Brand Management

1
BRAND MANAGEMENT

• Dr. ANANDA KUMAR
• Professor
• Department of Mgt. Studies
• Christ College of Engg. Tech.
• Puducherry, India.
• Mobile [phone]
• E-mail searchanandu_at_gmail.com

2
(No Transcript)
3

• BRAND MIND SET

4
What is a brand?

• B - Business pushing profile
• R - Recognizing ability
• A - Assurance
• N - Need fulfillment
• D - Differentiation

5
BRAND

• Brand is a name, term, sign, symbol, design or
  some combination that identifies the products of
  a firm.
• Brand are a means of differentiating a companys
  products and services from those of its
  competitors.
• Branding is the process of creating an image in
  someones mind.

6
(No Transcript)
7
A name, a term
A symbol, a sign
A name, term, sign, symbol or any other feature
that identifies one sellers product or service
as distinct from those of other sellers -The
American Marketing Association
8
DEFINITION

• American Marketing Association
• name, term, sign, symbol, or design, or a
  combination of them intended to identify the
  goods and services of one seller or group of
  sellers and to differentiate them from those of
  competition

9
Why brand?

• Identification.
• Repeat purchase.
• Assurance of quality.
• Image.
• Differentiation.
• Legal protection

10
(No Transcript)
11
Brands versus Products

• Brand is a name, term, sign, symbol, design or
  some combination that identifies the products of
  a firm.
• A product is anything we can offer to a market
  for attention, acquisition, use, or consumption
  that might satisfy a need or want.

12
Brands versus Products

• Product
  Brand

Nescafe
Coffee
13
Product Companies Brands
Shampoo HUL, PG, Colgate Palmolive, Laboratories Garnier, Cavin Care, Nyle, Ayur, Chik, Biotique, Lotus, Emami, LG, Amway,etc. Sunsilk, Organics, Clinic, All Clear, Lux, Pantene, Head Shoulders, Optima, Halo, Palmolive, Ultra Doux, nyle, Ayur, Chik, Meera, Biotique, Fructis, Rejoice, Elvive, Emami, LG, Amway, Himalaya
14
Product Companies Brands
Motorcycle Bajaj Auto, Hero honda, Royal Enfield Motors, TVS, Suzuki, Escorts Yamaha, LML, Kinetic Engineering. Eliminator, Caliber, Boxer, CBZ, CD100, Passion, Splendor, Glamour, Street, Bullet, Fiero, Yamaha, Samurai, CT100, Crux, Pleasure, Shine, Karizma, Platina, Discover, Gladiator.
15
Product Companies Brands
Television Samsung, Sony, National Panasonic, BPL, Videocon, Onida, LG, Thomson, Philips, Akai, Aiwa, Toshiba, Sansui, Sharp, Hitachi. Tantus, Plano, Hiltron, Metallica, Trinitron, Wega, Tau, Opera, Sophia, Tango, Giga, Plasma, Matrix, Studio, Prima, Emperor, Neptune.
16
Product Companies Brands
Toothpaste HLL, Colgate Palmolive, Glaxo, Smithkline, Balsara, Parle, Amway, Geoffrey Manners, Himalaya, Anchor, Ajanta, Dabur. Closeup, Pepsodent, Colgate, Colgate herbal, Colgate Active Salt, Colgate Fresh Stripes, Cibaca, Promise, Himalaya, Dabur Lal, Anchor, Ajanta, Smyle.
17
Six Levels of Brand

• A sellers promise to deliver a specific set of
  features and services consistently to the buyers.
• Attributes
• Benefits
• Values
• Culture
• Personality
• User

18

• Attributes
• Expensive, well-built, well engineered, durable,
  high prestige automobiles
• Benefits
• Functional benefit durable
• Emotional benefit
• Values
• High Performance
• Safety and Prestige

19

• Culture
• Represents German Culture High Performance,
  Safety and Prestige
• Personality
• A no non-sense boss (person), a reigning lion
  (animal) or an austere place (object)
• User
• Suggests the kind of the user.

20
Types of Brands

• There are three classifications of brands, one
  for each type of company that brands its
  products
• National brands (manufacturers)
• Private distributor brands (wholesalers and
  retailers)
• Generic brands

21
Types of Brands

• National brands X are owned and initiated by
  national manufacturers or by companies that
  provide services, such as
• Hershey
• Whirlpool
• Ford

22
Types of Brands

• Private distributor brands X are developed and
  owned by wholesalers and retailers. The
  manufacturers name does not appear on the
  product, for example
• Wal-Marts George
• Radio Shack
• Private brands are popular with retailers because
  they usually carry higher gross margins and thus
  are more profitable for the seller than
  manufacturer brands.

23
Types of Brands

• Generic brands X are products that do not carry a
  company identity. They are generally sold in
  supermarkets and discount stores.
• Companies that manufacture and sell generic
  brands do not heavily advertise or promote these
  products, and therefore they can pass on savings
  to customers.

24
BRAND IMAGE

• A mental image that reflects the way consumers
  perceive a brand.
• A unique set of associations in the minds of
  customers concerning what a brand stands for and
  the implied promises the brand makes.

25
Brand relationships
FIRM
INTERACTIONS
CUSTOMERS
Brand relationships
Brand image in the mind of customers
Brand identity framed by marketers
Branding process
Brand the actual image of the firm in customers
minds

• A new definition based on Brand relationships
  Brand is created in continuously developing brand
  relationships where the customer forms a
  differentiating image of a product or service
  based on all kinds of brand contacts that the
  customer is exposed to.

