Portfolio Duojiao Dong
[email protected] 2014
BA
Branding &
Marketing M
anagement
Teko D
esign & B
usines s
Content
BA programme introduction –4 About me –5
The road to my dream –6 My Business Model –7
Graphic Design –8-9 Public Relations –9-10
Branding Strategies in Action –11-12 Brand Communication –13-14
Analysis & Forecast –15-16 Strategic Management –17-18
Contemporary Approaches to Branding –19-20 User Driven Innovation –21-22
Consumer Behaviour –23-24 Theory of Science -25-26
Project 1-3 –27-29
What does studying of Branding & Marketing Management imply?
About me…
My name is Dong Duojiao. I was born in 19th August 1978 in Shenyang, China. In 2001 I achieved a BA degree in Finance and tax affairs at the Shenyang University. Afterwards, I joined the Northeast Branch of Lenovo Group, which is the biggest personal computer manufacturer out of 100 foremost companies in China Lenovo, as a fast-‐growing business, increasingly requires employees with international work experience. Northeast Branch of Lenovo Group Ltd.
• 2000.7 – 2004.3 Marketing Promotion Specialist Responsibilities:
• New Product promotion. When the new products are ready to be released, my responsibility is to manage the new product promotion including: broadcasting, newspaper, brochure, magazine, and outdoor advertisement, etc.
• Marketing events. I planned and organized a series of marketing activities to increase customer awareness of our products. • Public relations. For special business partners like national telecommunications, finance sector, etc. For instance, organizing
Year's end customer (thanks) cocktail party, etc. • Event Hostess. Frequently I hosted various kinds of meetings and festivals in my company. I handled a few TV and magazine
advertising opportunities and hosted many commercial activities at Britain & America Tobacco -‐ China. 2004. 9 -‐ 2007.8 Tawa International Ltd. Aps, Denmark Import Purchasing 2007.12 – present Namnam Aps Self – employed
The Road to My Dream
My Business Model
Graphic Design
My Logo
My Slogan Breaking the cocoon into butterfly!
Public Relations This is my favorite course. Here are my summarized answers about PR: How important to you is a good/socially adept winery spokesperson? I’d rather deal with a socially adept spokesperson than an incompetent one! The truth is, the vast majority of winery spokespersons are cordial and smart. I don’t really want a winery spokesperson to do anything for me, except assist with my needs [getting info, samples, arranging a visit]. I don’t particularly like it when a PR person sits in on an interview or tasting with me and the winemaker. The winemaker isn’t comfortable being scrutinized, and may be so guarded in his remarks that it effectively kills the chance for a good interview. How has winery public relations changed in practice over the last ten years I don’t think winery PR has changed much. Obviously the tools are different [social media] and this necessitates different skills. But the actual practice remains the same. Get your clients out in front of the media. Get good coverage, if you can. Be active, not passive. How have wine media people/writers/news outlets changed over the last ten years? The biggest change, again, is obvious: there’s a new generation of Millennials in the wine critic/writing business. This shouldn’t come as a shock! Every 15 or 20 years, it happens, and it’s happening again. As for new news outlets, obviously the existence of a thousand wine blogs means that wineries have vastly more opportunities for publicity. On the other hand, most of these blogs have little influence with the buying public. So if you’re in charge of that sort of thing at a winery, you have to do your homework and know which blogs are the real thing, and which ones aren’t. What is the one most critical part of a successful small winery PR effort, assuming excellent wine quality to begin with? When I look back over recent years, the most successful winery PR efforts have been those that involved social media, and then went viral, like Murphy-‐Goode’s “A Really Goode Job” contest. Another effort that comes to mind is Lisa Mattson’s work with Jordan Winery and their YouTubes, which have given the winery widespread visibility. The challenge with these efforts, especially single-episode ones like A Really Goode Job, is to maintain the momentum as time passes. That can be very hard. It’s not easy coming up with brilliant social media ideas.
My Group Work Report http://issuu.com/doradong/docs/pr_report_final_version
-‐A strategic marketing tool for companies eager
to build a long-‐term relationship with their
customers
This model describes how a brand can design its
branding strategy in order to win customers’
support and love and ensure a lasting growth for
the company on all levels.
