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Keller SBM3 01
Keller SBM3 01
Brand Management
MGT515
LECTURE 01
Instructor: Laeeq Hassan
Jaswal
Brand Management
Prerequisite:
MGT 411
Course objectives
If strong brands are among the company's
most valuable assets, managing and
developing them becomes of crucial
importance for the long term profitability
of a firm.
Brands are special, they are managed by
companies, but their positions will often
reside in consumers' minds. This implies
that a brand strategist has to combine
skills: deep customer insight, and clear
strategic vision. This course gives an
introduction to both of these areas of skills
Course Outline
1) To increase understanding of the important issues in
Major Segments To Be
Covered
1. Introduction to brand management. History of
branding, future challenges. Consumers and their
brands.
2. The Customer Based Brand Equity framework.
Brand knowledge and associations
3. Brand elements
4. Brand Identity planning and positioning strategies
5. Tying the knot: The relationships between brands
and their buyers
6. Secondary brand associations: how can they help
to leverage and fortify the brand position
7. Leveraging the brand: gaining competitive
advantage through brand and line extensions
Text Book
Kevin Lane Keller, M.G.
Parameswaran, Isaac Jacob. (2011);
Strategic Brand Management:
Building, Measuring, and Managing
Brand Equity, 3rd. Edition; Pearson,
Prentice Hall Low Price Edition
CHAPTER 1:
BRANDS & BRAND MANAGEMENT
1.8
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.
1.9
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
industrys concept of a Brand with a capital b.
1.10
1.11
1.13
1.14
1.15
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
1.16
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.
1.18
An Example of Branding a
Commodity
De Beers Group added the phrase A
Diamond Is Forever
1.21
What is branded?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes
1.22
1.23
Importance of Brand
Management
The bottom line is that any brand
no matter how strong at one point in
timeis vulnerable, and susceptible
to poor brand management.
1.24
Coca-Cola
Microsoft
IBM
GE
Intel
Nokia
Toyota
Disney
McDonalds
MercedesBenz
2006
($Billion)
2005 ($
Billion)
67.00
56.93
56.20
48.91
32.32
30.13
27.94
27.85
27.50
21.80
67.53
59.94
53.38
47.00
35.59
26.45
24.84
26.44
26.01
20.00
1.26
Savvy customers
Brand proliferation
Media fragmentation
Increased competition
Increased costs
Greater accountability
1.27
1.28
1.29
Key Concepts
Mental 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 audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
1.30