7/30/2019 3rd Session Brand 2

1/25

MARKETING MANAGEMENT

POSITIONING

BRAND

BRAND EQUITY

7/30/2019 3rd Session Brand 2

2/25

ColgateDual BenefitFresh breath & Decay Prevention

7/30/2019 3rd Session Brand 2

3/25

Forhans - Regular

For Gum Prevention For Strengthening Gum

7/30/2019 3rd Session Brand 2

4/25

Forhans - Flouride

Two-in-one benefit Super Cavity Fighter

7/30/2019 3rd Session Brand 2

5/25

Makes extra white

Laundary soaps

Detergent bars

Detergent powder

Cleans dirt

Robin Liquid

Robin Liquid

Positioning Robin Liquid

Hypothetical Perceptual Map

7/30/2019 3rd Session Brand 2

6/25

The Pursuit of Differential Advantage

WHO AM I ?

Positioning by Corporate identity

A quality product of Hindustan Lever

- Detergent powder : Surf, Surf Ultra, Sunlight, Wheel

- Bathing Soap : Lifebuoy, Pears, Lux, Rexona, Liril

TOMCO

- Hamam, Jai, OK, Reveal, 501

Positioning by Brand Endorsement

Nirma Washing Powder, Nirma Detergent Bar, Nirma Beauty Soap

7/30/2019 3rd Session Brand 2

7/25

The Pursuit of Differential Advantage

WHAT AM I ?

Category Related PositioningBournvita, Maltova, Boost & Nutramul

Benefit Related PositioningCosmetic : White, Bright Teeth Close-UP

Fresh Breath : Colgate, Close-Up, Pepsodent

Taste : Pepsodent

Decay Prevention : Colgate, Colgate Fluorigard, Signal, Pepspodent

Gum Care : Promise, Neem

Decay Prevention : Crest

7/30/2019 3rd Session Brand 2

8/25

The Pursuit of Differential Advantage

WHAT AM I ?

Positioning by Usage & Time

Vicks VapoRub

Applied to child in night

Burnol antiseptic - for Burns

Dettol antiseptic - for cuts, insect bites & minor infection

Dettol 100% bath - after returning from office & crowded bazar.

EvereadyAlkaline battery

Price Quality Positioning

Action ShoesImitation of Addidas & Nike

7/30/2019 3rd Session Brand 2

9/25

The Pursuit of Differential Advantage

FOR WHOM AM I ?

DemographicFarexFor infants between 3 months to 6 months

Behavioral FitJohnson & Johnson Shampoos Heavy, Medium & Light users

SatisfactionSame as benefit positioning

PsychographicsGoldflake Filter King & Classic, Rothmans, 555

7/30/2019 3rd Session Brand 2

10/25

The Pursuit of Differential Advantage

WHY ME ?

Because I am the BEST !

7/30/2019 3rd Session Brand 2

11/25

Product Brand

Who am I ?

What do I do ?

What do I mean to you ?

How do I start apart ?

I am cooking Oil

I fight & reduce Cholestrol

Assurance of Good Health

100% Kardai Oil

BRAND

is

BORN

7/30/2019 3rd Session Brand 2

12/25

Brand

Features ( What the product is )

Benefits ( What needs & wants the product meets )

&

Values ( What the customer associated with the product )

7/30/2019 3rd Session Brand 2

13/25

Attributes Benefits Values

Culture

User

Personality

Brand is made up of

7/30/2019 3rd Session Brand 2

14/25

What is A Brand?

American Marketing Association:A Brand is a name, term, sign, symbol or design or

combination of them intended to identify the goods and

services of one seller or group of sellers and to

differentiate them from those of competitors

Kotler:

A Brand is a product, but one that adds other dimensions

to differentiate it in some way from other productsdesigned to satisfy the same needs

Rational and Tangible dimensions

Symbolic and Intangible dimensions

7/30/2019 3rd Session Brand 2

15/25

Brand Mark

Trade MarkBrand or Brand Name given a legal protection because it iscapable of exckusive appropriation is a Trade Mark.

It is a mark or a distinctive symbol used to identify the brand.

7/30/2019 3rd Session Brand 2

16/25

7/30/2019 3rd Session Brand 2

17/25

Why do Brands Matter to

Consumers? Identification source of product

Assign responsibility to manufacturer

Risk reducer

Search cost reducer

Promise, bond or pact with manufacturer Symbolic device

Signal of quality

7/30/2019 3rd Session Brand 2

18/25

Why do Brands Matter to

Manufacturers?

Means of identification tracing

Means of legal protection Signal of quality level

Means of endowing products with unique

associations Source of competitive advantage

Source of financial returns

7/30/2019 3rd Session Brand 2

19/25

Price Increment You Would Pay

for Computer Over No-NameBrand

IBM $339

Compaq $318

Hewlett Packard $260

Dell $230 Apple $182

AST Computer $ 17

Digital $ 10

7/30/2019 3rd Session Brand 2

20/25

What Can be Branded?

Physical Goods

Service Goods

Retailers and Distributors

Sports, Art, Entertainment Concerns

Geographical Locations

People and Organizations Marketing yourself--What is the essence your

brand?

7/30/2019 3rd Session Brand 2

21/25

Customer Loyalty

Brand Awareness Perceived quality

Brand

Association

Brand

Equity

Provides benefits to customers

By enhancing customersConfidence in purchase decision

Provides benefits to customers

By enhancing customersConfidence in purchase decision

Value maximization for firm

Enhanced brand loyaltyHigher Price & Brand Loyalty

Brand Extensions

Competitive Advantage

Value maximization for firmEnhanced brand loyaltyHigher Price & Brand LoyaltyBrand ExtensionsCompetitive Advantage

BRAND EQUITY

ILLUSTRATED CONCEPT

7/30/2019 3rd Session Brand 2

22/25

No Brand Loyalty

(customer will change)

Satisfied Customer(no reason to change)

Satisfied & Switching Cost

Values the Brand(brand as friend)

Devotedto Brand

BRAND LOYALTY

7/30/2019 3rd Session Brand 2

23/25

BrandingDecision

Brand

No brand

Brand-SponsorDecision

Manu-facturerbrand

Distribu-tor

(private)brand

Licensedbrand

Brand-Name

Decision

IndividualbrandnamesBlanketfamilyname

SeparatefamilynamesCompany-individualnames

Brand-Repositioning

Decision

Reposi-tioning

Noreposi-tioning

Brand-StrategyDecision

Lineextension

Brandextension

Multi-

brandsNewbrands

Cobrands

BRANDING DECISIONS

7/30/2019 3rd Session Brand 2

24/25

BrandExtension

New

BrandName

Product Category

LineExtension

Existing

Existing

MultibrandsNew NewBrands

BRAND STRATEGIES

7/30/2019 3rd Session Brand 2

25/25

SuggestProductBenefits

Distinctive

Lack PoorForeign

LanguageMeanings

SuggestProductQualities

Easy to:

PronounceRecognizeRemember

BRAND NAMES