Branding Strategies

What is a Brand?


AMA 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 the competition.

Branding basis people, place, animal or bird, scientific term, and things or objects.

Branding contain inherent product meaning, and attributes or benefits.

Branding could be done for product (physical good, retail store, person, organization,
place, or an idea.

Brand = product + other differentiating dimensions (physiological and
psychological)
Consumers Manufacturers
Identification of source Means of identification for handling or
tracing
Assignment of responsibility Legal protection
Risk reducer functional,
physical, financial, social,
psychological, and time
Signal of quality to consumers
Search cost reducer Endowing product with unique association
Promise, bond, or pact Competitive advantage
Symbolic, cultural Source of financial return
Signal of quality
Philosophy of Branding
Strategies


Branding is Universal (anything can be branded)
Commodity Chicken, Coffee, salt, fruits, vegetables, water, etc.
Physical good - Consumer products; Business to Business; High-tech products.
Services KPMG, Citi, Airlines, Energy firms, etc.
Retailers and distributors Sears, Wal-Mart, private or store brands.
On-line product and services google, e-bay, etc.
People and Organizations
Sports, Arts, and Entertainment Cowboys?
Geographic Locations Australia, Alaska.
Ideas and Causes Red Cross,
Determinants of Brand Longevity
Vision regarding the mass marketing
Managerial persistence
Financial commitment
Relentless Innovation

Brand Equity brand value, intangible value, loyalty,
consumer perception, consistent behavior

Why Brand Equity?
Positive brand equity leads to:
Loyalty
Larger Margins
Greater Trade Support
More Efficient Communications / Marketing
Resiliency to Crises
Licensing Opportunities
Brand Extension Opportunities
Reduced Vulnerability to Competition
Greater financial returns
Brand Equity
Sources of Brand Knowledge
Brand awareness
Brand image
Strength of brand
Favorability of brand
Uniqueness of brand
Brand Equity
But how does one develop brand equity?
The goal of this course is to learn how to manage
brands (via marketing programs) in order to create
brand equity - that is, create an enduring
advantage for your brands.
Strategic Brand Management Process:
1. Identifying and Establishing brand position and values.
2. Planning and Implementing brand marketing programs.
3. Measuring and interpreting brand performance.
4. Growing and sustaining brand equity.

Building Equity
1. Determine brand knowledge structures
a. Breadth of awareness (brand salience)
b. Positioning (points of parity/difference)
c. Image (strong & favorable brand associations)
2. Develop marketing programs
3. Integrate across product lines and geographies
4. Measure and control
a. Feelings/judgments/loyalty
Brand Management Issues
Product
Manager
Manufacturing
R&D
Legal
Fiscal
Market
Research
Salesforce
Publicity
Purchasing
Packaging
Promotion
Services
Media
Advertising
Agency
Distribution
Branding Strategies
Domestic Branding Strategies
International Banding Strategies
Corporate branding
Corporate branding is the practice of
using a company's name as a product brand
name. It is an attempt to use corporate brand
equity to create product brand recognition.
It is a type of family branding or umbrella
brand. Disney,
Brand Extension
Same brand name, new product line e.g. Reebok
shoes and Reebok water. Nike shoes and Nike
casuals. Chevy cars and Chevy mens cologne.
Hooters restaurants and Hooters airline
The concept of congruence determines the success
of a brand extension strategy. E.g. Johnsons baby
powder and Johnsons baby oil high congruence.
But imagine Lysol toilet bowl cleaner and Lysol
toothpaste!!!
More Branding Strategies

Brand Leveraging
Co-Branding
Private Branding
Branding Strategies of Luxurious Products