Branding Management

What is the brand

FIRST
A brand is not a logo.
SECOND
FINALL
Y
A brand is not a product.
So what exactly is a brand?
A BRAND IS A PERSONS
GUT FEELING ABOUT A
PRODUCT, SERVICE, OR
ORGANIZATION.
It is a PERSONS gut
feeling, because brands
are defined by
individuals, not
companies, markets, or
publics.
ITS NOT WHAT YOU SAY IT IS.
ITS WHAT THEY SAY IT IS.
WHY IS BRANDING SO HOT?
People have too
many choices and
too little time
We tend to base
our buying choices
on trust
Most offerings have
similar quality and
features
What is a Brand?
Brand is the sellers 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
Elements
Slogans
Brand
names
Promise
Logos
Personality
Characters
Brand Element Choice Criteria

Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectable


Why do Brands Matter?
The main reason
consumers flock to
some brands and
ignore others is that
behind the brand
stands an unspoken
promise of value.
Brands have become
important drivers of
growth for any
organization, good
or service.
A brand helps make
a mark and
differentiate a good
or service from
others in
marketplace.
A strong brand
makes people
aware of what
the company
represents and
about the
different
offerings of the
company.
Brands help
customers to
connect to the
product or
service on an
emotional level.
A Brand is a
promise that the
product will
perform as per
customers
expectations.
Brands for Consumers and Sellers

Symbolic
device


Lower risk



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
companys 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
Unique place to
live , work , play
and learn
Open to all
current and
future residents
Embracing the
future with an
understanding of
the past
Socially
responsible
Addressing
fragmentation
The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry
Serve as a competitive
advantage
Secure price premium
A brand promise sets an expectation
of an experience.
It answers the question Whats 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
Nordstroms
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 customers
mind.
Purpose of Brand Management
The main aim of branding is to differentiate a companys 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
The Strategic Brand Management Process consists of the following four
steps:
Strategic Brand
Management Process
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 Positioning
The 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 Elements
Brand 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 clichs,
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 &
Implementing
Brand
Marketing
Programs
Designing
Marketing
Programs to
Build Brand
Equity
Product
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 Equity
Brand 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 Equity
The 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
System
Designing
Brand
Tracking
Studies
Step 3: Measuring & Interpreting Performance
Measuring &
Interpreting
Brand
Performance
Developing
Brand Equity
Measurement
&
Management
System
Brand Value
Chain
Establishing a
Brand Equity
Management
System
Designing
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
Performance Measuring
Sources of
Brand Equity
Qualitative
Research
Techniques
Quantitative
Research
Techniques
Developing
Brand Equity
Measurement
&
Management
System
Measuring
Outcomes of
Brand Equity
Comparative
Methods
Holistic
Methods
Brand Value
Chain
Establishing a
Brand Equity
Management
System
Designing
Brand
Tracking
Studies
Measuring Sources of Brand Equity: Capturing
Customer Mind-Set
There are two methods that are used for
measuring the sources of brand equity or to
capture the customers 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
Awareness
Brand 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
System
Designing
Brand
Tracking
Studies
Measuring &
Interpreting
Brand
Performance Measuring
Outcomes of
Brand Equity
Comparative
Methods
Holistic
Methods
Measuring Outcomes of Brand Equity: Capturing Market
Performance
There 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 Equity
Designing 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
Disadvantage
s of Extensions
Advantages
of Extensions
Step 4: Growing and Sustaining Brand Equity
Growing and
Sustaining
Brand Equity
Designing 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
Disadvantage
s of Extensions
Advantages
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 factors
2. Category factors
3. 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 firms 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-Daimler
2. Family brand e.g. Mercedes-Benz
3. Individual Brand e.g. 1000 SEL
4. 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 firms 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 Levels
By 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
Extensions
New Products
and Brand
Extensions
Disadvantage
s of Extensions
Advantages
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 Extensions
The 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
Disadvantage
s of Extensions
Advantages
of Extensions
Growing and
Sustaining
Brand Equity
Managing
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 Brand
It is necessary that for establishing and maintaining a brand, a
holistic approach, or an overall brand strategy is used.
1
Maintain Consistency between the Brand Strategy and
Overall Business Goals
The brand strategy should be in line with the overall
business goals of the organization.
2
Select Proper License Partners
The 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 Brand
It is important that organizations focus on maximizing
the leverage of the brand.
3
Decide about License Agreements:
The decision of whether the license agreement should be
exclusive or nonexclusive will have important
implications for all of the business.
4
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.
5
7
8
6
Affix Products & Services
An effective strategy of brand management is
to ensure that the brand is associated to the
most popular products and services offered by
the licensees products and services.
Actively Integrate the Brand Management Strategy
into Product Development and Launch Activities
It 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.
Trends
Motivations/Sweet spots
Decision-making process/criteria
Higher level benefits
Image/Identity gaps
New Segments
Unmet needs
Where 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 targets explicit or
implicit needs in order to help identify a
relevant brand promise.
Branding
Who are you
Positioning
Identity
Core 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 and
brand culture maintenance
Website, Collateral,
Packaging, PR, Advertising,
Environments, Interactive,
Media, etc.
Operations
Marketing
Core
Brand
Core
Brand
53
Brand Strategy and Marketing Strategy
Brand Strategy is separate from the
4Ps. 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
Elements
Competitive
Assessment
Brand
Inventory
Equity
Pyramid
Positioning
Objectives & Metrics
Personality
Communications
Strategy
Brand Experience Map
Brand Strategy
Brand 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. Thats why we
positioned it so teens would see influence as the enemy and
marijuana as one of the influences that gets in their way. Its 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 PODs analysis
is to identify what ideas from
our brand and competitive
brands are most meaningful
and potentially differentiating.

