Kotler defines 5 levels to a Product

The case Benefit Level The generic Product Level The expected Product Level The augmented Product Level The potential Product Level

Marketing Austrialia
Region /Country
Austriialias Attribute

Asia
Big nature outdoors, city life

United States

Japan

Europe

Fun, diversity, Surprise, Activity, active, undiscovered, relaxation adventure,live it culture,lifestyle intriguing enriching, diverse, powerful memories

Campaign

Let the magic begin

Holiday

Country of surprises

The sooner you go the longer the memories. Emotional, appealing, unique, travel now

Message

Excitement, shopping nightlife.

Take a break from work and discover people and islands

Fast-paced, sophisticated, cosmopolitan, modern

Brands can reduce the risks in Product decisions

Functional Risk : Physical Risk : The product does not perform up to expectations. The product poses a threat to the physical wellbeing or health of the user or others.

Financial Risk : Social Risk Time Risk : :

The product is not worth the price paid The product results in embarrassment from others. The failure of the product results in an opportunity cost of finding another satisfactory product.

Brand Value of top 10 strongest Brands in USA Rank

1 2 3 4

Brand Name
Coca-Cola Microsoft IBM GE

Value as at 2001 ($ billions)

68.95 65.07 5275 42.40

5 6 7
8 9 10

NOKIA INTEL DISNEY

FORD Mc DONALDS AT & T

35.04 34.67 32.59

30.09 2529 22.83

Strategic brand management involves the design and implementation of marketing programmes and activities to build measure and manage brand equality.

1. 2. 3. 4.

Identifying and establishing brand positioning and values Planning and implementing brand marketing programs. Measuring and interpreting brand performance. Growing and sustaining brand equity.

Planning and Implementing Brand Marketing Programs

Initial choices for the brand elements or identities making up the brand.

Marketing activities and supporting marketing program and the manner by which the brand is integrated into them.
Other associations indirectly transferred to the brand by linking it to some other entity (e.g.the company, channel distribution / another brand.

Strategic Brand Management Process

Steps Identify and Establish Brand Positioning and values Plan and Implement Brand Marketing Programmes Measure and Interpret Brand performance

Key concepts
Mental maps Competitive frame of reference Points of parity and points of difference Core brand values Brand mantra Mixing and matching of brand Elements Integrating brand marketing activities Leverage of secondary associations Brand Value chain Brand audits Brand tracking Brand equity management system Brand Product Matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization

Grow and Sustain Brand Equity

Building customer Based brand equity

Brand Building Tools & objectives
Choosing Brand Elements
Brand name Logo Symbol Character Packaging Slogan Memorability Meaningfulness Likability Transferability Adaptability Protectability

Consumer knowledge effects

Brand Awareness Depth Breadth Recall Recognition Purchase Consumption

Branding Benefits

Possible customers Greater loyalty

Less vulnerability to competitive marketing actions and crises

Larger margins More elastic response to price decreases More inelastic response to price Increases Greater trade c-operation and support Increased marketing communication efficiency and effectiveness

Developing Marketing Programs Product Tangible & intangible benefits Price Value perceptions Distribution Integrate push and pull Channels Communications Mix and match options

Brand Associations Strong Relevance `Consistency

Favorable Desirable Deliverable

Leverage of Secondary Associations Company Country of origin Channel of distribution Awareness Other brands Meaningfulness Endorser Transferability Event

Unique

Points-of-parity Possible licensing Points-ofopportunities. difference

More favorable brand extension evaluations.

Measuring & interpreting Brand Performance

1. Brand Audit A. Brand inventory B Brand exploratory

2. Brand Value Chain

A Brand equity sources B Brand equity outcomes 3. Brand Equity Management System A.Brand equity charter B. Brand equity report C. Brand equity responsibilities

Growing and Sustaining brand equity

1. Define Brand Hierarchy

A. B.
C D. E.

Principle of simplicity Principle of relevance

Principle of differentiation Principle of prominence Principle of commonality

Employ as few levels as possible Create abstract associations relevant to as many products as possible Differentiate individual products and brands Adjust prominence to affect perceptions of product distance Link common products through shared brand elements.

2. Define Brand-Product Matrix

A .Brand extensions Establish new equity and enhance existing equity. Maximize coverage and minimize overlap Contd..

B.

Brand portfolio

Contd..
3. Enhance Brand Equity over Time
A. Brand reinforcement B. Brand revitalization Innovation in product design, Manufacturing and merchandising. Relevance in user and usage imagery Back to basics strategy Reinvention strategy

4.

Establish brand Equity over Market Segments

A Identify differences in consumer behavior B Adjust branding programme

How they purchase and use products What they know and feel about different brands. Choice of brand elements. Nature of supporting marketing programme Leverage of secondary associations.

Branding is all about creating Differences

Differences in outcomes arise from the Added Value endowed to a product as a result of the past marketing activity for the Brand. The value can be created for a brand in many different ways. Brand equity provides a common denominator for interpreting marketing strategies, and assessing the value of a brand These are many different ways in which the value of the brand can be manifested or exploited to benefit the firm. (I.e. in terms of greater proceeds or ever costs or both.) Identifying and establishing Brand Positioning & Values.

Breadth of Branding Strategy

1. Aggregate market Factors:

Market Size Market Growth Stage in Product Life cycle Sales cyclicity Seasonality Profits

Contd

Contd..
2.
Category Factors:

Threat to new enbank Bargaining power of buyers

Bargaining power of suppliers Current category rivalry Pressures from substitutes

Category capacity
Contd

Contd
3
Environmental Factors Technological Political Economic

Regulatory Social

BRAND HIREARCHY
General Motors General Motors

Chevrolet

Pontiac

Oldsmobile

Biick

Cadillac

GMC

Trucks

Cars
Corvette Cavalier Camaro Prizm Malibu Monte Carlo Lumina Metro

Silveradio Pickup C1500 Extended cab pickup K1500 Extended Cab Pickup C/K pickup Tahoe Venture Suburban Astro Cargo Van 2500

Alero Grand Prix Cutlass Grand Am Intrigue Bonneville Eighty-eight Trans Sport Firebird/Trans Am Aurora Sunfire

Century Seville Regal] Catera LeSabre De Ville Park Avenue

Savana Sierra Suburban Sonoma Jimmy

Top 10 Admired Companies in USA for Corporate Image

Rank Organization
1 2 3 General Electric South West Airlines Wal Mark Stores

4
5 6

Microsoft
Berkshire Hathway Home Depot

7
8

Johnson & Johnson

FEDEX

9
10

CITI GROUP
Intel

Determinants of Corporate Image

Corporate Social Conduct Company Business conduct

Corporate Contributions conduct

Corporate Employees Conduct

Product Company

Sales Force Price

Distribution channels

Service

Support

Communication

CORPORATE BRAND: EG GENERAL MOTORS

Family Brand

(eg. BUICK)

Individual Brand

(eg. Park Avenue)

Modifier (Designing item or Model ) (eg. Ultra)

BUILD AWSARENESS OF THE COMPANY AND NATURE OF ITS BUSINESS

Create favouroable attitudes and perceptions of Company credibility

Link beliefs that can be leveraged by product specific marketing

Make favourable impression on the financial community

Motivate present employees and attract better recruits Influence public opinion on issues.