Brand Management PT MBA – Trimester III – Year 1 Lecture 1

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

10 week(end)s

7-8 sessions to cover the syllabus topics

1 sessions – Case study presentations

1 session – Summary of course and discussion

Marks Final Examination  50% Case Study Presentation  20% Case study synopsis  20% Participation & attendance  10%

Final Examination  50%

Case Study Presentation  20%

Case study synopsis  20%

Participation & attendance  10%

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

Brand Management concepts

Its applicability to Social Marketing

Behavioral aspects of customers/ stakeholders.

System to build, manage and measure Brand Equity

Today’s special Introduction to Brands Its growing relevance for Social Enterprise Need for strong brand equity Alignment with corporate strategy

Introduction to Brands

Its growing relevance for Social Enterprise

Need for strong brand equity

Alignment with corporate strategy

A small trivia

A small trivia

There is certainly something in “The Name”

There is certainly something in “The Name”

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

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

BRAND – an Identity thats instantly recalled, unique Personality , clear utility and attributes

BRAND – an Identity thats instantly recalled, unique Personality , clear utility and attributes

Brand Management – Allied fields BRAND MANAGEMENT Human behaviour Strategic Management Marketing Communications Media

BRAND

MANAGEMENT

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?”

“ 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?”

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

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

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

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

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

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

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

“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