Professional Documents
Culture Documents
Brand Audit: Project of Strategic Brand Management
Brand Audit: Project of Strategic Brand Management
Instructor
Syed Irtaza Haider
Group Members
RaashidJaved (32)
Mudasra Amjad (21)
Malka Yasmeen (19)
Rana Umar Farooq (31)
Qasim Irshad (28)
Methodology:
In order to reach in our destination or complete the report with proper and relevantinforma
tion we collected data from several sources. We collected data from both primary and
secondary section. In primary section we prepared a questionnaires relating with different
topics and making a general perception how people think about Sunsilk. In secondary
section, we collected information from internet, promotional materials, and articles.
Sunsilk
Sunsilk is one of the worlds biggest, well known and well -loved hair care brands.
Sunsilk is Unilevers leading hair care brand, and ranks as one of the Anglo-
Dutchconglomerate's billion dollar brands". New Sunsilk is fresh and engages the
consumer through its life cant wait campaign which is the next chapter of the brand and is
the first global campaign for Sunsilk in its History. The brand is strongest in Asia, Latin
America and the Middle East and is the number one hair care brand in Brazil, Argentina,
Bolivia, Sri Lanka and Thailand.
Key facts
Number 1 in Asia, Latin America and the Middle East
Sales of more than 1 billion a year.
Selling in 80 countries.
Also sold as Elidor, Hazeline, Seda and Sedal.
Recent Awards: Holds the Guinness World Record for the most heads of hair washed
and styled in one day.
Function Sense of style and elegance, Feel good to use experts formula,
Sunsilk Shampoo
Sunsilk conditioner
PORTFO
LIO
Sunsilk Mask
Sunsilk Spray
TARGET MARKET
Buyers come under Sunsilk is for all girls Couple upper earning
the age group of 15- and females instructional classes.
40 years. Price of Sunsilk is
Purchase of Sunsilk reasonable &
is not affected by affordable.
generation
Their particular
differences.
promotional
routines, they
protect the complete
market in-spite of
these kinds of
instructional classes.
10 | S t r a t e g i c B r a n d M a n a g e m e n t
CAMPAIGNS
Life Cant Wait
"Life Can't Wait" is a new fight by Sunsilk that intends to urge young females to seize open
doors and live throughout today. Sunsilk accepts that you can get the most out of life when
you trust in marketing and promoting things happen, and the brand wants to motivate
young females to live without bounds.
Our worldwide publicizing crusade "Life Can't Wait" expects to support young females
around Pakistan to get the most out of life by inspecting every symbol's persuasive story
through the viewpoint of their changing looks an alternate hair styling speaking to an
alternate magnetic part of their own verbalization toward oneself.
These capable style and magnificence symbols particularly our exceptional symbol Iman Ali
encapsulate the soul of living with enthusiasm and Sunsilk wishes Pakistani young females
will seize the minute and live their lives with the dauntless spirit and pizzazz with which each
of the symbols existed their live.
Hairapy
Hairapy is an effective campaign, introduced in USA which is about Therapy for Hair. It
provides free hair treatment to women and invest heavy amount for promotion of Sunsilk
brand. It gains trusty and loyal consumers via this campaign.
Via this campaign experts give beneficial suggestions about hair and different hair styles. It
provides suitable styles which are best and attractive for clients. Experts inform clients
about how they can save and grow their hair via using Sunsilk from heat, sweat and
environment. From this campaign it earned trust and belief in the market.
11 | S t r a t e g i c B r a n d M a n a g e m e n t
CLASSES OF PRODUCT
Sunsilk shampoos have been a vital a piece of the hair care administration since quite a
while. The most vital elements for the prominence of the Sunsilk shampoos in young
females' eyes are its enduring scents, great outcomes and reasonableness. They are
numerous Sunsilk shampoos sorts in the market. What's more they keep concocting new
variants and distinctive reach of shampoos to tackle the diverse hair issues.
Brand Ambassador
Firstly Actress and Model Iman Ali was the brand
ambassador for Sunsilk in Pakistan
12 | S t r a t e g i c B r a n d M a n a g e m e n t
Sunsilk has got cleanser reach to illuminate your dandruff troubles.
