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Strategic Brand Management
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Faculty
Prof Freda J Swaminathan ± Course ±in-charge -
10 sessions
( IIMA / MS (Communications (USA)/ 18 years in
Lintas / JWT/ASP and 7 years in Marketing (
Goodyear / Mobilink paging ) / 6th year with
FORE)
Ms Jayshree Sundar ± 10 sessionsMBA from Jamnalal Bajaj Institute of Management
Studies / Headed Northern Regions of Lintas &
Leo Burnett , 3 years of Teaching SBM
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Evaluation Component and weightage (
equally divided between the twoinstructors):
Quiz / Assignment :20
Group Project /Presentation:10
Class Participation :10
Mid Term :20
End Term :40
________ Total 100 Marks
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Sessions
FJS
Topic Covered Required Reading / Case
Discussion
FJS (1)
Introduction to the concept of
Brand Management.
Mapping your Competitive
Position & Brand Names
ChapterKK 1 & 3
Class Activity
3
± FJS (2)
Customer Based Brand
Equity
Case : Starbucks
Chapter 2 & Kotler Ch 10
FJS (3)
Corporate Branding
Case - HUL
Chapter 11
FJS (4)
Brand Positioning
Case : Scorpio
Chapter 4
FJS (5)
Designing Marketing
Programs to Build Brand
Equity
Case : Complan
Chapter 5
Session Plan:
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Activity in Teams
Brand this potato.
-Name
-Sign/symbol-Augmentation to differentiate
-Potential product
How does branding of this
Potato transform the productcategory? �What attributes materialize
�What advantages are created
�What benefits emerge
�What ideals does it represent
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1.7
What is a brand?
� For the American Marketing Association (AMA), a brandis a
³name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of oneseller or group of sellers and to differentiate them fromthose of competition.´
� These different components of a brand that identify anddifferentiate it are brand elements.
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Brands
� Coca-Cola¶s branding lesson ± Coca Cola Classic
� De Beers ±¶ A Diamond is Forever¶
µYour left hand says µwe¶. Your right hand says µme¶.
Women of the world raise your Right Hand¶� Southwest Airlines ± low fare entertainer airline
� The Walmart Way ± We sell for less. Always.
� Amazon ± providing the earth¶s biggest selection
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What has made these brand enduring leaders ?
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Brands
� Coca-Cola¶s branding lesson ± Coca Cola Classic
� De Beers ±¶ A Diamond is Forever¶
µYour left hand says µwe¶. Your right hand says µme¶.
Women of the world raise your Right Hand¶� Southwest Airlines ± low fare entertainer airline
� The Walmart Way ± We sell for less. Always.
� Amazon ± providing the earth¶s biggest selection
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What has made these brand enduring leaders ?
( vision, R&D persistence, Financial commitment,
Product innovation, Leverage from related leaders/sub brands)
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Commodity products
Name some commodity products
that do not have brand names.
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Whic h commodities have become branded?
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Commodity turned Brand
� Ramdev Masala
� Tata Salt
� Ashirvaad Atta
� Balrampur Chini (Pyaar, Dulaar, Sanskaar)
� Kohinoor
� Dhara
� Haldirams
� Bikanerwala
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Corporate Brands
Name some products
that do have corporate names.
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Corporate
� Tata Son¶s
� Asian Paints
� Dr. Reddy¶s� Aditya Birla Group
� Mahindra & Mahindra
� Reliance Industries� Bharati Airtel
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Cult Brands
Name some brands that have become cults.
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Cult
� Acharya Rajneesh
� Apple
� Linux
� Oprah Winfrey
� Harry Potter
� Star Trek
� Harley-Davidson� World Wrestling Federation
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Destination Brands
Name some destinations that have branded
themselves well.
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Nation
� Brand India
� Brand Singapore
� Brand China� Brand New Zeland
� Brand Australia
� Brand UK� Brand USA
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Education Brands
Name some institutions that have branded
themselves well.
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Education
� Indian Institute of Technology
� Indian Institute of Management
� Indian School of Business� Indian Institute of Foreign Trade
� National Institute of Fashion Technology
� National Institute of Design
� FORE School of Management
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Fashion Brands
Name some fashion brands«. And internet?
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Fashion
� Hidesign
� Wills Lifestyle
� Gucci� Chanel
� Christian Dior
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Internet
� Rediff.com
� Yahoo
� Google� Shaddi.com
� Naukri.com
� Indiainfo.com� Indiatimes.com
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How are Luxury Brands made?
� Park Avenue
� Allen Solly
� Reid & Taylor � Wills Lifestyle
� Rolex
� Chanel
� Dior
� Fendi
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What builds Media brands
� MTV
� Aaj Tak
� Radio Mirchi� The Times of India
� The Economic Times
� Malayala Manorama
� India Today
� Business World
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What makes Brand Personalities
� Mahatma Gandhi
� Rabindranath Tagore
� Indira Gandhi� Marilyn Monroe
� Michael Jackson
� Amitabh Bachann
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And these brands ?
