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Jack Buckner

Strategic Brand ManagementStrategic Brand Management

Exeter MBA and MSc Exeter MBA and MSc Day 3 Day 3

Brand ManagementBrand Management

Jack Buckner

Planning Brand StrategyPlanning Brand Strategy

BRAND IMAGE

How the brand is now

perceived

BRAND IDENTITY

How strategists want the

brand to be perceived

Consumer Perceptions Company IntentionsMarketing

Communication

Process

Understand Image Develop identityMarket position

EXECUTION

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Jack Buckner

Brand ManagementBrand Management

BRAND IMAGE

How the brand is

now perceived

BRAND IDENTITY

How strategists want the

brand to be perceived

Consumer PerceptionsCompany Intentions

Product

Marketing

Communication

Process

Understand Image

Develop identity

Market position

EXECUTION

Jack Buckner

Brand ManagementBrand Management

Is the process of managing the brand via Is the process of managing the brand via

product and communicationproduct and communication

Follows strategyFollows strategy

Is more concerned with executionIs more concerned with execution

Has the greatest overlap with marketing Has the greatest overlap with marketing

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Jack Buckner

Brand ManagementBrand Management

The Brand

Consumer

PerceptionsProducts or

Services

Corporate Culture

and values

Marketing

programmes

Jack Buckner

Brand ManagementBrand Management

The Brand

Consumer

Perceptions

COVERED

DAY 1

Products or

Services

Day 3

Corporate Culture

and values

COVERED

DAY 2

Marketing

programmes

Day 3

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Jack Buckner

Brand ManagementBrand Management

Visual identityVisual identity

Products and servicesProducts and services

Marketing programmes / processMarketing programmes / process

AdvertisingAdvertising

Public relationsPublic relations

Retail marketingRetail marketing

Sponsorship/promotionsSponsorship/promotions

Jack Buckner

BRAND VISUAL IDENTITY

PRODUCTS MARKETING

PROGRAMMES

Strong brands have understandable and compelling visual identities

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Jack Buckner

Jack Buckner

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Jack Buckner

Jack Buckner

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Jack Buckner

Nike Nike visual identityvisual identity

Products Products footwear, apparel and footwear, apparel and

accessoriesaccessories

Athletes and teamsAthletes and teams

Niketown Niketown and retailand retail

Advertising and all communicationAdvertising and all communication

Logos, taglinesLogos, taglines

Jack Buckner

Sources of Visual IdentitySources of Visual Identity

Product design directionProduct design direction

Product rangeProduct range

PackagingPackaging

SlogansSlogans

IconsIcons

CommunicationCommunication

Retail environmentRetail environment

PromotionsPromotions

SponsorshipSponsorship

EventsEvents

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Jack Buckner

Beyond visual identity

The Starbucks experience

The taste

The smell

The sound

The ambience

The warmth

The friendship

Why Advertise?

Jack Buckner

Brands with strong visual identitiesBrands with strong visual identities

NikeNike

BMWBMW

MarlboroMarlboro

IKEAIKEA

MonopolyMonopoly

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Jack Buckner

Brands with weaker visual identitiesBrands with weaker visual identities

ReebokReebok

NissanNissan

Hewlett PackardHewlett Packard

BootsBoots

Jack Buckner

Visual identity challengesVisual identity challenges

A strong visual identity can build brand A strong visual identity can build brand

equity fastequity fast

Whilst reducing dependence on advertisingWhilst reducing dependence on advertising

But it can limit diversificationBut it can limit diversification

And be very expensive to maintainAnd be very expensive to maintain

Plus mistakes can be costlyPlus mistakes can be costly

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Jack Buckner

The Brand and product linkThe Brand and product link

Products or services are the tangible Products or services are the tangible

manifestation of a brandmanifestation of a brand

Great brands tend to be great product Great brands tend to be great product

companiescompanies

P&G has always been misunderstood as a P&G has always been misunderstood as a

marketing company. The fact is P&Gmarketing company. The fact is P&Gs s

fortunes have been built on product fortunes have been built on product

innovation.innovation. John John SmaleSmale

Jack Buckner

Brand or Product CampaignBrand or Product Campaign

Brand campaigns build brand awareness Brand campaigns build brand awareness

AccentureAccenture

Product campaigns market specific productProduct campaigns market specific product

Current trends Current trends television for brand television for brand

building, print media for productbuilding, print media for product

HeroHero products elevate brand statusproducts elevate brand status

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Jack Buckner

Hero products

Jack Buckner

Practical challengesPractical challenges..

Product Process

R and D

Advance products

In-line products

Prototypes

Marketing Process

Communication

Advertising

agencies

Sponsorship

PR

Brand Process

Brand planning

Brand strategy

Overall corporate

objectives

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Jack Buckner

The challenge of processThe challenge of process

Brand, marketing and product have Brand, marketing and product have

different processes and different different processes and different

stakeholdersstakeholders

Strong brands coStrong brands co--ordinate these activitiesordinate these activities

Across functions and geographical Across functions and geographical

boundariesboundaries

Process management will be covered in a Process management will be covered in a

later lecturelater lecture

Jack Buckner

The marketing plan The marketing plan different disciplinesdifferent disciplines

AdvertisingAdvertising

Public RelationsPublic Relations

Retail and inRetail and in--store environmentstore environment

InternetInternet

PromotionsPromotions

SponsorshipSponsorship

Integration is the key

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Jack Buckner

AdvertisingAdvertising

The traditional mainstay of brand building The traditional mainstay of brand building

The most expensive item within a The most expensive item within a

marketing programmemarketing programme

Currently under threat from other marketing Currently under threat from other marketing

disciplinesdisciplines

What is the role of the advertising agency?What is the role of the advertising agency?

