20131117 brand management chapter 5 iba bba18

Brand Management

Session 5: Developing / Building a Brand

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

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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

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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