Brand

Management
Introduction to the module: The module and assessment
Lecture 1: Brands & Brand Management (Chapter 1)

MSc Uyen Hong Nguyen

Hello and
welcome from the
module team!

Lecturer: MSc. Uyen Hong Nguyen

Email: [email protected]
Phone: +84 90 258 6363
Office: B2.406
Session Overview

Our aim today is:

• to introduce the module, its teaching approach, reading and

assessment

• to clarify what is meant by the term brands & brand management

• to explain the scope, roles and tasks of brand management

MSc Uyen Hong Nguyen

We have designed this module to...

Allow you to be
”hands on”, provide
you with a solid
grounding in brand
management, be
creative and fun
THE MODULE MODULE CONTENT
In this module you will be building on your Module delivery consists of 15 lectures in 15 weeks
brand management knowledge and applying it • Module lectures will cover key brand management
to create brand management solutions principles and concepts, supported by examples of
current practice
On successful completion of this module you • Workshops are designed specifically to develop the skills
will be equipped with knowledge and skills to you need for your presentation - and offer a chance for
respond to a range of brand management us to get to know you better!
issues.
MODULE ASSESSMENT
Module assessment consists of
▸ 25% Learning Process
▸ 25% Mid-term Assessment
▸ 50% Final term Assessment

THE MODULE & ITS CONTENT & ASSESSMENT

MSc Uyen Hong Nguyen
MODULE
ASSESSMENT Assessment Type Weighting Topic/task Assessment

The module assessment comprises three parts, which are weighted as follow:
(%) submission date
• One individual assessment (learning process) Learning process 25% A personal branding
• One group report & presentation
assessment portfolio TBD
• One examination
(In-class Activities)
A proposal &
Written Assignment (3,000 25% branding guidelines TBD
words +/- 10%) + presentation for a
(i.e. min 2700 words, max 3300 brand extension
words)
strategy (Chapter 13)

Final Exam 50% Varied TBD

MSc. Uyen H. Nguyuen

Module reading
You should already have purchased the core text or get access to:
v Keller, K. L. (2020) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition.
Pearson.
Further reading:
v Heding, T., et al. (2016). Brand Management: Research, Theory and Practice, Routledge.
v Mainak D. (2007). Brand management 101: 101 lessons from real-world marketing. Hoboken, N.J: John Wiley &
Sons

As this is a module about current practice, you are strongly advised to read trade press and
journals in addition to the module texts and further reading

MSc. Uyen H. Nguyuen

BEING A “GOOD STUDENT”
• Know exactly what we’re looking for
• Keep up
• Be engaged (not just about attendance)
• Energy and initiative
• Take pride in your work
• Responsibilities to fellow students
• Be respectful to each other and module team
8
Week Week Lecture
commencing

1 24/01/2024 Lecture 1: Introduction to Brand Management + Brands & Brand Management (Chapter 1)
2 Lecture 2: Customer-Based Brand Equity and Brand Positioning (Chapter 2)

3 Lecture 3: Brand Resonance and the Brand Value Chain (Chapter 3)

4 Lecture 4: Choosing Brand Elements to Build Brand Equity (Chapter 4)

5 Lecture 5: Designing Marketing Programs to Build Brand Equity (Chapter 5)

6 Lecture 6: Integrating Marketing Communications to Build Brand Equity (Chapter 6)

7 Lecture 7: Leveraging Secondary Brand Associations to Build Brand Equity (Chapter 7)

8 Lecture 8: Designing and Implementing Brand Architecture Strategies (Chapter 11)

9 Lecture 9: Managing Brands Over Time (Chapter 13)

10 Lecture 10: Managing Brands Over Geographic Boundaries and Market Segments (Chapter 14)

PRESENTATION + FINAL ASSESSMENT SUBMISION (11-15)

9
MSc. Uyen H. Nguyuen
Chapter 1
Brands and Brand Management
1. Define “brand,” state how brand
differs from a product, and explain
what brand equity is

2. Summarize why brands are

important

3. Explain how branding applies to

virtually everything

4. Describe the main branding

challenges and opportunities

Learning 5. Identify the steps in the strategic

brand management process
Objectives
Brand definition
According to the American Marketing Associate
(AMA), a brand is a “name, term, sign, symbol, or
design, or a combination of them, intended to
identify the goods and services of one seller or group
of sellers and to differentiate them from those of
competition.”

