This document summarizes a session on brand management. It discusses how marketing has evolved from the traditional 4Ps (product, price, place, promotion) to focus more on customers, value propositions, and networks. A brand is defined as a combination of elements that reside in consumers' minds and define a company's value. Products are the vehicles for delivering a brand's promise. Strong brands are innovation-driven and meet entrepreneurial skills. The best advertisements convince consumers that a brand delivers on its promise through its products.

1. Brand Management
Session 1: The Basics – 4Ps, Brand, Ads
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com
What to expect from today’s session
§ To have a common understanding with regard to
 What is Marketing and the changing scope of it
 What is the relationship between Brand, Product, and
Advertising
 What is expected out of each function / role
 Why is brand management crucial to us
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2. WHAT IS MARKETING
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The Old School of Marketing
§ You earlier read it as 4Ps
 Product
 Price
 Place
 Promotion
§ MARKETING simply meant advertising
 Advertising needed to appeal to the mass: TV, Radio,
Press, Billboards were the media
 Advertising was one-way – company to consumer
 Exclusively about selling product
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3. The New Trend in Marketing
§ From 4Ps to 3Vs
 Valued Customers à who to serve
 Value Proposition à what to offer (against industry offers)
 Value Network à how to deliver
§ The approach has changed
 From Market Segments to Strategic Segments
 From Selling Products to Providing Solutions
 From Brand Acquisitions to Brand Rationalization
 From Market-Driven to Market-Driving
 From SBU Marketing to Corporate Marketing
 From Advertising Management to Brand Management
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FROM MARKETING/ ADVERTISING
TO BRAND MANAGEMENT
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4. What is a Brand?
§ A combination of § An orange … is an orange …
 Logo is an orange. Unless, of
 Concept / idea course, that orange happens
 Color, taste, smell to be a Sunkist, a name eighty
 Images / Visual identity percent of consumers know
 Associations / Attributes and trust
 Shape / Form Russel L Hanlin, CEO
 Advertising Sunkist Growers
§ It resides in the mind of the
“consumers”
§ It defines the premium a
company is valued at over its
tangible, measurable assets
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What is a Product?
§ A product is a product or service … is a product … is a
product …
§ You can have several products under the same brand
§ You can have several brands for same product
Question: how does brand help selling products, and
makes companies successful?
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5. True Wealth
is in ideas
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§ Philips versus Sony
Ideas build § SAAB
brand
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6. § Arvind
Brands build § Gillette
Companies § Starbucks
§ Cigarette is all smoke!
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So, what is the relationship?
I D E A
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7. So, what is the relationship?
I D E A
The best brands
are innovation-
driven
IBM vs Apple
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So, what is the relationship?
I D E A
The best brands When ideas
are innovation- meet
driven entrepreneurial
drives, big
brands are
borne
IBM vs Apple Aromatic
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8. So, what is the relationship?
I D E A
The best brands When ideas Brand needs
are innovation- meet Vitamin E2 for
driven entrepreneurial excellence
skills, big
brands are
borne
IBM vs Apple Aromatic Frutika
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So, what is the relationship?
I D E A
The best brands When ideas Every brand The brand is a
are innovation- meet needs Vitamin promise in
driven entrepreneurial E2 action
skills, big
brands are
borne
IBM vs Apple Aromatic Frutika Banglalink
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9. So, what is the relationship?
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
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QUESTIONS AND ANSWERS
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10. 1. What is the brand promise of Surf Excel, how is delivering the
promise through the product, and how does its advertisement
convince the consumer about the promise?
2. What are the different brands on Phillip Van Heusen (PVH) portfolio
and how are they maximizing company’s profit?
CLASS ASSIGNMENT
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