- What are the tools and techniques to optimize resource allocation across a portfolio of global brands?
- How can a brand portfolio manager increase return on investment through brand renovation?
- How can the CEO take leadership in asset allocation modeling for brands?
- How can business process and technology transform the perception of the role of the marketing function in the C-Suite?
Today Challenge of CEO and CMO from Large Multi-Brand Corporation:
Their challenge in this 21 century is the same. Given a portfolio of brands, countries, initiatives, and marketing investments, how does the brand-owning company manage the maximization of current and future growth across this complexity of opportunities? (Brown-Forman Corporation: owner of Jack Daniel’s Brand).
As Challenge: The need to apply the marketing process to every one of those brands – to obtain and refine insights and to apply those Insight to develop products, communications and a brand experience that drive loyalty, revenue growth.
The Mission of Brand Builder Corporation (Brown-Forman Corporation):
Is to strengthen company capabilities and performance in building the individual consumer franchises for every one of those 40 brands in the portfolio in every country and market in which they operate.
Portfolio Mix management (PMM) also applies to owners of consumer electronics brands and business-to-business technology.
One of the roles of marketing is to continuously re-balance the portfolio in favor of the premium end of the margin mix by targeting the right customers with the right innovations, experiences, and message.
The Portfolio Return on Investment From Brand Renovation:
“Not all Brands are equally productive, but the renovation components are the same, First, you have to believe that you can move your brand pricing upward. If that’s not possible, then renovation is probably not worthwhile, unless it was already a high gross profit brand. Renovation requires Investment. We have our metrics on brand value added and return on investment. If you can’t predict on a 10– to 20-years projection that you can get positive brand value and get above 9% return or above weighted average cost of capital, then it’s probably not worth undergoing the renovation.”
“ The only reason consumer wants to join your “brand club” is because you are communicating with them in a voice and with members to a brand’s club, It’s because we say something to consumer in a way that retains them as a member of that club. A brand steward’s job is to attract more and more desirable club members as they steward their brand forward.”
“If your brand relevance is based on an emotional benefit, then your brand can thrive for generations. But if it’s a functional benefit (such as trendy or inexpensive), you are only as good as the next innovation.”
A five assets model of brand equity.
- Brand loyalty
- Brand awareness
- Perceived Quality
- Brand associations
- Other proprietary brand assets
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