KOÇ UNIVERSITY
SPRING 2012
BRAND VALUE CREATION & MAXIMIZATION
Professor: Semih YALMAN
Office: CASE – Z 43
Office Hours: T/Th 10:30 – 11:30
Phone: 0533 482 0650 e-mail: syalman@ku.edu.tr
Course Objectives:
Marketing is the battle of perceptions not products. The brand is the primary benefit communicator and is most of the time the sole perception builder for any corporation.
Companies exist to create value. Among various deliverables for shareholders, brand value has been one of the major focal points for the past decade. A brand is a promise made to its customers and its owners. Promises kept yield loyal customers and will produce a steady stream of profits for years to come. Brand equity is at its root the aggregate value of the future purchases of its customers. And that is what brand marketing must maintain and grow.
The first objective of this course is to introduce participants to the methodology of assessment, planning and execution of branding process. The second objective is to provide you with specific real time examples to underline the importance of brand value management for a corporation, its shareholders, investors and other stakeholders. The third objective is to develop skills in team selection, third party management, and expectation management for healthy sustainable returns. In order to achieve these objectives, the course includes lectures, class discussions, guest speakers, a group brand plan project, and case discussions.
Reading Materials:
1.
Optional Reference Text Books: a.
Corporate Image Management, Howard b.
Marketing Corporate Image, Gregory with Wiechmann c.
New Strategic Brand Management, Kapferer
2.
Optional Reading: a.
No Logo, Naomi Klein b.
Eating the big fish, Morgan c.
Why we buy, Paco Underhill d.
Brand New, Koehen
3.
Primary reading materials will be based on cases that will be available with your course pack.

Course Requirements and Grading:
Midterm exam:
No Final Exam
Group project & Group project participation:
Class participation:
10%
0%
45%
45%
Exams: There will be an in-class midterm. The exam will consist of short essay type questions. The exams will totally account for 10% of your grade. The midterm exam will take place on DATE TBD during class time.
Group Project: Students will form teams of four or five people. Each group will do a brand plan on the following brand stages/topics. If you want to work on another topic please feel free to discuss your ideas with me.
1.
Creation of a new brand.
2.
Re-branding of an existing product, service, company, conglomerate
3.
Branding a person or social responsibility effort.
4.
Preparing a brand for the multinational brand launch.
You will conduct a perception study, formulate a brand strategy, and prepare a brand plan ready for execution. A detailed description of the group project is presented in Appendix
1. Each team will submit the group members’ names and your topic the end of first week.
Please feel free to contact me if you would like to talk about your ideas before you choose a project. Teams are encouraged to schedule appointments with me to go over their projects during the semester. Your grade will be based on your final paper and an end of semester presentation to the class. More specifically, grades will be based on the following factors: (1) how structured was the perception measurement? (2) How well were you able to generate insights from the data? (3) How well were you able to turn your insights into strategy and actionable plans? (4) How well did you present your plan?
Group Project Participation: I will be able to monitor your participation in the group project by meeting with you in-class throughout the semester. You can submit (e-mail) a work plan within first two weeks (see Appendix 2) and I can check whether you are contributing to the group project as planned. Your group project grade depends on the extent of your participation, preparation, structure and presentation.
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Class Participation: Your participation in class discussions and cases is an essential part of this class. Because the discussions will be based on assigned readings, it is important to have read the cases carefully in preparation for each session. It is also vital to listen and ask the right questions to the guest speakers in class.
Class participation grade is determined by the following factors: class attendance (e.g., those who do not come to most classes will probably get 1 or 2 points), listening and courteous behavior (i.e., those who talk with their friends during discussions or lectures will not be able to get full participation grade even if they contribute extensively to class discussions), quality and quantity of participation (please note that quality is more important than quantity). Questions asked to the guest speakers.
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COURSE OVERVIEW & READINGS
Introduction to brand and its components
Introduction to the course
Introduction to branding
NOTE ON MKT. STRAT.
Brands environment
The team
Measuring
Brand Strategy and planning
Brand plan methodology
Shaping the identity
April 27
Perception study THE NEW BEETLE
Submit: Group members’ names and brand-plan topic
Net Promoter Score
Brand Equity calculation
Data assessment and reporting
SNAPPLE
Elements of the brand
The creative solution
LENOVO
APPLE
GOOGLE
Mid-term Exam
The communication mix
What to communicate, communication channels
Communication themes and platforms
REAL MADRID
Communication themes and platforms
The funds, team and presentation
Budgetary restraints and alignment
How to present and persuade
In class group project meetings
Group presentations
Group presentations
Group presentations
Group presentations
Review
STARBUCKS
BBC
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APPENDIX 1
GROUP PROJECT OUTLINE EXAMPLE
1.
Title page
2.
Introduction/ice breaker etc..
3.
Table of Contents
4.
Perception Study Results: The first step in a brand plan is to lay out clearly the research results.
5.
Brand Strategy &objectives: The brand objectives should be based on the research results and draw parallels to the business plans.
6.
Brand Plan: is the critical part . It consists of the brand identity, brand tree, corporate identity as well as the communication themes messages and channels. The brand plan can also have a creative part showing various executions in different communication channels such as advertising, digital marketing, event and/or pr campaigns.
7.
The team: it is important to lay out who the team will in execution and management
8.
Budget and time table: Every brand plan should have a detailed budget and an execution time table..
9.
Evaluation and measurement: Every plan after execution should be re-measured for correction and alterations.
10.
Appendices: Any detailed information that will help you support your arguments
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APPENDIX 2
GROUP PROJECT PROGRESS REPORT
For group use to track development
TITLE OF THE GROUP PROJECT
Research
Responsible Group
Members’ Name
Due Date
1.
2.
3.
Analysis of results
1.
2.
3.
Strategy and Objectives
1.
2.
3.
Brain Storming for Creative & execution
1.
2.
3.
Preparation for Presentation
1.
2.
GROUP MEMBERS NAMES & SIGNATURES
Please note that by signing this document you are promising to complete your tasks by the due date. Therefore, before signing the document, make sure you agree on the type of work each member is going to do.
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Case Studies
Note on Marketing Strategy 9-598-061
Snapple 9-599-126
Starbucks: Delivering Customer Service 9-504-016
9-507-014 Lenovo: Building a global brand
The New Beetle 9-501-023
BBC World wide: Global Strategy
Real Madrid Club de Futbol
Inside Intel Inside
9-502-083
9-504-0643
9-502-083
Google Advertising 9-507-038
Google in China
Wanxiang Group: A Chinese Company's Global Strategy
McFarlan, Wong and MAnty
HTC Corp. in 2009
Kim
APPLE
LinkedIn Corp., 2008 9-709-426
9-510-071 by: Quelch and Jocz
9-308-058 by: Abrami, Kirby,
9-709-466 by: Yoffie and
David B. Yoffie, M Slind, N. ACHSAF
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