The strategic brand management process

-
(Session 2).
 Session 1 recap.

• Explored what a brand is.

• Highlighted the differences between a product and a

brand.

• Explained brand equity.

 Session learning objectives.

• Identify and analyse the strategic brand

management process.
 The strategic brand
management process, 1.

Step: 1 Step: 2 Step: 3 Step: 4

Planning
Measuring Growing
and
Identifying and and and
implementing
establishing brand Interpreting sustaining
position. brand
brand brand
marketing
performance. equity.
programmes.
 The strategic brand
management process, 2.

Identifying and
establishing brand Building a
position. strong brand:
4 steps.
Step: 1
Identify and
establishing
Brand brand
Positioning. positioning.

Customer-
based brand Positioning
equity. guidelines.
 The strategic brand
management process, 3.
The Brand position can be identified
Identifying and
establishing brand Customer- and established by determining the
position. based brand customer-based brand equity using
equity. the pyramid.
Step: 1

Relationships
Resonance

Response
Judgement Feelings

Performance Imagery Meaning

Salience Identity
 The strategic brand
management process, 4.

Identifying and
establishing brand Building a
position. strong brand:
4 steps.

Step: 1

The 4 steps of Brand building –

▪ Identify (Salience).
▪ Meaning (Performance/imagery)
▪ Response (Judgement/feelings).
▪ Relationship (Resonance).
 The strategic brand
management process, 4a.

Identifying and
establishing brand Brand Identify and
position. Positioning. establishing
brand
positioning.
Step: 1

It is necessary to decide -
▪ Who the target consumer is,
▪ Who the main competitors are,
▪ How the brand is similar to these competitors,
▪ How the brand is different from the competitors
 The strategic brand
management process, 4b.

Identifying and
establishing brand Brand Identify and
position. Positioning. establishing
brand
positioning.
Step: 1

The Target Market can be decided based on two considerations:

• Segmentation Bases: a) Behavioural. b) Demographic.
c) Psychographic. d) Geographic.
• Segmentation Criteria: a) Identifiability. b) Size.
c) Accessibility. d) Responsiveness.
 The strategic brand
management process, 5.

Identifying and
establishing brand Brand
position. Positioning. Positioning
guidelines.

Step: 1

The following are some of the positioning guidelines that firms should follow
for an effective brand positioning:
• Defining and Communicating the Competitive Frame of Reference.
• Choosing Points of Parity and Points of Difference.
• Establishing Points of Parity and Points of Difference.
• Updating Positioning Over Time.
 The strategic brand
management process, 6.
Planning and
implementing Choosing brand Criteria for
Step: 2 brand elements to build choosing brand
marketing brand equity. elements.
programmes.

Options and
Designing tactic for brand
Channel
marketing elements
Strategy.
programmes to
build brand
Co-
equity.
branding
Leveraging
secondary
brand Pricing
associations to Strategy
build brand Product
equity. Celebrity Strategy
Licensing
Endorsement
 The strategic brand
management process, 7a.
Planning and
implementing Choosing brand
Step: 2 brand elements to build
marketing brand equity.
programmes.

Brand Elements are sometimes called ‘Brand Identities’. They are the
trademark devices that help to identify and differentiate brands. For
example, the tick mark logo of Nike, the Indian Maharaja of Air India, the
rings of Audi etc. are brand elements. Choosing Brand Elements to Build
Brand Equity is further divided into two parts:
• Criteria for Choosing Brand Elements.
• Options and Tactics for Brand Elements.
 The strategic brand
management process, 7b.
Planning and
implementing Choosing brand Criteria for
Step: 2 brand elements to build choosing brand
marketing brand equity. elements.
programmes.

The following criteria should be met to choose relevant brand elements

such as:
• Memorability – Easily Recognized, Easily Recalled.
• Meaningfulness – Descriptive, Persuasive.
• Likability - Fun and Interesting, Aesthetically Pleasing.
• Transferability – Within Cross Product Categories, Across Geographical
Boundaries and Cultures.
• Adaptability – Flexible, Updateable.
• Protectability – Legally Protected, Competitively Protected.
 The strategic brand
management process, 7c.
Planning and
implementing Choosing brand Options and
Step: 2 brand elements to build tactic for brand
marketing brand equity. elements
programmes.

The following are few options and tactics for brand elements:
• Brand Names – Air Malta.
• Logos & Symbols –

• Characters - • Slogans -
 The strategic brand
management process, 8a.
Planning and Designing
implementing marketing Channel
Step: 2 brand programmes to Strategy.
marketing build brand
programmes. equity.

Channel Strategy is the practice of applying appropriate marketing

methods to distribution channels to reach customers. It involves
developing go-to-market plans, educating channel marketers or
middlemen about products or services, and motivating the members
of the marketing channel to promote products and services. Hence,
marketing and sales alignment is critical to an effective channel strategy,
e.g., forever-living products.
 The strategic brand
management process, 8b.
Planning and Designing
implementing marketing
Step: 2 Pricing
brand programmes to
Strategy.
marketing build brand
programmes. equity.

