“ Bra

nd

Ma

na

ge

me

nt”

MK

54

2E

Bra

nd

Arch

itectu

re

Dr. D

ilda

rH

ussa

inA

ssistan

t Pro

fesso

r

ESC

Re

nn

es S

cho

ol o

f Bu

sine

ss

Office

No

. 31

5

dild

ar.h

ussa

in@

esc-re

nn

es.fr

�O

ve

rvie

w

�W

ha

t bra

nd

arch

itectu

re o

r bra

nd

structu

re is

�D

iffere

nt b

ran

din

g a

pp

roa

che

s

�H

ow

toch

oo

sea

na

pp

rop

riate

bra

nd

strate

gy

�E

nviro

nm

en

tal

pre

ssure

on

bra

nd

ing

�Le

arn

ing

Ob

jectiv

es

�A

pp

recia

teth

eco

nce

pt

of

bra

nd

structu

re

�Se

lect

an

ap

pro

pria

teb

ran

db

ran

din

ga

pp

roa

ch

�E

xam

ine

the

gro

wth

of

licen

sing

an

dstra

teg

ica

llian

ces

inb

ran

din

g

�E

xam

ine

bra

nd

structu

rein

inte

rna

tion

al

ma

rkets

2

Ch

ap

ter O

vervie

w

2

�W

ith m

ore

targ

ete

d m

ark

etin

g, it h

as b

eco

me

�M

ore

com

ple

x

�G

lob

al

�D

yna

mic

�B

ran

ds a

re o

wn

ed

by

oth

er b

ran

ds w

hich

, in tu

rn,

are

ow

ne

d b

y a

no

the

r set o

f bra

nd

s

�B

ran

din

g m

an

ag

em

en

t, no

w a

da

ys, is n

ot

all a

bo

ut m

an

ag

ing

sing

le b

ran

ds b

ut m

an

ag

ing

po

rtfolio

s

33

Intro

du

ction

�S

am

e co

mp

an

y ca

n se

lls pro

du

cts to d

iffere

nt se

gm

en

ts

�D

iffere

nt p

rod

ucts m

ay

be

po

sition

ed

diffe

ren

tly

�S

om

e th

ou

gh

ts ab

ou

t bra

nd

s

�B

ran

din

g, a

n im

po

rtan

t top

ic of in

tere

st for re

sea

rch

�B

eco

min

g d

ifficult to

crea

te n

ew

bra

nd

s

�In

futu

re, b

uild

ing

an

bra

nd

ma

y on

ly be

po

ssible

thro

ug

h a

cqu

isition

�O

the

r issue

s inclu

de

, cha

ng

ing

bra

nd

ma

na

ge

me

nt , ta

keo

vers, h

igh

turn

-ove

r of b

ran

d

ma

na

ge

rs

�Fo

cus o

n e

xistin

g b

ran

ds a

nd

corp

ora

te id

en

tities h

as in

crea

sed

4

From

Bra

nd

Ma

na

ge

me

nt to

Bra

nd

Po

rtfolio

Ma

na

ge

me

nt

4

�B

ran

d p

ortfo

lios a

re re

sult o

f a p

roce

ss

�B

ran

d a

ccum

ula

tion

, tran

sition

, an

d re

du

ction

of b

ran

ds

�O

rga

niza

tion

of re

latio

nsh

ips b

etw

ee

n b

ran

ds

�D

eve

lop

me

nt o

f bra

nd

po

rtfolio

s to g

ain

com

pe

titive a

dva

nta

ge

�T

he

refo

re, b

ran

d p

ortfo

lio d

ea

l with

bo

th th

e in

tern

al a

nd

ex

tern

al e

nv

iron

me

nts

�B

ran

d p

ortfo

lio in

flue

nce

s (CIM

, 20

03

)

�R

& D

�M

arke

ting

reso

urce

s

�C

ost e

fficien

cy

�G

row

th, e

tc. 5

Stra

teg

ic Ba

lan

ce o

f Bra

nd

Po

rtfolio

Ma

na

ge

me

nt -

1

5

�S

ix w

ay

s in w

hich

po

rtfolio

ma

na

ge

me

nt co

uld

en

ha

nce

gro

wth

�C

lea

r prio

ritizatio

n o

f futu

re fo

cus b

y ma

jor m

arke

t

�P

rioritiza

tion

by b

ran

d a

nd

pro

du

ct

�C

on

cen

tratio

n o

f exp

en

ditu

re o

n p

riority m

arke

t,

bra

nd

s an

d p

rod

ucts

�O

pe

ratio

na

l cost sa

ving

thro

ug

h sim

plifie

d b

usin

ess

�D

ispo

sal o

f bra

nd

s tha

t do

n’t fit

�G

ap

filling

by p

rod

uct d

eve

lop

me

nt a

nd

acq

uisitio

n

6

Stra

teg

ic Ba

lan

ce o

f Bra

nd

Po

rtfolio

Ma

na

ge

me

nt -

2

6

�F

ive

step

ap

pro

ach

for

op

timizin

g b

ran

d p

ortfo

lio

�D

ecid

e o

n b

ran

ds to

rev

iew

�S

ho

rtlist all o

f the

bra

nd

s an

d a

na

lyze

ea

ch o

the

r’s

con

tribu

tion

to th

e co

mp

an

y (co

ntrib

utio

n)

