Branding

1. Developing Marketing
Strategies and Plans

2. Discussion Questions
1. How does marketing affect customer
value?
2. How is strategic planning carried out
at different levels of the organization?
3. What does a marketing plan include?

3. Value Chain
Value Creation & Delivery Steps
1. Assessing Marketing Opportunities &
Customer value (environment & need
analysis)
2. Choosing the value (STP)
3. Designing value (marketing Offerings)
4. Delivering value (making accessible)
5. Communicating value
6. Grow & sustain (holistic marketing)

4. The Value Chain
Procurement
Human Resource management
Technological Development
Infrastructure
Support
Activities
Primary
Activities
Service
Marketing
Outbound
Logistics
Operations
Inbound
Logistics
Margin
• Performance Monitoring (financial & Non financial)
• Setting Benchmarks
• Watch Competitor
• Best Practices
• Continuous Improvements

5. Core Business Processes
Customer relationship
management
Customer
acquisition
Market-sensing
New-offering
realization
Fulfillment
management

6. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 6 of 38
What is Brand Management?
Brand management is the
process of building, managing
and improving a brand.
It begins by having a thorough
knowledge of the term “brand”.
Hence, brand management includes
developing a promise, making that
promise and maintaining it.
It means defining the brand, positioning the
brand, and delivering the brand. It is an art of
creating and sustaining the brand.

7. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 7 of 38
Brand Equity Concept
Brand
Equity
Customer
-based
Market -
based
Brand Equity is the value, both tangible and
intangible, that a brand adds to a product/service;
the added value a brand name identity brings to a
product or service beyond the functional benefits
provided.
The customer – based brand
equity focuses exclusively on the
relationship customers have with
the brand
The market – based brand
equity aims at producing
measures in dollars, euros
or yen.
The concept of brand equity is measured in
two terms:

8. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 8 of 38
Strategic Brand Management Process
The Strategic Brand Management Process consists of the
following four steps:
Strategic
Brand
Management
Process

9. Media Research

10. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 38
The Research Process
1. Identification of general problem/question
2. Literature review
3. Specify questions/hypotheses
4. Determination of design/methodology
5. Data collection
6. Data analysis/presentation
7. Interpretation of findings

11. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 11 of 38
RESEARCH FLOW
Define theneeds
• Setresearch
objectives
• Identify possible
marketing actions
• Literature Review
Step 3
Collect
information
Step 4
Analysis&
suggestions
• SWOTanalysis
• Profit analysis
• User analysis
• Competitor analysis
Step5
T
akemarketing
actions
• Implement
recommendations
• Evaluateresults
Step2
Research
questions
• Determine
how to collect
data
Step1

12. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 12 of 38
Type of Research
• Quantitative research - numbers, facts and
figures, surveys, polls, crowdsourcing, social
media
• Qualitative research – Opinions, interviews,
focus group