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Creating brand equity across multiple marketing channels: A case study of Sta-Rite Industries, Inc.: Water Systems Group/ by Teri Knuese.

by Knuese, Teri

ii, 163 leaves : ill. ; 29 cm.

Introduction -- Definition of terms -- Brand equity -- Brand loyalty -- Brand awareness -- Perceived quality -- Brand associations -- Other proprietary brand assets -- Marketing communications -- The Role of packaging -- The role of merchandizing -- The role of public relations and advertising -- The role of sales programs -- Conclusion -- Case study Sta-Rite Industries -- Water Systems Group -- Introduction -- Sta-Rite Industries Company overview -- Water Systems Group overview -- WSG channel analysis -- WSG competitive analysis -- WSG brand analysis -- Berkeley brand analysis -- Water Systems brand analysis -- WSG retail brand analysis -- Water Systems Gsoup based System recommendations -- Appendixes 1 - 13.

This thesis will identify and analyze how manufacturers create and manage brand equity across multiple distribution channels. The primary analysis used will be a case study presentation of Sta-Rite Industries, specifically the Water Systems Group and its particular brand strategy. In other words, they manufacture and market multiple products across multiple channels to reach multiple markets; and they employ multiple brands to achieve these objectives. The first part of the thesis will address the role of brand management within the manufacturing organization. The key objective of this paper is to define steps, create an action plan for the manufacturer that will enable the company to manage their brand(s) for long-term sustainability within the markets in which they compete. Significant time will be spent defining brand equity; how it is created, maintained, nurtured or even reinvented. The cornerstone for the brand equity analysis will be David A. Aaker's brand equity model which defines five asset variables that determine brand equity: brand loyalty, brand awareness, perceived quality, brand associations and other proprietary brand assets. Time will be spent defining each of these dimensions. Once definitions are complete, the paper will focus on the role of the integrated marketing communications program in establishing and maintaining long-term brand continuity. Specifically, sales support programs such as rebates, dating, co-op advertising, promotions and discounting will be reviewed in order to demonstrate the relationship between such external programs and brand management. In addition, a review of packaging, at-shelf merchandising, advertising and other marketing and sales support elements will also be presented as core components in managing brand equity.

Several case histories will be presented demonstrating the role the integrated marketing communications program holds in securing brand dominance in today’s cluttered marketplace. The balance of this thesis will present a summary overview of the current and proposed brand system for the Water Systems Group of Sta-Rite Industries. Subject matter presented in this section will include: industry overview, market analysis, review of the channels of distribution serving each market, competitive market positioning within each channel, current brand and S.W.O.T. (Strengths/Weaknesses/Opportunities/Threats) analysis by market and channel; and finally, recommended changes to the existing brand system to achieve maxim brand equity impact and sustainability. The author of this thesis is presently a Senior Product Manager within the Water Systems Group of Sta-Rite Industries. She has been responsible for spearheading efforts within the organization that will aid in the achievement of maximum market penetration within each of the business group’s core markets. Brand equity development is recognized as the single most significant strategic objective for the organization.

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