�A

ssess b

ran

ds a

ccord

ing

to cu

rren

t ma

rke

t

pe

rform

an

ce (tra

ction

) an

d fu

ture

pro

spe

cts

(mo

me

ntu

m)

�T

he

bra

nd

s are

classifie

d a

lon

g th

ose

thre

e d

ime

nsio

ns

(con

tribu

tion

, tractio

n, m

om

en

tum

) to id

en

tify ch

alle

ng

es a

nd

op

po

rtun

ities a

nd

en

ab

le b

ran

ds to

be

sorte

d in

to

�P

ow

er: A

bra

nd

tha

t ne

ed

s to b

e d

efe

nd

ed

fero

ciou

sly

�Sle

ep

er: A

bra

nd

tha

t with

a little

track

ing

can

bu

ild in

to a

po

we

r bra

nd

�Slid

er: A

valu

ab

le b

ran

d th

at h

as lo

st mo

me

ntu

m a

nd

ne

ed

s imm

ed

iate

inte

rven

tion

7

Stra

teg

ic Ba

lan

ce o

f Bra

nd

Po

rtfolio

Ma

na

ge

me

nt -

3

7

�So

ldie

r: A so

lid b

ran

d th

at co

ntrib

ute

s qu

ietly

with

ou

t ne

ed

for m

uch

ma

na

ge

me

nt a

tten

tion

�B

lack

ho

le: A

bra

nd

tha

t sucks u

p re

sou

rces a

nd

ma

y or m

ay n

ot e

ver p

ay o

ut

�R

ocke

t: A b

ran

d th

at is o

n its w

ay to

po

we

r-bra

nd

statu

s

�W

allflo

we

r: A sm

all, u

nd

era

pp

recia

ted

bra

nd

with

loya

l custo

me

rs, ofte

n u

nd

er p

rices a

nd

un

de

r ma

rkete

d

�D

iscard

: A b

ran

d th

at sh

ou

ld h

ave

be

en

disco

ntin

ue

d ye

ars a

go

�T

he

ob

jectiv

es fo

r ind

ivid

ua

l bra

nd

are

tied

tog

eth

er in

to a

n o

ve

rall p

lan

, wh

ich w

ill

inclu

de

an

y ch

an

ge

s to th

e ro

ster, b

ran

d a

rchite

cture

an

d re

sou

rce a

lloca

tion

8

Stra

teg

ic Ba

lan

ce o

f Bra

nd

Po

rtfolio

Ma

na

ge

me

nt -

4

8

�S

ix b

ran

d n

am

ing

strate

gie

s

�C

orp

ora

te b

ran

d n

am

e

�C

om

pa

ny n

am

es a

cross virtu

ally a

ll the

ir pro

du

ct ran

ge

�Sh

ell, K

ello

g’s

, Tota

l

�H

ou

se b

ran

d n

am

e

�G

rou

p o

f com

pa

nie

s /bra

nd

s

�V

W g

rou

p

�Fa

mily

bra

nd

na

me

s

�Fa

mily o

f pro

du

cts

�N

estle

9

Bra

nd

Hie

rarch

y -1

9

�M

on

o b

ran

ds

�In

de

pe

nd

en

t bra

nd

s

�P

rocto

r & G

am

ble

(Arie

l)

�V

irtua

l Bra

nd

s

�U

sed

to id

en

tify varia

nts o

f pro

du

cts

�?

??

�D

escrip

tion

�U

sed

to d

escrib

e a

varia

nt o

f a p

rod

uct w

ith d

escrip

tion

�K

no

rr be

ef sto

ck cu

be

s

10

Bra

nd

Hie

rarch

y -2

10

�M

on

olith

ic structu

res

�O

rga

niza

tion

s usin

g o

ne

na

me

an

d

on

e visu

al style

�E

nd

orse

d stru

cture

�C

orp

ora

te id

en

tity use

d in

asso

ciatio

n

with

na

me

of su

bsid

iary /b

ran

d

�C

orp

ora

te d

om

ina

nt

�M

ixed

bra

nd

s

�B

ran

d d

om

ina

nt

�B

ran

de

d id

en

tities

�To

tally d

iffere

nt b

ran

d n

am

es a

nd

visua

l styles

�M

on

o b

ran

ds

11

Bra

nd

Hie

rarch

y -3

11

�C

ho

ices fo

r bra

nd

ing

in in

tern

atio

na

l con

tex

t

�U

se th

e sa

me

bra

nd

in d

iffere

nt co

un

tries

�Le

vera

ge

bra

nd

stren

gth

acro

ss bo

un

da

ries

�M

ain

tain

loca

l bra

nd

s to m

ee

t loca

l custo

me

rs’

pre

fere

nce

s

�C

ho

ose

a b

ran

d stru

cture

or a

rchite

cture

tha

t

suits

�C

orp

ora

te-d

om

ina

nt stru

cture

�P

rod

uct-d

om

ina

nt stru

cture

�H

yb

rid b

ran

d stru

cture

12

Inte

rna

tion

al B

ran

d S

tructu

re -

1

12

�D

ete

rmin

an

ts of in

tern

atio

na

l bra

nd

structu

re

�F

irm-b

ase

d fa

ctors

�O

rga

niza

tion

al stru

cture

�E

xpa

nsio

n stra

teg

y

�M

od

e o

f exp

an

sion

(acq

uisitio

ns, o

rga

nic g

row

th

or stra

teg

ic allia

nce

s)

