01.introduction to strategic brand management


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Introduction to strategy brand management by Tharaka Dias

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  • Conformance – correspondence form of appearance
  • Savvy – some one who understand
  • Copyright © 2000 by Houghton Mifflin Company. All rights reserved. 12-
  • Copyright © 2000 by Houghton Mifflin Company. All rights reserved. 12-
  • Copyright © 2000 by Houghton Mifflin Company. All rights reserved. 12-
  • 01.introduction to strategic brand management

    1. 1. THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt,ACIM(UK), FAEA(Dip in AEA-UK),FinstSMM(UK), CPM(Asia), MSLIM 1 AOT- www.tharakadias.com
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    13. 13.  Product form Features Customization Performance Conformance Durability Reliability Repairability Style AOT- www.tharakadias.com
    14. 14.  Ordering ease Delivery Installation Customer training Customer consulting Maintenance and repair Returns AOT- www.tharakadias.com
    15. 15. 1. Apple 1. Virgin2. 3M 2. Samsung3. Microsoft 3. Wal-Mart4. GE 4. Toyota5. Sony 5. Ebay6. Dell 6. Intel7. IBM 7. Amazon8. Google 8. Ideo9. P&G 9. Starbucks10. Nokia 10. BMW AOT- www.tharakadias.com 15
    16. 16. Consumer 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 Signal of quality AOT- www.tharakadias.com 16
    17. 17. 1. Performance risk2. Functional risk3. Physical risk4. Financial risk5. Social risk6. Psychological risk7. Time risk AOT- www.tharakadias.com 17
    18. 18. Manufacturer Means of identification to simplify handling or tracing Means of legally protecting unique features signal of quality level to satisfied customers Means of endowing products with unique association Source of competitive advantage Source of financial returns AOT- www.tharakadias.com 18
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    20. 20. Physical goods Pharmaceuticals FMCG Industrial All B2B products High tech productsServices Airlines- Srilankan, Mihin air, British Airways Hotels – Hilton, Galadari, Cinnamon lake Banking – Peoples Bank, Commercial Bank,HSBC Hospitals – The Central, Nawaloka, Lanka Hospitals And many more AOT- www.tharakadias.com 20
    21. 21. Retailers and Distributors Cargills, Keels, Arpico, Sathosa, Laughs, etc.Online products and services Google, Ikman.lk, anything.lk, ebay, e-channel, etcPeople and Organization Sanath Jayasuriya, jacklin, Susanthika, Sarvodaya, SLIMSports, Arts and entertainment Cricket, foot ball, Movies and DramasGeographic locations Nuwar eliya, Down south, KandyIdeas and causes – Aids ribbons, Poppy flowers AOT- www.tharakadias.com 21
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    24. 24.  Savvy customers More complex brand families and portfolios Maturing markets More sophisticated and increasing competition Difficult in differentiating Decreasing brand loyalty in many categories Growth of private labels Increasing trade power Fragmenting media coverage Eroding traditional media effectiveness Emerging new communication options Increasing promotional expenditure Decreasing advertising expenditures Increasing cost of product introduction and support Short term performance orientation Increasing job turnover AOT- www.tharakadias.com 24
    25. 25.  Cost Clutter Fragmentation Technology AOT- www.tharakadias.com 25
    26. 26.  One of the important in the branding environment is the proliferation of new brands and products One of the main reason is the line extensions There for brand name may now be indentified with a number of different products with varying degree of similarity E.g.: Coke, Nivea, Virgin, Lux, Sidhalepa, etc. AOT- www.tharakadias.com 26
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    28. 28. THE 4 ELEMENTS OF BRAND Brand XEROX EQUITY NameAwareness AOT- www.tharakadias.com 28
    29. 29. Brand Loyalty THE 4 ELEMENTS OF BRAND EQUITY Brand XEROX NameAwareness AOT- www.tharakadias.com 29
    30. 30. Perceive d Brand Quality Brand Loyalty THE 4 ELEMENTS OF BRAND EQUITY Brand XEROX NameAwareness AOT- www.tharakadias.com 30
    31. 31.  Identifying and establishing brand positioning Planning and implementing brand marketing program Measuring and interpreting brand performance Growing and sustaining brand equity AOT- www.tharakadias.com 31
    32. 32.  Mental maps – this is a visual depiction of the different types of associations linked to the brand in the mind of consumer(Land Rower) Core brand association – these are that subset of associations(attributes and benefits) that best characterize a brand (Toyota) Brand mantra- this is know as brand essence or core brand promise (we deliver anything- DHL) Competitive frame of difference- how u crate the brand value and brand positioning differently to the competition (HSBC) Points of parity and points of difference – creating brand superiority in mind of consumers of advantages or point of difference a brand offers, while at alleviating concerns about and possible disadvantages of using competitor products ( Pharmaceuticals) AOT- www.tharakadias.com 32
    33. 33.  Mixing and matching branding elements- brand logos, , brand names, symbols, characters, packaging and slogans. Use these elements to create a strong brand relationship Integrating brand marketing activities – Personalize marketing, one to one marketing , permission marketing Leveraging secondary association – the brand may themselves be linked to certain source of factors, such as the company, countries or other region, or channel of distributors of distribution channel which will be associate and identify through that channel. AOT- www.tharakadias.com 33
    34. 34.  Brand value chain- is a mean to trace the value creation process for brands. Brand audit – it’s a comprehensive examination of its source of equity Brand equity management system – is a set of research procedures designed to provide timely, accurate and actionable information which needs to take the best tactical decisions in short term and long term Brand tracking – involving the above system is called brand tracking AOT- www.tharakadias.com 34
    35. 35.  Brand product matrix – is a graphical representation of all the brands and products sold by the firm Brand hierarchy – displays the number and nature of common and distinctive brand components across the firms products. By capturing the potential branding relationships among the different products sold by the firm. The brand portfolio – is the set of all brands and brand lines that a particular firm offers for sale to buyers in particular category. AOT- www.tharakadias.com 35
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    37. 37. Tharaka Dias+94773869007 AOT- www.tharakadias.com 37