building and managing brands
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Branding Management
What is the brand
FIRST
A brand is not a logo.
SECOND
FINALLYA brand is not a product.
So what exactly is a brand?
A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.
It is a PERSON’S gut feeling, because brands are defined by individuals, not companies, markets, or publics.
IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
WHY IS BRANDING SO HOT?
What is a Brand?Brand is the seller’s promise to deliver the same bundle of benefits/services consistently to buyers.
A product is any offering by a company to a market that serves to satisfy customer needs and wants. A product can be an object, service, idea, etc.
On the other hand a name becomes a brand when consumers associate it with a set of tangible and intangible benefits that they obtain from the product or service.
Brands are not the same as Products.
Brand name selecting process may you find trivial but it is not. Some brand names are so good that contribute to the success of product.
Brand differences are often related to attributes or benefits of product itself.
Brand Elements
ElementsSlogans
Brandnames
Promise
LogosPersonality
Characters
Brand Element Choice Criteria
Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectable
Why do Brands Matter?
R
The main reason consumers flock to some brands and ignore others is that behind the brand stands an unspoken promise of value.
B
Brands have become important drivers of growth for any organization, good or service.
N
A brand helps make a mark and differentiate a good or service from others in marketplace.
D
A strong brand makes people aware of what the company represents and about the different offerings of the company.
S
Brands help customers to connect to the product or service on an emotional level.
A
A Brand is a promise that the product will perform as per customer’s expectations.
Brands for Consumers and Sellers
Symbolic device
Less cost of searching
for a choice
Symbol of Quality
The word ‘Brand’ signifies different things to consumers and sellers.
Consumers
Source of product
Brands for Consumers and Sellers
Symbolic device
Lower risk
Less cost of searching
for a choice
Symbol of Quality
Consumers
Source of product
Consumers can easily make a purchase decision based on brands. Consumers usually find brands which satisfy their need.
Brands for Consumers and Sellers
Symbolic device
Less cost of searching
for a choice
Symbol of Quality
The word ‘Brand’ signifies different things to consumers and sellers.
Consumers
Source of product
Brands mean lower purchase risk to consumers as they are dealing with a product or organization that they trust.Lower risk
Brands for Consumers and Sellers
Symbolic device
Symbol of Quality
The word ‘Brand’ signifies different things to consumers and sellers.
Consumers
Source of product
If the consumers recognize a particular brand and have knowledge about it, they make quick purchase decision and save lot of time. Also, they save search costs for product.
Lower risk
Less cost of searching
for a choice
Brands for Consumers and Sellers
Symbolic device
The word ‘Brand’ signifies different things to consumers and sellers.
Consumers
Source of product
Consumers see ‘brands’ as a symbol of quality and remain committed and loyal to a brand as long as they believe that the brand will continue meeting their expectations and perform in the desired manner consistently.
Lower risk
Less cost of searching
for a choice
Symbol of Quality
Brands for Consumers and Sellers
The word ‘Brand’ signifies different things to consumers and sellers.
Consumers
Source of product
Brands play a significant role in signifying certain product features to consumers.
Lower risk
Less cost of searching
for a choice
Symbol of Quality
Symbolic device
Brands for Consumers and Sellers
The word ‘Brand’ signifies different things to consumers and sellers.
Seller
Means of Profits
Legal protection of
products’ features
Satisfied customer
Means of Competitive Advantage
A brand helps the firms to provide consistently a unique set of characteristics, advantages, and services to the buyers/consumers.
Brands for Consumers and Sellers
The word ‘Brand’ signifies different things to consumers and sellers.
Seller
Means of Profits
Satisfied customer
Means of Competitive Advantage
Brands help to protect the unique features/traits of products by legal copyrights.
Legal protection of
products’ features
Brands for Consumers and Sellers
The word ‘Brand’ signifies different things to consumers and sellers.
Seller
Means of Profits
Means of Competitive Advantage
Brand represents values, ideas and even personality and hence leads to an assortment of memories in customers’ mind and hence satisfied customers.
Legal protection of
products’ features
Satisfied customer
Brands for Consumers and Sellers
The word ‘Brand’ signifies different things to consumers and sellers.
Seller
Means of Competitive Advantage
Brands form the basis of purchase decision among consumers and thus are a means of financial profits.
Legal protection of
products’ features
Satisfied customer
Means of Profits
Brand positioning
1)It is the heart of marketing strategy.
2. It is the act of designing the company’s offer and image so that it occupies a distinct and value place in the target customer minds.
3.How it is unique and how it is similar to competitive brands, and why consumer buy and use it.
BRAND PURPOSE
To champion Redfern as a landmark destination demonstrating respectful and positive transformation;
BRAND PROMISE
Redfern is a special place in Sydney and the world. Building on our foundation as the heart of urban Aboriginal Australia, we are alive with art, music, culture and ideas.
BRAND ESSENCE
Our brand essence is “Welcoming Spirit” Welcoming Means
BRAND VALUES
Vibrant Diverse Living culture Forward thinking
The Role of Brands
Identify the makerIdentify the maker
Simplify product handlingSimplify product handling
Organize accountingOrganize accounting
Offer legal protectionOffer legal protection
Signify qualitySignify quality
Create barriers to entryCreate barriers to entry
Serve as a competitive advantage
Serve as a competitive advantage
Secure price premiumSecure price premium
A brand promise sets an expectation of an experience. It answers the question – What’s
in it for the customer? An effective promise is concise,
relevant, sells a benefit (not just a feature), and is backed up by the product / service.
In the best case, your brand IS a promise. Southwest Airlines Nordstrom’s Disney
What is a Brand Promise?
How Are Brand Promises Delivered? Advertising
◦ Controlled messaging◦ Aligned messaging
Horizontally - Across media types Vertically – Up/Down thru Tier 1,
II & III
Experiential◦ Branded Lifestyle / Off-line content
and programming◦ Retailer / On-site transaction-based
experience◦ 1 to 1 issue resolution via
Consumer Affairs / Help desk
What is Brand Management?
Now, that you have learnt about ‘brands’, let us see what is brand management.
