Brand Management Demo

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Demo Lecture

May 17, 2012


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BrandManagement

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Topic introduction What is a Brand? Branding and New branding challenges Why do brands matter? Strategic Brand Management Brand Equity Customer Based Brand Equity The Evolving Brand Management Paradigm Case in point : Evolution of the brand Fair &

Lovely Exercises on Brand Awareness & Brand

Association.

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Abrand is a name, term, sign, symbol,

or design which is intended to identify the

goods or services of one seller or group

of sellers and to differentiate them from

those of competitors.

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Physical goods

Services

Retailers

On-line products and services People

Organization

Sports, Arts, Entertainment

Geographic location

Ideas

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Brands are important as ever

Consumer need for simplification

Consumer need for risk reduction

Brand management is as difficult as ever

Savvy consumers

Increased competition

Decreased effectiveness of traditional marketing tools and

emergence of new marketing tools

Complex brand and product portfolios

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Means of identification.

Means of legally protecting unique feature.

Signal of quality

Means of endowing products with unique associations.

Sources of competitive advantage

Sources of financial returns.

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Identification of sources of product

Assignment of responsibility to product maker.

Risk reducer

Search cost reducer

Symbolic device

Signal of quality

Promise or bond with product or maker

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Strategic brand management involves the designand implementation of marketing programs andactivities to build, measure, and manage brand

equity.

The strategic brand management process is definedas involving four main steps:1) Identifying and establishing brand positioning and values

2) Planning and implementing brand marketing programs3) Measuring and interpreting brand performance

4) Growing and sustaining brand equity

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The brand equity concept stresses the importanceof the brand in marketing strategies.

Brand equity is defined in terms of the marketingeffects uniquely attributable to the brand.

Brand equity relates to the fact that differentoutcomes result in the marketing of a product orservice because of its brand name, as comparedto if the same product or service did not have that

name. For example Nestle

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Brand Equity is a set of brand assets andliabilities linked to a brand, its name andsymbol, that add to or subtract from the value

provided by a product or service to a firmand/or to that firms customers.

Assets and liabilities underlying brand equity

must be linked to the name and/or symbol ofthe brand

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Customer-based brand equity Differential effect ( Nestle)

Customer brand knowledge

Customer response to brand marketing

Coca Cola

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AwarenessBrand Awareness

Brand Imagery

Brand Experiences /Brand Users

Brand loyalty

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Brand SalienceBrand awareness

FeelingJudgment

Brand ImageryBrandPerformance

ResonanceBrand Relationship

(What about you and me?)

Brand response(What about you?)

Brand Meaning(what are you?)Brand Identity(Who are you?)

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Enjoy greater brand loyalty, usage, and affinity

Command larger price premiums

Receive greater trade cooperation & support

Increase marketing communication effectiveness

Yield licensing opportunities

Support brand extensions.

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Brand Management -The Evolving Paradigm

THE CLASSIC THE NEWBRAND MANAGEMENT BRAND LEADERSHIPMODEL MODEL

From Tactical to Strategic Management

Perspective Tactical and reactive Strategic and visionary

Brand manager status Less experienced, Higher in the organization,shorter time horizon longer time horizon

Conceptual model Brand image Brand equity

Focus Short-termfinancials Brand equity measures

From a Limited to Broad Focus

Product-market scope Single products-markets Multiple products and markets

Brand structures Simple Complex brand architectures

Number of brands Focus on single brands Category focus-multiple brands

Country scope Single country Global perspective

Brand manager's Coordinator of limited Team leader of multiplecommunication role options communication options

Communication focus External/customer Internal as well as external

From Sales to Brand Identity as Driver of Strategy

Driver of strategy Sales and share Brand identity

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The early years: ( 1975- 1982)

Becoming a household name

( 1983-85)

Greater control of her personal life

( 1984-2000):

Changing her destiny(2001-2006)

Empowering her to go further

(2006-2008)

Grooming for her and him

(2008- 2012)

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Recall the brands the comes to your mind thefollowing product categories

Drinking water

Cell phone Cereal Burger Greeting cards

Tea Coffee

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Lux

Lifebouy Dove Volvo Ferrari

Red Bull Dominos Pizza

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Documents

Brand Management Demo