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BRAND MANAGEMENTBY

SPEAKERHEAD.COM

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What is a Brand? A brand is a name, term, sign,

symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

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New Branding Challenges Brands are important as ever

Consumer need for simplification Consumer need for risk reduction

Brand management is as difficult as ever Savvy consumers Increased competition Decreased effectiveness of traditional

marketing tools and emergence of new marketing tools

Complex brand and product portfoliosSpeakerhead.com

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The Customer/Brand Challenge

In this difficult environment, marketers must have a keen understanding of: customers brands the relationship between the two

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The Concept of Brand Equity The brand equity concept stresses the

importance of the brand in marketing strategies.

Brand equity is defined in terms of the marketing effects uniquely attributable to the brand. Brand equity relates to the fact that different

outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name.

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The Concept of Customer-Based Brand

Equity Customer-based brand equity Differential effect Customer brand knowledge Customer response to brand marketing

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Determinants of Customer-Based Brand

Equity Customer is aware of and familiar with the brand

Customer holds some strong, favorable, and unique brand associations in memory

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Building Customer-Based Brand

Equity Brand knowledge structures depend on . . . The initial choices for the brand elements The supporting marketing program and

the manner by which the brand is integrated into it

Other associations indirectly transferred to the brand by linking it to some other entities

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Benefits of Customer-Based Brand

Equity Enjoy greater brand loyalty, usage, and affinity

Command larger price premiums Receive greater trade cooperation &

support Increase marketing communication

effectiveness Yield licensing opportunities Support brand extensions.

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Customer-Based Brand Equity

as a “Bridge” Customer-based brand equity represents the “added value” endowed to a product as a result of past investments in the marketing of a brand.

Customer-based brand equity provides direction and focus to future marketing activities

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The Key to Branding For branding strategies to be

successful, consumers must be convinced that there are meaningful differences among brands in the product or service category.

Consumer must not think that all brands in the category are the same.

PERCEPTION = VALUE

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Strategic Brand Management

Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.

The strategic brand management process is defined as involving four main steps:1) Identifying and establishing brand positioning and values2)  Planning and implementing brand marketing programs3)  Measuring and interpreting brand performance4)  Growing and sustaining brand equity

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Strategic Brand Management Process

Mental mapsCompetitive frame of referencePoints-of-parity and points-of-differenceCore brand valuesBrand mantra

Mixing and matching of brand elementsIntegrating brand marketing activitiesLeveraging of secondary associations

Brand Value ChainBrand auditsBrand trackingBrand equity management system

Brand-product matrixBrand portfolios and hierarchiesBrand expansion strategiesBrand reinforcement and revitalization

KEY CONCEPTSSTEPS

Grow and SustainBrand Equity

Identify and EstablishBrand Positioning and Values

Plan and Implement Brand Marketing Programs

Measure and InterpretBrand Performance

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Motivation forCustomer-Based Brand Equity

Model Marketers know strong brands are

important but aren’t always sure how to build one.

CBBE model was designed to be … comprehensive cohesive well-grounded up-to-date actionable

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Rationale of Customer-Based Brand Equity

Model Basic premise: Power of a brand resides in

the minds of customers Challenge is to ensure customers have the

right types of experiences with products & services and their marketing programs to create the right brand knowledge structures: Thoughts Feelings Images Perceptions Attitudes

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Building Customer-Based Brand

Equity Building a strong brand involves a series of steps as part of a “branding ladder”

A strong brand is also characterized by a logically constructed set of brand “building blocks.” Identifies areas of strength and weakness Provides guidance to marketing activities

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CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?Speakerhead.com

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Salience Dimensions Depth of brand awareness

Ease of recognition & recall Strength & clarity of category

membership Breadth of brand awareness

Purchase consideration Consumption consideration

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Performance Dimensions Primary characteristics &

supplementary features Product reliability, durability, and

serviceability Service effectiveness, efficiency, and

empathy Style and design Price

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Imagery Dimensions User profiles

Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity

Purchase & usage situations Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of

usage Personality & values

Sincerity, excitement, competence, sophistication, & ruggedness History, heritage, & experiences

Nostalgia Memories

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Judgment Dimensions Brand quality

Value Satisfaction

Brand credibility Expertise Trustworthiness Likability

Brand consideration Relevance

Brand superiority Differentiation

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THANK YOU

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