Strategic Brand Management - All Sessions - Prof Krishanu Datta

Strategic Brand Management : Sessions by Prof. Krishanu Datta
Strategic Brand Management
Summary : Strategic Brand Management by Prof. Krishanu Datta
Introduction to

Case discussion CD
Problem based learning PBL
Quiz Q
Role play RP
Poll P
Elevator Pitch (60 sec) EP
Industry interactions II
Assignments A
Final Project Q
Primary Reference Book:
1. Strategic Brand Management by Kevin lane Keller &
Vanita Swaminathan (Pearson publishers) 5th Edition.
Pearson India Educational Services Pvt. Ltd (Henceforth
referred to as (SBM)
Reference Readings:
1. Building Strong Brands, David Aaker
2. Lovemarks, Kevin Roberts, Saatchi & Saatchi
3. Interbrand Online

Product
+
differentiating idea wrapped around it
which makes it
more valuable
and
desirable.
Brand =

Product vs brand
Source: Beloved brands

5 levels of meaning for a product
1. Core benefit level
2. Generic product level
3. Expected product level
4. Augmented product level
5. Potential product level
• Fundamental need or want that the product/service
satisfies
• Basic version of the product. Only with features absolute
necessary for the functioning of the product
• Set of features/attributes that buyers expect/agree to
when purchasing the product.
• Additional (+) features/attributes, benefits &/or services
that distinguishes the product from competition
• Transformations / Augmentations the product might go
through in the future

5 levels of meaning for a product
1. Core benefit level
2. Generic product level
3. Expected product level
4. Augmented product level
5. Potential product level
• Cooling & comfort
• Sufficient cooling capacity (BTU per hour)
• Energy level efficiency
• Effective air intake & exhaust
• Multiple air speeds
• Removable air filter
• Long power cord
• Remote LED
• IoT device
• Inverter AC
• Extended Warranty
• Energy self sufficient
• Solar panel AC
• Compact, Sleek design & movable
Air Conditioners

branding
Marketing Vs

Marketing Vs Branding 1
Marketing Branding
How WHAT & WHY
• Go-to-market
• Promotions
• Advertising
• Communicating benefits
• Rational
• Emotional
• What they are
• What they do
• What value they
deliver
• Why the brand does
something

Marketing Branding
Short-term Long-term
• Marketing plan & initiatives
• Immediate action /CTA
• Consistent marketing initiatives
add to the overall branding
effort
• LT value
• Stored perception
in consumers mind
• Deep emotional
resonance

Marketing Branding
Micro Macro
• Specific details & activities
• Generating / triggering sales
• How we do it : Media mix
• Focus on the big
picture
• Focus on the
attitude & behavior
of the TA / Personas

Marketing Branding
Tactics Trajectory
• Specific details & activities
• Generating / triggering sales
• How we do it : Media mix
• Where are we going ?
• Where is the North Star
• Positioning wrt
competition <adjusted
in LT>
• Positioning wrt
customer knowledge
<adjusted in LT>

Marketing Branding
Call to Action Builds Loyalty
• Address ST quick demand sales
• Deliver ROI / Results
• What the consumer feels ?
• What is the purpose?
• Creating a preference?
• Changing buying habits?
Source: https://antavo.com/blog/brand-loyalty/

Marketing Branding
Monetizes Value Defines Value
• Extract value of $ spends in the ST • Create affinity in LT
• Create preference in LT
• Create fans & advocates
• Max. LTV of customer
acquisition

Marketing Vs Branding

Brand Knowledge System
Strategic

Brand Equity & Customer-Based Brand Equity
Brand Equity
Concept
Customer-Based BE
Concept (from the perspective of a customer)
• Tools to interpret effects of various
brand strategies
“Differential Outcomes”
=
the “Added Value” to a product,
created as a result of multiple
“Differentiating Factors”
What do different brands mean to consumers?
How does brand knowledge of consumers effect
their response?
“Differential Outcomes” ∆
=
“Brand Knowledge”
~
“Customer Response” to marketing

Sources of Brand Equity ~ Brand Knowledge
Brand
Knowledge
Brand
Awareness
Brand
Image
Brand
Recognition
Brand
Recall
Brand
Associations
Product Attributes
Non Product Attributes
Functional
Experiential
Symbolic
Brand Attributes
Brand Benefits

Brand
Knowledge is the key to creating Brand Equity
What consumers know about a brand. What they've
seen, heard, experienced.

