Brand Development: 1. Consumer Insight 2. Brand Essence 3. Brand Value 4.

Brand Personality

Brand Vision: 5. Brand Positioning 6. Brand Platform 7. Brand Promise 8. Brand Portfolio 9. Brand Vision 10. Brand Goal

Brand Marketing: 11. Objectives 12. Challenges 13. 14. 15. 16. Aims Critical Success Factors Strategies Product Strategy

17. Design Strategy 18. Pricing Strategy 19. Communication Strategy 20. Trade Channel & Sales Strategy

Brand Go to Market: 21. Activity Chart 22. Scorecard Development Brand Monitor: 23. Brand Image Tracking 24. Brand Equity Evaluation

Understanding Consumer in the world of Communication Chaos

Average Consumer will Exposed to TVC

…by the age of 65!

How does it affect business
•We have too much of choices •Traditional way of communication is becoming ineffective

•Consumers lives are becoming chaotic

•Mere Awareness will not do

•They want their products/services to reflect their self, their values

Getting deeper insights to build our brands is the key challenge

Brand Development

What is Consumer Insight ?
‘Seeing below the surface’ Seeing inside the consumer The penetrating understanding of consumers which provides hooks or clues that lead us towards new brand-building opportunities.

What is Consumer Insight ?
Key Elements of Insight •A Twist in Tale •A Pleasant & Relevant "surprise" •A fresh, unexpected perspective •An Aha-experience.

Insight Examples
Close Up
The closer people get, the more conscious they are of their fresh breath/white teeth

Wrangler Jeep

Americans see Jeep as strong & rough that can drive through any challenge to get anyone out of trouble.

The Essence is the X factor of the brand. It is the differentiated core benefit (conscious/sub conscious) that connects immediately to the consumer. The Code for the brand. Surf Excel - Dirt is good National Geography – Live Curious

Brand Values
The Guiding principles of the brand. Brand will simply stand on & adhere to these principles. Examples: Aarong – Indigenous, Social etc.

Brand Personality
It is the way a brand should behave. The characteristics it may carry if it was a human. Examples: Marlboro – Adventurous, Masculine etc.

Brand Vision

Positioning - it’s a Mind Game
• In the mind of the consumer • In the mind of the customer

• In the mind of our people

• In the mind of our competitor

Positioning is the essence of the brand perceived by the target customer in the market What the brand stands for in the minds of the customers and prospects, relative to its competition, in terms of benefits and promises Key Elements:  Define Target Market (Demo/Psycho or both)  State Offering  State Point of Parity or Frame of reference (The Industry where it operates)  State Point of Difference (The Uniqueness)  State Proof of the Point of Difference.

To the tradesman who uses his power tools to make living and cannot afford downtown no the Job (Target), DeWalt (offering) professional power tools (frame of reference) and more dependable than other brands of professional power tools (point of difference) because they are engineered to the brand’s historic high-quality standards and are backed by Black & Decker’s extensive service network and guarantee to repair or replace any tool within 48 hours (Proof)

Brand Platform
It is the playing ground of the Brand. The stage on which the brand will always stand. Example Google: Information Marlboro : Adventure Banglalink: Change Aarong: Social Nike: Body

Brand Promise
Brand’s Commitment to its market. The manifesto that a brand will follow every time they do something.


Boeing: Revolutionizing Flight
The promise of Revolutionizing Flight reflects the heritage of Boeing, the pursuit of innovation of the present and the limitless horizons in its future. Boeing has played a role in every material revolution in the history of flight.

Brand Portfolio
Where will the brand be or go? Which product lines? It is always directed by its values, personality, platform & promise.

Wrangler: Challenge Reflected in campaigns for Jeep – Desert & Mountains Jeans - Jungle

Brand Vision
It should state the image or perception, the brand wants to establish in the market. Example:
Nike will be the worlds number one sports brand and bring inspiration and innovation to every athlete in the world ( if you have a body you are an athlete).

Nike Vision : Image
Bring Inspiration And Innovation To Every Athlete In The World*

*If you have a body, you’re an athlete

Brand Goal
The goal talks about the specific business target for the brand It can have • Financial Element (Growth, Revenue, Profit etc.) • Market share It gives a year wise breakdown of the target Example: Nike: Will be the worlds number one sports brand and bring inspiration and innovation to every athlete in the world ( if you have a body you are an athlete) thus will grow to 12.5 $ billion by 2015 in terms of Revenue. Current – 2 $ Billion 2011- 6 $ Billion 2012 – 9 $ Billion 2013 – 11 $ Billion 2014 – 12 $ Billion 2015 – 12.5 $ Billion

Brand Marketing

Align the resources of the business behind growing the Brand and building equity towards the Brand Vision


Video Click

Vision into Action
Rigorous Data Based analysis Greater focus on the key issues and opportunities facing the brand Marketing plans led by clear business and brand objectives Integrated plans

The Prioritized targets (geography, portfolio & image) that needs to be achieved aligning the overall vision & goal. Example: Nike should achieve 10 Million Dollar Revenue from South Asian Market in 2011. 1 Billion Dollar Revenue in 2011 from Shoes for Teens. Nike should be known as the no. 1 “DO” brand by 2011.

