Page 242 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Brand Development and Brand Strategy 211

Table 8.4 Paradigms of the Brand Development Process

Classical Brand Brand Leadership
Features Management Model Model
Perspective Tactical and reactive Strategic and visionary

Brand manager status Less experienced, short Higher in the
time horizon organization, longer
time horizon
Conceptual model Brand image Brand equity
Focus Short-term financials Brand equity measures

Product-market scope Single products and Multiple products and
markets markets
Brand structures Simple Complex brand structures

Number of brands Focus on single brands Category focus––
multiple brands

Country scope Single country Global perspectives
Brand manager’s Coordinator of limited Team leader of multiple
communication role options communication options

Communication focus External/customer External and internal
Driver of strategy Sales and share Brand identity

Source: Adapted from Aaker (2000).
(Davis 2000). The differences between the two brand development
paradigms are shown in Table 8.4.

The new paradigm for the brand development and management is more
focused on the management of the brand as a strategic asset of the company
(Arnold 1992; Davis 2000; and Aaker 1996). The brand development
process defined from this paradigm generally consists of the following
phases (Fig. 8.9):
1. Brand strategy analysis
2. Brand strategy development
3. Brand implementation
4. Brand evaluation
We discuss these four phases in detail.