1. Team A13 Branding – A Business Essential “In a world of unlimited choice, brands will matter more than ever” Michael Eisner, Walt Disney Company

2. Team A13 Index Why Branding? Valuing Brands Branding – An Exercise A Future Example Final Notes Yadu Singh

3. Team A13 Why Brands Matter – A Company Perspective Functionally, a brand is a competitive differentiator that allows the company to: Gain market share at prevailing prices Maintain market share at a premium price Claim a premium price for your products Stabilize demand

4. Team A13 A Branding Strategy Model

5. Team A13 ….that drive corporate strategy

6. Team A13 …taking into account the external world where relational assets drive value Source: MIT Sloan School of Business Brand Equity

7. Team A13 Index Why Branding? Valuing Brands Branding – An Exercise A Future Example Final Notes Siarhei Novik

8. Team A13 How do brands add value? They shift the demand curve … … allowing to charge higher price at a given sales volume The company is known throughout the neighborhood as " not the cheapest, just the best. "

9. Team A13 How to Valuing Brands? Several methods could be employed: Price premium Earnings valuation* Royalty payment *Source: BusinessWeek Valuation (Interbrand) Market value Historical cost Earnings valuation*

10. Team A13 Top10 BusinessWeek Brands

11. Team A13 Index Why Branding? Valuing Brands Branding – An Exercise A Future Example Final Notes Herman Lombard

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13. INSEAD

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15. London Business School

16. Team A13 Yeah baby, MBA studies!

17. Team A13 “A Brand can be established by default, or it can be custom designed” Anonymous

18. Team A13 INSEAD What do you think and feel when you see this? Do you think and feel? Quality Influence Worth the investment Status Or? Just another Business School RSM competitor Too expensive Bastards didn’t let me in!

19. Team A13 The INSEAD Brand? INSEAD Attributes Attributes Professional Professional Prestige Prestige Exclusive Exclusive Culture Culture Rich Rich Diverse Diverse Varied Varied Benefits Benefits Recognition Recognition Status Status Quality Education Quality Education Values Values Achievement Achievement Intellect Intellect Commitment Commitment Personality Personality French French Business like Business like Customer focused Customer focused User User Young Young Talented Talented Dynamic Dynamic

20. Team A13 Key Brand Building Elements Alumni Network – Lifelong Network (Branding) Alliances - Faculty and Research: –Publications: INSEAD Quarterly, In the News –Special Interest: Thought Leadership Publications –Case writing Event Marketing – Symposia, Conferences Sponsorships Public Relations and Press Releases Recruitment Events

21. Team A13 Index Why Branding? Valuing Brands Branding – An Exercise A Future Example Final Notes Fang Liao Chris Mourikis

22. Team A13 The Future of RSM Date: 2 March 2014 Place: MBA Insider Office, London Interviewer: Chris Jr. Mourikis (MBA Insider) Interviewee: Ms. Michelle Page Dean: Erasmus School of Management

23. Team A13 Interview with Dean ESM Graduate School of Business

24. Team A13 Index Why Branding? Valuing Brands Branding – An Exercise A Future Example Final Notes Fang Liao

25. Team A13 Final Notes Branding is not everything Branding is time consuming and expensive It is not a sure path to success or survival However, a good brand allows you to charge a higher price & bond with your customers

26. Team A13 Final Notes Good management + Good branding

27. Team A13 Thank You