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MKT 382 by MichaelAmes


									                            Strategic Brand Management
                                             Fall 2005

Course, Time      MKT 382 – 04585, Mondays & Wednesdays 8 - 9:30 AM
Classroom         GSB 3.138
Office, Hours     GSB 4.126K,
Instructor & TA   Stephen Walls                    Bill Ulrick
Phone             o:512.232.5985 / m:512.422.1918         m:512.374.1769

Course Description

Many people in all different types of organizations now realize that one of the most valuable
assets in their portfolio is the brand associated with their products and services. In spite of the
incredible value, or potential value, of the organization’s brand, so many marketing
professionals and company executives do not understand how to successfully manage their
brands within their overall marketing efforts. This course will focus on the basic building blocks of
building and managing a brand, as well as advanced and special topics of brand
management that will provide a well-rounded look at issues in integrating the brand into overall
marketing and company activities.

Required Readings

        Both texts should be available at the University Co-op and possibly other bookstores.
           Brand Aid – Brad VanAuken
           Best Practice Cases in Branding – Kevin Lane Keller
        Additional cases and articles to be purchased online or distributed in class

Blackboard & Email

Most presentations, course documents, etc. will be available on our Blackboard course site.
When turning in a completed document, you’ll need to submit it through the Digital Dropbox
utility on Blackboard (under the “Tools” menu).

Since the University considers email an official means of communication, I will assume that you
are checking your email daily during the session for any communications from me or your TA. I
will also check my email at least daily.

Email, like mobile phones, is both a blessing and a curse. Based on past experiences, I have just
a few guidelines for communicating with me over email.
    Use email only when you have a very brief question that requires a very brief answer or when
    you want to set up an appointment with me.
    Be aware that I generally check email only once per day.
    Do not email assignments to me unless you’ve checked with me first.
    Do not use email to discuss grades, express concerns, launch into passionate diatribes, or
    anything similar. Instead, set up time with me to discuss these things in person.
    I am really bad about checking my office voicemail. I will try to get better at this, but if you
    have a true emergency, please call my cell phone.
                            Strategic Brand Management
                                             Fall 2005

   Finally, please treat your TA with the same considerations.

A Few of My Thoughts on Teaching

I consider all of you professionals who are just about to embark on an exciting career and are
attending school as an investment in your future. My goal is to provide tools and create an
environment for learning. My responsibility as an instructor is to ensure that this class contributes
to the overall return on your investment by providing a worthwhile set of tools and resources.
Since you all learn in different ways, your responsibility is to take advantage of all the resources
provided in all the ways that are best for you. I have created a fairly specific structure to this
course, but will maintain a great deal of flexibility so that we can adapt to the needs and
desires of those participating.

While the methods will not always be straight forward, throughout this course I am trying to
encourage you to read the material from the resources provided, critically think about how
they apply to a variety of brand circumstances, make connections to concepts larger than
branding and marketing, and consider how you will make the world a better place through
your work.

Communication & Class Participation

I believe strongly that communication is a key skill for anyone involved in any aspect of
marketing, not to mention almost every other aspect of business. Although your assignments
will be evaluated primarily on the basis of effort and content, you will also be evaluated on your
ability to communicate effectively. This will apply to both written and oral presentations of your
work. Language and dialect issues will not be considered as a part of these evaluations.

Class participation seems to be a long-standing struggle for many instructors. My philosophy is
that you are all bright people who learn in different ways and that you have made a deliberate
choice about your involvement in this program. Therefore, I am not going to set defined
participation targets that must be achieved for a particular grade, with the exception of case
studies. However, because you all come from a variety of experiences and backgrounds, I am
hoping that each of you will contribute greatly to the knowledge built and transferred in this
class by speaking up and sharing your thoughts. I ask that you come prepared to participate
either actively or passively in the discussions by not just reading the required cases and
chapters, but by also forming opinions and questions about the material presented. Although
there will not be a specific grade assigned to your class participation, I will consider significant
contributions in determining the final grade.

