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Class Slides_ Brand Strategy & Planning.pdf
- 1. 1 MODULE-3 Brand Strategy & Planning Prof. Anand Narasimha
- 2. 2 Learning Objectives 1. Develop a ‘brand key’ (strategic blueprint) 2. Set ‘brand growth objectives’ 3. Diagnose the ‘brand marketing funnel’ 4. Understand how to ‘refresh & reposition’ brands 5. Make a ‘brand plan’ 6. Assess ‘brand health' 7. Understand how to transform brands into ‘Lovemarks’
- 3. 3 SPINZ Brand Strategy Guide
- 4. 4 B2B vs. B2C Branding https://www.score.org/resource/what%E2%80% 99s-difference-between-b2b-and-b2c-branding
- 5. 5 Structure of Brand Strategy Project 1. Product Concept- Paint Point & Solution- Benefit Ladder 2. Portrait of Target Consumer and Key Insight 3. Brand Purpose- Enemy-Stand-Mantra 4. Brand Anatomy- Human Body Analogy 5. Brand Name, Logo and Tagline 6. Brand Sensorials- Sight, Sound, Smell, Touch and Taste 7. Brand Architecture & Portfolio 8. Brand Launch Ad Film- Video Team Exhibit on Brand Strategy (30 marks) Create a new and unique product/service idea. Design a ‘Brand Strategy Blueprint’ for it in the form of an exhibit
- 6. 6 The 4 Pillars of Brand Strategy Differentiation Focus Consistency Integration 6
- 8. 8
- 9. 9 Women Empowerment Legacy of skin friendly, moisturising bar - enhances my self-esteem
- 10. 10 DOVE
- 11. ‘Reason’ Marketing ‘Emotion’ Marketing Value Proposition Differentiation Attention Attraction Mindspace Lifespace Intrusive Invitational Share-of-Wallet Share-of-Heart 40% of Spend 60% of Spend
- 12. 12 Brand Growth Objectives & Strategies
- 13. 13 Brand Growth Objectives – Source of Business Get New Users Get New Users • Convert non-users of the category/ Expand into new markets • Switch competition users Retain Existing Users Retain Existing Users • Strengthen relationship • Build loyalty and advocacy Get Existing Users to Use More Get Existing Users to Use More • Increase usage frequency • Increase usage quantity • Create new usage occasions • Cross-sell/Up-sell
- 14. 14 Category Growth Objective Retain Existing Users (default objective) Lo Penetration; Lo Loyalty Get new users + Switch competition users Lo Penetration; Hi Loyalty Get new users Hi Penetration; Lo Loyalty Increase usage + Switch competition users Hi Penetration; Hi Loyalty Increase usage Brand Growth Objectives – Source of Business
- 15. 15 Pre-Read 1. SPINZ Brand Guide (PDF) Learning Outcome 1. Develop a Brand Strategy Blueprint 2. Set brand growth objectives Class Points 1. 4 pillars of Brand Strategy 2. Brief on IA-2- Brand Strategy Blueprint exhibit 3. Unilever Brand Key; Dove (video case) 4. Brand Growth Objectives Application Exercise 1. Develop a ‘Brand Key’ 2. Set ‘Brand Growth Objectives’
- 16. 16 Brand Marketing Funnel & Diagnostics
- 17. 17
- 18. Targeted Market Brand Salience Brand Preference Purchase Repeat Purchase Conversion Ratios Total Universe TOM @ the time of Purchase Preference share Market Share Brand Marketing Funnel Loyalty
- 19. Targeted Market Brand Salience Brand Preference Purchase Repeat Purchase Problem: Low Visibility Solution: Increase Advertising & Promotion Funnel Diagnostics- when Conversion Ratios are Low Problem: Poor Positioning & Weak Value-Proposition Solution: Reposition Brand Problem: Poor Availability & In-Store Visibility Solution: Increase Distribution & POS Problem: Product Issue Solution: Re-engineer Product
- 21. 21 Brand Repositioning & Refreshment
- 22. 22
- 23. 23 © 2004 Consumers are moving ahead of brands “The bottom line is that markets are changing much faster than marketing” Chris Locke, The Cluetrain Manifesto
- 24. 24 Brand Repositioning Sometimes brands need to change their positioning when their existing positioning is limiting their growth. This can happen for a variety of reasons: 1. You need to increase brand relevance to the consumer. 2. Your brand has a diffused image. 3. You are broadening your brand to appeal to additional consumer segments. 4. The primary benefit your brand owns has evolved from a differentiating benefit to a hygiene factor. 5. Your business is significantly altering its strategic direction. 6. A new competitor with a superior value proposition enters your industry. 7. The profile of your core consumers has changed over time 8. Your business has acquired a new proprietary advantage 9. Corporate culture renewal dictates a revision 10. The brand looks and feels dated and/or its technology has evolved.
- 26. 26 Repositioning Strategies Dabur Honey Home Remedy to Health Food Lipton Tea Elderly Ladies to Young Women Bata Stylish new range for the Youth Head & Shoulders Dandruff Plus Range
- 30. 30 Pre-Read 1. ‘Refresh Your Brand in 5 Simple Steps’ (article) Learning Outcome 1. Diagnose the Brand Marketing funnel 2. Understand how to reposition and refresh brands Class Points 1. Brand Marketing funnel & diagnostics; Tourism Australia (video case) 2. Brand Repositioning & Refreshment: 5-Challenges, Contexts. Strategies and 5-Step Process
- 31. 31 Brand Plan
- 32. 32 Brand Deep Dive Brand Plan
- 33. 33
- 34. 34 FABREZE
- 35. 35 Brand Marketing Plan- Exercise
- 36. 36 Pre-Read 1. Brand Deep Dive (PDF) 2. Brand Plan (PDF) Learning Outcome 1. How to conduct a Deep Dive analysis 2. How to make a Brand Plan Class Points 1. Deep Dive Analysis 2. Brand Plan Format 3. Fabreeze (video case) Application Exercise 1. Write a Brand Plan
- 40. 40 ‘Brand Report Card’ Team Submission (10 marks) Based on the new-age brand allotted to your team, develop and analyze the 'Brand Report Card' for it
- 41. 41 Brand Asset Valuator (BAV)
- 42. 42
- 43. 43
- 45. 45 Pre-Read 1. Brand Report Card (article) Learning Outcome 1. Assess Brand Health Class Points 1. Brand Report Card 2. Briefing on IA-3- Brand Report Card Analysis 3. Brand Asset Valuator (BAV) 4. Flipped class presentation- Brand Refreshment Application Exercise 1. Develop a Brand Report Card