Introduction

Module: Strategic Marketing

Instructor: Bilal Ahmad

LECTURE: Strategic Brand

Management

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Learning Outcomes

Strategic Brand Management

Strategic Brand Analysis

Brand Equity Measurement and Management

Brand Identity Strategy

Managing Brand Strategy

Managing the Brand Portfolio

Brand Leveraging Strategy

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STRATEGIC BRAND MANAGEMENT

A product is anything that is potentially valued

by a target market for the benefits or satisfaction
it provides, including objects, services,
organizations, places, people, and ideas
A brand is a name, term, design, symbol, or any
other feature that identifies one sellers good or
service as distinct from those of other sellers.

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 Brand Management Challenges
Intense Price and Other Competitive Pressures

Fragmentation of Markets and Media

Complex Brand Strategies and Relationships

Bias Against Innovation

Pressure to Invest Elsewhere

Short-Term PressuresPowerpoint Templates

 Responsibility for Managing Products

Product/Brand Management
Planning, managing, and coordinating the strategy for
a specific product or brand

Product Group/Marketing Management

Product director, group manager, or marketing
manager

Product Portfolio Management

Chief executive at SBU
Team of top executives

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 Strategic Brand Management

Brand Identity Strategy

BRAND
EQUITY
Identity Implementation
MANAGEMENT

Brand Strategy
Over Time
STRATEGIC
BRAND
ANALYSIS Managing the Brand
Portfolio

Leveraging the Brand

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Tracking Brand Performance
Performance
Objectives

Select Method(s) for

Evaluation

Identify Problem
Products

Decide How to
Resolve the
Problem
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 Product life cycle
analysis
Financial Product
analysis performance
analysis

Analyzing
Brand
Performance
Brand
Research positioning
studies analysis
Standardized
information
services
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 Relevant issues in PLC analysis include:
Determining the length and rate of change of the PLC
Identifying the current PLC stage and selecting the
product strategy that corresponds to that stage
Anticipating threats and finding opportunities for
altering and extending the PLC

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 Product Performance Analysis
Managements performance criteria
Strengths and weaknesses relative to portfolio

Brand Positioning Analysis

Perceptual maps for brand comparison
Buyer preferences

Other Product Analysis Methods

Information Services
Research studies
Financial analysisPowerpoint Templates
 Measuring Brand Equity.

Loyalty (price premium, satisfaction/loyalty),

Perceived quality/leadership measures (perceived

Quality, leadership/popularity),

Associations/differentiation (perceived value, brand,

personality, organizational associations),

Awareness (brand awareness), and

Market behavior (market share, price and

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distribution indices).
 BRAND IDENTITY STRATEGY
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 members.
Four Brand Identity Perspectives
Product
Organization
Person
Symbol

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 Specific
Product
Private Line
Branding of
Products
BRAND FOCUS

Combination Corporate
Branding Branding
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 MANAGING BRAND STRATEGY
Strategies for Improving Product Performance

Cost Product Alter

reduction improvement marketing
strategy

Add Eliminate
Product line
new Strategy specific
product(s) product(s)

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 MANAGING THE BRAND
PORTFOLIO
Leverage
Commonalities to
Generate Synergy

Allocate Reduce
Resources Brand
BRAND PORTFOLIO Identity
OBJECTIVES Damage

Facilitate Achieve Clarity

Change and of Product
Adaptation Offerings

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Strategies for Brand Strength
Brand-Building Strategies
Developing the brand identification strategy
Coordinate identity across the organization

Brand Revitalization
Find new uses for mature brands
Add products related to heritage

Strategic Brand Vulnerabilities

Brand equity can be negative
Retailer private brands compete with manufacturer brands
Major shifts in consumer tastes
Competitive actions
Unexpected events Powerpoint Templates
BRAND LEVERAGING STRATEGY

LINE Minor variants of a single

product are marketed under
EXTENSION the same brand name

BRAND Extensions of the brand

name to other product
EXTENSION categories
--Similar
--Dissimilar

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Brand leverage strategy

Line extension

Stretching the brand vertically

Brand Extension
Co-Branding
Licensing
Internet brand
Brand theft

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