ACADEMIC LECTURE

BRAND & BRAND MANAGEMENT

CONTEMPORARY PERSPECTIVE

CHAPTER 1
L e c t . N G Ô B Ì N H
 OUTLINES & LEARNING OBJECTIVES

In – class debate
Best practice & Application
Define “brand,” state
how brand differs from
a product, and explain
Identify the steps in
what brand equity is Discussion the strategic brand
6
1 management
5
What is brand? SBM Process process

2 Branding
Why do Brands Challenges Describe
Summarize the matter? Opportunities
the main branding
importance of brand 3 4
challenges and
today’s brand-focused Brand Equity
opportunities.
Concept
world

Explain how branding

N G O
applies to virtually
everything.

B I
N H
 B R A N D , W H AT I S A L L A B O U T … ?

Perceived Values Personality

(functional > emotional (Customer/Firm
associations) Perception)
[3] [2]

[ BRAND ]
[ BRAND ] AMA *
No/Pro Logo B Definition
Concept (Physical Perspective
holistically Concept)

[4] [1]
Image Identity
(Consumers’ Perception) (Company’s Desired
Perception)

N H
B I
N G O
 W H Y D O B R A N D S M AT T E R ?
 Identification of the source
of the product
 Assignment of responsibility
to product maker
 Risk reducer
 Promise, bond
 Symbolic device
 Signal of quality
 Physical goods & Services
 Retailers and distributors
 People and organizations
 Sports, arts, & entertainment
Towards  Geographic locations
To be
Consumer s  Ideas and causes
branded
Towards
Firms/Org
 Identification to simplify handling or tracing
 Unique features protecting legally
 Signal of quality level
N G O
 Endowing products with unique associations
 Source of SCA
B I
 Source of financial returns
N H
W H AT B R A N D I N G M AT T E R S
 Ambitious profit targets
 Short-term benefits but long-
term costs decisions
 ROMI /P&L & etc
 Brilliant consumers
 World-class inspiration
 More complicated
 Consumers more demanding
Greater competition
 Customer more sophisticated
accountability  NPD expenses
 Others
 Current product
Savvy Increased supporting
Customers costs  A new product failure

Brand Increased
Proliferation competition  Globalization
 More new brands &
 Low-priced competitors
products,
Media  Brand extensions:
 Degrees of similarity.
fragmentation  Deregulation
 Many brand battles

N G O
 Traditional media erosion
 Non-traditional media emergence

B I
 Other promotion, communication

N H
alternatives
BRAND VS. PRODUCT

 Customer advice
 Other things valued by the
customers
 Designing Packaging  Financing
 Services provided  Most value added
 Delivery arrangements Brand Equity
[2]
[1] [3]
has dimensions
that differentiate it
in some way PRODUCT
BRAND Any offerings
can be categorized,
for use or consumption,
[a] [c]
[b]
 Basic Offerings
 Augmented product level
 Core benefit level
 Potential product level
 Generic benefit level

 True product

N G O
 Expected product level

B I
N H
 BRANDS EQUITY CONCEPT?

 1980s world-class
 Relevant difference Creation  Relevance vs. Differentiation
 Brand assets + Brand Equity  Consumers’ response to
= Brand Value marketing
Strategic As  Brand knowledge building
Brand Concept Principles

BE
Importance

 Value added to products.

 Risks reduction.
 High competitive advantage.
Strengthen consumers’ purchasing decisions.

N G O


B I
N H
 S T R AT E G I C B R A N D M A N G E M E N T P R O C E S S

Plan & Implement

Brand Marketing Programs
Grow & Sustain
[2]
Brand Equity
[4]

Strong & Beloved Strategic

BRAND
SBM Brand Management
Process
[ K.L.Keller 1993 ]

[3]
Measure & Interpret [1]
Brand Performance
Identify & Establish
Brand Positioning & Values

N H
B I
N G O
 I D E N T I F Y & E S TA B L I S H
B R A N D P O S I T I O N I N G & VA L U E

Value creation w. program multipliers

 Marketing Program Investment

 Customer minset

 Market Performance

 Shareholder value

STP & D in customer mindset Brand Brand Value

Mental map Positioning Chain
Point of Difference /POD. Model
Frame of Reference / FOR
Point of Parity/POP.

Brand
Resonance
Model

Four steps of a strong brand building

 Salience

 Performance & Imagery

 Feelings & Judgement

N G O
 Resonance

B I
N H
 PLAN & DESIGN
BRAND MARKETING PROGRAMS

 Creation of new brand associations

 COO Effects conduct
 Co-branding
 Celebrity Endorsement

Brand components - Brand Secondary

Brand Identifications System Elements Associations
People, places, things, & -
abstract images

Brand
Marketing
Activities

 Identify some new perspectives of marketing

 Enhancing product experience, value pricing,
channel options
Conducting IMC to build BE

N G O


B I
N H
MEASURE & INTERPRET
BRAND PERFORMANCE

 Internal BE System
 CMI networks & Agency Partners
 Creating & Managing
 Brand Health Emtrics
BVC Profitably
 Brand Tracking Surveys

Brand BE
Value Chain Measurement
System

Brand
 Brand Perfomance
Audit & Tracking
 Conducting Survey Studies
Customer Insights
 Customer’s BAR/PAR…
 Brand Health Checking
 Brand Vision Scan

N G O
B I
N H
 PLAN & DESIGN
BRAND MARKETING PROGRAMS

 Managing Brand Equity over Time

 Managing Brand Equity over
Geographic Boundaries, Cultures,
and Market Segments

 Define Brand Portfolios & Define Brand

Brand Reinforcement &
Hierachies
Architecture Revitalization
 Brand & CAT matrix

Brand
Expansion
Strategies

 Confirm Brand Priorities

(Core/Extensiion/Stretch)
 Brand Platform of Prepare- Defense-Attack,
etc

N G O
B I
N H
 DISCUSSION
Initial Group Project’s
Brainstoming

Starbucks Case study Best practice

Next steps
6 Role - play
[1] [5] Brand Battle in VN
In Brief ……..

[4]
Individual homework [2] In Class Debate
Excersise [3]
SBM 1 Articles

Pair work
Reading & Briefing
Articles 1

N G O
B I
N H
THANK YOU
FOR YOUR PARTICIPATION

N G O
B I
N H