Professional Documents
Culture Documents
What is branded?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes
Branding Challenges and Opportunities
Savvy customers
Brand proliferation
Media fragmentation
Increased competition
Increased costs
Greater accountability
Strategic Brand Management
It involves the design and implementation of
marketing programs and activities to build,
measure, and manage brand equity.
The Strategic Brand Management Process is defined as
involving four main steps:
1. Identifying and establishing brand positioning and values
2. Planning and implementing brand marketing programs
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity
Strategic Brand Management Process
Brand-product matrix
Grow and sustain Brand portfolios and hierarchies
brand equity Brand expansion strategies
Brand reinforcement and revitalization
BRAND
A brand may be a name ,symbol, sign,
design, logo, term that distinguishes
the offering of one marketer from
other offerings available in the
market.
AMERICAN
MARKETING
ASSOCIATION :
Brand is a name ,design ,sign ,term ,symbol or a
combination of all of them intended to identify the
goods or services of one seller or group of sellers
and to differentiate them from those of competitors.
Thus , Brand means creating a reference vis a
vis certain product in the minds of customers.
Brand is creating space in the minds of people
for a product .
6 LEVEL MEANING OF
BRAND
Attributes:
A brand brings to mind certain attribute.
Ex. Mercedes –expensive, well built, prestigious ,durable
Benefits :
Attributes must be translated into functional and
emotional benefits.
Mercedes- expensive --makes the owner feel
important and admired----emotional benefit .
Culture :
Mercedes ---German culture –
organized ,efficient ,high quality.
Personality:
Brand always tells about the personality of the user .
Mercedes ----domineering, sincere .
User :
Brand reveals about the user also.
Mercedes ---wealthy ,middle aged user.
Values:
Brand always hints about the values of the
marketer.
Mercedes—high performance ,safety, prestige.
Brand image
Brand image is a symbolic construct created within
the minds of people and consists of all the
information and expectations associated with a
product or service
ADVANTAGES OF BRAND TO
THE FIRM
Legal protection of unique product features
or Trademarks.
Protection from competition.
Segmentation of market
Strong brands leads to strong corporate image
thus makes it easier to launch new products.
Higher Profits
Entry barrier for rivals.
Ease of handling environment turbulence:
Insulates the Brand from economic cycles, since
a successful brand immediately reduces the
impact of the price alone on demand.
BRANDING CHALLENGES
Product Category
Existing New
1) Ingredient Co branding
Example:- COMPAQ Computers
2) Same Company Co Branding:-
Example:- Pepsi and Kurkure
3) Joint Venture Co Branding
Example:-Sony Ericsson
VALUE & ENDORSEMENT
COBRANDING
Ranbaxy donating 1Re of every strips sale of
SPORIDEX to CRY to support GASH project
in J&K.
P&G on the sale of every pack of WHISPER
gives 1 Re to National Association for blinds to
aid DRISHTI program
Complimentary Cobranding
COKE with MCDONALDS
Brand Repositioning:- However well a
brand is currently positioned , the company may
have to reposition it later when facing new
competitors or changing customers preferences.
Example:- 7UP, Lifebouy ,Airtel
BRAND EQUITY
Brand equity is the added value endowed on the
product and services.
It is the set of brand assets and liabilities linked
to brand ,its name and symbol, that add to or
subtract from the value provided by a product
or the service to a firm or that firms customers.
Brand Equity
The differential effect that brand knowledge has on
consumer response to the marketing of that brand.
Brand Other
proprietary
loyalty
Brand
Brand Equity
Name assets
Symbol
Provides value to customer Provides value to the firm
by enhancing customer’s: By enhancing:
1. Effeciency &
1.Interpretation/processing effectiveness
of information. of marketing programs
2. Brand loyalty
2. Confidence in the 3. Price/margins
purchase decision.
4. Brand extensions.
3.Usage satisfaction 5. Trade leverage
6. Competitive
Advantage
Brand Awareness
Brand awareness is the ability of a potential
buyer to recognize or recall that a brand is a
member of a certain product category.
