bRAND

MANAGEMENT

SAMIN AHMAD
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Course requirement

Read the course advice.

Textbook
The New Strategic Brand Management
Jean Noel Kapferer 4th ed.

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SA_BrandMktg
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 advice

• Elective
• Seamless
• Analysis
• Ethics
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 Ethical Marketing
The Golden Act in a way that you would want others
Rule to act toward you

The Take only actions that would be

viewed as proper by an objective
Professional panel of your professional
Ethics colleagues

“Would l feel comfortable

The TV test explaining this action on
television to the general public?”
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Ethical Marketing

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 Ethical Marketing
As Marketers, we must:
• Do no harm. This means consciously avoiding harmful actions or
omissions by embodying high ethical standards and adhering to all applicable laws and
regulations in the choices we make.

• Foster trust in the marketing system. This means

striving for good faith and fair dealing so as to contribute toward the efficacy of the
exchange process as well as avoiding deception in product design, pricing,
communication, and delivery of distribution.

• Embrace ethical values. This means building relationships and

enhancing consumer confidence in the integrity of marketing by affirming these core
values: honesty, responsibility, fairness, respect, transparency and citizenship.  
 Ethical Values
1. Honesty – to be forthright in dealings with customers and
stakeholders. 
2. Responsibility – to accept the consequences of our marketing
decisions and strategies. 
3. Fairness – to balance justly the needs of the buyer with the
interests of the seller. 

4. Respect – to acknowledge the basic human dignity of all

stakeholders. 
5. Transparency – to create a spirit of openness in marketing
operations.

6. Citizenship – to fulfill the economic, legal, philanthropic and

societal responsibilities that serve stakeholders
bRAND Management COURSE OUTLINE

I. UNDERSTAND WHAT IS A bRAND

II. UNDERSTAND THE CONCEPT OF bRAND EQUITY
III. WHY BRAND IS AN ASSET
IV. UNDERSTAND bRAND IDENTITY
V. WHAT IS bRAND VISION
VI. WHAT IS, HOW DO WE ACHIEVE bRAND POSITIONING
VII. WHAT ARE RETAILERS bRANDS
VIII. TYPES OF bRAND ARCHITECTURE

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bRAND Management COURSE OUTLINE

IX. How to launch/start a bRAND

X. Managing bRAND Portfolios

XI. Understand bRAND Activations

XII. Managing bRAND Migrations
XIII. Monitoring & measuring bRANDS
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 Marketers job ?
1. Drive The Business Strategy
2. Research New Opportunities
3. Get New Consumer INSIGHTS
4. Do S.T.P. Segmentation, Targeting ,Positioning

5. Apply the ”6 Ps” , making sure they are consistent

with a) Each other & b) STP strategy
6. Implement BMP
7. Monitor Results 10
bRAND Managers’ job ?

Build strong bRANDS

that
attract and keep profitable
customers
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Understanding
bRANDS
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 A Brand is…..

A name, term, sign, symbol, or design,

or a combination of them
intended to identify the goods and services of
one seller or group of sellers

and to differentiate them

from those of the competition.
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 bRAND Management is..
placing your brand at the heart

of the organization,
so that it lives throughout the organization
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 bRAND Management is..

Each & every activity

the company undertakes is
an opportunity
to reinforce the bRAND

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 bRAND Management’s
ULTIMATE OBJECTIVE

CREATE A
bRAND
That does not
need
SELLING 16
Understanding bRANDS…
A bRAND is a set of mental associations
held by the consumer,
which add to the perceived value of the
product or service.

An INTANGIBLE ASSET
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Understanding bRANDS…

The bRAND IS
Among the

Most valuable asset

Of a company

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Understanding bRANDS…

When a business gets it right,

the bRAND
becomes a
value creation engine
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Understanding bRANDS…
A bRAND IS A CONDITIONAL ASSET
1. Needs products & services to carry them e.g.
NATIONAL Masala,
SERVICE Shoes

2. Need to produce benefits for the company to

be of value

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Understanding bRANDS…

LEGAL DEFINITION OF A BRAND

A SIGN OR A SET OF SIGNS
CERTIFYING THE ORIGIN OF A
PRODUCT OR SERVICE, &
DIFFERENTIATING IT FROM THE
COMPETITION.
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Understanding bRANDS…

A bRAND is a name that influence

buyers

A bRAND is considered as ‘established”

when it has acquired the

power to influence
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Understanding bRANDS…

WHAT DO bRAND MANAGERS SELL ?

…..PRODUCTS
…..SERVICES
OR
…..VALUES
…..DREAMS…
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Understanding bRANDS
GOODWILL
The difference between the BOOK VALUE of the
company and PRICE PAID when sold ;
is caused by The psychological goodwill of
consumers

“PUGREE” is the KEY to future sales

Financial goodwill for a company is
created through its
bRANDS 24
Understanding bRANDS

GOODWILL assures presence

of a bRAND
at a PLACE
through favorable attitude of the
CONSUMERS &
CHANNEL PARTNERS

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Understanding bRANDS GOODWILL

ATTACHMENT to a bRAND resists

change
And may remain intact

even when LOYALTY fades

with increase in price difference
between competing bRANDS.
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Understanding bRANDS…

A bRAND is :

1. A byword for QUALITY

2. Has Long-term effect on company’s

activity – hence an ASSET

3. Is a legal entity, a PATENT

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As a bRAND travels in time it gathers

ASSOCIATIONS

CREATES
ATTACHMENTS

LEADS TO
LOYALTY

COMMANDS
A PREMIUM

GETS DOCKED IN
CONSUMERS MINDS

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Understanding bRANDS CONSUMER VALUE
When consumers perceive a risk they turn to
bRANDS.

Risk Perceptions : may change with time

: vary with consumers

What happens when the

risk disappears ?
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Understanding bRANDS CONSUMER VALUE

A bRAND is a clue to the

hidden quality/value of a
product.
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Understanding bRANDS bRAND reputation impacts advertising

ADVERTISING 0.42
SALES
0.11
0.27

bRAND
bRAND MARKET
FAMILIARITY 0.23 SHARE
0.56 REPUTATION

bRAND
UNIQUENESS 0.19 RELATIVE
PRICE
0.41
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