Brand Management Module 2 to 4

8/2/2019 Brand Management Module 2 to 4

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IDENTITY STRATEGY-BRAND POSITIONING AND

VALUES

Module 2

BRAND MANAGEMENT


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Identifying and EstablishingBrand Positioning

Basic Concepts

Target Market

Nature of Competition

Points of Parity and Points of Difference


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3.3

Brand Positioning

Is at the heart of the marketing strategy

. . . the act of designing the companys offer

and image so that it occupies a distinct and

valued place in the target customers minds.Philip Kotler


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Identifying and EstablishingBrand Positioning (2)

Basic Concepts: According to the CBBE

model, it is necessary to decide:-

1. Who the target consumer is 2. Who the main competitors are

3. How the brand is similar to these

competitors, and

4. How the brand is different from these

competitors

Ref: Chapter 3 of Core Text


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Target Market:

Segmentation Bases:

a) Behavioral b) Demographicc) Psychographic d) Geographic

Segmentation Criteria:

a) Identifiability b) Size

c) Accessibility d) Responsiveness


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Nature of Competition:

Channels of Distribution

Competitors Resources

Competitors Capabilities

Competitors Likely Intentions

Other Competitive Factors (Porters 5-

Force Model refers)


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Identifying and Establishing

Brand Positioning

Points of Parity and Points of Difference:

1. Points of Difference Associations 2. Points of Parity Associations

3. Points of Parity versus Points of

Difference


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Positioning Guidelines

1. Defining and Communicating the

Competitive Frame of Reference

2. Choosing Points of Parity and Points of

Difference

3. Establishing Points of Parity and

Points of Difference

4. Updating Positioning Over Time


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Positioning Guidelines (1)

Defining and Communicating theCompetitive Frame of Reference:

A starting point in defining a competitive frame

of reference for brand positioning is todetermine Category Membership. Membershipindicates the products or set of products withwhich a brand competes. Communicatingcategory membership informs the consumerabout the goals that they might achieve byusing a product or service.


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Choosing Points of Parity and Points ofDifference:

Points of Parity: These are driven by the needs ofcategory membership and the necessity of

negating competitors PODs. Points of Difference: These are based on the

following criteria:

1. Desirability:In terms ofa) Relevance

b) Distinctiveness, and c) Believablity2. Deliverability:In terms of a) Feasibility

b) Communicability, and c) Sustainability



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Establishing Points of Parity and Points ofDifference:

1. Separate the attributes: Launch two marketingcampaigns, each one devoted to a different brandattribute or benefit.

2. Leverage Equity of another Entity: Link thebrand with a well-liked celebrity, cause or event.

3. Redefine the Relationship: Use attitudechange strategies to convert negative perspectivesabout the brand to positive ones.


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Updating Positioning Over Time:

1. Laddering: This strategy is to deepenthe meaning of the brand to tap into core

brand values or other more abstractconsiderations.

2. Reacting: This could imply no reaction

to moderate or significant reactionsdepending on level of competitive threat.


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Positioning: put all together

Target CustomersDescribe the segment theyre inwith relevant dimensions

Frame of Reference: What goal will be served by the

target by consuming the brand. What is the category

of consideration/key competitor /consumer goal

defining the category?

Point of Difference: What distinguishes you from

other offerings in the competitive set? Reasons to Believe: Compelling evidence that your

claim of difference is true


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Positioning Template

To: ____target market_____________

______Our brand________________

Is The:_Frame of reference________

That:___Unique owned Benefit______

Because:___Reason to believe______


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Positioning Statement Example:

To the tradesman who uses his power tools to

make a living and cannot afford downtime on

the job (target),

DeWalt professional power tools (frame of

reference)

are more dependable than other brands of

professional power tools (point of difference)

because they are engineered to the brands

historic high quality standards and are backed by

Black and Deckers extensive service network

and guarantee to repair or replace any tool

within 48 hours (reasons to believe).