It holds zinc pyrithion and citrus complex, and others are accessible
in egg and yogurt which are well known for dandruff disposal. The
cleanser is likewise advanced with characteristic elements like
sunflower oil and lime separates which purges and mitigates your
hair well.
This glorious shampoo holds ceramide and egg yolk extricate, which
makes the hair delicate and smooth. It is uncommonly intended for dry
hair and goes about as a chemical and gives support.
It keeps your hair neat and clean and provides freshness for long time
to hair and also gives calm to your brain.
13 | S t r a t e g i c B r a n d M a n a g e m e n t
INTRODUCING OUR Six SUNSILK EXPERTS
Sunsilk is sold in more than 80 countries across the globe helping millions of women solve
their own hair care with a unique and innovative range of shampoos, conditioners, and
treatment and conditioning products. Were proud to be working with an incredible group
of hair professionals, and each one brings their own exclusive expertise to Sunsilk.
Dr Francisco Jamal
Rita Hazan
Fuscon Hamadi
Brand Mantra
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Point of equality (POP)
Points of equality are organizations that are not actually unique to business but may actually
be allocated to other manufacturers. For an providing to achieve a factor of equality on a
particular feature or benefit, a sufficient variety of clients must believe business is good
enough on that sizing. Like others SUNSILK contains such POPs:
15 | S t r a t e g i c B r a n d M a n a g e m e n t
Sub Branding
Sub-brand for Sunsilk is a chain regarding curly hair dressing salons which assure quality hair
dressing along with curly hair attention, a number of the benefits linked to the Sunsilk music
group, but directed at a segment of the focus on collection or perhaps, a little bit different
collection as compared to in the mum brand name. Several manufacturers need
complicated brand name structure and also the moot query can be as to help no matter
whether the item basically weakens the brand name or the slightest bit places it's rep to
help risk.
Brand Elements:
Brand components can play a variety of name building positions. Group components are those
signature able devices that recognize and distinguish business. Most
strong manufacturers employ several brand components. Promoters choose brand components to
build as much brand value as possible. Item components such as: unforgettable, significant,
pleasant, convenient and secure able. We explain those components in brief as follows:
16 | S t r a t e g i c B r a n d M a n a g e m e n t
Marketing strategies of Sunsilk
BRANDING STRATEGY
The actual branding strategy for a firm displays the number and dynamics involving frequent
and distinctive brand elements placed on all the solution distributed with the firm. Branding
approach involves deciding the type involving brand-new and recent brand elements being
placed on brand-new and recent items.
Branding Decisions:
Strategy of branding is amongst the almost all vital choices having through marketers. This
can be a technique, which in turn gives plenty of constructive responses to get a
corporation. The primary determination is actually regardless of whether to build up a brand
name to get an item. Right now, printing is actually this type of pressure that will hardly
anything, should go unbranded. Unilever follow specific name with regard to location name
with regards to diverse merchandise, like Sunsilk, Dove (Shampoo), Fair & Lovely, ponds and
Dove with regard to skin care. Unilever get yourself a significant good thing about anyone
name techniques that the company doesn't connect their standing on the merchandise. And
so, if virtually any company is not able or maybe generally seems to have got substandard
quality, the companies name or maybe graphic seriously isn't injure.
Choosing General Strategy:
Flank Attack:
Sunsilk can adhere to Frontal Attack: Bypass
segmental technique. In Attack:
industry Go & shoulder Sunsilk can
area focusing on mainly release new hair Sunsilk can
high and middle-class present anti-
individuals but big
shampoo mixing
section in reduced refresher, anti- dandruff hair
category customer dandruff, and shampoo and
could not follow their provide an
product. So, Sunsilk
shinning in a one
focusing on the reduced product as extra
category, who have low adhere to as Go refresher in a
earnings and release package.
awesome at a
& Shoulders.
discounted.
17 | S t r a t e g i c B r a n d M a n a g e m e n t
COMPETITIVE REVIEW
Pure competition:
Head & Shoulder vs. Sunsilk exists in the pure competition.
Analyzing competitors:
The new Sunsilk shampoo aims to fulfilling the need of its target market by offering a high
quality, assessment of concept in term of acceptability, credibility, and perceived benefits
that it offers a healthy choice shampoo alternative to target customer.
