introduction to brand management
DESCRIPTION
Introduction to Brand Management - Brand Management Course School of Business and Management, Bandung Institute of TechnologyTRANSCRIPT
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MB4019BRANDING AND MARKETING
COMMUNICATION
Master of Business AdministrationSchool of Business and Management
Institut Teknologi Bandung
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BACKGROUND
• Brand is a strategic asset for companies• Brand management incosistency will generally
lead to failure and success will bring significant advantages for companies
• Few know how to manage brand properly• This course is designed to help students
learning about how to be a good assistant brand manager (as your first appointment in brand management)
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LEARNING GOALS
1. To build students’ skills in analysis of branding situation using the concept they have learned
2. To develop decision making skill that enable students to identify alternative solutions and choose the one which can strengthen brand position in the market
3. To develop team work and communication skills and leadership which is required to run brand management activities
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LEARNING OUTCOMES
After completing this course, students will have required competencies as an assistant brand manager and demonstrate leadership, teamwork, and communication skill required to perform their role as assistant brand manager effectively.
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COURSE STRUCTURE
Ready as AssistantBrand Manager
Understanding of brand elementsAbility to Develop Plan
for Branding Decision and Create Mock Ups
(brand elements, product, ads and
touchpoints)
Ability to Develop Branding Decision
Ability to Identify Brand Problems
Ability to conduct Brand Performance Analysis
Understanding of Brand Analysis Steps and Tools
Understanding of Brand Measures
Understanding of Brand, Brand Role, Brand Objectives, Brand
Equity, and Brand Management
Understanding of Brand Product relationship
Understanding of Brand Pricing
Understanding of Brand Distribution
Understanding of Brand marketing
Understanding of Brand Touchpoints
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MY SHORT PROFILE:Dr. Reza Ashari Nasution
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WORK EXPERIENCE
Sultan Qaboos University, Oman
2000
1998 - 1999
2008
2005 - NOW
2001 – 2005
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RESEARCH INTERESTS
Brand Partnership
Brand Preference
Brand Community
Brand Ecosystem
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LEARNING METHODS
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EVALUATION
BC B AB A
Item Weight
Quiz 15%
Group assignment 30%
Mid Test 25%
Final Test 30%
TOTAL 100 %
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STUDENT GUIDANCE
In order to succeed, students are advised to do the followings:• Allocate sufficient time for self preparation• Discuss concepts and cases with their group• Elaborate practical cases apart from cases
given• Have a proper notes of all lecture • Contribute actively in the class
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REFERENCES
Main text book:• Kevin L. Keller, 2008, Strategic Brand Management, 3rd Edition,
Prentice Hall. Supporting text:• Gabriela Salinas, 2009, The International Brand Valuation
Manual: a complete overview and analysis of brand valuation techniques, methodologies and applications, John Wiley & Sons. Ltd.
• John A. Davis, 2010, Competitive Success: how branding adds
value, John Wiley & Sons, Ltd.
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NEED TO DISCUSS?
• Director Room, MBA ITB Building• Call 022-2504308 ext 126• E-mail [email protected] • From Monday to Friday, 8am – 5pm
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Introduction to Brand
MM6016 Branding and Marketing Communication
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HISTORY OF BRAND
• Old Norse word: “Brandr” = “To Burn”
• Greeks and Romans puts their signatures/symbols on wet claypots
• Pottery communities
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TRADITIONAL BRAND DEFINITION
• It’s a mark• Different forms: name, logo, symbol, design,
or combination of those• Purpose: to differentiate • Focus: tangible
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TODAY’S PRACTICAL BRAND DEFINITION
• Set of associations or known descriptions• Stored in people’s mind• Which is represented, at least, by name (this is
the most remembered element of a brand)• Focus: intangible• Holt (2003): “Brand is perceptual entity,
rooted in reality”
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WHAT IS YOUR PERCEPTION ABOUT...
BANK MANDIRIBANK CENTURY
GARUDA INDONESIAMERPATI AIRLINES
APPLE IPADSAMSUNG GALAXY TAB
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WHICH ONE IS THE CORRECT LOGO
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MANIFOLDS OF BRAND DEFINITIONSource: Berthon et al. (2007)
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HOLISTIC DEFINITION OF BRAND(De Chernatony, 2006)
• Input perspective– Brand as logo– Brand as identity– Brand as quality indicator– Brand as values– Brand as vision
• Output perspective– Brand as image– Brand as relationship
• Time perspective– Brand is a dynamic entity
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BRAND DEFINITION (UU 15/2001)
1. Merek adalah tanda yang berupa gambar, nama, kata, huruf-huruf, angka-angka, susunan warna, atau kombinasi dari unsur-unsur tersebut yang memiliki daya pembeda dan digunakan dalam kegiatan perdagangan barang atau jasa.
