Page 253 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

222 Chapter Eight

• Trade and sales promotions
• Consumer promotions
• Direct marketing
• Event marketing
• Product placement
• Internal employee communications
In order for the brand to achieve its intended positioning in the marketplace, it
is very important that the brand image be communicated to the marketplace
through various vehicles using an integrated marketing communications
strategy (Davis 2000). The message delivered through all these vehicles must
be consistent and relate back to the brand image. The communications strategy
determines the best mix of vehicles in communicating the brand image.

Develop Channel Strategy
The objective of this step is to determine the appropriate distribution channel
strategy that will enhance the brand image, and in the case of existing brands
leverage the strength of the brand. The selection of the appropriate distribution
channel is very important because of the association that is created between
the image of the channel and that of the brand. Also, because a strong brand
can create a draw to a distribution channel, it is necessary during this step to
leverage the power of the brand to create the best distribution arrangements
and ensure more control over the distribution of products and services.

Determine Pricing Strategy
This step focuses on determining the correct pricing policy for the brand. A
brand’s price must be related to the benefits it provides (Aaker 1996). An
overpriced brand will not be rewarded in the marketplace, and an underpriced
brand can negate certain associations with the brand’s image. Also, the ability
to charge premium prices is one of the benefits of developing a strong brand
(Davis 2000), so this must be leveraged in determining the pricing strategy.

8.3.5 Brand Implementation
During this phase the plans developed in the brand strategy are executed.

Communicating and Marketing the Brand

The objective in this step is to communicate the brand to the marketplace
using the integrated marketing and communication strategy developed in the
previous phase. During this step, care is taken to use all the selected commu-
nication vehicles effectively to achieve the optimal sales per dollar spent.