Strategic Brand Management

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Patrick McDowell
6 years ago
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1 Strategic Brand Management Exeter MBA and MSc Day 1 Course Outline What is a Brand? 1

2 So are these? Defining Brands A brand is something that resides in the minds of consumers A perceptual entity the label provides meaning as do individual perceptions Consumers perceive differences among brands in a product category 2

3 The tee-shirt test Can you wear it? How long is it relevant? Who does it appeal to? What does it say about you? A brief history of branding Pre 1860 brands to identify a companies wares Emergence of national manufacturer brands Dominance of mass marketed brands s brand management and advertising 3

4 Branding Branding on the balance sheet Brand value underestimated The principal asset of a company..it s brand name (Kapferer) Brand equity concept Brand proliferation Brand Equity Financial Goodwill P/E ratios Managerial Audit Evaluate Strategy 4

5 New challenges Media fragmentation Growth of non-traditional marketing techniques Channel management brands v retailers Private labels growth Consumer sophistication Market maturity Pressure for profitability The Complexity of Branding The Harry Potter launch David Beckham Real Madrid, adidas, Vodaphone, England, Umbro,, Pepsi, Man Utd Tesco and brands Von Dutch 5

6 Von Dutch The Simple Life US TV show Celebrity marketing We re watching the brand hit mainstream Launching eyewear and watches Is it a brand? Branding since 1995 Brand equity models more relevant in some sectors than others The pressure on price competition greater than ever value propositions essential Yet the luxury arena remains more desirable than ever Difficult to find one tool-kit 6

7 The Academic Approach Strengths Literature Theory Discrete ideas and concepts Weaknesses Experience Implementation The whole picture The Practical Approach Strengths Been there, done it and carry the scars The whole picture Managerial experience Weaknesses Lack of intellectual rigour Undermines theory Can degenerate into case studies 7

8 The Course Texts Strategic Brand Management by Kevin Lane Keller Comprehensive Strong on brand equity management Brand building approach big and sometimes more traditional Lacks organizational consideration The Course Texts Building Strong Brands by David Aaker The brand equity expert Several excellent books Originally brand in isolation Moving towards brand as a network Considers organization Less detailed 8

9 The Course Texts Strategic Brand Management by J-N J Kapferer Moves on from brand equity Considers global brands, brand extensions, name changes New edition includes work on retail brands Lacks organizational issues The Course Outline STRATEGIC government, big picture, the whole BRAND the entity under consideration MANAGEMENT the workings, the actions, administration, implementation 9

10 Strategic Brand Management Consumers Strategic Brand Management Brand Product / Service 10

11 Strategic Brand Management Brand Consumers Product / Service Strategic Brand Management The Third Element? Brand building and management is a messier business than the texts indicate 11

12 Strategic Brand Management Brand Consumers Product / Service Interactions from 2 to 6 Strategic Brand Management Internal barriers Channel management Organizational barriers Stakeholders Sales forces Retailers Head office 12

13 The missing element Restraining Forces to the Brand Manager? Internal barriers? Organizational barriers? Management hurdles? Stakeholder management? CUSTOMERS Strategic Brand Management Consumer Focussed / Customer Aware Brand Consumers Product / Service Customers 13

14 Strategic Brand Management Brand Consumers Product / Service Customers Sales Forces Retailers Head office Course Organization Day 1 Introduction and the Consumer Consumer workshop Day 2 Brand Equity Accenture Day 3 Brand Strategy Ikea Day 4 Brand Management Tommy Hilfiger Day 5 Brand Management and Implementation Global Brand face-off 14

Strategic Brand Management

Strategic Brand Management Exeter MBA and MSc Day 3 Brand Management Planning Brand Strategy Consumer Perceptions BRAND IMAGE Marketing Communication Process Company Intentions BRAND IDENTITY How the brand