Lab Diagnosis of Viral

Infections

By
Dr.A.Kameswara Rao
P.G.Student
Oral pathology and Microbiology
GITAM Dental College and Hospital

Contents
Introduction
General properties of virus

General Properties of Viruses

1. They are filterable agents.
2. They are obligate intracellular parasites.
3. They contain a single type of nucleic acid, i.e., either DNA or RNA, but not both.
4. They multiply inside the living cells by using the synthesizing machinery of the host cell.
5. They replicate by the assembly of the individual components and do not replicate by
division, such as binary fission.

6.They have a few or no enzymes for their own metabolism.

7.They always use host cell machinery to produce their components, such as viral
messenger RNA (mRNA), protein, and identical copies of the genome.

Structure of Viruses
Virion

The extracellular, infectious viral particle is

called the virion:
The nucleic acid of a virus is surrounded by
a protein coat called the capsid.
Each capsid is composed of a large
number of protein subunits (polypeptides)
called capsomeres, which form its
morphological units.

Structure of Viruses
Envelope

In some viruses, the capsid is covered

by an envelope, such viruses are called
enveloped viruses.
All of the negative-stranded RNA
viruses are enveloped.
The viruses that lack envelope are
called nonenveloped or naked viruses.

Structure of Viruses
Envelope

The envelope contains proteins that are

determined and encoded by viral nucleic
acid.
The lipid component of the envelope is
usually of host cell origin.
Depending on the virus, the envelopes of
the viruses may or may not be covered by
spikes.
The spikes are glycoprotein-like
projections on the outer surface of the
envelope.
Most spikes act as viral attachment
protein (VAP).

Structure of Viruses
Prions

Prions are infectious particles, which can

transmit a disease are composed chiefly a
protein without any detectable nucleic acid.
Unlike conventional viruses, the prions
apparently have no virion structure or
genomes and evoke no immune response in
the infected host.
These are extremely resistant to
inactivation by heat, disinfectants, and
radiation.

Stages of Viral Infection

Attachment

Penetration

By budding
forming envelope

Uncoating

By cytolysis
no envelope
11
10
9
8

Release

12 1

2 2
3
4
5

Capsid shed

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Assembly

Re Infection

What is a Brand?
On the other hand a name becomes a
brand when consumers associate it with a
set of tangible and intangible benefits that
they obtain from the product or service.

Brand is the sellers promise to

deliver the same bundle of
benefits/services consistently
to buyers.

A product is any offering by a

company to a market that serves
to satisfy customer needs and
wants. A product can be an
object, service, idea, etc.

Brands are not

the same as
Products.

Brand differences are

often related to
attributes or benefits
of product itself.
Brand name selecting
process may you find
trivial but it is not.
Some brand names
are so good that
contribute to the
success of product.

Brand Elements

Brand Element Choice Criteria

Brand
names

Promise

Slogans

Memorable
Elements

Characters

Meaningful
Likeability

Logos

Personality

Transferable
Adaptable
Protectable

Why do Brands Matter?

Brands have
become
important
drivers of growth
for any
organization,
good or service.

The main reason

consumers flock
to some brands
and ignore
others is that
behind the
brand stands an
unspoken
promise of
value.

A brand helps A strong

brand makes
make a mark
and differentiate people aware
A Brand is a
of what the
a good or
promise that
company
service from
the product
represents
will perform as others in
and about the
marketplace.
per
different
customers
offerings of
expectations.
the company.

N
D

Brands help
customers to
connect to
the product
or service on
an
emotional
level.

Brands for Consumers and Sellers

Source of
product

Consumers

Less cost of
searching
for a choice

Symbol of
Quality

Symbolic
device

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Source of
product

Lower risk

Consumers

Less cost of
searching
for a choice

Symbol of
Quality

Symbolic
device

Consumers can easily make a purchase

decision based on brands. Consumers usually
find brands which satisfy their need.

Brands for Consumers and Sellers

Source of
product

Lower risk

Consumers

Brands mean lower purchase risk to consumers

as they are dealing with a product or
organization that they trust.

Less cost of
searching
for a choice

Symbol of
Quality

Symbolic
device

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Source of
product

Lower risk

Consumers

Less cost of
searching
for a choice

If the consumers recognize a particular brand

and have knowledge about it, they make quick
purchase decision and save lot of time. Also,
they save search costs for product.

Symbol of
Quality

Symbolic
device

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Source of
product

Lower risk

Consumers

Less cost of
searching
for a choice

Symbol of
Quality

Consumers see brands as a symbol of quality and

remain committed and loyal to a brand as long as they
believe that the brand will continue meeting their
expectations and perform in the desired manner
consistently.

Symbolic
device

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Source of
product

Lower risk

Consumers

Less cost of
searching
for a choice

Symbol of
Quality

Symbolic
device

Brands play a significant role in signifying certain

product features to consumers.

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Means of
Competitive
Advantage

Seller

A brand helps the firms to provide consistently

a unique set of characteristics, advantages,
and services to the buyers/consumers.

Legal
protection of
products
features

Satisfied
customer

Means of
Profits

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Means of
Competitive
Advantage

Seller

Legal
protection of
products
features

Brands help to protect the unique

features/traits of products by legal copyrights.

Satisfied
customer

Means of
Profits

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Means of
Competitive
Advantage

Seller

Legal
protection of
products
features

Satisfied
customer

Brand represents values, ideas and even

personality and hence leads to an assortment
of memories in customers mind and hence
satisfied customers.

Means of
Profits

The word Brand signifies different things to consumers and sellers.

Brands for Consumers and Sellers

Means of
Competitive
Advantage

Seller

Legal
protection of
products
features

Satisfied
customer

Means of
Profits

Brands form the basis of purchase decision

among consumers and thus are a means of
financial profits.

The word Brand signifies different things to consumers and sellers.

Brand positioning
BRAND PROMISE

1)It is the heart of marketing

strategy.
2. It is the act of designing the
companys offer and image so
that it occupies a distinct and
value place in the target
customer minds.
3.How it is unique and how it is
similar to competitive brands,
and why consumer buy and
use it.
BRAND PURPOSE

To champion Redfern as a
landmark destination
demonstrating respectful and
positive transformation;

Redfern is a special place in Sydney and the

world. Building on our foundation as the heart of
urban Aboriginal Australia, we are alive with art,
music, culture and ideas.
BRAND ESSENCE

Our brand essence is Welcoming Spirit

Welcoming Means
BRAND VALUES
Vibrant
Diverse
Living culture
Forward thinking

The Role of Brands

Identify
Identify the
the maker
maker
Simplify
Simplify product
product handling
handling
Organize
Organize accounting
accounting
Offer
Offer legal
legal protection
protection
Signify
Signify quality
quality
Create
Create barriers
barriers to
to entry
entry
Serve
Serve as
as aa competitive
competitive
advantage
advantage
Secure
Secure price
price premium
premium

What is a Brand Promise?