2. Merek Dagang adalah Merek yang digunakan pada barang yang diperdagangkan oleh seseorang atau beberapa orang secara bersama-sama atau badan hukum untuk membedakan dengan barang-barang sejenis lainnya.
3. Merek Jasa adalah Merek yang digunakan pada jasa yang diperdagangkan oleh seseorang atau beberapa orang secara bersama-sama atau badan hukum untuk membedakan dengan jasa-jasa sejenis lainnya.
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Brand Roles & Objectives
MM6016 Branding and Marketing Communication
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Brand
To Identify
Quality Signal
Quick Reference
Bring more
revenue
To reflect personality
As guarantee
To leverage
Offsetting performance
failure
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BRANDING OBJECTIVES
Activity & Program Metrics
Market Performance
Customer Perceptions & Behavior
• Marketing Investment• Program Quality
• Clarity• Relevance• Distinctiveness• Consistency
• Channel expansion
• Brand awareness• Brand associations• Perceived quality• Brand Loyalty
• Sales• Market share• Price premium• Profitability• Price elasticity• Expansion success
Brand Value Chain
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BRANDING OBJECTIVES
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BRAND CLASSIFICATION
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CRITERIA FOR CLASSIFYING
• Based on brand architecture• Based on supply chain entity• Based on product types• Based on customer types• Based on geographic scope
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BASED ON BRAND ARCHITECTURE
Corporate Brand
Family BrandIndividual Brand
Modifier (designating item or model29
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AN EXAMPLE
Procter & Gamble
OlayOlay Total Effects – Olay Natural White – Olay White Radiance
Olay Total Effects cream – cleanser – eye cream30
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BASED ON SUPPLY CHAIN ENTITY
• Manufacturer brand
• Distributor/retailer brand
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BASED ON PRODUCT TYPES
• Product/Physical goods brand
• Service brand
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BASED ON CUSTOMER TYPE
• B2B brand
• B2C brand
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BASED ON GEOGRAPHIC SCOPE
• Global brand
• Local brand
CORA MEDIA INTERAKTIVE
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BRAND ARCHITECTURE
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Brand architecture is a structure of all brands that a company has. The structure shows relationship between brands and reflects the brand strategy of the company.
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EXAMPLE
• GILLETTE• OLAY• PAMPERS
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BRAND RELATIONSHIP SPECTRUM
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TYPES OF BRAND RELATIONSHIPS
• BRANDED HOUSE• SUB BRANDS• ENDORSED BRANDS• HOUSE OF BRANDS
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BRANDED HOUSE
• A single identity that encompasses all products (example: BMW, Microsoft, CNN)
• Brand strategy implications:– Advantages: requires fewer resources, minimize
misunderstanding, easier alignment– Disadvantages: inability to appeal diverse
consumer segments, generic brand campaign which might not be memorable, creativity is hindered, consequence of failure is larger
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SUB BRANDS
• A strong brand at a level under the master brand (i.e. a sub brand). Example: Nike Air Jordan, Lenovo Thinkpad
• Brand strategy implications:– Advantages: both brands (master and sub brands) give each
other recognition and create new associations that can help the market’s understanding of both brands, helps growing market share and shareholder benefits, greater loyalty from distribution partners
– Disadvantages: complexity and expenses are added to marketing communication, may dilute or confuse master brand, complex distribution strategy, create a single point of attack for competitors.
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ENDORSED BRANDS
• Independent brand, which is overtly endorsed by a master brand (example: Polo by Ralph Lauren, Ibis by Accor Group etc)
• Brand strategy implications:– Advantages: provide credibility for the endorsed brands,
endorsed brand benefits from the master brand’s reputation, can break into competitor’s territory
– Disadvantages: can be expensive, too many endorsement may signal weak sub-brands, greater consequences of failure
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HOUSE OF BRANDS
• Multiple strong brands housed in a de-emphasized, weak or unknown corporate entity (example: Procter & Gamble, Kao etc)
• Brand strategy implications:– Advantages: each brand can maximize impact on market or
niches, individual brand can be specified to fit a target market, increase variations of new revenue streams, more creativity and talents
– Disadvantages: little or no leverage can be used with the parent association (remember the Indonesat tagline: “Punya Indosat”), more expensive, creating internal rivalries, hard to unify customer loyalty, confusing image (may not be aligned perfectly)
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BRAND PORTFOLIO
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LITERAL DEFINITION
• Keller (2008, p. 434)“the set of all brands and brand lines that a particular firm offers for sale to buyers in a particular category”
• Aaker (2004, p. 14)“Brand portfolio is both owned brands and brands linked through alliances, which are considered as a team of brands working together, each with assigned roles to enable and support business strategies”
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PRACTICAL DEFINITION
Brand portfolio is the collection of all brands owned by a particular company, which ranges across categories and products.