The purpose of a POPs analysis
is to identify which category
benefits are critical for
establishing credibility.
Brand Pyramid

Resonance
Consumer Judgments

Consumer
Feelings



Brand Imagery


Brand 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.
Identity
Relationship
Response
Meaning
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&Rs Brand Asset Valuator,
Millward Browns 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
BENEFIT

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
Strateg
y
Conception
Design
Production
Launch
Branding and Stage Gate Process
Your
logo
Ideation
Preliminary
investigation
Detailed
investigation
Development
Testing and
validation
Full product
and market
launch
PIR
Gate
1
Gate
2
Gate
3
Gate
4
Gate
5
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
communications
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
investigation
Development
Testing and
validation
Full product
and market
launch
PIR
Gate
1
Gate
2
Gate
3
Gate
4
Gate
5
Postimplementation
review
Initial
screen
Second
screen
Decision on
business
case
Postdevelopment
review
Precommunication
business analysis
Advertising public
relations
corporate
communications
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.
Awareness Trial Penetration
Consumer
Attitudes
Brand
Ratings
Preference
Scores
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, Nordtroms.
A strong brand is the result of effective
marketing plus:
Corporate vision.
Culture and
Structure.
Management.
Internal
Communications.
Customer
Services
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:
Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
Measuring Brand Loyalty
Purchase Behavior Patterns
Switching Cost Analysis
Satisfaction Measurement
Strategic Value of Brand Loyalty
Reduce marketing cost
Trade (channel distribution)
leverage
Attracting new customers

