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1. Your Company Name
Strategic
Brand
Management
Process
1

2. Agenda
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01
Agenda
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02
Agenda
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03
Agenda
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04
Agenda
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capture your audience's attention.
05
Our
Agenda
2

3. What is A Brand?
Research And
Development
Innovation
Application
New Product
Development
Product
Line
Business
Expansion
Geography
Expansion
Corporate
Strategy
Internal
Culture
Hiring
Career Path
Human
Resources
Consumer
Segmentation
Pricing +
Placement
Communication
Marketing /
Sales
Brand
Brand =Vision
3

4. Difference Between A Brand And A Product
• Solves a consumer problem
• Rational connection
• Is consumed
• Built into routine
• Legally protected design
• Beats down a consumer enemy
• Emotional connection
• Is experienced
• Becomes life’s favorite ritual
• Managed & protected reputation
The
Product
The
Brand
Your Subtitle Here
4

5. What Is Brand Equity?
Brand
Equity
Availability Loyalty Association AwarenessPreference Image &
Personality
Familiarity
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Your Subtitle Here
5

6. Branding Approach
Branding
Approach
Your Subtitle Here
Strategic
thinking
Brand
plans
Inspire smart
execution
Define
brand
Analyze
performance
6

7. 7
Competitive
&
Market Analysis
STEP
01
Customer
mix
Competition
influence
Competitors
Spending
group
Market
share
Market
size
Market
Analysis

8. Target Market (Determine Your Brand’s Target Audience)
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8

9. Understanding The Target Market
Geographic
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Behavioral
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Demographic
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Psychographic
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Market
Segmentation
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9

10. Geographic Segmentation
Segmentation 04
Segmentation 03
Segmentation 02
Segmentation 01
Midwest Northwest
Southwest
West
Your Subtitle Here
10

11. Geographic Segmentation
$75
Million
BRAZIL
$275
Million
USA
$269
Million
RUSSIA
$301
Million
AUSTRALIA
$19
Million
AFRICA
Your Subtitle Here
11

12. Demographic Segmentation
Demographic
Segmentation group 1
Demographic
Segmentation group 2
Demographic
Segmentation group 3
Demographic
Segmentation group 6
Demographic
Segmentation group 5
Demographic
Segmentation group 4
12
Your Subtitle Here

13. Psychographic Segmentation
04
02
06
03
01
05
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13

14. Behavioral Segmentation
Segmentation 1 Segmentation 2 Segmentation 3
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14

15. Behavioral Segmentation
Target Market
Unware Ware
Not tried tried
Negative
opinion
Neutral
Favorable
opinion
Rejector
Not yet
repeated
Repeated
Loyal to
other brand
Switcher
Loyal to
brand
Light
user
Regular
Heavy
user
Your Subtitle Here
15

16. Total available market
Target market
Penetrated market
Served Market
Target Market
Size & Growth
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16

17. Market Profitability
The Porter's Five Forces Tool Helps Assess Market Profitability By Analyzing The Forces Acting Upon It.
Threat of
new
entrants
Bargaining
power of
buyers
Bargaining
power of
suppliers
Threat
of
substitutes
Degree
of
rivalry
Porter’s
5 Forces
17

18. Market Trends
10
20
30
40
20
30
40
50
0
10
20
30
40
50
Jan Feb Mar Apr
Product 01 Product 02
Our Analysis
+50%
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Sales In Texas
Your Subtitle Here
Texas
Montana
18

19. Key Success Factors
Factor
01
Factor
02
Factor
03
Factor
04
Factor
05
The key success
factors are those that
are necessary for you to
achieve success as A
BRAND
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19

20. Competitor Analysis Template
Criteria
Competitor
A
Competitor
B
Competitor
C
Competitor
D
Competitor
E
Competitor
F
Revenue
Profit
Market Share
Number of Employee
Product Quality
Main Activity
Revenue
Your Subtitle Here
20

