Strategic Brand Management potx

Strategic Brand Management
Strategic Brand Management
Branding
Branding

Measuring Brand Share of Market
Unit $$ Unit $$
Sales Sales Share Share
National 120 $270 100% 100%
Brand A 5 15 4.2% 5.6%
Brand B 15 15 12.5% 5.6%
Brand C 3 7 2.5% 2.6%
Brand Unit Shares
4%
13%
3%
80%
Brand A Brand B Brand C All other
Brand Dollar Shares
6%
6%
3%
85%
Brand A Brand B Brand C All other
What is a Brand Management?
What is a Brand Management?

Brand Building Begins By
–
Understanding & anticipating the needs and
desires of the consumer

–
Understanding the key attributes of the
product(s)

Our Mission is to DISCOVER (rather than
Invent) the brand’s CORE VALUES and
abide by them.
Brand Vision and Essence
Brand Vision and Essence
BRAND = Mindset
EQUITY = Roots
ESSENCE = Brand’s Soul
VISION = Brand’s DNA
What is Brand Management?
What is Brand Management?
Functional Excellence in
Support of the Brand
Primary Source of Differentiation
•
Product/service innovation and
communication
Purpose of the Brand
•
Create or reinforce product
distinctiveness
Firm-wide Leadership in
Stewarding the Brand
Primary Source of Differentiation
•
Customer experience, in addition to

innovation and communication
Purpose of the Brand
•
Provide clear set of values along
which to align all enterprise activities
and investments
Corporate Executive Board
Customer-Based Brand Equity
Customer-Based Brand Equity
(CBBE) Model
(CBBE) Model
3 Differential Effect
2 Brand Knowledge
1 Consumer Response to
Marketing
Brand Equity arises from
differences in CONSUMER
response
What CONSUMERS learned,
felt, seen, heard, experienced
over time
Reflected in CONSUMER
perceptions, preferences, and
behavior related to all aspects
of the marketing of a brand
Consumer-Based Brand Equity
Consumer-Based Brand Equity
Pyramid
Pyramid
Salience

Resonance
Judgements
Feelings
Performance
Imagery
Loyalty
Attachment
Community
Engagement
Quality
Credibility
Consideration
Superiority
Warmth, Fun
Excitement,
Security, Social
Approval,
Self-Respect
4 Brand Relationships (WHAT About
You AND ME?)
1 Brand Identity (WHO Are You?)
2 Brand Meaning (WHAT Are You?)
3 Brand Response (WHAT About You?)
User Profiles
Purchase and Usage
Situations
Personality & Values
History, Heritage, &
Experiences
Brand Characteristics

& Secondary Features
Product Reliability,
Durability & Serviceability
Service Effectiveness, Efficiency,
& Empathy
Style and Design; Price
Category Identification
Needs Satisfied
4 Steps of Brand Building
4 Steps of Brand Building
Consumer Questions Brand Actions
1 WHO Are You?
Ensure Identification & association
w/category or need
2 WHAT Are You?
Firmly establish TOTAL brand
meaning by strategically linking
associations w/certain properties
3 WHAT About You?
Elicit consumer response to brand
meaning and Id
4 WHAT About You
AND ME?
Convert Brand Response to create
an intense, active loyal relationship
Consumer-Based Brand Equity
Consumer-Based Brand Equity
Pyramid
Pyramid
Brand Salience

Consumer-
Brand
Resonance
Consumer
Judgements
Consumer
Feelings
Brand
Performance
Brand
Imagery
4 Intense, Active Loyalty
1 Deep Broad Brand Awareness
2 Points of Difference
3 Positive Accessible Reactions
C
o
n
s
u
m
e
r

A
c
c
e
p
t

a
n
c
e

C
y
c
l
e
THIS is
Where the
Insight
Lives
Consumer Conversion Model
Consumer Conversion Model
UNAWARE
%
NAME AWARENESS
%
BRAND FAMILIARITY
%
TRIAL
%
ACCEPTANCE
%
USAGE
%
REGULAR USAGE
•

% Conversion
•
Longevity
•
Market Presence
•
Communication Intrusiveness
% Conversion
•
Message Communication
% Conversion
•
Persuasion & Interest
•
Trial Inducement Promotions
% Conversion
•
Benefit Communication/Delivery
•
Benefit Importance
% Conversion
•
Product Performance
% Conversion
•
Uniqueness
•
Relevance
•
Value

•
Loyalty Building Promotions
Building
Brand
Loyalty
Consumer Conversion Model
Consumer Conversion Model
UNAWARE
NAME AWARENESS
BRAND FAMILIARITY
TRIAL
ACCEPTANCE
USAGE
REGULAR USAGE
3 Differential Effect
2 Brand Knowledge
1 Consumer Response to
Marketing
Consumer Conversion Model
Consumer Conversion Model
UNAWARE
%
NAME AWARENESS
%
BRAND FAMILIARITY
%
TRIAL
%
ACCEPTANCE
%