A brand promise sets an
expectation of an experience.
It answers the question Whats
in it for the customer?
An effective promise is concise,
relevant, sells a benefit (not just
a feature), and is backed up by
the product / service.
In the best case, your brand IS a
promise.
Southwest Airlines
Nordstroms
Disney

How Are Brand Promises Delivered?

Advertising
Controlled messaging
Aligned messaging
Horizontally - Across media types
Vertically Up/Down thru Tier 1, II
& III

Experiential
Branded Lifestyle / Off-line content
and programming
Retailer / On-site transaction-based
experience
1 to 1 issue resolution via
Consumer Affairs / Help desk

What is Brand Management?

Now, that you have learnt

about brands, let us see
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.

What is Brand Management?

The tangibles for product

brands include the product
itself, its characteristics,
features, price, packaging, etc.

The tangible and

intangible
characteristics of brand
are managed through
Brand management.

Branding is assembling of
The intangibles are made up of various marketing mix medium
the emotional connections with into a whole so as to give the
the product / service.
product an identity.

Whereas, in case of
service brands, the
customers experience
forms the tangibles.

Thus, you can see that

brand management is all
about Branding.

It is building a
brand name
that captures
the customers
mind.

Purpose of Brand Management

The main aim of branding is to differentiate a companys

products and services from its competitors.

Branding aims to convey a brand message vividly, create

customer loyalty, persuade the buyer for the product,
and establish an emotional connectivity with the
customers and form customer perceptions about the
product.
Brand management plays a crucial role to form brands.
The brand management strategies also provide good
support to the brand so that it can sustain itself in long
run.
Also, through brand management, brands are managed
and brand equity is built over a period of time. It helps in
building a corporate image. Thus, only a competent
brand management system can create a successful
brand.

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Strategic Brand Management Process

P
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B m an
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P
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S
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ep

Strategic Brand
Management
Process

Step 1: Identifying & Establishing Brand Position

Customer
Based Brand
Equity

Identifying
and
Establishing
Brand Position
Brand
Positioning

Positioning
Guidelines

Building a Strong
Brand: Four Steps of
Brand Building

Identify and
Establishing
Brand
Position

Step 1: Identifying & Establishing Brand Position

Identifying and
Establishing Brand
Position
Customer Based
Brand Equity
(Keller)

Brand Positioning

Building a Strong
Brand: Four Steps
of Brand Building

Positioning
Guidelines

Identify and
Establishing Brand
Position

Step 1: Identifying & Establishing Brand Position

Identifying
and
Establishing
Brand Position

Brand Positioning
The Brand Positioning is further
divided into two parts
Identify and Establishing
Brand Position
Positioning Guidelines

Brand
Positioning

Positioning
Guidelines

Identify and
Establishing
Brand
Position

Brand Positioning - Identify and Establishing Brand Position

Identify and Establishing Brand Position:

Basic Concepts

It is necessary to decide:
Who the target consumer is
Who the main competitors are
How the brand is similar to these competitors
How the brand is different from these
competitors
Target Market

The Target Market can be decided based on two

considerations:
Segmentation Bases: a) Behavioral b)
Demographic c) Psychographic d) Geographic
Segmentation Criteria: a) Identifiability b) Size c)
Accessibility d) Responsiveness

Brand Positioning - Positioning Guidelines

Positioning Guidelines:

The following are some of the positioning

guidelines that firms should follow for an
effective brand positioning:
Defining and Communicating the Competitive
Frame of Reference
Choosing Points of Parity and Points of
Difference
Establishing Points of Parity and Points of
Difference
Updating Positioning Over Time

Step 2: Planning & Implementing Brand Marketing Programs

Co-branding

Leveraging
Secondary Brand
Associations to
Build Brand
Equity

Licensing
Celebrity
Endorsement

Planning &
Implementing
Brand
Marketing
Programs

Choosing
Brand
Elements to
Build Brand
Equity
Options and
Tactics for
Brand
Elements

Designing
Marketing
Programs to
Build Brand
Equity
Channel
Strategy

Product
Strategy
Pricing
Strategy

Criteria for
Choosing
Brand
Elements

Step 2: Planning & Implementing Brand Marketing Programs

Co-branding

Leveraging
Secondary Brand
Associations

Licensing
Celebrity
Endorsement

Planning
&
Choosing
Brand Elements
Implementing
Brand Elements are sometimes called Brand
Brand
Identities. They are the trademark devices that help
Marketing
to identify and differentiate brands.
Programs
Choosing
Criteria for
Brand
Nike Logo, Kingfisher, the ringsChoosing
of Audi etc. are brand
Elements to
Brand
elements.
Build Brand
Elements
Equity

Choosing Brand Elements to Build Brand Equity

is further dividedOptions
into and
two parts:
Designing
Tactics for
Brand
Elements
Choosing
Brand

Marketing
Criteria
for
Elements
Programs
to
Options and Tactics for Brand Elements
Build Brand
Equity
Channel
Strategy

Product
Strategy
Pricing
Strategy

Choosing Brand Elements to Build Brand Equity Choosing Brand Elements

Criteria for Choosing Brand Elements :

The following criteria should be met to choose

relevant brand elements such as:
Memorability Easily Recognized, Easily
Recalled
Meaningfulness Descriptive, Persuasive
Likability Fun and Interesting, Aesthetically
Pleasing
Transferability Within Cross Product
Categories, Across Geographical Boundaries
and Cultures
Adaptability Flexible, Updateable
Protectability Legally Protected,
Competitively Protected

Criteria for

Choosing Brand Elements to Build Brand Equity Tactics for Brand Elements

Options and

Options and Tactics for Brand Elements:

The following are few options and tactics for Brand Elements:

Brand Names:
Descriptive brand names in
which the function is
described literally in brand
name.

Suggestive brand names

in which the name is
suggestive of a benefit
provided by the brand to
the customer.

URLs:

Logos and
Symbols:
Various
kinds that can be used

Keep the URLs as simple as

possible,
are:
Family Shields
Avoid clichs,
Use a new term for the
real word
Fonts
Use catchy phrases
Symbols

Abstract shapes and image

Choosing Brand Elements to Build Brand Equity Tactics for Brand Elements

Options and

Options and Tactics for Brand Elements:

The following are few options and tactics for Brand Elements:

Characters:
Characters can also
be used as brand
elements.

Slogans:
Slogans are short
phrases that are
descriptive or
persuasive in nature
and provide more
info about the
brands.

