Strategic Brand Management

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Strategic Brand Management by Mind Map: Strategic Brand Management

1. 2. Defining brand identity and positioning

1.1. Defining brand identity and positioning

1.1.1. Brand Identity Clear reflection of one true self These associations represent what the brand stands for in imply a promise to customers from the organization Driven by personal goal Different from others Is the unique set of brand associations that the brand strategist aspires to create or maintain. Its resistant to change A constant symbol of its core values and heritage Expressed in every touchpoint of the brand and becomes intrinsic to a company's culture Identity is not the same as image Brand identity represents the goals to be attained while brand image reflects the current perception of the brand.

1.1.2. Vision statements

1.1.3. Mission statements

1.1.4. Values

1.1.5. Brand identity prism Physique Key product and brand attributes and benefits Flagship product that is representative of the brand's quality Key visual identifiers of the brand Personality Humanization of the brand Culture The set of values feeling the brand's inspiration Self-image Reflection Relationship Describes he way in which the brand connects with its target

1.1.6. Position involve finding the proper location in the minds of a group of consumers or market segment so that they think about a product or service in the right or desired way Brand need to provide a compelling enough reason why consumers should choose their brand over that of their competitor (or the alternatives) Factor influencing brand positioning Internal-What can be controlled External- what you can't control Position guidelines Target market Competitors Firm's capabilities

1.2. The role that brand identity plays in brand positioning and strategy

1.3. Tools and strategies for constructing brand identity and developing an effective positioning strategy

2. 3. Designing and implementing brand marketing programs

3. 4. Measuring and evaluating brand performance

4. 1. Clarifying the brand concept

4.1. Define

4.1.1. Identify and differentiate, how people think and feel about who organization are and what they do.

4.1.2. function: Navigate Reassure Engage

4.1.3. connect with Customers Employees Other stakeholders

4.2. Brand # Product

4.2.1. Physical tangible

4.2.2. Mental Intangible

4.3. Brand meaning

4.3.1. Popular culture

4.3.2. Firm

4.3.3. Users

4.3.4. Influencers

4.4. Benefits

4.4.1. Customers Decision making Reduce risk Save time and effort Sense of self Identity value Social distinction Community affiliation

4.4.2. Firm Ability to charge more Opportunity to expansion Lower marketing expense

4.5. Brand equity

4.5.1. A set of assets (or liabilities) linked to a brand’s name and symbol that adds (or subtracts) the value provided by a product or service to a firm and/or that firm’s customers

4.5.2. The brand equity concept stresses the importance of the brand in marketing strategies. Brand equity is defined in terms of the marketing effects uniquely attributable to the brand. Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service which did not have that name.

4.5.3. Type Customer-based brand equity – do customers love the brand? Financial-based brand equity – is the brand desirable from a investment perspective? Employee-based brand equity – is the brand a desirable place to work at? Channel equity – Does the brand pull people into stores?