Brand management is the process of building, managing and improving a brand.
It begins by having a thorough knowledge of the term “brand”.
Hence, brand management includes developing a promise, making that promise and maintaining it.
It means defining the brand, positioning the brand, and delivering the brand. It is an art of creating and sustaining the brand.
What is Brand Management?
The tangible and intangible characteristics of brand are managed through Brand management.
The tangibles for product brands include the product itself, its characteristics, features, price, packaging, etc.
Whereas, in case of service brands, the customers’ experience forms the tangibles.
The intangibles are made up of the emotional connections with the product / service.
Thus, you can see that brand management is all about Branding.
Branding is assembling of various marketing mix medium into a whole so as to give the product an identity.
It is building a brand name that captures the customer’s mind.
Purpose of Brand Management
The main aim of branding is to differentiate a company’s products and services from its competitors.
Branding aims to convey a brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers and form customer perceptions about the product.
Brand management plays a crucial role to form brands. The brand management strategies also provide good support to the brand so that it can sustain itself in long run.
Also, through brand management, brands are managed and brand equity is built over a period of time. It helps in building a corporate image. Thus, only a competent brand management system can create a successful brand.
Strategic Brand Management Process
Step 1St
ep 4
Strategic Brand Management Process
Identifying and
Establishing Brand
Position
Planning and
Implementing B
rand
Mar
keting P
rogra
msMeasuring and
Interpreting Brand
Performance
Growing and Susta
ining
Brand EquityStep 2St
ep 3
Identifying and
Establishing Brand Position
Building a Strong Brand: Four Steps of
Brand Building
Brand Positioning
Identify and Establishing
Brand Position
Positioning Guidelines
Customer Based Brand
Equity
Step 1: Identifying & Establishing Brand Position
Building a Strong Brand: Four Steps of Brand Building
Brand Positioning Identify and Establishing Brand
Position
Positioning Guidelines
Identifying and Establishing Brand
Position
Customer Based Brand Equity
(Keller)
Step 1: Identifying & Establishing Brand Position
Identifying and
Establishing Brand Position
Brand Positioning
Identify and Establishing
Brand Position
Positioning Guidelines
Step 1: Identifying & Establishing Brand Position
Brand PositioningThe Brand Positioning is further divided into two parts –
• Identify and Establishing Brand Position
• Positioning Guidelines
Identify and Establishing Brand Position:
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 these competitors
Basic Concepts
Brand Positioning - Identify and Establishing Brand Position
The Target Market can be decided based on two considerations:•Segmentation Bases: a) Behavioral b) Demographic c) Psychographic d) Geographic•Segmentation Criteria: a) Identifiability b) Size c) Accessibility d) Responsiveness
Target Market
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
Positioning Guidelines:
Brand Positioning - Positioning Guidelines
Step 2: Planning & Implementing Brand Marketing Programs
Planning & Implementing
Brand Marketing Programs
Designing Marketing
Programs to Build Brand
Equity
Choosing Brand
Elements to Build Brand
Equity
Co-branding
Celebrity Endorsement
Criteria for Choosing
Brand Elements
Options and Tactics for
Brand Elements
Product Strategy
Channel Strategy
Pricing Strategy
Leveraging Secondary Brand Associations to
Build Brand Equity
Licensing
Step 2: Planning & Implementing Brand Marketing Programs
Planning & Implementing
Brand Marketing Programs Choosing
Brand Elements to Build Brand
Equity
Criteria for Choosing
Brand Elements
Options and Tactics for
Brand Elements
Celebrity Endorsement
Designing Marketing
Programs to Build Brand
Equity
Co-branding
Product Strategy
Channel Strategy
Pricing Strategy
Leveraging Secondary Brand
Associations
Licensing
Choosing Brand ElementsBrand Elements are sometimes called ‘Brand Identities’. They are the trademark devices that help to identify and differentiate brands.
Nike Logo, Kingfisher, 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
Choosing Brand Elements to Build Brand Equity - Criteria for Choosing Brand Elements
Criteria for Choosing Brand Elements :
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
Choosing Brand Elements to Build Brand Equity - Options and Tactics for Brand Elements
Options and Tactics for Brand Elements:
The following are few options and tactics for Brand Elements:
Brand Names:Descriptive brand names in which the function is described literally in brand name.
Suggestive brand names in which the name is suggestive of a benefit provided by the brand to the customer.
URLs:• Keep the URLs as simple as possible, • Avoid clichés, • Use a new term for the real word• Use catchy phrases
Logos and Symbols:Various kinds that can be used
are:• Family Shields
• Fonts
• Symbols
• Abstract – shapes and image
Choosing Brand Elements to Build Brand Equity - Options and Tactics for Brand Elements
Options and Tactics for Brand Elements:
The following are few options and tactics for Brand Elements:
Jingles: These are musical slogans that help in reminding by repetition.
Examples: The axe song and O Fortuna, the Old Spice Theme Song.
Characters: Characters can also be used as brand elements.
Slogans: Slogans are short phrases that are descriptive or persuasive in nature and provide more info about the brands.
Packaging: Packaging is an important brand element. It helps to identify the brand, convey descriptive and persuasive information through labelling, allows protection, transportation, storage and consumption of product .
Step 2: Planning & Implementing Brand Marketing Programs
Planning & Implementin
g Brand Marketing Programs
Designing Marketing
Programs to Build Brand
EquityProduct Strategy
Channel Strategy
Pricing Strategy
Choosing Brand
Elements to Build Brand
Equity
Co-branding
Celebrity Endorsement
Criteria for Choosing
Brand Elements
Options and Tactics for
Brand Elements
Leveraging Secondary
Brand Associations to
Build Brand Equity
Licensing
Designing Marketing Programs to Build Brand EquityBrand Equity can be built by focussing on designing effective marketing programs keeping the following in consideration:•Product Strategy•Pricing Strategy•Channel Strategy
Designing Marketing Programs to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Planning & Implementing
Brand Marketing Programs
Designing Marketing
Programs to Build Brand
Equity
Product Strategy
Channel Strategy
Pricing Strategy
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.
