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Chapter 1 (introduction to strategic brand management)

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Chapter 1 (introduction to strategic brand management)

  1. 1. Strategic Brand Management
  2. 2. Adriana Lima – Brazilian Model
  3. 3. . • A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” • Branding has been around for centuries as a mean to distinguish the goods of one producer from another • The word BRAND is derived from the Old Norse word brandr, which means “To Burn” • The simplest definition is , branding is all about naming a commodity • These different components of a brand that identify and differentiate it are brand elements.
  4. 4. . In the beginning of mankind  Products were pretty much the same  Trade kept in family  Choice was easy
  5. 5. .
  6. 6. . Brands are much more than logos
  7. 7. . Create in the mind of the prospect the PERCEPTION that there’s no other product or service quite like this Branded One!
  8. 8.  Abundance of choices  Being distinctive is the way potential users will decide whom to do business with
  9. 9. When We build a brand We Create a better perception in the mind.
  10. 10. • Not in the mind of the Company • Not in the mind of the CEO  But in the mind of the Customers!
  11. 11. . Just a logo/catchy slogan  A little Advertising  Having attractive stationery or letterhead
  12. 12. 12 Harley Davidson American by Birth. Rebel by Choice Porsche There is no substitute. Aston Martin Power, beauty and soul. Walmart Save Money. Live Better. Reebok I am what I am. Calvin Klein Between love and madness lies obsession Tag Heuer Success. It’s a mind game Levis Quality never goes out of style 3M Innovation Sony Make Believe Energizer Keeps going and going and going PlayStation Live in your World. Play in ours. Nikon At the Heart of the Image Kodak Share moments. Share Life Olympus Your Vision. Our Future Hallmark When you care enough to send the very best. McDonalds I’m Loving it KFC Finger Lickin’ good Burger King Have it your way M&Ms Melts in your mouth, not in your hands. Nokia Connecting People Coca Cola Open Happiness Nike Just do it
  13. 13.  People overwhelmed by available choices  Human attention is a major business currency  Interest in, and loyalty to, brands that  don’t “touch them” fall off the choice chart.
  14. 14. . . • A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want. • A product may be a physical good, a service, a retail outlet, a person, an organization, a place, or even an idea.
  15. 15. A brand is therefore more than a product, as it can have dimensions that differentiate it in some way from other products designed to satisfy the same need. Some brands create competitive advantages with product performance; other brands create competitive advantages through non-product- related means.
  16. 16. Brand versus Product 5 Levels of a Product
  17. 17. 17AOT- www.tharakadias.com
  18. 18.  Product form  Features  Customization  Performance  Conformance  Durability  Reliability  Repairability  Style AOT- www.tharakadias.com
  19. 19.  Ordering ease  Delivery  Installation  Customer training  Customer consulting  Maintenance and repair  Returns AOT- www.tharakadias.com
  20. 20. 20AOT- www.tharakadias.com
  21. 21. 21AOT- www.tharakadias.com
  22. 22. 22AOT- www.tharakadias.com
  23. 23. Consumer  Identification of source of product  Assignment of responsibility to product maker  Risk reducer  Search cost reducer  Promise, bond or pact with maker of product  Symbolic device  Signal of quality 23
  24. 24. 1. Performance risk 2. Functional risk 3. Physical risk 4. Financial risk 5. Social risk 6. Psychological risk 7. Time risk 24AOT- www.tharakadias.com
  25. 25. Manufacturer  Means of identification to simplify handling or tracing  Means of legally protecting unique features  signal of quality level to satisfied customers  Means of endowing products with unique association  Source of competitive advantage  Source of financial returns 25AOT- www.tharakadias.com
  26. 26. Physical goods  Pharmaceuticals  FMCG  Industrial  All B2B products  High tech products Services  Airlines- British Airways  Hotels – Hilton  Banking – HSBC  Hospitals – South City  And many more 26AOT- www.tharakadias.com
  27. 27. 27 Retailers and Distributors  Agha’s, Farid’s, Paradise, Naheed Online products and services  Homeshopping.pk, daraz.com.pk People and Organization  Shan, Zubaida Apa Sports, Arts and entertainment  Cricket, foot ball, Movies and Dramas Geographic locations  Gilgit, Swat Ideas and causes – Aids ribbons AOT- www.tharakadias.com
  28. 28.  Savvy customers  More complex brand families and portfolios  Maturing markets  More sophisticated and increasing competition  Difficult in differentiating  Decreasing brand loyalty in many categories  Growth of private labels  Increasing trade power  Fragmenting media coverage  Eroding traditional media effectiveness  Emerging new communication options  Increasing promotional expenditure  Decreasing advertising expenditures  Increasing cost of product introduction and support  Short term performance orientation  Increasing job turnover 28AOT- www.tharakadias.com
  29. 29.  Cost  Clutter  Fragmentation  Technology 29AOT- www.tharakadias.com
  30. 30.  One of the important in the branding environment is the proliferation of new brands and products  One of the main reason is the line extensions  There for brand name may now be indentified with a number of different products with varying degree of similarity  E.g.: Coke, Nivea, Pantene, Lux,, etc. 30AOT- www.tharakadias.com
  31. 31. 31AOT- www.tharakadias.com
  32. 32.  Identifying and establishing brand positioning  Planning and implementing brand marketing program  Measuring and interpreting brand performance  Growing and sustaining brand equity 32AOT- www.tharakadias.com
  33. 33.  Mental maps – this is a visual depiction of the different types of associations linked to the brand in the mind of consumer(Land Rover)  Core brand association – these are that subset of associations(attributes and benefits) that best characterize a brand (Toyota)  Brand mantra- this is know as brand essence or core brand promise (we deliver anything- DHL)  Competitive frame of difference- how u crate the brand value and brand positioning differently to the competition (HSBC)  Points of parity and points of difference – creating brand superiority in mind of consumers of advantages or point of difference a brand offers, while at alleviating concerns about and possible disadvantages of using competitor products ( Pharmaceuticals) 33AOT- www.tharakadias.com
  34. 34.  Mixing and matching branding elements- brand logos, , brand names, symbols, characters, packaging and slogans. Use these elements to create a strong brand relationship  Integrating brand marketing activities – Personalize marketing, one to one marketing , permission marketing  Leveraging secondary association – the brand may themselves be linked to certain source of factors, such as the company, countries or other region, or channel of distributors of distribution channel which will be associate and identify through that channel. 34AOT- www.tharakadias.com
  35. 35.  Brand value chain- is a mean to trace the value creation process for brands.  Brand audit – it’s a comprehensive examination of its source of equity  Brand equity management system – is a set of research procedures designed to provide timely, accurate and actionable information which needs to take the best tactical decisions in short term and long term  Brand tracking – involving the above system is called brand tracking 35
  36. 36.  Brand product matrix – is a graphical representation of all the brands and products sold by the firm  Brand hierarchy – displays the number and nature of common and distinctive brand components across the firms products. By capturing the potential branding relationships among the different products sold by the firm.  The brand portfolio – is the set of all brands and brand lines that a particular firm offers for sale to buyers in particular category. 36AOT- www.tharakadias.com
  37. 37. .
  38. 38. . Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand Value Chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization KEY CONCEPTSSTEPS Grow and Sustain Brand Equity Identify and Establish Brand Positioning and Values Plan and Implement Brand Marketing Programs Measure and Interpret Brand Performance

Notas do Editor

  • Conformance – correspondence form of appearance
  • Savvy – some one who understand