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7/29/2019 Product & Brand - 16th & 18th Jan 13
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Brand Unique design, sign, symbol, words, o r a combination of these, employed in creating
an image that identifies a product and differentiates it from its competitors. Over time, this
image becomes associated with a level of credibility, quality, and satisfaction inthe consumer's mind (see positioning). Thus brands help harried consumers in crowded
and complex marketplace, by standing for certain benefits and value. Legal name for a brand
is trademark and, when it identifies or represents a firm, it is called a brand name.
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
buyersDO NOT CIRCULATE W/OUT PERMISSION |
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http://www.businessdictionary.com/definition/design.htmlhttp://www.businessdictionary.com/definition/sign.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/competitor.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/positioning.htmlhttp://www.businessdictionary.com/definition/complex.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.investorwords.com/7216/standing.htmlhttp://www.businessdictionary.com/definition/benefit.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/trademark.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.businessdictionary.com/definition/trademark.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/benefit.htmlhttp://www.investorwords.com/7216/standing.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.businessdictionary.com/definition/complex.htmlhttp://www.businessdictionary.com/definition/positioning.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/competitor.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/sign.htmlhttp://www.businessdictionary.com/definition/design.html7/29/2019 Product & Brand - 16th & 18th Jan 13
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Brand Decisions
The AMA definition of a brand:
A name, term, sign, symbol, or design, or a
combination of these, intended to identify the
goods or services of one seller or group of sellersand to differentiate them from the competition.
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From Products to Brands
Understanding
Branding
Brand Building
ExerciseArchitecture
Management
Attribute s
Prod
ucts
to
bran
ds
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From Products to Brands
A brand is more distinctive than a product It is first of all a name, a means of identification
Secondly it s a set of added values offering both
functional and psychological benefits
Understanding
Branding
Brand Building
ExerciseArchitecture
Management
Attribute s
Prod
ucts
to
bran
ds
Brand v/s. Product
Above all a brand is a promise
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From Products to Brands
Understanding
Branding
Brand Building
ExerciseArchitecture
Management
Attribute s
Prod
ucts
to
bran
ds
A Brand is a Promise
A sellers promise to deliver consistently
a specific set of features, benefits and servicesto buyers.
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From Products to Brands
.a short-handthat communicates powerfully & reduces uncertaintyDO NOT CIRCULATE W/OUT PERMISSION |
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Brand as an Asset
If Coca Cola lost everything except for the
formula and its brand name , it could walk
into any bank in the world and get $100 billion
loan to start from the scratch
Fortune Magazine
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Naming the Brand
Product benefits
Product qualities
Easy to pronounce Should be distinctive
Should not have poor meanings in other
languages and countries
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Advantages of brandingEntire process involved in creating a unique name and image for
a product (good or service) in the consumers' mind, through advertising
campaigns with a consistent theme. Branding aims to establish a significant
and differentiated presence in the market that attracts & retains loyal
customers
Easy for the seller to track down problems andprocess orders
Provide legal protection of unique product features
Branding gives an opportunity to attract loyal andprofitable set of customers
It helps to give a product category at differentsegments, having separate bundle of benefits
It helps build corporate image
It minimizes harm to company reputation if the
brand fails DO NOT CIRCULATE W/OUT PERMISSION |SURAJIT
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/consistent.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/consistent.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/process.html7/29/2019 Product & Brand - 16th & 18th Jan 13
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What is the Territory of the Brand?
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Brand Decisions
Brands can convey six levels of meaning:
Attributes
Benefits
Values
Culture
Personality User
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Brand Decisions
Brand identity decisions include:
Name
Logo Colors
Tagline
Symbol
Consumer experiences create brand bonding,brand advertising does not.
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Brand Decisions
Marketers should attempt to create or
facilitate awareness, acceptability,
preference, and loyaltyamong consumers. Valuable and powerful brands enjoy high
levels of brand loyalty.
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Brand Decisions
Aaker identified five levels of customer
attitudes toward brands:
Will change brands, especially for price. Nobrand loyalty.
Satisfied -- has no reason to change.
Satisfied -- switching would incur costs. Values brand, sees it as a friend.
Devoted to the brand.
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Brand Decisions
Brand equityrefers to the positive
differential effect that a brand name has on
customers. Brand equity:
is related to many factors.
allows for reduced marketing costs.
is a major contributor to customer equity.
