Marketing Management Reconsidered Session 2: Brand Management PDF

MARKETING MANAGEMENT RECONSIDERED SESSION 2 BRAND MANAGEMENT HOW TO MANAGE A BRAND SUSTAINABLY? YANNICK LE GENISSEL SESSIONS AND GROUP PROJECTS PROGRESS ACCORDING TO THE LOGIC OF THE MARKETING STRATEGY Session Date Course theme...

MARKETING MANAGEMENT RECONSIDERED SESSION 2 BRAND MANAGEMENT HOW TO MANAGE A BRAND SUSTAINABLY? YANNICK LE GENISSEL SESSIONS AND GROUP PROJECTS PROGRESS ACCORDING TO THE LOGIC OF THE MARKETING STRATEGY Session Date Course theme Workshop theme S1 Thursday, October 3 Introduction to marketing management in a constrained world Project definition & context analysis S2 Tuesday, October 15 Brand management: How to manage a brand sustainably? Brand image/identity analysis & context analysis Segmentation & Targeting: How to implement an inclusive and S3 Thursday, October 17 sustainable segmentation and targeting strategy? Building segmentation & assessing the segments Positioning: How to design an inclusive and sustainable S4 Friday, October 18 positioning? Setting up targeting and positioning Intermediary report submission (Oct 20) - WIP meetings (Oct 22) S5 Tuesday, October 22 Mix Product: designing a sustainable offer Implementing the positioning in the product mix S6 Wednesday, October 23 Mix Price: implementing a responsible pricing strategy Implementing the positioning in the pricing mix Mix Distribution: designing an inclusive and sustainable S7 November 4 or 7 distribution strategy Implementing the positioning in the distribution mix Mix Communication: implementing a responsible communication S8 November 7 or 8 strategy Implementing the positioning in the communication mix S9 End of Nov / Beg; of Dec Final individual exam (quiz) Finalizing the group project and preparing for presentations S10 Thursday, December 12 Final presentations of group projects MARKETING MANAGEMENT RECONSIDERED | S1: Introduction to marketing management in a constrained world 2 S 2.1. BRAND DEFINITION S 2.2. BRAND IDENTITY S 2.3. BRAND VALUE ASSESSMENT S 2.4. BRAND ARCHITECTURE MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 3 WHAT IS A BRAND? MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 4  BRAND DEFINITION “The brand is a name and a set of signs that indicate the origin of an offer, differentiate it from its competitors, influence the perception and behavior of customers by a set of mental representations, and thus create value for the business.” Source: De Baynast, A., Lendrevie, J., & Lévy, J. (2021). Mercator 13th ed. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 5  BRAND IS A NAME Intellectual property Literary and artistic Industrial property property Copyright Patent rights related rights of performers, producers of phonograms and videograms, of the audiovisual communication Trademark law Domain names Distinctive marks Source: Forest (2012), Droit des marques et des noms de domaine, Ed. Gualino MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 6  BRAND IS A NAME Brand Copyright Patent Right creation Registering in a given country / results from the creation by issuing the title at the end of region independently of any disclosure the procedure for drawing up and without territorial limits the research report Specificity Class of products and services whatever products or services according to the claims (3 minimum) are concerned Protection period 10 years renewable 70 years after the author's death 20 years from the filing of the application Loss of right For lack of use No loss for lack of use for non-payment of the fee  Possibility of cumulating: Elements constituting the brand (words, sounds, drawings) may be protected under another intellectual property right (copyright or design rights). Source: Forest (2012), Droit des marques et des noms de domaine, Ed. Gualino MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 7  BRAND IS A NAME Conditions for trademark validity: Available Lawful No internationally protected signs (e.g., Red Cross) Trademark database for France available on Not contrary to public order or morality the INPI website: Not likely to deceive https://www.inpi.fr/fr/base-marques Distinctive MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 8  BRAND IS A SET OF SIGNS: GRAPHICS Colors Patterns Sources: De Baynast, A., Lendrevie, J., & Lévy, J. (2021). Mercator 13th ed., https://www.boredpanda.com/famous-brands-logotype-fonts-emanuele-abrate/ MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 9  BRAND IS A SET OF SIGNS: GRAPHICS Typography Sources: De Baynast, A., Lendrevie, J., & Lévy, J. (2021). Mercator 13th ed., https://www.boredpanda.com/famous-brands-logotype-fonts-emanuele-abrate/ MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 