Class Slides-Module-3

1. 1
MODULE-3
Brand Strategy & Planning
Prof. Anand Narasimha

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Learning Objectives
1. Develop a ‘brand key’ (strategic blueprint)
2. Set ‘brand growth objectives’
3. Diagnose the ‘brand marketing funnel’
4. Understand how to ‘refresh & reposition’ brands
5. Make a ‘brand plan’
6. Assess ‘brand health'
7. Understand how to transform brands into
‘Lovemarks’

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SPINZ Brand Strategy Guide

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B2B vs. B2C Branding
https://www.score.org/resource/what%E2%80%
99s-difference-between-b2b-and-b2c-branding

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Structure of Brand Strategy Project
1. Product Concept- Paint Point & Solution-
Benefit Ladder
2. Portrait of Target Consumer and Key Insight
3. Brand Purpose- Enemy-Stand-Mantra
4. Brand Anatomy- Human Body Analogy
5. Brand Name, Logo and Tagline
6. Brand Sensorials- Sight, Sound, Smell,
Touch and Taste
7. Brand Architecture & Portfolio
8. Brand Launch Ad Film- Video
Team Exhibit on Brand Strategy (30 marks)
Create a new and unique product/service idea.
Design a ‘Brand Strategy Blueprint’ for it
in the form of an exhibit

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The 4 Pillars of Brand Strategy
Differentiation
Focus
Consistency
Integration
6

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Unilever Brand Key

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9. 9
Women
Empowerment
Legacy of skin friendly, moisturising bar
- enhances my self-esteem

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DOVE

11. ‘Reason’
Marketing
‘Emotion’
Marketing
Value Proposition Differentiation
Attention Attraction
Mindspace Lifespace
Intrusive Invitational
Share-of-Wallet Share-of-Heart
40% of Spend 60% of Spend

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Brand Growth Objectives & Strategies

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Brand Growth Objectives – Source of Business
Get New Users
Get New Users
• Convert non-users of
the category/
Expand into new
markets
• Switch competition
users
Retain Existing
Users
Retain Existing
Users
• Strengthen
relationship
• Build loyalty and
advocacy
Get Existing
Users to Use
More
Get Existing
Users to Use
More
• Increase usage
frequency
• Increase usage
quantity
• Create new usage
occasions
• Cross-sell/Up-sell

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Category Growth Objective
Retain Existing
Users (default
objective)
Lo Penetration;
Lo Loyalty
Get new users + Switch
competition users
Lo Penetration;
Hi Loyalty
Get new users
Hi Penetration;
Lo Loyalty
Increase usage + Switch
competition users
Hi Penetration;
Hi Loyalty
Increase usage
Brand Growth Objectives – Source of Business

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Pre-Read 1. SPINZ Brand Guide (PDF)
Learning
Outcome
1. Develop a Brand Strategy Blueprint
2. Set brand growth objectives
Class Points 1. 4 pillars of Brand Strategy
2. Brief on IA-2- Brand Strategy Blueprint exhibit
3. Unilever Brand Key; Dove (video case)
4. Brand Growth Objectives
Application
Exercise
1. Develop a ‘Brand Key’
2. Set ‘Brand Growth Objectives’

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Brand Marketing Funnel & Diagnostics

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18. Targeted Market
Brand Salience
Brand Preference
Purchase
Repeat
Purchase
Conversion Ratios
Total Universe
TOM @ the time of
Purchase
Preference share
Market Share
Brand Marketing Funnel
Loyalty

19. Targeted Market
Brand Salience
Brand Preference
Purchase
Repeat
Purchase
Problem: Low Visibility
Solution: Increase Advertising
& Promotion
Funnel Diagnostics- when Conversion Ratios are Low
Problem: Poor Positioning &
Weak Value-Proposition
Solution: Reposition Brand
Problem: Poor Availability &
In-Store Visibility
Solution: Increase
Distribution & POS
Problem: Product Issue
Solution: Re-engineer Product

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TOURISM AUSTRALIA

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Brand Repositioning & Refreshment

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© 2004
Consumers are moving
ahead of brands
“The bottom line is that markets are
changing much faster than
marketing”
Chris Locke, The Cluetrain Manifesto

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Brand Repositioning
Sometimes brands need to change their positioning when their existing
positioning is limiting their growth. This can happen for a variety of
reasons:
1. You need to increase brand relevance to the consumer.
2. Your brand has a diffused image.
3. You are broadening your brand to appeal to additional
consumer segments.
4. The primary benefit your brand owns has evolved from
a differentiating benefit to a hygiene factor.
5. Your business is significantly altering its strategic direction.
6. A new competitor with a superior value proposition enters
your industry.
7. The profile of your core consumers has changed over time
8. Your business has acquired a new proprietary advantage
9. Corporate culture renewal dictates a revision
10. The brand looks and feels dated and/or its technology has evolved.

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Repositioning
Strategies

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Repositioning
Strategies
Dabur Honey
Home Remedy
to Health Food
Lipton Tea
Elderly Ladies
to Young Women
Bata
Stylish new range
for the Youth
Head & Shoulders
Dandruff Plus Range

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https://www.youtube.com/watch?v=E84RMFGXU80

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Brand Refreshment Steps

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Brand Refreshment

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Pre-Read 1. ‘Refresh Your Brand in 5 Simple Steps’ (article)
Learning
Outcome
1. Diagnose the Brand Marketing funnel
2. Understand how to reposition and refresh brands
Class Points 1. Brand Marketing funnel & diagnostics; Tourism
Australia (video case)
2. Brand Repositioning & Refreshment: 5-Challenges,
Contexts. Strategies and 5-Step Process

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Brand Plan

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Brand Deep Dive Brand Plan

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FABREZE

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Brand Marketing Plan- Exercise

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Pre-Read 1. Brand Deep Dive (PDF)
2. Brand Plan (PDF)
Learning
Outcome
1. How to conduct a Deep Dive analysis
2. How to make a Brand Plan
Class Points 1. Deep Dive Analysis
2. Brand Plan Format
3. Fabreeze (video case)
Application
Exercise
1. Write a Brand Plan

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Brand Report Card

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Brand Report Card

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Brand Report Card

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‘Brand Report Card’ Team Submission
(10 marks)
Based on the new-age brand allotted to your team,
develop and analyze the 'Brand Report Card' for it

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Brand Asset Valuator (BAV)

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https://www.bavgroup.com/about-bav

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Pre-Read 1. Brand Report Card (article)
Learning
Outcome
1. Assess Brand Health
Class Points 1. Brand Report Card
2. Briefing on IA-3- Brand Report Card Analysis
3. Brand Asset Valuator (BAV)
4. Flipped class presentation- Brand Refreshment
Application
Exercise
1. Develop a Brand Report Card