Brand Management & MarCom

Module 1: Brand Fundamentals

Learning Objectives:
• Define a brand and analyse ‘what makes a brand’
• Assess ‘business impact of brands & brand valuation’
• Construct ‘brand benefit ladder’ and develop ‘benefits maps’
• Map the ‘total impression of a brand’ and analyse ‘brand codes & DBAs’
• Apply ‘brand positioning’ formats and ‘perceptual maps’
• Design ‘brand identity and sensorials’
• Analyse ‘brand personality’ archetypes
• Construct ‘brand anatomy’ models
• Assess and analyse ‘brand loyalty’

Session
Topic Pre-Readings & Post Class

1 Course introduction; Game of Stones- how What is a Brand?’ (video)

brands create value; Value Pyramid;
History of Branding (article)
Marketing Myopia - what business are we in;
What is a brand- company POV, consumer Post Class Exercise: Analyze a
POV, 2-way pact; brand using ‘What makes a Brand’
5-point checklist of ‘what makes a brand’ checklist Create a
‘meme’ for ‘Brand Myopia’
2 Brands with higher value command price ‘Brand Valuation: A Strategic Tool for
premium and more revenue; Business’- (article)
Long-term brand building reduces price
sensitivity and secures future revenues; Brand Post Class Exercise:
value is directly co-related to share price; Find out and analyse the Top Indian
Brand value is a significant contributor to Brands rankings
market cap; Interbrand Top-15 Global Brands
3 Needs & Benefits; Jobs-to-be-Done; ’50 Ways to Differentiate your Brand’
Functional & Non-functional benefits; (article)
Motivators & Discriminators; Features vs.
Benefits Post Class Exercise:
Why discriminators are becoming non- Construct a ‘Benefit Ladder’
functional; Benefit Laddering; Develop a ‘Benefit Map’
Benefit Mapping-POPs + PODs
4 Brand as ‘Gestalt’; Primary & Secondary Brand-User Relationships (article)
Associations; Brand Codes and DBAs; Snickers
brand codes (case); Abercrombie & Fitch Post Class Exercise:
(video) Analyse a category where majority of the
brands are distinctive
5 What is positioning; 3 pillars of Brand as a Person’ (article)
positioning; Positioning formats-
Unilever, Grey’s, OWE; Types of Post Class Exercise:
positioning; Apple’s Positioning (case); Map the ‘Total Impression of a Brand’
Perceptual Mapping through Brand Codes
Apply ‘Positioning Formats’ and develop
‘Perceptual Maps’

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6-7 Brand Personification; Brand identity,
semiotics and sensorials; Brand personality as
‘differentiator’; Brand Voice; MOGO-
Mastercard (case); 12 Archetypes; 9
Navarasas
8 Brand Anatomy- Human Analogy
Canvas, Kapferer Prism; Distinctiveness
& Differentiation; Brand Loyalty- facts
& figures; types of loyalty; User
Profiles- ‘Transit Shampoo’ H&S; Brand
Dynamics Pyramid; Loyalty under
threat; ‘Diesel-Be Stupid’ (video)
‘Demystifying Brand Personality’ (article)
Post Class Exercise:
Analyse brands with similar benefits, that
are differentiated based on their brand
personalities
Burn-Brand Identity & Personality’
(article)
Post Class Exercise:
Analyse ‘Brand Archetypes’ in a category
Construct ‘Brand Anatomy’ using Human
Analogy Canvas and Kapferer Prism

Module 2: Brand Visioning & Architecture

Learning Objectives:

• Create a ‘purpose driven’ brand

• Design and apply models of ‘brand architecture’ and ‘brand extensions’
• Develop ‘brand concepts’

Session Topic Pre-Readings & Post Class

9 Brand Purpose; Holistic Branding; ‘The Purpose of Brand Purpose’ (article)

‘Enemy-Stand-Mantra’ construct;
CBBE model
10 Brand Architecture; Branding Routes;
Brand Extension Strategies; Types of
Brands-Portfolio Extension; Brand
Extension- 3 Questions
11 Master Brand Architecture; Developing Brand
Concepts
Post Class Exercise:
Analyse brands that have an authentic
purpose and those that are doing ‘purpose
washing’
‘Brand Architecture: From Chaos to
Clarity’(article)
‘Brand as Rubber Band’ (article)
Post Class Exercise:
Analyse brand extensions that failed
‘How to write a Brand Concept’ (article)
Post Class Exercise:
Write and design a Brandcept and test it
out with 10 consumers

