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Questions and Answers
What is the primary goal of the brand marketing plan for FY 2025?
What is the primary goal of the brand marketing plan for FY 2025?
Which of the following is NOT included in the Brand Models for the strategic brand plan?
Which of the following is NOT included in the Brand Models for the strategic brand plan?
What percentage of the grade does the Brand Marketing Plan account for in the course plan?
What percentage of the grade does the Brand Marketing Plan account for in the course plan?
Which phase focuses on establishing Brand Identity?
Which phase focuses on establishing Brand Identity?
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What is the role of the team in the Brand/Marketing Department?
What is the role of the team in the Brand/Marketing Department?
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Which component is emphasized for presentations to the management team?
Which component is emphasized for presentations to the management team?
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What percentage is assigned to the Strategic Brand Plan in the grading rubric?
What percentage is assigned to the Strategic Brand Plan in the grading rubric?
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What is a key feature of mass customization in marketing?
What is a key feature of mass customization in marketing?
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How does the customer-based brand equity (CBBE) model influence marketing approaches?
How does the customer-based brand equity (CBBE) model influence marketing approaches?
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What is a limitation of the traditional marketing mix concept?
What is a limitation of the traditional marketing mix concept?
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Which strategy should be part of modern marketing programs according to the updated approaches?
Which strategy should be part of modern marketing programs according to the updated approaches?
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What does perceived quality refer to in product strategy?
What does perceived quality refer to in product strategy?
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What is the fiscal year designated for the Strategic Brand Planning as stated in the framework?
What is the fiscal year designated for the Strategic Brand Planning as stated in the framework?
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What percentage of the final grade does the course output weight for CO 2_G represent?
What percentage of the final grade does the course output weight for CO 2_G represent?
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Which of the following components is NOT listed as part of the required strategic brand planning preliminary topics?
Which of the following components is NOT listed as part of the required strategic brand planning preliminary topics?
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What is the duration of the strategic brand planning period specified in the framework?
What is the duration of the strategic brand planning period specified in the framework?
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What is required alongside the quantification and visual pegs in the strategic brand planning output?
What is required alongside the quantification and visual pegs in the strategic brand planning output?
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In the preparation of the strategic brand plan, who is expected to prepare the output?
In the preparation of the strategic brand plan, who is expected to prepare the output?
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Which term is specifically associated with the ‘CBBE Model’ in strategic brand planning?
Which term is specifically associated with the ‘CBBE Model’ in strategic brand planning?
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What is the primary objective of the strategic brand planning presented to management?
What is the primary objective of the strategic brand planning presented to management?
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What specific title should the document be prepared under?
What specific title should the document be prepared under?
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What fiscal years are covered in the strategic brand planning framework?
What fiscal years are covered in the strategic brand planning framework?
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Which marketing strategy focuses on tailoring marketing efforts to individual consumers?
Which marketing strategy focuses on tailoring marketing efforts to individual consumers?
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What is the primary aim of integrating marketing campaigns?
What is the primary aim of integrating marketing campaigns?
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Which of the following best describes value pricing?
Which of the following best describes value pricing?
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What is a key benefit of permission marketing?
What is a key benefit of permission marketing?
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Which option is considered an indirect marketing channel?
Which option is considered an indirect marketing channel?
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Which approach focuses on enhancing the overall experience a customer has with a product?
Which approach focuses on enhancing the overall experience a customer has with a product?
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What is the purpose of product innovation in strategic brand planning?
What is the purpose of product innovation in strategic brand planning?
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What does mass customization involve in marketing?
What does mass customization involve in marketing?
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What is the importance of a positioning statement in brand management?
What is the importance of a positioning statement in brand management?
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What factor has contributed to the personalization of marketing in recent years?
What factor has contributed to the personalization of marketing in recent years?
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What recent trend indicates a shift in marketing environments that affects private labels?
What recent trend indicates a shift in marketing environments that affects private labels?
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Which of the following factors does NOT contribute to the growth of private labels?