10  BRAND IS A SET OF SIGNS: EMBLEMS Logotype (+) Symbol (+) Tagline (+) Jingle MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 11  BRAND LIFE 2021 1940s 1950s 1960s 1980s Sources: https://logos-marques.com/amazon-logo/, https://ikeamuseum.com/en/explore/the-story-of-ikea/history-of-the-logotype/, https://wecomin.wordpress.com/2012/05/03/chronique-logo-caisse-depargne/, https://lareclame.fr/logo+starbucks+2011 MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 12 S 2.1. BRAND DEFINITION S 2.2. BRAND IDENTITY S 2.3. BRAND VALUE ASSESSMENT S 2.4. BRAND ARCHITECTURE MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 13 WHAT IS BRAND IDENTITY? MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 14 BRAND IDENTITY DEFINITION: KAPFERER PRISM Picture of sender (the brand) Physique Personnality Tangible components If the brand were a of the brand person… 1 2 Relationship Culture Types of relationships the 4 3 Cultural trends whose brand is brand has with its inspired by consumers 5 6 Reflection The typical client as he/she Self-image wants to be perceived (NOT How I feel when I the target) consume the brand Picture of recipient (the consumer) Source: Kapferer, J.-N. (2008). The new strategic brand management (4th ed.) MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 15 BRAND IDENTITY & PURPOSE MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 16  PURPOSE DEFINITION “An aspirational reason for being which inspires and provides a call to action for an organization and its partners and stakeholders and provides benefit to local and global society” Powered by Midjourney Source: Harvard Business Review. (2015). The Business Case for Purpose—Analytic services report. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 17  PURPOSE RISE MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 18  FORMULATING THE PURPOSE Criteria Definition Examples Change Reflect a transformation, a commitment to an “We are in business to save our home planet”- imaginary future, a positive discourse around a Patagonia shared project Credibility Take into account the legitimacy of the brand's “Make the pleasure and benefits of practicing sport history, practices and identity. That's why it's accessible to as many people as possible over the long important to have specific wording. For example, term” - Decathlon "changing the world" is an ambiguous purpose to be avoided. Consistency Be consistent with the brand's core business and Announcing that its purpose is "to bring people practices together and make the planet smile" has led Michel & Augustin to review the nutritional and environmental characteristics of its offering Brevity Succeed in being memorable, which requires a “Reinventing the French textile industry with panache” memorable and concise formulation – Le Slip Français Specificity Be specific to the brand and differentiating it from “Offer products and services for the home, designed to the competition. This criterion is the subject of benefit people and the planet. mobilize our ecosystem debate, as some believe that the purpose of a (consumers, employees, suppliers, shareholders, local brand is not intended to be differentiating. players), collaborate and act to invent new models of consumption, production and organization.” – La CAMIF Source: Utopies. (2021). De la raison d’être à la raison d’agir. La loi Pacte, une opportunité stratégique pour accélérer la transformation de votre entreprise. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 19  PURPOSE INTEGRATION PACTE ACT The company becomes a mission-driven organization 2 This is another possibility offered by the 2019 Pacte Act. In this case, the company is publicly committed, and without renouncing profit, it gives itself a genuine societal mission. It organizes its governance in such a way as to ensure the monitoring and evaluation of its mission, in order to guarantee the sincerity of its approach. It is an obligation of means and results. More on https://www.observatoiredessocietesamission.com/ The brand/company states a purpose in its statutes 1 This is a possibility given in the Pacte Act in 2019, which gives companies an obligation of means. Compliance with the civil code (article 1833) 0 Managers consider the environmental and social issues related to their activities Source: Utopies. (2021). De la raison d’être à la raison d’agir. La loi Pacte, une opportunité stratégique pour accélérer la transformation de votre entreprise. Read also Havas group Meaningful brands 2021 report Powered by Midjourney MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 20  BRAND ACTIVISM An activist brand is one that takes action on behalf of society. The aim is to encourage or prevent environmental, social or economic reform with a view to improving society. Brand activism can be : individual: driven by a single brand (e.g., Nike) collective: inter-brand activism (e.g., 1% for the planet with Patagonia, Honest Tea, Nike's 2018 campaign for the 30th anniversary of its just do it slogan, starring Colin Kaepernick, known for his stance against police violence against black people. Oxo, EnviroKidz, etc.). Read also Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? Journal of Public Policy & Marketing, 39(4), 444–460. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 21  BRAND IDENTITY & PURPOSE Brand platform = DNA of a brand Vision & Purpose Way of seeing the world, philosophy. What does the brand/company want to achieve? Why does the brand/company do its job, what positive contribution does it make to the world in which it evolves? IKEA: create the best daily life for the greatest number of people Danone: Bringing health through food to as many people as possible Mission & Promise Role in society and its field. How will the brand/company implement its vision? Brand/company engagement with its audiences. IKEA: To offer a wide range of aesthetic and functional home furnishings at such low prices that most people will be able to buy them Danone: Healthy, tasty products, adapted to the nutritional needs of each person throughout their life and produced with respect for the environment Target of the Brand The different audiences the brand addresses and for whom it implements its mission Values, Culture & Personality Who is the brand? What are the main qualities that will justify the success of the brand? In which culture(s) does it fit? If it were a person: what character traits would define the way to be, to act, to communicate? Physical attributes Tangible elements specific to the brand that express who it is (logo, colors, scents, etc.) Source: Brand Strategy Design, Dabi-Schwebel & Drupt, 2022 MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 22 BRAND IDENTITY VS. BRAND IMAGE MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 23  BRAND IDENTITY VS. BRAND IMAGE Source: Kapferer, J.-N. (2008). The new strategic brand management (4th ed.) MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 24 S 2.1. BRAND DEFINITION S 2.2. BRAND IDENTITY S 2.3. BRAND VALUE ASSESSMENT S 2.4. BRAND ARCHITECTURE MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 25 WHAT IS BRAND EQUITY? MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 26  BRAND EQUITY Brand equity is the value the brand brings to the products and services it covers. A distinction is made between : Brand equity, as financial value for the company (e.g., Interbrand ranking) Customer-based brand equity: the difference that brand awareness makes in the way consumers react to the product Powered by Midjourney and its marketing MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 27 COMPANY-BASED BRAND EQUITY (FINANCIAL VALUE) Source: Interbrand, Best Global Brands 2023 report MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 28 COMPANY-BASED BRAND EQUITY (FINANCIAL VALUE) Source: Interbrand, Best Global Brands 2023 report MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 29  CUSTOMER-BASED BRAND EQUITY ?€ 120 € MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 30  CUSTOMER-BASED BRAND EQUITY Brand awareness x Brand image Top of mind Consumers' perceptions and beliefs First mentioned brand about the brand, as reflected in mental associations stored in memory Spontaneous or unaided awareness Brand present in mind Aided awareness Recognized brand No awareness Unknown brand MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 31 S 2.1. BRAND DEFINITION S 2.2. BRAND IDENTITY S 2.3. BRAND VALUE ASSESSMENT S 2.4. BRAND ARCHITECTURE MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 32 WHAT KINDS OF BRANDS? MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 33  SINGLE-PRODUCT BRAND A single-product brand only signs one product (or one range of products) and conveys its specific positioning. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 34  UMBRELLA BRAND The umbrella brand signs several categories of very different products. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 35  DOUBLE BRAND Double brand includes mother brand (or umbrella brand) which endorses the surrogate brand (often single-product or single-range brand). MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 36 CORPORATE BRAND VS. COMMERCIAL BRAND vs. vs. