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BRAND MANAGEMENT AND NEW PRODUCT DEVELOPMENT
SECTION 4ABrand Management and the Firm
The Strategic Brand Management Process
ALAN L. WHITEBREAD
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STRATEGIC BRAND MANAGEMENT
1. Identify and establish brand positioning and brand values.
2. Plan and implement brand marketing programs.
3. Measure and interpret brand performance.
4. Sustain and grow brand equity.
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BRAND MANAGEMENT SUCCESS
• Capitalize on a few strategic brands– Driven by benefits for the consumer– Put all sub-brands under the primary name– Strong intangible appeal is needed
• Act as a leader – set the rules and/or standards.
• Have a constant flow of innovations – Strong flow of new product development– Deliver personalized services [whenever possible]
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BRAND MANAGEMENT SUCCESS
• Reward customer repeat purchases to covert them to active promoters of the brand.
• Globalize the brand. – Rapidly– Use a planned roll-out schedule
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[Mental] Mind maps* [causal models]Competitive frame of referencePoints-of-parity and points-of-differenceCore brand values*Brand mantra*
Mixing and matching of brand elements*Integrating brand marketing activitiesLeveraging of secondary associations
Brand Value Chain*Brand auditsBrand trackingBrand equity management system
Brand-product matrix*Brand portfolios and hierarchies*Brand expansion strategies*Brand reinforcement and revitalization
KEY CONCEPTSSTEPS
Grow and SustainBrand Equity
Identify and EstablishBrand Positioning and Values
Plan and Implement Brand Marketing Programs
Measure and InterpretBrand Performance
THE STRATEGIC BRAND MANAGEMENT PROCESS
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THE STRATEGIC BRAND MANAGEMENT PROCESS
• IDENTIFY AND ESTABLISH BRAND POSITIONING AND VALUES– How do consumers perceive brands?
• Involvement [brand association to brand personality]• Reducing perceived risk• Familiar = trusted• Brand A > Brand B [B2C]
– Is this a perception of quality?– Or is it needs satisfaction?
• Perceived benefits [B2C]• Actual benefits / Performance testing [B2B]• Ego / self-actualization
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BRANDS
• Individual consumers [B2C] buy images associated with the products that tie to expected benefits and real or perceived meaningful points of difference.
• Business consumers [B2B] buy the firm behind the products and the products because of their performance.
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THE STRATEGIC BRAND MANAGEMENT PROCESS
• FUNCTIONS OF A BRAND– Identify the product [packaging]
• Easily recognized by sight, sound, or other means– Practical [successful experience]
• Save time with repeat purchases– A guarantee [warranty; standards compliance]
• Consistency of performance or quality– Optimization for the consumer [experience,
advertising]• The best solution for their need – minimal cognitive
dissonance– Continuity
• Long-term relationship [lifetime value of a customer]– Hedonistic [advertising, image, recognition]
• Ego satisfaction
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THE STRATEGIC BRAND MANAGEMENT PROCESS [try it on your own]
BRAND FUNCTION PRODUCT POWER[Strong, Medium, Weak]
Recognition signal Brand X milk ?
Guarantee [quality] Bic pens ?
Optimization [best for need]
Boeing
Caterpillar
Tata
?
Continuity / Permanence
Old brand = ? ?
Advertising research has shown that brand familiarity and brand uniqueness are very important to consumers [B2C]. It has also shown some relationship between brand advertising and sales volume.
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THE STRATEGIC BRAND MANAGEMENT PROCESS
• Brand reputation – what is important?– Brand advertising [creative, meaningful, and
beneficial]
– Brand familiarity [recognition via repetition]
– Brand uniqueness [perception / performance]
– Brand sales [increasing faster than the market]
– Market share [top 2 – 3 at worst]
– Number & strength of competitors [positioning]
– Relative price [value]
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IDENTIFY AND ESTABLISH BRAND POSITIONING AND VALUES [TOOLS]• MIND MAP [How do we associate thoughts?]
