GROWING AND

SUSTAINING
BRAND EQUITY
BRAND STRATEGIES
FOR:
Leaders
Followers
Challengers
Niche's
 Brand Strategies for Leaders

The dominant brands in each

market are the leaders. Leaders
focus on preserving their
market share and establishes
their position in order to
maintain their brand equity.
 KEY COMPONENTS OF BRAND
STRATEGIES FOR LEADERS

1. Continuous Innovation 2. Marketing and Advertising 3.Customer Loyalty Programs

It refers to the ongoing Marketing and advertising It aims to build a loyal

research and introducing new reinforce a brand image and customer base by providing
and improved products, communicate the superiority incentives, rewards, and
services, or processes within of a company's products or exclusive benefits to
an organization. It is a services. It is an essential
customers who frequently
strategic element that
strategic approach adopted engage with a company's
leaders employ to drive
by leaders to stay ahead of the products or services.
awareness, generate
competition and maintain demand, and differentiate
relevance in the market. themselves in the
marketplace
 Brand Strategies for Followers

Brands that fall behind the

market leaders are called
followers. Followers should
concentrate on setting
themselves apart from the leader
and finding their own specialty in
order to maintain brand equity..
 KEY COMPONENTS OF BRAND
STRATEGIES FOR FOLLOWERS

1. Differentiation 2. Targeted Marketing 3. Strategic Partnership

It enables followers to It is a strategic approach Strategic partnerships are

carve out their own space in which followers focus collaborative
in the market, attract their marketing efforts relationships forged
customers who seek on specific customer between a follower brand
alternatives to the leader, segments that may be and complementary
and build a distinct brand underserved or brands or influencers in
identity that sets them overlooked by the leader. the market.
apart.
 Brand Strategies for Challengers
A challenger brand is one that competes
with the market leaders and has limited
resources compared to the market
leaders. Challengers should employ
techniques that set them apart as
competitive alternatives to the leader in
order to maintain brand equity
 KEY COMPONENTS OF BRAND
STRATEGIES FOR CHALLENGERS

1. Innovation 2. Price Positioning 3.Brand Storytelling

Challengers should be Offering discounts or a Challenger brands

innovative, by coming good price deals. may engage with
up with fresh concepts consumers through
and products, they may brand storytelling.
set themselves apart
from other companies.
 Brand Strategies for Niche's
Brand strategies for niches are specific
approaches and tactics that niche
brands can use to grow and sustain
brand equity within their target markets.
These strategies focus on leveraging the
unique characteristics of the niche,
understanding the needs and
preferences of the niche audience, and
positioning the brand as a valuable and
trusted choice within that specific
market.
 KEY COMPONENTS OF BRAND
STRATEGIES FOR NICHE‘S

1. Expertise and Thought Leadership 2. Limited Edition or Exclusive Products

Position your brand as an expert and Create a sense of exclusivity and

thought leader within your niche
market. Establishing your brand as a
go-to resource in the niche builds
credibility and trust, enhancing your
brand equity.
scarcity by offering limited edition or
exclusive products within your niche. It
can drive demand, increase perceived
value, and create a sense of urgency to
purchase, ultimately enhancing brand
equity.
 KEY COMPONENTS OF BRAND
STRATEGIES FOR NICHE‘S

3. Influencer Partnerships 4. Community Building and User-

Collaborate with influencers or micro-
influencers who have a strong
following within your niche market.
Partnering with influencers who align
with your brand values and resonate
with your target niche can significantly
impact brand equity.
Generated Content
Foster a sense of community among
your niche audience by creating
platforms or spaces where they can
connect, share experiences, and
engage with your brand. Encourage
user-generated content such as
reviews, testimonials, or user stories
that highlight the positive experiences
customers have with your brand.
New Products
In launching a new product, it is
important that we do market research.
It's important to identify our target
market before releasing a new product
and also to define our value proposition.
What are the reasons why customers
should purchase the products we offer.
Brand Extensions
Brand extension is a marketing strategy
in which a company uses an established
brand name on a new product in a
related or unrelated category. This
strategy, also known as brand stretching,
matches the existing brand equity and
recognition to expand into new product
categories or market segments.
Multi Brand
Multi Brand refers to a business
approach where a company owns and
manages multiple separate brands
within the same industry or market.
Instead of marketing everything under
one brand, the company creates and
maintains distinct brand identities for
each offering.
Global branding
Global branding refers to the practice of
creating and managing a consistent
brand identity and image across
multiple countries and cultures. It aims to
establish a strong and cohesive brand
presence on a global scale, enabling
companies to effectively reach and
engage with diverse audiences around
the world.
THANK YOU

GROUP FOUR
Cruz - De Regala - De Vera