Managing brands and maximizing brand value

1. BRANDING
Module 6 – Week 09
Design Management
Branding: Week 09
Maximizing
Brand Value

2. BRANDING
Module 6 – Week 09
Design Management
Lesson 9: Learning Objectives
1. What is Brand Value
2. What makes a strong brand
3. Maximizing Brand Value
- Brand Audit
- Brand Strategy
- Brand Execution
- Brand Management

3. BRANDING
Module 6 – Week 09
Design Management
What is Brand Value
• Because people are willing to pay
extra for a brand than a product,
Brand Value therefore is the extra
money a company can make from its
products solely because of its brand
name.
• In other words, it’s the financial or
monetary value of the brand.
• As an example, how much more is a
consumer willing to pay for a coffee at Not all Brands
Starbucks as opposed to a coffee at a
(chips) have the
coffee shop?
same value!

4. BRANDING
Module 6 – Week 09
Design Management
Top 20 Most Valuable Brands 2010

5. What Makes a Strong Brand
BRANDING
Brand Name Module 6 – Week 09
Design Management
Logo, Symbols
Brand Advertising
experience Environment
Products & Services
externally
Brand Brand Values, Visions
experience Management – cost structures
internally Internal Communications
Business Process
Investors Relations
Customers Relations
Training
Quality
Staff Motivation
Knowledge Management
Recruitment Policies
HR Policies & Processes
Technology

6. BRANDING
Module 6 – Week 09
Design Management
The making of a strong brand….
• "Strong brands never happen by
accident. Yet only 53% of firms say
they have a long term brand strategy
in place."
Prophet, Best Practices Survey, 2002
• "Only one fourth of marketing and
advertising professionals can clearly
articulate (their) company's brand
position to... clients, customers or
prospective clients.”
Louws Management Corporation Survey, 2007

7. BRANDING
Module 6 – Week 09
Design Management
Brand value must be grown…
“The role of brands has evolved;
brands are now company DNA,
the spark from which all corporate
life grows.”
Will Murray, Brand Storm:
A Tale of Passion, Betrayal, and Revenge, 2001

8. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Management Brand Execution
Intellectual Brand Brand Brand Communications CRM &
property Strength Franchise Elements Strategy Community
Brand Value & Equity Brand Experience
The process of creating and maximizing brand value begins with a brand
audit to developing the brand strategy and the execution plan across all
touch points and eventually to manage, monitor and measure it’s success.

9. BRANDING
Module 6 – Week 09
Design Management
Brand Audit
What is Brand Audit?
• Comprehensive and systematic way
to assess the health of a brand
Brand Audit
Target & Competitive Brand
• Assessing how a brand is perceived,
Insights Assessments Inventory what its strengths and weaknesses
Points of Parity & Differences are and how well known and
regarded by the target market.
• Discover the Point of Differences
(POD) and the Point of Parity (POP)
and identify the gaps.

10. BRANDING
Module 6 – Week 09
Design Management
Target & Insights

11. BRANDING
Module 6 – Week 09
Design Management
Target & Insights
QUESTION:
Personality & Profile (TAPP)
Needs, motivations, wants
Buying decisions process
Image vs perception gaps Where to find insights?
Price vs benefits gaps
ANSWER:
Unmet or over-look needs
• Primary & Secondary Research
New segments etc etc … • Qualitative & Quantitative Data

12. BRANDING
Module 6 – Week 09
Design Management
Competitive Assessments
Question:
Market Positioning
Unique Value Propositions
Differentiation
Perceptions What to look for?
Market share ANSWER:
Brand loyalty • Point of Differences (POD)
• Point of Parity (POP)
Attributes & Benefits

13. BRANDING
Module 6 – Week 09
Design Management
Brand Inventory
Brand visions, values, cultures What is Brand Inventory?
Image, logo, symbols, icons
Brand history & story
Third party endorsements
Organizational SWOT What do we have in store?
Brand Personality (DNA) Existing Strengths to
leverage upon or Gaps that
Patents & Copyrights need to be addressed.

14. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Managers to develop the most suitable
strategy based on the findings from the audit

15. BRANDING
Module 6 – Week 09
Design Management
Brand Strategy
What is Brand Strategy?
• A brand strategy is simply a plan
Brand Strategy for developing a coherent brand.
Marketing
Positioning Personality
Mix • It provides the means to create
Objectives & Metrics differentiation and consumer appeal.
• As a guide for better brand
decisions across the organization.