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Accor Group(http://home.hospemag.com/co/accor)
Coca Cola Companyhttp://foodanddrinkbusiness.com/?p=4403
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BRAND PORTFOLIO CONCEPT (1)
Products
Brands
P1 P2 P3 ... PN
B1
B2
B3
...
BN
Brand Portfolio A
Brand Portfolio B
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BRAND PORTFOLIO CONCEPTS (2)(KELLER, 2008 P. 434)
• Brand line: all products sold under a particular brand• Product line: a group of products within a product
category which are closely related, sold to the same customer group, same outlets, or fall within given price ranges
• Product mix: all product lines made available to buyers• Brand mix: all brand lines available to buyers• Depth of branding strategy: how deep is the brand
portfolio• Breadth of branding strategy: how far is a brand stretched
to include other product categories
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BRAND POSITIONING
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DEFINITION
• Brand Positioning is “the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind”(Keller, 2008)
• The distinctiveness is the product of benchmark againts competitors or customers’ point of reference
• According to Kotler and Keller (2006), positioning does not necessarily create distinct characteristics, because of different competitive strategies applied by companies.
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CREATING POSITIONING (1)
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CREATING POSITIONING (2)
Keller (2008):1. Determining the frame of reference:– Target consumers– Competitors
2. Determining the ideal POP and POD of brand associations– How the brand is similar to those competitors– How the brand is different from them
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SEGMENTING
• Segmentation is the process of dividing a whole market into group of buyers
• Bases for segmentation:– Product-based: category, function, size, etc.– Consumer-based: demography, geography, psycography and
behavior• Good segment criteria:– Identifiable– Considerable size– Accessible– Responsive
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TARGETING• Targeting is an act of choosing one or more of the identified segments• The selection is based on:
– Market attractiveness– Competitive positioning
• An innovative company digs down each market segment to find new needs
• The newly identified needs is scrutinized to measure potential growth in the future
• Different types of targeting:– One segment targeting– Multiple segment targeting– Combined segment targeting– Mass market targeting
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IDENTIFYING NEEDS
• Market research• Market insight• Market testing
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COMPETITIVE ANALYSIS
• Competitive mapping• Benchmark • Strategic actions• Changes in PEST factors• SWOT
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POP & POD
• Point of Parity (POP)– Category POP– Competitive POP
• Point of Difference (POD) – Category POD– Competitive POD
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POSITIONING STATEMENT
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BRAND AND PRODUCT
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BRANDS VS PRODUCTS
ProductAnything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want.
BrandSum total of consumer perceptions and feelings about the product’s attributes and how they perform, about the brand name and what it stands for, and about the company associated with the brand.
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PRODUCTS VS BRANDS
Computer
CarBeverag
eElectronic Appliance
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RELATIONSHIP BETWEEN PRODUCT & BRAND (1)
Potential Product
Core benefit
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RELATIONSHIP BETWEEN PRODUCT & BRAND (2)
$$Halo effectProduct’s visible and differentiating characteristics
Brand’s intangible values & imagery
Brand aspiration Product satisfaction
Expectations
Branded product
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RELATIONSHIP BETWEEN PRODUCT & BRAND (3)Resonance
Judgments
Feelings
Performance
Imagery
Salience
Core product benefit
Brand building equity pyramid65
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PRODUCT, BRAND AND CONSUMERS
• Product used to dictates brand. The situation changed now• Brand influences purchase• Brand is perceived and experienced by consumers• Brand used to be company’s belonging, but now it is shared with
consumers
Produk Brand Brand Produk
Perusahaan Perusahaan
Konsumen Konsumen
BrandPerusahaan Konsumen
(a) (b) (c)
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BRAND IDENTITY AND IMAGEBrand vision
and purpose
Core brand values
Brand
personality codes
Semiotic
invariants
Strategic
benefits
and attributes
Physical
signature, family resemblance
Product A.. Product B .. Product N .. Typical
brand actions
Brand management process:top-down
Brand perception process:Bottom-up
Permanent fluctuations of the marketEvolution of competition, life stles, technology
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STRATEGIC BRAND MANAGEMENT
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CONSIDERATIONS AND STEPS
• Brand Life Cycle• Davis (2010): brand has to maintain its
relevance• Keller (2008):
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STEP 1
Identify and Establish Brand Positioning and
Values
•Mental Maps•Competitive frame of reference•Points of parity and points of difference•Core brand associations•Brand manatra
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BRAND ELEMENTS• Kapferer (2008)
