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Strategic Brand Management
Strategic Brand Management
Branding
Branding
Measuring Brand Share of Market
Unit $$ Unit $$
Sales Sales Share Share
National 120 $270 100% 100%
Brand A 5 15 4.2% 5.6%
Brand B 15 15 12.5% 5.6%
Brand C 3 7 2.5% 2.6%
Brand Unit Shares
4%
13%
3%
80%
Brand A Brand B Brand C All other
Brand Dollar Shares
6%
6%
3%
85%
Brand A Brand B Brand C All other
What is a Brand Management?
What is a Brand Management?
Brand Building Begins By
–
Understanding & anticipating the needs and
desires of the consumer
–
Understanding the key attributes of the
product(s)
Our Mission is to DISCOVER (rather than
Invent) the brand’s CORE VALUES and
abide by them.
Brand Vision and Essence
Brand Vision and Essence
BRAND = Mindset
EQUITY = Roots
ESSENCE = Brand’s Soul
VISION = Brand’s DNA
What is Brand Management?
What is Brand Management?
Functional Excellence in
Support of the Brand
Primary Source of Differentiation
•
Product/service innovation and
communication
Purpose of the Brand
•
Create or reinforce product
distinctiveness
Firm-wide Leadership in
Stewarding the Brand
Primary Source of Differentiation
•
Customer experience, in addition to
innovation and communication
Purpose of the Brand
•
Provide clear set of values along
which to align all enterprise activities
and investments
Corporate Executive Board
Customer-Based Brand Equity
Customer-Based Brand Equity
(CBBE) Model
(CBBE) Model
3 Differential Effect
2 Brand Knowledge
1 Consumer Response to
Marketing
Brand Equity arises from
differences in CONSUMER
response
What CONSUMERS learned,
felt, seen, heard, experienced
over time
Reflected in CONSUMER
perceptions, preferences, and
behavior related to all aspects
of the marketing of a brand
Consumer-Based Brand Equity
Consumer-Based Brand Equity
Pyramid
Pyramid
Salience
Resonance
Judgements
Feelings
Performance
Imagery
Loyalty
Attachment
Community
Engagement
Quality
Credibility
Consideration
Superiority
Warmth, Fun
Excitement,
Security, Social
Approval,
Self-Respect
4 Brand Relationships (WHAT About
You AND ME?)
1 Brand Identity (WHO Are You?)
2 Brand Meaning (WHAT Are You?)
3 Brand Response (WHAT About You?)
User Profiles
Purchase and Usage
Situations
Personality & Values
History, Heritage, &
Experiences
Brand Characteristics
& Secondary Features
Product Reliability,
Durability & Serviceability
Service Effectiveness, Efficiency,
& Empathy
Style and Design; Price
Category Identification
Needs Satisfied
4 Steps of Brand Building
4 Steps of Brand Building
Consumer Questions Brand Actions
1 WHO Are You?
Ensure Identification & association
w/category or need
2 WHAT Are You?
Firmly establish TOTAL brand
meaning by strategically linking
associations w/certain properties
3 WHAT About You?
Elicit consumer response to brand
meaning and Id
4 WHAT About You
AND ME?
