Strategic Brand Management
MKTG 532, Section 201
Fall, 2006 Professor Ralph Oliva
>>Course Syllabus/Master Schedule:
Strategic Brand Management:
This course has been developed as part of the Smeal College MBA program to help students build a deep, practical working knowledge of brands, how they work, and how to build them in ways that have positive impact in any marketing or sales situation.
The basic language and lexicon of brands and branding, tools for brand management such as the “BrandScape”, Keller’s Customer-Based Brand Equity Model, the Y&R Power Grid, and a host of others are introduced and used in practice. Students learn in teams through a “BrandScape” exercise of their own, and through a selected set of cases spanning the practice of Global Brand Management.
This course is taught by Dr. Ralph Oliva, a 21 year veteran of Brand Management in B-to-C and B-to-B practice at Texas Instruments, currently doing research in a variety of branding areas. Dr. Oliva is quite active as a “Brand Coach” for many of the 60 Member firms of the Institute for the Study of Business Markets at Penn State, and academic advisor to several advertising agencies. He is also Vice President of Professional Development for the Business Marketing Association.
Monday, October 30, 2006
Session 1
Topic:
Introduction
Course Overview/Outline:
- Brands – What they are, how they work – “BrandScapes”
- Customer-Based Brand Equity: What it is, strategies for building it
- Measuring/tracking customer-based brand equity
- Managing customer-based brand equity
Course Elements:
- Our text and suggestions on how to use it
- Elements of course design
- Cases, assignments, and grading:
- BrandScape presentations – 40%
- Four case insights – 20%
- Case presentation – 40%
- Class participation plus/minus – 20%
- Administrative details
- A scan of our class
Brands: History and Definition
Wednesday, November 1, 2006
Session 2
Topic:
Brands: Key Definitions and Concepts
- Brand
- Trademarks – “Brand Elements”
- Brand “Image”
- Awareness (unaided/aided)
- Position/Positioning
- Brand Equity – Equity Measures
Read:
- Keller Chapter 1
- “Building Brand: A Roadmap”, in course packet –
Harvard Management Update, 40107E
- Leadership (A Special Wall Street Journal Report, July 10, 2006), Interview with Jim Stengel, Chief Marketing Officer, P&G – Class Handout
Team Assignments Complete
Monday, November 6, 2006
Session 3
Topic:
“The BrandScape”: A Framework for Thinking about Brands and How They Work
- The Brand Footprint (Core Values, Personality, Essence/Brand “Mantra”)
· Positioning
· Capsule
· Brand “Elements”
“Desired” vs “Delivered” BrandScape
Key examples/benchmark cases, The BrandScape Assignment in detail
Read:
· Keller Chapter 1
· “Creating the Living Brand”, in course packet –
Harvard Business Review, May 2005 – Reprint R0505G
Wednesday, November 8, 2006
Session 4
Includes Case No. 1: The Harley-Davidson Posse Ride
Topic: Positioning and your brand
· Keys to positioning
· Implementing positioning strategy
· Points of Parity
· Points of Difference
· Six positioning strategies
· Positioning templates
· Examples
Read: Keller Chapter 3
Monday, November13, 2006
Session 5
Includes BrandScape # 1
Topic:
Customer-Based Brand Equity – 1: Understanding Your Audience/Segment
Customer-Based Brand Equity (CBBE) – Definition
The effects of Brand Equity/Economic impact
Preference share
An important key: Segmentation
- Demographics
- Psychographics
- Generational
- Benefits sought
- Geodemographic
Keller’s “Customer-Based Brand Equity Pyramid/Model”
Read:
- Keller Chapter 2
- Visit the SRI Consulting Business Intelligence Web Site, and study the “VALS” Segmentation Scheme: www.sric-bi.com/vals/
Wednesday, November 16, 2006
Session 6
Includes Case # 2: A Case for Brand Loyalty
Topic:
Customer-Based Brand Equity: A Model of the Power of Your Brand
- Salience
- Performance
- Imagery
- Judgments
- Feelings
- Resonance
Brand/ Equity “Sustaining”
Strategic Brand Management Process – Step-byStep:
- Identify and establish BrandScapes
- Plan and implement brand marketing programs
- Measure and interpret brand performance
- Grow and sustain Brand Equity
Building Brand: A Roadmap
Implications for Coaches
Read: Keller Chapter 2
Tentative – Friday, November 17, 2006
Session 7
Includes BrandScape # 2
Topic:
Brand Elements and Brand Architecture
Brand Elements:
- Brand Name
- Logo
- Symbol
- Character
- Packaging
- Slogan
Trademarks and Trademark Law
Corporate identity
Why create a new brand – conditions/reasons
- Family vs. multi brands
The Brand Relationship Spectrum
- House of brands
- Endorsed brands
- Sub-brands
- Branded house
Ingredient Brands
Read:
- Keller Chapter 4
- “The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge”, By David A. Aaker, and Eric Joachimsthaler, California Management Review, Volume 42, No. 4, Summer 2000
- Harvard Business Review “Forethought”: “Just My Type”, by Pamela W. Henderson, Harvard Business Review Reprint No. F0504J, April 2005
Monday, November 27, 2006
Session 8
Includes Case No. 3: “Land Rover North America”
Topic:
Integrating Marketing and Market Communications Programs to Build Brand Equity
Integrating the Total Brand Experience
· Integrated Market Communications Strategy
· Brands Through the Channel
· Five dimensions of Integrated Market Communications
o Message/positioning consistency
o Visual/identity approach
o Audience timing/media orchestration
o Global/local Balance
o Tie to business results
Personalizing Marketing
· Experiential marketing
· Permission marketing
· Buzz marketing
“Keller Be’s”
Leveraging Secondary Associations
A framework for building customer-based brand equity
Read: Keller: Chapters 5 & 6
Wednesday, November 29, 2006
Session 9
Includes BrandScape # 3
Topic:
Tracking/Measuring the BrandScape: Qualitative Techniques
Brand Equity Management System: 3 Steps
- Develop your desired BrandScape; Communicate internally and externally
- Implement ongoing qualitative/quantitative measurement systems: descriptive information as to what is happening with your brand as well as why.