Jingles:
These are musical
slogans that help
in reminding by
repetition.
Examples: The axe
song and
O Fortuna, the Old
Spice Theme Song.

Packaging:

Packaging is an important
brand element. It helps to
identify the brand, convey
descriptive and persuasive
information through
labelling, allows protection,
transportation, storage and
consumption of product .

Step 2: Planning & Implementing Brand Marketing Programs

Co-branding

Planning &
Designing
Implementin
Marketing Programs to Build
Brand
Equity
g Brand
Equity can be
built by focussing on
Leveraging Brand
Choosing
Marketing
Secondary designing effective marketing
Criteria keeping
for
Brand
programs
Programs
Choosing

Brand
Elements to
the following in consideration:
Associations to Product Strategy Build Brand
Build Brand
Equity
Pricing Strategy
Equity

Channel Strategy

Licensing
Celebrity
Endorsement

Designing
Marketing
Programs to
Build Brand
Equity

Product
Strategy
Pricing
Strategy

Channel
Strategy

Options and
Tactics for
Brand
Elements

Brand
Elements

Designing Marketing Programs to Build Brand Equity

Planning &
Implementing
Brand
Marketing
Programs

Product Strategy
Designing
Marketing Programs to Build Brand
Equity

An efficient product strategy would ensure that the product

remains updated with the latest features, technology and
enhancements and has something extra to offer to the customers.

Pricing Strategy
An efficient pricing strategy helps companies to best position
themselves within the market.

Designing
Marketing
Programs to
Build Brand
Equity

Channel Strategy
Channel
Strategy

Product
Strategy
Pricing
Strategy

It involves developing go-to-market plans, educating channel

marketers or middlemen about products or services, and
motivating the members of the marketing channel to promote
products and services. Hence, marketing and sales alignment
is critical to an effective channel strategy.

Step 2: Planning & Implementing Brand Marketing Programs

Co-branding

Leveraging
Secondary
Brand
Associations to
Build Brand
Equity

Licensing
Celebrity
Endorsement

Planning &
Implementing
Brand
Marketing
Programs

Choosing
Brand
Elements to
Build Brand
Equity
Options and
Tactics for
Brand
Elements

Designing
Marketing
Programs to
Build Brand
Equity
Channel
Strategy

Product
Strategy
Pricing
Strategy

Criteria for
Choosing
Brand
Elements

Leveraging
Secondary Brand
Associations to
Build Brand
Equity
The Leveraging
Secondary Brand
Associations to
Build Brand Equity
is further divided
into three parts
Co-branding

Leveraging Secondary Brand

Associations to Build Brand
Equity
Planning &
Implementing
Brand Marketing
Programs

Co-branding

Leveraging
Secondary Brand
Associations to
Build Brand Equity

Licensing
Celebrity
Endorsement

Co-branding

Leveraging Secondary Brand Associations

Co-branding occurs when two or more existing brands
to Build
Brand Equity
are combined into a joint product or are marketed
together in some fashion. A few examples are: Sony
Ericsson, Tata - Fiat, SBI GE

Licensing
Licensing involves contractual arrangements whereby
firms can use the names, logos, characters, and so
forth of other brands for some fixed fee. A few
examples are: Entertainment (Ra1), Television and
cartoon characters (Britannia Tom and Jerry),

Celebrity Endorsement
Celebrity endorsement helps to draw attention to the
brand and to shape the perceptions of the brand. A
celebrity should be greatly popular and have a high
level of visibility. He or she should also have a rich set
of useful associations, judgments, and feelings
associated with him/her by the general public.

Step 3: Measuring & Interpreting Performance

Measuring &
Interpreting Brand
Performance
Qualitative
Research
Techniques

Measuring
Sources of
Brand Equity
Quantitative
Research
Techniques

Brand Value
Chain

Measuring
Outcomes of
Brand Equity

Developing
Brand Equity
Measurement
&
Management Establishing a
System
Brand Equity
Designing
Brand
Tracking
Studies

Management
System

Holistic
Methods

Comparative
Methods

Step 3: Measuring & Interpreting Performance

Developing a Brand Equity Measurement &
Management
Measuring &System

Interpreting

Qualitative
Research
Techniques

The Developing a Brand Equity Measurement and

Brand
Management System is further divided into three parts
Performance
Measuring Brand
Value Chain Measuring
Comparative
Sources of Designing Brand Tracking
OutcomesStudies
of
Methods
Brand Equity Establishing a Brand
Brand
Equity
Equity Management System
Quantitative
Research
Techniques

Let us look at each one in detail.

Brand Value
Chain

Developing
Brand Equity
Measurement
&
Management Establishing a
System
Brand Equity
Designing
Brand
Tracking
Studies

Management
System

Holistic
Methods

Step 3: Measuring & Interpreting Performance

Qualitative
Research
Techniques

Measuring
Sources of
Brand Equity

Measuring Sources of Brand Equity:

Capturing Customer Mind-Set
Measuring
& are two methods that are used for
There
Interpreting
measuring the sources of brand equity or to
Brand
capture the customers mind-set, which are as
follows: Measuring
Performance
Comparative
Qualitative
Outcomes
of Techniques
Research
Methods
Brand
Equity
Quantitative Research Techniques
Let us look at each one in detail.

Quantitative
Research
Techniques

Brand Value
Chain

Developing
Brand Equity
Measurement
&
Management Establishing a
System
Brand Equity
Designing
Brand
Tracking
Studies

Management
System

Holistic
Methods

Measuring Sources of Brand Equity

Quantitative Research Techniques

Awareness
Brand awareness is related to the strength of the brand in
memory. Brand awareness is reflected by consumers ability
to identify various brand elements.
The following factors must be taken into consideration while
measuring brand awareness:
Recognition: This relates to consumers ability to identify
the brand under different circumstances.
Recall: Unaided recall means the identification with
minimal cues. Aided recall means various cues were used
to assist recall.
Corrections for Guessing: The research data collected
for measure must consider the issue of consumers making
up responses or guessing. These may affect strategic
brand decisions.
Strategic Implications: It is important that researchers
understand that recognition and recall is essential in
analyzing formation of consideration sets and product
decisions made by consumers.

Step 3: Measuring & Interpreting Performance

Qualitative
Research
Techniques

Measuring
Sources of
Brand Equity

Measuring Outcomes of Brand Equity:

Capturing Market Performance
Measuring
& are two methods that are used for
There
Interpreting
measuring the outcomes of brand equity or to
Brand
capture the market performance, which are as
follows: Measuring
Performance
Comparative
Comparative
Outcomes
of
methods
Methods
Brand
Equity
Holistic methods
Let us look at each one in detail.