Jack Buckner

Traditional AdvertisingTraditional Advertising

TelevisionTelevision

RadioRadio

MagazinesMagazines

NewspapersNewspapers

OutdoorOutdoor

Direct MailDirect Mail

Keller Chapter 6

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Jack Buckner

Traditional AdvertisingTraditional Advertising

Client briefs an agencyClient briefs an agency

Agency develops a creative campaign and Agency develops a creative campaign and

media strategymedia strategy

Client approvesClient approves

Agency executes and develops support Agency executes and develops support

materialsmaterials

Jack Buckner

Advertising todayAdvertising today

Fragmentation of media audienceFragmentation of media audience

Growth of nonGrowth of non--traditional marketing traditional marketing

techniquestechniques

Explosion of new media (technology)Explosion of new media (technology)

Explosion of communication channelsExplosion of communication channels

Decline of traditional TV viewingDecline of traditional TV viewing

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Jack Buckner

Agency rolesAgency roles

Strategic partner to create brand ideasStrategic partner to create brand ideas

Management of media brand identityManagement of media brand identity

Execute specific programmesExecute specific programmes

Integrate with other agencies for consistent Integrate with other agencies for consistent

ideasideas

Jack Buckner

Public RelationsPublic Relations

Much cheaper and can generate huge Much cheaper and can generate huge

coveragecoverage

Perceived brand Perceived brand valuevalue can be greater than can be greater than

advertisingadvertising

With creative ideas can breakWith creative ideas can break--throughthrough

Does public relations generate brand Does public relations generate brand

equity?equity?

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Jack Buckner

Public Relations Public Relations multimulti--facetedfaceted

Internal PR Internal PR company informationcompany information

Investor relationsInvestor relations

Corporate relations / affairs Corporate relations / affairs ethics, community ethics, community

work, charitywork, charity

Public relations Public relations consumerconsumer

Product / brand informationProduct / brand information

Creative ideas / eventsCreative ideas / events

Product seeding Product seeding

The risk with PR is loss of focusThe risk with PR is loss of focus

Jack Buckner

Marketing channelsMarketing channels

Needs to compliment overall Needs to compliment overall

strategystrategyHighHighVariesVariesInternetInternet

Choosing the right partnersChoosing the right partnersVariesVariesVariesVariesSponsorshipSponsorship

Immediate sales impact but Immediate sales impact but

erosion of equityerosion of equityHighHighCheapCheapPromotionsPromotions

Depend upon partner and Depend upon partner and

merchandisingmerchandisingVariesVariesVariesVariesIn storeIn store

Brand or retailer?Brand or retailer?HighHighHugeHugeOwn retailOwn retail

Creative ideas linked to Creative ideas linked to

strategystrategyVariesVariesVariesVariesP.R.P.R.

Strong control but expensiveStrong control but expensiveHighHighHighHighAdvertisingAdvertising

ConsiderationsConsiderationsBrand Brand

ControlControl

CostCostCHANNELCHANNEL

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Jack Buckner

Integrating Marketing to build brand equityIntegrating Marketing to build brand equity

Use sponsorship

Linked to product

Advertising

In-store

Creates

participative

shopping

Cost versus

other marketing

activities?

Jamie Oliver

Delia Smith

Jack Buckner

Integrating Marketing to launch a brandIntegrating Marketing to launch a brand

UK launch

Create big brand feel

Distribution difficulties

Full-page print advertising

Supported by PR campaign

Linked to sales force

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Jack Buckner

Building brands without mass mediaBuilding brands without mass media

Evolving view on brand equityEvolving view on brand equity

Six companiesSix companies

Nestle (Nestle (BuitoniBuitoni), the Body Shop, Cadburys, ), the Body Shop, Cadburys,

HaagenHaagen--DazsDazs, Hugo Boss, Swatch, Hugo Boss, Swatch

Brand Strategy should drive business Brand Strategy should drive business

strategystrategy

Be clear about the brandBe clear about the brands identitys identity

E.Joachimsthaler & D.Aaker Building Brands Without Mass Media HBR

Jan/Feb 1997

Jack Buckner

The role of the Internet within brand buildingThe role of the Internet within brand building

Technology makes smaller brands scalable Technology makes smaller brands scalable

fasterfaster

Makes the relationship with the consumer Makes the relationship with the consumer

vastly more personal (community)vastly more personal (community)

Raises consumer expectationsRaises consumer expectations

Needs to reflect core strategyNeeds to reflect core strategy

Easy to underestimate costs Easy to underestimate costs in both in both

content and timecontent and time

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Jack Buckner

SpeedSpeed.the critical change?.the critical change?

BRAND IMAGE

How the brand is now

perceived

BRAND IDENTITY

How strategists want the

brand to be perceived

Consumer Perceptions Company IntentionsMarketing

Communication

Process

Understand Image Develop identityMarket position

EXECUTION

Jack Buckner

The Brand as a network?The Brand as a network?

Consumer Image Brand Strategy

Market Position

Brand Network