MSc Uyen Hong Nguyen

12
Brand Elements
￮ The key to creating a brand:
§ Able to choose a name, logo,
symbol, package design, or other
characteristic that identifies a product
§ Distinguishes it from other products
￮ Components that identify and
differentiate a brand are brand elements

MSc Uyen Hong Nguyen

13
Brands Versus Products

A product is anything we Differences between

can offer to a market for a product and a brand
A brand is more than a
attention, acquisition, may be:
product since it can
use, or consumption: – Rational and
tangible
have dimensions that
• That might satisfy a differentiate it from
need or want – Or may be more
symbolic, other products
• Physical good like a
emotional, and
cereal, tennis
intangible
racquet, or car

MSc Uyen Hong Nguyen

Product Brand
A branded product may be

Kellogg’s corn flakes cereal Ford Explorer automobiles Singapore Airlines

Why Do Brands Matter?
Consumers Firms
Ø Identify the source or maker of the Ø Simplify product handling and tracing
product Ø Help organizing inventory and accounting records
Ø Simplify product decisions Ø Offer the firm legal protection for unique features or
Ø Lower the search costs for products aspects of the product
internally and externally Ø Provide predictability and security of demand for the
Ø Helps set reasonable expectations firm and creates barriers of entry for competitors
about what consumers may not Ø Provide a powerful means to secure competitive
know about the brand advantage
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For consumers,

Brand can signal product characteristics and

attributes:
– On the basis of attributes products can be
classified as:
• Search goods
• Experience goods
• Credence goods

Brands can reduce risks in product decision:

– These risk can be categorised as:
• Functional, physical, financial, social
psychological, and time

MSc Uyen Hong Nguyen

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MSc Uyen Hong Nguyen
• To brand a product, it is necessary to
teach consumers “who” the product is:
Can Anything Be – Giving it a name and using other brand
elements to help identify it
Branded? – What the product does and why
consumers should care
• Marketers must give consumers a
label for the product and provide
meaning for the brand
• Marketers can benefit from branding
whenever consumers are in a choice
situation
Physical Goods Services

Physical goods are what are traditionally

associated with brands:
– Mercedes-Benz Branding a service can be an effective way
– Nescafé to signal to consumers that a firm has
– Sony designed a particular service offering that is
special and deserving of its name:
Branding has been adopted in a variety of
– British Airways
industries:
– Ritz-Carlton
– Industrial business-to-business (B2B)
products – Merrill Lynch

– Technologically intensive “high-tech”

products MSc Uyen Hong Nguyen
Homework
Retailers & • For retailers and other channel members, brands
provide important functions:

Distributors – Can generate consumer interest, patronage, and loyalty

– Create an image and establish positioning within an
industry
– Yield higher price margins, increased sales volumes, and
greater profits
• Retailers can introduce their own brands by:
– Using their store name
– Creating new names
– Some combination of the two
• Products bearing these store brands or private label
brands offer another way for retailers to increase
customer loyalty and generate higher margins and
profits
MSc Uyen Hong Nguyen
Digital Brands
Some of the strongest brands in recent years
have been born online:

Brand building has become more important in

recent years to online marketers:
• It is critical to create unique aspects of the
brand
• Brand needs to perform satisfactorily as
well
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A product category can be a person or an
organization:
People & – Naming of this branding is usually straightforward
– Usually is accompanied by well-defined images

Organizations that are easily understood by consumers

– The key to a person or organization as a brand is
that people outside your industry know who you
are and recognize your skills, talents, and
attitude:
• Lady Gaga
• The American Red Cross
• Amnesty International
• Sierra Club
Sports, Arts, and Entertainment

A special case of marketing people and organizations as brands exists in the

sports, arts, and entertainment industries:
– Sports marketing has become highly sophisticated
– Branding plays, for example, has become an especially valuable function in the arts
– Movies have become famous for their marketing and branding:
• For years, some of the most valuable movie franchises have featured recurring characters
and ongoing stories—a classic application of branding
Place marketing & Ideas, Causes

Geographic Locations Ideas and Causes

￮ What has contributed to ￮ Numerous ideas and
the rise in place causes have been
marketing? branded:
￮ Increased mobility of ￮ Especially by
people nonprofit
￮ Increased mobility of organizations
businesses ￮ May be captured in a
￮ Growth in tourism
phrase or slogan or
￮ Cities, states, regions, and represented by a symbol:
countries actively promote ￮ Such as AIDS ribbons
through advertising, direct
mail, and other tools MSc Uyen Hong Nguyen
• Brands that are the
“strongest” are the brands
that are:
– Best known
– Most highly regarded
• Maintaining brand
relevance and
differentiation are
important to the success
of a brand

What are the Strongest Brands?

