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Strategic Brand ManagementStrategic Brand Management

Exeter MBA and MSc Exeter MBA and MSc Day 1Day 1

Course OutlineCourse Outline

Jack Buckner

What is a Brand?What is a Brand?

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Jack Buckner

So are these ?So are these ?

Jack Buckner

Defining BrandsDefining Brands

A brand is something that resides in the A brand is something that resides in the

minds of consumersminds of consumers

A perceptual entity A perceptual entity the label provides the label provides

meaning as do individual perceptionsmeaning as do individual perceptions

Consumers perceive differences among Consumers perceive differences among

brands in a product categorybrands in a product category

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Jack Buckner

The teeThe tee--shirt testshirt test

Can you wear it?Can you wear it?

How long is it relevant?How long is it relevant?

Who does it appeal to?Who does it appeal to?

What does it say about you?What does it say about you?

Jack Buckner

A brief history of brandingA brief history of branding

Pre 1860 Pre 1860 brands to identify a companies brands to identify a companies

wareswares

1860 1860 1914 1914 Emergence of national Emergence of national

manufacturer brandsmanufacturer brands

1915 1915 1945 1945 Dominance of mass Dominance of mass

marketed brandsmarketed brands

1946 1946 19801980s s brand management and brand management and

advertisingadvertising

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Jack Buckner

Branding 1985 Branding 1985 -- 19951995

Branding on the balance sheetBranding on the balance sheet

Brand Brand valuevalue underestimatedunderestimated

The principal asset of a company..itThe principal asset of a company..its s

brand namebrand name ((KapfererKapferer))

Brand equity conceptBrand equity concept

Brand proliferationBrand proliferation

Jack Buckner

Brand EquityBrand Equity

Financial

Goodwill

P/E ratios

Managerial

Audit

Evaluate

Strategy

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Jack Buckner

New challengesNew challenges

Media fragmentation Media fragmentation

Growth of nonGrowth of non--traditional marketing traditional marketing techniquestechniques

Channel management Channel management brands v retailersbrands v retailers

Private labels growthPrivate labels growth

Consumer sophisticationConsumer sophistication

Market maturityMarket maturity

Pressure for profitabilityPressure for profitability

Jack Buckner

The Complexity of BrandingThe Complexity of Branding

The Harry Potter launchThe Harry Potter launch

David Beckham David Beckham Real Madrid, adidas, Real Madrid, adidas,

Vodaphone, England, Vodaphone, England, UmbroUmbro, Pepsi, Man , Pepsi, Man

UtdUtd

Tesco and brandsTesco and brands

Von DutchVon Dutch

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Jack Buckner

Von DutchVon Dutch

The Simple Life US TV show

Celebrity marketing

Were watching the brand hit

mainstream

Launching eyewear and watches

Is it a brand?

Jack Buckner

Branding since 1995Branding since 1995

Brand equity models more relevant in some Brand equity models more relevant in some

sectors than otherssectors than others

The pressure on price competition greater The pressure on price competition greater

than ever than ever value propositions essentialvalue propositions essential

Yet the Yet the luxury arenaluxury arena remains more remains more

desirable than everdesirable than ever

Difficult to find one toolDifficult to find one tool--kit kit

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Jack Buckner

The Academic ApproachThe Academic Approach

StrengthsStrengths

LiteratureLiterature

TheoryTheory

Discrete ideas and conceptsDiscrete ideas and concepts

WeaknessesWeaknesses

ExperienceExperience

ImplementationImplementation

The whole pictureThe whole picture

Jack Buckner

The Practical ApproachThe Practical Approach

StrengthsStrengths

Been there, done it and carry the scarsBeen there, done it and carry the scars

The whole pictureThe whole picture

Managerial experienceManagerial experience

WeaknessesWeaknesses

Lack of intellectual rigourLack of intellectual rigour

Undermines theoryUndermines theory

Can degenerate into case studiesCan degenerate into case studies

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Jack Buckner

The Course TextsThe Course Texts

Strategic Brand ManagementStrategic Brand Management by Kevin by Kevin

Lane KellerLane Keller

ComprehensiveComprehensive

Strong on brand equity managementStrong on brand equity management

Brand building approach Brand building approach bigbig and and

sometimes more traditionalsometimes more traditional

Lacks organizational considerationLacks organizational consideration

Jack Buckner

The Course TextsThe Course Texts

Building Strong BrandsBuilding Strong Brands by David by David AakerAaker

The brand equity expertThe brand equity expert

Several excellent booksSeveral excellent books

Originally Originally brand in isolationbrand in isolation

Moving towards brand as a networkMoving towards brand as a network

Considers organizationConsiders organization

Less detailedLess detailed

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Jack Buckner

The Course TextsThe Course Texts

Strategic Brand ManagementStrategic Brand Management by Jby J--N N

KapfererKapferer

Moves on from brand equityMoves on from brand equity

Considers Considers global brands, brand global brands, brand

extensions, name changesextensions, name changes

New edition includes work on retail brandsNew edition includes work on retail brands

Lacks organizational issuesLacks organizational issues

Jack Buckner

The Course OutlineThe Course Outline

STRATEGIC STRATEGIC government, government, big picturebig picture, ,

the wholethe whole

BRAND BRAND the entity under considerationthe entity under consideration

MANAGEMENT MANAGEMENT the workings, the the workings, the

actions, administration, implementationactions, administration, implementation

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Consumers

Strategic Brand Management

Jack Buckner

Brand

Product / Service

Strategic Brand Management

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Jack Buckner

Brand

Product / Service

Consumers

Strategic Brand Management

Jack Buckner

Strategic Brand Management

The Third Element ?

Brand building and management is a messier

business than the texts indicate

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Brand

Product / Service

Consumers

Strategic Brand Management

Interactions from 2 to 6

Jack Buckner

Strategic Brand Management

Internal barriers

Channel management

Organizational barriers

Stakeholders

Sales forces

Retailers

Head office

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The missing elementThe missing element

Restraining Forces to the Brand

Manager?

Internal barriers?

Organizational barriers?

Management hurdles?

Stakeholder management?

CUSTOMERS

Jack Buckner

Brand

Product / Service

Consumers

Strategic Brand Management

Customers

Consumer Focussed / Customer Aware

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Jack Buckner

Brand

Product / Service

Consumers

Strategic Brand Management

Customers

Sales Forces

Retailers

Head office

Jack Buckner

Course OrganizationCourse Organization

Day 1 Day 1 Introduction and the ConsumerIntroduction and the Consumer

Consumer workshopConsumer workshop

Day 2 Day 2 Brand EquityBrand Equity

AccentureAccenture

Day 3 Day 3 Brand Strategy Brand Strategy

IkeaIkea

Day 4 Day 4 Brand ManagementBrand Management

Tommy HilfigerTommy Hilfiger

Day 5 Day 5 Brand Management and ImplementationBrand Management and Implementation

Global Brand faceGlobal Brand face--offoff