26
The importance of image

• Image communicates expectations
• Image is a filter influencing perceptions of the
  performance of the firm
• Image is a function of expectations and
  experiences
• Image has an internal impact on employees

27
Image and Identity
Receiving
Sending
Media
Brand identity
Signals transmitted
Brand image

• Other sources of
• Inspiration
• Mimicry
• Opportunity
• idealism

Competition And Noise
28
Company image vs. Brand image

• Brand image the image of a good or service
  which is formed in the customers mind
• Company image the valued customers, potential
  customers, lost customers and other groups of
  people connect with the organization
• The two concepts are slightly different
• Ex The French national railway company
• Brand image one can travel easily and safely by
  train in France
• Company image very paternalistic and old
  fashioned company

29

• BRAND IMAGE is a unique set of associations in
  the minds of customers concerning what a brand
  stands for and the implied promises the brand
  makes.
• BRAND IDENTITY is the strategic goal for the
  unique set of associations that a brand should
  stand for. These associations also imply a
  potential promise to customers.
• PERCEPTION GAP.

30
Appy Fizz Cool Drink To Hang Around

• Brand Appy Fizz
• Company Parle Agro
• Appy was launched as an apple
  
• drink in tetra pack after the mega
• success of Frooti. But Appy was
• not that successful compared to
• Frooti. Then we saw the new
• avatar of Appy in Appy Fizz.
• Appy changed in to nectar based
• drink. Appy was launched with a new
• bottle.

31
Boost Is the Secret of our Energy

• Brand Boost
• Company Glaxo Smithkline Beecham
• Boost is one of the major players in the Rs 1400
  crore Indian Health Food Drink (HFD) market.
  Glaxo rules the Indian HFD market with a share of
  around 64.

32
The Top 25 Global Brands
Image Power Brand Share of Mind Esteem
1 Coca-Cola 1 6
2 Sony 4 1
3 Mercedes-Benz 12 2
4 Kodak 5 9
5 Disney 8 5
6 Nestle 7 14
7 Toyota 6 23
8 McDonalds 2 85
9 IBM 20 4
10 Pepsi Cola 3 92
33
Image Power Brand Share of Mind Esteem
11 Rolls Royce 23 3
12 Honda 9 22
13 Panasonic 17 10
14 Levis 16 8
15 Kleenex 13 14
16 Ford 10 24
17 Volkswagen 11 26
18 Kelloggs 14 30
19 Porsche 27 11
20 Polaroid 15 44
21 BMW 32 12
22 Colgate 21 51
23 Seiko 33 15
24 Nescafe 19 64
25 Canon 35 17
34
BRAND EQUITY

• Brand equity is a set of assets (and liabilities)
  linked to a brands name and symbol that adds to
  (or subtracts from) the value provided by a
  product or service to a firm and/or that firms
  customers.

35
BRAND EQUITY

• Brand Equity consists of differential attributes
  underpinning a brand which gives increased value
  to the firms balance sheet.
• - Chernatony and
  McDonald
• Brand Equity is a set of brand assets and
  liabilities linked to a brand, its name and
  symbol, that add to or subtract from the value
  provided by a product or services to a firms
  customers
• - David Aaker

36

• Brand Equity is the total accumulated value or
  worth of a brand, the tangilble and intangible
  assets that the brand contributes to its
  corporate parent, both financially and in terms
  of selling leverage.
• - By Upshaw
• Brand Equity is the totality of the brands
  perception, including the relative quality of
  products and services, financial performance,
  customer loyalty, satisfaction and overall esteem
  towards the brand. It is all about how the
  customers, consumers, employees, stakeholders
  feel about the brand
• - by Konapp

37

• Brand Equity is defined in terms of marketing
  effects uniquely attributable to the brands.
• - Keller
• Brand equity is the set of associations that
  permits the brand to earn greater volume than it
  would without the brand name (Marketing Science
  Institute).

38

• Brand equity is everything the customer walks
  into the store with (Peter Farquhar).
• A set of associations which are most strongly
  linked to a brand name (Andrea Dunham).

39

• BRAND EQUITY
• Brand equity is the added value endowed to
  products and services. This value reflects in how
  consumer think, feel, and act with respect to the
  brand, as well as the price, market share,
  profitability that the brand commands for the
  firm.
• Is an important intangible asset that has
  psychological and financial value to the firm.
• Brand equity subsumes brand strengths and brand
  value.
• Brand strength is the set of association and
  behavior on part of customers, channels and firm
  that permit the brand to enjoy sustainable and
  differential competitive advantages
• Brand value is the financial outcome of
  management ability to leverage brand strengths
• Brand equity provides a common denominator for
  interpretation marketing strategies and assessing
  the value of the brand.

40
Brand Equity

• It is the willingness for someone to continue to
  purchase a particular brand or not.
• The added value to the firm, the trade, or the
  customer with which a given brand endows a
  product.
• Brand equity subsumes brand strength and brand
  value ( where brand strength set of
  associations and behaviours by customers which
  permits it to enjoy advantages, and brand value
  financial outcome of managements ability to
  leverage brand strength via tactical strategic
  actions)

41
Why Manage Brand Equity?

• Presence of a brand in consumers mind
• Influence on their buying behaviour
• Effects on brands market position and
• financial result
• Financial value of the brand as a immaterial
  assets of the company.

42
Brand Equity Management

• Brand Image
• Consistency
• Customer Equity
• R D Investment

43

Why is a Brand Worth Building?

• Strong brands establish a long-lasting place in
  short-lived markets

44
Components of Brand Equity
Brand Awareness
Brand Associations
Brand Equity
Perceived Quality
Brand Loyalty
45
Brand equity

• Comprises of
• Brand Awareness
• Brand Acceptability
• Brand Preference
• Brand Loyalty

46
Brand Equity Image Assessment
47
BRAND IDENTITY

• what Brand Identity is not?
• Just brand Just Just Physical
  Just Outsider
• Image Positioning Attributes of
  Perception
• 
  product

48
BRAND IDENTITY

• Every individual has its own identity. An
  individual for some values, he has some
  aspirations, ambition. He would like others to
  perceive him in a particular manner.
• Brand identity creates a bond between the
  customer and the brand.
• Brand identity is much more comprehensive than
  brand positioning which communicates to the
  consumer relevant values of the brand.

