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Brand Custodian

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Brand Custodian. Edward Boon, Jack Chang, Ken Kodaka, Mike Khalili ... xenophobia drives purchase of 'local' brands -difficulty of presenting a single brand and name ... – PowerPoint PPT presentation

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Title: Brand Custodian


1
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

2
Table of contents
  • Overview
  • The Tri-Cycle Functions, Value and Management
  • Brand management dimensions
  • Conclusion

3
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

4
Table of contents
  • Overview
  • The Tri-Cycle Functions, Value and Management
  • Brand management dimensions
  • Conclusion

5
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)
6
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

7
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
8
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

9
Table of contents
  • Overview
  • The Tri-Cycle Functions, Value and Management
  • Brand management dimensions
  • Conclusion

10
Overview-Brand Management Dimension-
11
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
12
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

13
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
14
Monitoring Brand
15
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

16
Table of contents
  • Overview
  • The Tri-Cycle Functions, Value and Management
  • Brand management dimensions
  • Conclusion

17
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

18
Q

A
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