Chapter 1: Strategic Brand Management

(Kapferer's Brand Identity Prism)

Aaker’s Brand Identity System

• BRAND IMAGE: How the brand is now perceived (Understand Image)
• BRAND IDENTITY: How strategists want the brand to be perceived (Develop identity)
• BRAND POSITION: The part of the brand identity and value proposition to be actively communicated to a target audience (Develop a market position)

Brand Strategy

• Step 1: Customer Perceptions-Find how the customer perceives the brand right now (Brand Image)
• Step 2: Market Position- Use marketing communication process to position the brand (Brand positioning)
• Step 3: Develop Identity- by taking into consideration what strategists want it to be percieved as

Aaker's Five Brand Personality Dimensions

• Sincerity (Down-to-earth, honest, wholesome, cheerful)
• Excitement (daring, spirited, up-to-date, imaginative)
• Competence (reliable, intelligent, successful)
• Sophistication (Upper-class, charming)
• Ruggedness (Outdoorsy, tough)

Brand Essence (Leo Burnett)

• Functions (What is it? What is it for? What does it do?)
• Difference (How is it better? How is it different?)
• Personality (How should people feel about it? Why should they like it? Why should they respect it?)
• Source (whatdoes company stands for? What are its aims?)

BMP DDB: Brand Position

• Preposition (Key benefits, core identity, points of leverage)
• Target Audience (Primary, Secondary)
• Advantage (Points of Superiority, Points of Parity)
• Communications (Augmenting the message, Reinforcing the message, Diffusing the message)

Kapferer- Brand Identity Platform

• Why must the brand exist?
• From where does the brand speak?
• What is the brand's vision of Product Category?
• What are our values?
• What is the brand's specific know-how?
• Who are we addressing?
• What image of the customers do we want to render?

Brand Strategy Execution

• Cannot be all things to all consumers
• Clarity in consumer understanding
• Clarity in company intentions
• Product and brand must be aligned
• Authentic strategy
• Realistic expectations
• Budgets
• Time
• Executional excellence
• …and don’t forget all the messy stuff

Eating the Big Fish

• Break with your immediate past
• Build a lighthouse identity
• Assume thought leadership
• Create symbols of re-evaluation
• Similar to differentiation
• Targeted at Challenger Brands

Strategy Choices – functional versus Symbolic brands

• Symbolic brands – investment, brand image, trust, communication
• Functional brands – value, packaging, repeat purchase, shelf space, convenience