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MKTG7502
Strategic Branding
Associate Lecturer in Marketing
Claudia Gonzalez

Semester 1, 2018
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Lecture Overview

Learning
Welcome! Expectations Assessment Intro to Brands Questions?
outcomes
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WELCOME
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What is your industry background?
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What do you hope to get out of this course?
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Ask questions at any time!

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What do you hope to get out of this course?

• Learn strategic brand marketing content (theory, model, concepts, methods)

• Lecture, textbook, exam preparation
• Learn to apply these to real world brands
• Examples, project, guest speakers
• Enhanced analytical thinking skills in a branding context
• Enhanced communication skills
• Presentation skills
• Proven brand audit capability
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Best sellers
• The following is the top twenty all time movie
opening weekend box office sales

• Why were these movies so successful?

• Do you notice something in common for all of

these
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Why so successful?
• Did they all get superb reviews from movie
critics?
• Are they outselling the original version?
• The reason for its success is….
• CBBE
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The Very Basics

Problem
How to manage brands more
profitably?
Input -- Theory (Keller theory)
Practice (Brand audit project)
Results
You can manage brands better
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Basic questions of this

course
How can we create brand
equity?
How can we measure brand
equity?
How can we sustain brand
equity to expand business
opportunities?
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Content Coverage

• The role of brands, the concept of brand equity, and the advantages
of creating strong brands
• The three main ways to build brand equity by properly choosing
brand elements, designing marketing programs and activities, and
leveraging secondary associations
• Different approaches to measuring brand equity
• Alternative branding strategies and how to devise brand hierarchies
and brand portfolios
• How to adjust branding strategies over time and across geographic
boundaries
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Learning Outcomes

• Learn strategic brand marketing content (theory, model,

concepts, methods)
– Lecture, textbook, exam preparation
• Learn to apply these to real world brands
– Examples, project, guest speakers
• Enhance analytical thinking ability in a branding context
– Lecture, project, exam preparation
• Enhance communication ability
– Project presentation, workshop activities
• Learn a skill
– You can do a brand audit!
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Learning Resources

Lecture
• Weekly overview and discussion of Strategic Branding topics
• Guest speakers

Blackboard
• Announcements  watch for
• PPT lecture slides, available for download and viewing during class
• Course documents, including project guidelines
• EXAMPLES of from past projects
• Supplementary readings
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My expectations of You
• Passion about learning and strategic branding
• Come to class
– Course is designed around the live lecture experience (videos, eLearning, guest
speakers, short activities).
• Keep up each with each week’s content
– If you miss a lecture, it is up to you to catch up with content and announcements
• Progress your project, don’t fall behind or leave it to the last minute
– Fair share of the work in your team
• We are a large class, please do not disrupt the lecture
– Turn mobile phones off or on silent; do not talk to others during the lecture
• Silently communicate to your friends (e.g, Google Hangouts, pass notes)
• Please participate, ask questions! Passion about learning and strategic branding
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Active Learning
• Active learning on students’ part is key,
because deep understanding cannot be
achieved by simply memorising lectures
and textbook chapters or cramming for
exams
• “Work hard, but have fun doing so”.
• Try to do some new and interesting things this
semester
• The bottom line that should be fairly
obvious to you at this point in your
education is: what you get out of a course is
largely determined by what you put into it
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Your expectations of me

• Provide you with a carefully designed course

– Designed to facilitate student learning
– Both academically rigorous and industry relevant
• Provide you with interesting lectures that cover the topic
• Teach the course at a postgraduate level, not an undergraduate level
• Allow flexibility of student choice
– Teams choose your brand to study
• Assist you in understanding and preparing your assessment activities
– For every assessment item, there will be guidelines, clear explanations, and
examples
• Be available if you have questions
– Come and see me during my consultation hours

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More for me

• The instructor will try to motivate

students into active learning by presenting
issues and problems and trying to show
how deeper analysis leads to better
solutions
• The instructor will try to serve as a model
of high level analytical thinking in a
marketing context
– Getting you used to high standards

