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26/10/2007 Strategic Brand Management

ABM Intro

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26/10/2007

Strategic Brand Management

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Faculty

Prof Freda J Swaminathan ± Course ±in-charge -

10 sessions

( IIMA / MS (Communications (USA)/ 18 years in

Lintas / JWT/ASP and 7 years in Marketing (

Goodyear / Mobilink paging ) / 6th year with

FORE)

Ms Jayshree Sundar ± 10 sessionsMBA from Jamnalal Bajaj Institute of Management

Studies / Headed Northern Regions of Lintas &

Leo Burnett , 3 years of Teaching SBM

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Evaluation Component and weightage (

equally divided between the twoinstructors):

Quiz / Assignment :20

Group Project /Presentation:10

Class Participation :10

Mid Term :20

End Term :40

________ Total 100 Marks

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Sessions

FJS

Topic Covered Required Reading / Case

Discussion

FJS (1)

Introduction to the concept of 

Brand Management.

Mapping your Competitive

Position & Brand Names

ChapterKK 1 & 3

Class Activity

3

± FJS (2)

Customer Based Brand

Equity

Case : Starbucks

Chapter 2 & Kotler Ch 10

FJS (3)

Corporate Branding

Case - HUL

Chapter 11

FJS (4)

Brand Positioning

Case : Scorpio

Chapter 4

FJS (5)

Designing Marketing

Programs to Build Brand

Equity

Case : Complan

Chapter 5

Session Plan:

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Activity in Teams

Brand this potato.

-Name

-Sign/symbol-Augmentation to differentiate

-Potential product

How does branding of this

Potato transform the productcategory? �What attributes materialize

�What advantages are created

�What benefits emerge

�What ideals does it represent

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1.7

What is a brand?

� For the American Marketing Association (AMA), a brandis a

³name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of oneseller or group of sellers and to differentiate them fromthose of competition.´

� These different components of a brand that identify anddifferentiate it are brand elements.

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Brands

� Coca-Cola¶s branding lesson ± Coca Cola Classic

� De Beers ±¶ A Diamond is Forever¶

µYour left hand says µwe¶. Your right hand says µme¶.

Women of the world raise your Right Hand¶� Southwest Airlines ± low fare entertainer airline

� The Walmart Way ± We sell for less. Always.

� Amazon ± providing the earth¶s biggest selection

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What has made these brand enduring leaders ? 

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Brands

� Coca-Cola¶s branding lesson ± Coca Cola Classic

� De Beers ±¶ A Diamond is Forever¶

µYour left hand says µwe¶. Your right hand says µme¶.

Women of the world raise your Right Hand¶� Southwest Airlines ± low fare entertainer airline

� The Walmart Way ± We sell for less. Always.

� Amazon ± providing the earth¶s biggest selection

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What has made these brand enduring leaders ? 

( vision, R&D persistence, Financial commitment,

Product innovation, Leverage from related leaders/sub brands)

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Commodity products

Name some commodity products

that do not have brand names.

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Whic h commodities have become branded?

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Commodity turned Brand

� Ramdev Masala

� Tata Salt

� Ashirvaad Atta

� Balrampur Chini (Pyaar, Dulaar, Sanskaar)

� Kohinoor 

� Dhara

� Haldirams

� Bikanerwala

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Corporate Brands

Name some products

that do have corporate names.

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Corporate

� Tata Son¶s

� Asian Paints

� Dr. Reddy¶s� Aditya Birla Group

� Mahindra & Mahindra

� Reliance Industries� Bharati Airtel

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Cult Brands

Name some brands that have become cults.

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Cult

� Acharya Rajneesh

� Apple

� Linux

� Oprah Winfrey

� Harry Potter 

� Star Trek

� Harley-Davidson� World Wrestling Federation

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Destination Brands

Name some destinations that have branded

themselves well.

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Nation

� Brand India

� Brand Singapore

� Brand China� Brand New Zeland

� Brand Australia

� Brand UK� Brand USA

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Education Brands

Name some institutions that have branded

themselves well.

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Education

� Indian Institute of Technology

� Indian Institute of Management

� Indian School of Business� Indian Institute of Foreign Trade

� National Institute of Fashion Technology

� National Institute of Design

� FORE School of Management

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Fashion Brands

Name some fashion brands«. And internet?

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Fashion

� Hidesign

� Wills Lifestyle

� Gucci� Chanel

� Christian Dior 

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Internet

� Rediff.com

� Yahoo

� Google� Shaddi.com

� Naukri.com

� Indiainfo.com� Indiatimes.com

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How are Luxury Brands made?

� Park Avenue

� Allen Solly

� Reid & Taylor � Wills Lifestyle

� Rolex

� Chanel

� Dior 

� Fendi

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What builds Media brands

� MTV

� Aaj Tak

� Radio Mirchi� The Times of India

� The Economic Times

� Malayala Manorama

� India Today

� Business World

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What makes Brand Personalities

� Mahatma Gandhi

� Rabindranath Tagore

� Indira Gandhi� Marilyn Monroe

� Michael Jackson

� Amitabh Bachann

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And these brands ?

