01.introduction to strategic brand management

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM

1AOT- www.tharakadias.com

Product form Features Customization Performance Conformance Durability Reliability Repairability Style

AOT- www.tharakadias.com

Ordering ease Delivery Installation Customer training Customer consulting Maintenance and

repair Returns

1. Apple 2. 3M3. Microsoft4. GE5. Sony6. Dell7. IBM8. Google9. P&G10. Nokia

1. Virgin2. Samsung3. Wal-Mart4. Toyota5. Ebay6. Intel7. Amazon8. Ideo9. Starbucks10. BMW

Consumer Identification of source of product Assignment of responsibility to product maker Risk reducer Search cost reducer Promise, bond or pact with maker of product Symbolic device Signal of quality

1. Performance risk2. Functional risk3. Physical risk4. Financial risk5. Social risk6. Psychological risk7. Time risk

Manufacturer Means of identification to simplify handling or tracing Means of legally protecting unique features signal of quality level to satisfied customers Means of endowing products with unique association Source of competitive advantage Source of financial returns

Physical goods Pharmaceuticals FMCG Industrial All B2B products High tech products

Services Airlines- Srilankan, Mihin air, British Airways Hotels – Hilton, Galadari, Cinnamon lake Banking – Peoples Bank, Commercial Bank,HSBC Hospitals – The Central, Nawaloka, Lanka Hospitals And many more

Retailers and Distributors Cargills, Keels, Arpico, Sathosa, Laughs, etc.

Online products and services Google, Ikman.lk, anything.lk, ebay, e-channel, etc

People and Organization Sanath Jayasuriya, jacklin, Susanthika, Sarvodaya, SLIM

Sports, Arts and entertainment Cricket, foot ball, Movies and Dramas

Geographic locations Nuwar eliya, Down south, Kandy

Ideas and causes – Aids ribbons, Poppy flowers

Savvy customers More complex brand families and portfolios Maturing markets More sophisticated and increasing competition Difficult in differentiating Decreasing brand loyalty in many categories Growth of private labels Increasing trade power Fragmenting media coverage Eroding traditional media effectiveness Emerging new communication options Increasing promotional expenditure Decreasing advertising expenditures Increasing cost of product introduction and support Short term performance orientation Increasing job turnover

Cost Clutter Fragmentation Technology

One of the important in the branding environment is the proliferation of new brands and products

One of the main reason is the line extensions There for brand name may now be indentified with a

number of different products with varying degree of similarity

E.g.: Coke, Nivea, Virgin, Lux, Sidhalepa, etc.

BrandBrandNameName

AwarenessAwareness

THE 4THE 4ELEMENTSELEMENTS

OF OF BRANDBRANDEQUITYEQUITY

BrandBrandNameName

AwarenessAwareness

BrandBrandLoyaltyLoyalty

PerceivePerceivedd

BrandBrandQualityQuality

BrandBrandNameName

AwarenessAwareness

BrandBrandLoyaltyLoyalty

Identifying and establishing brand positioning Planning and implementing brand marketing program Measuring and interpreting brand performance Growing and sustaining brand equity

Mental maps – this is a visual depiction of the different types of associations linked to the brand in the mind of consumer(Land Rower)

Core brand association – these are that subset of associations(attributes and benefits) that best characterize a brand (Toyota)

Brand mantra- this is know as brand essence or core brand promise (we deliver anything- DHL)

Competitive frame of difference- how u crate the brand value and brand positioning differently to the competition (HSBC)

Points of parity and points of difference – creating brand superiority in mind of consumers of advantages or point of difference a brand offers, while at alleviating concerns about and possible disadvantages of using competitor products ( Pharmaceuticals)

Mixing and matching branding elements- brand logos, , brand names, symbols, characters, packaging and slogans. Use these elements to create a strong brand relationship

Integrating brand marketing activities – Personalize marketing, one to one marketing , permission marketing

Leveraging secondary association – the brand may themselves be linked to certain source of factors, such as the company, countries or other region, or channel of distributors of distribution channel which will be associate and identify through that channel.

Brand value chain- is a mean to trace the value creation process for brands.

Brand audit – it’s a comprehensive examination of its source of equity Brand equity management system – is a set of research procedures

designed to provide timely, accurate and actionable information which needs to take the best tactical decisions in short term and long term

Brand tracking – involving the above system is called brand tracking

Brand product matrix – is a graphical representation of all the brands and products sold by the firm

Brand hierarchy – displays the number and nature of common and distinctive brand components across the firms products. By capturing the potential branding relationships among the different products sold by the firm.

The brand portfolio – is the set of all brands and brand lines that a particular firm offers for sale to buyers in particular category.

Tharaka Dias+94773869007

01.introduction to strategic brand management

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