Brand Strategy
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contract
Communicating Brand Position
ASPECTS OF BRAND EQUITY
Brand
Brand awareness
Brand association
Brand loyalty
Brand position
Brand proposition
Brand equity
MEASURING BRAND EQUITY
Loyalty (price
premium,
satisfaction).
Perceived
quality
(popularity).
Association
(brand
personality,
organizational
association).
Awareness
(brand
awareness).
Market
behavior
(market share).
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
You can see that when a
commodity becomes a
brand, it is said to have
equity. Brand equity is the
premium a brand can
command in the market
or the difference
between the perceived
value and the intrinsic
value.
Brand equity can be
thought of as the "added
value" endowed to a
product in the thoughts,
words, and actions of
consumers. There are
many different ways that
this added value can be
created for a brand.
Therefore, it is important
that Brand Equity should
be nourished and
replenished.
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 Audits
Brand Tracking
Brand Valuation
Steps in Calculating Brand Equity
Market
segmentation
Financial
analysis
Role of
branding
Brand strength
Brand value
calculation
WHAT IS BRAND EQUITY
Awareness
Familiarity
Image and
personality
Associations Availability
Preference
Loyalty
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
BRAND
IMAGE
CUSTOMER
EXPERIENCE
Building a Strong Brand
CUSTOMER-CENTRIC MARKET STUDY
BRAND
IMAGE
CUSTOMER
EXPERIENCE
GREAT
PRODUCTS
Building a Strong Brand
CUSTOMER-CENTRIC MARKET STUDY
BRAND
IMAGE
CUSTOMER
EXPERIENCE
MARKETING SUPPORT AND PEOPLE DEVELOPMENT
GREAT
PRODUCTS
High Brand Equity
CUSTOMER-CENTRIC MARKET STUDY
BRAND
IMAGE
CUSTOMER
EXPERIENCE
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
relationships
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
understanding
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 mens 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
Your brand represents
your future earnings
Successful companies
both innovate and
build brands
Branding is about
customer perceptions
Strong brands are
worth a lot of money
Keep your brand
consistent
A brand is not just a
name or Logo
A brand with multiple
positioning may
confused
The Customer is
anyone involved in
the purchase decision
Perceived value is the
maximum your
customer will pay all
marketing is the
management of
perceived value
Disney
Wal Mart
Fedex
McDonalds
Apple
Google
Toyota
Family Fun Entertainment
Low Prices and Good Values
Guaranteed Overnight Delivery
Food and Fun
Innovation
Simplicity
Reliability
Some Metrics to Measure Return
on Brand Investment:

Brand name knowledge,
awareness, recognition, recall:
measures strength of the
brand as reflected by
customer's ability to identify
the brand under varying
conditions
Contract fulfillment: measures
the degree to which your
brand is upholding its Brand
Contract

Some Metrics to Measure
Return on Brand Investment:
Acquired customers: counts customers claiming
they have come to your company based on
the strength of the brand
Customer loyalty: measures the degree to
which customers continue to purchase your
brand and how long that loyalty has lasted
Financial value: reports the financial value
of your brand in the marketplace
Price premium: finds the percentage of
price premium your brand is able to
command over private-label brands, as well
as key competitor brands
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 Marcom
B2C&B
Integrated Marketing
Communication (IMC)
Programs
The Tools of Marketing Communications Table 1.1
1. Media Advertising
TV
Radio
Magazines
Newspapers
2. Direct Response and Interactive
Advertising
Direct mail
Telephone solicitation
Online advertising
3. Place Advertising
Billboards and bulletins
Posters
Transit ads
Cinema ads
4. Store Signage and Point-of-
Purchase Advertising
External store signs
In-store shelf signs
Shopping cart ads
In-store radio and TV
5. Trade- and Consumer-Oriented
Promotions
Trade deals and buying
allowances
Display and advertising
allowances
Trade shows
Cooperative advertising
Samples
Coupons
Premiums
Refunds/rebates
Contests/sweepstakes
Promotional games
Bonus packs
Price-off deals
6. Event Marketing and
Sponsorships
Sponsorship of sporting events
Sponsorship of arts, fairs, and
festivals
Sponsorship of causes
7. Marketing-Oriented Public
Relations and Publicity
8. Personal 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
Clarity
Consistency
Maximum 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
Source
Medium
of
Trans-
mission
Receiver
or
Audience
NOISE NOISE
Feedback
Source/Sender
Ad agency
Intends 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 channels Establish budget
The Basics
Identify the Target Audience
Potential Buyers
Current Users
Deciders or Influencers
Determine 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
Cost-Effectiveness / Buyer-Readiness
Measuring Communication Results
Attitudes
Frequency
Reach
Awareness
Consumer States for Two Brands
Promotion Mix Over The PLC