The Issues that the Brand is facing currently and may face in its future course of action to materialize its objectives hence goal & vision. Example: Nike Nike sponsored “XYZ” Football Tournament in Spain not getting enough media attention. Nike manufacturing unit in India will be unable to meet the next year forecasted demand of South Asian Market. Shoppers in the franchised retail outlets in Bangladesh not experiencing inspiration & innovation.

The Specific Aims that a brand takes to address the prevailing issues through prioritizing the immediacy of the matter. Example: Nike 1.Increase Manufacturing Capacity for South Asian Market. 2.Ensure sports headline coverage in Top 5 Spanish Media for the rest of the tournament.

Critical Success Factors (CSF)
The Enabler(s) that can help achieve the aim. What needs to be in place to increase the chances for the achievement of the aim. Example: Nike 1.Land availability in any side of the current manufacturing unit to help extend Manufacturing Unit. 2.Engage best PR Agency in field of Sports especially football.

Strategies The main tasks to be done to address the issues and achieve the corresponding aims. There can be multiple strategies taken to achieve a certain aim.

Strategies _ Example
Challenges Aims CSF Strategies
Acquire 50 ACRE land Buy 30 more machineries Recruit 200 more labors. Nike Increase manufacturing unit Manufacturing in India will be Capacity for South unable to meet the Asian Market. next year forecasted demand of South Asian Market. Nike sponsored “XYZ” Football Tournament in Spain not getting enough media attention. Ensure sports headline coverage in Top 5 Spanish Media for the rest of the tournament. Land availability in  any side of the  current manufacturing unit  to help extend Manufacturing Unit. Engage best PR Agency in field of Sports especially football.

 Invite National Star during game.  Offer Media Incentive  Use Social Network to pull maximum crowd

Shoppers in the franchised retail outlets in Bangladesh not experiencing inspiration &

Product Strategy
The task that Brand’s products & specific SKU’s will do across different product lines to meet the goal & vision. Example: Nike: Shoes: Shelf 5 different colored (Red, Black, White, Green, Orange) sneakers for Teens in American Market. Deo: Market smaller SKU’s for most popular variant ‘FISSION’ to increase consumption in Bangladesh. Caps: Bring out Special Edition signed by Popular NBA players in USA.

Design Strategy
The Task that will guide the Brand to differentiate functionally. It covers core product, packaging to even retailing. Example: Nike: •Develop new sneaker design with Nikes best features in terms of fitness routine category giving a multi-directional flexibility feature from its diamond shaped flex grooves. This can make you move side to side, back and front and still make your foot feel comfortable and stable.  This Promises maximum cushion and warm snug to foot. Just what a women need for their work out.

Pricing Strategy
The tasks that will determine the price points for different product lines of the brand aligning the overall goal i.e. revenue/profit target while ensuring vision is achieved. Key elements: Product Line Role in Portfolio under new vision Market Share Status Industry Status Competition Pricing Variant Role Differentiation Meter etc. Example: Nike In Bangladesh, Nike will sell shoes ranging from price point of $ 75 to $ 100. In USA & Europe, Nike will sell special edition NIKE AIR MAX from

Communication Strategy…
The set of integrated tasks that will aim to achieve the core vision of the brand through creating favorable perception/image. Example: Nike Make every touch point of communication count to disseminate the Nike’s core CAN DO message.

Make Every Touch Count Nike
Product Advertising

City Attacks




CSR Retail Marketing

New media

Communication Strategy…..Key Elements
Target: Nike to be known as no. 1 “DO” brand by 2011

Brand Brand PlatformIdea Example

Communicati Touch Touch on Idea Points Points Core Message



If you have a body, you are an athlete



BASIC SEQUENCE : Communication Strategy

Trade Channel Strategy
The task that will make the brand available in its targeted customers purchase point. Example: Nike Nike should have at-least one 8’x8’ shelf in any/all sports accessories retail outlet in England. Nike Socks sales should increase by 100% in Nike’s Europe Outlets. - Use Nike Sample Socks while trying Shoes.

Brand Go to Market

Activity Chart
This is the Exhaustive list of all the tasks to be done for a Brand in a calendar year with time & activity details. The Brand Manager’s guide to keep track of the brand. This encompasses all the activities relating to the brand starting from Design & Production to the Customer Hand.

