Nurturing Brand to Grow:

• Understanding & Developing

Brand Architecture

• Managing Strategic Branding

Issues..

Goodyear’s Six Stage Model - Lifecycle of a Brand Goodyear, M. (1996) ‘Divided by a common language: Diversity and deception in the world of global marketing’, Journal of

the Market Research Society, Vol. 38, No. 2, April, pp. 105–122.

Stage One – Unbranded

Products appear as commodities •Commodities, packaged goods, Service offer

•Supplier has power; little effort to distinguish or brand goods •Consumer’s perception of goods is utilitarian

Second Stage - Brand as Reference

The brand is a name used for identification purposes

and for Advertising •Brand name used for identification

• Advertising support focuses on rational attributes

• Consumers primarily value brands for their utilitarian value • Name over time becomes guarantee of quality/consistency

Third Stage -Brand as a Personality

The brand is given a ‘personality’ through the addition of emotional appeals and symbolic values and meanings.

•Marketers give brands personalities because differentiation on

rational/functional attributes exceedingly difficult

•Marketing support focuses on emotional appeal

•Value of the brand becomes self-expression

•Advertising puts brand into context

Fourth Stage - Brand as an Icon

The brand becomes synonymous with those values and meanings and

becomes an icon for the consumers •Consumer now ‘owns’ brand and uses it to create self-identity

•Brand taps into higher-order values of society

•Advertising assumes close consumer-brand relationship

•Use of symbolic brand language

•Brand often established internationally

Fifth Stage Brand as Company

The values of the brand are extended beyond the product to

cover all aspects of the company •Brand has a complex identity and consumers assess them all

•Need to focus on corporate benefits to diverse ‘customers’

•Communications from the firm must be integrated throughout all of their

operations

•Consumers become actively involved in the brand creation process

Sixth Stage – Brand as a Policy

Brand becomes involved in social and political issues, thus allowing consumers to ‘vote’ on issues through the company

•Company and brands aligned to social and political issues

•Consumers ‘vote’ on issues through companies

•Consumers now ‘own’ brands and companies, and are involved in policies

Brand Architecture/Brand Hierarchy:

“The number and nature of

common and distinctive brand elements

applied to the different products sold by the firm”

Soap Shower

Gel

Hand-

wash

Talcum Shampoo Cream/

Moistur

iser

Deo Face-

Wash

New

Category

??

Lux

Liril

Dove

Lifebuoy

Rexona

Pears

Hamam

Breeze

Products

Bra

nds

Brand-Product matrix

Rows (Brand Line)

Brand portfolio strategy

Columns (Product Line)

Brand extension strategy

Breadth/Width -

number of

different product

lines

Length - total

number of items

in product lines

Depth - number

of versions of

each product

Product Mix -

all the product

lines & items

offered

Product Mix Decisions

Co

nsis

ten

cy

Breadth/Width - number of

different product lines

Dabur: Product Ranges • Health Care

– Health Supplements

– Digestives

– OTC-Health Care

• Personal Care – Hair Care

– Oral Care

– Skin Care

• Foods

• Homecare

• Consumer Health-Ethical – General health

– Digestive support

– Joint support

• Professional Range

Breadth/Width: number of different product lines

Breadth/Width of a Branding Strategy

The number and nature of different products linked to the brands sold by a

firm

Aggregate of

market factors

Mkt size

Mkt growth

Stage of PLC

Seasonality

Profits

Category factors

Porter’s five

forces

Category

capacity

Environmental

factors

Technological

Economic

Political

Regulatory

Social

Breadth/Width of Product Mix:

How many product lines a company

should carry ?

Factors effecting

Product category

attractiveness

Depth - Number of Versions of

Each Product

Length - total number of items

in product lines

Dabur: Health Care – Health Supplements

Dabur Chyawanprash

1 kg (Rs. 180.00) 500 gms (Rs.103.00) 250 gms (Rs. 57.00)

Dabur Chyawanprash mango and orange, mixed fruits flavours”

500 gms (Rs.130.00)

250 gms (Rs. 75.00)

Sugar-free Dabur ChyawanPrakash

Chocolate-flavoured granular Dabur Chyawan Junior

Glucose D

Dabur Honey

Digestives Hajmola Regular

Glass Bottle

Sachet

Hajmola Regular

Glass Bottle

Sachet

Hajmola Candy

Mint masti

Albela Aam

Chulbuli Imli

Pudin Hara

Liquid

Pearls

Pudin Hara Lemon Freeze Sachet

Dabur Nature Care

– OTC Health Care

Gastro Intestional Dabur active antacid

Cough & Cold Dabur Honitus

cough remedy syrup

Lozenges

Rejuventation Shilajit gold

Women’s health Dabur active blood purifier

Memory Enhancer Dabur Shankha Pushpi

Medicated Oils Dabur Badam Oil (Tail)

Baby Care Dabur Lal Tail

Dabur Janam Ghunti

Dabur Gripe water

Rubs and Balms Dabur Balm Double action

Depth: number of version

of each product

Length:

total number of items

in product lines

Length and Depth of Product Mix

Depth of Product Mix:

How many variants should be offered in

each product line ?