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About Me

Claudia Gonzalez
cgonzalez@business.uq.edu.au
Wednesdays 10-12.00
Building 37-411

RESEARCH- BRAND MANAGEMENT TEACHING/INDUSTRY EXPERIENCE

Brand Complexity Associate Lecturer
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Two sections

Tuesday 2pm-5pm 01-E109

Wednesday 2pm-5pm 03-309

If you miss a lecture in your section, you can attend the other
session

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TEXTBOOK

STRATEGIC BRAND MANAGEMENT: BUILDING,

MEASURING AND MANAGING BRAND EQUITY
New Fourth Edition, 2013 by Kevin Lane Keller.
• Required reading
• Used extensively
• Fourth edition
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TEXTBOOK- LIBRARY
• The textbook is available online: license is only for one user at a time
– If one student is reading the text online, others trying to access it
will get a message that the eBook is “in use”.
– Please close the eBook as soon as you are done, so others may
access it
• 4 copies held in Social Sciences and Humanities Library as a regular
loan- Level 4
• 2 copy held in the Social Sciences and Humanities Library in the High
Use section- Level 3 (i.e. a 24 hour loan)

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 Reasons Why
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• An expansion and refinement of Kevin Lane Keller, (1993),

“Conceptualizing, Measuring and Managing Customer-Based
Brand Equity,” Journal of Marketing, (January), 1-22.
– Winner of Journal of Marketing “Harold H. Maynard Award” for
most “significant contribution to marketing theory and thought”
• 20 years of consulting and further thinking has helped refine
the 4th edition of the textbook to a simpler, more managerial
approach

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About the Author

• Kevin Lane Keller is the
– E.B Osborn Professor of Marketing
– at the Amos Tuck School of Business at Dartmouth College.
• An academic pioneer in the study of brand equity and integrated
marketing communications, Keller has served as brand confidant to
marketers for some of the world’s most successful brands, including
Accenture, Disney, Ford, Intel, Levi Strauss, Nike, Procter & Gamble,
and Starbucks.
– Leading scholar and leading consultant
• Keller’s academic resume includes faculty positions at Berkeley,
Stanford, and University of North Carolina.
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Kevin Lane Keller, E.B. Osborn Professor of

Marketing at the Tuck School of Business at
Dartmouth, has been awarded the prestigious
Sheth Foundation/Journal of Marketing Award
for his paper "Conceptualizing, Measuring and
Managing Customer-Based Brand Equity." The
annual award honors the article that, six to ten years after its
publication, has made the greatest long-term impact on the field of
marketing. Keller's award-winning article appeared in the January 1993
issue of the Journal of Marketing.

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Learning Activities
Date Activity Other activity

Week 1 Intro to Course; Brands & Brand

20 Feb 18 - Management (Lecture): Guest Speaker: UQ Art Museum
21 Feb 18 Readings/Ref: Textbook (Chapter 1);

Week 2 Customer Based Brand Equity and Brand

27 Feb 18 - Positioning (Lecture): Guest Speaker: UQ Library
28 Feb 18 Readings/Ref: Textbook (Chapter 2);

Week 3 Brand Resonance and the Brand Value

Chain (Lecture):
6 Mar 18 - 7 Mar 18 Readings/Ref: Textbook (Chapter 3);

Week 4 Brand Elements; Measuring CBBE (qual)

13 Mar 18 - (Lecture):
14 Mar 18 Readings/Ref: Textbook (Chapter 4, 9 qual);

Week 5 Measuring CBBE (quant); Designing MKTG

Programs (Lecture):
20 Mar 18 - Focus groups
Readings/Ref: Textbook (Chapter 9
21 Mar 18 quantitative, 5);

Week 6
27 Mar 18 - Mid Semester Exam (Exam): Focus groups
28 Mar 18

2 Apr 18 - 8 Apr 18 No Lecture (Mid-Semester Break):

9 Apr 18 -
No Lecture (Mid-Semester Break):
15 Apr 18

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Learning Activities
9 Apr 18 -
No Lecture (Mid-Semester Break):
15 Apr 18

