Brand Management 101 Primer for Non-Marketing/Brand Senior Executives (CEOs, COOs, CSOs, CHROs, CFOs, CIOs, etc.)

 

The Brand Process Life-Cycle

The Brand Process Life-Cycle

The Brand Process Life-Cycle

The Brand Process Life-Cycle

During my career non-brand professionals and executives have asked me privately what the brand life-cycle looks like from a 50,000 foot level (a.k.a. a simplified elevator pitch version). I finally sat down the other day to map this life-cycle process out and the above chart is the simplified (level 0) representation of this process. I am calling this my brand management primer 101 for non-brand and marketing executives (CFOs, CSOs, CHROs, CIOs, etc.). The overall process consists of four (4) major life-cycle stages as follows:

  1. Plan the Brand – Plan the brand such that both quantitative and qualitative brand goals are achieved

  2. Position the Brand – Ensure the brand is positioned well in terms of market, competitors, customers, prospects, etc.

  3. Deliver the brand promise – Deliver upon the expectations of the brand in terms of stakeholders, regulators, customers, brand interested, etc.

  4. Analyze the Brand – Determine if the brand is reaching its intended goals in #1 above

For each of the phases above, I included a sample objective (one of many) for each phase. These objectives while similar across many companies, the specifics objectives would be tailored for each individual company.  The important thing to remember with the above is that the life-cycle processes need to be constantly reviewed and enhanced over time utilizing a continuous improvement process approach and methodology.

Included in the above graphic is a sampling of analysis techniques for each lifecycle phase. When the process lifecycle details are determined, the analysis and ‘health check’ metrics would also be determined in order to continually gauge the overall progress of the brand toward a set of goals and objectives.

For those more analytically inclined and as an example, we might decide to use a time series or multivariate analysis in determining the marketing effectiveness on the brand(s) in the “Analyze the Brand” phase. On the other hand, a time series analysis would be used to help illuminate brand trends, issues and opportunities in historical data over a period of time as well as be used to predict future values based on previously observed values. For example, it can be used to illustrate the brand decline curve of defecting customers beyond the time that a brand is first launched as to predict the rate of decline into the future for use in projecting future revenues.

Brand Health Analysis Techniques

Brand Health Analysis Techniques

The chart above highlights two of the brand analysis techniques mentioned in the previous graphic, that being the Brand Pyramid (Health) Analysis (also commonly referred to as the brand funnel analysis if viewed from bottom to top) and the Brand Pyramid Conversion Analysis. This is meant as an overview, the next graphic takes a deep dive into each analysis technique. The key to the above chart are the questions to the left of each section as these a key in determining overall brand health.

Brand Pyramid (Strength) Analysis

Brand Pyramid (Strength) Analysis

The above chart illustrates the Brand Pyramid (strength) analysis and is sometimes also referred to as the brand health funnel analysis. In this consumers are queried about a set of questions regarding the brand. In order to qualify for the next level query, the consumer must have answered “yes” to ALL of the previous, lower level questions. For example, a consumer would need to “buy” the product to be able to “use” and only then would they be able to rate how well “satisfied with” they are with the brand (products/services).

In a perfect world, the pyramid would look more like a square with 100% of people going from “aware” all the up to “pay premium”, but the above represents the real life pyramid and what real brand analysis results typically look like.

Brand Pyramid Conversion Analysis

Brand Pyramid Conversion Analysis

The above brand pyramid conversion analysis measures the brand health slightly differently in that these are the conversion rates of audiences at each level of the brand pyramid.  To use an example, if 100 people were queried about the brand, a full 93.5% were aware of it. Of that 93.5%, 89.5% were familiar. Of the 89.5% that were familiar, only 83.5% (or 69.8 on previous chart) had a high opinion of the brand. This analysis reveals that, while people were familiar with the brand, many didn’t think very highly of the brand due to some negative perception that will need to be determined for root cause(s) (i.e. pricing, quality, warranty, features, etc.).

Is your organization planning on launching new brand or optimizing an existing one? If so, give me a call, I call help you achieve world-class brand programs that enable you to surpass your competition and bring your organization or agency to the next level of brand management excellence.

