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Content

Brand Management


Brand Management



BRAND MARKETING

Ensure your brand reflects the product and service image you require.

  • Competing brand messages
  • Memorable&unified brand experience
  • Creating the brand experience
  • Moments of truth
  • Measuring success

    DVD / 2015 / 10 minutes

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    BUILDING BRAND AND REPUTATION

    Build a powerful brand and secure your reputation.

  • Brand or reputation
  • Marketing your brand
  • Damage control
  • Brand experience

    DVD / 2015 / 15 minutes

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    CREATING YOUR BRAND PROPOSITION

    Ensure your brand represents the image you want.

  • Key to marketing & branding
  • Value proposition
  • Brand essence
  • Brand identity

    DVD / 2015 / 11 minutes

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    MANAGING CRISES AND BRAND DAMAGE

    Ross Campbell explains how to plan and train for worst case scenarios.

  • Crises get out of control very fast
  • Losing control&business failure
  • Planning & rehearsing a crisis response
  • Using the dark site

    DVD / 2015 / 15 minutes

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    INTRABRAND (NYC)

    Nissan, NYSE Euronext, GE, AT&T

    Interbrand created a brand new image and value for Nissan and NYSC. It also demonstrated close relationships between the technologies and consumers for GE and AT&T through advertisements.


    DVD / 2014 / (Senior High, College) / 24 minutes

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    BRAND IS MORE THAN A LOGO, A: IT'S A PROMISE FULFILLED

    By Stephen Tharrett & Mark Williamson

    A Brand is More Than a Logo : It's a Promise Fulfilled details the need for club operators to establish a unique and compelling brand promise if they want to gain a competitive advantage in the marketplace. The DVD begins with a discussion concerning a club's value proposition and how important it is to have a uniquely differentiated value proposition in the current competitive club landscape. The DVD also explains what it takes to move from a value proposition to a brand promise and what the essential components of brand promise are. The DVD concludes with insights on how club operators can bring their brand promise to life on a daily basis.

    Among the topics covered:
  • A brand's value proposition
  • The importance of a brand's value proposition
  • Differentiating your brand
  • Establishing a unique value proposition
  • The brand promise
  • Brand architecture
  • How to change your value proposition
  • The importance of storytellers
  • Tenants of a brand promise

    DVD / 2014 / 35 minutes

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    CREATING A DIFFERENTIATED BRAND PROMISE AND VALUE PROPOSITION

    By Stephen Tharrett & Mark Williamson

    Creating a Differentiated Brand Promise and Value Proposition discusses what a brand promise is and points out how important it is to health/fitness clubs, given the competitive environment in which they exist. The DVD also points out what it takes for clubs to create a powerful brand promise, as well as details how facilities can execute on it. In addition, the DVD explains why the underlying premise of a brand promise is to create a compelling and relevant value proposition.

    Among the topics covered:
  • A brand is not a thing, it's a promise
  • Can your brand promise and value proposition be breached?
  • Does your brand promise stand out?
  • A promise is the heart of your brand's strategy
  • A brand promise defines your integrity
  • A brand promise must fulfill the consumer's most relevant and valued needs
  • A brand promise must create emotional connections
  • A brand promise is built on a value proposition that is unique and compelling
  • The promise of creating a compelling and relevant value proposition

    DVD / 2014 / 65 minutes

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    BRAND CONTENT

    As new ways of marketing have continuously emerged, the audience becomes a participant of the advertisements. People share information and advertisements through social networks. In order to make stories more relevant and interesting, the brands started to create more content for their customers. Findoutsomeofthesuccessfuladvertisementsof branded content in this episode!

    DVD / 2014 / (Senior High, College) / 25 minutes

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    BRANDING: ESTABLISHING A PROMISE THAT ENGAGES THE EMOTIONS

    By Stephen Tharrett

    In the current marketplace, having a differentiated brand promise on which a health/fitness club can consistently deliver can be the difference between success and mediocrity for that facility. Branding: Establishing a Promise That Engages the Emotions provides an insightful overview concerning how a health/fitness club can establish, message, and deliver on a differentiated brand promise. The DVD also defines the five major emotional promises into which most club brands fall as well as details the five keys to building and sustaining a great brand.

