adbns branding.ppt

7/29/2019 adbns branding.ppt

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Branding


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A brand is a promise

a sellers promise to deliverconsistently a specific set of features,

benefits and services to buyers.

A short-handthat communicatespowerfully and reduces uncertainty

Differentiatesgoods or services from

competing offerings


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Brand

A name becomes a brand when

consumers associate it with a set of

tangible and intangible benefits that they

obtain from the product or service

It is the sellers promise to deliver the

same bundle of benefits/services

consistently to buyers


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Managing Brands for

Competitive Advantage

Branding is the process of creating that

identity.

Buyers respond to branding by makingrepeat purchases because they identify

the item with the name of its producer.

Brand: name, term, sign, symbol, design,or some combination that identifies theproducts of a firm while differentiating

them from the competitions


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Strong Brand

[If customers] continue to purchase the

brand even in the face of competitors with

superior features, price, and convenience,

substantial value exists in the brand.


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Brand Loyalty

Brand recognition: Consumer awareness

and identification of a brand.

Brand preference: Consumer reliance on

previous experiences with a product tochoose that product again.

Brand insistence

: Consumer refusals of

alternatives and extensive search for

desired merchandise.


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Types of Brands

Generic product: item characterizedby plain label, with no advertising and

no brand name Kerosene

Manufacturers brand or NationalBrand: brand name owned by amanufacturer or other producer Lakme

Private brands: brand name placed onproducts marketed by wholesalers and

retailers inhouse brands of lifestyle


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Captive brands or distributors brand:

national brands that are sold exclusively by aretail chain -STOP

Family brand: brand name that identifiesseveral related products Colgate tooth paste,

Colgate tooth brush Independent brand: unique brand name

that identifies a specific offering within a firmsproduct line and that is not grouped under a

family brand HUL, P&G


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Brand Values of Top 10 BrandsCoca-Cola

Microsoft

IBM

GE

Intel

Disney

McDonalds

Nokia

Toyota

Marlboro

67,394 Mrd. US $

61,372

53,791

44,111

33,499

27,113

25,001

24,041

22,673

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Business Week (2004)

4.2. Strategic Brand Management

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Brand Equity

When a commodity becomes a brand, it is

said to have equity.

The premium a brand can command in the

market

The difference between the perceived

value and the intrinsic value


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Brand Positioning

Use Situations: Rasna

Tangible Benefits- Arial Micro cleaning

system

Number of uses- Nokia Hand set

Head on Competitive positioning

WheelNirma, Kinetic HondaBajaj Life Style Positionong-Futura cookware


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How to position the brand

Perceptual mapping


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Determinants of

Customer-Based Brand Equity

Customer is awareof and familiarwith the

brand

Customer holds some strong, favorable, and

unique brand associationsin memory


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Levels of meaning

Attributes

Benefits

Values Culture

Personality

Users


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The Key to Branding

For branding strategies to be successful,

consumers must be convinced that there

are meaningful differences among brands

in the product or service category.

Consumer must not think that all brands in

the category are the same.

PERCEPTION = VALUE


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Salience Dimensions

Depthof brand awareness

Ease of recognition & recall

Strength & clarity of category membership

Breadthof brand awareness

Purchase consideration

Consumption consideration


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Product Identification Brand name: part of a brand consisting

of words or letters that form a name that

identifies and distinguishes a firms

offering from those of its competitors

Brand mark: symbol or pictorial designthat identifies a product

Generic name: branded name that has

become a generically descriptive termfor a class of products (e.g., nylon,

aspirin, kerosene, and zipper)


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Packaging

A package serves three majorobjectives:

Protection against damage, spoilage, and

pilferage

Assistance in marketing the product

Cost effectiveness

Labeling Label

Universal Product Code (UPC)


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Brand extension: application of a

popular brand name to a newproduct in an unrelated product

category

Line extensions refers to new sizes,styles, or related products

Brand licensing: practice allowingother companies to use a brand

name in exchange for a payment


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Brand parity

Consumers buy from a set of acceptable/

preferred brands


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Umbrella Brand

Products from different categories underone brand

Dangerous to the brand if the principal

brand fails Sometimes the company name is prefixed

to the brand. In such cases the company

name gives it legitimacy. The productname individualisesit.


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Packaging

Includes the activities of designing and

producing the container for a product

Packaging is done at three levels

- primary

- secondary

- shipping


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Labels

Identification

Grade classification

Description of product Manufacturer identity

Date of mfg., batch no.

Instructions for use Promotion


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Id tif i & Ch i


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Identifying & Choosing

POPs & PODs Desirability criteria (consumer

perspective) Personally relevant

Distinctive & superior Believable & credible

Deliverability criteria (firm perspective) Feasible

Profitable

Pre-emptive, defensible & difficult to attack


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Major Challenges in Positioning

Find compelling & impactful points-of-difference (cont.) How is your product stored?

How is your product moved around? What is the consumer really using your product for?

What do consumers need help with when they use

your product?

What about returns or exchanges?

How is your product repaired or serviced?

What happens when your product is disposed of or no

longer used?

C i ti & E t bli hi


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Communicating & Establishing

POPs & PODs Create POPs and PODs in the face of

attribute & benefit trade-offs Price & quality

Convenience & quality

Taste & low calories

Efficacy & mildness

Power & safety

Ubiquity & prestige Comprehensiveness (variety) & simplicity

Strength & refinement


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Core Brand Values

Set of abstract concepts or phrases that

characterize the 5-10 most important

dimensions of the mental map of a brand.

Relate to points-of-parity and points-of-

difference

Mental Map Core Brand Values BrandMantra


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Documents

adbns branding.ppt