Professional Documents
Culture Documents
A) General Sense
A brand is a collection of experiences and associations connected with a
service, a person or any other entity.
Where two products resemble each other, but one of the products has no
associated branding (such as a generic, store-branded product), people may
often select the more expensive branded product on the basis of the quality
of the brand or the reputation of the brand owner.
For example, Disney has been successful at branding with their particular
script font (originally created for Walt Disney's "signature" logo), which it
used in the logo for go.com.
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Consumers may look on branding as an important value added aspect of
products or services, as it often serves to denote a certain attractive quality
or characteristic (see also brand promise).
Where two products resemble each other, but one of the products has no
associated branding (such as a generic, store-branded product), people may
often select the more expensive branded product on the basis of the quality
of the brand or the reputation of the brand owner.
B) Marketing Sense
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BRAND MANAGEMENT
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Brand management is the application of marketing techniques to a
specific product, product line, or brand. It seeks to increase the product's
perceived value to the customer and thereby increase brand franchise and
brand equity.
It may also enable the manufacturer to charge more for the product. The
value of the brand is determined by the amount of profit it generates for the
manufacturer.
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When a firm position a brand by giving it someone cultural, actual, and
historical relevance people start looking at the brand with curiosity,
ensuring that the brand never loses its shine.
Brand never bored the audience and will keep its freshness for years
together.
Marketers see a brand as an implied promise that the level of quality people
have come to expect from a brand will continue with future purchases of the
same product.
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IMPORTANCE OF BRAND MANAGEMENT
The brand is carried by a set of compelling visual, written and vocal tools to
represent the business plan and intentions of an organization.
Brand management is the voice and image that represents your business
plan to the outside world. What your company, products and services stand
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for should all be captured in your branding strategy, and represented
consistently throughout all your brand assets and in your daily marketing
activities.
The brand image that carries this emotional connection consists of the many
manageable elements of branding system, including both visual image
assets and language assets.
The process of managing the brand to the business plan is important not
only in “big change situation” where the brand redefinition is required, but
also in the management of routine marketing variables and tactics.
This does not have to be a “ground-up” situation where there are wholesale
changes to the business.
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BRAND MANAGEMENT ASPECTS
Brand Equity:-
The brand equity concept stresses the importance of the brand in marketing
strategies.
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It is the combination of assets and liabilities associated with a brand that
enhances or depreciates the value of the brand.
The brand equity has five major determinates are awareness, quality
perception, loyalty, patents, trademark.
For example, Parle-G, the biscuits major which caters to the mass market,
is hoping the brand equity of biscuits in wheat flour (atta) market. Parle is
selling atta under the same brand name as its biscuits.
Parle-G has launched the atta under the same name to gain advantage from
the brand equity of biscuits.
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Examples,
a) Lux Soaps:-
This brand has maintained its unique features as “beauty soap bar of the
film’s stars”.
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b) Godrej Storewel:-
The company is popular among consumer even when many identical
cupboards and competitors in the market.
Brand equity is the incremental value of business over and above physical
assets resulted from bringing together various elements such as brand name,
packaging, advertisement, pricing and so on.
Brand development
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As a result companies often make a the mistake of confusing the business of
their business with the business of their brand.
This is the reasoning behind the many companies with a marketing osition
and / or brand identity that is merely a reflection category benefits, showing
almost no differentiation.
This brand marketing simply defines the offering or presents a banal clain
that is neither important nor believable in the eyes of the target audience.
Your responsibility
For example, if you are selling soap powder, you product needs to clean
clothing, has a pleasant fragrance, and be competitively priced.
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If needs to be constant in quality and value [consistency], and it needs to
perform a function [efficacy].
You are also selling your brand identity and must preserve that brand
identity with great care, consistently delivering the value your corporate
identity promises.
Your logo, mark, theme line, and ‘look and feel’ are part of your corporate
identity, not your brand identity.
Marks and equities are all about the recognition of you and your company.
They are how the customer remembers you.
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If you were able to take a dispassionate look at your customers and see them
not as you imagine them or idealize them, but rather as they are, you would
see the beginnings of brand strategies.
How then does the consumers decide they want ( preference ) and what
price they are willing to pay for that brand ( margins)?
Considering that almost all products sell commodity benefits , what could
possibily be left?