USAGE
%
REGULAR USAGE
•
% Conversion
•
Longevity
•
Market Presence
•
Communication Intrusiveness
% Conversion
•
Message Communication
% Conversion
•
Persuasion & Interest
•
Trial Inducement Promotions
% Conversion
•
Benefit Communication/Delivery
•
Benefit Importance
% Conversion
•
Product Performance
% Conversion
•
Uniqueness

•
Relevance
•
Value
•
Loyalty Building Promotions
4 Brand Relationships
(WHAT About You
AND ME?)
1 Brand Identity (WHO
Are You?)
2 Brand Meaning
(WHAT Are You?)
3 Brand Response
(WHAT About You?)
Brand Building
Brand Building

Kevin Clancy Copernicus’s 5 Step Process
Inspirational
Vision
Transform-
ational
Strategy
Model-Based
Marketing
Planning
Obsessive
Implement-
ation

Diagnostic
Metrics
Kevin Clancy, Copernicus, Counter Intuitive

Brand Vision LIFTS the Brand above the mundane
and functional

Appeals to Expressive and Central VALUES

Process creates a bond with the consumer, and
hopefully, long-term loyalty
Brand Vision
Brand Vision
What are you deeply
Passionate About
What you Can
be The Best in
the World at
What Drives
Your Economic
Engine
BHAG
Jim Collins, Good To Great
BIG HAIRY
VISIONS &
GOALS
•
Bad BHAGs
set with
bravado,

•
Good BHAGS
set with
understanding
Strategic Brand Management
Strategic Brand Management
Moving On…
Measuring Brand Equity
Measuring Brand Equity
GOALS = OBJECTIVES

To guarantee assets/liabilities are nurtured
and managed (loyalty, awareness, perceived
quality, propriety brand assets)

Develop Focused Master Plan

Create Long term Strategic Orientation
Measuring Brand Equity
Measuring Brand Equity
OBJECTIVES

S imple (& Strategic)

M easurable

A ttainable

R easonable Reach


T imebound
Brand Development
Brand Development
Consumer Driven Marketing Cycle
•
Brand
saturation
•
High Cost
Consumer Insight: Singularly focused need, desire or want
Strategies: Fact Based choices on who, how and why
Tactics: Activities/capabilities –what, where and when
Actions: Execution, feedback, assessment, and improvement
Brand Development
Brand Development
Consumer Driven Marketing Cycle
•
Brand
saturation
•
High Cost
Strategies: Fact Based choices
on who, how and why
Consumer Insight: Singularly
focused need, desire or want
Tactics: Activities/capabilities
–what, where and when
Actions: Execution, feedback,
assessment, and improvement
Strategies

Tactics
Actions
Mark Kerback, Kerback & Company
Brand Development
Brand Development
Consumer Driven
Marketing Cycle

Strategic Execution as a Cycle

Strategy Explicitly linked to
–
Action
–
Assessment
•
Brand
saturation
•
High Cost
Strategies
Tactics
Actions
Make Fact-
based choices
on who, how
and why
Create what tactics and capabilities are needed,
where they are needed and when
Take action, get

feedback,
assess &
improve
Brand Development
Brand Development
Consumer Driven Marketing Cycle
•
Brand
saturation
•
High Cost
Strategies
Tactics
Actions
Map the
Marketspace
Select Most
Valuable
Customers
Choose a
Winning
Positioning
Create the
Tactical Plan
Build
Operational
Capabilities
Define
Performance
Measures

Execute the
Tactical Plan
Assess
Performance
Succeed And
Improve
Mark Kerback, Kerback & Company
Brand Development
Brand Development
Consumer Driven Marketing Cycle
•
Brand
saturation
•
High Cost
Strategies: Fact Based choices
on who, how and why
Consumer Insight: Singularly
focused need, desire or want
Tactics: Activities/capabilities
–what, where and when
Actions: Execution, feedback,
assessment, and improvement
Strategies
Tactics
Actions
Mark Kerback, Kerback & Company
Brand Development
Brand Development
Consumer Driven Marketing Cycle

•
Brand
saturation
•
High Cost
Strategies: Fact Based choices
on who, how and why
Consumer Insight: Singularly
focused need, desire or want
Brand Development
Brand Development
Consumer Driven Marketing Cycle
•
Brand
saturation
•
High Cost
Map The Market-space
Select the Most Valuable
Consumers/Customers
Choose A Winning
Positioning
Winning Strategies=
Informed Insight =
Rigorous, fact-based
research & analysis
w/experience &
instinct
Brand Development
Brand Development

Consumer Driven Marketing Cycle
•
Brand
saturation
•
High Cost
Map The Market-space
Select the Most Valuable
Consumers/Customers
Choose A Winning
Positioning
In depth industry/competitive analysis
Re-engineering of past research for
added insight
Innovative qualitative research –
group one-on-one
Rigorous quantitative research that
drives strategy