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Perceptual Mapping

Can be an important tool in finding, targeting or

managing a position for a brand/offering

Assumption: Everyone in the segments perceives

the key attributes of the segment in the same way,

but

They perceive the alternatives across the category

differently Maps can provide visual insights that enable

decision-making in what are often complex, multi-

dimensional offering/segment spaces


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Perceptual Map: beer market


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3.18

Core Brand Values

Set of abstract concepts or phrases that

characterize the five to ten most important

dimensions of the mental map of a brand

Relate to points-of-parity and points-of-

difference

Mental map Core brand values Brand mantra


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3.19

Brand Mantras

An articulation of the heart and soul of thebrand

similar to brand essence or core brand

promise Short three- to five-word phrases that capture the

irrefutable essence or spirit of the brandpositioning and brand values

Considerations

Communicate

Simplify

Inspire


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3.20

Designing the Brand Mantra

The term brand functions describes the

nature of the product or service or the type

of experiences or benefits the brandprovides.

The descriptive modifierfurther clarifies its

nature. The emotional modifierprovides another

qualifierhow exactly does the brand

provide benefits, and in what way?


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3.21

Designing the Brand Mantra

Emotional

Modifier

Descriptive

Modifier

Brand

Functions

Nike Authentic Athletic Performance

Disney Fun FamilyEntertainment

Fun Folks Food
http://disneyworld.disney.go.com/wdw/indexhttp://www.mcdonalds.com/home.htmlhttp://www.mcdonalds.com/home.htmlhttp://disneyworld.disney.go.com/wdw/indexhttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=g_micChrome_dlogohttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=g_micChrome_dlogohttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=g_micChrome_dlogohttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=g_micChrome_dlogohttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_homehttp://transfer.go.com/cgi/transfer.dll?srvc=dis&goto=http://disney.go.com/&name=mchrome_home


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3.22

Internal Branding

Members of the organization are properly alignedwith the brand and what it represents.

Crucial for service companies


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3.23

Brand Audit

Externally, consumer-focused assessement A comprehensive examination of a brand

involving activities to assess the health of the

brand, uncover its sources of equity, and suggest

ways to improve and leverage that equity

It includes brand vision, mission, promise,

values, position, personality, and performance


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3.24

Importance of Brand Audits Understand sources of brand equity

Firm perspective

Consumer perspective

Set strategic direction for the brand

Recommend marketing programs to maximize

long-term brand equity


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3.25

Brand Audit Steps

Brand inventory (supply side)

Brand exploratory (demand side)


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BRAND ELEMENTS &IDENTITY


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Criteria for Choosing BrandElements

1. Memorability

2. Meaningfulness

3. Likability

4. Transferability

5. Adaptability

6. Protectability



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Options and Tactics forBrand Elements

1. Brand Names

2. URLs (Uniform Resource Locators)

3. Logos and Symbols4. Characters

5. Slogans

6. Jingles

7. Packaging


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Logos and Symbols

Logos: a means to indicate origin, ownership orassociation.

Literal

representations

Symbols

physicalelement


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Benefits

Easily recognized, a valuable way to identifyproduct

Nonverbal transfer well across

cultures, over a range of product categories

Abstract logos: easy on checkbooks,literature, signage and promotional material

Easy to adapt over time achieve a morecontemporary look.


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Slogans

Short phrase to descriptive or give

persuasive information about brand


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Slogans

Benefits

Building the brand awareness

Reinforce brand positioning

Show the desired point of difference

Designing slogans

Contain the brandname in slogans Ex: Maybe shes born with it, maybe its Maybeline

Contain the product-related and other

meanings( such as interpret product


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Slogans

Updating slogans

Recognize how the slogans is contributing to

the brand-enhance brand awareness or image Decide how of this equity enhancement, if any,

is still need

Retain the needed or desired equities stillresiding in the slogans while providing the new

ones to contribute to the brand in the other

ways


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Example of corporate brandidentity manual


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BRAND IMPLEMENTATION -DESIGNING MARKETING

PROGRAMS

Module 3

N P i


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New Perspectives onMarketing