Product Strategy
An efficient pricing strategy helps companies to best position themselves within the market.
Pricing Strategy
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.
Channel Strategy
Step 2: Planning & Implementing Brand Marketing Programs
Designing Marketing
Programs to Build Brand
Equity
Choosing Brand
Elements to Build Brand
Equity
Criteria for Choosing
Brand Elements
Options and Tactics for
Brand Elements
Product Strategy
Channel Strategy
Pricing Strategy
Planning & Implementing
Brand Marketing Programs
Co-branding
Celebrity Endorsement
Leveraging Secondary
Brand Associations to
Build Brand Equity
Licensing
Leveraging Secondary Brand Associations to Build Brand EquityThe Leveraging Secondary Brand Associations to Build Brand Equity is further divided into three parts – •Co-branding•Licensing•Celebrity Endorsement
Leveraging Secondary Brand Associations to Build Brand Equity
Leveraging Secondary Brand Associations to Build Brand Equity
Planning & Implementing
Brand Marketing Programs
Co-branding
Celebrity Endorsement
Leveraging Secondary Brand Associations to
Build Brand Equity
Licensing
Co-branding occurs when two or more existing brands are combined into a joint product or are marketed together in some fashion. A few examples are: Sony Ericsson, Tata - Fiat, SBI GE
Co-branding
Licensing involves contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands for some fixed fee. A few examples are: Entertainment (Ra1), Television and cartoon characters (Britannia – Tom and Jerry),
Licensing
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.
Celebrity Endorsement
Step 3: Measuring & Interpreting Performance
Measuring & Interpreting Brand
Performance
Measuring Sources of
Brand Equity
Developing Brand Equity Measurement
& Management
System
Measuring Outcomes of Brand Equity
Qualitative Research
Techniques
Quantitative Research
Techniques
Comparative Methods
Holistic Methods
Brand Value Chain
Establishing a Brand Equity Management
SystemDesigning
Brand Tracking Studies
Step 3: Measuring & Interpreting Performance
Measuring & Interpreting
Brand Performance
Developing Brand Equity Measurement
& Management
SystemBrand Value Chain
Establishing a Brand Equity Management
SystemDesigning
Brand Tracking Studies
Measuring Sources of
Brand Equity
Measuring Outcomes of Brand Equity
Qualitative Research
Techniques
Quantitative Research
Techniques
Comparative Methods
Holistic Methods
Developing a Brand Equity Measurement & Management System
The Developing a Brand Equity Measurement and Management System is further divided into three parts – •Brand Value Chain•Designing Brand Tracking Studies •Establishing a Brand Equity Management System
Let us look at each one in detail.
Step 3: Measuring & Interpreting Performance
Measuring & Interpreting
Brand PerformanceMeasuring
Sources of Brand Equity
Qualitative Research
Techniques
Quantitative Research
TechniquesDeveloping Brand Equity Measurement
& Management
System
Measuring Outcomes of Brand Equity
Comparative Methods
Holistic Methods
Brand Value Chain
Establishing a Brand Equity Management
SystemDesigning
Brand Tracking Studies
Measuring Sources of Brand Equity: Capturing Customer Mind-SetThere are two methods that are used for measuring the sources of brand equity or to capture the customer’s mind-set, which are as follows: •Qualitative Research Techniques•Quantitative Research Techniques
Let us look at each one in detail.
Measuring Sources of Brand Equity – Quantitative Research Techniques
AwarenessBrand awareness is related to the strength of the brand in memory. Brand awareness is reflected by consumers’ ability to identify various brand elements.The following factors must be taken into consideration while measuring brand awareness:• Recognition: This relates to consumers’ ability to identify the brand under different circumstances.• Recall: ‘Unaided recall’ means the identification with minimal cues. ‘Aided recall’ means various cues were used to assist recall.• Corrections for Guessing: The research data collected for measure must consider the issue of consumers ‘making up’ responses or ‘guessing’. These may affect strategic brand decisions. • Strategic Implications: It is important that researchers understand that recognition and recall is essential in analyzing formation of consideration sets and product decisions made by consumers.
Step 3: Measuring & Interpreting Performance
Measuring Sources of
Brand Equity
Developing Brand Equity Measurement
& Management
System
Qualitative Research
Techniques
Quantitative Research
Techniques
Brand Value Chain
Establishing a Brand Equity Management
SystemDesigning
Brand Tracking Studies
Measuring & Interpreting
Brand Performance Measuring
Outcomes of Brand Equity
Comparative Methods
Holistic Methods
Measuring Outcomes of Brand Equity: Capturing Market PerformanceThere are two methods that are used for measuring the outcomes of brand equity or to capture the market performance, which are as follows: • Comparative methods• Holistic methods
Let us look at each one in detail.
Step 4: Growing and Sustaining Brand Equity
Growing and Sustaining
Brand EquityDesigning
and Implementing
Branding Strategies
Introducing & Naming
Products and Brand
Extensions
Managing Brands over
Time
Brand Architecture
Brand Hierarchy
Reinforcing Brands
Revitalising Brands
New Products and Brand Extensions
Disadvantages of
ExtensionsAdvantages
of Extensions
Step 4: Growing and Sustaining Brand Equity
Growing and Sustaining
Brand EquityDesigning
and Implementing
Branding Strategies
Brand Architecture
Brand Hierarchy Introducing
& Naming Products and
Brand Extensions
Managing Brands over
Time
Reinforcing Brands
Revitalising Brands
New Products and Brand Extensions
Disadvantages of
ExtensionsAdvantages
of Extensions
Designing and Implementing Branding Strategies Most brands are part of a wider organization. The Designing and Implementing Branding Strategies is further divided into two parts – • Brand Architecture • Brand hierarchy
Designing and Implementing Branding Strategies – Brand Architecture
Brand Architecture It is the structure and organization of brands.
Breadth of Product Mix: Three factors determine the inherent attractiveness of a product category:
1. Aggregate market factors2. Category factors3. Environmental factors
Depth of Product Mix: An important rule to remember to decide the depth of the product mix is: “A product line is too short if the manager can increase long-term profits by adding items; the line is too long if the manager can increase profits by dropping items”.
