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Anatomy
Module : Understanding Brand
Anatomy
Concept of category and product
Concept of Brand & Evolution of Brand
Understanding Strong Brand & Brand
Equity
Building Strong Brands: Building blocks,
Brand Positioning, Brand Identity & Image,
Brand Values
Brand Manager: The Idea
13 May, 1931,Neil McElroy wrote a memo to his
boss, RF Rogan
His memo lasts for three pages, not one.
In it (displaying the sexism of his times), he lays
out the case for 'Brand Man
His memo features a prescient phrase: Brand
Man should take 'a very heavy share of
individual brand responsibility
Soon, brand managers commanded a pivotal
role within companies such as McElroy's,
Procter & Gamble, as they restructured around
their brands and 'brand management'.
Role of Brand Manager: Evolution
Globalization, retailer power, the growing importance of customer
experience, social media: challenged McElroy's neat job description.
According to a recent McKinsey* survey('A New World for Brand Managers,
McKinsey Quarterly (April 2010)), these have 'stripped away' brand managers'
authority, denying them the perspective and autonomy they once had.
Globalization has also done its bit to erode the powers of the local brand
chief executive.
Rise of retail power has introduced the concept like Category Manager. (For
example, Kraft's European operations are organized around a category model,
with P&L responsibility held not by brand managers but 'category presidents'
based in Zurich.)
The rising importance of customer experience - a more holistic view of the brand
that takes it beyond the product and its communication to every possible
touch-point has contributed to the dispersal of the brand manager's authority.
Because of explosion of social media, managing the brand involves both
internal communication and external engagement .
Underneath it all, however, the brand manager's job remains remarkably
similar to that outlined by McElroy in 1931, It's still about building brand
equity.
A Brand Managers Potential Interactions
Sales
Designers
Researchers
Premium
suppliers
Premium
screening Store
testing Sampling
Couponing
Media
Advertising
agency
Packaging
Promotion
services
Purchasing
Publicity
Legal
Fiscal
Market
research
Manufactur-
ing and
distribution
Research
and
development
Brand
manager
Suppliers
Trade
Suppliers
Trade
Research
suppliers
Suppliers
Agency media department
Company media department
Media sales reps
Product/Brand -Focused Structure
Head of
company/division
Corporate
communications
Finance
Marketing
Manufacturing
Manager of
product/Brand A
Manager of
product/Brand C
Manager of
product/Brand B
Marketing
Research
Support
Product/Brand
management
Defining the Competitive Set
Bases of Competition
I. Customer-oriented
Who they are competition for same
budget
When they use it
Why they use it- benefits sought
II. Marketing-oriented: advertising
and promotion
Theme/copy strategy
Media
Distribution
Price
Bases of Competition cont.
III. Resource-oriented
Raw materials
Employees
Financial resources
IV. Geographic
Levels of Competition
Diet
lemon
limes
Fruit
flavored
colas
Coffee
Diet
Coke
Diet
Pepsi
Bottled
water
Lemon
limes
Regular
colas
Beers
Juices
Wine
Fast food
Tea
Video
rentals
Ice
cream
Product form
competition:
Diet colas
Product
category
competition:
Soft drinks
Generic
competition:
Beverages
Budget
competition:
Food and
entertainment
Levels of Competition: Implications
for Product Strategy
Budget
Generic
Product
Category
Product
Form
Competitive Level
Convince Customers that the
Brand is Better than Others
Convince Customers that the
Product Form is Best in the
Category
Convince Customers that the
Product Category is the Best
Way to Satisfy Needs
Convince Customers that the
Generic Benefits are the Most
Appropriate Way to Spend
their Money
Product Management Task
Category Attractiveness Analysis
Aggregate Category Factors
Category size
Category growth
Stage in product life cycle
Sales cyclicity
Seasonality
Profits
Category Attractiveness
over the Product Life Cycle
Stage of
product
life cycle
Category
size
Category
growth
Category
attractiveness
Introduction
Small
Low
Low
Growth
Moderate
High
High
Maturity
Large
Low
Low/high
Decline
Moderate
Negative
Low
Sales
Time
Customer Analysis: What We Need to Know
about Current and Potential Customers
Who buys and uses the product
What customers buy and how they use it
Where customers buy
When customers buy
How customers choose
Why they prefer a product
How they respond to marketing programs
Will they buy it (again)?
Basic Customer Strategies
1. Customer acquisition
2. Customer retention
3. Customer expansion
4. Customer deletion
From Product to Brand
Best Global Brands 2010
Best Global Brands 2011
Summary of INTERBRAND top 100 Global Brands 2012
Country of ORIGIN No. of Brands
US 53
Finland 1
Japan 7
Germany 9
France 7
South Korea 3
Sweden 2
UK 4
Switzerland 3
Netherlands 3
Canada 2
Italy 3
Spain 2
Mexico 1
Welcome To :: SUPERBRANDS
BRAND_VIDEO CLIPS\Best Global Brands 2012.pdf
What is a BRAND?
