Branding Intro

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Advertising & BrandManagement

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Faculty

Prof Freda J SwaminathanCourse – in-charge -10 sessions

( IIMA / MS (Communications (USA)/ 18 years inLintas / JWT/ASP and 7 years in Marketing (Goodyear / Mobilink paging ) / 6 th year withFORE)

Ms Jayshree Sundar – 10 sessionsMBA from Jamnalal Bajaj Institute of Management

Studies / Headed Northern Regions of Lintas &Leo Burnett , 3 years of Teaching SBM

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Evaluation Component and weightage (equally divided between the twoinstructors):Quiz / Assignment :10Group Project /Presentation :20Class Participation :10Mid Term :20End Term :40

________ Total 100 Marks

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Sessions

FJS

Topic Covered Required Reading / CaseDiscussion

1

FJS (1)(2)

Introduction to the concept of Brand

Management & Advertising

Mapping your Competitive Position &Brand Names

ChapterKK 1

Class Activity

2

– FJS (3) (4)

Customer Based Brand Equity

Case : Complan

Chapter 2 & Kotler Ch 10

3

FJS (5) (6)

Branding by Design

Case – Fair & Lovely

Chapter 5

4

FJS (7) (8)

Developing Brand Identity

Case : Scorpio

Chapter 4

5

FJS (9)(10)

Brand Extensions

McDonald‟s (494 -495)

Tata Sky (496-497)

Chapter 12

6

FJS ( 11) (12)

Brand Audit & Wrap Up As per Rolex Pages 132 - 137

Session Plan:

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Session Topic Readings &Cases

1

JS (1)(2)

Advertising & Brand Positioning

The Agency: Selecting/Using/Pitching

Chapter 3

2 JS (3)(4)

Role of Creatives/Account management Celebrity endorsements

Advertising goals

The Brief

Chapter 7 Teachingthrough livecase:

3

JS (5)(6)

Ad Design/Creative Strategy & Sales Promotions:

Appeals/messagePlanning/Development/implementation /evaluation

Understanding the creative process and its use per armof IMC Channels

Chapter 6

Teachingthrough livecase

4

JS (7) (8)

Corporate Communications

Public Relations

Chapter 11

Live Cases

5

JS(9) (10)

The Internet

Evaluating an Integrated Marketing program

Chapter 6

6

JS (11)(12)

Brand Audit & Wrap Up As per RolexPages 132 -

137

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ss gnments Each group is to select ONE brand ( no repeats, please ). If you have a brand ofyour choice, please clear from the faculty.1.Tiger Beer2.Tiger Balm3.Raffles International Ltd

4.BreadTalk5.Lenovo6.Haier7.Singapore Airlines8.Baidu ( China )9.Jollibee Foods10.China Mobile11.Alibaba group (china )12.Banyan Tree Group13.Emirates14.Air Asia15.Osim International LtdGroup Needs to select any asian brand. Search the internet to find out the different brandelements of the brand selected.The group is the discuss the contents gathered answers to the following points.The following needs to addressed.

•What were the cultural forces that have made the brand successful?•Dissect each brand element and discuss its role in brand building.•Write out the Brand Positioning as is seen from the communications of the Brand selectedand their major competition.

•Analyze the advertising of any ONE medium•What is the brand potential and future opportunities

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Assignment 2 Group Assignment – Brand Audit ( Refer Rolex Pages 154 to 159

( Work in groups of 4-5 ) Students need to select any of the popular Indian brand . Search the internet to

find out the different brand elements of the brand selected. The project should be based on research conducted bythe group. The following needs to addressed.

