20131117 brand management chapter 5 iba bba18
TRANSCRIPT
Brand Management
Session 5: Developing / Building a Brand
Zeeshan Kingshuk Huq
Guest Faculty
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Step 1: Decide what do you want to brand
Company
Product category
Product
Promise
Person
Concept
Suggestions: The Power of one If multiple products
can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
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Step 1: Decide what do you want to brand
Having a single brand is the most durable way to build brand
Challenge is to find the single point What is the promise? What is the purpose?
- Tombstone method
Extendibility Case: Partex, Pran
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
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Step 1: Decide what do you want to brand
Can the category give a single promise? Domex
Is the promise extendible across various relevant products?
Case in country: Radhuni
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
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Step 1: Decide what do you want to brand
Promise: MGH Logistics
Concept: Advertising Association
Company: BASF
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
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GREY AREA: THE NON-PROFIT The same rule applies to grey areas
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Step 1: Decide what do you want to brand
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
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Step 1: Decide what do you want to brand
Awareness Top of mind Aided
Preference / Loyalty Trial Repeat purchase Wait
Perception/ Trust Association Reference
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
24
04/13/2023/ZKH
GROUP ASSIGNMENT
Cement brands
- top 3 which has a promise versus medium/ small 3 which may not have a promise
- promise of the category vis-à-vis promise of the brands
- Your suggestions based on the first step of brand building