Special Topics in Marketing Management

Module 1.3 T
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Strategic Brand Management EM
AG
By Reylan Gamboa, MBA AN
M
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Brand Leverage Strategy

Brand Leverage strategy is when the strength and customer based

equity in a existing brand is used to expand the brand in the
existing product class or to support entry into a new product
category.

§ Familiarity

§ Positive attitudes

§ Trust

§ Positive feelings
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Whey Leverage the Brand?

1. Expand user base

2. Providing Variety

3. Energizing a Brand

4. Managing True Innovation

5. Blocking or Inhibiting Competitors

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Brand Leverage Strategy

Leveraging the Brand

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Line Extensions

Variant added to an existing brand:

§ Flavor

§ Color

§ Pack Size

§ Special additives/Ingredients

Targets sub-set of consumers

Objective: Provide variety

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Stretching Vertically

Brand stretch refers to how far a business can stretch its products
or services into new and unrelated markets successfully
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Brand Extensions

§ Image Related

§ Un-Related

§ Complementary

§ Expertise

§ Distinct Feature

§ Ad Hoc

§ Range Brands

But, what’s the danger of having brand extensions?

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Brand Alliances or Co-Branding

Co branding is the utilization of two or more brands to name a new product.

§ Ingredient co-branding implies using a renowned brand as an element in

the production of another renowned brand. This deals with creation of brand
equity for materials and parts that are contained within other products. The
ingredient/constituent brand is subordinate to the primary brand.

§ Composite co-branding refers to use of two renowned brand names in a

way that they can collectively offer a distinct product/ service that could not
be possible individually. The success of composite branding depends upon
the favorability of the ingredient brands and also upon the extent on
complementarities between them.
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Multi Brand Strategy

A Multi Brand strategy is defined as the approach of the company to

market several similar and competitive brands of the same
company under the guise of different brand names. The idea of
Multi-brand strategy is to restrict or end the competition and
increase the market share.
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“Success means never letting the

competition define you. Instead you have
to define yourself based on a point
of view you care deeply about.”
Tom Chappell
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Brand Personality

“Brand personality is the psychological nature of a particular brand

as intended by its sellers, though persons in the marketplace may
see the brand otherwise (called brand image). These two
perspectives compare to the personalities of individual humans:
what we intended or desire, and what others see or believe.”

American Marketing Association (AMA)

“Brand personality is a human characteristics of traits that can be

attributed to a brand.”

Keller (2003)
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Role of Brand Personality

§ Quick and easy reference point for the brand

§ Aids understanding and recognition

§ Helps build a differentiated identity

§ A vehicle for communication (head versus the heart)

§ Building a relationship with the target audience

§ Creates brand equity.

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Brand Personality Drivers

Product-Related Characteristics: Non-Product Related Characteristics:

§ Product Category § User imagery

§ Age
§ Packaging/visual
§ Advertising style
§ imagery
§ Media of Communication
§ Price
§ Country of origin
§ Attributes
§ Company image

§ CEO/personalities

§ Celebrity endorsers

§ Sponsorship
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Brand Archetypes
Archetypes are the personification of these behaviors and
provide a roadmap that enables you to more accurately
appeal to a given desire with a specific personality.

There are two primary reasons you would want to align

your brand with an archetype.
• Connection: Most brands today are in the coalface
competing on features, benefits and price. If you don’t
want your brand to become a commodity, you will need
to make a deeper connection with your audience.

• Differentiation: When it comes to standing out in a

crowd, differentiation strategies seem well worn, with
latecomers to the party left with little to work with.
Personalities, on the other hand, have infinite
possibilities. They’re not only unique but can be
extremely memorable. Source: https://iconicfox.com.au/brand-archetypes/
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Desire

“ Belief

Source: https://iconicfox.com.au/brand-archetypes/
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Aaker’s Brand Personality Scale

The Brand Dimension of Jennifer Aaker is a framework to describe the profile

or traits of a brand in 5 core dimensions, each divided into 5 facets.

The Big Five

1. Sincerity

2. Excitement

3. Competence

4. Sophistication

5. Ruggedness

Dr. Jennifer Aaker, behavioral scientist and author, is the General Atlantic Professor at Stanford Graduate School of Business
and the Coulter Family Faculty Fellow at Stanford Graduate School of Business (2020–21).
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Sincerity

§ Down to Earth: family oriented, small- town, conventional, blue-

collar, all-American

§ Honest: sincere, real, ethical, thoughtful, caring

§ Wholesome: original, genuine, ageless, classic, old-fashioned

§ Cheerful: sentimental, friendly, warm, happy

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Excitement

§ Daring: trendy, exciting, off-beat, flashy, provocative

§ Spirited: cool, young, lively, outgoing, adventurous

§ Imaginative: unique, humorous, surprising, artistic, fun

§ Up-To-date: independent, contemporary, innovative, aggressive

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Competence

§ Reliable: hardworking, secure, efficient, trustworthy, careful

§ Intelligent: technical, corporate, serious

§ Successful: leader, confident, influential

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Sophistication

§ Upper Class: glamorous, good-looking, pretentious,

sophisticated

§ Charming: feminine, smooth, sexy, gentle

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Ruggedness

§ Upper Outdoorsy: masculine, Western, active, athletic

§ Tough: rugged, strong, no-nonsense

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Group Assignment
Output format: PowerPoint, to be submitted based on deadline and to be reported in class next
meeting.

Using the list of the 2020 Largest Companies in the World, with your group,
please select a company/brand and create a strategic brand audit. In
particular, pay attention to how digital media impacts the brand interaction with
its consumers and influences their sources of brand equity. Use the following
brand analysis tools:

§ Customer Analysis

§ Competitor Analysis

§ Self-Analysis

Brand selection is on first come, first serve basis. Group leaders to submit the
group’s brand’s choice as a comment in the Assignment portal in the Cavass.
Include the following details: Group Number, Group Brand Choice.
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World’s
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