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Brand Management

Session 1: The Basics – 4Ps, Brand, Ads

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

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What to expect from today’s session

§  To have a common understanding with regard to  What is Marketing and the changing scope of it  What is the relationship between Brand, Product, and

Advertising  What is expected out of each function / role  Why is brand management crucial to us

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WHAT IS MARKETING

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The Old School of Marketing

§  You earlier read it as 4Ps  Product  Price  Place  Promotion

§  MARKETING simply meant advertising  Advertising needed to appeal to the mass: TV, Radio,

Press, Billboards were the media  Advertising was one-way – company to consumer  Exclusively about selling product

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The New Trend in Marketing

§  From 4Ps to 3Vs  Valued Customers à who to serve  Value Proposition à what to offer (against industry offers)  Value Network à how to deliver

§  The approach has changed  From Market Segments to Strategic Segments  From Selling Products to Providing Solutions  From Brand Acquisitions to Brand Rationalization  From Market-Driven to Market-Driving  From SBU Marketing to Corporate Marketing  From Advertising Management to Brand Management

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FROM MARKETING/ ADVERTISING TO BRAND MANAGEMENT

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What is a Brand?

§  A combination of   Logo  Concept / idea  Color, taste, smell   Images / Visual identity  Associations / Attributes  Shape / Form  Advertising

§  It resides in the mind of the “consumers”

§  It defines the premium a company is valued at over its tangible, measurable assets

§  An orange … is an orange … is an orange. Unless, of course, that orange happens to be a Sunkist, a name eighty percent of consumers know and trust

Russel L Hanlin, CEO Sunkist Growers

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What is a Product?

§  A product is a product or service … is a product … is a product …

§  You can have several products under the same brand

§  You can have several brands for same product

Question: how does brand help selling products, and makes companies successful?

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True Wealth is in ideas

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Ideas build brand

§  Philips versus Sony

§  SAAB

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Brands build Companies

§  Arvind

§  Gillette

§  Starbucks

§  Cigarette is all smoke!

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So, what is the relationship?

I D E A

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So, what is the relationship?

I D E A The best brands are innovation-driven

IBM vs Apple

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So, what is the relationship?

I D E A The best brands are innovation-driven

IBM vs Apple

When ideas meet entrepreneurial drives, big brands are borne

Aromatic

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So, what is the relationship?

I D E A The best brands are innovation-driven

IBM vs Apple

When ideas meet entrepreneurial skills, big brands are borne

Aromatic

Brand needs Vitamin E2 for excellence

Frutika

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So, what is the relationship?

I D E A The best brands are innovation-driven

IBM vs Apple

When ideas meet entrepreneurial skills, big brands are borne

Aromatic

Every brand needs Vitamin E2

Frutika

The brand is a promise in action

Banglalink

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So, what is the relationship?

§  Brand is a promise

§  Product is the system of delivering this promise

§  Advertisement proposes and makes you believe this delivery of promise

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QUESTIONS AND ANSWERS

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CLASS ASSIGNMENT

1.  What is the brand promise of Surf Excel, how is delivering the promise through the product, and how does its advertisement convince the consumer about the promise?

2.  What are the different brands on Phillip Van Heusen (PVH) portfolio and how are they maximizing company’s profit?