Boundary-Less Brand Management, Brand Management, Beyond Brand Management

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BOUNDARY-LESS BRAND MANAGEMENT

Rizwan Ahmad Ch.

MS Scholar, Riphah Int. University, Islamabad, Pakistan.

Usman AsifKashif Javed

Muhammad Nizam

MS Scholars, Riphah Int. University, Islamabad

Abstract

20thCentury Brand Management covers only those outlines, which have limited scope in this era

& were driven at the pattern of old Sales & Marketing Concept. While the purpose right behind

for writing this article, were to study & look for the new dimension of Brand Management in

competitive "Single Click" World. The method, which we used, was focused Group Study on

Research Scholars. The results were briefly, which are mentioned in this paper that add new

dimensions towards typical Brand Management & make old concept to BOUNDARY-LESS.

Keywords: Boundaries-less Brand Management, Beyond the Brand Management, Dimensions of

Brand Management, 21st Century Brand Management, Societal Brand Management

Introduction

Until now, the Marketing Professionals, Brand the Products on identified steps, a trend set by

Multinationals Companies in 1930-40. Just find the Needs & Wants of the entire Segmented

Customers, then research to overcome the Competitor Products & launched the products under

shade of old Brand Management Techniques (LM.C).

This study renewed the old Concept to more diversified Brand Management approaches.

Basically the purpose to write this Research Paper is to gives new directions to Old BM Concepts

& set a trend under the shadow of previous Research Work, under which Scholars make new

Research. Concepts are presented in this Paper, are not Hard & Fast Rules to fallow. These needs

more research on it.

Hopefully, Marketing Companies, Advertising Agencies &Multinational Organization will

benefit to this Research Paper.

Method and Materials

The method, which we used were Literature Review & Focused Group Study including

more then 30 MS Scholar, Marketing Professionals initiated & organized by a Moderator*.

Richard Rawlinson** article "Beyond Brand Management" set the basics for us to

research the new dimensions for Brand Management

* Ph.D Scholar (Initiated &Organized the Research)

** is a vice president with Booz Allen Hamilton in London. He focuses on the leadership agenda

for consumer products, telecommunications, and public-sector clients.

COpy RIGHT © 2011 Institute of Interdisciplinary Business Research 427




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Discussion

As explained by Rawlinson, R. (2006), mass communication medium gets broader in scope &

attain as the adjacent United States Region. After Proctor & gamble (P&G) 1930s reorganization

of growth opportunities in newly established consumer market, marketing get introduced of brand

management. This innovative organizational formation enabled several brands from a solecompany to vie in the same product sort by given that each brand with a devoted team of

professionals specialist marketing strategies. With the invention of Television, mass

communication regarding mass products appealed with expressively compelling poignant

pictures In 1950s.

For the finest part of the after that half century, television and (B.M) brand management detained

bend over marketing opinions, practices & theories. The base of that practice was a cautious

blending of direct mail, trade promotion, Print advertisement and television, supervised by brand

managers skilled to examine measurements of degree. These managers were trained in science of

art of marketing. To this recognizable recipe, modem marketers supplementary a squeeze of the

Internet, intersperse of product sampling, and a mix of public relations, although fundamental

model remained mostly unchanged.

Until now,

Now marketing profession is undergoing its most noteworthy revolution from last 50 years. Due

to substantial shifts in technology and civilization elderly marketing model outdated (Vollmer,

C., Frelinghuysen, J., and Rothenberg, R. 2006). Capabilities of marketing professionals changed

as the world changes. Numerous companies are experimenting with innovative approaches and

techniques, but these experiments leads to meager tinkering with the conventional marketing

model. The alteration of media and markets has reflective implications in which marketing is

currently organized, the skills and attitude obligatory of professional marketers and the types of

training that marketer will need

The new dimensions for Brand Management are as under:-

i. More Diversified Approach

Today need is to be more diversified approached towards integrated market including clearly

definition of Customers, Direct & indirect Competitors, including every medium of Integrated

