Brand Management
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Transcript of Brand Management
BRANDINGModule 6 – Week 09
Design Management
Branding: Week 09
Maximizing
Brand Value
BRANDINGModule 6 – Week 09
Design Management
Lesson 9: Learning Objectives
1. What is Brand Value
2. What makes a strong brand
3. Maximizing Brand Value- Brand Audit- Brand Strategy- Brand Execution- Brand Management
BRANDINGModule 6 – Week 09
Design Management
What is Brand Value
• Because people are willing to pay extra for a brand than a product, Brand Value therefore is the extra money a company can make from its products solely because of its brand name.
• In other words, it’s the financial or monetary value of the brand.
• As an example, how much more is a consumer willing to pay for a coffee at Starbucks as opposed to a coffee at a coffee shop?
Not all Brands (chips) have the same value!
BRANDINGModule 6 – Week 09
Design Management
Top 20 Most Valuable Brands 2010
BRANDINGModule 6 – Week 09
Design Management
What Makes a Strong Brand
Brand experience externally
Brand experience internally
Brand NameLogo, SymbolsAdvertisingEnvironmentProducts & Services
Brand Values, VisionsManagement – cost structuresInternal CommunicationsBusiness ProcessInvestors RelationsCustomers RelationsTrainingQualityStaff MotivationKnowledge ManagementRecruitment PoliciesHR Policies & ProcessesTechnology
BRANDINGModule 6 – Week 09
Design Management
The making of a strong brand….
• "Strong brands never happen by accident. Yet only 53% of firms say they have a long term brand strategy in place."
Prophet, Best Practices Survey, 2002
• "Only one fourth of marketing and advertising professionals can clearly articulate (their) company's brand position to... clients, customers or prospective clients.”
Louws Management Corporation Survey, 2007
BRANDINGModule 6 – Week 09
Design Management
Brand value must be grown…
“The role of brands has evolved; brands are now company DNA, the spark from which all corporate life grows.”
Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001
BRANDINGModule 6 – Week 09
Design Management
Personality
BrandFranchise
CRM &Community
BrandInventory
MarketingMix
Positioning
Objectives & Metrics
Brand StrategyBrand Strategy
Target &Insights
CompetitiveAssessments
Points of Parity & Differences
Brand AuditBrand Audit
BrandElements
CommunicationsStrategy
Brand Experience
Brand Execution Brand Execution
Intellectualproperty
Brand Strength
Brand Value & Equity
Brand Management Brand Management
The process of creating and maximizing brand value begins with a brand audit to developing the brand strategy and the execution plan across all touch points and eventually to manage, monitor and measure it’s success.
Maximizing Brand Value
BRANDINGModule 6 – Week 09
Design Management
Brand Audit
BrandInventory
Target &Insights
CompetitiveAssessments
Points of Parity & Differences
Brand AuditBrand Audit
What is Brand Audit?
• Comprehensive and systematic way to assess the health of a brand
• Assessing how a brand is perceived, what its strengths and weaknesses are and how well known and regarded by the target market.
• Discover the Point of Differences (POD) and the Point of Parity (POP) and identify the gaps.
BRANDINGModule 6 – Week 09
Design Management
Target & Insights
BRANDINGModule 6 – Week 09
Design Management
Target & Insights
� Personality & Profile (TAPP)
� Needs, motivations, wants
� Buying decisions process
� Image vs perception gaps
� Price vs benefits gaps
� Unmet or over-look needs
� New segments etc etc …
QUESTION:
Where to find insights?
ANSWER:
• Primary & Secondary Research• Qualitative & Quantitative Data
BRANDINGModule 6 – Week 09
Design Management
Competitive Assessments
� Market Positioning
� Unique Value Propositions
� Differentiation
� Perceptions
� Market share
� Brand loyalty
� Attributes & Benefits
Question:
What to look for?
ANSWER:
• Point of Differences (POD)• Point of Parity (POP)
BRANDINGModule 6 – Week 09
Design Management
Brand Inventory
What do we have in store?
Existing Strengths to leverage upon or Gaps that
need to be addressed.
What is Brand Inventory?� Brand visions, values, cultures
� Image, logo, symbols, icons
� Brand history & story
� Third party endorsements
� Organizational SWOT
� Brand Personality (DNA)
� Patents & Copyrights
BRANDINGModule 6 – Week 09
Design Management
PersonalityBrand
Inventory
MarketingMix
Positioning
Objectives & Metrics
Brand StrategyBrand Strategy
Target &Insights
CompetitiveAssessments
Points of Parity & Differences
Brand AuditBrand Audit
Maximizing Brand Value
Brand Managers to develop the most suitable strategy based on the findings from the audit
BRANDINGModule 6 – Week 09
Design Management
Brand Strategy
PersonalityMarketing
MixPositioning
Objectives & Metrics
Brand Strategy Brand Strategy
What is Brand Strategy?
