20131117 brand management chapter 5 iba bba18

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1. Brand Management Session 5: Developing / Building a Brand Zeeshan Kingshuk HuqGuest Faculty zeeshan.huq@gmail.com 2. Step 1: Decide what do you want to brand Company Suggestions: Product category The Power of one If multiple products Productcan 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 Promise Person Concept2 2/9/2014/ZKH 3. 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 Whatis 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 3 2/9/2014/ZKH 4. 4 2/9/2014/ZKH 5. 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 5 2/9/2014/ZKH 6. 6 2/9/2014/ZKH 7. 7 2/9/2014/ZKH 8. 8 2/9/2014/ZKH 9. 9 2/9/2014/ZKH 10. 10 2/9/2014/ZKH 11. Step 1: Decide what do you want to brand Promise: MGH Suggestions:Logistics Concept: Advertising Company: BASFAssociation 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 11 2/9/2014/ZKH 12. 12 2/9/2014/ZKH 13. 13 2/9/2014/ZKH 14. 14 2/9/2014/ZKH 15. 15 2/9/2014/ZKH 16. The same rule applies to grey areasGREY AREA: THE NON-PROFIT 16 2/9/2014/ZKH 17. 17 2/9/2014/ZKH 18. 18 2/9/2014/ZKH 19. 19 2/9/2014/ZKH 20. 20 2/9/2014/ZKH 21. 21 2/9/2014/ZKH 22. 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 22 2/9/2014/ZKH 23. Step 1: Decide what do you want to brand Awareness Top of Aidedmind Preference / Loyalty Trial Repeatpurchase 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 23 2/9/2014/ZKH 24. Cement brands -top 3 which has a promise versus medium/ small 3 which may not have a promise-promise of the category vis--vis promise of the brands-Your suggestions based on the first step of brand buildingGROUP ASSIGNMENT 24 2/9/2014/ZKH