Marketing Communication, Cross functional Teams, Product Life Extension Techniques and

Product Privacy during Development because a "Single Click" can fly your idea.

ii : Drive your Products Image in Global Prospective

When you are designing the Positioning or even Re-Positioning plans for your Products, take it in

global prospective. The ultimate goal for all organization is to launch its products in whole world

after success in a part. Therefore Brand strategies (Name, Identity, Cultural Issues and Packaging

etc) should be carefully driven in prospect of Worldwide. Due to this a multinational company

can cut its huge cost.

iii. Brands should manage by Cross Functional Teams not Brand Manager alone

Brands Plans should be managed by Cross Functional Teams involving Media Person, Marketing

Professional, Finance Officer and Young Professionals for generation of new ideas including

Fresh Graduates for brain storming supervised by experienced Brand Manager, who will lead all

team in right direction. These teams will have great impact on marketing of Brands.

iv. Focus on Societal Marketing with I.M.C

You need to be focus on Corporate Social Responsibility with integrated Marketing

Communication as Society will benefit by this & potentially more Customers will attracts

COpy RIGHT © 2011 Institutef Interdisciplin aryusinessRes earch 428




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towards your brands. The ultimate goal for Societal Marketing is to create space in the mind of

customers to purchase these Brands. Some are the examples as under:-

• P&G "UNICEF & Pampers Helping to Provide Tetanus Vaccines"

• PSO & Green House Affect

• PTCL collaboration with L.U.M.S

• McDonalds late 1980 Campaign of reducing consumption of papers etc indomestic operations

• Body Shop; cosmetic Company founded by Anita Roddick. The company uses

solitary vegetable based materials for its Body Shop products. Body Shop also in

opposition to Animal testing, also supports community trade, trying to turn on Self

Esteem, protect Human Rights, and in general protection of the globe. Thus it is

wholly following the notion of Societal Marketing.

• Ariel: Ariel is a detergent contrived by Procter and Gamble (P&G). Ariel runs

exceptional fund raising campaigns for destitute classes of the world exclusively

the developing countries. P&G also contributes its profits parts from each bag sold

to the development of the social order.

• British American Tobacco Company (BAT): BAT was found in 1902. BAT isconcerned in operational for the society in every part of the humanity. It conducts

tree plantation also lead to of its societal marketing strategy.

These all C.S.R (Corporate social Responsibility) campaigns had ever lasting effects on

customers. With I.M.C these activities create a big gap in market for these companies &

eventually gain more customers as compare to competitors.

C.S.R / Societal

Profitable

Relationshipwith

Customers & earning

o f Val ue f ro m th em

v. Involve intermediaries in Marketing Plans

Intermediaries especially "Retailers" can playa vital role in Branding as explained by booz&co(2005) They Quote "In spite of the passion, excitement and multi-billion-dollar expenses, the

grimy secret of CPG (Consumer Packaged Goods) is that companies can't win with only

branding" Some examples mentioned by them of Retailers effectiveness as fellows:-

Frito Lay a famous Chip co. developed an exceedingly proficient direct-store-delivery

competence for its markets of Com and potato chip. Frito Lay (FL) leveraged this distinctive

logistical expertise in amalgamation with its novelty capability to launch its new products for

example Low Fat Baked Lays, Salsa, Pretzels and also dipping sauces etc. Its adapted supply

CO py RI GH T © 2011 Instituteof Interdiscip linaryusiness Research 429





chain enabled amazingly fast and extensive distribution. With such programs productively

driving sales, retailers are asking for more and more CPG manufacturers to play an ever more

active role inside the store and also in their supply chains. And the product manufacturers are

complying. The majority have cross-functional consumer teams united to key retailers. There role

is to superior serve those retailers transversely a range of functions - starts from supply chain

including co-marketing and also trade promotions experts. These teams are also backed-up withlatest technology resources to endow with more receptive reporting capabilities plus integrated

supply chain management tools.