Convert Brand Response to create
an intense, active loyal relationship
Consumer-Based Brand Equity
Consumer-Based Brand Equity
Pyramid
Pyramid
Brand Salience
Consumer-
Brand
Resonance
Consumer
Judgements
Consumer
Feelings
Brand
Performance
Brand
Imagery
4 Intense, Active Loyalty
1 Deep Broad Brand Awareness
2 Points of Difference
3 Positive Accessible Reactions
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THIS is
Where the
Insight
Lives
Consumer Conversion Model
Consumer Conversion Model
UNAWARE
%
NAME AWARENESS
%
BRAND FAMILIARITY
%
TRIAL
%
ACCEPTANCE
%
USAGE
%
REGULAR USAGE
•
% Conversion
•
Longevity
•
Market Presence
•
Communication Intrusiveness
% Conversion
•
Message Communication
% Conversion
•
Persuasion & Interest
•
Trial Inducement Promotions
% Conversion
•
Benefit Communication/Delivery
•
Benefit Importance
% Conversion
•
Product Performance
% Conversion
•
Uniqueness
•
Relevance
•
Value
•
Loyalty Building Promotions
Building
Brand
Loyalty
[...]... Response to Marketing BRAND FAMILIARITY TRIAL ACCEPTANCE USAGE REGULAR USAGE 2 Brand Knowledge 3 Differential Effect Consumer Conversion Model UNAWARE % NAME AWARENESS % BRAND FAMILIARITY % TRIAL % ACCEPTANCE % USAGE % REGULAR USAGE 1 Brand Identity (WHO •% Conversion Are You?) 2 Brand Meaning (WHAT Are You?) % Conversion % Conversion 3 Brand Response % Conversion (WHAT About You?) 4 Brand Relationships... Public Relations Package Pricing Advertising Media Brand Marketing Process Analysis & Long Term Strategy Measure Brand Equity Financial Health Marketing Mix Business Analysis Market & Competitive Trends Consumer Insights SWOTs Strategic Implications & Strategy Development Core Competencies, External Opportunities Brand Vision Brand Strategy Strategic Role Strategic Marketing Market Trends Checklist Market... Relations Package Pricing Advertising Media Strategic Marketing Process Analysis & Long Term Strategy Analysis & Long Term Strategy Measure Brand Equity Financial Health Marketing Mix Business Analysis Market & Competitive Trends Consumer Insights SWOTs Strategic Implications & Strategy Development Core Competencies, External Opportunities Brand Vision Brand Strategy Strategic Role Establish Positioning Concept... Choose a Brand Winning saturation Positioning •High Cost Create the Tactical Plan Mark Kerback, Kerback & Company Strategic Marketing Process Measure Brand Equity Market & Competitive Trends Analysis & Long Term Strategy Financial Health Marketing Mix Business Analysis Consumer Insights SWOTs Strategic Implications & Strategy Development Core Competencies, External Opportunities Brand Vision Brand Strategy... guarantee assets/liabilities are nurtured and managed (loyalty, awareness, perceived quality, propriety brand assets) Develop Focused Master Plan Create Long term Strategic Orientation Measuring Brand Equity OBJECTIVES S imple (& Strategic) M easurable A ttainable R easonable Reach T imebound Brand Development Consumer Driven Marketing Cycle Consumer Insight: Singularly focused need, desire... loyalty Kevin Clancy, Copernicus, Counter Intuitive Brand Vision BIG HAIRY VISIONS & GOALS • Bad BHAGs set with bravado, What are you deeply Passionate About • Good BHAGS set with understanding What you Can be The Best in the World at BHAG What Drives Your Economic Engine Jim Collins, Good To Great Strategic Brand Management Moving On… Measuring Brand Equity GOALS = OBJECTIVES To guarantee assets/liabilities... Winning Positioning Brand Development Consumer Driven Marketing Cycle Map The Market-space Select the Most Valuable Consumers/Customers Brand Positioning, image and name assessment Strategy simulation/”gaming” to assess trade-offs Brand saturation Choose A Winning Positioning Competitive position benchmarking research/analysis•High Cost Financial modeling and pricing research/analysis Brand Development... November Brand Development Consumer Driven Marketing Cycle Consumer Insight: Singularly focused need, desire or want Strategies: Fact Based choices on who, how and why Tactics: Activities/capabilities –what, where and when Actions Strategies • Brand Tactics saturation •High Cost Actions: Execution, feedback, assessment, and improvement Mark Kerback, Kerback & Company Strategic Marketing Process Measure Brand. .. Brand Equity Market & Competitive Trends Analysis & Long Term Strategy Financial Health Marketing Mix Business Analysis Consumer Insights SWOTs Strategic Implications & Strategy Development Core Competencies, External Opportunities Brand Vision Brand Strategy Strategic Role Establish Positioning Concept Annual Plan & Execution Three Year and ANNUAL Objectives What do I want to Accomplish Objectives Should... Kerback, Kerback & Company Brand Development Make Factbased choices on who, how and why Consumer Driven Marketing Cycle Strategic Execution as a Cycle Strategy Explicitly linked to – Action – Assessment Actions Take action, get feedback, assess & improve Strategies Brand saturation Tactics •High Cost Create what tactics and capabilities are needed, where they are needed and when Brand Development Consumer . Strategic Brand Management
Strategic Brand Management
Branding
Branding
Measuring Brand Share of Market
Unit $$ Unit. 100% 100%
Brand A 5 15 4.2% 5.6%
Brand B 15 15 12.5% 5.6%
Brand C 3 7 2.5% 2.6%
Brand Unit Shares
4%
13%
3%
80%
Brand A Brand B Brand C All other
Brand Dollar
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