中学教育战略品牌管理系列4.pptVIP

Strategic Brand Management THANK YOU! Class #3- Fall, 2003 Soni Simpson Strategic Brand Management Assessing Power Brands POWER BRANDS Assessing BRAND POWER Brand Vision To build successful brands while your competitors turn their brands into commodities start with a five-step process Brand Vision Checklist Inspirational uplifting; it moves people Exciting; it gets the blood pumping Aspirational; it is barely attainable Readable; it is clearly communicated Unique/special/different Very specific, not general Connotes superiority or domination Bold and brash; it oozes with confidence Causes people to want to invest in/work for the company or buy the company’s products Transformational, revolutionary, not evolutionary Strategic Brand Management Use The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies Brand Value Chain Testing Use The Brand Value Chain to determine Measurement Tactics and Resulting Marketing Strategies Strategic Marketing Process Strategic Marketing Process Strategic Marketing Process Strategic Marketing Market Trends Checklist Strategic Marketing Assessing Competitive Trends Strategic Marketing Assessing Competitive Trends Strategic Marketing Assessing Competitive Trends Strategic Marketing SWOT Purpose: to guide thinking and help distill the key issues and opportunities facing the Brand AND the category Can be done in competitive analysis Strategic Marketing SWOT Purpose: to guide thinking and help distill the key issues and opportunities facing the Brand AND the category Can be done in competitive analysis Measuring Brand Equity There are MACRO TRENDS that impact each touch point Measuring Brand Equity Consumer Insights Facts = “Duh” Insights = “AHA” Brand Value Corresponding to Brand Hierarchy Pyramid 4 Steps of Brand Building 4 Steps of Brand Building Consumer Conversion Model Consumer-Based Brand Equity Pyramid Consumer-Based Brand Equity Pyramid Brand Switching Personal Care Issues to