Brand Awareness
Signal of substance/Commitment
Consideration set
Perceived Quality
Reason to buy
Differentiate/Position
Price
Channel member interest
extension
Brand Association
Competitive advantage
Trademark would reduce the chances of
competitors copying brand name or packaging or
style.
Patent give special rights to firm & make others to
compete difficult.
channel relationships can be controlled on the
basis of past performance of a brand.
Reduced
Provides value to
Marketing costs Customers by
Brand Trade leverage
Attracting new customers: Enhancing
loyalty #create awareness
customer’s:
#reassurance
Time to respond to
competitive threat.
1. Interpretation/
processing
Brand Anchor to which Other of information
Aware
associations can be attached
Familiarity-liking 2. Confidence in
ness
Signal of substance
Commitment
purchase
Consideration set decision.
Brand 3. Use
Reason to buy
Equity Perceived Differentiate/Position satisfaction
Price
Quality Channel member interest
extension Provides value to
the firm
Brand By enhancing:
Help process/
Associat Retrieve information 1. Efficiency &
ion Differentiate/position effectiveness
Reasons to buy
Create possitive attitude
of marketing prog.
Other extensions 2. Brand loyalty
Proprietary 3. Price/margins
Brand Competitive 4. Brand extensions.
asset advantage 5. Trade leverage
6. Competitive
DAVID AAKER MODEL OF BRAND EQUITY Advantage
Brand loyalty
Committed
buyer
Likes the
brand
As a
friend
Satisfied buyer
with switching costs
Satisfied/habitual buyer
no reason to change .
Switchers/price sensitive
Indifferent-No Brand loyalty
Creating & Maintaining Brand
loyalty
Treat the customer right.
Stay close to the customer.
Measure/manage customer satisfaction.
Create switching costs.
Provide Extras.
My Coke Rewards
Pepsi Stuff
Vicarious situations under which a
customer switch the brand:
Non-availability of a product
Non-conformity with the latest fad/trend
Brand Element
Brand Elements
Brand
names URLs
Slogans
Elements
Logos
Characters
Symbols
Tactics for Brand Elements
A variety of brand elements can be chosen that inherently
enhance brand awareness or facilitate the formation of
strong, favorable, and unique brand associations.
Brand names
URLs
Characters
Slogans
Packaging
Brand Names
Like any brand element, brand names must
be chosen with the six general criteria of
memorability, meaningfulness, likability,
transferability, adaptability, and protectability
in mind.
Brand Naming Guidelines
Brand awareness
Simplicity and ease of pronunciation and spelling
Familiarity and meaningfulness
Brand associations
The explicit and implicit meanings consumers
extract from it are important. In particular, the brand
name can reinforce an important attribute or benefit
association that makes up its product positioning.
Brand Naming Procedures
Define objectives
Generate names
Screen initial candidates
Study candidate names
Research the final candidates
Select the final name
URLs
Memorability
Marketer’s offensive strategy
Meaningfulness and build brand equity
Likability
Transferability
Adaptability Defensive role for leveraging
and maintaining brand equity
Protect ability
Visuals Of Brand elements
Memorability
Brand elements should inherently be memorable
and attention-getting, and therefore facilitate
recall or recognition.
For example, a brand of propane gas cylinders
named Blue Rhino featuring a powder-blue
animal mascot with a distinctive yellow flame is
likely to stick in the minds of consumers.
Easily Recognized
Memorability Easily Recalled
Meaningfulness
Likability
Transferability
Adaptability
Protectability
Meaningfulness
Brand elements may take on all kinds of meaning, with
either descriptive or persuasive content.
Two particularly important criteria
General information about the nature of the product category
Specific information about particular attributes and benefits
of the brand
The first dimension is an important determinant of
brand awareness and salience; the second, of brand
image and positioning.
Meaningful
Memorability
Descriptive
Meaningfulness Specific
Likeability
Transferability
Adaptability
Protectability
Likability
Do customers find the brand element
aesthetically appealing?
Descriptive and persuasive elements reduce the
burden on marketing communications to build
awareness.
Likeability
Memorability
Fun and Interesting
Meaningfulness Rich Visual and Verbal imagery