Lastly, this is just one article of 40 total I have written on Customer strategy, CRM, marketing, product management, competitive intelligence, corporate innovation, change management – all of which I have significant experience in delivering for Fortune 500 companies.  In fact, my blog is now followed by nearly 158,000+ world-wide and was just named one of the top 100 CRM blogs on the planet by Feedspot, alongside Salesforce.com, Infor, Microsoft, SAS, etc. – Reference this informative site here: https://blog.feedspot.com/crm_blogs/

 

How to Understand the “Market” in Marketing & How It Is Critical to Your Company’s Long-Term Success

Market Analysis Best Practices

                             Market Analysis Best Practice

 

 

 

 

 

 

 

 

 

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Effective marketing must include leveraging an array of holistic market insights

 

Market Assessment Components

                                Market Assessment Components

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Effective marketing leverages multi-dimensional market insights: Challenges, competition, customers, growth & trends, size/capacity, etc.

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The following is an array of insights that I created for a client who represents one of the top luxury resort companies in the world. These insights were designed to accomplish the following:

  • Develop Financial and market Insights to Increase revenue while decreasing costs

  • Increase standing in the marketplace relative to the competition

  • Help understand the market dynamics of the target market

  • Assist in identifying root causes for customer purchases, repeat purchases and the opportunity they have to boost customer loyalty

  • Improve the effectiveness of current marketing efforts by more effectively leveraging market insights

  • Develop a 5-year transformation plan to enable new capabilities that allow them to fulfill their future vision state

     

Best Practice Market Trend Analysis

                          Best Practice Market Trend Analysis

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Effective market analysis must include insights into market trends: Growth, Capacity and Expansion

 

Market Capacity Analysis

                                Market Capacity Analysis

Best Practice Market Capacity/Growth Analysis & Insights

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Best Practice Market Supply & Demand Analysis

                Best Practice Market Supply & Demand Analysis

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World-Class Market Supply & Demand Analysis including Market Trend Analysis

 

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Market & Competitor Price Analysis - Comparison

          Market & Competitor Price Analysis – Comparison

Market Competitive Pricing Analysis

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Competitive Pricing Analysis

                             Competitive Pricing Analysis

Market & Brand Competitive Pricing Analysis

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Brand Pricing Consistency Analysis

                             Brand Pricing Consistency Analysis

Company Net Daily Revenue Analysis

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Target Market Sizing Analysis

                                    Target Market Sizing Analysis

Market Profiling, Sizing & Penetration Analysis Example

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Market & Marketing Loyalty Analysis

                           Market & Marketing Loyalty Analysis

Market & Brand Loyalty Analysis: Likelihood to Purchase Again, Loyalty Opportunity

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Best Practice Marketing Effectiveness Analysis

              Best Practice Marketing Effectiveness Analysis

Marketing Mix Analysis & Marketing Campaign Effectiveness Analysis

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Return On Invested Capital (ROIC) Analysis

                   Return On Invested Capital (ROIC) Analysis

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Return on Invested Capital Analysis (ROIC): Spread Growth, Competition’s Return on Invested Capital, etc.

Cost of Goods Sold (COGS) Competitive Analysis

              Cost of Goods Sold (COGS) Competitive Analysis

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Company & Competitive Margin, Cost of Goods Sold and Selling General & Administrative (SG&A) Analysis

Cost of Goods Sold (COGS) Trend Analysis

                  Cost of Goods Sold (COGS) Trend Analysis

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Selling General & Administrative (SG&A) Projection & Trend Analysis

 

Revenue Target Analysis

                                Revenue Target Analysis

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Historical Revenue Analysis: Budget vs. Actual

Earnings Before Interest & Taxes (EBIT) Analysis

              Earnings Before Interest & Taxes (EBIT) Analysis

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Earnings Before Interest & Taxes (EBIT) Target & Margin Analysis

EBIT Scenario Projection Analysis

                        EBIT Scenario Projection Analysis

Market Strategy & EBIT Analysis

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Best Practice Transformation Plans

                       Best Practice Transformation Plans

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Best Practice Transformation Plans: Balances Capability Development with Corporate Vision & Reality

 

World-Class Transformation Plan Inputs

                   World-Class Transformation Plan Inputs

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A Best Practice Transformation Plan Includes a Multitude of Holistic Inputs

 

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