Brand management
1. Brand management
2. Brand iden/ty
3. Brand strategy
4. Brand concepts
5. Brand measurement
6. Brand framework
Topic 1 – Brand management
Topic 2 – Brand iden/ty
Topic 3 – Brand strategy
,Topic 4 – Brand concepts
Topic 5 – Brand measurement
Topic 6 – Brand framework
,Topic 1 Brand Management
Learning objec-ves:
• Why brand management is core course in the MSc
marke-ng management,
• How brand management has evolved over -me: the
past, the present and the future,
• What the essen-al learnings will be in brand
management and where to find them in the course.
The secret of the barbie Movie’s marke3ng success is about the story that we people are 3red of
brands that are showing that everything is perfect in life because it is not. We as consumers are now
ready for this movie, 10 years ago we weren’t.
Commodi-es are (= a raw material or primary agricultural product that can be bought and sold, such
as copper or coffee):
• undifferen-able by seller/manufacturer,
• oFen sold loose,
• quality highly variable,
• in compe--ve markets we have many factors/ sellers for the same commodity
• à (QUESTION) How do I get a buyer to prefer to buy my commodity? à (ANSWER)
Differen/ate it from compe--on and make is more aLrac-ve à (HOW) by branding your
‘commodity’.
Brand management - the past: history:
Brand = “a name, term, sign, symbol, or design, or a combina-on of them, intended to iden-fy the
goods and services of one seller or group of sellers and to differen-ate them from those compe--on”
(AMA = ask me anything).
In prac-ce… a brand creates a certain amount of meaning, reputa-on, preference, and so
on… in the eyes of the customer.
Brand management: the present: perspec3ves:
• Michelle Ale-: It’s no longer 100% what the companies tell you about the brand – that has
stain-figh-ng power or what have you – but it’s about word of mouth, ra-ngs, and reviews.
• Jeff Bedard: A brand used to be what you said it was, and you were able to communicate that
very efficiently. Today, brands are the sum total of what others say you are.
, Changing perspec-ves:
• From the organiza-ons’ point of view,
o physical product (= core, tangible and augmented product),
• to the customers’ point of view,
o psychological product (= total product).
4 levels (LeviL):
1. Core product
2. Tangible product (= physical object that can be perceived by touch, such as gadgets &
clothes)
3. Augmented product (= has been enhanced by its seller with added features/services)
4. Total product (= transi3on from company to customers: everything the organiza3on wants to
know, believe plus the consumers percep3on.
Logos were introduced because
most people in 1851 could not read,
so they could s3ll recognize the
brand.
Example:
• Diet coke vs. diet Pepsi in Blind taste test
o Prefer Pepsi sample: 51%
o Prefer Coke: 44%
o No preference: 5%
• Diet coke vs diet Pepsi in iden-fied taste test (brand names revealed)
o Prefer Pepsi sample: 23%
o Prefer Coke: 65%
o No preference: 12%
There are more than just the proper3es of a product, people want more.
Present defini+on of brand:
Brand = a product, but one that adds other dimensions that differen-ate it in some way from other
products designed to sa-sfy (the same) needs.
These valued differences can be:
- Ra-onal and tangible (e.g., = perfect coYon), but are oFen:
- Intangible, emo-onal and symbolic (e.g., = stylish)
