>>Course Syllabus/Master Schedule:

Transcription

1 Strategic Brand Management MKTG 532, Section 201 Fall 2014 $ R. Oliva Strategic Brand Management MKTG 532, Section 201; Fall 2014 Professor Ralph Oliva, (814) , roliva@psu.edu >>Course Syllabus/Master Schedule: Strategic Brand Management: This course has been developed as part of the Smeal College MBA program to help students build a practical working knowledge of brands, how they work, and how to build them in ways that have positive financial impact (Brand Equity) in any marketing or sales situation. The basic language and lexicon of brands, and tools for brand management such as: The BrandScape, Dr. Kevin Lane Keller s Customer-Based Brand Equity Model, The Young and Rubicam (Y&R) Power Grid, and selected others are introduced and used in cases and class practice. This course is fun but involves some real work: Students learn in teams through a BrandScape exercise on a brand they select, and a case presentation one selected from a set of cases spanning the practice of Strategic Brand Management. (Note: Brands selected for the BrandScape assignment should be cleared with Dr. Oliva in advance to avoid duplication.) This course has been updated for 2014 with new readings, as well as ongoing research and connection with working Brand managers in many firms in the ISBM Membership and in broader B-to-C contexts as well. 1

2 Monday, October 20, 2014 Session 1 Introduction Course Overview/Outline 4 Key Course Components: 1. Brands What they are, how they work BrandScapes, 2. Customer-Based Brand Equity: What it is, strategies for building it, 3. Measuring and Tracking Customer-Based Brand Equity (CBBE), 4. Managing Customer-Based Brand Equity. Course Objectives Course Elements: Optional text and suggestions on how to use it Elements of course design Cases, assignments, and grading: 1. BrandScape presentations 40% 2. Four case insights 20% 3. Case presentation 40% 4. Class participation important (plus/minus) 10% Administrative details Team Assembly Audio Feedback - Grading A scan of our class Getting Started -- Brands: History and Definitions 1. "Brands and Brand Equity, in course packet HBS Product # 8140-PDF-ENG by Rohit Desponde and Anat Keinan, January (Hereafter B&BE ), Pages Building Brand: A Roadmap, in course packet Harvard Management Update, 40107E 2

3 Wednesday, October 22, 2014 Session 2 Brands: Key Definitions and Concepts The concept of Brand Trademarks Brand Elements Awareness (unaided/aided) Brand Equity Equity Measures 3. B&BE pages Creating the Living Brand, in course packet Harvard Business Review, May 2005 Reprint R0505G NOTE: Team Assignments Complete by This Class!! Monday, October 27, 2014 Session 3 The BrandScape : A Framework for Thinking about Brands and How They Work The Brand Footprint (Core Values, Personality, Essence/Brand Mantra ) Positioning Capsule Brand Elements Desired vs Delivered BrandScape Key examples/benchmark cases, The BrandScape Assignment in detail 5. Unlock the Mysteries of your Customer Relationships, by Jill Avery, Susan Fournier, and John Wittenbraker, HBS Product # R1407E-PDF_ENG 6. "Three Questions You Need to Ask about Your Brand", by Kevin Lane Keller, Brian Sternthal, and Alice Tybout, HBR, September, 2002; Reprint R0209F For review: 3

4 Wednesday, October 29, 2014 Session 4 Includes Case No. 1: The Harley-Davidson Posse Ride Positioning and your brand Keys to positioning Implementing positioning strategy Points of Parity Points of Difference Six positioning strategies Positioning templates Examples 7. Case 1: Building Brand Community on the Harley-Davidson Posse Ride, Harvard Case # "Getting Brand Communities Right", Harvard Business Review, April, 2009 Reprint R0904K Monday, November 3, 2014 Session 5 Includes Case # 2: A Case for Brand Loyalty Customer-Based Brand Equity 1: Understanding Your Audience/Segment Customer-Based Brand Equity (CBBE) Definition The effects of Brand Equity/Economic impact Preference share An important key: Audience Understanding/Segmentation Demographics Psychographics Generational Benefits sought Job to be Done Geodemographic 4

5 Building Purpose-Driven Brands: >>Telegraphing what the brand promises to do for the customer Introduction -- Keller s Customer-Based Brand Equity Pyramid/Model 9. Case 2: A Case for Brand Loyalty, HBS Case # How Brand Tourists Can Grow Sales, by Silvia Bellezza and Anat Keinan, HBR Reprint # F1407C-PDF-ENG 11. Visit the SRI Consulting Business Intelligence Web Site, and study the VALS Segmentation Scheme: Wednesday, November 5, 2014 Session 6 Includes BrandScape # 1 Customer-Based Brand Equity - 2: A Model of the Power of Your Brand Salience Performance Imagery Judgments Feelings Resonance Brand/ Equity Sustaining Strategic Brand Management Process Step-by-Step: 1. Identify and establish BrandScapes 2. Plan and implement brand marketing programs 3. Measure and interpret brand performance 4. Grow and sustain Brand Equity Implications for Coaches 5

6 12. Marketing Malpractice The Cause and Cure, by Clayton Christensen, Scott Cook, and Taddy Hall; Harvard Business Review, December, 2005 Reprint R0512D Monday, November 10, 2014 Session 7 Includes BrandScape # 2 Brand Elements: Brand Name Logo Symbol Character Packaging Slogan Trademarks and Trademark Law Corporate identity Creating a New Brand 13. In China? Pick Your Brand Name Carefully, Harvard Business Review Idea Watch, September 2012, Reprint # F1209C 14. How Focused Identities Can Help Brands Navigate a Changing Media Landsacpe by S. Adam Brasel, Kelley School of Business, HBS Product # BH 479 (Business Horizons , ) 15. Got Slogan? Guidelines for Creating Effective Slogans Business Horizons (2007) 50, ; HBS Reprint BH 249 6