Quantitative
Research
Techniques

Brand Value
Chain

Developing
Brand Equity
Measurement
&
Management Establishing a
System
Brand Equity
Designing
Brand
Tracking
Studies

Management
System

Holistic
Methods

Step 4: Growing and Sustaining Brand Equity

Brand
Architecture

Designing
and
Implementing
Branding
Strategies

Growing and
Sustaining
Brand Equity

Brand
Hierarchy

New Products
and Brand
Extensions

Managing
Brands over
Time

Introducing
& Naming
Products and
Brand
Extensions

Advantages
of Extensions

Revitalising
Brands

Disadvantage
s of
Extensions

Reinforcing
Brands

Step 4: Growing and Sustaining Brand Equity

Brand
Architecture

Designing and Implementing Branding

Strategies
Growing
andbrands are part of a wider organization.
Most
Sustaining
The Designing and Implementing Branding
Brand Equity
Strategies is further divided into two parts
Designing
Managing
Brand Architecture
Reinforcing
and
Brands
over
Brand hierarchy
Brands
Implementing
Time

Branding
Strategies
Brand
Hierarchy

New Products
and Brand
Extensions

Introducing
& Naming
Products and
Brand
Extensions

Advantages
of Extensions

Revitalising
Brands

Disadvantage
s of
Extensions

Designing and Implementing Branding Strategies

Brand Architecture
Brand Architecture
It is the structure and organization of brands.

Breadth of a Branding Strategy

Breadth of Product Mix: Three factors determine the inherent attractiveness of a
product category:
1. Aggregate market factors
2. Category factors
3. Environmental factors
Depth of Product Mix: An important rule to remember to decide the depth of the
product mix is: A product line is too short if the manager can increase long-term profits
by adding items; the line is too long if the manager can increase profits by dropping
Depth of
a Branding Strategy:
items.

Flankers: Flanker brands are used to create stronger points of parity with
competitors brands.
Cash Cows: In firms, there are some brands that retain loyal customers and
generate healthy profits with virtually no market support.
Low-end Entry-level / High-end Prestige Brands: The first category lowend entry-level are called traffic builders and they are able to trade up
customers to the higher-priced brands.

Designing and Implementing Branding Strategies

Brand Hierarchy
Brand Hierarchy
It is a means of summarizing the branding strategy by displaying the number and nature of common
and distinctive brand elements across the firms products. It helps to reveal the explicit ordering of
brand elements.

Potential Levels of Brand Hierarchy:

A simple representation of possible brand elements and thus, potential levels of a brand
hierarchy might be as follows:
1. Corporate brand e.g. Chrysler-Daimler
2. Family brand e.g. Mercedes-Benz
3. Individual Brand e.g. 1000 SEL
4. Modifier (designating item or model) LX / VX

Brand Hierarchy Built within a Firm:

Brand hierarchy is a means of summarizing the branding strategy by displaying the number
and nature of common and distinctive brand elements across the firms products. It helps to
reveal the explicit ordering of brand elements.
Let us now look at how brand hierarchy can be built within a firm. This can be done in two
ways:
By Building Equity at Different Hierarchy Levels
By Creating Corporate Image Dimensions

Step 4: Growing and Sustaining Brand Equity

Brand
Architecture

Introducing and Naming New Products and Brand

Extensions
Growing
and and Naming New Products and Brand
The
Introducing
Sustaining
Extensions
is further divided into three parts
New
Products
Brand
Equityand Brand Extensions
Designing
Advantages of Extensions
Managing
Reinforcing
and

Brands
over
Disadvantages
of
Brand
Extensions
Brands
Implementing
Time

Branding
Strategies
Brand
Hierarchy

New Products
and Brand
Extensions

Introducing
& Naming
Products and
Brand
Extensions

Advantages
of Extensions

Revitalising
Brands

Disadvantage
s of
Extensions

Step 4: Growing and Sustaining Brand Equity

Managing Brands over Time

Brand
Architecture

Designing
and
Implementing
Branding
Strategies

Growing
and
It is
very important to understand the long term
Sustaining
effects of marketing activities on the brand
equity. Firms should carefully consider the
Brand Equity

Brand
Hierarchy

New Products
and Brand
Extensions

consumer Managing
response to past marketing activities,
Reinforcing
over and image,
the brandBrands
awareness
Brands as well as the
Time
customer response
to current marketing
activities and to predict the response to future
activities. Analyzing this information will help
Revitalising
Introducing
firms to manage the
brands over a long period
Brands
& Naming
of time. There are various strategies that are
Products
and to manage the brands over a long period
used
Brand
of time which are as follows:
Extensions
Reinforcing
Brands
Disadvantage
s of
Re-vitalising
Brands
Extensions

Advantages
of Extensions

Brand Management Guidelines

Affix Products & Services

An effective strategy of brand
management is to ensure that the
brand is associated to the most
popular products and services offered
by the licensees products and
services.
Decide about License Agreements:
The decision of whether the license
agreement should be exclusive or non
exclusive will have important implications for
all of the business.
Select Proper License Partners
The profile of the ideal license partner should be
developed and the focus should be to ensure longterm relationships with the licensors and licensees.
Establish and Maintain the Brand
It is necessary that for establishing and maintaining a
brand, a holistic approach, or an overall brand
strategy is used.

4
3
2
1

Actively Integrate the Brand

Management Strategy into Product
Development and Launch Activities
It is important that the Companies
actively integrate the brand strategy into
product development and launch
activities by using a clear and proactive
strategy.
Enforce Key Provisions through License
agreements
Enforcing various important concerns such
as quality control standards and reporting
standards can be done through a properly
charted out license agreements.
Maximize the Strategic Advantage of the
Brand
It is important that organizations focus on
maximizing the leverage of the brand.
Maintain Consistency between the
Brand Strategy and Overall Business
Goals
The brand strategy should be in line with the
overall business goals of the organization.

The following key points provide some strategic brand management guidelines that should be

Brand Strategy Defined

The brand strategy should influence the total operation of a business to
ensure consistent brand behavior in the marketplace and consistent brand
experiences for the customer.
Trends
Motivations/Sweet spots
The purpose of a brand
strategy is to provide a plan for
Decision-making process/criteria
the systematic development of
Higher level benefits
a strong coherent brand in
Image/Identity gaps
order to enhance revenue and
New Segments
profits. The strategy should be
Unmet needs
driven by the principles of
differentiation and sustained
consumer appeal.

Where to Find Insights

The purpose of a target insight is to
describe how a meaningful connection
can be established between what the
brand offers and the targets explicit or
implicit needs in order to help identify a
relevant brand promise.

