STRATEGIC BRAND MANAGEMENT

ADV 535

DR. IRA NORMARDIANA YUSOF

Senior Lecturer
Faculty of Communication & Media
Studies
Ph.D (University of Salford,Manchester,
UK)
Masters(University of Bedfordshire,UK)
Instagram:posheira11
Facebook:Ira Mardyana
Email:
ira88mardiana@salam.uitm.edu.my
i.n.yusof@edu.salford.ac.uk

CHAPTER 1 : BRAND

1.1 BRANDING DEFINITION

a brand is a name ,term,sign,symbol or
design, or a combination of them,intended to
identify the goods and services of one seller or
group of sellers and to differentiate them
from those of competition(American
Marketing Association,n.d)
Technically,whenever a marketer creates a
new name,logo,or symbol for a new
product,he or she has created a brand.

1.2 THE ROLES THAT BRANDS PLAY TO :

FURTHER READING (KELLER, 2013:34)

1.3 BRAND VS PRODUCT

Brand

Product

Has dimensions that differentiate it in some

way from other products designed to satisfy
the same need

Anything available in the market for use or

consumption, that may satisfy a need or want

Can be differentiated on the basis of:

Packaging
Services provided
Customer advice
Financing
Delivery arrangements
Warehousing
Other things valued by the customers

Can be categorized into five levels namely:

Core benefit level
Generic product level
Expected product level
Augmented product level
Potential product level

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1.4 Seven Factors Responsible for

Branding Challenges/Opportunities

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FURTHER READING (KELLER, 2013:52-7)

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CHAPTER 2 : BRAND EQUITY

and STRATEGIC BRAND
MANAGEMENT (SBM)

2.1 THE CONCEPT OF BRAND EQUITY

AND SBM

One of the most popular marketing concepts in 1980s was brand

equity.
Aaker (1991:15) defined brand equity as a set of brand assists and
liabilities to a brand, its name and symbol, that add to or subtract from
the value provided by a product or service to a firm and/or that firms
customers.
Keller (2013: 57) defined brand equity as the added value endowed
on products which also provides a common denominator for
interpreting marketing strategies and assessing the value of a brand.
Meanwhile, Strategic Brand Management (SBM) involves the design
and implementation of marketing programs and activities, in order to
build, measure, and manage brand equity.
Keller(2013:59) further proposes 4 main steps in SBM process.

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2.1 THE CONCEPT OF BRAND EQUITY

AND SBM
Key benefits of Brand Equity are:

Improved perceptions

Greater Loyalty

Less vulnerability to competitive marketing

Less vulnerability to marketing crises

Larger Margins

Additional brand extension opportunities

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2.1 STRATEGIC BRAND

MANAGEMENT(SBM)
SBM involves the the design and implementation of
marketing programs and activities to build, measure
and manage brand equity. (Keller, 2013: 58)

4 main steps of SBM process proposed by Keller

(2013:58-60)

TASK : Discussion on Each of These 4 Steps:

STEP 1(IDENTIFY AND ESTABLISH BRAND POSITIONING AND VALUES)

STEP 1-which mainly about BRAND PLANNING involves 3 interlocking models:

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Brand Positioning Model-describes how to guide integrated marketing to

maximise competitive advantages.
Brand Resonance Model-describes how to create intense, activity
loyalty relationships with customers
Brand Value Chain -is a means to trace the value creation process for
brands, to better understand the financial impact of brand marketing
expenditure and investments.
Points of parity are those elements that are considered mandatory for a
brand to be considered a legitimate competitor in its specific category. It is
what makes consumer consider your brand, along with your competitors. So
before you work on identifying your competitive advantage, you want to
make sure you identify what it takes to be a player in your category, and have
all these points covered (e.g Secret Recipe cakes vs Delicious cakes)
Points of differentiationare the attributes that make your
brand unique. It is your competitive advantage. It is what
your brand slogan should reflect. (e.g: 5-year comprehensive
car warranty instead of of 3 years.
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Brand Mantra

Brand Mantra(Keller, 2013: 93 )- is a short, three- to -five word phrase

that captures the irrefutable essence or spirit of the brand. It is similar
to brand essence or core brand promise. (e.g: McDonalds
Food,Folks and Fun;Nikes Authentic Athletic PerformanceDisneys
Fun,Family, Entertainment )
Implementing Brand mantra (Keller, 2013: 96 ):
Communicate- To set brand boundaries and what is unique about the
brand
Simplify- An effective brand mantra should be memorable. short, crisp
and vivid
Inspire- Tap into employees and customers

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TASK : Discussion on Each of These 4 Steps:

STEP 2 (PLAN AND IMPLEMENT BRAND MARKETING PROGRAMMES)

Can be achieved relationship marketing programme like Tesco Clubcard

Every little helps(Keller ,2013:185) which has been considered as one of the
worlds most successful retail loyalty schemes.Each of the 10 million members
in the loyalty programme has a unique DNA based on the product they buy.
Products are classified up to 40 dimensions- such as eco-friendly, health, ready
to eat,etc.
Brand elements in brand marketing programme involve brand names, URLs,
logos, symbols, packaging ,slogans whilst leveraging secondary associations
means linking brand to certain countries, endorsement, sporting events,
awards (Keller ,2013:59).

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TASK : Discussion on Each of These 4 Steps:

STEP 3 (MEASURE AND INTERPRET BRAND PERFORMANCE)

Can be achieved through brand equity management system(Keller, 2013:60)

Brand equity management system can be defined as a set of research
procedures designed to provide timely, accurate, actionable information for
marketers to make best possible tactical decisions.
Also involves brand audit- a comprehensive examination of a brand to assess
its health, uncover its source of equity and suggest ways to improve and
leverage that equity.

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TASK : Discussion on Each of These 4 Steps:

STEP 4 (GROW AND SUSTAIN BRAND EQUITY)

Involves brand architecture (provides general guidelines), brand portfolio (a

collection of different brands for sale to consumers) , brand hierarchy
(displays the number and nature of common and distinctive brand
components across set of brands)
Also involves brand expansion, reinforcement

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2.2 BRAND EQUITY MODELS

Brand equity model as proposed by

Aaker(1991:17)

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2.2 BRAND EQUITY MODELS

Brand equity model as proposed by Keller

(2003)

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2.2 BRAND EQUITY MODELS

Brand equity model : Keller(2013) provides

guidelines to build on page 108

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2.2 BRAND EQUITY MODELS

Brand equity model :Case study-Coke

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2.2 BRAND EQUITY MODELS

Brand equity model : Case study-Pepsi

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2.3 SOURCES OF BRAND EQUITY

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BRAND AWARENESS

Brand awareness consists of brand recognition and brand

recall performance.
Keller (2013:73) defined brand recognition as consumers
ability to confirm prior exposure to the brandIn other words, will
you able to recognise the brand you have been exposed before?
Keller (2013:73) defined brand recall as consumers ability to
retrieve the brand from memoryIn other words, will you able to
retrieve the brand name by product category?.

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Brand Image

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2.4 KEY INGREDIENTS OF CBBE

The CBBE(customer -based brand equity) concept

approaches brand equity from the perspective of the
consumer (i.e an individual, an organisation,
existing/ prospective customer)
The basic premise of the CBBE is that the power
of a brand lies in what customers have learned,
felt,seen, and heard about the brand as a result of
their experiences over time.
In other words, the power of a brand lies in what
resides in the minds and hearts of customers.
Keller (2013:69) defines CBBE as, the differential
effect that brand knowledge has on consumer
response to the marketing of that brand.
A brand has a positive CBBE when consumers react
more favourably to a product.
A brand has a negative CBBE when consumers react
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2.4 KEY INGREDIENTS OF CBBE

Three Key ingredients of CBBE that are

proposed by Keller (2013:69):

a) differential effect=Brand equity arises from

consumer response
b)brand knowledge =result of consumers
knowledge particularly what they have learned
,felt,seen and heard
c) consumer response to marketing=i.e
preferences and behaviour such as recall of
copy points from an ad, response to a sales
promo

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2.5 STRATEGIES IN CREATING STRONG

CBBE
Building a strong brand involves four steps: (1) establishing the proper brand identity, that is, establishing
breadth and depth of brand awareness, (2) creating the appropriate brand meaning through strong, favourable,
and unique brand associations, (3) eliciting positive, accessible brand responses, and (4) forging brand
relationships with customers that are characterised by intense, active loyalty. Achieving these four steps, in turn,
involves establishing six brand-building blocksbrand salience, brand performance, brand imagery, brand
judgments, brand feelings, and brand resonance.
The most valuable brand-building block, brand resonance, occurs when all the other brand-building blocks are
established. With true brand resonance, customers express a high degree of loyalty to the brand such that they
actively seek means to interact with the brand and share their experiences with others. Firms that are able to
achieve brand resonance should reap a host of benefits, for example, greater price premiums and more efficient
and effective marketing programs.

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Assignment Brief

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