Brand Strategy
Brand Strategy 2A
Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932
“From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism
Brand Strategy 2A
Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932
“From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism
Contents Page
MESSAGE 2
INVENTORY 4 ADVERTISING 4 SALES PROMOTION 5 EVENTS AND EXPERIENCES 5 PUBLIC RELATIONS AND PUBLICITY 6 DIRECT AND INTERACTIVE MARKETING 6 WORD OF MOUTH 7 PERSONAL SELLING 7
PRIORITISE 8 BILLBOARDS 8 FAIRS/TRADES/EXHIBITIONS 8 ENTERTAIN AND EVENTS 9 SOCIAL MEDIA 9 BRAND EGYPT PUBLICATION 10
COHESIVENESS 11
STRATEGIC RECOMMENDATIONS 11
Reference list: 13
MESSAGE
Benjamin Franklin once said: “It takes many good deeds to build a good reputation, and only one bad one to lose it.” This has been evident from Jet Blues’ runway fiasco, Tiger Woods personal affairs, Facebooks’ privacy breach, BP’s oil spill, Martha Stewarts stint behind bars ,KFC’s rat infestation to Toyotas’ recall of cars costing them in access of $16 million in fines … many a brand has or will experience this harsh reality (Inc,2010). What has been, for the people of Egypt at least, one of the greatest feats in the history of the country ( with the over throw of Mubarak) in terms of human rights , now appears to be the greatest defeat in terms of the country’s economic wellbeing with the decline in the tourism industry and the political strife as one of those “one bad one to lose it” moments that Mr. Franklin referred to.
As the long lives sentiment goes that reputation is everything we see this in the case of Egypt, but there does seem to be a ray light at the end of this tunnel. Tiger Woods, BP and Toyota have all recovered from the
Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932
“From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism
Brand Strategy 2A
Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932
“From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism
Contents Page
MESSAGE 2
INVENTORY 4 ADVERTISING 4 SALES PROMOTION 5 EVENTS AND EXPERIENCES 5 PUBLIC RELATIONS AND PUBLICITY 6 DIRECT AND INTERACTIVE MARKETING 6 WORD OF MOUTH 7 PERSONAL SELLING 7
PRIORITISE 8 BILLBOARDS 8 FAIRS/TRADES/EXHIBITIONS 8 ENTERTAIN AND EVENTS 9 SOCIAL MEDIA 9 BRAND EGYPT PUBLICATION 10
COHESIVENESS 11
STRATEGIC RECOMMENDATIONS 11
Reference list: 13
MESSAGE
Benjamin Franklin once said: “It takes many good deeds to build a good reputation, and only one bad one to lose it.” This has been evident from Jet Blues’ runway fiasco, Tiger Woods personal affairs, Facebooks’ privacy breach, BP’s oil spill, Martha Stewarts stint behind bars ,KFC’s rat infestation to Toyotas’ recall of cars costing them in access of $16 million in fines … many a brand has or will experience this harsh reality (Inc,2010). What has been, for the people of Egypt at least, one of the greatest feats in the history of the country ( with the over throw of Mubarak) in terms of human rights , now appears to be the greatest defeat in terms of the country’s economic wellbeing with the decline in the tourism industry and the political strife as one of those “one bad one to lose it” moments that Mr. Franklin referred to.
As the long lives sentiment goes that reputation is everything we see this in the case of Egypt, but there does seem to be a ray light at the end of this tunnel. Tiger Woods, BP and Toyota have all recovered from the