20130412 brand management chapter 5 iba 45 e

Download 20130412 brand management chapter 5 iba 45 e

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  • 1. Brand ManagementSession 5: Developing / Building a BrandZeeshan Kingshuk HuqGuest Facultyzeeshan.huq@gmail.com

2. 24/24/2013/ZKHStep 1: Decide what do you want to brand Company Product category Product Promise Person Concept Suggestions:The Power of oneIf multiple products can you find acategory?If B2B, then promise orconcept or companyIf you have multiplebrands, can they bemade individual profitcenters?KPIs 3. 34/24/2013/ZKHStep 1: Decide what do you want to brand Having a single brandis the most durableway to build brand Challenge is to findthe single pointWhat is the promise?What is the purpose?- Tombstone method ExtendibilityCase: Partex, Pran Suggestions:The Power of oneIf multiple products,then can you find acategory?If B2B, then promise orconcept or companyIf you have multiplebrands, can they bemade individual profitcenters?KPIs 4. 44/24/2013/ZKH 5. 54/24/2013/ZKHStep 1: Decide what do you want to brand Can the category givea single promise? Domex Is the promiseextendible acrossvarious relevantproducts? Case in country:Radhuni Suggestions:The Power of oneIf multiple products,then can you find acategory?If B2B, then promise orconcept or companyIf you have multiplebrands, can they bemade individual profitcenters?KPIs 6. 64/24/2013/ZKH 7. 74/24/2013/ZKH 8. 84/24/2013/ZKH 9. 94/24/2013/ZKH 10. 104/24/2013/ZKH 11. 114/24/2013/ZKHStep 1: Decide what do you want to brand Promise:MGH Logistics Concept:Advertising Association Company:BASF Suggestions:The Power of oneIf multiple products,then can you find acategory?If B2B, then promise orconcept or companyIf you have multiplebrands, can they bemade individual profitcenters?KPIs 12. 124/24/2013/ZKH 13. 134/24/2013/ZKH 14. 144/24/2013/ZKH 15. 154/24/2013/ZKH 16. 164/24/2013/ZKHASSIGNMENTGroup Assignment on B2B Branding 17. 174/24/2013/ZKH 18. 184/24/2013/ZKH 19. 194/24/2013/ZKH 20. 204/24/2013/ZKH 21. 214/24/2013/ZKH 22. 224/24/2013/ZKHStep 1: Decide what do you want to brand Suggestions:The Power of oneIf multiple products,then can you find acategory?If B2B, then promise orconcept or companyIf you have multiplebrands, can they bemade individual profitcenters?KPIs 23. 234/24/2013/ZKHStep 1: Decide what do you want to brand AwarenessTop of mindAided Preference / LoyaltyTrialRepeat purchaseWait Perception/ TrustAssociationReference Suggestions:The Power of oneIf multiple products,then can you find acategory?If B2B, then promise orconcept or companyIf you have multiplebrands, can they bemade individual profitcenters?KPIs