Branding
Core
Brand

Internal
Living the
brand

Operations
Who are you

Core values, core

purpose, core
attributes and
business model

Positioning

Definition of your
customers,
competitors,
differentiation and
brand touch points

Product/service design,
Systems and procedures and
brand culture maintenance

Identity

Your brand name,

Brand design
standards,
and key touch
point concepts

Communication

External
Marketing
plan

Marketing

Core
Brand

Website, Collateral,
Packaging, PR,
Advertising,
Environments,
Interactive, Media, etc.

Brand Strategy and Marketing Strategy

Brand Strategy is an integral part of the overall strategic
marketing process. It helps to bridge the gap between
business strategy and marketing strategy.
Brand Strategy is separate from
the 4Ps. It guides and inform
decisions about every aspect of
the marketing mix.

5
9

Strategic Marketing
Process
I. Corporate
Objectives & Brand Portfolio
II. Marketing Objectives
III. Brand Strategy
Communications Strategy
Product and Pricing Strategy
Channel and Distribution Strategy

IV. Marketing Execution & Monitoring

Brand Strategy Process

The process of creating a brand strategy begins with a brand audit and ends
with a plan for executing the brand across all touch points. It can be generally
thought of as having three stages..
Brand Audit
Competitive
Brand
Assessment
Inventory
Points of Parity and Difference

Target & Insight

Brand Strategy
Equity
Pyramid

Positioning

Personality

Objectives & Metrics

Brand Execution
Brand
Elements

CRM &
Community
Building
Brand Experience Map
Communications
Strategy

Insights Examples
Mastercard Priceless campaign
What we found was that people buy things because of how those
things make them feel So the idea is that the item allows you to
get to some other place in your life that makes you feel good.

National Youth Anti-Drug Program Above the

Influence campaign
We wanted to elevate the conversation to make it more pro-me
than anti-drug. We know teens are very sensitive to influences,
positive and negative, from peers and the media. Thats why we
positioned it so teens would see influence as the enemy and
marijuana as one of the influences that gets in their way. Its a
way of empowering them so they can stand on their own at a key
moment of choice seeing that they could be above the
influence.

Points of Parity and Difference

Potential Brand Differences

Wants and Needs

Brand

PODs
POPs

Points of Parity (Category

Benefits)

Consumers

Our

Their
PODs

Competition

Competitive Brand
Differences

The purpose of a PODs

analysis is to identify what
ideas from our brand and
competitive brands are most
meaningful and potentially
differentiating.
The purpose of a POPs
analysis is to identify which

Brand Pyramid
The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand
should stand for in order to guide the process of building brand equity. It is the basis for
determining key elements of the brand strategy brand vision, brand positioning, and brand
personality and brand measurement.
The model was developed by Kevin Keller,
Brand
Equity Pyramid
professor of brand strategy at Dartmouth, based

Relationship

Resonance
Response

Consumer Judgments

Consumer
Feelings

on his Customer Based Brand Equity Model

(CBBE). Keller is the author of two definitive texts
on brand building. The pyramid is just one of 4-5
leading representations of the components of
brand equity. Other models include Y&Rs Brand
Asset Valuator, Millward Browns BrandDynamics
model, etc. While each model has its adherents,
upon closer scrutiny, they are all very similar in
their content and purpose. Whichever is selected,
what is important is that it provide a shared basis
for understanding what is meant by brand equity
and how this construct applies to your brand.

Meaning

Brand Performance
Identity

Salience

Brand Imagery

Brand Positioning
The purpose of brand positioning is to explain how the brand will create a sustainable competitive
advantage in the minds of prospects & customers in order to win loyal customers and ensure revenue
and profits.

For (Target), (Brand/Company) is the only/best (consumer frame of

reference) that (statement of key benefit or guiding value), because/by
(reason to believe, key credibility point).

Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Cre

Positioning Building Blocks

Adults 35+; HHI $50,000+

Category definition

Need state or problem

Aware of ------

Experiencing -----

OF
E CE
AM EN
FR FER
RE

Homeowners/Business owners

TA
RG
ET

BENEFIT

SUPPORT
Product
quality or value
Most Reputable Company
Service or delivery
difference

Branding stage

Brand
Strate
gy

Vision

Design

Conception

Launch

Production

Branding and Stage Gate Process

3. Analyze
competition
and
environment
to identify
branding
opportunity

1. Identify
goals that
branding can
address

Ideation

5. Preliminary
evaluation of
brand

6. Full
evaluation of
brand

Full product

Detailed Gate Development Gate Testing and Gate

Gate Preliminary Gate
and market
validation
investigatio 3
4
5
1 investigation 2
launch

PI
R
Postimplementat
ion review

Initial
screen

Second
screen

2. Map
existing brand
culture

Decision on
business
case

Postdevelopme
nt review

4. Design
brand
strategy

Precommunication
business analysis

Advertising
public relations
corporate
communication
s pricing
promotions
personal
selling

Your

Branding and Stage Gate Process

3. Analyze
competition
and
environment
to identify
branding
opportunity

1. Identify
goals that
branding can
address

Ideation

5. Preliminary
evaluation of
brand

6. Full
evaluation of
brand

Full product

Detailed Gate Development Gate Testing and Gate

Gate Preliminary Gate
and market
validation
investigatio 3
4
5
1 investigation 2
launch

PI
R
Postimplementat
ion review

Initial
screen

Second
screen

2. Map
existing brand
culture

Decision on
business
case

Postdevelopme
nt review

4. Design
brand
strategy

Precommunication
business analysis

Advertising
public relations
corporate
communication
s pricing
promotions
personal
selling

Your

 An Inside Out
Look At Brand
Opportunities and
Vulnerabilities

Strategic Brand Assessment

Most marketers have a good Outside In perspective on their

brands.
Increasingly, the success of a brand is not
just the result of well crafted marketing
But programs.
Strong brands are those that have
achieved alignment of values with both
internal and external audiences.
Think: Starbucks, Southwest Airlines,
Google, Nordtroms.

All important measures of marketing

effectiveness.

An Inside Out Perspective

The Strategic Brand Assessment delivers
an Inside Out perspective by providing
insights and perceptions
From three critical audiences:
Executives, Employees, Channel Partners

A strong brand is the result of effective

marketing plus:

BRAND EQUITY
A brand is a name or symbol used to
identity the source of the product. The
brand can add significant value when
it is well recognized and has positive
associations in the mind of the
consumer. This concept is known as
brand equity.

PERSPECTIVES OF BRAND EQUITY

Financial

Brand extension

Consumer based

Brand is an intangible asset that

produces added benefits for the
business. This is the domain of
strategic brand management : how
to create value with brand
management.

Loyalty (price premium, satisfaction).

