Strategic Brand Management.

The Strategic Brand

Management Process
• Involves the design and the implementation of
marketing programs and activities to build,
measure and manage equity.
 Process
• 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
 Identifying and establishing brand
positioning and values

• The process starts with a clear understanding of

what the brand is to represent and how it
should be positioned with respect to
competitors
POD and POP
example
• Competitive brand positioning is all about
creating superiority in the minds of consumers
• Fundamental positioning convinces consumers
of the advantages or point of difference a
brand has over competitors while at the same
time lessen concerns about any possible
disadvantages e.g 99% germ free.
 Mental map
• Is a visual
depiction of
the different
types of
associations
linked to the
brand in the
minds of
consumer.
Mental map starbucks
IKEA brand association
 Core brand associations
• Are the subsets of associations ( attributes and
benefits) that best characterize a brand.
 Brand mantra
• Is also known as brand essence or core brand
promise.
• A brand mantra is a short three- to –five-word
expression.
• For e.g., McDonald – Food , Folks and Fun
 Planning & implementing Brand
Marketing Programs.
• Mixing and matching brand elements
• Integrating brand marketing activities
• Leveraging secondary associations
Choosing brand elements
 Nimbooz – “The Asli Indian” Soft
drink
• India’s favorite summer drink- Nimbu pani
• Pepsico wanted to juice up its category growth ,
beverage
• Under its umbrella brand 7up
• Indians don’t mind drinking even from roadside
vendors even if it’s a serious health issue
• This one point goes in favor of Pepsico
• Packed non- carbonated lemon drink
• For mass market
 Brand element
• The brand name – Nimbooz –
from Nimboo
• Attractive packaging
• Visual emphasis fresh lemon
• Use of colours – yellow and
green that associate with
freshness
• Wooden lemon squeezer to
give the feel
 Integrating the brand into marketing
activities and the supporting marketing
programme
• Biggest contributors come from marketing
activities related to the brand.
• Marketing programs create strong, favorable
and unique brand associates in a variety of way
• Primary means that a firms build brand equity.
• Successful brands often create strong ,
favorable and unique brand associations to
both functional and symbolic benefits
• The biggest contribution comes from
marketing activities related to the brand.
• Marketing programs can create strong ,
favorable and unique brand associations in a
variety of ways.
• New developments in designing marketing
programs as well as issues in product strategy,
pricing strategy and channel strategy
 BIG Bazaar – Sabse Sasta
Din
• If American's had P&G ---
EDLP ( Everyday Low pricing
) = India would BIG Bazaar –
Sabse Sasta Din
• Big Bazaar is a part of Future
group, India’s biggest retail
parent company that
includes multiple formats
and countless product
categories
 Concept
• Big days
• Huge discount
• Ensure that there is something for everyone in
the family.
• Clustered together on weekends along with
national holidays.
• Three to four times a year
• Special offers are created on consumer insights
• Consumers are always looking for the best value
for money deals.
• Big days --- great opportunity----- attracts new
customers---- could become regular customers
 Planning
• Six months in advance
• Supported by multiple full – page newspaper
advertising.
 For the brand
• The hype and excitement created around the
BIG DAYS have helped Big bazaar to consolidate
its intended positioning as the best value
shopping destination.
 Address issues in
communication strategy
• Multiple media options/ fragmentation
• New media

• ( Think of an ad which has left an impact and

addressed issues through communication
strategy )
Can you recall this ad
 Naukri.com
• India’s no 1 job site
• Flagship brand of info edge.
• Jeevansathi.com
• 99 acres.com
• Shiksha.com
• Firstnaukri.com
• Naukrigulf.com
 Effective advertising works

“HARI SADU "

