Research Lingo

Sustainability & Diversity

Customer value co creation

Sensory & Experiential marketing

Innovation process & Consumer insights

Meeting consumer needs framework
- Co-creation
- Consumer insight
- Using personas
- Design thinking
Crowd sourcing
- Inbound/Outbound Innovation
- The double diamond approach
- Gamification & Equity theory
- Crowd selection
- Competition, cooperation & loosing
Co creation & Technology
Portfolio Management
Responsible Research & Innovation (RRI)
Harms modelling
Batwove Assement

Omnichannel

Omni channel continium
- Unconnected, Horizontal, Vertical & Complete
Key determinants
- Consumer behaviour: Perception of integration, Impact on outcomes, Customer profitability/ multichannel buyers, customer segmentation & research shopping
- Marketing: Adding channels, Marketing cross-effects, Task sharing & Harmonizing marketing
- Beyond channels
Integrated Marketing Communication (IMC)
- Inside-Out/Outside-In Orientation
- Changed conditions (Media & Consumer)
- Changes in flow
- IMC Challenges
  - Loss of control of marketing communication
  - Content marketing
  - Dialogue and network communication
  - Management of multiple stakeholders
- Principles for customer centricity / IMC
  - Relationship Orientation
  - Content Orientation
  - Process Orientation
- Implementation framework of customer-centric IMC (Bruhn & Schnebelen, 2015)
Physical CX – The phygital customer experience framework (Batat, 2022)
- Driving Force
- Connectors
- Pillars

Strategic brand management

Introduction

Consumer Brand Equity

Brand Resonance Model
- Identity: Brand Awareness & Brand Image
- Meaning: Node Network & Points of Parity
- Brand Response: Brand Judgements (Cognitive Response) & Brand Feelings (Affective Response)
- Brand Relationship: Brand Ressonance
Stages in Brand Developments
- 1. Brand Identity -> 2. Brand Meaning -> 3. Brand Response -> 4. Brand Relationships
Brand Value
- The Brand Value Chain (Investment -> Mindset)
  - Market Program Investment -> Multiplier
    -> Customer Mindset
- The Brand Value Chain (Mindset -> Shareholdervalue)
  - Customer Mindset -> Multiplier Market Conditioning -> Brand Performance -> Investor Sentiment -> Shareholder Value

Brand Identity & Positioning

Brand Identity
Brand Identity Mix
- Properties, Products, Presentations & Publications
Organization Identity Structures
- Monolithic (corporate), Branded (brand) & Endorsed (multiple business)
Brand Elements Should Be: Memorable, Meaningful & Proctetable
Brand Positioning
- Strategic view: Intended Positioning -> (Execution Failure) Actual Positioning -> (Relevance Failure) Percieved Positioning
Types of Positioning
- Features, Abstracts, Direct Benefits, Indirect & Surrogate Positioning
Brand Differentiation
Distinctiveness
Consumer Culture Positioning (Alten et al., 1999)
- Global Consumer Culture Positioning
  - Consumers who –
  - Product Categories with –
  - Brands that are –
- Local Consumer Culture Positioning
  - Consumers who –
  - Product Categories with –
  - Brands that are –
- Foreign Consumer Culture Positioning
  - Consumers who –
  - Product Categories with –
  - Brands that are –

Brand Communication

Digital Branding

Brand Experience & Touchpoints

Brand Equity Measurements

Brand Architecture

Brand Innovation

Consumer Brand Relationships

Brand Loyality

Brand Crisis & Risk Management

Ethics & Sustainbility in Branding

Future Of Branding

Strategy

Marketing in the digital age

Customer Value
Word of mouth
Network Effect
Streetlight Effect
The Marketing Mix
- 4 Ps (product, place, price & promotion)
- 4 Cs (communication, convenience, customer cost & customer solution).
Earned, paid & owned media
Conjoint
Share of wallet
Total addressable market
Omni channel

Consumer Psychology

Metholodgy

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