Marketing Strategies: Enhance Your Brand After a Crisis

Introduction In these resources you will learn that marketing and branding strategies are related and work together. You will learn about how to re-position and enhance your brand after a crisis with the help of proper marketing strategy. You will also learn about how big global brands are built and what process organizations follow to achieve and keep their brand image. Finally, these resources will help you learn the four Ps of marketing and their role in marketing. Required Resources Textbook : Strategic Market Management , Chapters 1 and 9 opens in new window In this section of the resources, you will learn about the role of marketing in a strategy-building process. Chapter 1 gives an overview of how business strategy and marketing strategy go hand in hand. Also, this chapter explores brand awareness and brand management in detail. Chapter 9 will help you understand the concepts of brand equity, brand loyalty, brand identity, and brand association. Consider the following as you read:

 What is strategic market management and how does it help companies to create, change, or keep a business strategy?  What is the difference between identity and position?  How do each of the three brand equity dimensions supply value to the firm?  What are the 10 commandments of marketing? Reading : How to Save Your Brand In the Face of Crisis opens in new window This resource will help you learn how to design strategies after a crisis to rebuild and enhance the brand image. This article provides strategies to communicate with people in a time of marketing crisis. It also covers how companies can enhance their brand image by effectively responding to a crisis. Consider the following as you read:  How can you evaluate the severity of the situation or a crisis? Which three dimensions are critical for a situation analysis of crisis?  What is the crisis communication network and how it can be helpful for brand rebuilding?  Why it is essential that companies should gauge the customers’ perception of the crisis correctly? Reading : The Four Ps of the Marketing Mix opens in new window This resource explores the concept of the four Ps of marketing, which include product/service, price, place, and promotion. It also covers six elements of the marketing mix (advertising, interactive/internet marketing, publicity, direct marketing, personal selling, and sales promotion) which if used well, can

result in a more-effective marketing strategy. Consider the following as you read:  What is the marketing mix and how does it help in planning the marketing efforts?  What are the six elements of marketing? Reading : Elements of a Successful Brand 4: Brand Promise opens in new window This resource will help you understand the meaning of term brand promise . Using some examples of known brands, it explains how important brand promise is and how it helps in the marketplace. Consider the following as you read:  How is brand promise different from brand positioning?  What are the three ways to make (and keep) your promise? Additional Support (Optional) Reading : How to Build a Global Brand opens in new window This resource from the Harvard Business Review will help you understand how to build a global brand. With the help of an example, this section covers how a correct approach can help a company to become a successful and effective global brand. Video : Brand Management opens in new window (23:54)

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This video resource covers the fundamentals of the brand management concept and how it is related to marketing. It also covers the functions of the brand from an organizational perspective. Lastly, it also sheds some light on the recent trends in brand management practices.

MBA 645 Module 1 Resource List

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