It is argued that people nowadays do not trust and or necessarily love brand, but instead choose
a few brands which they would rather buy over
others. This is one of the main reasons for which
love in brands might be hard to find, but once
loving a brand, there is no turning back.
It is important for brands to be loved because
love usually spreads around and once one loves a
certain brand he will automatically influence the
people around involuntarily, making people
wonder why there is love for that specific brand,
which will result in others being interested in the
brand, therefore raising brand awareness.
An accurate use of this model should allow every brand to interact and communicate with the consumer in an appropriate way according to the new rules of the global world. The founding principles of the brand-customers relationship rely on four main building blocks - Liability,
Branding Strategies in Action
THE BRAND L .O .V .E MODEL
Observance, Value, and Experience. Those four main concepts can be defined and implemented as follows: Liability Liability in the company is the ability to be obligated and take responsibility for its actions towards customers. With the growing concern for environmental and bad business practice issues, companies should stand for a fairer world, more sustainable, ethic practices and to communicate their strong beliefs. Being reliable and giving a sense of trust to the customers is not just an option anymore for the companies if they want to survive. One of the current biggest trends in the business world relating and answering to this need is transparency. Observance Observance for a company is the ability to recognize, define and respect customers’ needs and wants. If for a very long time the companies have ruled the world and managed to control the customers with a one-way dialogue, it is not the case anymore. One of the huge shifts of this decade in business practices and branding strategies has
been the creation of a two-way symmetrical communication, where the brands and the customers have the same degree of power and control. We believe than this trend could intensify and grow even more, and that the future could really look like a world where the brands are modelled on and by customers. By listening and acting in accordance with the customers’ needs, wants and values, the companies can manage to create a space for co-creation and user-driven innovation. Value This concept is the ability for the company to offer more than a product to the customers. There are many different ways for a brand to create value. This is why companies could focus on giving a sense of esteem to the customer or a status. Offering good customer service and focusing on customer’s satisfaction can also be a way to create value for a company. Value can especially be created through offering the correct quality at a fair price.
One other main important factor that can be linked to value is making a brand worth. Worth the while, worth the attention, worth the money- it can be whatever. As long as the brand can assure the customer that all of the factors above are worth investing in, in order to get connected with the brand, and then the situation will be win-win. Experience This is the ability for the company to offer an original and distinctive adventure to the customer. According to Byron Sharps’ evidence based marketing theory, brands should focus on distinctiveness rather than differentiation in order to grow. Delivering outstanding experiences to the customers will create intimate, emotional connections.
Brand Communications
Newest communication way-IBEACON
http://estimote.com
http://www.youtube.com/watch?v=uOo2ynlEsFU
My Group Work -Honda
Presentation http://prezi.com/7a8r67q-5sbu/untitled-prezi/
Analysis & Forecast
Excel http://chandoo.org/wp/2011/01/24/trendlines-and-forecasting-in-excel/ http://www.lokad.com/forecasting-methods-and-formulas-with-excel
My Group Work: How the increase number of elderly people will affect the public sector and the Danish economy in the future?
