COMPONENTS: STRATEGIC PLANNING PROCESS AS A SYSTEM

brand as a system | strategic planning as a system | symbiotic relationship

4 information phases in brand strategy formulation

    Business Exploration
    Market Structure
    Brand Positioning
    Brand Strategy

	1. Brand Assets - Brand Identity - Brand Power 2 Consumer Value - Value Drivers - Alignment of Brand, Consumer and Market
	3 Business & Market Structural Analysis - Market Size, Growth & Attractiveness - Competitive Structure - Business Resources 4 Market Segmentation - Segment Attractiveness / Fit - Define the Target Market
	5 Positioning Strategy - Brand Architecture - Differentiation - Pricing 6 Value Proposition - Brand assets / USP - Brand “DNA”
	7 Brand Marketing Strategy - Touch Point Control - Brand Momentum - Customer Retention - Innovation 8 Communication Strategy

Consumer Value

• A clear understanding of the value drivers affecting brand choice
• Identify main consumer needs – grouped into defining need states
• Identify main consumption behaviours – grouped into behaviour states
• Establish the acceptable price range, and key price points in the category
• Establish the degree of product involvement driving choice and consumption

Brand Assets

• Define the brand’s core competencies
• A clear understanding of the sources of brand equity
• Identify the points of brand differentiation and identity edge
• Establish the levels of brand substitutability
• Evaluate the existence and nature of brand leadership characteristics

• Big enough to be economically attractive
• Financially viable - the profits must exceed the costs of developing multiple marketing programs
• Relevant to the company’s product portfolio
• Different to other segments, to a significant and measurable degree - if many of the segments display the same needs and behaviors, then they do not require different strategies
• Identifiable – one must be able to profile each segment and bring it to life by being able to describe it in detail in terms of its characteristics, driving forces, motivations and actions
• Interested in different product offers, and seek particular benefits that distinguish them from other segments
• Reachable through the distribution channels and communication media that are available to the brand
• Responsive - once the market is segmented, one must be able to design marketing communications that address the particular needs of the targeted segments

• Ownership of a clear and relevant value proposition
• An overarching and energizing vision, with a clear path to get there
• A set of core brand values, that have real meaning to the consumer
• Relevance – basing the positioning on the customer’s needs, benefits sought and sense of value
• Establish a sustainable competitive advantage
• Maintaining salience i.e. “share of mind”
• Establishing and managing a definitive image and perceptions
• Always bearing in mind the image and reputation are the end result of the positioning effort
• Think strategically (long term) and not tactically (short-term)

• Provide a coherent, memorable consumption experience
• Achieve quality at all important consumption occasions
• Set pricing based on the consumer’s sense of value
• Address real consumer needs
• Deliver the benefits that consumers really want
• Keep the brand identity, personality and image relevant
• Position the brand in a manner that makes sense
• Understand the product’s role in the consumer lifestyle
• Achieve a strong presence at the point of choice
• Get clarity on sources of competitiveness, loyalty, equity
• Identify the levels of sustainable marketing support required
• Create brand momentum and a clear path going forward