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Brand Strategy Planning Framework marketingsol.in/2019/10/05/strategic-brand-planning-framework Neha Madhogaria

October 5, 2019

The Strategic Brand Planning Brand Audit Corporation Espoused versus delivered values Corporate strategy Heritage Identity: communication symbols Employees behaviour, sense of belonging, attitudes and perceptions Core competencies: areas of opportunity Portfolio Relations with stakeholders Distribution priorities Distributors Objectives: how brands help achieve Power 1/3


Basis for competitive advantage Supplier criteria Historical performance Customers Buying systems Triggers and influencers Attributes, consequences and values Involvement Need state Social situations Trends Segments Strategic attractiveness (Porter) Competitive mind set Perceptions of brands Buying as problem solving> Problem recognition> Information search> Evaluation and selection> Outlet selection and decision> Implementation> Post purchase evaluation. Types of perceived risks are generally financial, performance, social, psychological and time related risks. Business Purchasing Process 1. 2. 3. 4. 5. 6. 7. 8.

Problem recognition General need description Product specification Supplier search Proposal solicitation Supplier selection Order routine specification Performance review

Competitors Managers’ versus consumers’ competitive mind set Their strategies- direction: enter or exit & strength: leader or weak Match on critical success factor Positioning Identity Likely response Classifying business direction 2/3


Enter: Allocate resources to new business area Improve: Strategies that will significantly improve competitive position Maintain: Aggressive or defensive strategies to maintain position Harvest: Relinquish intentionally competitive position, emphasising short term profit and cash flow– but not at risk of losing business in short term Exit: Divest due to weak competitive position, or cost of staying and risks associated with improving position are too high Classifying competitive position Leadership: Major influence on performance or behaviour of others Strong: Has wide choice of strategies. Able to adopt independent strategy without endangering short– term position. Low vulnerability to competitors’ actions Favourable: Exploits specific competitive strength, often in a product– market niche. More than average opportunity to improve position Tenable: Performance justifies continuation in business Weak: Currently unsatisfactory performance Marketing Environments Stakeholder perceptions Supplier power Political– legal Economic Social Technological Environmental

Brand Essence Summary of brand promise– top reason why your brands are selected: Personality, Values, Emotional rewards, Benefits, Attributes.

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Profile for N. Marketing Sol.

Brand Strategy Planning Framework  

The brand strategy planning framework comprises of the brand planning model, auditing the brand sphere, buying as problem solving, brand ess...

Brand Strategy Planning Framework  

The brand strategy planning framework comprises of the brand planning model, auditing the brand sphere, buying as problem solving, brand ess...

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