Unit 1 Strategic Brand Management process, Brand Architecture

Product v/s Brand

Products and brands are not the same, even though people tend to use these two words
interchangeably.

Strategic Brand Management Process

Broadly, there are four steps in the strategic brand management process:


First, identify and establish brand identity and positioning

Second, plan and implement your brand marketing programs
Third, measure and interpret your brand’s performance


Fourth, grow and sustain your brand equity
Brand Architecture System
 As the term suggests, brand architecture is your company’s blueprint. It provides a
structure that allows all brands within a company to occupy their own place. It
dictates how these brands will relate to each other, and how they will differ from each
other.

Designing Brand Architecture

We now know that brand architecture is a very important structural framework. But when do
we need to look at this aspect of brand building? Typically, there are four scenarios in which
you, the branding expert, need to go back to brand architecture:
 First, when you wish to introduce your established brand into a new market
 Second, when you acquire or merge product portfolios
 Third, when sub-brands challenge the parent brand
 Fourth, when you have too many brands sub-brands, variants, branded features, etc. in
your portfolio

CASE 1:

Suppose you are the brand manager of Arvind. The company has decided to introduce
traditional Indian clothing range for women. Chalk out a plan for how you will brand this
new offering.

Things to consider:

· How will you name this brand offering? List at least two ideas.

· For the above 2 ideas, where will this new offering be placed in your existing brand
portfolio?

· What are the internal strengths and weaknesses you currently have for introducing
these?

· Who would your competitors be?

Do you think you might have been better-off introducing this offering if you were the brand
manager of Raymond?

CASE 2:
Suppose you are the brand manager of Madura Garments. The company has decided to
introduce traditional Indian clothing range for women. Chalk out a plan for how you will
brand this new offering.

Things to consider:

· How will you name this brand offering? List at least two ideas.

· For the above 2 ideas, where will this new offering be placed in your existing brand
portfolio?

· What are the internal strengths and weaknesses you currently have for introducing
these?

· Who would your competitors be?

Do you think you might have been better-off introducing this offering if you were the brand
manager of Raymond?

CASE 3:

Suppose you are the brand manager of Arvind. The company has decided to introduce
sports-wear for men. Chalk out a plan for how you will brand this new offering.

Things to consider:

· How will you name this brand offering? List at least two ideas.

· For the above 2 ideas, where will this new offering be placed in your existing brand
portfolio?

· What are the internal strengths and weaknesses you currently have for introducing
these?

· Who would your competitors be?

Do you think you might have been better-off introducing this offering if you were the brand
manager of Raymond?

CASE 4:

Suppose you are the brand manager of Madura Garments. The company has decided to
introduce sports-wear for men. Chalk out a plan for how you will brand this new offering.

Things to consider:

· How will you name this brand offering? List at least two ideas.
· For the above 2 ideas, where will this new offering be placed in your existing brand
portfolio?

· What are the internal strengths and weaknesses you currently have for introducing
these?

· Who would your competitors be?

Do you think you might have been better-off introducing this offering if you were the brand
manager of Raymond?

Unit02 Brand Identity, Brand Personality

What is Brand Identity?

To build a strong brand, you first need to give it a solid direction and meaning. In short, you
need to be able to answer the question who is my brand? In this video, Professor Lyndem
explains the two facets of brand identity: core identity and extended or visual identity.
Who Defines the Brand Identity?

What aspects of brand identity must be developed by the company? What aspects can be
outsourced? Watch this video to learn more about who bears the onus of giving the brand its
shape.
Brand Personality

We relate to brands the same way we relate to people. This means it’s important to craft a
personality for the brand, one that makes it human. This video explains Jennifer Aaker’s
Five-Dimensional Model of brand personality in detail, and helps you assign the right
personality traits to your brand.

David Aaker's Model

According to David Aaker’s Model, brand identity is built around four perspectives:
 Brand as a product
 Brand as an organisation
 Brand as a person
 Brand as a symbol
Kapferer's Model

Kapferer’s Prism is a detailed, multidimensional approach to developing a brand identity that

resonates with the audience. It is crucial to understand this framework thoroughly, so watch
the above video as many times as you need.

Unit-3 Brand Positioning and Re-positioning

What is Brand Positioning?

How should your target audience view your brand?

What should they think of when they see your brand?

How should it stand out in their minds in relation to the competition?

Brand positioning helps answer all these questions.

Brand Positioning Basics- Part 1

To be able to position your brand, you will first have to answer these questions:

1. Who is your target audience?

2. Who are your competitors?

Brand Positioning Statement- Guidelines

In the above video, Professor Lyndem will walk you through the process of writing a brand
positioning statement. Since the brand positioning statement is the basis for the brand’s “heart
and soul,” this step should be executed with plenty of care.

Brand Re-positioning

At this point, the brand’s audience, competitors, points of parity, and points of difference
have been set up. Now, a change to any of these elements will mean a chance in the brand’s
core identity. This, in turn, calls for brand re-positioning.

Unit 4 Brand Communication, Brand Knowledge: Awareness and Image

The Importance of Communication

How do you ensure that your target audience sees your brand at the right place, at the right
time, and makes the right brand associations? The answer is effective communications. It is a
common misconception that advertising and communication are one and the same. However,
communication is a much larger tool, one that creates awareness, forms favorable association,
and even invokes feelings of warmth in your customer.
Brand Awareness

To put it simply, brand awareness is a measure of how well consumers know your brand.
Building a high level of brand awareness has three main advantages:

1 Registering the brand in the mind of the customer is the first step in forming various
different associations

2 When the consumer knows the brand name, s/he will be more likely to consider it when
faced with a purchase decision. For example, when thinking of buying a new smartphone,
you will consider a mix of brands you know well – Samsung, Apple, etc.

3 Research shows that consumers are likely to buy the brand they’re most familiar with. If
you establish your brands well enough, it is more likely to be a first choice
Brand Image

There’s a core difference between “brand identity” and “brand image.” The two terms cannot
be used interchangeably. Brand identity is generated from within the company and publicised
using various tools, whereas brand image is entirely dependent on the audience.
 Unit5 CBBE

What is
Brand
Equity?

We started
this course by
discussing
that “product”
and “brand”
are not

interchangeable. Brand equity gives weight to this statement by measuring the value added to
a brand instead of a product. Brand equity is of two types: financial and customer-based. In
this course, we will focus on customer-based brand equity.
The CBBE Pyramid

According to the CBBE model by Professor Kevin Lane Keller, there are four major steps to
building a strong brand. These steps can also be presented as questions to ask the brand:

Who are you?

What are you?
How do I feel about you?
What about you and me?
In this video, we will explore the building blocks of the CBBE pyramid in more detail.

Five Tenets of Brand Building

There are five principles to follow, in order to build a strong brand that resonates well with
your customers:

1. Customers are foundational to your brand

2. Don’t take shortcuts

3. The brand should have duality

4. The brand should have richness

5. Brand resonance provides focus

Brand Management Framework

We have now reached the end of this course. We hope you enjoyed learning, and have taken
away actionable insights you can apply as a brand strategist. In this video, we will look at the
bigger picture which includes all the concepts we have studied over the last six weeks: brand
portfolio, brand identity, brand personality, brand positioning, brand communication, brand
knowledge- i.e., brand awareness and brand image, customer-based brand equity, and
financials-based brand equity, aka brand value.