Brand Strategies

BRAND CREATION

1. Developing a Brand Vision

2. Establishing a Brand Position

3. Fulfilling a Brand Contract

4. Communicating Brand Position

5. Measuring Return on Brand Investment (ROBI)

The 5 Steps

A clear expression of the strategic, financial and brand goals that the management has created for the brand.

A first step is to indicate where the brand can and cannot go.

Step 1. Brand Vision

Perimeters of BrandsNo-go areas

Extension areas

Outer core

Inner Core• Great taste• Premium priced• Health

No artificial flavoring

Glass Bottles

Concentrated drink

Black currant

Mothers with

children

Sugar free

Plastic Bottles

Enhanced health

Flavors

Carbonated

Ready to

drink

Out of home

Medical positioning

Main-stre am

soft dr ink

Low pr

ice

Non foodsMale

posit

ioning

Aver

age

tast

e

Step 2. Brand Positioning

A concept so simple,people have difficulty understanding

how powerful it is!

Refer earlier notes for details

The 3C’s of positioning• Be Crystal clear

• Be Consumer-based– Be relevant and credible to the consumer– Write in consumer language and from consumer’s

view point

• Be Competitive– Be distinctive– Focus on building brand elements into powerful

discriminator– Be persuasive– Be sustainable

Determined by a combination of:-

management judgment &

experience

trial & error

some experimentation (test

marketing)

field research

Positioning Strategy - Reality

A list of promises a brand makes to customers Contract is executed internally but validated externally Brand Contracts can change and must change to remain in

leadership

Step 3. Brand CONTRACT

A brand contract is a critical piece of brand position because it further helps to define and redefine:• Marketplace perceptions• Expectations and forces

management to be honest with themselves

Brand CONTRACT

Use all ‘communication strategies’ to helpachieve your brand strategy and vision.

Let the brand position determine the communication strategy

Use an integrated marketing communications approach for success.

Step 4. Communicating Brand Position

Facilitating the Success of new Brands through Brand Adoption

Samples and Coupons (B2C)

Distribution(B2C and B2B)

Product Satisfaction(B2C and B2B)

Trade ShowsAnd Personal Selling (B2B)

Advertising (B2C and B2B)

Price(B2C and B2B)

Awareness Class

TrierClass

Repeater Class

Model of the Brand adoption Process

To measure common metrics are:Brand awareness and brand recall Brand contract fulfillmentAcquired customers and customers lostCustomer LoyaltyPrice PremiumTo place financial value on the Brand

Step 5. Measuring the Return on Brand Investment (ROBI)

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