Strategic Brand Management by

Goher Raza,
(MSc Marketing Cass Business School)

BRANDS AND BRAND MANAGEMENT

Course Learning Design

Recommended Books Presentations for Reference Self Learning Online Resources (interbrand.com, brandchannel.com Case Studies News (Reuters and Bloomberg) Marketing Intelligence Reports

Assessment:
Class Participation Case Studies / Class Discussion Mid Term Final Research Project Final Exam

Recommended Books
Strategic Brand Management (3rd Edition or latest) by Kevin Lane Keller

Strategic Brand Management (4th Edition or latest) by Jean Noel Kapferer

What is a Brand?
Definition: A brand is a product that adds other dimensions that differentiates it in some way from other products designed to satisfy the same need.
AMA Definition: A Brand is a name, term sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition

Product vs Brands?
What is product? anything to satisfy need or want.

However product may satisfy at many levels:

Core benefit level Generic product level Expected product level Augmented product level Potential product level

Why Do Brands Matter?

CONSUMERS: Identification of Source of Product Assignment of Responsibility to Product Maker Risk Reducer

Search cost Reducer Promise, Bond, or Pact with Maker of Product Symbolic Device Signal of Quality

Brands can reduce the risk in product choice decisions

Why Do Brands Matter?

MANUFACTURERS: Means of Identification to Simplify Handling or Tracing Means of Legally Protecting Unique Features Signal of Quality Level to Satisfied Customers

Means of Endowing Products with Unique Associations Source of Competitive Advantage Source of Financial Returns

More about branding

Brand = reputation We live in brand saturated world Average newyorker is exposed to 3500 brand images every day

They are more than just a name; they are all of the feelings that surround that name.
Every interaction is an opportunity to build your brand Brands are built by not what you say but what you do

 30% of the world's 100 most valuable brands were developed before 1900. 75% of buying decisions are based on emotion. A case for defining a niche: 20% of your customers will deliver 80% of your revenues. A stronger corporate brand image will boost your stock price by an average of 5-7 percent.

Cont..

Can everything be branded:

Two cases: a) no product differences among competition (example mineral water) b) Product differences exist (example different packed juices)

Marketers benefit from branding whenever customers are in choice situations

Can everything be branded.... cont

Physical Goods Pharmaceutical (more brand consciousness) B2B (reassurance) Services (less tangible than products, variation in services) Retailers and Distributors (branding provides patronage & loyalty) Online Products and Services (emerging) People and Organization National Geographic Sports Arts and Entertainment Ideas and Causes Geographical Locations

Branding Challenges And Opportunities

Savvy Customers Brand Proliferation Media Fragmentation Increased Competition Increased Costs Greater Accountability

According to research customer expectations are 13 percent higher than what brands deliver to them

The Brand Equity Concept

Basic Principles of Branding and Brand Equity:

Differences in outcomes arise from the added value endowed to a product as a result of past marketing activity for the brand. Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand. There are many different ways in which the value of a brand can be manifested or exploited to benefit the firm.

Strategic Brand Management Process

Identifying and Establishing Brand Positioning and Values Planning and Implementing Brand Marketing Programs Measuring and Interpreting Brand Performance Growing and Sustaining Brand Equity

Failure of Brand Nokia!

Nokia brand was synonym of reliability Nokia name was its strategic resource and a competitive advantage Jan 2012 reported 1.4 billion loss Company in future will give no forecasts (a period of transition or turning the business) Primarily, failed to anticipate the future! Nokia has been slower than rivals to take advantage of the lucrative market for smart phones

What Can Nokia Do Now?

Add product category of android phones or promote its
own platform
Windows 8 platform in Lumia (new phone) a right choice? What do customers expect from Nokia Brand Is Nokias brand strategy going to meet the expectations of its consumers

Class Discussion..

Apple Vs Samsung Case is it a branding standoff: Apple sues Samsung for infringing design elements and compensated over billion dollars in August 2012 What lessons can marketers can learn from Apple Vs Samsung case? Facebook is it a brand or just a network?

Facebook Fantasy - Celebrating the future

Biggest IPO of any Internet Company in the history ($100 billion)
Over 900 million users worldwide If you were to invest in facebook what you should know
Social Networking will transform the future of online branding

Facebook Stakes!
Research Presentation for investors

What is Facebooks Business Model?

Reading and Discussion for the next Class..

Read all the cases from chapter one and two (keller) Find Answer to How Facebook can become a social networking brand from Facebook Case

Thank You