7 Wednesday, November 12, 2014 Session 8 Includes Case No. 3 Manchester Products: A Brand Transition Challenge Brand Architecture Creating a New Brand Conditions/Reasons/Approach Family vs. multi brands Brand Architecture The Brand Relationship Spectrum House of brands Endorsed brands Sub-brands Branded house Ingredient Brands Integrating Marketing and Market Communications Programs to Build Brand Equity; Integrating the Total Brand Experience Keller Be s ; A framework for building Customer-Based Brand Equity 16. Case 3: Manchester Products: A Brand Transition Challenge, HBS Brief Case # 4043, June 28, The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge, By David A. Aaker, and Eric Joachimsthaler, California Management Review, Volume 42, No. 4, Summer B2B Brand Architecture, California Management Review, Vol 54, No. 2, Winter 2012, HBS Product Number CMR 502 7

8 Monday, November 17, 2014 Session 9 Includes BrandScape # 3 Tracking/Measuring the BrandScape: Qualitative Techniques Brand Equity Management System: 3 Steps 1. Develop your desired BrandScape; Communicate internally and externally 2. Implement ongoing qualitative/quantitative measurement systems: descriptive information as to what is happening with your brand, as well as why. 3. Implementation of a total brand management system. Brand Equity Measurement Systems Tracking procedures The brand value chain BrandScape audit Traditional methods: surveys, intercepts, interviews Observational/ethnographic tracking methods Qualitative measures and findings Projective techniques: o Symbolic association o Free association o Collage o ZMET 19. The Brand Report Card, Kevin Lane Keller Harvard Business Review, January/February 2000, Reprint R Win the Brand Relevance Battle and then Build Competitor Barriers, David A. Aaker, California Management Review, Vol 54, No.2, Winter 2012, HBS Product number CMR501 8

9 Wednesday, November 19, 2014 Session 10 Includes Case # 4: HEB Own Brands Tracking Customer-Based Brand Equity: Quantitative Measures Brand Equity: How do we Measure it Track it Grow it Use it Managing and Tracking Systems: Professional Brand Management Reckitt and Coleman: Brand Management Toolkit Key terms and tracking elements 21. Case 4: H-E-B Own Brands HBR Case # B & BE pages Hidden Wealth in B2B Brands, Harvard Business Review Forethought, March 2007, Reprint F0703C ENJOY YOUR THANKSGIVING HOLIDAY! NO CLASSES MONDAY 11/24/14 OR WEDNESDAY 11/26/14 9

10 Monday, December 1, 2014 Session 11 Includes BrandScape # 4 Designing and Implementing Brand Strategies The Young and Rubicam (Y&R) Power Grid: Relevance Differentiation Esteem Knowledge Brand Stature/ Brand Strength Positions on the Power Grid Unfocused New Niche Power Leaders Declining Leaders Eroded Brand Strategy Approaches Grow Maintain Defend Milk Elastic Brands In elastic brands Managing Brand Portfolios Corporate, Family, Individual brand, Individual item Brand Hierarchy Decisions Principles: simplicity, clarity, relevance, differentiation, prominence, commonality 10

11 24. "Branding in the Digital Age: You're Spending Your Money in All the Wrong Places", by David C. Edelman, Harvard Business Review December 2010, HBR Reprint # R1012F 25. The One Thing You Must Get Right When Building a Brand, Harvard Business Review, December 2010, Reprint R1012F-PDF-ENG Wednesday, December 3, 2014 Session 12 Includes Case # 5: Mountain Man: Bringing the Brand to Light Managing Brands Over Time Life Stages of a Brand Launch Initial uptake Penetration/growth Plateauing Rule of Three Decline Rejuvenation Demise Brand Extensions Line extension Category extension Advantages/Disadvantages Extension strategy steps Brand Reinforcement Strategies Revitalizing brands Expanding brand awareness 26. Case 5: Mountain Man Brewing Company: Bringing the Brand to Light, HBS Reprint #

12 27. If Brands are Built Over Years, Why Are They Managed over Quarters?, Len Lodish and Carl Mela, Harvard Business Review, July-August, 2007, Reprint 0707H 28. "A Brand is Forever! A Framework for Revitalizing Declining and Dead Brands." Business Horizons, 52, , Kelley School of Business, Product Number BH 340 Monday, December 8, 2014 Session 13 Includes BrandScape # 5 Managing Brands over Geography Global Branding Advantages Disadvantages Building a global brand The Ten Commandments of Global Branding (Keller) Organizing for Global Brand Management 29. How Global Brands Compete, HBR Sept 2004, HBS Reprint # R0409D 30. Revitalizing Your Business: A Brand Reinvention Framework, Rotman Magazine, Fall 2011, HBS Product Number ROT150 Wednesday, December 10, 2014 EXAM DAY Session 14 Includes BrandScapes # 6 Includes Case # 6: Infosys: The Challenge of Global Branding 12

13 Course wrap up: Characteristics of strong brands Seven deadly sins of brand management Strategic brand management process Brand equity management system: three steps o Develop desired BrandScape/communicate o Implement ongoing qualitative/quantitative measurement systems o Implement BrandScape and total marketing program to build, manage, and harvest brand equity Customer-based brand equity pyramid The Y&R Power Grid Relevance, Differentiation, Esteem, Knowledge Brand Stature/Brand Strength 31. Case 6: Infosys: The Challenge of Global Branding, Ivey Business School Case Number 905A01 Go Forward and Build/Manage Strong Brands!!! 13