strategic brand management

Xây dựng thương hiệu là quá trình lựa chọn và kết hợp các thuộc tính hữu hình cũng như vô hình với mục đích để khác biệt hóa sản phẩm, dịch vụ hoặc tập đoàn một cách thức thú vị, có ý nghĩa và hấp dẫn.Để có thể xây dựng thương hiệu phát triển bền vững trong dài hạn, các doanh nghiệp có thể tham khảo năm bước sau: (1) Xác định cấu trúc nền móng thương hiệu; (2) Định vị thương hiệu; (3) Xây dựng chiến lược thương hiệu; (4) Xây dựng chiến lược truyền thông; (5) Đo lường và hiệu chỉnh.

Strategic Brand Management Overview What is a Brand? • A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors • A global brand is a brand that is recognised throughout much of the world Power Brands p.3 The Top Determinants of Brand Strength “I Would Travel Further” “I Would Pay More” Customer Loyalty “I Would Wait Longer” Price Premium “An increase in customer loyalty of only 5% can lift lifetime profits per customer by as much as 95%” “In some sectors, an increase of customer loyalty of just 2% is equivalent to a 10% cost reduction” “Over 50% of customers would be willing to pay 20-25% price premium to the brand that they are most loyal to” “A 1% increase in brand equity can result in a 1% increase in stock price” “50% of customers are willing to try a new product from a preferred brand because of the implied endorsement, credibility and trust.” “It takes to 10 times the cost and effort to gain a new customer as it does to keep an existing customer” What is Brand Management? Functional Excellence in Support of the Brand Firm wide Leadership in Stewarding the Brand Primary Source of Differentiation Primary Source of Differentiation • Product/service innovation and communication • Customer experience, in addition to innovation and communication Purpose of the Brand Purpose of the Brand • Create or reinforce product • Provide clear set of values along which to align all enterprise activities and investments distinctiveness Source: Corporate Executive Board What is Brand Management? Innovative Analysts Archeologists Sociologists Politicians CONSUMER Brand Champions General Managers CHAMPION Templar Knights of Equity Evangelists Brand Stewards What is Brand Management? “You have to maintain and replenish a brand over time or it will die” What is a Brand Management? • Brand Building Begins By – Understanding & anticipating the needs and desires of the consumer – Understanding the key attributes of the product(s) • Our Mission is to DISCOVER (rather than Invent) the brand’s CORE VALUES and abide by them Customer-Based Brand Equity (CBBE) Model Can there be Positive or Negative Brand Equity? How and Why? Consumer Response to Marketing Brand Knowledge Differential Effect Brand Equity arises from differences in CONSUMER response What CONSUMERS learned, felt, seen, heard, experienced over time Reflected in CONSUMER perceptions, preferences, and behavior related to all aspects of the marketing of a brand Effect of Brand Perceptions Taste Perceptions w/Brand Knowledge * Heineken * Pure Blonde * Coors * Guiness Taste Perceptions w/ “Blind” Taste Test * Pure Blonde * Budweiser * Heineken * Coors * Miller Lite * Miller Lite * Budweiser The Key To Branding Consumers Must THINK Branded products are different * Guiness Brand Positioning Basics TASK: Create the most powerful Positioning you can own and feel passionately about … Towards the most profitable consumer targets Power Positioning Brand Positioning Basics State the thought you wish to implant in your target’s mind: • TO (core target audience), (Brand Name), • IS THE (frame of reference) • THAT (owned benefit) • BECAUSE (support or reason to believe) Power Positioning Brand Positioning Basics State the thought you wish to implant in your target’s mind: TO oral health concerned adults, Listerine IS THE only brand of therapeutic mouthwash THAT kills germs that cause bad