Breadth of a Branding Strategy
Flankers: Flanker brands are used to create stronger points of parity with competitors’ brands.Cash Cows: In firms, there are some brands that retain loyal customers and generate healthy profits with virtually no market support. Low-end Entry-level / High-end Prestige Brands: The first category low-end entry-level are called “traffic builders” and they are able to “trade up” customers to the higher-priced brands.
Depth of a Branding Strategy:
Designing and Implementing Branding Strategies – Brand Hierarchy
Brand Hierarchy It is a means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products. It helps to reveal the explicit ordering of brand elements.
A simple representation of possible brand elements and thus, potential levels of a brand hierarchy might be as follows:
1. Corporate brand e.g. Chrysler-Daimler2. Family brand e.g. Mercedes-Benz3. Individual Brand e.g. 1000 SEL4. Modifier (designating item or model) LX / VX
Potential Levels of Brand Hierarchy:
Brand hierarchy is a means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products. It helps to reveal the explicit ordering of brand elements.
Let us now look at how brand hierarchy can be built within a firm. This can be done in two ways:By Building Equity at Different Hierarchy LevelsBy Creating Corporate Image Dimensions
Brand Hierarchy Built within a Firm:
Step 4: Growing and Sustaining Brand Equity
Growing and Sustaining
Brand Equity
Introducing & Naming
Products and Brand
ExtensionsNew Products
and Brand Extensions
Disadvantages of
ExtensionsAdvantages
of Extensions
Designing and
Implementing Branding Strategies
Managing Brands over
Time
Brand Architecture
Brand Hierarchy
Reinforcing Brands
Revitalising Brands
Introducing and Naming New Products and Brand ExtensionsThe Introducing and Naming New Products and Brand Extensions is further divided into three parts – • New Products and Brand Extensions• Advantages of Extensions• Disadvantages of Brand Extensions
Step 4: Growing and Sustaining Brand Equity
Designing and
Implementing Branding Strategies
Introducing & Naming
Products and Brand
Extensions
Brand Architecture
Brand Hierarchy
New Products and Brand Extensions
Disadvantages of
ExtensionsAdvantages
of Extensions
Growing and Sustaining
Brand EquityManaging
Brands over Time
Reinforcing Brands
Revitalising Brands
Managing Brands over Time
It is very important to understand the long term effects of marketing activities on the brand equity. Firms should carefully consider the consumer response to past marketing activities, the brand awareness and image, as well as the customer response to current marketing activities and to predict the response to future activities. Analyzing this information will help firms to manage the brands over a long period of time. There are various strategies that are used to manage the brands over a long period of time which are as follows:• Reinforcing Brands• Re-vitalising Brands
Brand Management Guidelines
Establish and Maintain the BrandIt is necessary that for establishing and maintaining a brand, a
holistic approach, or an “overall brand strategy” is used. 11
Maintain Consistency between the Brand Strategy and Overall Business GoalsThe brand strategy should be in line with the overall business goals of the organization.
22
Select Proper License PartnersThe profile of the ideal license partner should be developed and
the focus should be to ensure long-term relationships with the licensors and licensees.
Maximize the Strategic Advantage of the BrandIt is important that organizations focus on maximizing the leverage of the brand.
33
Decide about License Agreements: The decision of whether the license agreement should be
exclusive or non–exclusive will have important implications for all of the business.
44
Enforce Key Provisions through License agreements Enforcing various important concerns such as quality control standards and reporting standards can be done through a properly charted out license agreements.
55
77
88
66
Affix Products & ServicesAn effective strategy of brand management is
to ensure that the brand is associated to the most popular products and services offered by
the licensee’s products and services.
Actively Integrate the Brand Management Strategy into Product Development and Launch ActivitiesIt is important that the Companies actively integrate the brand strategy into product development and launch activities by using a clear and proactive strategy.
The following key points provide some strategic brand management guidelines that should be adapted when developing and implementing a brand management strategy.
Brand Strategy Defined
The purpose of a brand strategy is to provide a plan for the systematic development of a strong coherent brand in order to enhance revenue and profits. The strategy should be driven by the principles of differentiation and sustained consumer appeal.
The brand strategy should influence the total operation of a business to ensure consistent brand behavior in the marketplace and consistent brand experiences for the customer.
TrendsMotivations/”Sweet spots”Decision-making process/criteriaHigher level benefitsImage/Identity gapsNew Segments Unmet needsWhere to Find Insights
The purpose of a target insight is to describe how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs in order to help identify a relevant brand promise.
Branding
Who are youPositioning
IdentityCore values, core
purpose, core attributes and business model
Definition of your customers,
competitors, differentiation and brand touch points
Your brand name, Brand design standards,
and key touch point concepts
Communication
Internal
External
Living the brand
Marketing plan
Product/service design,Systems and procedures andbrand culture maintenance
Website, Collateral, Packaging, PR,
Advertising, Environments,
Interactive, Media, etc.
Operations
Marketing
CoreBrand
CoreBrand
53Brand Strategy and Marketing Strategy
Brand Strategy is separate from the 4P’s. It guides and inform decisions about every aspect of the marketing mix.
I. Corporate Objectives & Brand Portfolio
II. Marketing Objectives
III. Brand Strategy
Communications Strategy
Product and Pricing Strategy
Channel and Distribution Strategy
IV. Marketing Execution & Monitoring
Strategic Marketing Process
Brand Strategy is an integral part of the overall strategic marketing process. It helps to bridge the gap between business strategy and marketing strategy.
Brand Strategy Process
Target & Insight
Brand Execution Brand Execution
Brand Elements
Competitive Assessment
Brand Inventory
Equity Pyramid
Positioning
Objectives & Metrics
Personality
CommunicationsStrategy
Brand Experience Map
Brand StrategyBrand Strategy
Brand AuditBrand Audit
CRM &Community
Building
Points of Parity and Difference
The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points. It can be generally thought of as having three stages..
