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Branding
- 1. B GN ID NAR
- 2. BRAND –WHAT IS IT? “ A name, term, sign, symbol ,or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
- 4. What is the Territory of the
- 5. BRANDING BRANDING is a strategy used by marketers. Pickton and Broderick (2001) describe branding as Strategy to differentiate products and companies, and to build economic value for both the consumer and the brand owner.
- 7. Understanding Branding ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 8. Understanding Branding ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 9. From Products to Brands Prod ucts to bran ds Understanding Branding Brand Building
- 10. From Products to Brands Brand v/s. Product • A brand is more distinctive than a product • It is first of all a name, a means of identification • Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’ Prod ucts to bran ds Understanding Branding Brand Building
- 11. From Products to Brands A Brand Is A Promise A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Prod ucts to bran ds Understanding Branding Brand Building
- 12. Brand as an Asset • “If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch” Fortune Magazine
- 13. Understanding Branding ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 14. Understanding Branding Name Logo Colours Essence ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 15. Attributes Name Logo Colours Essence Brand Name • Short Kodak, Fuji CNN an AOL Time Warner Company • Distinctive • Toyota’s Lexus is distinctive. Toyota’s Luxury commonplace • Orange was a striking name in a world of telecommunications • Not mean anything rude or silly in another language Big Macs( McDonald’s) is a slang for big breasts in Canada Attri but es Understanding Branding Brand Building
- 16. Attributes Name Logo Colours Essence Brand Logo 1.Simple logo, designed to fit both eyes (Mercedes three star) 2.Logo font has to be clear and legible 3.Uniqueness 4.Relevancy 5.Appealing 6.Consistency 7.Contrast Attri but es Understanding Branding Brand Building
- 17. Attributes
- 18. Attributes Name Logo Colours Essence Brand Colours • Colours have meanings • Purple means royalty • Red is energetic • Blue is peaceful • Opposite colours can differentiate • Coke is red, Pepsi is blue • Kodak is yellow, Fuji is green • Colours can help you stand out • FedEx’s orange and purple packet stands out in corporate blue Attri but es Understanding Branding Brand Building
- 19. Attributes Name Logo Colours Essence Brand Essence • A brand must “leverage a compelling truth” • Linux stands for freedom as opposed to Microsoft’s monopoly • A brand should mean a single powerful thing: the essence • Essence of Volvo is Safety • Essence of Tata is trust • Essence of Fevicol is bonding Attri but es Understanding Branding Brand Building
- 20. Attributes Name Logo Colours Essence Brand Essence • A brand should also be clear of what is not its essence • In India, STAR NEWS is not a channel of the masses unlike STAR PLUS • A brand should drive single mindedly its essence • Volvo has been selling safety for 35 years • Raymond has been selling the complete man for over 2 decades • Essence of Dettol is protection against germs • A brand loses its essence if it starts meaning a lot of things • What is Miller :A regular, light,draft,cheap, expensive beer Attri but es Understanding Branding Brand Building
- 21. Understanding Branding ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 22. Understanding Branding Co-Brand Stealth Brand Fighting Brand Multi-Brand ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 23. Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Co-Brand Same Company Co-Branding Joint Venture Co-Branding Man age ment Understanding Branding Brand Building
- 24. Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Stealth Brand • Brand building that attracts customer attention but not of rivals • Home-to-home, word of mouth / PR, internet community building • Good option when unsure of a new medium/market • Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web Man age ment Understanding Branding Brand Building
- 25. Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand • Pricing led branding option. Works as a competitive response. • Smirnov (Heublein) Case • Smirnov attacked by W’schmidt @ $1 less • Heublein raised the price of Smirnov • Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt • Heublein added Popov lower than both Man age ment Understanding Branding Brand Building
- 26. Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand • Built as new, independent brand • Prevents dilution of the leading brand • HLL introduced Wheel to fight Nirma Man age ment Understanding Branding Brand Building
- 27. Management There is a time and place to launch a second brand Immutable Law of Siblings
- 28. Possibly even a third or a fourth brand..