breath, plaque and gingivitis Power Positioning Brand Positioning Basics State the thought you wish to implant in your target’s mind: TO adults concerned about fresh breath, Scope IS THE brand of cosmetic mouthwash THAT prevents morning breath Power Positioning Power Positioning “Where deep understanding of your brand equity or essence links directly to a core consumer insight or value” Soni Simpson, Your Prof POWER POSITIONING POWER Source: Soni Simpson Power Positioning Insight Driven Platforms link to Brand Essence “I want to look and feel sophisticated everyday but without having to pay salon prices” Tresemme: Professional Affordable Solutions “Men’s Hair Needs are Different I want my hair to look in control without the fuss” Consort: Distinctively male hair care that puts you in control “I believe Swiss have near perfect skin I want the secrets to blemish-free, smooth healthy-looking skin” St Ives: Discover the Swiss Secrets to Smooth, Radiant Skin “I like feeling and smelling feminine Feeling and smelling fresh and clean are an important part of my daily routine in being feminine” FDS: A gentle all day fresh and clean made just for women Competitive Map Product GAP Map • Expanding Portfolio – Understanding the business – Leveraging Brand Essence and Consumer Insights Sample Competitive Map “Adult Sophistication” Godiva Rolo Traditional Innovative Tootsie Reese’s Starburst M&M Skittles “Youthful Fun” Strategic Brand Management Building Brand Loyalty Customer-Based Brand Equity (CBBE) Model Consumer Response to Marketing Brand Knowledge Differential Effect Brand Equity arises from differences in CONSUMER response What CONSUMERS learned, felt, seen, heard, experienced over time Reflected in CONSUMER perceptions, preferences, and behavior related to all aspects of the marketing of a brand Customer-Based Brand Equity (CBBE) Model The Key To Branding Consumers Must THINK Branded products are different What CONSUMERS learned, Brand Knowledge felt, seen, heard, experienced over time Brand Knowledge The Key Creates the differential effect To EQUITY that creates Brand Equity Consumer Conversion Model UNAWARE •% Conversion % •Longevity •Market Presence •Communication Intrusiveness NAME AWARENESS %% Conversion BRAND FAMILIARITY •Message Communication %% Conversion •Persuasion & Interest •Trial Inducement Promotions %% Conversion •Product Performance TRIAL ACCEPTANCE %% Conversion USAGE %%Conversion REGULAR USAGE • Benefit Communication/Delivery •Benefit Importance •Uniqueness •Relevance •Value •Loyalty Building Promotions Consumer Conversion Model UNAWARE % Brand Identity (WHO •% Conversion Are You?) •Longevity •Market Presence •Communication Intrusiveness NAME AWARENESS % BRAND FAMILIARITY % TRIAL % Brand Meaning (WHAT Are You?) % Conversion % Conversion Brand Response % Conversion (WHAT About You?) ACCEPTANCE % USAGE % REGULAR USAGE Brand Relationships (WHAT About You % Conversion AND ME?) % Conversion •Message Communication •Persuasion & Interest •Trial Inducement Promotions •Product Performance • Benefit Communication/Delivery •Benefit Importance •Uniqueness •Relevance •Value •Loyalty Building Promotions Nine ways to manage your brand as an asset Formally link business and brand strategy Create a unique and relevant Brand Identity Create a clear and distinct Positioning Extend your brand strategically Build a strategic Brand Architecture Evaluate and align touch points Consistently deliver on your Brand Contract Practice effective global brand management Set the organization up for success You are welcome to contact Nigel Bairstow at B2B Whiteboard your source of B2B Asia / Pacific marketing advice http://www.linkedin.com/pub/nigel-bairstow/6/41b/726 http://twitter.com/#!/b2bwhiteboard www.b2bwhiteboard.com [...]