Strategic Brand Management

Process
Steps
Discuss ….
Key Concepts
Mental maps
Identify and establish Competitive frame of reference
brand positioning and values Points-of-parity and points-of-difference
Core brand values
Brand mantra

Plan and implement Mixing and matching of brand elements

brand marketing programs Integrating brand marketing activities
Leveraging of secondary associations

Brand value chain

Measure and interpret Brand audits
brand performance Brand tracking
Brand equity management system

Brand-product matrix
Grow and sustain Brand portfolios and hierarchies
brand equity Brand expansion strategies
Brand reinforcement and revitalization 1
 The Four Steps of Brand
Building
1.Ensure identification of the brand with
customers and an association of the brand
in customers’ minds
2.Establish the totality of brand meaning in
the minds of consumers
3.Elicit the proper customer responses to the
brand identification and brand meaning
4.Convert brand response to create an intense,
active loyalty relationship between
customers and the brand

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Sub - Dimensions of CBBE Pyramid

LOYALTY
ATTACHMENT
COMMUNITY
ENGAGEMENT

WARMTH
QUALITY FUN
CREDIBILITY EXCITEMENT
CONSIDERATION SECURITY
SUPERIORITY SOCIAL APPROVAL
SELF-RESPECT

PRIMARY CHARACTERISTICS & USER PROFILES

SECONDARY FEATURES PURCHASE & USAGE
PRODUCT RELIABILITY, DURABILITY SITUATIONS
& SERVICEABILITY PERSONALITY &
SERVICE EFFECTIVENESS, VALUES
EFFICIENCY & EMPATHY HISTORY, HERITAGE
STYLE AND DESIGN & EXPERIENCES
PRICE

CATEGORY IDENTIFICATION
NEEDS SATISFIED
 Suggested Brand Audit Outline
•Brand audit objectives, scope, and approach
•Background about the brand (self-analysis)
•Background about the industries
•Consumer analysis (trends, motivation, perceptions, needs,
segmentation, behavior)
•Brand inventory
–Elements, current marketing programs, POPs, PODs
–Branding strategies (extensions, sub-brands, etc.)
–Brand portfolio analysis
–Competitors’ brand inventory
–Strengths and weaknesses
Brand exploratory
Brand associations
Brand positioning analysis
Consumer perceptions analysis (vs. competition)
Summary of competitor analysis
SWOT analysis
Brand equity evaluation
Strategic brand management recommendations

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 Criteria for Choosing Brand
Elements
Marketer’s offensive strategy
•A variety of brand
and build brand equity
elements can be chosen
•Memorability that inherently enhance
•Meaningfulness brand awareness or
facilitate the formation
•Likability of strong, favorable, and
•
Defensive role for leveraging unique brand
and maintaining brand equity associations.
•Transferability –Brand names
•Adaptability –URLs
–Logos and symbols
•Protectability –Characters
–Slogans
–Packaging

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 Leveraging Secondary
•Brand Associations
associations may themselves be
linked
to other entities, creating secondary
associations:
–Company (through branding strategies)
–Country of origin (through identification of
product origin)
–Channels of distribution (through channels
strategy)
–Other brands (through co-branding)
•Special case of co-branding is
ingredient branding
–Characters (through licensing)
–Celebrity spokesperson (through endorsement
advertising)
–Events (through sponsorship)
–Other third-party sources (through awards and
reviews)
These secondary associations may lead to a transfer of:
Response-type associations 6
Judgments (especially credibility) and Feelings
 Brand Value Chain

Marketing Customer Market Shareholder

VALUE Program Mindset Performance Value
STAGES
Investment
- Price premiums
- Product - Awareness - Stock price
- Price elasticity
- Communications - Associations - P/E ratio
- Market share
-Trade - Attitudes - Market capitalization
- Expansion success
-Employee - Attachment
- Cost structure
- Other - Activity
- Profitability

Program Consumer Market

FILTERS Multiplier Multiplier Multiplier

-Clarity - Channel support -Market dynamics

-Relevance -Consumer size and profile -Growth potential
- Distinctiveness -Competitive reactions -Risk profile
- Consistency -Brand contribution
 Multipliers
•Program quality multiplier
–The ability of the marketing program to affect
customer mindset
–Must be clear, relevant, distinct, and
consistent
•Customer multiplier
–The extent to which value created in the minds
of customers affects market performance
–It depends on factors such as competitive
superiority, channel support, and customer
size and profile
•Market multiplier
–The extent to which the value generated
through brand market performance is
manifested in shareholder value
–It depends on factors such as market dynamics,
growth potential, risk profile, and brand
contribution 8
Brand Portfolio The range of brands Brand hirarchy
held by a single company. Assembling a A means of summarizing the branding
portfolio of brands with significant strategy by displaying the number and
diversification can reduce risk by nature of common and distinctive brand
amortizing exposure. elements across the firm’s products,
Flankers revealing the explicit ordering of
Cash cows brand elements
Low-end entry-level A useful means of graphically
High-end prestige brands portraying a firm’s branding strategy
Corporate Brand (General Motor
Family Brand (Buick)
Quantitative Research Techniques Individual Brand (Park Avenue)
Awareness Modifier: Item or Model (Ultra)
Image
Brand responses
Brand relationships
Qualitative Research Techniques
Free association
What do you like best about the
brand? What are its positive
aspects?
What do you dislike? What are its
disadvantages?
What do you find unique about the
brand? How is it different from
other brands? In what ways is it
the same?
Ten Commandments of Global Branding

1.Understand similarities and differences in the

global branding landscape
2.Don’t take shortcuts in brand building
3.Establish marketing infrastructure
4.Embrace integrated marketing communications
5.Cultivate brand partnerships
6.Balance standardization and customization
7.Balance global and local control
8.Define operable guidelines
9.Implement a global brand equity measurement
system
10.Leverage brand elements
•
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 Brand Hierarchy Tree: Toyota

Toyota
Corporation

Toyota Toyota Toyota Toyota Lexus

(Trucks) (SUV/vans) (Cars) Financial
Services

Corolla MR2
Camry Avalon Celica ECHO Matrix Spyder Prius
Platinum
CE SE Edition
S LE XL SE
LE XLE XLS SLE

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