•Has the history of the brand made a difference to its success?•What are the POP & POD ( Fig 3-11)•What are the product related attributes?•What is the brand portfolio?•What is the competition doing?•Explore the brand in terms of customer knowledge, sources of brand equity, role of

celebrities, sports & culture and Philanthropy•What is your brand‟s mantra ( figure 3 -8 )•Work out a CBBE pyramid for your brand•Give recommendations on advertising & integrated communications

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Activity in Teams

Brand this potato.-Name-Sign/symbol-Augmentation to differentiate-Potential product

How does branding of this

Potato transform the productcategory? •What attributes materialize

•What advantages are created

•What benefits emerge

•What ideals does it represent

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1.9

What is a brand?

• For the American Marketing Association (AMA), a brandis a“name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of oneseller or group of sellers and to differentiate them fromthose of competition.”

• These different components of a brand that identify anddifferentiate it are brand elements .

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Brands

• Coca- Cola‟s branding lesson – Coca Cola Classic• De Beers –‟ A Diamond is Forever‟ „Your left hand says „we‟. Your right hand says „me‟.

Women of the world raise your Right Hand‟ • Southwest Airlines – low fare entertainer airline• The Walmart Way – We sell for less. Always.• Amazon – providing the earth‟s biggest selection

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What has made these brand enduring leaders ?

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Brands

• Coca- Cola‟s branding lesson – Coca Cola Classic• De Beers –‟ A Diamond is Forever‟ „Your left hand says „we‟. Your right hand says „me‟.

Women of the world raise your Right Hand‟ • Southwest Airlines – low fare entertainer airline• The Walmart Way – We sell for less. Always.• Amazon – providing the earth‟s biggest selection

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What has made these brand enduring leaders ? ( vision, R&D persistence, Financial commitment,Product innovation, Leverage from related leaders/sub brands)

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Commodity products

Name some commodity productsthat do not have brand names.

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Which commodities have become branded?

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Commodity turned Brand

• Ramdev Masala• Tata Salt• Ashirvaad Atta• Balrampur Chini (Pyaar, Dulaar, Sanskaar)• Kohinoor• Dhara• Haldirams• Bikanerwala

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Corporate Brands

Name some productsthat do have corporate names.

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Corporate

• Tata Son‟s • Asian Paints

• Dr. Reddy‟s• Aditya Birla Group• Mahindra & Mahindra

• Reliance Industries• Bharati Airtel

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Cult Brands

Name some brands that have become cults.

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Cult

• Acharya Rajneesh• Apple• Linux

• Oprah Winfrey• Harry Potter• Star Trek• Harley-Davidson• World Wrestling Federation

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Destination Brands

Name some destinations that have brandedthemselves well.

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Destination

• Kerala – God‟s Own Country • Rajasthan

• Goa• Taj Mahal• Sillicon Valley

• Madam Tussad Wax Musum• Niagara Falls

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Nation

• Brand India• Brand Singapore

• Brand China• Brand New Zeland• Brand Australia

• Brand UK• Brand USA

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Education Brands

Name some institutions that have brandedthemselves well.

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Education

• Indian Institute of Technology• Indian Institute of Management• Indian School of Business• Indian Institute of Foreign Trade• National Institute of Fashion Technology• National Institute of Design• FORE School of Management

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Fashion Brands

Name some fashion brands…. And internet?

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Fashion

• Hidesign• Wills Lifestyle

• Gucci• Chanel• Christian Dior

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Internet

• Rediff.com• Yahoo

• Google• Shaddi.com• Naukri.com

• Indiainfo.com• Indiatimes.com

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How are Luxury Brands made?

• Park Avenue• Allen Solly• Reid & Taylor• Wills Lifestyle• Rolex• Chanel• Dior• Fendi

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What builds Media brands

• MTV• Aaj Tak• Radio Mirchi• The Times of India• The Economic Times• Malayala Manorama• India Today• Business World

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What makes Brand Personalities

• Mahatma Gandhi• Rabindranath Tagore

• Indira Gandhi• Marilyn Monroe• Michael Jackson

• Amitabh Bachann

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And these brands ?

