Strategic Brand Management

1、bu 692u strategic brand managementspring 2005instructor: dr. hugh munrooffice: p3046contact information: phone: 884-0710, ext 2556; email hmunrowlu.cainstructor: dr. brad davisoffice: p2012contact information: phone: 884-0710, ext.2539email bdaviswlu.cacourse objectives “everything your organization

2、 does communicates.” and, everything that is communicated is processed and stored by consumers in a mental file: the brand. this is not the “brand” defined by the ama many years ago as an identification mark used to distinguish one offering from another. its not recognizing the nike swoosh; its how

3、you feel when you see the swoosh.branding is the central component of marketing strategy and the dominant theme in marketing today affecting not just consumer goods but also b2b, services, and non-profits. this course will give students a deeper understanding of the process of brand building in a va

4、riety of business contexts, the integrated requirements for effective brand reinforcement and revitalization, and the models, measures and impact of brand equity. required readingskevin lane keller, strategic brand management: building, measuring, and managing brand equity (prentice hall, 2nd editio

5、n, 2003)evaluation componentsbrand audit report & presentation (group) 40%brand personality assessment (individual) 20%brand journal (individual) 20%participation 20%each of these is described in more detail below.brand audit project (40% - group assignment)students will form brand management te

6、ams to work on this project. your assignment is to adopt a brand and conduct a brand audit. every team must study a different brand. once you have formed your group send me an email with your brand and team members and i will confirm your selection (this should be done by the beginning of our third

7、class). your goal is to develop a “brand book”. the book should include:1. a brand history of the brand: origins, key stages in its growth , etc.2. an assessment of the brands current status - apply the concepts of brand hierarchy, customerbased brand equity pyramid, brand positioning and values, an

8、d brand mantra to describe the brands current status (e.g., intended versus actual meaning and value to customers).3. analyse how the various branding elements (e.g., brand name, logos, symbols, slogans, packaging, etc.) and marketing mix activities (e.g., integrated communications, pricing, channel

9、s) are contributing to this current brand status.4. make recommendations as to how you would build and manage the equity of this brand in the future. support your recommendations with key concepts discussed in the course.the brand book should be a maximum of 10 typed written pages plus exhibits and

10、is due at the beginning of our last session. during that class your group will present a top-line summary of your brand audit and recommendations. the report will be worth 60% and the presentation 40% of this assignments contribution to your overall grade (40% of your overall grade).brand personalit

11、y assessment (20% - individual assignment)brands have been shown to have personalities and the challenge for marketers is to shape these brand personalities so that they are aligned with those of its targeted customers. customers have also been shown to have different types of relationships with bra

12、nds (e.g., see fourniers typology in brand focus 9.0 in the text). choose a brand with significant meaning to you (one different from your brand audit) and assess its personality using the following methods and techniques from the chapter 9 in the text:· use aakers brand personality scale measu

13、res to profile your chosen brand (test your ratings with those of a sample of your classmates)· use projective techniques to create an image for your selected brand. specifically describe your brand in terms of the following: an animal, activity, fabric, cologne or perfume, music, car, occupati

14、on, sport, and tv show.· use zaltmans zmet technique to create a summary image or collage of your brand. test the reaction to your collage with five of your colleagues and capture their feelings and emotions.· use fourniers typology to describe the type of relationship that you have with y

15、our selected brand.from the above, offer some insights into how marketers can build and enhance the brand equity for your selected brand.prepare a powerpoint presentation (maximum 5 slides) of your brand personality assessment and implications to be presented in session 3 (may 6 & 7) of the cour

16、se. brand journal (20% - individual assignment)because of their importance to business and to consumers there are numerous newspaper, magazine, and journal articles written about brands. prepare a journal containing at least ten articles that address the topic of branding. include copies of the arti

17、cles in your journal as well as a brief summary of the course related concepts that they illustrate (e.g., a paragraph summarizing the concept illustrated in the article and its implication for management). the specific articles can be discussed during the term and linked to the topic/concepts cover

18、ed in a specific session as part of your participation. the journal itself should be completed and submitted at the beginning of the second last class june 18th. it would be helpful and preferred if the journal was an electronic one so that it could be posted and shared with the rest of the class.cl

19、ass participation (20% individual assessment)as this course is highly participative you will be expected to come prepared, to actively engage in class discussions, bring in examples that illustrate course concepts (as per your journal) , interact with guest speakers, and challenge each other to enha

20、nce our collective understanding of strategic brand management. your assessment will be based on the value added contributions you make to participants learning experience.class schedule, topics, & assignmentssession 1 - april 8 & 9april 8 - introduction & overview of strategic brand man

21、agementreadings: chapter 1 (keller) the catalysts for branding (posted) the decline of brands (posted) questions for discussion1. what is a brand and how is it formed?2. can anything be branded? are you a brand?3. how does branding affect customer behaviour? 4. what are the challenges to branding in

22、 todays marketplace and what are the implications for marketers?april 9 - building brand equityreadings: chapters 2 & 3 (keller)questions for discussion:1. what is customer-based brand equity and what are the advantages to marketers who are able to build it in their products?2. pick two pairs of

23、 brands in two different product categories and compare the sources of brand equity for each pair (i.e., brand salience, brand performance, brand imagery, brand judgements, brand feelings, & brand resonance). what does your comparison suggest for marketers of those products?3. for those same pai

24、rs of brands, identify the points of parity and points of difference and link them to their positioning strategies.4. which brands resonate with you? which ones dont? what does this suggest for marketers?5. within the broad category of beverages, identify what you believe to be the competitive group

25、s. label and explain the groupings. what does your competitive grouping suggest for a brand manager competing in this broad category?6. think of one of your favourite brands. can you come up with a brand mantra to capture its positioning?session 2 april 23rdbranding building strategiesreadings: chap

26、ters 4,5,6, & 7 (keller)questions for discussion:1. pick two brands from the same product category and compare their brand elements in terms of memorability, protectability, adaptability, meaningfulness, and transferability.2. for the same two brands examine how each of the marketing mix element

27、s are contributing to the brands equity. what issues do you see in the marketing execution for these two brands.3. identify a brand that is attempting to leverage secondary associations. are the associations helping to build brand equity? how could the brand more effectively leverage secondary brand

28、 knowledge?session 3 may 6 & 7may 6 research methods for brand managementreadings: chapters 8 & 9 (keller)brand personality presentationsmay 7 - measuring brand equityreadings: chapter 10 (keller)global brand scorecard (posted article)measuring & valuing brand equity (posted article)questions for discussion:1. what are the challenges in trying to measure the value of brand equity?2. which of the methodologies do you feel best captures a brands value? why?3. find an example of a recent acquisition (e.g., p&gs purchase of gillette) and assess the e