Brand Management

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

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

2 3/2/14/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 3/2/14/ZKH

WHAT IS MARKETING

4 3/2/14/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 3/2/14/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 3/2/14/ZKH

FROM MARKETING/ ADVERTISING TO BRAND MANAGEMENT

7 3/2/14/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 3/2/14/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 3/2/14/ZKH

True Wealth is in ideas

10 3/2/14/ZKH

Ideas build brand

§  Philips versus Sony

§  SAAB

11 3/2/14/ZKH

Brands build Companies

§  Arvind

§  Gillette

§  Starbucks

§  Cigarette is all smoke!

12 3/2/14/ZKH

So, what is the relationship?

I D E A

13 3/2/14/ZKH

So, what is the relationship?

I D E A The best brands are innovation-driven

IBM vs Apple

14 3/2/14/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 3/2/14/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 3/2/14/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 3/2/14/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 3/2/14/ZKH

QUESTIONS AND ANSWERS

19 3/2/14/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?