49
BRAND IDENTITY

• Brand identity is the sum of the brand
  expressed as a product, organization, person and
  symbol AAKER

50
PHYSIQUE
PERSONALITY
BRAND IDENTITY
CULTURE
REFLECTION
RELATIONSHIP
SELF IMAGE
51
Brand identity prism and three-tier pyramid
(Kapferer)

• 1. Physique
• An exterior tangible facet communicating physical
  specificities, colour, form and brand qualities.
  Physique is the starting point of branding and
  therefore it forms the brands backbone.
• 2. Personality
• An internal intangible facet which forms the
  character, soul and brand personality which are
  relevant for brands.

52

• 3. Culture
• An internal intangible facet to integrate the
  brand into the organization which is essential in
  differentiating brands.
• 4. Relationship
• An exterior facet with tangible and intangible
  areas, and defines the behaviour that indentifies
  the brand - the way the brand connect to its
  customers.

53

• 5. Reflection
• An external intangible facet reflecting the
  customer as he or she wishes to be seen as a
  result of using a brand. So called the target
  outward's mirror.
• 6. Self-image
• An external intangible facet reflecting the
  customer attitude towards the brand. These inner
  thoughts connect personal inner relationship with
  the brand. So called the target internal mirror

54
PARAMETERS REMARKS BRAND NAME
Physique Physical attributes Tata Sumo-strong
Personality Human traits attributed to a brand Sunsilk - Faminine
Culture Rites, rituals, values Dabur
Relationship Bonding created by a brand LIC
Reflection Image of its buyers Colgate
Self-Image How a customer perceives himself in relation to the brand Mercedes benz
55
AAKERS FRAMEWORK

• BRAND IDENTITY
• Brand as a Brand as
  Brand as Brand as
• Product organisation
  Person
  Symbol
• Product Scope organization attributes
  Personality Visual Image
• Product Attributes
  Brand Customer Heritage
• 
  Relationship

56
Factors affecting Brand identity

• Loyalty of customers is an indication of how
  good the identity is. Low loyalty points to the
  need for developing an attractive identity.
• Identity should be consistent all over the
  market. Inconsistency requires product identity
  management.
• Addition of new products and services also
  requires identity management.
• Competitors identities do affect our own
  identity.
• A changed customer profile requires changes in
  identity.
• When a company enters new markets. It must
  review its existing identity.

57
Aakers Brand Identity Planning Model

• David A. Aaker, a marketing professor at the
  University of California at Berkeley
• author of the popular Building Strong Brands
  (1996)
• has developed a comprehensive brand identity
  planning model
• Aaker advises brand strategists to consider the
  brand as 1) a product 2) an organization 3) a
  person and 4) a symbol
• brand identity consists of a core identity and
  an extended identity

58
(No Transcript)
59

• The hart of the model contains the brand essence,
  core identity and extended identity
• 1. The brand essence
• The brand essence captures the brand values and
  vision in an ambivalent timeless identity
  statement. Aaker sees this as the internal magnet
  that keeps the core identity element connected
• 2. The core identity
• The core identity represents the essence of the
  brand and contains the associations that are most
  likely to remain constant over time. Ultimately,
  as a result the core identity elements make the
  brand sustainable, unique and valuable

60

• 3. The extended brand identity
• The extended brand identity fulfils a
  completeness and texture role to funnel the
  ambivalent core identity into a consistent
  direction of the brand. Where core elements are
  timeless, the extended identity contains elements
  that do not belong to the timeless foundation of
  the brand identity (Aaker, 199685-89).

61

• Brand as a product
• The product related attributes will by nature
  have an
• important influence on brand identity due to the
  fact that
• they are linked to user requirements and product
• experience. Aaker addressed six dimensions within
  this
• group

62

• 2. Brand as an organization
• By looking at the brand as an organization, brand
  managers are forced to shift their perspective
  from product to organization attributes. These
  are less tangible and more subjective. Attributes
  as CRM, innovation, perceived quality, visibility
  and presence can contribute significantly towards
  value propositions and customer relationships.
  Aaker addressed two dimensions within this group
  (Aaker, 200082118).

63

• 3. Brand as a person
• Brand as a person is a perspective as if the
  brand was a human being. Brand personality is a
  very distinctive brand element and extensively
  used in many brand equity models. For that reason
  it is described in next paragraph 2.3.4. Aaker
  addressed two dimensions within this group.

64

• 4. Brand as a symbol
• Brand as a symbol can capture almost anything
  that represents the brand. A strong symbol can
  fulfill an important and even a dominate role in
  brand strategy. Symbols are very strong if they
  involve a recognizable, meaningful and trustful
  metaphor. Aaker addressed two dimensions/three
  types within this group.

65
UNIT 2
66
Brand Architecture

• An organizing structure of a brand portfolio
  that specifies the brand roles and relationship
  among the brands.
• Brand architecture is a discipline involving
  more than marketing, involving both financial and
  technical analysis of positioning of brand
  elements in the overall portfolio.
• Brand architecture directly affects market
  valuation
• The brand architecture is defined by six
  dimensions brand portfolio, portfolio roles,
  market context roles, the brand portfolio
  structure, brand scope, and portfolio graphics.

67

• Aakers Brand Architecture

Brand Portfolio
Includes all the brands subbrands attached to
product-market offerings, including co-brands
with other firms.
Brand-Market Context Roles
Portfolio Roles

• Strategic brands

• Endorser/Subbrands

• Benefit brands

• Co-brands

• Driver roles

Brand Architecture
Brand Portfolio Structure
Portfolio Graphics

• Logo

• Brand Groupings

• Visual presentation

• Brand hierarchy trees

• Brand range

68
Brand Portfolio

• The Brand Portfolio is the set of all brands
  and brand lines that a particular firm offers for
  sale to buyers in a particular category.
• Includes all the brands subbrands attached to
  product-market offerings, including co-brands
  with other firms.

