Nurturing Brand to Grow

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Nurturing Brand to Grow

• Understanding Developing Brand Architecture
• Managing Strategic Branding issues

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Brand Architecture/Brand Hierarchy
The number and nature of common and distinctive
brand elements applied to the different products
sold by the firm
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Brand-Product matrix
Products
Soap Shower Gel Hand- wash Talcum Shampoo Cream/Moisturiser Deo Face-Wash New Category??
Lux
Liril
Dove
Lifebuoy
Rexona
Pears
Hamam
Breeze
Brands

• Rows (Brand Line)
• Brand portfolio strategy

• Columns (Product Line)
• Brand extension strategy

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Goodyears Six Stage Model - Lifecycle of a
Brand Goodyear, M. (1996) Divided by a common
language Diversity and deception in the world of
global marketing, Journal of the Market Research
Society, Vol. 38, No. 2, April, pp. 105122.
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• Stage One Unbranded
• Products appear as commodities
• Commodities, packaged goods, Service offer
• Supplier has power little effort to distinguish
  or brand goods
• Consumers perception of goods is utilitarian

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• Second Stage - Brand as Reference
• The brand is a name used for identification
  purposes and for Advertising
• Brand name used for identification
• Advertising support focuses on rational
  attributes
• Consumers primarily value brands for their
  utilitarian value
• Name over time becomes guarantee of
  quality/consistency

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• Third Stage -Brand as a Personality
• The brand is given a personality through the
  addition of emotional appeals and symbolic values
  and meanings.
• Marketers give brands personalities because
  differentiation on rational/functional attributes
  exceedingly difficult
• Marketing support focuses on emotional appeal
• Value of the brand becomes self-expression
• Advertising puts brand into context

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• Fourth Stage - Brand as an Icon
• The brand becomes synonymous with those values
  and meanings and becomes an icon for the
  consumers
• Consumer now owns brand and uses it to create
  self-identity
• Brand taps into higher-order values of society
• Advertising assumes close consumer-brand
  relationship
• Use of symbolic brand language
• Brand often established internationally

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• Fifth Stage Brand as Company
• The values of the brand are extended beyond the
  product to cover all aspects of the company
• Brand has a complex identity and consumers assess
  them all
• Need to focus on corporate benefits to diverse
  customers
• Communications from the firm must be integrated
  throughout all of their operations
• Consumers become actively involved in the brand
  creation process

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• Sixth Stage Brand as a Policy
• Brand becomes involved in social and political
  issues, thus allowing consumers to vote on
  issues through the company
• Company and brands aligned to social and
  political issues
• Consumers vote on issues through companies
• Consumers now own brands and companies, and are
  involved in policies

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Brand hierarchy

• Means of summarizing the branding strategy by
  displaying the number and nature of common and
  distinctive brand elements across the firms
  products revealing the explicit ordering of brand
  elements.
• Rationale
• To define the role of corporate brand
• To understand the true scope of business
• To investigate presence of brands that overlap
• To explore whether portfolio of brands is large
  and unwieldy
• To understand future brand extension

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Managing Strategic Branding issues..
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Strategies for Growth
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Brand Strategies
Line Extension
Brand Extension BRAND_VIDEO CLIPS\Luxor Nano
Clean - Amitabh Bachchan - YouTube.flv
Product Category
New
Existing
Existing
Multibrands
New Brands
Brand Name
New
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Managing Brand Portfolio
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Reinforcing brands

• Brand equity is reinforced by marketing actions
  that consistently convey the MEANING of the brand
  to consumers in terms of BRAND AWARENESS and
  BRAND IMAGE.
• Reinforced marketing actions, along with product
  development, branding strategies etc. also help
  in keeping the brand meaning in terms of
  products, benefits and needs as well as in terms
  of product differentiation intact.