Presentation http://www.youtube.com/watch?v=uOo2ynlEsFU
Strategy Management Introduction
Strategy: everyone's concern Identifying the strategic challenges facing operational
managers What strategy means to operational managers Defining Strategic Thinking
The key aspects of strategic thinking
Distinguishing between strategic thinking and planning Identifying the impact of strategy on operational activity Aligning the organization's vision with reality Creating sustainable competitive advantage Creating value for stakeholders
Recognizing the iLeveraging Operational Strengths
Evaluating operational capabilities
Differentiating between organizational and operational competencies
Taking inventory of the key strengths within your operation
Rating competencies against strategic goalsmportance of stakeholders in the strategy process
Satisfying the needs of the stakeholders Applying strategic-‐thinking tools
Positioning yourself within the four cycles of operational effectiveness
Decoding your environment with PESTLE Analyzing the ecosystem with Porter's Fiv Rating competencies against strategic goals
Maximizing your unique operational strengths to deliver stakeholder value
Optimizing internal processes Shaping opportunities by scanning the external
environment Executing Strategy at the Operational Level
Getting real about the vision
Qualifying the gaps between operational and organizational vision
Establishing the foundation for realizing goals Bridging the strategic gap
Questioning assumptions to uncover new solutions and drive new discoveries
Managing operational strategic assets Rigorous planning through scenario assessment Quantifying the impact of proposed solutions Creating an Innovative Culture
Employing an innovation framework
The importance of innovation in strategic thinking Promoting nonlinear thinking Generating solutions through value engineering Optimizing solutions by challenging the status quo Adapting your culture to satisfy strategic demands
Meeting the five preconditions for an innovative culture Facilitating team innovation Innovating to create competitive success
Qualifying innovation traits Benchmarking objectives against actual performance
Quantifying the financial metrics
Verifying decisions through financial analysis Incorporating a stakeholder perspective Planning for Operational Change
Weaving change into the fabric of the culture
Being proactive in a reactive environment Implementing operational change through people, processes
and culture Motivating the team to adopt the change Constructing a change process
Configuring your resources to encompass change Measuring results through balanced scorecards Securing Stakeholder Commitment
Communicating for buy-‐in
Applying influencing techniques to overcome resistance Negotiating for resources using win-‐win approaches Maximizing your impact
Earning support with entrepreneurial techniques Articulating an elevator pitch that secures commitment
The class begins with an agenda of four or five points that we need to cover during the 80 minutes of the session. We regularly start with an analysis of the situation described in the case and we build a framework to look at the situation in a clear manner. However, my classmates will still have different opinions due to their wide academic backgrounds and nationalities. By the end of the class, we make either an assessment or a decision to conclude the case study.
In my opinion, the most valuable take away is the ability we acquire to better analyse situations and make an informed decision on simple and complex issues. This in turn, will allow us to be better managers in the long run, by taking one step at a time.
Contemp. Approaches to Branding
What is branding?
If a brand results from a set of associations and perceptions in people’s minds, then branding is an attempt to harness, generate, influence and control these associations to help the business perform better. Any organisation can benefit enormously by creating a brand that presents the company as distinctive, trusted, exciting, reliable or whichever attributes are appropriate to that business. While absolute control over a brand is not possible due to outside influences, intelligent use of design, advertising, marketing, service proposition, corporate culture and so on can all really help to generate associations in people’s minds that will benefit the organisation. In different industry sectors the audiences, competitors, delivery and service aspects of branding may differ, but the basic principle of being clear about what you stand for always applies.
Why do you need a brand?
Branding can help you stand out from your competitors, add value to your offer and engage with your customers. Creating difference Branding is a way of clearly highlighting what makes your offer different to, and more desirable than, anyone else’s. Effective
branding elevates a product or organisation from being just one commodity amongst many identical commodities, to become something with a unique character and promise. It can create an emotional resonance in the minds of consumers who choose products and services using both emotional and pragmatic judgements. Rachel’s Organic Butter, for example, chose black for its packaging design so it would stand out from the typical yellow, gold and green colours (representing sunshine and fields) used by competitor products. The result is that the brand appears more premium, distinctive and perhaps even more daring than its competitors. Adding value People are generally willing to pay more for a branded product than they are for something which is largely unbranded. And a brand can be extended through a whole range of offers too. Tesco, for example, began life as an economy supermarket and now sells a wide range of products, from furniture to insurance. But a consistent application of the Tesco brand attributes, such as ease of access and low price, has allowed the business to move into new market sectors without changing its core brand identity.
This obviously adds value to the business, but consumers also see added value in the new services thanks to their existing associations with the Tesco brand. Of course, this can work in reverse too: if consumers don’t like the Tesco brand in one product area, they’re less likely to choose the company’s offer in another product area.
User Driven Innovation
I am taking a class at university for my business major entitled "Innovation!" For this class each student has to come up with an innovation and write a paper on it. One of my ideas revolves around recycling. I know that innovations regarding this area are numerous but I was wondering if you guys might be able to give me some constructive feedback that might help mold my simple idea into something a little more refined.