Issues in

deciding no. of

Product lines

Understanding of

the market

Cost

interdependence

between products

% of sales and

profits contributed by

each item or member

of the product line

The ability of each item

in the product line to

Withstand

competition

Address consumer

needs

Length of the

product line

Apollo Hospitals

Hospitals

Heart Institutes

Cancer Institutes

Institute of Neuroscie

nces

Institute of Orthopaed

ics

Institute of Gastroscie

nces

Transplant Institutes

Emergency

Nephrology and

Urology

Spine Surgery

Institute of Preventive Medicine

Critical Care

Apollo Clinics

Apollo Pharmacy

Apollo Munich Health

Insurance

Apollo global

projects consultanc

y

The Cradle Apollo Life Apollo health street

Breadth/Width: number of different product lines

Length:

total number of items

in product lines

Apollo Hospital Heart Institutes

Pediatric

Cardiothoracic

Thoracic Surgery

Beating Heart Surgery

CABG (Coronary

Artery Bypass Graft)

Heart Transplants

Heart Valve Surgery

Emergency Cardiac Surgery

Interventional Cardiology

Minimally Invasive Cardiac

Surgery

Non-Surgical Closure of Heart

Defects

ClearWay™ RX - Rapid Exchange

Therapeutic Perfusion Catheter

Stem Cell Research

Cardiac Arrhythmia

Apollo Hospitals | Hospital | Hospitals for

Knee, Hip Replacement, Heart Surgery | Best

Hospitals in India

Depth: number of version

of each product

Brand hierarchy Means of summarizing the branding strategy by displaying the number

and nature of common and distinctive brand elements across the firm’s

products revealing the explicit ordering of brand elements.

Rationale :

•To define the role of corporate brand

•To understand the true scope of business

•To investigate presence of brands that overlap

•To explore whether portfolio of brands is large and unwieldy

•To understand future brand extension

Different forms of Brand Hierarchy

Designing a Branding Strategy

Gui

delin

es f

or b

rand

hie

rarc

hy D

ecis

ions

The no. of levels of the hierarchy to use in general Principle of simplicity: As few levels as poss.

Desired awareness and associations at each level Principle of relevance: Create abstract associations that are relevant across as many individual items as possible Principle of differentiation: Differentiate individual items and brands

How to link brands from different levels for a product? Principle of prominence: The relative prominence of brand

elements affects perceptions of product distance and the type

of image created for new products

How to link a brand across products? Principle of commonality: The more common elements shared by products, the stronger the linkages

Strategies for Growth

Introduce New Products

New Brand Existing Brand

Line Extension

Category Extension

Explore New Markets

New Products & Brand extensions

Brand Strategies

Line Extension

Multibrands

Brand Extension BRAND_VIDEO CLIPS\Luxor Nano Clean - Amitabh Bachchan - YouTube.flv

New Brands

Bra

nd

Nam

e

Existing New

Product Category

Existing

New

Managing Brand Portfolio

Managing Existing Brands

Brand Reinforcement

Rebranding

Brand Repositioning

Brand Revitalization

Brand Rationalization

• Brand equity is reinforced by marketing actions that consistently

convey the MEANING of the brand to consumers in terms of

BRAND AWARENESS and BRAND IMAGE.

• Reinforced marketing actions, along with product development,

branding strategies etc. also help in keeping the brand meaning in

terms of products, benefits and needs as well as in terms of

product differentiation intact.

Reinforcing brands…

BRAND_VIDEO CLIPS\Diesel -Kick Ass- Commercial -

Made For Running - YouTube.flv

BRAND_VIDEO CLIPS\Brand Awerness Tigo - Dancer -

YouTube.flv

Execution Process

Brand Reinforcement through Brand

Activation

• Future Generali recently gained entry into the

Guinness Book of World Records for creating

the longest baloon chain (20km) in the world.

