The Strategic Brand Planning


Brand Audit


  • Espoused versus delivered values
  • Corporate strategy
  • Heritage
  • Identity: communication symbols
  • Employees behaviour, sense of belonging, attitudes and perceptions
  • Core competencies: areas of opportunity
  • Portfolio
  • Relations with stakeholders
  • Distribution priorities


  • Objectives: how brands help achieve
  • Power
  • Basis for competitive advantage
  • Supplier criteria
  • Historical performance


  • Buying systems
  • Triggers and influencers
  • Attributes, consequences and values
  • Involvement
  • Need state
  • Social situations
  • Trends
  • Segments
  • Strategic attractiveness (Porter)
  • Competitive mind set
  • Perceptions of brands

Buying as problem solving>

Problem recognition> Information search> Evaluation and selection> Outlet selection and decision> Implementation> Post purchase evaluation.

Types of perceived risks are generally financial, performance, social, psychological and time related  risks.

Business Purchasing Process

  1. Problem recognition
  2. General need description
  3. Product specification
  4. Supplier search
  5. Proposal solicitation
  6. Supplier selection
  7. Order routine specification
  8. Performance review


  • Managers’ versus consumers’ competitive mind set
  • Their strategies- direction: enter or exit & strength: leader or weak
  • Match on critical success factor
  • Positioning
  • Identity
  • Likely response

Classifying business direction

Enter: Allocate resources to new business area

Improve: Strategies that will significantly improve competitive position

Maintain: Aggressive or defensive strategies to maintain position

Harvest: Relinquish intentionally competitive position, emphasising short term profit and cash flow– but not at risk of losing business in short term

Exit: Divest due to weak competitive position, or cost of staying and risks associated with improving position are too high

Classifying competitive position

Leadership: Major influence on performance or behaviour of others

Strong: Has wide choice of strategies.  Able to adopt independent strategy without endangering short– term position.  Low vulnerability to competitors’ actions

Favourable: Exploits specific competitive strength, often in a product– market niche.  More than average opportunity to improve position

Tenable: Performance justifies continuation in business

Weak: Currently unsatisfactory performance

Marketing Environments

  • Stakeholder perceptions
  • Supplier power
  • Political– legal
  • Economic
  • Social
  • Technological
  • Environmental

Brand Essence

Summary of brand promise– top reason why your brands are selected: Personality, Values, Emotional rewards, Benefits, Attributes.