brandmgt_11

8/6/2019 BrandMgt_11

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11.1

CHAPTER 11:CHAPTER 11:DESIGNING AND IMPLEMENTINGDESIGNING AND IMPLEMENTING

BRANDING STRATEGIESBRANDING STRATEGIES

Prof. Prriya RajProf. Prriya Raj

AsiaAsia--Pacific Institute of ManagementPacific Institute of ManagementNew DelhiNew Delhi


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Branding Strategy or BrandBranding Strategy or Brand

ArchitectureArchitectureTheThe branding strategybranding strategyfor a firm reflects thefor a firm reflects the

number and nature of common or distinctivenumber and nature of common or distinctive

brand elements applied to the different productsbrand elements applied to the different productssold by the firm.sold by the firm.

Which brand elements can be applied to whichWhich brand elements can be applied to whichproducts and the nature of new and existing brandproducts and the nature of new and existing brandelements to be applied to new productselements to be applied to new products


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11.4

The role of Brand ArchitectureThe role of Brand Architecture

Clarify: brand awarenessClarify: brand awareness

Improve consumer understanding and communicateImprove consumer understanding and communicatesimilarity and differences between individualsimilarity and differences between individualproductsproducts

Motivate: brand imageMotivate: brand image

Maximize transfer of equity to/from the brand toMaximize transfer of equity to/from the brand to

individual products to improve trial and repeatindividual products to improve trial and repeatpurchasepurchase


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11.5

BrandBrand--Product MatrixProduct Matrix

Must define:Must define:

Brand

Brand--Product relationships (rows)Product relationships (rows) Line and category extensionsLine and category extensions

ProductProduct--Brand relationships (columns)Brand relationships (columns)

Brand portfolioBrand portfolio

1 2 3 4

A

B

C

Products

Brands


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11.6

Important DefinitionsImportant Definitions

Product lineProduct line

A group pf products within a product category thatA group pf products within a product category thatare closely relatedare closely related

Product mix (product assortment)Product mix (product assortment)The set of all product lines and items that aThe set of all product lines and items that a

particular seller makes available to buyersparticular seller makes available to buyers

Brand mix (brand assortment)

Brand mix (brand assortment)The set of all brand lines that a particular sellerThe set of all brand lines that a particular seller

makes available to buyersmakes available to buyers


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11.8

Depth of a Branding StrategyDepth of a Branding Strategy

The number and nature of different brandsThe number and nature of different brands

marketed in the product class sold by a firmmarketed in the product class sold by a firm

Referred to asReferred to as brand portfoliobrand portfolio

The reason is to pursue different marketThe reason is to pursue different marketsegments, different channels of distribution, orsegments, different channels of distribution, or

different geographic boundariesdifferent geographic boundaries

Maximize market coverage and minimize brandMaximize market coverage and minimize brandoverlapoverlap


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11.9

Ford Brand PortfolioFord Brand Portfolio


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11.10

Designing a Brand PortfolioDesigning a Brand Portfolio

Basic principles:Basic principles:

Maximize market coverageMaximize market coverageso that no potentialso that no potentialcustomers are being ignoredcustomers are being ignored

Minimize brand overlapMinimize brand overlap so that brands arentso that brands arentcompeting among themselves to gain the samecompeting among themselves to gain the samecustomers approvalcustomers approval


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11.11

Brand Roles in the PortfolioBrand Roles in the Portfolio

FlankersFlankers

Cash cowsCash cows

LowLow--end entryend entry--levellevel

HighHigh--end prestige brandsend prestige brands


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11.14

Brand Hierarchy LevelsBrand Hierarchy Levels

Family Brand (Buick)

Corporate Brand (General Motors)

Modifier: Item or Model (Ultra)

Individual Brand (Park Avenue)


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Corporate Brand EquityCorporate Brand Equity

Occurs when relevant constituents hold strong,Occurs when relevant constituents hold strong,favorable, and unique associations about thefavorable, and unique associations about the

corporate brand in memorycorporate brand in memory

Encompasses a much wider range ofEncompasses a much wider range ofassociations than a product brandassociations than a product brand


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11.16

Family BrandsFamily Brands

Brands applied across a range of productBrands applied across a range of productcategoriescategories

An efficient means to link common associationsAn efficient means to link common associations

to multiple but distinct productsto multiple but distinct products


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11.17

Individual BrandsIndividual Brands

Restricted to essentially one product categoryRestricted to essentially one product category

There may be multiple product types offered onThere may be multiple product types offered on

the basis of different models, package sizes,the basis of different models, package sizes,

flavors, etc.flavors, etc.


