Brand Leadership

1
Brand Leadership

• Aaker and Joachimsthaler

Chapter 3
2
Responsibilities of the Product Management Team

• Advertising
• Branding and Naming
• Channel and Distribution Management
• Competitive Force Analysis
• Direct Marketing Programs
• Forecasting
• Inside Sales Management
• Key Account Management
• Lead Generation and Management
• Market Research
• Market Identification and Development

• Outside Sales and Promotions
• Packaging and Presentation
• Planning
• Positioning
• Pricing
• Product Design and Development
• Product Specific Legal Considerations and
  Protection
  
• Program Management
• Public Relations Press Management
• Strategy

3
Management Perspective

• Life Cycle Management Cradle to Grave
• Marketing Mix Management Resource allocation and
  organizational effort allocation
  
• Opportunity Identification and Capture
• Meet Strategic and Tactical Objectives

4
Elaborate the Brand Identity
5
Brand Associations
6
Brand Associations
7
Role Model Identity
Three times more information can be communicated
in
story form than by using bulleted lists.
8
Role Model Identity
9
Role Model Identity
10
Visual Metaphor Development
11
Visual Metaphor Development

• Maintain -- Trustworthy, responsive, reliable,
  high-quality, ethical
  
• Enhance/Leverage Technologically solid,
  knowledgeable, global
  
• Reduce/Eliminate Old-fashioned, slow,
  overpriced, bureaucratic
  
• Add -- Contemporary, energetic, innovative

12
AVERAGE SUBJECT CONFIGURATION VECTORS
CORRELATION WITH SEMANTIC DIFFERENTIAL SCALES
1
SPORTY
FRESH
0.9
300 ZX
0.8
MASCULINE
0.7
EXCITING
MUSTANG
PORSCHE
SWIFT
0.6
RELIABLE
CORVETTE
BOLD
0.5
0.4
UNCONVENTIONAL
0.3
STRONG
ESCORT
SPORTINESS
0.2
0.1
0
SOPHISTICATED
-0.1
ELEGANT
CHEVETTE
COMPLEX
-0.2
-0.3
JAGUAR
-0.4
-0.5
RENAULT
MERCEDES
-0.6
LINCOLN
-0.7
CADILLAC
-0.8
-1.6
-1.2
-0.8
-0.4
0
0.4
0.8
1.2
1.6
LUXURIOUSNESS