20140315 brand management chapter 3 iba mba48 e
TRANSCRIPT
Brand Management
Session 3: Step 1 in 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 à
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? à ! Domex
§ Is the promise extendible across various relevant products? ! Audi à see later
§ 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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The Compulsion
§ Sometimes, the Company can also make a Social Statement ! BUT you need to keep the brand’s relevance
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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
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GROUP ASSIGNMENT
Credit Cards
- 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, for any one, based on the first step of brand building à what to ‘brand’ and how can we do it with the next campaign