Product branding strategy

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Product branding strategy

• V Senthil Kumar
• CEO i-flex solutions b v
• November 4, 2003

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(No Transcript)
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2 out of top-3 are software companies
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IT Brands and Business Value
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What is a brand?

• A Brand is a distinctive identity that
  differentiates a relevant , enduring and credible
  promise of value associated with a product,
  service or organization and indicates the source
  of that promise.

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A brand is more than the product
Brand Personality
Orgn. Association
Country ofOrigin
Symbols
ScopeAttributesUsesQuality/ValueFunctional
Benefits
Brand /Customer Relationships
User Imagery
Emotional Benefits
Self-expressiveBenefits
Source Brand Leadership by David Aaker
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Major brand building components
PR
Influencers
Advertising -Events
Customer Referrals
Product Strategy
User Forums
AwardsRecognition
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How is IT different?

• Bundle of non-tangibles
• Buy into conflicting visions
• Obsolete very fast
• Impacts business
• Replication of customers
• Change over difficult
• Go to Market can be complex

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The leading brands dont belong to a
country. Kodak is as much Korean as Toyota is
American
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Steps to building a brand

• Creation of strategic brand platform
• Program driven approach with committed
  investments
• Clear positioning and product quality in all
  markets
• Clear roadmap on RD to improve brand value
• Global marketing organization
• Implement performance measure

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Spending wisely for results
Till 2001 Starbucks did not advertise
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Thank you!v.senthilkumar_at_iflexsolutions.com