Five Major Drivers of the New Economy:

Philip Kotler identifies them as under:

1. Digitalization and connectivity

2. Disintermediation and Reintermediation

3. Customization and Customerization

4. Industry Convergence

5. New Customer and Company Capabilities

(Remaining topic is for Self-study)


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Product Strategy

Perceived Quality and Value:

1. Brand Intangibles

2. TQM and Return on Quality

3. Value Chain Relationship Marketing:

1. Mass Customization

2. Aftermarketing 3. Loyalty Programs


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Pricing Strategy

Consumer Price Perceptions:

Price Band strategies

Value-based Pricing Strategies

Setting Prices to Build Brand Equity:

Value Pricing based on: a) Product design anddelivery b) Product costs, and c) Product prices

Everyday Low Pricing (EDLP): A strategy based

on low pricing as well as discounts andpromotions to consumers at regular intervals.


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Channel Strategy

Channel Design: Broadly, channel types can beclassified intoDirect andIndirect channels.

Direct Channels: a) Company-owned stores b)Leased/Rented shopping-space in larger

department stores. Indirect Channels: a) Distributors and Dealers

b) Retailers c) other middlemen

Web Strategies: Today, these are extremely

powerful channels if supported by efficientphysical brick & mortar channels.

B d b ildi t t


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Name, logo, slogan,personality, association

Showroom,booth, cars, office

All employees,distributors

Brand building strategy

Brand

Creative

Concept

Brand Strategy Development

PR & Ad,events,

sponsor,direct Promotion

People

Product

Place

Brand

Identity BrandPositioning

What, benefits, why better

Attractivetools

QualityPrice


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Leadership

(Lnh o)

Identity strategy

(Chin lc)Perception & Participation

(Nhn thc & tham gia)

Executing: Ps

Brand

Reference: LIP model

Copyright: Masso Consulting

http://www.MASSOGROUP.com


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Integrating Marketing Communications

to Build Brand Equity

Module 4


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Marketing Communications Options

Media advertisingTV

RadioNewspaper

Magazines

Direct response advertisingMail

Telephone

Broadcast media

Print mediaComputer-related

Media-related

Online advertisingWeb sites

Interactive ads and e-mails

Place advertisingBillboards and posters

Movies, airlines, and lounges

Product placement

Point of purchase

Point-of-purchase advertisingShelf talkers

Aisle markers

Shopping cart ads

In-store radio or TV

Trade promotionsTrade deals and buying allowances

Point-of-purchase display allowancesPush money

Contests and dealer incentives

Training programs

Trade shows

Cooperative advertising

Consumer promotion

SamplesCoupons

Premiums

Refunds and rebates

Contests and sweepstakes

Bonus packs

Price-offs

Event marketing and sponsorshipSports

Arts

Entertainment

Fairs and festivals

Cause-related

Publicity and public relations

Personal selling


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Marketing communications

Creating awareness of the brand

Liking points-of-parity &points-of-difference associations tothe brand in consumers memory

Eliciting positive brand judgments or feeling

Facilitating a stronger consumer-based brand equity


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The New Media Environment


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The New Media Environment

Changed dramatically.

TV, radio, magazines, and newspapers are

losing their grip on consumers

The dot-com crash & subsequent hangover in

the early 2000s.

=>Web advertising jumped 20%, spending forTV ads remained flat.


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The New Media Enviroment

=> This changing media landscape has forces

marketers to reevaluate how they should

best communicate with consumers


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Challenges in Designing Brand-

Building Communications The new media environment has further

complicated marketers perennial challenge to

build effective and efficient marketing

communication programs.


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Challenges in Designing Brand-

Building Communications

Current Brand

Knowledge

Desired Brand

Knowledge

communication

Simple Test for MarketingCommunication Effectiveness


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Information Processing Model of

Communications6 steps must occur:

Exposure: A person must see or hear the communication.

Attention: A person must notice the communication.

