Global brand management

VFGLOBAL BRAND MANAGEMENT 

Part 1: Branding and brand management ( memorable brand and differentiate so ppl create a perception of this and maintain the brand identity)

Part 2: Brand positioning

Part 3: Activate the brand positioning

Part 4: global management

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CLASS 1

PART 1: BRANDING AND BRAND MANAGEMENT

Pay more for smth you can get cheaper?

BARRIER TO ENTRY

BRAND POSITIONING

https://www.youtube.com/watch?v=3YJ0dO0R7KU

consumer journey

WHAT IS A BRAND

Much more than a product, it can have dimensions that differentiate it in some way from other products designed to satisfy your needs.

Name, term, sign, symbol or design indented to identify the goods and services of one seller or group of sellers.

“A brand is more than a product, because it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.” (Kevin Lane Keller (2008)

STARBUCKS PERCEPTION

they make you associate starbucks with this words:

starbucks

customer experience

mistakes

name

bakery

app

rewards

chill place

américa

cups

coffee

sugar

places

wifi

product placement

green

plastic

marketing

syrup

take away

fast

location

students

flavours

coffee quality

personalization

they want you to come back

This is all about “brand management” : through medias they manage to communicate the image of their brand.

1. top of mind associations ( bring to your mind)
2. secondary associations (when you discuss)

media: to send the message to consumers. a way to get in touch with you.

• social media:
• peer 2 peer ( viva voz)
• peer attitude of the employees
• tv ads
• visual identity

A media in brand management

A media is a way to get in touch with people, it is not only about social medias. It is a way to get a message to someone. Social media is often going to be a consequence of the medias used at the beginning.

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HOW DO YOU RECOGNIZE A BRAND?

• color
• logo
• jingle
• object
• slogan
• packaging
• ambassador

Conditions of efficiency of brand elements :  (see chart)

• Memorability
• Meaningfulness
• Likability
• Transferability
• Adaptability
• Protectability

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campaign: brudweiser TRUE

MAIN BRAND ELEMENTS

PRESENT YOU FAVOURITE BRAND

zara: fast fashion brand

Present your favorite brand – Maybelline

1. Precise the main associations

Beauty products, supermarkets, cheap-accessible, known worldwide, own slogan, celebrities and influencers, international, mascara, eye-lashes, skincare, cheap products, quality, tutorials, woman

1. Identify the main medias which are the cause of these associations

• Supermarkets 🡪 accessible for everyone, you can find it everywhere and easy to find
• Slogan 🡪 famous, attractive
• Social medias 🡪 influencers/tutorials  
• Website/marketing tips and influencers 🡪 tips, videos, new arrivals etc.
• Green edition 🡪 vegan products
• Mascara 🡪 viral product, purple

Concepts in Brand Management

Brand inventory : a way to “map” a brand (see diagram). Segments are going to help to “map” a product. Often brands position themselves according to customers and their tastes.

For example: Nike = footwear, attire and equipment is the way they “map” their brand.

Nike and the never give up campaign 🡪 thanks to Nike you will become the best. They want to be provocative, to chock people 🡪 aligned with the message “just do it”, this is their communication style and therefore it has to be aligned with their message (play tennis on 5th avenue or play football in an airport, not possible but just do it !)

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BRAND INVENTORY ( NIKE)

a way to understand my brand.

a way to map my brand.

1. PRODUCTS AND SERVICES:
2. COMMUNICATION: signature
3. PARTNERSHIPS ( CO-BRANDING)
4. OTHER MARKETING programs

nike inventory: example

• shoes, style, equipment,
• consumer type: running, football,
• communication style: JUST DO IT

nike communication:

FUNCIONA UN AD PORQUE…..

• probability of doing smth, it happens bc it is provocative and smth that is not realistic. JUST DO IT

co branding nike: NIKE+

Co-branding: when two brands join to make and sell a product 🡪 for instance Nike and Apple, however it was a total disaster.  

For example: Smeg (red refrigerator) made a collaboration with Dolce Gabbana 🡪 we don’t expect a coffee machine to collaborate with a luxury brand, but it worked for customers

other marketing programas: community club

sgemnets/ specificity/ architecture

Community management: try to build communities through apps, social medias, meeting points

Brand inventory – Maybelline

• Products and services : cosmetics, skincare, lips products and eye products
• Communication: social media, website, visual advertising 🡪 make it happen
• Partnerships and co-branding: Zynga, celebrities like Gigi Hadid
• Other marketing programs: presence on Instagram

Segments: supermarkets, women 15 to 45 years old that use make-up, cheap and accessible products,

Specificity:

Architecture: part of the L’Oréal group (a branch),  

CLASS 2

BRAND MANTRA VISION STATEMENT

A brand has to have a “mantra”, a vision, a statement representing the brand. For Example: Nike is a sport brand with cool products.

NIKE is…

• a sports brand dedicated to…the transcendence of people who watn to be daily hero of their life witg a cool human attitude.
• which targets..youn and adult who fit to tgis philopsphy and make running, fitness, football.
• and is based on the…

WHAT IS BRAND ARCHITECTURE?

Brand hierarchy : is a means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products.

“BRAND HIERARCHY is a means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing the explicit ordering of brand elements” Keller (2008, p. 447)

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example colgate

• They have clinx, scotex
• diff uses diff brands

example accor PRODUCT DEPTH

but if they have only one service? why have different brands?

→ accor brand ( depending in the price of the room is and other brand) from SOFITEL to IBIS.

→ there are also several brands from the same price category : ibis,.moreee