• H For Hitler
• A For Arrogant
• R For Rascal
• I For Idiot
 The brand naukri.com
• Built through some effective advertising and good
product
• Insights that people don’t quit jobs , they quit their
boss
• Ad evolved intelligent stance --- resonated very well
with educated young job seekers
• increase the resumes recd by naukri.com
• Brand had a huge recall and recognition
• Won some of the most coveted awards – Asia pacific
Effie award
 Market-backed insight
•
The insight of using difficult bosses in its
commercials came from the finding that 90 per
cent of people leave their jobs because of their
bosses. “Which is why Hari Sadu has become
synonymous with unreasonable bosses,” 
 Leveraging secondary
associations
• The third and final way to build brand equity is to leverage
secondary associations
• Brand associations may themselves be linked other entities such
as
• Branding strategies
• Countries or geographical/ product origin
• Character ( through brand licensing)
• Sporting or cultural events ( sponsorship)
• Spokesperson
• Co- branding
• In the essence, the marketer is borrowing or
leveraging some other associations for the
brand’s own and thus help to build its brand
equity
• Incredible India
• Disney
• Intel
 Measuring and Interpreting brand
performance
• The task of determining or evaluating a brand’s
positioning often benefits from brand audit.
• Brand audit
• Brand value chain
• Brand equity measurement system
• Brand tracking
 Brand audit
• A brand audit is a comprehensive examination
of a brand to assess its health, uncover its
sources of equity and suggest ways to improve
and leverage that equity
 Brand value chain
• Means to trace the value creation process for
brands to better understand the financial
impact of brand marketing expenditure and
investment
 Brand equity
measurement system
• A set of research procedures designed to
provide timely , accurate and actionable
information for marketers so that can make the
best possible tactical decisions in the short run
and the best strategic decisions in the long run
 Dabur India’s Branding
challenges
• 137 years ago
• Started with humble background
• The name Da from Daktar (Dr.) and
bur from S.K. Burman
• Kept an eye on the new generation
of customers with a range of
products to cater to modern lifestyle
while ensuring not to alienate earlier
generation and loyalists
• Innovation driven by research
• 1980 – underwent a makeover
• Logo was replaced by a colorful younger tree
• Research showed consumers found it difficult to
distinguish corporate brand to master brand.
• The positioning was unclear
• Decided to shed umbrella branding
• Merged two major SBU ( strategic business unit)
• Family product division &Healthcare products
division into one
• Operation into CHD & ASL ( Ayurvedic specialties
Limited)
 Acquisition & Stand alone
• Acquired FEM in 2009 to strengthen its brand
position
• Gulabari
• Vatika
• Real
• Hajmola
 Growing and sustaining
brand equity
• Defining the brand strategy
• Managing brand equity overtime
• Managing brand equity over geographic
boundaries , culture and market segments
 Defining the brand
strategy
• Brand product matrix
• Brand hierarchy
• Brand portfolio
Brand product matrix
 Brand hierarchy

• A brand hierarchy is a means of summarizing the branding

strategy by displaying the number and nature of common and
distinctive brand elements across the firm's products, revealing
the explicit ordering of brand elements.
• There are different ways to define brand elements and levels of
the hierarchy. Perhaps the simplest representation of possible
brand elements and thus potential levels of a brand hierarchy—
from top to bottom—might be as follows
Corporate Brand ( Maruti Suzuki)
Range Brand (Swift)
Individual Brand ( Swift D’zire)
Modifier ( Swift D’zire Regal)
Brand portfolio
PL remember this…
SONY brand portfolio/
architecture
 Managing brand equity overtime

• Long time view of marketing decisions

• Revitalizing the brand- Santoor (Brand
revitalization is a strategical process initiated for
improving the existing product, process or
brand to meet the changing demands and
requirements of the consumers in the evolving
market. E.g., Lacoste)
• Repositioning the brand- Milkmaid (any brand
can you recollect which is repositioned)
 Managing brand equity over geographic
boundaries , culture and market segments

• Global branding (standardization versus

customization and developing versus
developed.)
• Globalization (Creating global brands like Nike,
Apple, HP, Dell, Sony etc.)
• E.g., Mc Donald's ads in various countries
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