Dahlen on Marketing Communications

Dahlen, M (2009) Marketing communications : a brand narrative approach, Wiley


This new recommended textbook for public relations units may be useful for any AMP projects involving branding, public relations or marketing communications.

It covers case studies of popular brands such as

Dove soap
Harley Davidson Motorcycles
Nike

There is a whole chapter on building brand equity included, and also material on 'Beyond traditional branding', which could be useful for several topics.

Mums Repositioning the Brand

I think that Mary Portas has been a bit harsh on Iceland in her Shop! column this week ( Telegraph Magazine 3rd April 2010 ).

Recent initiatives such as their stance on organic vegetables are barely mentioned.

Whilst there's no online service, the home delivery service seems entirely succesful ( in Luton at least ! )

www. telegraph.co.uk/maryportas

to see if you agree.....

Repositioning the Brand

• A few years ago all sorts of threats faced McDonalds. These included :

1. Publicity surrounding the McLibel 2

• Accusations by author Eric Schlosser in Fast Food Nation

Morgan Spurlock's film "Supersize Me"

and the insulting phrase " McJob" defined as unstimulating low paid work with few prospects.

To some extent the brand has repositioned itself in the recent past :

Introducing a staff website, with online training for it's 67,000 Brititish employees

A new BTEC qualifation in "work skills" for employees

Reducing fat content in fries, and converting chip fat to biofuel

Phasing out the bright livery in favour of more muted chocolate and green colours

Providing wi-fi access

Killer Facts

A record growth in sales in 2009 was announced in January ( 11% growth over 2008 )

More coffee sold ( in Britain ) than Starbucks and Costa put together

Edge, S ( 2010) Welcome to McWorld, Daily Express, Saturday 13th March p.36-37