INSTITUTE OF BUSINESS ADMINISTRATION KARACHI MKT 561: BRAND MANAGEMENT FALL 2011

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1 INSTITUTE OF BUSINESS ADMINISTRATION KARACHI MKT 561: BRAND MANAGEMENT FALL 2011 Ms. Yasmin Zafar: Phone: (1) (2) Ext 2629 Office Hours: (1)By appointment(2) to be set as per your class timetable DO YOU KNOW THAT YOU ARE A BRAND? Brands are known as the most valuable assets that a company has invested in and developed over time. This is true for large global conglomerates as well as small local start up companies. Often an individual or even a company itself is considered a brand. Marketers see a brand as an implied promise of a particular level of quality will continue, that the people have come to expect from a brand with future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer/supplier/service provider to charge more for the product in the shape of brand premium. Brand management is the application of marketing techniques to a specific product/services, product line, or brand. It seeks to increase a product's perceived value to the customer and thereby increase demand for a particular brand and its brand equity. OBJECTIVE The understanding and conception of Brands has taken a turning point since the 1980 s. Management has come to realize that the principal asset of a company is its brands and their names. This course is structured to incorporate the understanding of a brand as an asset and how to manage it for greater profitability and success. The study of Brand Management will help you to understand how to apply concepts like brand identity, name, logo, value, equity, positioning and image so as to culminate in the growth of a premium brand. A Brand is a set of promises. It implies trust, consistency and a set of expectations. The basic objective of building powerful brands is primarily influencing purchasing behavior through creating an identity in the mind of consumers. The brand design or its packaging, advertising or sponsorship, the level of image and brand awareness, pricing, or most recently, financial valuation will be some of the concepts you will learn. RECOMMENDED TEXT STRATEGIC BRAND MANAGEMENT, Keller, K. L., 3rd Edition, Prentice Hall Inc. (2008) CASE BOOK BEST PRACTICE CASES IN BRANDING, Lessons from the World s Strongest Brands, Keller, K. L., 3rd Edition, Prentice Hall Inc. (2008) ADDITIONAL BOOKS OF INTEREST Immutable Laws of Branding by Al Ries and Jack Trout 2. Brand Child by Martin Lindstrom 3. Brand Asset Management by Scott M. Davis 4. Branding by Brad Van Auken 5. Marketing Warfare by Al Ries and Jack Trout 6. Buyology by Martin Lindstrom

2 ASSESSMENTS: All of the activities held during the semester will be evaluated; the final grades for the course will be as per grading plan. It may be reviewed to adjust for changes in deliverables. All submissions should be typed, 1.5 spacing, Calibri style, font size 14. In duplicate: One hard copy on submission date. Second soft copy of all assignments, presentations, reports, activities: GRADING PLAN Individual Work Class Participation 20 Brand Presentation 10 Quizzes (N M) 10 Group Work WAC (N M) 10 Brand Audit 10 Brand Strategy Rollout 10 Exams Mid Term 15 Final Exam 15 Total 100 FUNDAMENTAL CLASS FRAMEWORK 1. Please arrive on time. You are not allowed to leave early without prior information. 2. QUALITY (not quantity) of all communications, written and oral, will be evaluated. 3. Cell phones and laptops are not allowed in class unless requested by instructor/if required for class work. If found in use will be confiscated. 4. Cheating, plagiarism (submitting the language, ideas, thought or work of another as one s own) or otherwise obtaining grades under false pretences will result in either a fine by the disciplinary committee or a failing grade in the course or both. 5. Keep a track of your participation and inform me if I have not called on you for few sessions.

3 CLASS PARTICIPATION 20 marks Prior Reading and Case Preparation, Regular Attendance, and Professional Participation in all classes is expected and rewarded. Come to the Class prepared to lead the class discussion for analytical interpretations, alternative strategies, and persuasive solutions. You need to practice tolerance for an equitable airtime for everyone and individual initiative and innovation of ideas and concepts. Grading Scale: When you are absent. 1 2 When you are prepared with the pre assigned readings and respond to questions 3 4 When you are confident with your preparation and communicate it. 5 6 When you have prepared yourself beyond the assigned readings and demonstrate a deeper grasp of issues. 7 8 When you steer class discussions into areas providing additional learning When you have taught something new to everyone in the class. BRAND PRESENTATION 10 MARKS Each student will make an individual presentation on a Pakistani Brand. You will be part of a group on a presentation topic as in course log. You will pick a category as a group and a separate brand for individual work. You will make a 5 minute presentation on the brand related to the topic of discussion. QUIZZES 10 MARKS All quizzes are unannounced and can be on the past and future topic being discussed in class. They can be lecture readings or case analysis, depending on the performance of class participation in both areas. WAC 10 MARKS A written analysis of the case (WAC) of maximum 5 pages is to be submitted for all cases assigned for discussion in class. WAC template handout is a guide. Take appointment for discussion as a group one week before the first WAC submission to get personal advice. If you do not meet me the assignment will not be graded.