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11.18

ModifiersModifiers

Signals refinements or differences in the brandSignals refinements or differences in the brandrelated to factors such as quality levels,related to factors such as quality levels,

attributes, functions, etc.attributes, functions, etc.

Plays an important organizing role inPlays an important organizing role incommunicating how different products within acommunicating how different products within a

category that share the same brand name arecategory that share the same brand name are


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11.19

Corporate Image DimensionsCorporate Image Dimensions

Corporate product attributes, benefits or attitudesCorporate product attributes, benefits or attitudes QualityQuality

InnovativenessInnovativeness

People and relationshipsPeople and relationships Customer orientationCustomer orientation

Values and programsValues and programs Concern with the environmentConcern with the environment

Social responsibilitySocial responsibility

C

orporate credibilityC

orporate credibility ExpertiseExpertise

TrustworthinessTrustworthiness

LikabilityLikability


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Number of Hierarchy LevelsNumber of Hierarchy Levels

Principle of simplicityPrinciple of simplicity Employ as few levels as possibleEmploy as few levels as possible

Principle of clarityPrinciple of clarity

Logic and relationship of all brand elementsLogic and relationship of all brand elementsemployed must be obvious and transparentemployed must be obvious and transparent


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11.23

Linking Brands at Different LevelsLinking Brands at Different Levels

Principle of prominencePrinciple of prominence

The relative prominence of brand elements affectsThe relative prominence of brand elements affects

perceptions of product distance and the type ofperceptions of product distance and the type ofimage created for new productsimage created for new products


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11.24

Linking Brands Across ProductsLinking Brands Across Products

Principle of commonalityPrinciple of commonality

The more common elements shared by products,The more common elements shared by products,

the stronger the linkagesthe stronger the linkages


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Brand Architecture GuidelinesBrand Architecture Guidelines

Adopt a strong customer focusAdopt a strong customer focus

Avoid overAvoid over--brandingbranding

Establish rules and conventions and beEstablish rules and conventions and bedisciplineddisciplined

Create broad, robust brand platformsCreate broad, robust brand platforms

Selectively employ subSelectively employ sub--brands as means ofbrands as means of

complementing and strengthening brandscomplementing and strengthening brands Selectively extend brands to establish newSelectively extend brands to establish new

brand equity and enhance existing brand equitybrand equity and enhance existing brand equity


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Corporate Brand CampaignCorporate Brand Campaign

Different objectives are possible:Different objectives are possible:

Build awareness of the company and the nature of itsBuild awareness of the company and the nature of itsbusinessbusiness

Create favorable attitudes and perceptions of companyCreate favorable attitudes and perceptions of companycredibilitycredibility

Link beliefs that can be leveraged by productLink beliefs that can be leveraged by product--specificspecificmarketingmarketing

Make a favorable impression on the financial communityMake a favorable impression on the financial community Motivate present employees and attract better recruitsMotivate present employees and attract better recruits

Influence public opinion on issuesInfluence public opinion on issues


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Using Cause Marketing to BuildUsing Cause Marketing to Build

Brand EquityBrand EquityThe process ofThe process of formulating and implementingformulating and implementing

marketingmarketing activities that are characterized by anactivities that are characterized by an

offer from the firm to contribute a specifiedoffer from the firm to contribute a specified

amount to a designated cause when customersamount to a designated cause when customersengage in revenueengage in revenue--providing exchanges thatproviding exchanges thatsatisfy organizational and individual objectivessatisfy organizational and individual objectives


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Advantages of Cause MarketingAdvantages of Cause Marketing

Building brand awarenessBuilding brand awareness

Enhancing brand imageEnhancing brand image

Establishing brand credibilityEstablishing brand credibility

Evoking brand feelingsEvoking brand feelings

Creating a sense of brand communityCreating a sense of brand community

Eliciting brand engagementEliciting brand engagement


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Green MarketingGreen Marketing

A special case of cause marketing that isA special case of cause marketing that isparticularly concerned with the environmentparticularly concerned with the environment

Explosion of environmentally friendly productsExplosion of environmentally friendly products

and marketing programsand marketing programs


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Crisis Marketing GuidelinesCrisis Marketing Guidelines

The two keys to effectively managing a crisis areThe two keys to effectively managing a crisis are

that the firms response should be swift and thatthat the firms response should be swift and thatit should be sincere.it should be sincere.

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