Comprehension: A person must understand the intendedmessage or arguments of the communication

Yielding: A person must respond favorably to the intendedmessage or arguments of the communication.

Intentions: A person must plan to act in the desiredmanner of the communication.

Behavior: A person must actually act in the manner of thecommunication.


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Role of Multiple Communications

Economic theory suggests placing dollars

into a marketing communication budget and

across communication options according tomarginal revenue and cost.

Different communication options also may

target different market segment.


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Overview of Marketing

Communication Options


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Advertising

A form of communication used to influence

individuals to purchase products or services or

support political candidates or ideas. Frequently it

communicates a message that includes the name of

the product or service and how that product or

service could potentially benefit the consumer


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Main advertising media

Television

Radio

Print

Response


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Promotion

Sale promotions: are short term incentives toencourage trial or usage of a product or

service. Thus sale promotion are designed todo the following:

a. Change the behavior of the trade ( Tradepromotion)

b. Change the behavior of consumers(consumer promotion)


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Consumer promotions

Be designed to change the choices, quantity,

timing of consumers product purchases

Marketers increasingly judge salespromotions by their ability to contribute to

brand equity as well as generate sales

Promotion strategy must reflect theattitudes and behavior of consumers


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Trade promotions

Be often financial incentives or discounts

given to retailers, distributors, other

members of the trade to stock, trainingprogram, cooperative ads

Be designed either to secure shelf space and

distribution for a new brand Shelf and aisle positions in the store are

important b/c they affect the ability of the

brand to catch the eye of the consumer.


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Event Marketing and

Sponsorship

Art

6%

Cause Marking8%Festivals, Fairs,

and Annual

Events

8%

Entertainment,Tours, and

Attractions

9%

Sport

69%

North American

Sponsorship

Spendingby Property Type


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Supply-side method Demand-side method

-Potential exposure to the brand.

-Approximate the amount of

time or space devoted.

-Provide quantifiable measures,

equating media coverage with

advertising exposure.

-Reported exposure from

consumers.

-Identify the effect that

sponsorship has on consumer.

- Explore the ability of the event

sponsorship to affect awareness,

attitudes, or even sales.

Measuring Sponsorship

Activities


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Public Relations & Publicity

1. Publicity: is non-personalcommunications

2.Public relation: Include annual reports, fund-raising and

membership drives, lobbying, special eventmanagement, and public affairs.

Invaluable during a marketing crisis

Need to be a routine part of any marketingcommunications program


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Personal Selling

Face-to-face interaction with one or more

prospective purchasers for the purpose of making

sales.

Sending a detailed, customized message to

customers and that marketers can gather feedback

to help close the sale.

Rethink


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Rethinktraining

Get everyoneinvolved

Inspire from

the top

Change the

motivation

Forge

electronic links

Talk to yourcustomer


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Developing Integrated

Marketing Program

Mix and Match


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Criteria for IMC Program

6 criteria:

Coverage

Contribution Commonality

Complementarity

Versatility Cost


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Coverage:

The proportion of the audience

How much overlap exists amongcommunication options


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Coverage:

CommunicationOption A

CommunicationOption C

CommunicationOption B

Audience


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Contribution

The inherent ability in the absence of exposure

to any other communication option


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Commonality

Marketers should coordinate the entire

markeitng communication program Is the extent to which common information

conveyed by different communication options

Most definitions of IMC emphasize only this

criterion

Design different commincation elements and

combine them


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Evaluating Communication

Options Different commnication types and options

have different strengths and weakness and

reaise different issues Several points about the IMC choice criteria

ratings are worth noting

No necessarily inherent differences betweencontribution and complementarity

Expensive

Vary in types of communication


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Evaluation Communication

Options Establishing Priorities and Tradeoffs:

Commonality and complementarity will often

be inversely related Versatitity and complementarity will also often

be inversly related

Commonality and verstility do not sahre an

obvious relationship


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Evaluating Communication

Options

Executing Final Design and Implementation

Creative

Concentration

Continuity

Documents

Brand Management Module 2 to 4