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1. Establish and Maintain the Brand
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Efforts should beundertaken to ensure that the brand reflects
positively on the company, does not detract from otherproduct lines
and remains profitable with other parts of company.
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Whether the license agreement will be exclusive or non–exclusive
will have important implications for all of the business.
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6. License agreements Must Include Effective Means For Enforcing Key
Provisions
Clearly, it will be in the licensor’s interest to ensure that its brand will
be affixed to the most popular products and services.
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When undertaking a brand licensing relationship, it will also be
important to allocate equitably ownership and control of the IP assets.
In all instances, the licensor will have the stronger interest in the
brand and will likely desire to retain the maximum amount of control.
However, particular business issues may impact the ultimate
allocation.
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Companies should be active – and not static – when undertaking
efforts to integrate the brand strategy into product development and
launch activities.
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• be protected (or at least protectable) under Trademark law.
• be easy to pronounce.
• be easy to remember.
• be easy to recognize.
• be easy to translate into all languages in the markets where the brand
will be used.
• attract attention.
• be attractive.
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Companies are embracing brand reputation management as a strategic
imperative and are increasingly turning to online monitoring in their
efforts to prevent their public image from becoming tarnished.
The red flag can be something as benign as a blog rant about a bad
hotel experience or an electronic gadget that functions below
expectations.
This site is devoted to helping branding managers with their online branding
management efforts. Here is a breakdown of what you’ll learn about . . .
And there are plenty of free web analytic tools available to help you
analyze the data.
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Learn how to track what people are saying about your brand and/or
products online with these online brand monitoring strategies.
Find out everything you should know about online brand protection
strategies and best practices for online reputation management.
The more optimized branded content online, the less chance that other
websites will show up for the keyword phrases that are important to
you. Learn the nuts and bolts of search engine optimization.
The simple way to find out what people are saying about your brand
is to simply create a Google Alert so that you’ll get an email anytime
your brand name is mentioned.
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However, Google Alerts are limited – and aren’t designed to be an
online brand management tool. That’s why you need to use a variety
of online tools to find out what people are saying.
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Quality
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Research confirms that, statistically, higher quality brands achieve a
higher market share and higher profitability that their inferior
competitors.
Positioning
Strong brands have a clear, often unique position in the target market.
Repositioning
Communications
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We suggested that brand positioning is essentially about customer
perceptions – with the objective to build a clearly defined position in
the minds of the target audience.
First-mover advantage
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were soon facing stiff competition from the major high street
cosmetics retailers.
Long-term perspective
Internal marketing
By this we mean that the whole business should understand the brand
values and positioning.
Think of the brands that you value in the restaurant, hotel and retail
sectors.
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DIGITAL BRAND ENGAGEMENT
Due to the way the Internet is fast evolving, especially through the
social web and social media, there is now a plethora of digital
channels which can be used to hold a dialogue between a Brand and a
Consumer, or groups of consumers.
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Internet would evolve to a point where the consumer holds the
"power" and no longer could the corporate world continue to
communicate to their markets (the people they wish to interact with)
in a push marketing or broadcast manner. How right they were.
Brands can take notice of what is being said about them, their product
or service by monitoring conversations taking place outside of their
own website, through "buzz monitoring" tools and there are a number
of tools to chose from.
This value can be increased further when the buzz monitoring data is
correlated with onsite web analytics data. It's important to listen and
observe the buzz, and analyze its impact prior to engaging.
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their motivates
behave?
values? them?
Are they Or are they
Where are Are they a
Location just an Active
they? Participant?
Observer? Contributor?
Sentiment -
Authority of Volume and
Reach of (positive,
Influence dialogue amount of
conversation? negative,
and site? buzz?
neutral)?
There is another level of research that can be carried out which adds a
"Predictive" element. I.e. undertake some consumer testing prior to
implementing and engagement approach.
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However, it is becoming recognised that conscious level research on
its own can be flawed, as it is based upon the assumption that people
are prepared to and are able to articulate what they are think on all
levels.
In order to put some structure and process around this, the following
approach is recommended, although there may be other methods
which can be used.
