CONVEYING BRAND IMAGE BRAND IMAGE why brand image is important? LONG TERM SUCCESS BY BI BRAND CONCEPT SELECTION BRAND CONCEPT MANAGEMENT POSITIONING INTRODUCTORY STAGE ELABORATION STAGE FORTIFICATION STAGE

1. Brand
Image
Management
Presented by:
VICKY JAIN

2. Fundamental Marketing
Activity
• CONVEYING A BRAND IMAGE TO A MARKET
WHY CONVEYING BI?
Enhance the brand’s
market performance
Insulate the brand
competition
Established a brand’s
position
MARKETERS
ABILITIES TO
SELECT A
BRAND
MEANING
PRIOR TO
MARKET
ENTRY
OPERATIONALIZE
THE MEANING IN
THE FORM OF A
IMAGE
MAINTAIN
THE
IMAGE
OVER
TIME
LONG TERM
SUCCESS OF A
BRAND
• IS IT SIMPLY A PERCEPTUAL PHENOMENON AFFECTED
BY THE FIRM’S COMMUNICATION ACTIVITES ALONE?BRAND IMAGE

3. Brand Concept
Selection
What is Brand Concept Selection?
Why are consumer needs
important
&
Types of Consumer needs:
Functional needs
Experiential needs
Symbolic needs
Can a single brand have different consumer needs?
Should a company position its brand through multiple
consumer needs?

4. Brand
Concept
Management
• Gives the consistency to the brand and curates
a distinctive identity in the market and in the
minds of the consumers.
• The framework consists of a sequential process
for a brand concept: Selecting, Introducing,
Elaborating & Fortifying.
• BCM contains three concepts:
1. Introduction stage
2. Elaboration stage
3. Fortification stage.

5. INTRODUCTION STAGE
Helps Consumers
to understand
brand image.
Identify Your Key
Audiences.
Determine
Critical Business
Goals
Define Your
Brand Persona
Develop Key
Messaging

6. ELABORATION STAGE
Helps consumers to perceive
brand’s increasing value
Several positioning strategies can be
used to enhance the value
Elaboration stage should continue
throughout the brand’s life.
FORTIFICATION STAGE
Links brand image to image of
other brand products in different
product classes
Positioning strategies of new
products establish the linkage to
the existing brand concept

7. Positioning
“The act of
designing the
company’s offer
and image so
that it occupies a
distinct and
valued place in
the target
customer’s mind”
Positioning
Strategy at the
Introductory
Stage
1
Positioning
Strategy at the
Elaboration
Stage
2
Positioning
Strategies at
Fortification
stage
3

8. Positioning
Strategy at
the
Introductory
Stage
 Confirm Your Understanding of Market Dynamics:
• Firm understanding of your target market and answers to the following questions:
• In which product, service, or market category (also called the “frame of reference”) do
you plan to use this positioning?
• Which target segment is your focus for the positioning you are developing?
• What factors do these buyers evaluate when they make a purchasing decision?
• If you don’t have answers to these questions, then?
 Choose competitive advantages that define your market “niche”
• A set of possible positioning strategies you could pursue for your product, service, or
brand.
• A perceptual map is a great tool for this step.
 Define your positioning strategy :
• Category Benefit
• Best fit for the Customer
• Business Approach
• Price
• Quality

9. Positioning
Strategy at the
Elaboration
Stage
• This is the process stage.
• It requires genuine thinking and brainstorming on
the part of the learner.
• It help consumers perceive brand’s increasing value.
• The positioning strategy at this stage is an extension
of positioning efforts at the introductory stage.
• More flexible organization design.
• Organization splits into multiple divisions to get
“small company” benefits.
 During this stage ,we define the primary stage.
 create additional modes.
 write the story.
 create the first payable level.
 Build, test and iterate.

10. Positioning Strategies at
Fortification stage
The goal in fortifying a
brand concept is to
strengthen the
elaborated brand
image by extending its
meaning to product.
Positioning strategies
of new product should
emphasize their linkage
to the original brand.
The positioning
implication of this
strategy is that the
firm must think in
terms of positioning
the unit of products,
not simply individual
brands.
Abrupt changes made
in one image could
have implication for the
global image.
Marketing mix
activities performed by
new brands are used to
create the desired
linkage and develop
image bundles.
The basis for
reinforcing the image
of brand with a
functional concept with
an image building
strategy should be the
brands relationship to
other performance
related products.
Brands with
experiential concept
can be reinforced by a
bundling strategy that
links the brand image
to that of other
experiential product.

11. CONCLUSION