Strategic Brand Management

26/10/2007
 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 sessions
MBA from Jamnalal Bajaj Institute of Management
Studies / Headed Northern Regions of Lintas &
Leo Burnett , 3 years of Teaching SBM
Evaluation Component and weightage (
equally divided between the two
instructors):
Quiz / Assignment :20
Group Project /Presentation:10
Class Participation :10
Mid Term :20
End Term :40
________
Total 100 Marks

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 Session Plan:
Sessions Topic Covered Required Reading / Case
Discussion
FJS
Introduction to the concept of ChapterKK 1 & 3
FJS (1) Brand Management.
Class Activity
Mapping your Competitive
Position & Brand Names
3 Customer Based Brand Chapter 2 & Kotler Ch 10
Equity
– FJS (2)
Case : Starbucks
Corporate Branding Chapter 11
FJS (3) Case - HUL
Brand Positioning Chapter 4
FJS (4) Case : Scorpio

Designing Marketing Chapter 5

FJS (5) Programs to Build Brand
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Equity
Case : Complan
 Session Plan:
Sessions Topic Covered Required Reading / Case
Discussion
FJS
Looking at Asian Chapter 14
FJS Brands. -
( 6) Assignment
Branding B2B Chapter 11
FJS (7) products Readings : Selling
Case : Tata Steelium the Brand Inside
Brand Crisis - Page 504 Brand
FJS (8) Tylenol Focus 11.0
Chapter 11
Chapter 3
FJS (9) Brand Audit Group Pages 132 - 137
(10)
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Presentation – Wrap
up
 Activity in Teams

Brand this potato.

-Name
-Sign/symbol
-Augmentation to differentiate
-Potential product

How does branding of this

Potato transform the product
category? •What attributes materialize
•What advantages are created
•What benefits emerge
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•What ideals does it represent
 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.

1.7
 Brands
• Coca-Cola’s branding lesson – Coca Cola Classic
• De Beers –’ A Diamond is Forever’
‘Your left hand says ‘we’. Your right hand says ‘me’.
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

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’
‘Your left hand says ‘we’. Your right hand says ‘me’.
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

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.

Which 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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 Destination
• Kerala – God’s Own Country
• Rajasthan
• Goa
• Taj Mahal
• Sillicon Valley
• Madam Tussad Wax Musum
• Niagara Falls

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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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 Retail
• Pantaloon
• Reliance Mart
• West Side
• Shopper’s Stop
• Wal-Mart
• Subhiksha
• FoodWorld

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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 years
marketing and merchandising
• Apna Bazar In Alliance With Radhakrishna
Foodland
• 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 media
organisations - The Hindu , Eenadu, The Siasat
Daily 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
Marketing
OLD 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
NEW WORLD
• 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
 What is the impact on Brand
Management
OLD 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
NEW WORLD
• 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
 What is the impact on Brand
Management
New World Marketing New World Branding
• Organize by customer segments • Branding / sub branding
• Brand Loyalty
• Focus on customer lifetime value
• Look also at marketing scorecard • Brand Audit / Equity
• Focus on stakeholders
• Focus on stakeholders
• Everyone does branding
• Everyone does the marketing
• Co-branding & alliances
• Build brands through performance
• Focus on customer retention • Building brand communities
• Measure customer satisfaction and • Measure brand satisfaction
retention rate
• Under-promise, over-deliver • Brand experience
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• The New Rules of Brand Management

-Image advertising -Internet -Intercommunity

Aspira- -Co- branding -Virtual communities events
tional - Sponsorships -Ethical growth

-In store animations -Collectors or -One to one

Experi- -Store tainment systematic additions -Recognition & service
ential -Street marketing tied to an event -Co creation

Func- -Product quality -Post purchase -Loyalty programs

tional -Product advantage promotions
-Trial Promotion

Depth
Of Short term Transaction Re-purchase Long term commitment
Brand TIME PERIOD
Strategic Brand Management
Process
Steps Key Concepts
Mental maps
Identify and establish Competitive frame of reference
brand positioning and values Points-of-parity and points-of-difference
Core brand values
Brand mantra

Plan and implement Mixing and matching of brand elements

brand marketing programs Integrating brand marketing activities
Leveraging of secondary associations

Brand value chain

Measure and interpret Brand audits
brand performance Brand tracking
Brand equity management system

Brand-product matrix
Grow and sustain Brand portfolios and hierarchies
brand equity Brand expansion strategies
1.42
Brand reinforcement and revitalization
 Advertising

Any paid form of nonpersonal presentation

and promotion of ideas, goods, or
services by an identified sponsor.

18-43
 The Five M’s of Advertising
• Mission
• Money
• Message
• Media
• Measurement

18-44