Brand
Knowledge
Brand
Awareness
Brand
Image
Consumers ability to identify the brand
under different conditions
Consumers perceptions about the brand
as reflected by brand associations in the
consumers memory.

Brand Knowledge > Brand Awareness
No. of people who are
aware of a particular brand,
company, or product.
Incremental Brand
Preference:
BA increases from 25% to
35%, preference increases
by 5%
BA between 85% & 95%,
preference increases 15%
Consumers ability to
identify the brand under
different conditions

Brand Knowledge > Brand Awareness
Brand
Awareness
Brand
Recognition
Brand
Recall
Consumers ability to confirm prior
exposure when given a cue of the
brand name &/or brand elements
Consumers ability to retrieve the brand
from memory when given a cue of the
category, needs fulfilled, use cases.
Consumers
ability to identify
the brand under
different
conditions
Offline
Online

Brand Knowledge > BA >> Top-of-Mind
Kellogg’s Corn Flakes Homestays:
Instant
Noodles:
Pizza:
Movie Ticket:
UPI Payment:
Fevicol
Heinz
1st brand that
comes to mind
Breakfast Cereal? Packaging Adhesive
Airbnb
Maggi
Dominos
BookMyShow
Paytm

Brand Knowledge > Brand Associations
Brand
Associations
Associative Network Memory Model
Nodes:
Stored Information > Verbal, Abstract, Contextual
Links:
Strong or Weak
1 - Strong
2 - Favorable
3 - Unique
Product Attributes
Non Product Attributes
Functional
Experiential
Symbolic
Brand Attributes
Brand Benefits
Frame of Reference
Competition
Personas / Attitude
Category
Culture / Rituals

Aroma
Mug Red
Hot Coffee
Average
Friends
Affordable
3-in-1
Taste
Soluble
Music / Jingle
Instant Coffee
Nestle
Favorite
Taste
Easy
Winter
Popular
P Attributes
Non P Attributes
Functional
Experiential
Symbolic
Brand Attributes
Brand Benefits
Frame of Reference
Personas / Attitude
Category
Culture / Rituals
Competition
1 - Strong
2 - Favorable
3 - Unique
Brand Associations

Brand Identity System
Strategic

Sources of BE > BK >BA > Brand Identity

Sources of BE > BK >BA > Brand Identity
Brand
Image
Brand
Associations
Associative Network
Memory Model

Sources of Brand Identity

Core Identity:
• Timeless aspects about the brand , central to
the meaning & success of the brand
• Brand Associations that will constant, as the
brand travels to new markets & product extensions
• Brand’s positioning could change over time, but
the core will be constant
• Soul of the brand > Fundamental beliefs & values
that drive the brand
• Contributes the Value Proposition > basis for
credibility

Extended Identity:
• Completes or builds the brands story, with
important Brand Associations
• Help’s decide which marketing communication
programs are more relevant /effective
• A larger / more elaborate brand identity means
a stronger brand >
• More memorable
• More Interesting
• More Exciting
• More Distinctive
It’s like a person, you find interesting or boring....

