7761872 Brand Concepts Strategy

Brand Concepts & Strategy IGTC 2003

Structure ,[object Object],[object Object],[object Object]

Essence of a Brand : Aaker ,[object Object],[object Object],[object Object]

Product vs B rand ,[object Object],[object Object],[object Object]

Product vs Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Product Levels : Kotler ,[object Object],[object Object],[object Object],[object Object]

Brand Image vs Brand Associations vs Brand Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Identity vs Image Brand Image Consumer Market, Competition, Media Brand Identity Noise Strategic Vision, Business Needs Corporate

What is Brand Identity? ,[object Object],[object Object],[object Object],[object Object],[object Object]

What is not Brand Identity : Traps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Concepts Brand Image , Personalities, Associations BRAND Brand Framework Product Framework PRODUCT/S What it does? RECEIVER SENDER How it does?

How? – Strategic Brand Analysis ,[object Object],Consumer Company Competitor Image Needs Trends Performance Image Heritage SWOT Relationships Image Positioning Communication SWOT

Brand Identity Systems: Aaker ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SUPPPORT VALUE PROPOSITION Functional + Emotional + Self Expressive Benefits Core Identity

[object Object],[object Object],[object Object],[object Object],[object Object],Tasty, VFM Burgers, Fries & Drinks Create environment to provide fun & entertainment For family and kids VFM, Hygiene, Happy Family McDonald’s Brand Identity System VFM, Tasty, Quality, Burgers & Fries, Happy Meal Promos Fun, Happy, Friendly, Family, Warm, Outgoing Ronald, Happy Meals. Clean Environment, Efficient Srvice

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why ? – Leveraging Brand Identity

When? – Change vs Consistency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Need For Consistency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BRAND-WAGON ,[object Object],[object Object],[object Object],Business Potential Brand Value Segmentation Target Positioning Marketing Mix Product/Pkg Price Place Promotion Mktg Plan Sales Plan

Brand Strategies To Fuel the Brand Engine ,[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Decisions: Leveraging Brand Identity ,[object Object],[object Object]

Simply Put… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Need for Brand Extension ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ways in which a Brand can be Extended ,[object Object],[object Object],[object Object],[object Object]

Line Extension Strategy ,[object Object],[object Object],[object Object]

Line Extension Strategy ,[object Object],[object Object],[object Object],[object Object]

Brand Extension Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Multiple Extension Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

New Brand Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Stretching the Brand Vertically ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Stretch & Market Segments EXISTING BRAND STRETCH DOWN STRETCH UP Market Potential Brand Image

Brand Extension Horizons Line Extension Horizon 1 Brand Extension Horizon 2 Brand Extension Horizon 1

Effect of Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Post Mortem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Note… ,[object Object],[object Object]

Brand Revitalization ,[object Object],[object Object],[object Object],[object Object]

Brand Revitalization/ Rejuvenation Efforts to extend the Brand Life Cycle SALES TIME Prevent further Decline, retain sales growth

Today’s need: Continuous Process of Revitalization Revitalization: Starts at an early stage before a brand shows a decline in Sales Sales Time

Ways to Revitalize Increased Usage New Markets Extensions Obsolescing Product Augmenting Product Repositioning New Users

Increased Usage ,[object Object],[object Object],[object Object]

New Uses ,[object Object],[object Object],[object Object],[object Object]

New Markets ,[object Object],[object Object]

Repositioning the Brand ,[object Object],[object Object],[object Object]

Augmenting the Product ,[object Object],[object Object],[object Object]

Obsolescing the Product ,[object Object],[object Object],[object Object]

Restage Vs Re-engineer ,[object Object],[object Object]

Remember… If you don’t, someone else will ,[object Object],[object Object],[object Object]

Brand Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Motivation Perception Image Insight…. Question Bank ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7761872 Brand Concepts Strategy

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7761872 Brand Concepts Strategy