BRANDING STRATEGY
Contents
Brand Equity
Brand Positioning
Brand Name selection
Brand Sponsorship
Brand Development
Managing Brands
Brand Equity
The positive differential
effect that knowing the brand
names has on customer
response to the product or
service.
Brand Positioning
The strongest brands go beyond attribute
or benefit positioning .
They engage customers on a deeper level,
touching universal emotions.
Brand positioning should be in such a way
that, it should promise to deliver a specific
set of features, benefits, services and
experience consistently to the buyers
Brand Name Selection
Think of a simple but powerful brand name. The name can appeal to emotion, status or benefit.
E. g:- Nike, Tata Safari, Good Knight mosquito mats.
Brand Sponsorship
It is launching of a product in the targeted market as
1.National brand or manufacturer brand
2. Private brand or store brand-a brand created or owned by a reseller of a product or service
Manufacturers brands versus private brands
--private products
manufacturer products
shubhiksha
Dad ma pickleJust pure saltDr beam toothpaste
Kissan,Tata salt,salfola saltColgate ,pepsodent
Relianceretail
Reliance select sugar Reliance select butterNetolay jeans
Mawana sugarAmul nutralite Levis ,pepe
LICENSING -- Brand licensing
Brand licensing is the process of
creating and managing contracts
between the owner of a brand
and a company or individual
who wants to use the brand in
association with a product, for
an agreed period of time, within
an agreed territory
Co-branding
The practice of using the established brand names of
two different companies on the same product.
E.g.:- Bharti Easyday.
Bajaj Alliance
Herohonda
Brand Development
Line extensions
Brand extensions
Multibrands
New brands
Line extension
Extending an existing brand name to new forms,
colors, sizes, ingredients, or flavors of an existing
product category.
Brand extensions
Extending an existing brand name to new product
categories.
Multibrands
Companies introduce additional brands in
the same category.
E.g. :- Coca Cola
New brands
A company believes that the power of its existing brand is waning and feel a new brand is needed and launch it.
Managing brands
The art of creating and maintaining
a brand is called brand
management. Brands are not maintained by advertising but by brand
experience.
The company’s brands are maintained by Brand managers.
Conducting periodic audit.For example Coca cola.