marketin mgt lechu

8/3/2019 marketin mgt lechu

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Selecting the brand elements the brand name, logo,

slogan, etcPos iti o ning the brandP rov iding the right di s tributi o n and pr omo ti o ns upp o rt

Dev el o ping the right pricing s trategie s fo r the brandKeeping the brand li v e, c o nte m po rary and rele v ant


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Brand P ro liferati o nBrand acqui s iti o nsMo nit o ring the brand thr o ugh it s PLCM

aintaining brand quality and reputatio

nAnalyzing the brand s perf o rm ance, p o tential andco ns um er percepti o nsManaging brand equity


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A s elect li s t o f brand na m e s are,Goo d KnightCom planBoos tFair & Lov elyAquaguard


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N am e s comm unicating thefuncti o ns/ attribute s o f the pr o ducteg: The fir s t p o rtable s tere o player wa s na m ed Walk m an

TVS na m ed it s tyre : Srichakra

. N am e s comm unicating a s peciality / hal o ar o und the brandeg : GMS Opel , Fords Ikon etc


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U s e Acr o nyms

eg: DH L ,Am ul, MR F ,I BM

. U se of the company nameeg: CocaCola,Pepsi


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Log

oenhance

sthe rec

ogniti

on by the pr

ovisio

no

f as ym bo l o f identityVis ual identificati o nHelp t o identify the c om pany s pr o duct

Flag s , picture s , graphic de s ign s are all u s ed a s lo gosEg: o f well rec o gnized l o gos

: Am ul Girl, The Murphy baby


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Lo go m us t be s im ple, and capable o f ea s ilycomm unicating what it s tand s fo rLo gos cut acr oss all a sso ciated language / culturalpr o ble ms and c omm unicate the s am e m eaningChanging the l o go

initial bu s ine ss pr o pos iti o ns change and Old l o go los e s it s rele v anceEither mo dify the l o go o r c om pletely alter it

depending o n the c o ntext


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Well-Kn o wn Lo gos

Kelv inat o r s Penguin

Apple


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Check whether a l o go is needed f o r thecateg o ry under c o ns iderati o nA lo go m us t enhance the rele v ance o f the

brandIt m us t aid the brand s pulling p o werIt s ho uld n o t di s tract and take attenti o naway fr om the brandThe de s ign o f the l o go m us t aid m e mo rability


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The three g o t o gether ; they m us t be c om patible,o ne reinf o rcing the o ther

eg: Brand N am e Lo go Slo gan

AT & T Co nnecting pe o ple,anyti m e, anywhereat&t

N ike ju s t d o it

LG Life s Goo d


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AN EE SHMON M


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Brand a s a na m e, ter m , de s ign, s ym bo l, o r anyo ther feature s that identifie s o ne s eller s

goo d s o r s er v ice a s di s tinct fr om th os e o f o thers eller s .


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Brand extension o r b rand stretching isa m arketing s trategy in which a fir m m arketing apr o duct with a well-de v el o ped i m age u s e s thes am e brand na m e in a different pr o duct categ o ry.

It ba s ically m ean s extending an o n go ing brandna m e t o mo re pr o duct s .


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P HILIP S

LG

N IKE

REE BOKE

WIPR O


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TV

CFL

RE FRIDGER ATOR

MU SIC SYSTEM S

IRON BOXE

WASHIN G MAC HIN E

FOOD PR OCE SSING MACHIN E


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Line Exten s io n

Extending a Brand na m e t o pr o duct s in a relatedline

Extended t o ite ms in un related pr o duct line s


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EXAMPLE

COLGATE SU RF

Co lgate Gel Surf U ltraCo lgate C ibaka Surf ExcelCo lgate Herbal Surf Exel m atic

Colgate T

otal Whitening

Pa

ste Internati

onal Surf

ExcelCo lgate T o tal Antica v ity Flu o ride Surf Gentle Wa s h


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Strengthen Brand p o wer and keep the Brand ali v e.

Changing c o ns um er ta s te s can be acc ommo dated thr o ugh lineexten s io n.

To get m axi m um m ileage o ut o f the a v ailable re so urce s .

Line exten s io ns pr ov ide a c o nv enient r o ute f o r infu s ing new v alue s int o an o ngo ing brand.

Bring it under an

ong

oing

str

ong brand.


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Brand na m e extended ov er differentpr o duct s but the pr o duct s are

related insom

e way to

themo

therbrand.EX; MARU TI


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EXAMPLE

Wipr o

Wipr o o riginally a brand o f c om puter s ; it wa s later extended t o e v en a

v ery di s tant categ o ry like talcu m po wder, wipr o baby so ft etc.

MR F


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I) Co ns is tency / Sim ilarity / fit

II) Falling within the brand s area o f experti s e

III) Benefit tran s fer


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It increa s e s brand i m age.The ri s k percei v ed by the cu s t om er s reduce s .

An e s tabli s hed brand na m e increa s e s co ns um er

intere s t and willingne ss t o try new pr o duct ha v ing thee s tabli s hed brand na m e.The efficiency o f pr omo ti o nal expenditure increa s e s .Cos t o f de v el o ping new brand i s s av ed.

