Collaborator Competition

Company Context
DISCOVERING

Consumer Behavior
VALUE

Segmentation Targeting Positioning

CREATING

Branding
VALUE

APPROPRIATIN
G VALUE
Product/Servic Place Promotion Price
COMMUNICATING

e
VALUE

SUSTAINING
VALUE
Customer Acquisition Customer Retention

Profits
BRANDING

Strategic Brand Management

A brand is a name, term, sign, symbol, or design
which is intended to identify the goods or services
of one seller or group of sellers and to
differentiate them from those of competition.

American Marketing Association

BRAND = ASSOCIATIONS/ STORY

4
BRANDING = SIGNALS

5
 Products
P1 Information
c
P2
o
P3
n
P4
s
P5 Experience Associations
u
Corporation P6
m
P7
e
P8
r
.
s
. Relationship

Brands are experiences brought to life at every consumer touch point to

Create right perceptions
1. Can anything be a brand?

Strategic Brand Management

2. Are brands always positive?

Strategic Brand Management

 3. Who owns the brands?

The Brand exists only at one place

Mind and Hearts of consumers

4. Why Create Brands?

Strategic Brand Management

 Build competitive
advantage

Differentiate Builds Loyalty

Create New
Opportunities
Brands Allows
mistake

Build Retail Attracts

Clout Employees
Allows
Premium
 Brands contribute to profit
Price Level
Selling Price Higher Margin
Trade up/down %
-

Product Costs
Cost Lower
Marketing Costs COGS/Expense
 Switching
Market Share Share Gain
Increased use

New category
Market Size New markets
Find new uses
 WHAT IS A STRONG BRAND?
Consistently manage and remains with the Core
Essence

Adapts and evolves with consumers

Delivers continuously and consistently on brand

promise

Strong Brand give customer advantage and hence

drives profitability
 Branding Process

Brand Identity

Brand Positioning

Brand Communication (using all 4/7 Ps)

Brand Image
 Branding Process

Brand Identity

Brand Positioning

Brand Communication (using all 4/7 Ps)

Brand Image
 BRAND IDENTITY

Brand Identity is the 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 its customers .

Strategic Brand Management

 BRAND POSITIONING

• Creating a distinct space in the consumer’s

mind.

• Helps build associations and create

differentiation
 BRAND IMAGE

Perceptions that consumer have of your

brand
 BRAND EQUITY

Differentiated and superior value by the virtue

of which consumers are ready to pay premium
for the brand or choose it over competitor’s
offering
 BRAND ARCHITECTURE
House of Brands • HUL- Surf, Rin, Sunsilk,
Lux, Close-up,

• Nestea, Nescafe,
Sub/Umbrella Brands
Maruti Swift, Sony Vaio

Endorsed Brands • Tanishq by Tata; Dairy

Milk Silk

Branded House • GE, Reliance

 BRAND IMAGE

Perceptions that consumer have of your

Brand
 Key Learnings
• Brands have identity that help them differentiate from
competitors and help create experience; adding value for
customers
• Why Branding is important?
• Brands are owned by consumers
• Brand Identity is the intended/ideal brand perceptions,
organizations wish to create
• Brand Identity helps in framing brand positioning
• Brand Image is what consumers perceive of brands
• Brand Equity creates high brand value which is an asset
for an organization