16. BRANDING
Module 6 – Week 09
Design Management
Brand Strategy
Brand Strategy
Brand Strategy • Marketing Mix – The 4Ps
Marketing
Positioning Personality
Mix
• Positioning – Market positioning.
Objectives & Metrics
• Personality – Brand DNA.

17. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Execution
Brand Communications CRM &
Elements Strategy Community
Brand Experience
Brand Managers must ensure that the plans are adopted,
implemented and executed across the whole organization

18. BRANDING
Module 6 – Week 09
Design Management
Brand Execution
Brand Execution
Brand Communications CRM &
Elements Strategy Community
Brand Experience
Brand Execution is about managing the
“Moments of Truth” – in other words;
Expectations, Relationships and Experiences

19. BRANDING
Module 6 – Week 09
Design Management
Brand Elements
• Brand Name • Brand Identity & visuals
• Brand Logos and Icons • Celebrities or Personalities
- Colors
- Symbols • Advertising slogans and taglines
- Music/Earcons
• Brand Alliances/ Associations
- Co-branding
- Licensing
- Sponsorship
- Event Marketing
- Celebrity Endorsement
- Third-party Endorsements

20. BRANDING
Module 6 – Week 09
Design Management
Communications (IMC) Strategy
Direct
Marketing
Roadshows Advertising
Integrated
Sales
Publicity Marketing
Events Promotion
Communications
Mobile / Public
Internet Brochures Relations
Flyers
Premiums

21. BRANDING
Module 6 – Week 09
Design Management
CRM & Community Building
Target Customer
Market
Industry
Business YOUR Community
Partners BRAND
MESSAGE
Press
Investors
Employees
Integrated Marketing Communications

22. BRANDING
Module 6 – Week 09
Design Management
Maximizing Brand Value
Brand Audit Brand Strategy
Target & Competitive Brand Marketing
Positioning Personality
Insights Assessments Inventory Mix
Points of Parity & Differences Objectives & Metrics
Brand Management Brand Execution
Intellectual Brand Brand Brand Communications CRM &
property Strength Franchise Elements Strategy Community
Brand Value & Equity Brand Experience
Strong Brands don’t happened by chance.
We need to manage, build and grow the brand.

23. BRANDING
Module 6 – Week 09
Design Management
Brand Management
What is Brand Management?
• Brand management is the
Brand Management application of marketing techniques
to a specific brand.
Intellectual Brand Brand
property Strength Franchise
Brand Value & Equity • It seeks to increase the brand's
perceived value to the customer and
thereby increase the brand franchise,
long term brand equity and value.

24. BRANDING
Module 6 – Week 09
Design Management
Intellectual Property (IP)
Trade Secrets & Inventions
(special recipes, technology etc.)
Trademarks Trademarks
(Name & Logo) (Signs, Symbols, Icons)
Proprietary Information
(Customers data, Supplier’s
agreement, Pricing strategy,
Business contracts, and all
Confidential information)
Creative Works
(Publications, Designs, Films, Images,
Music, Drawings, Paintings, Sculptures, Industrial Design
Architectural designs, Performances, (Product design, Solutions,
Artistic works, Photographs etc.) Systems, Technology etc.)

25. BRANDING
Module 6 – Week 09
Design Management
IP Management Framework

26. BRANDING
Module 6 – Week 09
Design Management
Managing Brand Strength
QUESTION:
Growth rates
Market share
Brand awareness
- recall, recognition
- image & perception
What is Brand Strength?
Brand loyalty
ANSWER:
Price premium
• Brand’s growth potential
Brand association • Ability to defend it’s position
• Ability to generate margins,
Financial value earnings and economic value

27. BRANDING
Module 6 – Week 09
Design Management
Building Brand Franchise
QUESTION:
Product line extension
Brand extension
Co-branding
Licensing What is Brand Franchise?
Joint-venture ANSWER:
Merger & Acquisition When brand has build up very
positive and mass brand
Selling the brand recognition it is said to have
achieved brand franchise.

28. BRANDING
Module 6 – Week 09
Design Management
Conclusion
Powerful brands are build
over-time through careful
strategic management