brandingmanagement-140228101029-phpapp01

8/12/2019 brandingmanagement-140228101029-phpapp01

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Branding Management


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What is the brand

FIRST

A brand is not a logo.

SECOND

FINALL

YA brand is not a product.

So what exactly is a brand?

A BRAND IS A PERSONGUT FEELING ABOUT APRODUCT, SERVICE, OORGANIZATION.

It is a PERSONS gut

feeling, because braare defined by

individuals, notcompanies, markets,publics.

ITS NOT WHAT YOU SITS WHAT THEY SAY I


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WHY IS BRANDING SO HOT?

People have toomany choices and

too little time

We tend to baseour buying choices

on trust

Most offerings have

similar quality andfeatures


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What is a Brand?Brand is the sellers promise todeliver the same bundle of

benefits/services consistently

to buyers.

A product is any offering by a

company to a market that serves

to satisfy customer needs and

wants. A product can be an

object, service, idea, etc.

On the other hand a name becomes a

brand when consumers associate it with a

set of tangible and intangible benefits that

they obtain from the product or service.

Brand

proce

trivia

Some

are s

contrsucce

Brand diffoften relaattributes product it


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Brand Elements

Elements

Slogans

Brand

names Promise

LogosPersonality

Characters

Brand Element Choice Criteri

Memorable

Meaningful

Likeability

Transferable

Adaptable

Protectable


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Why do Brands Matter?

R

The main reason

consumers flock to

some brands and

ignore others is that

behind the brandstands an unspoken

promise of value.

B

Brands have become

important drivers of

growth for any

organization, good

or service.

N

A brand helps make

a mark and

differentiate a good

or service from

others inmarketplace.

D

A strong brand

makes people

aware of what

the company

represents andabout the

different

offerings of the

company.

A Brand is a

promise that the

product willperform as per

customers

expectations.


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Brands for Consumers and Sellers

Symbolicdevice

Lower risk

Less cost ofsearching for

a choice

Symbol ofQuality

The word Brand si nifies different thin s to consumers and selle

Consumers

Source ofproduct


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Symbolicdevice

Lower risk


a choice

Symbol ofQuality

Consumers

Source ofproduct

Consumers can easily make a purchase decision bas

brands. Consumers usually find brands which satisfy

need.


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Symbolicdevice


a choice

Symbol ofQuality


Consumers

Source ofproduct

Brands mean lower purchase risk to consumers as th

dealing with a product or organization that they trusLower risk


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Symbolicdevice

Symbol ofQuality


Consumers

Source ofproduct

If the consumers recognize a particular brand and ha

knowledge about it, they make quick purchase decis

and save lot of time. Also, they save search costs for

product.

Lower risk


a choice


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Symbolicdevice


Consumers

Source ofproduct

Consumers see brands as a symbol of quality and remain

and loyal to a brand as long as they believe that the brand

meeting their expectations and perform in the desired ma

consistently.

Lower risk


a choice

Symbol ofQuality


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Consumers

Source ofproduct

Brands play a significant role in signifying certain pro

features to consumers.

Lower risk


a choice

Symbol ofQuality

Symbolicdevice


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Seller

Means ofProfits

Legalprotection of

products

features

Satisfiedcustomer

Means ofCompetitive

Advantage

A brand helps the firms to provide consistently

of characteristics, advantages, and services to t

buyers/consumers.


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Seller

Means ofProfits

Satisfiedcustomer

Means ofCompetitive

Advantage

Brands help to protect the unique features/tra

products by legal copyrights.

Legalprotection of

products

features

f C S


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Seller

Means ofProfits

Means ofCompetitive

Advantage

Brand represents values, ideas and even perso

hence leads to an assortment of memories in c

mind and hence satisfied customers.

Legalprotection of

products

features

Satisfiedcustomer

B d f C d S ll


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Seller

Means ofCompetitive

Advantage

Brands form the basis of purchase decision am

consumers and thus are a means of financial p

Legalprotection of

products

features

Satisfiedcustomer

Means ofProfits


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Brandpositioning

1)It is the heart of marketingstrategy.

2. It is the act of designing thecompanys offer and image so

that it occupies a distinct andvalue place in the targetcustomer minds.

3.How it is unique and how it issimilar to competitive brands,and why consumer buy and useit.

BRAND PURPOSE

To champion Redfern as a

landmark destination

demonstrating respectful and

positive transformation;

BRAND PROMISE

Redfern is a special place in Sydney and

world. Building on our foundation as the

urban Aboriginal Australia, we are alive w

music, culture and ideas.

BRAND ESSENCE

Our brand essence is Welcoming SWelcoming Means

BRAND VALUES

Vibrant

Diverse

Living culture

Forward thinking

Unique place tolive , work , play

and learn

Open to allcurrent and

future residents

Emfu

und

Sociallyresponsible

Addressingfragmentatio


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The Role of Brands

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

Signify quality

Create barriers to entry

Serve as a competitiveadvantage

Secure price premium


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A brand promise sets an expectationof an experience.

It answers the questionWhats in

it for the customer? An effective promise is concise,

relevant, sells a benefit (not just afeature), and is backed up by theproduct / service.

In the best case, your brand IS apromise.

Southwest Airlines

Nordstroms

Disney

What is a Brand Promise?

How Are Brand Promises Deliv

Advertising

Controlled messaging

Aligned messaging

Horizontally - Across media

VerticallyUp/Down thru TIII

Experiential

Branded Lifestyle / Off-line coand programming

Retailer / On-site transaction-experience

1 to 1 issue resolution via Con

Affairs / Help desk

What is Brand Management?


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Now, that you ha

brands, let us se

management.

Brand management is the proc

building, managing and improv

brand.

It begins by having a thorough

knowledge of the term brand.

Hence, brand management includes

developing a promise, making that

promise and maintaining it.

It means defining the brand, positioning the brand, and

delivering the brand. It is an art of creating and sustaining

the brand.



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The tangible andintangible characteristicsof brand are managedthrough Brandmanagement.

The tangibles for product brandsinclude the product itself, itscharacteristics, features, price,

packaging, etc.

