Strategic Marketing Lecture 9

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Module: Strategic Marketing

Instructor: Bilal Ahmad

LECTURE: Strategic Brand Management

Introduction

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• Strategic Brand Management

• Strategic Brand Analysis

• Brand Equity Measurement and Management

• Brand Identity Strategy

• Managing Brand Strategy

• Managing the Brand Portfolio

• Brand Leveraging Strategy

Learning Outcomes

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• A product is anything that is potentially valued by

a target market for the benefits or satisfaction it

provides, including objects, services,

organizations, places, people, and ideas

• A brand is a name, term, design, symbol, or any

other feature that identifies one seller’s good or

service as distinct from those of other sellers.

STRATEGIC BRAND MANAGEMENT

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• Intense Price and Other Competitive Pressures

• Fragmentation of Markets and Media

• Complex Brand Strategies and Relationships

• Bias Against Innovation

• Pressure to Invest Elsewhere

• Short-Term Pressures

Brand Management Challenges

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• Product/Brand Management

– Planning, managing, and coordinating the strategy for a

specific product or brand

• Product Group/Marketing Management– Product director, group manager, or marketing manager

• Product Portfolio Management– Chief executive at SBU

– Team of top executives

Responsibility for Managing Products

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Strategic Brand Management

Brand Identity Strategy

Identity Implementation

Brand Strategy Over Time

Managing the Brand Portfolio

Leveraging the Brand

BRAND EQUITY

MANAGEMENT

STRATEGIC BRAND

ANALYSIS

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Tracking Brand PerformancePerformance Objectives

Select Method(s) forEvaluation

Identify Problem Products

Decide How to Resolve the Problem

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Analyzing Brand

Performance

Product life cycleanalysis

Financialanalysis

Product performance

analysis

Researchstudies

Standardizedinformation

services

Brandpositioning

analysis

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• Relevant issues in PLC analysis include:

– Determining the length and rate of change of the PLC

– Identifying the current PLC stage and selecting the

product strategy that corresponds to that stage

– Anticipating threats and finding opportunities for

altering and extending the PLC

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• Product Performance Analysis– Management’s performance criteria

– Strengths and weaknesses relative to portfolio

• Brand Positioning Analysis– Perceptual maps for brand comparison

– Buyer preferences

• Other Product Analysis Methods– Information Services

– Research studies

– Financial analysis

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• Loyalty (price premium, satisfaction/loyalty),

• Perceived quality/leadership measures (perceived

Quality, leadership/popularity),

• Associations/differentiation (perceived value,

brand, personality, organizational associations),

• Awareness (brand awareness), and

• Market behavior (market share, price and

distribution indices).

Measuring Brand Equity.

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• Brand identity is a unique set of brand associations that the

brand strategist aspires to create or maintain. These

associations represent what the brand stands for and imply

a promise to customers from the organization members.

• Four Brand Identity Perspectives– Product

– Organization

– Person

– Symbol

BRAND IDENTITY STRATEGY

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SpecificProduct Line

ofProducts

PrivateBranding

CorporateBranding

BRAND FOCUS

CombinationBranding

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• Strategies for Improving Product Performance

MANAGING BRAND STRATEGY

Product lineStrategy

Addnew

product(s)

Costreduction

Productimprovement

Altermarketingstrategy

Eliminatespecific

product(s)

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MANAGING THE BRAND PORTFOLIO

LeverageCommonalities to Generate Synergy

Allocate Resources

Reduce Brand

Identity Damage

Facilitate Change and Adaptation

Achieve Clarity of Product Offerings

BRAND PORTFOLIO OBJECTIVES

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• Brand-Building Strategies

– Developing the brand identification strategy

– Coordinate identity across the organization

• Brand Revitalization

– Find new uses for mature brands

– Add products related to heritage

• Strategic Brand Vulnerabilities

– Brand equity can be negative

– Retailer private brands compete with manufacturer brands

– Major shifts in consumer tastes

– Competitive actions

– Unexpected events

Strategies for Brand Strength

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BRAND EXTENSION

LINE EXTENSION

Extensions of the brand name to other product categories

--Similar--Dissimilar

Minor variants of a single product are marketed under the same brand name

BRAND LEVERAGING STRATEGY

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• Line extension

• Stretching the brand vertically

• Brand Extension

– Co-Branding

– Licensing

– Internet brand

– Brand theft

Brand leverage strategy