Brand Identity : McDonalds

Sources of BE > Brand Identity > McDonalds
Brand Identity Structure
Core:
• Value Offerings > Product &
bundle offers, Pricing
• Food Quality > Consistently
hot, good taste at any McD
• Service: Fast, accurate, friendly,
hassle-free
• Cleanliness: Spotless on both
sides of the counter
• User: Families, kids are a focus,
but serves a wide audience
Extended:
• Convenience > QSR, Location,
Time-saving, Easy to eat food
• Product Scope > Fast food,
burgers, Children’s entertainment
• Sub-brands: Big Mac, Egg Muffin,
Happy Meals, Extra Value Means
• Brand Personality: Family
oriented, genuine, wholesome,
cheerful, fun
• Relationships: Family good time,
inclusive
• Elements: Logo, Golden arch,
Ronald, Happy Meal Toys

Fast
Breakfast
Friendly
Burgers
convenient/everywhere
Family Oriented
Comfortable
Fast Food
Golden Arch
Cleanliness
Happy Meals
Soft Serves
Ronald
Children
Variety
Drive-in
Combo Meals
Treats
P Attributes
Non P Attributes
Functional
Experiential
Symbolic
Brand Attributes
Brand Benefits
Frame of Reference
Personas / Attitude
Category
Culture / Rituals
Competition
1 - Strong
2 - Favorable
3 - Unique
Brand Associations
Brand Image > McDonalds

Brand Identity : Nike

Sources of BE > Brand Identity > Nike
Core:
• Product Focus> Sports &
fitness
• User Profile> Top athletes +
everyone interested in sports &
fitness
• Performance: Performance
shoes based on technology
• Enhancing Lives: through
motivation & athletic
participation
Extended:
• Brand Personality: Exciting,
provocative, spirited, cool,
innovative, aggressive, health &
fitness
• Relationships: Hanging out
among athletic people who like
clothing, shoes & everything else
• Sub-brands: Air Jordan & many
more
• Elements: Logo, Symbol: Swoosh,
Tagline: “Just do it”
• Celebrities: Top athletes : Michael
Jordan, Andre Agassi & more

Brand Image > Nike P Attributes
Non P Attributes
Functional
Experiential
Symbolic
Brand Attributes
Brand Benefits
Frame of Reference
Personas / Attitude
Category
Culture / Rituals
Competition
1 - Strong
2 - Favorable
3 - Unique
Brand Associations

Brand Essence or Mantra

Sources of BE > Brand Identity > Brand Essence
Brand Functions:
Nature of the product / service, type of experiences
or benefits the brand provides (Category)
Descriptive Modifier:
Further clarifies & narrow’s down a specific, distinct/
unique differentiated function.
Emotional Modifier:
Additional clarifier > how does the specific brand
provide benefits & in what ways?

Sources of BE > Brand Identity > Brand Essence
Emotional
Modifier:
Additional clarifier > how
does the specific brand
provide benefits & in what
ways?
Descriptive
Modifier:
Further clarifies & narrow’s
down a specific, distinct/
unique differentiated
function.
Brand
Functions:
Nature of the product /
service, type of experiences
or benefits the brand
provides (Category)
Tagline:
A short easy to remember phrase that
could be inspired from the brand essence
Brand Essence:
BF + DM + EM
One Word
One Word
One Word

Brand Visual Identity

Phase 1: Define Brand Positioning &
Building Brands
Brand Workbook #1: Cheat Sheets with steps to Building Brands

Brand Workbook #1: Steps to Creating Brand Equity
Task for the Brand Agency Team
Agency Team. Topics to Present
Team Member 1 Select & define your ‘Primary Persona’ + ‘Primary Competition Brand’
Team Member 2 Benefit Laddering + Benefit Map
Team Member 3 Benefit Statements + Winning Zone
Team Member 4 Brand Positioning Statement + Brand Essence/Mantra
Team Member 5 Recommend ‘03 Brand Names’ with rationale + Criterion Framework' + 'Trademark Available’
Team Member 6 Brand Elements Framework (Try using max. Brand Elements) + 01 Logo Design + Tagline
Team Member 7 Bottle Pack Design + Front of Pack (FOP) Messaging + Label Design
Team Member 8 Launch Ad: Brand Communication Creative: Print Ad : Front-Full Page Innovation Ad in TOI

Brand Positioning Process /Steps:
Source: https://beloved-brands.com/brand-positioning/

Step 1: For the given segment, create your persona
Target Segment (Pre-Defined)
‘Select Your Primary Persona’
Create & use this framework to define your ‘Primary
Persona’ based on which you will build your brand
positioning.