Which of the following factors does NOT contribute to the growth of private labels?
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Which marketing approach has been emphasized due to the fragmentation of media?
Which marketing approach has been emphasized due to the fragmentation of media?
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What effect has globalization had on the marketing strategies of companies?
What effect has globalization had on the marketing strategies of companies?
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In the context of brand management, what has been a major effect of customer empowerment?
In the context of brand management, what has been a major effect of customer empowerment?
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What is a key implication of the new economy for companies discussing brand management?
What is a key implication of the new economy for companies discussing brand management?
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What has been a significant factor in the growth of private labels recently?
What has been a significant factor in the growth of private labels recently?
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Which of the following is a new capability in marketing due to technological advancements?
Which of the following is a new capability in marketing due to technological advancements?
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What does channel transformation and disintermediation refer to in a marketing context?
What does channel transformation and disintermediation refer to in a marketing context?
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Study Notes
Course Information
- Course: MM 5720 Brand Management
- Pre/Co-requisite: Module 3, Brand Elements and Marketing Programs
- Topic: Brand Elements and Marketing Programs to Build Brand Equity (continued)
- Instructor: Romualdo A. Romualdo, MBA, RME
Course Theme
- Workshop style, focusing on a hypothetical company/brand/product/service for academic purposes only.
- Visualizations of topics are emphasized to enhance learning and support course outputs.
- Recordings are not permitted; active participation during the onsite class is expected.
- Academe theories meet industry practice. This represents the nature of the course.
Course Plan and Approach
- Comprehensive exploration of brands, brand equity, and strategic brand management.
- Brands are recognized as valuable corporate assets crucial for competitive advantage & long-term profitability.
- Examines how brands are perceived, constructed, managed, and evaluated for organizational superiority & sustainable profit growth.
Course Plan & Approach (Details)
- Developed by Brand Executive, Brand Manager, and Brand Consultant (this structure is for approval by management).
- Course structure includes Grading & Peer Evaluation rubrics.
- Brand Models (CO1_G_15%): Brand Positioning Model, Brand Resonance Model, Brand Value Chain.
- Strategic Brand Plan (CO2_G_15%):
- Brand Marketing Plan (CO3_G_25%): Phase 4 (Brand Relationships), Phase 3 (Brand Response), Phase 2 (Brand Meaning), Phase 1 (Brand Identity).
The Opening Case Study
- Creating/developing brand models (fy 2025).
- Three-Year strategic brand planning framework (SBP 2025-2028).
- Brand marketing programs(SBP 2025-2028).
Strategic Brand Plan Framework (CO2_G)
- Launch: Month and Year
- Fiscal Year
- Prepared by (names in alphabetical order)
- Date (month, date, and year)
- Course: Brand Management (MM5720)
MM5720 Team
- Group number
- Team members (alphabetical order)
- Team leader
Strategic Brand Plan Framework (CO2_G) - Instructions
- Timeliness of submissions and adherence to specifications by groups.
- Separate grading rubrics for peer evaluation.
- Course output weighting for a particular activity: 15% of the final grade.
- Includes branding objectives & targets.
Learning Objectives
- Identify new perspectives and developments in marketing.
- Describe methods marketers use to enhance product experience.
- Explain the rationale behind value pricing.
- List different direct and indirect channel options.
New Perspectives on Marketing
- External marketing environments have drastically altered marketing strategies and tactics.
- Recent shifts in the marketing environment require adaptation in brand/product/service strategies.
- Anticipate shifts in the external market for brand/product/service development.
New Approaches Embraced by Marketers
- Rapid technological developments
- Greater customer empowerment
- Fragmentation of traditional media
- Growth of interactive and mobile marketing
- Channel transformation and disintermediation
- Increased competition and industry convergence
- Globalisation and growth of developing markets
- Heightened environmental, community, and social concerns
- Severe economic recession
New Capabilities of the New Economy (Consumers & Companies)
- Consumers wield greater customer power.
- Increased variety of goods and services available.
