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What do you think and feel about this brand?...what doesit signal to you? That the product is?familiar..aware....prefer.availableassociated.....image?
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4/26/2013 2
Top brands of the world
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What is a Brand?Kotler
A brand is a name, term, sign, symbol ordesign, or a combination of them, intendedto identify the goods or services of oneseller or group of sellers and to differentiate
them from those of competitors. By developing a distinctive name,
packaging and design, a brand is created. EG: Sony, Nike (swoosh), Google, Yahoo,
Red Bull, MHs, RBs, Ferrari (prancinghorse). Eases the purchase decisions.
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The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry
Serve as a competitive advantage
Secure price premium
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Umbrella Brand
Products from different categoriesunder one brand
Dangerous to the brand if theprincipal brand fails
Sometimes the company name isprefixed to the brand. In such cases
the company name gives itlegitimacy. The product nameindividualises it.
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What is Branding? Kotler
Brandingis endowing products andservices with the power of the brand.
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An Overview ofBranding Decisions
BrandingDecision
Brand
No brand
Brand-SponsorDecision
Manu-facturerbrand
Distribu-tor(private)brand
Licensedbrand
Brand-Name
Decision
IndividualbrandnamesBlanketfamilynameSeparatefamilynamesCompany-individualnames
Brand-Repositioning
Decision
Reposi-tioning
Noreposi-tioning
Brand-StrategyDecision
Lineextension
Brandextension
Multi-brands
Newbrands
Cobrands
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Advantages of branding
Easy for the seller to track down problemsand process orders
Provide legal protection of unique product
features Branding gives an opportunity to attract
loyal and profitable set of customers
It helps to give a product category at
different segments, having separate bundleof benefits
It helps build corporate image
It minimizes harm to company reputation if
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What is Brand Equity?
When a commodity becomes a brand,it is said to have equity.
The premium a brand can commandin the market
The difference between the perceivedvalue and the intrinsic value
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Customer based brand equity
Power of brand is in what customers see, read, learned, thought, felt
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Brand Equity CompetitiveAdvantages
Reduced marketing costs
Trade leverage
Can charge a higher price Can easily launch brand extensions
Can take some price competition
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What is a Brand Promise?
A brand promiseis the marketersvision of what the brand must be and
do for consumers.
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Brand strategy
Line extension existing brand nameextended to new sizes in the existingproduct category
Brand extension brand name extendedto new product categories
Multibrands new brands in the sameproduct category
New brands new product in a differentproduct category
Cobrandsbrands bearing two or morewell known brand names
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Steps inStrategic Brand Management
Identifying and establishing brandpositioning
Planning and implementing brandmarketing
Measuring and interpreting brand
performance Growing and sustaining brand value
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Advantages of Strong Brands
Improvedperceptions ofproduct
performance Greater loyalty
Less vulnerabilityto competitive
marketing actions Less vulnerability
to crises
Larger margins
More inelasticconsumer response
Greater tradecooperation
Increasedmarketing
communicationseffectiveness
Possible licensingopportunities
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Brand Equity Models
Brand Asset Valuator
Aaker Model BRANDZ
Brand Resonance
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BAV Key Components
It measures the following:
Differentiation Energy
Relevance
Esteem Knowledge
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Aaker Model
Brand identity
Core identity elements
Extended identity elements Brand essence
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BRANDZ
PRESENCE
RELEVANCEPERFORMANCE
ADVANTAGE
BONDING
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Nothing else can beat it
Does it offer something
better?
Can it deliver?Does it offer something?
Do I know about it?
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BRAND RESONANCE
Resonance
Consumer
Judgments
Consumer
Feelings
Brand ImageryBrand Performance
Salience
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Deep, broad, brand
awareness
POP & POD
Positive, accessible
reactions
Intense, active loyalty
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Drivers of Brand Equity
Brand elements
Marketing activities
Meaning transference
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Brand Elements
Brand names
Slogans
Characters
CRITERIA TO CHOOSE: MEMORABLE
MEANINGFUL
LIKABLE
TRANSFERABLE ADAPTABLE
PROTECTIBLE
Symbols
Logos
URLs
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Designing Holistic MarketingActivities
Personalization
Integration
Internalization~Choose the right moment
~Link internal and external marketing
~Bring the brand alive for employees
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Measuring Brand Equity
Brand audits-shifts in strategy
Brand tracking-quantitative analysis
Brand valuation
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The 10 Most Valuable Brands
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Managing Brand Equity
Brand reinforcement-Long-termcompanies
Brand revitalization-flexibility Brand crises
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Devising a Branding Strategy
Develop new brand elements
Apply existing brand elements
Use a combination of old and new
Be cautious of brand dilution
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Brand Roles in a Brand Portfolio
Flankers
Cash cows
Low-end, entry-level High-end prestige
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Customer EquityKotler
Customer equity may be defined asthe sum of lifetime value of allcustomers.
Acquisition
Retention
Add-on spending
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CONCLUSION
If this business were split up, I wouldgive you the land and brick andmortar, and I would take the brands
and trademarks, and I would farebetter than you
- John Stuart, cofounder of Quaker
oats
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