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Company LOGO BRAND MANAGEMENT

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Page 1: Session PPTs

Company

LOGO

BRAND MANAGEMENT

Page 2: Session PPTs
Page 3: Session PPTs

Important Terms

TG – Target Audience/Target Group

STP –

Segmentation –

• Age/Gender/Lifestyle –

• SEC – Socio Economic Classification

Targeting

Positioning

Example Blackberry (ad)

Page 4: Session PPTs

Important Terms

Market

Marketing

Types of Marketing

Product Marketing ex. Tide naturals

Service Marketing ex.

Idea Marketing ex. Sodexo

Focus always on 3 things:

your purpose: Competence

Consumer – Need vs. Gap + Image

Competition

Page 5: Session PPTs

Important Terms

Branding

Garments vs. Victoria’s Secret

Positioning vs. image among TG is a make or break for brand

Ex. Reliance

Brand Equity: Tangibles and Intangibles

Brand Elements : Logo, Punchline, Color, Typeface

Page 6: Session PPTs

4+3Ps of Marketing

Target

Market

(Consumer)

Packaging

Positioning

People

Product

Price

Place

Promotion

Market Place Competition

Page 7: Session PPTs
Page 8: Session PPTs

Dairy Milk

Market Scenario

Chocolate – synonymous

to dental problems

Only for Children

Not to be had on

occasions

Reaction

“Doodh hi doodh chalakta hai”

campaign

Adults having chocolates

“Khane waalon ko khane ka

bahaana chahiye” campaign

Page 9: Session PPTs

Thums Up

40 % of the cola drinkers are females

Most cola majors – focus on male as well as female audience – including Pepsi, Coke!!!

The only brand to position around MASCULANITY

In 1980’s, 1990’s and in 2000’s!!!

Page 10: Session PPTs

Vodafone

Mobile Service Providers

Target Audience – Everyone

Most players play on two fields – Emotions or Service!!!

(Reliance, BSNL – Network, Airtel - Emotions)

This brand positions around emotions and network!!!

And a series of campaigns!!!

Page 11: Session PPTs

Why is Marketing Becoming More Important?

Sales DeclinesSlow Growth – Need Sustaining Sales or New

MarketsChanging Buying Patterns and Customer WantsIncreasing Competition, including New ProductsIncreasing Marketing and Sales Expenditures.Understanding the 7 P’s: People

(Target/Customer), Planning, Product/Service Development, Pricing, Place/Distribution, Promotion, and Partners/Alliances.

Page 12: Session PPTs

What is a Brand?

A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

1993 – Thums up, Limca, Gold Spot – 170 crores

Page 13: Session PPTs

What is a Brand?

It’s the company’s definition of what they have to offer.

A brand is a product that has a personality. A promise to the customer.What the customer knows about your

specific product. It’s your image. How the company or product is perceived?

Page 14: Session PPTs

What is a Brand?

A set of product perceptions by the consumer. It is a personality developed over time. A brand signifies a relationship with the

customer. It is the company’s most valuable asset. It’s

also the main differentiator, the best defense against price competition, and the key to customer loyalty.

Competitors can copy your features and benefits, but they can’t steal your brand.

It’s a promise. But it must be backed up by performance.

Page 15: Session PPTs

Product vs. Brand

A product is something that is made in a factory

A brand is something that is bought by a customer.

A product can be copied by a competitor.

A brand is unique.

A product can be quickly outdated.

A successful brand is timeless.

Page 16: Session PPTs

What is a Brand? & Brand Identification

A brand is much more than a name—it’s a symbol, trademark, logo, term, sign, design or combination, which distinguishes a product from others.

Sets a company’s products apart from competition. It’s the perception of the product in the minds of the consumers

The marking of livestock. Artists signing their work.

Your first opportunity is in the name. Easier to order and remember.  

Most important is consistency—globally too. 

Page 17: Session PPTs

Examples:

1.    Batteries: DieHard contains a promise of long use. Sears has Craftsman, DieHard, Homart and Kenmore.

2.    Mercedes promises well-built, prestigious, safety, performance.

3.    Co branding/Dual branding: "Intel inside."

What is a Brand? & Brand Identification

Page 18: Session PPTs

More Examples:

4.    Need to keep it fresh. Look at Coca-Cola. Its image is as fresh today as when it started. It’s not luck. It’s careful nurturing and development of the brand.Can exploit brand equity with brand extensions, if there is value.

