BRAND KNOWLEGDE HAS TWO COMPONENTS

 Brand Awareness
Related to the strength of the brand node or trace in memory,
as reflected by consumer ability to recall or recognize the
brand under different conditions.
 Brand Image
The consumer perceptions of and preferences for brand,
measured by the various types of brand associations held in
memory.

https://www.youtube.com/watch?v=tTa3jgrDxr8
STRATEGIC BRAND MANAGEMENT GUIDELINES
 Summary of Customer – Based Brand Equity Framework
 Sources of Brand Equity
 Outcomes of Brand Equity
 Tactical Guidelines
 Building Brand Equity
 Measuring Brand Equity
 Managing Brand Equity
STRATEGIC BRAND MANAGEMENT GUIDELINES
Sources Of Brand Equity
 Awareness and familiarity of brand
 Strength

 Favorable

 Uniqueness
STRATEGIC BRAND MANAGEMENT GUIDELINES
Outcomes Of Brand Equity
 Greater Loyalty
 Less Vulnerability to competitive marketing actions
 Less Vulnerability to marketing crises
 Larger margins
 More Inelastic consumer response to price increases
 More Inelastic consumer response to price decreases
 Greater trade cooperation and support
 Increased marketing communication effectiveness
 Possible licensing opportunities
 Additional brand extensions opportunities
TACTICAL GUIDELINES
Building Brand Equity
1. Through the initial choice of the brand elements
making up the brand
2. Through marketing activities and the design of the
marketing program
3. Through the leverage of secondary associations
that link the brand to other entities like company,
geographic region, other brand, person or event
TACTICAL GUIDELINES
Building Brand Equity Guidelines
 Mix and Match brand elements
 Level of perceived quality and create brand image
 Adopt value-based pricing strategies and guide
discount pricing policies
 Range of distribution options and blend brand-
building strategies
 Mix marketing communication options
 Leverage secondary associations
TACTICAL GUIDELINES
Measuring Brand Equity
1. Measuring Indirectly
 Potential
Sources requires aspect of brand awareness
and brand image
 Customer response to create brand equity
2. Measuring Directly
 Possible outcomes to estimate the various benefits
 The brand value chain depicts of resulting outcomes
influences the investment community
TACTICAL GUIDELINES
Measuring Brand Equity Guidelines
Brand Equity Measurement System
1. Conducting brand audits
2. Designing brand tracking studies
3. Establishing a brand equity management system
TACTICAL GUIDELINES
Measuring Brand Equity Guidelines
1. Formalize the firm’s view of brand equity
2. Conduct brand inventories and brand exploratories
3. Conduct consumer tracking studies
4. Assemble result of tracking survey and other relevant
outcomes measures
5. Establish the implementation of the brand equity
charter and reports
TACTICAL GUIDELINES
Managing Brand Equity

1. Requires taking a broad view

2. Long term perspectives of brand
TACTICAL GUIDELINES
Managing Brand Equity Guidelines
1. Define the brand hierarchy
2. Create global associations
3. Introduction of brand extensions
4. Clearly establish the role of brands
5. Reinforce the brand equity over time
6. Enhance the brand equity over time
7. Identify differences in consumer behavior and brand
adjustment program
 MAKES STRONG BRAND
To create a strong brand and maximize brand equity must do:
1. Understand brand meaning and market appropriate products and services in an
appropriate manner
2. Properly position the brand
3. Provide superior delivery of desired benefits
4. Employ a full range of complementary brand elements, supporting marketing
activities and secondary associations
5. Embrace integrated marketing communications and communicate with consistent
voice
6. Measure consumer perception of value and develop a pricing strategy accordingly
7. Establish credibility and appropriate brand personality and imagery
8. Maintain innovation and relevance for the brand
9. Strategically design and implement a brand hierarchy and brand portfolio
10. Implement a brand equity management system to ensure that marketing actions
properly reflect the brand equity concept
 MAKES STRONG BRAND
Seven Deadly Sins of Brand Management
1. Failure to fully understand the meaning of the brand
2. Failure to live up to the brand promise
3. Failure to adequately support the brand
4. Failure to be patient with the brand
5. Failure to adequately control the brand
6. Failure to properly balance consistency and change with the
brand
7. Failure to understand the complexity of brand equity
measurement and management
SPECIAL APPLICATIONS
Specific issues for some less conventional types of products