Nowadays, operational brilliance in service is not obligatory for consumer packaged goods

companies. Increasing retailer demands as well as increasingly incorporated supply chains denote

that the day is disappeared - if it ever really existed - once a CPG manufacturer could mull over

service a subsidiary element of its offering. Those Executives, who have undertaken elegant

Customization efforts, notify us that even though it can be a not easy process, they see no real

substitute. There's no way a consumer packaged goods company can continue to play the similar

old brand-myopic game and anticipate to outperform industry peers.

vi. Take brand as a "Heart"

You need to focus on Brand as a "Heart" of all marketing Plan. Successful Brands playing a vital

role in Company Business i.e. Nestle & Unilever is a big corporate brand, under the shade of

these Brands, any products could be converted to "Cash Cow" from "Dog" or "Question Mark

'?"'. Therefore need for the era is to position the brand in right way with careful driven plans

including all steps right from development to earn Value from Customers.

Brand "A Name of Quality"

Quality weathers its Objective Quality or Perceived Quality very much important for effective

Brand Management.

The concept of product quality can be analyzed under two main different perspectives: the

objective quality and the perceived quality (Brunse, K., Bredahl, L., Grunert, K. G., &

Scholderer, 1. 2005).

Objective quality refers to the technical, measurable, and verifiable nature of products/services,

processes, and quality controls. Subjective or perceived quality refers the consumers' value

judgments or perceptions of quality.

The theory of quality, or more exactly the perception of quality, varies depending on a variety of

factors such as the instantaneous at which the customer makes the purchase or consumes a

precise product, and place where this product purchased, enjoyed or bought. Quality can also be

defined in terms of the moment at which the consumer receives information or any cues

regarding the characteristics of that product, while shopping for or consuming it (Becker, 2000).

Thus, consumers evaluate the functionality or utility of the item for consumptions on the basis of

their needs.

Today very popular Multinational Companies focusing on TQM & spending a lot of budget on

R&D & cutting there promotion budget as customers demand for precious quality.

vii. Be ready for irrationality

Today Companies are facing huge unexpected challenges due to sudden Micro & Macro

Environment changed including Technological factors. In 21 st Century "Technology is

Booming". Therefore Experience Brand Manager & its allied Cross Functional team (See Point

"3") must be ready for irrationality. Their marketing plans should be so flexible than can adopt

any environment & so comprise that any situation can be easily handle.






foremost duty should be treat the Brand Equity as Assets & continue to improve the left (Assets)

side.

xi. Consistency in Managing Brands

Consistency in managing Brands is matter very much. For consistency, you need to have extra-

professionalism in your approach starts from building of brand. On the other hand, a Manager,

which look after the brand, should be facilitate better then others employees, because if he leftdefinitely your brand will suffer from a break & consistency disturb. Your media campaign

should be in pattern expressed the same message with different meaning over time. Re-

Positioning of Brand should have link with existing / past positioning strategy. Therefore, 1st time

launching is so important in sense of I.M.C.

xii: Revitalizing Brands

Revitalizing of Brands over time is so important as explained by Berry (1988). An amount of

changes can happen in a market over time together with changes in customer tastes and

preferences, materialization of latest technology and competitors, and also a change in the

authoritarian environment. Each and every one these can unfavorably impact the fortunes of a

specific brand and also a number of brands athwart categories have gray or virtually departed

over the years. On the other hand, a numeral brands have managed to success, which comebacks

in recent years through new & innovative marketing programs and also renewed consumer

interest at same time. Revitalizing a brand requires disappeared brand equity are recaptured or

repositioning / new sources of brand equity are branded and established.

He further added that the brand revitalization procedure can be consummate through a bit-by-bit

approach. The most significant step is of rededicating oneself to providing desire product quality.

Advertising can't payoff for a deficiency in quality of a product or service & as per the single

variable most intimately linked with good financial performance for the longer phase is

"relatively-perceived-product-quality," that is high-class products or services at a given price.