• Gillette's Shave India Movement found itself in

the Limca Book of Records (2000 men shaved

their faces in public)

• Oral-B entered the Guinness World Record for

conducting the largest number of free dental

checkups in 24 hours at a single location.

Brand Reinforcement through

Brand Activation • In Nirmal Lifestyle Mall,Mumbai, 361 participants used

Listerine mouthwash simultaneously for 15

seconds…setting a Guinness record

• Fairglow organised a camp under ‘no samjhauta’ campaign

to motivate women to exchange their soaps.

• Himalaya got into Guinness book of records in Mumbai on

29th Nov for completing 240 facials simultaneously

• A rural beauty pageant christened Dabur Amla 'Banke

Dikhao Rani', which recognises and rewards facets such

as sundarta (beauty), susheelta (well mannered) and

yogyata (competency) amongst young girls. The final

decision on the winner was taken unanimously by the hair

expert, village elders including the sarpanch, school

teachers and Aanganwadi workers (village social workers).

• Money transfer service, Western Union (WU) is using its

Yes! campaign in rural market. As part of this activity, when

customers came to the India Post location, they were taken

through a 20-minute presentation by WU promoters on the

region/country their loved one worked in. This was done

with the help of a printed flipchart that had information and

images of important landmarks of that particular country.

Brand Reinforcement through Brand Activation

Rebranding: Brand

Repositioning

Types of Repositioning

Corstjens and Doyle (1989) identified three types of repositioning strategies:

(i) Zero repositioning, which is not a repositioning at all since the firm maintains its initial strategy in the face of a changing environment. E.g.: Cinthol /Nescafe

(ii) Gradual repositioning, where the firm performs incremental, continuous adjustments to its positioning strategy to reflect the evolution of its environment. E.g.: Bajaj, Titan

(iii)Radical repositioning that corresponds to a discontinuous shift towards a new target market and/or a new competitive advantage. E.g: Reebok, Allen Solly

Repositioning of Amul Ghee

Repositioning: Amul Ghee

• The country’s leading dairy products player has re-

launched Amul Ghee (butter oil) in what the company

calls a ‘Gen-X’ avatar.

• The younger generation tends to associate ghee with

their parents or grandparents and think it is not good for

their health or fitness

• So the goal is to reposition the category itself. As a first

step, Amul has changed the packaging and pack

graphics of its most popular ghee brand — Amul Ghee

• Amul at present enjoys a 20 per cent market share in the

packaged ghee market, which is estimated to be around

100,000 tonnes per annum.

Repositioning: Amul Ghee • Mumbai-based brand solutions and designing agency DMA

Yellow Works (D Y Works), was chosen by Amul to come up

with a trendy design of the ghee packs. “When we took up

the project, we looked at Ayurveda and came up with the

‘one-spoon-a-day’ mnemonic,” Alpana Parida, president, D

Y Works, says.

• One of the corners of the packet was flattened out and

highlighted in green to prominently display the mnemonic.

The new packet also carries the picture of an energetic

consumer. “We have tried to build an entire fitness story

around the design. In contrast, the earlier design had an old-

worldly charm with a lady churning ghee.

AMUL GHEE

OLD NEW

Rebranding: Brand Revitalization

Brand Revitalization

• Inject life into a Mature Brand

• Enhance Brand Equity: Improved

Recognition, Enhanced Perceived Value,

Changed Associations, An Expanded

Consumer Base, and Increase Loyalty.

• Movement from Milking Cash Cows to

Brand Restage (Stars) in a Competitive

Context.

Approaches to Re-vitalization

1. Expanding Brand Awareness/New

Usage BRAND_VIDEO CLIPS\Rooh Afza Ad.flv

2. Improving Brand Image

3. Entering New Markets

Brand Portfolio Rationalization

1. Migration Strategy Madura Garments

2. Acquiring new customers

3. Retiring/Killing Brands

Why kill a Brand?

• 90 of the 100 brands launched in a given period

is likely to under perform or fail…

• Should company continue with the brand??

• Too many brands selling can cause: » 1. Jamming of the Resources.

» 2. Incur hidden cost

» 3. Suffer from dis-economics of scale.

» 4. 80/20 rule…

• Solution: Improve performances by deleting loss

making, weak and marginally profitable brands.

• Serves both customers and shareholders.

Eliminating Brands

• Company has no fear of Customer

backlash

• Generally done to brands which has gone

through PLC

• Eg. Pontiac by General Motors.

• Nokia N-gage by Nokia

• Ganga soap by Godrej.

Thank You