Strategic brand management involves designing marketing programs and activities to build, measure, and manage brand equity over time. A brand differentiates a product through elements that identify and distinguish it. Brands benefit both customers by reducing risks and search costs, and firms by creating competitive advantages and financial returns. Following key principles, strategic brand management establishes brand positioning, implements marketing programs, measures performance, and grows equity through a process involving frameworks like the brand value chain.

1. STRATEGIC
BRAND
MANAGEMENT
Strategic Brand Management

2. STRATEGIC
BRAND
MANAGEMENT
2

3. STRATEGIC
BRAND
MANAGEMENT
3
What is a Brand?
differentiate identify
A brand is a product, but one that adds other dimensions
that differentiate it in some way
from other products designed to satisfy the same need.
Brand Elements: Different components of a brand that
identify and differentiate it.
Branding is all about creating differences.

4. STRATEGIC
BRAND
MANAGEMENT Strategic Brand Management
• Strategic brand management involves the
design and implementation of marketing
programs and activities to build, measure,
and manage brand equity.
4

5. STRATEGIC
BRAND
MANAGEMENT
5
Why do Brands matter?
Customers Firms
 Identification of source of
product
 Assignment of responsibility
to product maker
 Risk reducer
 Search cost reducer
 Promise, bond, or pact with
maker of product
 Symbolic device
 Means of identification to
simplify handling or tracing
 Means of legally protecting
unique features
 Signal of quality level to
satisfied customers
 Sources of competitive
advantage
 Source of financial returns

6. STRATEGIC
BRAND
MANAGEMENT
6
Can Anything be Branded?
Physical
Goods
Services Retailer
&
Distributor
Online
Product
&
Services
People
&
Organization
Sports,
Arts
&
Entertainment
Geographic
Locations
Ideas
&
Causes

7. STRATEGIC
BRAND
MANAGEMENT
7
Can everything be branded?
• A brand resides in the minds of consumers.
• A brand is a perceptual entity rooted in reality, but in addition,
it also reflects the perceptions and idiosyncrasies of consumers.
• Consumers perceive differences among brands in a product
category.
• Even commodities can be branded:
– Coffee (Nescafe), rice (India Gate), flour (Ashirwaad),
sugar (Mawana, Dhampure), salt (Tata),
oatmeal (Kellogg's), pickles (Priya/Tops),
and even water (Bisleri)

8. STRATEGIC
BRAND
MANAGEMENT
8
FACTORS DETERMINING ENDURING BRAND LEADERSHIP IN INDIA
Five
Factors
as
the key
to
enduring
Brand
Leadership in
Indian
market
Five
Factors
Customer Focus &
Vision
Staying Close to
the Brand DNA
Innovation- Driven
Product
Revitalization
Remaining Relevant to
the Changing
Consumer Needs
Long-Term
Financial
Commitment
Key Success Factor : Evolve over the years, Make a number of changes

9. STRATEGIC
BRAND
MANAGEMENT Branding Challenges and Opportunities?
Media
Fragmentation
Increased
Competition
9

10. STRATEGIC
BRAND
MANAGEMENT
10
A set of brand assets and liabilities linked to a brand, its name and symbol,
that add to or subtract from the value provided by a product or service to a
firm and/or to that firm’s customers.
David Aaker
Brand Equity Concept
Brand equity provides a
common denominator for
interpreting marketing
strategies and assessing the
value of a brand
There are many different ways
in which the value of a brand
can be manifested or exploited
to benefit the firm
Differences in outcomes
arise from the “added value”
endowed to a product as a
result of past marketing
activity for the brand
This value can be created for
a brand in many different
ways
Basic
principles of
branding
and
brand equity

11. STRATEGIC
BRAND
MANAGEMENT
11
Strategic Brand Management Process
• Mental maps
• Competitive frame of reference
• Points of parity and points of differences
• Core brand values
• Brand mantra
• Mixing and matching of brand elements
• Integrating brand marketing activities
• Leverage of secondary associations
• Brand value chain
• Brand audits
• Brand tracking
• Brand equity management system
• Brand-product matrix
• Brand portfolios and hierarchies
• Brand expansion strategies
• Brand reinforcement and revitalization
Identify and Establish
Brand Positioning and Values
Plan and Implement
Brand Marketing Program
Measure and Interpret
Brand Performance
Grow and Sustain
Brand Equity
Steps Key Concepts

12. STRATEGIC
BRAND
MANAGEMENT
BRAND VALUE CHAIN

13. STRATEGIC
BRAND
MANAGEMENT
13