The Changing Roles of Brand Management

1
The Changing Roles of Brand Management
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• Overview
• Business Evolution and the Consumer
• The Changing Roles of Brand Management
• So, Who Owns and Build Brands?

2005. 3. 26 Branding School 1? ? ??
2
Overview
?. The Changing Roles of Brand Management

• Change from an industry focus to a market focus
• Change from tactical thinking to strategic
  thinking
• Change from local market focus and analysis
• to global market focus and analysis
• Change from product management to category
• management
• Change from product branding to corporate
  branding
• Change from product responsibility to customer
• relationship responsibility
• Change from managing the physical brand world
• to both physical and virtual brand world
• Change from managing brand performance
• to managing brand value and equity
• Change from financial accountability
• to social responsibility

?. Business Evolution and the Consumer

• The dreadful days of product focus
• The emergence of market orientation
• The age of the big brand
• The realization of brand value
• The difference between brand value
• and brand equity
• Brand driving business strategy
• Greater focus on the brand-consumer relationship
• Brands-Fascists of friends
• Brands that care

?. So, Who Owns and Build Brand?
3
Business Evolution and the Consumer

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The dreadful days of product focus
The emergence of market orientation
The age of big brand

• Wise move
• Mass Marketing
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• ex) Washing Powders
• Market segmentation
• Marketing research
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• Power brands
• Nike and Luxury brand
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• Days of Mass Production
• Consumer response
• branded product
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• ex) some Japanese companies

4
The realization of brand value

• tangible assets, intangible assets
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• - M A, External investor relations, Internal
  communication
• - Marketing budget allocation, Internal
  marketing management
• - Balance sheet reporting, Licensing and
  franchising
• - Securitized borrowing, Litigation support,
  Tax planning
• - Fair trading investigations
• - New product and market development
  assessment

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The difference between Brand value and brand
equity

• brand value and brand equity
• brand equity dimensions -??? ??/??? ?? ??
• - Price premium, Satisfaction/loyalty,
  Perceived quality
• - Leadership, Perceived value, Brand
  personality
• - Mental associations, Brand awareness and
  recognition
• - Market share, Market price, Distribution
  coverage
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5
Brand driving business strategy

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Brand link to corporate strategy In the 20th
century
Brand link to corporate strategy In the 21th
century


Brand vision and mission
Vision
Mission
Business strategy
Branding (AP)
Business Strategy
Consumer relationship strategy
Marketing
Marketing
Greater focus on the brand -consumer relationship

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• consumer insight

6
Brands fascists of friends

• brand fascists
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Brands that care

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• human spirit? brand spirit? ??
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7
The Changing Roles of Brand Management

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Changing
Industry focus
Market focus

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• - ??? ? ? ????? ?? ?
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Changing
Tactical thinking
Strategic thinking

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• ???? ??(tactical battles)

8

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  adaptation
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Changing
Local market focus
Global market focus

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• local adaptation
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Changing
Product management
Category management

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9

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Changing
Product branding
Corporate branding

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• ex) PG, ????
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Changing
Product responsibility
Customer relationship responsibility

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10

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Changing
Managing the physical Brand world
Both physical and Virtual brand world

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Changing
Managing brand performance
Managing brand value and equity

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11

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Changing
Financial accountability
Social Responsibility

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• ex) 911?? ???
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12
So, Who Owns and Builds Brands?

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Brand Management
Owns and Builds Brand?
Consumer
??

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