� Shahnaz herbals

� Chawanprash

� Bisleri

� Colgate

� Parachute

� Godrej

� Videocon

� Apple

� Nike

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Service

� HDFC Bank

� LIC of India

� TCS� Jet Airlines

� Blue Dart

� BSNL

� Apollo Hospitals

� ICICI Bank

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Spiritual

� Adi Sankaracharya

� Aurobindo Ghosh

� Sathya Sai Baba� Ravi Shankar 

� Morari Bapu

� Guru Maa� Acharya Rajneesh

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Alliance

� Disney & McDonalds have had a 10 yearsmarketing and merchandising

� Apna Bazar In Alliance With RadhakrishnaFoodland

� Cricinfo with ESPN� Media alliance for appointments advertising -

The Indian Express, The Hindustan Times, Mid-Day

� Cost-effective advertising alliance for reaching a

diverse audience, was launched by four mediaorganisations - The Hindu , Eenadu, The SiasatDaily and Hindi Milap

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Hybrid

� Maruti-Suzuki

� Hero-Honda

� Kawasaki-Bajaj� BPL-Sanyo

� Tata-AIG

� ING-Vysya� Royal Insurance & Sun Alliance

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Entertainment

� Nach Baliye

� Indian Idol

� Film Fare Award� MTV

� Kaun Banega Crorepati

� Bollywood� Screen Award

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Celebrity

� Yuvraj Singh

� Amitabh Bachchan

� Mahendra Singh Dhoni� Preeti Zinta

� Aiswarya Rai Bachchan

� Aamir Khan� Shahrukh Khan

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Gender 

Men Women

Fair & Handsome Fair & Lovely

Nivea for Men Nivea for Women

Aramusk Lux

MTV Plugged MTV Plugged

Inizio Homme Inizio Femme

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Art

� M.F. Husain

� F.N. Souza

� S. H. Raza� Akbar Padamsee

� Tyeb Mehta

� Ram Kumar � Gaitonde

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Breakway

� Nike

� Starbucks

� Café Coffee Day� Apple

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What Has Changed in

MarketingOLD WORLD NEW WORLD

� Organize by product units

� Focus on profitable transactions

� Look primarily at financial

scorecard

� Focus on shareholders

� Marketing does the marketing

� Build brands through advertising

� Focus on customer acquisition

� No customer satisfaction

measurement

� Over-promise, under-deliver 

� Organize by customer segments

� Focus on customer lifetime value

� Look also at marketing scorecard

� Focus on stakeholders

� Everyone does the marketing

� Build brands through performance

� Focus on customer retention

� Measure customer satisfaction and

retention rate

� Under-promise, over-deliver 

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What is the impact on Brand

ManagementOLD WORLD NEW WORLD

� Organize by product units

� Focus on profitable transactions

� Look primarily at financial

scorecard

� Focus on shareholders

� Marketing does the marketing

� Build brands through advertising

� Focus on customer acquisition

� No customer satisfaction

measurement

� Over-promise, under-deliver 

� Organize by customer segments

� Focus on customer lifetime value

� Look also at marketing scorecard

� Focus on stakeholders

� Everyone does the marketing

� Build brands through performance

� Focus on customer retention

� Measure customer satisfaction and

retention rate

� Under-promise, over-deliver 

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What is the impact on Brand

ManagementNew World Marketing

� Organize by customer segments

� Focus on customer lifetime value

� Look also at marketing scorecard

� Focus on stakeholders

� Everyone does the marketing

� Build brands through performance

� Focus on customer retention

� Measure customer satisfaction and

retention rate

� Under-promise, over-deliver 

New World Branding

� Branding / sub branding

� Brand Loyalty

� Brand Audit / Equity

� Focus on stakeholders

� Everyone does branding

� Co-branding & alliances

� Building brand communities

� Measure brand satisfaction

� Brand experience

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-Image advertising-Co- branding

- Sponsorships

-Internet-Virtual communities

-Ethical growth

-Intercommunityevents

-In store animations-Store tainment

-Street marketing

-Collectors or systematic additions

tied to an event

-One to one-Recognition & service

-Co creation

-Product quality

-Product advantage

-Trial Promotion

-Post purchase

promotions

-Loyalty programs

� The New Rules of Brand Management

Short term Transaction Re-purchase Long term commitmentDepth

Of 

Brand

Func-

tional

Experi-

ential

Aspira-

tional

TIME PERIOD

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1.42

Strategic Brand ManagementStrategic Brand Management

ProcessProcessMental maps

Competitive frame of reference

Points-of-parity and points-of-difference

Core brand values

Brand mantra

Mixing and matching of brand elements

Integrating brand marketing activities

Leveraging of secondary associations

Brand value chain

Brand auditsBrand tracking

Brand equity management system

Brand-product matrix

Brand portfolios and hierarchies

Brand expansion strategies

Brand reinforcement and revitalization

Key ConceptsSteps

Grow and sustain

brand equity

Identify and establish

brand positioning and values

Plan and implement

brand marketing programs

Measure and interpretbrand performance

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Advertising

Any paid form of nonpersonal presentation

and promotion of ideas, goods, or 

services by an identified sponsor.

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The Five M¶s of Advertising

� Mission

� Money

� Message� Media

� Measurement