Businesses can ensure profitability and longevity by paying close

attention to their pricing strategy. An efficient pricing strategy helps
companies to best position themselves within the market, e.g.,
Jaguar cars.
 The strategic brand
management process, 8c.
Planning and Designing
implementing marketing
Step: 2 brand programmes to Product
marketing build brand Strategy
programmes. equity.

Businesses should ensure that they have an effective product strategy to

remain competitive in the markets. An efficient product strategy would
ensure that the product remains updated with the latest features,
technology and enhancements and has something extra to offer to
the customers, e.g., the Samsung cell phone range.
 The strategic brand
management process, 9a.
Planning and Leveraging
implementing secondary
Step: 2 Celebrity
brand brand Endorsement
marketing associations to
programmes. build brand
equity.

Firms can also use a celebrity to endorse their brands to help build brand
equity. Celebrity endorsement helps to draw attention to the brand and to
shape the perceptions of the brand. A celebrity should be greatly popular
and have a high level of visibility. He or she should also have a rich set
of useful associations, judgments, and feelings associated with him/her by
the general public.
 The strategic brand
management process, 9b.
Planning and Leveraging
implementing secondary
Step: 2 brand Licensing
brand
marketing associations to
programmes. build brand
equity.

Licensing involves contractual arrangements whereby firms can use the

names, logos, characters, and so forth of other brands for some fixed fee,
e.g., in the Entertainment (The Matrix, Shrek, etc.); Television and cartoon
characters (Mickey Mouse), Designer apparel and accessories (Gucci,
Armani, etc.).
 The strategic brand
management process, 9c.
Planning and Leveraging
implementing secondary
Step: 2 brand Co-
brand branding
marketing associations to
programmes. build brand
equity.

Co-branding occurs when two or more existing brands are

combined into a joint product or are marketed together in
some fashion, e.g., Sony Ericsson, Yoplait Trix Yogurt, Nestle’s
Cheerio’s Cookie Bars.
 The strategic brand
management process, 10.
Measuring
and Measuring Comparative
Step: 3 Interpreting outcomes of methods.
brand brand equity.
performance.

Holistic methods.
Developing Establishing a
brand equity brand equity
measurements & management
managements system.
system.

Measuring Designing
sources of brand
brand equity. tracking
studies.
Brand
Qualitative Quantitative
value
research research
chain.
techniques. techniques.
 The strategic brand
management process, 11.
Growing
and Managing
Step: 4 Reinforcing
sustaining brands over
brands.
brand time
equity.

Disadvantages Revitalising
Introduction & brands.
of brand
naming products
extension.
and brand
extensions.

Designing and Advantages

implementing of brand
branding extension.
strategies.. New
Brand products
Brand
Architecture and brand
Hierarchy.
. extensions.
 Homework activity –
Case study

Coca-Cola has had strong brand equity for a long time. It has a
large range of products under its brand.

1. Conduct thorough research and find out how Coca-Cola has

built its brand over the years.

2. What were the strategies employed?

3. What were the major successes and pitfalls, if any?

 Session recap.

• Identified and analysed the strategic brand

management process.
Any Questions?
 Unpacking the assessment:
formative activities, 1(1).

Assessment Submission: 23:59 Sunday, 11/02/2024.

Task: Writing a 3500-word Individual report.

1. The homework provided earlier in Slide 23, is aimed at supporting

you in understanding what you need to understand in creating
a strategic brand management plan.
2. Coca-Cola is a global brand that has remained and maintained
its global brand position for almost a decade. As a result,
thorough research on the company and the brand will help you
on knowledge on how to grow an existing brand.
 Unpacking the assessment:
formative activities, 1(2).

Questions to ask yourself and seek answers to when reading about

Coca-Cola -
a. What is/are the key characteristics of the Coca-Cola brand?
b. What value creation process did the company go through for
the Coca-Cola brand?
c. How did Coca-Cola use “brand equity” to build a strong brand?
d. Does Coca-Cola have a brand personality, how was it created,
was any scientific framework used to create/develop this? What
approach did the company take?
 Unpacking the assessment:
formative activities, 1(3).

e. What did Coca-Cola do to understand its customers’ emotions

and build relationships.
f. How did Coca-Cola measure the performance of its brand,
investigate this from both a tangible and intangible perspective?
 Unpacking the assessment:
formative activities, 1(4).

It is highly important you write down these findings of your

research on Coca-Cola, we will be using them as the bedrock
for discussions in subsequent formative classes.
 Recommended Textbooks/Articles.

Keller, L. K. and Swaminatha, V. (2020). Strategic Brand

Management, Building, Measuring, and Managing Brand
Equity [e-book] 5th edition. Pearson.

Keller, L. K. (2013). Strategic Brand Management, Building,

Measuring, and Managing Brand Equity [e-book] 4th edition.
Pearson.