1. Industrial and business-to-business products

2. High technology products
3. Services
4. Retailers
5. Small business
6. Online brands
SPECIAL APPLICATIONS
Industrial and Business-to-Business Products Guidelines
1. Adopt a corporate or family branding strategy and create
a well-defined brand hierarchy
2. Link non-product-related imagery associations
3. Employ a full range of marketing communication options
4. Leverage equity of other companies that are customers
5. Segment markets carefully and develop tailored branding
and marketing programs
SPECIAL APPLICATIONS
High-Technology Products
1. Establish brand awareness and a rich brand image
2. Create corporate credibility associations
3. Leverage secondary associations of quality
4. Avoid over-branding products
5. Selectively introduce new products as new brands and
clearly identify the nature of brand extentions
SPECIAL APPLICATIONS
Services
1. Maximize service quality by recognizing the myriad ways
to affect consumer service perceptions
2. Employ a full range of brand elements to enhance brand
recall and signal more tangible aspects of the brand
3. Create and communicate programs that augment
consumers’ service encounters and experiences
4. Establish a brand hierarchy by creating distinct family
brand or individual brands as well as meaningful
ingredient brands
SPECIAL APPLICATIONS
Retailers
1. Create a brand hierarchy by branding the store as a whole, as
well as individual dept., classes of service or any other aspects
of the retail service or shopping experience
2. Enhance manufactures’ brand equity by communicating and
demonstrating their points of difference and other strong,
favorable and unique brand associations
3. Establish brand equity at all levels of the brand hierarchy by
offering added value in the selection, purchase or delivery of
product offerings
4. Create multichannel shopping experiences
5. Avoid over-branding
SPECIAL APPLICATIONS
Small Business
1. Emphasize building one or two strong brands
2. Focus the marketing program on one or two key
associations
3. Employ a well-integrated set of brand elements that
enhance both brand awareness and brand image
4. Design creative brand-building push campaigns and
consumer-involving pull campaign that capture attentions
and generate demand
5. Leverage as many secondary associations as possible
SPECIAL APPLICATIONS
Online Branding
1. Do not forget the brand-building basics
2. Create strong brand identity
3. Generate strong consumer pull
4. Selectively choose brand partnerships
5. Maximize relationship marketing
FUTURE BRAND PRIORITIES

How will branding change in the coming years?

What are the biggest branding challenges?
What will make a successful “twenty-first-century brand”?
FUTURE BRAND PRIORITIES
Building Brand Equity
1. Brand Elements
In a cluttered, competitive marketplace, the brand elements that
make up the brand will have to do more and more of the selling job.
2. Marketing Programs
Strong brands in twenty-first century also will rise above others by
better understanding the needs, wants and desire of consumer and
creating marketing programs that fulfill and even surpass consumer
expectations
FUTURE BRAND PRIORITIES
Managing Brand Equity
 It will essential in building strong twenty-first-century brand to align
internal and external brand management
 Internal brand management, ensures that employee and
marketing partners appreciates and understand basic branding
notions and how they can affect the equity of brands.
 External brand management, requires understanding the needs,
wants and desires of consumers and creating brand marketing
program that fulfill and even surpass consumer expectations
► Companies must also align bottom-up and top-down marketing
management
FUTURE BRAND PRIORITIES
Achieving Marketing Balance
 Themost fundamental challenge of marketing and brand
management is reconciling the many potential tradeoffs in
marketing decisions
 There are three means or level of achieving marketing balance,
in increasing order to potential effectiveness:
 Alternate, identify and recognize the various tradeoffs
 Divide, split the difference and do a little of both to cover all the
bases
 Finesse, reconcile the decision tradeoffs, finesse the difference and
achieve synergy between the two dimensions.