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This module provides a basic understanding of branding: what a brand is, what functions brands serve, and when a brand strategy is relevant for consumers and ...
Typology: Exercises
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(^1) Many of these handouts are selected from Keller’s, Strategic Brand Management (Prentice-Hall). This book is
complete with examples, tools, benchmarks and theories regarding brand management.
# CLASS TOPIC ASSIGNMENT/ READINGS DUE 1 Jan. 15 th^ What is a Brand? Due: Favorite Brands worksheet in syllabus appendix Reading: Course Syllabus ; Brands and Branding 2 Jan. 20 th^ MTV Case— Consumer-Based Brand Equity Prepare: MTV Case 3 Jan. 22 nd^ Understanding Brand Reference: Dimensions of Brand Personality 4 Jan. 27 th^ Brand-Person Relationships Case— Brand Meaning Prepare: Exploring Brand-Person Relationships Case Reference: Brand Relationship Theory 5 Jan. 29th^ Guest Lecture: Jerry Steinbrink, CMO of Wharton— The Wharton Brand 6 Feb 3rd^ Guest Lecture: Eric Anderson, VP of Europe, Middle East & Africa for Domino’s Pizza, Taking a Brand Global 7 Feb. 5th^ Super Bowl Commercials Analysis Prepare: Analysis of your chosen commercial
8 Feb.10th^ Harley Davidson Case— Brand Community Prepare: Harley Case Due: Each group must email me the names of the group members and a listing of 3 potential brands for Brand Audit Project 9 Feb. 12 th^ Your Personal Brand Due: Personal Image-Identity Gap Write-up Self-Positioning Statement Reference: Firm Stereotypes Matter 10 Feb. 17 th^ Measuring Brand Reference: Brand Valuation Note Strategic Brand Management Chapts 9 & 10 11 Feb. 19 th^ Guest Lecture: Andrew Mitchell, CEO of Brand Foundry Ventures— Investing in Brands
Due: Brand Relationship Interview Write-up
12 Feb. 24 th^ Prof’s Research on Time, Money, and Happiness
13 Feb 26th^ No class Due: Positioning Statement for Brand Audit Perceptual Map for Brand Audit 14 March 3rd^ Crafting Brand Due: Six word personal story & Six word brand story Reading: Famous Names Prepare: Selecting a New Name for Security Capital Pac Trust Claiborne Asks Web Surfers To Name New Line Naming the Edsel 15 March 5th^ Guest Lecture: Eric Staples, Senior Creative Strategist for Bluedog Design— Package Design 16 March 17 th^ Due: Mystery Shopping Experience Write-up
17 March 19 th^ Class Presentations of Brand Qualitative Insights 18 March 2 4 th 19 March 2 6 th^ Guest Lecture: Adam Landau, Brand Manager on Lipton Tea at Unilever— A Day in the Life of a Brand Manager 20 March 31st^ Managing Brand Reading : The Brand Relationship Spectrum Should You Take Your Brand To Where The Action Is? Extend Profits, Not Product Lines Brand Versus Private Labels: Fighting to Win 21 April 2nd^ Guest Lecture: Fran Boller, Executive VP of Nike Brands at Haddad Brands— Brand Management through to Retail 22 April 7 th^ Guest Lecture: Tripp McLaughlin, Sr. Manager of Global Brand Strategy at Hilton— Extending Hilton's Brand 23 April 9 th^ Steinway and Sons Case— Brand Extensions Prepare: Steinway & Sons Case
24 April 1 4 th^ Guest Lecture: Sam Mogilner, Director of Entertainment Marketing & Business Development at Horizon Media —Brand Partnerships 25 April 16 th^ Brand Audit Project Presentations Due: All groups’ Brand Audit written reports 26 April 21 st^ Brand Audit Project Presentations 27 April 23 rd^ Brand Audit Project Presentations 28 April 28th^ Course Wrap-up Reading: The Brand Report Card
Your overall course grade will reflect your fulfillment of the requirements based upon the following weights: Class Participation & Attendance 28% Content Absorption Check-ins 12% Individual Assignments Personal Image-Identity Gap Analysis & Positioning Statement 7% Brand Relationship Interview 6% 6-Word Personal & Brand Stories 2% Mystery Shopping Experience Write-up 5% Brand Audit Project Brand Positioning Statement and Perceptual Map 5% Qualitative Insights Presentation 5% Written Audit 15% Presentation 15% TOTAL 100%
Class Participation
Critical to being part of the class is being at each of the classes, both physically and mentally. The course is developed to be an ongoing conversation, and like any meaningful conversation, it requires all parties to be present, again—both physically and mentally.
To assess your physical presence, I will take attendance. Classes start on time. Being late will count as an absence. If you have documentable special circumstances such as illness, or grave personal difficulties such as a death in the family, you should contact the Program Office, which will work with me in appropriate cases to find a resolution. The Program Office will require documentation of your conflict as a matter of course. If you find yourself with a conflict due to your career search or recruiting activity, you should work with the Career Management Office to find a resolution. Employers cannot require a student, as a condition of his or her employment candidacy, to participate in recruiting-related activities at a time that conflicts with his or her academic schedule. An employer’s inflexibility on this issue is considered a violation of Wharton’s recruiting policies. A time conflict due to a job interview, a career pursuit, or travel is not an appropriate reason to request accommodation on an academic commitment.