69
Product-Market Context Roles

• Identify the brands and sub brands with
  substantial driver responsibility. How much
  equity do they have? How strong is each one's
  link to customers? Which brands need active
  management and brand building?
• Identify the sub brands and scale them on the
  driver-descriptive sub brand spectrum. Given that
  appraisal, are they all receiving an appropriate
  amount of resources and management?

70
Brand Portfolio Structure

• Portray the brand portfolio structure by one of
  more of the following methods
• Show a grouping of brands using logical
  descriptors such as segment, product type,
  application, or channel.
• Diagram all the brand hierarchy trees.
• Specify the product/market range and potential
  range of all the major driver and endorser
  brands.

71
Branding Hierarchy Trees

Colgate
Colgate Toothpaste
Colgate Mouthrinse
Colgate Dental Floss
Colgate Toothbrush
Classic
Plus
Precision
Diamond Heads
The wild ones
72
Portfolio Graphics

• Visual representations across brands and
  contexts
• - Logo
• - Packages
• - Symbols
• - Product design

73
(No Transcript)
74
Types of Brand Architecture

• 1. Monolithic
• 2. Endorsed
• 3. Free Standing

75
1. Monolithic

• Where the corporate name is used on all
  products and services offered by the company.
• For example, Sony use its corporate name for
  all product categories.
• Endorsed
• Where all sub-brands are linked to the corporate
  brand by means of either a verbal or visual
  endorsement.
• For example, Tata Indica, Tata Safari.

76
CADBURYS
Cadburys Perk
Cadburys Crackle
Cadburys Picnic
Cadburys Five Star
Cadburys Dairy Milk
77
3. Free Standing

• Where the corporate brand operates merely as
  a holding company, and each product or service is
  individually branded for its target market.
• For Example, HUL using Lux for Soap, Clinic
  Plus for Shampoo etc.

78
Managing Brand Systems

• There was a time, not too long ago, when most
  brands were singular symbols that stood for
  discrete products or services.
• Hewlett-Packard (HP) stood for test equipment,
  Miller stood for a specific beer, Cadillac stood
  for a certain kind of automobile, and ATT
  represented telephone service.
• The fragmentation of mass markets has created
  multiple consumer contexts that often cry for
  identify modifications.

79

• Companies sometimes have extended brands into
  product areas that are not clearly related.
• Many firms now have a confusing combination of
  brands involving complex interrelationships.
• As a result, companies often find themselves
  struggling to manage a number of different brand
  identities in several different situations and
  for a variety of audiences.

80
HP
LaserJet
DesignJet
DeskJet
LaserJets Resolution Enhancement
TestJet
HP VidJet Pro
Software
Test equipment
Hardware features
81
Brands System Objectives

• 1. Exploit commonalities to generate synergy
• 2. Reduce brand identity damage
• 3. Achieve clarity of product offerings
• 4. Facilitate change and adaptation

82

• BRAND ROLES

Strategic Brands
Endorser

• Sub brand Roles
• Describe offerings
• Structure Clarify offerings
• Augment/modify brand identity
• Exploit market opportunities
• Support extensions

Brand Roles
Driver
Silver Bullets

• Branded Benefits
• Features
• Components
• Service programs

83
The Endorser Role

• a brand provides support and credibility to the
  driver brands claims.
• the primary role for these endorsers is to
  reassure the customer that the product will
  deliver the promised functional benefits because
  the company behind the brand is a substantial,
  successful organization that would only be
  associated with a strong product.

84

• the corporate brand usually represents an
  organization with people, culture, values and
  programs, it is well suited to support a driver
  brand, and thus it often plays the endorser role.
• Eg.
• Gillette is an endorser for Sensor razors
• HP is an endorser for the Laser Jet printer
  series.

85
Driver Roles

• a driver brand is a brand that drives the
  purchase decision its identity represents what
  the customer primarily expects to receive from
  winning strategy.

86
Sub Brand Roles

• A subbrand is a brand that distinguishes a part
  of the product line within the brand system.
• The subbrand is always be consistent with and
  support the parent brands identity.
• The subbrand should add value by fulfilling one
  or more of the following tasks
• Describe offerings
• Structure and clarify offerings
• Augment or modify the identity
• Exploit market opportunities extension strategy
  by qualifying or modifying the parent brand.
• Facilitate a horizontal or vertical

87
Strategic Brands

• Attempting to support and grow all brands is
  tempting.

88
Branding Benefits

• A problem facing many brands is that their
  identity is difficult to communicate because it
  lacks distinctiveness, credibility, or
  memorability.

89
Silver Bullets

• A silver bullet is a subbrand or branded benefit
  that is employed as a vehicle for changing or
  supporting the brand image of a parent brand.
• The images of corporate brand names in the
  high-tech world were influenced by key products.
• Eg
• The Sony Walkman supports the innovative neatness
  identity that is central to Sony.

90
Brand Leveraging

• A brand leveraging strategy uses the power of an
  existing brand name to support a companys entry
  into a new, but related, product category.
• Brand leveraging communicates valuable product
  information to consumers about new products.
• Leveraging the brand up or down in the exiting
  product class is another option that often is
  strategically necessary but has significant
  risks.

91
Advantages of brand Leveraging

• More products mean greater shelf space for the
  brand and more opportunities to make a sale.
• The cost of introducing a brand-leveraged product
  is greater than introducing an independent new
  product due to a much smaller investment in brand
  development and advertising designed to gain
  brand recognition.

92

• A full line permits coordination of product
  offerings.
• A greater number of products increase efficiency
  of manufacturing facilities and raw materials.

