WHAT IS STRATEGIC BRAND
MANAGEMENT PROCESS?
1. Identifying & establishing brand
positioning & values
2. Planning & implementing brand
marketing programmes
3. Measuring & interpreting brand
performance
4. Growing & sustaining brand equity
STEPS KEY CONCEPTS
Identifying & Mental maps, Competitive frame of
establishing brand reference, P.O.D. & P.O.P., Core brand
positioning & values, Brand mantra
values
Plan & implement Mixing & matching of brand elements
brand marketing Integrating brand marketing activities
programmes Leverage of secondary associations
Brand value chain
Measure & Brand audits
interpret brand Brand tracking
performance Brand equity management
Brand-product matrix
Grow & sustain Brand portfolios & hierarchies
Brand expansion strategies
brand equity Brand reinforcement & revitalisation
Identifying & establishing
brand positioning & values
• Positioning involves convincing consumers of the
advantages of a brand vis-à-vis competitors, while
at the same time alleviating concerns about any
possible disadvantage
• Positioning often involves :
- core brand values: a set of abstract
associations that characterise a brand
- brand mantra: enduring “brand DNA”
Planning & implementing brand
marketing programme
BUILDING BRAND EQUITY REQUIRES CREATING A BRAND
THAT CONSUMERS ARE SUFFICIENTLY AWARE OF &
WITH WHICH THEY HAVE A STRONG, FAVOURABLE, &
UNIQUE BRAND ASSOCIATION:
This knowledge building process will depend on 3 factors:
1. The initial choice of brand elements or identities making up the
brand
2. The marketing activities & supporting marketing programme & the
manner of brands integration to them
3. Other associations indirectly transferred to brand by linking it to
some other identity (Co., country of origin, distribution channel,…)
Brand building tools & objectives
Choosing brand elements:
Brand name Memorability
Logo Meaning fulness
Symbol Likability
Character Transferability
Packaging
slogan Adaptability
Protectability
Developing marketing programmes:
Product Tangible & intangible benefits
Price Value perceptions
Distribution Integrate “push” & “pull”
Communication Mix & match options
Leverage of secondary association:
Company Awareness
Country of origin
Distribution channel Meaningfulness
Other benefits
Endorser Transferability
Event
CONSUMER KNOWLEDGE EFFECTS
Brand Awareness
Recall
Depth
Recognition
Purchase
Breadth
Consumption
Brand association
Relevance
Strong
Consistency
Desirable
Favourable
Deliverable
P.O.P.
Unique
P.O.D.
Possible Outcomes
• Greater loyalty
• Less vulnerability to competitive marketing actions & crises
• Larger margins
• More elastic responses to price decreases
• More inelastic response to price increases
• Greater trade cooperation & support
• Increased marketing communication efficiency &
effectiveness
• Possible licensing opportunities
• More favourable brand extension evaluations
Measuring & interpreting brand
performance
1 Brand audit:
* Brand inventory
*Brand exploratory
2. Brand value chain:
*Brand equity sources
*Brand equity outcomes
3. Brand equity management system:
*Brand equity charter
*Brand equity report
*Brand equity responsibilities
Growing & sustaining
brand equity
1. Define brand hierarchy
2. Define brand-product mix
3. Enhance brand equity over time
4. Establish brand equity over market segments
