MARKETING PRESENTATION TOPIC:

BUILDING STRONG BRANDS

Presented By: Group 5

BUILDING STRONG BRANDS

A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

SOME IMPORTANT CONCEPTS Brand Name: The part of a brand that can be
spoken including letters, words and numbers. Brand Mark: The elements of a brand that cannot be spoken Brand Equity: The value of company and brands names. Master Brand: A brand so dominant that it comes to mind immediately when a product category, use, attributes or benefit is mentioned.

Baking Soda

Adhesive Bandages
Rum Gelatin Soup Cream Cheese Crayons Petroleum Jelly

A LOOK AT MASTER BRANDS

Arm & Hammer

Band-Aid
Bacardi Jell-O

Campbells Philadelphia Crayola Vaseline

BRAND MARK

Logo/Name

BENEFITS OF BRANDING

Branding Distinguishes Products From Competition Product Identification Aids In Repeat Sales Aids In New Product Sales

Aids In Attracting Loyal Customers And Segments It Is The Image

BUILDING BRAND IDENTITY

BRAND BONDING
Brands Are Not Built By Advertising But By Brand Experience.
Everyone In The Company Lives The Brand. Three Ways To Carry Out Internal BrandingEmployees Must Understand,

BUILDING BRANDS IN THE NEW COMPANY

Heidi and Don Schultz urge companies to:

Clarify the corporations basic values and build the corporate brand. Use brand managers to carry out the tactical work. Develop a more comprehensive brand-building plan.

Define the brands basic essence to be delivered wherever it is sold.

Use the brand value-proposition as the key driver of the companys strategy, operations, services and product development. Measure their brand-building effectiveness, not by the old measures of awareness, recognition or recall, but by a more comprehensive set of measures including customer perceived value, customer-satisfaction,

Branding gives seller several advantages

Brand name makes it easier for sellers to process orders and track down problems. Sellers brand name and trade mark provides legal protection of unique product features.

Branding gives the seller the opportunity to attract a loyal and profitable set of customers.
Branding helps the seller segment markets. Strong brands help build market image, making it easier to launch new brands and gain acceptance

FAITHFUL OR FICKLE? A LOOK AT BRAND LOYALTY

Cigarettes Mayonnaise Toothpaste Coffee Athletic Shoes Canned Veggies Garbage Bags

71% 65% 61% 58% 27% 25% 23%

WHAT IS BRAND EQUITY?? A set of assets and

liabilities linked to a brands name and symbol that add or subtract from the value provided by a product or service to a firm and/ or that firms customers.

Brand Equity

Associations

BUILDING BRANDING EQUITY

BRAND AWARENESS BRAND ACCEPTABILITY BRAND PREFERENCE

AAKERS FIVE LEVELS OF CUSTOMER ATTITUDE: The customer will change brand, especially for price reasons. No brand loyalty. Customer is satisfied. No reason to change brand. Customer is satisfied and would incur cost by changing brand. Customer values the brand and sees it as a friend. Customer is devoted to the brand.

Customer-Based Brand Equity as a Bridge

Customer-based brand equity represents the added value endowed to a product as a result of past investments in the marketing of a brand.

Customer-based brand equity provides direction and focus to future marketing activities 15

CUSTOMER-BASED BRAND EQUITY PYRAMID

4. RELATIONSHIPS =

RESONANCE

What about you & me?

3. RESPONSE =

JUDGMENTS

FEELINGS

What about you?

2. MEANING =

PERFORMANCE

IMAGERY

What are you?

1. IDENTITY =

SALIENCE
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Who are you?

SALIENCE DIMENSIONS

Depth of brand awareness

Ease of recognition & recall

Strength & clarity of category membership

Breadth of brand awareness

Purchase consideration

Consumption consideration

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PERFORMANCE DIMENSIONS

Primary characteristics & supplementary features Product reliability, durability, and serviceability

Service effectiveness, efficiency, and empathy Style and design

Price
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IMAGERY DIMENSIONS

User profiles

Demographic & psychographic characteristics

Actual or aspirational
Group perceptions -- popularity

Purchase & usage situations

Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage

Personality & values

Sincerity, excitement, competence, sophistication, & ruggedness

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History, heritage, & experiences

JUDGMENT DIMENSIONS

Brand quality

Value

Satisfaction

Brand credibility

Expertise
Trustworthiness Likability

Brand consideration

Relevance

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FEELINGS DIMENSIONS

Warmth

Fun
Excitement

Security
Social approval Self-respect
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RESONANCE DIMENSIONS

Behavioral loyalty

Frequency and amount of repeat purchases

Attitudinal attachment

Love brand (favorite possessions; a little pleasure)

Proud of brand

Sense of community

Kinship Affiliation
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Active engagement

VALUE OF BRAND EQUITY

Brand valuation Competitive advantage of high brand equity:

The company will have more leverage in bargaining with distributors and retailers because

Rank

The Worlds 10 Most Valuable Brands

Brand Value (billions)

1 2 3 4 5 6 7 8 9 10

Coca Cola Microsoft IBM GE Intel Nokia Disney McDonalds Marlboro Mercedes

$69.6 $64.1 $51.2 $41.3 $30.9 $30 $29.3 $26.4 $24.2 $21

Strategic Brand Management

Strategic brand management 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
25 3) Measuring and interpreting brand performance

NEW BRANDING CHALLENGES

Brands Are Important As Ever

Consumer Need For Simplification Consumer Need For Risk Reduction Savvy Consumers

Brand Management Is As Difficult As Ever

Increased Competition
Decreased Effectiveness Of Traditional Marketing Tools And Emergence Of New 26 Marketing Tools

BENEFITS OF CUSTOMER-BASED BRAND EQUITY

Enjoy greater brand loyalty, usage, and affinity Command larger price premiums Receive greater trade cooperation & support Increase marketing communication effectiveness

Yield licensing opportunities

Support brand extensions.
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The Key to Branding

For branding strategies to be successful, consumers must be convinced that there are meaningful differences among brands in the product or service category.
Consumer must not think that all brands in the category are the same.
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THANK YOU