Strategic brand management

3,759 views

Published on

Published in: Education, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,759
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
271
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Strategic brand management

  1. 2. <ul><li>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” </li></ul>
  2. 3. <ul><li>1. IDENTIFYING AND ESTABLISHING BRAND POSITIONING </li></ul><ul><li>2. PLANNING AND IMPLEMENTING BRAND MARKETING PROGRAMS </li></ul><ul><li>3. MEASURING AND INTERPRETING BRAND PERFOMANCE </li></ul><ul><li>4. GROWING AND SUSTAINING BRAND EQUITY </li></ul>
  3. 4. <ul><li>MENTAL MAPS </li></ul><ul><li>COMPETITIVE FRAME OF REFERENCE </li></ul><ul><li>POP AND POD </li></ul><ul><li>CORE BRAND ASSOCIATION </li></ul><ul><li>BRAND MANTRA </li></ul>
  4. 5. <ul><li>MIXING AND MATCHING OF BRAND ELEMENTS </li></ul><ul><li>INTEGRATING BRAND MARKETING ACTIVITIES </li></ul><ul><li>LEVERAGING SECONDERY ASSOCIATION </li></ul>
  5. 6. <ul><li>BRAND VALUE CHAIN </li></ul><ul><li>BRAND AUDITS </li></ul><ul><li>BRAND TRACKING </li></ul><ul><li>BRAND EQUITY MANAGEMENT SYSTEMS </li></ul>
  6. 7. <ul><li>BRAND-PRODUCT MATRIX </li></ul><ul><li>BRAND PORTFOLIOS AND HIERACHIES </li></ul><ul><li>BRAND EXPANSION STRATEGIES </li></ul><ul><li>BRAND REINFORCEMENT AND REVITALISATION </li></ul>
  7. 8. <ul><li>CBBE – CUSTOMER BASED BRAND EQUITY IS THE DIFFERENTIAL EFFECT THAT BRAND KNOWLEDGE HAS ON CONSUMER RESPONSE TO THE MARKETING OF THE BRAND </li></ul>
  8. 9. <ul><li>BRAND AWARENESS </li></ul><ul><li>BRAND IMAGE </li></ul><ul><li>BRAND ASSOCIATION </li></ul>
  9. 10. <ul><li>ENSURE IDENTIFICATION OF THE BRAND WITH CUSTOMERS AND AN ASSOCIATION OF THE BRAND IN CUSTOMER’S MINDS WITH A SPECIFIC PRODUCT CLASS OR CUSTOMER NEED. </li></ul><ul><li>FIRMLY ESTABLISH THE TOTALITY OF BRAND MEANING IN THE MIND OF CUSTOMERS BY STRATEGICALLY LINKING A HOST OF TANGIBLE AND INTANGIBLE BRAND ASSOCIATIONS WITH CERTAIN PROPERTIES. </li></ul><ul><li>ELICIT THE PROPER CUSTOMER RESPONSES TO THIS BRAND IDENTIFICATION AND BRAND MEANING. </li></ul><ul><li>CONVERT BRAND RESPONSE TO CREATE AN INTENSE, ACTIVE LOYALTY RELATIONSHIP BETWEEN CUSTOMERS AND BRAND. </li></ul><ul><li>THIS IMPLYS </li></ul><ul><li>WHO ARE YOU (BRAND IDENTITY) </li></ul><ul><li>WHAT ARE YOU (BRAND MEANING) </li></ul><ul><li>WHAT ABOUT YOU ? WHAT DO I THINK OR FEEL ABOUT YOU (BRAND RESPONSE) </li></ul><ul><li>WHAT ABOUT YOU AND ME ? WHAT KIND OF ASSOCIATIONAND HOW MUCH OF CONNECTION WOULD I LIKE TO HAVE WITH YOU ? (BRAND RELATIONSHIP) </li></ul>
  10. 12. <ul><li>MEMORABILITY </li></ul><ul><li>MEANINGFULNESS </li></ul><ul><li>LIKABILITY </li></ul><ul><li>TRANSFERABILITY </li></ul><ul><li>ADAPTABILITY </li></ul><ul><li>PROTECTABILITY </li></ul>
  11. 13. <ul><li>PRODUCT </li></ul><ul><li>PRICE </li></ul><ul><li>PLACE </li></ul><ul><li>IMC (PROMOTIONS) </li></ul>
  12. 14. <ul><li>COMPANIES </li></ul><ul><li>COUNTRIES OR OTHER GRAPHICAL AREAS </li></ul><ul><li>CHANNELS OF DISTRIBUTION </li></ul><ul><li>OTHER BRANDS ( CO-BRANDING) </li></ul><ul><li>CHARACTERS (LICENSING) </li></ul><ul><li>SPOKESPERSONS (ENDORSEMENTS) </li></ul><ul><li>EVENTS </li></ul><ul><li>OTHER THIRD PARTY SOURSES (AWARDS OR </li></ul><ul><li>REVIEWS ) </li></ul>

×