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    Chapter 1 Brand Management 15032023 021728pm

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    Muhammad Sarmad
    The document discusses key concepts around brands and brand management including defining what a brand is, differences between brands and products, why brands matter, advantages of good brands, and challenges relating to branding. It also covers the concepts of customer-based brand equity, Keller's and Aaker's brand equity models, and the strategic brand management process.

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    © All Rights Reserved
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    Chapter 1 Brand Management 15032023 021728pm

    Uploaded by

    Muhammad Sarmad
    19 views24 pages
    The document discusses key concepts around brands and brand management including defining what a brand is, differences between brands and products, why brands matter, advantages of good brands, and challenges relating to branding. It also covers the concepts of customer-based brand equity, Keller's and Aaker's brand equity models, and the strategic brand management process.

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    Chapter-1-Brand-Management-15032023-021728pm

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    The document discusses key concepts around brands and brand management including defining what a brand is, differences between brands and products, why brands matter, advantages of good brands, and challenges relating to branding. It also covers the concepts of customer-based brand equity, Keller's and Aaker's brand equity models, and the strategic brand management process.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    19 views24 pages

    Chapter 1 Brand Management 15032023 021728pm

    Uploaded by

    Muhammad Sarmad
    The document discusses key concepts around brands and brand management including defining what a brand is, differences between brands and products, why brands matter, advantages of good brands, and challenges relating to branding. It also covers the concepts of customer-based brand equity, Keller's and Aaker's brand equity models, and the strategic brand management process.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    Brands and

    Brand
    Management
    Topic
    1
    Intro video for
    discussion

    • https://interbrand.com/best-brands/Top 100
    brands
    Theme 1: Brand: Learning
    Outcome
    -Brand (B, overall plan blue print-Relationship-Agreement-Nature-Differentiation)
    employees, reputation, expectation, product, client service, visuals and identity)
    -Differences between products and brands (Brands vs Products)
    and elements (Action,

    -Why do brand Matters (Overall growth of the organization, Providing USP for loyalty, Brand is a promise who Will
    satisfy Needs, wants and demands (customer expectations from products), Differentiate brand based on products
    quality and services, Brand helps customers to identify product lines/offerings/benefits, Emotional intelligence
    connection with a brand)
    -Can everything be branded in a firm (Internal and external infrastructure and other resources including
    stakeholders) (In-Class Group Activity 1)
    - Advantages/Benefits of Good brands (Brand recognition, consistency, customer loyalty, credibility, confidence,
    allows shared values, talent acquisition, brand equity)
    -Challenges and Opportunities relating branding (Starbucks Video and discussion/ Group Activity 2)
    Theme 2: Brand Management (Equity) two ways:
    -1. Overview of Customer Based Brand Equity (CBBE) concept (equity-value through luxury brand name-
    logo and design-status, could be similar quality & functions/characteristics of local brand)
    -Kellers Model VS Aakers Model of Brand Equity
    - The Roadmap for Building & Managing Brand Equity-Aakers Model (Brand association, awareness, loyalty and
    quality) (Class Group Activity 3 Rolex case)
    -2. Strategic Brand Management (SBM) Process (Plan Brand positioning, Plan marketing programs, measure brand
    performance, growing and sustaining brand equity)
    Theme 1.
    What is
    a brand?

    Overall Plan Overall business


    To build Relationship b/w Promise what nature and Differentiate-stand
    Trust business and customer will get out from
    Loyalty customer and experienced association competitors
    based on
    features
    Bran
    Elements
    d
    Brand VS
    Product
    Brand Product
    Distinguishes a product from An item ready for sale in the
    other products market
    It is what customers want It is what customers need
    Cannot be copied Can be copied

    Brand Created by consumers in their


    mind Produced by manufacturers
    VS Cannot be replaced Can easily be replaced
    Product A brand is intangible Product is tangible
    Product performs specific
    A brand offers value functions
    A product can be replaced with
    Brand remains forever time.
    • Overall growth of the organization
    • Providing USP for loyalty
    • Brand is a promise who -
    Why do - Will satisfy Needs, wants and demands (customer
    Brands expectations from products)
    • Differentiate brand based on products quality and services
    Matter? • Brand helps customers to identify product
    lines/offerings/benefits
    • Emotional intelligence connection with a
    brand
    Can everything be branded in the
    firm
    YES OR
    NO?