Whereas, in case ofservice brands, thecustomers experienceforms the tangibles.

The intangibles are made up ofthe emotional connections with

the product / service.

Thus, you can see thatbrand management is allabout Branding.

Branding is assemblingmarketing mix mediumwhole so as to give than identity.

It isbrathathemi

Purpose of Brand Management


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Purpose of Brand Management

The main aim of branding is to differentiate a companys pro

services from its competitors.

Branding aims to convey a brand message vividly, create cust

loyalty, persuade the buyer for the product, and establish an

connectivity with the customers and form customer percept

the product.

Brand management plays a crucial role to form brands. The b

management strategies also provide good support to the brait can sustain itself in long run.

Also, through brand management, brands are managed and b

equity is built over a period of time. It helps in building a corp

image. Thus, only a competent brand management system ca

successful brand.


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Strategic Brand Management Process

The Strategic Brand Management Process consistsof the following foursteps:

Strategic Brand

Management Process

Step 1: Identifying & Establishing Brand Position


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Identifyingand EstablishingBrand Position

Building a StrongBrand: Four Steps of

Brand Building

BrandPositioning

Identify andEstablishing

Brand Position

Positioning

Guidelines

CustomerBased Brand

Equity




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Building a StrongBrand: Four Steps of

Brand Building

Brand Positioning Identify andEstablishing Brand

Position

PositioningGuidelines

Identifying andEstablishing BrandPosition

Customer BasedBrand Equity

(Keller)




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Identifyingand

EstablishingBrand Position

BrandPositioning

B

PositioningGuidelines


Brand Positioning

The Brand Positioning is furtherdivided into two parts

Identify and EstablishingBrand Position

Positioning Guidelines

Brand Positioning - Identify and Establishing Brand Position


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Identify and Establishing Brand Position:

It is necessary to decide: Who the target consumer is Who the main competitors are How the brand is similar to these competitors How the brand is different from these

competitors

Basic Concepts

Brand Positioning - Identify and Establishing Brand Position

The Target Market can be decided based oconsiderations: Segmentation Bases: a) Behavioral b)

Demographic c) Psychographic d) Geo Segmentation Criteria: a) Identifiability b

Accessibility d) Responsiveness

Target Market

Brand Positioning - Positioning Guidelines


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The following are some of the positioningguidelines that firms should follow for an effectivebrand positioning:

Defining and Communicating theCompetitive Frame of Reference

Choosing Points of Parity and Points ofDifference

Establishing Points of Parity and Points ofDifference

Updating Positioning Over Time

Positioning Guidelines:

Brand Positioning Positioning Guidelines

Step 2: Planning & Implementing Brand Marketing Programs


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Planning &Implementing

Brand

MarketingPrograms

DesigningMarketing

Programs to BuildBrand Equity

ChoosingBrand Elementsto Build Brand

Equity

Co-branding

Celebrity

Endorsement

Criteria forChoosing

BrandElements

Options andTactics for

BrandElements

ProductStrategy

ChannelStrategy

PricingStrategy

LeveragingSecondary Brand

Associations toBuild Brand Equity

Licensing



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Planning &

ImplementingBrand Marketing

Programs ChoosingBrand

Elements toBuild Brand

Equity


BrandElements


BrandElements

Celebrity

Endorsement

Designing

MarketingPrograms toBuild Brand

Equity

Co-branding

ProductStrategy

ChannelStrategy

PricingStrategy


Associations

Licensing

Choosing Brand ElementsBrand Elements are sometimes called B

They are the trademark devices that he

and differentiate brands.

Nike Logo, Kingfisher, the rings of Audi eelements.

Choosing Brand Elements to Build Brand Eq

divided into two parts:

Criteria for Choosing Brand ElementsOptions and Tactics for Brand Elements

Choosing Brand Elements to Build Brand Equity - CriteriaChoosing Brand Elements


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Choosing Brand Elements

Criteria for Choosing Brand Elements :

The following criteria should be met to chooserelevant brand elements such as:MemorabilityEasily Recognized, EasilyRecalledMeaningfulnessDescriptive, PersuasiveLikabilityFun and Interesting, AestheticallyPleasing

TransferabilityWithin Cross ProductCategories, Across Geographical Boundariesand CulturesAdaptabilityFlexible, UpdateableProtectabilityLegally Protected,Competitively Protected

Choosing Brand Elements to Build Brand Equity - Options andTactics for Brand Elements


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Tactics for Brand Elements

Options and Tactics for Brand Elements:

The following are few options and tactics for Brand Elements:

Brand Names:

Descriptive brand names inwhich the function is describedliterally in brand name.

Suggestive brand names inwhich the name issuggestive of a benefitprovided by the brand tothe customer.

URLs:

Keep the URLs as simple aspossible,Avoid clichs,Use a new term for thereal word

Use catchy phrases

Logos and

Various kinds tare:Family Shields

Fonts

Symbols

Abstractsha

Choosing Brand Elements to Build Brand Equity - Options andT ti f B d El t


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Tactics for Brand Elements

Options and Tactics for Brand Elements:

The following are few options and tactics for Brand Elements:

Jingles:

These are musicalslogans that help inreminding byrepetition.

Examples: The axesong andO Fortuna, the OldSpice Theme Song.

Characters:

Characters can alsobe used as brandelements.

Slogans:

Slogans are shortphrases that aredescriptive orpersuasive in natureand provide more

info about thebrands.

Packag

Packagbrand eidentify descriptinformat

allows ptransporconsum



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BrandMarketingPrograms

Designing


Equity

ProductStrategy

ChannelStrategy

PricingStrategy

ChoosingBrand

Elements toBuild Brand

Equity

Co-branding

Celebrity

Endorsement


BrandElements


BrandElements

LeveragingSecondary

BrandAssociations to

Build BrandEquity

Licensing

Designing Marketing Programs to Build Brand Equity

Brand Equity can be built by focussing on designing ef

marketing programs keeping the following in conside

Product StrategyPricing StrategyChannel Strategy



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Planning &


Programs

DesigningMarketing

Programs to BuildBrand Equity

ProductStrategy

ChannelStrategy

PricingStrategy

An efficient product strategy would ensure that the proupdated with the latest features, technology and enhahas something extra to offer to the customers.

