CHAPTER 11:DESIGNING AND CHAPTER 11:DESIGNING AND IMPLEMENTING BRANDING IMPLEMENTING BRANDING STRATEGIESSTRATEGIES

Teacher : Md Shahedur Rahman Teacher : Md Shahedur Rahman

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Branding strategyBranding strategy 11.2

Branding strategy is critical The firm can help consumers

understand its products and services and organize them in their minds

Tells marketers which brand names, logos, symbols apply to which new and existing products

11.3

The role of Brand The role of Brand ArchitectureArchitecture11.

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Clarify: brand awareness Improve consumer Improve consumer

understanding understanding and communicate similarity and differences between individual products

Motivate: brand image

Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase

Brand-Product MatrixBrand-Product Matrix11.5

1 2 3 4

A

B

C

Products

Brands

Important DefinitionsImportant Definitions11.6

Product line A group of products within a

product category that are closely related

Product mix (product assortment) The set of all product lines and

items that a particular seller makes available to buyers

Brand mix (brand assortment) The set of all brand lines that a

particular seller makes available to buyers

Depth of a Branding Depth of a Branding StrategyStrategy

11.7

The numbernumber and naturenature of different brands marketed in the product class sold by a firm

Referred to as brand portfoliobrand portfolio The reason is to pursue different market

segments, different channels of distribution, or different geographic boundaries

Depth of a BrandDepth of a Brand11.8

Different brands in the same product class

To pursue Multiple Market Segments To increase shelf presence and retailer

dependence Variety to customers Internal Competition Economies of scale in advertising,

sales, merchandising and distribution

Ford Brand PortfolioFord Brand Portfolio11.9

Designing a Brand Designing a Brand PortfolioPortfolio 11.

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Basic principles: Maximize market coverageMaximize market coverage so that no

potential customers are being ignored Minimize brand overlapMinimize brand overlap so that brands

aren’t competing among themselves to gain the same customer’s approval

Brand Roles in the PortfolioBrand Roles in the Portfolio11.11

Flankers Cash cows Low-end entry-

level High-end

prestige brands

Brand HierarchyBrand Hierarchy11.12

A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing the explicit ordering of brand elements

A useful means of graphically portraying a firm’s branding strategy

Brand Hierarchy Tree: Toyota

11.13 Toyota

Corporation

Toyota(Trucks)

Toyota(SUV/vans)

LexusToyotaFinancialServices

Toyota(Cars)

Corolla PriusAvalon Celica ECHO MatrixMR2

SpyderCamry

XLXG

SELEXLE

Platinum EditionXLXLS

SESLE

Brand Hierarchy Levels11.14

Family Brand (Buick)

Corporate Brand (General Motors)

Modifier: Item or Model (Ultra)

Individual Brand (Park Avenue)

Corporate Brand11.15

Family Brands11.16

Brands applied across a range of product categories

An efficient means to link common associations to multiple but distinct products

Individual Brands11.17

Restricted to essentially one product one product categorycategory

There may be multiple product types offered on the basis of different models, package sizes, flavors, etc.

Modifiers11.18

Signals refinement or differences in the brand related to factors such as quality levels, attributesattributes, functions, etc.

Corporate Image Dimensions11.19

Corporate product attributes, benefits or Corporate product attributes, benefits or attitudesattitudes Quality Innovativeness

People and relationshipsPeople and relationships Customer orientation

Values and programsValues and programs Concern with the environment Social responsibility

Corporate credibilityCorporate credibility Expertise Trustworthiness Likability

Brand Hierarchy Decisions11.20

The number of levels number of levels of the hierarchy to use in general

How brand elements from different levels of the hierarchy are combined, if at all, for any one particular product

How any one brand element is linked, if at all, to multiple products

Desired brand awareness and image at each level

Brand Architecture Guidelines 11.

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Adopt a strong customer focus Avoid over-branding Establish rules and conventions and be

disciplined Create broad, robust, healthy brand

platforms Selectively employ sub-brands as means

of complementing and strengthening brands Selectively extend brands to establish new

brand equity and enhance existing brand equity

11.22

Corporate Brand Campaign 11.23

Different objectives are possible: Build awareness of the company and the

nature of its business Create favorable attitudes and perceptions of

company credibility Make a favorable impression on the financial

community Motivate present employees and attract

better recruits

Using Cause Marketing to Build Brand Equity

11.24

An offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives

Advantages of Cause Marketing

11.25

Building brand awareness

Enhancing brand image Establishing brand

credibility Evoking brand feelings Creating a sense of

brand community Eliciting brand

engagement

Green Marketing11.26

A special case of cause marketing that is particularly concerned with the environment

Explosion of environmentally friendly products and marketing programs