There are trash compactors everywhere but no recycling bins in my school. I was thinking about placing "smart" recycle bins around campus. Students would swipe their ID cards at these smart bins and then insert their recyclable items. These machines would then credit the account of that student a few cents per bottle, say 2 or 3 cents. These machines would then be brought to recycling facilities where 5 cents would be made per bottle. There are stores around this area that give 5 cents per bottle but it seems that students lack motivation to bring their bottles there. Hopefully by bringing the recycling to the students, I could increase recycling rates by a lot and make a profit. Any advice?!
Group Report http://issuu.com/doradong/docs/homefinal http://www.wideo.co/view/1261811386110414673-homeexplanatoryvideo
Consumer Behaviour
Today, I continue to learn. Consumer behavior is very interesting. Every day I discover something new about search marketing and spend time on a wealth of sites devoted to the topic (one of our main performance goals is to educate ourselves on the industry). Who knew that search marketing had so many nuances? I continue to have moments where I think: I took a class in school and I am comfortable with this output or I can apply what I learned about survey writing to help with this or looking at our data I know what the sample size must be to be reportable. At times, I find myself saying numerous times a day “oh I learned that in my class”
As I have said before, it is truly hard to explain how the leanings in the classroom have so easily translated into my work life. They appear to be seamlessly intertwined. I have found I am less nervous when making decisions at work or trying to analyze something different. I continue every day to push myself to look at things differently, as our teacher always encouraged us to do. The branding management program prepared me for real life, one where you have to deal with ambiguities and not having all the information all the time. The few things that I have learned from my time here. Digital are: understand what your client’s objectives are, explore the best ways to answer those objectives, follow the data, and weave together a meaningful story. I have learned you will never have all the answers, but I do believe I could not have asked for a better program to prepare me for my career.
Theory of Science
Science is part of knowledge, that part devoted to describing and understanding the universe. Complexity arises when we see knowledge as part of the universe, so science is part of the universe that being so we can apply science to study science which the case here. To continue the thinking: if we can apply science to study science then epistemology is not a branch of philosophy but a domain of science. This means that epistemology should have all the qualities of a science in terms of clear concepts and variables, measurement and empirical validity.
As has been outlined above, crucial questions of the nature of science need to be addressed before we can proceed with examining questions of our being and psychology. Some of those questions are as follows.
What is a scientific theory? What is a variable? What is the relationship between a variable and its value? Is all that is measurable a variable? How are domains of science defined? How can we understand the relationship between domains of science? What is reduction in science? What is the relationship something and the mechanism whereby it is
manifest? What does it mean to be empirical? What are concepts, and ideas? Are these the basis of science? When is and when is not something scientific?
Project 1: In Sync – Rethinking Design + Business
Creative and Environment-Friendly Packaging Designs
It’s funny that a few years ago, people were all over the new packaging material, plastic. The consumers thought this is the wonder material, the material that’s great for the environment. It’s cheap to produce, easy to work with, and it doesn’t hurt any trees! It was during the time where trees were being cut down indiscriminately; so people were happy that plastic was used for packaging and not paper in order to save the trees. Plastic was believed to be the material that can save Mother Earth.
Fast forward years later and we see the immense effects of using plastic. The problem is, plastic is non-biodegradable and it is hardly reused or recycled. Most people use it on a one-time basis only. Plastic makes use of chemicals and materials that’s harmful to the environment.
We’ve probably heard of environment-friendly packaging design in the packaging industry. It’s the hottest thing today, but it’s big not only because it’s popular, but because it’s good for the environment. Consumer products always have a great deal of impact on the world and our environment. Companies are now taking the responsibility of sustainability to foresee that future generations can still enjoy nature as we do today.
I admire creative and environmentally friendly packaging. The companies’ efforts to save the planet are encouraging. It’s good to know that there are still lots of people who care for mother earth. Here are some of the most creative and environmentally friendly packaging designs that I could find. It’s time to go green!
Project 2: Electives Business Model Generation
Project 3: Sociology & Trend