Product Strategy

An efficient pricing strategy helps companies to best pothemselves within the market.

Pricing Strategy

It involves developing go-to-market plans, educating cmarketers or middlemen about products or services, anthe members of the marketing channel to promote proservices. Hence, marketing and sales alignment is criticeffective channel strategy.

Channel Strategy



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p g p g g g

Designing


Equity

ChoosingBrand Elementsto Build Brand

Equity


BrandElements


BrandElements

ProductStrategy

ChannelStrategy

PricingStrategy


BrandMarketing

Programs

Co-branding

Celebrity

Endorsement

LeveragingSecondary

BrandAssociations to

Build BrandEquity

Licensing

LeverSeco

Assoc

Build

The LSecoAssocBuild furthethree

C Lic C

En

Leveraging Secondary Brand


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Leveraging Secondary Brand Assoc

Build Brand Equity

Associations to Build Brand

Equity

Planning &


Programs

Co-branding

CelebrityEndorsement


Associations toBuild Brand Equity

Licensing

Co-branding occurs when two or more exiscombined into a joint product or are markein some fashion. A few examples are: Sony Fiat, SBI GE

Co-branding

Licensing involves contractual arrangemenfirms can use the names, logos, characters,other brands for some fixed fee. A few examEntertainment (Ra1), Television and cartoo

(BritanniaTom and Jerry),

Licensing

Celebrity endorsement helps to draw attenbrand and to shape the perceptions of thecelebrity should be greatly popular and haof visibility. He or she should also have a richassociations, judgments, and feelings assochim/her by the general public.

Celebrity Endorsement

Step 3: Measuring & Interpreting Performance


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Measuring &Interpreting Brand

Performance

MeasuringSources of

Brand Equity

Developing

Brand EquityMeasurement&

ManagementSystem

MeasuringOutcomes ofBrand Equity

QualitativeResearch

Techniques

QuantitativeResearch

Techniques

ComparativeMethods

HolisticMethods

Brand ValueChain

Establishing aBrand Equity

ManagementSystem

DesigningBrand

Tracking

Studies



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Measuring &Interpreting

BrandPerformance

Developing


ManagementSystemBrand Value

Chain


ManagementSystem

DesigningBrand

Tracking

Studies

MeasuringSources of

Brand Equity


QualitativeResearch

Techniques


Techniques

ComparativeMethods

HolisticMethods

Developing a Brand Equity Measurement & Managem

The Developing a Brand Equity Measurement and Man

is further divided into three parts

Brand Value Chain Designing Brand Tracking Studies Establishing a Brand Equity Management System

Let us look at each one in detail.



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BrandPerformanceMeasuring

Sources ofBrand Equity

QualitativeResearch

Techniques


Techniques

Developing


ManagementSystem


ComparativeMethods

HolisticMethods

Brand ValueChain


ManagementSystem

DesigningBrand

Tracking

Studies

Measuring Sources of Brand Equity: CCustomer Mind-SetThere are two methods that are usemeasuring the sources of brand equ

capture the customers mind-set, wfollows: Qualitative Research Technique Quantitative Research Techniqu


Measuring Sources of Brand Equity

Quantitative Research Techniques


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Q q

AwarenessBrand awareness is related to the strength of the brand in

memory. Brand awareness is reflected by consumers ability toidentify various brand elements.The following factors must be taken into consideration whilemeasuring brand awareness: Recognition: This relates to consumers ability to identify

the brand under different circumstances. Recall: Unaided recall means the identification with

minimal cues. Aided recall means various cues were usedto assist recall.

Corrections for Guessing: The research data collected formeasure must consider the issue of consumers making up

responses or guessing. These may affect strategic brand

decisions. Strategic Implications: It is important that researchers

understand that recognition and recall is essential inanalyzing formation of consideration sets and productdecisions made by consumers.



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MeasuringSources of

Brand Equity

Developing


ManagementSystem

QualitativeResearch

Techniques


Techniques

Brand ValueChain


ManagementSystem

DesigningBrand

Tracking

Studies


BrandPerformance Measuring

Outcomes ofBrand Equity

ComparativeMethods

HolisticMethods

Measuring Outcomes of Brand Equity: Cap

Performance

There are two methods that are used for m

outcomes of brand equity or to capture the

performance, which are as follows:Comparative methodsHolistic methods


Step 4: Growing and Sustaining Brand Equity


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Growing andSustaining

Brand EquityDesigning andImplementing

BrandingStrategies

Introducing

& NamingProducts andBrand

Extensions

ManagingBrands over

Time

BrandArchitecture

BrandHierarchy

ReinforcingBrands

RevitalisingBrands

New Productsand BrandExtensions

Disadvantages of Extensions

Advantagesof Extensions



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Brand EquityDesigning andImplementing

BrandingStrategies

BrandArchitecture

BrandHierarchy Introducing


Extensions

ManagingBrands over

Time

ReinforcingBrands

RevitalisingBrands




Designing and Implementing Branding Str

Most brands are part of a wider organizatio

Designing and Implementing Branding Stra

divided into two partsBrand ArchitectureBrand hierarchy

Designing and Implementing Branding Strategies

Brand Architecture


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Brand Architecture

It is the structure and organization of brands.

Breadth of Product Mix: Three factors determine the inherent attractiveness of a category:

1. Aggregate market factors2. Category factors3. Environmental factors

Depth of Product Mix: An important rule to remember to decide the depth of themix is: A product line is too short if the manager can increase long-term profits bitems; the line is too long if the manager can increase profits by dropping items.

Breadth of a Branding Strategy

Flankers: Flanker brands are used to create stronger points of parity withcompetitors brands.Cash Cows: In firms, there are some brands that retain loyal customers agenerate healthy profits with virtually no market support.Low-end Entry-level / High-end Prestige Brands: The first category low-enlevel are called traffic builders and they are able to trade up custom

higher-priced brands.

Depth of a Branding Strategy:

Designing and Implementing Branding Strategies

Brand Hierarchy


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Brand Hierarchy

It is a means of summarizing the branding strategy by displaying the number and nature of codistinctive brand elements across the firms products. It helps to reveal the explicit ordering of

elements.