• A brand strategy is simply a plan for developing a coherent brand.
• It provides the means to create differentiation and consumer appeal.
• As a guide for better brand decisions across the organization.
BRANDINGModule 6 – Week 09
Design Management
Brand Strategy
PersonalityMarketing
MixPositioning
Objectives & Metrics
Brand Strategy Brand Strategy
Brand Strategy
• Marketing Mix – The 4Ps
• Positioning – Market positioning.
• Personality – Brand DNA.
BRANDINGModule 6 – Week 09
Design Management
Personality
CRM &Community
BrandInventory
MarketingMix
Positioning
Objectives & Metrics
Brand StrategyBrand Strategy
Target &Insights
CompetitiveAssessments
Points of Parity & Differences
Brand AuditBrand Audit
BrandElements
CommunicationsStrategy
Brand Experience
Brand Execution Brand Execution
Maximizing Brand Value
Brand Managers must ensure that the plans are adopted, implemented and executed across the whole organization
BRANDINGModule 6 – Week 09
Design Management
Brand Execution
CRM &Community
BrandElements
CommunicationsStrategy
Brand Experience
Brand Execution Brand Execution
Brand Execution is about managing the “Moments of Truth” – in other words;
Expectations, Relationships and Experiences
BRANDINGModule 6 – Week 09
Design Management
Brand Elements
• Brand Name
• Brand Logos and Icons- Colors
- Symbols- Music/Earcons
• Brand Identity & visuals
• Celebrities or Personalities
• Advertising slogans and taglines
• Brand Alliances/ Associations- Co-branding
- Licensing- Sponsorship- Event Marketing- Celebrity Endorsement- Third-party Endorsements
BRANDINGModule 6 – Week 09
Design Management
Communications (IMC) Strategy
Direct Marketing
Advertising
SalesPromotion
PublicRelationsBrochures
FlyersPremiums
Mobile /Internet
PublicityEvents
Roadshows
Integrated Marketing
Communications
BRANDINGModule 6 – Week 09
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CRM & Community Building
YOUR BRANDMESSAGE
Customer
Industry
Business Partners
EmployeesInvestors
Press
Integrated Marketing Communications
TargetMarket
Community
BRANDINGModule 6 – Week 09
Design Management
Personality
BrandFranchise
CRM &Community
BrandInventory
MarketingMix
Positioning
Objectives & Metrics
Brand StrategyBrand Strategy
Target &Insights
CompetitiveAssessments
Points of Parity & Differences
Brand AuditBrand Audit
BrandElements
CommunicationsStrategy
Brand Experience
Brand Execution Brand Execution
Intellectualproperty
Brand Strength
Brand Value & Equity
Brand Management Brand Management
Maximizing Brand Value
Strong Brands don’t happened by chance. We need to manage, build and grow the brand.
BRANDINGModule 6 – Week 09
Design Management
Brand Management
What is Brand Management?
• Brand management is the application of marketing techniques to a specific brand.
• It seeks to increase the brand's perceived value to the customer and thereby increase the brand franchise, long term brand equity and value.
Brand Franchise
Intellectualproperty
Brand Strength
Brand Value & Equity
Brand Management Brand Management
BRANDINGModule 6 – Week 09
Design Management
Intellectual Property (IP)
Trademarks
(Name & Logo)
Trademarks(Signs, Symbols, Icons)
Trade Secrets & Inventions(special recipes, technology etc.)
Creative Works(Publications, Designs, Films, Images, Music, Drawings, Paintings, Sculptures, Architectural designs, Performances, Artistic works, Photographs etc.)
Proprietary Information(Customers data, Supplier’s agreement, Pricing strategy, Business contracts, and all Confidential information)
Industrial Design(Product design, Solutions, Systems, Technology etc.)
BRANDINGModule 6 – Week 09
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IP Management Framework
BRANDINGModule 6 – Week 09
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Managing Brand Strength
� Growth rates
� Market share
� Brand awareness- recall, recognition- image & perception
� Brand loyalty
� Price premium
� Brand association
� Financial value
QUESTION:
What is Brand Strength?
ANSWER:
• Brand’s growth potential• Ability to defend it’s position• Ability to generate margins, earnings and economic value
BRANDINGModule 6 – Week 09
Design Management
Building Brand Franchise
� Product line extension
� Brand extension
� Co-branding
� Licensing
� Joint-venture
� Merger & Acquisition
� Selling the brand
QUESTION:
What is Brand Franchise?
ANSWER:
When brand has build up very positive and mass brand recognition it is said to have achieved brand franchise.
BRANDINGModule 6 – Week 09
Design Management
Conclusion
Powerful brands are build over-time through careful strategic management