The document discusses brands and what makes a brand strong. It defines a brand as a source of relationship with consumers and a promise to consumers. A strong brand satisfies consumer needs better than other options. Key elements that make a brand strong include a consistent product, image, price, and appearance. To create a strong brand requires a long-term strategic vision, understanding consumers, clear brand positioning, a consistent marketing mix, and building brand health indicators. Strong brand management involves focusing on a target customer, having a compelling brand essence and promise, consistent branding internationally and locally, and an integrated marketing mix.

1. MARKHENTY CONSULTING

3. What is a Brand ?

4. Definition
 A source of relationship with consumer
 A source of promise to the consumer
 A singular idea or concept that you
own inside the mind of the prospect.

5. Needs & wants
Consumer
Customer
Needs Wants
Being Needs
Deficit Needs
Esteem Needs
Belonging Needs
Safety Needs
Physiological Needs
Maslow Pyramid
Being Needs
Deficit Needs
Self - actualisation
Products

6.  Needs are converted to wants
 Wants are expressed through products & services
 A consumer needs a drink and wants a cup of
 A consumer needs to communicate to others and
wants a mobile phone
 A strong brand satisfies a defined consumer need
 A consumer wants a mobile phone but a
Needs & wants

7.  Organisations exist for one purpose:
- To meet human needs
 Venerated organisations have managed to meet every
human needs over a long period of time
 All BCCA’s revenues and profits result from one thing:
- Customers who are willing to pay money for products and
services that meet their needs
Needs & wants

8. Any brand management initiative, any marketing initiative, any
business initiative must start with a solid understanding of the
customer
Defining the target customer
 He has important needs and your brand meets his needs
 Your brand has the potential to be preferred by him
 There is something about your brand that he admires
 He has the potential to provide BCCA with consequent
revenues and profits over the long run.
 BCCA can grow by :
- building a long term relationship with, and
- increasingly fulfilling the evolving needs of its target
customers
Understanding the customer

9. At a minimum, your organization should capture and
understand the target customer following attributes :
– Demographics
– Lifestyle
– Needs/desires
– Fears/concerns
– Product purchase behaviour
– Product usage behaviour
Understanding the customer

10. Market segmentation is necessary to meet the needs of
different customer groups effectively.
BCCA should have a good understanding of the following
dimensions of each market segment :
– Its overall size and its growth rate
– Its price sensitivity
– The benefits that are most and least important to it
– How well it is served by existing products and brands
– How it selects and purchases the product
– How accessible it is
– The distribution method it prefers
– How it uses the product
– Its product usage/replacement rate
– Its longevity and projected evolution over time.
Market segmentation

11. Market can be segmented in the following ways:
 Product usage segmentation
 Purchase behaviour segmentation
 Brands loyal
- convenience drivers
- price drivers
- surfers
 Benefit segmentation
 Price segmentation
 Lifestyle segmentation
 Cohort group segmentation
 Psychographic segmentation
 Etc…
Market segmentation

12. What is a Brand ?
 Branding is a matter of giving a soul to a
product/service/institution throughout tangible &
intangible values.
Product
Service
Institution
Tangible
Values
Intangible
Values

13. What is a Brand ?
Brand
personality
Brand
identity
Brand
image
Brand
positioning
Brand
essence
Brand
design
Brand
Promise
Product
Service
Institution

14. What is a Brand ?
Brand equity
Brand
personality
Brand
identity
Brand
image
Brand
positioning
Brand
essence
Brand
design
Brand
Promise
Product
Service
Institution

15. What is a
Strong Brand ?

16. Definition
 A brand is strong when consumers
make their purchase decision based
on a deep belief that this brand
satisfies their needs better than any
other brand or product.

17. Exercise
 List 2 brands in your market which you
consider to be strong brands and
identify the elements that make it
strong for the consumer point of view.

18. Recognisable elements of a strong brand
 Consistent product
 Consistent image
 Consistent price
 Consistent appearance

19. How to manage strong brands ?
International Brands Regional Brands Local Brands
STRATEGY
Countries/region input Global marketing input Country/region decides
Global marketing
recommends
Country/region
recommends
MD/Board decides MD decides
EXECUTION
Countries/region input Global marketing input Global marketing may
input
Global marketing
recommends
Country recommends Country/region decides
execution
Region decides guidelines Country/Region decides
key activities(e.g.advertising)
Global marketing shares
successful models
Global marketing decides
major deviations from
guidelines
Global marketing shares
successful models
Global marketing shares
successful models

20. How to create
a Strong Brand ?

21. Ingredients
 A long-term strategic vision
 Clear understanding of the consumer
 A clear and defined brand positioning with a
competitive advantage
 Consistent marketing mix across market and over
time
 A sustainable and ownable brand identity
 Compliance with brand marketing laws.
 Build up brand health indicators in respect of
strategic trends.

22. Brand quality share
 For strong brands, all key brand indicators are
higher than the brand market share :
- Share of cohort segment
- Share of voice
- Share of channel margin
- Share of strategic segment

23. Brand quality share
Market Share
1. Raw product profile
Market
Share
2. Dynamic profile

24. Brand essence
 It’s the heart and the soul of a brand, a brand’s
fundamental nature or quality.
Usually stated in 2 or 3 words , brand essence is the
one constant across product categories and
throughout the world.
 Some examples :
- NIKE Genuine athletic performance
- DISNEY Fun family entertainment

25. Brand essence
Brand muscle 1 Brand muscle 2
Brand muscle 3 Brand muscle 4
Brand Essence
Each muscle illustrates one of the key brand attributes
and could be subdivided in “sub muscles”.

