Strategic Brand Management

International Week
October 23-27, 2023
Michael Jones
Michael-Jones@utc.edu
 Brand Resonance Model
Learning Objectives
1. Understand the meaning of brand resonance
2. Describe the steps in building brand resonance
Brand Resonance Model
•Describes how to create intense, active loyalty relationships with customers.

•Think of this model as a series of steps or a branding ladder.

Brand Resonance Model

Source: 2020 Strategic Brand Management by Keller and Swaminathan

Brand Resonance Model with
Subdimensions
Product Category Structure

Source: 2020 Strategic Brand Management by Keller and Swaminathan

Brand Resonance Model-Coca Cola
Brand Resonance Model Pepsi Cola
Brand Resonance Model BMW
Brand Resonance Model Implications
•Customers own the brand
•Don’t take shortcuts with brands
•Brands should have duality
•Brands should have richness
•Brand resonance provides important focus
•Customer networks strengthen the brand resonance
 Brand Resonance Model
Learning Objectives--Recap
1. Understand the meaning of brand resonance
2. Describe the steps in building brand resonance
Choosing Brand Elements
Learning Objectives--Recap
1. Identify the different types of brand elements

1. Understand the general criteria for choosing brand elements

What are Brand Elements
•Brand Names •Characters
•Uniform Resource Locators (URLs) •Slogans
•Logos and Symbols •Jingles
•Packaging
Criteria for Choosing Brand Elements
Memorability Transferability
◦ Easily recognized ◦ Within and across product categories
◦ Easily recalled ◦ Across geographic boundaries and
Meaningful cultures
◦ Descriptive Adaptability
◦ Persuasive ◦ Flexible
Likability ◦ Updatable
◦ Fun and Interesting Protectability
◦ Rich visual and verbal imagery ◦ Legally
◦ Aesthetically pleasing ◦ Competitively
Brand Elements
Choosing Brand Elements
Brand Identity
◦ The entire set of brand elements makes up the brand identity
◦ The elements should be consistent and support each other.
◦ Identify the different types of brand elements
◦ Understand the general criteria for choosing brand elements
Brand Elements—Let’s Apply
Pick a brand (different than your brand audit). Identify all its brand elements
and assess their ability to contribute to brand equity.
Choosing Brand Elements
Learning Objectives--Recap
1. Identify the different types of brand elements

1. Understand the general criteria for choosing brand elements

Brand Architecture Strategy
•Helps marketers determine which products and services to introduce, and which
brand names, logos, symbols, and so forth to apply to new and existing
products.

•Describes both the brand’s depth and its depth.

Brand-Product Matrix
•Brand Line-all the products sold under a brand
name (row)
•Product Line-group of products within a
product category that are closely related
(column)

•Product Mix-the set of all product lines and

items that a seller makes available to buyers
•Brand Mix-set off all brand lines that a seller
makes available to buyers
Brand Mix
Proctor and Gamble Brand Mix
Unilever Brand-Product Matrix
Unilever Brand Hierarchey
Google Products
Google Timeline
Google Timeline
Brand Extensions
Learning Objectives
•Understand the different types of brand extensions
•Understand the main advantages and disadvantages of brand extensions
•Understand how to successfully create brand extensions
New Products and Brands
Three branding options available when a company introduces a new product:
1. Develop a new brand
2. Apply one of its existing brands
3. Use a combination of new and existing
New Products and Brands
A brand extension is when a company uses an established brand name to introduce a new
product
◦ Line Extension
◦ Adds a different variety, a different form or size, or a different applications for
the brand
◦ Category Extension
◦ Applies the parent brand to enter a different product category from the one it
currently serves
Brand Extensions
Advantages of Extensions
•For most companies, the question is not whether to extend the brand, but:
◦ When, where, and how to extend it

•Advantages in two areas:

◦ Facilitate new-product acceptance
◦ Provide feedback benefits to a parent brand
Facilitate New Product Acceptance
•Improve brand image
•Reduce risk perceived by customers
•Increase the probability of gaining distribution and trial
•Increase efficiency of promotional expenditures
•Reduce costs of introductory and follow-up marketing programs
•Avoid cost of developing a new brand
•Allow for packaging and labeling efficiencies
•Permit consumer variety seeking
Facilitate New Product Acceptance
Improve brand image
Reduce risk perceived by customers
Increase the probability of gaining distribution and trial
Increase efficiency of promotional expenditures
Reduce costs of introductory and follow-up marketing programs
Avoid cost of developing a new brand
Allow for packaging and labeling efficiencies
Permit consumer variety seeking
Provide Feedback Benefits to the Parent
Brand and Company
Clarify brand meaning
Enhance the parent brand image
Bring new customers into the brand franchise and increase market coverage
Revitalize the brand
Permit subsequent extensions
Expanding Brand Meaning Through
Extensions