A simple representation of possible brand elements and thus, potential levels of a brahierarchy might be as follows:

1. Corporate brand e.g. Chrysler-Daimler2. Family brand e.g. Mercedes-Benz3. Individual Brand e.g. 1000 SEL4. Modifier (designating item or model) LX / VX

Potential Levels of Brand Hierarchy:

Brand hierarchy is a means of summarizing the branding strategy by displaying the nnature of common and distinctive brand elements across the firms products. It help

the explicit ordering of brand elements.

Let us now look at how brand hierarchy can be built within a firm. This can be done By Building Equity at Different Hierarchy Levels

By Creating Corporate Image Dimensions

Brand Hierarchy Built within a Firm:



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Brand Equity

Introducing


ExtensionsNew Products

and BrandExtensions



Designing andImplementing

BrandingStrategies

ManagingBrands over

Time

BrandArchitecture

BrandHierarchy

ReinforcingBrands

RevitalisingBrands

Introducing and Naming New Products and Brand Ext

The Introducing and Naming New Products and Brand

further divided into three parts

New Products and Brand Extensions

Advantages of ExtensionsDisadvantages of Brand Extensions



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Designing andImplementing

BrandingStrategies

Introducing


Extensions

BrandArchitecture

BrandHierarchy





Brand EquityManaging

Brands overTime

ReinforcingBrands

RevitalisingBrands

Managing Brands over Time

It is very important to understand the long

marketing activities on the brand equity. Fi

carefully consider the consumer response tmarketing activities, the brand awareness a

well as the customer response to current m

activities and to predict the response to fut

Analyzing this information will help firms to

brands over a long period of time. There ar

strategies that are used to manage the bra

period of time which are as follows:Reinforcing BrandsRe-vitalising Brands

Brand Management Guidelines


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Establish and Maintain the Brand

It is necessary that for establishing and maintaining a brand, a

holistic approach, or an overall brand strategy is used.

1

Maintain Consistency between the Bra

Overall Business Goals

The brand strategy should be in line wit

business goals of the organization.

2

Select Proper License Partners

The profile of the ideal license partner should be developed and

the focus should be to ensure long-term relationships with the

licensors and licensees.

Maximize the Strategic Advantage of

It is important that organizations focu

the leverage of the brand.

3

Decide about License Agreements:

The decision of whether the license agreement should be

exclusive or nonexclusive will have important

implications for all of the business.

4

Enforce Key Provisions through Lice

Enforcing various important concern

control standards and reporting stan

through a properly charted out licen

5

7

8

6

Affix Products & Services

An effective strategy of brand management isto ensure that the brand is associated to the

most popular products and services offered by

the licensees products and services.

Actively Integrate the Brand M

into Product Development an

It is important that the Comp

the brand strategy into produ

launch activities by using a clestrategy.

The following key points provide some strategic brand management guidelines that should be

Brand Strategy Defined


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Brand Strategy Defined

The purposeof a brand

strategy is to provide a plan

for the systematic

development of a strong

coherent brand in orderto

enhance revenue and profits.

The strategy should be drivenby the principles of

differentiation and sustained

consumer appeal.

The brand strategy should influence the total operation of a business toensure consistent brand behavior in the marketplace and consistent brand

experiences for the customer.Trends

Motivations/Sweet spots

Decision-making process/criteria

Higher level benefits

Image/Identity gaps

New Segments

Unmet needs

Where to Find Insights

The purpose of a target insight is todescribe how a meaningful conneccan be established between what brand offers and the targets explicimplicit needs in orderto help ident

relevant brand promise.

Branding


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Who are you Positioning IdentityCore values, core

purpose, coreattributes and

business model

Definition of yourcustomers,

competitors,

differentiation andbrand touch points

Your brand name,Brand design

standards,

and key touch pointconcepts

ommunication

In

E

Liv

M

Produ

Systems a

brand cu

Web

Packagin

Environm

M

O

M

Core

Brand

Core

Brand

Brand Strategy and Marketing Strategy


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a d S a egy a d a e g S a egy

Brand Strategy is separate from the4Ps. It guides and inform decisions

about every aspect of themarketing mix.

I. Corporate Objectives & Brand

II. Marketing Objectives

III. Brand StrategyCommunications Strategy

Product and Pricing Strategy

Channel and Distribution Strateg

IV. Marketing Execution & Mon

Strategic Marketing Process

Brand Strategy is an integral part of the overall strategicmarketingprocess. It helps to bridge the gap between businessstrategy and marketing strategy.

Brand Strategy Process


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gy

Target & Insight

Brand Execution

BrandElements

CompetitiveAssessment

BrandInventory

EquityPyramid

Positioning

Objectives & MetricsPersonality

CommunicationsStrategy

Brand Experience Map

Brand Strategy

Brand Audit

C

Points of Parity and Difference

The process of creating a brand strategy begins with a brand audit and ena plan for executing the brand across all touch points. It can be generally of as having three stages..

Insights Examples


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Mastercard Priceless campaign What we found was that people buy things because of how those

things make them feel So the idea is that the item allows you to get

to some other place in your life that makes you feel good.

National Youth Anti-Drug Program Above theInfluence campaign We wanted to elevate the conversation to make it more pro-me

than anti-drug. We know teens are very sensitive to influences,positive and negative, from peers and the media. Thats why we

positioned it so teens would see influence as the enemy andmarijuana as one of the influences that gets in their way. Its a way ofempowering them so they can stand on their own at a key momentof choiceseeing that they could be above the influence.

Points of Parity and Difference


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Brand

Consumers

Competition

Our

PODs

Potential Brand Differences

POPs Points of Parity (Category Benefits)

Competitive B

Their

PODs

Wants and Ne

The purposeof a Pis to identify what our brand and cobrands are most mand potentially dif

The purposeof a P

is to identify whichbenefits are critica

Brand Pyramid

Th f th b d it id i t tli th b i b ildi bl k f h t th


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Resonance

Consumer Judgments Consumer

Feelings

Brand ImageryBrand Performance

Salience

The purpose of the brand equity pyramid is to outline the basic building blocks of a what the should stand for in order toguide the process of building brand equity. It is the basis for deterelements of the brand strategybrand vision, brand positioning, and brand personality and measurement.

