20140315 brand management chapter 3 iba mba48 e

Brand Management

Session 3: Step 1 in Developing / Building a Brand

Zeeshan Kingshuk Huq

Guest Faculty

zeeshan.huq@gmail.com

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Step 1: Decide what do you want to brand

§  Company

§  Product category

§  Product

§  Promise

§  Person

§  Concept

§  Suggestions: ! The Power of one ! If multiple products à

can you find a category?

! If B2B, then promise or concept or company

! If you have multiple brands, can they be made individual profit centers?

! KPIs

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Step 1: Decide what do you want to brand

§  Having a single brand is the most durable way to build brand

§  Challenge is to find the single point ! What is the promise? ! What is the purpose?

-  Tombstone method

§  Extendibility ! Case: Partex, Pran

§  Suggestions: ! The Power of one ! If multiple products,

then can you find a category?

! If B2B, then promise or concept or company

! If you have multiple brands, can they be made individual profit centers?

! KPIs

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Step 1: Decide what do you want to brand

§  Can the category give a single promise? à ! Domex

§  Is the promise extendible across various relevant products? ! Audi à see later

§  Case in country: ! Radhuni

§  Suggestions: ! The Power of one ! If multiple products,

then can you find a category?

! If B2B, then promise or concept or company

! If you have multiple brands, can they be made individual profit centers?

! KPIs

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Step 1: Decide what do you want to brand

§  Promise: ! MGH Logistics

§  Concept: ! Advertising Association

§  Company: ! BASF

§  Suggestions: ! The Power of one ! If multiple products,

then can you find a category?

! If B2B, then promise or concept or company

! If you have multiple brands, can they be made individual profit centers?

! KPIs

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GREY AREA: THE NON-PROFIT The same rule applies to grey areas

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The Compulsion

§  Sometimes, the Company can also make a Social Statement ! BUT you need to keep the brand’s relevance

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Step 1: Decide what do you want to brand

§  Suggestions: ! The Power of one ! If multiple products,

then can you find a category?

! If B2B, then promise or concept or company

! If you have multiple brands, can they be made individual profit centers?

! KPIs

25 3/29/14/ZKH

Step 1: Decide what do you want to brand

§  Awareness ! Top of mind ! Aided

§  Preference / Loyalty ! Trial ! Repeat purchase ! Wait

§  Perception/ Trust ! Association ! Reference

§  Suggestions: ! The Power of one ! If multiple products,

then can you find a category?

! If B2B, then promise or concept or company

! If you have multiple brands, can they be made individual profit centers?

! KPIs

26 3/29/14/ZKH

GROUP ASSIGNMENT

Credit Cards

-  top 3 which has a promise versus medium/ small 3 which may not have a promise

-  promise of the category vis-à-vis promise of the brands

-  Your suggestions, for any one, based on the first step of brand building à what to ‘brand’ and how can we do it with the next campaign