1.

Introduction and Overview of Strategic Brand Management

 Strategic Brand Management is about planning, building, and managing brands in a way that creates a lasting impression.

 This course will explore how brands create value, why they matter, and what steps companies take to make brands strong and memorable.

2. Meaning of Brand and Brand Positioning

 Brand: A brand is more than just a name or logo; it’s the image, personality, and promises that customers associate with a product or company.
Think of a brand as the unique identity that makes a product or company recognizable and valuable.

 Brand Positioning: This is how a brand is placed in the minds of customers compared to competitors. Good positioning means clearly
communicating what makes a brand different and better. For example, Apple positions itself as innovative and high-quality, while Walmart
positions itself as affordable and convenient.

3. Importance of Building Strong Brands

 Customer Loyalty: Strong brands build trust and keep customers coming back. Loyal customers are often willing to pay more and are less likely to
switch to competitors.

 Competitive Advantage: A strong brand stands out, making it easier to compete in crowded markets. It can attract customers even in tough times.

 Financial Value: Well-established brands have higher market value. Brands like Nike or Coca-Cola are worth billions because of the trust and loyalty
they’ve built.

4. Creating a Brand Value Chain

 The Brand Value Chain shows how brand-building activities create value step-by-step. It’s a process that links marketing efforts to customer loyalty
and ultimately to profit.

 Steps in the Brand Value Chain:

o Marketing Actions (like advertising, product quality) impact how customers see the brand.

o Customer Perception: How customers think and feel about the brand affects how much they’re willing to pay or recommend it to others.
 o Brand Loyalty and Value: If customers keep choosing the brand, it drives profits and increases the brand's financial value over time.

5. Appreciating Brand Resonance

 Brand Resonance means building a deep connection with customers so they feel emotionally attached to the brand. It's the ultimate goal of
branding, where customers feel "in sync" with the brand.

 Brands that achieve resonance make customers feel like they belong to a “brand community.” Think of Harley-Davidson riders or Apple fans—they
feel a sense of identity and pride from using the brand.

 Resonance leads to the highest level of loyalty, with customers who buy repeatedly and talk positively about the brand to others.

In summary, Strategic Brand Management helps create and maintain a brand's strength and value. Building a strong brand involves understanding its
identity, positioning it uniquely, creating value over time, and developing a connection with customers.

Building Customer-Based Brand Equity • Understanding brand identifiers (i.e., the role of brand names, logos, symbols, slogans, etc.in creating powerful
brand equity) • Role of brand amplifiers • Leveraging on Brand engagements • Cultural Branding • Designing brand-building communications • Brand
Storytelling

Here's a simplified breakdown of Building Customer-Based Brand Equity:

1. Understanding Brand Identifiers

 Brand Identifiers are things like the brand name, logo, symbol, slogan, colors, and packaging. These elements help people recognize the brand easily
and remember it over time.

 Role of Brand Names, Logos, Symbols, and Slogans:

o Brand Name: A strong, memorable name (like "Nike" or "Coca-Cola") sticks in people's minds.

o Logo: Visual symbols, like Apple's apple or Nike's swoosh, make brands instantly recognizable.

o Slogans: Phrases like “Just Do It” (Nike) capture the brand's personality and stay with customers.
  These identifiers make a brand unique, memorable, and easier for people to relate to, helping build brand equity—the value people place on a
brand.

2. Role of Brand Amplifiers

 Brand Amplifiers are tools that increase the brand's reach and visibility, making it more familiar to the audience. Examples include:

o Advertising: Shows the brand to a wide audience, sharing what it stands for and what it offers.

o Social Media: Helps engage directly with customers and spreads word-of-mouth.

o Celebrity Endorsements: Associating a brand with famous personalities can increase its appeal and recognition.

 Amplifiers help get the brand noticed by more people and make it feel more influential and trustworthy.

3. Leveraging on Brand Engagements

 Brand Engagement means creating ways for customers to interact with the brand and feel connected. This could be through:

o Social Media Engagement: Responding to customers' comments, sharing user-generated content, or running interactive campaigns.

o Events and Experiences: Hosting events or offering experiences that allow customers to connect with the brand in real life.

 High engagement leads to stronger customer loyalty, as people feel more involved with the brand.

4. Cultural Branding

 Cultural Branding is when a brand connects with certain cultural values, beliefs, or movements. It aligns itself with issues that matter to its
audience.

 Brands that practice cultural branding stand for something more than just products. For example, Nike’s "Just Do It" aligns with empowerment,
while Dove's campaigns align with real beauty and body positivity.

