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MANAGING BRANDING
Salva Maneesh Varma
MANAGING BRANDING
How to signify at the same time :
. a common reference of brand offerings
. how they differ from each other
. What the Brand stands for.
MANY DIFFERENT TYPES OF BRANDS B2B B2C Web Trade Local Regional National International Worlwide (meta)
Corporate Commercial Non-business
Countries Official bodies Charity org. Politics/Polticians
BRANDING OPTIONS
Product Brand : Exclusive name to a single product to assure individual positionning (Tide, Martini ……)
Line Brand : Extend a concept across different product in segmented market or across similar markets (Renault ….)
Range Brand : Use same name and promise in product categories with same ability (Green Giant …..)
Umbrella Brand : Support products in different markets with each its own promise, Danon
Source Brand : Support sub-brand names as above
Endorsing Brand : Approve/garanty wide variety of product brands, line and range brands GE
Marque : Endorsing (Corporate) Brand …..
WHY EXTEND BRANDS ?
increasing competition between less & larger players with global aspirations and ability to communicate globally
towards saturation of markets similarity of brands’ offers attributes decreasing brand loyalty react to declining markets nourish the brand perceived vitality
WHAT IS THE BRAND STRETCHING ?
It is the transfer of brand values on the new market
It shows that the brand is not related directly to one sector but has values that can transcend different products categories
WILLS IN INDIA
CATERPILLAR MOVED INTO SHOES AND CLOTHING
SWATCH MOVE INTO JEWEL
BRAND STRETCHING RISKS
Distort/Dilute the values of the Brand
Lose the original consumers
CHEVIGNON BRAND DILUTION
modern, adventurous, exquisite
PIERRE CARDIN BRAND DILUTION
KEYS TO SUCCESS IN BRAND EXTENSION
Brand identity
Brand extension Market’s values
RelevanceFit
Added value
ECONOMIC EVIDENCES OF BRAND EXTENSIONS
Higher survival rate of productsHigher chances of success, due to :
. trial rate
. conversion rate
. loyalty rate (repurchase)Lower launch cost
WHY NOT EXTEND BRANDS ?
Unclear/no Brand Identity High brand switching pattern Unwatched Overheads Cost increase No sufficient resources for success No sufficient “Fit” and Relevance
CATEGORY EXTENSIONS
succeeded Adidas cosmetics Harley Davidson
cosmetics Colgate toothbrush
failed Campbell ketchup Bic parfumes Levi’s suits Xerox computers Clorox washing
powder Calgon washing
powder Crystal Pepsi un-cola
THE VIEW FROM HONDA
“We are the most international of the Japanese companies. At the moment we are the most diversified, and we will be more diversified in the future. Still, I think it would be very hard to build a one-type world car. In the end, I don’t think it would be very efficient.”
---Nobuhiko KawamotoPresident and CEO, Honda Motor Company
- JOHN F. WELCH, JR.
"Our vision has been described to you for a decade. We believed that only businesses that were number-one or number-two in their markets could win in the increasingly competitive global arena. Those that could not were to be fixed, closed or sold."
Chairman and CEO, General Electric
THANK YOU