Sample Course Outline 30 Sessions

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BA 171 Guide/Outline for Brand Management Paper

PART A

I. Company Background

A. History (evolution)

When founded? Who founded?

Business/agency name

Organizational form/structure (private (single proprietorship, partnership, corporation), government (local government unit, national government agency, government owned and controlled corporation), non-government organization, if private, any change in ownership? Changes in the Product line/mix

Changes in the organizational structure and form

Changes in the management

Other milestones

B. Current Status1. Vision/Mission/Objectives/Mandate2. Organization and Managementa) Organization structure

b) Management team

c) Awards and recognitions3. Marketing 3.1 Overalla. Product line and mix

a. Brand Architecture

b. Brand Portfolio

c. Brand Hierarchy

3.1 Product Specific (ProductFocus)a) Target market

b) Brand Positioning

c) Marketing Strategy

d) Marketing Mix (7 Ps) describe in details (with illustrations & pictures Product

Price

Place

Promotion

Process

Physical evidence

People

e) Marketing BudgetII. Internal Analysis: Brand Analysis 1. Brand Report Card (See Appendix A)2. Brand Resonance Pyramid (see p 320 of K. Keller, Strategic Brand Management)

III. External Analysis

A. Developments in the macro environment (PESTLE) that impact on the brand

B. Competitive Analysis Points-of-Parity

Points-of-Difference

C. Channel Analysis

D. Pressures from General Public and other stakeholders

PART B1. Protagonist/Decision Maker Describe (name, age, position, nature of work, educational attainment, relevant work experiences, length of service with organization, trainings, innovations introduced with the organization, reputation among peers, etc.)

Describe the typical day of the protogonist

2. Decision Situation

Describe the brand problem that the protagonist is faced with

Discuss the importance decision situation. What would happen if the problem is not resolved immediately? What are the negative repercussions? Explain the urgency of resolving brand problem?PART C (see p 320 of K. Keller, Strategic Brand Management)

I. Strategic Recommendations to build brand equityII. Tactical Recommendations to build brand equityAppendix A THE BRAND REPORT CARD

The Brand Report Card can reveal how well a brand is being managed. The brand is rated on a scale of 1 to 10 (1 = extremely poor; 10 = extremely good) for each of the characteristics below:

1. Managers understand what the brand means to consumers.

Have they created detailed, research-driven mental maps of their target customers?

Have they attempted to define a brand mantra?

Have they outlined customer-driven boundaries for brand extensions and guidelines for marketing programs?

2. The brand is properly positioned.

Have they established category, competitive, and correlational points-of-parity?

Have they established desirable, deliverable, and differentiated points-of-difference?

3. Customers receive superior delivery of the benefits they value most.

Have they attempted to uncover unmet consumer needs and wants?

Do they relentlessly focus on maximizing their customers product and service experiences?

4. The brand takes advantage of the full repertoire of branding and marketing activities available to build brand equity.

Have they strategically chosen and designed their brand name, logo, symbol, slogan packaging, signage, and other brand elements to build brand awareness and image?

Have they implemented integrated push and pull strategies that target intermediaries and end customers, respectively?

5. Marketing and communications efforts are seamlessly integrated (or as close to it as humanly possible). The brand communicates with one voice.

Have they considered all the alternative ways to create brand awareness and link brand associations?

Have they ensured that common meaning is contained throughout their marketing communication program?

Have they capitalized on the unique capabilities of each communication option?

Have they been careful to preserve important brand values in their communications over time?

6. The brands pricing strategy is based on consumer perceptions of value.

Have they estimated the added value perceived by customers?

Have they optimized price, cost, and quality to meet or exceed consumer expectations?

7. The brand uses appropriate imagery to support its personality.

Have they established credibility by ensuring that the brand and the people behind it are seen as expert, trustworthy, and likable?

Have they established appropriate user and usage imagery?

Have they you crafted the right brand personality?

8. The brand is innovative and relevant.

Have they invested in product and marketing improvements that provide improved benefits and better solutions for their customers?

Have they stayed up-to-date and in touch with your customers?

9. For a multiproduct, multibrand company, the brand architecture is strategically sound.

For the brand hierarchy, are associations at the highest levels relevant to as many products as possible at the next lower levels, and are brands well differentiated at any one level?

For the brand portfolio, do the brands maximize market coverage while minimizing their overlap at the same time?

10. The company/organization/agency has in place a system to monitor brand equity and performance.

Have they created a brand charter that defines the meaning and equity of the brand and how it should be treated?

Do they conduct periodic brand audits to assess the health of your brands and to set strategic direction?

Do they conduct routine tracking studies to evaluate current marketing performance?

Do they regularly distribute brand equity reports that summarize all brand-relevant research and information to assist marketing decision making?

Have they assigned people within the organization the responsibility of monitoring and preserving brand equity?

Source: Kevin Lane Keller, Strategic Brand Management (4th edition).

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