[object Object],[object Object],[object Object]
Branding concepts 2/5 ,[object Object],[object Object],[object Object],[object Object]
Branding concepts 3/5 ,[object Object],[object Object]
Branding concepts 4/5 ,[object Object],[object Object]
Brand concepts 5/5 ,[object Object],[object Object],[object Object],[object Object]
Comp. Env. concepts 1/4 ,[object Object],[object Object]
Comp. Env. concepts 2/4 ,[object Object],[object Object]
Comp. Env. concepts 3/4 ,[object Object],[object Object]
Comp. Env. concepts 4/4 ,[object Object],[object Object]

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