- Greater access to information.
- Easier interaction with marketers to place and receive orders.
- Consumers can compare notes and products/services with other consumers.
- Companies can utilise a robust communication channel with expanded geographical reach (augmented).
- Accurate understanding and insight about markets, customers, and competitors.
- Effective and efficient two-way communication with customers and prospects.
- Customized offers and services for customers.
- Enhanced internal/external communication.
Integrating Marketing
- Reconciling the different marketing approaches to achieve personalization.
- Customer-based brand equity (CBBE) model explains different aspects of brand equity.
Experiential Marketing (Detailed)
- Communicating product features and benefits through unique and interesting consumer experiences.
- Pine and Gilmore's assertions detail how various businesses (commodity, goods, services, and experience) charge accordingly.
- Strategic implications of applying experiential marketing
- Examples include product demos, interactive displays, and interactive activities.
Relationship Marketing (Detailed)
- Holistic and personalized brand experience to strengthen consumer ties.
- Benefits of acquiring and retaining customers include cost-effectiveness and higher profit margins.
- Average company loses 10% of customers annually.
- Increase in customer profit rates over the lifetime of a retained customer.
Relationship Marketing (Specific Components)
- Mass Customization: Creating products to fit the customer's specifications.
- One-to-One Marketing: Value addition through consumer-provided information.
- Permission Marketing: Marketing to consumers after gaining explicit permission.
Reconciling Different Marketing Approaches
- Different approaches to personalization reinforce important marketing concepts.
- Customer-based brand equity (CBBE) model highlights different aspects of brand equity affected differently through each approach.
- The four approaches help build stronger consumer-brand bonds, but product, pricing, and distribution strategies are still essential aspects.
Aftermarketing
- The importance of customer service programs beyond initial product instructions.
- Role of user manuals, though often poorly created & written.
- Significance of loyalty programs to maintain and increase revenue from "best" customers by developing long-term, interactive, and value-added relationships.
Pricing Strategy
- Consumer price perceptions dictate pricing strategies.
- Consumers categorise prices based on tiers, brands, and price bands.
- Value-based strategies aim to match the right product with the right price.
Pricing Strategy - Specific Tactics
- Value Pricing: Strategies aim to discover and combine the best mix of quality, price, and cost for customer satisfaction and target profits.
- Price Segmentation: Adjust pricing according to different market segment demands and perception values.
- Everyday Low Pricing (EDLP): Strategically using discounts and promotional pricing over time.
- Choosing pricing to build brand equity requires a method for setting prices and promotions.
Channel Strategy
- Classifying channel strategies into direct and indirect channels.
- Direct channels involve direct interaction from the company to potential consumers through several channels.
- Indirect channels rely on third-party intermediaries, such as brokers, wholesalers, and retailers.
- Online Strategies: Multi-channel retailers are effective at acquiring customers at lower costs and providing superior service compared to Internet retailers.
Using Mobile Credits and Physical Stores
- Images of specific mobile credits companies and physical stores are displayed here.
Services Provided by Channel Members
- Gathering information for planning and facilitating customer interactions.
- Communicating about the product/service offerings.
- Identifying and interacting with potential customers.
- Matching products/services to particular consumer requirements and needs.
- Establishing trade agreements through negotiation processes.
- Managing physical distribution, funding, or risks in transactions.
- Fostering ongoing relationships with consumers and focusing on maintenance and repair.
- Implementing these elements to manage brand equity.
Channel Support
- Various services performed by channel members enhance the value of products to consumers, including retail segmentation, branded variants, and cooperative advertising.
Reference Materials
- Strategic Brand Management book by Keller, L., Harlow, V., & Swaminathan, A.
- Google.com
- YouTube
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Description
Test your knowledge on the key components and strategies of the Brand Marketing Plan for FY 2025. This quiz covers topics such as brand identity, customer-based brand equity, and the role of marketing in strategic planning. Prepare yourself for evaluating brand models and understanding their impact on marketing effectiveness.
