Sweta Leena Panda MBA (2nd Year “2015-17”)

FMS/MBA/000308

News Era of “Brand Strategy” for high tech products

BRAND STRATEGY Presentation Flow

Brand What do you mean by Brand and how brand strategy connect with it , what is high tech product ?

Factors affecting Brand ?Technology ,Brand Expansion and Promotion , Buying perception

Brand strategy followed by High technology products Brand Positioning/expresses attributes , Brand ex-tension, Multi branding, Cobranding, Rebranding, Product Qual-ity

Futuristic approach of brand strategy360 Degree Branding , Golocal Brand Strategy

Recommendation and limitations

Flow

BRAND STRATEGY What do you mean by Brand ?

BRAND STRATEGY

High degree of market uncertainty

High degree of technological uncertainty

High degree of competitive volatility

High R&D expenditures

1

2

3

4

High Technology Products

BRAND STRATEGY “Product to brand” and “Brand to Brand strategy”

BC

AAugmented Brand

Potential Brand

Basic Brand

Minimum Configura-tion to achieve buying objective.

Make brand more desirable , Differentiated by adding benefits , Emotional Con-nection , Confidence

Added values of emotional association of confidence , status , identification that secure brand preference and loyalty

Generic Product

BRAND STRATEGY

Factors affecting brand strategy

Brand Expan-sion and Pro-

motion (Positioning in mind and

branding in heart)

Buying per-ception

Go global Commu-nication

Ubiquit-ous

read-ily ac-cess-ible

Innovat-ive

sociocul-tural,

psychoso-cial, per-

sonal, and psycholo-

gical

Technology

BRAND STRATEGY

Factors affecting “Buying Perception” Sociocultural Psychosocial Personal Psychological

Consumption choices vary ac-cording to na-tionality, reli-gion, race, and national origin.

Reference groups (such as family, neigh-bours, friends, and colleagues) have a strong influence on pur-chases of high-tech products.

Lifestyle also de-termines con-

sumption choices

Psychological factors-buyer of such devices is also sensitive to other aspects of the product like its size, shape, weight, colour, and even the aes-thetic quality of its buttons

The interest in Wi-Fi only exists because our culture values im-ages and speed, and because we have owned laptops and used the Internet for a significant amount of time

Wi-Fi can be perceived as a status symbol that appeals to all consumers who buy products for social status reasons.

singles or young couples without chil-dren, as well as older couples need wifi and internet for spending their time .

Apple is well known for its unique ability to of -fer very attractive products with shiny colours, round and sensual design, and in-imitable artistic form, such as the iMac or the iPod .

BRAND STRATEGY

Typically, a powerful brand will go through various stages: ◗ From zero awareness; ◗ To assisted recognition, when it is mentioned in a list of brands submitted to respondents; Product Strategy ◗ To unaided recall, meaning that the respondent associates the brand name directly with a given product or communication message; ◗ To “top of mind,” when the brand is mentioned first without any assistance. However, strong brand recognition also means a significant amount of money in-vested up front to promote the brand. The human mind does not build up fa-vourable impressions slowly over time

Stages of Brand awareness

BRAND STRATEGY Respecting the three conditions of dominance, exclusivity, and singularity is achieved through a good segmentation process and the right choice of positioning.

BRAND STRATEGY

Brand Position-ing/expresses

attributesHP “Invent,” IBM “Computing on de-mand,” and Intel “in-side.” The evolution of the IBM logo is a good ex-ampleIntel suggests powerful and reliable microchips for PCs. Oracle brings to mind top quality data-bases.

Brand extensionSamsung did when mov-ing from microchips to cellular phones under the same brand name;

Product line Ex-tensionintroducing addi-tional items in the same product cat-egory, such as Microsoft did with the updated version of its software Win-dow

Co-Brand-ing

The joint ven-ture between Philips and Nike to pro-mote their brands to-

gether in order to cross share their respect-ive compon-

ents

Multi brandingExample Un-der Microsoft

umbrella , umbrella

+level – bing , Skype , XBOX

Umbrella + Sub – Win-

dows Phone , Internet Ex-plorer and

Office .

RebrandingIn 2002, IBM tried to turn to its own advant-age the images of com-puter mainframes as obsolete dinosaurs by branding aggressive code names such as T-Rex for the z990 and Raptor for the lower-priced z800

Product Quality

It is a basic characteristic of a high-tech product be-cause the purchase of a high-tech product is justified by performance expectations .

BRAND STRATEGYFuturistic approach (Integrated Brand Strategy)

Golocal Brand strategy

Product TechnologyFocus Cultural Innovation

Brand Promotion strategy

•public rela-tions

•corporate advertising

•Viral Mar-keting

360 Degree Brand pro-

motionInteg-rated Branding

BRAND STRATEGY Recommendation

Company –A Mobile manufacture company go for Smart wearable products

Brand strategy –

Golocal and innovation strategy 1) Customer centric product 2) Change the name of the product as per country (If it sounds wired in translation)3) Strong Supply chain 4) Analyse the market and target the “innovative” and “creative” customers and go for new line extension .5) Follow the trend as per the market and county wise – wearable watches6) Allow customers to customaries the products 7) company imposes culture and management practices as per geographic wise 8) Reducing cost is the only solution , quality and service matters 9) Create a customer value proposition and loyalty of the relationship Nurturing the Brand

BRAND STRATEGY

360 degree brand strategy 1) Customaries brand advertisement2) Short tag line which can enable to convey the message of brand value of the company3) As per the market and geographic area , select your media for communication .4) Brand launch plan and strategy brand launch plan and strategy5) Move with trend - Mobile marketing ,Messaging app

BRAND STRATEGY

The idea of developing and maintaining a strong brand in the fullest sense—conceiving of a promise of value for customers and then ensuring that the promise is kept through the way the product is developed, produced, sold, serviced, and advertised—simply does not resonate as it should. What’s needed is a sea change in managerial attitudes from a product-centric to a prom-ise-centric business model. Successful brand management helps attract and keep customers. It can also be a strong foundation from which to launch new products, improve relationships with channel partners, foster good communication among employees within and across business functions, and help a company better focus its resources. Building trust is a worthy goal.

Conclusion