Create
Create virtual Understand
Outline what content
People/Consume representativ why they
aspects of the brand that has a
r e consumer need your
appeal to them value to
groups brand
each group
Be present Engage
Be visible
and available Provide a with them
and offer
Location in the platform/mechanis observing
free
relevant m for interaction the right
information
online areas etiquette
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Stimulate Address
Prioritise the Provide status and
inter negative
Influence key recognition for
consumer comments
influences influencers
dialogue by helping
Encourage
inter
Maximise Reduce
consumer Reward your
your brand
Brand dialogue to advocates and
advocacy into opponency
Association minimise people loyal to your
creating where
risk of brand
interest possible
commitmen
t
The other key area to consider is full integration with "offline" brand
engagement/marketing strategy.
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“EXAMPLES OF MANAGING BRANDS BY SAMSIKA
ACADEMY OF BRAND MANAGEMENT”
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periodic promotions. Internally too, Samsika advocated a complete
overhaul, dividing operations into distinct strategic business units and
independent profit centres. The results led to a national brand
presence - over 70% growth in the number of cake shops to 184 and
an increase of manufacturing franchisees from 1 to 7.
Exploring new markets for new products was the challenge before
Samsika as far as Navneet Publications was concerned. Children's
books and stationery were two entirely new SBUs initiated by
Samsika. Samsika showed it was possible to post spectacular growth
rates - stationery (SBU 3) sales increased by 96% and children's
books (SBU 2) sales went up by 30%. Samsika initiated the Navneet
Redemption Centres (NRCs) which today boasts of a healthy 162
members. A new SBU 4 with a newspaper for kids was positioned
with the help of a memorable ad campaign under Samsika's guidance.
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Charting the route for a finance product, targeting the middle class and
developing a retail and channel partner network calls for finely tuned
strategy and careful market planning. Samsika strategised the branding,
positioning and pricing for K-value to capture the market. Membership of
Kotak Mahindra K-value has grown at a steady 334% per month. K-value is
in a position to finance a range of top brands and has a wide dealer network.
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emotional equity; two, to strengthen the mother brand. Samsika
suggested that Pidilite capitalise on its brand property of 'bonding' by
extending it from the tangible
benefit associated with Fevicol(R) to
an intangible level where there
would be a 'bonding' between the
brand and the trade, the brand and
the customer. The Samsika
Relationship Marketing Exercise was prescribed. The Samsika Retail
Barometer was implemented. Segmentation and positioning of the
Fevicol(R) related products had to be precise so as to open up the exact
niches that Samsika had identified. The Samsika Saleskit Module
empowered the sales and distribution efforts. A cost-effective
advertising and media strategy was developed and an overall
marketing strategy was evolved to help launch new brands. As a
result of Samsika's efforts, the Fevicol(R) brand and all its satellite
products have gone into a higher, more positive orbit.
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was the brand positioning statement. The result was that the brand
grew by 68% and increased its distribution. Kamani has made its
presence felt significantly in the branded oil market and is poised for
greater heights.
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AAKER’S FRAMEWORK
• Brand identity as defined by aaker is the sum of the brand expressed as a
product, organization, person and symbol.
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KAPFERER’S FRAMEWORK
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Physique according to him is the basis of the brand.
• E.G. the physique of Philips is “technology and reliability” while for the
brand Tata it is “trust”
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Relationship is the handshake between consumer and the organization. E.G.
the relationship with “safola” is safety.
• Reflection is the consumer’s perception for what the brands stands for.
E.G. coke’s image more attract youth.
• E.G. Benz Car owner think that since he has bought the car he is
1. Clarity:
Take the time to discover what makes you different. Do this with a
professional who can assist you in new ways of looking at your business
and yourself. Male a list of five to ten.
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When you know what makes you special you are able to move forward and
build a platform for success based on these you-nique factors. You will
stand out from the crowd and increase your attraction quotient. Niche
markets will be easier to identify.
2. Communication:
Your communications will become less stressful and more likely to hit your
intended target. A clear path will begin to unfold.
3. Consistency:
With steps 1 & 2 complete you are now able to be consistent in your
continuing campaigns to educate future prospects.
Apply your new tag language to every piece of your promotional and/or
collateral material.
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Formulate tangible business practices; review and plan your vision for
developing business, so clients can rest assured that you will deliver in a
reliable fashion.
4. Credibility:
5.Creativity:
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Utilizing the steps above, staying creative is much more likely to occur.
Have fun and think out of the box.
