Red Bull Building Brand Equity In Non Traditional Ways

[pic] BRAND STRATEGIES Robin Darblade-Pounit F1884@jamk.fi 10 May 2010 1) Brand positioning and values A: What is the process of brand positioning? Brand positioning is at the heart of marketing strategy. The main process of it is identifying the consumer target. Brand positioning also supposes to market segmentation by dividing the market into distinct groups of homogenous consumers. Furthermore it is important to define the nature of competition. Brand positioning consists in “designing

partnerships 5 3. Industry analysis 6 3.1. Size, growth, sales 6 3.2. Industry structure 9 3.3. Nature of participants 10 3.4. Competitor analysis 11 3.5. Key success factors 12 3.6. Industry trends and long-term perspectives 13 3.7. Traditions in given area 13 4. Marketing Analysis and Marketing Plan 14 4.1. Segmentation, target market selection 14 4.2. Buyer behavior 15 4.3. Overall marketing strategy 17 4.4. 4 P’s (product, place, price, promotion) 18 5. Management Team and Company

the information contained in this handbook is accurate at the time of going to press, and the publishers cannot accept responsibility for any errors or omissions, however caused. All liability for loss, disappointment, negligence or other damage caused by the reliance on the information contained in this handbook, or in the event of bankruptcy or liquidation or cessation of trade of any company, individual or firm mentioned, is hereby excluded. This third edition published in 2002 Apart from any fair

by leaders in the business. We hope readers will find these books as helpful and inspiring as Adweek, Brandweek, and Mediaweek magazines. Great Books from the Adweek Series Include: Disruption: Overturning Conventions and Shaking Up the Marketplace, by Jean-Marie Dru Truth, Lies and Advertising: The Art of Account Planning, by Jon Steel Perfect Pitch: The Art of Selling Ideas and Winning New Business, by Jon Steel Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd

because this crisis is deep-rooted, systemic and persistent. But, in spite of that, the industry has been here before, in that biotech companies have overcome seemingly insurmountable challenges in the past, bucking trends and defying odds.“ Glen T. Giovannetti and Gautam Jaggi, Ernst & Young Global Biotechnology Center To our clients and friends As the shockwaves from the global financial crisis rippled across the world economy in late 2008 and 2009, they left little untouched. The reverberations

Party True Confessions of a New Media Whore PAUL CARR This edition is licensed under the Creative Commons AttributionNoncommercial-No Derivative Works 3.0 United States License. You are free to distribute any or all of the (unmodified) text for non-commercial use, providing you credit http://www.paulcarr.com Full license: http://creativecommons.org/licenses/by-nc-nd/3.0/us First published by Weidenfeld & Nicolson london ‘I have a theory that the truth is never told during the nine-to-five

PLANET FINANCE: YOUR PARTNER IN MICROFINANCE Ida Jolouat, seamstress and beneficiary of the SAWA program in Israel. This program launched by KIEDF was supported by PlaNet Finance. Farmer in Cape Verde and microfinance customer OUR VISION A world without poverty OUR MISSION To improve access to financial services through the development of microfinance OUR VALUES Excellence, ethics and brotherhood Clémence Douemenc Aidara, responsible of the West African platform (5th on the left)

Author of this Work has been asserted in accordance with the UK Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs, and Patents Act 1988, without the prior permission of the publisher. First published 2002 First published in paperback 2004 by Blackwell Publishing