5.    Look at licensing. Need control over who uses your brand. Sunkist.

Why? Lowers marketing costs, greater trade leverage, can charge higher price, defense against price competition, more easily launch line extensions.

What is a Brand? & Brand Identification

Page 19: Session PPTs

Salt is in bright-colored packages. Oranges are marked. Labeled. A guarantee of

quality. BMW paid $60 million for the Rolls Royce

name. Nothing else.A brand can convey: Attributes + Benefits + Values + Culture +

PersonalitySeller’s promise to deliver a specific set of

features. Brand equity is the value a brand adds to the

product.

What is a Brand? & Brand Identification

Page 20: Session PPTs

Turning or Translating Brand Awareness

Into Brand Insistence.

AIDA=

Awareness Interest Desire Action

Brand Awareness or Brand Insistence

Page 21: Session PPTs

Branding

Major Macroenvironment Forces and Trends …..Broad EnvironmentDemographicEconomicNatural/ EcologicalTechnologicalPolitical/ LegalSocial/ Cultural

Page 22: Session PPTs

Marketing and Branding

Products vs. BrandsLook at Marketing Process:Analyzing Marketing OpportunitiesSegmentation, Targeting and PositioningDeveloping Marketing Strategies and 7P’sPlanning Marketing ProgramsExecuting, Managing and Evaluating Marketing

Efforts

Page 23: Session PPTs

Why do brands matter?

Consumers:- Identification of sources of product- Assigns responsibility to product maker- Reduces risks- Reduces search cost- Bond with maker of the product- Symbolic device- Signal of quality Manufacturers:- Means of identification to simplify handling/tracing- Legal protection- Signal of quality level to satisfied customers- Creates unique associations- Source of competitive advantage- Sources of financial returns

Products are classified based on their associated attributes/benefits into 3 categories:

1. Search goods: consumers can evaluate product attributes by visual inspection.2. Experience goods: experience is necessary for product evaluation.3. Credence goods: product attributes are generally not learned by the consumer.

Page 24: Session PPTs

Can everything be branded?

Ultimately a brand is something that resides in the minds of consumers.

To brand a product it is necessary to teach consumers ‘who’ the product is – by giving it a name and using other brand elements to help identify it – as well as what the product does and why consumers should care.

The key to branding is that consumers perceive differences among brands in a product category.

A commodity is a product so basic that it can not be physically differentiated in the minds of consumers. Strong brands have emerged in this category, like; coffee, salt, water, bath soap

Virtually anything can be branded: physical goods, services, retail stores, online businesses, people, organizations, places and ideas

It is critical to create unique aspects of the brand on some dimension important to consumers, such as convenience, price, variety, and so on. At the same time, the brand needs to perform satisfactorily in other areas, such as customer service, credibility and personality.

Page 25: Session PPTs

Branding challenges and opportunities

Any brand – no matter how strong at one point of time – is vulnerable and susceptible to poor brand management.

Consulting firm Brand Keys has found that consumer expectations of what they want from brands are on average 13% higher than what they think brands will deliver for them, and the gap is growing.

Brand proliferation Media fragmentation, cost, clutter, technology Increased competition: demand side competition has increased because of many

products/services reaching maturity/decline stage of PLC and supply side competition has increased because of globalization, low-priced competitors, brand extensions and deregulation

Increased costs: By 2000, an estimated 30,000 new consume products were introduced in the US market, at a failure rate estimated at 93%. Given the enormous money spent on developing and marketing a new product, the total failure cost is estimated to exceed $20 billion.

Greater accountability: ambitious short-term profit targets because of financial market pressures

Rapid job turnover, as one study founds the average tenure of a CMO is only 23 months.

Page 26: Session PPTs

New Branding Challenges

Brands are important as ever Consumer need for simplification Consumer need for risk reduction

Brand management is as difficult as ever Savvy consumers Increased competition Decreased effectiveness of traditional

marketing tools and emergence of new marketing tools

Complex brand and product portfolios

Page 27: Session PPTs

The Customer/Brand Challenge

In this difficult environment, marketers must have a keen understanding of: customers brands the relationship between the two

Page 28: Session PPTs

The Concept of Brand Equity

The brand equity concept stresses the importance of the brand in marketing strategies.

