This document outlines the key topics to be covered in an academic lecture on brand and brand management. It includes: 1. Definitions of brand, brand equity, and the importance of brands. 2. The strategic brand management process, which involves identifying brand positioning and values, planning marketing programs, measuring performance, and growing equity. 3. Challenges and opportunities in branding, such as increased competition, savvy customers, and media fragmentation. 4. Distinguishing brands from products and the concept of brand equity as a strategic asset. 5. Models for positioning brands, measuring brand value, and ensuring brand resonance.

1. ACADEMIC LECTURE
BRAND & BRAND MANAGEMENT
CONTEMPORARY PERSPECTIVE
CHAPTER 1
L e c t . N G Ô B Ì N H

2. 3
Brand Equity
Concept
2
Why do Brands
matter?
1
What is brand?
Discussion
6
5
SBM Process
Branding
Challenges
Opportunities
4
OU TLIN ES & LEA R N IN G OBJ EC TIV ES
Define “brand,” state
how brand differs from
a product, and explain
what brand equity is
Summarize the
importance of brand
today’s brand-focused
world
Explain how branding
applies to virtually
everything.
Describe
the main branding
challenges and
opportunities.
Identify the steps in
the strategic brand
management
process
In – class debate
Best practice & Application
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3. [ BRAND ]
No/Pro Logo
Concept
holistically
[4]
Image
(Consumers’ Perception)
Personality
(Customer/Firm
Perception)
[2]
[1]
Identity
(Company’s Desired
Perception)
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B
Perceived Values
(functional > emotional
associations)
[3]
[ BRAND ]
AMA *
Definition
(Physical Perspective
Concept)
BR A N D , WHAT IS A LL A BOU T…?

4. Towards
Firms/Org
Towards
Consumer s
To be
branded
WHY D O BR A N D S M ATTER ?
 Identification of the source
of the product
 Assignment of responsibility
to product maker
 Risk reducer
 Promise, bond
 Symbolic device
 Signal of quality
 Identification to simplify handling or tracing
 Unique features protecting legally
 Signal of quality level
 Endowing products with unique associations
 Source of SCA
 Source of financial returns
 Physical goods & Services
 Retailers and distributors
 People and organizations
 Sports, arts, & entertainment
 Geographic locations
 Ideas and causes
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5. WHAT BR A N D IN G M ATTER S
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Media
fragmentation
Brand
Proliferation
Savvy
Customers
Greater
accountability
Increased
costs
Increased
competition
 Brilliant consumers
 World-class inspiration
 Consumers more demanding
 Customer more sophisticated
 Others
 More new brands &
products,
 Degrees of similarity.
 Many brand battles
 Traditional media erosion
 Non-traditional media emergence
 Other promotion, communication
alternatives
 Globalization
 Low-priced competitors
 Brand extensions:
 Deregulation
 More complicated
competition
 NPD expenses
 Current product
supporting
 A new product failure
 Ambitious profit targets
 Short-term benefits but long-
term costs decisions
 ROMI /P&L & etc

6. BR A N D V S . PR OD U C T
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[ 1 ]
[ 2 ]
[ 3 ]
 Designing Packaging
 Services provided
 Delivery arrangements
 Basic Offerings
 Core benefit level
 Generic benefit level
 True product
 Expected product level
 Augmented product level
 Potential product level
 Financing
 Most value added
Brand Equity
 Customer advice
 Other things valued by the
customers
B R A N D
P R O D U C T
has dimensions
that differentiate it
in some way
Any offerings
can be categorized,
for use or consumption,
[ a ]
[ b ]
[ c ]

7. BE
Importance
Strategic
Brand Concept
As
Principles
BR A N D S EQU ITY C ON C EPT?
 1980s world-class
 Relevant difference Creation
 Brand assets + Brand Equity
= Brand Value
 Value added to products.
 Risks reduction.
 High competitive advantage.
 Strengthen consumers’ purchasing decisions.
 Relevance vs. Differentiation
 Consumers’ response to
marketing
 Brand knowledge building
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8. Strong & Beloved
BRAND
Plan & Implement
Brand Marketing Programs
[2]
[1]
Identify & Establish
Brand Positioning & Values
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SBM
Strategic
Brand Management
Process
[ K.L.Keller 1993 ]
STR ATEGIC BR A N D M A N GEM EN T PR OC ESS
[3]
Measure & Interpret
Brand Performance
Grow & Sustain
Brand Equity
[4]

9. Brand
Resonance
Model
Brand
Positioning
Model
Brand Value
Chain
ID EN TIFY & ESTA BLISH
BRAND POSITIONING & VALUE
STP & D in customer mindset
Mental map
Point of Difference /POD.
Frame of Reference / FOR
Point of Parity/POP.
Four steps of a strong brand building
 Salience
 Performance & Imagery
 Feelings & Judgement
 Resonance
Value creation w. program multipliers
 Marketing Program Investment
 Customer minset
 Market Performance
 Shareholder value
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10. Brand
Marketing
Activities
Brand
Elements
Secondary
Associations
PLA N & D ESIGN
BRAND MARKETING PROGRAMS
Brand components -
Brand Identifications System
People, places, things, & -
abstract images
 Identify some new perspectives of marketing
 Enhancing product experience, value pricing,
channel options
 Conducting IMC to build BE
 Creation of new brand associations
 COO Effects conduct
 Co-branding
 Celebrity Endorsement
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11. Brand
Audit & Tracking
Studies
Brand
Value Chain
BE
Measurement
System
M EA SU R E & IN TER PR ET
BRAND PERFORMANCE
 Creating & Managing
BVC Profitably
 Internal BE System
 CMI networks & Agency Partners
 Brand Health Emtrics
 Brand Tracking Surveys
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 Brand Perfomance
 Conducting Survey
Customer Insights
 Customer’s BAR/PAR…
 Brand Health Checking
 Brand Vision Scan

12. Brand
Expansion
Strategies
Define
Brand
Architecture
Brand
Reinforcement &
Revitalization
PLA N & D ESIGN
BRAND MARKETING PROGRAMS
 Define Brand Portfolios &
Hierachies
 Brand & CAT matrix
 Confirm Brand Priorities
(Core/Extensiion/Stretch)
 Brand Platform of Prepare- Defense-Attack,
etc
 Managing Brand Equity over Time
 Managing Brand Equity over
Geographic Boundaries, Cultures,
and Market Segments
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13. [ 3 ]
Articles
[ 2 ]
[ 1 ]
In Brief
Next steps
6
[ 5 ]
……..
[ 4 ]
D ISC U SSION
Starbucks Case study
Individual homework
Excersise
SBM 1
Pair work
Reading & Briefing
Articles 1
In Class Debate
Best practice
Role - play
Brand Battle in VN
Initial Group Project’s
Brainstoming
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14. THANK YOU
FOR YOUR PARTICIPATION
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