Scorecard Development
This is the task performance measurement scale designed in relevance to the specific functions & their tasks. This helps to identify lag areas and take urgent measures. Here the brand manager sets a target for each task & try to see whether the task has been able to achieve that target or not. The difference between actual & target helps identify the hidden issues and thus re-plan accordingly. Example: Nike Nike TVC “JUST DO IT – JORDAN & FAN” should achieve atleast 30% Top of Mind (TOM) awareness in USA with in 3 Months of Campaign on Air. But in reality it received 11% TOM. So Media Planning needs to be diagnosed. See, whether the Media Habit Survey information was wrong or something else.

Brand Monitor

Brand Image Tracking
Evaluate Brand Marketing Activities in consumer or customer vocab. Understand whether the image expected to be perceived has been perceived or not. Identify areas to improve.
SKIPP Y PEANUT BUTTER Increasing Steady Declining (A) MARKET PERFORMANCE 2008 Ca te gory - Pea nut Butte r Volume (% Chg vs YAG) 4.3 Value (% Chg vs YAG) 4.4 Com pe titor Conte x t Unilever Category Share Skippy Value Share index to Market Leader Bra nd - Skippy Volume (% Chg vs YAG) 3.8 Value (% Chg vs YAG) 4.2 Ma rket Shares Volume Share (%) 19.1 Value Share (% ) 19.9 Consum er Behaviour Penetration (% ) 26.0 Volume per buyer (Kg's ) 5.1 Share of Requirements (% ) 53.1 (B) BRAND LEVERS PROPOSITION Brand differentiation Brands I lik e (Driver #1) The best tasting (Driver #2) Are b rands I trust (Driver #3 and Brand Key) Good for snack ing (Brand Key) Fun to eat (Brand Key) Lik ed b y children (Advertising) Brand Loyalty Conviction % Advantage % Performance % Relevance % Presence % PROMOTION Share of Total Comms Awareness Effective Com Press (SOTotalComAw/SOM) Share of TV Adv Awareness TV Adv Quality (SOTVaw/SOTVGRPs) Share of Category Media Spend PLACE Distribution Quality (% sk u wtd) Forward S hare (% share of display) Out of Stocks (% distribution OOS ) Share of Promoted Volume (% ) PRICE Price (main SKU $) Relative Price (Brand index) Value For Money (% ) PRODUCT Better quality than other brands PACK 2009 6.6 5.5 Q1 2010 Q2 2010 Q3 2010 Q4 2010 7.5 6.9 3.6 2.5 3.8 3.0 2010 YTD 3.8 3.0 YTD vs YAG +3.8% + 3.0% -1.9 3.6 17.6 19.5 26.9 4.7 48.1 1.0 8.0 17.9 20.1 10.8 2.6 72.7 0.7 3.6 17.7 19.6 11.0 2.7 69.5 2.7 2.9 17.7 20.1 10.9 2.7 72.5 2.7 2.9 17.7 20.1 10.9 2.7 72.5 +2.7% + 2.9% -0.2 0.0 0.1 0.1 -0.2

+4 +0 +2 -3 -4 +1 30 46 59 65 85 33 1.28 40 1.55 7.0% 7.5

+5 +6 +2 -5 -5 -1 31 47 58 63 86 30 1.32 42 1.49 36.0% 8.9

+6 +4 +1 -7 -6 +2 28 46 58 64 87 32 1.42 41 1.45 79.0% 9.1

+0 +0 -1 -5 -2 +1 28 46 56 62 84 33 1.23 40 1.47 0.0% 9.5

+2 +5 +4 -3 +0 -2 35 48 63 70 86 31 1.11 44 1.49 0.0% 9.9

+2 +5 +4 -3 +0 -2 35 48 63 70 86 32 n/a 45 n/a 0.0% 9.9

-4.0 +1.0 +3.0 +4.0 +6.0 -4.0 +7.0 +2.0 +5.0 +6.0 -1.0

-79 pts +0.8 pts

29.6 $2.09 110 24 57

22.5 $2.17 108 22 62

23.4 $2.18 115 20 58

23.9 $2.16 111 25 61

22.6 $2.18 114 26 60

22.6 $2.18 114 26 60

-0.8 pts +$0.00 100 +6.0 +2.0

Brand Equity Evaluator
It is the Brand Fitness Check. This helps the Top Management to take decision on invest/divest from the brands. It basically has two elements. -Financial Equity (Based on ROI, Growth etc.) -Image Equity (Based on Market Perception)

The Masterclass Assignment

 Group Formation  Brand Selection  Tasks


Can you tell now?

Guess, You Can Guess

Mr. Steve Jobs

“A somebody was once a nobody who wanted to and did” - Unknown

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