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In this video I will take you through the strategic brand management process, broadly there are four
steps to follow.
Step 1: Ientify and establish your brand identity and positioning.
Step 2: Plan and implement your brand marketing programs.
Step 3: Measure and interpret your brands performance.
And finally,
Step 4: Grow and sustain your brand equity.
Does all this look overwhelming to you? Don't worry, strategic brand management is simply the
process of understanding, what your brand stands for? How will it provide value to customers and
implementing marketing programs to create communicate deliver and capture value to customers?
So, what is your brands identity and what is your brands Positioning? Let us continue looking at
Lifebuoy as our example and understand these two constructs.
If you recall the earlier video on brand versus product mentioned what the lifebuoy
brand encompasses. Firstly, it encompasses the visual identity, the logo; the way the brand name is
written, the colours, the look and feel aspects of the product and packaging. To a lay person this part
of Lifebuoy which is visible is what is thought to be the entire brand, but not so. Remember the Iceberg
that sank the Titanic. An Iceberg it is not what is seen above the ocean that comprises the bulk of the
© All Rights Reserved. This document has been authored by Professor Preeti and is permitted for use only within the course "Brand
Management" delivered in the online course format by IIM Bangalore. No part of this document, including any logo, data, illustrations, pictures,
scripts, may be reproduced, or stored in a retrieval system or transmitted in any form or by any means – electronic, mechanical, photocopying,
recording or otherwise – without the prior permission of the author.
MK201x - Brand Management
Professor Preeti Krishnan Lyndem
Week 1: Strategic Brand Management
Process- Part 1
Iceberg, right. In fact, what is unseen the massive junk below is what gives any Iceberg it's true
substance.
Similarly, for a brand what is seen is an integral but small part of a brands entire bulk. The true
substance of the brand is the unseen part below the waters if you will and it comprises the values, the
essence, the DNA, the purpose of existence of the brand and this is known as the core brand
identity. The core brand identity where the true bulk of the brands identity resides comprises of, one
the promise, the assurance, commitment made to the customers and two the mission, the purpose
for its existence based on its core values.
So, Lifebuoys core identity includes its promise to provide 99.9% germ protection in any product from
lifebuoy and also its mission to alleviate avoidable illnesses and premature deaths due to diseases
from lack of hygiene in developing countries. This gives Lifebuoy a personality of being competent,
reliable, sincere, accessible to the masses. So, while the product is the marketable offering a brand
comprises of the core values the promises and visual identity giving your product a differentiated story
vis-a-vis a competitive brand selling the same product.
Establishing your brands positioning is about defining your brands unique selling proposition and
superiority vis-a-vis competition. Once you know who you are as a brand that is you've set your brand
identity, you need to draw the competitive landscape.
Let's take a look at the car market and examine the competitive landscape. Let's draw two criteria as
our access, one criterion depicting the pricing - expensive, inexpensive and the other criterion
depicting the type of car - sporty, conservative. An example of a car brand that is both expensive and
sporty is Porsche and some models from BMW. An example of a car that is both expensive and
© All Rights Reserved. This document has been authored by Professor Preeti and is permitted for use only within the course "Brand
Management" delivered in the online course format by IIM Bangalore. No part of this document, including any logo, data, illustrations, pictures,
scripts, may be reproduced, or stored in a retrieval system or transmitted in any form or by any means – electronic, mechanical, photocopying,
recording or otherwise – without the prior permission of the author.
MK201x - Brand Management
Professor Preeti Krishnan Lyndem
Week 1: Strategic Brand Management
Process- Part 1
conservative is Mercedes. A car brand that is both inexpensive and conservative is Hyundai and Maruti
Suzuki. An inexpensive sporty car brand could be Mazda and some models from Toyota.
Once you draw up the competitive landscape, you can then choose the gaps that you wish to focus on
for your target customer segments. Perhaps there are more brands that are inexpensive and spotty
you might therefore choose to launch a brand in another quadrant with significant gaps and market
potential. For example, Toyota is an inexpensive sporty car brand, it has another brand in
the diametrically opposite expensive conservative quadrant the brand Lexus and keeping the two
brands distinct really helps both the brands to grow in their unique spaces
minimising cannibalisation. So, choose your unique selling proposition in the competitive landscape
and you can there by position your brand.
© All Rights Reserved. This document has been authored by Professor Preeti and is permitted for use only within the course "Brand
Management" delivered in the online course format by IIM Bangalore. No part of this document, including any logo, data, illustrations, pictures,
scripts, may be reproduced, or stored in a retrieval system or transmitted in any form or by any means – electronic, mechanical, photocopying,
recording or otherwise – without the prior permission of the author.