Marketing Management Reconsidered - Session 2

Marketing Management Reconsidered - Session 2

• Session Title: Brand Management: How to Manage a Brand Sustainably?
• Lecturer: Yannick Le Genissel
• Session Structure: The session covers various aspects of brand management, encompassing brand definition, identity, value assessment, architecture, and more.

Session 2.1: Brand Definition

• Definition: A brand is a name and a set of signs that indicate the origin of an offer, differentiate it from competitors, influence consumer perception and behavior, and create value for the business.
• Elements: The elements include, but are not limited to, names, logos, colors, and patterns.

Session 2.2: Brand Identity

• Definition: Brand Identity is the embodiment of a brand's personality, its overall character and its essence.
• Example Elements: Physical aspects, personality traits, cultural trends that inspire the brand and the consumer.

Session 2.3: Brand Value Assessment

• Purpose: To evaluate the financial and consumer value of the brand.
• Methods: Using frameworks to analyze brand equity and identify areas for improvement. Financial values (e.g., Interbrand ranking) of brands are part of this assessment.

Session 2.4: Brand Architecture

• Definition: A strategic plan or structure that explains how different products or services will fit together under the company's brand umbrella.
• Key aspects: Positioning and creating consistency.

Sessions and Group Projects Progress

• Session Schedule: Provides a structured overview of the sessions related to marketing strategy, including specific topics, workshops and projects, dates, and schedules of submission. Covers topics including branding, segmentation, positioning, the product mix, mix pricing strategy, distribution strategies, communications strategies and individual quizzes/examinations.
• Progress Tracking: Organizes the tasks and activities for students' sessions and projects.

Brand Is a Name

• Intellectual Property: Includes copyright, patent rights, trademarks and domain names.
• Right creation: Registering in a given country / region
• Specificity: Class of products and services, 3 minimum criteria
• Protection period: 10 years renewable, different periods depending on creation rights.
• Loss of right: For lack of use (not specifically defined in relation to brand rights).

Brand is a Set of Signs: Graphics

• Graphics: Covers colours and patterns, typography and logos as integral parts of a brand.

Brand Is a Set Of Signs: Emblems

• Brand representation: Uses different elements like logotypes, symbols, taglines and jingles to explain how brands create and present their identity, which is important in branding strategies.
• Examples: Illustrative examples of different brands to explain branding strategies, employing different emblems.

Brand Life

• Brand Evolution: Examines the historic development of brands using examples (e.g., Amazon, IKEA, Starbucks and Caisse d'Epargne). Illustrates evolving logos and branding through time.

Brand Identity & Purpose

• Brand Identity Definition: Defines brand identity using the Kapferer Prism.
• Purpose Definition: Defines corporate purpose as a guiding reason that inspires a company's actions to benefit both local and global society.
• Purpose Rise: This section explains how purpose can drive a company's strategy and improve its positioning in the industry. (based on external examples, such as Larry Fink's letter to CEO's of BlackRock).

Brand Activism

• Definition: Brand activism involves taking actions on behalf of society, promoting social, environmental, or economic reforms to benefit communities.
• Types: There are individual and collective forms of brand activism.

Brand Platform—DNA of a Brand

• Components: Identifies and defines the vision, purpose, mission, target audiences, values, culture, and personality as defining features of a brand.
• Examples: Provides specific examples from companies like IKEA and Danone.

Brand Identity Vs. Brand Image

• Difference: Examines the distinction between brand identity and brand image by explaining the relationship between sender (brand identity—internal), messages, and receiver (brand image—external perceptions).

Brand Equity

• Definition: Represents a brand's monetary value and its impact on consumers' perception when considering a product and its campaigns.
• Types: Differentiates and explains the financial value and consumer perception of brand equity.

Types of Brands

• Single-Product Brand: Has a narrow focus and targets a single product or range of products with a defined positioning.
• Umbrella Brand: A brand that combines several different or uncorrelated products under a single umbrella, such as Honda, for example.
• Double Brand: Includes a mother brand (or umbrella brand) that endorses a surrogate brand (often single-product)

Brand Development Typology

• Categories: Provides a taxonomy or framework for understanding how to expand branding to encompass new products or markets. (Includes direct extensions, indirect extensions, continuous and divergent variations).

Workshops 2-Brand Analysis & Management

• General Principles: Provides methods and techniques to effectively analyze a company and create a comprehensive plan (that considers strengths and weaknesses) for future action.
• Workshop #2 Guidelines: Offers a guideline to effectively conduct the workshop, including actions, such as analyzing a company's purpose, and designing a new brand offer.

Example of Kapferer Identity Prism

• Application example: Shows a practical example using the famous brand "Palais des Thés."
• Elements: Examines elements like the physical aspects, relationship and culture in a practical example (Palais des Thés).

Internal SWOT Integrating Purpose Assessment

• Activity: Explains how to do strategic SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of a product or brand from an internal perspective, linking it with purpose.