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Brand Decisions
Key Challenges
To brand or not Brand sponsor
Brand name
Brand strategy Brand repositioning
Advantages of branding:
Facilitates orderprocessing
Trademark protection
Aids in segmentation
Enhances corporateimage
Branded goods aredesired by retailers anddistributors
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Brand Decisions
Key Challenges
To brand or not Brand sponsor
Brand name
Brand strategy Brand repositioning
Options include:
Manufacturer
(national) brand Distributor (reseller,
store, house, private)brand
Licensing the brandname
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Brand Decisions
Key Challenges
To brand or not Brand sponsor
Brand name
Brand strategy Brand repositioning
Strong brand names:
Suggest benefits
Suggest product qualities
Are easy to say,recognize, and remember
Are distinctive
Should not carry poor
meanings in otherlanguages
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Brand Decisions
Key Challenges
To brand or not Brand sponsor
Brand name
Brand strategy Brand repositioning
Varies by type of brand
Functional brands
Image brands
Experiential brands
Line extensions
Brand extensions
Multibrands
New brands
Co-branding
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Brand Decisions
Key Challenges
To brand or not Brand sponsor
Brand name
Brand strategy Brand repositioning
A brand report cardcanbe used to audit abrands strengths and
weaknesses.
Changes in preferencesor the presence of anew competitor mayindicate a need forbrand repositioning.
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Criteria For Chooses Brand Elements
Memorability
Meaningfulness
Likability Transferability
Adaptability
Protectabilty
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Brand Names
Simplicity and ease of pronunciation andspelling
Familiarity and meaningfulness
Differentiated, distinctive and unique Descriptive brand names
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Naming Procedures
Define objectives
Generate ideas
Screen initial candidates Study candidates
Research final candidates
Select the final name
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URLS
Domain names
Location of page on the web
Memorable
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d d
http://images.google.co.za/imgres?imgurl=http://2.bp.blogspot.com/_o5Na_9269nA/SZRdbN6z2XI/AAAAAAAACGM/A3ruVwqPK1U/s320/swedish-fish1.png&imgrefurl=http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html&usg=__topw6VvrUybit-1do0zP8LzQ1yI=&h=290&w=320&sz=92&hl=en&start=17&tbnid=LFaff5UUSmdtWM:&tbnh=107&tbnw=118&prev=/images?q=url%27s&gbv=2&hl=en&sa=Ghttp://images.google.co.za/imgres?imgurl=http://2.bp.blogspot.com/_o5Na_9269nA/SZRdbN6z2XI/AAAAAAAACGM/A3ruVwqPK1U/s320/swedish-fish1.png&imgrefurl=http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html&usg=__topw6VvrUybit-1do0zP8LzQ1yI=&h=290&w=320&sz=92&hl=en&start=17&tbnid=LFaff5UUSmdtWM:&tbnh=107&tbnw=118&prev=/images?q=url%27s&gbv=2&hl=en&sa=Ghttp://images.google.co.za/imgres?imgurl=http://2.bp.blogspot.com/_o5Na_9269nA/SZRdbN6z2XI/AAAAAAAACGM/A3ruVwqPK1U/s320/swedish-fish1.png&imgrefurl=http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html&usg=__topw6VvrUybit-1do0zP8LzQ1yI=&h=290&w=320&sz=92&hl=en&start=17&tbnid=LFaff5UUSmdtWM:&tbnh=107&tbnw=118&prev=/images?q=url%27s&gbv=2&hl=en&sa=G7/29/2019 Product & Brand - 16th & 18th Jan 13
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Options And Tactics For Brand
Elements
Logos and symbols
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http://images.google.co.za/imgres?imgurl=http://www.countryclubofbillerica.com/images/common/logos.gif&imgrefurl=http://www.countryclubofbillerica.com/great_golf/pro_shop_and_repair.php&usg=__Bflo_TcRz6_g8WmSWetP9B7DFJc=&h=302&w=463&sz=29&hl=en&start=11&tbnid=05eSmW79uz6VzM:&tbnh=83&tbnw=128&prev=/images?q=brand+logos&gbv=2&hl=en&sa=G7/29/2019 Product & Brand - 16th & 18th Jan 13
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Options And Tactics For Brand
Elements
Characters
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O i d i d
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Options And Tactics For Brand
Elements
Slogans
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Options And Tactics For Brand
Elements
Jingles
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http://images.google.co.za/imgres?imgurl=http://popsop.ru/wp-content/uploads/pringles_original_2cans.jpg&imgrefurl=http://popsop.com/4096&usg=__CsgY6XfMiIL_MBnOx3iGcaJBrOU=&h=864&w=686&sz=102&hl=en&start=9&tbnid=w32sc7dMBsjfiM:&tbnh=145&tbnw=115&prev=/images?q=brand+jingles&gbv=2&hl=en&sa=G7/29/2019 Product & Brand - 16th & 18th Jan 13
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Options And Tactics For Brand
Elements
Packaging