You should always be prepared to discuss the readings and your individual assignments during
class when called upon. These will not be attempts to harass or embarrass you, I promise. I
simply want to give everyone more experience in being prepared to speak on the spot about
various topics. I also intend to take a facilitator’s approach to class discussion and will attempt
to draw out a full range of perspectives as opportunities arise.
                                 Strategic Brand Management
                                                      Fall 2005

Individual Assignments

1. Brand Thyself™ (or Brand-A-Friend™)
   Goal: Practice using brand building concepts using a brand that you know well (or should get to know better).
   Since 6th century B.C., “know thyself” has been a rallying cry of philosophers, psychologists, and brand professors.
   In that spirit, you get the opportunity to develop yourself (or a close friend) as a brand. Your task is to develop a
   branding proposal of you (or your friend). While your presentation can be in any format you choose –
   PowerPoint slides, presentation “storyboards”, printed, electronic, etc. – it should include the following, at a
        target audience (potential partners, friends, employers, all or any of those)
        core brand values
        brand mantra
        brand association (mental) map
        brand position map (current and future, if different)
        co-branding entities
        at least one brand element: brand name, logo, slogan, jingle, or character

       optional extras that you can consider include: brand-building pyramid, positioning statement, slogan and
       anything else that would add to your brand.

   You should also consider adding any notes to the presentation that help me understand it better. Because you
   will not be there to present it to me directly, these notes will help further articulate your ideas. Grading for this
   assignment will be based on meeting the requirements above with an appropriate amount of effort, detail,
   creativity, and use of class concepts.

       Due Date: October 3rd

2. Mid-term Exam
   Goal: Display mastery use of brand analysis techniques to explore and articulate the basic sources of equity for a
   given brand and provide recommendations for improvement of their position.
   The exam will be based on a case study, but will be written responses to questions posed. While you will be able
   to read the case study any time, you will not receive the exam questions until the time of the exam.

   You will be expected to have read the actual case study assigned as well as supplemental material that you will
   research on your own. In your research, you should be trying to gain an understanding of what has happened to
   the company since the time the case was written. You should also be forming thoughts about the health of the
   brand (including sub-brands) today, the best way for them to increase brand equity in the future, and, ultimately,
   how the brand (and sub-brands) can be leveraged and managed to make the company more successful.

   Questions will be based on the material presented in the case study and will include general questions about
   what has happened to the company since the time that the case was written, for which you will use the
   supplemental material gathered during your research.

   The exam will be open-book and open-note. Computer, mobile phone, and PDA use will not be allowed during
   the exam. Be prepared to turn in all of the notes you used for the exam and will be encouraged to cite your
   research for each exam question (e.g. number your researched articles and reference those numbers in each

       Exam Date: October 19th
                                Strategic Brand Management
                                                    Fall 2005

Team Assignments
   At the beginning of the semester, you will be placed into teams. Ideally, teams will consist of 6 people. Your
   teams will work together on case studies and the brand audit.

1. “Hot Seat” - Case Studies & Class Discussions
   Goal: Encourage preparation for class discussions and provide opportunities to speak in public about your
   thoughts and opinions.
   Because managing a brand is more art than science, we will use case studies to explore examples of brand
   management in action. While many of our case studies could cover a very broad range of branding and
   marketing topics, we will try to keep our scope more limited to the topics we are covering closely before and
   after the case study. In each class session that we conduct a topic discussion or case study, I will select a team
   of students to lead us in the discussion and debate. Because the selection of the team will not be announced
   until class begins, everyone will be expected to prepare for the discussion.