• POINTS OF PARITY [POP] – Items you point out as being the same as your
competitor. Usually used to improve your image.
– Sales people use these to offset a claim by a rival salesperson.
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IDENTIFY AND ESTABLISH BRAND POSITIONING AND VALUES [TOOLS]• POINTS OF DIFFERENCE [POD]
– The one, two or three key meaningful differences that would cause the prospect to buy from yours not from your competitors.
– They must have these key characteristics.
• RELEVANCE – It must be relevant and important.
• DISTINCTIVENESS– It must be distinctive and present superior solution for their situation.
• BELIEVABILITY – It must be believable and credible.
• COMMUNICABLE – It must be simply communicated so there are obvious consumer
benefits.– Competitors should not be able to easily use as a point of parity.
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STARBUCKS POP AND POD [try it on your own]
COMPETITOR POP PODFast food chains / convenience stores
Convenience
Value
Quality
Image
Experience
Variety
Supermarket brands for home
Convenience
Value
Quality
Image
Experience
Variety
Freshness
Local café Quality
Experience
Price
Community
Convenience
YOUR PROJECT ? ?
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IDENTIFY AND ESTABLISH BRAND POSITIONING AND VALUES
• POINTS OF CONTENTION [POC]–Are elements where there is
disagreement as to how its performance or functionality compares to the next best alternative.
–Seen in comparison or negative advertising
• Always remember your competitive positioning and frame of reference.
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B2C and B2B POINTS
POINTS OF B2C B2B
…Parity May be used to show at least equal to …
Virtually meaningless
…DifferenceMust be relevant and distinctive and believable
To sell your item
Proof
Subjective or emotional are best
Must provide a specific important advantage to be of benefit
…Contention Consumer may evaluate [unscientific]
Performance testing during the supplier qualification stage will answer this.
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POINTS, NEEDS, AND OFFERINGSJoel E. Urbany and James H. Davis [Notre Dame], HBR Nov., 2007 pp. 29-30
Unneeded
Unneeded
Customers’ needs
Their PODs
Our PODs
Points of parity
Growth
Every POD must translate to meaningful benefits!
Our unique PODs
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COCA-COLA COMPETITIVE FRAME OF REFERENCE
Ice cream
Fast food
Hobbies
Videos
???
Colas
Water
Beer
Juices
Coffee, tea
Dairy
Wines
FlavoredColas
LemonLimes
DietVersions
Diet
Colas
COMPETITION
• Most direct only diet colas
• Indirect other soft drinks
• Most indirect any other type of beverage
• Fringe any other expenditure
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BRAND VISION AND PURPOSE
• BRAND VISION – It’s reason for being– The heart and soul of the product– Guy Kawaski [Apple Mac, VC] video
• BRAND PURPOSE – It’s raison d’être [its absolute purpose] – A guide for its life cycle– How would the market be different if GM did not exist?– How is Fiat changing the American car and truck markets?
• A powerful influence on a market [segment]– What does Cadillac mean?– What does Escalade mean?– What does Proctor and Gamble mean?– What does Pampers mean?
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PRODUCT-BRAND RELATIONSHIP
• Every brand needs a flagship product [family, line].
• Expectations must always be exceeded by– actual and /or perceived benefits, AND– actual performance!
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IDENTIFY AND ESTABLISH BRAND POSITIONING AND VALUES
• CORE BRAND VALUES*– The 5 to 10 most important attribute and benefit associations
that characterize a brand.– B2C: Lufthansa brand video– B2B: SYNGENTA brand video
• BRAND MANTRA* – Emotional modifier
• How does the brand deliver benefits?
– Descriptive modifier• How do you describe the business?
– Brand functions• How do you describe the product?
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CORE BRAND VALUES EXAMPLE
• Texas Tech University Basketball– Incomparable basketball within a large
geographic area– Unique environment and experience– Always competitive– Fast, controlled, tough mentality– Unlimited possibilities [championships]– A vital part of the university, city, and area
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BRAND MANTRA EXAMPLE“A passionate, competitive, west Texas experience.”