4 BRAND AUDIT: 10 MARKS Due week of Nov 21, 2011 The class should form groups of minimum of 3 and maximum 4 students, A Brand Audit is a comprehensive assessment of an organization s brand, in which its strengths and weaknesses are assessed and opportunities are determined. The purpose of a brand audit is to capitalize on the opportunities in efforts to improve the various elements of an organization s brand in both management and marketing perspectives. Include a Brand Tracking Study based on market research that should monitor your brand s performance including brand awareness, product trial and usage, and attitudes about the brand versus their competition. Key Deliverables: You are required to conduct a complete brand audit for a specific brand and present your findings. A detailed report (more than 5,000 words) and presentation is required from all groups. Select one brand from the following options, with no duplication between groups. FMCG Food & Beverages Financial Services Consumer Electronics Automobiles HORECA Telecom Services Others BRAND STRATEGY ROLLOUT 10 MARKS Due week of Dec 18, 2011 To be held on Saturday Dec 31, 2011 For Brand Activation there is no specific format to activate the brand. It varies from brand to brand. It s all about identifying the issue/gap in current practice, your group recommendation to improve/enhance brand and then stepwise rollout of the action plan.. All group members must be present in the presentation. This assignment will test your decision making skills. You are to apply the branding concepts you learn to your brand and recommend an improvement strategy as you see it. Key Deliverables: You will present the conclusions of your brand audit and then recommend a brand strategy rollout plan for your selected brand. It must cover target market(s), positioning, communication objective(s), creative brief, and suggested ATL & BTL activities. During the presentation you will justify why these actions are recommended. This assignment does not require a particular format to be followed. EXAMS 30 MARKS Both Midterm and Final will predominantly be practical and based on case analysis.

5 COURSE LOG Topic/Scope Methodology Readings 1 Introduction, Faculty, Students, course scope, Assessment, Discussion deliverables 2 Brands & Brands Management/Brand Knowledge Lecture CH1 /BK 3 How to prepare analyze and write a WAC Discussion WAC T Group Formation, Class Case Exercise: Power Ade 4 Why do Brands Fail?/Customer based Brand Equity (CBBE) Lecture CH 2/BF 5 Brand Positioning Lecture CH 3 6 Student Brand Presentations Brand Positioning Presentations CH 3 7 Case: Ronaq NFL Case Analysis Ronaq 8 Brand Audit Guidelines and Deliverables Discussion BAG 9 Choosing Brand Elements to Build Brand Equity Lecture CH 4 10 Student Brand Presentations Brand Elements Presentations CH 4 11 Designing Marketing Programs to build Brand Equity Lecture CH 5 12 Case : Got Milk: Branding a Commodity Case Analysis Got Milk 13 Integrating Marketing Communications to build brand equity Case Analysis CH 6 Case3 : Marketing Ghajini 14 Leveraging Secondary Brand Associations to Build Brand Equity Lecture CH 7 15 Case : TBA Case Analysis 16 Developing a Brand Measurement and Management System Lecture CH 8 17 Measuring Sources of Brand Equity: Capturing Customer Mind Lecture CH 9 Set 18 Case: TBA Case Analysis 19 Measuring Sources of Brand Equity: Capturing Market Lecture CH 10 Performance 20 Student Brand Presentations 3 :Brand equity building Presentations CH Designing& Implementing Branding Strategies Case Analysis CH 11 Case : TBA 22 Pricing a Brand: Case: Avari Case Analysis Avari 23 Introducing and naming new products & brand extensions CH Case: Walt Disney Case Analysis WD 25 Student Brand Presentations 4 Presentations 26 Managing Brands over time Case7: StarBucks Case Analysis CH 13 Star bucks 27 Managing Brands over geographic boundaries Case 8: Nivea Case Analysis CH 14 Nivea 28 Guest Speaker: Dr Wasim Azhar Case Analysis TBA Capstone Brand Strategy Rollout Presentations Presentations *Cases may be changed for want of finding a more suitable application

6 Schedule of Exams Mid Term Exams: November 24 th to 30 th, 2011 Final Exams: January 2 nd to 12 th, 2012 LIST OF CASES CASES SOURCE 1 Ronaq Handout 2 Ghajini Soft copy 3 Avari Soft copy 4 Starbucks Case Book 5 Got Milk Case Book 6 Nivea Case Book 7 TBA 8 TBA 9 TBA Additional Reading guide Reading Guide Form Reference 1 Brand Knowledge Article BK 2 WAC Template Handout WAC T 3 Brand Failures Book BF 4 Brand Audit Guide Handout BAG 5 Walt Disney Case case WD