Insights Examples
Mastercard “Priceless” campaign “What we found was that people buy things because of how those
things make them feel… So the idea is that the item allows you to get to some other place in your life that makes you feel good.”
National Youth Anti-Drug Program “Above the Influence” campaign “We wanted to elevate the conversation to make it more ‘pro-me’
than anti-drug. We know teens are very sensitive to influences, positive and negative, from peers and the media. That’s why we positioned it so teens would see influence as the enemy and marijuana as one of the influences that gets in their way. It’s a way of empowering them so they can stand on their own at a key moment of choice – seeing that they could be above the influence.”
Points of Parity and Difference
Brand
Consumers
Competition
Our
PODs
Potential Brand Differences
POPs• Points of Parity (Category
Benefits)
Competitive Brand Differences
Their PODs
Wants and Needs
The purpose of a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating.
The purpose of a POP’s analysis is to identify which category benefits are critical for establishing credibility.
Brand Pyramid
Resonance
Consumer Judgments
Consumer Feelings
Brand ImageryBrand Performance
Salience
The purpose of the brand equity pyramid is to outline the basic building blocks of a what the brand should stand for in order to guide the process of building brand equity. It is the basis for determining key elements of the brand strategy – brand vision, brand positioning, and brand personality and brand measurement.
IdentityIdentity
RelationshipRelationship
ResponseResponse
MeaningMeaning
Brand Equity Pyramid Brand Equity Pyramid The model was developed by Kevin Keller, professor of brand strategy at Dartmouth, based on his ‘Customer Based Brand Equity Model’ (CBBE). Keller is the author of two definitive texts on brand building. The pyramid is just one of 4-5 leading representations of the components of brand equity. Other models include Y&R’s Brand Asset Valuator, Millward Brown’s BrandDynamics model, etc. While each model has its adherents, upon closer scrutiny, they are all very similar in their content and purpose. Whichever is selected, what is important is that it provide a shared basis for understanding what is meant by ‘brand equity’ and how this construct applies to your brand.
Brand Positioning
The purpose of brand positioning is to explain how the brand will create a sustainable competitive advantage in the minds of prospects & customers in order to win loyal customers and ensure revenue and profits.
For (Target), (Brand/Company) is the only/best (consumer frame of reference) that (statement of key benefit or guiding value), because/by
(reason to believe, key credibility point).
Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
Positioning Building Blocks
SUPPORT
TARG
ET
FRAM
E O
F
REFEREN
CEBENEFIT
Category definition Need state or problem
Product quality or value Most Reputable Company Service or delivery
difference
Homeowners/Business owners Adults 35+; HHI $50,000+ Aware of ------ Experiencing -----
Branding stage
Vision
Brand Strate
gy
Conception
Design
Production
Launch
Branding and Stage Gate Process
Your logo
Ideation Preliminary investigation
Detailed investigatio
n
Development Testing and validation
Full product and market
launchPIR
Gate1
Gate2
Gate3
Gate4
Gate5
Postimplementation review
Initial screen
Second screen
Decision on business
case
Postdevelopment review
Precommunication business analysis
4. Design brand
strategy
2. Map existing brand
culture
Advertising public relations
corporate communication
s pricing promotions
personal selling
channels/ retail
1. Identify goals that
branding can address
3. Analyze competition
and environment to identify branding
opportunity
5. Preliminary evaluation of
brand
6. Full evaluation of
brand
Branding and Stage Gate Process
Your logo
Ideation Preliminary investigation
Detailed investigatio
n
Development Testing and validation
Full product and market
launchPIR
Gate1
Gate2
Gate3
Gate4
Gate5
Postimplementation review
Initial screen
Second screen
Decision on business
case
Postdevelopment review
Precommunication business analysis
Advertising public relations
corporate communication
s pricing promotions
personal selling
channels/ retail
5. Preliminary evaluation of
brand
4. Design brand
strategy
3. Analyze competition
and environment to identify branding
opportunity
1. Identify goals that
branding can address
6. Full evaluation of
brand
2. Map existing brand
culture
Strategic Brand Assessment
An “Inside Out” Look At Brand
Opportunities and Vulnerabilities
Most marketers have a good “Outside In” perspective on their brands.
All important measures of marketing effectiveness.
But…
Increasingly, the success of a brand is not just the result of well crafted marketing programs.Strong brands are those that have achieved alignment of values with both internal and external audiences.
Think: Starbucks, Southwest Airlines, Google, Nordtrom’s.
A strong brand is the result of effective marketing plus:
The Strategic Brand Assessment delivers an “Inside Out” perspective by providing insights and perceptions
An “Inside Out” Perspective
From three critical audiences:Executives, Employees, Channel Partners
A brand is a name or symbol used to identity the source of the product. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is known as brand equity.
BRAND EQUITY
NEED FOR BRAND EQUITY
Values of brand equity ?
Value to the customer ?
Value to the firm ?
PERSPECTIVES OF BRAND EQUITY
Financial
Brand extension
Consumer based
Brand is an intangible asset that produces added benefits for the business. This is the domain of strategic brand management : how to create value with brand management.
• Loyalty (price premium, satisfaction).
• Perceived quality (popularity).
• Association (brand personality, organizational
association).
• Awareness (brand awareness).
• Market behavior (market share).
Brand equity is
a set of brand assets and liabilities linked to a brand
Earning wealth and recognized through the power of brand name or symbol.
A brand is a name or symbol used to identity the source of the product. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. This concept is known as brand equity.
NEED FOR BRAND EQUITY
Values of brand equity ?
Value to the customer ?
Value to the firm ?
PERSPECTIVES OF BRAND EQUITY
Financial
Brand extension
Consumer based
Elements of Brand Equity:Elements of Brand Equity:
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
Measuring Brand Loyalty
• Purchase Behavior Patterns
• Switching Cost Analysis
• Satisfaction MeasurementStrategic Value of Brand Loyalty• Reduce marketing cost• Trade (channel distribution)
leverage• Attracting new customers
Brand Brand StrategyStrategy
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contract
Communicating Brand Position
ASPECTS OF BRAND EQUITY
MEASURING BRAND EQUITY
What does the brand stand for? (brand essence)
• Health, vitality, enhanced water, enhanced lifestyle, trendy
• “Not your ordinary bottled water” “Hydration for every occasion” – tagline
What are the respective brand images?