Several other strategies comprise a change of market for revitalizing brands could be (the L'Oreal

example), co-branding particularly with modem-day brands can assist in changing the image for

an out dated or older brand, re-positioning the brand image and a alteration in name or in any

other brand elements. Mature brands mainly need to be innovative change and pioneering

products as per the tastes of nowadays consumers, and not those of former times. Most

prominently, at any time a brand is invigorated or revitalized the essential changes must admire

the residual brand individuality or the basic roots of the brand, which may at a standstill in the

consumer's heart &mind and it require a burly commitment from the organization in respect of

resources and a long-lasting vision.

xtu. Transforming Employees into Brand Advocate

Employees are already focused by the theory "Internal Marketing", but we can use employees as

Brand Ambassador, the process explains by Forrester Leadership Boards (The CMO Group).

(2007) as under:-





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Fig IJ re 3 Best Practices f·cnfTren s~arm in 9 I~mp~oyees Iinte BcrrandAdvocates

Share

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s ta keho I ide rqreups

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throuoh employee

pa:rtidpaNon

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partners inmaintain~ng the

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·Usellun 10

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• Allow for personal

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behavior

41870 Source.: lFonrester ~e :~ea!F1: ih ,nc

Think &Act beyond Competitor

You need to think & act beyond Competitor doing. You need to have close contact with

Competitors marketing Plans, what he will do & which types of plans he is building against you.

Due to this, you can easily counter attack his plans & your Product Lifecycle continues to growth

stage.

Conclusion

As per discussion referred, the need of era is to more integrated & diversified approach towards

Brand Management, which has no boundaries now & each & every comer of Companyparticipating in it through both forms of Customer (Internal & External), Cross Functional

Teams, and Quality weather actual or perceived Environment etc. under the shadow of Brand

Manager. Now marketing firms with contemporary brands need to have work on this concept for

betterment of both Customers of entire brand & for Society as well in respect of their marketing

goals.

These pillars combined create a new building of Brand Management & leads to this concept

BOUNDARIES-LESS.

Recommendations:-

For Researchers

Pointes, which are mentioned in this study single handedly is a vast area needed to more

research on it for integrations of these pillars with each others.For Marketing Companies / Professionals

As these techniques are not specify for only one region, so can apply in any part of the World.

The use of these approaches will lead the Marketing Companies / Professionals towards

competitive environment, under which they can easily achieve there ultimate goal of profit

& relationship with Customers.





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References

Rawlinson, R. (2006) Strategies + Business, Beyond Brand Management, Retrieved from

website: http://cecpartners.oom/artidesl Branding! Beyond%20Brand%20Management %2008-

06.pdf.Vollmer, C., Frelinghuysen, J., and Rothenberg, R. (2006), The Future of Advertising Is Now,

Retrieved from Strategies + Business website: http://www.strategy-

business.comlartic1e/06204 ?gko=a71 db

Booz&co. (2005), Beyond the Brand Fighting the Retail Wars with Smart Customization,

Retrieved from Booz Co. website: http://www.booz.com/media/uploads/

Beyond_the_Brand.pdf

Brunsa, K., Bredahl, L., Grunert, K. G., & Scholderer, 1. (2005). Consumer perception of the

quality of beef resulting from various fattening regimes. Livestock Production Science,

94(1/2), 83-93.

Becker, T. (2000), Consumer perception of fresh meat quality, A framework for analysis. Br.

Food 1. 102:158-176.Moore, C. (2002), The New Heart of Your Brand: Transforming Your Business through

Customer Experience. Design Management Journal Vol. 13, No.1.

Dussart, C. (2001), Transformative Power of e-Business over Consumer Brands. European

Management Journal Vol. 19, no. 6, pp, 629-637, 2001.

Berry, N. C. (1988). "Revitalizing Brands." The Journal of Consumer Marketing 5(3): 15-20.

Forrester Leadership Boards (The CMO Group). (2007). Transforming Employees Into Brand

Advocates. Cambridge, MA 02139 USA: Commander, C.


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