LOGO

INTERNATIONAL ISLAMIC
UNIVERSITY MALAYSIA

MME 4272 Engineering

Management 2

BRANDING PART 2
SEM II, 2015-2016

Todays Hadith

MME 4272

Hadith on Gratitude: Thanking people

is part of thanking Allah, ingratitude to
people is ingratitude to Allah
He has not thanked Allah who has not
thanked people.

Sem I, 2015-2016

MME 4272

BRAND ARCHITECTURE
Handling of a large product portfolio
Brand-product relationship
Six models in the brand-product
relationship
The product brand;
The line brand;
The range brand;
The umbrella brand;
The source brand and;
The endorsing brand
Sem I, 2015-2016

MME 4272

What a good brand does

Strengthens employees loyalty
Attracts clients/customers
Keeps current relationships strong
Builds confidence
Builds feelings of security and trust
Creates a memorable, positive
experience

Sem I, 2015-2016

MME 4272

The Product Brand Strategy

It involves the assignment of a particular
name to one, and only one, product as
well as one exclusive positioning.
The result of this strategy is that each
new product receives its own brand name
that belongs only to it
For example, Procter & Gamble-detergent
market by brands ariel, vizir,dash and
soap market by camay ,zest etc.

Sem I, 2015-2016

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The Line Brand Strategy

This strategy involves the exploitation of
successful concept by extending it but by
staying very close to the product
For example, LOreal hair line products
The Range Brand Strategy
It bestow a single brand name and
promote through a single promise a
range of products belonging to the same
area of competence
For example, in food sector it is heinz,
green giant etc.
Sem I, 2015-2016

MME 4272

Umbrella Brand Strategy

The same brand supports several
products in different markets.
Each of them has its own advertising
tool and its own communications
The main advantage of umbrella
strategy is the capitalisation on one
single name and economies of scale
on an international level
For example, TATA, Palmolive etc.

Sem I, 2015-2016

MME 4272

Source Brand Strategy

This is identical to umbrella brand strategy
except for the point that they are no longer
called by one generic name
Two tier brand structure
Sub-branding
For example, AMUL Masti Dahi
Endorsing Brand Strategy
It gives approval to a wide variety of products
grouped under product brands, line brands or
range brands
The brand endorsement can be indicated in a
graphic manner by placing the emblem or in a
nominal way
For example, Johnson products with duck
Sem I, 2015-2016

MME 4272

Brand Equity
FinancialGoodwill, over a period of
time
What is to be measured
Clear understanding of concept
Consumer way of determining the brand
What are the measures
Critical, Continuous, Creative
You can manage what is under your control
How to measure.
Sem I, 2015-2016

MME 4272

Brand Equity
Brand doesnt exist in isolation it has
to be understood in relation to
category
Differential account of brand
reflecting in behavior
The brand image consumer feels,
thinks and experiences(the cognitive
and affective mixes)

Sem I, 2015-2016

Brand Equity BRANDZ Model

Nothing else beats it

Strong relationship/ high

share of category
expenditure

Does it offer
something better
than others

Can it deliver?

Does it offer me
something

Do I know
about it
Weak relationship/Low share
of category expenditure

Sem I, 2015-2016

Brand Equity - Resonance Model

Stages of brand
development

Branding objective at each

stage

Brand

Resonance

Judgments

Feelings

Performance

Imagery

Salience

Sem I, 2015-2016

Brand
building
blocks

BRAND

EQUITY

as a Percent of Firm Tangible Assets

Industry
Apparel

61

Tobacco

46

Food products

37

Chemicals

34

Electric machinery

22

Transportation equip.

20

Primary metals
13

Brand Equity

Stone, glass, and clay

Sem I, 2015-2016

1
0

Value of Global Brands as Measured by Interbrand

BRAND
1 CocaCola
2 Microsoft
3 IBM
4 GE
5 Ford
6 Disney
7 Intel
8 McDonald's
9 AT&T
10 Marlboro
11 Nokia
12 Mercedes
13 Nescafe
14 HewlettPackard
15 Gillette
16 Kodak
22 BMW
28 Nike
36 Apple
43 Ikea
54 Ralph Lauren

VALUE
$ BILLIONS

BRAND VALUE
MARKET
AS PERCENT
CAPITALIZATION
OF MARKET
$ BILLIONS
CAPITALIZATION

$83.8
56.7
43.8
33.5
32.2
32.3
30.0
26.2
24.2
21.0
20.7
17.8
17.6
17.1
15.9
14.8
11.3
8.2
4.3
3.5
1.6

$142.2
271.9
158.4
328.0
57.4
52.6
144.1
40.9
102.5
112.4
46.9
48.3
77.5
54.9
42.9
24.8
16.7
10.6
5.6
4.7
2.5

59%
21
28
10
58
58
21
64
24
19
44
37
23
31
37
60
77
77
77
75
66
14

Source: Raymond Perrier, "Interbrand's World's Most Valuable Brands," report of a June 1999 study sponsored by Interbrand and Citigroup, 1999.

Key in Branding is
Differentiation.

Benchmarking does not work very

well..
Whats
Important to
Your
Stakeholders

What Your
Organization Does
Very Well

Most organizations have identified

aspirant organizations that they
seek to be more like; this runs
counter to the entire concept of
branding.

Triangulating
Your Brand
This is Where
You Should Be
What Other Competitors are
Not Doing/ Addressing

Sem I, 2015-2016

15

Adapting to Market

MME 4272

Brand
Kernel
Brand
style
Brand
themes

Sem I, 2015-2016

MME 4272

Meaning evolve over a period of time,

It is relational, Categories also get
redefined -Brand Management.
Aligning
of
People,
Structure,
Processes.
Engagement and Complexity should
not disable our thinking/knowledge.