NEED FOR BRAND EQUITY

Values of brand equity ?
Value to the customer ?
Value to the firm ?

Perceived quality (popularity).

Association (brand personality, organizational

association).

Awareness (brand awareness).

Market behavior (market share).

Brand equity is

a set of brand assets and

liabilities linked to a brand
Earning wealth and recognized through the power of
brand name or symbol.

A brand is a name or
symbol used to identity
the source of the
product. The brand can
add significant value
when it is well
recognized and has
positive associations in
the mind of the
consumer. This concept
is known as brand
equity.

NEED FOR BRAND

EQUITY
Values of brand equity ?

PERSPECTIVES OF BRAND
EQUITY

Value to the customer ?

Value to the firm ?

Financial

Brand extension

Consumer based

Elements of Brand Equity:

Brand Loyalty
Brand Awareness

Brand
Strategy
Developing Brand Vision

Perceived Quality

Establishing Brand Position

Brand Associations

Fulfilling Brand Contract

Measuring Brand Loyalty

Communicating Brand Position

Purchase Behavior Patterns

Switching Cost Analysis

Satisfaction Measurement
Strategic Value of Brand
Loyalty
Reduce marketing cost
Trade (channel distribution)
leverage
Attracting new customers

ASPECTS OF BRAND EQUITY

MEASURING BRAND
EQUITY

What are the respective brand images?

Healthy, rejuvenating miracle elixir, for
people on the go, status symbol (you want to
be seen with Vitamin Water)

What perceptions does the brand seek

to establish?
What does the brand stand for? (brand
essence)

Health, vitality, enhanced water, enhanced

lifestyle, trendy
Not your ordinary bottled water
Hydration for every occasion tagline

There is a new kid on the block a delicious,

nutritious, flavoured water one for every
need

Brand Equity Concept

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.

Brand Equity

Customerbased

The customer based brand

equity focuses exclusively on
the relationship customers
have with the brand

The concept of brand equity is

measured in two terms:

Market based

The market based

brand equity aims at
producing measures in
dollars, euros or yen.

Brand Equity Concept

Brand Equity Concept

Companies must take

care of its brands so
that the brand equity is
not diluted or
dissipated.

A few examples of
products with excellent
brand equity include
Google, Nike and
Starbucks.

Let us now look at the

process of building
brands.

Measuring Brand Equity

Steps in Calculating Brand Equity
Brand
Brand Audits
Audits
Brand
Brand Tracking
Tracking

Brand
Brand Valuation
Valuation

WHAT IS BRAND EQUITY

Building a Strong Brand

a great
product

Building a Strong Brand

a great
product

brand image

Building a Strong Brand

a great
product

brand image

customer
experience

Building a Strong Brand

GREAT
PRODUCT

a great
product

BRAND
IMAGE

CUSTOMER
EXPERIENCE

brand image

customer
experience

Building a Strong Brand

GREAT
PRODUCTS

BRAND
IMAGE

CUSTOMER
EXPERIENCE

CUSTOMER-CENTRIC MARKET STUDY

Building a Strong Brand

GREAT
PRODUCTS

BRAND
IMAGE

CUSTOMER
EXPERIENCE

CUSTOMER-CENTRIC MARKET STUDY

MARKETING SUPPORT AND PEOPLE DEVELOPMENT

High Brand Equity

GREAT
PRODUCTS

BRAND
IMAGE

#1

CUSTOMER
EXPERIENCE

CUSTOMER-CENTRIC MARKET STUDY

MARKETING SUPPORT AND PEOPLE DEVELOPMENT

BRAND BUILDING PRINCIPALS

High
Loyalty

2. Brandz
1.

Brand Asset Valuator

Differentiation

Energy

Relevance

Bonding
Advantage
Performance

Esteem
Knowledge

Relative
Presence

Low
Loyalt
y

Building brand equity

Adv

Personnel
selling
Brand
awareness

Sales
prom

Brand
Image
Event
Experience

Marketing
communication
programs

Brand equity

Brand
responses

PR

Direct
Marketing

Brand
relationship
s
Word of
mouse

Measuring Brand Equity

Measuring Brand Equity

Strength

Differentiation

The Brand's
unique
points of
difference
relates to
premium
margins

Strength

Relevance

How
appropriate
the brand to
you relates
to market
penetration

Esteem

Knowledge

How well
regarded the
brand is
relates to its
delivery on
promise

A deep
understandin
g of the
brand
relates to
overall
customer
experience

What makes a Brand Strong?

It is important that in order to make a strong impact, a brand should be
strong. There are a few characteristics that make a strong brand, which are
as follows:
A strong brand is a major driver of shareholder value.

A strong brand is like an asset. It can be used as collateral for financial loans , buying
and selling as an asset.
A strong brand has strong attributes, values and personality that the consumers
associate with the brand.
A strong brand is a means of attaining higher customer loyalty.
A strong brand always delivers the benefits that customers truly desire.
A strong brand makes use of and coordinates full range of marketing activities to
build equity.
A strong brand has the right blend of product quality, design, features, costs and
prices.
A strong brand is properly positioned and occupies a particular niche in consumers'
minds.
A strong brand compels consumers to willingly pay a substantial and consistent
premium price for the brand versus a competing product and service.

Gillette as a Strong Brand

Gillette is one of the strongest brands in the market of mens personal

care products. It has tied the actual quality of its products to various
intangible
factors such as:
User Imagery
The type of person who uses Gillette, the type of situations in which
the brand is used, the type of personality Gillette portrays etc.

Technology
Its razor blades are as technologically advanced as possible through
continuously spending millions of dollars in R&D.

Sub-branding
It has developed several sub brands such as Trac II, Altra, Sensor,
Mach3 to remain on top of its competitors.

Enhancements
It makes constant improvements with modifiers like Altra Plus,
Sensor Excel.

Insight about branding

Disney
Wal Mart
Fedex
McDonalds
Apple
Google
Toyota

Family Fun Entertainment

Low Prices and Good Values
Guaranteed Overnight Delivery
Food and Fun
Innovation
Simplicity
Reliability

Some Metrics to Measure Return

on Brand Investment:

Brand name knowledge,

awareness, recognition,
recall:
recall measures strength of
the brand as reflected by
customer's ability to identify
the brand under varying
conditions

Contract fulfillment:
fulfillment
measures the degree to
which your brand is
upholding its Brand Contract

Some Metrics to Measure

Return on Brand Investment:

Definition
The Marketing Communications
Mix
The specific mix of
advertising, personal selling,
sales promotion, and public
relations a company uses to
pursue its advertising and
marketing objectives.