Step 2: Develop Consumer Benefit Laddering

Step 3: Functional Benefit Clusters
12
Clusters
&
Functional
Benefit Words

Step 3: Emotional Benefit Clusters
12
Clusters
&
Emotional
Benefit Words

Step 3: Craft Benefit Statements for Clusters
I get....
I can...
I will...
I feel...
I like...
Functional Benefit
Cluster 1
Functional Benefit
Cluster 2
Functional Benefit
Cluster 3
Emotional Benefit
Cluster 1
Emotional Benefit
Cluster 2
Emotional Benefit
Cluster 3

Step 4: Define the Winning Zone

Step 5: Craft brand positioning statement
1. Process Support
2. Product Claims
3. Third-person
endorsement
4. Behavioral Results

https://www.ebaqdesign.com/blog/positioning-statement
Step 5: Craft brand positioning statement

Emotional
Modifier:
ways?
Descriptive
Modifier:
function.
Brand
Functions:
provides (Category)
Tagline:
A short easy to remember phrase that
could be inspired from the brand essence
Brand Essence:
BF + DM + EM
One Word
One Word
One Word
Step 6: Craft Brand Essence & Tagline

Source: SBM Primary Text Book, Chapter 4
Brand
Name
Trademark &
Domain URL
Logo,
Symbol &
Identity
Characters /
Mascots
Slogans
Jingles &
Sonic
Branding
Packaging
Step 7: Choose Brand Elements

Step 7: Brand Naming: Guidelines & Framework
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
Brand Name,
URL, TM
Eponymous Descriptive Acronymic Suggestive Associative Non-English Abstract
What a company is
or does.
Letters to shorten a
pervious title.
Existing/new words
that suggest what
the business is/does
Existing or new
words with positive
associations.
Names based on
words in foreign
languages.
Using phonetics to
create new English-
sounding words.
Based on name

Step 7: Choose Brand Elements - Framework
Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable
Easily Recognized
Easily Recalled
Descriptive
Persuasive
Fun & Interesting
Rich Visual /Verbal Imagery
Aesthetically Pleasing
Within & across products
Across geographic cultures
Flexible
Updatable
Legally
Competitively
Brand Name,
URL, TM
Logo, Symbol
& Identity
Characters /
Mascots
Slogan, Jingle
& Sonic
Packaging &
Design Identity
Brand
Recognition
Brand
Recognition
Brand
Recognition
Brand Recall &
Recognition
Brand Recall &
Recognition
Reinforce
Brand
Associations
Reinforce
Brand
Associations
Non Product
Imagery +
Personality
Reinforce
Brand
Associations
Reinforce
Brand
Associations
Provoke
Visual Appeal
Generate
Human
Qualities
Visual +
Verbal
Appeal
Evoke Verbal
Imagery
Evoke Verbal
Imagery
Excellent Limited Good
Limited Limited
Re-designed Re-designed Re-designed
Difficult Modified
Excellent Excellent
Can be
copied
Good
(Limited)
Excellent

Step 7: Choose Brand Elements - Brand Colors

Step 7: Choose Brand Elements - Brand Fonts

Step 8: Design an original & creative Brand Logo

Step 8: Design an original & creative Brand Mascot

Step 9: Choose Brand Elements - Packaging

Step 10: Brand Communications Creative

Brand Architecture
Strategic Brand Management

Brand Architecture: Meaning & Role
• Provide a logical framework to house
existing products, and accommodate
future products
• Provide a clear means of navigation for
people
• Leverage Master Brand assets -
reinforcing individual products within the
portfolio
• Reinforce the Master Brand - without
diluting the brand assets
• Create economies of scale - NPD
benefits from familiarity of parent brand
and in turn adds back a halo effect on the
parent
To structure, organise and clearly
communicate a brand and its product
/service portfolio of offerings
To create overall brand equity