93
Leveraging the Brand
Line Extensions In existing Product Class
Co-Branding
Brand Extensions In different Product Classes
Stretching the Brand Vertically In existing
Product Class
Stretching Down
Stretching Up
94
Line Extensions

• Introduction of additional items in the same
  product category under the same brand name new
  flavors, forms, colors, sizes, etc.
• A line extension is a new version of the product
  within the same product class.
• A company introduces a brand line extension by
  using an established products brand name to
  launch a new, slightly different item in the same
  product category.
• More than half of all new products introduced
  each year are brand line extensions.

95
Line Extension - Colgate

• Colgate Dental CreamColgate GelColgate Cibaca
  TopColgate Total
• Colgate Active

96
(No Transcript)
97
Line Extension Advantages

• Improve brand image (VAIO from Sony)
• Reduce risk perceived by customers
• Increase the probability of gaining distribution
  and trial
• Increase efficiency of promotional expenditures
  (Brand is already known. Focus on product in
  marketing communications e.g. Dettol)

98
Line Extension Advantages

• Reduce costs of introductory and follow-up
  marketing programs
• Avoid cost of developing a new brand
• Allow for packaging and labeling efficiencies
• Permit consumer variety seeking

99
Moving the Brand Down

• More buyers are turning from prestige and luxury
  to lower to lower-cost brands that deliver
  acceptable quality and features.
• The firms adopt a branding strategy that will
  accommodate downscale versions without weakening
  the brand.

100
Moving the Brand Up

• A brand may be a leader in volume and market
  share, with the enviable advantages of economies
  of scale and retail clout.
• Here the price has been squeezed by retailers and
  consumer, especially from below by both price
  brands and store brands.
• An attractive growth segment often emerges at the
  very high end of the market.
• This segment enjoys much higher margins, and it
  also provides interest and even newsworthy
  developments in what might be a somewhat tried
  category.

101
Brand Extension

• Brand extension is one of the new product
  development strategies which can reduce
  financialrisk by using the parent brand name
• Another way to leverage a brand with extensions
  is to use it to enter and create advantage in
  another product category.
• Brand extension or brand stretching is a
  marketing strategy in which a firm marketing a
  product with a well- developed image uses the
  same brand name in a different product category.
• Ex- TATA- STEEL, TCS , TELECOM, TEA, WATCHES,
  HOTELS, POWER, MOTORS

102
Brand Extension

103
Brand Extension
104
Co-branding

• Co-branding is a brand management tactic that
  brings together.
• The objective of co-branding is to develop
• marketing leverage.
• A co-branding strategy combines one or more
  brands in the manufacture of a product or in the
  delivery of a service. It can also happen when
  two or more retailers share the same location.

105
(No Transcript)
106
(No Transcript)
107
Brand Systems Audit

• The set of brands will form a system. The
  challenge is to manage the brand system to
  achieve synergy and clarity and to fully develop
  and exploit the potential of each brand.
• A place to begin this management process is to
  conduct a brand systems audit. The audit
  provides a way to cycle through the brand systems
  concepts and relationships.

108
UNIT 3
109

110
Brand Personality

• People have measurable personalities that can be
  used to predict their behaviour.
• Brand personality is the way a brand speaks and
  behaves.
• Brand Personality is a set of humancharacteristic
  s associated with a brand.
• Gender, age, socio-economic class,
  psychographic, emotional etc.
• Based on the premise that brands can have
  personalities in much the same way as humans.

111
Brand Personality

• Brand personality is seen as a valuable factor in
  increasing brand engagement and brand attachment.
  
• Brand personality is generally understood as the
  distinguishing characteristics of the brand. Just
  like people, all brands have a personality to
  some degree.
• In certain cases, its highly emotional and
  vibrant in other cases, its understated or
  barely noticeable. Because brand personality is
  intangible

112
Brand Personality

• Generally, it's expressed in personal or
  character terms - trustworthy, energetic,
  assertive, arrogant, friendly, helpful, and so on.

113
Marlboro is masculine while Virginia Slims is
feminine
114
IBM is older while Apple is younger
115
India Today is old-fashioned while Outlook is
trendier
116
Coke is conforming while Pepsi is irreverent
117
(No Transcript)
118
5 Dimensions of Brand Personality (Jennifer
Aaker) BPS

Sincerity
Excitement
Brand Personality
Competence
Sophistication
Ruggedness
119

• Sincerity (down-to-earth, honest, wholesome,
  cheerful)
• Excitement (daring, spirited, imaginative, up
  -to-date)
• Competence (reliable, intelligent, successful)
• Sophistication (upper class, charming)
• Ruggedness (outdoorsy, tough)

120

• Down-to-earth, family oriented, genuine,
  old-fashioned (Sincerity). This might describe
  brands like Hallmark, Kodak, and even Coke. The
  relationship might be similar to one that exists
  with a well-liked and respected member of the
  family.
• Spirited, young, up-to-date, outgoing
  (Excitement). In the soft drink category, Pepsi
  fits this mold more than Coke. Especially on a
  weekend evening, it might be enjoyable to have a
  friend who has these personality characteristics.

121

• Accomplished, influential, competent
  (Competence). Perhaps Hewlett-Packard and the
  Wall Street Journal might fit this profile. Think
  of a relationship with a person whom you respect
  for their accomplishments, such as a teacher,
  minister or business leader perhaps that is what
  a relationship between a business computer and
  its customer should be like.
• Pretentious, wealthy, (Sophistication). For some,
  this would be BMW, Mercedes. The relationship
  could be similar to one with a powerful boss or a
  rich relative.

122

• Athletic and outdoorsy (Ruggedness). Nike (versus
  LA Gear), Marlboro (versus Virginia Slims), are
  examples. When planning an outing, a friend with
  outdoorsy interests would be welcome.

