Brand planning involves developing a brand plan that outlines objectives and strategies for success while considering both internal and external factors. It highlights the importance of brand share in satisfying consumer needs and the different phases of the brand life cycle: introduction, growth, maturity, and decline. Effective brand strategy decisions include line extensions, brand extensions, and addressing brand functionalities and representations.

1. Chapter 3
• Brand Planning
Ch-03 Brand Planning

2. What is Brand Planning
• A brand plan is developed which states
brand objectives and specifies the
strategies to achieve these objectives
• Brand planning provides a vision
• Brand planning considers external as well
as internal factor responsible for brand
success.
Ch-03 Brand Planning

3. Factors impeding successful
brands
• Mores emphasis on sales promotion
• Limited innovations
• Lack of profitability analysis
• Brand budget is erratic and is cut
drastically
• Marketing manager does not delegate
responsibility
Ch-03 Brand Planning

4. Factors affecting brand potential
Manufacturer Distributor
Brand Potential
Marketing
Competitor Consumer
Environment
Ch-03 Brand Planning

5. Brand Strategy through matrix
High
Octavia
Price
Indica V2
Maruti 800
low
low Product Category High
Ch-03 Brand Planning

6. Brand Strategy
1. Understand what our existing brand
stands for
2. Company must have a corporate plan
3. We should be clear about what we want
the brand to mean and convey
Ch-03 Brand Planning

7. Service Brand Strategy
1. Vision
2. Competitiveness
3. Technology
4. Top Management
5. Consumer focus
Ch-03 Brand Planning

8. Point of distinction in FMCG and
service marketing
• Product differentiation
• Brand differentiation
• Consumer motivation
• Brand strength
• Product benefits
Ch-03 Brand Planning

9. Brand Share & Branding
Strategy
• Brand share indicated how far the brand
satisfies the consumer needs
• Active brand share is given by the consumers
actively competed for and won.
• Brand loyal customers continue patronizing it
• Brand switchers fall prey to competitor's brand
Ch-03 Brand Planning

10. Brand Share & Branding
Strategy
• Apathetic feel the brand falls short of fully
satisfying their needs
• Doubters have tried the brand but their
next buy would be another brand
• Passive brand share is another
component of brand share consisting of
customer intending to buy our brand
Ch-03 Brand Planning

11. Brand Planning as functionality
1. Functional attributes such as
performance, taste, reliability etc.
2. Expressional attributes such as status,
mood, consumer's personality.
3. Brands can have both functionality and
representationality e.g. Mercedes Cars
Ch-03 Brand Planning

12. Brand Life Cycle
• Introduction
• Growth
• Maturity
• Decline
Ch-03 Brand Planning

13. New brand is influenced by…
• Functional performance
• Positioning
• Name
• Price
• distribution
Ch-03 Brand Planning

14. Brand Strategy Decisions
• Line Extensions
• Brand Extensions
• Multiple brands
• New brands
Ch-03 Brand Planning

15. Brand Strategy Decisions
Existing New
Brand
Line
Existing Extensions
Extensions
Brand Name
Multiple
Brands New Brands
New
Product Category
Ch-03 Brand Planning

16. Summary
• A brand plan is developed which states
brand objectives and specifies the
strategies to achieve these objectives
• Brand share indicated how far the brand
satisfies the consumer needs
• Brands can have both functionality and
representationality e.g. Mercedes Cars
Ch-03 Brand Planning

17. Summary
• Brand passes through different phases of
life cycle namely, introduction, growth,
maturity and decline
• New brand is influenced by functional
performance, positioning, name, price and
distribution.
Ch-03 Brand Planning

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