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BRAND MANAGEMENT

INSTRUCTIONS TO STUDENTS (Sessions 15-20)

Sessions 15-16: Brand Architecture Strategies: Brand-Product Matrix, Brand Hierarchy,


Corporate Image
Reading: SBM Chapter 11: Designing and Implementing Branding Strategies
Read the case “Mahindra Rise: A Brand Architecture Decision” for class discussion and prepare
well for discussion on the following questions in the class (session 16).
Written submissions: Each group has to submit written responses to the case questions (typed
document, maximum length of 3 to 4 pages) to the faculty at the time of commencement of session
16 in the classroom.
In-class Presentations (ppt): Section A – Group nos. 2 & 8; Section B – Group nos. 1 & 7.

Questions for the case: Mahindra Rise: A Brand Architecture Decision


1. What are the key challenges faced by Brand Mahindra that made the organisation rethink
its brand positioning and brand architecture?
2. What is meant by brand architecture? What were the key weaknesses of brand architecture
at Mahindra?
3. What are the key takeaways from the analysis conducted by Landor for designing a brand
architecture solution?
4. What are the possible brand architecture solutions? Evaluate the pros and cons of each of
the three options given to Mahindra.
5. What brand architecture would you recommend for Mahindra? Why?
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Sessions 17-18: Managing Brands Globally: Global Brand Strategy, Standardization versus
Customization
Reading: SBM Chapter 14: Managing Brands over Geographical Boundaries and Market
Segments
Read the case “Colgate Max Fresh: Global Brand Roll Out” for class discussion and prepare well
discussion on the following questions in the class (session 18).
Written submissions: Each group has to submit written responses to the case questions (typed
document, maximum length of 3 to 4 pages) to the faculty at the time of commencement of session
18 in the classroom.
In-class Presentations (ppt): Section A – Group nos. 4 & 10; Section B – Group nos. 3 & 9

Questions for the case: Colgate Max Fresh: Global Brand Roll Out
1. Assess the CMF Launch in the US
2. Were CP China’s changes to the CMF Marketing launch programme justifiable?
3. Did CP Mexico manage its CMF launch better than CP China?
4. Evaluate the Global roll-out of CMF.
5. What are the costs and benefits of adaptation?

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Sessions 19-20: Brand Audit Assignment Presentation

Report Submission

Submission of the final report (Hard copy): Start of Session 18 on December 15, 2018
Regardless of what day your group will be presenting, every group’s written brand audit is due at
the beginning of the class on December 15, 2018.

Submission of Soft Copy of PPT Presentation: Before the start of the Presentations by email on
ID: bmgswar@gmail.com

PPT Presentations: Each Group will have 15 minutes to present their brand audit, during Sessions
19-20.
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Relevant Extract of the Brand Audit Project Guidelines already circulated to students

ASSIGNMENT GUIDELINES

Brand Audit Project

Objective
The goal of the brand audit is to assess its sources of brand equity and suggest ways to improve
and leverage that brand equity. Thus, brand audits are made of brand inventories (comprehensive
summary of the existing marketing and branding programme) and brand exploratories (the results
of exploratory research), followed by a recommendation for brand strategy and strategy
implementation.

Generally, the deeper you get into the company, the more insightful the project becomes, and the
greater the likelihood that your recommendations will be implemented and you will have an
impact. A start up that has not yet introduced a product is acceptable, so long as the product
definition is sufficiently developed to allow for a meaningful brand audit.

Final Report:
The final report is due at the beginning of class on December 15, 2018 for every group. In it, you
should convey your vision of a “mental map” for the brand in terms of the key brand associations.
Use both qualitative and quantitative tools discussed in class sessions and the readings. For your
qualitative research, conduct either two one-on-one interviews or one 6-8 person focus group. For
your quantitative research, conduct a survey among a large number of consumers. Your goal is to
find out about the brand associations, brand relationships, sources of equity, etc. How is this brand
perceived by your informants? The final report will use all of this information to identify the
sources of brand equity, providing the basis for your recommendations to the brand going forward.

Page limitations for Report: 1 page executive summary; 10 pages of text (single spaced, Times
New Roman, 12 pt font); upto 5 pages of appendices.

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PPT Presentations:
Each team will have about 10-15 minutes to present their brand audit. These presentations (PPT)
should highlight the key insights from the Brand Audit focusing on your future recommendations.
The goal here is to be compelling, engaging, and CREATIVE!

Presentations will be given during class on December 16. Regardless of what day your group will
be presenting, every group’s written brand audit is due at the beginning of the class on December
15, 2018.
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