Strategic Brand Management
by Professor Leslie de Chernatony
Running time: 2 hr 55 mins
Effective brand strategy necessitates taking a pan-company perspective to understand the organisation’s competencies,
identify new opportunities and leverage the advantage of corporate culture to deliver the brand promise. Brand success does not result just
from focusing on customers, but rather from adopting a more balanced perspective by addressing stakeholders. In an era when it is easy to copy
what a brand can deliver (functional values) it is more difficult to copy how the brand is delivered (emotional values). This session will address
how by looking inside and outside an organisation brands can grow and be sustained. It will open by presenting a model to strategically grow and
sustain brands, “From brand vision to brand evaluation”. After explaining the model, the different elements of the model will be explored to show
how the model can be used to develop valuable brands
Topics included:
- Model of strategic brand building process – Growing brands
- Brand vision - Envisioned future, brand purpose, brand values
- Learning history
- Organisational culture
- Competing values framework
- Staff as brand builders
- Aligning brand - Staff values
- Brand objectives
- Need states in yoghurts
- Audit brandsphere: Corporation, Distributors, Consumers , Competitors, Marketing environments
- Brand resourcing
- Brand evaluation 1 - 2