    Among the topics covered:
  • What is a brand?
  • Brand value
  • Brand presentation
  • The nature of a brand's power
  • Keys to building a great brand

    DVD / 2013 / 65 minutes

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    DIGITAL BRANDS

    The past few years have been all about social, digital and online. The future doesn't seem to show any signs of changing that. In today's world, 65% of consumers report having had a digital brand experience that has changed their opinion of a brand. And 97% say that their digital brand experience influenced whether or not they eventually purchased a product or service from that brand. Digital is not just another platform to push out messages; digital is a way of life in which total control over your brand is not possible. This episode of the lessons from the digital world. The advantages of digital-born companies, why offline can't stand alone anymore and the companies that are beautifying the web.

    DVD / 2013 / (Senior High, College) / 25 minutes

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    MARKETING: COMMUNICATING YOUR BRAND'S VALUE PROPOSITION

    By Stephen Tharrett

    More than ever before, the success and profitability of a health/fitness club depends on its ability to succinctly communicate the value of its brand to the marketplace. Marketing: Communicating Your Brand's Value Proposition discusses the keys for a health/fitness club in order to establish, implement, and execute an effective marketing strategy that cogently messages its brand promise, as well as attracts prospective consumers. The DVD also explains how clubs can make sure that their marketing message and marketing tools align with their brand promise and audience.

    Among the topics covered:
  • What is marketing?
  • Marketing strategies
  • Print advertising
  • Direct Mail
  • Buzz Marketing
  • Internet & Social Media

    DVD / 2013 / 62 minutes

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    BRAND RACE: HOW TO RISE ABOVE THE COMPETITION

    With David Aaker

  • How "must-have" product innovations knock out competitors.
  • Giving a weakened brand new energy and visibility.
  • When to market the product category more than the brand.

    Incremental product improvements to promote "my brand is better than your brand" have little impact on the market dynamics affecting market share. In industry after industry, the brand race is won instead by substantial innovations that define new categories or subcategories and thus make competitors irrelevant.

    From Chrysler's debut of the mini-van to salesforce.com's shift from software to the cloud, substantial innovations can define a category, and truly transformational innovations can be game changers. The keys to winning brand relevance, says Dr. Aaker in this Stanford video, include timing your product innovations to market need (Apple), tapping underserved segments (Luna), building a robust customer relationship (Harley-Davidson), erecting barriers to competition in execution (Zappos), and becoming an exemplar brand (Prius).


    DVD / 2011 / 52 minutes

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    THE POWER OF THE BRAND

    All marketing starts with a product. But beyond the product is the brand. Vast sums are spent in creating and maintaining brands. But what is a brand? And why do some brands succeed and some fail?

    SUCCESSES: Brands speak to people in a way that products don't - they have a personality, a style. One of the big brand success story is Innocent Drinks. In just 10 years Innocent's sales went from nothing to over óG100 million. Meanwhile Coca-Cola has used its brand to conquer the world - despite its product being little different from the competition. But the UK has its own long-lasting brands, too - like Cadbury's. What's the secret of their success?

    SURVIVORS: John Lewis is a good example of how brands can survive - it's a question of keeping true to their core values. But as companies getting bigger, this gets harder. And is there a danger in losing sight of the importance of simply having a good product? Brands can be damaged, too. Did Innocent damage its brand when it sold part of its ownership to Coca-Cola? And what about the spectacular problems of Ratners, BP and Toyota? Some brands go on and on however bad their media coverage - like Coca-Cola.

    THE BIG LIE: Companies like Divine Chocolate have found success through its ethical fair trade image. But ethics are often more about image than reality. Can companies like oil giant BP really claim to be green? And are brands deceiving us in a more profound way - making us believe we're inadequate without them? Psychologist Oliver James believes they're literally driving us mad.


    DVD / 2010 / 30 minutes

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    UNDERSTANDING BRANDS

    Every day we are exposed to about 3,000 advertisements - that's 84,000 advertisements a month on over a 2 million different products each and every year. In this hectic market we often put our faith, and our money, in something more than a single product - we put them in a brand. In this engaging Australian-made, curriculum fit program we look at what a brand is, the power of branding, what makes up a brand, the evolution of brands, and influences on brands. We also speak to Erminio Putignano from Futurebrand, who highlights some great examples of successful branding.

    Please contact us for primary and secondary schools pricing.

    Note : The above titles may have some territorial restrictions. Please feel free to send us an enquiry.