... Economic Engine Branding • Measuring Brand Share of Market National Brand A Brand B Brand C Unit $$ Sales Sales 120 $270 5 15 15 15 3 7 Unit $$ Share Share 100% 100% 4.2% 5.6% 12.5% 5.6% 2.5% 2.6% Brand Unit Shares 4% Brand Dollar Shares 6% 6% 13% 3% 3% 80% Brand A 85% Brand B Brand C All other Brand A Brand B Brand C All other Strategic Brand Management Assessing Power Brands Advantages of Power Brands •... Source: Interbrand Power Brands • Assessing BRAND POWER BRAND DEPTH The degree of commitment that the brand has achieved among its customer base and beyond The proximity, the intimacy and the loyalty felt for the brand Source: Interbrand Power Brands • Assessing BRAND POWER BRAND DEPTH POWER BRAND WEIGHT Source: Interbrand Brand Vision To build successful brands while your competitors turn their brands into... dominance that a brand has over its category or market (more than just market share) BRAND WEIGHT Source: Interbrand Power Brands • Assessing BRAND POWER The stretch or extension that the brand has achieved in the past or is likely to achieve in the future (especially outside its original category) Source: Interbrand Power Brands • Assessing BRAND POWER The breadth of franchise that the brand has achieved... opportunities Power Brands Power Brands • WD-40 has gone against the grain for more than half a century by showing and telling consumers that it’s a product that can do it all • company’s messages about its 2000 applications and tips from helpful friends Power Brands Power Brands • Assessing BRAND POWER BRAND DEPTH POWER BRAND WEIGHT Source: Interbrand Power Brands • Assessing BRAND POWER The influence...Customer-Based Brand Equity (CBBE) Model The Key To Branding Consumers Must THINK Branded products are different 2 Brand Knowledge The Key To EQUITY What CONSUMERS learned, felt, seen, heard, experienced over time Brand Knowledge Creates the differential effect that creates Brand Equity Consumer Conversion Model UNAWARE •% Conversion % •Longevity... AWARENESS 1 Consumer Response to Marketing BRAND FAMILIARITY TRIAL ACCEPTANCE USAGE REGULAR USAGE 2 Brand Knowledge 3 Differential Effect Consumer Conversion Model UNAWARE NAME AWARENESS 1 Consumer Response to Marketing BRAND FAMILIARITY TRIAL ACCEPTANCE USAGE REGULAR USAGE 2 Brand Knowledge 3 Differential Effect Brand Vision BIG HAIRY VISIONS & GOALS What are you deeply Passionate About • Bad BHAGs set with... not evolutionary Brand Vision • Let’s review some published vision statements • Assign them a college grade from 0 to 100 Kevin Clancy, Copernicus, Counter Intuitive Brand Vision A beverage company “We exist to create value for our shareholders on a long-term basis by building a business that enhances the company’s trademarks.” Grade = 63 Kevin Clancy, Copernicus, Counter Intuitive Brand Vision A beverage... commodities start with a five-step process Kevin Clancy, Copernicus, Counter Intuitive Brand Building • Kevin Clancy Copernicus’s 5 Step Process Inspirational Vision Transformational Strategy Source: Kevin Clancy, Copernicus, Counter Intuitive Model-Based Marketing Planning Obsessive Implementation Diagnostic Metrics Brand Vision MUST BE: So big, so bold and so audacious that expressing it – never mind... BRAND FAMILIARITY %% Conversion •Message Communication •Persuasion & Interest •Trial Inducement Promotions TRIAL %% Conversion ACCEPTANCE %% Conversion •Product Performance • Benefit Communication/Delivery •Benefit Importance USAGE %%Conversion REGULAR USAGE •Uniqueness •Relevance •Value •Loyalty Building Promotions Consumer Conversion Model UNAWARE NAME AWARENESS 1 Consumer Response to Marketing BRAND. .. that enhances the company’s trademarks.” Grade = 63 Kevin Clancy, Copernicus, Counter Intuitive Brand Vision A beverage experience company “To have bigger brand awareness then Coca-Cola.” Big Hairy Audacious Goal Source: David Sutton, Zyman Marketing Brand Vision A motorcycle company “Yamaha Wo Tsubusa!” Kevin Clancy, Copernicus, Counter Intuitive