Enjoy this exercise and you will play the game to win! How can you
stimulate your creativity?
6. Compassion:
Put yourself in your clients’ shoes at every juncture to test the viability of
your choices. Will it serve the client in a way that they will appreciate?
If not, how can you steer the ship in that direction? We do not operate in a
void. Our audience must relate to us as we grow and develop. Client
retention depends on it.
7. Competencies:
To give our clients what they deserve we must evolve and educate ourselves
to be on the cutting edge of innovation in our industries.
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Love to learn and think in new ways and your knowledge will keep you
ahead of the crowd. Always look forward while measuring the past, and
learn wherever you can.
Join organizations, hire the best, find mentors and advisors to assist. Share
these experiences with staff and colleagues to stay engaged and energized.
Utilizing and reviewing these principles on a continuous basis can yield the
results you desire.
Brands have always been commercial agents and brand managers take pride
in their ability to meet the needs of their target market.
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However, these two desires are in conflict with the recent trend towards
positioning brands as “authentic,” emphasising the timeless values desired
by consumers while downplaying apparent commercial motives.
The dual problem for the firm is in creating images of authenticity while
dealing with the challenge that authenticity presents for brand management.
An initial realisation must be that brand managers are not the sole creators
of brand meaning.
In this sense, there also exists a need for it to have moral legitimacy by
pursuing prosocial actions.
For example, the early support offered to the gay community by the Levi’s
clothing company ensures that the brand continues to have relevant meaning
to gays.
Brands that tried to exploit this segment when homosexuality became more
generally accepted struggled because they were late to the party and were
viewed as exploiting a community without paying the necessary dues.
Connection with time and place is also important for consumers because it
affirms tradition.
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In retail, Australian stores such as The Depot affirm older traditions by
drawing
on 1950s American style to convey a sense of authenticity and nostalgia.
Managers must spend more time with their consumers listening to their
needs and interests and how their brand can meet those needs.
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This means that instead of attempting to play up the authentic origins of a
brand directly, marketing efforts must take an indirect route, for example by
becoming a member of a community.
For example, Dunlop in Australia sponsor local sporting events rather than
high profile sports, sponsoring newspaper columns and radio spots on local
sports results.
Image Share of
Brand Esteem
Power Mind
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1 Google 1 6
2 Microsoft 4 1
3 Coca-Cola 12 2
4 IBM 5 9
5 McDonalds 8 5
6 Apple 7 14
7 China Mobile 6 23
8 GE 2 85
9 Vodafone 20 4
10 Marlboro 3 92
Brand positioning:-
It is the act of designing companies the company’s offer so that it occupies a
distinct and valued place in the minds of customer.
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POSITIONING STRATEGY:-
4. Positioning by benefit:
Position on the basis of special benefit.
For example, Maggi two minute noodles position itself with “Two minute
positioning”, “Fast to cook good to eat”.
Brand Sponsorship:-
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It is form of publicity, which is done by supporting and linking the
organization name with a particular event most commonly, sporting events
or an activity that involves a large public gathering.
The company should be cleared about the benefit it is trying to derive out of
sponsoring a particular event.
First, creating awareness of the brand during the event and developing
association and relationship with the brand.
Second, from the option available the firm should choose the
event that will help to achieve its sponsoring objective.
Fourth, it is better to have long term relationship with the event rather the
sponsor a new event every time.
For examples, 'Coca-Cola' is one of the top global sponsors of sport. The
rationale for sponsoring international and local sporting events is that it is
"a natural fit".
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By matching the brand with world standard events 'Coca-Cola' benefits
from the exposure and the associations made between it and the event being
sponsored.
Equally by ensuring that local events are sponsored the brand is exposed
exclusively to a local market and will thus be seen as a local brand.
'Coca-Cola' meets its sponsorship objectives:-
Brand Leverage:-
When marketers leverage on brand equity by using the existing brand name
for new products, it can be termed as Brand leverage.
Marketers resort to this method so that consumers will perceive the new
brand as having some of the characteristics of the existing brand.
For example, Lux used its brand name to move into the liquid soap and
shampoo market. Godrej Fairglow soap brand was extended to its fairness
cream.
For example, the manufacturer of Mr. Coffee, coffee makers used its brand
name strength to launch Mr. Coffee brand coffee.
