MODULE-3

Brand Strategy & Planning

Prof. Anand Narasimha

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Learning Objectives
1.Develop a ‘brand key’ (strategic blueprint)
2.Set ‘brand growth objectives’
3.Diagnose the ‘brand marketing funnel’
4.Understand how to ‘refresh & reposition’ brands
5.Make a ‘brand plan’
6.Assess ‘brand health'
7.Understand and apply ‘Branding 4.0’

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Session-12

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Some Nuggets

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 https://www.score.org/resource/what%E2%80%
99s-difference-between-b2b-and-b2c-branding

https://www.storyboard18.com/how-it-works/marketing-
mocktail-strategy-demystified-the-4-pillars-of-brand-
strategy-explained-14972.htm

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 The 4 Pillars of Brand Strategy

Differentiation

Focus

Consistency

Integration
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 6 Brand Marketing Traps
You Should Avoid
1. Trying to make your brand ‘all things to all people’
and ending up being ‘nothing to anyone’
2. Putting tactics ahead of strategy without a
clear direction
3. Indulging in ‘armchair marketing’ without listening
to your consumers and not using data
4. Doing too many things and making frequent changes
in your Brand Plan to spread yourself thin
5. Overdoing Performance Marketing at the cost of
Brand Building
6. Not executing your Brand Plan fanatically enough
 Brand
Product Truth Consumer Truth
Promise What makes your What makes your
product click consumer tick

Brand Idea
 Brand
Product Truth Consumer Truth
Promise What makes your What makes your
product click consumer tick

Clean, green and A baby bring both joy and

certified Baby safe anxiety. Parents look for
products, co-created solutions that reduce anxiety
with moms and doctors and enhance joy

Brand Idea
The Joy of Parenting
 Brand
Product Truth Consumer Truth
Promise
What makes your What makes your
product click consumer tick
A filling and wholesome
You’re not yourself when
chocolate bar that satisfies
you’re hungry
hunger

Brand Idea
Makes you, you again
Sales & Distribution

Brand Positioning

Performance Marketing
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 Who we want?

Who wants us?

 BrandWorks
How to Create and Manage a Brand

#1 Brand #2 Brand #3 Brand

Solution Story Engagement
Identifying consumer Designing the brand Communicating the
pain-points: untapped identity: name, logo, DBAs, brand story: comms in the
needs, opportunities, enemy packs, brand architecture & media, channels and
portfolio touch-points, internal
branding for employees
Developing the solution:
designing product/service Crafting the brand story:
offering, value-proposition insights, benefits, positioning, Creating the brand
personality, purpose, idea experience: across
the moments-of-truth in the
customer journey
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Unilever Brand Key

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 Self Esteem
Booster

- enhances my self-esteem

Legacy of skin friendly, moisturising bar

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 I Brand Key
Benefits
Root Strength Rational: Co-created with moms and doctors to
India’s most trusted parenting platform give your baby the best care
Emotional: Helps make parenting a joyful
Competitive Environment
experience
Premium, organic baby care brands that are
available online, like MamaEarth, Himalaya, etc. RTB
• Totally organic- no harmful chemicals, nasty
Target toxins or artificial fragrances
First Time Moms (and Dads) in Tier-1,2,3 cities, • India’s first 100% certified baby safe and
who are ‘digital natives’- shop online and are active dermatologically tested products
on social media. They are discerning and never • From India’s most trusted parenting platform-
compromise on caring for their baby. community of 2 million moms and doctors

Insight Values & Personality

A baby brings both joy and anxiety in the parent’s Empathetic, Genuine and Joyful baby care
life. Parents are constantly looking for ways to partner
enhance the joy and reduce the anxiety. Brand Essence
‘Joy of Parenting’
DOVE https://www.youtube.com/watch?v=GirRXvVUR28&t=96s

