STATEGIC BRAND MANAGEMENT

1. STATEGICBRAND MANAGEMENT • Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.

2. Mental maps • Competitive frame of reference • Point of parity and point of difference • Core brand values • Brand Mantra • Mixing and matching brand element • Integrating brand marketing activities • Leverage of Secondary association • Brand value chain • Brand audits • Brand tracking • Brand equity management system • Brand-product matrix • Brand portfolios and hierarchies • Brand expansion strategies • Brand reinforcement and revitalization PROCESS OFSTRATEGIC BRAND MANAGEMENT KEY CONCEPTS Identifying and Establish Brand Positioning and Values Plan and Implement Brand Marketing Program Measure and Interpret Brand Performance Grow and Sustain Brand Equity

3. STEP 1: Identifying and Establish Brand Positioning and Values • Brand positioning: The act of designing company offer and image so that it occupies a distinct and values place in the target customer’s mind” (Kotler). • Deciding on a positioning requires: • Determining a frame of reference • Determining point of parity and point-of-difference associations (Keller, 2003: 120)

4. Determining Frame of Reference • Determine category membership: Define in what product category the brand is. • Identifying your target market. • Identifying your competitor

5. 1.0 SOSRO .8 .6 .4 LIPTON .2 FRESHTEA 0.0 TEKITA -.2 ESTEA FRUITTEA -.4 -.6 -.8 -1.0 -.8 -.6 -.4 -.2 -.0 .2 .4 .6 .8 1.0 Target Market Identifying target market and Competitors Mental Map: To identify who is your competitor

6. MDS: Input Data

7. PERCEPTUAL MAP

8. Point of Parity and Point of Different • Arriving at the proper positioning requires establishing the correct point-of-difference and point-of-parity associations (Keller, 2003: 131). • Point-of-differences (POD) are strong, favorable, and unique brand associations for a brand. • POD are attributes and benefits that consumers associates strongly with a brand, positively associate, and believe that they could not find the same extent with a competitive brand • POD is the same with USP concept

9. Unique Selling Proposition (USP) • Pioneered by Rosser Reves and the Ted Bates advertising agency in1950s (Keller, 2003: 131-132) • Idea of USP: Advertising should give consumers compelling reasons to buy a product that competitor could not match.

10. Points-of-Parity Associations (POPs) • POPs are associations that are not necessarily unique to the brand and may be shared with other brands. • POPs could be: • A standard that a brand should achieve (bank: ATM, credit card). • Attributes and benefits that designed to eliminate competitor’s point-of-different.

11. Determining PODs and POPs • Desirability Criteria: • Relevance • Distinctiveness • Believability • Deliverability Criteria: • Feasibility • Communicability • Sustainability

12. Defining and Establishing Brand Values • It is useful to define a set of core brand values to capture the importance dimension of the brand meaning and what the brand represent. • Then, synthesize core brand values to a core brand promises or brand mantra

13. CORE BRAND VALUES • Are those set of abstract associations (attributes and benefits) that characterize the 5 to 10 most important aspect or dimensions of a brand. • Can serve as basis of brand positioning in terms of how they relate to POPs and PODs.

14. Brand Mantra • Is an articulation of the “heart and soul” of a brand. • Are short, three-to-five word phrases that capture irrefutable (arti: tak terbantahkan) essence or spirit of the brand positioning and values. • Contoh: • Disney: FUN • Volvo: SAFETY • Honda Jazz: IRIT • AQUA: SEHAT • Harley Davidson: Maskulin

15. STEP 2: Plan and Implement Brand Marketing Programs • Depend on three factors (Keller,45): • The initial choices for the brand elements or identities making up the brand. • The marketing activities and supporting marketing program and the manner by which the brand is integrated into them. • Other associations indirectly transferred to the brand by linking it to some other entity (e.g., the company, country of origin, channel of distribution, or another brand).

16. This product has no chance to develop its brand, see its brand element

17. Consumer knowledge effect Brand Building Tools Branding Benefits Choosing brand elements Brand Awareness Brand name Logo Symbol Character Design Slogan Memorability Meaningfulness Likability Transferability Adaptability Protectability Recall Depth Recognition Purchase Breadth Developing Marketing Programs Consumption Product Price Place Communications Brand Associations Relevance Strong Consistency Leverage of secondary association Desirable Company Country of origin Channel of distribution Other brands Endorser Event Favorable Awareness Meaningfulness Transferability Deliverable Point-of-parity Unique Point-of-Difference Building Brand Equity Possible Outcomes Greater Loyalty Less vulnerability to competitive marketing actions and crisis Larger margin More elastic response to price decreases More inelastic response to price increases Greater trade cooperation and support Increased marketing communication efficiency and effectiveness Possible licensing opportunities More favorable brand extension evaluations