Brand management process

1. Brand Management Process
1. Identify and Establish Brand Positioning and Values
The firststepof the strategicbrand managementprocess starts with a clear and concise understanding
of what the brand is to represent and how it should be positioned with respect to competitors.

2. Brand Positioningisdefinedas“the act of designingthe company’sofferandimage so that it occupies a
distinct and valued place in the target consumer’s mind.” Philip Kotler
Brand planning uses the following three interlocking models
1. Brand positioningmodel:describeshow toguide integratedmarketingtomaximize competitive
advantages.
2. Brand resonance model:describeshow tocreate intense,activityloyaltyrelationshipswith
customers.
3. Brand value chain: meansto trace the value creationprocessforbrands,to betterunderstand
the financial impactof brandmarketingexpendituresandinvestments.
Key Concepts
Mental Map
A mental mapisa visual depictionorpoint-of-view perceptionof the variousassociationslinkedtothe
brand inthe consumer’smind.
Pointsof difference
It convincesconsumersaboutthe attributesorbenefitsthatconsumersstronglyassociate withabrand
and believe thattheycouldnotfindthe same ina competitor’sbrand.
Pointsof parity
A productoffering thatislargelysimilartothe offeringsof like competitors,leadingconsumersto
believethatbrandis“good enough”tobe includedinthe category.
Core Brand Associations
Subsetof associationsi.e.bothbenefitsandattributeswhichbestcharacterize the brand.
Brand Mantra
Brand mantra isa short, three tofive-wordphrase thatcapturesthe irrefutable essenceorspirit,of the
brand positioning.It’ssimilartothe brandessence orthe core brandpromise alsoknownasthe Brand
DNA.
Frame of reference
Identifyingthe targetmarketandthe nature of competition.

3. 2. Plan and Implement Brand Marketing Programs
Buildingbrandequityrequirescreatingabrandthat consumersare acceptable aware of and withwhich
theyhave favourable,strongandunique brandassociations.
Key Concepts
Mixingand matching of brand elements
Brand elements,alsoknownasbrandidentities,are those trademarkthatservestoidentifyand
differentiatethe brandfromitscompetitors.Differentbrandelementshereare brandnames,URLs,
logos,symbols,logos,images,packaging,slogans,etc.
Brand elementshelptofacilitatethe formationof strong,favourable,andunique brandassociations,
enhancingbrandawarenessandelicitpositive judgmentsandfeelingsaboutabrand.
Integrating brand marketing activities
Marketingprogram activitiesandproduct,price,distribution,andmarketingcommunicationstrategies
make the biggestcontributionsandcancreate strong,unique andfavourable brandassociationsina
varietyof ways.
LeveragingSecondary Associations
Marketertriesto associate a brandwithcertainsource factors suchas countries,characters,sportingor
cultural eventsinthe mindof the consumerandleveragingtheseassociationsforthe brandto improve
itsbrand equity.
Differentsource toleveragesecondarybrandassociationsbylinkingthe brandare:
1. Companies(throughbrandingstrategies)
2. Countries(throughthe identificationof productorigin)
3. Channelsof distribution(throughchannel strategy)
4. Otherbrands(throughco-branding)
5. Characters(throughlicensing)
6. Spokespersons(throughendorsements)
7. Events(throughsponsorship)
8. Otherthird-partysources(throughawardsorreviews)
3. Measure and Interpret Brand Performance
To understandthe effectsof brandmarketingprograms,itisimportanttomeasure andinterpretbrand
performance.
Key Concepts
Brand Audit

4. Brand Auditisa comprehensive examinationof the brandanduncoversitssourcesof equitytosuggest
waysto improve andleverage it.
 Brand inventory(supply side):A currentcomprehensive profileof how all the productsand
servicessoldbya companyare brandedand marketed.
 Brand exploratory(demandside):Providesdetailedinformationastohow consumersperceive
the brand.
Brand tracking studies
Collectinformationfromthe customeraboutbrandperformance onanumberof keydimensions
marketerscanidentifyinthe brandauditor othermeans.
Brand Value chain
A brandvalue chainis a structured approachto assessingthe sourcesand outcomesof brandequity
and the way marketingactivitiescreate brandvalue. It helpstobetterunderstandthe financial impacts
of brandmarketinginvestmentsandexpenditures.
Brand Equity MeasurementSystem
A Marketer’stoolsor setof researchproceduresdesignedtoprovide, accurate,actionable andtimely
informationtomake the bestpossibletactical decisionsinthe shortandlongrun.
Brand equitycharter:Itformalizesthe companyview of brandequityintoadocumentandprovides
general guidelinestomarketingmanagers withinthe companyaswell askeymarketingpartnersoutside
the company.
Brand equityreport:Assemblesthe resultsof the trackingsurveyandotherrelevantperformance
measures.
Brand equityresponsibilities: Seniormanagementmustbe assignedtooversee how brandequityis
treatedwithinthe organization.
4. Growing and Sustaining Brand Equity
The nextstepinvolvesgrowingandsustainingbrandequity.Maintainingandexpandingbrandequity
can be quite challenging.
Key Concepts
Definingthe brand Architecture
Capturesthe brandingrelationshipbetweenthe variousproducts/servicesofferedbythe firmusingthe
toolsof a brand-productmatrix,brandhierarchyandbrandportfolio.

5.  Brand portfolioisthe setof differentbrandsthata particularfirmoffers forsale tobuyersina
particularcategory.
 Brand hierarchydisplaysthe numberandnature of commonand distinctive brandcomponents
across the firm’ssetof brands.
Managing Brand Equity overtime
Marketer’sabilitytotake a long -termperspectiveas well asa short-termperspective of marketing
decisionsastheywill affectthe successof future marketingprograms.
ReinforcingBrands: Brand equityisreinforcedbymarketingactionsthatconsistentlyconveythe
meaningof the brandto consumersintermsof brandawarenessandbrandimage. Strategies:Regional
branding,Acquisition,expansion,innovationetc
RevitalizingBrands: Revitalizingabrandrequireseitherthatlostsourcesof brand equityare recaptured
or newsourcesof brand equityare identifiedandestablished. Strategies:New packaging,new
advertising, repositioningetc