    DVD / 2010 / (Middle Secondary) / 27 minutes

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    BANYAN TREE: SUSTAINABILITY OF A BRAND DURING RAPID GLOBAL EXPANSION

    By Cathy Enz, Ali Farhoomand, Pauline Ng

    Singapore-based Banyan Tree has niche positions in three core areas: hotels and resorts, spas and retail. With more than 120 international awards and accolades, and a successful IPO in June 2006, Ho Kwon Ping has ambitious expansion plans. The Volume shows the challenges surrounding global branding of an Asian villa-themed spas and resort business. The dangers of brand dilution are addressed within the context of developing a niche market based on customer experience.


    DVD (With Business Case Booklet) / 2008 / 27 minutes

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    BRAND MANAGEMENT

    Featuring Chase

    In 2004, JP Morgan Chase merged with Bank One to become the second largest bank in the United States. Before the merger, both companies were major banks with tens of thousands of employees and hundreds of thousands of customers. The combined company was faced with the challenge of creating a new cohesive brand which would satisfy current customers while drawing in new ones.


    DVD / 2007 / (Grades 9-12, College, Adult) / Approx. 7 minutes

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    BRANDING

    Featuring Newman's Own Organics

    Newman's Own Organics is a small company with a big brand. In 1993, Newman's Own Organics was started as a division of the already-established company, Newman's Own. Newman's Own is a successful brand of packaged foods founded by the late veteran actor and philanthropist, Paul Newman. Although the success of its parent brand gave them a fast start in the market, the quality of Newman's Own Organics products and the service they offer to retailers and customers, keeps fans coming back.


    DVD / 2007 / (Grades 9-12, College, Adult) / 6 minutes

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    SEIKO WATCH CORPORATION: MOVING A BRAND UPMARKET

    By Ali Farhoomand, Tom Hout, Amir Hoosain

    As high-end watches became more and more a status and fashion symbol in the 1990s and 2000s, Seiko, arguably the world's foremost innovator in the watch industry, had to deal with the issues surrounding stagnant sales and ambiguities surrounding its brand. The Volume demonstrates how Shinji Hattori, a great-grandson of Seiko founder Kintaro Hattori and current president and CEO, tries to lift the Company's brand and margins through technological innovation and brand repositioning.


    DVD (With Business Case Booklet) / 2007 / 28 minutes

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    SHUI ON: BRANDING PROPERTIES FOR SUSTAINABLE GROWTH IN CHINA

    By Frederik Pretorius, Emily Ho

    This Volume explores how Shui On, a large Hong Kong-based property developer, leveraged its established relationship with the Shanghai government to obtain the rights to participate in a very large urban redevelopment project to build the now world-famous Xintiandi retail and entertainment centre. It also probes whether or not the company could repeat its success in other Chinese cities by exploiting the brand value of its flagship project.


    DVD (With Business Case Booklet) / 2006 / 26 minutes

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    BP: CREATING A GLOBAL BRAND

    After completing a $120-billion acquisition program involving eight companies from around the world, British Petroleum launched a global campaign to 'rebound' itself and the eight acquired companies to a new identity...'BP'. The marketing strategy and global advertising program is explained by the V.P. Global Brands, Michel Van Eesbeek, Shot on location in London, England, with footage from BP operations worldwide.

    DVD / 2003 / (Grades 9-12, College, Adult) / Approx. 13 minutes

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    MARKETING STRATEGY, A: ENERGIZING THE BRAND

    To avoid the constant price competition associated with widely distributed manufacturer brands, many retail chains have developed their own private label. Although successful, many of these retailers never really "energized" their private labels to maximize their profit potential. Simon Graj discusses how his consulting firm has helped such chains as Sears, Carter's and Saks 5th Avenue revitalize their businesses with a marketing strategy of energizing existing brands and developing new private labels.

    DVD / 2002 / 20 minutes

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    RETAILING STRATEGY, A: THE STORE IS THE BRAND

    Traditionally, retailers have carried a plethora of merchandise from many different retailers. However, today, some retailers only carry their own brand. The name on the marquee and the merchandise are one and the same. Popular examples include The Gap, Banana Republic and Benetton. DVD visits the flagship Benetton New York store and the factory in Italy.

    DVD / 1999 / 20 minutes

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