bRAND MANAGEMEN T Samin

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Ahmad
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samin ahmad brand management

Course requirement
Read the course advice .
Textbook

The New Strategic bRANDManagement Jean Noel Kapferer 4th ed.

Membership of Read the course advice .

bM_SA

Select the option to receive emails at your currently used address

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R u le s
M a x absences C a se n u g g e ts to b e su b m i d i cl ss tte n a T h e b a ck b e n ch i to b e u n - o ccu p i d s e Mobiles switched off ( not silent) during class penalty ? Any student not registering on the group this week will treat the whole class to MARs mini chocolate bar

ENJOY
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Ethical Marketing
The Golden Rule The Professiona l Ethics

Act in a way that you would

want others to act toward you

Take only actions that would be viewed as proper by an objective panel of your professional colleagues Would l feel comfortable explaining this action on television to the general public?
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The TV test
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Marketing
Most Ethical Companies R More Profitable

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As Marketers , we must :

E th ica l Marketing

Do no harm.

This means consciously avoiding harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make.

Foster trust in the marketing system . This means striving for good faith and fair dealing so
as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.

Embrace ethical values .

This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship.
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1 . Honesty to be forthright in dealings with customers and stakeholders. 2 . Responsibility to accept the consequences of our marketing decisions and strategies. 3 . Fairness to balance justly the needs of the buyer with the interests of the seller. 4. 5 . Respect to acknowledge the basic human dignity of all stakeholders. 6 . Transparency to create a spirit of openness in marketing operations. 7. 8 . Citizenship to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders
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E th ica l Values

Ethical Marketing

Hadees Bokhari: The Prophet

Muhammad(saws) said:

It is enough for a person to be a non-moslem, to be a liar.

It is enough for a person to be a failed Marketer , to be dishonest to ones Customers, i.e. Consumers and all Stakeholders to not deliver the bRAND Promise.
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bRANDManagement

COURSE OUTLINE
bRAND bRAND EQUITY

I UNDERSTAND WHAT IS A . I UNDERSTAND THE CONCEPT OF I . I. WHY bRANDIS AN I I ASSET I . UNDERSTAND V bRAND IDENTITY V .WHAT IS bRAND VISION V I WHAT IS, HOW DO WE ACHIEVE . V I WHAT ARE I . RETAILERS bRANDS V I. 10/13/11 I TYPES OF I
samin ahmad brand management

bRAND POSITIONING

bRANDManagement COURSE OUTLINE I . How to launch/start a bRAND X

X .Managing bRAND Portfolios XI Understand bRAND Activations . XI Managing bRAND Migrations I . XI. Monitoring & Measuring bRANDS I I

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Marketers job ?
1. 2. 3. 4. Drive The Business Strategy Research New Opportunities Get New Consumer INSIGHTS Do S.T.P. Segmentation , Targeting ,Positioning

5.

Apply the 6 Ps , making sure they are consistent with a) Each other & b) STP strategy 6. Implement BMP samin 11 7. 10/13/11 Monitor Results ahmad brand management

bRANDManagers ?

job

Build strong bRANDS that attract and keep profitable customers

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Understandin g

bRANDS
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Academic research shows that approximately

85%
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of consumer buying behavior is driven by the non-conscious

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A bRAND is..
A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.
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bRAND Management is..

placing your bRAND at the heart

of the organization, so that it lives throughout the organization

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bRAND Management is..

Each & every activity the company undertakes is an opportunity to reinforce the bRAND

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bRAND Managements
ULTIMATE OBJECTIVE

CREATE A bRAND That does not need SELLING

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Understanding
A

bRANDS

bRAND is a set of mental associations consumer , held by the

which add to the perceived value of the product or service .

An
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INTANGIBLE ASSET
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Understanding bRANDS

The bR A N D I S A m o n g th e

Most valuable asset

Of a company

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Understanding bRANDS

W h e n a b u si e ss g e ts i n t ri h t, g

the bRAND
becomes a
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value creation engine

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U n d e rsta n d in g b R A N D S
A bRAND IS A CONDITIONAL ASSET

Needs products & services to carry them e . g .

1.

NATIONAL HILTON

Masala Hotel

CHEETAH
2.

Joggers

Need to produce benefits for the company to be of value

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Understanding

bRANDS

Legal definition of a bRAND A Sign Or A Set Of Signs Certifying The Origin Of A Product Or Service, & Differentiating It From Competition.
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The

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Understanding bRANDS A bRAND is a name that influences buyers A bRAND is considered as Established when it has
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Understanding bRANDS

What do bRAND managers sell ? ..PRODUCTS ....SERVICES Relationships OR

.VALUES .HOPES ..DREAMS

Revlon

louis vuitton

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Understanding bRANDS

GOODWILL ( PUGREE)
the The difference between the BOOK VALUE of company and of PRICE PAID when sold ; The psychological goodwill

is caused by consumers

PUGREE is the KEY to future sales

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Understanding bRANDS

There is a huge GAP between Market Capitalization & the Net Tangible Assets of a company This Unexplained value is

an

Intangible Asset
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Understanding bRANDS

A very large part of this Intangible Asset is the

Other intangible assets can be Patents, Licences, Customer lists, technical know how, contracts etc.

bRAND Value

Financial goodwill for a company is created through its bRANDS

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Understanding bRANDS G O O D W I a ssu re s p re se n ce LL of a bR A N D a t a P LA C E th ro u g h fa vo ra b l a tti d e o f th e e tu CO N SU M ER S & C H A N N EL PA R TN ER S

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Understanding bRANDS
GOODWILL

A T T A C H M E N T to a re si sts ch a n g e

bRAND

A n d m a y re m a i i ta ct n n even as LOYALTY fades when price difference increases between competing bRANDS.
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Understanding bRANDS A bRANDis : 1. 2. A b yw o rd fo r Q U A L IT Y

H a s Lo n g -te rm e ffe ct o n a cti ty h e n ce a n vi A SSET PA T E N T

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co m p a n y s

3.

I a l g a le n ti , a s e ty
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Understanding bRANDS
VALUE When

CONSUMER

consumers perceive a risk they turn to bRANDS . may change with time : vary with

Risk Perceptions : consumers

What happens when the risk disappears ?

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Understanding bRANDS
VALUE

CONSUMER

A bRAND is a clue to the hidden quality/value of a product.

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As a bRAND travels in time it gathers

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Contemporary bRAND Definition : Initial stage

A bRAND is a cluster of values, that enables a promise to be made about a unique and welcomed experience. Emphasis Is On Functionally Oriented Values . As bRAND management sophistication increases, these values become Augmented With Emotionally Oriented Values ;

Thus driving a bRAND visionary promise that adds value to all stakeholders
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