Brand Management

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Brand Management

  1. 1. Strategic Brand Management CREATE BRAND MARKET www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal A NEW PARADIGM
  2. 2.  Brand Value became Visible  Price Competition  Global Complexities Roles of the new Paradigm www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal Roles of the new Paradigm Brand Value
  3. 3.  Prices paid for brands  Keys to growth  Alternative to price competition Brands as Valuable Assets www.creatingdemand.org Brands as Valuable Assets Keys to growth Copyright 2013-2014 Presentation by: Sachin Bansal
  4. 4.  Brands as Valuable Assets  Prices paid for brands  Keys to growth  Alternative to price competition  Business Complexities  Managing across products and markets  Managing across countries  Managing across media Roots of the New Paradigm www.creatingdemand.org Roots of the New Paradigm Business Complexities  Brands Perceived as Valuable Assets  Business Complexities Copyright 2013-2014 Presentation by: Sachin Bansal
  5. 5.  Classic P&G model--driver was sales  Brand identity- aspirational image Brand Identity Focus www.creatingdemand.org Brand Identity Focus Aspirational image Copyright 2013-2014 Presentation by: Sachin Bansal
  6. 6.  Find areas of weak sales  Research consumers and retailers  Develop & implement programs Classic P & G Model www.creatingdemand.org Classic P & G Model Copyright 2013-2014 Presentation by: Sachin Bansal
  7. 7. Strategic and Visionary vs. Tactical and Reactive Strategic Brand Management www.creatingdemand.org Strategic Brand Management Strategic vs.Tactical Copyright 2013-2014 Presentation by: Sachin Bansal
  8. 8.  Gap style/attitude  Easy to buy  Color/fun Gap - Core Brand Identity www.creatingdemand.org Gap - Core Brand Identity Gap style/attitude Copyright 2013-2014 Presentation by: Sachin Bansal
  9. 9.  Elegance (Vogue)  Exciting (New York)  Steadiness (3 Piece Suit)  Kindness (Apple Pie)  Tranquility Brand Personality - Japan www.creatingdemand.org Brand Personality – Japan Copyright 2013-2014 Presentation by: Sachin Bansal
  10. 10.  Brand identity--What brand strands for  Goal--build and lever brands  New measures Driver - Brand Identity www.creatingdemand.org Driver - Brand Identity Goal--build and lever brands Copyright 2013-2014 Presentation by: Sachin Bansal
  11. 11.  $800 million communications  Prior Lew Gerstner--10% to IBM brand  After Lew Gerstner--50% to IBM brand IBM - Brand www.creatingdemand.org IBM - Brand Copyright 2013-2014 Presentation by: Sachin Bansal
  12. 12.  HP for Business  Quality, reliable, trustworthy  Engineering leader, technical, nerdy  HP for Consumer Market  Contemporary--into consumer trends  Adventurous, energetic, new ideas  Expanding Possibilities HP – Customer Brand www.creatingdemand.org HP – Customer Brand Quality, reliable, trustworthy Copyright 2013-2014 Presentation by: Sachin Bansal
  13. 13.  Marriott Hotel  Top 4-star hotels  Courtyard by Marriott  Business hotel  Fairfield Inn by Marriott  Economy hotel Marriott Hotels www.creatingdemand.org Marriott Hotels Copyright 2013-2014 Presentation by: Sachin Bansal
  14. 14.  Provide local relevance and vitality  Leverage global brand  Enhance impact  Efficiencies Global Brand Management Goals www.creatingdemand.org Global Brand Management Goals Leverage Copyright 2013-2014 Presentation by: Sachin Bansal
  15. 15.  Detect and exploit consumer insights and best practices  Create global vision Global Brand Management Challenges www.creatingdemand.org Global Brand Management Challenges Create global v Copyright 2013-2014 Presentation by: Sachin Bansal
  16. 16.  Categories (Hair Care--Protene, Head & Shoulders, Pert, Vidal Sassoon)  Scope--marketing, manufacturing, R&D  Meetings--Chaired by senior P&G executive  Strategic Planning group supports  Develops global brand strategy P & G System – Regional Category Managers www.creatingdemand.org P & G System – Regional Category Managers Copyright 2013-2014 Presentation by: Sachin Bansal
  17. 17.  Understand consumer segments  Innovate  Define brand identity  Test and roll out successes  Strive for global brands P & G System – Principles www.creatingdemand.org P & G System Principles Copyright 2013-2014 Presentation by: Sachin Bansal
  18. 18.  Prices paid for brands  Keys to growth  Alternative to price competition Brands as Valuable Assets www.creatingdemand.org Brands as Valuable Assets Alternative to price competition Copyright 2013-2014 Presentation by: Sachin Bansal
  19. 19.  Have a clear brand identity that goes beyond brand attributes  Use silver bullets  Communicate the brand internally  Consider alternative media Suggestions for Association Development www.creatingdemand.org Suggestions for Association Development Copyright 2013-2014 Presentation by: Sachin Bansal
  20. 20.  In-depth knowledge/access of alternative media  Communications true to brand  Media synergy  Involving, bonding customer experiences Keys to Communicate success www.creatingdemand.org Keys to Communicate success Copyright 2013-2014 Presentation by: Sachin Bansal
  21. 21.  Audi fast acceleration  Nestle baby food formula  Admit the problem and provide visible solution Tylenol  Quick and strong response Sazuki Samurai sport utility vehicle Combat Bad Publicity www.creatingdemand.org Combat Bad Publicity Copyright 2013-2014 Presentation by: Sachin Bansal
  22. 22.  Image  Bureaucratic, cold, unconnected  Did not care about patients, only cost  Remedies  Ads showing doctors who care  Focus on team Kaiser  Branded services Correcting a Bad Image--Kaiser www.creatingdemand.org Correcting a Bad Image--Kaiser Copyright 2013-2014 Presentation by: Sachin Bansal
  23. 23. Reputation to overall gains www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal Strategically connected with clients, engaging and involving them: •How to get closer to customers? •To build brand awareness and enhance loyalty? •To position new products and services for the effective market penetration? •To fulfill what customers really desire? Specialties Brand Strategy, business entry & planning, product development, internet marketing, trade distribution, public private partnerships, sustainable tourism management and investment promotion. Crafting, Operationalizing and Implementing Growth Strategies to maximize opportunities in emerging geographies; experience as my strong resource and capability Sachin Bansal Enhancing business profitability
  24. 24. SACHIN BANSAL- Chief Explorer INDIA : +91 97111 90192 sb@creatingdemand.org www.creatingdemand.org facebook.com/creatingdemand DELHI LONDON MELBOURNE NEW YORK ITALY www.creatingdemand.org Enhancing business profitability…. Copyright 2013-2014 Presentation by: Sachin Bansal

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