Brand Architecture: Meaning & Role
To clarify brand awareness
Improve the consumers understanding of the similarities &
differences of the brand & product portfolio
To improve brand image
Transfer equity between brands & products. Increase new
product trials & repeat purchase

Brand Architecture: Strategies & Decisions
Developing a Brand
Architecture Strategy
Brand Portfolio
Brand Hierarchies
Corporate Branding
Brand Potential
Brand Extensions
Brand Elements -
New Product
Levels
Design Principles
Brand Vision
Brand Boundaries
Brand Positioning
1
2
3
4

Developing a BA Strategy > Potential > Vision
Developing a Brand
Brand Potential
Brand Extensions
Brand Elements -
New Product
Brand Vision
Brand Boundaries
Brand Positioning
Brand Vision
• Long term potential > Aspirational
• Unlocking the latent Brand Equity
• Changing Brand Architecture > Shifting
boundaries & brand meaning

Developing a BA Strategy > Potential > Boundaries
Developing a Brand
Brand Potential
Brand Extensions
Brand Elements -
New Product
Brand Vision
Brand Boundaries
Brand Positioning
Brand Boundaries
• Based on Brand Vision & Positioning,
identity:
• Products/Services it should offer
• Benefits it should supply
• Needs it should satisfy
• Broad Brand > Abstract Positioning that is
able to support a higher order promise, &
hence applicable to multiple product categories

Developing a BA Strategy > Potential > Positioning
Developing a Brand
Brand Potential
Brand Extensions
Brand Elements -
New Product
Brand Vision
Brand Boundaries
Brand Positioning
Brand Positioning
• Competitive frame of reference
• Point of Differentiation
• Point of Parity
• Brand Essence / Mantra

Brand - Product : Mix / Grid
1 2 ... N
A
B
C
....
M
Breadth
Depth
Brands
Products

Brand - Product Mix: Brand Extension Strategy
Brand > Product Relationship
• Firms brand extension strategy: Number &
nature of products sold under it’s brand
names
• Effectively leverages Brand Equity
• Contributes to Brand Equity
• Brand Line: All products (one row) line &
category extensions

Brand - Product Mix: Brand Portfolio Strategy
Product > Brand Relationship
• Firms brand portfolio strategy: Number &
nature of brands to be marketed in each
category
• Effectively leverages Brand Equity
• Contributes to Brand Equity
• Brand Portfolio: Set of all Brand Lines put
together
• Product Line: Group of products with
similar attributes, benefits, target personas,
price range, channel
• Product Mix: Set of all Product Lines
• Brand Mix: Set of all Brand Lines

Brand Extension Strategies
Strategic Brand Positioning

Developing a BA Strategy > Brand Extensions
When a company introduces a new
product, it has the following choices:
• New Brand, New Product (New Brand)
• New Brand, Existing Product (Multi-Brand)
• Existing Brand, New Product (Brand
Extension)
• Existing Brand, Existing Product (Line
Extension)

Developing a BA Strategy > Line Extensions
Line Extension:
A variation of existing product launched
under the existing brand.
It often adds different flavour, package
size or shape. Here, established brand
is the parent brand.

Brand Extension:
A new product is launched under
existing brand.
It often adds a product of different
category. The new associated brand is a
sub-brand.

Excellent example of systematic brand extension.
A new product is launched under existing brand.
It often adds a product of different category.

In 1980, NIVEA introduced an alcohol-free, non-itching
aftershave balm for men. It went popular with consumers,
and then by 1993, NIVEA FOR MEN included a range of
skincare products for men.
By 2008, more and more men were investing in skincare &
grooming products. NIVEA FOR MEN brand understood this
as an opportunity to claim more market share in the growing
category.
NEVIA assessed the brand’s position & the state of the
market. It conducted SWOT analysis.
“Women are an important target market for the brand NIVEA
FOR MEN as they are instrumental in buying male grooming
products for their partners as well as helping them to choose
new ones”.