Healthy, rejuvenating “miracle elixir”, for people on the go, status symbol (you want to be seen with Vitamin Water)
What perceptions does the brand seek to establish?
There is a new kid on the block – a delicious, nutritious, flavoured water – one for every “need”
Brand Equity Concept
Brand Equity
Customer-based
Market - based
Brand Equity is the value, both tangible and intangible, that a brand adds to a product/service; the added value a brand name identity brings to a product or service beyond the functional benefits provided.
The customer – based brand equity focuses exclusively on the relationship customers have with the brand
The market – based brand equity aims at producing measures in dollars, euros or yen.
The concept of brand equity is measured in two terms:
Brand Equity Concept
Brand Equity Concept
Companies must take care of its brands so
that the brand equity is not diluted or
dissipated.
A few examples of products with excellent
brand equity include Google, Nike and
Starbucks.
Let us now look at the process of building
brands.
Measuring Brand Equity
Brand AuditsBrand Audits
Brand TrackingBrand Tracking
Brand ValuationBrand Valuation
Steps in Calculating Brand Equity
WHAT IS BRAND EQUITY
Building a Strong Brand
a great product
Building a Strong Brand
a great product
brand image
Building a Strong Brand
a great product
brand image customer experience
Building a Strong Brand
a great product
brand image customer experience
GREAT PRODUCT
BRANDIMAGE
CUSTOMEREXPERIENCE
Building a Strong Brand
CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEREXPERIENCE
GREAT PRODUCTS
Building a Strong Brand
CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEREXPERIENCE
MARKETING SUPPORT AND PEOPLE DEVELOPMENT
GREAT PRODUCTS
High Brand Equity
CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEREXPERIENCE
MARKETING SUPPORT AND PEOPLE DEVELOPMENT
GREAT PRODUCTS
#1
BRAND BUILDING PRINCIPALS
1. Brand Asset Valuator
Differentiation
Energy
Relevance
Esteem
Knowledge
2. Brandz
Presence
Relative
Performance
Advantage
Bonding
High Loyalty
Low Loyalty
Building brand equity
Marketing communication
programs
Adv
Sales prom
Event Experience
PR
Direct Marketing
Word of mouse
Personnel selling
Brand equity
Brand awareness
Brand Image
Brand responses
Brand relationship
s
Measuring Brand Equity
Measuring Brand Equity
The Brand's unique
points of difference relates to premium margins
How appropriate the brand to you relates to market
penetration
Differentiation Relevance
Strength
How well regarded the
brand is relates to its delivery on
promise
A deep understandin
g of the brand
relates to overall
customer experience
Esteem Knowledge
Strength
What makes a Brand Strong?
A strong brand is a major driver of shareholder value.
A strong brand is like an asset. It can be used as collateral for financial loans , buying and selling as an asset.
A strong brand has strong attributes, values and personality that the consumers associate with the brand.
A strong brand is a means of attaining higher customer loyalty.
It is important that in order to make a strong impact, a brand should be strong. There are a few characteristics that make a ‘strong’ brand, which are as follows:
A strong brand always delivers the benefits that customers truly desire.
A strong brand makes use of and coordinates full range of marketing activities to build equity.A strong brand has the right blend of product quality, design, features, costs and prices.A strong brand is properly positioned and occupies a particular niche in consumers' minds.A strong brand compels consumers to willingly pay a substantial and consistent premium price for the brand versus a competing product and service.
Gillette as a Strong Brand
Gillette is one of the strongest brands in the market of men’s personal care products. It has tied the actual quality of its products to various intangible factors such as:
The type of person who uses Gillette, the type of situations in which the brand is used, the type of personality Gillette portrays etc.
User Imagery
Its razor blades are as technologically advanced as possible through continuously spending millions of dollars in R&D.
Technology
It has developed several sub brands such as Trac II, Altra, Sensor, Mach3 to remain on top of its competitors.
Sub-branding
It makes constant improvements with modifiers like Altra Plus, Sensor Excel.
Enhancements
Insight about branding
DisneyWal – Mart
FedexMcDonalds
AppleGoogleToyota
Family Fun EntertainmentLow Prices and Good ValuesGuaranteed Overnight DeliveryFood and FunInnovationSimplicityReliability
Some Metrics to Measure Return Some Metrics to Measure Return
on Brand Investment:on Brand Investment:
• Brand name knowledge, Brand name knowledge,
awareness, recognition, awareness, recognition,
recallrecall: measures strength of the brand as reflected by customer's ability to identify the brand under varying conditions
• Contract fulfillmentContract fulfillment: measures the degree to which your brand is upholding its Brand Contract
Some Metrics to Measure Some Metrics to Measure
Return on Brand Investment:Return on Brand Investment:
Definition The Marketing Communications
Mix The specific mix of
advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.
