Brand Management & MarCom

Module 1: Brand Fundamentals

Learning Objectives:
• Define a brand and analyse ‘what makes a brand’
• Assess ‘business impact of brands & brand valuation’
• Construct ‘brand benefit ladder’ and develop ‘benefits maps’
• Map the ‘total impression of a brand’ and analyse ‘brand codes & DBAs’
• Apply ‘brand positioning’ formats and ‘perceptual maps’
• Design ‘brand identity and sensorials’
• Analyse ‘brand personality’ archetypes
• Construct ‘brand anatomy’ models
• Assess and analyse ‘brand loyalty’

Session
Topic Pre-Readings & Post Class

1 Course introduction; Game of Stones- how What is a Brand?’ (video)

brands create value; Value Pyramid;
History of Branding (article)
Marketing Myopia - what business are we in;
What is a brand- company POV, consumer Post Class Exercise: Analyze a brand
POV, 2-way pact; 5-point checklist of ‘what using ‘What makes a Brand’
makes a brand’ checklist
Create a ‘meme’ for ‘Brand Myopia’
2 Brands with higher value command price ‘Brand Valuation: A Strategic Tool for
premium and more revenue; Business’ (article)
Long-term brand building reduces price
sensitivity and secures future revenues; Post Class Exercise:
Brand value is directly co-related to share Find out and analyse the Top Indian
price; Brand value is a significant contributor Brands rankings
to market cap; Interbrand Top-15 Global
Brands
3 Needs & Benefits; Jobs-to-be-Done; ’50 Ways to Differentiate your Brand’
Functional & Non-functional benefits; (article)
Motivators & Discriminators; Features vs.
Benefits; Why discriminators are becoming Post Class Exercise:
non-functional; Benefit Laddering; Construct a ‘Benefit Ladder’
Benefit Mapping-POPs + PODs Develop a ‘Benefit Map’
4 Brand as ‘Gestalt’; Primary & Secondary Brand-User Relationships (article)
Associations; Brand Codes and DBAs;
Snickers brand codes (case); Abercrombie & Post Class Exercise:
Fitch (video) Analyse a category where majority of the
brands are distinctive
5 What is positioning; 3 pillars of Brand as a Person’ (article)
positioning; Positioning formats-
Unilever, Grey’s, OWE; Types of Post Class Exercise:
positioning; Apple’s Positioning (case); Map the ‘Total Impression of a Brand’
Perceptual Mapping through Brand Codes
Apply ‘Positioning Formats’ and develop
‘Perceptual Maps’

1
6-7 Brand Personification; Brand identity, ‘Demystifying Brand Personality’ (article)
semiotics and sensorials; Brand personality
as ‘differentiator’; Brand Voice; MOGO- Post Class Exercise:
Mastercard (case); 12 Archetypes; Analyse brands with similar benefits, that
9 Navarasas are differentiated based on their brand
personalities
8 Brand Anatomy- Human Analogy Burn-Brand Identity & Personality’(article)
Canvas, Kapferer Prism;
Distinctiveness & Differentiation; Post Class Exercise:
Brand Loyalty- facts & figures; types of Analyse ‘Brand Archetypes’ in a category
loyalty; User Profiles- ‘Transit Construct ‘Brand Anatomy’ using Human
Shampoo’ H&S; Brand Dynamics Analogy Canvas and Kapferer Prism
Pyramid; Loyalty under threat; ‘Diesel-
Be Stupid’ (video)

Module 2: Brand Visioning & Architecture

Learning Objectives:

• Create a ‘purpose driven’ brand

• Design and apply models of ‘brand architecture’ and ‘brand extensions’
• Develop ‘brand concepts’

Session Topic Pre-Readings & Post Class

9 Brand Purpose; Holistic Branding; ‘The Purpose of Brand Purpose’ (article)

‘Enemy-Stand-Mantra’ construct; CBBE model
Post Class Exercise:
Analyse brands that have an authentic
purpose and those that are doing ‘purpose
washing’
10 Brand Architecture; Branding Routes; ‘Brand Architecture: From Chaos to
Brand Extension Strategies; Types of Clarity’(article)
Brands-Portfolio Extension; Brand ‘Brand as Rubber Band’ (article)
Extension- 3 Questions
Post Class Exercise:
Analyse brand extensions that failed
11 Master Brand Architecture; Developing Brand ‘How to write a Brand Concept’ (article)
Concepts
Post Class Exercise:
Write and design a Brandcept and test it
out with 10 consumers