Introduction to Marketing Communications

(Marcom)

Integrated Marketing
Communication (IMC)
Programs

Business-to-Consumer
(B2C)

Business-to-Business
(B2B)

Integrated Marcom
B2C&B

Table 1.1

The Tools of Marketing Communications

1. Media Advertising
TV
Radio
Magazines
Newspapers
2. Direct Response and Interactive
Advertising
Direct mail
Telephone solicitation
Online advertising
3. Place Advertising
Billboards and bulletins
Posters
Transit ads
Cinema ads
4. Store Signage and Point-ofPurchase Advertising
External store signs
In-store shelf signs
Shopping cart ads
In-store radio and TV

5. Trade- and Consumer-Oriented

Promotions
Trade deals and buying
allowances
Display and advertising
allowances
Trade shows
Cooperative advertising
Samples
Coupons
Premiums
Refunds/rebates
Contests/sweepstakes
Promotional games
Bonus packs
Price-off deals

6. Event Marketing and

Sponsorships
Sponsorship of sporting events
Sponsorship of arts, fairs, and
festivals
Sponsorship of causes
7. Marketing-Oriented Public
Relations and Publicity
8. Personal Selling

Marketing Communications Mix

Word-ofMouth
Advertisi
ng
Direct and
Interactive
Marketing

Events and
Experiences

Public Relations and

Publicity

Sales
Promotion

Sales

Integrated Marketing Communications

Clarity
Consistency
Maximum
Impact

Advertising

Direct Response

Integrated
Marketing
Communications

Sales Force

Events and Experiences

A planning process designed to assure that all brand
contacts received by a customer or prospect for a
product, service or organization are relevant to that
person and consistent over time.

Marketing Communication
Effects
TV Ads

Sponsorship
Outdoors

SUBARU

Active

Rugged

Communications Process Models

Macromodel

Micromodel

Sender Receiver

Consumers
Response

Precondition for promotion: communication

Source

Medium
of
Transmission

Encoding
Process

Decoding
Process

Receiver
or
Audience

Feedback
NOISE

NOISE
anything
decreases clarity

Source/Sender
Ad agency
Intends to share
meaning

translating
meaning of
message into
some form
(Got Milk?)

Means of
reaching
target (print
ad, T.V.,
salesperson)

(different markets
see same message
differently
Target makes
sense of
message

Fragility of Communication Process

Awareness

Probabili
ty
50
%

Knowledge

50
%

Liking

50
%

Preference

50
%

Conviction

50
%

Purchase

50
%

.5 X .5 X .5 X .5 X .5 X .5 =
1.56%

Developing Effective Communications

The Basics

Identify target
audience

Determine
objectives

Design
communications

Establish budget

Select channels

Identify the Target Audience

Category
Needs

Potential Buyers
Deciders or Influencers Determine

Objectives

Brand Purchase
Intention

Current Users

Brand
Awareness

Brand
Positive
Attitude
Negative

Design Communications
What to say?
(Message Strategy)

Select Channels

Personal Communications
How to say it?
(Creative Strategy)

Who should say it?

(Message source)

NonPersonal (Mass)
Communications

Establish Budget
CompetitiveParity
Affordable Method

Objective-and-Task

Percentage-of-Sales

Marketing Communications Mix

Characteristics

Factors in Setting the Mix

Type of Product
Market

Buyer-Readiness
Stage

Factors

Measuring

Product Life-Cycle Stage

g
i
F

e
r
u

4
.
7

1Cost-Effectiveness / Buyer-Readiness

Measuring Communication Results

Reach

Frequency

Awareness
Attitudes

g
i
F

e
r
u

5
.
7

1 Consumer States for Two Brands

Promotion Mix Over The PLC

Introduction
Industry
Sales

Dollars

Advertisin
g
PR; Selling;
Promotions
Publicity
Advertising

0
Time

Growth

Maturity

Decline

Advertisin
g
PR; Selling
Advertising
Promotion
s;
Selling

Objectives of communication
PROVIDEINFORMATION
Goalisinformingthemarketabouttheavailabilityofa
product.

INCREASEDEMAND

Mayincreaseprimarydemand,ordesirefora
particularproductcategory.
Mayincreaseselectivedemand,ordesirefora
specificbrand.

ACCENTUATETHEPRODUCTS
VALUE
Greatervaluehelpsjustifyahigherprice
inthemarketplace.
Marketersadvisestayingawayfromthese
wordsquality,value,service,caring,and
integritybecausetheyareoverusedand
vague.

DIFFERENTIATETHEPRODUCT

STABILIZESALES

Differentiationallowsfirmsmorecontrolover
marketingvariablessuchasprice.

Canhelpmakedemandmore
consistentthroughouttheyear.

Making Brand-Level Marcom Decisions and Achieving

Desired Outcomes

Steps in Developing Communication Program

Integrated Marketing Communications Planning Model

Review of Marketing Plan
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Advertising
Advertising
Objectives
Message
Strategy

Sales
Promotion
Sales
Promotion
Objectives
Sales
Promotion
Strategy

PR/
Publicity

Personal
Selling

Direct
Marketing

Internet/
Interactive

PR/
Publicity
Objectives

Personal
Selling
Objectives

Direct
Marketing
Objectives

Internet/
Interactive
Objectives

PR/
Publicity
Strategy

Personal
Selling
Strategy

Direct
Marketing
Strategy

Internet/
Interactive
Strategy

Integration & Implementation of Marketing Communications Strategies

Monitor, Evaluate & Control Promotional Program

IMC Program Situation Analysis

External Factors
Environmental analysis
Technological
Political/Legal
Demographic
Socio/Cultural
Economic
Competitive Analysis
Direct and indirect competitors
Position relative to competitors
Size of competitors advertising/
promotional budgets
IMC strategies being used by competitors

Analyze best combination of

source,
message and channel
factors for
communicating with target
audience.
Establish communication goals
and objectives.

Potential Communications
Objectives
Sales
Customer loyalty
Company image
Brand image
Store patronage
Service contract

An inquiry
A visit by a prospect
Product trial
Recommendation
Adoption of the product

AIDA: Attention?
Attention-> Interest-> Desire ->ACTION!!!
It gets harder as you go.
Attention (e.g., sign-flippers, clowns)
Headline (New York Post; only part read)
Visuals (sex)
Layout
Colors
Size (Times Square)
Electronic: sound; music; animation
Gross images (this nasty eyeball gets your

attention!)

AIDA: Interest?
Keep Interest difficult in our ADD

world
Tactics:
Drama/story (Dos Equiss )
Cartoons (M&Ms)
Dialog (its a Diet Coke Thing;
Wusssssup?)

