Marketing Planning

Brand
Management
System
Vivian Qin
BUSM 705
Brand Management
Smith School of Business

Brand Equity
Brand Mgmt
Marketing Plan

On Building A
Brand
Managing
Across Brands
Planning 1

Recap
What is a brand
Measure brand equity
Build brand value
Association
Awareness

Brand personality
Sincere and exciting
Planning 2

Building Brand Equity

Inputs
Brand
Elements
Marketing
Program (4Ps)
Secondary
Associations

Knowledge
Effects

Outcomes

Brand
Awareness
Possible
Outcomes
Brand
Associations

Planning 3

The Purpose of Planning

Planning is everything, plans are
nothing.
General Eisenhower

Planning is to a large extent the job of

making things happen that would not
otherwise occur.

Planning 4

Obstacles to Planning
Good Forecasting
Time
Lack of Management Commitment

Penn-olsen.com

Planning 5

Top Down v. Bottom Up

Bottom Up
Closer to implementation, motivated by
control, better forecasts

Top Down
More vision at the top, more
coordination

Planning 6

TagTrade at BestBuy
Stock price
represents
probability of
meeting a goal

Brand Elements
Elements
Names
Logos
Symbols
Characters
Slogans
Jingles
Package

Should be:
Attitudinal
Memorable
Meaningful
Likable

Operational
Transferable
(across items or
countries)
Adaptable
Protectable

Planning 8

Brand Names
Coco cola, pepsi

Argo, Popa and Smith 2010

Planning 9

Brand Names

Phonetic, semantic, and

phonosemanticc
Zhang and Schmitt 2001

Planning 10

Brand Names

Planning 11

Symbol and Logo

Planning 12

Symbol and Logo

Planning 13

Symbol and Logo

Source: NY Times

Planning 14

Symbol and Logo

Starbucks is successful, Gap was not

Without strategic actions

"People hated the new Gap logo that appeared ever so briefly
almost nowhere (fake roll-out), but that old logo really isn't that
great either."
Planning 15

Symbol and Logos

Planning 16

Symbol and Logos

Hagtvedt 2011

Planning 17

Symbol and Logos

Cian, Krishna, and Elder 2014Planning 18

Symbol and Logos

Sundar and Noseworthy 2014

Planning 19

Symbol and Logos

Jiang et al. 2016

Planning 20

Symbol and Logos

Han, Nunes and Dreze 2010

Planning 21

Characters

1979

2000

2004

Planning 22

Characters

Planning 23

Celebrity Endorsement

Agrawal and Kamakura 1995

Planning 24

Whom to Believe?

Tour-Tillery and
Mcgill 2015

Planning 25

Slogans

Planning 26

Slogans: assertive or not

Planning 27

Packaging - The Good

Packaging
brand recognition (bottled water, perfume)
Often an attribute refrigerator packs introduced by
Coke in Charlotte in 2002, increase sales 10%.
4*3 changed to 6*2

Planning 28

Packaging - The Good

Packaging
Emotion

Planning 29

Packaging - Transparent
Packaging
Monitor

Planning 30

Packaging Brand Personality

Orth and Malkewitz 2008

Planning 31

Brand Elements Exercise

Create brand elements.
Develop a brand name, logo, slogan,
package (crude illustrations are fine), and,
if appropriate, a character for a new
woman's fragrance (or mens cologne)
Be ready to discuss why you selected these
elements
Brand personality

Planning 32