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While coffee machines and coffee beans are in different product categories,
there is a strong enough correlation between the two items that the brand
name has a powerful impact on consumers of both categories.
• More products mean greater shelf space for the brand and more
opportunities to make a sale.
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A brand leveraging strategy can be extremely successful and profitable if it
is correctly implemented and provides new products with the right image.
• Does the new product fit into the established product family?
• Does the brand have attributes or features that easily and effectively
carry into new categories?
• Will sales of the new product cover the cost of product development
and marketing?
Brand Personality:-
Second, there is the brand personality--that is, the type of person the brand
represents.
The brand personality provides depth, feelings and liking to the relationship.
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Of course, a brand-customer relationship can also be based on a functional
benefit, just as two people can have a strictly business relationship.
For example,
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Disney : - family fun entertainment
Google : - simplicity
Pepsi built youth, spontaneity and irreverence as key elements of the brand
personality. Sachin was shown smashing a windscreen and Azhar swiping a
Pepsi. Coke has still a define a personality for itself.
• MRF Tyres:-
Up market, sporty, powerful.
• Nokia:-
The charming European. A widely travelled global citizen, with a sense of
humor. Practical technology. Likes to interact with the people, and explore
what they expect, and fulfill those expectations.
• Motorola:-
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The live-wire America executives. Powerful as well as resourceful. He
believes in hard sell. Command over technology.
Brand Identity:-
Brand Identity is the unique set of brand associations that the brand
strategist aspires to create or maintain.
These associations represent what the brand stands for and imply a promise
to customers for the organization members.
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Brand Identity For Nycil
BRAND IDENTITY
Brand Loyalty:-
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True brand loyalty implies that the consumer is willing, at least on occasion,
to put aside their own desires in the interest of the brand.
True brand loyalty exists when customers have a high relative attitude
toward the brand which is then exhibited through repurchase behavior.
This type of loyalty can be a great asset to the firm: customers are willing to
pay higher prices, they may cost less to serve, and can bring new customers
to the firm.
Hard Core Loyal - who buy the brand all the time.
BRAND IMAGE:-
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A unique set of associations in the minds of customers concerning what a
brand stands for and the implied promises the brand makes.
The sum of all tangible & intangible traits. It represents all internal &
external characteristics.
For example, when you listen to the song of U and I and when you see the
red color you remember the brand Vodafone. That’s the brand image
created by Vodafone on their customer.
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1. Image communicates expectations
These are:
• Attractiveness
• Trustworthiness
• Expertise
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FACTORS AFFECTING BRAND IMAGE
I. Contents of Advertisement:-
The quality of contents i.e. headlines, the color combination, words can
give indented image to the brand. For example, if cheap humor is used in
the ad, the brand may get cheap image.
III. Price:-
The price factor can generate image for the brands. For example, the
premium pricing for Toyota has developed a rich image not only for
company but for brand.
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IV. Packaging:-
The package must be properly designed in order to give a rich image to the
brand as package is the face of the product.
V. Distribution:-
The type of distribution by a company may affect the image of the brand.
For example, companies enjoy goodwill in the market can generate
favorable image for their brands.
BRAND TYPES
A "premium brand" typically costs more than other products in the same
category. These are sometimes referred to as 'top-shelf' products.
When all a company's products are given different brand names, this is
referred to as individual branding. When a company uses the brand equity
associated with an existing brand name to introduce a new product or
product line, this is referred to as "brand extension."
[2]
When large retailers buy products in bulk from manufacturers and put
their own brand name on them, this is called private branding, store brand,
white labelling, private label or own brand (UK).
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Private brands can be differentiated from "manufacturers' brands" (also
referred to as "national brands").
When a company sells the rights to use a brand name to another company
for use on a non-competing product or in another geographical area, this is
referred to as "brand licensing." An "employment brand" is created when a
company wants to build awareness with potential candidates.
BRAND STRATEGY
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Strategy is all about brand positioning. It identifies the key elements of
product brand and develops a branding action plan to implement it.
• LINE EXTENSIONS:-
This item may be different in size, packaging, color and so on. It is available
through different specific mix of trade channels e.g. lower end products are
available at general stores and higher end products.
For example, Coke in India means 300 ml. bottles it extended to 500 ml.
and 1 ltr. Then can have introduced.