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Pre-Read 1. B2B vs. B2B Branding (article)
Learning 1. Understand some key concepts in Brand Marketing
Outcome 2. Develop a Brand Key
Class Points 1. Some Key Concepts
2. Unilever Brand Key; Dove (video case)

Post Class • Develop the ‘Brand Key’ for the brand selected
Exercise

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Session-13

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The Double Jeopardy Law Explained

https://peelresearch.com/how-brands-grow-part-1-the-double-
jeopardy-law-explained/

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Brand Growth Objectives

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 Brand Penetration
Number of users

Brand Revenue

Brand Consumption
ARPU
(average revenue per user)

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 Brand Growth Objectives – Source of Business

Get Existing Users

Get New Users Retain Existing to Use More
Users (default
• Convert non-users objective) • Increase usage
of the category frequency
• Expand into new • Strengthen • Increase usage
markets/ relationship quantity
geographies • Build loyalty and • Create new usage
• Switch competition advocacy occasions/uses
users • Cross-sell/Up-sell

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 Law of Double Jeopardy
This law states that brands with less market share
have far fewer buyers (first jeopardy), and these
buyers are less brand loyal (second jeopardy).

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The Double Jeopardy law is driven two key
factors:

1. Mental availability: the propensity for the

brand to be thought of in buying situations

2. Physical availability: how easy the brand is

to find and buy (both offline and online)

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 Change-of-Pace Established
Brand Brand

Seasonal/ High market share/

Occasion based brands Category leader brands
Penetration

Fringe Brand Niche Brand

Newly launched/ Luxury/Specialist brands

struggling brands

Loyalty
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The 'Leaky Bucket' Syndrome.
In reality, a brand is like a 'leaky bucket'- there are
new users coming in and existing users going out.

This is true of several categories, with so many

choices today and declining brand loyalty.

To ensure growth, the inflow of new users should

always be greater than the outflow of existing users.

So don't just focus on customer retention alone,

focus on customer acquisition all the time.

Keep the bucket filled.

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Brand Marketing Funnel & Diagnostics

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 Brand Marketing Funnel

Targeted Market Total Universe

Brand Salience TOM @ the time of

Purchase

Preference share
Brand Preference
Conversion Ratios

Purchase Market Share

Repeat Loyalty
Purchase
 Funnel Diagnostics- when Conversion Ratios are Low

Targeted Market
Problem: Low Visibility
Solution: Increase Advertising
& Promotion
Brand Salience
Problem: Poor Positioning &
Weak Value-Proposition
Solution: Reposition Brand
Brand Preference
Problem: Poor Availability &
In-Store Visibility
Solution: Increase
Distribution & POS Purchase
Problem: Product Issue
Solution: Re-engineer Product Repeat
Purchase
 Marketing across the Funnel:
3-Cs Framework for D2C Brands

CONTENT
Awareness
Focus: Brand Building
Tools: Traditional Media,
Consideration Social Media, Influencer Mktg,
Website/App, SEO, Events,
Experience Centres
Preference
COMMERCE
Focus: Sales Activation
Purchase Tools: Physical Stores, E-Commerce,
Promotions, Performance Mktg,
Repeat Purchase SEM, PPC, E-Mail

Loyalty & Advocacy COMMUNITY

Focus: Relationship Building
Tools: CRM, UGC
TOURISM AUSTRALIA https://www.youtube.com/watch?v=ZHgfp83k-10&t=60s

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Pre-Read 1. ‘The Double Jeopardy Law Explained’ (article)
Learning 1. Set brand growth objectives
Outcome 2. Apply and diagnose the brand marketing funnel
Class Points 1. Brand growth objectives: source of business
2. Law of Double Jeopardy
3. Leaky Bucket Syndrome
4. Brand Marketing Funnel

Post Class • Construct and diagnose a Brand Marketing Funnel

Exercise

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Session-14

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https://www.storyboard18.com/how-it-works/marketing-
mocktail-if-you-rest-you-rust-brand-refreshment-
explained-7007.htm