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 37 BRAND EXTENSION OR RANGE EXTENSION? MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 38  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand Existing product category New product category BRAND EXTENSION (see below) Range complement Range extension (existing positioning) (new positioning) Horizontal range extension Vertical range extension (perceived quality identical to (different quality and price levels other brand products) from other brand products) Upward extension Downward extension (superior quality/price level) (lower quality/price level) Source: Magnoni, F. (2016). Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque. Recherche et Applications En Marketing (French Edition), 31(1), 3–27. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 39  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Range complement Range extension (existing positioning) (new positioning) Horizontal range extension Vertical range extension (perceived quality identical to (different quality and price levels other brand products) from other brand products) Upward extension Downward extension (superior quality/price level) (lower quality/price level) Source: Magnoni, F. (2016). Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque. Recherche et Applications En Marketing (French Edition), 31(1), 3–27. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 40  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Range complement Range extension (existing positioning) (new positioning) Horizontal range extension Vertical range extension (perceived quality identical to (different quality and price levels other brand products) from other brand products) Upward extension Downward extension (superior quality/price level) (lower quality/price level) Source: Magnoni, F. (2016). Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque. Recherche et Applications En Marketing (French Edition), 31(1), 3–27. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 41  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand 7,25 € / kg New product category Existing product category BRAND EXTENSION Range complement Range extension (existing positioning) (new positioning) Horizontal range extension Vertical range extension 14,73 € / kg (perceived quality identical to (different quality and price levels other brand products) from other brand products) Upward extension Downward extension (superior quality/price level) (lower quality/price level) Source: Magnoni, F. (2016). Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque. Recherche et Applications En Marketing (French Edition), 31(1), 3–27. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 42  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Snowflake pendant A cheval necklace ≈ 90 000 € ≈ 645 000 € Range complement Range extension (existing positioning) (new positioning) Horizontal range extension Vertical range extension Sweet Alhambra (perceived quality identical to (different quality and price levels pendant ≈ 1 800 € other brand products) from other brand products) Upward extension Downward extension (superior quality/price level) (lower quality/price level) Source: Magnoni, F. (2016). Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque. Recherche et Applications En Marketing (French Edition), 31(1), 3–27. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 43  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Discontinuous brand Continuous brand extension extension Source: Michel, G. (2022). Au coeur de la marque: Les clés du management des marques Ed. 4. Dunod. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 44  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Discontinuous brand Continuous brand extension extension The brand's technological skills are used in the new market Source: Michel, G. (2022). Au coeur de la marque: Les clés du management des marques Ed. 4. Dunod. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 45  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Discontinuous brand Continuous brand extension extension The brand uses new technologies compared to its original know-how Source: Michel, G. (2022). Au coeur de la marque: Les clés du management des marques Ed. 4. Dunod. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 46  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Direct brand extension Indirect brand extension Source: Michel, G. (2022). Au coeur de la marque: Les clés du management des marques Ed. 4. Dunod. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 47  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Direct brand extension Indirect brand extension The new product is signed by the brand without using a daughter brand Source: Michel, G. (2022). Au coeur de la marque: Les clés du management des marques Ed. 4. Dunod. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 48  BRAND DEVELOPMENT TYPOLOGY Expanding an existing brand New product category Existing product category BRAND EXTENSION Direct brand extension Indirect brand extension The new product is endorsed by the brand and accompanied by a daughter brand or by a variant of the parent brand (suffix, prefix) Source: Michel, G. (2022). Au coeur de la marque: Les clés du management des marques Ed. 4. Dunod. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 49  #2 – BRAND ANALYSIS & MANAGEMENT MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 50  GENERAL PRINCIPLE Each workshop must systematically follow the following process 1. Analyze the existing situation 2. Design recommendations in line with strategy and existing situation 3. Deploy these recommendations operationally in a detailed marketing plan Powered by Midjourney MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 51  WORKSHOP #2 Identify the stated purpose and mission of the company/brand Design the Kapferer identity prism of the brand Search for information to assess the brand equity (brand awareness + brand image) Carry out the internal part of the SWOT analysis for this market/brand pairing, including purpose consistency and integration (see guidelines below). Provide recommendations for a new offer concept to answer conclusions of the SWOT (including brand architecture positioning) Powered by Midjourney MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 52 EXAMPLE OF KAPFERER IDENTITY PRISM MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 53  PALAIS DES THÉS Picture of sender (the brand) Physique Personnality Tangible components Tea. Logo with rounded Open, authentic, generous, close shapes and green and white colors reminiscent of to people, refined, passionate tea leaves and cultures. The founder: F-X Delmas 1 2 Relationship - Benevolence Culture - Close, respectful relations with farmers 4 3 Tea culture, Respect for people and the environment, - A desire to pass on information Backpacking and discovery, and educate consumers Gastronomy 5 6 Reflection Active woman, refined, curious, Self-image concerned about her well-being and the Delicate woman, loving discovery, environment, gourmet committed, respectful of the environment Picture of recipient (the consumer) MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 54  PALAIS DES THÉS The brand's flagship product is tea, presented in leaf form. Logo and typography in Physique rounded shapes, evoking benevolence and closeness, green and white colors, all Tangible components of the brand reminiscent of the tea leaf, as well as cultures. Of course, François-Xavier Delmas, the brand's founder, conveys his passion for tea, people and terroirs. The brand's commitment to tea farms and its search for new harvests in faraway lands Relationship reflect its respect for its partners, as well as its desire to be close to them. She also Types of relationships the brand has with its wants to pass on her passion for tea and her discoveries of ancestral traditions to her consumers consumers, by working on pedagogy, in particular with the Tea School and sales training. All in all, she's a very caring person. The typical consumer reflected by PDT is an active, refined woman who loves the finesse Reflection of tea and its tasting, curious about world traditions, concerned about her well-being The typical client as he/she wants to be perceived and the environment, and who will therefore choose a brand with ethical values. She (NOT the target) attaches particular importance to product quality and is a fine gourmet. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 55  PALAIS DES THÉS Personality PDT is an authentic brand, whose teams seek out new teas directly from the growers If the brand were a person, how would you with whom they are in close contact; it is also refined in the way it tastes tea according describe it? to the local customs of the countries it has gone to explore to fuel its passion for tea. Palais des Thés is committed to respecting people (operators, working conditions, etc.) Culture and the environment (eco-refill, carbon footprint, etc.). It's also part of the backpacking What major cultural trends can the brand relate culture: founder FX Delmas sets off to discover faraway lands brimming with to? extraordinary teas. Gastronomy is also part of the company's culture, with Palais des Thés investing heavily in tasting and food and tea pairing. When I buy PDT products, drink tea, use the accessories selected by the brand or take a Self-image Tea School course, I discover new flavors and traditions, while respecting the How do I feel when I use the brand? environment and working for tea producers on the other side of the world. MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 56  REPETTO Picture