Classes of competitors:
In urban areas, Sunsilk is acting as a market challenger against Head & Shoulder. Sunsilk has
got the advantage of keeping their prices lower than Head & Shoulder shampoos but Head
& Shoulder has captured a bigger share of the market due to its intense promotional
activities.
Competitor review:
The major competitor of Sunsilk in rural areas is BIO AMLA and in urban areas
Sunsilk mainly cutthroat of Head & Shoulder. The main advantage of BIO Amla is herbalcom
position, low prices, which attract rural market but in term of quality they are far behind
Sunsilk shampoo. In urban areas Sunsilk facing market challenge with Head & Shoulder.
Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has captured
a large market share due to its intense promotional activities. Generally, Cute work as a
market follower as it doesnt go for any innovative action.
Market share:
Sunsilk as a market competitor, they are steadily gaining market share. At present market
situation, they capture 34% of total market share.
18 | S t r a t e g i c B r a n d M a n a g e m e n t
Mind Share:
To buy a shampoo rational consumers firstly think about Sunsilk due to the promotional
strategies of Sunsilk. So that Sunsilk rapidly increase their mind share.
Heart Share:
Due to reach product and marketing attributes & features Sunsilks mind share in total
competitive market is higher than any other brand. Consumer would like to choose Sunsilk
as their first choice.
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PRODUCT PACKAGING
The packaging design for the New Sunsilk range is greatly energizing and has been produced
by Brown Incorporation United Kingdom. The packaging makes the brand look modern and
expert. This packaging makes the brand look more contemporary and howdy tech. It
guarantees more emphasis on the variants that have recently been a piece of the item
however never been conveyed to the client that well. This new packaging has obviously
distinguished that there is a separate item for every hair sort.
PRICES
Sunsilk provides shampoo in different sizes of bottles and sachets. Prices are different
accordingly. Consumers buy according to their budget conveniently. It provides value-based
pricing system which is according to consumers mind. Main feature of this pricing system is
that the demand for product will be much higher because it fulfills the perception of
consumers about its value. Through this system, it can able to earn more profit.
The prices of its major competitor, P&G is rising but Sunsilk has maintained its price level
and its prices are less than P&G. Pakistan is a poor country and people income level is low
and they prefer to buy low prices products with quality. So, it is beneficial for Sunsilk,
because its prices are low as compared to P&G.
20 | S t r a t e g i c B r a n d M a n a g e m e n t
PROMOTION
Building peak level of consciousness of consumers
Personality creation of our brand
The promotion objectives are situate avoiding to the advertising strategy for each product
besides having these general objectives, e.g. Sunsilk promotion and advertising objectives in
view of the fact that it was being re-launched were:
Provision of a sensation of
Easily managing,
freshness due to scent
Promotional strategies:
Launch innovative campaigns such as Life Cant Wait and Hairapy to use a pull on
young females to the bran Sponsored short films that were televise throughout
admired television shows.
Promotion through movies as Fashion Sunsilk had come up by means of a latest
campaign of promotion GOOD HAIR DAYS in the 6 main cities in association with
well-known hair stylists of the country.
Gang of Girls web page to show community of gilrs
Madonna, Natalia Oreiro, Shakira, and Marilyn Monroe all featured in Sunsilk's 2008
advertising campaign Life Cant Wait. The philosophy behind the campaign was
about girls taking positive steps to gain better control of their lives Hair On = Life
On.
21 | S t r a t e g i c B r a n d M a n a g e m e n t
In 2003, Sunsilk (Sedal) launched the first hair only glossy magazine
in Argentina aiming to communicate to the professional hair industry. More than
800,000 copies are published each month. The magazine focuses on hair, fashion
and beauty issues as well as showcasing hairdressers work. It is sold locally on
newsstands and distributed to hair salons.
From 2009 Sunsilk started working with a number of professional hair "experts" to
develop new and improved products. Each hair issue" variant links to an "expert
with the relevant specialist hair knowledge.
Advertisement objectives:
The advertising of any product should go behind the SMILE loom which is:
S Simple
M Memorable
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The advertising should be in line with the earlier period ads (if any). A good advertising idea,
The ad should have.
