BSA 555 Week 3 Discussion 4 and 5
BSA 555 Week 3 Discussion 4 Value Chain
Value Chain
https://www.youtube.com/watch?v=sm1Rl9Kc9mw
Watch this video. Name one of the brands you are using in your assignments. Use this 4-step process to illustrate how the brand builds (or compromises) value.
BSA 555 Week 3 Discussion 5
Corporate & Brand Mantras
Some call it a mantra….others say it is a slogan or tagline….a popular acronym is USP (Unique Selling Point)…other terms used are “Brand Differentiation” or the brand’s “Battlecry” or “Promise”. Whatever it is called, it should be known by all of your employees….it is the briefest of statements that captures the essence of why the customer buys from you and not your competitor. Corporations can use this tool, but it is more important for individual brands. These four articles explain the concept and processes to use in its development.
Pantigoso, J. (2016, October 31). Brand Speak: A Simple Brand Promise. Brand Channel.
http://www.brandchannel.com/2016/10/31/brandspeak-joe-pantigoso-103116/?utm_campaign=161031-joe-pantigoso&utm_source=newsletter&utm_medium=email
Cupman, J. (2015, July). What Does It Take to Create a Strong USP? American Marketing Association. https://www.ama.org/publications/eNewsletters/B2BMarketing/Pages/what-does-it-take-to-create-a-strong-usp.aspx
Ries, A. (2016, July 6). Sound Advice for Creating a Slogan: Forget Words. Advertising Age. http://adage.com/article/al-ries/forget-words-constructing-a-slogan-sounds/304819/?utm_source=mediaworks&utm_medium=newsletter&utm_campaign=adage&ttl=1468442455
Ries, L. (2015, November 11). Slogans vs. Taglines: What is your Brand’s Battlecry? Advertising Age NOTE: Laura is Al's daughter
http://adage.com/article/cmo-strategy/slogans-taglines-brand-s-battlecry/301217/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1447810557
In the subject line name either your corporation or one of the brands you are analyzing. In your discussion propose a slogan for the most important POD. In your responses you may elect to support the proposed slogan presented by your classmates, challenge its accuracy, or possibly propose modifications to the USP’s statement.
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Posted 26 Sep 2019 05:09 PM
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