Professional Documents
Culture Documents
Brand Management
MK542E
Brand Building and Business Building
Chapter Overview
Overview
Relationship between building a brand and building
a business
Business management methods (strategies and
philosophies) in relation to brand building
Corporate-based view of branding
Learning Objectives
Able to examine business environments
Examine different business management methods
Discuss the components of successful business building
Identify the critical components of successful brand building
10/7/2014
Building Brands 1
10/7/2014
Building Brands 2
6
6
10/7/2014
Value proposition
Description of customer need, and the solution that addresses
the needs
Market segment
The group to target, different market segments have different needs, the firms position and
activities in the value chain and how firm will capture part of the value that it creates in the
chain
8
8
10/7/2014
Competitive strategy
How the company attempts to develop a sustainable competitive advantage
Use it to improve its competitive position in the market
Revenue Model
Revenue
Not to be confused with profits
Also called turnover
Accumulated over all goods and services
Accounted for a period of time unlike balance sheet
Revenue model lays out process by which a company actually makes money, by
specifying how it is going to charge for services provided
Revenue growth as the base of organizational and income growth
Earnings may be negative, price/ sales can be used as alternative for price/earning
Models/methods to reduce upfront investments, increase cash inflow, reduce investment risk
have higher probably of success
10
10/7/2014
11
Thinking fast
Anticipating the future
Spotting trends before others
Challenging assumptions
Creating environment that encourages ideas
10/7/2014
Sustaining speed:
Maintaining velocity
Persisting with growth
Being ruthless with resources
Institutionalizing innovation
Staying close to customers
13
https://www.youtube.com/watch?v=6_yswOLlKtw
10/7/2014
15
Innovation
More than new product
Reinventing business process
Building entirely new markets to meet
untapped customer needs
Selecting and executing the right ideas
Apple example
16
10/7/2014
17
18
10/7/2014
19
Case Study
20
10
10/7/2014
https://www.youtube.com/watch?v=sQLlPC_alT8
21
dildar.hussain@esc-rennes.fr
22
11