Transcript
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Brand Strategies & Brand Myopia

By: Somya Agrawal

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Brand

• A brand is a name, term, symbol or design or a combination of them

• which is intended to identify the goods and services

• Of one seller or a group of sellers• And to differentiate them from those of

competitors.

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Branding Strategy

• It is defined as a long-term plan for the brand including a determination of key audiences and an understanding of what those audiences need to know about the brand and experience.

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Types of Branding Strategies

Individual Name

Blanket Family Name

Umbrella Brand

Separate Family Name

Corporate Name Combined

Co-Branding

Multiple Branding

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Individual Name

• Vicks• Ariel • Tide• Head & Shoulder• Pampers

• The major advantage is that if the product does not performs well, it will not hurt the company’s image.

• Also known as house of brands

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Blanket Family Name

• The blanket family name of the company is used in diverse product categories.

• Low development cost.

• Sales of new product is likely to be strong if the manufacturer’s name is good.

• Also known as branding house

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Blanket Family Names

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Umbrella Brand

• If the company offer different products with different benefits but they all extend the same value to the customer, sometimes they are all offered under an overall brand.

NIKE

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Separate Family Names

• This is normally used by the companies which produces products of different sectors.

• In this separate family names for all the products are given.

• In this system a separate brand name for each line (one for each category) is used.

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Aaditya Birla Group

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HUL Separate Brand Family

Lakme

Kissan

Brooke Bond

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Corporate Name Combined

• In this strategy company combine its name with separate product brand name.

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Co-Branding

• It is also known as dual branding.

• It occurs when two or more brand appear together.

• It can be done in four ways:– Ingredient co-branding– Same company co-branding– Joint venture or post merger co-branding– Multiple sponsor co-branding

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Ingredient co-branding

• When a brand advertises that it has used ingredients or components made by the another brand it is known as intergradient co-branding.

• For example:– Dell computers and Intel processors

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Same company co-branding

• When the company link its one brand products with the other brand.

• For example: – Clinic all clear and Close up

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Joint Venture Co-branding

• This include brands that carry two or more brand names due to merger or acquisition.

• For Example:– Maruti Suzuki– Hero Honda– Bajaj Allianze Insurance

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Multiple Sponsor Co-branding

• When the product has more then one sponsor.• For Example:

– Jet Airways and Citi Bank Card

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Multiple Branding

• This strategy refers to the practices of a company having many brands in a single product category.

• For e.g.:– Tata has multiple brand in watches as Titan, Fastrack,

Sonata, Raga and Edge.

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Brand Myopia

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Brand Myopia

• Myopia– Myopia, a visual defect in which distant objects

appear blurred cause nearsightedness also called short sight.

• In business terminology it’s Lack of discernment of long-range perspective in thinking or planning.

• Brand myopia is dependence of managers on the Brands as the key success factor.

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Continued

• They seem it as solution for any kind of market problem.

• This makes the managers to repeat the cliché process; ideas and repeating the same brand strategies without bringing in the time appropriate innovation.

• Brand is put forward as solution to all the transformation in the business scene.

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Continued

• Hence the purpose of marketing is not fulfilled as there is no concern about the customer’s needs rather they are forced to buy the brand.

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Questions???

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Thank You


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