Co ns um er s can n o w s eek f o r a v ariety.The expen s e o f intr o duct o ry and f o llo w up m arketing

pr o gra ms is reduced.The i m age o f parent brand i s enhanced.


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Brand exten s io n in unrelated m arket s m ay lead t o loss of re l ia b ility if a brand na m e i s extended t oo far. An o rganizati o n m us tre s earch the pr o duct categ o rie s in which the e s tabli s hed brand na m e

will w o rk.

There i s a ri s k that the new pr o duct m ay generate i m plicati o ns that damage the image o f the c o re /o riginal brand.

There are chance s o f less awareness and trial

If the brand exten s io ns ha v e n o ad v antage ov er c om petiti v e brand s inthe new categ o ry, then it will fai l.


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APPLE

Apple c om puter s ucce ss fully v entured int o the m us ic and TV / mov iedi s tributi o n bu s ine ss and beca m e a cell ph o ne m anufacturer.

VIRGINAirline s t o m us ic and mo bile ph o ne

WRANGLERC lo the s t o so fa


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COCO C OLA

P ON DS TOOTH PASTE


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Com pany add som e v alue t o an o ngo ingbrand by i m pr ov ing pr o duct attribute s

It help t o enhancing ov erall appeal o f the

pr o ductHelp t o recapture the attenti o n o f thecu s t om er s and al so help t o ov erc om eco ns um er s bo red om

It include s new s hape,c o lo ur,fla vo ur,newpack, s ize,de s ign etc


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To breathe som e new life in t o a brand thatm ay be s ho wing s ign o f s talene ss/ dip inde m and

Help t o the s ucce ss ful brand m ay needo cca s io nal b oos t up.It help the brand re m ain in the acti v e gaze o fit s cu s t om er s


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Exa m ple s o f reju v enati o nCadbury s , P &G,HU L

HU L co nduct 15 t o 20 reju v enati o npr o gra mm e s e v ery year


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Relaunch m ay be c o nducted with the help o fa m arketing s trategy.Relaunch pr o gra m e rarely ad o pted in Brand

lifecycleIt can be u s ed the ti m e o f som e brand i s failed t o take o f the pr o duct.Exa m ple:cl os e up, v ick s acti o n 500


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It pr ov ide s ju s t m arginal i m pr ov e m ent s t o the pr o duct.Aim o nly t o pr ov ide s better pr o duct and

mo re v alue s t o the pr o duct.Co nducted with the help o f m arketingre s earchIdentify brand s pos iti o ning and m arketingm ix.Exa m ple: Gillette, Barbie D o lls


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N ew entrant s o f s am e fir m appear with newbrand na m e.It m ean s fir m ha s s e v eral brand s in the s am e

pr o duct line o r pr o duct categ o ry.Exa m ple: U nili v er ha s 25 brand o f icecrea msP &G ha s mo re than a d o zen o f detergent.BP can help expand the ov erall m arket andhelp t o increa s e the m arket s hare o f thefir m .


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Separate bu s ine ss unitExa m ple: Madura Gar m ent s com pany createdindependent planning and m arketing tea m

fo r it s fo ur m aj o r brand s like Allen so lly,VanHeu s en, Lo ui s P hilippe & Peter England


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It m ean s acquiring buy o ut o ngo ing brand s a s an ea s y way o utIt i s v ery u s eful t o the c om panie s ha v e

facing thick c om petiti o nExa m ple: Pep s i acquire duke s while enteringindiaGo drej acquire Tran s elektra


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A BRAN D N EE D N OT DIE OU TBrand i s no t a s tatic entity; it i s a dyna m ic

entity.

A brand ha s no age li m it.


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Red Label TeaLifebu o y so apCo lgate


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Brand exi s t becau s e pe o ple want the m t o exi s t, and w o uld ne v er die if m arketer s avo idfiv e m is take s : arr o gance, greed,

com

placency, inco

nsistency &

my

opia.

-N iall FitzGerald


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Brand l o yalty den o te s the extent o fcu s t om er s attach m ent t o a brand.

Lo yalty i s no t s tatic.


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N egati v e publicityCo rp o rate s the ms el v e sExternal i ss ue s


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Marketer s ha s t o handle the s ituati o n withut mos t care

Maintain a g oo d relati o n s hip with thecu s t om er s


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J &J Tylen o l


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Exerci s e t o a ss e ss the health o f a brand2 s tep s

Internal in v e s tigati o nExternal in v e s tigati o n


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Brand equity i s the added v alue thatend o wed t o pr o duct s and s er v ice s . Thi s v aluem ay be reflected in h o w c o ns um er s think,

feel, and act with respect t

othe brand, a

s well a s the price s , m arket s hare and

pr o fitability that the brand c omm and s fo rthe fir m . Brand equity i s an i m po rtantintangible a ss et that ha s ps ych o lo gical andfinancial v alue t o the fir m .


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- As the c om bined m ea s ure o f brand s trengthco ns is ting o f three s et s o f m etric s - cu s t om erkno wledge ab o ut the brand, cu s t om er

preference fo

r the brand, and resultingfinancial p o tential o f the brand

-Martin Ro ll


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