123
Why Use Brand Personality

• Enriching Understanding
• Example Microsoft provides insight into the
  nature of the relationship between Microsoft and
  its customers.
• Contributing to a Differentiating Identity
• Guiding the Communication Effort
• Creating Brand Equity

124
BRAND PERSONALITY How it creates Brand Equity
Self-Expression Model
Functional Benefit Representation Model
Relationship Basis Model
125
The Self-Expression Model

• The premise of the self-expression model is that
  for certain groups of customers, some brands
  become vehicles to express a part of their
  self-identity.
• People express their own or idealized identity
  in a variety of ways, such as job choice,
  friends, attitudes, opinions, activities, and
  lifestyles.
• Brands that people like, admire, discuss, buy,
  and use also provide a vehicle for
  self-expression.

126

• If the brand has a strong personality, that can
  be hypothesized to play a key role in the
  self-expression process.
• The purchase and use of a branded product
  whether it is Apple, Black Berry, Nike provides
  a vehicle for expressing a personality and
  lifestyle.
• Some people may find themselves uncomfortable
  when an activity is pursued or a brand is used
  that is not true to their actual or ideal self.

127

• The self-expression is always shows which brand
  that fits can create comfort and satisfaction
  and can make people feel more fulfilled.

128
How the Brands Helps to Express a Personality

• 1. Feelings Engendered by the Brand
• Personality
• 2. The Brand as a Badge
• 3. The Brand becomes part of the Self

129

• 1. Feelings Engendered by the Brand
• Personality
• It is the set of feelings and emotions attached
  to a brand personality.
• A warm person will be most fulfilled when a
  warm feeling occurs similarly, an aggressive
  person will seek out contexts where aggression is
  accepted.

130

• 2. The Brand as a Badge
• The presence of a brand can serve to define a
  person with respect to others, and when social
  identity is involved, what is expressed can be
  very important to the individual.
• Thus product categories such as autos,
  cosmetics, and clothes lend themselves to
  personality expression because their use occurs
  in a social context with relatively high
  involvement.

131

• 3. The Brand becomes part of the Self
• The ultimate personality expression occurs when
  a brand becomes an extension or an integral part
  of the self.
• The potential to create this oneness with some
  people can represent a significant opportunity
  for a brand.

132
The Relationship Basis Model

• Some people may never aspire to have the
  personality of a competent leader but would like
  to have a relationship with one, especially if
  they need a banker or a lawyer.
• Here how the relationship basis model works,
  consider the personality types of people with
  whom you have relationships and the nature of
  those relationships.

133

• The model is study about the relationship between
  the brand-as-person and the customer, which is
  analogous to the relationship between two people.
• In this model, the brand personality provides
  depth, feelings and liking to the relationship.

134
Brand Relationship Quality

1. Behavioural interdependence
2. Personal Commitment
3. Love and Passion
4. Nostalgic Connection
5. Self-concept Connection
6. Intimacy
7. Partner quality

135
The Functional Benefit Representation Model

• A brand personality can play a more indirect role
  by being a vehicle for representing and cueing
  functional benefits and brand attributes.
• The premises create a personality that implies a
  functional benefit than to communicate directly
  that such a benefit exists.

136
BRAND ASSOCIATION
137
Degree to which a particular brand is associated
with the general product category in the mind of
the consumer (share of mind). Often a consumer
will ask for a product by the specific brand name
rather than the generalFor example, many
restaurant customers may request Coca-Cola when
they want a soft drink.
138
TYPES OF BRAND ASSOCIATION
Qualitative
Quantitative
Brand Association
Absolute
Generic
Relative
Positive
Negative
139

• Qualitative

eg. After using of BMW.

• Quantitative

eg. some little TIDE plus enough to clean all the
cloth stains.

• Absolute

eg. cleans all the
dandruff.

• Relative

eg. does not gives protect as
HAMAM does.
140

• Negative

eg. powder fades
colored clothes

• Positive

eg. has a good taste.

• Generic

eg. Chocolate means only a CADBURY.

141
HELPS FROM BRAND ASSOCIATION
1. Basis for Extensions
eg. launched toilet
soaps for kids. Then They Introduced Talc, oil
etc., POWER was introduced as the first
detergent for cloth .Then introduced both
soap.
2. Differentiate
eg. EUREKA FORBE (Water purifier )cleans all
germs but others are not.
3. Wide Reason to choose
Eg.
142

• Illcit Feelings

eg. helps me look
younger
5. Evoke Favorable Attitude
eg. is common for
all Age It would not be embarrassing if I have
it.
143
FORMS OF BRAND ASSOSIATION
Product Category
Eg. For when we get Head Ache or
Cold.
Competitors
Eg. (MORTEIN MAT) twelve hour
red mat versus normal eight-hour
144
Celebrity Personality
Eg. Sachin for secret of my
energy Amitabh bachhan for
Price
Price is used to segment appeal value based on
affordability And heterogeneity in the
marketplace. Mostly it is the lower Economy
pricing that can be exploited.
Eg. Sunflower Oil Aurola, Goldwinner
Detergents Power, Rin, Toothpast
Babool, Colgate
145
Place of Orgin
Eg. Dargiling/Assam for great quality TEA.
France for Fashion, perfume. Italy for
Shoes, Leather goods Germany for Beer and
Automobiles
146

• HOW TO MEASURE BRAND ASSOCIATION
• Stimulus material available.
• Language used and its appropriateness among
  target respondents.
• Research technique(s) used.
• Update new concept to the product.
• Communication skills of respondents.
• Keep on watching the competitors new updates.
• Compare our products with competitor products.

147

• Keep on watching the competitors new updates.
• Compare our products with competitor products.

148
Branding Strategies

• Some branding strategies used to meet sales and
  company objectives are
• Brand extensions
• Brand licensing
• Mixed branding
• Co-branding

149
Brand Extension

• Brand extension X is a branding strategy that
  uses an existing brand name to promote a new or
  improved product in a companys product line.
• This strategys risk is overextending a product
  line and diluting the brand with too many
  products.

