Essays on Brand Management Or Planning And Control Case Study

Download full paperFile format: .doc, available for editing

The paper "Brand Management Or Planning And Control" Is a wonderful example of a Marketing Case Study. Great brands are a result of having thoughtful and imaginative planning. In order to come up with a strong brand, there is a need to implement strategies that are creative (Schultz, 2000). Having strategically planned brands is vital for the competitive world. As an industry plan to expand or introduce a new brand, there is a need to have a well-drafted brand plan. A brand is a company story that is said, shared, perceived by others.

Company branding is its reality. Brand planning involves four main aspects which are establishing brand equity, leveraging the brand, creating the brand share and looking at returns on investment (King, Lannon & Baskin, 2007). As a brand consultant, I will advise SAB Miller who is an alcoholic beverage industry as they come up with a new product on brand planning. I will achieve this by looking at the brand positioning, how to build brand equity, communication strategy, brand hierarchy, brand equity and give recommendations that are applicable within a timeline of five years. Assumptions As a brand consultant, I will assume SAB Miller has already come up with the name and packaging of alcoholic beverages.

I will also assume that the single geographic market for the product in Europe. Europe is the headquarters for SAB Miller making it easier for the company to introduce the new product there. The brand plan is based on a timeline of 12 months. Brand positioning The brand being introduced must have a distinctive place in the minds of the target market. This is what brand positioning entails (Wilson & Blumenthal, 2008).

For the alcoholic and beverage industry, there is a need for superior competitive positioning. For superior competitive positioning, there are four main components. The components are: competitive frame of reference, point of reference, point of parity and a brand mantra. To achieve proper positioning in the industry the point of difference which is taste must be capitalized on. The company also needs to look at the point of parity such as packaging and work on improving it to differentiate from competitors. The brand mantra is a shorthand reference for the brand position.

For this brand, the brand mantra is “ Quality beer” . The company has to work in ensuring the new product maintains high quality. Target market The consumer holds preferences based on the characteristics of the products. This is due to fact that each of the products has its associated attributes (Wilson & Blumenthal, 2008). Consumer preference is based on the satisfaction that is gained. In order to select the right target market, there is a need to identify the attributes that attracts each target.

The alcoholic beverage market is competitive hence requires differentiation that will suit a certain target market. There is a need for the product to resonate with the consumers’ expectations and edge out the competitors. Each consumer group have their own preferences due to age, class, educational background as well as their nationality. This is why there is a need to fully understand the target customer. As we identify the target audience, it is also important to know their expectations. The expectations are defined by why the consumer will prefer your brand and the benefit that they expect to acquire from it (Elliott & Percy, 2007).

References

Brand, C. M. (2001). Planning law. London: Cavendish.

Bureau, J. R. (1981). Brand management: Planning and control. London: Macmillan Press.

Business Insights (2009), The top ten beer companies, emerging opportunities, growth strategies and financial performance, Global Business insights, retrieved 4th August 2014 from, http://www.globalbusinessinsights.com/content/rbcg0209m.pdf

Chasser, A. H., & Wolfe, J. C. (2010). Brand rewired: Connecting intellectual property, branding, and creativity strategy. Hoboken, N.J: Wiley.

Elliott, R. H., & Percy, L. (2007). Strategic brand management. Oxford: Oxford University Press.

Ellwood, I. (2002). The essential brand book: Over 100 techniques to increase brand value. London: Kogan Page.

Fuchs, C. & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing, 44(11), p. 1763- 1786.

Gould, S. J. (2000). The state of IMC research and applications, Journal of Advertising Research, 40(5), p.22-23.

Kelley, L. D., & Jugenheimer, D. W. (2004). Advertising media planning: A brand management approach. Armonk, N.Y: M.E. Sharpe.

King, S., Lannon, J., & Baskin, M. (2007). A master class in brand planning: The timeless works of Stephen King. Chichester, West Sussex, England: John Wiley & Sons.

Pickton, D. & Broderick, A. (2001). Integrated Marketing Communications, Pearson Education Ltd, Harlow, England.

SAB Miller plc. About us, retrieved 4th August 2014 from, http://www.sabmiller.com/

Schultz, D. E. (1999). Strategic brand communication campaigns. Lincolnwood, Ill: NTC Business Books.

Schultz, D. E. (2000). Marketers still in need of basic training, Marketing News, 34,(4), p.12.

Wilson, J. S., & Blumenthal, I. (2008). Managing brand you: Seven steps to creating your most successful self. New York: AMACOM/American Management Association.

Download full paperFile format: .doc, available for editing
Contact Us