Post on 21-Dec-2015
What is brand Understanding brand management via coca cola Brand strategy Brand extension Brand entry Withdrawing products Brand loyalty Brand value Innovation and Brand
What will we mention?
The discipline of brand management was started at Procter & Gamble as a result of a famous CEO of P&G by Neil H. McElroy.
History of Brand Management
Brand is the process by which firms distinguish their products from that of their competitors.
A brand can take many forms, including a name, sign, symbol, color, combination or slogan.
Brands are linked to perceptions
It is well known that in blind product testing, consumers fail to distinguish between brands in each product category.
WHAT IS BRAND?
Founded 1892 (1892) Headquarters Atlanta, Georgia, United StatesArea served Worldwide Key people: Muhtar Kent (CEO) Revenue US$ 35.119 billion (2010)Operating Income US$8.449 billion (2010)Net income US$11.809 billion (2010)Total assets US$72.921 billion (2010)Total equity US$31.317 billion (2010)Employees 139,600 (2010)
Degree of branding
Buyer perception and
attitude
Buyer behaviour
Brand Performance
Brand strategy
Branding system
A brand is a complex symbol that can convey up tosix levels of meaning (Kotler, 2001).
Attributes – good engineering, quality, performanceBenefits – feeling of safety, savings, etc.Values – the producer’s values e.g. prestigeCulture – the producer’s culture – creativity or efficiencyPersonality – projection of personality e.g fun or austereUser – can suggest the type of consumer who buys it
6 Levels of Meaning
Brand strategy is the spearhead of the organisation’s competitive intentions.How it is positioning itself to compete.
There are more choices with the brand name itself:Having a single brand for all its products, e.g. Arçelik, Sony, Beko
Advertising cost of new product is low.A range of apparently unconnected brands such as Procter &
Gamble. Seperataly at product group brand strategy Beymen ; Casa Club
household goods. It needs more advertising in comprasion to integrativeIndividual brand –name strategy When the product value reduce
so that other products are damaged by this event. Turyağ, Tursil, Yayla, Persil, Vernel.
Brand Strategy
A brand extension is the use of an established brand name on a new product in the same product field or in a related field. The brand name might also be stretched to an unrelated product field such as Cif Krem, Cif Aktif Krem, Coca Cola New Coke, Coca-Cola Classic
Brand Extension
External brand flow
Internal and External Brand Contacts
Finance deparment
T.Brand
Brand management
Raw materialsProduct quality
sourcing
R&D function
NPDR
Production process Warehousing
Distribution and information systems
Packaging
Customer facingActivities
Complaints procedures
ClubsAfter-sales
Repairs
CommunicationsActivities
SponsorshipAds
Direct marketingDatabase
promotions
Sales force Retailers/licen
seesDealers
Point of sale price
Internal brand flow
Deniz Feneri 1996 “Şehir ve Ramazan” tv.
series 1998 NGO
Kimse Yok Mu 2002 “Kimse Yok Mu” tv.
series 2004 NGO
Old brands, new brands and stretching brands
To influence in
Visual image,
Logo, symbol,
Package, sales
All others way
Determination of Brand-Name
Timing the entry to the market can make or break an innovation.
Entry timming has received particular attention. Commonly it is assumed that early entry is desirable and there is evidence that “pioneers accrue” first mover advantages.
Pioneers can set the standards, establish a distinctive quality position, take the lead in the technology
Coming to the market early, after the pioneer, can be successful as a follower.
Market Entry
Close and constant monitoring of the reactions of customers, distributors and competitors is required to inform the proceeding strategy.
Launch and Continuing Improvement
Thought about how the product and the market will evolve from the launch might give attention to three areas:
1- Product Platform Evolution and Brand Extension2- Market evolution3- Competitive evolution
Sprite leman-lime flavored 1961
“"
Computing With Other Products and position again
Image is nothing. Thirst is
everything. Obey your
thirst.
1993
Brand loyalty is that costumers have tend to same product any time.
Brand loyalty is concious, not circumstatial.
Behavioral reaction.
It occurs during certain time. It develops after transaction of making decision and
assessment.
BRAND LOYALTY
Coca-cola has strong brand loyalty not only in Turkey but also over the World.
%94 of population World is informed of Coca-Cola. The product is most consumed secondly as a drink
after the water. Amount of coca-cola in a tick about 8.000 bottles.
(Kırdar, 2003, s: 131). KIRDAR Yalçın. “İşletmelerde Mevcut Ürünlerin Pazarlama Stratejilerinin Oluşturulması”, Yayınlanmamış Yüksek Lisans Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir, 2003
Amazing Information
The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance.
Brand Value
1- Google 44,2 ABD 2- Microsoft 42,8 ABD 3- Walmart 36,2 154.32 ABD 4- IBM 36,1 ABD 5- Vodafone 30,6 İNGİLTERE 6- Bank of America 30,6 ABD 7- GE 30,5 ABD 8- Apple 29,5 ABD 9- WELLS FARGO 28,9 136.06 ABD 10- AT&T 28,8 ABD
16- Coca Cola 25,8 ABDCoca Cola has dropped out of the top ten for the first time. This is underpinned by the consumer trend in developed markets to move towards healthier, non-carbonated drinksbrandfinance-
List of Brand Value 2011
1. Coca-Cola 68.95 2. Microsoft 65.07 3. IBM 52.75 4. General Electric 42.40 5. Intel 34.67 6. Nokia 35.04 7. Disney 32.59 8. McDonald’s 25.299. Marlboro 22.05 10. Mercedes 21.73
Kaynak: Interbrand Corp.; J.P. Morgan Chase & Co.; Business Week Dergisi; 5-12
List of Brand Value 2001