Identity

Relationship

Response

Meaning

Brand EquityThe model was developed bof brand strategy at DartmoCustomer Based Brand Equ

is the author of two definitivbuilding. The pyramid is just orepresentations of the compOther models include Y&Rs Millward Browns BrandDyna

each model has its adherenthey are all very similar in theWhichever is selected, whatprovide a shared basis for unmeant by brand equity an

applies to your brand.

Brand Positioning


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The purposeof brand positioning is to explain how the brand will create a sustainable compeadvantage in the minds of prospects & customersin orderto win loyal customers and ensureprofits.

For (Target), (Brand/Company) is the only/best (consumer frame

reference) that (statement of key benefit or guiding value), becau

(reason to believe, key credibility point).

Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustaina

Positioning Building Blocks


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SUPPORT

BENEFIT

Category definition

Need state or problem

Product quality or value

Most Reputable Company

Service or delivery difference

Homeowners/Business owners Adults 35+; HHI $50,000+

Aware of ------

Experiencing -----

Branding stage


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Vision

BrandStrateg

y

Conception

Design

Production

Branding and Stage Gate Process

1 Identify goals 3 Analyze 5 Preliminary 6


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Ideation Preliminary

investigation

Detailed

investigationDevelopment Testing and

validation

Full product

and market

launch

Gate1

Gate

2

Gate3

Gate4

Gate

5

Initialscreen

Secondscreen

Decision onbusiness

case

Postdevelopment

reviewPrecommunication

business analysis

4. Designbrand strategy

2. Map existingbrand culture

Advertising publicrelations

corporatecommunications

pricing

promotionspersonal sellingchannels/ retail

1. Identify goalsthat brandingcan address

3. Analyzecompetition andenvironment to

identify brandingopportunity

5. Preliminaryevaluation of

brand

6

Branding and Stage Gate Process

5. Preliminary3. Analyze1 Identify goals


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Ideation Preliminary

investigation

Detailed

investigationDevelopment Testing and

validation

Full product

and market

launch

Gate1

Gate2

Gate3

Gate4

Gate5

Initialscreen

Secondscreen

Decision onbusiness

case

Postdevelopment

reviewPrecommunication

business analysis

Advertising publicrelations

corporatecommunications

pricing

promotionspersonal sellingchannels/ retail

5. Preliminaryevaluation of

brand

4. Designbrand strategy

3. Analyzecompetition andenvironment to

identify brandingopportunity

1. Identify goalsthat brandingcan address

2. Map existingbrand culture

An Inside Out


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Strategic Brand Assess

An Inside OutLook At Brand

Opportunities and

Vulnerabilities

Most marketers have a good Outside Inperspective on theirbrands.


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Awareness Trial Penetration

ConsumerAttitudes

BrandRatings

PreferenceScores

All important measures of marketing

effectiveness.

But

Increasingly, the success of a brjust the result of well crafted maprograms.Strong brands are those that ha

achieved alignment of values wiinternal and external audiences.

Think: Starbucks, Southwest Airlines,

Google, Nordtroms.

A strong brand is the result of effectiv

marketing plus:

Corporate vision.Culture and

Structure.M

InternalCommunications.

CustomerServices

The Strategic Brand Assessment delivers

an Inside Outperspective by providing

insights and perceptions

An Inside OutPerspective

From three critical audiences:

Executives, Employees, Channel Partners

BRAND EQUITY PERSPECTIVES OF BRAND EQUITY


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A brand is a name or symbol used toidentity the source of the product. Thebrand can add significant value when itis well recognized and has positiveassociations in the mind of theconsumer. This concept is known asbrand equity.

BRAND EQUITY

NEED FOR BRAND EQUITY

Values of brand equity ?

Value to the customer ?

Value to the firm ?

PERSPECTIVES OF BRAND EQUITY

Financial

Brand extension

Consumer based

Brand is an intangible ass

produces added benefits f

business. This is the doma

strategic brand managem

to create value with brand

management.

Loyalty (price premium, satisfaction).

Perceived quality (popularity).

Association (brand personality, organiza

association).

Awareness (brand awareness).

Market behavior (market share).

Brand equityis

a set of brand assets and liabilitiesli k d t b d


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linked to a brand

Earning wealth and recognized through the powbrand name or symbol.

A brand is a name orsymbol used to identitythe source of theproduct. The brand can

add significant valuewhen it is well recognizedand has positiveassociations in the mindof the consumer. Thisconcept is known asbrand equity.

NEED FOR BRAND EQUITY

Values of brand equity ?

Value to the customer ?

Value to the firm ?

PERSPECTIVES OF BEQUITY

Financial

Brand extension

Consumer based

Elements of Brand Equity:

Brand LoyaltyBrand Strategy


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Brand Loyalty

Brand Awareness

Perceived Quality

Brand Associations

Measuring Brand Loyalty

Purchase Behavior Patterns

Switching Cost Analysis

Satisfaction Measurement

Strategic Value of Brand Loyalty

Reduce marketing cost

Trade (channel distribution)

leverage

Attracting new customers

Developing Brand Vision

Establishing Brand Position

Fulfilling Brand Contract

Communicating Brand Position

ASPECTS OF BRAND EQUITY

Brand


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Brand

Brand awareness

Brand association

Brand loyalty

Brand position

Brand proposition

Brand equity

MEASURING BRAND

Loyalty (pricepremium,

satisfaction).

Perceivedquality

(popularity).

organizationalassociation).

Awareness(brand

awareness).


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What does the brand stand for? (brand

essence) Health, vitality, enhanced water, enhanced

lifestyle, trendy Not your ordinary bottled water Hydration

for every occasion tagline

What are the respective brand image

Healthy, rejuvenating miracle elixir, for

people on the go, status symbol (you wan

be seen with Vitamin Water)

What perceptions does the brand seeestablish?