� Shahnaz herbals
� Chawanprash
� Bisleri
� Colgate
� Parachute
� Godrej
� Videocon
� Apple
� Nike
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Service
� HDFC Bank
� LIC of India
� TCS� Jet Airlines
� Blue Dart
� BSNL
� Apollo Hospitals
� ICICI Bank
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Spiritual
� Adi Sankaracharya
� Aurobindo Ghosh
� Sathya Sai Baba� Ravi Shankar
� Morari Bapu
� Guru Maa� Acharya Rajneesh
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Alliance
� Disney & McDonalds have had a 10 yearsmarketing and merchandising
� Apna Bazar In Alliance With RadhakrishnaFoodland
� Cricinfo with ESPN� Media alliance for appointments advertising -
The Indian Express, The Hindustan Times, Mid-Day
� Cost-effective advertising alliance for reaching a
diverse audience, was launched by four mediaorganisations - The Hindu , Eenadu, The SiasatDaily and Hindi Milap
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Hybrid
� Maruti-Suzuki
� Hero-Honda
� Kawasaki-Bajaj� BPL-Sanyo
� Tata-AIG
� ING-Vysya� Royal Insurance & Sun Alliance
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Entertainment
� Nach Baliye
� Indian Idol
� Film Fare Award� MTV
� Kaun Banega Crorepati
� Bollywood� Screen Award
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Celebrity
� Yuvraj Singh
� Amitabh Bachchan
� Mahendra Singh Dhoni� Preeti Zinta
� Aiswarya Rai Bachchan
� Aamir Khan� Shahrukh Khan
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Gender
Men Women
Fair & Handsome Fair & Lovely
Nivea for Men Nivea for Women
Aramusk Lux
MTV Plugged MTV Plugged
Inizio Homme Inizio Femme
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Art
� M.F. Husain
� F.N. Souza
� S. H. Raza� Akbar Padamsee
� Tyeb Mehta
� Ram Kumar � Gaitonde
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Breakway
� Nike
� Starbucks
� Café Coffee Day� Apple
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What Has Changed in
MarketingOLD WORLD NEW WORLD
� Organize by product units
� Focus on profitable transactions
� Look primarily at financial
scorecard
� Focus on shareholders
� Marketing does the marketing
� Build brands through advertising
� Focus on customer acquisition
� No customer satisfaction
measurement
� Over-promise, under-deliver
� Organize by customer segments
� Focus on customer lifetime value
� Look also at marketing scorecard
� Focus on stakeholders
� Everyone does the marketing
� Build brands through performance
� Focus on customer retention
� Measure customer satisfaction and
retention rate
� Under-promise, over-deliver
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What is the impact on Brand
ManagementOLD WORLD NEW WORLD
� Organize by product units
� Focus on profitable transactions
� Look primarily at financial
scorecard
� Focus on shareholders
� Marketing does the marketing
� Build brands through advertising
� Focus on customer acquisition
� No customer satisfaction
measurement
� Over-promise, under-deliver
� Organize by customer segments
� Focus on customer lifetime value
� Look also at marketing scorecard
� Focus on stakeholders
� Everyone does the marketing
� Build brands through performance
� Focus on customer retention
� Measure customer satisfaction and
retention rate
� Under-promise, over-deliver
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What is the impact on Brand
ManagementNew World Marketing
� Organize by customer segments
� Focus on customer lifetime value
� Look also at marketing scorecard
� Focus on stakeholders
� Everyone does the marketing
� Build brands through performance
� Focus on customer retention
� Measure customer satisfaction and
retention rate
� Under-promise, over-deliver
New World Branding
� Branding / sub branding
� Brand Loyalty
� Brand Audit / Equity
� Focus on stakeholders
� Everyone does branding
� Co-branding & alliances
� Building brand communities
� Measure brand satisfaction
� Brand experience
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-Image advertising-Co- branding
- Sponsorships
-Internet-Virtual communities
-Ethical growth
-Intercommunityevents
-In store animations-Store tainment
-Street marketing
-Collectors or systematic additions
tied to an event
-One to one-Recognition & service
-Co creation
-Product quality
-Product advantage
-Trial Promotion
-Post purchase
promotions
-Loyalty programs
� The New Rules of Brand Management
Short term Transaction Re-purchase Long term commitmentDepth
Of
Brand
Func-
tional
Experi-
ential
Aspira-
tional
TIME PERIOD
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1.42
Strategic Brand ManagementStrategic Brand Management
ProcessProcessMental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand value chain
Brand auditsBrand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
Key ConceptsSteps
Grow and sustain
brand equity
Identify and establish
brand positioning and values
Plan and implement
brand marketing programs
Measure and interpretbrand performance
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18-43
Advertising
Any paid form of nonpersonal presentation
and promotion of ideas, goods, or
services by an identified sponsor.