STRATEGIC BRAND MANAGEMENT

Strategic Brand Management

Smita Sharma

STRATEGIC BRAND MANAGEMENT

DR. VERGHESE KURIEN

: A True Brand in self, Creator of a priceless brand
AMUL

Dr. Verghese Kurien: An engineer and renowned social entrepreneur,

best known as the "Father of the White Revolution".

As the founding chairman of the Gujarat Co-operative Milk Marketing

Federation (GCMMF), Kurien was responsible for the creation and
success of the Amul brand of dairy products.

His work has alleviated millions out of poverty not only in India but
also outside.

He founded around 30 institutions of excellence (like AMUL, GCMMF,

IRMA, NDDB) which are owned, managed by farmers and run by
professionals.

STRATEGIC BRAND MANAGEMENT

AMUL: A priceless brand

Brand Amul was created by highlighting

Functional benefits

Emotional benefits (through organizational associations and symbols,

brand personality, and brand/customer relationships)

Benefits of building a brand for the organization are visible as the

efforts put in by the organization in creating the brand AMUL has
created a wealth of opportunities for the organization (due to
high

brand equity) and resulted in increased earnings for

the company.
Amul Manthan New TVC-2013.mp4

STRATEGIC BRAND MANAGEMENT

STRATEGIC BRAND MANAGEMENT

What is a Brand?
A brand is a product, but one that adds other
dimensions
that differentiate it in some way
from other products designed to satisfy the same need.

differentiate

identify

Brand Elements: Different components of a brand that

identify and differentiate it.
Branding is all about creating differences.

STRATEGIC BRAND MANAGEMENT

Strategic Brand Management

Strategic brand management involves the

design and implementation of
marketing
programs and
activities to build, measure,
and
manage brand equity.

STRATEGIC BRAND MANAGEMENT

Why do Brands matter?

Customers

Firms

Means of identification to

Identification of source of

simplify handling or tracing

product

Means of legally protecting

Assignment of responsibility

unique features

to product maker

Signal of quality level to

Risk reducer

satisfied customers

Search cost reducer

Sources of competitive

Promise, bond, or pact with

advantage

maker of product

Source of financial returns

Symbolic device

STRATEGIC BRAND MANAGEMENT

Can Anything be Branded?

Physical
Goods

Services

Retailer
&
Distributor

Online
Product
&
Services

People
&
Organization

Sports,

Geographic

Ideas
&
Causes

Arts
&
Entertainment

Locations

STRATEGIC BRAND MANAGEMENT

Can everything be branded?

A brand resides in the minds of consumers.

A brand is a perceptual entity rooted in reality, but in addition,

it also reflects the perceptions and idiosyncrasies of consumers.

Consumers perceive differences among brands in a product

category.

Even commodities can be branded:

Coffee (Nescafe), rice (India Gate), flour (Ashirwaad),
sugar (Mawana, Dhampure), salt (Tata),
oatmeal (Kellogg's), pickles (Priya/Tops),
and even water (Bisleri)
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STRATEGIC BRAND MANAGEMENT

FACTORS DETERMINING ENDURING BRAND LEADERSHIP IN

INDIA
Key Success Factor : Evolve over the years, Make a number of changes

Customer Focus &

Vision
Five
Five
Factors
Factors
as
as
the
the key
key
to
to

Long-Term
Financial
Commitment

Staying Close to
the Brand DNA
Five
Factors

enduring
enduring
Brand
Brand
Leadership
Leadership in
in
Indian
Indian
market
market

Remaining Relevant to
the Changing
Consumer Needs

Innovation- Driven
Product
Revitalization

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STRATEGIC BRAND MANAGEMENT

Branding Challenges and Opportunities?

vy
v
a
s
S
r
e
om
t
s
cu

Bran
d
Prol
ifera
tion

Media
Fragmentation

Increased
Competition

Inc
r ea
Cos sed
t

11

r
e
t
a
Gre tability
un
o
c
c

STRATEGIC BRAND MANAGEMENT

Brand Equity Concept

A set of brand assets and liabilities linked to a brand, its name and symbol,
that add to or subtract from the value provided by a product or service to a
firm and/or to that firms customers.
David Aaker
Brand

Differences in outcomes

equity

provides

arise from the added value

common

endowed to a product as a

interpreting

result

strategies and assessing the

of

past

marketing

activity for the brand

Basic
principles of
branding
and
brand equity

This value can be created for

denominator

a
for

marketing

value of a brand

There are many different ways

in which the value of a brand

a brand in many different

can be manifested or exploited

ways

to benefit the firm

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STRATEGIC BRAND MANAGEMENT

Strategic Brand Management Process

Steps

Key Concepts

Identify and Establish

Brand Positioning and Values
Plan and Implement

Mental maps
Competitive frame of reference
Points of parity and points of differences
Core brand values
Brand mantra

Mixing and matching of brand elements

Integrating brand marketing activities
Leverage of secondary associations

Brand Marketing Program

Measure and Interpret
Brand Performance
Grow and Sustain
Brand Equity

13

Brand value chain

Brand audits
Brand tracking
Brand equity management system

Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization

STRATEGIC BRAND MANAGEMENT

BRAND VALUE CHAIN

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STRATEGIC BRAND MANAGEMENT