- 29. Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand • Key to a multi-brand approach is to give each sibling a unique identity • Time, Fortune,Life, Money, People Man age ment Understanding Branding Brand Building
- 30. Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand.. • Common product area focus – Shampoos: Clinic Plus, Ayush, Sunsilk • Single attribute segmentation – Price:Maruti 800, Zen, Esteem • Sibling creates a new category – Herbal Anti-Dandruff category by Ayush Man age ment Understanding Branding Brand Building
- 31. Understanding Branding ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 32. Understanding Branding House of Brands Endorsed Brand Sub Brand Branded House ArchitectureManagementAttributes Products to brands Understanding Branding Brand Building
- 33. Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus
- 34. Architecture House of Brands Endorsed Brand Sub Brand Branded House House of Brands • Often dictated by corporate strategy. • Gives an opportunity for the company to focus on each brand and contract its scope. Arc hite ctur e Understanding Branding Brand Building
- 35. Architecture House of Brands Endorsed Brand Sub Brand Branded House Endorsed Brand • Endorsement is used as a device to transfer brand assets from one brand(corporate) to another • Titan from TATA, transferring trust • i-pod, mac from apple Arc hite ctur e Understanding Branding Brand Building
- 36. Architecture House of Brands Endorsed Brand Sub Brand Branded House Sub Brand • Inside out branding. Company pushes core brand in different directions • Sub-branding can destroy what branding builds • Donna Karan menswear, DKNY, DKNY menswear, DKNY kids Arc hite ctur e Understanding Branding Brand Building
- 37. Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference.
- 38. Architecture House of Brands Endorsed Brand Sub Brand Branded House Branded house • Consumers buy brands, not companies Arc hite ctur e Understanding Branding Brand Building
- 40. What Is Brand Building? Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch
- 41. Advertising does a lot to help build brands Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy
- 42. • Brand equity is the added value endowed to products and services
- 43. How to measure equity? • The premium a brand can command in the market • The difference between the intrinsic and perceived value of the product
- 44. Building Brand Equity • Distinguish product from others in the market – Value proposition • Align what it says about the brand in advertising with what it actually delivers – Creating the brand
- 45. Power Brands • Generates enormous profits • Expands future strategic opportunities
- 46. • A distinctive product • Delivering brand promise • Personality and presence What do power brands have that others don’t?
- 47. Creating the brand • Choosing brand name • Developing rich associations and promises • Manage customer brand contacts to meet and exceed customer expectations
- 48. Choosing a brand name • What does it mean? • What performance/ expectations/ associations does it evoke? • What degree of preference does it create?
- 49. Brand names should denote • Product benefits • Product quality • Be easy to pronounce/remember/recognize • Be distinctive • Not have poor meanings in other countries or languages
- 50. Brand Association – All brand related thoughts , feelings perceptions, images, experiences, beliefs, attitudes and so on that become linked to the brand node. The link to favourable images, celebrities, geographic regions i.e. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire • Paul Hogan - Subaru • James Earl Jones (voice of CNN) • Chihuahua - Taco Bell • Jordan - Nike • Julia Louis Dry fuss - Nice and Easy • Candice Bergen - Sprint Canada
- 51. Brand Associations • ‘owned’ word • Slogans • Colours • Symbols and logos
- 52. Brand Awareness –consumers’ ability to identify the brand under different conditions , as reflected by their brand recognition or recall performance . e.g.. Snapple ice tea, jeans-Levi’s, walkman - SONY
- 53. Brand Loyalty The degree to which customers are committed to further purchases e.g.. I will always buy Reebok
- 54. Brand Ambassadors • These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therefore the brand and choice of the ambassador must fit.
- 56. Brand Status Step up advertising Cash cow. Need to sustain brand building activities Product should be phased out Troubled brand. Product upgradation required Esteem Familiarity
Notes de l'éditeur
- Brand occupies space in the perception of the consumer, and is what results from the totality of what the consumer takes into consideration before making a purchase decision (Pickton and Broderick 2001).So branding is a strategy, and brand is what has meaning to the consumer.
- A housewife does not buy Surf Excel because it is written in a specific font
- Brand Equity is the addition of the brand's attributes including reputation, symbols, associations and names. Then the financial expression of the elements of brand equity is called Brand Value.
- Personality: Emotional bond with the customerGenerates relationships measurably stronger than ordinary brandsPresence: Seem to be present everywhere, enforcing distinctivenessNational/international scaleSuccessful brand extensionsMultiple concept and channels