Beyond just being physically present, you also need to be there mentally. To allow the rest of the class to benefit from your engagement and fabulous insights, speak up and become part of the conversation.
Grading this aspect of class participation is necessarily subjective. Some of the criteria for evaluating class participation include:
Go for quality NOT quantity. For a good rule of thumb, think 2 – 2 : don't speak more than twice per class, and speak at least once every two classes.
Content Absorption Check-ins
Three times over the course of the semester, I will carve out 10 minutes of class to check-in and see if you have absorbed what has been discussed in class. The content you should absorb includes that
Final Report.
The final report is due at the beginning of class on April 16th^ for every group. In it, you should convey your vision of a “mental map” for the brand in terms of the key brand associations. You will have conducted both qualitative and quantitative market research using tools discussed in class sessions, the HBS case on Brand-Person relationships, and the readings. For your qualitative research, conduct either two one-on-one interviews or one 6-8 person focus group. For your quantitative research, conduct a survey among a larger number of consumers. Your goal is to find out about the brand associations, brand relationships, sources of equity, etc. How is this brand perceived by your informants? The final report will use all of this information to identify the sources of brand equity, providing the basis for your recommendations to the brand going forward.
Page limitations: 1 page executive summary; 10 pages of text (single spaced); up to 5 pages of appendices. I will distribute a more detailed set of guidelines for this brand audit approximately halfway through the course.
Oral Presentation.
Each team will have about 10-15 minutes to present their brand audit. These presentations should highlight the key insights from the Brand Audit focusing on your future recommendations. The goal here is to be compelling, engaging, and CREATIVE! Feel free to use PowerPoint, Prezi, video, skit, or any other compelling and engaging format. Presentations will take place on April 16 th, 21st, or 23rd.
Favorite Brands Worksheet
Bring this with you to the first day of class, and be prepared to share one of them.
What are 3 of your favorite brands? Why?
Individual Assignment # Personal Brand Image-Identity Gap Analysis & Personal Brand Positioning Statement
To manage any brand effectively, you must constantly be in touch with what you think about your brand and what your consumers think about your brand. It helps to have some language to pull these constructs apart: Brand identity is defined as the set of (aspirational) associations the company has of its brand; Brand image is defined as the set of (actual) associations consumers have with the brand. Understanding how the brand is perceived internally and externally is critical to build and manage a strong brand.
This concept is equally useful in assessing and managing your personal brand. To conduct an imagine-identity gap analysis for your personal brand, do the following:
The template below identifies each component that should be included either explicitly or implicitly in your positioning statement.
Positioning Statement Template:
______________Your name _____________(product/brand) is _____________________________________(unique and most important claim) among all ____________________________(competitive set) for ____________________________________(target audience) because ______________________________(concrete support).
Individual Assignment # Brand Relationship Interview
Your class reading, “Exploring Brand-Person Relationships,” will give you insight on how you may do this exercise. The case itself illuminates the concept of brand meaning by looking in-depth at the connections that form between three women and the brands they use. Thus, it sheds light on the insights that are possible when consumers’ lives are understood holistically, and brands are considered to be part of those lives. Perspectives from psychology, sociology, and the study of culture can be applied to illuminate the meanings brands contain for the consumers who use them.
Interview a classmate regarding a relationship they have or had with a brand. The brand you interview this person about should NOT be the brand you’re focusing on for your brand audit project. Please prepare a 1 page (single-spaced) write-up including your answers to the three following questions. If you need, you can use the back-side of the page (indeed, this effectively means you can use two pages. Go crazy.).
Individual Assignment # Mystery Shopping Exercise
Group Assignment # Brand Positioning Statement and Perceptual Map
Your group will be turning in a Positioning Statement and Perceptual Map for the brand you are auditing. When considering the optimal positioning for your brand, you will be thinking through and discussing the following questions within your group:
What is the product category? This is usually a set of products or services designed to meet a particular need (or closely related set of needs). Remember that your identification of a product category should be strategic, as the category you choose will help communicate the needs your brand addresses.
What are the available alternatives in the product category? The category should be defined so that these are reasonably close substitutes.
What are the important/relevant attributes that describe and differentiate the available alternatives in the product category? These include physical features and characteristics, product associations, user benefits, etc.
Who are the existing and potential customers for this product category?
How is the market segmented? Start by defining each segment according to needs and/or benefit(s) sought. Which attributes are most important to each segment? It should then be possible to profile these segments using criteria such as demographics, geography, lifestyle, etc.
What is(are) the appropriate target segment(s) for the new product? These need to be evaluated in light of the objectives of the company.
Which of the available alternatives in the product category are most appealing to the target segment(s)?
What are the different strategies one might use to position the new product against the existing alternatives for the target segment(s)? Look for opportunities to establish points of parity (to indicate membership in a particular group of products) and points of difference (to set you apart from that particular group). Some possible positioning strategies are: by attribute (one of which might be price/quality) by use or application according to who uses the product in a different product class with respect to a competitor
Your group will be turning in a 1-pager that includes 1) a Positioning Statement (with justification) and 2) a Perceptual Map (with justification).
Positioning Statement: A positioning statement can take many different formats. For it to be effective, it must communicate the objectives of the strategy, including the intended target market, the core benefit proposition of the product/service, and the key point of difference from competitive alternatives. The template below is slightly more specific than that which you completed for your personal brand positioning statement, but both address these key points. Keep in mind that the positioning statement should serve as a guide to subsequent marketing planning activity. Complete the