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MAR 3023 – PRINCIPLES OF MARKETING
Dr. Jaishankar Ganesh
BA2 308G
Branding Issues & Strategies
October 20, 2003
Brand
A name, term, symbol,
design, or combination
thereof that identifies a
seller’s products and
differentiates them from
competitors’ products.
Branding Terms
• Brand – an identifying name, term, or symbol • Brand Name – part of a brand that can be
spoken• Brand Mark – symbolic-The elements of a brand
that cannot be spoken.
• Trademark – legal designation of the exclusive
use of brand• Trade Name – Commercial, legal name
Trademarks
Many parts of a brand and associated symbols qualify for trademark protection
The mark has to be continuously protected
Rights continue for as long as it is used
A Trademark is the exclusive right to
use a brand
Types of Brands
• Manufacturer Brands• Private Brand OR Retailer/Store Brands• Captive Brands• Generic Brands
Battle of the Brands
Four criteria for pickinga good brand name
Describe product benefitsDescribe product benefits
Be memorable, distinctive, and positiveBe memorable, distinctive, and positive
Fit the company or product imageFit the company or product image
Have no legal restrictionsHave no legal restrictions
A good brand name should . . . .
A good brand name should . . . .
Good Brand Names:
Suggest product benefits
Become distinctive
Are free from poor foreignlanguage meanings
Suggest product qualities
Are easy to pronounce,recognize, remember
Selecting a Brand Name• Easy to Say, Spell, and Recall
– Tide, Crest, Cheer
• Major Benefit(s) Indicated– Mr. Clean, I Can’t Believe It’s Not Butter
• Suggest Product’s Use(s) and Special Characteristics– Healthy Choice, Word Perfect
• Avoid Negative/Offensive Connotations– Nova
• Distinctive– Nike
Value of Branding• To Buyers
– Product Identification– Quality assurance– Rewards / Risks
• To Sellers» Immunity from Counterfeiters
• Loyalty
Favorable attitude towards a brand
Brand Loyalty Pyramid
No brand loyalty(customer will change)
Satisfied customer(no reason to change)
Satisfied andswitching cost
Values the brand
Devoted to brand
Brand Equity
BRAND EQUITY . . . .BRAND EQUITY . . . .
The added value a given brand The added value a given brand provides a product beyond the provides a product beyond the functional benefits provided.functional benefits provided.
Brand Equity
• Name Awareness
• Perceived Quality
• Brand Associations
• Other Brand Assets (logo, slogan, etc.)
• Brand Loyalty
PerceivedPerceivedBrandBrandQualityQuality
BrandName
Awareness
BrandBrandLoyaltyLoyalty
BrandBrandAssociationsAssociations
XEROXTHE 5
ELEMENTSOF
BRANDEQUITY
OtherOtherBrandBrandAssetsAssets
Brand Name Protection
• Registration• Guard Against Generic
Use – Genericide - Aspirin• Protect Against
Counterfeiting
Branding Strategies
BrandBrand No BrandNo Brand
Manufacturer’s Brand
Manufacturer’s Brand Private BrandPrivate Brand
IndividualBrand
IndividualBrand
Family Brand
Family Brand
Combi-nation
Combi-nation
IndividualBrand
IndividualBrand
Family Brand
Family Brand
Combi-nation
Combi-nation
Alternative branding strategies
Family/Blanket branding strategy
Sunbeam makes:Sunbeam ironsSunbeam toastersSunbeam crockware
GE makes:TVVCRMicrowave Washer/Dryer
Family/Blanket branding strategy
Sunbeam makes:Sunbeam ironsSunbeam toastersSunbeam crockware
GE makes:TVVCRMicrowave Washer/Dryer
Individual/ Multi-brand strategy
Anheuser-Busch makes:
BudweiserBuschMichelobWurtburgerHofbrau
Procter & Gamble makes:
TideCheerIvory SnowOxydol
Individual/ Multi-brand strategy
Anheuser-Busch makes:
BudweiserBuschMichelobWurtburgerHofbrau
Procter & Gamble makes:
TideCheerIvory SnowOxydol
Private branding
McClark’s Bar-B-Cue Sauce
Kroger has:Store brands for various products
Sears has:Kenmore appliancesCraftsman tools
Private branding
McClark’s Bar-B-Cue Sauce
Kroger has:Store brands for various products
Sears has:Kenmore appliancesCraftsman tools
Combination/ Mixed branding strategy
Honda makes:AccordCivicPreludeS-2000Odyssey
Kellogg’s makes:
Rice KrispiesRaisin BranCorn Flakes
Combination/ Mixed branding strategy
Honda makes:AccordCivicPreludeS-2000Odyssey
Kellogg’s makes:
Rice KrispiesRaisin BranCorn Flakes
Generic/No branding strategy
Dog foodPeanut butterGreen beansPaper towelsAspirinCola
Generic/No branding strategy
Dog foodPeanut butterGreen beansPaper towelsAspirinCola
Branding strategyBranding strategy
Manufacturer branding strategyManufacturer branding strategy
Line extension . . . .Line extension . . . .
The use of a current brand to enter a new market segment in its product class
The use of a current brand to enter a new market segment in its product class
Brand extension . . . .Brand extension . . . .
The use of a current brand name to enter a completely different product class
The use of a current brand name to enter a completely different product class
Product Extensions
Cobranding
IngredientBranding
IngredientBranding
Cooperative Branding
Cooperative Branding
Complementary Branding
Complementary Branding
Types of CobrandingTypes of CobrandingTypes of CobrandingTypes of Cobranding