A few slides of my class on "brand management" at the open university in ho chi minh city from dec 28 to jan7. if you want more, you´ll have to join us... christian

1. BRAND MANAGEMENT
CHRISTIAN BLUEMELHUBER
BLUEMELHUBER.DE

2. FACTORIES RUST AWAY
PACKAGES BECOME OBSOLETE
PRODUCTS LOSE THEIR RELEVANCE
BUT GREAT BRANDS

3. branding evolved
BENE PARTICI
FITS EXPERIEN PATION
WHAT IT CES WHO YOU ARE PLAY
DOES WHAT YOU FEEL WITH ME
WHAT IT IS
today ➟
1900 ➟ 1925 ➟ 1950 ➟ 2000 ➟

4. main
challenges
CLUTTER
ATTENTION
CASH ECONOMY
Brand´s value
resides in the CONSISTENCY
future BRAND PROMISE PlaY
vs.
BRAND REALITY LOSS
OF CONTROL

5. three roles
in bra nding
STRA TEGIST
BRIC OLEURS AGENCIES, “ PROVIDER
➡ ➡
„CREATIVES OF RESOURCES
➡ HOW CONSUMERS
PERCEIVE, LEARN, ➡ DESIGN, PROFIT
DECIDE, PARTICIPATE DELIVER, PROVIDE ➡
DISTRIBUTION
& BUY
➡ IMAGES ➡ GOALS
➡ CONSUMER´S & EXPERIENCES (CUSTOMER EQUITY)
LIFESTYLE & MOTIVES & LINKS

6. private
sphere
USAGE
public
sphere
three media SUPERMARKET
brand
S PACES SHERE SHOP WINDOW
1way media SERVICESCAPE
social media

7. thceemponents
r
o
BRAND-
KNOWLEDGE
BRAND-
IDENTITY
brand
BRANDING
BRAND ARCHITECTURE
BRAND EXPLOITATION

8. a
what is od“ brand management
„go
FOLLOWS
shows IS
„S TANDARDS“
results IS „STATE OF
RESPON
THE aRT! SIBLE

9. explicit
MEMORY
>semantic
>episodic
>derived
implicit MEMORY
ATTENTION MEMORY OF THE
LEARNING future

10. POSITIONING CONCEPTING
IMPROVING
bETTEFRMAN RENT
DIFFEMANAGER n e W
T
CRA PLAYER
ni ng“ fr om 1. 0 to 3.0
„p os itio

11. brand
imperatives
INCRE ASE B´EQUITY
BE DIFFEE UNT E
E
B NIQU
STAYMARKETLTRENDS NT
ALIGN RESOURCES,
RE & EVA
DELIVER
THE PROMISE
BE A „GOOD“ PARTNER (SOCIETY)

12. CULTURE
Sit. Group
three ions
COnNEC dimens
CEX TION in bra nd
delivery
Customer

13. in ter nat ion al b ra nd con te xt
BRAND
L
GLOBAANDS ADAPTATIONS
„
BR PLATFORM BRANDING
GOBAL SEGMENTS
55% GLOBAL CITIZENS
23% GLOBAL DREAMERS
13% ANTIGLOBALS
8% GLOBAL AGNOSTICS REGIONAL,
LOCAL BRANDS
quality EXOTIC BRANDS „
signal global CSR
myth Study by Holt et al.