Brand Custodian

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Brand Custodian

• Edward Boon, Jack Chang, Ken Kodaka, Mike Khalili
• Suraj Basnet, Weifeng Zhang, Weiming Li
• Brand Management
• Rotterdam School of Management
• Erasmus Graduate School of Business

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Table of contents

• Overview
• The Tri-Cycle Functions, Value and Management
• Brand management dimensions
• Conclusion

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Overview
Brand decisions are strategic in nature, and
senior management plays the role of brand
custodian

• The Tri-Cycle Functions, Value and Management
• Brand Management Dimensions
• Monitoring Revitalizing Brands

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Table of contents

• Overview
• The Tri-Cycle Functions, Value and Management
• Brand management dimensions
• Conclusion

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The Tri-Cycle Functions, Value and Management
Function (Brand Function)
Brands fulfill functions
Functions yield value
Today China Lion
Value needs management
Management (Brand Creation Management)
Value (Brand Equity)
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Functions What Do Brands Do?

• The functions of brands for buyers
• - Pre-purchase Post-purchase benefits
• - Approaching Versus Avoiding
• The functions of brands for sellers
• - Successful branding leads to repeat purchase
• and cross-selling

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Value Understanding Brand Equity

• Aakers pioneering book
• A set of brand assets and liabilities linked to
  a brand, its name and symbol, that add to (or
  subtract from) the value provided by a project or
  service.

Customer Brand Equity Extra premium
Organizational Brand Equity Cash flow
VS
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Measurement of Organizational/Customer Brand
Equity

• Organizational Brand Equity
• A replacement cost approach
• The use of earnings
• Extra price commanded by a brand over an
  unbranded equivalent
• Customer Brand Equity
• Dollar-metric approach

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Table of contents

• Overview
• The Tri-Cycle Functions, Value and Management
• Brand management dimensions
• Conclusion

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Overview-Brand Management Dimension-
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Inter-Brand Dimension
Focus vs. Extend
Umbrella Vs. Multi Branding
Extension method -Flanker brand -Brand
leveraging Benefit from extension -Sales
-Market share -Defensive role Issues of brand
leveraging -Associations (positive?)
-Difference inter brand -Domination -Quality
Multi-Branding -Individual names -High
recognition of targeted customer Umbrella-B
randing -Single name -Positive -Negative
-Specific risk Toxic shock syndrome
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Inter-Organization Dimension

• Individual Branding used to be the norm
• Increasing trend towards alliances
• -informal or contractual working relationship
• -new organization of joint-venture
• -competence-based
• Co-marketing
• -based on strategic alliance
• -with customers
• -concerns

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Inter-Market Dimension

• Localized branding drivers
• -xenophobia drives purchase of local brands
• -difficulty of presenting a single brand and
  name
• Global branding drivers
• -converging consumer tastes
• -efficiency in communications enhanced
• -economies of scale in promotion
• -sales from visiting consumers
• -brands national associations

Inter-Organization Dimension
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Monitoring Brand
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Revitalizing Brand
Revitalizing Strategy

• Increase product usage
• Find new uses for the product
• Enter new markets
• Reposition the brand
• Improve the product or service
• Augment the product or service
• Continue to make existing products obsolete
• Extend the brand

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Table of contents

• Overview
• The Tri-Cycle Functions, Value and Management
• Brand management dimensions
• Conclusion

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Conclusions

• Senior Managers not Brand Managers are custodians
  of brand
• Brands have long-term value
• Brand value can be destroyed by poor
  management
• Brands are strategic

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Q

A