26. Exercise
 Based on materials provided, create
and illustrate a brand essence with its
4 muscles.

27. Brand promise
 To be successfully positioned in the market place, a brand
must promise differentiated benefits that are relevant to its
target audience.
 The benefits can be :
- Functional (physical)
- Emotional
 A brand promise is often stated as :
– Only {brand name} delivers {benefit} in {product or service
category}
 For corporate brands, it is stated as :
– {corporate brand name} is the {tested/quality/innovative}
leader in {benefit} in the {product or service category}

28. Brand promise
 A brand promise must :
- Address important consumer needs
- Leverage your organization’s strengths
- Promote a competitive advantage through differentiation
- Inspire, energize, mobilize people
- Drive every organizational decision, system, action and process
- Manifest itself in the company, product and services
 A brand promise must be :
- Understandable
- Believable
- Unique/differentiating
- Compelling
- Admirable or endearing

29. Brand promise
Brand
promise

30. Brand promise

31. Brand positioning
 It is a function of the brand’s promise and how the brand
compares with other choices with regard to :
 It is the way the brand is perceived in the mind consumers vs
competition.
QUALITY
VALUE
PERCEIVED LEADERSHIPINNOVATION
PRESTIGE
TRUST SAFETY
RELIABILITY CONVENIENCE
CONCERN TO CONSUMERSOCIAL RESPONSIBILITY
TECHNOLOGICAL SUPERIORITY

32. Exercise
 Brand positioning workshop

33. KINDSEXY
OLD FASHIONINNOVATION FUN
SINCERE
RELIABLE
SAFE
SOPHISTICATED
PROGRESSIVE
Brand personality
 This refers to adjectives that describe the brand such as :
 In general, strong brand posses the following personality
attributes :
LIKABLE
HONESTADMIRABLE
APPEALING
POPULAR
STAND FOR SOMETHING
RELIABLE (“I can always count on {brand} !”)
AUTHENTIC
TRUSTWORTHY
UNIQUE BELIEVABLE RELEVANT
INNOVATIVE
SERVICE-ORIENTED
DELIVERS HIGH QUALITY, WELL PERFORMING
PRODUCT & SERVICES

34. Strong positive brand associations
 This refers to anything a consumer associates with the brand
in his mind
 These associations could be :
- Organizational
- Product related
- Symbolic
- Or personified.
If there is a strong connection with this association
 This refers to a combination of :
- Essence
- Promise
- Personality
- And positioning

35. Strong positive brand associations
 Names, logotypes, symbols and other graphic devices,
distinctive shapes, typography, theme lines or slogans, copy
lines or base lines, etc… that are uniquely associated with a
brand, are all components of a brand identity.
Compelling Brand Architecture
 It’s the brand family tree. Ideally, the brand architecture is
simple with no more than 2 levels :
- Master brand
- Brand/sub-brand
- Enclosed brand
- Stand-alone brand

36. How to manage
a Strong Brand ?

37. The brand management process

38. The power of focus
The power of brands lies in focus in today’s business
environment. The robust brands will be those that :
- Focus on one customer group
- Become intimate with that group
- Strive to meet more and more the needs of that group
- Co-create products and services with the group
- Epitomize what that group stand for.

39. Brand positioning
 What is the target market ?
 What is the segment ?
 What is the point of difference ?
Three mains areas for differentiations :
- PRODUCT
- PACKAGING
- IMAGE

40. Copy strategy
 The 6 components of a copy strategy :
1. Key consumer benefits
 Physical
 Emotional
2. Reason why
 Physical
 Emotional
3. Brand character/personality
4. Brand world
5. Desire consumer response
6. Proposed selling ideas

41. Ingredients
 A long-term strategic vision
 Clear understanding of the consumer
 A clear and defined brand positioning with a
competitive advantage
 Consistent marketing mix across market and over
time
 A sustainable and ownable brand identity
 Compliance with brand marketing laws.
 Build up brand health indicators in respect of
strategic trends.

42. A consistent marketing mix
All elements of the marketing mix must be :
 Consistent with the brand positioning
 Consistent with each other
 Consistent over time
 Consistent geographically
 Integrated to reinforce themselves in order to build a strong
brand.
Brand
positioning
Product
Price
Distribution
Communication
Perceived
Brand
Positioning
The Company Marketing mix The Consumer

43. International brands vs local brands

44. Tangible values
 Quality
 Innovation
 Price

45. Intangible values
 Subjective quality
- Taste
- Flavour
- Colour
- Sound
 Narrative quality
- Story
- Geography
- People
- And… Saga
 Association
- Economic association
- Social association
- Cultural association

46. Building a Strong
Brand
From Brand Awareness to Brand Insistence

47. Integrated communication process
ATL BTL
TV Promotion
Radio Loyalty program
Press
Merchandising
Sponsoring
Out-door
Other media
Retail media
Brand
Identity
Brand
Design
PUSHPULL
ConsistencyConsistency

48. Drive brand insistence
Loyal
consumers
Occasional
consumers
Non
consumers
+++ + - -
Achieve must-
stock status
Reinforce
convenience
Promote
convenience
distribution
Destination/
loyalty program
Yield
management
Migrations
Yield
management
Promote
recruitment rice
Yield
management
Reinforce
product affinity
Increase
usability
Low product
entries Barriers
Emotional
connection
Accessibility
Value
Awareness
Relevance
Building share of market
Buildingshareofmind

49. Drive brand insistence

50. Brand Equity building process
Brand Affinity
- Share of mind
- Share of heart
Brand distribution
- Must-stock status
- Distribution share
Positioning/Pricing
Value share
Awareness
Share of voice
Brand Awareness
Brand Relevance
Brand Value
Differentiation
Brand
Accessibility
Brand
functional
connection

51. Brand promise

52. Brand promise

53. Brand promise

54. Brand promise

55. Brand promise

56. Brand promise