Introduction to Marketing Communications (Marcom)
Business-to-Consumer(B2C)
Business-to-Business(B2B)
Integrated MarcomB2C&B
Integrated Marketing Communication (IMC)
Programs
The Tools of Marketing CommunicationsTable 1.1
1.1. Media AdvertisingMedia Advertising
• • TVTV
• • RadioRadio
• • MagazinesMagazines
• • NewspapersNewspapers
2.2. Direct Response and Interactive Direct Response and Interactive AdvertisingAdvertising
• • Direct mailDirect mail
• • Telephone solicitationTelephone solicitation
• • Online advertisingOnline advertising
3.3. Place AdvertisingPlace Advertising
• • Billboards and bulletinsBillboards and bulletins
• • PostersPosters
• • Transit adsTransit ads
• • Cinema adsCinema ads
4.4. Store Signage and Point-of-Store Signage and Point-of-Purchase AdvertisingPurchase Advertising
• • External store signsExternal store signs
• • In-store shelf signsIn-store shelf signs
• • Shopping cart adsShopping cart ads
• • In-store radio and TVIn-store radio and TV
5.5. Trade- and Consumer-Oriented Trade- and Consumer-Oriented PromotionsPromotions
• • Trade deals and buying Trade deals and buying allowancesallowances
• • Display and advertising Display and advertising allowancesallowances
• • Trade showsTrade shows
• • Cooperative advertisingCooperative advertising
• • SamplesSamples
• • CouponsCoupons
• • PremiumsPremiums
• • Refunds/rebatesRefunds/rebates
• • Contests/sweepstakesContests/sweepstakes
• • Promotional gamesPromotional games
• • Bonus packsBonus packs
• • Price-off dealsPrice-off deals
6.6. Event Marketing and Event Marketing and SponsorshipsSponsorships
• • Sponsorship of sporting eventsSponsorship of sporting events
• • Sponsorship of arts, fairs, and Sponsorship of arts, fairs, and festivalsfestivals
• • Sponsorship of causesSponsorship of causes
7.7. Marketing-Oriented Public Marketing-Oriented Public Relations and PublicityRelations and Publicity
8.8. Personal SellingPersonal Selling
Marketing Communications Mix
Advertising
Public Relations and Publicity Sales
Force
Direct and Interactive Marketing
Word-of-Mouth
Events and Experiences
Sales Promotion
Integrated Marketing Communications
Advertising
Direct Response
Sales Force
Events and Experiences
ClarityConsistencyMaximum Impact
Integrated Marketing Communications
A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.
Marketing Communication Effects
“Outdoors”
“Active”
“Rugged”
SUBARU
TV Ads Sponsorship
Communications Process Models
Macromodel Micromodel
Sender Receiver Consumers’ Response
Precondition for promotion: communication
Encoding Process
Decoding Process
SourceMediumofTrans-mission
Receiveror Audience
NOISE NOISE
Feedback
Source/SenderAd agencyIntends to share meaning
translating meaning of message into some form (Got Milk?)
Means of reaching target (print ad, T.V., salesperson)
Target makes sense of message
anything decreases clarity
(different markets see same message differently
Fragility of Communication Process
Awareness
Knowledge
Conviction
Purchase
Preference
Liking
50%
50%
50%
50%
50%
50%
Probability
.5 X .5 X .5 X .5 X .5 X .5 = 1.56%
Developing Effective Communications
Identify target audience
Determine objectives
Design communications
Select channelsEstablish budget
The Basics
Identify the Target Audience
Potential Buyers
Current Users
Deciders or InfluencersDetermine Objectives
Brand Purchase Intention
Category Needs
Positive
Negative
Brand Awareness
Brand Attitude
Design Communications
How to say it? (Creative Strategy)
What to say?(Message Strategy)
Who should say it? (Message source)
Select Channels
Personal Communications
NonPersonal (Mass) Communications
Establish Budget
Affordable Method
Percentage-of-Sales
Competitive-Parity
Objective-and-Task
Marketing Communications Mix
Characteristics
Factors
Measuring
Factors in Setting the Mix
Type of Product Market
Buyer-Readiness Stage
Product Life-Cycle Stage
Figu
re 1
7.4
Cost-Effectiveness / Buyer-Readiness
Measuring Communication Results
Attitudes
FrequencyReach
Awareness
Figu
re 1
7.5
Consumer States for Two Brands
Promotion Mix Over The PLC
Time
IndustryIndustry SalesSales
Dollars
Introduction Growth Maturity DeclineIntroduction Growth Maturity Decline
0
PublicityAdvertising
AdvertisingPR; Selling;Promotions
AdvertisingPR; Selling
AdvertisingPromotions;Selling
Objectives of communication
PROVIDE INFORMATION
• Goal is informing the market about the availability of a product.
INCREASE DEMAND
• May increase primary demand, or desire for a particular product category.
• May increase selective demand, or desire for a specific brand.
ACCENTUATE THE PRODUCT’S VALUE
• Greater value helps justify a higher price in the marketplace.
• Marketers advise staying away from these words—quality, value, service, caring, and integrity—because they are overused and vague.
DIFFERENTIATE THE PRODUCT
• Differentiation allows firms more control over marketing variables such as price.
STABILIZE SALES
• Can help make demand more consistent throughout the year.
Making Brand-Level Marcom Decisions and Achieving Desired Outcomes
Steps in Developing Communication Program
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
AdvertisingSales
PromotionPR/
PublicityPersonalSelling
DirectMarketing
AdvertisingObjectives
SalesPromotionObjectives
PR/Publicity
Objectives
PersonalSelling
Objectives
DirectMarketingObjectives
MessageStrategy
SalesPromotionStrategy
PR/PublicityStrategy
PersonalSelling
Strategy
DirectMarketingStrategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/Interactive
Internet/InteractiveObjectives
Internet/InteractiveStrategy
Integrated Marketing Communications Planning Model
IMC Program Situation AnalysisExternal Factors
Environmental analysis– Technological Political/Legal– Demographic Socio/Cultural– Economic
Competitive Analysis– Direct and indirect competitors– Position relative to competitors– Size of competitors’ advertising/
promotional budgets– IMC strategies being used by competitors
Analyze best combination of source,
message and channel factors for
communicating with target audience.
Establish communication goals and objectives.
Potential Communications Objectives
Sales
Customer loyalty
Company image
Brand image
Store patronage
Service contract
An inquiryA visit by a prospectProduct trialRecommendationAdoption of the product
AIDA: Attention? Attention-> Interest-> Desire ->ACTION!!! It gets harder as you go….
Attention (e.g., sign-flippers, clowns) Headline (New York Post; only part read) Visuals (sex) Layout Colors Size (Times Square) Electronic: sound; music; animation Gross images (this nasty eyeball gets your
attention!)
AIDA: Interest? Keep Interest – difficult in “our ADD
world” Tactics:
Drama/story (Dos Equiss ) Cartoons (M&Ms) Dialog (it’s a Diet Coke Thing;
Wusssssup?)
AIDA: Desire?
