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Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
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Brand Management

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Managing brands and maximizing brand value

Managing brands and maximizing brand value

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  • 1. BRANDING Module 6 – Week 09 Design ManagementBranding: Week 09MaximizingBrand Value
  • 2. BRANDING Module 6 – Week 09 Design Management Lesson 9: Learning Objectives1. What is Brand Value2. What makes a strong brand3. Maximizing Brand Value - Brand Audit - Brand Strategy - Brand Execution - Brand Management
  • 3. BRANDING Module 6 – Week 09 Design Management What is Brand Value• Because people are willing to payextra for a brand than a product,Brand Value therefore is the extramoney a company can make from itsproducts solely because of its brandname.• In other words, it’s the financial ormonetary value of the brand.• As an example, how much more is aconsumer willing to pay for a coffee at Not all BrandsStarbucks as opposed to a coffee at a (chips) have thecoffee shop? same value!
  • 4. BRANDING Module 6 – Week 09 Design ManagementTop 20 Most Valuable Brands 2010
  • 5. What Makes a Strong Brand BRANDING Brand Name Module 6 – Week 09 Design Management Logo, SymbolsBrand Advertisingexperience Environment Products & ServicesexternallyBrand Brand Values, Visionsexperience Management – cost structuresinternally Internal Communications Business Process Investors Relations Customers Relations Training Quality Staff Motivation Knowledge Management Recruitment Policies HR Policies & Processes Technology
  • 6. BRANDING Module 6 – Week 09 Design Management The making of a strong brand….• "Strong brands never happen byaccident. Yet only 53% of firms saythey have a long term brand strategyin place."Prophet, Best Practices Survey, 2002• "Only one fourth of marketing andadvertising professionals can clearlyarticulate (their) companys brandposition to... clients, customers orprospective clients.”Louws Management Corporation Survey, 2007
  • 7. BRANDING Module 6 – Week 09 Design Management Brand value must be grown…“The role of brands has evolved;brands are now company DNA,the spark from which all corporatelife grows.”Will Murray, Brand Storm:A Tale of Passion, Betrayal, and Revenge, 2001
  • 8. BRANDING Module 6 – Week 09 Design Management Maximizing Brand Value Brand Audit Brand Strategy Target & Competitive Brand Marketing Positioning Personality Insights Assessments Inventory Mix Points of Parity & Differences Objectives & Metrics Brand Management Brand ExecutionIntellectual Brand Brand Brand Communications CRM & property Strength Franchise Elements Strategy Community Brand Value & Equity Brand Experience The process of creating and maximizing brand value begins with a brand audit to developing the brand strategy and the execution plan across alltouch points and eventually to manage, monitor and measure it’s success.
  • 9. BRANDING Module 6 – Week 09 Design Management Brand Audit What is Brand Audit? • Comprehensive and systematic way to assess the health of a brand Brand AuditTarget & Competitive Brand • Assessing how a brand is perceived,Insights Assessments Inventory what its strengths and weaknesses Points of Parity & Differences are and how well known and regarded by the target market. • Discover the Point of Differences (POD) and the Point of Parity (POP) and identify the gaps.
  • 10. BRANDING Module 6 – Week 09 Design ManagementTarget & Insights
  • 11. BRANDING Module 6 – Week 09 Design Management Target & Insights QUESTION:Personality & Profile (TAPP)Needs, motivations, wantsBuying decisions processImage vs perception gaps Where to find insights?Price vs benefits gaps ANSWER:Unmet or over-look needs • Primary & Secondary ResearchNew segments etc etc … • Qualitative & Quantitative Data
  • 12. BRANDING Module 6 – Week 09 Design Management Competitive Assessments Question:Market PositioningUnique Value PropositionsDifferentiationPerceptions What to look for?Market share ANSWER:Brand loyalty • Point of Differences (POD) • Point of Parity (POP)Attributes & Benefits
  • 13. BRANDING Module 6 – Week 09 Design Management Brand InventoryBrand visions, values, cultures What is Brand Inventory?Image, logo, symbols, iconsBrand history & storyThird party endorsementsOrganizational SWOT What do we have in store?Brand Personality (DNA) Existing Strengths to leverage upon or Gaps thatPatents & Copyrights need to be addressed.
  • 14. BRANDING Module 6 – Week 09 Design Management Maximizing Brand Value Brand Audit Brand StrategyTarget & Competitive Brand Marketing Positioning PersonalityInsights Assessments Inventory Mix Points of Parity & Differences Objectives & Metrics Brand Managers to develop the most suitable strategy based on the findings from the audit