of sender (the brand) Physique Personnality ballet slipper, ballerina, powder graceful, feminine, demanding, pink free 1 2 Relationship Culture complicity of a dance 4 3 self-actualization partner ballet, the school of life 5 6 Reflection an elegant woman with a strong Self-image personality feel unique, inspired by the style of classical dance Picture of recipient (the consumer) MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 57 INTERNAL SWOT GUIDELINES MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 58  INTERNAL SWOT INTEGRATING PURPOSE ASSESSMENT Classical SWOT + Purpose consistency and integration analysis Activity, values and ambitions Purpose? ✓ Activity of the company ✓ Has the company/brand given itself a purpose? ✓ Philosophy of the company ✓ How is this purpose integrated (at corporate or brand level, in ✓ Missions and objective of the company the statutes, as a company with a mission)? ✓ Management of the company Purpose vs. market issues ✓ Is the company's/brand's purpose consistent with the market's Internal ressources environmental and social challenges? ✓ Know-how ✓ Financial ressources Purpose vs. identity ✓ Human ressources ✓ Is the brand's identity consistent with the company's/brand's ✓ Industrial structure and R&D purpose? Commercial balance sheet Purpose vs. image ✓ Brand portfolio (see brand architecture part) ✓ Is the brand's identity well reflected in its perceived image, and ✓ Product portfolio is this image consistent with the company's/brand's purpose? ✓ Commercialization policy Purpose vs. marketing mix ✓ Price policy ✓ Is the brand's existing product portfolio and marketing mix ✓ Communication policy consistent with its purpose? MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 59  INTERNAL SWOT INTEGRATING PURPOSE ASSESSMENT Strenghts Weaknesses Activity, values and ambitions Activity, values and ambitions Activity of the company Activity of the company Philosophy of the company Philosophy of the company …. …. Internal ressources Internal ressources Know-how Know-how Financial ressources Financial ressources …. …. Commercial balance sheet Commercial balance sheet Brand portfolio Brand portfolio Product portfolio Product portfolio …. …. Purpose consistency and integration assessment Purpose consistency and integration assessment Purpose ? Purpose ? Purpose vs. identity Purpose vs. identity …. …. Implications  In conclusion, what does this mean for the brand studied? MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 60 THANK YOU!  BIBLIOGRAPHY Dabi-Schwebel, G., & Drupt, J. (2022). Brand strategy design: Les 3 méthodes pour construire une marque forte votre marque n’est pas qu’un logo ! Concevez pas à pas toutes ses composantes pour créer une marque que vos client vont adorer. 1min30 publishing. De Baynast, A., Lendrevie, J., & Lévy, J. (2021). Mercator: Tout le marketing à l’ère de la data et du digital. Dunod. Dekhili, S., Merle, A., & Ochs, A. (2021). Marketing durable. Pearson. Dekhili, S., & Reniou, F. (2023). Cas en marketing durable: Une vision renouvelée des approches et pratiques du marketing cas pédagogiques et corrigés. Éditions EMS, management & société. Forest (2012), Droit des marques et des noms de domaine, Ed. Gualino Harvard Business Review. (2015). The Business Case for Purpose—Analytic services report. Havas group (2023). Meaningful brands report. Interbrand (2023). Best global Brand report Kapferer, J.-N. (2008). The new strategic brand management (4th ed.) Kotler, P., Keller, K. L., Manceau, D., & Hemonnet, A. (2019). Marketing management (16e éd). Pearson. Magnoni, F. (2016). Les effets de l’extension verticale de gamme vers le bas sur la confiance dans la marque et l’attachement à la marque. Recherche et Applications En Marketing (French Edition), 31(1), 3–27. Michel, G. (2022). Au coeur de la marque: Les clés du management des marques Ed. 4. Dunod. https://www.scholarvox.com/catalog/book/docid/88931841?searchterm=brand%20management Michel, G. (2017). From brand identity to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identity co- construction.” Journal of Business Research, 70, 453–455. Palusuk, N., Koles, B., & Hasan, R. (2019). “All you need is brand love”: A critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1/2), 97–129. Utopies. (2021). De la raison d’être à la raison d’agir. La loi Pacte, une opportunité stratégique pour accélérer la transformation de votre entreprise. Volle, P., & Schouten, J. W. (2022). Marketing plus durable. De Boeck supérieur. Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? Journal of Public Policy & Marketing, 39(4), 444–460. Wiki AFM - https://marketingpourunesocieteresponsable.org/ MARKETING MANAGEMENT RECONSIDERED | S2: Brand Management 62