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What is a brand?
A name, a term
A symbol, a sign
Brand can be
Logo
shortcut to remind
Colours
Shape
Letter
Images
Tunes
Phrases
Celebraties
Functions of Branding
Characteristics of a Strong
Brand
Brand
Scope of Branding
Brand relationships
FIRM
INTERACTIONS CUSTOMERS
Brand image
Brand identity
in the mind of customers
framed by marketers
Brand relationships
Branding process
Brand
the actual image of the
firm in customers minds
A new definition based on Brand relationships: Brand is created in
continuously developing brand relationships where the customer
forms a differentiating image of a product or service based on all
kinds of brand contacts that the customer is exposed to.
Brand Identity
Brand Identity is what the
owner wants to communicate
to its potential costumers.
BRAND IMAGE
A unique set of associations in the
minds of customers concerning
what a brand stands for and the
implied promises the brand
makes.
an
internal
impact
on
Sending
Media
Brand identity
Signals
transmitted
Brand image
Competition
And Noise
Contd..
BRAND
Brand Hierarchy
Brand Hierarchy is how an organization
organizes the various named entities within its
portfolio, and how they relate to each other.
The four general types of Hierarchy are:
1. Master brand : Maruti Suzuki
2. Brand/sub brand : Maruti
3. Endorsed brand : Maruti Esteem
4. Separate (stand-alone or independent)
brands: LXi/ SXi
* http://www.interbrand.com/best_global_brands.as
Brand Positioning
Brand
Positioning
Developing a Positioning
Strategy
Positioning
Category membership
Starting
Target Market
Consumer Aggregates
Current users
Potential users
Competitive users
Consumer Segments
Behavioral
Dem/psych/geo
POPS
Point
of Parity (POP)
Two Types
Category : attributes that are required
to include your product as a member
of that category.
Competitive: POPs that negate your
competitor's PODs
POPs should be good enough but
PODs should be superior
differentiation
Personal differentiation
Channel differentiation
Image differentiation
Proper Positioning
Clarifies
Positioning- Toothpaste
Four main segments:
Brightness of teeth
Decay Prevention
Flavor, Brightness
Price Positioning
Decay Prevention
Low Price
Brand Equity
Brand
BE
Brand Tracking
Collect
Brand Valuation
It
Brand Revitalization
Brand Revitalization
Go back to basics of
consumer needs and
wants finding gaps in
market or at the other
end of spectrum go for
reinvention (Intel).
Revitalization finds
elements of both of the
above, to refresh existing
sources or find new
sources of brand equity
e.g. Lifebuoy
Reasons of Brand
Revitalization
Examples
Mountain
Brand Crisis
Critical
Asset valuator
Aakers
Model
Brandz
Brand
Rssonance
Aakers model
Brand Extension
Brand
Benefits of Extension
Price
Examples:
Coca-Cola diet
Colgate for Kids
Line Strategy
Horizontal:
Vertical:
MARKET
Information
Characteristic and
N Competitors
CONSUMERS
Knowledge
Risk Aversion
Success of Brand
Extensions
EXTENSION
Fit
Choice Shares
Sales
Evaluation
Perceived Risk
Profit
Market Share
BRAND/FIRM
Brand Strength
Disadvantages of Brand
Extensions
Can
Personality
Gender,
Some Examples
Marlboro
IBM
India
Coke
Refers
In
In
Some More
Brand
Differences
in responses by different
consumers provide useful insights
For
For
Mercedes
Why use
Guides the communication effort
Communicates the brand identity with
richness and texture
If
Why use
Creates brand equity
Builds long-term brand equity
Differentiates
Serves
Sponsorships
Activities
Ponds
Age
How
New
Symbol
A
Some
examples
To Sum Up
Brand Creation
Brand
What to launch?
Where to launch?
When to launch?
How to launch?
For whom to launch?
Brand creation is striking a sync between:
Brand pricing-Brand distribution-Brand
quality-Brand Image-Brand benifits
Some More.
Brand
Examples
Nike
Branding Strategy
New Products
Sector
In
Financial Sector
Branding
Recognition/awareness
Trust/reliability
Value/price
Service
Availability/distribution
Product
range
Innovation
Professional expertise
Service Sector
Contd.
Managing Attitudes- What people think about you matters! In any
service, people are the walking billboards of the company. As primary
service providers they interact with customers directly to deliver the
service. What they think about the company is invariably reflected in
the service they deliver. Thus, managing their opinions is critical in
branding services. Also, each satisfied customer can direct another
ten prospects towards your service. This word-of mouth publicity
which is unique to the service industry can only be leveraged if your
customers think highly of you as a service provider.
Managing Awareness- Goods have the advantage of ocular
presence and physical existence. This tangibility helps consumers to
first experience the product through the various senses, build a
perception about the same and then decide to buy or not. However, in
the case of services, the intangibility of the service causes the
customer to buy the product and then decide whether it appealed to
their senses or not. Branding services therefore becomes extremely
tricky since there are very few ways of creating brand awareness and
conveying the brand promise to the customers. Nevertheless,
managing service awareness, though challenging can be achieved
using physical evidence and media. Physical evidence refers to the
material touch and feel factors that accompany the service and these
are important in conveying the brand promise to the customers.
Media on the other hand, is extremely useful in branding services by
creating brand awareness.
Consumer Sector
Contd..