Branding 1. Unparalleled access to information and new
technologies
Challenges & 2. Downward pressure on prices
3. Ubiquitous connectivity and the consumer
backlash
Opportunities 4. Sharing information and goods
5. Unexpected sources of competition
6. Disintermediation and reintermediation
7. Alternative sources of information about
Although brands may be as important as product quality
ever to consumers, in reality, brand
8. Winner-takes-all markets
management may be more difficult than
ever.
9. Media transformation
10.The importance of customer-centricity

MSc Uyen Hong Nguyen

Branding Challenges Details
& Opportunities

Unparalleled access Technology has created vast amounts of information

to information and Over time, as technology becomes more standard, brand marketers may find opportunities:
new technologies Utilizing innovative features in designing better brand experiences for their customers

Downward pressure As search costs for information become lower, consumers can compare prices more easily:
on prices Thus, they can switch to a different brand more easily
This may cause more commodification of products and services
This creates challenges for brand marketers

Ubiquitous As digital and electronic connectivity becomes ubiquitous, consumers’ attention is lessened and are more vulnerable to
connectivity and the intrusions:
consumer backlash Backlash may come as consumers become increasingly resistant to marketers attempts to gain access to them
Software may come available that thwarts marketers efforts to reach consumers
Sharing information Technology has offered two phenomena related to branding:
and goods Social media platforms:
While they offer a way for consumer to connect and communicate their preferences for goods or services, the
platforms face increased scrutiny by regulatory agencies
Many of the platforms have traditionally not had to obtain permissions for use of customer data
Peer-to-peer sharing:
Napster, Airbnb, Zipcar

Unexpected sources The digital world allows easier entry into new markets:
of competition Increased competition
When Amazon Moavies began offering streaming services, it faced competition from Netflix and Apple iTunes
Branding Challenges & Details
Opportunities
Disintermediation and Disintermediation:
reintermediation Reduction or elimination of intermediaries
The travel industry, for example, has experienced significant decline in the need for travel agencies:
Once offered advisory services and helped make bookings in return for a small fee or commission
Reintermediation:
Introduction of new intermediaries that perform some of the same functions or have additional roles in the channel of distribution
Yelp, online consumer guides (Consumer Reports.com), and influential bloggers

Alternative sources of The Internet offers consumers new ways to learn about new products and product quality:
information about This has reduced the reliance on brands as signals on quality
product quality Brands now have to do more:
Have to be translators of trends, acting on information about changing customer tastes and desires almost instantaneously
Winner-takes-all markets A winner-take-all market is likely to permeate other industries and categories outside of sports and entertainment:
Brands which are market leaders within categories are likely to be chosen at an even greater rate
Media transformation The erosion and fragmentation of traditional advertising media has coincided with:
The emergence of interactive and nontraditional media, promotion, and other communication alternatives
Marketers are spending more on nontraditional forms of communication:
On new and emerging forms of communication
Social media
Paid influencers
Sponsored bloggers
LaCroix is an example of this
The importance of Brand equity can be vulnerable to destruction if product and service claims are not verified by actual experience:
customer-centricity Review forums
Reviews from peers
Online word-of-mouth
The Brand Equity
Concept
Principles of branding and brand equity:
– Differences in outcomes arise from the “added
value” endowed to a product
– The added value can be created for a brand in
many different ways
– Brand equity provides a common denominator for
interpreting marketing strategies and assessing
the value of a brand
– There are many different ways in which the value
of a brand can be exploited to benefit the firm

MSc Uyen Hong Nguyen

Strategic Brand Management Process
Designing and Growing and
Implementing Brand Sustaining Brand
Marketing Programs Equity

Step 1 Step 2 Step 3 Step 4

Identifying and Measuring and

Developing Brand Interpreting Brand
Plans Performance
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1. Identifying and Developing Brand Plans

Brand planning uses the following three interlocking models.

Ø The brand positioning model : how to guide integrated marketing
to maximize competitive advantages.
Ø The brand resonance model : how to create intense loyalty and
strong customer relationships with customers.
Ø The brand value chain : trace the value creation process for brands,
to better understand the financial impact of brand marketing
expenditures and investments.

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2. Designing and Implementing
Brand Marketing Programs

• Choosing Brand Elements (Chapter 4)

• Integrating the Brand into Marketing Activities
and the Supporting Marketing Program
(Chapter 5-6)
• Leveraging Secondary Associations (Chapter 7)

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3. Measuring and Interpreting Brand
Performance

To manage brands profitably, managers must

implement a brand equity measurement system
Brand equity measurement system involves:
Brand audits
Brand tracking studies
Brand equity management system

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• Brand portfolio
Defining Brand • Brand hierarchy
Architecture

4. Growing and
Sustaining Brand Equity

Growing and
Sustaining
Brand Equity

build equity by relying on Managing Brand Equity Managing

specific knowledge about over Geographic Brand Equity
Boundaries, Cultures, and over Time
the experience and
Market Segments
behaviors of those market
segments
proactive strategies

MSc Uyen Hong Nguyen

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A personal branding portfolio