Brand Original Product Extension Products New Brand Meaning

Weight Watchers Fitness centers Low-calorie foods Weight loss and

maintenance
Sunkist Oranges Vitamins, juices Good health

Kellogg’s Cereal Nutri-Grain bars, Healthy snacking

Special K bars
Aunt Jemima Pancake mixes Syrups, frozen Breakfast foods
waffles
Disadvantages of Brand Extensions
•Can confuse or frustrate consumers
•Can encounter retailer resistance
•Can fail and hurt parent brand image
•Can cannibalize sales of parent brand
•Can diminish identification with any one category
•Can hurt the image of the parent brand
•Can dilute brand meaning
•Can hurt the company’s change to develop a new brand
Brand Extensions and Brand Equity
•Creating extension equity
◦ Creating a positive image for an extension depends on:
◦ How salient parent brand associations are
◦ How favorable any inferred associations are
◦ How unique any inferred associations are
Brand Extensions and Brand Equity
Contributing to parent brand equity
◦ The effects of an extension on consumer brand knowledge depends on:
◦ How compelling the evidence is about the corresponding attribute or benefit association
◦ How relevant or diagnostic the extension evidence is
◦ How consistent the extension evidence is
◦ How strongly existing attribute or benefit associations are
Evaluating Brand Extension
Opportunities
•Define actual and desired consumer knowledge about the brand
•Identify possible extension candidates
•Evaluate the potential of the extension candidate
•Design marketing programs to launch extension
•Evaluate extension success and effects on parent brand equity
Building Brands over Geographic
Boundaries
Why should a brand focus on global
markets?
•Forces that have encouraged many firms to market their brands internationally:
◦ Perception of slow growth and increased competition in domestic markets
◦ Belief in enhanced oversees growth and profit opportunities
◦ Desire to reduce costs from economies of scale
◦ Need to diversify risk
◦ Recognition of global mobility of customers
Advantages of Global Marketing
Programs
•Economies of scale in production and distribution
•Lower marketing costs
•Power and scope
•Consistency in brand image
•Ability to leverage good ideas quickly and efficiently
•Uniformity of marketing practices
Disadvantages of Global Marketing
Programs
•Differences in consumer needs, wants, and usage
•Differences in consumer response to branding elements
•Differences in consumer response to marketing mix elements
•Differences in brand and product development and the competitive environment
•Differences in the legal environment
•Differences in marketing institutions
•Differences in administrative procedures
Building Global Customer-Based Brand
Equity
1. Understand similarities and differences in the global branding landscape
2. Do not take shortcuts in brand building
3. Establish marketing infrastructure
4. Embrace integrated marketing communications
5. Cultivate brand partnerships
6. Balance standardization and customization
7. Balance global and local control
8. Establish operable guidelines
9. Implement a global brand equity measurement system
10. Leverage brand elements
Final Thoughts
What Makes a Strong Brand?
•Understand brand meaning and market appropriate products and services in an appropriate
manner
•Properly position the brand
•Provide superior delivery of desired benefits
•Employ a full range of brand elements, supporting marketing activities, and secondary
associations
•Embrace marketing communications and communicate with a consistent voice
What Makes a Strong Brand?
•Measure consumer perceptions of value and develop a pricing strategy accordingly
•Establish credibility and appropriate brand personality and imagery
•Maintain innovation and relevance for the brand
•Strategically design and implement a brand architecture strategy
•Implement a brand equity management system
Seven Deadly Sins of Brand Management
1. Failure to fully understand the meaning of the brand
2. Failure to live up to the brand promise
3. Failure to adequately support the brand
4. Failure to be patient with the brand
5. Failure to adequately control the brand
6. Failure to properly balance consistency and change the brand
7. Failure to understand the complexity of brand equity measurement and management
What do you think are the biggest challenges for
building and managing brands in the future?
Overall Course Learning Objectives
1. Introduce the key elements of brand management
2. Provide key strategies for developing, growing, and managing
brands
3. Enhance analytical and communication skills
4. Develop skills to apply brand theory and concepts to real business
situations
 Brand Audit Report
Section 1: Brief Introduction/Overview of the Brand
◦ Owner of the brand
◦ Brief History of the brand

Section 2: Brand Inventory

◦ Product/Service offered under the brand
◦ Competitors (indirect and direct)
◦ Current positioning of the brand (target market, POP, POD, brand mantra)
◦ Brand elements (names, URLs, logos, symbols, characters, slogans, jingles, packaging)
◦ Marketing mix (product, pricing, promotions, and distributions)
◦ Any financial information about the brand
 Brand Audit Report
Section 3: Brand Exploratory
◦ Brand Resonance Pyramid
◦ Brand Associations

Section 4: Recommendations
◦ 3-5 branding challenges/opportunities with strategic and tactical recommendations to enhance future
brand equity
Thank You!