 This creates a sense of belonging for customers who identify with the brand’s values, leading to a loyal following.

5. Designing Brand-Building Communications

  Effective Brand-Building Communications are clear, memorable messages that tell people what the brand stands for and why it’s unique.

 Key elements include:

o Consistency: The message should always align with the brand’s identity (e.g., Apple's communication is sleek and innovative).

o Emotional Appeal: Messages that evoke feelings (like happiness, trust, or excitement) are more powerful.

o Clarity: Messages should be simple and easy to understand.

 Good brand communication builds trust and makes the brand stand out.

6. Brand Storytelling

 Brand Storytelling is about sharing the brand’s history, values, and mission in a way that feels like a story. It creates a narrative that customers can
relate to or find inspiring.

 A strong story might include how the brand started, what challenges it overcame, or the positive impact it aims to make.

 For instance, TOMS shoes has a story about donating shoes to children in need, which connects with people on an emotional level. A good story
makes customers feel part of the journey and inspires loyalty.

Summary

Building Customer-Based Brand Equity involves creating a brand identity with strong identifiers, amplifying the brand through advertising and media,
engaging with customers, connecting to cultural values, communicating clearly, and sharing a powerful brand story. Each step strengthens the
connection between the brand and its customers, making it more valuable in the eyes of the audience.

Measuring Brand Equity • Understanding Brand Equity measurement models • Qualitative, Exploratory Research • Quantitative, Tracking Research •
Experimental Approach to measuring brand equity • Industry and financial Measurement Models • Brand Equity Measurement System • Indirect and
Direct Measures of Brand Equity Creating Purpose-driven brands and how to measure them

Here's an easy-to-understand guide to Measuring Brand Equity:

1. Understanding Brand Equity Measurement Models

  Brand Equity refers to the value a brand adds to a product, going beyond just the product itself. To measure this value, companies use different
models—tools or frameworks that help them understand how strong their brand is and how it’s viewed by customers.

 Key models include:

o Customer-Based Models: These focus on customer perceptions, like awareness and loyalty.

o Financial Models: These estimate the brand's financial value based on revenue and profits it generates.

o Combined Models: These mix customer perceptions with financial data to give a fuller picture.

2. Qualitative, Exploratory Research

 Qualitative Research involves open-ended methods like interviews or focus groups to understand how people feel about the brand.

 Exploratory Research helps uncover deep insights into how customers view and connect with the brand. It answers questions like, "What does the
brand mean to you?" or "Why do you choose this brand over others?"

 This approach is more about understanding feelings and motivations than numbers.

3. Quantitative, Tracking Research

 Quantitative Research is about gathering measurable data, often through surveys with multiple-choice questions. It helps quantify customer
attitudes toward the brand.

 Tracking Research monitors brand performance over time by repeatedly measuring things like brand awareness, purchase intentions, or customer
satisfaction.

 It’s a way to keep track of how the brand’s equity changes and to see if marketing strategies are working.

4. Experimental Approach to Measuring Brand Equity

 The Experimental Approach involves controlled experiments to see how customers react to changes in the brand.
  For example, a company might test customer response to new packaging or pricing to see if it increases brand perception or purchase likelihood.

 This approach helps identify which specific changes have the most positive impact on brand equity.

5. Industry and Financial Measurement Models

 Industry Measurement Models: These look at the brand’s position within its specific industry, comparing it to competitors on factors like market
share, customer loyalty, and reputation.

 Financial Models: These measure brand equity by estimating the monetary value of the brand. This could include methods like:

o Brand Value Calculations: Estimating how much the brand contributes to the company’s revenue.

o Royalty Relief Method: Estimating what it would cost to license the brand if the company didn’t own it.

 These models focus on translating brand strength into financial terms to understand its impact on the company’s bottom line.

6. Brand Equity Measurement System

 A Brand Equity Measurement System is a structured process that companies use to regularly assess their brand equity.

 This system includes:

o Regular Data Collection: Gathering brand performance data from customers, financials, and market research.

o Reporting: Regular updates to see if brand-building efforts are working.

o Feedback Loops: Using insights from the data to make brand strategy decisions.

 This system helps keep the brand on track and adapts to changing market or customer needs.

7. Indirect and Direct Measures of Brand Equity

 Indirect Measures: These assess factors that influence brand equity, like brand awareness, customer associations, or emotional connections.

o Example: Surveying customers on their recognition of the brand’s logo or slogan.

