Lecture 5 Managing Brands over Geographies and Time.

Managing Brands over Geographies

Why take brands across geographies ?

Why take brands across geographies ?

Increased Sales and profits Building economies of scale to lower costs Ambition De-risking Similarity of segments across geographies Competitive pressures in domestic market Better market coverage

Challenges faced by brands over geographies

Challenges faced by brands over geographies

Cultural, Values and Lifestyle Differences Rules and Regulations (Government Interference) Differences in Income Levels Marketing Ecosystem Stage Relevance for Brands Positioning and Strengths Language Barrier Standardization versus Customization Dilemma Perception of Country of Origin Brand Dilution Competitive Scenario Currency Value

Ten Commandments of Global Brandings

1. Understanding Similarities and Differences 2. Dont take short cuts 3. Establish Marketing Infrastructure 4. IMC is critical 5. Cultivating Brand Partnerships 6. Balancing Standardization versus Customization 7. Balancing Global versus Local Control 8. Establish Operating Guidelines 9. Utilizing Brand Elements 10. Developing Global BE Measurement Tools

Managing Brands over Time

What Changes over Time ?

What Changes over Time ?

Shifts in Consumer Behavior Competitive Scenario Government Regulation Technological Advancement Company Policies / Vision / Ambition.

Issues faced by companies to manage brands over a period of time

Maintaining Relevance and Meaning Protecting and Developing Sources of Brand Equity Maintaining Consistency Revitalizing Balancing Trade-offs between Leverage and Fortifying

Brand Concept Management

In 1986, Park, Jaworski and Maclnnis in an award winning article introduced the framework for managing brands over a period of time, by selecting, implementing and controlling brand image. The basis of the framework was Consumer Needs fulfilled by brand and creating a position for the brands which is aligned with that need. The Three basic needs identified were: Functional Physiological Satisfaction (Amul Butter) Symbolic Social Approval and Personal Expression (Nike) Experiential Cognitive Simulation (iPhone)
Introduction > Elaboration > Fortification

The Good , Bad and Ugly !!! Indian Brands

Premier Padmini (JV with Fiat) Raymond Dalda Onida BPL Wagh Bakri Vijay Sales Shakti Bhog Atta Amul Vadilal Zee Thumps Up Binaca / Cibaca Amitabh Bhachan Aaj Tak Colors Hamam Chandrika Parachute Shanti Amla Maruti Omni Ghadi Nirma TATA Mahindra Infosys