Brand Management (BM001)imm-gsm.s3. Integrating marketing communications to build brand equity 58...
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IMM GSM Page 1 of 111 BM001
Brand Management (BM001)
The copyright of all IMM Graduate School of Marketing material is held by
the IMM GSM. No material may be reproduced without prior written
permission from the IMM GSM.
Revised: December 2012
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Table of contents
1. Word of welcome 4
2. How to use this guide 5
3. Purpose and overall learning outcomes 6
4. National Qualification Framework Specifications 7
5. Pre-knowledge 8
6. Relationship with other modules 8
7. Prescribed textbook 8
8. Curriculum 10
9. Specific learning outcomes 14
10. Critical cross-field outcomes 22
11. Assessment details 24
Study Unit 1: Opening Perspectives on Branding 26
1.1 Specific learning outcomes 27
1.2 Brands and brand management 28
Study Unit 2: Developing a Brand Strategy 35
2.1 Specific learning outcomes 35
2.2 Customer-based brand equity 37
Study Unit 3: Designing and Implementing Brand Marketing
3.1 Specific learning outcomes 47
3.2 Choosing brand elements to build brand equity 49
3.3 Designing marketing programmes to build brand equity 53
3.4 Integrating marketing communications to build brand equity 58
3.5 Leveraging secondary brand associations to build brand equity 62
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Study Unit 4: Measuring and Interpreting Brand Performance 67
4.1 Specific learning outcomes 67
4.2 Developing a brand equity measurement and management
4.3 Measuring sources of brand equity 75
4.4 Measuring outcomes of brand equity 78
Study Unit 5: Growing and Sustaining Brand Equity 83
5.1 Specific learning outcomes 83
5.2 Designing and implementing branding strategies 85
5.3 Introducing and naming new products and brand extensions 90
5.4 Managing brands over time 95
5.5. Managing brands over geographic boundaries and market
Study Unit 6: Closing Observation 106
6.1 Specific learning outcomes 106
6.2 Strategic brand management guidelines 107
6.3 What makes a strong brand? 107
6.4 Future brand priorities 108
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1. Word of welcome
Welcome to the exciting module of Brand Management a subject that opens up
a world of understanding of the importance of brands and branding something
that is part of our lives whether we like it or not.
Even today, as you drive along a busy street, stroll in a mall, watch television,
page through a magazine, listen to the radio, surf the net or chat on Twitter, you
are constantly faced with numerous brands and branding messages.
For a long time branding has been seen as part of the marketing discipline.
Traditionally branding is part of the marketing mix, or the 5Ps: product, price,
promotion, place and people, whereas branding is part of the augmented level of
a product. In recent years marketing has however evolved, and now has become
competition led with huge implications on branding, which explains why
branding has become central to the marketing discipline.
As brands become central to the core of many businesses, brands are now
considered to be the responsibility of senior management and the boardroom.
As you embark on this exciting journey of discovering branding, know that you
will learn more than what is commonly understood when referring to a brand or
branding as a concept. You will also learn how to think strategically about
managing a brand and ensuring each brand becomes the responsibility of senior
management and the boardroom.
South Africa is now, more than ever ready for creative, original and passionate
marketers who have the ability to build brands that will not only be successful
within the southern African context, but also become truly global brands. We trust
that this learning experience will equip you to be one of them!
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2. How to use this guide
Brand management is designed to be a combination of theory and practice and
deals with brands why they are important, what they represent to consumers
and what should be done to manage them properly. It focuses on the theory
behind the application of how to manage brands. It will not only offer you an
interesting account and analysis of brand management, it will also provide you
with the tools for planning and implementing brand marketing programmes and
how to sustain and grow brand equity. Experience has shown that most students
taking this module will be brand or product assistants, especially at the earlier
stages of their marketing careers. The goal then is to instil in you an
understanding and healthy sense of respect for brand management. We aim to
make you knowledgeable about the wonderful world of branding. The most
effective way to achieve this will be to ensure that you understand and enjoy the
The learner guide is especially designed for a student who studies at a distance.
The guide will provide an overview of the total curriculum and will indicate the
learning outcomes, which are essentially the core of this guide. It will provide you
with each major topic that has to be covered, along with the learning outcomes
for each topic, which are systematically explained. The guide will also indicate
how the learning material must be prepared for assessment.
The learner guide should be studied in conjunction with the prescribed textbook
and does not replace the textbook.
At the end of each study unit you will find some typical examples of examination
questions which should be used for self-evaluation.
The following icons appear in all of the learning guides of the IMM Graduate
School of Marketing:
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indicates learning outcomes
indicates the sections in the prescribed textbook that you need
indicates the self-evaluation questions.
3. The purpose and overall learning outcomes
The aim of this module is to provide a comprehensive and current handling of the
subjects of brands, brand equity and strategic brand management the design
and implementation of marketing programmes and activities to build, measure
and manage brand equity. One of the modules important goals is to provide the
student with concepts and techniques to improve the long-term profitability of
brand strategies. Current thinking and developments related to brands are
incorporated from both academic and industry participants. These are combined
with a comprehensive theoretical foundation and with practical insights to assist
managers in their day-to-day and long-term brand decisions.
As you develop your knowledge, it is essential that you also focus on how to
implement this knowledge a critical characteristic of any first-class brand
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On completion of the Brand Management syllabus, you should:
Understand the role of brands, the concept of brand equity and the
advantages of creating strong brands.
Understand the three main ways to build brand equity by properly
choosing brand elements, designing marketing programmes and
activities and leveraging secondary associations.
Understand the different approaches to measuring brand equity.
Be able to implement a brand equity measurement system.
Understand the alternative branding strategies and be able to devise
brand hierarchies and brand portfolios.
Understand the role of corporate brands, family brands, individual
brands, modifiers, and be able to combine these into sub-brands.
Be able to adjust branding strategies over time and across
geographic boundaries to maximise brand equity.
To achieve these goals, you will not only have to carefully follow the guidelines
and instructions of this learner guide, but you will need to observe, in your every
day life, how these principles are implemented, and critically evaluate their
effectiveness. The assignment described later in this learner guide, as well as the
examinations, will evaluate to what extent you have succeeded in reaching the
objectives of this course.
4. National Qualifications Framework (NQF) Specifications
This module forms an electiv