 Direct Measures: These look at concrete outcomes, such as actual sales, customer loyalty, or willingness to pay a premium.
 o Example: Checking if customers prefer this brand even if it’s priced higher than competitors.

8. Creating Purpose-Driven Brands and How to Measure Them

 Purpose-Driven Brands are brands that have a clear mission or purpose beyond profit. For example, TOMS shoes has a social mission to help people
in need, while Patagonia focuses on environmental responsibility.

 Measuring Purpose-Driven Brands involves looking at:

o Customer Perceptions: Do customers see the brand as authentic and aligned with a meaningful cause?

o Social Impact: How well is the brand achieving its purpose (e.g., number of trees planted, charitable donations made)?

o Customer Loyalty and Advocacy: Do customers feel a strong connection to the brand and recommend it to others because of its purpose?

 Purpose-driven brands are measured not only by sales but also by their positive impact and customer loyalty driven by shared values.

Summary

Measuring Brand Equity means looking at a brand’s value through customer perceptions, sales data, financial impact, and social influence. Methods
include qualitative (feelings) and quantitative (numbers) research, experiments, and financial estimates. Purpose-driven brands add a layer by focusing
on mission and values, and their success is measured through customer loyalty and social impact.

Sustaining Brand Equity over time • Defining brands potential • Identifying extension opportunities of a brand • Brand Hierarchies • Managing Brand
portfolios over time • Digital Branding • B2B Branding

Here’s a straightforward look at Sustaining Brand Equity Over Time:

1. Defining Brand’s Potential

 Brand Potential is understanding what the brand could become in the future. It’s about defining the brand’s long-term vision and possibilities.

 This involves asking, "What does this brand stand for, and what could it achieve?" For example, a small brand known for natural skincare might
have the potential to grow into a leading health and wellness brand.
2. Identifying Extension Opportunities of a Brand

 Brand Extensions involve using an existing brand name to launch new products or enter new markets. This can strengthen brand equity if done
thoughtfully.

 Types of extensions include:

o Line Extensions: New products within the same category (like new flavors or versions of a product).

o Category Extensions: Expanding into different categories using the brand’s reputation (e.g., a clothing brand launching a fragrance line).

 Extensions should fit the brand’s identity and appeal to existing customers, increasing brand recognition and revenue.

3. Brand Hierarchies

 Brand Hierarchies organize a company’s brands in a structured way, showing how they’re related.

 Common levels include:

o Corporate Brand: The main company brand (like Apple or Procter & Gamble).

o Family Brands: Smaller brand groups under the main brand (e.g., Apple's iPhone, iPad).

o Individual Brands: Specific products with their own brand identity (like Tide under Procter & Gamble).

 A clear hierarchy helps customers understand the connection between different brands and products, making it easier to manage brand equity
across different markets.

4. Managing Brand Portfolios Over Time

 A Brand Portfolio is the collection of all brands owned by a company. Managing it well means deciding which brands to grow, which to phase out,
and how to balance resources among them.

 Key considerations:

o Eliminate Weak Brands: Remove brands that don’t add value or align with the company’s goals.
 o Invest in Strong Brands: Focus on brands with high customer loyalty or strong growth potential.

o Balance Resources: Allocate budgets, marketing, and attention based on the potential of each brand.

 This approach ensures that the brand portfolio remains profitable and aligned with the company’s goals.

5. Digital Branding

 Digital Branding is building and promoting a brand through online channels, including social media, websites, email, and online ads.

 Key digital strategies:

o Social Media Presence: Engage customers directly and build a community.

o SEO and Content Marketing: Attract people through useful, relevant content (blogs, videos) that align with the brand’s message.

o Influencer Marketing: Partner with influencers who can reach new audiences and increase brand credibility.

 Digital branding keeps a brand visible and relevant in a fast-changing, digital-first world.

6. B2B Branding

 B2B (Business-to-Business) Branding is about building a strong brand for companies that sell to other businesses, not directly to consumers.

 Important aspects include:

o Reputation for Reliability: B2B customers often prioritize brands known for quality, service, and dependability.

o Clear Value Proposition: B2B branding needs to clearly explain how the product or service will solve a business’s specific problem.

o Relationships and Trust: Strong relationships are key, as B2B deals are often long-term partnerships.

 B2B branding builds equity by establishing trust, authority, and a professional reputation in the business market.

Summary
To sustain brand equity over time, companies need to define a brand’s potential, identify new opportunities, organize brand hierarchies, manage
portfolios effectively, embrace digital branding, and understand B2B needs. These strategies keep the brand relevant, trusted, and growing over the
years.