150
Brand Licensing

• Brand licensing X involves a legal licensing
  agreement for which the licensing company
  receives a fee, such as a royalty, in return for
  allowing another company to use its brand/brand
  mark/trade character.

151
Mixed Brands

• Some manufacturers and retailers use a
  mixed-brand X strategy to sell products. They
  offer a combination of manufacturer, private
  distributor, and generic brands. For example, a
  manufacturer of a national brand might agree to
  make a product for sale under another companys
  brand.
• It enables a business to maintain brand loyalty
  through its national brand and reach several
  different target markets through private brands.

152
Co-Branding

• A co-branding X strategy combines one or more
  brands in the manufacture of a product or in the
  delivery of a service. It can also happen when
  two or more retailers share the same location.

153
Brand Strategies

New Brands
Cobranding
154
Line Extensions
Introduction of additional items in the same
product category under the same brand name new
flavors, forms, colors, sizes, etc.

155
Multibrands
Introducing new brands into the same product
category
All are Lever Brothers products
156
Cobranding
Two or more well known brands are paired in a
single offering
157
Brand Extensions
Using an existing brand name to launch new
products in other categories
158

Brand Extension Decisions

• Does the brand fit the product class?
• Does the brand add value to the offering in
  the new product class (i.e., the extension)?
• Will the extension enhance the brand name and
  image?

159
BRAND EXTENSIONS

• Recognizing that one of their valuable assets is
  their brands, many firms have decided to leverage
  that asset by introducing a host of new products
  under some of their strongest brand names. Most
  new products are in fact line extensions.

160
BRAND PORTFOLIOS

• Brand portfolios is the set of all brands brand
  lines a particular firm offers for sale to buyers
  in a particular category. different brands may be
  designed marketed to appeal to different market
  segments. Basic principles in designing a brand
  portfolios
• a) to maximize market coverage
• b) to minimize brand overlap

161
Brand Portfolio

• Brand portfolio is set of all brands and brand
  lines of a particular firm offers for sale to
  buyers in a particular category.
• To maximize the market coverage.
• To minimize brand overlap.

162
COBRANDING

• Also known as dual branding or brand bundling- in
  which two or more well known existing brands are
  combined into a joint product/ or marketed
  together in some fashion.
• FORMS OF CO- BRANDING
• 1. same company co- branding
• 2.joint venture co- branding
• 3.multiple sponsor co- branding
• 4.retail co- branding

163
Brand Audits

• Brand Audits are in-depth examination of the
  health of a brand and can be used to set
  strategic direction for the brand. It measures
  where the brand has been.
• It consists of two steps
• 1. Brand inventory
• 2. Brand exploratory

164
Brand Hierarchy

• A brand hierarchy is a useful means of
  graphically portraying a firms branding strategy
  by displaying the number and nature of common and
  distinctive brand elements across the firms
  products.
• Its based on the realization that we can brand
  a product in different ways depending on how many
  new and existing brand elements we use and how we
  combine them for any one product.

165
ESPN
ESPN 2
ESPN Classic
ESPN
ESPN News
ESPN Today
ESPN Now
ESPN Desportes
ESPN Interactive
ESPN Magazine
ESPN Radio
ESPN Sports
ESPN Books
ESPN Music
ESPN .com
166
Brand Architecture Audit

• Systematic way to identify problems or issues
  that merit further analysis.

167
5 levels of Customer

• Will change brands, especially for price reasons
  (no Brand Loyalty)
• Customer is satisfied. No reason to change brand.
• Customer is satisfied and would incur costs by
  changing brand.
• Customer values the brand and sees it as a
  friend.
• Customer is devoted to the brand.

168
High Brand Equity - Advantages

• Reduced marketing costs.
• Trade leverage with distributors and retailers-
  customer expect them to carry.
• Can charge high price.
• Easily launch extensions.
• Defenses against price competition

169
Strategic Brand Management Process

Identify Establish Brand Positioning and
Values
Plan Implement Brand Marketing Programs
Measure Interpret Brand Performance
Grow Sustain Brand Equity
170
Brand Tracking

• Tracking studies involved information collected
  from consumers on a routine basis over time
  provide valuable tactical insights into the
  short-term effectiveness of marketing programs
  and activities. It measures where the brand is
  now.

171
Brand Valuation

• Brand valuation is the estimation of total
  financial value of the brand.
• The value associated with the product or services
  are communicated through the brand to the
  consumer.
• It measures How much worth of brand is.

172
Brand Strategy Decision

• Line Extension
• Brand Extension
• Multi Brand
• New Brand
• Co - brands

173
LINE EXTENSION

• existing brand name extended to new sizes or
  flavors or technology

174
BRAND EXTENSION
175
MULTI BRANDS
176
Choosing a Brand Name

• Products Benefits Fair Lovely
• Product Qualities action or color
• Action 500 Pepsi Blue
• Easy to pronounce, recognize and remember Tide
• Distinctive - Kodak
• Should not carry poor meanings in other countries
  and languages NOVA means doesnt go.

177
-continued

• Brand Repositioning Decision
• Repositioning
• No repositioning.

178

• We can divide all definitions available on brand
  equity in to the following categories
• Cost based
• Price based
• Consumer based

179
(No Transcript)
180
Online Products and Services

• Online brands come in many different forms, with
  business models based on selling information,
  products, experiences and so on.
• Online branding requires
• To create awareness of what products or services
  the brand represent
• Why those products or services are unique and
  different
• Why consumers should buy the brand

181

• Example
• amazon.com
• alibaba.com
• google
• facebook

182
UNIT 4
183
BRAND EQUITY

• Brand equity is a set of assets (and liabilities)
  linked to a brands name and symbol that adds to
  (or subtracts from) the value provided by a
  product or service to a firm and/or that firms
  customers.
• Brand Equity consists of differential attributes
  underpinning a brand which gives increased value
  to the firms balance sheet.
• Brand Equity is the total accumulated value or
  worth of a brand, the tangilble and intangible
  assets that the brand contributes to its
  corporate parent, both financially and in terms
  of selling leverage.