Brand equity is defined in terms of the marketing effects uniquely attributable to the brand. Brand equity relates to the fact that different

outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name.

Page 29: Session PPTs

The Concept of Customer-Based Brand Equity

Customer-based brand equity Differential effect Customer brand knowledge Customer response to brand marketing

Page 30: Session PPTs

Determinants of Customer-Based Brand Equity

Customer is aware of and familiar with the brand

Customer holds some strong, favorable, and unique brand associations in memory

Page 31: Session PPTs

Building Customer-Based Brand Equity

Brand knowledge structures depend on . . .

The initial choices for the brand elements

The supporting marketing program and the manner by which the brand is integrated into it

Other associations indirectly transferred to the brand by linking it to some other entities

Page 32: Session PPTs

Benefits of Customer-Based Brand Equity

Enjoy greater brand loyalty, usage, and affinity

Command larger price premiumsReceive greater trade cooperation & supportIncrease marketing communication

effectivenessYield licensing opportunitiesSupport brand extensions.

Page 33: Session PPTs

Customer-Based Brand Equityas a “Bridge”

Customer-based brand equity represents the “added value” endowed to a product as a result of past investments in the marketing of a brand.

Customer-based brand equity provides direction and focus to future marketing activities

Page 34: Session PPTs

The Key to Branding

For branding strategies to be successful, consumers must be convinced that there are meaningful differences among brands in the product or service category.

Consumer must not think that all brands in the category are the same.

PERCEPTION = VALUE

Page 35: Session PPTs

Strategic Brand Management

Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.

The strategic brand management process is defined as involving four main steps:1) Identifying and establishing brand positioning and values

2)  Planning and implementing brand marketing programs

3)  Measuring and interpreting brand performance

4)  Growing and sustaining brand equity

Page 36: Session PPTs

Strategic Brand Management Process

Mental mapsCompetitive frame of referencePoints-of-parity and points-of-differenceCore brand valuesBrand mantra

Mixing and matching of brand elementsIntegrating brand marketing activitiesLeveraging of secondary associations

Brand Value ChainBrand auditsBrand trackingBrand equity management system

Brand-product matrixBrand portfolios and hierarchiesBrand expansion strategiesBrand reinforcement and revitalization

KEY CONCEPTSSTEPS

Grow and SustainBrand Equity

Identify and EstablishBrand Positioning and Values

Plan and Implement Brand Marketing Programs

Measure and InterpretBrand Performance

Page 37: Session PPTs

Motivation forCustomer-Based Brand Equity Model

Marketers know strong brands are important but aren’t always sure how to build one.

CBBE model was designed to be … comprehensive cohesive well-grounded up-to-date actionable

Page 38: Session PPTs

Rationale of Customer-Based Brand Equity Model

Basic premise: Power of a brand resides in the minds of customers

Challenge is to ensure customers have the right types of experiences with products & services and their marketing programs to create the right brand knowledge structures: Thoughts Feelings Images Perceptions Attitudes

Page 39: Session PPTs

Building Customer-Based Brand Equity

Building a strong brand involves a series of steps as part of a “branding ladder”

A strong brand is also characterized by a logically constructed set of brand “building blocks.” Identifies areas of strength and weakness Provides guidance to marketing activities

Page 40: Session PPTs

CUSTOMER-BASED BRAND EQUITY PYRAMID

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you & me?

4. RELATIONSHIPS =

What about you & me?

3. RESPONSE =

What about you?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

1. IDENTITY =

Who are you?