Module 3: Brand Strategy & Planning

Learning Objectives:
• Develop a ‘brand key’
• Set ‘brand growth objectives’
• Diagnose the ‘brand marketing funnel’
• Refresh & reposition brands
• Conduct a ‘deep dive’ analysis
• Develop a ‘brand plan’

2
 • Assess ‘brand health’
• Understand Branding 4.0

Session Topic Pre-Readings & Post Class

12 Some Key Brand Marketing concepts & ‘B2C vs. B2B Branding’ (article)
thoughts; Unilever Brand Key; Dove Long &
Short of Marketing (case) Post Class Exercise:
Develop a ‘Brand Key’
13 Brand growth objectives: source of business; ‘The Double Jeopardy Law Explained’
Law of Double Jeopardy; Leaky Bucket (article)
Syndrome; Brand Marketing Funnel, Tourism
Australia- Funnel (case) Post Class Exercise:
Construct and diagnose a Brand
Marketing Funnel
14 Brand Repositioning- context; ‘If you rest, you rust’ (article)
Types of Repositioning and examples; 5-Step
Post Class Exercise:
Process of Brand Refreshment
Analyse a brand refreshment case
applying the 5-step process
15 Deep Dive Analysis; Brand Plan Format; Brand Deep Dive (PDF)
Fabreeze- Diagnosis before Strategy (case) Brand Plan (PDF)

Post Class Exercise:

Write a Brand Plan
16 Brand Health Tracking; Brand Report Card; Brand Report Card (article)
Brand Asset Valuator (BAV);
Branding 4.0 Post Class Exercise:
Develop a Brand Report Card

Module 4: MarCom
Learning Objectives:
• Understand MarCom and its elements
• Evaluate ‘what makes a good ad’
• Understand ‘integration’ across message and media
• Analyze and set MarCom goals and objectives
• Develop an effective IMC plan
• Apply Touch-Point Planning, Customer Journey-MOTS and POEM
• Evaluate Campaign Effectiveness
• Write inspiring Creative Briefs

Session Topic Pre-Readings & Post Class

17 Checklist for a ‘good’ ad- examples of good When Avis Tried Harder’ (case)
and bad ads; What is Integrated Comms;
Brand Essence and Brand Idea; Elements of Post Class Exercise:
MarCom Create an ad film by defining the Brand
Essence and Brand Idea for the brand
chosen and analyse it on the 5-point
checklist

3
18 Integration of message with media; ‘Why Burger King Is Proudly Advertising a
Offline and Online integration; Mouldy, Disgusting Whopper’ (article)
Outbound and Inbound marketing;
Videos: Burger King Burn, Gillette-WALS, Post Class Exercise:
Bing- Jay Z; Volkswagen-Kombi; Analyse the Content Marketing vs.
Content Marketing vs. Advertising: Go-Pro Advertising for a brand
(case)
19 MarCom Goals; Mental and Physical B2B MarCom Campaigns’ (article)
Marketplace Objectives; Examples of
Marcom Objectives; Acts not Ads Post Class Exercise:
Study examples of MarCom Objectives
20 Comms Planning Process; 6-M Model- ‘Seven principles of effective marketing
Dabur Honey case; Effectiveness measures communication’ (article)

Post Class Exercise:

Write the 6-M Plan for a campaign
21 Touch Point Planning; Customer Journey- ‘Improve Your Customer Journey with
MOTS and POEM Touchpoint Mapping’ (article)

Post Class Exercise:

Develop a Customer Journey Map

22-23 5 EFFIEs Case Studies on campaign Asia’s Anatomy of Effectiveness’ (PDF)

effectiveness- Tide, Dare, Lidl, Gillette
Fusion, Effectiveness Lessons Post Class Exercise:
Analyse the effectiveness of a campaign
applying the ‘Effectiveness Lessons’
24 P&G Creative Briefing Format ‘Brief or Grief’ (article)
‘Sight to Insight’ (article)

Post Class Exercise:

Write creative brief for ‘DOVE-Campaign for
Real Beauty’ using the P&G format