RETAIL BRAND STRATEGY

BY : DHARMENDRA AGARWAL
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What is a Brand?
A brand is a name, term, sign, symbol, or
design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

New Branding Challenges

Brands are important as ever
Consumer need for simplification Consumer need for risk reduction

Brand management is as difficult as ever

Increased competition Decreased effectiveness of traditional marketing tools and emergence of new marketing tools Complex brand and product portfolios
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The Concept of Brand Equity

The brand equity concept stresses the

importance of the brand in marketing strategies. Brand equity is defined in terms of the marketing effects uniquely attributable to the brand.
Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name.

The Concept of Customer-Based Brand Equity

Customer-based brand equity
Differential effect Customer brand knowledge Customer response to brand marketing

Benefits of Customer-Based Brand Equity

Enjoy greater brand loyalty, usage, and
affinity Command larger price premiums Receive greater trade cooperation & support Increase marketing communication effectiveness Yield licensing opportunities Support brand extensions.
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Customer-Based Brand Equity as a Bridge

Customer-based brand equity
represents the added value endowed to a product as a result of past investments in the marketing of a brand. Customer-based brand equity provides direction and focus to future marketing activities
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The Key to Branding

For branding strategies to be successful,
consumers must be convinced that there are meaningful differences among brands in the product or service category. Consumer must not think that all brands in the category are the same. PERCEPTION = VALUE

Building Customer-Based Brand Equity

Building a strong brand involves a series of steps

as part of a branding ladder A strong brand is also characterized by a logically constructed set of brand building blocks.
Identifies areas of strength and weakness Provides guidance to marketing activities

Brand Positioning

Define competitive frame of reference

Target market Nature of competition

Define desired brand knowledge

structures
Points-of-parity necessary competitive Points-of-difference strong, favorable, and unique brand associations
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Core Brand Values

Set of abstract concepts or phrases that Relate to points-of-parity and points-ofdifference
Mantra

characterize the 5-10 most important dimensions of the mental map of a brand.

Mental Map Core Brand Values Brand

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How Brands Work

Brand personalities Branding Trust Brand image Brand relationships Brand equity
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Different Branding Strategies

Integrated Branding
Here the retailer is in direct link with the manufacturer. He is required to possess complete knowledge about the possible developments in the product in the future. The retailer is involved in process beginning from idea generation to branding the product.

Contract Branding
The retailers outsource from existing supplier. The supplier is completely responsible for the product. The participation of the retailer is limited to the specifications regarding quantity, Price and brand.

Independent Branding
Here the retailer simply procures from the supplier at the lowest possible cost and the entire branding investment is his own. The retailer is like the owner of the brand and holds complete responsibility for its performance.

Brand Mantras
A brand mantra is an articulation of the
heart and soul of the brand.
Brand mantras are short three to five word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

Nike
Authentic Athletic Performance

Disney
Fun Family Entertainment
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