   Teams should prepare by having the following items ready to discuss:
      a brief, relevant history of the brand
      an articulation of the brand associations by segment, brand values, and brand mantra
      a summary of the brand positioning, including relevant or interesting competitors
      how previous and upcoming class concepts can be used to analyze the brand
      a thoughtful analysis on why the company is where it is today and what it should do next to improve its brand
      equity and overall position

       Due Dates: See Course Schedule for Class Discussion & Case Dates

2. Brand Audit
   Goal: Work with a team on a larger-scale simulation of a brand audit to display mastery use of brand analysis
   techniques to explore and articulate the basic sources of equity for a given brand and provide
   recommendations for improvement of their position.
   As a team, you should assume that you are a professional organization that has been hired by a company of
   your choice to complete an exhaustive brand audit. The goal is to gain a strong understanding of the current
   brand’s identity, sources of brand equity, and brand positioning within its marketplace(s), as well as provide
   recommendations based on your findings. Your overall goal should be to help this company improve their brand
   equity using your final recommendations. Your presentations should be thorough and professional, utilizing the
   various concepts we are covering in the course. Companies will be selected on a “first-come, first-serve” basis.

   Your first task is to assess sources of brand equity - profiling consumers’ awareness and attitudes toward the brand
   (brand knowledge structures). A variety of sources of information can be used to assemble this profile, including
   trade magazines, business publications, and company sources. You are not required to conduct your own
   survey as part of the exploratory research, but you can consider more informal data as long as you can back up
   your assertions. The next task is to provide recommendations concerning how the brand should be managed
   going forward. How can brand equity be built and how can it be effectively leveraged into new product
   categories to maximize profits? To answer this question, you will critically analyze the brand portfolio, current
   marketing programs, and overall strategy.

   There are two deliverables for this project.
       1. Assume that you have been requested to provide a maximum 20-minute presentation to the company’s
           marketing team on your findings and recommendations.
       2. Additionally, you will be expected to write a consulting report that appropriately presents your findings
           and recommendations. You will need to include an executive summary/overview (not to exceed one
           page) and your report should not exceed 12 pages of typed material (double-spaced, one-inch
           margins), plus any appendices as necessary. Do not just put your presentation slides into a binder and
           call it a day!

   Project Milestones: Before class on the dates indicated below, the team will need to submit the deliverables
   (also indicated below) associated with that milestone so that I may review your progress. For the first milestone,
   you should have selected your company and developed a work plan (template available on the Blackboard
                                   Strategic Brand Management
                                                       Fall 2005

     website) for the project, including areas of research to explore. By the second milestone, you should have an
     outline of your findings and presentation as well as good documentation of questions yet to be answered. These
     milestones are mandatory and will count towards 20% of your grade for this assignment.

     Both the final presentation and report document should look professional, be well-written, and be easy to read
     and follow. Take some time to consider formatting as you develop your materials.

         Brand Audit Due Dates:
         Brand Selection – Sep 14th (email or discuss with me & Bill by the beginning of class)
         Project Milestone 1 – Sep 21st (work plan & project approach)
         Project Milestone 2 – Nov 2nd (presentation outline & open questions)
         Presentations – Nov 14th & 16th
         Consulting Report – Dec 11th
         (a soft copy of you presentation slides and case study should be submitted into the Digital Dropbox by the
         beginning of class on the day of your presentation)

3.   Presentation Critiques
     In addition to conducting your own analysis and presentation, you will be asked to critique the analysis,
     recommendations, and presentation of another group’s brand audit. A template will be provided to guide you
     on the points and considerations I want you to make. These critiques are intended to be a learning experience
     for both you and the group you are reviewing. I know this will not be a problem, but the critiques are absolutely
     not an opportunity for anyone to criticize another group in hopes of making themselves look better.

         Due Dates: Nov 28th & 30th

4.   Peer Reviews
     At the end of class, you will be asked to describe what members of your group contributed to the group work.
     You will not evaluate them, just describe what they did for the group – I will decide what it was worth. I, too, will
     be looking for evidence of their contributions to our group. I will also be keeping attendance records and noting
     participation during group work. These things will go together to make up group participation.
                             Strategic Brand Management
                                               Fall 2005


It’s true that grading is my least favorite part of teaching. It is difficult to align the “reward” of
grades with the behavior and motivation I am trying to encourage (see my thoughts on
teaching above). But, grades are a reality and we will just do our best.

