Branding Final1

7/30/2019 Branding Final1

1/30

What do you think and feel about this brand?...what doesit signal to you? That the product is?familiar..aware....prefer.availableassociated.....image?

1


2/30

4/26/2013 2

Top brands of the world

2


3/30

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.

3


4/30

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

4


5/30

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.

5


6/30

What is Branding? Kotler

Brandingis endowing products andservices with the power of the brand.

6


7/30

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

7


8/30

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

the brand fails 8


9/30

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

9


10/30

Customer based brand equity

Power of brand is in what customers see, read, learned, thought, felt

10


11/30

Brand Equity CompetitiveAdvantages

Reduced marketing costs

Trade leverage

Can charge a higher price Can easily launch brand extensions

Can take some price competition

11


12/30

What is a Brand Promise?

A brand promiseis the marketersvision of what the brand must be and

do for consumers.

12


13/30

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

13


14/30

Steps inStrategic Brand Management

Identifying and establishing brandpositioning

Planning and implementing brandmarketing

Measuring and interpreting brand

performance Growing and sustaining brand value

14


15/30

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

15


16/30

Brand Equity Models

Brand Asset Valuator

Aaker Model BRANDZ

Brand Resonance

16


17/30

BAV Key Components

It measures the following:

Differentiation Energy

Relevance

Esteem Knowledge

17


18/30

Aaker Model

Brand identity

Core identity elements

Extended identity elements Brand essence

18


19/30

BRANDZ

PRESENCE

RELEVANCEPERFORMANCE

ADVANTAGE

BONDING

19

Nothing else can beat it

Does it offer something

better?

Can it deliver?Does it offer something?

Do I know about it?


20/30

BRAND RESONANCE

Resonance

Consumer

Judgments

Consumer

Feelings

Brand ImageryBrand Performance

Salience

20

Deep, broad, brand

awareness

POP & POD

Positive, accessible

reactions

Intense, active loyalty


21/30

Drivers of Brand Equity

Brand elements

Marketing activities

Meaning transference

21


22/30

Brand Elements

Brand names

Slogans

Characters

CRITERIA TO CHOOSE: MEMORABLE

MEANINGFUL

LIKABLE

TRANSFERABLE ADAPTABLE

PROTECTIBLE

Symbols

Logos

URLs

22


23/30

Designing Holistic MarketingActivities

Personalization

Integration

Internalization~Choose the right moment

~Link internal and external marketing

~Bring the brand alive for employees

23


24/30

Measuring Brand Equity

Brand audits-shifts in strategy

Brand tracking-quantitative analysis

Brand valuation

24


25/30

The 10 Most Valuable Brands

25


26/30

Managing Brand Equity

Brand reinforcement-Long-termcompanies

Brand revitalization-flexibility Brand crises

26


27/30

Devising a Branding Strategy

Develop new brand elements

Apply existing brand elements

Use a combination of old and new

Be cautious of brand dilution

27


28/30

Brand Roles in a Brand Portfolio

Flankers

Cash cows

Low-end, entry-level High-end prestige

28


29/30

Customer EquityKotler

Customer equity may be defined asthe sum of lifetime value of allcustomers.

Acquisition

Retention

Add-on spending

29


30/30

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

30

Date post:	14-Apr-2018
Category:	Documents
Upload:	jagadish-kumar-bobbili
View:	226 times
Download:	0 times

Branding Final1

Documents