Upload
reconnect
View
71
Download
0
Embed Size (px)
Citation preview
Powerpoint Templates
Module: Strategic Marketing
Instructor: Bilal Ahmad
LECTURE: Strategic Brand Management
Introduction
Powerpoint Templates
• 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
Powerpoint Templates
• 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
Powerpoint Templates
• 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
Powerpoint Templates
• 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
Powerpoint Templates
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
Powerpoint Templates
Tracking Brand PerformancePerformance Objectives
Select Method(s) forEvaluation
Identify Problem Products
Decide How to Resolve the Problem
Powerpoint Templates
Analyzing Brand
Performance
Product life cycleanalysis
Financialanalysis
Product performance
analysis
Researchstudies
Standardizedinformation
services
Brandpositioning
analysis
Powerpoint Templates
• 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
Powerpoint Templates
• 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
Powerpoint Templates
• 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.
Powerpoint Templates
• 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
Powerpoint Templates
SpecificProduct Line
ofProducts
PrivateBranding
CorporateBranding
BRAND FOCUS
CombinationBranding
Powerpoint Templates
• Strategies for Improving Product Performance
MANAGING BRAND STRATEGY
Product lineStrategy
Addnew
product(s)
Costreduction
Productimprovement
Altermarketingstrategy
Eliminatespecific
product(s)
Powerpoint Templates
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
Powerpoint Templates
• 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
Powerpoint Templates
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
Powerpoint Templates
• Line extension
• Stretching the brand vertically
• Brand Extension
– Co-Branding
– Licensing
– Internet brand
– Brand theft
Brand leverage strategy