21. 5
20
10
25
21
45
0
10
5
10
8
9
0
10
20
30
40
50
60
Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6
Brand 2
Brand 1
Competitor Analysis GraphThis slide is 100% editable. Adapt it to your needs and capture your audience’s attention.
21

22. SWOT
Analysis
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22

23. 18
39
15
23
39 45
-18
-39
-15
-23
-39 -45
Gaining Market Share
Losing Market Share
CompanyGrowth(%)
Market Share (%)
Averagemarketgrowth
Competitor Positioning
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23

24. 24
08070605
040302
01
Building Block
of The Brand
Architecture
STEP
02

25. # 1 Brand Product
Decide what
product or
service you are
going to offer
Your Subtitle Here
25

26. # 2 Brand Mission Statement
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Mission
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Vision
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Goal
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Strategies
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26

27. # 3 Brand Vision
Desired future
environment
How the world will be
a better place as a
consequence of the
brand.
Values
The accepted
characteristics.
Brand
purpose
The whole
objective of the
brand.
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27

28. How the brand
makes me feel
How the brand
makes me look
How I would
describe the product
What the product
does for me
Emotional Rational
Essence
# 4 Brand
Positioning
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28

29. Relationship
to the master
brand
How
unique are
we
Name
attributes
Who are we like?
Who are we different from?
How will we invest to tell the
story?
How descriptive is the
name?
How will the master brand
appear?
What kind of conversation are we
having with the customer?
What part of the story does the
name need to tell?
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29

30. # 6 Brand Identity/ Logo
Symbol
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Emblem
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Word Marks
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Combination
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Letter Marks
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Brand
Identity
30
Your Subtitle Here

31. # 7 Brand Promise
Core
Brand
Promise
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Social Promise
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Global Promise
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Emotional Promise
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Functional Promise
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31

32. # 8 Brand Character
Necessity Luxury
Expensive Economical
Formal Serious
Light Casual
Exotic Aggressive
Discreet Commonplace
Hi-tech Industrial Homemade
Heritage Ground Breaking
Modern Classic
Quiet Loud
Simple Complex
Subdued Bright
Black & White Colorful
Feminine Masculine
Raw Refined
Brand Character Describes Attributes of a Company That Customer Finds Attractive.
32

33. # 9 Brand Personality
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Dreamer
Joker
Seductress
Rebel
Hero
Maiden
Friend
Mother
King
Wise
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33

34. # 10 Brand Emotion
Family value
Poverty of
time
Revaluing
Power, dominance
and influence
Fun is its own
reward
Desire for control
Desire to
belong
Self
achievement
Excitement of
discovery
Wish-
fulfillment
Make me
smarter
Reinventing
oneself
Nurturing response
I’m better
than you
Sex , love and
romance
Desire to
get the best
There are 16 different emotional connections a consumer will show response to according Barry Feig, world –renowned marketing strategist.
34

35. # 11 Brand Experience
Your Subtitle Here
Campaigns
Store Displays
Store Windows
On-demand
Networked Brands
Dialogue
User Experience
Connection With User
Users, emotional
Needs
Human Behavior
Communities
Adaptation
Emotional
design
Retail
design
Brand
strategies
Digital
brandingCommuni
-cation
Branding
Experience
35

36. # 12 Brand Quality
Your Subtitle Here
Positioning
Premium
price
Reason
to buy
PerceivedBrandQuality
Customer has not the time or ability to evaluate the
quality objectively. Perception of quality is the
determinant in the buying decision.
Establishing A specific image for A brand
(the,premium,excellent) in relation to competing
brands and their quality
When the perceived quality is high, price may be/
must be accordingly higher. Perceived quality
enhances profit growth(premium price=quality)
36

37. Price
Low
High
High
Quality Of Product
01 02
0304
Superior Quality Brand
Value For Money Economical
# 13 Brand
Pricing
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37

