1. CORE TEXT:
“STRATEGIC BRAND MANAGEMENT”
BY KEVIN LANE KELLER (3rd EDITION)
SUPPLEMENTARY TEXT:
“POSITIONING” BY AL RIES AND JACK TROUT (20th EDITION)
“BRAND POSITIONING” BY SUBROTO SENGUPTA (2nd EDITION)
PRESENTED BY:
INDRANSH GUPTA

3. What is a Brand?
Definition: “A brand is a product that adds other
dimensions that differentiates it in some way from
other products designed to satisfy the same need.”

4. Why Do Brands Matter?
CONSUMERS:
 Identification of Source  Search cost Reducer
of Product  Promise, Bond, or Pact
 Assignment of with Maker of Product
Responsibility to Product  Symbolic Device
Maker  Signal of Quality
 Risk Reducer

5. Why Do Brands Matter? (Cont)
MANUFACTURERS
:
 Means of Endowing
 Means of Identification
Products with Unique
to Simplify Handling or Associations
Tracing
 Source of Competitive
 Means of Legally
Advantage
Protecting Unique
 Source of Financial
Features
Returns
 Signal of Quality Level
to Satisfied Customers

6. What Can Be Branded?
 Physical Goods  People and
 Services Organizations
 Retailers and  Sports, Art and
Distributors Entertainment
 Online Products  Geographic
and Services Locations
 Ideas and Causes

7. Branding Challenges And Opportunities
 Savvy Customers
 Brand Proliferation
 Media Fragmentation
 Increased Competition
 Increased Costs
 Greater Accountability

8. The Brand Equity Concept
Basic Principles of Branding and Brand Equity:
 Differences in outcomes arise from the “added value”
endowed to a product as a result of past marketing
activity for the brand.
 This value for a brand can be created in many different
ways.
 Brand equity provides a common denominator for
interpreting marketing strategies and assessing the
value of a brand.
 There are many different ways in which the value of a
brand can be manifested or exploited to benefit the
firm.

9. Strategic Brand
Management Process
 Identifying and Establishing Brand Positioning
and Values
 Planning and Implementing Brand Marketing
Programs
 Measuring and Interpreting Brand Performance
 Growing and Sustaining Brand Equity

11. Sources Of Brand Equity
Brand Awareness Brand Image
 Consequences of Brand  Strength of Brand
Awareness Associations
 Learning advantages  Favorability of Brand
 Consideration advantages Associations
 Choice Advantages  Uniqueness of Brand
 Establishing Brand Associations
Awareness

12. Building A Strong Brand
The Four Steps of Brand Building
1.Identity (Who are you?)
2.Meaning (What are you?)
3.Response (What about you?)
4.Relationship (What about you & me?)

13. Relationship
Resonance
Response
Judgments Feelings
Meaning
Performance Imagery
Identity
Salience

14. Customer-based Brand Equity Pyramid
(Cont)
 Brand Salience: This  Brand Judgments: The
relates to aspects of customers’ personal
awareness of the brand opinions and evaluations
 Brand Performance: This with regard to the brand
relates to ways in which  Brand Feelings: The
product/ service meets customers’ emotional
customers’ needs responses and reactions
 Brand Imagery: It’s how with respect to the brand
customers visualize a  Brand Resonance: The
brand abstractly, with no ultimate relationship &
relevance to what the level of identification that
brand actually does the customer has with the
brand

15. Brand Positioning

17. What…
 Positioning is owning a piece of consumer’s mind
 Positioning is not what you do to a product
 It’s what you do to the mind of the prospect
 You position the product in the prospect’s mind
 ‘It’s incorrect to call it Product Positioning’ – Ries & Trout
Source: Al Ries and Jack Trout, Positioning: The Battle for Your Mind.

18. Examples
 Colgate is Protection
 Lux is Glamour
 Pond’s is Confidence
 Axe is Sexual Attraction
 Gillette is Quality

19. One-way Positioning (Ries and Trout)
 Be #1 in some important attribute; you will be
the most remembered and preferred.
 #1 should not line-extend; it will lose its focus.
 If you are the second to enter the market, don’t
call yourself #2. Call yourself #1 on a different
important attribute.
Source: Al Ries and Jack Trout, Positioning: The Battle for Your Mind.

20. Three-Way Positioning
 A company needs to position itself in relation to three
value disciplines: Product leadership, operational
excellence, customer intimacy.
 Four rules for success:
 Become best at one of the three value disciplines.
 Achieve an adequate performance level in the
other two disciplines.
 Keep improving one’s superior position in the
chosen discipline so as not to lose out to a
competitor.
 Keep becoming more adequate in the other two
disciplines, because competitors keep raising
customers’ expectations about what is adequate.

21. Five-way Positioning
 A company needs to position itself along five attributes:
Product, price, ease of access, value-added service, and
customer experience.
 A great company will dominate on one of these, perform
above average (differentiate) along a second, and be at
industry par with respect to the remaining three.
 Assign a number from 1 to 5 to each attribute: 5
(dominant), 4 (differentiated), 3 (on par with industry),
2 (below par), and 1 (poor).
Source: Fred Crawford and Ryan Mathews, The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything (New
York: Crown Business, 2001).

22. Five-way Positioning (Contd)
 A great company will exhibit the pattern 5, 4, 3, 3, 3.
 Anything less than a 3 on any attribute is not sustainable.
 To be dominant or differentiated on more than one
attribute is excessive and reduces profitability.
 Being on par requires a company to match its industry’s
average performance; a company must not let its standing
drop below 3.

