Strategic Brand Management

MKTG 532-201 Strategic BrandSection Management Syllabus MKTG 532, 201

Fall 2008

R. Oliva

Strategic Brand Management MKTG 532, Section 201

Fall, 2008 Professor Ralph Oliva

>>Course Syllabus/Master Schedule:

Strategic Brand Management:
This course has been developed as part of the Smeal College MBA program to help students build a deep, practical working knowledge of brands, how they work, and how to build them in ways that have positive financial impact (Brand Equity) in any marketing or sales situation. The basic language and lexicon of brands and branding, tools for brand management such as the BrandScape, Dr. Kevin Lane Kellers Customer-Based Brand Equity Model, the Young and Rubicam (Y&R) Power Grid, and a carefully selected list of others are introduced and used in practice. This course is fun but involves some real work: Students learn in teams through a BrandScape exercise of their own, and a case presentation one selected from a set of cases spanning the practice of Strategic Brand Management. This course has been significantly updated and revised for 2008 with the addition of new readings, moving the text to optional, and the addition of new readings and cases.

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Monday, October 20, 2008 Session 1

Topic: Introduction Course Overview/Outline 4 Key Course Components: 1. 2. 3. 4. Brands What they are, how they work BrandScapes Customer-Based Brand Equity: What it is, strategies for building it Measuring/tracking customer-based brand equity Managing customer-based brand equity

Course Elements: Optional text and suggestions on how to use it Elements of course design Cases, assignments, and grading: 1. BrandScape presentations 40% 2. Four case insights 20% 3. Case presentation 40% 4. Class participation plus/minus 20% Administrative details Team Assembly Audio Feedback - Grading A scan of our class

Getting Started -- Brands: History and Definitions Read: Building Brand: A Roadmap, in course packet Harvard Management Update, 40107E

Wednesday, October 22, 2008 Session 2

Topic: Brands: Key Definitions and Concepts The concept of Brand itself Trademarks Brand Elements Brand Image

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Read:

Awareness (unaided/aided) Position/Positioning Brand Equity Equity Measures

Keller Chapter 1 (Optional) Customer-Centered Brand Management, Harvard Business Review, September, 2004 NOTE: Team Assignments Complete by This Class!!

Monday, October 27, 2008 Session 3

Topic: The BrandScape: A Framework for Thinking about Brands and How They Work The Brand Footprint (Core Values, Personality, Essence/Brand Mantra) Positioning Capsule Brand Elements Desired vs Delivered BrandScape Key examples/benchmark cases, The BrandScape Assignment in detail Read: Keller Chapter 1 (Optional) Creating the Living Brand, in course packet Harvard Business Review, May 2005 Reprint R0505G For review: www.brainshark.com/smeal/brandscape

Wednesday, October 29, 2008 Session 4 Includes Case No. 1: The Harley-Davidson Posse Ride
Topic: Positioning and your brand Keys to positioning Implementing positioning strategy
2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Read:

Points of Parity Points of Difference Six positioning strategies Positioning templates Examples

Keller Chapter 3 (Optional)

Monday, November 3, 2008 Session 5 Includes BrandScape # 1

Topic: Customer-Based Brand Equity 1: Understanding Your Audience/Segment Customer-Based Brand Equity (CBBE) Definition The effects of Brand Equity/Economic impact Preference share An important key: Segmentation Demographics Psychographics Generational Benefits sought Job to be Done Geodemographic Building Purpose-Driven Brands: >>Telegraphing what the brand promises to do for the customer Introduction -- Kellers Customer-Based Brand Equity Pyramid/Model Read: Keller Chapter 2 (Optional) Visit the SRI Consulting Business Intelligence Web Site, and study the VALS Segmentation Scheme: www.sric-bi.com/vals/

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Marketing Malpractice The Cause and Cure, by Clayton Christensen, Scott Cook, and Taddy Hall; Harvard Business Review , December, 2005 Reprint R0512D In Course Packet

Wednesday, November 5, 2008 Session 6 Includes Case # 2: A Case for Brand Loyalty
Topic: Customer-Based Brand Equity: A Model of the Power of Your Brand Salience Performance Imagery Judgments Feelings Resonance

Brand/ Equity Sustaining Strategic Brand Management Process Step-byStep: 1. 2. 3. 4. Identify and establish BrandScapes Plan and implement brand marketing programs Measure and interpret brand performance Grow and sustain Brand Equity

Implications for Coaches Read: Keller Chapter 2 (Optional)

Monday, November 10, 2008 Session 7 Includes BrandScape # 2

Topic: Brand Elements: Brand Name Logo

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Symbol Character Packaging Slogan

Trademarks and Trademark Law Corporate identity Creating a New Brand Read: Keller Chapter 4 (Optional) Harvard Business Review Forethought: Just My Type, by Pamela W. Henderson, Harvard Business Review Reprint No. F0504J, April 2005