38. 01
Periodic Packaging Changes
A firm of may make periodic changes in product
packaging.
02
Family Packaging
It is a kind of packaging strategy in which packages of
the entire product line closely resemble one another.
03
Ecological Packaging
It is a kind of packaging strategy in which a formulas such a
packaging strategy as to protect the physical environment
04
Re-Use Packaging
It is a strategy in which the marketer offers product in such a
packaging which may be reuses for other purposes after the
product has been taken out of the package or exhausted.
05
Multiple Packaging
It is a strategy in which a number of heterogeneous
product are placed and supplied in a single package.
# 14 Brand
Packaging
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38

39. # 15 Brand Distribution
China
30%
India
20%
USA
40%
Australia
50%
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39

40. # 15 Brand Distribution
New York
60%
Indiana
25%Colorado
78%
California
34%
Georgia
15%
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Oklahoma
40%
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40

41. Association 1
Association 2
Association 3
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association
Association Association
Association
Association
Association
Association
Association
Your BrandW E
N
S
# 16 Brand
AssociationThis slide is 100% editable. Adapt it to
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41

42. 42
The Big
Idea
STEP
03

43. “That help simplify brand messages
that makes it easily understood and
remembered. The idea must be
unique, own-able and motivating. It
must gain a quick entry, be layered
easily and have longevity over the
life of the brand.”
Big Idea
What’s Your Big Idea?
Your Subtitle Here
43

44. The Big Idea Model
Promise
How Well Does The
Brand Benefit
Connect To The
Consumer?
Strategy
What Focused
Choices does the
brand make to drive
growth and profits?
Story
How well does the
brand
communication their
differences and
move consumers
Freshness
How well does the
brand stay fresh
and on top of trends
with consumer?
Experience
How well does the
brand experience live
up to and consistently
deliver the promise?
Positioning Brand Plan Communication Innovation Culture & Operations
Consumer Brand
Brand
Personality
Product
& Services
Consumer
Views
Internal
Beacon
Your Subtitle Here
44

45. Creating Brand Strategy Roadmap
• Gray’s challenge, lose sibe
in 2 weeks moments
• Bonus packs
• T. V advertising
• In store sampling
programs
• Event sampling program
• Contract sales team
• Listing surge against
independents
• New sales incentive roll
out
• Taste testing
• New advertising
• Increased investment
Your Subtitle Here
Big Idea: Write your big idea here
Promise Strategy Story Freshness Experience
Drive usage
frequency
Attract new users
Driving new
distribution points
Defiance plan
Vision
Purpose
Values
Goal
45

46. 46
Marketing Strategy
And
Communications
STEP
04
Spread the word
Inspire
Engage
Connect
Nurture

47. Internal Communication Strategy
Big
Idea Back room team
Experience delivery
Customer service
Shipping
Problem solvers
Sales team
Top to top services
Brand communication
R & S
The
Consumer
The
Brand
Your Subtitle Here
47

48. External Communication Strategy
Social Media Experiential Purchase MediaPaid Media Search Home PageEarned Media
Big
Idea
Consumer Brand
Your Subtitle Here
48

49. Communication Plan Template
Communication
type
Medium Frequency Audience
Type 1
Type 2
Type 3
Type 4
Type 5
Your Subtitle Here
49

50. Media Plan Template-1 50
Your Subtitle Here
2017 January February March April May
Media 1 6 12 24 1 8 17 22 1 5 18 20 28 4 13 22 26 3 15 20 27
Video
Television
Cable Television
Radio
Television Radio
Digital Radio
Out-of-home
Mailbox
Mail Displays

51. 51Media Plan Template ( Continue…)
News Print & Online
Newspaper
Quarter Page
SEM
Google
Paid Search (Text Ads)
Social Media
Facebook
Twitter
Digital Display
Local And Network
Google Display Network

52. 52
0
5
10
15
20
25
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Distinction Value Growth
Monitor Your
Brand
(Measurement)
STEP
05

