Upload
zeeshanhuq
View
632
Download
3
Tags:
Embed Size (px)
Citation preview
Brand Management
Session 5: Developing / Building a Brand
Zeeshan Kingshuk Huq
Guest Faculty
2
04/13/2023/ZKH
Step 1: Decide what do you want to brand
Company
Product category
Product
Promise
Person
Concept
Suggestions: The Power of one If multiple products
can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
3
04/13/2023/ZKH
Step 1: Decide what do you want to brand
Having a single brand is the most durable way to build brand
Challenge is to find the single point What is the promise? What is the purpose?
- Tombstone method
Extendibility Case: Partex, Pran
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
4
04/13/2023/ZKH
5
04/13/2023/ZKH
Step 1: Decide what do you want to brand
Can the category give a single promise? Domex
Is the promise extendible across various relevant products?
Case in country: Radhuni
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
6
04/13/2023/ZKH
7
04/13/2023/ZKH
8
04/13/2023/ZKH
9
04/13/2023/ZKH
10
04/13/2023/ZKH
11
04/13/2023/ZKH
Step 1: Decide what do you want to brand
Promise: MGH Logistics
Concept: Advertising Association
Company: BASF
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
12
04/13/2023/ZKH
13
04/13/2023/ZKH
14
04/13/2023/ZKH
15
04/13/2023/ZKH
16
04/13/2023/ZKH
ASSIGNMENT Group Assignment on B2B Branding
17
04/13/2023/ZKH
18
04/13/2023/ZKH
19
04/13/2023/ZKH
20
04/13/2023/ZKH
21
04/13/2023/ZKH
22
04/13/2023/ZKH
Step 1: Decide what do you want to brand
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs
23
04/13/2023/ZKH
Step 1: Decide what do you want to brand
Awareness Top of mind Aided
Preference / Loyalty Trial Repeat purchase Wait
Perception/ Trust Association Reference
Suggestions: The Power of one If multiple products,
then can you find a category?
If B2B, then promise or concept or company
If you have multiple brands, can they be made individual profit centers?
KPIs