Advertising Evaluation:
Lever also providers out on comprehensive assessment process. Focus on industry rating
factors are used to assess a item. Houses are supervised in various places to get client
reaction and reviews.
Consumer view of Sunsilk Advertisement:
Consumer view
Series 1
60%
30%
10%
According to a study 60% consumers say that the marketing is eye-catching and the 30% say
average and other 10% say its cheap. Its shows that the marketing should work well and
offering information in a better way that is why consumers like it.
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Distribution Objective:
To reach as many cities, town and villages as they can
Lever has at least 150 distributers whose function is to sell to supplier straight. There are
different distributers for different places. They are properly chosen and their efficiency is
regularly analyzed.
They appear extremely pleased with their own route systems and have an excellent
relationship with them. We feel that this is essential since these are not too many levels,
thereby avoiding route complexness and enabling Handle greater control. Levers
declarations were confirmed by our client study which obtained that the retailors were very
pleased with Levers submission program, which permitted well-stocked racks. This is an
advantage, since a lot go through regular buying actions.
Sunsilk has an excellent submission program all over the nation. They have fought hard to
look at such programs that assurance the perfect results regarding the position of their
item. These distributers are given clear training regarding the selection of the retailors and
to create sure that the retailer;
Knows about the significant features of the product
Place the item along with its significant opponents like P&G
Displays the sachets distinctly
They give off and on offers as business marketing motivation to their distributers. The
distributers promote the marketing of Sunsilk by recommendations.
24 | S t r a t e g i c B r a n d M a n a g e m e n t
SWOT Analysis
STRENGTHS Weaknessess
Lever brother Pakistan restricted is one Competitors have strong marketing
of the biggest companies in Pakistan. activities.
The new Sunsilk shampoo is a top great Customer are provided better alternative
quality item in terms of hair protection. by the opponents.
The potential audience is knowledgeable,
experts and are part of top quality and
center class
Company totally possessed, methodical
distribution program, clear interaction
program.
Opportunities Threats
25 | S t r a t e g i c B r a n d M a n a g e m e n t
Brand Equity
A stage when the holder of a famous brand name is able to get increasing profits due to
increasing worth of its brand name in the market. This happens because the shopper is
confident that the quality of the famous brand is much better than the other brands which
are not so famous than the former. This can be achieving through a good marketing of the
brand. Many ways to measure the brand equity has been developed by different experts.
But none of them is universally accepted tool to measure the brand equity.
Brand Awareness
This term refer to the reaching ability of brand to the mind. Brand recall/brand recognition
helps to measure the brand awareness. Brand recall is a term used to define the ability of
the customer in case when he/she requires a certain category of the product to meet
his/her specific need.
Facebook likes 2,293,581 likes
Twitter followers 73644
Google plus Items 120
likedin.com 141,206 .
YouTube views 1,961,342
Flicker photos 10200
26 | S t r a t e g i c B r a n d M a n a g e m e n t
100%
90%
80%
70%
60%
50%
40%
30%
Pantene
20%
10% Head & Shoulder
0%
Sunsilk
Brand Association
Nice Fragrance
Self-respect
Confidence Shiny Hair
Smooth hair
Gorgeous Hair
Glow Style
Global Joining
Adoptable
Fresh
Silky
Self-respect
27 | S t r a t e g i c B r a n d M a n a g e m e n t
SUNSILK MENTAL MAP
Performance
People Image
Sunsilk
These three form the mental map of Sunsilk which associates with them the different
aspects. Let us see them in detail:
Performance Image
People
Black, shiny, silky, Self-respect
Girls soft, smooth long, Casually
Both gender thick, fresh and Successful
All Age clean hair Confidence
Healthy hair Adoptable
Safe Freedom
Nice fragrance
28 | S t r a t e g i c B r a n d M a n a g e m e n t
Customer -Based Brand Equity Model
Resonance
Loyal customers,
Sense of community,
Active customer
involvement
Customer Acceptance
Judgments Feelings
Most recognized Social approval,
brand, Style Statement,
Top brand, unique warmth,
Color, Variety Confidence,
innovative self-respect,
Performance Imagery
Silky, shine, black, clean, Female capturing,
long, thick, dandruff free Available, youth, cool,
hair, Environment friendly, girls unity, sense of
health friendly , social community
friendly
Salience
Cosmetics, hair care brand, most recognized brand, confidence,
experts co-creation, sense of community, happiness
Emotional Rational
29 | S t r a t e g i c B r a n d M a n a g e m e n t
Breadth and Depth of the awareness
The possibility of the accessibility of the brand to the mind is termed as the depth of the
brand awareness. The more the recalling ability of the brand the more awareness level it
has. Range of the purchase and the situations to use the brand comes into the mind is
termed as breadth of the brand awareness.