What is a brand?
A brand is a name, term, sign, symbol, or design,
or a combination of them,
intended to identity the goods or services
of one seller or group of sellers
and to differentiate them from those of competitors
- American Marketing Association
A product is an object or service thats available.
A brand is a complex set of satisfactions delivered.
Jeremy Bullmore, WPP
Branding is a natural, instinctive human creation. A
way of making a complicated world simpler. With a
brand, you get a symbol, a cue - you know what youre
getting, you know what to expect.
Niall Fitzgerald, Unilever
How others define a brand
In a nutshell
Keeping ahead with rational product advantages is
unsustainable in highly competitive markets. It is the
emotional value of brands that are enduringly
attractive to consumers.
K. Ohmae, McKinsey & Co.
A sum of parts
Functional Product
Attributes
Symbolic Values
& Associations
Rational (Head) Emotional (Heart)
The Brand
+
Or put another way
Personality
User imagery
Symbols
Brand/customer
relationships
Emotional benefits
Self-expressive
benefits
Corporate
associations
Country of origin
and history
Functional benefits
Attributes
Uses
Quality
Value
Brand/flesh
Product/stone
BRAND CONCEPT
If this business were to be split up, I would be glad to take the
brands, trademarks and goodwill and you could have all the bricks
and motor-and I would fare better than you
John Stuart, Former Chairman of Quaker Oats Ltd
Brand: The beginning
Searing of flesh with a hot iron to produce
a scar or mark with an easily recognizable
pattern for identification purpose
Livestock were branded by the Egyptians
as early as 2000BCE.
The practice was brought to North
America in the sixteenth century by the
Spanish conqueror Hernan Cortes (1485-
1547)
Brand: The evolution
1882: Harley Procter named his generically named
white soap as Ivory Soap: an idea that apparently
came to him while reading a psalm in church
In December of that year, Ivory got a slogan 99
and 44/100% pure
1888, in Janesville, Wisconsin, George Safford
Parker named each pen produced by his company
a Parker Pen
In Europe, food industry provided the first brand
names such as Nestle, Cadbury, Kellogg
Brands can reduce risk in product decisions. There are
many different types of risks that consumers may
perceive in buying and consuming a product:
1. Functional Risk
2. Physical Risk
3. Financial Risk
4. Social Risk
5. Psychological Risk
6. Time Risk
SO,
Why do Brands matter?
For Consumers
Functional:
Identification of
Product Source
Reduces search costs
Experiential:
Risk reducer
Signal of Quality
Symbolic:
fit with self image
Representing a group
For Manufacturers
Identification to simplify
handling or tracing
Legal Protection
Signal of Quality Level
Competitive Advantage
Financial Returns
Contracting with a Brand
A Brand is a contract, carved in stone
and long (ever ?) lasting contrat
with the final consumer
with her own environment
This is a two ways contract (return
contract ?)
Historical / Memory Future / Project
Brand Identity Plan
What is Brand Identity?
Brand Identity is the unique set of brand
associations that the brand strategist aspires
to create or maintain.
These associations represent what the
brand stands for and imply a promise to
customers for the organization members.
Identity includes moral image, aim and
values that together constitute the essence
of individuality while differentiating the brand
(de Chernatony, 2002).
Brand Identity (Kapferers Prism)
Brand Identity
Characteristics of Physical
Representation:
objective characteristics of the brand
quick and easy visual recognition thanks to star
products
Characteristics of Personality:
this is the brands main intrinsic parameter,
what kind of person it is
no personality = weakness
Human Personality Factors: Big FIVE Model ( McCrae, 1993)
Brand Personality:
Aaker(1997) factor analyze the individual ratings of 40 brands on 114 personality traits by 631
respondents recruited in the US
Brand personality
BRAND_VIDEO CLIPS\The Cheetah-inspired XUV500 - Announcer TV Ad - YouTube.flv
Brand Personality Scale
(BPS)
Traits Brand
Sincerity Domestic, honest,
genuine, cheerful
Campbells,
Hallmark, Kodak
Excitement Daring, spirited,
imaginative, up-to-
date
Porsche, Absolut,
Benetton
Competence Reliable, responsible,
dependable, efficient
Amex, CNN, IBM
Sophistication Glamorous,
pretentious, charming,
romantic
Lexus, Mercedes,
Revlon
Ruggedness Tough, strong,
outdoorsy, rugged
Levis, Malboro,
Nike
A Corporate Character Scale to Assess Employee and Customer Views of Organiza...
