2. 2
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’
4. 4
B2B vs. B2C Branding
https://www.score.org/resource/what%E2%80%
99s-difference-between-b2b-and-b2c-branding
5. 5
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
6. 6
The 4 Pillars of Brand Strategy
Differentiation
Focus
Consistency
Integration
6
13. 13
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
14. 14
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
15. 15
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’
24. 24
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.
36. 36
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
40. 40
‘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