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Unit 1 Strategic Brand
1
Brand Management
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2017
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1.2 PROCESESS OF STRATEGIC MANAGEMENT
Siddhartha Sengupta claimed in his blog that the process of strategic brand management can be summed up in 4 steps:
1. Identify and Establishing Brand Position
2. Planning and Implementation of Brand Marketing Programmes
3. Measuring and Interpreting Brand Perfomance
4. Growing and Sustaining Brand Equity
(http://brand-strategies-guide.blogspot.com/2011/02/strategic-brand-management-process.html)
1.2.1 Identifying and Establishing Brand Position
According to the Nusiness Dictionery, brand position can be defined as a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.
(http://www.businessdictionary.com/definition/positioning.html)
Brand positioning can be applied through the following methods:
- By emphasising distinguishing features
- By attempting to create a suitable image through advertising
The purpose of creating Brand Marketing Programmes is to create associations. In his blog, Siddhartha Sengupta recognises 3 key elements regarding the formation of a brand marketing programme:
1) Choosing Brand Elements: Different brand elements here are logos, images, packaging, symbols, slogan, etc. Since different elements have different advantages, marketers prefer to use different subsets and combinations of these elements.