real_ estate - branding.pdf

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Bibliography

Our acknowledgement and gratitude to the following authors

Strategic brand management by Kapferer

Marketing Management by Philip Kotler

No money marketing by Jessie Paul

Service Quality by Parasuraman Services marketing by Valarie A Zeithaml et al

Technologys Impact on the Gaps Model of Service Quality by Mary Jo Bitner,

Valarie A Zeithaml, Dwayne D. Gremler

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Understanding the consumer


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Factors influencing consumer behavior(Source: Lawsons model)

CulturalCulture, Sub-Culture, Social Class

SocialReference groups, Family, Roles & Status

PersonalAge, Occupation, Economic

situation, Lifestyle, Personality

PsychologicalMotivation, Perception,

Learning, Beliefs, attitude

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Stimuli for consumer behavior(Source: Howard and Sheth)

Stimuli received by the customer

Significative: Physical or real features of the

product

Symbolic: Metaphors / Images attached by the

supplier (Ads)

Social: Images attached by the society

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Maslows hierarchy of needs

Self Actualization

Esteem

Love / Belonging

Safety

Physiological

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Consumer decision making process

Firms Marketing

Efforts

1. Product2. Price

3. Promotion

4. Place

Socio-cultural

Environment

External Influences

NeedRecognition

Pre-purchase

Search

Evaluation of

Alternatives

Psychological

Field

1. Motivation2. Perception

3. Learning

4. Personality

5. Attitudes

Consumer Decision Making

Purchase

1. Trial

2. Repeat

purchase

PostPurchase

Evaluation

Post-Decision

Behavior

Experience

INPUT PROCESS OUTPUT

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Branding


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Brand

Name, term, design, symbol, or any other

feature that identifies one seller's good or

service as distinct from those of other sellers

American Marketing Dictionary

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Quotes

If you ever have the good fortune to create a great advertisingcampaign, you will soon see another agency steal it. This isirritating, but don't let it worry you; nobody has ever built a brandby imitating somebody else's advertising.

David Ogilvy

When people use your brand name as a verb, that is remarkable.Meg Whitman

Suppliers and especially manufacturers have market power because

they have information about a product or a service that thecustomer does not and cannot have, and does not need if he cantrust the brand. This explains the profitability of brands.

Peter Drucker

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Brand value chain

Marketing

Program

investment

Client Attention

Capture

Market

Performance

Value to

stakeholders

Product

CommunicationTrade

Employee

Awareness

AssociationsAttitudes

Attachments

Activity

Price premium

Price elasticityMarket share

Expansion success

Profitability

Stock price

Market CapPerformance

incentives to

employees

Recognition

Clarity

Relevance

Differentiation

Consistency

Program

additivesBoosters

Competition

Channel support

Profiling and

Segmentation

Market

management

External

sentimental

analysis and

management

Stakeholder

Sentiments

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Branding in Real Estate

National level presence DLF through IPL

Brand identity Purvankara and Provident

Branding on theme

Total Environment

Brand extension

Godrej, Tata

Vivanta by Taj

Branding by conscious selection of customers RMZ business parks for MNCs

Surrogate brand Artha Properties

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Branding strategies

YourMarket

Share is

Healthy

Objective:

GROWTH

Objective:

PROTECTFrom

competition

Inconducive

market

In

saturated

market

Objective:

Influence Consumer

mind

Objective:

MARKET

PENETRATION

SUB ORUMBRELLA

BRANDING

BRAND

EXTENSION

FLANKER

BRAND

INGREDIENT

BRAND

CO-BRANDING

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Sub-branding or Umbrella Branding

You have healthy market share. You want it to

grow

Address segments narrowly

Nike Air Jordan from Nike

Mahindra vehicles

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Flanker branding

You have healthy market share. You want to protect itfrom competition

Address that section of the market which does not buy

your product

Different brand name same product Purpose: Pre-empt competition, cover the market more

completely (protect your flanks) Problem: some cannibalization is expected.

E.g. Thums Up and Coca Cola in India

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Brand extension

Your brand is strong in your current market. Themarket is saturated and you are looking todiversify

Identify another product and give it the samebrand name

If the new product is from a completely differentproduct line Brand Extension

Safola oil to Safola organic grains Nike shoes to apparels Godrej properties, Oberoi properties, Tata

Housing

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Co-branding

You have a strong brand but want to penetrate

the market even better.

E.g. credit cards ICICI-HPCL credit card

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Ingredient brand

Consumer influence in B2B market

Tell consumers your brands presence in the

final product

E.g. Intel Inside, Vivanta by Taj

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Branding strategy aligned to Product-

Market condition

NEW

OLD

OLD NEW

Product

Market

Diversification

Brand extension

Product DevelopmentCo-brandingIngredient branding

Market DevelopmentBrand extension

Line extension

Market PenetrationSub-branding

Flanker brands

Co-branding

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Building a brand

Who am I?

Why me?

Why not someone else?

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Building brand

Branding through executives

Accessibility over multiple platforms

Having a view point

Important to invest time

Pricing

Perception of quality

Ability to experiment with calculated risk Themes

Green, Social communities

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Smart branding techniques

Thought leadership Source of knowledge and intellectual dialogue for Analysts

Door opener for sales team

Reassurance for employees

Juicy stories for journalists Business benefits for the customer

PR Contrarian views, Personal touch

Awards (lend credibility) Win and give

Presence Visibility (different media)

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CRISP Framework for todays brand

building

Coherent Unified communication

Relevant Applicability of message

Interactive Latest information, channels for real-time interaction

Simple

Succinct and precise Pervasive

Presence

Source: No money marketing by Jessie Paul 22

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