1. “Marketing Information Management & Market Planning in respect to Corporate Branding”
Mrs. Wonder

2. There are 7 Functions of Marketing:
1. Channel Management (Distribution)
2. Marketing Information Management (marketing research)
3. Market Planning (who will be your target market & the marketing plan)
4. Pricing
5. Selling
6. Products and Service Management
7. Promotion

3. Marketing Information Management
Marketing Research deals with…
Marketing Opportunities
Marketing Problems
Marketing Plans
Marketing Performance

4. Corporate Marketing Research can BE fluid, dynamic and at various points in the brand life cycle
Answers questions like:
WHO?
WHAT?
WHEN?
WHY?
HOW?
These questions might help you to increase sales and profits with a better understanding because you:
-determine consumer’s attitudes and preferences
-test product features
-understand how the company is perceived by the public

5. Customer Touch Points These are where your customer interacts with your brand & you can get info here

6. the Corporate Brand personality
When a customer interacts with it the corporate brand can be perceived as being competent, impressive, trustworthy, fun, active, humorous, casual, formal, youthful or intellectual… just like a person.
Brand personality:
Can help create self-expressive benefit that the customer can express his/her own personality through this brand
Brand personality = the basis of a relationship between the customer and the brand
May help communicate a product attribute and contribute to a functional benefit
the Corporate Brand personality

8. the Corporate Brand personality
High-end, NYC Workout scene, Millennial, Sophisticated
Rugged, Outdoorsy
Family Oriented, Wholesome, Small Town
Adventurous, Daring, Exciting
Hard working, Trustworthy, Reliable

9. 5 Core brand personalities

10. The Corporate Brand as an organization
It focuses on attributes of the organization rather than those of the product or the service such as:
Innovation
Drive for quality
Concern for the environment
Culture
Values
Programs of the company
Vision
Global vs. Local
Organizational attributes usually apply to set of products not only one product, so that if any competitor can compete to one product will not be able to compete to the organizational attributes

11. the Corporate Brand Organization
Brand Example Company based on social awareness, strong emphasis on environment Company based on efficiency for the user and state of the art technology First to market, known for revolutionizing the electric car market Charitable, Socially Aware and Philanthropic Good to employees, Sustainability initiatives

12. It’s all about the customer
We explore quantitative and qualitative research to understand our customer findings through:
-surveys
-questionnaires
-focus groups
-media research
-product research
-market intelligence
-forecasting
-attitude research
-opinion research

13. Corporations then better understand their customer, their competitors, marketplace trends and how to solve their brand problems & Capitalize on their strengths and opportunities.

14. ON your Blog…
Today you are going to take a survey in preparation for Dayna Reed, Executive Director of Reporting and Insights for RaceTrac corporate, coming into visit us and speak on Thursday.
Please take the survey.
This is an example of a real corporate survey for a $9billion company (3rd largest private company in Georgia) used to make corporate decisions about their “target market.”

15. Assignment: Create your own Corporate BRAND Show me Your Print Ad design for a product you would sell at a convenience store
Show me an example of a print ad you like for inspiration THEN
Create your own print ad that uses at least one of the 5 core brand personalities we reviewed: Sincerity, Excitement, Competence, Sophistication, Ruggedness
Your print ad should have the following:
1. Headline (dominant line of copy, most important)
2. Subhead line (in smaller type to further explain the product)
3. Illustrations (Graphics / Images)
4. Signature – this is where you will use your corporate brand logo, usually at the bottom of the print ad
***Be careful to balance your selected layout, colors, typeface (font), and size***
Use something catchy for your ad like:
-Humor -Visually cool -Large image to catch attention
-Thought-provoking -Make a Comparison -Visually unusual
-Alliteration -Bold -Rhyme
-Dramatic -Paradox -Funny Pun or Play on words