Introduction to Brand Management. Session5 - 6.pptx

Introduction to Brand Management. Session 5-6

1. Session 5 - 6 FARHAN SHEIKH BRAND MANAGEMENT GBBM 555

2. Assignment 2 Think hard for these and make a presentation: Your choice of gift (should be of a brand) to give to your friend, mom, dad, spouse or GF/BF, your mom’s friend whom you don’t know, sister’s friend whom you know of and for yourself What gift would you expect from these people? What are the factors which you put forward before deciding on this brand? Consider yourself a brand. Write your brand values What positioning would you want for yourself How would you increase your brand recall

3. FINAL REPORT Discussion Individual submission - Visit any company’s Brand / Marketing head - Make a comprehensive report on their Brand(s), Brand Management covering all trends from before and future plans - The following need to be there in the report: Intro Brand(s) Target Audience SWOT Branding Elements Brand Tracking SDGs which the organization is pursuing Initiatives taken for those SDGs How these SDGs have affected their Brand’s image Report, Visiting card of the person, and selfie Printed report submission max by 2 nd September, 2023

4. Branding Elements

5. BRANDING ELEMENTS Elements Characters Jingles Ambassadors Packaging Slogan Sound Name Logo Social Media URL CSR Marcom

6. The Elements should be Memorable Meaningful Likeable Transferable Adaptable Protectable

7. Required for development Memorable Meaningful Likeable Transferable Adaptable Protectable Marketer’s offensive strategy and build brand equity Defensive role for leveraging and maintaining brand equity

8. Memorability Brand elements should inherently be memorable and attention-getting, and therefore facilitate recall or recognition. Example A brand of propane gas cylinders named Blue Rhino featuring a powder-blue animal mascot with a distinctive yellow flame is likely to stick in the minds of consumers. Pizza Hut - logo Ding Dong bubble - jingle Bottle of Coke - packaging Mickey Mouse - ambassador Rohail Hayat – secondary association I’m Lovin it – Tag Line

9. Meaningfulness Brand elements may take on all kinds of meaning, with either descriptive or persuasive content. Two particularly important criteria General information about the nature of the product category Specific information about particular attributes and benefits of the brand Example Fair & Lovely, by name it reveals that the cream would be related to fairness & Skin. Slice, Fruita Vitals etc depict gradient of fruit AXE is very persuasive and quite blatant in its depiction of sexual appeal Red Bull the energy drink

10. Likability Do customers find the brand element aesthetically appealing? Likable elements reduce the burden on marketing communications to build awareness. Airtel’s jingle Ferrari’s logo or Nike’s swish The names Lexus, Nike or Marlboro etc Har dil Har din Mobilink

11. Transferability How useful is the brand element for line or category extensions? To what extent does the brand element add to brand equity across geographic boundaries and market segments?

12. Adaptability The more adaptable and flexible the brand element, the easier it is to update it to changes in consumer values and opinions. The brand should be strong enough to live for years and years. Adaptable viz -a- viz new generations, new entrants into TA. Helps in extensions, rebranding, repackaging etc. Do you know of brands who have changed over the years?

13. Protectability Marketers should: Choose brand elements that can be legally protected internationally. Formally register chosen brand elements with the appropriate legal bodies. Vigorously defend trademarks from unauthorized competitive infringement.

14. Putting It All Together The entire set of brand elements makes up the brand identity, the contribution of all brand elements to awareness and image. The cohesiveness of the brand identity depends on the extent to which the brand elements are consistent.

15. Assignment 3 Think of any brand and write all its branding elements Which element of this particular brand is the most dominating element? Why? How the products / services are different? Milk Pak Milk Vs. Dayfresh Milk Pepsi Cola Vs. Mountain Dew Whatsapp Vs. FB Messenger PIA Vs. Air Sial

16. QUIZ

17. BRAND MARKETING PROGRAM

18. COMMUNICATION STRATEGY The touchpoint concept Uniformity of message and perception in accordance with the core brand values The brand guide Logo, its colors and do’s and don’t’s Corporations name and abbreviation Taglines and content Campaigns and their mandatory elements

19. COMMUNICATION STRATEGY The team interacting with customers Communication material Brochures Annual / quarterly reports Policy documents Adverts Branches Newsletters Websites and other online material Other branding material

20. THE TOUCHPOINT CONCEPT There should be a 360 degree uniformity in company’s elements which come into contact with your customer Any tangible material Any online material Sales personnel and other HR Customer services and support External Communication / Spokes person Content related to your brand / corporation

21. OTHER IMPORTANT ELEMENTS Brand Guide Branch branding Internal and external communication elements Sales Kit Any content development and publication

22. MEDIA RATIONALE TV Still the number one medium to reach the masses Intrinsic value of status development If its on TV on the leading channels, it is a big brand Also dents the resistance Now TV is not just a medium for normal RODP or ROS ads Scrolls Pic in Pic Logos Infomercials More – Who knows about Product Placement? Highly positive feel

23. MEDIA RATIONALE Newspaper Ads The first choice mainstream medium for advertisers If its on the front page, it creates the biggest impression. Good creative is the key Our TA still reads the newspapers because its one habit that no one seems to lose Integration with news website and blogs Intrinsic value of Status development, directly dependent on the newspaper’s prestige, only downside is the shelf life We can be creative with Press Ads too Who knows about content advertising? Highly positive feel

24. MEDIA RATIONALE Radio One of the most economical mediums in Pakistan. Is best when used with billboards or newspaper ads since you hear an ad and then see its visual, it creates the best lasting impression Again we can be smart about this too Content RJ endorsements Sponsored Programs Sponsored Segments The downside is the lack of visual Is also integrated with websites / satellite Positive feel

25. MEDIA RATIONALE OOH If your design is good, billboards catch the most eyes They are best as secondary medium with TV, Radio or Newspapers Mobile Billboards Pole Signs Streamers Round A Bouts Green Areas Bridge Panels etc Selection of location should be based on your TA. Neutral feel

26. MEDIA RATIONALE Cable Advertising The most economical medium for advertising Approachable for any advertiser and has no particular rules and regulations Best for products and brands targeting SEC C and D Negative feel for SEC A and B

27. MEDIA RATIONALE Cinema Is building to be a good medium now with the societal change in inclination towards cinema movies Good Hollywood and Bollywood movies attract large crowds mainly consisted of youth As per a recent survey, the biggest age group is of people in 20s Presently can only be used as a third medium Neutral feel

28. MEDIA RATIONALE BTL This is mainly idea based and the best ideas can bring up the best BTL campaigns In accordance with Creative Big Ideas, we can come up with the better solutions for BTL needs The elements included can be: Mall activations Dealer activations Sms marketing Email marketing Loyalty programs Mail Shots Ad Magazines Sponsorships Other events

29. MEDIA RATIONALE Digital Media Online advertising platforms – SM, Search, Websites, Apps, Games A complete science with quantitative data. Aesthetics and Analysis, brilliant mode of audience insights generation. Social Media platforms, what can we do there? How does Google work? Analysis? Neutral Feel

30. Product / Brand Placement

31. Forbes top 100 earning athletes of 2021 Celebrity Endorsement #66 Virat Kohli $26 M $2 M $24 M Cricket