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Godrej had face cream with the name Fair glow fairness cream and came
out with the fair glow toilet soap to cater the people who wished to use soap
bar rather than cream.
• BRAND EXTENSION:-
Most of the times, brand name may not be appropriate for the new product
category. Brand extension advisable to see how the associations of the
parent brand are consistent with the extended brand.
For example, Bajaj is a brand name in the field of Scooters. The company
used the same brand name for Electronics appliances, Motor cycles,
Tempos.
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2. Product line extension: - additional product is added under
same brand name. For example, HLL extended its Flora brand of
Sunflower oil to the gingelly oil segment of the edible oil category.
• BRAND RELAUNCH:-
It is the process of launching the brand after certain time gap. Companies try
to acquire a brand from other companies and relaunch it with necessary
modification.
HLL acquired Kwality ice cream in the mid- nineties it as Kwality Walls.
• MULTIBRANDS:-
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Multibrands strategy may not allow company to focus on company’s
resources. Because of this profitability get affected.
Competitors brand get affected by the product and sometime own brand also
get affected. For example, P&G’s tide is for solied clothes and dreft is for
gentle clothes. P&G products nine different brands of detergent.
Coco- Cola came with Thumps Up, Gold spot, Limca brands.
To make brand name more appropriate, a company puts a new brand name
when it enters a new product category.
A new brand again has to be built up, and this is quite expensive. It should
be considered whether the sales and profit estimated from the new brand.
For example, Manikchand entered the mineral water segment with the
brand name Oxyrich.
Using same brand hamper the sale of mineral water. When Manikchand atta
were launched, it did not succeed in the market.
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COMPONENTS OF BRAND MANAGEMENT
• Brand Awareness:-
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First, awareness of the brand ensures the brand enters the consumer's
consideration set when looking to make a purchase.
Second, brand awareness can affect choices within the consideration set. If
one brand has a larger presence through advertising, it may be considered
more favorably.
For example, when anyone says, about Computer Company you remember
about IBM. When anyone says, about detergent u remember popular brand
like Tide, Surf, Airel and so on.
• Perceiver Quality:-
For example, given its rich heritage with the sport of football Adidas is
commonly perceived to produce a high-quality football shoes.
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Besides the actual make-up of the product, pricing strategies may impact a
consumer's perception of quality.
• Slogan:-
Slogan based on 2 minutes it help mother with promise of ‘food to cook and
great to eat’.
This slogan specifies u can prepare food within 2 minute and it will not
harm to your health.
• Brand association:-
Most of this association are derived from brand identity and brand image.
Along with the brand name, companies also use a logo for visual
identification.
A logo is pictorial symbol indented to communicate with the consumers.
Flags, pictures, graphical designs and alphabets are all used as logos.
• Characters:-
Brand characters come in many different forms. Some brand characters are
animated where as others are live-action figures.
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Consequently brand characters can be quite useful for creating brand
awareness.
Characters often must be updated over time so that their image and
personality remains relevant to the target market.
For example, An Asian paint is another that has created a wining logo.
When you look for Asian paints, you catch sight of Gattu- the impish little
boy with a paintbrush in one hand a dripping can of paints in the other.
In many towns of North India, buyer asks for Asian Paints, by asking for the
“bacha chaap paint”.
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CASE STUDY
Background Note:-
Proctor and Gamble was established in 1937. William Proctor and James
Gambled started a small business and set up their business in Cincinnati.
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A pioneer in introducing a formalized brand management system way back
in the 1930s, P&G constantly modified its brand management strategies as
and when the company expanded its product & brand portfolio and its
business operations globally.
Introduction:-
Based in Cincinnati, US, Procter & Gamble (P&G) was one of the largest
manufacturers of fast moving consumer goods (FMCG) in the world.
In 2003, the company was ranked 31st among the Fortune 500 companies.
P&G had operations in 80 countries globally, with an employee-strength of
around 1, 10,000 worldwide.
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They comprised full color print ads in national magazines.
P&G’s core strength is its ability to build big leadership brands. The
company’s goal is to continue to doing that better and more consistency that
any other company in the world. There are three factors on which P&G’S
success based upon these are:-
The company has more than 27,000 patented technologies and they
can simply find the more number of innovative way to turn its best
ideas into improved products that meet consumer needs better.