Results
• NIVEA FOR MEN is the market leader in many countries
and is consistently gaining additional market share.
• Internationally, NIVEA FOR MEN skincare products sale
increased by almost 20 percent.
• The NIVEA FOR MEN brand image improved in the
minds of consumers.
• NIVEA FOR MEN entertained its customers’ feedback &
added products to its line & reformed the existing
products.

Brand Architecture: Brand Portfolios
Source: https://brandmasteracademy.com/brand-portfolio/
A firm launching a brand in a
product category where it
already has an established
brand.
Diet Coke is a flanker brand of
Coke, allowing them to extend
their reach into the more diet
consciencious market
When a brand reaches a level of
maturity and respect, is an
established brand within the
market. Brings sustainable profit
Dettol is a cash cow brand
that enjoys very high recall,
recognition & respect for
many generations
Brands within the brand portfolio
that offer low-priced products.
Offering the cheapest products
under the parent company’s
brand umbrella.
When a consumer chooses to
stay at the lowest-priced option
with Marriott’s brand offerings.
A firm launching a brand in a
product category where it
already has an established
brand.
Toyota enters the US luxury car
segment with Lexus. High-end
prestige brands intend to convey
a sense of luxury & superior
quality.
Flanker
Brands
Cash Cow
Brands
Entry Level
Brands
High-End
Prestige
Brands

Developing a BA Strategy > Elements for New Product
Developing a Brand
Brand Potential
Brand Extensions
Brand Elements -
New Product
Brand Vision
Brand Boundaries
Brand Positioning
Brand Elements for New
Products /Services
1. Master Brand or Branded House
2. Hybrid
3. House of Brands

Brand Architecture: Strategies for a brand portfolio
Master Brand or
Branded House
Hybrid House of Brands
Same
Identity
Related
Identity
Mother
Brand
>
Product
Brand
Mother
Brand
=
Product
Brand
Mother
Brand
<
Product
Brand
Strong
Endorsement
Linked
Names
Shadow
Connection
No
Connection
Weakening presence of ‘Mother Brand’

Brand Architecture: Master Brand /Branded House
Master Brand or
Branded House
Same
Identity
Related
Identity
Mother
Brand
>
Product
Brand
Mother
Brand
=
Product
Brand
Mother
Brand
<
Product
Brand
Strong
Endorsement
Linked
Names
Shadow
Connection
No
Connection
BMW 1, 2, 3 … Series BMW X1, X2, X3 ...

Brand Architecture: Master Brand /Branded House
Master Brand or
Branded House
Same
Identity
Related
Identity
Mother
Brand
>
Product
Brand
Mother
Brand
=
Product
Brand
Mother
Brand
<
Product
Brand
Strong
Endorsement
Linked
Names
Shadow
Connection
No
Connection

Brand Architecture: Hybrid
Mother
Brand
>
Product
Brand
Mother
Brand
=
Product
Brand
Mother
Brand
<
Product
Brand
Strong
Endorsement
Linked
Names

Brand Architecture: House of Brands
Master Brand or
Branded House
Same
Identity
Related
Identity
Mother
Brand
>
Product
Brand
Mother
Brand
=
Product
Brand
Mother
Brand
<
Product
Brand
Strong
Endorsement
Linked
Names
Shadow
Connection
No
Connection

Brand Architecture: Brand Hierarchies
• Brand Hierarchy is a useful means to
graphically showcasing a brands brand
strategy by displaying the number & nature of
‘distinctive brand elements across the
portfolio, in their explicit ordering.
• Different ways to define brand
elements & levels of hierarchies
1. Corporate
2. Family brand
3. Individual brand
4. Modifier
5. Product description

Brand Architecture: Corporate Brand
• Corporate Brands is distinct from a
product brand, encompass a much wider
range of associations...
• Corporate Image
Associations:
1. Common Product Attributes,
Benefits & Attitude :
Innovativeness & Quality
2. People & Relationships: Customer
Focus
3. Values & Programs: Concern with
environment, CSR
4. Corporate Credibility: Expertise,
Trustworthiness, Likability

