1 / 22

Brand Strategy

The problem is that most companies do not understand creation as it relates to marketing and ad spend. This post gives a new take—brand authority—on an old topic, creation. Most marketers may pass on this opportunity, as complete this ploy requires a lot of work. That’s why creation is like an Arthurian quest. Do you have what it takes to wield Excalibur

speakerhead
Download Presentation

Brand Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. BRAND MANAGEMENTBYSPEAKERHEAD.COM Speakerhead.com

  2. What is a Brand? • 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 competitors. Speakerhead.com

  3. New Branding Challenges • Brands are important as ever • Consumer need for simplification • Consumer need for risk reduction • Brand management is as difficult as ever • Savvy consumers • Increased competition • Decreased effectiveness of traditional marketing tools and emergence of new marketing tools • Complex brand and product portfolios Speakerhead.com

  4. The Customer/Brand Challenge • In this difficult environment, marketers must have a keen understanding of: • customers • brands • the relationship between the two Speakerhead.com

  5. The Concept of Brand Equity • The brand equity concept stresses the importance of the brand in marketing strategies. • Brand equity is defined in terms of the marketing effects uniquely attributable to the brand. • Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name. Speakerhead.com

  6. The Concept of Customer-Based Brand Equity • Customer-based brand equity • Differential effect • Customer brand knowledge • Customer response to brand marketing Speakerhead.com

  7. Determinants of Customer-Based Brand Equity • Customer is aware of and familiar with the brand • Customer holds some strong, favorable, and unique brand associations in memory Speakerhead.com

  8. Building Customer-Based Brand Equity • Brand knowledge structures depend on . . . • The initial choices for the brand elements • The supporting marketing program and the manner by which the brand is integrated into it • Other associations indirectly transferred to the brand by linking it to some other entities Speakerhead.com

  9. Benefits of Customer-Based Brand Equity • Enjoy greater brand loyalty, usage, and affinity • Command larger price premiums • Receive greater trade cooperation & support • Increase marketing communication effectiveness • Yield licensing opportunities • Support brand extensions. Speakerhead.com

  10. Customer-Based Brand Equityas a “Bridge” • Customer-based brand equity represents the “added value” endowed to a product as a result of past investments in the marketing of a brand. • Customer-based brand equity provides direction and focus to future marketing activities Speakerhead.com

  11. The Key to Branding • For branding strategies to be successful, consumers must be convinced that there are meaningful differences among brands in the product or service category. • Consumer must not think that all brands in the category are the same. • PERCEPTION = VALUE Speakerhead.com

  12. Strategic Brand Management • Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. • The strategic brand management process is defined as involving four main steps: 1) Identifying and establishing brand positioning and values 2)  Planning and implementing brand marketing programs 3)  Measuring and interpreting brand performance 4)  Growing and sustaining brand equity Speakerhead.com

  13. Strategic Brand Management Process STEPS KEY CONCEPTS Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Identify and Establish Brand Positioning and Values Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Plan and Implement Brand Marketing Programs Brand Value Chain Brand audits Brand tracking Brand equity management system Measure and Interpret Brand Performance Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization Grow and Sustain Brand Equity Speakerhead.com

  14. Motivation forCustomer-Based Brand Equity Model • Marketers know strong brands are important but aren’t always sure how to build one. • CBBE model was designed to be … • comprehensive • cohesive • well-grounded • up-to-date • actionable Speakerhead.com

  15. Rationale of Customer-Based Brand Equity Model • Basic premise: Power of a brand resides in the minds of customers • Challenge is to ensure customers have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures: • Thoughts • Feelings • Images • Perceptions • Attitudes Speakerhead.com

  16. Building Customer-Based Brand Equity • Building a strong brand involves a series of steps as part of a “branding ladder” • A strong brand is also characterized by a logically constructed set of brand “building blocks.” • Identifies areas of strength and weakness • Provides guidance to marketing activities Speakerhead.com

  17. CUSTOMER-BASED BRAND EQUITY PYRAMID 4. RELATIONSHIPS = What about you & me? RESONANCE 3. RESPONSE = What about you? FEELINGS JUDGMENTS 2. MEANING = What are you? PERFORMANCE IMAGERY 1. IDENTITY = Who are you? SALIENCE Speakerhead.com

  18. Salience Dimensions • Depth of brand awareness • Ease of recognition & recall • Strength & clarity of category membership • Breadth of brand awareness • Purchase consideration • Consumption consideration Speakerhead.com

  19. Performance Dimensions • Primary characteristics & supplementary features • Product reliability, durability, and serviceability • Service effectiveness, efficiency, and empathy • Style and design • Price Speakerhead.com

  20. Imagery Dimensions • User profiles • Demographic & psychographic characteristics • Actual or aspirational • Group perceptions -- popularity • Purchase & usage situations • Type of channel, specific stores, ease of purchase • Time (day, week, month, year, etc.), location, and context of usage • Personality & values • Sincerity, excitement, competence, sophistication, & ruggedness • History, heritage, & experiences • Nostalgia • Memories Speakerhead.com

  21. Judgment Dimensions • Brand quality • Value • Satisfaction • Brand credibility • Expertise • Trustworthiness • Likability • Brand consideration • Relevance • Brand superiority • Differentiation Speakerhead.com

  22. THANK YOU Speakerhead.com

More Related