1. Brand Management
Session 5: Step 3 in Developing / Building a Brand
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

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Quick Re-cap
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise
§ Brands build companies
§ Brand Equity Consists of
! Loyalty
! Awareness
! Perceived Quality / Value
! Association
§ Brand Manager à the sole responsible for the brand

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Quick Re-cap
§ Steps of Building a Brand
! Step 1: Decide what to brand
- Company
- Category
- Products
- Person
- Idea / concept
! Step 2: Decide whom to brand for
- Knowing your customer : from knowing to understanding them
- Do you homework right
- Keep an open mind à go beyond the usual

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DEFINE YOUR OFFERING
Step 3 in Brand Building:

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Chicken or Egg?
What comes first:
a Product, or
a Brand?

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Your offerings: Finding the Rational(s)
§ Define the ‘problem’
! e.g. I want to open a new coffee shop in Uttara but don’t
know what kind of Coffee Shop might be successful
- Is Coffee the problem, or ‘shop’ the problem?
- Is customer the problem, the price the problem?
§ Define the ‘Gap’
! What is your customer ‘missing’?
- The case of GP à the NY Investment Banker trying to call
mom at his home in Narail
! What is your competition missing?
§ Sometimes, the entrepreneurial passion just works!
! Don’t hit. Fall in love!
! Follow your guts

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A tool in addressing the problem and/or the gap
§ The Box32 Solution!
! 4 columns of Parameters or ‘Aspects’
! 8 rows for up to 8 possible ‘variables’
! If you feel compelled, you can increase the number of
columns or boxes, but are you losing your focus?
§ Choose the best ‘combination’ you intend to go for!
! You can do a research – no substitute for a small customer
survey, or
! You yourself can be the ‘customer’ (the challenge is – don’t
mix your choices with the general customer choices!)

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QUESTIONS AND ANSWERS

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CLASS ASSIGNMENT (GROUP)
Choose a Product / Service / Idea that you want to brand. Name it, do a
32 box grid, briefly outline offerings based on it, and do a launch/
promotion campaign for it.