Week 7 Brand Marketing Communications

17 Apr 18 - (Lecture):
18 Apr 18 Readings/Ref: Textbook (Chapter 6);

Week 8 Leveraging Secondary Associations

(Lecture): Wednesday lecture Anzac Day In-class surveys
24 Apr 18 - public holiday
24 Apr 18 Readings/Ref: Textbook (Chapter 7);

Corporate Brands & Brand Strategy

(Lecture):
Guest Speaker: Chris Roberts, Director,
Week 9 Readings/Ref: Articles ; Textbook (Chapters
8, 11); Engaged Marketing
1 May 18 - 2 May 18
Articles (Total Customer Engagement JPBM In-class surveys
2010)

Week 10 Brand Extensions; Final Exam Overview; In-class surveys

Review (Lecture):
8 May 18 - 9 May 18 Readings/Ref: Textbook (Chapters 11, 12);

Week 11
Presentations of Final Projects
15 May 18 - Extra class sessions for presentations
(Presentation):
16 May 18

Week 12
Presentations of Final Projects
22 May 18 - Extra class sessions for presentations
(Presentation):
23 May 18

Week 13
Presentations of Final Projects
29 May 18 - Extra class sessions for presentations
(Presentation):
30 May 18

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Holidays
No Wednesday
(25/04/2018) class
Week 7 Brand Marketing Communications
17 Apr 18 - (Lecture): meeting. Tuesday lecture
Readings/Ref: Textbook (Chapter 6);
18 Apr 18 will be recorded
Week 8 Leveraging Secondary Associations
(Lecture): Wednesday lecture Anzac Day In-class surveys
24 Apr 18 - public holiday
24 Apr 18 Readings/Ref: Textbook (Chapter 7);

Corporate Brands & Brand Strategy

(Lecture):
Guest Speaker: Chris Roberts, Director,
Week 9 Readings/Ref: Articles ; Textbook (Chapters
8, 11); Engaged Marketing
1 May 18 - 2 May 18
Articles (Total Customer Engagement JPBM In-class surveys
2010)

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Assessment
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Assessment

Mid-term Exam Brand Audit Final Exam

Project

INDIVIDUAL TEAM INDIVIDUAL

15% 40% 45%
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MID-SEMESTER EXAM
• Motivate students to keep up with early chapters
(and not wait until before final exam to read them)
– Helps you be better prepared for project
• Multiple choice questions
• Help students know how they are going in terms of
understanding the material
• Take some weight of the final exam, so the final exam
does not have to be 60% (Now 45%).
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FINAL EXAM
• Comprehensive
– Course fits together well
– Main points, not minor points
• Opportunity to review
– Ask “what have I (or can I) learn from this
subject?”
– Without review, or putting it all together, we
don’t learn as deeply and we tend to forget
quickly
• Individual assessment as opposed to group
assessment of the project
• Format: combination of short essays
(explain concept) and medium essays
(discuss concept: explain and analyse a
concept or issue)

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Project summary
• Students will practice with and apply the brand strategy model and
methods to a real world brand of their choosing.
• This will be a team project (4-5 students).
• It will involve qualitative and quantitative research, and literature
review.
• Students will analyse the current brand strategy and recommend a
complete brand strategy plan.
• This course will present a model of how to understand, measure, and
manage customer-based brand equity. Student teams will apply this
to analyse the brand strategy of a brand of their choice.
• This project will help students learn the theory, will help students
understand how it is applied, and will help students acquire the skill
of how to do it. 35
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Brand Audit Project

• See detailed project guidelines on Blackboard!