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http://images.google.co.za/imgres?imgurl=http://www.foodcomm.org.uk/parentsjury/Awards%2520Feb03/coco_pops.jpg&imgrefurl=http://www.foodcomm.org.uk/parentsjury/Breakfast_battles.htm&usg=__qiFCaaRLL4Xfq4LpUA8mthxPsVc=&h=208&w=150&sz=8&hl=en&start=7&tbnid=b6gBag4EkmfzoM:&tbnh=105&tbnw=76&prev=/images%3Fq%3Dcocopops%26gbv%3D2%26hl%3Den%26sa%3DGhttp://images.google.co.za/imgres?imgurl=http://www.foodcomm.org.uk/parentsjury/Awards%2520Feb03/coco_pops.jpg&imgrefurl=http://www.foodcomm.org.uk/parentsjury/Breakfast_battles.htm&usg=__qiFCaaRLL4Xfq4LpUA8mthxPsVc=&h=208&w=150&sz=8&hl=en&start=7&tbnid=b6gBag4EkmfzoM:&tbnh=105&tbnw=76&prev=/images%3Fq%3Dcocopops%26gbv%3D2%26hl%3Den%26sa%3DG7/29/2019 Product & Brand - 16th & 18th Jan 13
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Brand Equity -
Brand's power derived from the goodwill and name recognition it has earnedover time, and which translates into higher sales volume and higher profit &
margins against competing brands
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 valueCustomer's opinion of a product's value to him or her. It may have little or nothing to do withthe product's market price, and depends on the product's ability to satisfy his or
her needs or requirements.
and the intrinsic value Underlying, essential, inherent value.DO NOT CIRCULATE W/OUT PERMISSION |
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http://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/opinion.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/market-price.htmlhttp://www.businessdictionary.com/definition/ability.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/requirements.htmlhttp://www.businessdictionary.com/definition/inherent.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/inherent.htmlhttp://www.businessdictionary.com/definition/requirements.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/ability.htmlhttp://www.businessdictionary.com/definition/market-price.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/opinion.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/brand.html7/29/2019 Product & Brand - 16th & 18th Jan 13
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Brand EquityBrand's power derived from the goodwill and name recognition it has
earned over time, and which translates into higher sales volume and
higher profit margins against competing brands
Competitive advantageReduced marketing costs
Trade leverage
Can charge a higher price Can easily launch brand extensions
Can take some price competitionDO NOT CIRCULATE W/OUT PERMISSION |
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http://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/profit-margin.htmlhttp://www.businessdictionary.com/definition/profit-margin.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/brand.html7/29/2019 Product & Brand - 16th & 18th Jan 13
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Managing Brand Equity
Brand Equity needs to be nourished and
replenished. We must not flog the brand for
equity to be diluted or dissipated
Store brands
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Brand Repositioning
This may be required after a few years to face
new competition and changing customer
preferences
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Brand Power
Customer will change brands for pricereasons
Customer is satisfied. No reason to change.
Customer is satisfied and would take painsto get the brand
Customer values the brand and sees it as a
friend Customer is devoted to the brand
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Brand strategyLong-term marketing support fora brand, based on the definition of the characteristics of
the target consumers. It includes understanding of their preferences,and expectations from the brand.
Line extension existing brand name extendedto new sizes in the existing product category
Brand extension brand name extended tonew product categories
Multibrands new brands in the same productcategory
New brands new product in a different
product category Co-branding brands bearing two or more
well known brand names
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http://www.investorwords.com/2885/long_term.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.investorwords.com/4826/support.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/characteristic.htmlhttp://www.investorwords.com/4874/target.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/expectation.htmlhttp://www.businessdictionary.com/definition/expectation.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.investorwords.com/4874/target.htmlhttp://www.businessdictionary.com/definition/characteristic.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.investorwords.com/4826/support.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.investorwords.com/2885/long_term.htmlhttp://www.investorwords.com/2885/long_term.htmlhttp://www.investorwords.com/2885/long_term.html7/29/2019 Product & Brand - 16th & 18th Jan 13
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Brand parityEquality or essential equivalence.