There is a new kid on the blocka delicionutritious, flavoured waterone for everyneed

Brand Equity Concept

B d E it i th l b th t ibl


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Brand Equity

Customer-

based

Market -

based

Brand Equity is the value, both tangible

that a brand adds to a product/service; t

value a brand name identity brings to a p

service beyond the functional benefits p

The customerbased brand equity

focuses exclusively on the

relationship customers have with the

brand

The marketbase

equity aims at prod

measures in dollar

yen.

The concept of brand equity is m

two terms:



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You can see that when acommodity becomes abrand, it is said to have

equity. Brand equity is thepremium a brand can

command in the marketor the difference

between the perceivedvalue and the intrinsic

value.

Brand equity can bethought of as the "added

value" endowed to aproduct in the thoughts,words, and actions ofconsumers. There are

many different ways thatthis added value can be

created for a brand.

Therefore, it isthat Brand Eq

be nourishreplenis



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Companies must takecare of its brands so thatthe brand equity is notdiluted or dissipated.

A few examples ofproducts with excellentbrand equity include

Google, Nike andStarbucks.

Let us now loprocess of

bran

Measuring Brand Equity


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Brand Audits

Brand Tracking

Brand Valuation

Steps in Calculating Brand Equity

Marketsegmentation Financanaly

Role o

brandi

Brand strength

Brand valuecalculation

WHAT IS BRAND EQUITY


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Awareness

Familiarity

Image and

personality

AssociationsAvailability

Preference

Loyalty

Building a Strong Brand


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a greatproduct



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a greatproduct

brand image



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a greatproduct

brand image customeexperienc



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a greatproduct

brand image customeexperienc

GREATPRODUCT

BRANDIMAGE

CUSTOMEXPERIE



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CUSTOMER-CENTRIC MARKET STUDY

BRANDIMAGE

CUSTOMEXPERIE

GREATPRODUCTS



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BRANDIMAGE

CUSTOMEXPERIE

MARKETING SUPPORT AND PEOPLE DEVELOPMENT

GREATPRODUCTS

High Brand Equity #1


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BRANDIMAGE

CUSTOMEXPERIE

MARKETING SUPPORT AND PEOPLE DEVELOPMENT

GREATPRODUCTS

BRAND BUILDING PRINCIPALS

2 B dHigh


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1. Brand Asset

Valuator

Differentiation

Energy

Relevance

Esteem

Knowledge

2. Brandz

Presence

Relative

Performance

Advantage

Bonding

High

Building brand equity

Personnel


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Marketingcommunication

programs

Adv

Salesprom

EventExperience

PR

DirectMarketing

Word of

mouse

Personnelselling

Brand equity

Braawar

Brarelatio



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Strength Strength


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The Brand'sunique pointsof difference

relates to

premiummargins

Howappropriatethe brand to

you relates to

marketpenetration

Differentiation Relevance

g

How well

regarded thebrand is relatesto its delivery

on promise

Aund

of tre

cex

Esteem Know

g

What makes a Brand Strong?

It is important that in order to make a strong impact, a brand should beTh f h t i ti th t k t b d hi h


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A strong brand is a major driver of shareholder value.

A strong brand is like an asset. It can be used as collateral for financial loans , bselling as an asset.

A strong brand has strong attributes, values and personality that the consumerswith the brand.

A strong brand is a means of attaining higher customer loyalty.

There are a few characteristics that make a strong brand, which are a

A strong brand always delivers the benefits that customers truly desire.

A strong brand makes use of and coordinates full range of marketing activitiesequity.A strong brand has the right blend of product quality, design, features, costs an

A strong brand is properly positioned and occupies a particular niche in consumminds.A strong brand compels consumers to willingly pay a substantial and consistenprice for the brand versus a competing product and service.

Gillette as a Strong Brand


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Gillette is one of the strongest brands in the market of mens personal ca

products. It has tied the actual quality of its products to various intangiblfactors such as:

The type of person who uses Gillette, the type of situations in which brand is used, the type of personality Gillette portrays etc.

User Imagery

Its razor blades are as technologically advanced as possible througcontinuously spending millions of dollars in R&D.

Technology

It has developed several sub brands such as Trac II, Altra, Sensor,Mach3 to remain on top of its competitors.

Sub-branding

It makes constant improvements with modifiers like Altra Plus, SensoExcel.

Enhancements

Insight about branding


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Your brand representsyour future earnings

Successful companiesboth innovate and

build brands

Branding is aboutcustomer perceptions

Strong brands areworth a lot of money

Keep your brandconsistent

A brand is not just aname or Logo

A brand with multiplepositioning may

confused

The Customer isanyone involved in

the purchase decision

Perceived value is themaximum your

customer will payallmarketing is themanagement ofperceived value

Disney Family Fun Entertainment


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Disney

WalMart

Fedex

McDonalds

Apple

Google

Toyota

Family Fun Entertainment

Low Prices and Good Value

Guaranteed Overnight Del

Food and Fun

Innovation

Simplicity

Reliability

Some Metrics to Measure Returnon Brand Investment:

Some Metrics to MeasureReturn on Brand Investment:

Acquired customers: counts customers claim


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Brand name knowledge,

awareness, recognition, recall:

measures strength of thebrand as reflected by

customer's ability to identify

the brand under varying

conditions

Contract fulfillment: measures

the degree to which your

brand is upholding its Brand

Contract

they have come to your company base

the strength of the brand

Customer loyalty: measures the degree which customers continue to purchase y

brand and how long that loyalty has las

Financial value: reports the financial val

of your brand in the marketplace

Price premium: finds the percentage of

price premium your brand is able tocommand over private-label brands, as

as key competitor brands


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Definition

The Marketing CommunicationsMix

The specific mix of advertising,personal selling, sales

ti d bli l ti


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promotion, and public relationsa company uses to pursue itsadvertising and marketing

objectives.