Wednesday, November12, 2008 Session 8 Includes Case No. 3: Land Rover North America, Inc.
Topic: Creating a New Brand Conditions/Reasons/Approach Family vs. multi brands Brand Architecture The Brand Relationship Spectrum House of brands Endorsed brands Sub-brands Branded house Ingredient Brands Integrating Marketing and Market Communications Programs to Build Brand Equity Integrating the Total Brand Experience

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Keller Bes A framework for building customer-based brand equity Read: Keller: Chapters 5 & 6 (Optional) The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge, By David A. Aaker, and Eric Joachimsthaler, California Management Review, Volume 42, No. 4, Summer 2000

Monday, November 17, 2008 Session 9 Includes BrandScape # 3

Topic: Tracking/Measuring the BrandScape: Qualitative Techniques Brand Equity Management System: 3 Steps 1. Develop your desired BrandScape; Communicate internally and externally 2. Implement ongoing qualitative/quantitative measurement systems: descriptive information as to what is happening with your brand as well as why. 3. Implementation of total brand management system Brand Equity Measurement Systems Tracking procedures The brand value chain BrandScape audit Traditional methods: surveys, intercepts, interviews Observational/ethnographic Qualitative measures and findings Projective techniques: o Symbolic association o Free association o Collage o ZMET Read: Keller: Chapters 8 and 9 (Optional) The Brand Report Card, Kevin Lane Keller Harvard Business Review, January/February 2000, Reprint R00104

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Getting Attention For Unrecognized Brands, Harvard Business Review Forethought, March 2007, Reprint F0703E

Wednesday, November 19, 2008 Session 10 Includes Case # 4: H-E-B Own Brands
Topic: Tracking Customer-Based Brand Equity: Quantitative Measures Brand Equity: How do we Measure it Track it Grow it Use it Managing and Tracking Systems: Professional Brand Management Reckitt and Coleman: Brand Management Toolkit Key terms and tracking elements Read: Keller Chapter 10 (Optional) Hidden Wealth in B2B Brands, Harvard Business Review Forethought, March 2007, Reprint F0703C

Enjoy Your Thanksgiving Holiday! >>No Class Monday, November 24, 2008 >>No Class Wednesday, November 26, 2008

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Monday, December 1, 2008 Session 11 Includes BrandScape # 4

Topic: Designing and Implementing Brand Strategies The Young and Rubicam (Y&R) Power Grid: Relevance Differentiation Esteem Knowledge Brand Stature/ Brand Strength Positions on the Power Grid Unfocused New Niche Power Leaders Declining Leaders Eroded Brand Strategy Approaches Grow Maintain Defend Milk Elastic Brands In elastic brands Managing Brand Portfolios Corporate, Family, Individual brand, Individual item

Brand Hierarchy Decisions Principles: simplicity, clarity, relevance, differentiation, prominence, commonality Read: The Brand Asset Valuator Overview; Y&R Class Handout

2008, ISBM Penn State, Prof. R. Oliva

MKTG 532-201 Strategic Brand Management Syllabus

Wednesday, December 3, 2008 Session 12 Includes Case # 5: Mountain Man Brewing Company
Topic: Managing Brands Over Time Life Stages of a Brand Launch Initial uptake Penetration/growth Plateauing Rule of Three Decline Rejuvenation Demise Brand Extensions Line extension Category extension Advantages/Disadvantages Extension strategy steps Brand Reinforcement Strategies Read: Keller Chapters 12 & 13 (Optional) Branding B-to-B Style, By Bob Lamons Sales and Marketing Management, September 2005 Revitalizing brands Expanding brand awareness

2008, ISBM Penn State, Prof. R. Oliva

10

MKTG 532-201 Strategic Brand Management Syllabus

Monday, December 8, 2008 Session 13 Includes BrandScape # 5

Topic: Managing Brands over Geography Global Branding Advantages Disadvantages Grosss First Law Building a global brand The Ten Commandments of Global Branding (Keller) Organizing for Global Brand Management Wrap up Read: Keller: Chapters 14 & 15 (optional) If Brands are Built Over Years, Why Are They Managed over Quarters?, Len Lodish and Carl Mela, Harvard Business Review, July-August, 2007, Reprint 0707H

Wednesday December 10, 2008 Session 14 Includes Case # 6: Heineken; BrandScape #6 Includes Case #7 (As/if needed) Saxonville Sausage Company Includes BrandScape #7 (As/if needed)

2008, ISBM Penn State, Prof. R. Oliva

11

MKTG 532-201 Strategic Brand Management Syllabus

Topic: Course wrap up: Characteristics of strong brands Seven deadly sins of brand management Strategic brand management process Brand equity management system: three steps o Develop desired BrandScape/communicate o Implement ongoing qualitative/quantitative measurement systems o Implement BrandScape and total marketing program to build, manage, and harvest brand equity Customer-based brand equity pyramid The Y&R Power Grid Relevance, Differentiation, Esteem, Knowledge Brand Stature/Brand Strength

Go Forward and Build/Manage Strong Brands!!!

2008, ISBM Penn State, Prof. R. Oliva

12