184
BRAND EQUITY

• Brand equity is the financial value of a brand
  which provides capital/value to products and
  services. Brand equity is related to future
  returns that customers generate to the product or
  service.
• Kapferer distinguishes three levels (1) brand
  assets, (2) brand strength and (3) brand value.

185
Brand Equity

• Brand Equity is an intangible asset that depends
  on associations made by the consumer. There are
  at least three perspectives from which to view
  brand equity
• - Financial
• - Brand Extensions
• - Consumer Based

186

• Financial
• One way to measure brand equity is to
  determine the price premium that a brand commands
  over a generic product.
• For example, if consumers are willing to pay
  more money to buy SONY Television over the same
  unbranded television, this premium provides
  important information about the value of the
  brand.

187

• Brand Extensions
• A successful brand can be used as a platform
  to launch related products. The benefits of
  brand extensions are the leveraging of existing
  brand awareness thus reducing advertising
  expenditures, and a lower risk from the
  perspective of the consumer.
• Consumer Based
• A strong brand increases the consumers
  attitude strength toward the product associated
  with the brand. Attitude strength is built by
  experience with a product.

188
BRAND Equity Model - Aaker

• Aaker formed his brand equity model around the
  five categories of brand assets
• Brand loyalty.
• Brand awareness.
• Perceived quality.
• Brand associations.
• Other proprietary assets.

189
(No Transcript)
190
David Aakers Ten Guidelines for Building Strong
Brands

• 1. Brand Identity
• 2. Value Proposition
• 3. Brand Position
• 4. Execution
• 5. Consistency over time
• 6. Brand system
• 7. Brand leverage
• 8. Tracking brand equity
• 9. Brand personality
• 10. Invest in brands

191
Value of Brand Equity

• Brand equity needs to be distinguished from
  brand valuation, which is the job of estimating
  the total financial value of the brand. Certain
  companies base their growth on acquiring and
  building rich brand portfolios. The following
  methods are useful for brand valuation
• Brand Contribution Method
• Discounted Cash Flow Method
• Market Value Method
• Inter-based Method
• Price Premium Method
• Brand Goodwill Method

192
UNIT 5
193
GLOBAL BRAND CONSTANTS

• At a minimum, when going global the following
  elements should remain constant throughout the
  world
• Corporate brand
• Brand identity system(especially your logo)
• Brand essence

194
GLOBAL BRAND VARIABLES

• CORPORATE SLOGAN
• PRODUCTS SERVICES
• PRODUCT NAMES
• PRODUCT FEATURES
• POSTIONINGS
• MARKETING MIXES

195

• These differences will depend upon
• Language differences.
• Different styles of communications.
• Other cultural differences.
• Differences in category brand development.
• Different consumption patterns.
• Different competitive sets marketplace
  conditions.
• Different legal regulatory environments.
• Different national approaches to marketing(media,
  pricing, distribution, etc.,)

196
BENEFITS OF GLOBAL BRANDING

• Economies of scale.
• Lower marketing costs.
• Laying the ground work for future extensions
  worldwide.
• Maintaining consistent brand imagery.
• Quicker identification integration of
  innovations.

197

• Pre-empting international competitors from
  entering domestic markets or locking you out of
  other geographic markets.
• Increasing international media reach.
• Increasing in international business and tourism
  are also enablers.

198
GLOBAL BRAND STRATEGIES
Brand strategy is aimed at influencing people's
perception of a brand in such a way that they are
persuaded to act in certain manner, e.g. buy and
use the products and services offered by the
brand, purchase these at higher price ,points,
donate to cause.
199
BRAND STRATEGIES
BRAND DOMAIN
BRAND REPUTATION
BRAND RECOGNITION
BRAND AFFINITY
BRAND AWARNESS
BRAND ACCESSIBILITY
PRODUCT, PRICE DIFFERENCIATION
200
BRAND DOMAIN

• Brand domain specialists are experts in one or
  more of the brand domain aspects (product or
  media ,distribution solutions )
• The lifeblood of brand domain specialists
  innovation and creative use of resources.

201
BRAND REPUTATION

• Brand reputation specialists use or develop
  specific traits of their brands to support their
  authenticity, credibility or reliability over
  and above competitors.
• A brand reputation specialist needs to have some
  kind of history legacy and mythology.
• A brand reputation specialists has to have a very
  good understanding of which stories will convince
  consumers that the brand is in some way superior.

202
BRAND AFFINITY

• Brand affinity specialists bond with consumers
  based on one or more of a range of affinity
  aspects.
• A brand affinity specialists needs outperform
  competition in terms of building relationships
  with consumers.

203
BRAND RECOGNITION

• Brand recognition specialists distinguish
  themselves from competition by raising their
  profiles among consumers.
• The brand from competition ,as it the case for
  niche brands or raises above the mile by becoming
  more well known consumers than competition.

204
THE PROCESS OF BRAND GLOBALISATION
DEFINING BRAND IDENTITY
CHOOSING REGIONS COUNTRIES
ACCESSING THE MARKETS
CHOOSING THE BRAND ARCHITECTURE
CHOOSING PRODUCTS ADAPTED TO THE MARKETS
CONSTRUCTING GLOBAL CAMPAIGNS
205
Defining Brand Identity

• The brand must have an identity that will
  serve as a medium for its globalization, in both
  tangible and intangible terms. The company must
  therefore start by defining and writing the
  parameters of the brands identity. To limit these