Strategic Brand Management - Exeterpeople.exeter.ac.uk/wl203/BEMM211/Materials/Lecture 1/Day 1.4 - Workshop.pdf · Ikea invades America –week 3 –18 th Feb Tommy Hilfiger –week

1

Jack Buckner

Strategic Brand ManagementStrategic Brand Management

Exeter MBA and MSc Exeter MBA and MSc –– Day 1Day 1

Consumer WorkshopConsumer Workshop

Apple Apple iPodiPod

2

ClarksClarks

Clarks

Clarks USAClarks USA

3

LufthansaLufthansa

Course WorkCourse Work

�� One of five brandsOne of five brands

�� Global brandsGlobal brands

�� …… but will consider a global brand within a but will consider a global brand within a

specific market specific market –– eg eg Starbucks in JapanStarbucks in Japan

�� Provided course work considers the global Provided course work considers the global

situationsituation

�� Suggestions to me by next weekSuggestions to me by next week

4

Case WorkCase Work

�� Presentation is critical in brand management Presentation is critical in brand management

and marketing departmentsand marketing departments

�� 4 groups 4 groups

�� 20 20 –– 30 minute presentation30 minute presentation

�� Questions and answersQuestions and answers

�� Identify critical branding issuesIdentify critical branding issues

Case WorkCase Work

�� Ikea invades America Ikea invades America –– week 3 week 3 –– 1818thth FebFeb

�� Tommy Tommy Hilfiger Hilfiger –– week 4 week 4 –– 2525thth FebFeb

�� Global Brand FaceGlobal Brand Face--Off Off –– Natasha Singh Natasha Singh

week 5 week 5 –– 44thth MarchMarch

�� Global Brand FaceGlobal Brand Face--Off Off –– Vasylko Vasylko Mazur Mazur

week 5 week 5 –– 44thth MarchMarch

�� All read Accenture for next weekAll read Accenture for next week