Brand Performance
Five characteristics lies under the heading of brand performance. These are:
Primary ingredients and supplementary features
Product reliability, durability and services
Style and design
price
Brand Image
Perception of the consumer about the brand is called the brand image. Association of the
brand in the mind of the consumer measures it.
Brand Imagery
Brands ability to meet the social and psychological needs of the consumer is what we call
brand imagery. These are referred as the extrinsic properties of the brand.
There are many intangibles which might be linked to the brand but four main categories are:
User profile
Purchase and usage situation
Personality and values
History, heritage and experiences.
Brand Judgment
Personal point of view and evaluation held by consumer with regard to the brand is the
brand judgment.
It is about the association of brands performance and imagery to varying kinds of opinion of
the customer.
30 | S t r a t e g i c B r a n d M a n a g e m e n t
Following types of brand judgment are important:
Quality of brand
Credibility of brand
Considerations
Brand superiority
Brand Feelings
The main types of brand-building feelings are:
Warmth
Fun
Excitement
Security
Social approval
Self respect
Brand Resonance
Nature of association or the relationship and the extent to which customer feels that they
are affiliated with the brand is the brand resonance. Brand resonance can be divided into
these classifications:
Behavioral loyalty
Attitudinal attachment
Sense of community
Active engagement
31 | S t r a t e g i c B r a n d M a n a g e m e n t
Statistical analysis (section wise)
Salience
1. How you came to know about sun silk?
2. When you think of a brand, what brand comes to your mind first?
Salience
100
80
60 Salience
40
20
0
Awareness Recognition
Performance
1. If you think about the features and benefits of sun silk , would you say value
provided is ?
2. After purchase services?
3. What you say about the packaging of the bottle?
4. How did the purchase price compare your expectations?
5. To you think that this brand has special features? To what extent
Performance
95
90
85
80 Performance
75
70
65
Satisfied Style Fair Features
32 | S t r a t e g i c B r a n d M a n a g e m e n t
Imagery
1. Who uses the product?
2. Purchase experience?
3. First use experience?
4. How long have you use Sunsilk?
5. How and where did you purchase your product?
Imagery
100
80
60
40 Imagery
20
0
Female Male Purchace Regularly use Available
experience
Judgment
1. What you think about the Overall quality of the brand?
2. Brand is compared to other shampoos that are available, would you say that
sunsilk is..?
3. How much do you trust the makers of this brand?
4. How much do you admire this brand?
5. How likely would you be to recommend this brand to others?
6. How unique is this brand?
Judgment
100
80
60
Judgment
40
20
0
Good Better yes Yes Surely Inovative
33 | S t r a t e g i c B r a n d M a n a g e m e n t
Feelings
1. What this brand is differentiated from others?
2. How do you feel after using it?
3. Do you feel the sense of security after using this brand?
Feelings
76
74
72
70 Feelings
68
66
64
62
Formula Comfertable yes
Resonance
1. Suppose you would not found this brand any where in that situation what you
replace it with?
2. In the same above condition. What would you replace it in the coming 12 months?
3. Do you really like to talk about this brand?
4. This is the brand used by the people like me
Series 1
90
80
70
60
50 Series 1
40
30
20
10
0
Not replace yes yes yes
34 | S t r a t e g i c B r a n d M a n a g e m e n t
Statistical analysis data combined
Method
Give 1 to all positive answers and give 0 to all negative answers.
100
90
80
70
60
50 1
0
40
30
20
10
0
Salinece Performance Imagery Judgment Feelings Resonance
35 | S t r a t e g i c B r a n d M a n a g e m e n t
Recommendation
Sunsilk should drive according to local preferences and needs.
Sunsilk can arise and ensure social responsibility in the society, so they would
establish themselves in customer mind and customer would be loyal about Sunsilk.