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Brand Repositioning & Refreshment

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 Consumers are moving
ahead of brands

“The bottom line is that markets are

changing much faster than marketing”

Chris Locke, The Cluetrain Manifesto

© 2004 47
 When to Refresh your Brand Positioning
• You need to increase brand relevance to the consumer.
• Your brand has got a diffused image.
• You are broadening your brand to appeal to additional
consumer segments.
• The primary benefit your brand owns has evolved from
a differentiator (POD) to a hygiene factor (POP).
• Your business is significantly altering its strategic direction.
• A new competitor with a superior value proposition enters
your industry.
• The profile of your core consumers has changed over time.
• The brand looks and feels dated and/or its technology has
evolved.
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Repositioning
Strategies

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Repositioning
Strategies

Dabur Honey Lipton Tea

Home Remedy Elderly Ladies
to Health Food to Young Women

Bata
Head & Shoulders
Stylish new range
Dandruff Plus Range
for the Youth

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https://www.youtube.com/watch?v=E84RMFGXU80

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Brand Refreshment Steps

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Pre-Read 1. ‘If you rest, you rust’ (article)
Learning
Outcome 1. Understand how to reposition and refresh brands

Class Points
1. Brand Repositioning: Context
2. Types of Repositioning
3. 5-Step process of Brand Refreshment

Post Class • Analyze a brand refreshment case applying the 5-step

Exercise process

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Session-15

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Brand Plan

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Brand Deep Dive Brand Plan

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FABREZE https://www.youtube.com/watch?v=OrmJQtPABXE&t=13s

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Brand Marketing Plan- Exercise

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Pre-Read 1. Brand Deep Dive (PDF)
2. Brand Plan (PDF)
Learning 1. How to conduct a Deep Dive analysis
Outcome 2. How to make a Brand Plan
Class Points 1. Deep Dive Analysis
2. Brand Plan Format
3. Fabreeze (video case)
Post Class • Write a Brand Plan
Exercise

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Session-16

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Brand Report Card

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Brand Health

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 Brand Marketing Funnel- Brand Health Metrics

Targeted Market

Awareness,
Brand Salience Consideration

Purchase Intention,
Brand Preference Attributes, Associations,
Conversion Ratios
Imagery

Purchase Trial Rates, Offtakes

Repeat Repeat Rates, Loyalty,

Purchase Advocacy, NPS, C-Sat
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Brand Report Card

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Brand Report Card

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Brand Asset Valuator (BAV)

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https://www.bavgroup.com/about-bav

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Branding 4.0

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 Marketing Redefined

‘IDEAS that
make your brand
rich, famous and loved.’

Rich- healthy revenue and gross

margin
Famous- high mental and physical
availability
Loved- strong affinity, loyalty and
advocacy
Checklist for Brand Marketing
in the Phygital World
Checklist for Brand Marketing in the Phygital World

❑ Are you telling engaging stories around your brand?

❑ Have you shifted the conversation from what the brand sells,
to what role it plays in people's lives?
❑ Have you moved beyond just advertising (ads) to creating
experiences (acts) across the customer journey?
❑ Are you constantly surprising and delighting your consumers
and not becoming predictable?
❑ Are you co-creating products/solutions, content, and
communities with your consumers?
❑ Are you using an omnichannel approach to reach the
consumer?
❑ Are you using the power of creativity + the beauty of data +
the magic of technology for brand building?
 Exercise- 5

Prepare the Brand Report Card for the brand

you have selected.
Rate the brand on each parameter on a
scale of 10 and analyze the reason for
your rating,
Pre-Read 1. Brand Report Card (article)
Learning 1. Assess Brand Health
Outcome
Class Points 1. Brand Health Tracking
2. Brand Report Card
3. Brand Asset Valuator (BAV)
4. Branding 4.0
Application • Develop a Brand Report Card for the brand
Exercise-5 selected

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