Globalin - Introduction THE STRATEGIC PLANNING CYCLE...

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Unformatted text preview: Introduction THE STRATEGIC PLANNING CYCLE Defining a brand is not something that is generally left to chance. A brand is a construct and not a living and breathing organism, as some would have us believe, and as much of the language employed in branding, including some of the terminology in this book, suggests. Brands are created, stimulated and applied by people working in organizations seeking to create worthwhile experiences for their customers that will induce behaviour beneficial to the organization. This calls for some careful preparations and planning. The various stages of the strategic planning cycle are shown in Figure 0.1. First, the business strategy The strategic planning for a brand starts with an understanding of an orga- nizations business strategy. Strategizing for business is not something that is exclusive to the business world. Not-for-profit organizations also have a need for this type of activity, particularly those that are dependent on donations from the general public. The business strategy is aimed at achieving particular consumer behaviour. Only if consumers actually purchase, use goods (more often), pay a higher price or donate (more) will the objectives of a business strategy be met. These objectives may include a larger market share, increased returns, higher margins and increased shareholder value. Brands are designed to persuade consumers to exhibit globalint.qxd 06/08/03 15:36 Page 1 the behaviour that will make these objectives come true for the organiza- tion. Thus, the influence of business strategy upon brand strategy is direct and compelling. Then, the brand expression It is the task of brand management to translate the business strategy into a brand expression. Most brand managers usually consider this to be the brand without fully realizing the influences on the brand as it winds its way towards the consumer. However, the brand expression does contain the materials with which brand managers are able to shape their brand. It is imperative to obtain a good understanding of ones ammunition, so to speak, to determine what kind of battles can be fought with the brand. This means getting a complete view of all the elements of the brand expression, then choosing which to use and emphasize in the brands manifestations. It is important to realize that these manifestations do not consist merely of advertising and promotions, but that they encompass the full experience that consumers have of the brand. 2 Introduction Business strategy Brand expression Marketing Brand perception Brand recognition Consumer behaviour Figure 0.1 The strategic planning cycle globalint.qxd 06/08/03 15:36 Page 2 Finally marketing The marketing mix in its turn aims to translate the brand expression into actual products or services, with a specific price, to be sold at specific outlets, to be promoted through specific communications activities and channels, and to be supported by a specific service. The influence of the marketing policy is indirect, in that the correct translation of the brand...
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Globalin - Introduction THE STRATEGIC PLANNING CYCLE...

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