NEW STRATEGIC BRAND MANAGEMENT By Jean Leon Kapferer - Dr. Sanjit Kumar Dash

1. 1
NEW STRATEGIC BRAND
MANAGEMENT
By
Jean Leon Kapferer
CHAPTER-8
LAUNCHING THE BRAND
Dr.Sanjit Kumar Dash

2. 2
Introduction
• Journey from b to B
• Knowledge of have and have nots of
leading brands

3. 3
Launching a brand and Launching a
product are not same
• New Product Development
• Cocacola-Contents
• Mercedes-Mr Daimler’s Wife
• Adidas –Adolphe Dassler
• Harpic-Harry Picman
Product Changes but Brand Stay
The essential purpose has to be communicated

4. 4
Defining the brand’s platform
• Underlying the brand is its programme
• Why must this brand exist?
What would customers be missing if the brand did not exist?
• Vision.
What is the brand’s vision of the product category?
• Ambition.
What does the brand want to change in people’s lives?
• What are our values?
What will the brand never compromise on?
• Know-how.
What is the brand’s specific know-how? Its unique capabilities?

5. 5
Cont…
• Territory.
Where can the brand legitimately provide its benefit,
in which product categories?
• Typical products or actions.
Which products and actions best embody, best
exemplify the brand’s values and vision?
• Style and language.
What are the brand’s stylistic idiosyncrasies? Its
semiotic invariants?
• Reflection.
Who are we addressing? What image do we want to
render of the clients themselves?

6. 6
Determining the Flagship Product
• In launching a new brand, companies have to be
extremely careful in choosing which product or service
to present in their first campaign and how to speak
about it, even more so if the overall brand is
particularly ambitious. This ‘star product’ should be
the one that best represents the brand’s intentions, ie
the one that best conveys the brand’s potential to bring
about change in the market. Likewise, in terms of
name, only those products that best support the overall
project should prominently bear the brand name.

7. 7
Brand Campaign or Product
Campaign
• Two Alternatives
– Communicate Brands meaning directly(Wrilpool)
– Focus on a particular product(Volkswagen)
Service Companies prefer Brand Campaign because
of lack of tangibility.

8. 8
Choosing a name for a strong brand
• Manufactures make products, consumers buy brands
• Pharma Company produce chemical compound but
doctor prescribes brands
• There is no rule to select a strong name .Any name
will do provided that there is a consistent effort over
time to give meaning to this name
• The brand name must be chosen with a view to the
brands future and destiny, not in relation to the
specific market and product situation at the time of its
birth.

9. 9
Brand Name or Product Name
• Choosing a name depends on the destiny that is
assigned to the brand
– Destined to expand internationally, to cover a large
product line ,to expand to other categories
– Or
– Destined for a limited scope in space and time

10. 10
The danger of descriptive names
• 90 % of the time, manufacturers want the brand name
to describe the product which the brand going to
endorse
• Remember- Brands do not describe products-brands
distinguish products
• Choosing a descriptive name also amounts to missing
out on all the potential of global communication
• The brand name therefore should not describe what the
product does but reveal or suggest a difference

11. 11
Taking the copy phenomenon into
account
• Any strong brand has its copy or even its counterfeit.
There is no way out of this.
• Mieva-Nivea
• Biscuito-Biscuita
• Coca-Cola-Pepsi-Cola
• Quick burger,Love Burger and Burger King sounds
alike but McDonald’s name is inimitable
• Walkman, Xerox, Scotch Syndrome –To overcome
this “generism” companies must create an adjective-
brand(Walkman Pocket Music Player, Not a noun-
brand(Walkman)

12. 12
Building Brand foundation through
opinion leaders
• Opinion Leaders-Opinion leaders combine
three traits-They are perceived as experts, are
endowed with charisma and a desire to be
different from others and have a high social
visibility

13. 13
Creating a hard core of
Ambassadors
• Segments
- Consumers dislike the brand
- Some are not purshasing because they consider the
brand is underperforming on a sought attributes
- Not consumers without any reasons
- Those who like to buy but cannot (no availability, no
accessibility, price problem)
- buying but switching
- who buy more often
- those who are involved , engaged with the brand its
ambassadors

14. 14
Cont…
• Paul Ricard once said-”Make a fried every day”
– He never said “ Make a customer Every day”

15. 15
Creating Word of Mouth, Buzz
• Status is not granted by one self, its given by
opinion leaders, experts and the press.
• Richard Branson is not an extrovert but he new
that by seeking publicity he could avoid
spending a lot money on advertising.
• Press and media
• A buzz has to be created
• Look for a difference and disruption-Your job
is to surprise, because surprise is what gets
people talking