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Marketing Course Outline
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LOVEMARKS. The future beyond
brands Sayora Ayupova, AMDP&G
The new concept of branding and brands. This course is about
new level for brands development evolution level of
LOVEMARKS. These brands are developed on the basis of
LOVE to design, consumer service, consumers and life in
general.
25/01/1
0
2-hour
International Marketing NilufarSharipova, AMD P&G
International marketing refers to marketing carried out by
companies overseas or across national borderlines. This
strategy uses an extension of the techniques used in the home
country of a company. I bring the examples of how companies
use international marketing approach by introducing / advertising
the brands. At the same time standardization is not always
possible and company alters product / price / place / promotion
1/02/10
2-hour
Learn for Legendary Brands Sayora Ayupova, AMD P&G
The market offers scores of successful brands, but relatively fewlegendary brands. This course is about key characteristics of
Legendary brands.
8/02/102-hour
Marketing warfare SayoraAyupova, AMD P&G
The true nature of marketing today is not serving the consumer;
it is outwitting, outflanking, and outfighting your competitors. This
course objective is to learn principles of military strategies and
how to apply them to marketing operations
15/02/1
0
2-hour
Shopper Marketing NilufarSharipova, AMD P&G
Consumer and Shoppers: they are often the same person, BUT
With different frames on minds in different environments;
Sometimes they are not even the same person. This course is
about importance of understanding and winning with shoppers
22/02/1
0
2-hour
Framework in Procter & Gamble
Damir Salikhov, Brand Manager
23 Billion Global Brands of P&G. This course is about how P&G
approaches Brand building framework to grow great brands
globally.
1/03/10
2-hour
Mid-term Team Project
Andrey KonnikovMarketing Business Game based on a business case-study
8/03/10
2-hour
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BRANDS &
LOVEMARKS
2009
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AGENDA
Historical evolution of BRAND
Brand what is it?
What Lovemark mean
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Aunique birthday celebration
Date: August 2003
Place: Milwaukee, Wisconsin USA
Event: Celebration of 100
th Birthdayof iconic product
Participants: 100,000 leather-cladpeople from 47
different countries Events: Three day party with Concerts,
Festivals, and a grand parade
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Birthday of an Iconic
Brand
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The ensemble
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TheBrand
Harley
Davidson
The show of strength hasdemonstrated
Harley Davidson a unique brand
It connected with its consumers
It has created a fierce consumer loyalty
It reinforced the loyalty of the
community
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Historical evolution ofBRAND
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Brief
History of
Branding
A brief history of branding
Why was it important, and
What is the value of brand
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From till 19th
century This was era of TRADEMARKS
TRADEMARK - A mark of ownership made byburning, e.g. on cattle.
The first trademarks are dated by 3.000 BC
and found on potteries of Mesopotamia.
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Brand vs. Trademark
Trademark
A mark of ownershipmade by burning, e.g. on
cattle. A name, symbol, logo, or
other item used todistinguish a product ormanufacturer from itscompetitors.
Brand
A product's attributes name, appearance,
reputation, and so on taken collectively andabstractly.
"A brand is a collection ofperceptions in the mind ofthe consumer"
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Simply puta
Brand is
the sum total of all that is known,thought, felt and perceived about
your (manufacturers) service orproduct by consumers
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Brand belongs to the consumer
You own the trademark, but theconsumer owns the brand
Because the brand is not just what you(manufacturer) say it is
It is the totality of what the consumerexperiences
It's created in the privacy of their heartsand minds, based on all theirexperiences with the Brand
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What then is a brand? First of all, a brand is not a logo (this
is trademark)
Second brand is not a corporateidentity system
Third a brand is not its packaging
Finally a brand is not a product
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ABrand is a Memory
Everything you remember about aproduct/service/company, through:
Interaction/experience
What other people say about them
Advertising
Perceptions
Every other interaction
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Brand is a set of positive
associations When you think of Volvo, you
think of safety
When you think ofNike, youthink of Michael Jordon or JustDo It
When you think of I-Pod, you
think of Apple
Just do it
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Benefits of positive associations
Positive associations with a brandmakes your product selection easier
and enhances the value andsatisfaction you get from product
Eg. Blind test: Pepsi vs Coke
It is this emotional relationship withbrands that make them so powerful
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Brand Memory
What does these names/logos mean to you?
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It is possible to brand everything A physical good (Nestle milk, Pantene
shampoo or Maruti Swift
A service (Lufthanza Airlines, AIG medical
insurance), A store (MEGA, IKEA stores, Ramstor),
A place (NY),
An event (Olympic Games)
A person (JLO, Tiger Woods, Madonna) An organization (UNICEF or OSCE)
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IN THE TWENTY-FIRST CENTURY,BRANDING ULTIMATELY WILL BE THEONLY UNIQUE DIFFERENTIATORBETWEEN COMPANIES.BRANDEQUITY ISNOW A KEY ASSET.