53. Brand Performance Dashboard
25%
35%
50%
70%
85%
Your Subtitle Here
53

54. Brand Performance Dashboard
0
10
20
30
40
50
60
70
80
90
100
EmergingTopics(lasthour)
12.1+
10.2+
8.4+
7.3+
5.7+
3.9+
1.5+
1.0+Intensity By State(last hour)
Your Subtitle Here
54

55. Brand Mentions
90 80 70 60 50 40
85
82
69
62
44
33
81
73
61
51
41
31
75
69
58
47
38
29
74
72
65
55
45
30
0
50
100
150
200
250
300
350
400
450
Total Benefits for the
injured
Cost of the product Dealers and
services
Effectiveness of the
product
Heating issues
News
Comments
Blogs
Facebook
Twitter
Your Subtitle Here
55

56. Sentiment Analysis
Benefits for the injured
Cost of the product
Effectiveness of the product
Heating issues
Dealers and services
Total Mentions
-9000%
-8000%
-6000%
-3000%
-3000%
3000%
6000%
6000%
8000%
9000%
-10000% -5000% 0% 5000% 10000%
Sentiment %
Your Subtitle Here
56

57. Summary Branding Process
Agree objectives, needs
and priorities,
Define Review existing brand research,
marketing collateral, brand
identity, values - culture,
Analyze
Internal brand consultation
with staff and management
Involve
Build strategic brand teamwork (architecture,
values, personality, vision)to drive communications,
behaviors and positioning
Create
Implement brand strategy across
organization; ensure alignment between
internal and external branding,
Implement and evaluate
01
02
03
04
05
Your Subtitle Here
57

58. Strategic Brand Management Process Icons Set 58

59. Strategic Brand Management Process Icons Set 59

60. Additional
Slides
60

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Creative
Design
01.
Customer
Care
02.
Expand
Company
03.
Our Mission
61

62. 01 We are Professional
02 We are Creative
03 We are Talented
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About
Us
62

63. Meet Our Team
Engineer
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audience's attention.
ANITA CAROL
Manager
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audience's attention.
MERRY DOE
Marketing
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JOHN SMITH
Editor
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JESS PARKER
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63

64. This slide is 100% editable. Adapt it to your
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Goal 03
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Goal 02
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Goal 01
Our
Goal
64

65. Comparison
80%
30%
60%
50%
90%
25%
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audience’s attention.
Sales in
2016
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Sales in
2017
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vs
65

66. Financial
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75%90%
70%
55%
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66

67. Dashboard
Medium
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Low
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High
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67

68. Location
75%
75 Million User
North America
55%
55 Million User
South America
40%
40 Million User
Asia
25%
25 Million User
Africa
Women
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Men
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68

69. 2012
Mar 23
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2011
Jan 12
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Timeline
Startup
Timeline
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69

70. 2015
Sep 10
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2014
Aug 26
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2013
Jun 19
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70

71. 2017
Nov 20
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2016
Oct 4
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Current
Progress
71

72. 01 02 03 04
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Important Notes
72

73. NEWS PAPER
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Product 01
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Product 02
Newspaper
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73

74. Puzzle
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04
01
02
03
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74

75. Target
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01 02 03 04
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75

76. Venn
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01 02 03
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76

77. Idea Generation
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77

78. MERRY DOE
Manager
ANITA CAROL
Engineer
JOHN SMITH
Marketing
JESS PARKER
Editor
Hierarchy Chart
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78

79. Bar Graph
0.5 0.8 1
1.6 1.9 2 2.4 2.8
3.4
1
1.5
2
2.5
3
3.5
4
5
6
0
2
4
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8
10
FY 01 FY 02 FY 03 FY 04 FY 05 FY 06 FY 07 FY 08 FY 09
ExpenditureIn($Billions)
In Years
Product 01
Product 02
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79

80. Thank
You
80
Address
# street number, city,
state
Contact Numbers:
0123456789
Email Address:
emailaddress123@gmail.com