Introduction to Marketing Communica(Marcom)

Business-to-Consumer(B2C)

Business-to-Business(B2B)

Integrated MB2C&

Integrated MarketingCommunication (IMC)

Programs

The Tools of Marketing CommunicationsTable 1.1

1. Media Advertising 5. Trade- and Consumer-Oriented 6. Event Marketing and


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g

TV

Radio

Magazines

Newspapers

2. Direct Response and Interactive

Advertising

Direct mail

Telephone solicitation

Online advertising

3. Place Advertising

Billboards and bulletins

Posters Transit ads

Cinema ads

4. Store Signage and Point-of-

Purchase Advertising

External store signs

In-store shelf signs

Shopping cart ads

In-store radio and TV

Promotions

Trade deals and buyingallowances

Display and advertisingallowances

Trade shows

Cooperative advertising

Samples

Coupons

Premiums

Refunds/rebates

Contests/sweepstakes

Promotional games

Bonus packs

Price-off deals

g

Sponsorships

Sponsorship of sporting

Sponsorship of arts, fai

festivals Sponsorship of causes

7. Marketing-Oriented Pub

Relations and Publicity

8. Personal Selling

Marketing Communications Mix

Word-of-M th


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Advertising

Public Relations and

Publicity Sal

Direct InteracMarke

Mouth

Events andExperiences

Sales

Promotion

Integrated Marketing Communications

AdvertisingClarity


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Advertising

Direct Response

Sales Force

Events and Experiences

ConsistencyMaximum Im

IntegrateMarketinCommun

A planning process designed to assure that contacts received by a customer or prospecproduct, service or organization are relevanperson and consistent over time.

Marketing CommunicationEffects

TV Ads Sponsorship


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Outdoors

Active

Rugged

SUBARU

p p

Communications Process Models


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Macromodel Micromod

SenderReceiver ConsumersResponse

Precondition for promotion: communication

Medium


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EncodingProcess

DecodingProcess

SourceMedium

of

Trans-mission

Rec

or

Aud

NOISE NOISE

Feedback

Source/SenderAd agencyIntends to sharemeaning

translatingmeaning ofmessage intosome form

(Got Milk?)

Means ofreachingtarget (printad, T.V.,

salesperson)

Target makessense ofmessage

anything decreasesclarity

(different m

see same differently

Fragility of Communication Process

Awareness 50%

Probability


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Awareness

Knowledge

Conviction

Purchase

Preference

Liking

50%

50%

50%

50%

50%

50%

.5 X .5 X .5 X .5 X .5 X .5 = 1.5

Developing Effective Communications

The Basics


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Identify target

audience

Determine

objectivesDesi

commun

Select chEstablish budget

The Basics

Identify the Target AudienceCategoryNeeds


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Potential Buyers

Current Users

Deciders or Influencers Determine Objectives

Brand Purchase Intention

Positive

Negativ

Brand

Awareness

Brand

Design Communications

What to say?(Message Strategy)

Select Channels


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How to say it?(Creative Strategy)

Who should say it?

(Message source)

Select Channels

Personal Communica

NonPersonCommu

Establish Budget

Competitive-Parity


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Affordable Method

Percentage-of-Sales

y

Objective-and-Task

Marketing Communications MixCharacteristics Factors in Setting the Mix

Type of Product Market


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Factors

Measuring

Buyer-Read

Product Life-Cycle

Cost-Effectiveness / Buyer-Readiness


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Measuring Communication Results


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Attitudes

FrequencyReach

Awareness

Consumer States for Two Brands


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Promotion Mix Over The PLC

Industry

Introduction Growth Maturity Decline


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Time

Industry

Sales

Dollars

0

PublicityAdvertising

AdvertisingPR; Selling;Promotions

AdvertisingPR; Selling

AdvertisingPromotions;Selling

Objectives of communication

PROVIDE INFORMATION

Goal is informing the market about the availability of a

ACCENTUATE THE PRO

VALUE


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Goal is informing the market about the availability of a

product.

INCREASE DEMAND

May increase primary demand, or desire for a

particular product category.

May increase selective demand, or desire for a

specific brand.

Greater value helps justify

in the marketplace.

Marketers advise staying a

wordsquality, value, servi

integritybecause they are

vague.

DIFFERENTIATE THE PRODUCT

Differentiation allows firms more control over

marketing variables such as price.

STABILIZE SALES

Can help make deman

consistent throughout t

Making Brand-Level Marcom Decisions and Achieving DesiredOutcomes


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Steps in Developing Communication Program


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1. Identifying theTarget Audience 2. Determining theResponse Sought 3. Designing aMessage

4. Choosing Media 5. Selecting theMessage Source 6. CollectingFeedback

Promotional Program Situation Analysis

Analysis of the Communications Process

Review of Marketing Plan

Integrated Marketing Communications Planning Model


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Budget Determination

Develop Integrated Marketing Communications Programs

AdvertisingSales

PromotionPR/

PublicityPersonalSelling

DirectMarketing

AdvertisingObjectives

SalesPromotionObjectives

PR/Publicity

Objectives

PersonalSelling

Objectives

DirectMarketingObjectives

MessageStrategy

SalesPromotionStrategy

PR/PublicityStrategy

PersonalSelling

Strategy

DirectMarketingStrategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

IMC Program Situation AnalysisExternal Factors

Environmental analysis

Technological Political/Legal

Demographic Socio/Cultural

Economic

Analyze best combination ofsource,

message and channelfactors for

communicating with target


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Economic

Competitive Analysis

Direct and indirect competitors Position relative to competitors

Size of competitors advertising/

promotional budgets

IMC strategies being used by competitors

communicating with targetaudience.

Establish communication goalsand objectives.

Potential CommunicationsObjectives

Sales

Customer loyaltyCompany image

Brand image

Store patronage

Service contract

An inquiry

A visit by a prospect

Product trial

Recommendation

Adoption of the prod

AIDA: Attention?

Attention-> Interest-> Desire ->ACTION!!!

It gets harder as you go.

AIDA: Interest?

Keep Interestdifficult in world


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Attention(e.g., sign-flippers, clowns)

Headline (New York Post; only part read) Visuals (sex)

Layout

Colors

Size (Times Square)

Electronic: sound; music; animation

Gross images (this nasty eyeball gets your

attention!)

Tactics:

Drama/story (Dos Equis

Cartoons (M&Ms)

Dialog (its a Diet Coke T

Wusssssup?)

AIDA: Desire?