Texas Tech Basketball
Arena external ease of access
Arena and area security
Arena seat location
Arena comfortability
Arena parking options
Arena internal ease of access
Team quality and spirit
Team competition
Team excitement
Team coaching staff
Team current stars
Meet other TTU team stars
Game as a social function
Game entertainment
Game sense of electricity
Game : Big 12 Conference
Game fills a passion
Game of high quality
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BRAND ELEMENTS
• The IP items that serve to identify and differentiate the brand from its competitors.– Name, logo, symbol, characters, colors,
endorsing characteristics, jingles, packaging, signage, slogans, and URLs.
• Criteria for selecting brand elements include– Memorable– Meaningful– Likeable– Transferable [add to brand equity]– Adaptable [change over time]– Protectable – International considerations
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PLAN AND IMPLEMENT BRAND MARKETING PROGRAMS
• MIX AND MATCH BRAND ELEMENTS TO MAXIMIZE BRAND EQUITY.– Visual or verbal information that identifies and meaningfully
differentiates a product [brand name, logo, symbol, character, package, or slogan, etc.]
• INTEGRATE BRAND MARKETING ACTIVITIES– 4P’s
• LEVERAGE SECONDARY ASSETS– Company, geography, channel, ingredients, characters,
spokespeople, events, …– Maximize synergies
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MEASURE AND INTEPRET BRAND PERFORMANCE
• BRAND VALUE CHAIN [value creation]1. Define brand hierarchy
2. Define brand-product mix
3. Enhance brand equity over time
4. Establish brand equity over multiple market segments
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1. DEFINE BRAND HIERARCHY
• Principle of Simplicity– Few brand levels
• Principle of Relevance– Create abstract associations to many products
• Principle of Differentiation*– Differentiate individual items and brands
• Principle of Prominence*– Maximize product distance to competitive products
[perceptual map]• Principle of Commonality
– Link to other branded products through shared brand elements
• HP Printer family
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2. DEFINE BRAND-PRODUCT MATRIX
• Brand extensions*– Establish new equity– Enhance existing equity
• Brand portfolio*– Maximize coverage with minimum overlap
[minimize cannibalization]
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3. ENHANCE BRAND EQUITY OVER TIME
• Brand reinforcement– Innovate for position– Use relevant imagery
• Brand revitalization– Do the basics well– Continually refresh / reinvent the brand
• RC Cola and Coca-Cola
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1944
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1951
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1955
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1962
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1965
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2004
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1940
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1947
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1958
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1960’s
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1971 – Hilltop - “I’d like to buy the world a Coke.”
http://www2.coca-cola.com/presscenter/av_advertising.html [GLOBAL]
1979 – The first polar bear Coke commercial.
1982
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1993-9
•http://www.adeater.com/bin/view.cgi?/usr2/internet/www/adeater/welcome2.html,1,ZurlW/MULTI/html/cinema.htmlZ
Virgin Cola [France #1] Argentina Chips Ahoy +Coca Cola + Fiat Germany Nescafe #2 Burberrys Rifle Jeans [Italy]
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4. ESTABLISH BRAND EQUITY OVER MARKET SEGMENTS
• Identify differences in behavior– Identify purchase patterns– Use patterns– Knowledge and opinion about different brands
• Adjust branding program– Choice of brand elements– Nature of the marketing program– Leverage associations
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Sample question #1
• Which strategic planning tool asks what are we best at, deeply passionate about, and drives our economic engine? – [A] BCG Business Portfolio Analysis – [B] Blue Ocean Analysis – [C] GE Business Planning Matrix – [D] Hedgehog Analysis
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Sample question #2
• Your firm is evaluating the purchase of a brand from another company. The most likely key financial number for estimating the long term value of that firm and its brands would be – [A] after-tax income – [B] EBITDA – [C] M&A free cash flow – [D] net sales