�T

he

imp

orta

nce

of co

rpo

rate

ide

ntity

�D

iversity o

f pro

du

ct line

s an

d p

rod

uct d

ivision

s

�P

rod

uct m

ark

et ch

ara

cteristics

�N

atu

re o

f the

pro

du

ct ma

rket(s)

�W

he

the

r ho

mo

ge

ne

ou

s ma

rket o

r glo

ba

l con

sum

ers

�M

arke

t inte

gra

tion

an

d co

mp

etito

rs, cultu

ral e

mb

ed

de

dn

ess

of p

rod

uct

�P

rod

uct m

ark

et ch

ara

cteristics

13

Inte

rna

tion

al B

ran

d S

tructu

re -

2

13

�F

rom

mo

no

bra

nd

s to co

rpo

rate

bra

nd

�Sim

ple

r an

d co

st effe

ctive

�M

arke

t com

ple

xities

�C

om

pe

titive p

ressu

re

�F

rom

corp

ora

te b

ran

ds to

mo

no

bra

nd

s

�M

arke

t seg

me

nta

tion

�D

iffere

ntia

tion

to a

void

can

nib

aliza

tion

�Fa

ilure

in fin

din

g syn

erg

ies o

f corp

ora

te b

ran

din

g

�Fro

m co

rpo

rate

bra

nd

s to m

on

o b

ran

ds

�A

nti-g

lob

aliza

tion

mo

ve

me

nts

14

En

viron

me

nta

l Pre

ssure

on

Bra

nd

ing

14

�Lice

nsin

g a

con

tractu

al p

erm

ission

to u

se a

bra

nd

in a

ssocia

tion

with

a d

efin

ed

pro

du

ct, for a

de

fine

d

pe

riod

of tim

e, in

a d

efin

e te

rritory

�A

bra

nd

ow

ne

r can

ex

ten

d tra

de

ma

rk o

r cha

racte

r

from

its prin

cipa

l en

viro

nm

en

t on

to to

pro

du

cts of

a co

mp

lete

ly d

iffere

nt n

atu

re

�Lice

nsin

g ca

n

�E

xpa

nd

the

pro

du

ct po

rtfolio

�D

rive n

ew

reve

nu

e stre

am

s thro

ug

h lice

nsin

g o

pp

ortu

nitie

s

�In

crea

se th

e b

ran

d g

lob

al a

wa

ren

ess

�In

spire

custo

me

r loya

lty an

d b

uild

bra

nd

eq

uity

�Fu

el va

lua

ble

pro

mo

tion

al a

nd

reta

il pa

rtne

rship

s

�M

ake

the

bra

nd

mo

re life

style o

rien

ted

15

Ho

w C

an

Bra

nd

Licen

sing

Bo

ost B

usin

ess?

15

�S

trate

gic Q

ue

stion

s

�W

ha

t is strate

gic b

en

efit o

f licen

sing

?

�W

ha

t are

the

targ

et p

rod

uct ca

teg

orie

s?

�H

ow

is the

licen

sing

strate

gy re

late

d to

the

bra

nd

strate

gy?

�R

eso

urce

s an

d ca

pa

bilitie

s Qu

estio

ns

�D

oe

s the

com

pa

ny h

as e

xpe

rien

ce in

an

d n

eg

otia

ting

an

d d

raw

ing

licen

sing

ag

ree

me

nts?

�W

ha

t is curre

nt n

ew

pro

du

ct de

velo

pm

en

t pro

cess?

�Is th

e co

mp

an

y pre

pa

red

to ca

rry ou

t the

tech

nica

l insp

ectio

n o

f the

licen

see

?

�W

ha

t sup

po

rt will th

e co

mp

an

y offe

r to th

e lice

nse

e?

�D

oe

s the

com

pa

ny h

as re

sou

rces to

imp

lem

en

t the

licen

sing

strate

gy?

�E

nfo

rcem

en

t of co

py rig

hts ?

??

??

??

??

?

16

Bra

nd

Licen

sing

–M

ore

tha

n P

rod

uct E

xten

sion

16

17

Bra

nd

Stru

cture

/ Arch

itectu

re o

f VW

Gro

up

17

Bra

nd

Stra

teg

y P

ositio

ns P

rod

ucts W

orld

wid

e

18

Ca

se S

tud

y

18

http

://ww

w.y

ou

tub

e.co

m/w

atch

?v

=-P

-2h

DG

5k

Kk

19

Vid

eo

of th

e D

ay

19

20

20

dildar.h

ussa

in@esc-re

nnes.fr