User:Jukeboksi/Blog/Marketing: Difference between revisions

+ definition of w:Marketing strategy
(+ definition of w:Brand architecture and adding the articles "See also" list for quick access)
(+ definition of w:Marketing strategy)
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== Session 5 and 6 - Brand strategy ==
== Session 5 and 6 - Brand strategy ==
Problem: How to create a brand strategy?
'''Problem''': How to create a brand strategy?


Learning objectives:
'''Learning objectives''':
:#What kind of brand strategies exist?
:#What kind of brand strategies exist?
:## Examples?
:## Examples?
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:## Advantages / disadvantages?
:## Advantages / disadvantages?
:# What's the interrelation between a brand strategy and a brand portfolio?
:# What's the interrelation between a brand strategy and a brand portfolio?
* '''[[w:Marketing strategy|Marketing strategy]]''' is the goal of increasing sales and achieving a sustainable [[w:competitive advantage|competitive advantage]].<ref>Baker, Michael ''The Strategic Marketing Plan Audit'' 2008. ISBN 1-902433-99-8. p.3</ref>
:::Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.<ref>Homburg, Christian; Sabine Kuester, Harley Krohmer (2009): ''Marketing Management - A Contemporary Perspective'' (1st ed.), London.</ref> ( Wikipedia )


* '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity.  
* '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity.