Brand Management

Strategic
Brand
Management
CREATE BRAND MARKET
www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal
A NEW PARADIGM

 Brand Value became Visible
 Price Competition
 Global Complexities
Roles of the new Paradigm
Roles of the new Paradigm Brand Value

 Prices paid for brands
 Keys to growth
 Alternative to price competition
Brands as Valuable Assets
www.creatingdemand.org
Brands as Valuable Assets Keys to growth
Copyright 2013-2014 Presentation by: Sachin Bansal

 Brands as Valuable Assets
 Prices paid for brands
 Keys to growth
 Alternative to price competition
 Business Complexities
 Managing across products and markets
 Managing across countries
 Managing across media
Roots of the New Paradigm
Roots of the New Paradigm Business Complexities
 Brands Perceived as Valuable Assets
 Business Complexities

 Classic P&G model--driver was sales
 Brand identity- aspirational image
Brand Identity Focus
Brand Identity Focus Aspirational image

 Find areas of weak sales
 Research consumers and retailers
 Develop & implement programs
Classic P & G Model
Classic P & G Model

Strategic and Visionary
vs.
Tactical and Reactive
Strategic Brand Management
Strategic Brand Management Strategic vs.Tactical

 Gap style/attitude
 Easy to buy
 Color/fun
Gap - Core Brand Identity
Gap - Core Brand Identity Gap style/attitude

 Elegance (Vogue)
 Exciting (New York)
 Steadiness (3 Piece Suit)
 Kindness (Apple Pie)
 Tranquility
Brand Personality - Japan
Brand Personality – Japan

 Brand identity--What brand strands for
 Goal--build and lever brands
 New measures
Driver - Brand Identity
Driver - Brand Identity Goal--build and lever brands

 $800 million communications
 Prior Lew Gerstner--10% to IBM brand
 After Lew Gerstner--50% to IBM brand
IBM - Brand
IBM - Brand

 HP for Business
 Quality, reliable, trustworthy
 Engineering leader, technical, nerdy
 HP for Consumer Market
 Contemporary--into consumer trends
 Adventurous, energetic, new ideas
 Expanding Possibilities
HP – Customer Brand
HP – Customer Brand Quality, reliable, trustworthy

 Marriott Hotel
 Top 4-star hotels
 Courtyard by Marriott
 Business hotel
 Fairfield Inn by Marriott
 Economy hotel
Marriott Hotels
Marriott Hotels

 Provide local relevance and vitality
 Leverage global brand
 Enhance impact
 Efficiencies
Global Brand Management Goals
Global Brand Management Goals Leverage

 Detect and exploit consumer insights and
best practices
 Create global vision
Global Brand Management Challenges
Global Brand Management Challenges Create global v

 Categories (Hair Care--Protene, Head &
Shoulders, Pert, Vidal Sassoon)
 Scope--marketing, manufacturing, R&D
 Meetings--Chaired by senior P&G
executive
 Strategic Planning group supports
 Develops global brand strategy
P & G System – Regional Category Managers
P & G System – Regional Category Managers

 Understand consumer segments
 Innovate
 Define brand identity
 Test and roll out successes
 Strive for global brands
P & G System – Principles
P & G System Principles

 Prices paid for brands
 Keys to growth
 Alternative to price competition
Brands as Valuable Assets
Brands as Valuable Assets Alternative to price competition

 Have a clear brand identity that goes
beyond brand attributes
 Use silver bullets
 Communicate the brand internally
 Consider alternative media
Suggestions for Association Development
Suggestions for Association Development

 In-depth knowledge/access of alternative
media
 Communications true to brand
 Media synergy
 Involving, bonding customer experiences
Keys to Communicate success
Keys to Communicate success

 Audi fast acceleration
 Nestle baby food formula
 Admit the problem and provide visible
solution
Tylenol
 Quick and strong response
Sazuki Samurai sport utility vehicle
Combat Bad Publicity
Combat Bad Publicity

 Image
 Bureaucratic, cold, unconnected
 Did not care about patients, only cost
 Remedies
 Ads showing doctors who care
 Focus on team Kaiser
 Branded services
Correcting a Bad Image--Kaiser
Correcting a Bad Image--Kaiser

Reputation to overall gains
Strategically connected with clients, engaging and
involving them:
•How to get closer to customers?
•To build brand awareness and enhance loyalty?
•To position new products and services for the effective
market penetration?
•To fulfill what customers really desire?
Specialties
Brand Strategy, business entry & planning, product
development, internet marketing, trade distribution,
public private partnerships, sustainable tourism
management and investment promotion.
Crafting, Operationalizing and
Implementing Growth
Strategies to maximize
opportunities in emerging
geographies;
experience as my strong
resource and capability
Sachin Bansal
Enhancing business profitability

SACHIN BANSAL- Chief Explorer
INDIA : +91 97111 90192
sb@creatingdemand.org
facebook.com/creatingdemand
DELHI LONDON MELBOURNE NEW
YORK ITALY
Enhancing business profitability….

Brand Management

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