• Form a "brand management team" with 4 or 5 other students to
conduct in-depth examination of a major brand of your choosing
1. Conduct brand inventory - what is the brand doing?
• What are all the brands or sub-brands in the brand family, and what
are the strategies for the brands?
– From its products, company web site, advertisements
– From business press articles on the company (e.g., from Factiva)
– From interviews with company representatives

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Brand Audit Project

2. Conduct brand exploratory

• Conduct focus group – in class
• Design a questionnaire
• Collect data
– Convenience samples are okay
– May use this class, if the appropriate target market
– In-class survey questionnaire completion time
– Try to get additional 20% or so from a broader demographics
– Parents, older siblings, younger siblings (over 18)
– Survey sample size of minimum 40, goal is 50
– Use Qualtrics, free use provided by UQ
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Project summary

3. Recommendations
• Suggest ways to improve and leverage brand equity
• Learn to analyze consumer data and not to rely only on your personal
preferences or perceptions
• Oral Presentation provides overview of your report
– Oral report length is about 25 minutes plus about 5 minutes of question and answer
time
– There is no written report
– Turn in a copy of your slides (which will have the key points)

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Project summary

4. Examples
• *Examples from prior semesters, available now on Blackboard
• Presentations slides
• Survey questionnaires
• Focus Group Moderator Guidelines
– A student from MKTG7502, Ms. Van Anh Le, wrote an independent study written
report that is a brand audit. This 52 page report, including her survey questionnaire
and focus group questionnaire, goes through the complete process of a brand audit,
including data analysis of 96 completed surveys.
• Video: How to conduct a focus group?
• See Rolex example, Brand Focus 8.0, page 315 of Keller textbook
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Team Selection

• Teams of 4 or 5
• Self-selection method
– By end of Week 2 class
• At end of Week 2 class
– Teams wanting more members raise their hand
– All who are still not in a team can join each other to form teams
• Must be in a team by end of Week 2

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How to form group on Blackboard
• Blackboard: Project groups
• Choose a group number not yet used
• Example, Tuesday Group 5
• Everyone on the team self-enrol in Brand Audit Project Group 27
• As soon as the group has chosen a brand, complete the Sign-up Sheet
(Brand name and 1 group member name).
– Tuesday session: https://docs.google.com/spreadsheets/d/1hoTZGKd3lO2yLtNdnj-
t93Qxhm24zKc2RCLelkVxPMQ/edit?usp=sharing
– Wednesday session:
https://docs.google.com/spreadsheets/d/1XlI0eYRDZzDGfFk4L_OvBhxUWsoh5d7GnnHLIGHaeW0/edit?usp
=sharing

– You can see which brands other teams have taken

• All Blackboard features enabled for each group (e.g., group discussion) 41
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Peer assessment

• As part of this assessment, students will individually complete a self and

peer reflection to determine their mark out of 3% for effort towards the
brand audit. Students MUST complete the peer assessment forms in order
to receive the peer assessment mark.
• Students mark of 3% will be determined by:
• 1) the quality of their reflection and
• 2) an average of scores given by their peers across questions relating to
their organisation and efforts towards the group activities (e.g., focus
groups. questionnaires, brand audit and presentation).

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Brand selection hints
• Brand should not be too broad across multiple product categories (Sony), and not
too narrow (Google Keep)
• Should be a brand enough people have heard of for you to be able to conduct a
survey research (don’t have to have bought it, just have an impression of it)
– Ask yourself: could I survey the class on this brand?, how could I get at least 50
responses from people in class who have heard of this brand?
• Examples: Coca-Cola (or Diet Coke, or Coca-Cola Zero, but not all three), Pizza Hut,
Brisbane (tourism destination), Playstation 4, Xbox One, World of Warcraft
(entertainment software), Yoplait (yoghurt), Microsoft Windows (operating system),
Lady Gaga (singer), Apple iPhone, UQ Business School, Snapchat, Toyota, Facebook,
YouTube
• Keller examples: Google, Nigella Lawson, Unicef, Las Vegas
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CHOOSE A BRAND 44
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BRAND PEER
PRESENTATION
INVENTORY REVIEW

• Not too broad across multiple categories e.g. Sony

• A brand that enough consumers have heard of to be able to answer

survey questions

• Ask yourself if 50 of your classmates would have heard of this brand

• E.g. Pizza Hut, Cadbury’s Dairy Milk, Ugg Boots

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Quick Video of Projects

• Student end of semester project presentations, short clips

• 2 minute highlights video (on website)

– Very high quality slides!

– Note the type of brands they choose
– The one speaker is an industry guest, Chris Roberts
– The XXXX slides are great examples that people learn from (downloadable now)

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2 minute highlights video

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New this semester, industry partner

Instead of a large global brand, choose

UQ Art Museum, whose target market
includes students (3 groups maximum
per session).