Arouse desire

Tactics:

USP: Unique selling proposition

AIDA: Action? Actionif consumers desire, hope action

(and realistic for them):

Ask consumers to do something (log on


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USP: Unique selling proposition

(Gillette razor; clear deodorant,

clear soda) Provide a rationale (Im worth it)

Address you with theirneeds/problems

(Do you want to make more $?;

Have you been injured in anaccident?)

Federal Express: When it

absolutely, positively has to be

there overnight.

g ( g

Imperative: Drink Coke, Fly the Friend

Facilitate: 1-800 or web Direct competitive: supplies are limited!!

Do you view ads after purchasing that produc

Marketing - Communication InstrumeComparisson of the classical (above the line) and the non-classic(below the line) communication instruments

Classical advertisement


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Classical marketing-recognizable for everybody

Above The Line (ATL)

Below The Line (BTL)Alternative marketing-mainly visible only for

targeted groups

Print media

Radio / TV / MoviesOutdoor advertisement / BillboardadvertisementPublic relations

SponsoringEvent marketingExhibitions / Trade fair

Product placementPromotionsDirect marketingMobile marketingOnline marketing / Search engineViral marketing / Guerilla marketin

Word of Mouth CommunicationHOW TO USE WORD-OF-MOUTH MARKE

(WOMM) TECHNIQUES AND SOCIAL MED

DRIVE GROWTH BY CREATINGA POSIT

BUZZAROUND YOUR PRODUCT OR SER


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ONLY 18%OF TV ADSGENERATE POSITIVE ROI

84%OF B2B CAMPAIGNSRESULTED IN LOWER SALES

100%INCREASE IN AD

SPENDING

JUST TO ADD 1% - 2% IN

SALES

ONLY 14%TRUST ADStheJESUSPHONErocks!

..I got have aphone

LAW OF FEW

10% INFLUENCEPURCHASING BEHAVIOR OFOTHER 90%

BRAND ADVOCATES

AVERAGE


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91%LIKELY TO BUY ON RECOMMENDATION

AVERAGECUSTOMERS,CLIENTS,CONSUMERS

WOMM = C2C CONVERSATION

Consumer-to-consumer conversati


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76% of consumers dont believe thatcompanies tell the truth in

advertisementsYankelowich,2006

Multi-Channel-Marketing Display of different marketing channels

Personal Sales


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Multi-ChannelMarketing

Database Marketing

Direct Mail Ma

Telemarketing

Social Media

E-Mail Marketing

Search Engine Marketing

Online Advertising


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Mapping Customer experience

Customerexperience elements

Getting to

knowBuying

Activa

tingUsing Paying

Contacti

ng


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e elements

Customer

expectations

Functionalareas

Brandawareness

Offeravailability

What ?And where

MAKTSalesCustomerservice

OfferAvailability

Value ofmoney

Acquisition

MAKTLogisticSalesCustomerservice

IT

UsabilityCoverageReliabilityQualityRoaming

SpeedConvincedGettingstarted

MAKTSalesCustomerservice

NetworkITPortals

NetworkITCustomerservice

AccuracyControlChoiceConvinced

SalesITCustomerservice

Responsiveness

FriendlyConsistency

HelpfulnessResourcefullness

Customerservice

SalesITPortals

Branded Customer experienceTow routes to create branded customer

experience

Experiencing the brandBranding the experience s

Experiencing the brand


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Brand essenceTranslates

intoBrand promise

Translatesinto

Branded Custome

experience (BCE

What youcommunicate to the

marketplace

The value you committo deliver to customers

Delivery of your brathrough every intera

customer have with processes and produ

Market

Opportunity

Conceived

customerVP

Create

customerexperience

Develop the

route tomarket

Design the

brand tocommunicate

Customeof t

Branded Customer experience

Branding the experience


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Branded customer

experienceTranslates

intoBrand value

Translatesinto

Brand image

Creating a uniqueexperience through

every interaction your

customers have with

your people ,

processes and product

The value yourcustomers come to

expect and rely on

What you becomeknown for in the

marketplace

Is powerful driver of

customer loyalty

To CustomerCentric Retail

1. Take the Customer Perspecti


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steps

Centric Retail

Innovation

2. Get the Customer Heartbeat

3. Focus Your Efforts4. Make Sure your People Are W5. Start Swimming

#5 START SWIMMING

YOU


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Flipchart TimeWhich are the steps in the


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CUSTOMER PERSPE

Which are the steps in the

customer journey whenbooking a holiday?

How could you innovateon them?

THE CUSTOMER JOURNEY

1. I dream of going on holiday2. I research my holiday3. I plan my holiday

CUSTOMER PERSPECTIVE

THE CUSTOMER JOURNEY


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4. I select my holiday5. I purchase my holiday6. I receive travel documents &

tickets7. I anticipate departure8. I prepare my trip9. I travel to my destination

10.I discover my destination11.I experience my destination12.I record my memories13.I share my experience14.I travel back home15.I share my memories

How Can You Innovate


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GET THE CUSTOMER HEARTBEAT

WHAT DO YOUR CUSTOMERSREALLY CARE ABOUT?

1. I dream of going on holid2. I research my holiday3. I plan my holiday4 I select my holiday


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WHICH EMOTIONS ?

ARE ALL EMOTIONS EQUALLYSTRONG?

4. I select my holiday

5. I purchase my holiday6. I receive travel documen

tickets7. I anticipate departure8. I prepare my trip9. I travel to my destination10.I discover my destination11.I experience my destinat12.I record my memories13.I share my experience14.I travel back home15.I share my memories

Customer Relationship Management

Suspect Mass Email Website Hosting Search Engine

Optimization

LeaDas

IntraM

Repurchase

Upsell/ Cross-sell


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Get

Quote

Your Text Goes here.D o w n l o a d t h i sawesome diagram.Bring your presentation

t o l i f e .

Quote Integrated

Quotes/Proposals Document Management Document Publishing

Ma

M Group Resour

Order Integrated Order

Mgmt. Bookings Dashboard Incentive

Management

ServiceDelivery Customer Portal

Project Tracking Time & Expense


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End of the training

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