Arouse desire Tactics:
USP: Unique selling proposition (Gillette razor; clear deodorant, clear soda)
Provide a rationale (“I’m worth it”) Address “you” with their
needs/problems (“Do you want to make more $?”; “Have you been injured in an
accident?”)
Federal Express: When it absolutely, positively has to be there overnight.
AIDA: Action? Action – if consumers’ desire, hope action is natural
(and realistic for them): Ask consumers to do something (log on to…; call..) Imperative: “Drink Coke,” “Fly the Friendly Skies” Facilitate: 1-800 or web Direct competitive: supplies are limited!!
Do you view ads after purchasing that product?: Why?
Marketing - Communication InstrumentsComparisson of the classical (above the line) and the “non-classical”
(below the line) communication instruments
Classical marketing- recognizable for everybody
Above The Line (ATL)
Below The Line (BTL)Alternative marketing- mainly visible only for targeted groups
Classical advertisementPrint mediaRadio / TV / MoviesOutdoor advertisement / Billboard advertisement Public relations
SponsoringEvent marketingExhibitions / Trade fairProduct placementPromotionsDirect marketingMobile marketingOnline marketing / Search enginesViral marketing / Guerilla marketing
Word of Mouth Communication HOW TO USE WORD-OF-MOUTH MARKETING (WOMM) TECHNIQUES AND SOCIAL MEDIA TO DRIVE GROWTH BY CREATING A POSITIOVE BUZZ AROUND YOUR PRODUCT OR SERVICE.
ONLY 18% OF TV ADS GENERATE POSITIVE ROI
84% OF B2B CAMPAIGNSRESULTED IN LOWER SALES
100% INCREASE IN AD SPENDING
JUST TO ADD 1% - 2% IN SALES
ONLY 14% TRUST ADS…the JESUS PHONE rocks!
…the JESUS PHONE rocks!
..I got to have an phone
..I got to have an phone
LAW OF FEW10% INFLUENCE PURCHASING
BEHAVIOR OF OTHER 90%
91% LIKELY TO BUY ON RECOMMENDATION
BRAND ADVOCATES
AVERAGECUSTOMERS,CLIENTS,CONSUMERS
WOMM = C2C CONVERSATION
Consumer-to-consumer conversation
76% of consumers don’t believe that companies tell the truth in
advertisementsYankelowich,2006
Multi-Channel-Marketing Display of different marketing channels
Personal Sales
Database Marketing
Direct Mail Marketing
Telemarketing
Social Media
E-Mail Marketing
Search Engine Marketing
Online Advertising
Mapping Customer experience
Customer experienc
e elements
Getting to know
Buying Activating
Using Paying Contacti
ng
Customer expectatio
ns
Functional areas
•Brand awareness•Offer availability•What ? And where
•MAKT•Sales •Customer service
•Offer Availability •Value of money •Acquisition
•MAKT•Logistic •Sales •Customer service •IT
•Usability •Coverage•Reliability • Quality •Roaming
•Speed•Convinced•Getting started
•MAKT•Sales •Customer service •Network •IT•Portals
•Network •IT•Customer service
•Accuracy• Control•Choice •Convinced
•Sales •IT•Customer service
Leaving
•Responsiveness •Friendly Consistency•Helpfulness•Resource fullness •Customer service•Sales •IT •Portals
•Flexibility •Loyalty
•MAKT•Sales •Customer service•IT
Branded Customer experience
Brand essence Translates into
Brand promise Translates into
Branded Customer experience (BCE)
•What you communicate to the marketplace
•The value you commit to deliver to customers
•Delivery of your brand promise through every interaction your customer have with your people , processes and products
Tow routes to create branded customer experience
Experiencing the brand Branding the experience
Different in starting point
Experiencing the brand
Market Opportuni
ty
Conceived customer
VP
Create customer experienc
e
Develop the route to market
Design the brand to
communicate
Customer realization of the
BCE
Branded Customer experience
Branded customer experience
Translates into
Brand value Translates into
Brand image
•Creating a unique experience through every interaction your customers have with your people , processes and product
•The value your customers come to expect and rely on
•What you become known for in the marketplace
Branding the experience
Is powerful driver of customer loyalty
5steps
To Customer Centric Retail Innovation
1. Take the Customer Perspective2. Get the Customer Heartbeat3. Focus Your Efforts4. Make Sure your People Are With You5. Start Swimming
#5 START SWIMMING
YOU
CUSTOMER PERSPECTIVE
Flipchart TimeWhich are the steps in the customer journey when booking a holiday?
How could you innovate on them?
THE CUSTOMER JOURNEY
1. I dream of going on holiday2. I research my holiday3. I plan my holiday4. I select my holiday5. I purchase my holiday6. I receive travel documents &
tickets7. I anticipate departure8. I prepare my trip9. I travel to my destination10.I discover my destination11.I experience my destination12.I record my memories13.I share my experience14.I travel back home15.I share my memories
CUSTOMER PERSPECTIVETHE CUSTOMER JOURNEY
How Can You Innovate Now?
GET THE CUSTOMER HEARTBEAT
WHICH EMOTIONS ?
ARE ALL EMOTIONS EQUALLY STRONG?
WHAT DO YOUR CUSTOMERS REALLY CARE ABOUT?
1. I dream of going on holiday2. I research my holiday3. I plan my holiday4. I select my holiday5. I purchase my holiday6. I receive travel documents &
tickets7. I anticipate departure8. I prepare my trip9. I travel to my destination10.I discover my destination11.I experience my destination12.I record my memories13.I share my experience14.I travel back home15.I share my memories
Customer Relationship Management
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Prospect• Advanced• Forecastin
g
Quality• Product Catalog• Service Catalog
Quote• Integrated
Quotes/Proposals• Document Management• Document Publishing
Suspect• Mass Email• Website Hosting• Search Engine
Optimization
Lead• Lead
Dashboard• Intranet Sales
&• Marketing
Tools
Meet• Group Calendaring• Resource Availability
Order• Integrated Order
Mgmt.• Bookings Dashboard• Incentive
Management
Service Delivery• Customer Portal
• Project Tracking• Time & Expense
Repurchase• Upsell/ Cross-
sell
End of the training
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