20130831 brand management chapter 1 iba bba18
TRANSCRIPT
Brand Management
Session 1: The Basics – 4Ps, Brand, Ads
Zeeshan Kingshuk Huq
Guest Faculty
2 9/1/13/ZKH
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
3 9/1/13/ZKH
WHAT IS MARKETING
4 9/1/13/ZKH
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
5 9/1/13/ZKH
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
6 9/1/13/ZKH
FROM MARKETING/ ADVERTISING TO BRAND MANAGEMENT
7 9/1/13/ZKH
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
8 9/1/13/ZKH
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?
9 9/1/13/ZKH
True Wealth is in ideas
10 9/1/13/ZKH
Ideas build brand
§ Philips versus Sony
§ SAAB
11 9/1/13/ZKH
Brands build Companies
§ Arvind
§ Gillette
§ Starbucks
§ Cigarette is all smoke!
12 9/1/13/ZKH
So, what is the relationship?
I D E A
13 9/1/13/ZKH
So, what is the relationship?
I D E A The best brands are innovation-driven
IBM vs Apple
14 9/1/13/ZKH
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
15 9/1/13/ZKH
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
16 9/1/13/ZKH
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
17 9/1/13/ZKH
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
18 9/1/13/ZKH
QUESTIONS AND ANSWERS
19 9/1/13/ZKH
CLASS ASSIGNMENT
1. What is the brand promise of bKash, 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 Louise Vuitton portfolio and how are they maximizing company’s profit?