Time
Industry
Sales
D
o
l
l
a
r
s

Introduction Growth Maturity Decline
0
Publicity
Advertising
Advertising
PR; Selling;
Promotions
Advertising
PR; Selling
Advertising
Promotions;
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 PRODUCTS
VALUE
Greater value helps justify a higher price
in the marketplace.
Marketers advise staying away from these
wordsquality, value, service, caring, and
integritybecause 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
1. Identifying the
Target Audience
2. Determining the
Response Sought
3. Designing a
Message
4. Choosing Media
5. Selecting the
Message Source
6. Collecting
Feedback
Promotional Program Situation Analysis
Analysis of the Communications Process
Budget Determination
Develop Integrated Marketing Communications Programs
Review of Marketing Plan
Advertising
Sales
Promotion
PR/
Publicity
Personal
Selling
Direct
Marketing
Advertising
Objectives
Sales
Promotion
Objectives
PR/
Publicity
Objectives
Personal
Selling
Objectives
Direct
Marketing
Objectives
Message
Strategy
Sales
Promotion
Strategy
PR/
Publicity
Strategy
Personal
Selling
Strategy
Direct
Marketing
Strategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
Internet/
Interactive
Internet/
Interactive
Objectives
Internet/
Interactive
Strategy
Integrated Marketing Communications Planning Model
IMC Program Situation Analysis
External 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 inquiry
A visit by a prospect
Product trial
Recommendation
Adoption 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 (its a Diet Coke Thing;
Wusssssup?)

AIDA: Desire?
Arouse desire
Tactics:
USP: Unique selling proposition
(Gillette razor; clear deodorant,
clear soda)
Provide a rationale (Im 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 Instruments
Comparisson 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 advertisement
Print media
Radio / TV / Movies
Outdoor advertisement / Billboard
advertisement
Public relations

Sponsoring
Event marketing
Exhibitions / Trade fair
Product placement
Promotions
Direct marketing
Mobile marketing
Online marketing / Search engines
Viral 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 CAMPAIGNS
RESULTED IN LOWER SALES
100% INCREASE IN AD
SPENDING
JUST TO ADD 1% - 2% IN
SALES
ONLY 14% TRUST ADS
the
JESUS
PHONE
rocks!
..I got to
have an
phone
LAW OF FEW
10% INFLUENCE PURCHASING BEHAVIOR OF
OTHER 90%
91% LIKELY TO BUY ON RECOMMENDATION
BRAND ADVOCATES
AVERAGE
CUSTOMERS,
CLIENTS,
CONSUMERS
WOMM = C2C CONVERSATION
Consumer-to-consumer conversation
76% of consumers dont believe that
companies tell the truth in
advertisements
Yankelowich,2006
Multi-Channel-Marketing
Display of different marketing channels
Multi-Channel
Marketing
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
Activa
ting
Using Paying
Contacti
ng
Customer
expectation
s
Functional
areas
Brand
awareness
Offer
availability
What ?
And where

MAKT
Sales
Customer
service

Offer
Availability
Value of
money
Acquisitio
n
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
Responsive
ness
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
Opportunity
Conceived
customer
VP
Create
customer
experience
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
steps
To Customer
Centric Retail
Innovation
1. Take the Customer Perspective
2. Get the Customer Heartbeat
3. Focus Your Efforts
4. Make Sure your People Are With You
5. Start Swimming
#5 START SWIMMING
YOU
CUSTOMER PERSPECTIVE
Flipchart Time
Which 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 holiday
2. I research my holiday
3. I plan my holiday
4. I select my holiday
5. I purchase my holiday
6. I receive travel documents &
tickets
7. I anticipate departure
8. I prepare my trip
9. I travel to my destination
10.I discover my destination
11.I experience my destination
12.I record my memories
13.I share my experience
14.I travel back home
15.I share my memories
CUSTOMER PERSPECTIVE
THE 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 holiday
2. I research my holiday
3. I plan my holiday
4. I select my holiday
5. I purchase my holiday
6. I receive travel documents &
tickets
7. I anticipate departure
8. I prepare my trip
9. I travel to my destination
10.I discover my destination
11.I experience my destination
12.I record my memories
13.I share my experience
14.I travel back home
15.I share my memories
Customer Relationship Management
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Quote
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D o w n l o a d t h i s
awes ome di agr am.
Bring your presentation
t o l i f e .
Prospect
Advanced
Forecasting
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