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Branding – A Business Essential

“In a world of unlimited choice, brands will matter more than ever”

Michael Eisner, Walt Disney Company

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Index

• Why Branding?

• Valuing Brands

• Branding – An Exercise

• A Future Example

• Final Notes

Yadu Singh

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Why Brands Matter – A Company Perspective

Functionally, a brand is a competitive

differentiator that allows the company to:

• Gain market share at prevailing prices

• Maintain market share at a premium price

• Claim a premium price for your products

• Stabilize demand

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A Branding Strategy Model

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….that drive corporate strategy

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…taking into account the external world where relational assets drive value

Source: MIT Sloan School of Business

Brand Brand EquityEquity

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Index

• Why Branding?

• Valuing Brands

• Branding – An Exercise

• A Future Example

• Final Notes

Siarhei Novik

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How do brands add value?

They shift the demand curve …

… allowing to charge higher price at a given

sales volume

The company is known throughout the neighborhood

as "not the cheapest, just the best."

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How to Valuing Brands?

Several methods could be employed:

• Price premium

• Earnings valuation*

• Royalty payment

*Source: BusinessWeek Valuation (Interbrand)

• Market value

• Historical costEarnings valuation*

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Top10 BusinessWeek Brands

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Index

• Why Branding?

• Valuing Brands

• Branding – An Exercise

• A Future Example

• Final Notes

Herman Lombard

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INSEAD

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LondonBusinessSchool

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Yeah baby, MBA

studies!

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“A Brand can be established by default, or it can be custom

designed”

Anonymous

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INSEAD

What do you think and feel when you see this?

Do you think and feel?

Quality

Influence

Worth the investment

Status

Or?

Just another Business School

RSM competitor

Too expensive

Bastards didn’t let me in!

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The INSEAD Brand?

INSEAD

AttributesAttributes• ProfessionalProfessional• PrestigePrestige• ExclusiveExclusive

CultureCulture• RichRich• DiverseDiverse• Varied Varied

BenefitsBenefits• RecognitionRecognition• StatusStatus• Quality Education Quality Education

ValuesValues• AchievementAchievement• IntellectIntellect• Commitment Commitment

PersonalityPersonality• FrenchFrench• Business likeBusiness like• Customer focused Customer focused

UserUser• YoungYoung• Talented Talented • DynamicDynamic

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Key Brand Building Elements

• Alumni Network – Lifelong Network (Branding)

• Alliances -

• Faculty and Research:

– Publications: INSEAD Quarterly, In the News

– Special Interest: Thought Leadership Publications

– Case writing

• Event Marketing – Symposia, Conferences

• Sponsorships

• Public Relations and Press Releases

• Recruitment Events

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Index

• Why Branding?

• Valuing Brands

• Branding – An Exercise

• A Future Example

• Final Notes

Fang Liao

Chris Mourikis

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The Future of RSM

• Date: 2 March 2014• Place: MBA Insider Office, London• Interviewer: Chris Jr. Mourikis

(MBA Insider)• Interviewee: Ms. Michelle Page

Dean: Erasmus School of Management

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Interview with Dean ESM Graduate School of Business

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Index

• Why Branding?

• Valuing Brands

• Branding – An Exercise

• A Future Example

• Final Notes

Fang Liao

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Final Notes

• Branding is not everything

• Branding is time consuming and expensive

• It is not a sure path to success or survival

• However, a good brand allows you to

charge a higher price & bond with your customers

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Final Notes

Good management + Good branding

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Thank You