Module 3: Brand Strategy & Planning

Learning Objectives:
• Develop a ‘brand key’
• Set ‘brand growth objectives’
• Diagnose the ‘brand marketing funnel’
• Refresh & reposition brands
• Conduct a ‘deep dive’ analysis
• Develop a ‘brand plan’
• Assess ‘brand health’

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 • Understand Branding 4.0

Session Topic Pre-Readings & Post Class

12 Some Key Brand Marketing concepts & ‘B2C vs. B2B Branding’ (article)
thoughts; Unilever Brand Key; Dove Long &
Short of Marketing (case) Post Class Exercise:
Develop a ‘Brand Key’
13 Brand growth objectives: source of business; ‘The Double Jeopardy Law Explained’
Law of Double Jeopardy; (article)
Leaky Bucket Syndrome; Brand Marketing
Funnel, Tourism Australia- Funnel (case) Post Class Exercise:
Construct and diagnose a Brand
Marketing Funnel
14 Brand Repositioning- context; ‘If you rest, you rust’ (article)
Types of Repositioning and examples;
Post Class Exercise:
5-Step Process of Brand Refreshment
Analyse a brand refreshment case
applying the 5-step process
15 Deep Dive Analysis; Brand Plan Format; Brand Deep Dive (PDF)
Fabreeze- Diagnosis before Strategy (case) Brand Plan (PDF)

Post Class Exercise:

Write a Brand Plan
16 Brand Health Tracking; Brand Report Card; Brand Report Card (article)
Brand Asset Valuator (BAV);
Branding 4.0 Post Class Exercise:
Develop a Brand Report Card

Module 4: MarCom
Learning Objectives:
• Understand MarCom and its elements
• Evaluate ‘what makes a good ad’
• Understand ‘integration’ across message and media
• Analyze and set MarCom goals and objectives
• Develop an effective IMC plan
• Apply Touch-Point Planning, Customer Journey-MOTS and POEM
• Evaluate Campaign Effectiveness
• Write inspiring Creative Briefs

Session Topic Pre-Readings & Post Class

17 Checklist for a ‘good’ ad- examples of good
and bad ads; What is Integrated Comms;
Brand Essence and Brand Idea; Elements of
MarCom
When Avis Tried Harder’ (case)
Post Class Exercise:
Create an ad film by defining the Brand
Essence and Brand Idea for the brand
chosen and analyse it on the 5-point
checklist

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18 Integration of message with media;
Offline and Online integration;
Outbound and Inbound marketing;
Videos: Burger King Burn, Gillette-WALS,
Bing- Jay Z; Volkswagen-Kombi
Content Marketing vs. Advertising: Go-Pro
(case)
19 MarCom Goals; Mental and Physical
Marketplace Objectives; Examples of
Marcom Objectives; Acts not Ads
20 Comms Planning Process; 6-M Model-
Dabur Honey case; Effectiveness measures
21 Touch Point Planning; Customer Journey-
MOTS and POEM
22-23 5 EFFIEs Case Studies on campaign
effectiveness- Tide, Dare, Lidl, Gillette
Fusion, Effectiveness Lessons
24 P&G Creative Briefing Format
‘Why Burger King Is Proudly Advertising a
Mouldy, Disgusting Whopper’ (article)
Post Class Exercise:
Analyse the Content Marketing vs.
Advertising for a brand
B2B MarCom Campaigns’ (article)
Post Class Exercise:
Study examples of MarCom Objectives
‘Seven principles of effective marketing
communication’ (article)
Post Class Exercise:
Write the 6-M Plan for a campaign
‘Improve Your Customer Journey with
Touchpoint Mapping’ (article)
Post Class Exercise:
Develop a Customer Journey Map
Asia’s Anatomy of Effectiveness’ (PDF)
Post Class Exercise:
Analyse the effectiveness of a campaign
applying the ‘Effectiveness Lessons’
‘Brief or Grief’ (article)
‘Sight to Insight’ (article)
Post Class Exercise:
Write creative brief for ‘DOVE-Campaign for
Real Beauty’ using the P&G format