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STRATEGIC BRAND MAMAGEMENT

Sunny Bose

“Unless you have absolute clarity of what your brand stands for, everything else is irrelevant.” – Mark Baines, Global CMO, Kellogg

• What is a brand?– Old Norse word ‘brandr’: ‘to burn’– Definition

• “A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers”. – AMA

• “a seller’s promise to deliver a specific set of features, benefits and services consistent to the buyers…” – Kotler

– Does that mean a brand is merely a symbol?• Why we distinguish between ‘a brand’ and ‘The B-R-A-N-D’?

The roles of a brand

• Identify the maker– This is ‘……..’’s product

• Simplify product handling– A ‘Van Heusen’ is a ‘Van Heusen’ and not a

‘Peter England’

• Organize accounting– Financial performances of brands

• Offer legal protection– There is only one ‘World Cup’ - FIFA

The roles of a brand

• Signify quality– There is ‘Arrow’ and there is ‘Knighthood’

• Create barriers to entry– The Coca Cola Company, Pepsico & …… ???!!!

• Competitive advantage– Will buy a ‘Kinley’ and not local mineral water

• Source of price premium– Plain white shirt: Arrow - Rs1299, Koutons – Rs 499

Branding & brand management

• Branding– Endowing products and/or services with the

power(s) of the brand(s)

• Brand management– Managing a ‘brand’ empowered product or

service

Scope of branding

• Branding can be of:– Physical good(s)– Service(s)– Store(s)– Person(s)– Place(s)– Organization(s)– Idea(s)– Event(s)

Strategic brand management

• Identifying and establishing brand positioning– Creation of unique brand identity leads to positioning

strategies: 7Up - ‘Uncola’

• Planning and implementing brand marketing– PLC gives rise to BLC

• Measuring and interpreting brand performance– The creation of brand equity

• Growing and sustaining brand value– Let ‘Google’ show you the way!

Brand identity & brand positioning

• Brand identity– Brand Identity is a unique set of brand associations

that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organization.

– Brand identity perspectives:• Brand as a product – The ‘Bosch’ machine• Brand as an organization – The ‘Vatican’• Brand as a person – Levi’s ‘ the rugged ‘jeans • Brand as a symbol – ‘Swoosh’ by Nike

Brand identity & brand positioning

• Positioning– The place a product/ service occupies in customer’s

mind relative to competing products/ services.

• Brand position is based on the brand identity– Brand Position is the part of the brand identity and

value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.

• ‘Isse sasta aur achcha kahin nehin’ – Big Bazaar• ‘We are number two, so we try harder’ - Avis

Brand equity

• Brand Equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or a firm’s customers.

• Measurement of brand equity– Customer based brand equity– Customer based brand equity for B2B brands– Financial brand equity

Thank you.