Maintain image among customers, mainly advertisement covers huge expenses of
Sunsilk, but we recommend them to cut their advertisement expenditures, in the
economic crisis and should more focus on social responsibility.
To ensure social responsibility and highlighting benefits they provide Sunsilk can
raise their revenue.
Extensive marketing methods Unilever should make people aware of the fact that it
is a Unilever Product and not just any product so that the brand loyalty increases.
Lever should create gang of girls type activity in Pakistan.
Improve promotional strategy as P&G have.
Conclusion
Sunsilk has huge potential of rural market 72% of total population but not yet develop a
successful strategy to penetrate this market. The success of Sunsilk emulated which
capturedthe rural market by two strategies-
Develop strong distribution structure and Adopting packaging and pricing. Sunsilk increase
buying of raw material so that it does not have to suffer devolution and continuously
increase in tariff rates. They introduced a smaller 100mi pack of Sunsilk in order to capture
lower income segment. Sunsilk enter into web marketing. They should increase frequencies
of advertising by electronic and print media. They should introduce 2 in 1 shampoo plus
conditioner which demand huge potential market. Finally, taking everything in account
we can say that if Sunsilk emphasize more on social responsibility and create more
attractive marketing programs, they can grab huge number of customers.
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REFERENCES
www.unilever.com
www.unilever.com.pk
www.millwardbrown.com
www.google.com
www.ac.com
www.scribd.com
www.slideshare.net
www.tractionplatform.com
www.stylecraze.com/articles/best-shampoos-available-in-india-top-10/
www.stylecraze.com/articles/best-sunsilk-shampoos-available-in-india/
www.unilever.pk/our-brands/detail/Sunsilk/337204/
www.dailyprice.com.pk/item/sunsilk-shampoo
http://scdlmbaprojects.blogspot.com/2011/05/scdl-mba-project-project-on-sun-
silk.html
http://www.marketingweek.co.uk/unilever-will-feel-off-colour-if-sunsilk-gamble-
fails/2001897.article
Unilever financial statement 2007-08
37 | S t r a t e g i c B r a n d M a n a g e m e n t
Annexure
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Sunsilk brand audit Questioner
Section 1: Introduction
Gender Male Female
Serial Pay for your shampoo per month? 100-200 200-400 400-600 600
No above
1. Shampoo do you use mostly? Sunsilk Pantene
Head& Other
shoulder
2. Which Shampoo can compete Sunsilk? Pantene Head & Shoulder Other
3. Have you ever heard of Sunsilk? Yes No
4. When you think about shampoo brand, what Sunsilk Pantene Head& Others
brand comes first to your mind? shoulder
5. Now if you think about the feature and benefits Satisfied Unsatisfied
of Sunsilk, would you say the value provides is?
6. What kind of after purchase service? Satisfied Unsatisfied
7. What opinion about the packaging of the Stylish Unique Normal
bottle?
8. How did the products price compare to your Fairly Unfair
expectations?
9. To what extent this brand has special features? Many Few
10. Who uses the product? Men Women Kids
11. Purchase experience? Yes No
12. First use experience? Yes No
13. How long have you used Sunsilk? Regularly some month not yet
used
14. Product is easily available? Yes No
15. What is overall quality of the brand? Poor fair Good Excellent
16. Brand is compared to other shampoos that are Poor fair Good Excellent
available; would you say that Sunsilk is?
17. You admire this brand? Yes No
18. You trust the makers of this brand? Yes No
19. Would you recommend this brand to other? Yes No
20. How unique is this brand? Innovative Not innovative
21. Does this brand give you the feeling of warmth? Yes No
39 | S t r a t e g i c B r a n d M a n a g e m e n t
22. What makes this brand different? Formula Uniquenes Innovation
s
23. After its use what do you feel like? Comfortable Uncomforted
24. Does this brand give you the feeling of security? Yes No
25. If this brand were no longer available, would Yes No
you replace it?
26. All things considered, over the next 12 months Yes No
how likely are you to replace you product
(connected to above)?
27. I really like to talk about this brand to others? Yes No
28. This is brand used by the people like me? Yes No
29. How did the product price compare to your Poor fair good excellent
expectation?
Thank you
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