  • 15. BRANDING Module 6 – Week 09 Design Management Brand Strategy What is Brand Strategy? • A brand strategy is simply a plan Brand Strategy for developing a coherent brand.Marketing Positioning Personality Mix • It provides the means to create Objectives & Metrics differentiation and consumer appeal. • As a guide for better brand decisions across the organization.
  • 16. BRANDING Module 6 – Week 09 Design Management Brand Strategy Brand Strategy Brand Strategy • Marketing Mix – The 4PsMarketing Positioning Personality Mix • Positioning – Market positioning. Objectives & Metrics • Personality – Brand DNA.
  • 17. BRANDING Module 6 – Week 09 Design Management Maximizing Brand Value Brand Audit Brand StrategyTarget & Competitive Brand Marketing Positioning PersonalityInsights Assessments Inventory Mix Points of Parity & Differences Objectives & Metrics Brand Execution Brand Communications CRM & Elements Strategy Community Brand Experience Brand Managers must ensure that the plans are adopted, implemented and executed across the whole organization
  • 18. BRANDING Module 6 – Week 09 Design Management Brand Execution Brand Execution Brand Communications CRM &Elements Strategy Community Brand Experience Brand Execution is about managing the “Moments of Truth” – in other words; Expectations, Relationships and Experiences
  • 19. BRANDING Module 6 – Week 09 Design Management Brand Elements• Brand Name • Brand Identity & visuals• Brand Logos and Icons • Celebrities or Personalities- Colors- Symbols • Advertising slogans and taglines- Music/Earcons • Brand Alliances/ Associations - Co-branding - Licensing - Sponsorship - Event Marketing - Celebrity Endorsement - Third-party Endorsements
  • 20. BRANDING Module 6 – Week 09 Design ManagementCommunications (IMC) Strategy Direct Marketing Roadshows Advertising Integrated Sales Publicity Marketing Events Promotion Communications Mobile / Public Internet Brochures Relations Flyers Premiums
  • 21. BRANDING Module 6 – Week 09 Design Management CRM & Community Building Target Customer Market IndustryBusiness YOUR CommunityPartners BRAND MESSAGE PressInvestors Employees Integrated Marketing Communications
  • 22. BRANDING Module 6 – Week 09 Design Management Maximizing Brand Value Brand Audit Brand Strategy Target & Competitive Brand Marketing Positioning Personality Insights Assessments Inventory Mix Points of Parity & Differences Objectives & Metrics Brand Management Brand ExecutionIntellectual Brand Brand Brand Communications CRM & property Strength Franchise Elements Strategy Community Brand Value & Equity Brand Experience Strong Brands don’t happened by chance. We need to manage, build and grow the brand.
  • 23. BRANDING Module 6 – Week 09 Design Management Brand Management What is Brand Management? • Brand management is the Brand Management application of marketing techniques to a specific brand.Intellectual Brand Brand property Strength Franchise Brand Value & Equity • It seeks to increase the brands perceived value to the customer and thereby increase the brand franchise, long term brand equity and value.
  • 24. BRANDING Module 6 – Week 09 Design Management Intellectual Property (IP) Trade Secrets & Inventions (special recipes, technology etc.) Trademarks Trademarks(Name & Logo) (Signs, Symbols, Icons) Proprietary Information (Customers data, Supplier’s agreement, Pricing strategy, Business contracts, and all Confidential information) Creative Works(Publications, Designs, Films, Images,Music, Drawings, Paintings, Sculptures, Industrial Design Architectural designs, Performances, (Product design, Solutions, Artistic works, Photographs etc.) Systems, Technology etc.)
  • 25. BRANDING Module 6 – Week 09 Design ManagementIP Management Framework
  • 26. BRANDING Module 6 – Week 09 Design Management Managing Brand Strength QUESTION:Growth ratesMarket shareBrand awareness- recall, recognition- image & perception What is Brand Strength?Brand loyalty ANSWER:Price premium • Brand’s growth potentialBrand association • Ability to defend it’s position • Ability to generate margins,Financial value earnings and economic value
  • 27. BRANDING Module 6 – Week 09 Design Management Building Brand Franchise QUESTION:Product line extensionBrand extensionCo-brandingLicensing What is Brand Franchise?Joint-venture ANSWER:Merger & Acquisition When brand has build up very positive and mass brandSelling the brand recognition it is said to have achieved brand franchise.
  • 28. BRANDING Module 6 – Week 09 Design ManagementConclusion Powerful brands are build over-time through careful strategic management

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