9/24/2018

“ Brand Management”
MK542E

Brand Building and Business Building

Dr. Dildar Hussain

Associate Professor
Rennes School of Business

Office No. 327

dildar.hussain@rennes.-sb.com

Chapter Overview
 Overview

 Relationship between building a brand and building

a business

 What is innovation?

 Strategic importance of brands

 Brands in SMEs

 Learning Objectives

 Identify the critical components of successful brand building

 Discuss role of senior management / CEO as brand custodians

 Discuss brand development in SME

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Introduction

 Traditionally, brand management seen as a

function of marketing

 Brands more important in FMCGs ????

 Managed by marketers and advertising agencies

 Brands transcending their role in marketing

 Companies started to view brands as strategic

assets since 1990s

 Becoming more of a strategic issue

Business Success and Brands

 Brands from small businesses to public services

 Brand = success in business

 Success in business without brands?

 What is success?

 Depends on company's objectives

 Resources required to create and sustain brands

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Building Brands – 1

 Resources/requirements for building brands

 Financial resources

 Personnel resources

 A clear differentiation or a USP

 Quality and an innovative product

 Advertising and promotional resources

 Distribution network

 Legal infrastructure

Building Brands – 2

 What makes building brands difficult?

 Pressure to compete on price

 Proliferation of competitors

 Fragmenting markets or media

 Complex branding strategies and brand relationships

 The temptation to change identity

 Organizational bias against innovation

 Pressure to invest elsewhere

 Pressure for short-term results

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Innovation and Branding

 Innovation

 More than “new product”

 Reinventing business process

 Building entirely new markets to meet

untapped customer needs

 Selecting and executing the right ideas

 Understanding value of the target market

 Not all clients are alike

 Different brands co-exist in the same sector and address the values of
different segments

 That’s why companies maintain portfolios of brands (sometimes competing each other)

 Apple example
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Innovation – BCG Survey 2016

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Innovation – BCG Survey 2018

Innovation – BCG Survey 2010

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Innovation – BCG Survey 2018

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End of Topic Questions

 Do leading brands make the best products?

 In which sector do you think brands are most important?

https://www.youtube.com/watch?v=72OrkXqYxQo

3_1_LV.mp4

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"Well-managed brands live on - only bad brand managers die."

George Bull

dildar.hussain@rennes-sb.com

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