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How to nominate to work with an industry partner
• First phase. Send the instructor an email by Friday at noon.
– List the team members, to show you have a full team
• 2 teams per class
• If too many teams nominate, teams to work with the industry partner will be selected at
random
• If not enough teams nominate, then I will post an announcement on Friday.
– This will be posted on Blackboard on Saturday noon, and announced in Week 2 class
• The industry partner will then be allocated on a ‘first come, first served’ basis

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Working with an industry partner

1) Does every team have to use the industry partners?
NO. Entirely voluntary for teams to be interested in the industry partner.
2) Can every team in the class use the industry partner?
NO. The industry partners are busy business people, so there is limit to the number of teams they can interact with. Teams can
indicate their interest in the industry partner, and if you don’t get it, because of too many teams wanting the industry partner,
then you can simply pick a global brand to do your project on.
3) Can we nominate to work with the industry partners if we don’t have a full team?
NO. Only a full team, either 4 or 5 teams members, can nominate to work with the industry partner. If there are only two people
who would like to work with the industry partner, you need to find at least two other people to join your team first.
4) Do we get unlimited interaction with the industry partners?
NO. The industry partner are busy business people. In order to become industry partners for this course, they had to commit to
meeting their teams once this semester, and they had to commit to attending their teams’ presentations at the end of the
semester. However, if they will interact with you more than that, it’s voluntary on their part.
6) What should you do if you may be interested in working with the industry partners?
Research them carefully! Access their websites. Review their presentation slides. Look up their names on LinkedIn, to get
biographical information about them.
7) How do we nominate to work with industry partners?
See the slides in my lecture outlining the process.
8) Presentations will be scheduled in week 13

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Consultation Hours

• Claudia Gonzalez:
• Wednesdays 10-12pm
• c.gonzalez@business.uq.edu.au
• Room 411, Joyce Ackroyd (37)
• Come say hello
• If you have questions, come ask me
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Ask questions at any time!

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Chapter 1

Intro to
Brands
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KEY QUESTIONS

1 What is a brand?

2 Are brands important to customers?

Are brands important to companies? If so,

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what does that mean for managers?

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How do we measure brands?
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LEARNING OBJECTIVES
Relevance Challenges and Opportunities
Summarize why brands Describe the main
are important branding challenges and
opportunities
Define Process
Define “brand,” state Identify the steps in the
how brand differs from strategic brand
a product, and explain management process
what brand equity is
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Weight Watchers
What are they seeling?

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supermarket marketing war goes on…

supermarket marketing war goes on…

What is the role of Curtis Stone?

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KFC flavored nail polish – a brand too far?

What other brand extension ideas do you

have for KFC?

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Brand Value

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Interbrand

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Facebook

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What is a brand?

• For the American Marketing Association (AMA), a brand is a “name,

term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition.”
• These different components of a brand that identify and differentiate
it are brand elements.

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What is a brand?

• Many practicing managers refer to a brand as more

than that— as something that has actually created a
certain amount of awareness, reputation,
prominence, and so on in the marketplace.
• We can make a distinction between the AMA
definition of a “brand” with a small b and the
industry’s concept of a “Brand” with a capital B.
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Brands vs. Products
• A product is anything we can offer to a
market for attention, acquisition, use, or
consumption that might satisfy a need or
want.
• A product may be a physical good, a
service, a retail outlet, a person, an
organization, a place, or even an idea.
• A brand is therefore more than a product,
as it can have dimensions that
differentiate it in some way from other
products designed to satisfy the same
need.
• Product is tangible and rational
• Brand is intangible and psychological

