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Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
Lecture 1   Social Enterprise Brand Management
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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

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

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