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    Strategic Brand Management

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    Adarsh Samalopanan
    This document outlines key takeaways from sessions on strategic brand management. Some of the main points include: branding is about creating, storing, and monetizing brand equity; brand equity is the value of a brand in customers' minds; brand equity is created through actions, presentations, interactions, and performance that make customers feel important; strong brands are positioned clearly and consistently in customers' minds through differentiation and delivering on expectations.

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    Strategic Brand Management

    Uploaded by

    Adarsh Samalopanan
    26 views4 pages
    This document outlines key takeaways from sessions on strategic brand management. Some of the main points include: branding is about creating, storing, and monetizing brand equity; brand equity is the value of a brand in customers' minds; brand equity is created through actions, presentations, interactions, and performance that make customers feel important; strong brands are positioned clearly and consistently in customers' minds through differentiation and delivering on expectations.

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    This document outlines key takeaways from sessions on strategic brand management. Some of the main points include: branding is about creating, storing, and monetizing brand equity; brand equity is the value of a brand in customers' minds; brand equity is created through actions, presentations, interactions, and performance that make customers feel important; strong brands are positioned clearly and consistently in customers' minds through differentiation and delivering on expectations.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    26 views4 pages

    Strategic Brand Management

    Uploaded by

    Adarsh Samalopanan
    This document outlines key takeaways from sessions on strategic brand management. Some of the main points include: branding is about creating, storing, and monetizing brand equity; brand equity is the value of a brand in customers' minds; brand equity is created through actions, presentations, interactions, and performance that make customers feel important; strong brands are positioned clearly and consistently in customers' minds through differentiation and delivering on expectations.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 4

    STRATEGIC BRAND MANAGEMENT

    IMPORTANT TAKEAWAYS FROM THE FIRST SIX SESSIONS


    1. Absence of doubt is believe; Trust is blind.
    2. What you say, you deliver.
    3. Youll have to learn to declare (Declaration), as what youll deliver, if you want to
    create your brand. Declarations help in managing expectations.
    4. Most people cant find out, what it is that they can deliver.
    5. Brand is not sales.
    6. Money and equity are two very different things.
    7. Brand is an asset that goes to balance sheet.
    8. Asset has value which can be monetized (into money, another asset, job,
    appointments, favours, etc), thus providing money for P&L.
    9. Assets are valuable when others think that it is valuable.
    10. Brand is the only asset which gets appreciated when managed properly.
    11. The one problem with brands is that they create new equity and their existing equity
    gets deteriorated.
    12. Performance and consistency helps in creating value.
    13. Learn to nurture your brand.
    14. Never fully monetize your brand or assets.
    15. When you sell your product, you use your equity.
    16. You become Brand only by giving something valuable to others (when net effect is of
    giving).
    17. Money is the cheapest way to buy anything.
    18. Advertising doesnt build brands.
    19. Branding is opposite of chaos.
    20. Trophy branding - do something small and have branding.
    21. The absence of suspicion marks the presence of brand.
    22. Focus- helps in positioning
    23. Brand equity is the value of brand in the minds of customers.
    24. Association of a brand and its product
    a. FMCG: strong and close
    b. Corporate brands: weak
    c. Service companies: slightly weak
    25. Source of equity creation need not be same as source of money generation, as
    equity creation is giving and money generation is asking.
    26. Marketing and advertising is the laziest and most expensive way of creating brand
    and therefore is not sustainable.
    27. The entire world of brand management revolves around just three actions :
    a. Creating brand equity
    b. Storing brand equity
    c. Monetizing brand equity
    28. Reduction of equity can be done by:
    a. Use
    b. Consume
    c. Leverage
    d. Leakage
    e. Monetisation
    29. Brands are desperate about consuming equity
    30. Equity is equivalent to karma
    31. Transformation Process: somebody elses equity is being transformed and becomes
    your equity.
    32. Four pillars that create brand equity: Actions, Presentations, Interactions
    (Communication), Performance
    33. If you create a brand which tries to become everything for everyone, then your
    brand will be nothing and for no-one.
    34. The important question to ask is Does your customer feel important and not
    whether you think your customer is important.
    35. Master principle of brand equity creation: Every time you create brand equity for
    your customers, dont just think about branding your product/services, think about
    branding your customer, and make her feel important.
    36. Make value for customer, brand your customer and your brand automatically gets
    created.
    37. You can be fully conscious but not fully in control.
    38. Primary purpose of brand identity is not to just identify the product, but to store
    brand equity.
    39. Unique identity is required so that nobody else leverage your brand equity.
    40. Brand identity is important:
    a. Identification
    b. Acceptance
    c. Differentiation
    d. Positioning
    e. Quality
    f. Consistency
    g. Attraction
    h. Image
    i. Equity
    41. Storing brand equity: your brand is an asset that makes use of your brand identity, to
    store brand equity you created.
    42. Do not try to monetize the brand equity while creating it.
    43. The less you sell, the more you create equity.
    44. Acquiring customers is not same as building brand.
    45. Concept of brand as an asset:
    a. When you buy a branded product, you dont own the brand, you own the
    product. But you own the right to use the brand in exchange of money you
    pay for product.
    b. The longer the product lasts, the longer is your right to use the brand and
    more you have to pay for it.
    46. With every asset comes returns, and hence risks.
    a. Concept of branding is closely linked to risk.
    b. Branding is process of reducing the risk.
    47. Building trust is building brand.
    48. If you try to do something like value for money, your brand will not get created,
    though sales may happen.
    49. Value Customers:
    a. I dont want to pay brand premium, but I also want to get quality,
    performance of product and I am ready to pay premium for the product.
    b. This is possible in commoditised products.
    50. Private labels:
    a. For value conscious customers
    b. Doesnt care about image, only about performance
    c. For sales purpose and not for equity
    d. For preferences and not for premium
    51. The primary condition for private label is that you must have a distribution channel
    in place, as you dont advertise
    52. There are four categories:
    a. Commodity
    b. Branded commodity
    c. Private label
    d. Popular brands
    53. Monetizing the brand equity
    a. Price your products higher, demand better payment terms.
    b. Pay lesser to employees, lower cost of retention
    c. Seek higher valuation from investors.
    d. Expect discounts from suppliers and better payment terms
    e. Brand licensing, franchising, distribution rights
    54. Most people are negotiating on price. Smart brands negotiate on everything other
    than price.
    55. If your customers focus is on the cost of production or transaction rather than value
    of your relationship with her, then its not a brand.
    56. Your positioning is what you would not change about your business in next 5 years
    57. Positioning is a declaration that clearly defines your brands place in market
    58. Real place for positioning statement is in consumers mind
    59. Types of positioning
    a. Product
    b. Market
    c. Brand
    60. Mind the gap
    a. Between customers expectation and your delivery
    b. Between actions and delivery
    61. RAM or ROM: try to capture ROM of customer
    62. Go deeper into the minds of customer
    a. Razor sharp focus and differentiation
    b. Extremely high clarity
    c. Consistency

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