Phase 3: Strategic Brand Management
Frameworks for Creation & Growth
Brand Workbook #3: SBM Frameworks & Canvas

Brand Identity Prism Model
Strategic Brand Management: Framework 1

Brand Identity Prism Model
• Physical characteristics (logo, colour,
fonts etc.). External /outward appearance
• Ensures customers can easily differentiate
• Increases brand recognition > brand loyalty
• How the brand communicates with the world
(tone & voice etc.) ; Character of a brand
• Characteristics of a brand like a person/animal
• Developed by marketing activities (McDonalds)
• Relationship with consumer &
product/service
• Customers come back when they’re
involved; not just transactions
• Relationship with customers
• Set of values that build a
foundation for a brand.
• May or may not be influenced by
the brands country of origin
(Toyota-way)
• How the company sees their ideal customer:
Brand must reflect the personality & identity of
the target demographic (set of stereotypical
characteristics of a brand’s target audience)
• How the customer sees themselves
• Brands benefit by including this self-image in their
own identity
How
others
see
them
How
people
see
themselves
• Strong brands are capable of weaving all aspects into an effective whole in
order to create a concise, clear & appealing brand identity
• Brand identity prism enables brand managers to assess the strengths and
weakness of their brand using the six aspects as included in the prism
• It helps to find the ways of creating brand loyalty and financial value

Brand Identity Prism Model : Template

Customer Based Brand Equity (CBBE) Model
Strategic Brand Management: Framework 2

Brand Prism to CBBE
https://www.coursehero.com/file/63403867/Kellers-vs-Kapferers-a-contrastpptx/
Brand Identity Brand Journey

Case Study: evian
Strategic Brand Positioning

Branding: evian
Source: https://www.danone.com/brands/waters/evian.html
A 15-YEAR JOURNEY THROUGH THE
FRENCH ALPS
evian water starts as rain and snow and infiltrates
through the ground of our impluvium before slowly
traveling through layers of glacial rocks, where it
becomes naturally filtered and enriched with
electrolytes and minerals.
Nature gives our water everything it needs - we
don’t add things for taste or enhance with extras.
SUSTAINABILITY JOURNEY
Alongside partners, evian is taking long-term
actions to preserve and protect nature, focusing on
three pillars: source protection, packaging and
recycling, and climate journey.

Consumer benefit laddering : evian
Purity
Healthy
Youthful
Health conscious
adults

Brand Essence: evian
Emotional
Modifier:
ways?
Descriptive
Modifier:
function.
Brand
Functions:
provides (Category)
Tagline:
Live young
Brand Essence:
Natural Spring Water
Drink
Refreshment
Spring Water
Family
Friends
Athletic
Authentic
Luxury
Natural

Brand Identity Prism Model : evian
• Clear, bottled in transparent plastic or glass
(deluxe & fashion editions)
• Distinctive bottle shape & label design
• No flavoured or fizz versions
• Adult with young body & personality, enthusiastic,
reliable, dynamic, practical, modern
• High quality, ally of your body,
quenches thirst
• French touch, Alpine purity,
Health
• Someone who cares about their physical
appearance & health
• Elegant, smart
• Pure, perfect for your body, a geological miracle, live
young and health

CBBE : evian
Luxury Premium water from the
natural spring of the Alps
• Logo /Label
• Bottle Design
• Premium price
• Mineral balanced
• Reliability
• Stylish
• Young body & healthy
• Modern
• Natural Purity
• Superiority
• Highly credible
• Loyalty
• Innovative
engagement

Phase 2: Managing & growing Brands
& Maximizing Brand Equity
Brand Workbook #2: Cheat Sheets with steps to Growing Brands

