Brand Management PT MBA – Trimester III – Year 1 Lecture 1
Lecture plan <ul><li>10 week(end)s </li></ul><ul><li>7-8 sessions to cover the syllabus topics </li></ul><ul><li>1 session...
Marks <ul><li>Final Examination    50% </li></ul><ul><li>Case Study Presentation  20% </li></ul><ul><li>Case study synop...
Scope of the course <ul><li>Brand Management concepts  </li></ul><ul><li>Its applicability to Social Marketing </li></ul><...
Today’s special <ul><li>Introduction to Brands </li></ul><ul><li>Its growing relevance for Social Enterprise </li></ul><ul...
A small trivia
A small trivia
 
 
 
<ul><li>There is certainly something in “The Name” </li></ul>
<ul><li>Its about being first to occupy that unique space in the customer’s mind </li></ul><ul><li>PC >>  Workstation </li...
<ul><li>BRAND  – an Identity thats instantly recalled,  unique Personality , clear utility and attributes </li></ul>
Brand Management – Allied fields <ul><li>BRAND  </li></ul><ul><li>MANAGEMENT </li></ul>Human behaviour Strategic Managemen...
Conversations <ul><li>“ The latest BMC cleanup campaign looks cool, atleast I stopped littering”  </li></ul><ul><li>“ (But...
Brand for a social cause <ul><li>A Credible identity </li></ul><ul><ul><li>Winning People’s trust </li></ul></ul><ul><ul><...
Quoting John Quelch, Faculty HBS <ul><li>Many of the global brand management challenges apply equally to for-profit and no...
Contd…. <ul><li>It is important for the NPO to know the value of its brand </li></ul><ul><li>It takes only one or two mist...
Brand Myths <ul><li>“Brand” means lavish </li></ul><ul><li>Brand building involves lots and lots of money </li></ul><ul><l...
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Lecture 1 Social Enterprise Brand Management

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My first lecture presentation to Social Enterprise Management students. An introduction on Brand Management and how it fits in a Social cause marketing discipline

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  • Hello Sir, Greeting I am a MBA student East West University, Bangladesh. You have a nice presentation here and I need this presentation for my learning purpose. Would you please send one of the copy of this presentation to my e-mail (fakhrul.shajib@gmail.com) Thanking you
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Lecture 1 Social Enterprise Brand Management

  1. 1. Brand Management PT MBA – Trimester III – Year 1 Lecture 1
  2. 2. Lecture plan <ul><li>10 week(end)s </li></ul><ul><li>7-8 sessions to cover the syllabus topics </li></ul><ul><li>1 sessions – Case study presentations </li></ul><ul><li>1 session – Summary of course and discussion </li></ul>
  3. 3. Marks <ul><li>Final Examination  50% </li></ul><ul><li>Case Study Presentation  20% </li></ul><ul><li>Case study synopsis  20% </li></ul><ul><li>Participation & attendance  10% </li></ul>
  4. 4. Scope of the course <ul><li>Brand Management concepts </li></ul><ul><li>Its applicability to Social Marketing </li></ul><ul><li>Behavioral aspects of customers/ stakeholders. </li></ul><ul><li>System to build, manage and measure Brand Equity </li></ul>
  5. 5. Today’s special <ul><li>Introduction to Brands </li></ul><ul><li>Its growing relevance for Social Enterprise </li></ul><ul><li>Need for strong brand equity </li></ul><ul><li>Alignment with corporate strategy </li></ul>
  6. 6. A small trivia
  7. 7. A small trivia
  8. 11. <ul><li>There is certainly something in “The Name” </li></ul>
  9. 12. <ul><li>Its about being first to occupy that unique space in the customer’s mind </li></ul><ul><li>PC >> Workstation </li></ul><ul><li>Bisleri>> Pure water </li></ul><ul><li>Post it>> Stick on notes </li></ul><ul><li>XEROX >> Photocopier </li></ul>
  10. 13. <ul><li>BRAND – an Identity thats instantly recalled, unique Personality , clear utility and attributes </li></ul>
  11. 14. Brand Management – Allied fields <ul><li>BRAND </li></ul><ul><li>MANAGEMENT </li></ul>Human behaviour Strategic Management Marketing Communications Media
  12. 15. Conversations <ul><li>“ The latest BMC cleanup campaign looks cool, atleast I stopped littering” </li></ul><ul><li>“ (But my maid keeps spitting in the compound)” </li></ul><ul><li>“ It was nice of Jagjit Singh to release an album for CRY. I was touched” </li></ul><ul><li>“ Amitabhji ne kaha hai.. Bacche ko teeka lagana hai.. Isliye main miss nahi karungi (giggles)” </li></ul><ul><li>“ Amitabh has been evading taxes and now he is showing up as a Godman!” </li></ul><ul><li>“ Are they” spending the charity money on extravagant advertising?” </li></ul><ul><li>“ Excuse me sir, I am from Greenpeace.. Can you spare a moment?” </li></ul>
  13. 16. Brand for a social cause <ul><li>A Credible identity </li></ul><ul><ul><li>Winning People’s trust </li></ul></ul><ul><ul><li>Associate and Recall </li></ul></ul><ul><ul><li>Connect </li></ul></ul><ul><li>Speaks to the right audience </li></ul><ul><ul><li>Targeting </li></ul></ul><ul><ul><li>In the Audience’s language </li></ul></ul><ul><li>Managing Perceptions </li></ul><ul><ul><li>“Perception is all that is” </li></ul></ul><ul><ul><li>Handling cynics and criticism </li></ul></ul><ul><li>Brand identity projected as </li></ul><ul><li>A personality with strong moral character </li></ul><ul><li>Sensitive towards social </li></ul><ul><li>responsibility </li></ul><ul><li>Strong capability to bridge the have and have-nots </li></ul>
  14. 17. Quoting John Quelch, Faculty HBS <ul><li>Many of the global brand management challenges apply equally to for-profit and nonprofit brands </li></ul><ul><li>Additional challenges for NPOs </li></ul><ul><ul><li>Broader array of stakeholders </li></ul></ul><ul><ul><li>Dual objective </li></ul></ul><ul><ul><ul><li>Enhance fund raising </li></ul></ul></ul><ul><ul><ul><li>Implementation of Orgn. Mission </li></ul></ul></ul><ul><li>Trust – an essential element </li></ul><ul><ul><li>Amnesty and WWF score higher than Microsoft and Coke on consumer trust. </li></ul></ul><ul><ul><li>Donors are not the benefeciaries (unlike purchasers) </li></ul></ul><ul><ul><li>Their donation solely relies on trust in the NPO and the work they do </li></ul></ul>
  15. 18. Contd…. <ul><li>It is important for the NPO to know the value of its brand </li></ul><ul><li>It takes only one or two mistakes to cast doubt on a NPO and many more years to rebuild trust </li></ul><ul><li>Understanding and targeting donors.. Not being all things to all people </li></ul>
  16. 19. Brand Myths <ul><li>“Brand” means lavish </li></ul><ul><li>Brand building involves lots and lots of money </li></ul><ul><li>We need to be all over the media </li></ul><ul><li>We need to be on all hoardings, banners, broadcast </li></ul>A large section of “Needy” India resides in “Media Dark” areas Reality Reality

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