Consumers buy from a set of acceptable/
preferred brands
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Packaging and Labeling
Packaging includes:
The primary package
The secondary package
The shipping package Many factors have influenced the increased
use of packaging as a marketing tool.
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Packaging and Labeling
Developing an effective package:
Determine the packaging concept
Determine key package elements
Testing:
Engineering tests
Visual tests
Dealer tests Consumer tests
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Packaging and Labeling
Labeling functions:
Identifies the product or brand
May identify product grade
May describe the product May promote the product
Legal restrictions impact packaging for many
products.
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Packaging Continued
Has numerous benefits
Packaging at point of purchase
Packaging innovations
Package design
Package changes
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POSITIONING :
The Battle for Your Mind
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A concept so simple,
people have difficulty in understanding
how powerful it is!DO NOT CIRCULATE W/OUT PERMISSION |
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What is Positioning ? Positioning is owning a piece of consumers mind
Positioning is not what you do to a product Its what you do to the mind of the prospect
You position the product in the prospects mind
To position a product/service in the minds of consumersrelative to competitors
Ries and Trout
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Positioning
Colgate
is Protection Gillette
is qualityLUXis Glamour
AXE
is AttractionPonds
is Confidence
Examples
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Brand Identity and Brand Image
Brand Positioning
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To position a
product/service in the
minds of consumersrelative to competitors
Ries and Trout
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A reason to be
The brand has to be
distinctive, relevant andappealing to its target
audience
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Positioning
Positioning refers to how organizations want
their consumers to see their product
Positioning = Segmentation + Differentiation Slotting your product in the consumers mind.
Who am I? Why buy me?
Positioning starts with the product.But Positioning
is not what you do to the product. Positioning is what
you do to the mind of the prospect - Ries and Trout
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The assault on our mind
The media explosion
The product explosion
The advertising explosion
So little message gets through that you ignore thesender and concentrate on the receiver
Consumers only accept what is consistent with priorknowledge or experience
Very difficult to change the perception once formed
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The easy way to get into a persons mind is to be first Xerox, Kodak, Polaroid, Sun TV, The Hindu
If you didnt get into the mind of your prospect first, thenyou have a positioning problem Better to be first than be best
Even if you are not first, be the first to claim a uniqueposition in the mind of the consumer
Miller Lite first lite beer and Becks Beer first beer popular inGermany
In the positioning era, you must, however, befirst to getinto the prospects mind
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The basic approach is not to create something new ordifferent, but manipulate whats already in the mind
To find a unique position, you must ignore
conventional logic Conventional logic says you find concept inside
product
Not true; look inside prospects mind
You wont find an un-cola idea inside 7-up.
You find it inside cola drinkers head
How it is done
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Brand Positioning : Complan
Complan for what?
Enriched with 23 vital nutrients in right quantityand proportion essential for healthy growth
Complan for whom? A brand for growing children
Complan for when?
Higher nutrition needs Packaging
Complan Boy/Complan Girl
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Brand Positioning : Complan
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Brand Positioning : Boost
Boost for what?
For fitness and health
Boost for whom?
For the young and the sportyKapil Dev, SachinTendulkar and Virender Sehwag
Boost for when?
Whenever and wherever energy is needed
Packaging Tall cylindrical straight jar that symbolizes
athleticism and fitness
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Brand Positioning : Boost
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Brand Positioning : Bournvita
Bournvita for what?
For nutrition and health
Bournvita for whom?
For a growing kid who is healthy, intelligent,energetic and glowing
Bournvita for when?
Everyday to ensure you are energetic throughout
the day Packaging
A tall cylindrical straight jar that reflect energy,enthusiasm and vigor
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Brand Positioning : Bournvita
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Do not boast of being number 1, implies insecurityabout leadership (Coke the real thing)
Single Position Strategy Each brand occupying a
single unchanging position in the mind of thecustomer
Cheaper to introduce new brands
Introduce new brands instead of changing existing
Safari and Sumo
Change is inevitable and leader must be willing to
embrace change.
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It is always better to be first and establish leadership
If the product is not first, then it must find anunoccupied position
Munch ka crunch Mahaan Chocolate with acrunch
Avis is only No. 2 in rent-a-car, so why go with us?We try harder.
A product that seeks to be everything to everyone willend being nothing to everyone
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You concentrate
on the perceptions of the prospect,
not the reality of the product- Al Ries & Jack Trout
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