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Brand Reinforcement through Brand Activation

• Future Generali recently gained entry into the
  Guinness Book of World Records for creating the
  longest baloon chain (20km) in the world.
• Gillette's Shave India Movement found itself in
  the Limca Book of Records (2000 men shaved their
  faces in public)
• Oral-B entered the Guinness World Record for
  conducting the largest number of free dental
  checkups in 24 hours at a single location.

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Brand Reinforcement through Brand Activation

• In Nirmal Lifestyle Mall,Mumbai, 361 participants
  used Listerine mouthwash simultaneously for 15
  secondssetting a guiness record
• Fairglow organised a camp under no samjhauta
  campaign to motivate women to exchange their
  soaps.
• Himalaya got into Guinness book of records in
  Mumbai on for completing 240 facials
  simultaneously

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Rebranding Brand Repositioning
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Types of Repositioning

• Corstjens and Doyle (1989) identified three types
  of repositioning strategies
•  Zero repositioning, which is not a repositioning
  at all since the firm maintains its initial
  strategy in the face of a changing environment.
  E.g. Cinthol /Nescafe
•  Gradual repositioning, where the firm performs
  incremental, continuous adjustments to its
  positioning strategy to reflect the evolution of
  its environment. E.g. Bajaj, Titan
• Radical repositioning that corresponds to a
  discontinuous shift towards a new target market
  and/or a new competitive advantage. E.g Reebok,
  Allen Solly

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Rebranding Brand Revitalization
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Brand Revitalization

• Inject life into a Mature Brand
• Enhance Brand Equity Improved Recognition,
  Enhanced Perceived Value, Changed Associations,
  An Expanded Consumer Base, and Increase Loyalty.
• Movement from Milking Cash Cows to Brand Restage
  (Stars) in a Competitive Context.

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Approaches to Re-vitalization

• Expanding Brand Awareness/New Usage
• Improving Brand Image
• Entering New Markets

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Brand Portfolio Rationalization

• Migration Strategy
• Acquiring new customers
• Retiring/Killing Brands

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Why kill a Brand?

• 90 of the 100 brands launched in a given period
  is likely to under perform or fail
• Should company continue with the brand??
• Too many brands selling can cause
• 1. Jamming of the Resources.
• 2. Incur hidden cost
• 3. Suffer from dis-economics of scale.
• 4. 80/20 rule
• Solution Improve performances by deleting loss
  making, weak and marginally profitable brands.
• Serves both customers and shareholders.
• Company has no fear of Customer backlash

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BRAND EQUITY
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BUILDING CUSTOMER BASED BRAND EQUITY
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Keller Customer Based Brand Equity (CBBE)
Specifically customer based brand equity is
defined as the differential effect that brand
knowledge has on consumer response to the
marketing of that brand. A brand is said to have
positive customer-based brand equity when
customers react more favorably to a product and
the way it is marketed when the brand is
identified as compared to when it is not.
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Sources of BE (Differential Effect)
Brand Knowledge Creates the differential effect
that drives brand equity
Brand Awareness Consumers ability to identify
the brand under different conditions
Brand Image Perceptions as reflected by brand
associations
Brand Recognition
Brand Recall
Uniqueness
Favourability
Strength
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Consumer Based Brand Equity Pyramid
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The Brand Value Chain

• Considers the sources and outcome of the brand
  equity
• Considers the ways that marketing activities
  contribute to enhance brand value

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The Brand Value Chain
Marketing Program Investment
Customer Mindset
Market Performance
Shareholder Value
Value Stages

• Price premium
• Price elasticity
• Market share
• Expansion success
• Cost structure
• Profitability

• Awareness
• Associations
• Attitudes
• Attachment
• Activity

• Product
• Communication
• Trade
• Employee
• Other

• Stock prices
• P/E ratio
• Market capitalization

Market place Conditions
Program Quality
Investor Sentiment
Multiplier

• Clarity
• Relevance
• Distinctiveness
• Consistency

• Market dynamics
• Growth potential
• Risk Profile
• Brand contribution

• Competitive reactions
• Channel support
• Customer size and profile

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Thank You