• Shahnaz herbals• Chawanprash• Bisleri• Colgate• Parachute• Godrej

• Videocon• Apple• Nike

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Retail

• Pantaloon• Reliance Mart

• West Side• Shopper‟s Stop • Wal-Mart

• Subhiksha• FoodWorld

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Service

• HDFC Bank• LIC of India• TCS• Jet Airlines• Blue Dart• BSNL• Apollo Hospitals• ICICI Bank

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Spiritual

• Adi Sankaracharya• Aurobindo Ghosh

• Sathya Sai Baba• Ravi Shankar• Morari Bapu

• Guru Maa• Acharya Rajneesh

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Alliance• Disney & McDonalds have had a 10 years

marketing and merchandising• Apna Bazar In Alliance With Radhakrishna

Foodland• Cricinfo with ESPN• Media alliance for appointments advertising -

The Indian Express, The Hindustan Times, Mid-Day

• Cost-effective advertising alliance for reaching adiverse audience, was launched by four mediaorganisations - The Hindu , Eenadu, The SiasatDaily and Hindi Milap

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Hybrid

• Maruti-Suzuki• Hero-Honda

• Kawasaki-Bajaj• BPL-Sanyo• Tata-AIG

• ING-Vysya• Royal Insurance & Sun Alliance

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Entertainment

• Nach Baliye• Indian Idol

• Film Fare Award• MTV• Kaun Banega Crorepati

• Bollywood• Screen Award

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Celebrity

• Yuvraj Singh• Amitabh Bachchan

• Mahendra Singh Dhoni• Preeti Zinta• Aiswarya Rai Bachchan

• Aamir Khan• Shahrukh Khan

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Gender

Men Women

Fair & Handsome Fair & Lovely

Nivea for Men Nivea for Women

Aramusk Lux

MTV Plugged MTV Plugged

Inizio Homme Inizio Femme

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Art

• M.F. Husain• F.N. Souza

• S. H. Raza• Akbar Padamsee• Tyeb Mehta

• Ram Kumar• Gaitonde

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Breakway

• Nike• Starbucks

• Café Coffee Day• Apple

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What Has Changed inMarketing

OLD WORLD NEW WORLD• Organize by product units• Focus on profitable transactions • Look primarily at financial

scorecard• Focus on shareholders • Marketing does the marketing • Build brands through advertising • Focus on customer acquisition • No customer satisfaction

measurement• Over -promise, under-deliver

• Organize by customer segments• Focus on customer lifetime value • Look also at marketing scorecard

• Focus on stakeholders • Everyone does the marketing • Build brands through performance • Focus on customer retention • Measure customer satisfaction and

retention rate• Under -promise, over-deliver

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What is the impact on BrandManagement

OLD WORLD NEW WORLD• Organize by product units• Focus on profitable transactions • Look primarily at financial

scorecard• Focus on shareholders • Marketing does the marketing • Build brands through advertising • Focus on customer acquisition • No customer satisfaction

measurement• Over -promise, under-deliver

• Organize by customer segments• Focus on customer lifetime value • Look also at marketing scorecard

• Focus on stakeholders • Everyone does the marketing • Build brands through performance • Focus on customer retention • Measure customer satisfaction and

retention rate• Under -promise, over-deliver

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What is the impact on BrandManagement

New World Marketing• Organize by customer segments

• Focus on customer lifetime value • Look also at marketing scorecard

• Focus on stakeholders • Everyone does the marketing • Build brands through performance • Focus on customer retention • Measure customer satisfaction and

retention rate• Under -promise, over-deliver

New World Branding• Branding / sub branding• Brand Loyalty

• Brand Audit / Equity• Focus on stakeholders• Everyone does branding• Co-branding & alliances

• Building brand communities• Measure brand satisfaction

• Brand experience

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18-43

Advertising

Any paid form of nonpersonal presentationand promotion of ideas, goods, orservices by an identified sponsor.

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The Five M‟s of Advertising

• Mission• Money

• Message• Media• Measurement