Page 41: Session PPTs

Salience Dimensions

Depth of brand awareness Ease of recognition & recall Strength & clarity of category membership

Breadth of brand awareness Purchase consideration Consumption consideration

Page 42: Session PPTs

Performance Dimensions

Primary characteristics & supplementary features

Product reliability, durability, and serviceability

Service effectiveness, efficiency, and empathy

Style and design

Price

Page 43: Session PPTs

Imagery Dimensions

User profiles Demographic & psychographic characteristics Actual or aspirational Group perceptions -- popularity

Purchase & usage situations Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of

usage

Personality & values Sincerity, excitement, competence, sophistication, & ruggedness

History, heritage, & experiences Nostalgia Memories

Page 44: Session PPTs

Judgment Dimensions

Brand quality Value Satisfaction

Brand credibility Expertise Trustworthiness Likability

Brand consideration Relevance

Brand superiority Differentiation

Page 45: Session PPTs

Feelings Dimensions

WarmthFunExcitementSecuritySocial approvalSelf-respect

Page 46: Session PPTs

Resonance Dimensions

Behavioral loyalty Frequency and amount of repeat purchases

Attitudinal attachment Love brand (favorite possessions; “a little pleasure”) Proud of brand

Sense of community Kinship Affiliation

Active engagement Seek information Join club Visit web site, chat rooms

Page 47: Session PPTs

Customer-Based Brand Equity Model

Consumer-BrandResonance

Brand Salience

Consumer Judgments

Consumer Feelings

BrandPerformance

BrandImagery

INTENSE, ACTIVE LOYALTY

INTENSE, ACTIVE LOYALTY

RATIONAL & EMOTIONAL REACTIONS

RATIONAL & EMOTIONAL REACTIONS

POINTS-OF-PARITY &

POINTS-OF-DIFFERENCE

POINTS-OF-PARITY &

POINTS-OF-DIFFERENCE

DEEP, BROAD BRAND

AWARENESS

DEEP, BROAD BRAND

AWARENESS

Page 48: Session PPTs

Brand Positioning

Define competitive frame of reference Target market Nature of competition

Define desired brand knowledge structures Points-of-parity

• necessary• competitive

Points-of-difference• strong, favorable, and unique brand associations

Page 49: Session PPTs

Issues in Implementing Brand Positioning

Establishing Category MembershipIdentifying & Choosing POP’s & POD’sCommunicating & Establishing POP’s &

POD’sSustaining & Evolving POD’s & POP’s

Page 50: Session PPTs

Establishing Category Membership

Product descriptorExemplar comparisons

Page 51: Session PPTs

Identifying & Choosing POP’s & POD’s

Desirability criteria (consumer perspective) Personally relevant Distinctive & superior Believable & credible

Deliverability criteria (firm perspective) Feasible Profitable Pre-emptive, defensible & difficult to attack

Page 52: Session PPTs

Major Challenges in Positioning

Find compelling & impactful points-of-difference (MacMillan & McGrath, HBR, ‘97) How do people become aware of their need for your

product and service? How do consumers find your offering? How do consumers make their final selection? How do consumers order and purchase your product

or service? What happens when your product or service is

delivered? How is your product installed? How is your product or service paid for?

Page 53: Session PPTs

Major Challenges in Positioning

Find compelling & impactful points-of-difference (cont.) How is your product stored? How is your product moved around? What is the consumer really using your product for? What do consumers need help with when they use

your product? What about returns or exchanges? How is your product repaired or serviced? What happens when your product is disposed of or no

longer used?

Page 54: Session PPTs

Communicating & Establishing POP’s & POD’s

Create POP’s and POD’s in the face of attribute & benefit trade-offs Price & quality Convenience & quality Taste & low calories Efficacy & mildness Power & safety Ubiquity & prestige Comprehensiveness (variety) & simplicity Strength & refinement

Page 55: Session PPTs

Strategies to Reconcile Attribute & Benefit Trade-Offs

Establish separate marketing programsLeverage secondary association (e.g., co-

brand)Re-define the relationship from negative to

positive

Page 56: Session PPTs

Sustaining & EvolvingPOP’s & POD’s

Core Brand Values &

Core Brand Proposition

Page 57: Session PPTs

Core Brand Values

Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand.

Relate to points-of-parity and points-of-difference

Mental Map Core Brand Values Brand Mantra

Page 58: Session PPTs

Brand Mantras

A brand mantra is an articulation of the “heart and soul” of the brand. Brand mantras are short three to five word

phrases that capture the irrefutable essence or spirit of the brand positioning and brand values.

Nike Authentic Athletic Performance

Disney Fun Family Entertainment