- Implementation of total brand management system
Brand Stewardship
Brand Equity Measurement Systems
- Tracking procedures
- The brand value chain
- BrandScape audit
- Traditional methods: surveys, intercepts, interviews
- Observational/ethnographic
- Qualitative measures and findings
- Projective techniques:
- Symbolic association
- Free association
- Collage
- ZMET
Read: Keller: Chapters 8 and 9
Monday, December 4, 2006
Session 10
Includes BrandScape # 4
Topic:
Tracking Customer-Based Brand Equity: Quantitative Measures
Brand Equity: How do we
- Measure it
- Track it
- Grow it
- Use it
Managing and Tracking Systems: Professional Brand Management
Reckitt and Coleman: Brand Management Toolkit
- Key terms and tracking elements
Read:
- Keller Chapter 10
- “The Brand Report Card”, Kevin Lane Keller
Harvard Business Review, January/February 2000, Reprint R00104
Wednesday, December 6, 2006
Session 11
Includes Case # 4: H-E-B Own Brands
Topic:
Designing and Implementing Brand Strategies
The Young and Rubicam (Y&R) Power Grid:
- Relevance
- Differentiation
- Esteem
- Knowledge
Brand Stature/ Brand Strength
Positions on the Power Grid
- Unfocused
- New
- Niche
- Power Leaders
- Declining Leaders
- Eroded
Brand Strategy Approaches
· Grow
· Maintain
· Defend
· Milk
· Elastic Brands
· In elastic brands
Managing Brand Portfolios
- Corporate, Family, Individual brand, Individual item
Brand Hierarchy Decisions
· Principles: simplicity, clarity, relevance, differentiation, prominence, commonality
Read: The Brand Asset Valuator – Overview; Y&R – Class Handout
Monday, December 11, 2006
Session 12
Includes BrandScape # 5
Topic:
Managing Brands Over Time
Life Stages of a Brand
- Launch
- Initial uptake
- Penetration/growth
- Plateauing – “Rule of Three”
- Decline
- Rejuvenation
- Demise
Brand Extensions
· Line extension
· Category extension
· Advantages/Disadvantages
· Extension strategy steps
Brand Reinforcement Strategies
- Revitalizing brands
- Expanding brand awareness
Read:
- Keller Chapters 12 & 13
- “Branding B-to-B Style”, By Bob Lamons
Sales and Marketing Management, September 2005
Wednesday, December 13, 2006
Session 13
Includes Case # 5: Red Bull
Topic:
Managing Brands over Geography
Course wrap up
Global Branding
- Advantages
- Disadvantages
- Gross’s First Law
- Building a global brand
The Ten Commandments of Global Branding (Keller)
Course wrap up:
- Characteristics of strong brands
- Seven deadly sins of brand management
- Strategic brand management process
- Brand equity management system: three steps
- Develop desired BrandScape/communicate
- Implement ongoing qualitative/quantitative measurement systems
- Implement BrandScape and total marketing program to build, manage, and harvest brand equity
- Customer-based brand equity pyramid
- The Y&R Power Grid
- Relevance, Differentiation, Esteem, Knowledge
Brand Stature/Brand Strength
Wrap up
Read:
- Keller: Chapters 14 & 15
**Week of December 18, 2006: Exam Week
Monday . December 18, 2006
BrandScapes 6 & 7 if/as needed
Case 6: Heineken N.V. if/as needed
Case 7: Agilent Technologies – if/as needed
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This site is for educational purposes and for the advancement of Business to Business Practices. © Ralph Oliva, 2003