Task 1: Brand Collage Exercise

Objective: This exercise will enable the students to effectively create a mental map for a
brand through a colorful collage that represents the associations which each student has for
that specific brand.
Mental mapping and core values which are a set of abstract concepts or phrases that
characterize the 5-10 most important dimensions of the mental map of a brand are
components of the first step of the strategic brand management process -Identifying and
establishing brand positioning and values
Task: Each group is given a pair of brands
For each brand
1. Write down a list of terms that come to mind which represent your team’s
thoughts/feelings towards each brand
2. Search Google images
3. Copy /paste into PPT
4. Create 1 file ,2 slides ( one for each brand)
5. Save your file on a pendrive
6. Present your file to the class

Examples of pair of brands

1. BMW Mercedes Benz
2. Microsoft Google
3. Coke Pepsi
4. Dell Acer
5. Samsung Apple
6. Flipkart Snapdeal
7. Jimmy Choo Gucci
8. Mc Donald’s KFC
9. Dominos Pizza Hut
10. Rolex Breitling
11. Maggi noodles Yippee noodles
12. Kitkat Dairymilk
13. Munch Perk
14. Ariel Surf
 15. Westside Lifestyle
16. Nike Reebok
17. Mountain Dew Sprite
18. Slice Maaza
19. Kingfisher Beer Budweiser Beer
20. Airbus Boeing
21.Mc Donald’s Burger King
22. Ferrari Lamborghini
23.Adidas Puma
24. Dunkin' Donuts Starbucks
25. Canon Nikon
26. J.P. Morgan Goldman Sachs
27. Sony Play Station Nintendo
28. Estée Lauder L'Oréal

Task 2- Can anything and everything be branded?

Description: Marketers can brand virtually any type of product by giving the product a name
and attaching meaning to it in terms of what it has to offer and how it differs from
competitors.
To brand a product it is necessary to teach consumers “who” the product is—by giving it a
name and using other brand elements to help identify it—as well as what the product does
and why consumers should care. In other words, marketers must give consumers a label for
the product (“here’s how you can identify the product”) and provide meaning for the brand
(“here’s what this particular product can do for you, and why it’s special and different from
other brand name products”). Over the years, a number of products that at one time were seen
as essentially commodities have become highly differentiated as strong brands have emerged
in the category.
Objective:
To recognize the universality of branding by looking at some different products—physical
goods, services, retail stores, online businesses, people, organizations, places, and ideas.
Task: For each of these different types of products, review some basic considerations and
explain through examples
• Physical goods (B2B Products & High-Tech Products)
• Services
 • Retailers &Distributors
• Online products & services
• People
• Organization
• Events
• Sports, Arts, Entertainment
• Geographic location
• Ideas and causes

Task 3- Branding Challenges and Opportunities

Objective: To study and analyze the recent developments that have significantly complicated
marketing practices and posed challenges to brand marketers
Task: Students in groups will do an analysis on challenges and opportunities faced by brand
marketers with relevant examples
1. Savvy customers
2. More complex brand families and portfolios
3. Maturing markets
4. More sophisticated and increasing competition
5. Difficulty in differentiating
6. Decreasing brand loyalty in many categories
7. Growth of private labels
8. Increasing trade power
9. Fragmenting media coverage
10. Eroding traditional media effectiveness
11. Emerging new communication options
12. Increasing promotional expenditures
13. Decreasing advertising expenditures
14. Increasing cost of product introduction and support
15. Short-term performance orientation
16. Increasing job turnover
17. Pronounced economic cycles