Managing Brand Image

Managing Brand Image

Brands are repositioned to appeal in changing market condition often due to customer- competition etc.. Image management necessitates close coordination between sales activities & market communications. It begins with the brand concept selection derived from basic consumer needs.

Brand Concepts selected on need basis

Functional needs Symbolic needs Experiential needs

Functional needs

Performance or functional aspects of living eg: Fans Sewing machine vacuum cleaners

Symbolic needs

Learned needs, reflect desires for selfenhancement, identification with a group of need for esteem eg: expensive Car, Clothing, Watches etc.,

Experiential needs
Cognitive stimulations or variety Eg: Hotel, Theme park etc.,

Brand Concept
Brand

concept design means what image marketer wants to build around these consumer needs .A pen is for writing but Mont blanc is positioned as symbolic brand. Can brands offer multiple benefits ?

Lifebuoy, Dettol, Colgate, Lux

It may create in consistency in positioning stages in long run. It may find competing with few many brands and it may also make it difficult for customers to understand its true value. Brand concept would remain same during its life time guiding its positioning strategy. brand concept defines the brand market boundaries within which brand may change its position

Introduction
The

brand must establish its functional capability and superiority. Distinct performance oriented image is created in a prospects mind.

Stages of Concept Management

Introduction Elaboration Fortification

Introduction Stage
Time of brand entry Establish its image Utilize marketing mix variables for reducing/eliminate transaction barriers. Hero honda-cd100 fuel efficient, Pepsodent- Germi check, head &shoulder ZPTO to fight dandruff.

Elaboration stage

Competition may narrow down product differentiation hence necessitating brand value enhancement .can now focus on more specific needs, or can attempt to create new uses.

Elaboration
Brand gets pitched against competitors Task is to enhance the brands perceived image as superior to rivals Eg: Nirma superiority in the economy segment

Fortification

Customers & competition force to branch in to products of different category, going beyond initial product category with which it started its operation. EX:Maggi, TITAN

Fortification
Extend brand to other products Eg: Nirma to Nirma bath, Nirma super powder, Maggi, TITAN

Brands of yesteryears
Binaca Le sancy Murphy Forhans Campa Cola The Illustrated weekly

Forces Affecting Brands

Demographic shifts Economic shifts Other shifts

Demographic shifts
Population and its related varieties Literacy level Mass market shifts

Economic shifts
Financial circumstances Value conscious customers Income level fluctuations

Other shifts
Regulations Court Government