23. Why…
The assault on our mind…
 The media explosion
 The product explosion
 The advertising explosion
So little message gets through that you ignore the
sender and concentrate on the receiver

24. The Mind…
 Like the memory bank of computer , the mind
has slots.
 But with a difference , computer accepts all
things but our mind does not
 It rejects information which it can not
“compute” , it accepts only that new
information that matches current state of mind.

25. An Inadequate Container
 Humans reject information which does not match
their prior knowledge or expectation.
 According to Harvard psychologist Dr. George A.
Miller, the average human mind can not deal with
more than 7 digits at a time like 7 wonder of world,
seven days etc.
 If asked to name brands of any category, no one
can name more than 7 and that too if its their
interest category.

26. An Inadequate Container(Contd)
 To cope with complexity , people have
learned to simplify everything.
 People can often remember positioning
concepts better than names.

27. The Product Ladder
 To cope with product explosion , people rank
products and brands in the minds.
 On each step of a ladder is a brand and each
different ladder represent a different category.
 A competitor who wants to increase share of the
business must either dislodge the brand above or
somehow relate its brand to the other company’s
position.

28. Those little ladders in your head
 Today competitor’s position is as important as your own
position.
“Avis is only no.2 in rent-a-car, so why go with us? We try
harder.”
 People assumed they try harder. Hertz
 Avis was successful, as it related itself to Hertz.
Avis
National

29. Those little ladders in your head (Cont)
The “Against” Position
 Time magazine followed the same lead.
 Frustrated with competition they adopted
“We try damned Harder.”
 Later, found the word offensive and the accounts
executive was fired.
 If the company is not the first then must occupy
second position.

30. The Uncola Position
 Conventional Logic – find your concept
inside yourself or your product.
 Not true, must look inside prospect’s mind.
 7-Up positioned itself as the uncola drink &
sales increased drastically.
 Mc Cormick Comm. acquired WLKW and
positioned it as the unrock radio station &
became no.1.

31. The Oversimplified Message
 Today the best approach to take, in our over
communicated society is to simplified message.
“you simplify the message, then simplify it some
more if you want to make a long lasting impression.”
-Al Ries and Trout
11/03/12 31

32. How…
 The easy way to get into a person’s mind is to be
first
 Xerox, Kodak, Polaroid, Sun TV, The Hindu, F&L
 If you didn’t get into the mind of your prospect
first, then you have a positioning problem
 Better to be first than be best
 In the positioning era, you must, however, be
first to get into the prospect’s mind

33. How…
 The basic approach is not to create something new
or different, but manipulate what’s already in the
mind
 To find a unique position, you must ignore
conventional logic
 Conventional logic says you find concept inside
product
 Not true; look inside prospect’s mind
 You won’t find an uncola idea inside 7-up; you
find it inside cola drinker’s head

35. Guidelines…
 Start by looking not at the product but at the
position in the market that you wish to occupy, in
relation to competition
 Think about how the brand will answer the main
consumer questions
 What will it do for me that others will not?
 Why should I believe you?
 Try to keep it short and make every word count
and be as specific as possible
 Vagueness opens the way to confused executions

36. Guidelines…
 Keep the positioning up-do-date
 Give as careful consideration to change as you did to the
original statement
 Look for a Key Insight!
Insight
 An ‘Accepted Consumer Belief’

37. What is key insight?
 Key Insight is ‘seeing below the surface’ / ‘seeing
inside the consumer’
 Insight expresses the totality of all that we know
from seeing inside the consumer
 An insight is a single aspect of this that we use to
gain competitive advantage
 By identifying a specific way…
 That the brand can either solve a problem or
 Create an opportunity for the consumer

38. Key Insight
‘I wish to get
married to a
handsome prince’

39. Key Insight
‘Fragrance of my current talc
does not last long and I miss
opportunities to enjoy life’

40. Key Insight
‘Soap leaves my
skin feeling dry
and tight’

41. The 3C’s of positioning
 Be Crystal clear
 Be Consumer-based
 Be relevant and credible to the consumer
 Write in consumer language and from consumer’s view point
 Be Competitive
 Be distinctive
 Focus on building brand elements into powerful discriminator
 Be persuasive
 Be sustainable

42. And then…
 The brand name!
 The name is the first point of contact between the
message and the mind
 ‘The brand name is a knife that cuts the mind to let the
brand message inside’
– Ries & Trout

43. Guidelines…
 It’s not the goodness or badness of the name in an
aesthetic sense that determines effectiveness
 It’s the appropriateness of the same
 Name begins the positioning process, tells the
prospect what the product’s major benefit is
 Fair & Lovely
 Close Up
 Krack
 Head & Shoulders
 Vaseline Intensive Care Body Lotion

44. Checklist: Brand name
 Should be simple
 Should be acceptable in all key languages
 Should be appropriate when geographically spread
 Should be amenable for easy registration

45. The F.W.M.T.S Trap
“Forgot what made them successful”
 After being sold to ITT, Avis adopted,
“Avis is going to be No.1”
 No frequent increase in revenues and campaign was
waste.
 7-Up also fell in the trap and adopted.
“America’s is turning 7-Up”
 Sales fell and now Sprite has 50% market share.

46. Hindustan Petroleum
positioned it as the best
refill available for LPG
cylinder in the country.
Brand Positioning – Subrota Sengupta

47. Forhan was the first
to position its
toothpaste with,
“Like a breadth of
fresh air”.
Brand Positioning – Subrota Sengupta

48. Thank
You