Strategic Brand Management
Strategic Brand Management
Branding
Branding
Measuring Brand Share of Market
Unit $$ Unit $$
Sales Sales Share Share
National 120 $270 100% 100%
Brand A 5 15 4.2% 5.6%
Brand B 15 15 12.5% 5.6%
Brand C 3 7 2.5% 2.6%
Brand Unit Shares
4%
13%
3%
80%
Brand A Bra nd B Brand C All other
Brand Dollar Shares
6%
6%
3%
85%
Brand A Brand B Brand C All other
What is a Brand Management?
What is a Brand Management?
Brand Building Begins By
–Understanding & anticipating the needs and
desires of the consumer
–Understanding the key attributes of the
product(s)
Our Mission is to DISCOVER (rather than
Invent) the brand’s CORE VALUES and
abide by them.
Brand Vision and Essence
Brand Vision and Essence
BRAND = Mindset
EQUITY = Roots
ESSENCE = Brand’s Soul
VISION = Brand’s DNA
What is Brand Management?
What is Brand Management?
Functional Excellence in
Support of the Brand
Primary Source of Differentiation
• Product/service innovation and
communication
Purpose of the Brand
• Create or reinforce product
distinctiveness
Firm-wide Leadership in
Stewarding the Brand
Primary Source of Differentiation
• Customer experience, in addition to
innovation and communication
Purpose of the Brand
• Provide clear set of values along
which to align all enterprise activities
and investments
Corporate Executive Board