03/10/2024

Brand management

Dr. Do Khac Xuan Diem

Email: [email protected]

Learning outcomes

Explain key concepts, principles, process of brand management

Describe the roles of brand and branding in the digital era

Suggest ethical and creative solutions to brand related problems in

business contexts.

Work and communicate effectively as an individual or in teams.

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Learning schedule
Week Teaching and Learning Activity Student Task/Assessment
1 Chapter 1 – Fundamentals of brand management Quizzes/Discussion/Assignment

2 Chapter 2 – Developing a brand strategy Quizzes/Discussion/Assignment

Chapter 3 – Choosing brand elements to build brand Quizzes/Discussion/Assignment

3
equity
Chapter 4 – Designing marketing programs to build brand Quizzes/Discussion/Assignment
4
equity
Chapter 5 – Leveraging secondary brand associations to Quizzes/Discussion/Assignment
5
build brand equity
6 Chapter 6 – Measuring brand equity Quizzes/Discussion/Assignment
Chapter 7 – Developing brand architecture strategies and Quizzes/Discussion/Assignment
7
brand extensions
8 Chapter 8 – Managing brands Quizzes/Discussion/Assignment

9 Chapter 9 – Branding in the digital era Quizzes/Discussion/Assignment 3

Textbooks
Textbook
Kevin Lane Keller and Vanitha Swaminathan (2020). Strategic Brand
Management: Building, Measuring, and Managing Brand Equity, 5th
Edition, ISBN 9780134877952.
References
Cao Minh Trí et al. (2023). Quản trị thương hiệu chiến lược. NXB Thông tin
và Truyền thông.
Bùi Văn Quang (2015). Quản trị thương hiệu – Lý thuyết và thực tiễn. NXB
Lao Động – Xã Hội.

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Assessment overview
Tasks Individual/Group Weighting Notes
Attendance Individual 5% Absence > 3: 0
Contributions in class Individual Bonus to your in-progress
marks.
Multiple choice questions (10 minutes) Individual 10% Every week

Discussion (LMS) Individual 10% 3 discussions/course

Assignment/case study Group 25% Every week, presentation
Final exam Group 50%
Develop a marketing plan to build a
brand (improve the existing one or
develop a new brand)

Chapter 1

Fundamentals of brand management

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Learning objectives

• Objective 1: Define brand and distinguish brand and a product

• Objective 2: Explain why brand is important

• Objective 3: Explain how brands can be applied to virtually everything

• Objective 4: Describe the main branding challenges and opportunities

• Objective 5: Explain the concept of brand equity and identify the steps in
the strategic brand management process

Learning objective 1:

Define brand and distinguish brand and

a product

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What is a brand?

A brand is a “name, term, sign, symbol, or

design, or a combination of them, intended
to identify the goods and services of one
seller or group of sellers and to
differentiate them from those of
competition”.
American Marketing Association

What is a brand?

Brand elements
• Name
• Logo
• Symbol
• Package design
• Brand colour
• Slogan

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What is a brand?

Brand name

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What is a brand?

Brand name or logo

• People
• Places
• Animals
• Things
• Product meaning
• Abstract images

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What is a brand?

Group discussion
What are differences between brands and products?

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Brands versus products

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Learning objective 2:

Explain why brand is important

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Why do brands matter?

Consumers
• Identification of source of product
• Assignment of responsibility to product maker
• Risk reducer
• Search cost reducer
• Promise, bond, or pact with maker of product
• Symbolic device
• Signal of quality

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Why do brands matter?

Firms
• Means of identification to simplify handling or
tracing
• Means of legally protecting unique features
• Signal of quality level to satisfied customers
• Means of endowing products with unique
associations
• Source of competitive advantage
• Source of financial returns

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Top 100 best global brand 2023

Source: Interbrand 18

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Learning objective 3:

Explain how brands can be applied to virtually

everything

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How to brand a product?

Who the Name/label

product is?

Brand
What the Why
Meaning product consumers Differences
does? should care?

Brand = Identity + Meaning + Differences

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Can anything be branded?

• Physical goods (e.g. Nike, Apple, Coca-Cola)
• Services (e.g. Vietnam airlines, Agribank,
Nielson)
• Retailers and Distributors (e.g. Coopmart,
Winmart, Walmart)
• Digital brands (e.g. Amazon, Facebook, Airbnb)
• People and Organisations (e.g. Martin Yan,
Unicef, HCMC Open University)
• Sports, arts and entertainment (e.g. Harry
Porter, OIympic)
• Geographic locations (e.g. Ha Long bay)
• Ideas and causes (e.g. Aids ribbons) 21

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Learning objective 4:

Describe the main branding challenges and

opportunities

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Discussion

What are challenges and opportunities for brand management?

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Branding challenges and opportunities

• Unparalleled access to information and technologies
• Information to understand customer’s needs and wants
• AI, 3D technology to enhance customer experiences
• Downward pressure on prices
• Difficult to differentiate and charge premiums
• Ubiquitous connectivity and consumer backlash
• Sharing information and goods
• Unexpected sources of competition
• Disintermediation and reintermediation
• Alternative sources of information about product quality
• Winner-Takes-All Markets
• Media transformation
• The importance of customer-centricity 24

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Learning objective 5:

Explain the concept of brand equity and identify

the steps in the strategic brand management
process

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Brand equity

Brand equity is the added value endowed to products and services with consumers. It
may be reflected in the way consumers think, feel, and act with respect to the
brand, as well as in the prices, market share, and profitability it commands.
Customer-based brand equity is the differential effect brand knowledge has on
consumer response to the marketing of that brand.
• Different responses
• Brand knowledge
• Brand equity reflected in perceptions, preferences, and behaviours related to
all aspects of the marketing of a brand.

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Key benefits of brand equity

• Improved perceptions of product performance
• Greater loyalty
• Less vulnerability to competitive marketing actions
• Less vulnerability to marketing crises
• Larger margins
• More inelastic consumer response to price increases
• More elastic consumer response to price decreases
• Greater trade cooperation and support
• Increased marketing communication effectiveness
• Possible licensing opportunities
• Additional brand extension opportunities
• Improved employee recruiting and retention
• Greater financial market returns 27

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Strategic brand management process

Design and Grow and

implement brand sustain brain
marketing equity
• Brand positioning program • Brand audits
model
• Brand tracking • Brand
• Brand resonance architecture
model • Brand equity
• Brand elements management • Brand equity over
• Brand value chain • Marketing system time
programs • Brand equity over
• Secondary
Measure geographic
associations brand boundaries,
Develop brand performance cultures and
plans market segments

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Applications

Discussion
Can you think of yourself as a brand? What do you do to “brand”
yourself?

Assignment
Think of a branded service that is of your interest. What are its brand
elements? How does branding help address the intangibility and
variability of this service?

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References

Kevin Lane Keller and Vanitha Swaminathan (2020). Strategic Brand

Management: Building, Measuring, and Managing Brand Equity, 5th
Edition, ISBN 9780134877952.

Cao Minh Trí et al. (2023). Quản trị thương hiệu chiến lược. NXB Thông
tin và Truyền thông.

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