Task for the Brand Agency Team
Agency Team. Topics to Present
Team Member 1 Recommend which is the ideal ‘Brand Architecture Strategy’ for growth & give your rationale
Team Member 2 Based on the ‘Brand Architecture Strategy’, elaborate on ‘Brand Vision’
Team Member 3 Based on the ‘Brand Architecture Strategy’, elaborate on ‘Brand Boundaries’
Team Member 4 Based on the ‘Brand Architecture Strategy’, share the new ‘Brand Repositioning Statement’
Team Member 5 Based on the ‘Brand Architecture Strategy’, recommend ‘Brand Names for all New Products’
Team Member 6 Based on the ‘Brand Architecture Strategy’, recommend future ‘Brand & Line Extension’ (ideas)
Team Member 7 Based on the ‘Brand Architecture Strategy, use the ‘Brand Prism Model’ to define the Identity
Team Member 8 Based on the ‘Brand Architecture Strategy’, use the the ‘CBBE Model’ to charter the growth path
Brand Workbook #1: Steps to Growing Brand Equity

Step 1: Brand Architecture Strategy for ‘Your Brand Portfolio’
Master Brand or
Branded House
Same
Identity
Related
Identity
Mother
Brand
>
Product
Brand
Mother
Brand
=
Product
Brand
Mother
Brand
<
Product
Brand
Strong
Endorsement
Linked
Names
Shadow
Connection
No
Connection

Step 2: Developing a BA Strategy > Potential > Brand Vision
Developing a Brand
Brand Potential
Brand Extensions
Brand Elements -
New Product
Brand Vision
Brand Boundaries
Brand Positioning
Brand Vision
• Long term potential > Aspirational
• Unlocking the latent Brand Equity
• Changing Brand Architecture > Shifting
boundaries & brand meaning

Step 3: Developing a BA Strategy > Potential > Boundaries
Developing a Brand
Brand Potential
Brand Extensions
Brand Elements -
New Product
Brand Vision
Brand Boundaries
Brand Positioning
Brand Boundaries
• Based on Brand Vision & Positioning,
identity:
• Products/Services it should offer
• Benefits it should supply
• Needs it should satisfy
• Broad Brand > Abstract Positioning that is
able to support a higher order promise, &
hence applicable to multiple product categories

Step 4: Developing a BA Strategy > Potential > Brand Positioning
Developing a Brand
Brand Potential
Brand Extensions
Brand Elements -
New Product
Brand Vision
Brand Boundaries
Brand Positioning
Brand Positioning
• Competitive frame of reference
• Point of Differentiation
• Point of Parity
• Brand Essence / Mantra

https://www.ebaqdesign.com/blog/positioning-statement
Step 5: Craft brand positioning statement (Repositioning)

Step 6: Brand Architecture: Recommended Brand Naming
Original
<YOUR BRAND>
<Brand
Name>
Plus+
Vitamin C
Plus+
Vitamin D For Offices For Residences
Original Product with
pH 8.5+ Alkaline Drinking Water with added minerals
Plus+
Ashwagandha
Plus+
Tulsi
Plus+
Dandelion
<Brand
Name>
<Brand
Name>
<Brand
Name>
<Brand
Name>
<Brand
Name>
<Brand
Name>
Product Category 1:
Packaged Bottled Water:
Product Category 2:
Alkaline Water Purifiers
Recommended
<BRAND ARCHITECTURE
STRATEGY>

Step 7: Developing a BA Strategy > Brand Extensions
When a company introduces a new
product, it has the following choices:
• New Brand, New Product (New Brand)
• New Brand, Existing Product (Multi-Brand)
• Existing Brand, New Product (Brand
Extension)
• Existing Brand, Existing Product (Line
Extension)

Step 8: Developing a BA Strategy > Brand Prism Model

Step 9: Developing a BA Strategy > CBBE Model

Step 10: Developing a BA Strategy > Lovemarks

Prof. Krishanu Datta
Brand Management & Digital Marketing
Delhi School of Management, New Delhi, India
https://www.linkedin.com/in/krishanudatta19
________
Krishanu Datta
CEO & Ideas Partner at Communifix Communication Pvt. Ltd.
Founder, Reverse Mentor Co.
Brand Strategy I Creative I Digital Marketing I Content I Films & Videos

Strategic Brand Management - All Sessions - Prof Krishanu Datta

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