SESSION ONE-TWO

INTRODUCTION TO STRATEGIC
BRAND MANAGEMENT

Course Title: Strategic Brand Management

Introduction
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
 It is the seller’s promise to deliver the same
bundle of benefits/services consistently to
buyers (Brand Promise Brand Equity)
Steps in the
Strategic Brand Management Process

1. Identifying and establishing brand positioning

2. Planning and implementing brand marketing
3. Measuring and interpreting brand
performance
4. Growing and sustaining brand value
Definition

“A brand is a name, term, sign, symbol or

design, or a combination of them, intended to
identify the goods or services of one seller or
group of sellers and to differentiate them from
those of competitors”
Role of Brands
 Consumer Benefits
 Identify source/maker
 Simplifies decision making
 Reduces risk

 Marketer Benefits
 Simplify product handling
 Protect unique features
 Create loyalty
 Establish barriers to entry
Advantages of Strong Brands
 Improved perceptions of product performance
 Greater loyalty
 Less vulnerability to competitive marketing
actions
 Less vulnerability to crises
 Larger margins
 More inelastic consumer response
 Greater trade cooperation
 Increased marketing communications
effectiveness
 Possible licensing opportunities
Brand Elements
 Brand Names
 URLs
 Logos
 Symbols
 Characters
 Spokespeople
 Slogans
 Jingles
 Packages
Brand Element Choice Criteria
 Memorable
 Meaningful

 Likeability

 Transferable

 Adaptable

 Protectible
BRAND EQUITY
Elements and Measurement
Introduction
Brands have financial value because they have
created assets in the minds and hearts of customer,
distributors, prescribers and opinion leaders.

 Brand Equity
 When a commodity becomes a brand, it is said to have
equity.
 The premium a brand can command in the market
 The difference between the perceived value and the
intrinsic value
Customer-Based Brand Equity
 It is the differential effect that brand
knowledge has on consumer response to
the marketing of that brand

 A positive CBBE means customers might

be more accepting to the marketing
activities (ie. the marketing mix) for a
brand
Aaker’s Brand Equity Model
Aaker’s Brand Equity Model
Brand Equity Framework

Brand
Equity

Brand
Brand Attributes & Brand Perceived
Awareness Associations Loyalty Quality

Brand Brand
Recall Recognition Uniqueness Favorability Relevance
Brand Equity Framework
 Brand Associations: Uniqueness

 USP Unique Selling Proposition

Product-related
Image Related

 Points of Difference - How brand is unique

 Points of Parity - How brand is similar to others
Brand Knowledge

Thoughts Feelings

Knowledge

Images
Beliefs
Experiences
 CUSTOMER-BASED BRAND EQUITY PYRAMID

4. RELATIONSHIPS =
RESONANCE What about you & me?

3. RESPONSE =
JUDGMENTS FEELINGS
What about you?

2. MEANING =
PERFORMANCE IMAGERY What are you?

1. IDENTITY =
SALIENCE
Who are you?
21
 Customer-Based Brand Equity Model

Consumer- INTENSE, ACTIVE

LOYALTY
Brand
Resonance

RATIONAL &
Consumer Consumer EMOTIONAL
Judgments Feelings REACTIONS

POINTS-OF-
PARITY &
Brand Brand POINTS-OF-
Performance Imagery DIFFERENCE

DEEP, BROAD
Brand Salience BRAND
22 AWARENESS
Customer-Based Brand Equity
Pyramid
 Brand Salience - How brand stands out from the
rest (Prominence)
 Brand Performance - How product meets
customers’ functional needs
 Brand Imagery - Strong, Unique Associations
How brand meets psychological or social needs
 Brand Judgments - Personal opinions & evaluations
of brand
 Brand Feelings - Emotional responses to brand
 Brand Resonance - Intense loyalty, Active
involvement with brand