This is the reflective of our marketing video about TD bank. I was the TD-representative of the video and I had the most dialogs. Since this is my first time acting, I believe there is many things I can improve. For example, I was talking to fast during my dialog, and I had too much action to counter my nervous. In addition, I really learned the importance of teamwork, because even though I was the original Script writer, since English is my second language, my script was not very descriptive. However, Jason was able to come in and expand my original script to a much better one. Also, since Michael has always been the one organize things, I asked him to be the director, and he really fulfilled the role well! Edward on the other hand is very typical western guy, and therefore, he fitted perfectly as the US student, one of the main actor. Billy and Joshph is always there to have ideas and contributed to the team. This video will not be possible made if it was not the team effort. SO I would like to thank every team member.

As for the whole assignment, I believe the hardest part is to find the good positioning statement. I really think our position statement could be better next time. I think this can only be improved by practicing.

A successful brand require 6 essential component, including Brand Name; URLs; Logos and symbols; Characters; Slogans; and Jingles/Sounds. Out of the 6 component, I believe the Slogans is the most important component for a company to establish and market to the customers, because a good slogan can represent the culture of the company and is easy for the customers to memorize. For example, the sleeping country slogans “why buy a mattress anywhere else” has really sink into consumer’s mind and give them a significant comparative advantage over its competitors and I can not think of think of anywhere else to buy a mattress.

Once the brand name is established, the logos and symbols becomes more important, for example, anyone can recognize the logo of Coca-cola, but only the targeted consumers will be able to recognize the logo of Mountain Dew. This is because Mountain Dew is still not a well established brand as Coca-cola yet, therefore, the brand name of Mountain Dew and the logo and symbols of Mountain Dew does not have the same value as the logo and symbols of Coca-cola.

Without a doubt, the translation of brand-name into the world market is very important. The example of Coca-Cola first go into the Chinese market was called 蝌蚪啃蜡 (tadpole eating wax), the the market respond very slow to it because the literal meaning of the brand is not attractive. Coca-Cola then changed their name to 可口可乐(Happiness of the mouth) which attracted consumers to the product much easier.

Therefore, in order to have a successful brand, the company need not only have a good product, but also need to develop the brand name in order for the customers to remember your product. The most important component of branding is to create a easy to remember Slogan and a meaningful brand name. This will create a comparative advantage in the long run to out compete your competitors.

The original post is https://blogs.ubc.ca/eeaton/

In this post, Eaton talked about the player Andrew Wiggins is about to earn $180 Million dollar before he is even play any game outside of high school. I totally agree that this is a ridiculous high pay for such an young age player, but if we look at Andrew Wiggins’s profile, he is 6ft8in (2.03m), he was named 2013 Gatorade National Player of the Year, and Mr. Basketball USA, and he was ranked number one high school basketball player by SLAM Magaizine. This all make him seems like a player that has full of potentials, therefore, by endorsement him into Adidas, Adidas is purchasing an intangible asset for the next 20 years （Given Jordan retired at age of 40). Once Adidas has an ongoing relationship with Andrew, it would be easier to ask him for additional advertising than if Andrew got recruited by Nike. Therefore, it is very necessary to target those potential big stars early.

In addition, let’s look at the 180 Million.

With the 16% market share, times by half of the American Population of 300 Million

0.16 x 150M = 24M person. Times that by $100 per shoes is $2400 Million of revenue, which is greater than 180 Million paid. That is only one person buying one shoes from one country, and not counting the other products that got bumped up in price due to Andrew wearing Adidas, and the market share Adidas might steal from Nike.

Therefore, It has the with such Marketing Strategy, Adidas has the potential of making multimillion of dollars, and the 180 Million does not seems like such big amount of money any more.

I guess this can really justify why many teenagers are dreaming to be good enough to be able to play in the professional sports such as NBA.

Let’s watch a Youtube Video of Andrew to see if he is really that good!

Andrew Wiggins video