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8/8/2019 Lecture 14 (Brand)
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Branding of an eggBranding of an egg
Think of a brand name Think of a brand name
Identify and establish positioning themeIdentify and establish positioning theme
Plan marketing programsPlan marketing programs
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Brand levelsBrand levels
Attribute brands Attribute brands
Benefit brandsBenefit brands
Emotional brandsEmotional brands Value brands Value brands
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Attribute brands Attribute brands
Clinic All Clear with ZPTOClinic All Clear with ZPTOHLL introduced Clinic All Clear ZPTO in 1999. ZPTO short form of Zink Pyrithione,HLL introduced Clinic All Clear ZPTO in 1999. ZPTO short form of Zink Pyrithione,a chemical compound used as antia chemical compound used as anti--fungal and antibacterial agent. Company promotedfungal and antibacterial agent. Company promotedunique ZPTO in their advertising. Proctor and Gamble also used same strategy tounique ZPTO in their advertising. Proctor and Gamble also used same strategy topromote Head & Shoulder shampoo with ZPTO. Though most of consumers didn·tpromote Head & Shoulder shampoo with ZPTO. Though most of consumers didn·tknow anything about ZPTO and its benefit, it really created wonders for the brands.know anything about ZPTO and its benefit, it really created wonders for the brands.
W hy Ingredient Branding? W hy Ingredient Branding?
Ingredient branding gives boost to the host brand when ingredient brand has its ownIngredient branding gives boost to the host brand when ingredient brand has its ownbrand identity. Don·t you prefer PC or Laptop with ´Intel Insideµ tag on it? It isbrand identity. Don·t you prefer PC or Laptop with ´Intel Insideµ tag on it? It isbecause of brand identity created by Intel for its microprocessors. (Intel is a classicbecause of brand identity created by Intel for its microprocessors. (Intel is a classiccase of ingredient branding)case of ingredient branding)
Ingredient also helps product if product is creating new category. Remember, Amul isIngredient also helps product if product is creating new category. Remember, Amul ispioneer in propioneer in pro--biotic foods in India and same strategy has been followed by MNCbiotic foods in India and same strategy has been followed by MNCbehemoth like Nestle (NesVita Curd) and HUL (Moobehemoth like Nestle (NesVita Curd) and HUL (Moo ² ² Calcium Enriched IceCalcium Enriched Ice--cream).cream).
Many times consumer perceives ingredient as an added advantage so he is notMany times consumer perceives ingredient as an added advantage so he is notreluctant to pay extra price for it.reluctant to pay extra price for it.
8/8/2019 Lecture 14 (Brand)
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Benefit brandsBenefit brands
Voltas. Voltas. J aisa J aisa IndiaIndia ka dil,ka dil,
waisa waisa IndiaIndia ka ka AC AC
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Benefit brandsBenefit brands
HAPPYDENTHAPPYDENT ² ²
Whitens teeth Whitens teeth
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Benefit brandsBenefit brands
Fill it, shut it and forget itFill it, shut it and forget it
Public ka naya transportPublic ka naya transport
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8/8/2019 Lecture 14 (Brand)
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Emotion brandsEmotion brands
ChocolatesChocolates
BeveragesBeverages
Apparels Apparels
8/8/2019 Lecture 14 (Brand)
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8/8/2019 Lecture 14 (Brand)
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8/8/2019 Lecture 14 (Brand)
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8/8/2019 Lecture 14 (Brand)
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V alue brands V alue brands
Parker pensParker pens ² ² EsteemEsteem
Health foodsHealth foods ² ² Staying fitStaying fit
Peter EnglandPeter England ² ² Honest shirtsHonest shirts
8/8/2019 Lecture 14 (Brand)
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8/8/2019 Lecture 14 (Brand)
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8/8/2019 Lecture 14 (Brand)
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8/8/2019 Lecture 14 (Brand)
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Strategic Brand ManagementStrategic Brand Management
It involves the design and implementation of It involves the design and implementation of marketing programs and activities to build,marketing programs and activities to build,
measure, and manage brand equity.measure, and manage brand equity.
The The S trategic Brand Management Process S trategic Brand Management Process is defined asis defined asinvolving four main steps:involving four main steps:
1. Identifying and establishing brand positioning and values1. Identifying and establishing brand positioning and values
2. Planning and implementing brand marketing programs2. Planning and implementing brand marketing programs
3. Measuring and interpreting brand performance3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity 4. Growing and sustaining brand equity
8/8/2019 Lecture 14 (Brand)
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Strategic Brand Management ProcessStrategic Brand Management Process
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand value chain
Brand audits
Brand tracking
Brand equity management system
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
Key ConceptsSteps
Grow and sustain
brand equity
Identify and establish
brand positioning and values
Plan and implement
brand marketing programs
Measure and interpret brand performance
8/8/2019 Lecture 14 (Brand)
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Brand E volutionBrand E volution
Unbranded goodsUnbranded goods
Brand as referenceBrand as reference
Brand as personality Brand as personality Brand as IconBrand as Icon
Brand as company Brand as company
Brand as policy Brand as policy
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Unbranded goodsUnbranded goods
Various
commodities such
as Eggs, agriculturalproduce
Demand exceeds
supply
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Brand as referenceBrand as reference
When turnover slows down, need is felt to When turnover slows down, need is felt to
differentiate the product from rivals in thedifferentiate the product from rivals in the
category. e.g Power by HPCL and SPEED fromcategory. e.g Power by HPCL and SPEED from
IOCIOC
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Brand as personalityBrand as personality
When brands in the category become similar in When brands in the category become similar in
terms of product offered, the need arises toterms of product offered, the need arises to
discover and attend to nondiscover and attend to non--fictional needs.fictional needs.
e.g. Raymonde.g. Raymond ² ² The complete man The complete man
Reid and TaylorReid and Taylor
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Brand as IconBrand as Icon
Brand becomes a sign that represents an ideaBrand becomes a sign that represents an idea
valued by the target customers. Icons signify valued by the target customers. Icons signify
values that consumers identify with and want to values that consumers identify with and want to
relate to. e.g. Pepsi is the icon that stands forrelate to. e.g. Pepsi is the icon that stands for
young and rebel generation.young and rebel generation.
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Brand as com pan yBrand as com pan y
Vigilant buyers want to know more than brands. Vigilant buyers want to know more than brands.
Corporate branding shifts focus to product plusCorporate branding shifts focus to product plus
service .e.g Dell computersservice .e.g Dell computers
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Brand as polic yBrand as polic y
Brand evolves beyond the business concerns toBrand evolves beyond the business concerns to
identify with social, political and ethical issues.identify with social, political and ethical issues.
Customer commitment is based on ideologicalCustomer commitment is based on ideological
congrence. e.g Tata tea Jaago recongrence. e.g Tata tea Jaago re