AIDA: Desire?
Arouse desire
Tactics:
USP: Unique selling proposition

(Gillette razor; clear deodorant,

clear soda)
Provide a rationale (Im worth it)
Address you with their
needs/problems
(Do you want to make more $?;

Have you been injured in an

accident?)

Federal Express: When it

absolutely, positively has to be
there overnight.

AIDA: Action?
Action if consumers desire, hope action is natural

(and realistic for them):

Ask consumers to do something (log on to; call..)
Imperative: Drink Coke, Fly the Friendly Skies
Facilitate: 1-800 or web
Direct competitive: supplies are limited!!
Do you view ads after purchasing that product?: Why?

Marketing - Communication
Instruments

Comparisson of the classical (above the line) and the non-classical

(below the line) communication instruments

Above The Line (ATL)

Classical marketingrecognizable for everybody

Below The Line (BTL)

Alternative marketingmainly visible only for
targeted groups

Classical advertisement
Print media
Radio / TV / Movies
Outdoor advertisement / Billboard
advertisement
Public relations
Sponsoring
Event marketing
Exhibitions / Trade fair
Product placement
Promotions
Direct marketing
Mobile marketing
Online marketing / Search engines
Viral marketing / Guerilla marketing

Word of Mouth Communication

HOW TO USE WORD-OF-MOUTH MARKETING
(WOMM) TECHNIQUES AND SOCIAL MEDIA TO
DRIVE GROWTH BY CREATING A POSITIOVE
BUZZ AROUND YOUR PRODUCT OR SERVICE.
ONLY 14% TRUST ADS the
theJESUS
JESUS

PHONE
PHONErocks!
rocks!

ONLY 18% OF TV ADS

GENERATE POSITIVE ROI
84% OF B2B CAMPAIGNS
RESULTED IN LOWER SALES
100% INCREASE IN AD
SPENDING
JUST TO ADD 1% - 2% IN
SALES

..I
..Igot
gotto
to
have
havean
an
phone
phone

LAW OF FEW
10% INFLUENCE PURCHASING
BEHAVIOR OF OTHER 90%

BRAND ADVOCATES
AVERAGE
CUSTOMERS,
CLIENTS,
CONSUMERS
WOMM = C2C CONVERSATION

91% LIKELY TO BUY ON

RECOMMENDATION

Consumer-to-consumer conversation

76% of consumers dont believe that

companies tell the truth in
advertisements
Yankelowich,2006

Multi-Channel-Marketing
Display of different marketing channels

Personal Sales

E-Mail Marketing

Database Marketing

Search Engine Marketing

Direct Mail Marketing

Online Advertising

Telemarketing

Social Media

Mapping Customer experience

Customer
experienc
e
elements

Customer
expectatio
ns

Functional
areas

Getting to
know

Buying

Activa
ting

Using

Paying

Brand
awareness
Offer
availability
What ?
And where

Offer
Availabilit
y
Value of
money
Acquisiti
on

Speed
Convince
d
Getting
started

Usability
Coverage
Reliability
Quality
Roaming

Accuracy
Control
Choice
Convince
d

MAKT
Sales
Customer
service

MAKT
Logistic
Sales
Custome
r service
IT

MAKT
Sales
Customer
service
Network
IT
Portals

Network
IT
Customer
service

Sales
IT
Customer
service

Contacti
ng

Leaving

Responsiv Flexibility
eness
Loyalty
Friendly
Consistenc
y
Helpfulne
ss
Resource
fullness
MAKT
Customer
Sales
service
Customer
Sales
service
IT
IT
Portals

Branded Customer experience

Tow routes to create branded customer
experience

Experiencing the brand

Brand essence

Translates
into

What you
communicate to the
marketplace

Market
Opportuni
ty

Conceived
customer
VP

Experiencing the brand

Branding the experience

Brand promise

The value you commit

to deliver to customers

Create
customer
experienc
e

Develop
the route
to market

Translates
into

Different in
starting point

Branded Customer
experience (BCE)
Delivery of your brand promise
through every interaction your
customer have with your people ,
processes and products

Design the
brand to
communicate

Customer
realization of the
BCE

Branded Customer experience

Branding the experience

Branded customer
experience
Creating a unique
experience through
every interaction your
customers have with
your people ,
processes and product

Translates
into

Brand value

The value your

customers come to
expect and rely on

Is powerful driver of
customer loyalty

Translates
into

Brand image

What you become

known for in the
marketplace

To Customer
Centric Retail
Innovation

steps

1.
2.
3.
4.
5.

Take the Customer Perspective

Get the Customer Heartbeat
Focus Your Efforts
Make Sure your People Are With You
Start Swimming

#5 START SWIMMING

YOU

Flipchart Time
Which are the steps in
the customer journey
when booking a holiday?
How could you innovate
on them?

THE CUSTOMER JOURNEY

CUSTOMER PERSPECTIVE

THE CUSTOMER JOURNEY

CUSTOMER PERSPECTIVE

1.
2.
3.
4.
5.
6.

I dream of going on holiday

I research my holiday
I plan my holiday
I select my holiday
I purchase my holiday
I receive travel documents &
tickets
7. I anticipate departure
8. I prepare my trip
9. I travel to my destination
10.I discover my destination
11.I experience my destination
12.I record my memories
13.I share my experience
14.I travel back home
15.I share my memories

How Can You Innovate Now?

GET THE CUSTOMER HEARTBEAT

WHAT DO YOUR
CUSTOMERS REALLY CARE
ABOUT?

WHICH EMOTIONS ?
ARE ALL EMOTIONS
EQUALLY STRONG?

1.
2.
3.
4.
5.
6.

I dream of going on holiday

I research my holiday
I plan my holiday
I select my holiday
I purchase my holiday
I receive travel documents &
tickets
7. I anticipate departure
8. I prepare my trip
9. I travel to my destination
10.I discover my destination
11.I experience my destination
12.I record my memories
13.I share my experience
14.I travel back home
15.I share my memories

Customer Relationship Management

Suspect
Mass Email
Website Hosting
Search Engine
Optimization

Lead

Repurchase

Lead
Dashboard
Intranet Sales
&
Marketing Tools

Upsell/ Crosssell

Prospect

Service
Delivery
Customer
Portal
Project Tracking
Time & Expense

Orde
Integratedr Order

Mgmt.
Bookings Dashboard
Incentive
Management

Quote
Integrated
Quotes/Proposals
Document Management
Document Publishing

11
10
9
8

12 1

Advanced
Forecastin
g

2 2
3
4
5

Quality

Your Text Goes here.

Download this
awesome diagram.
Bring your
presentation to life.

Product Catalog
Service Catalog
Get
Quot
e

Meet

Group Calendaring
Resource Availability

Your Logo

End of the training