S8 STP and Branding

Marketing Management
Section A (2010-11)
Prof. A Mulky
 Branding Strategies
Brands

Branded Sub- Endorsed House of

House brands brands brands

BMW HP Deskjet Obsession Surf Excel

by Calvin
GE Capital Dell Klein
Close Up
GE Appliance Inspiron
McAloo
Gilette Tikki
Dove
Sensor
Nestea
Sony Bravia Nescafe
 Types of brands

• Corporate brands: eg Unilever

• Line Brands :eg Dove

• Functional Brands: eg Vim,

• Image (or Symbolic) Brands eg Dove, Fair and Lovely

• Experiential (or Hedonic) Brands: eg Lipton

Functional brand

Prescription for clogged drains from

India's No.1 drain cleaner.

Dosage: Once a month for clog-free

drains.

Kiwi Dranex, now called Kiwi Kleen Drain

Cleaner, has a unique formulation that
effectively clears clogs in kitchen sinks,
washbasins, and even bathtubs. Using
Kiwi Kleen drain cleaner just once a
month ensures clog free, healthy drains.
So now you can say goodbye to blocked
drains forever.
Image or (Symbolic) brand

The caviar is free. The rest of the

stuff is frightfully expensive.

Bodycopy: Utopia 2000. The new

925 silver collection from Ravissant.

Ravissant
 Experiential or (Hedonic) brand

Lunch with the family has never been this wild

This is not tricky photography, this is for real. The Singapore Zoological Gardens is probably the only place on earth where you and your
family can sit down and have a relaxing lunch with the lions. Think about what this means for your kids. Think about quality time with the
family. Singapore is a land of unfolding surprises that make for one big happy and memorable holiday. A complete family pack, Singapore
has its own Snow City, Night Safari, Underwater World, Night Life, Food Courts and 24 hours shopping malls. All offering a unique blend of
the best of the modern world with rich cultures that deliver enriching experiences for you and your family. Call your travel agent today.
visitsingapore.com
Uniquely Singapore
HUL: Brand portfolio straddling the pyramid

Affluent

Aspiring

Striving
 Strategies for growth
Brand users

Can usage by current users Programmes to

be increased? (1) increase usage

Programmes to
introduce upgraded
products
Can new users Programmes to
Can current users be attract new users
upgraded to our be attracted? (3)
higher priced brands
/systems? (2)

Are category non- Can competitor’s users

users viable? (3 A) be attracted? (3 B)

Programmes to Programmes to
attract competition
attract non users of
category users
Introducing users to higher value products and systems

Dove Hair Fall

Therapy
 Increasing consumption-Lifebuoy Handwash programme

Since 2002, the project has touched

50,676 villages and 120 million people.

Campaign Impact
•Awareness of germs - 52% to 83%
•Association of germs with disease - 35% to 57%

Source: HUL website

 Attracting new, younger users

DIGITAL

INNOVATIVE
MEDIA
Attracting competition users-POS presence and activation
 Brand is more than a product!

Organisational Brand
associations personality

Country of Attributes
origin Price- Quality User
Functional Benefits imagery
Uses

Symbols

Experiential Benefits
Symbolic
benefits

Source: Adapted from Aaker and Joachimsthaler ( 2002)

 Brand Equity

• Product + something

• Added value endowed on products and services by the

activities and characteristics of the organization and its people

• A set of brand assets and liabilities linked to a brand name, its

name and symbol, that add or subtract from the value
provided by a product or service to a firm and / or to its
customer
(David Aaker)
Brand Equity- Aaker

Brand name Perceived Brand associations

awareness quality

Brand Equity

Other brand
Brand loyalty
assets
 Differentiation

• Product • Service
– Form – Ease of ordering
– Features – Delivery
– Customization – Installation
– Performance – Customer training
– Quality – Maintenance and repair
– Durability – Returns
– Reliability • Personnel
– Repairability
• Channel
– Style
• Image
– Design
 Alternative strategies for differentiation/positioning

Market share leader Biggest

Quality leader Best
Service leader Most responsive
Technology leader Pioneer
Variety leader Largest assortment
Flexibility leader Most adaptable
Relationship leader Most committed to customer success
Prestige leader Most exclusive
Knowledge leader Greatest experience or expertise
Bargain leader Lowest price
Value leader Best price performance ratio
Integrity leader Most ethical /trustworthy
Global leader Best positioned to serve global markets
 Perceptual Map of Pain Relievers

Gentleness

. Tylenol

. Bufferin Effectiveness
. Bayer
. Private-label . Advil
aspirin . Anacin . Nuprin
. Excedrin
Perceptual Map of automobiles-US
Mapping audience perceptions about Indian film actors
through multidimensional scaling