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c. Commercializing and expanding new products globally: -
P&G marketing and distributing partnership, the company can
introduce big, new ideas faster than ever before.
The brand manager of P&G were asked to offer their ideas, suggestion,
business plan in just one page.
The plan was communicated to respective functional unit heads and the top
management, who reviewed the document and returned it back for
necessary changes.
They develop global manufacturing & sourcing strategic and gathered data
about the country specific marketing strategies.
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The GSPG were also responsible to developing global and local brand
policy that involved decision making on the element of brand strategy that
had to be standardized across the world.
The GCT constituted the top management executive handling different line
of responsibilities like production, marketing, and research and
development. The country specific brand management implemented the
branding strategy in local market.
P&G encouraged branding team at the country level to develop their own
brand building program. When branding program was highly successful in
the country, it was tested in the other market also.
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CADBURYS BRAND STRATEGY
The 'glass and a half', corporate purple and flowing script has become
synonymous with Cadbury.
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Cadbury came with the many chocolate like Dairy milk, 5star, gems, Perk,
Temptation and one of the snacks is Bytes.
In the early 90's, chocolates were seen as 'meant for kids', usually a reward
or a bribe for children. In the Mid 90's the category was re-defined by the
very popular `Real Taste of Life' campaign, shifting the focus from `just for
kids' to the `kid in all of us'. It appealed to the child in every adult.
And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and
'shared good feelings'.
In the late 90's, to further expand the category, the focus shifted towards
widening chocolate consumption amongst the masses, through the
'Khanewalon Ko Khane Ka Bahana Chahiye' campaign.
The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion
at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet
and new media'.
The idea involved a tie-up with Reliance India Mobile service and allowed
students to check their exam results using their mobile service and
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encouraged those who passed their examinations to celebrate with Cadbury
Dairy Milk.
The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The
Best Integrated Marketing Campaign and Gold in the Consumer Products
category at the EFFIES 2006 (global benchmark for effective advertising
campaigns) awards.
Every time they are coming with the some new advertisement and in every
advertisement are giving new reason to buy dairy milk.
About their cost strategy, from so many years their price has not changed
only they are launching new products under the same brand name Cadbury.
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Background:
Cadbury dominates the chocolate market in India with a 70% share of the
market.
The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer
franchise.
The Strategy:
• The task was to get the youth audience to adopt Cadbury Dairy Milk
in the sweet eating or " muh meetha karna" moments
• The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye"
captured the thought of celebrating a moment of delight with Dairy
Milk
The Media:
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• A multi-media campaign was launched on TV, Internet, Radio and
Outdoor.
• The key was how do own the moment of " pappu passing his exams"
in the media space.
The Results:
The activity contacted 20 MN students across
the country and was awarded a Bronze Lion at
the Cannes Media awards in 2005.
Market Background:
Competition
The brand was under threat from other more offerings in the market.
The Brand
Cadbury 5 Star needed to introduce an element of surprise in its eat
experience to gain share among lapsed consumers.
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To do this the variant Cadbury 5 Star Crunchy was launched- which still
had the richness of caramel, cheeriness of nougat but also contained rice
crispies.
The Strategy
The campaign was built around the proposition of an
“unexpected surprise" which had a surprise in every
bit. This was creatively expressed as “Naya Five Star
Crunchy... Ab har bite main Arrey!"
In order to engage youth the campaign was executed across TV, radio,
internet, outdoor and print media.
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THE ROLE OF PRIVATE BRANDING IN IMPROVING
SERVICE QUALITY
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• examining the capabilities of private branding as a strategic device;
• describing the role of private branding in improving service quality; and
• integrating a private branding strategy into the SERVQUAL model.
For example:-
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(5) Tangibles dimension: aesthetic qualities of waiting rooms; general
“atmosphere”; medical equipment and instrumentation; auxiliary items
(such
as information leaflets).
PRIMARY DATA
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1. What is brand positioning?
• A brand which is distant and valued in the minds of the
customers.
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• Thus it is the product that matters a lot.
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CONCLUSION
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The Cadbury brand has proven itself to be a leader in a highly volatile
and competitive market because it has successfully established, nurtured and
developed its brand and growing portfolio of products.
BIBLOGRAPHY:
2] RITA CLIFTON
3] GOOGLE ENGINE
4] WIKIPEDIA.COM
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