1. Marketing and Brand Management
MBM721S
Marketing and Brand Management
Vacation School
20th August 2018
Donald Hlahla

2. Programme Tutorial letter
Study Guide/Prescribed Text/Reading/Other references
Approach to learning
Theory-key areas
Practice-Namibian Context
Analysis-Linking theory and Practice
Learning Outcomes
Page 5 of the Study Guide

3. Programme cont-- Assignments Understanding the question
Evidence of wide reading
Practical application to the context
Presentation

4. Discuss This implies insight and discretion when applying and assessing knowledge. The different aspects of the matter or statement are examined or stated analytically.
Evaluate Assess a matter on the basis of certain criteria. Make a value judgment about the matter and give reasons for your views.
Explain State the matter simply so that the reader will understand it. Use illustrations, descriptions and examples and provide reasons for decisions or results.
Give an overview Present a summary (abridged version) of data in a logical and systematic manner.
List / name Write down only the information required, no discussion is necessary.
Summarize Identify the key aspects of the whole, while retaining the essence of the matter. Give information without criticising or discussing it.
State Give information without criticising or discussing it.
Comment Spoken or written statement that expresses and opinion about someone or something-a personal view of.
Outline General description or plan showing essential features of something without giving details.

5. Key Aspects of the Course
Assumption that you have done first level marketing
This level is generally considered as Strategic Marketing
Material in the study Guide sufficient.
Most of the work derives from Philip Kottler.
Go through key areas identified in the Study Guide.

6. What is a brand
A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors
A brand consists of;
Tangible attributes and
Intangible attributes
Brand identity is the marketer’s promise to give a set of features, benefits and services consistently
Brand Building involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch

7. Advantages of branding
Easy for the seller to track down problems and process orders
Provide legal protection of unique product features
Branding gives an opportunity to attract loyal and profitable set of customers
It helps to give a product category at different segments, having separate bundle of benefits
It helps build corporate image
It minimizes harm to company reputation if the brand fails

8. Brand building activities
E.g.
Product development
Packaging
Advertising
Promotion
Sales and distribution

9. Tangible attributes of a brand
E.g.
Product
Packaging
Labeling
Attributes
Functional benefits

10. Intangible attributes of a brand
E.g.
Quality
Emotional benefits
Values
Culture
Image

11. Brand Equity
When a commodity becomes a brand, it is said to have equity
Brand equity is the premium it can command in the market
Difference between the perceived value and the intrinsic value

12. What happens when equity increases?
Commodity
Brand
Power Brands
Presence +
Personality

13. What happens when brands have high equity?
The company can have more leverage with the trade
The company can charge a premium on their product
The company can have more brand extensions
The company can have some defense against price competition

14. Brand Loyalty Pyramid Committed buyer Likes the brand. Considers
111
Likes the brand. Considers
it a friend
Satisfied buyer. Would
incur costs to switch
Satisfied buyer/no
reason to change
Switchers/Price
sensitive

15. Brand building How does one build a brand?
Distinguishing it from others – value proposition
Brand promise must match brand delivery
Value proposition
Broad positioning
Specific positioning
Value positioning
Creating the brand
Choosing a brand name
Develop rich associations and promises
Managing customer brand contact to meet and exceed expectations

16. Considerations in choosing a brand name
What does the brand name mean?
What associations / performance / expectations does it evoke ?
What degree of preference does it create?

17. A brand name should indicate
Product benefits
Product quality
Names easy to remember, recognize, pronounce
Brand associations
‘owned word’
Slogans
Colors
Symbols and logos
Product category
Distinctiveness
Should not indicate poor meanings in other markets or languages

18. Brand Status Step up advertising Cash Cow. Need toM
Step up
advertising
Cash Cow. Need to
Sustain brand building activities
Troubled brand
Product upgrading
required
New Product
Or Product
should be phased out
FAMILIARITY

19. Other issues on brand
Brand ambassador:- Giving a face and personality to the brand that is expected to be rubbed off from the brand ambassador
Brand vitality:- Differentiation in consumer’s need and Differentiation relevant to consumer’s need (see cars for Africa)
Brand pitfalls:- Brand experience must match brand image and Calls for managing every brand contact

20. Stages in the adoption process
Awareness
Interest and information
Evaluation
Trial
Adoption
Post adoption behaviour (see tripe and wine)

21. BRAND ELEMENTS CHOICE CRITERIA
T There are six cr main brand
elements for
choice criteria

22. The Six brand elements for choice criteria
Memorable
Meaningful
Likable- are “brand building”
Transferable
Adaptable
Protectable- “defensive” and deal with how to leverage and preserve the equity in a brand element in the face of opportunities and constraints.

23. Example of a brand

24. Brand elements choice criteria explained
Memorable:-How easily is the brand element recalled and recognized.
Short brand names.
Meaningful:- Is the brand element credible and suggestive of the corresponding category.
Inherent meaning
Likable:- How aesthetically appealing is the brand element.
Concrete brand names.

25. Brand elements choice criteria cont--
Transferable:- Can the brand element be used to introduce new products in the same or different categories.
Brand equity across geographic boundaries and market segments
Adaptable:- How adaptable and updatable is the brand element.
Changed to synchronize with the changing consumer perceptions and preferences
Protectable:- How legally protectable is the brand element. How competitively protectable.
Names that become synonymous with product categories.

26. Advantages and disadvantages of international Marketing
Larger markets
Competitive weapon
High cash flows
Achieve global brand equity
Technological advancement etc
Disadvantages
Legal/political/government bureaucracy
Language/culture/customer needs/attitudes
Currency fluctuations/monetary regulations (p135 Guide)

27. Vertical solutions marketing
Definition: p158 Guide
Vertical marketing systems- distribution structure (see types)
Solution selling- ‘marriage commitment’
Types of vertical marketing systems
Administered vertical system-based on Power
Vertical contractual system-franchise model
Corporate vertical system-One owner overarching –(monopolies)
(See advantages and disadvatages-p159 Guide)

28. Thank you and best wishes
Please refer to the Study Guide, Prescribed and Recommended texts for details