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*Brands Reside in the Minds of Consumers
• *Ultimately a brand is something that
resides in the minds of consumers.
• The key to branding is that consumers
perceive differences among brands in
a product category.
– *Branding is about creating a
difference versus other brands
• Some brands create competitive
advantages with product
performance; other brands create
competitive advantages through non-
product-related means.
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Brand Equity
• Brand equity is the
differential effect that
brand knowledge has
on consumer response
to marketing activity.
• Consumers respond
more favourable to
marketing activities
when the brand is
identified compared
when it is not.
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Importance of Brands to Consumers
• Identification of the source of
the product
• Assignment of responsibility
to product maker
• Risk reducer
• Search cost reducer
• Promise, bond, or pact with
product maker
• Symbolic device
• Signal of quality
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Reducing the Risks in Product Decisions
Consumers may perceive many different types of risks in buying and consuming
a product:
• Functional risk—The product does not perform up to expectations.
• Physical risk—The product poses a threat to the physical well-being or
health of the user or others.
• Financial risk—The product is not worth the price paid.
• Social risk—The product results in embarrassment from others.
• Psychological risk—The product affects the mental well-being of the
user.
• Time risk—The failure of the product results in an opportunity cost of
finding another satisfactory product.

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Importance of Brands to Firms
To firms, brands represent enormously valuable pieces of legal
property, capable of influencing consumer behavior, being bought
and sold, and providing the security of sustained future revenues.
• Identification to simplify handling or tracing
• Legally protecting unique features
• Signal of quality level
• Endowing products with unique associations
• Source of competitive advantage
• Source of financial returns
• Allows investment in the brand

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Can everything be branded?

• Ultimately a brand is something that
resides in the minds of consumers.
• The key to branding is that consumers
perceive differences among brands in a
product category.
• Even commodities can be branded:
– Salt (Morton),
– bananas (Chiquita),
– chickens (Perdue),
– pineapples (Dole),
– and even water (Perrier)

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x What is branded?

• Physical goods
• Services
• Retailers and distributors
• Online products and services
• People and organizations
– You are a brand!
• Sports, arts, and entertainment
• Geographic locations
• Ideas and causes

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Strategic brand management

Involves the design and implementation of marketing programs and

activities to build, measure and manage brand equity.

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New Branding Challenges
• Brand management is more difficult than ever
– Increased competition
– Megacorporate global competitors (eg, Sony)
– Brand proliferation and clutter
– How to choose from among all the competing brands, in the stores or available over
the internet
– Decreased effectiveness of traditional marketing tools and emergence of new
marketing tools
• Broadcast TV audience down
• Ad clutter
• Skepticism towards ads
• Chaos of information in the web
• Social media marketing, search engine optimisation
• ‘fake news’ circulates, loss of respect for experts
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New Branding Challenges

– Complex brand and product portfolios

• Segment and target without confusing consumers
• Buses: 130, 131, 133, 135, 136, 137, 139, 140, 150…
– Increased costs
• Global launch very expensive
• Global ad campaigns very expensive
– Greater accountability
• Marketing metrics
• Profit return on marketing spend

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Challenge
In this difficult environment, marketers must have a
keen understanding of:
• customers
• Brands
• the relationship between the two
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Key Take Away Points

• A company’s management of a
brand is typically the determining
factor in the ultimate success or
failure of the brand
• Brands have differentiating features
that distinguish them from
competitors and add value for
consumers
• Consumers often don’t buy
products, they buy the images
associated with the products.

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Next Week

Lecture
• Read Chapter 2
– Don’t forget to read Chapter 1
• Form teams and then select a brand the team would like to study
– Hopefully by the end of next week at the latest
– You can ask me if that is a good brand to study
– I can alert you if there is another team studying that same brand
– Don’t get a late start in forming a team and choosing a brand
– Students not in teams by next class, will be put together into teams at the
end of the next class

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HAVE A NICE DAY

THANK YOU
See You Next Time

BUILDING ADDRESS
Room 417, Joyce Ackroyd Building, St. Lucia Campus

CONTACT HOURS

Wednesdays: 10am to 12

EMAIL
c.gonzalez@business.uq.edu.au

PROFILE
https://www.business.uq.edu.au/staff/claudia-gonzalez
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Ask questions at any time!

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See you next week!

The University of Queensland Brisbane Queensland 4072 AUSTRALIA

P +61 7 3346 8100 E info@business.uq.edu.au W business.uq.edu.au