Sem I, 2015-2016

MME 4272

Buyers behavior
Culture factors
Social factor
Personal factors
Psychological factors

Sem I, 2015-2016

MME 4272

Culture Factors
Culture is a collection of learned behavior
Culture is the traditional
Culture is created
Culture can be changed
Culture includes differences as similarities
Culture is organization and convergence
Culture is shared by the members of the
community
Culture determines needs
Cultural differences among consumers in the
country, compared with consumers outside the
country is usually
less. Cultural differences about consumer
behaviour between countries are quietly big

Sem I, 2015-2016

MME 4272

Social Factors
Social groups, although they dont shown in a
formal process of similar lifestyle shows are
groups formed by
individuals. There are several features of social
class. First, the behavior of members of the social
class structure, education levels, attitudes, values
and communication styles are similar, and these
characteristics are different from other social
class members.
Second, individuals status is determined according
to their societies.
Third, social classes are determined not by
according only one variable, also by such variables
like education, income, living area, activities and
values
Sem I, 2015-2016

MME 4272

Personal Factors
Age and way of life
A consumer does not buy the same products or
services at 20 or 70 years. His lifestyle, values,
environment, activities, hobbies and consumer
habits evolve throughout his life
Purchasing power and revenue
a decisive influence on his behavior and purchasing
decisions based on his income and his capital
Lifestyle
includes all of its activities, interests, values and
opinions
Personality and self-concept
Personality is the set of traits and specific
characteristics of each individual

Sem I, 2015-2016

MME 4272

Psychological Factors
Motivation
Motivation is what will drive consumers to develop a
purchasing behavior. It is the expression of a need is
which became pressing enough to lead the consumer to
want to satisfy it.
Perception
Perception is the process through which an individual
selects, organizes and interprets the information he
receives in order to do something that makes sense.
Learning
Learning is through action. When we act, we learn. It
implies a change in the behavior resulting from the
experience. The learning changes the behavior of an
individual as he acquires information and experience.
Beliefs and attitudes

Sem I, 2015-2016

MME 4272
Sem I, 2015-2016

LOGO
- CONDUIT TO A GLOBAL MARKET

HALAL BRANDING

So how do you build a brand

of halal product in a world in
which consumers are
increasingly
in demand of the media?
Always refer to the code of ethic
in:
QURAN
HADITH (say of Prophet saw)
IJTIHAD , FATWA, USUL FIQH

Sem I, 2015-2016

Fulla the Muslim Barbie: Best Selling Girl's Toy in the Arab
World

"SHE is the must-have toy this festive

season, flying off the shelves. But the
season in question is Eid al-Adha next
month, not Christmas. Santa Claus
means nothing to her.
Fulla, the Muslim doll, is now thought
to be the best-selling girls toy in the
Arab world, two years after she first
came on the market, displacing her
Western rival, Barbie, in shops across
her native Levant.
With thick black hair and large dark
eyes, Fulla is the physical antithesis of
Mattels blonde, empty-eyed icon of
Western
consumerism.
SMG.COM.AU

Sem I, 2015-2016

Shock Advertising? That's not a

surprise for Virgin Mobile.
Theres nothing wrong
with
holiday
wrapping
paper that shows horny
angels
kissing
and
fondling
one
another.
Unless
youre
Virgin
Mobile Canada, and youre
handing it out to children
at movie theaters. All you
get then is angry parents
muttering
things
like,
Somebody had to have
their head screwed on
wrong to put out a promo
like that at a family
theatre.
Sem I, 2015-2016

ESSENTIAL FOR HALAL

BRANDING
is to deliver on the brand promise to
build credibility and trust. If your
internal structures are not adapted to
fulfill your brand promise, then your
reputation will be damaged.
If you launch and advertise a new
product, but its availability is limited,
then retailers and consumers will
quickly lose interest, as no products are
available to support the promise,.

Sem I, 2015-2016

HALAL BRANDING
Let's face it.
Ustaz and Ustazah always have
dominion on the one asset that every
brand leader prays for:
LOYALTY AND TRUST
The theory that the marketing books
won't tell us is BRAND STRATEGEM
existed for centuries long before the
word brand came into existence

Sem I, 2015-2016

TIPS IN HALAL BRANDING

Use Compassion and Emotion.
Prophet (pbuh) reprimanded to always
thinks of others with compassion and
sincerity in using a whole range of
emotions, because the emotional hook
than retains the community.
BUT brand Marketers get lost in the retail
space and as they always forget the
compassion and emotional hook.

Sem I, 2015-2016

TIPS IN HALAL BRANDING

Use consistency and familiarity.
Ustaz always tell and retell the same stories
that have been told for centuries and make it
sound new each time. They retell these stories
because they understand the power of their
appeal. Humans are creatures of habit and are
assured by familiarity.
Brand Marketers need to thread carefully when
doing drastic re-branding activities. Sometimes
innovation will cuts the connection with the
customers because customers do no like to find
themselves in unfamiliar ground.

Sem I, 2015-2016

TIPS IN HALAL BRANDING

Believe in their product.
Muslims ' belief in their faith and its teachings
are non-negotiable. They have total faith and
practice it.
Brand Marketers must have this relative
approach to their products. They must use
their product and quickly start comparing their
product to the competitor. They must not make
customer think or feel their product is really
not that much different with others. Must have
100@ faith in the company brand

Sem I, 2015-2016

CONCLUSION
Trusted brands are not established
overnight but are built up as a result of
long-term investment in delivering on
the brand promise.
If you can manage this, branding
provides
an
escape
from
commoditization as it moves the buying
decision away from solely price factors
and therefore can generate a strong
return on investment and long-term
sustainable advantage.

Sem I, 2015-2016

LOGO

Thank You
Wassalam