Published on March 1, 2014
Brand Management Session 1: The Basics – 4Ps, Brand, Ads Zeeshan Kingshuk Huq Guest Faculty firstname.lastname@example.org
What to expect from today’s session § To have a common understanding with regard to ! What ! What is Marketing and the changing scope of it is the relationship between Brand, Product, and Advertising ! What is expected out of each function / role ! Why is brand management crucial to us 2 3/2/14/ZKH
WHAT IS MARKETING 3 3/2/14/ZKH
The Old School of Marketing § You earlier read it as 4Ps ! Product ! Price ! Place ! Promotion § MARKETING simply meant advertising ! Advertising needed to appeal to the mass: TV, Radio, Press, Billboards were the media ! Advertising was one-way – company to consumer ! Exclusively about selling product 4 3/2/14/ZKH
The New Trend in Marketing § From 4Ps to 3Vs ! Valued Customers à who to serve ! Value Proposition à what to offer (against ! Value industry offers) Network à how to deliver § The approach has changed ! From ! From Market Segments to Strategic Segments Selling Products to Providing Solutions ! From Brand Acquisitions to Brand Rationalization ! From Market-Driven to Market-Driving ! From SBU Marketing to Corporate Marketing ! From Advertising Management to Brand Management 5 3/2/14/ZKH
FROM MARKETING/ ADVERTISING TO BRAND MANAGEMENT 6 3/2/14/ZKH
What is a Brand? § A combination of ! Logo ! Concept / idea ! Color, taste, smell ! Images / Visual identity ! Associations / Attributes ! Shape / Form ! Advertising § An orange … is an orange … is an orange. Unless, of course, that orange happens to be a Sunkist, a name eighty percent of consumers know and trust Russel L Hanlin, CEO Sunkist Growers § It resides in the mind of the “consumers” § It defines the premium a company is valued at over its tangible, measurable assets 7 3/2/14/ZKH
What is a Product? § A product is a product or service … is a product … is a product … § You can have several products under the same brand § You can have several brands for same product Question: how does brand help selling products, and makes companies successful? 8 3/2/14/ZKH
True Wealth is in ideas 9 3/2/14/ZKH
Ideas build brand § Philips versus Sony § SAAB 10 3/2/14/ZKH
Brands build Companies § Arvind § Gillette § Starbucks § Cigarette is all smoke! 11 3/2/14/ZKH
So, what is the relationship? I D E A 12 3/2/14/ZKH
So, what is the relationship? I D E A The best brands are innovationdriven IBM vs Apple 13 3/2/14/ZKH
So, what is the relationship? I D E A The best brands When ideas are innovation- meet driven entrepreneurial drives, big brands are borne IBM vs Apple Aromatic 14 3/2/14/ZKH
So, what is the relationship? I D E A The best brands When ideas are innovation- meet driven entrepreneurial skills, big brands are borne Brand needs Vitamin E2 for excellence IBM vs Apple Frutika Aromatic 15 3/2/14/ZKH
So, what is the relationship? I D E A The best brands When ideas are innovation- meet driven entrepreneurial skills, big brands are borne Every brand needs Vitamin E2 The brand is a promise in action IBM vs Apple Frutika Banglalink Aromatic 16 3/2/14/ZKH
So, what is the relationship? § Brand is a promise § Product is the system of delivering this promise § Advertisement proposes and makes you believe this delivery of promise 17 3/2/14/ZKH
QUESTIONS AND ANSWERS 18 3/2/14/ZKH
1. What is the brand promise of bKash, how is delivering the promise through the product, and how does its advertisement convince the consumer about the promise? 2. What are the different brands on Louise Vuitton portfolio and how are they maximizing company’s profit? CLASS ASSIGNMENT 19 3/2/14/ZKH
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