Gary Davies; Rosa Chun; Rui Vinhas da Silva; Stuart Roper
Corporate Reputation Review; Summer 2004; BRAND_VIDEO CLIPS\Mahindra Rise- Mahindra Rise Film 2011 - YouTube.flv
Selection of CELEBRATIES :Trait to
explain CELEBRATIES
Dimensions Haritik
Roshan
John
Abraham
Mahindra.S.D
honi
Aamir Khan Ranbir
Kapoor
Shahrukh
Khan
5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1
Attractiveness
(Attractiveness,
Classy,
Elegant)
Trustworthiness
(Dependable,
Reliable,
Sincere)
Expertise
(Experienced,
Knowledgeable,
Skilled)
Brand Identity
Characteristics of Culture:
a brand is a systemic values task force full of cultural
power and heritage
a products legitimacy is embodied in the name of the
brand and the culture it represents
(i.e. consumers behave a certain way thanks to
the brand; the brand has created/encouraged a new
form of behaviour/ culture)
Characteristics of Self-image:
brand as an internal mirror of its consumer i.e what
the consumer think of himself.
Brand Identity
Characteristics of Reflection:
value that is bought by the consumer
this targets the consumers external image
Identification Model: shows consumers what
they desire to be or own
Characteristics of Relationship:
our consumption sustains a certain type of
relationship with the organisation?
SOURCE: BRAND REPORTER
Brand Identity
Sources of Identity:
Products
Name
Corporate graphics, symbolic logos
Personage
Geographical and historical roots
Publicity and advertising
Case of CENTURYPLY
BRAND_VIDEO CLIPS\AARAKSHAN
CENTURYPLY - YouTube.flv
BRAND_VIDEO CLIPS\In Film of Century Ply in
Aarakshan EMC Solutions Worldwide Pvt Ltd -
YouTube.flv
COURSE MATERIALS_BRAND
MANAGEMENT\CENTURYPLY_CASE_8B12A042w
(1).pdf
BRAND_VIDEO CLIPS\P&G Brand Identity 2010 - YouTube.flv
BRAND POSITIONING
Brand Positioning
Brand Knowledge Structures
Brand Equity
To Create
Brand Positioning
To
Determine
Brand Positioning and its Relation with Brand Equity
*Brand Knowledge structures are based on Brand Image and Brand Awareness
Positioning Guidelines
Get the key consumer Insight: Find the GAP
to occupy
Main unique proposition/promise that the
brand is going to offer/fulfill
Make it specific, short and tangible
Keep the positioning up-to-date
Brand Positioning
Define competitive frame of reference
Target market
Nature of competition
Define desired brand knowledge
structures
Points-of-parity
Points-of-difference
POP & POD
Points-of-Parity-Shared brand
values
Necessary
Competitive
Identifying & Choosing POD
Desirable ( Customer Perspectives)
Personality Relevant
Distinctive & Superior
Believable & Credible
Deliverable ( Firm Perspectives)
Feasible
Profitable
Pre-emptive, defensive & Difficult to attack
Differentiating ( Competitive Perspectives)
Unique
Brainstorming: Define Positioning Statement
Target Customer Group: Need:
Competitive Framework:
Benefit ( Reason-why):
Brand Presence:
Positioning in B2B Market
Product differentiation
Feature, Conformance, Performance, Durability,
Reliability, Style, Design ad clip\Ozone Safe.jpg
Service differentiation
Delivery, Installation, Customer Training, Consulting
services, Repair, Replacement BRAND_VIDEO CLIPS\HCL.jpg
Personnel differentiation
Empathy, Competency, Credibility, Reliability,
Responsiveness, Communication BRAND_VIDEO CLIPS\FEDEX.jpg
Image differentiation
Symbol, People, Events, Media, Community BRAND_VIDEO
CLIPS\dell.jpg
BRAND IMAGE: the way of thinking by a consumer about the brand
(MENTAL CONSTRUCTS) and the feelings the brand arouses when
the consumer thinks about it
Components of Brand Image:
Life style
Expectation
Experience
Disposition
Differentiation
Your Brands Genetic Code: BRAND DNA
Every great brand has substance. a brands
DNA is timeless. a brands blue print is a
unique set of values that originally
defined them. Great brands can
remain relevant through creativity.
A brands DNA is not strictly about the
product, service, the past or even about
research -- its about tapping in to an
essence or story that defines who you are
to the people that matter most, your core
customers.
What Do You Stand For? BRAND_VIDEO CLIPS\Hostage_WMP.wmv
BRAND_VIDEO CLIPS\Audi Brand Film_vcd0.mpg
THANK YOU