Fortune magazine
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B
rands as business assets The stock market value of The Coca-
Cola Company in 2002 - $136 billion
The book value (the net asset value)of the business - $10.5 billion
The value of the business (around$125 billion) =
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Coca Cola
s intangible assets Its secret recipe
Its contracts with its global network
of bottlers and Its brand names
The mind space it owns (equity)
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Brand Value
Value ofBrand Coca Cola 2009
$ 68 billion
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A recap
What is a Brand? A brand is a collection of perceptions in
the mind of the consumer
A brand is a memory
Brands are businesss valuableassets
01/12
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Purpose ofBranding
To create a powerful and lastingemotional connection with consumers
and other audiences
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Why branding?
Brands allow the consumer to shopwith confidence
They provide a route map through abewildering variety of choices
Consumer does not have to be anexpert on the complexities of the
offer Brand name, Price are all that is
required to make an informed choice
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However, # of brands are growingand it is becoming more difficult to
make a choice
Average number ofbrands in asupermarket went from
20,000 in 1990 to over35,000 in 2009
6-7 out of 10 brandlaunches fail
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KEY CHALLENDES OF BRANDSNOWADAYS
How to get thru the mass mediaclutter
How to build solid long-termrelationships with consumers
How to win consumer loyalty for ages
How to improve the world andconsumers lives
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Brands have run out of juice. Moreand more people in the world havegrown to expect great performancefrom products, services andexperiences. And most often, we getit. Cars start first time, fries are
always crisp, dishes shine.
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A few years ago, Saatchi &Saatchi
looked closely at the question: Whatmakes some brands inspirational,while others struggle?
"Lovemarks:
the future beyond brands"
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LOVEMARK -
- New evolution stage ofBRAND
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Brand vs. Lovemark
BRAND
Information
Recognizable
Common Tells story
Guarantees quality
Logo
Commercial message
Clear benefits
Values
Professionalism
Advertising Agency
LOVEMARK
Relationship
Loved by people
Unique Win the hearts
Emotions
Recognizable symbol
Striking story
Mysteriousness
Soul
Creativity
Idea company
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What is in common?
Lovemarks also belong toconsumers who love them
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THE CONCEPT OF LOVEMARKS
Lovemarks transcend brands. They deliverbeyond your expectations of greatperformance. Like great brands, they sit on
top of high levels of respect - but there thesimilarities end.
Lovemarks reach your heart as well as yourmind, creating an intimate, emotionalconnection that you just cant live without.Ever.
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THE CONCEPT OF LOVEMARKS
Take a brand away and people will find areplacement. Take a Lovemark away andpeople will protest its absence. Lovemarks
are a relationship, not a mere transaction.You dont just buy Lovemarks, you embracethem passionately. Thats why you neverwant to let go.
Put simply, Lovemarks inspire Loyaltybeyond Reason.
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THE CONCEPT OF LOVEMARKS
At the core of everyLovemark is Respect.No Respect? Its not a
Lovemark. Its as simpleas that.
Check out theLove/Respect Axis and
see just where yourfavourite brand issitting.
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At the end Lovemark concept is basedon great achievements of realcompanies. If brand is multibillionbrand, it should be based onsomething more than just rationalloyalty of its consumers. Such brands
should win a special place in theirhearts and become their Lovemarks
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Best 100 Global brands 2009
C:\Users\
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APPLE MAC
Smile, you got a Mac for life!
I can't start my day with a delete key! With Apple you have nothing todelete to start your day! Apple owners are not destructive people but
creative. Smile, you got a Mac for life!
Unnikrishna, India - 12 October 2009
Macbook = homeI love Macbooks because they are not like any other laptop out there! Ilove the little Apple icon that lights up when I turn on my laptop, I love
being able to customize the widgets on my dashboard, and I love itssimplicity. To me, Macbook = home.
iheartmakeup3, - 14 September 2009
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Coca-Cola is summer
Coca-Cola is summer. Coca-Cola is pizza. Coca-Cola is Cubalibre. Coca-Cola is everything. I also love Coca-Cola Zero
(light one).
Jaxxwaxx, Italy - 28 August 2009
Always Coca-Cola
I love Coca-Cola. Always Coca-Cola...and only Coca-Cola! Ihate when you ask for a Cola-Cola and they give you
anything else. And also when people say "you're gonna diebecause of that Coca-Cola". I don't mind! I'd rather die then
stop having it!
EmyKisses, Dominican Republic - 03 December 2008
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I just click
I do not type the adressess of the pages on the location bar. I typethem on Google. Then I just click. Sometimes I click the adwords just
to help Google to make more money.
Caglar, Turkey - 07 July 2009
Motivated to find out much more
If it weren't for Google, I think I'd have been with half of the lowestgrades in class. It's amazing how it has made the boring and
stressfull concept of 'Research" into a fun thing to do! I just loveGoogle!! Thanks to this brilliant Search Engine, I am motivated to
find out much more than what I need.
Maithili India 27 April 2009
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