    1. Physical Goods
    2. Innovative Services
    3. Retailors
    4. Distributors
    5. Online Products and Services
    6. People and Organizations
    7. Arts and Entertainment
    8. Geographic locations
    9. Ideas and Causes
    Group Activity 1:
    • https://www.youtube.com/watch?v=xwH4oVnuIAs Burger
    king a brand
    • Find a well-known local brand in Pakistan or any international
    brand that has branded elements (as per the
    slides/discussion) in the business.
    • Make a short PPT based on the visual identity elements
    covered and present it in class.
    Give respect to Credibility Be transparent
    Repeatedly
    customer/Feel based on about product
    purchase
    special Quality/Feature & Service

    Advantage
    s of good
    brands

    (IMC) same Value added B/w brand and


    message in line (financial consumer
    New workers
    with mission reward) over Feedback/notice
    and vision years /listen/act
    Challenges and Opportunities relating branding
    Why Starbucks Is Struggling In South Africa
    (Opportunities and Challenges)
    Group activity 2:

    • https://www.youtube.com/watch?v=sdHKw0Ve--8

    Relate it with opening of Tim Horton’s brand in Lahore and other coffee brands
    with respect to research article given.
    Brand equity is that it provides value to customers as well as how positively or
    negatively customers view the business.

    Brand equity is a company’s ability to win business based on the value


    consumers place on it. A customer may have existing good thoughts and
    opinions about a brand because they have bought from them before and in-
    Theme 2 -
    future.
    Concept of
    Customer
    Equally, brand equity can exist even if the individual has had nothing to do
    with the brand — even if you’ve never ridden a motorcycle, you still know a
    lot about Harley-Davidson, right?

    Brand equity can help inspire positive feelings and trust in the quality of a
    promoted product or service — and well before the prospect even does any
    Based Brand
    Equity
    research!

    Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the
    social value of a well-known brand name. The owner of a well-known brand
    name can generate more revenue simply from brand recognition, as
    consumers perceive the products of well-known brands as better than those
    (CBBE)
    of lesser-known brands.
    Kellers V Aakers
    Model S Model
    To satisfy needs,
    wants and demands
    (Value & Satisfaction)
    relationships

    Response-Additional
    Products/Features,
    Quality products
    through Marketing
    Customer
    Perspectiv
    Differentiations/Luxury e Brand
    Valued Cars (Mini
    Cooper) than
    Equity
    Competitors

    Brand BMW?
    Brand Goals/Objectives/Mi
    ssion/Vision Customer
    Company
    perspective
    perspective
    1. how customers recall
    a brand-Brand
    Examples?

    2. consumers remember
    The a brand by its
    name/service – Brand
    Roadmap for Examples?
    Building & 3. consumer's positive
    Managing feelings towards a brand
    and repeatedly buying –
    Brand Brand Examples?
    Equity-
    4. the quality that
    Aakers customers recognize via
    Model the look, touch and
    feel of a brand-Brand
    Examples?
    Strategic brand management
    revolves around building brand
    equity model (Aakers) and ensuring
    Strategic its growth over time.

    Brand Therefore, the brand management


    Management process involves the planning,
    executing, and controlling
    marketing and,
    (SBM)
    Process Branding strategies, including
    activities to promote brand equity
    in a longer run.
    Plan-Identify
    Value and
    products
    Execute-
    Marketing Plan
    and highlight
    value products
    (IMC)
    Control-
    Analyze
    results, Google
    Analytics+
    Feedbacks and
    improvements-
    Relationships
    1. identify and establishing brand 2. plan and implement brand marketing programs:
    positioning: Purpose of all marketing program is to maximize
    The company offers it products at a brand equity and also to capture or create long lasting
    premium pricing but has a very high impression in consumer mind. Branding strategies
    demand because of its value-based deal with creating brand names, logos, style etc
    experience strategy. Tesla's cars are
    unique and different from any other car
    on the road. 4. growing and sustaining brand equity:
    Organizations establish brand equity by creating
    3. measure and interpret brand positive experiences that entice consumers to
    performance: continue purchasing from them over competitors
    Google Analytics is a platform who make similar products.
    that collects data from your websites and Listen to customers, engagement, accept and
    apps to create reports that provide insights respond to feedback, change the logo and
    into your business. packaging, promotions, give value etc.
    Group Activity 3:

    Rolex case study and class activity:


    • https://www.youtube.com/watch?v=IbwYuT8_c00
    • Read Rolex case study
    • In groups, make a PPT of how Rolex’s branding
    strategies differ from local as well as other
    watches and present it in the class.

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