Brand name and symbols Semiotic invariants
Brand concept (value proposition)Tangible and intangible
Product or service Experience
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STEP 2
Plan and implement Brand marketing
programs
•Mixing and matching of brand elements•Integrating brand marketing activities•Leveraging secondary associations
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BRAND MARKETING PROGRAMS
• Davis (2010)– Communication objectives– Messages– Mode (touchpoints)– Evaluation– Adjustment
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STEP 3
Measure and interpret brand performance
•Brand value chain•Brand audits•Brand tracking•Brand equity management system
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Activity & Program Metrics
Market Performance
Customer Perceptions & Behavior
Brand Tracking accross the brand value chain
• Marketing Investment• Program Quality
• Clarity• Relevance• Distinctiveness• Consistency
• Channel expansion
• Brand awareness• Brand associations• Perceived quality• Brand Loyalty
• Sales• Market share• Price premium• Profitability• Price elasticity• Expansion success
Brand Value Chain
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STEP 4
Grow and sustain brand equity
•Brand-product matrix•Brand portfoilio and hierarchies•Brand expansion strategies•Brand reinforcement and revitalization
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INTEGRATED BRANDING
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CONSISTENT BRANDING
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BRAND EVOLVES
Source: McEnaly and de Chernatony, 1999
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CASE 1: SAMSUNG
WRITTEN BY FAN YE AND CHRISTIAN KIM UNDER SUPERVISION OF PROF. ROBIN RITCHIE OF RICHARD IVEY SCHOOL OF BUSINESS IN 2004
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MM6016 Branding and Marketing Communication
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SAMSUNG HISTORY
• From small trading company to an economy powerhouse
• Operated in 67 countries with more than 175000 employees worldwide
• Surpassed Hyundai to become the leading business group in South Korea
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“Behind this impressive growth is Samsung’s effort to redefine itself as a vendor of cutting edge consumer technology” (P. 1)
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“By 2000, the company’s successful launching of innovative product such as mobile phone, PDA, MP3 player, and digital TV had established Samsung as a credible player” (p. 4)
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SAMSUNG’S BRANDING EFFORT• Samsung saw digital product as a major trend in consumer electronics• The company put a lot of investment in R&D and marketing of digital
products since then• In 1999, Samsung ran a global campaign of “SAMSUNG DigitAll –
everyone’s invited” to position the company as a producer of innovative and easy to use consumer electronic products
• Samsung moved into high profile marketing campaign by sponsoring the 2000 olympic in Sydney
• Increasing marketing communication budget by 35%• Featured some mobile phones in two box office movies: The Matrix:
Reloaded and The Matrix: Revolution• Samsung Electronic had redirected its focus away from mass merchants
to specialty retailers like Best Buy, Circuit City and CompUSA
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CASE 2: FRANZ COLLECTION
WRITTEN BY PROF. LIEN TI BEI (NATIONAL CHENGCHI UNIVERSITY) AND PROF. SHIH-FEN CHEN (RICHARD IVEY SCHOOL OF BUSINESS) IN 2010
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FRANZ COLLECTION HISTORY
• Franz Collection Inc. (Franz) is a Taiwan based manufacturer which specialized in functional and home décor accessories.
• The company was originated from Seagull Décor Co. Ltd which sold crafts, gifts, ornaments, and home décor items.
• Seagull was a pure original equipment manufacturing (OEM) company, flourished by capitalizing on the country’s skills in low-cost manufacturing and assembly.
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• Seagull moved to trading business and became an ODM company (Original Design Manufacturing)
• As an ODM, Seagull was known by its design, creativity, cost effective, and efficient designers.
• The design skill elevated and Francis Chen, the owner, decided to launch their own brand: FRANZ
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“Chen was aware that owning a brand was not as simple as putting a logo on the product...Chen also had to consider the resistance from Seagull’s current customers.” (p. 5)
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“To prevent potential conflict with current clients, Chen set up a separate company, Franz Collection Inc. in both Taiwan and the United States in 2001. The separation helped position Franz as a premium brand in its own right, independent of what Seagull stood for” (p. 6)
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FRANZ BRANDING EFFORTS
• Focus on porcelain (p. 6)• Described the brand essence and spirit (p. 9)• Set up a logo (p. 10)• Set up the principle of design and develop
required skills (p. 10)• Set up pricing (p. 5)• Set up marketing channel (p. 8)• Run marketing campaign (p. 9)
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“OEM or ODM is the kind of business on order-to-build. You make nothing if there is no order. A branded product means that you control your own direction. OBM was not an easy choice. It was an unknown terrain and there were risks. But we went ahead, taking one step at a time.” (p. 13)
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EXAMPLE: PRENAGEN ESENSIS