In grading, I will always be looking for effort, creativity in thought, connection of class and
business school concepts, and the extras that just make the work that much better. For all of
the assignments above, I’ve attempted to explain the minimum criteria. If you meet the
expectations of those criteria, you can expect a grade in the B to B+ range. Only as you
exceed expectations will I award scores in the A range. Be aware that in determining the final
grade, I do not round up. That is, if you receive anything lower than a 90.0, your grade will fall in
the B grade range. Per McCombs MBA guidelines, we will be using the +/- grading system in this
class as follows:

A: 93.0 - 100        B+: 87.0 - 89.9       C+: 77.0 - 77.9      D+: 67.0 – 69.9       F: below 60.0
                     B: 83.0 - 86.9        C: 73.0 - 76.9       D: 63.0 - 66.9
A-: 90.0 - 92.9      B-: 80.0 - 82.9       C-: 70.0 – 72.9      D-: 60.0 – 62.9

I am happy to discuss grade concerns, but I have a few guidelines.
   As mentioned above, all discussions about grades must be in person. Under no
   circumstances will I discuss grades over email or by phone.
   In setting up an appointment, I ask that you wait 5 days after you receive the grade but no
   more than 14 days. I want to be sure you have time to consider the grade in a rational
   context, but I do expect you to address your concerns soon after the grade is returned.
   I am rarely open to discussing grades after you have received your final grade, unless there
   is a calculation error. I would prefer that you address grade concerns by assignment, not
   just because you were expecting or hoping for a higher final grade.

 Individual Assignments
        Brand Thyself – 15 points
        Mid-term Exam – 25 points

 Team Assignments
      Hot Seat – 20 points (for each turn and averaged if every team has two turns)
      Brand Audit & Recommendations – 25 points; 5 points will be determined by your
      Project Critiques – 15 points
      Peer Reviews - These peer reviews may adjust individual scores up or down accordingly
                              Strategic Brand Management
                                                    Fall 2005

Course Schedule - Tentative
                    Brand Topic
                     Case Study
                 Guest Speaker
               Holiday/No Class

Session 1    August 31            Introduction to Strategic Brand Management
                                  Introduction & Chapter 1

             September 5          Labor Day Holiday

Session 2    September 7          Sources of Brand Equity & Brand Knowledge                    Teams Formed
                                  Chapter 2 & 8

Session 3    September 12         Nike

Session 4    September 14         Brand Positioning, Values, Promise                           Brand Selection
                                  Chapters 4, 5, & 6

Session 5    September 19         Apple

Session 6    September 21         Tony Rogers - Frito Lay                                      Project Workplan

Session 7    September 26         Brand Elements
                                  Chapter 7 + Show & Tell

Session 8    September 28         Brand Communications, Secondary Associations & Co-Branding
                                  Chapters 9, 10, 13, & 14

Session 9    October 3            Red Bull                                                     Brand Thyself

Session 10   October 5            Branding Online
                                  Chapter 11

Session 11   October 10           Branding Online Case Study: Men's Grooming

Session 12   October 12           Brand Hierarchies, Portfolios, & Extensions
                                  Chapter 15

Session 13   October 17           Nivea

Session 14   October 19           Midterm - Yahoo!

Session 15   October 24           Klaudia Flanigin - GSD&M

Session 16   October 26           Brand Research
                           Strategic Brand Management
                                              Fall 2005

                            Chapter 17

Session 17   October 31     Brand Equity Measurements
                            Chapter 18

Session 18   November 2     Managing Brands Across Time & Cultures     Presentation Outline
                            Chapters 16 & 19

Session 19   November 7     Starbucks

Session 20   November 9     Lauren Romero - Whole Foods

Session 21   November 14    Team Presentations

Session 22   November 16    Team Presentations

Session 23   November 21    Lionel Sosa

             November 23    Thanksgiving Preparation/Travel Day

Session 24   November 28    Presentation Critiques

Session 25   November 30    Presentation Critiques

Session 25   December 5     Corporate Social Responsibility Programs

Session 27   December 7     Branding Ethics

             Decmber 11                                                Consulting Reports

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