BRAND MANAGEMENTBRAND ADOPTION PRACTICES

Meaning of brand adoption: Adoption is acceptance of new

ideas and new product categories by consumers.

Brand adoption practices are the ways or methods through which a consumer is convinced to become a loyal customer.

BRAND ADOPTION PRACTICES

Brand Adoption practices

Brand Adoption Practices Relative advantage- Comparative advantage

-correlated with other existing products/brands with respect to attributes and benefits

Compatibility: checking matches to customer needs, personal values, beliefs and past consumption practices is termed compatibility.

 Complexity: It refers to an innovation`s degree of perceived difficulty.understanding of product

Trialability: The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment

Observability: it is the degree to which positive effects of a new brand on its uder or others is visible(seen or smelled or felt)Eg- New Hyundai Grand i10

1>> Normative adoption : when mutual understanding or learning between two parties leads to adoption by one party.

Eg… consumer was helping a friend to use ebay

2>>coercive Adoption: power forces the other to adopt a practice. Eg- A company asks to buy only HCL computers as they provide loan

3>> Mimetic adoption: Mimetic or imitative forces lead to adoption

Eg-A competitor company gives tea and snacks from “Pizza hut” and the same is followed in your company

Brand adoption Approaches:

Awareness

Consideration

Trial

Retrial

Adoption

Referrel

Brand adoption models/process:

BRAND EXTENSIONS

Definition- Extension or stretching is expanding the marketing process by using already established image and enabling scope of activities. The firms either choose to extend in related or non related categories.

Types of brand extensions: Brand Extensions are of two types: 1>> Extension into related categories –also called as

Line extension-Power soap-Sandal,lemon, rose 2>> Extension into unrelated categories…also called

as Brand extension-Horlicks-oats

Brand extension

Related

Image related

FACTORS INFLUENCING DECISION FOR EXTENSION OF BRANDS

1. Corporate marketing capabilities:-Eg-Strong channels of Brittania2. . Financial and technical strength:- Eg- Nestle1. . Corporate image:- Eg- Tata Motors-Tata Salt1. Main business entrenched:-Eg-Tata Goldhouse

Consumer factors:-Nokia phone Product factors:-IFB vs LG washing

machines Marketing factors:-Bicycle in winter

roads Brand associations :-Lenovo Channels and the promotion of

factors:- (Advt+Sales promo)-Sony VAIO

Promotion strategy- coke by clour, Sumo by style

Brand Portfolio comfort level- VIM Bar/liquid

Identifying Brand personality traits-mobile

When to extend- storage prob in chocolates

Category size- Area coverage Timing the stretch- duration of advt

BRAND EXTENSIONISSUES

Re-branding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.

RE-BRANDING

Increasing Market Penetration: Increasing Relevance to Customer: Making Brand Contemporary: Change in Market or Market

Conditions: Individual have a Dated Look: Product Line has changed: Individual have Moved Location: Individual have Expanded the

Business:

REASONS OF RE-BRANDING

Value-Oriented Repositioning: Reynolds Segment-Oriented Repositioning: Cadbury Celebrity-Oriented Brand Enhancement

Repositioning: Sachin-boost Symbolism-Oriented Repositioning:

Raymonds Up-market Technology-Oriented

Repositioning: ponds Niche-Oriented Repositioning: pepsi Change of Image-Oriented Repositioning

Maruthi

TYPES OF RE-BRANDING STRATEGIES