1. Brand Management
Session 1: The Basics – 4Ps, Brand, Ads
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

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What to expect from today’s session
§ To have a common understanding with regard to
 What is Marketing and the changing scope of it
 What is the relationship between Brand, Product, and
Advertising
 What is expected out of each function / role
 Why is brand management crucial to us

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WHAT IS MARKETING

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The Old School of Marketing
§ You earlier read it as 4Ps
 Product
 Price
 Place
 Promotion
§ MARKETING simply meant advertising
 Advertising needed to appeal to the mass: TV, Radio,
Press, Billboards were the media
 Advertising was one-way – company to consumer
 Exclusively about selling product

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The New Trend in Marketing
§ From 4Ps to 3Vs
 Valued Customers à who to serve
 Value Proposition à what to offer (against industry offers)
 Value Network à how to deliver
§ The approach has changed
 From Market Segments to Strategic Segments
 From Selling Products to Providing Solutions
 From Brand Acquisitions to Brand Rationalization
 From Market-Driven to Market-Driving
 From SBU Marketing to Corporate Marketing
 From Advertising Management to Brand Management

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FROM MARKETING/ ADVERTISING
TO BRAND MANAGEMENT

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What is a Brand?
§ A combination of
 Logo
 Concept / idea
 Color, taste, smell
 Images / Visual identity
 Associations / Attributes
 Shape / Form
 Advertising
§ It resides in the mind of the
“consumers”
§ It defines the premium a
company is valued at over its
tangible, measurable assets
§ An orange … is an orange …
is an orange. Unless, of
course, that orange happens
to be a Sunkist, a name eighty
percent of consumers know
and trust
Russel L Hanlin, CEO
Sunkist Growers

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What is a Product?
§ A product is a product or service … is a product … is a
product …
§ You can have several products under the same brand
§ You can have several brands for same product
Question: how does brand help selling products, and
makes companies successful?

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True Wealth
is in ideas

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Ideas build
brand
§ Philips versus Sony
§ SAAB

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Brands build
Companies
§ Arvind
§ Gillette
§ Starbucks
§ Cigarette is all smoke!

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So, what is the relationship?
I D E A

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So, what is the relationship?
I D E AThe best brands
are innovation-
driven
IBM vs Apple

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So, what is the relationship?
I D E AThe best brands
are innovation-
driven
IBM vs Apple
When ideas
meet
entrepreneurial
drives, big
brands are
borne
Aromatic

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So, what is the relationship?
I D E AThe best brands
are innovation-
driven
IBM vs Apple
When ideas
meet
entrepreneurial
skills, big
brands are
borne
Aromatic
Brand needs
Vitamin E2 for
excellence
Frutika

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So, what is the relationship?
I D E AThe best brands
are innovation-
driven
IBM vs Apple
When ideas
meet
entrepreneurial
skills, big
brands are
borne
Aromatic
Every brand
needs Vitamin
E2
Frutika
The brand is a
promise in
action
Banglalink

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So, what is the relationship?
§ Brand is a promise
§ Product is the system of delivering this promise
§ Advertisement proposes and makes you believe this
delivery of promise

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QUESTIONS AND ANSWERS

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CLASS ASSIGNMENT
1. What is the brand promise of bKash, how is delivering the promise
through the product, and how does its advertisement convince the
consumer about the promise?
2. What are the different brands on Louise Vuitton portfolio and how
are they maximizing company’s profit?