【优质】stratigicbrandmanagement.ppt

Strategic Brand Management WELCOME! Class #4- March 26th, 2003 Soni Simpson Strategic Brand Management 03/12/03 AGENDA Recap Brand Elasticity Good To Great Companies/Hedgehog Market Share Brand Development Index Brand Switching Brand Management Consumer Based Brand Equity Model Consumer Conversion Model 4 Step Brand Building Consumer Based Brand Equity Pyramid Positioning Basics Consumer-Based Brand Equity Pyramid Consumer-Based Brand Equity Pyramid Brand Positioning Basics “Act of designing the company’s offer and image so that it occupies a distinct and valued place in the target consumer’s minds” Brand Positioning Basics “A positioning must be… One, two or three words, phrases or sentences about your brand that you want to imprint in the heads of key stakeholders…. Brand Positioning Basics “So clear, so succinct, and so powerful that once launched, it begins to move people toward your new evolving brand” Brand Positioning Basics THE POSITIONING STATEMENT DRAWS ON THE STRONGEST ASSETS OF THE BRAND’S EQUITY Clarifies what brand is all about Uniqueness/Point of Difference Why consumers should BUY USE (Addresses their needs better than competition) 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) Consumer Insights In order to improve your consumer understanding: Rather than identify consumers, identify WITH them Knowledge only gets you halfway there-you need a plan to put into action Know what is in your consumers hearts and minds…as well as the market research numbers Be curious about the world around and human behavior Strategic Brand Management Consumer Driven Strategic Planning Brand Development Consumer Driven Marketing Cycle Brand Development Consumer Driven Marketing Cycle Brand Development Consumer Driven Marketing Cycle Strategic Execution as a Cycle Strategy Explicitly linked to