14. Brand__27-03-2012
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Transcript of 14. Brand__27-03-2012
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Brands and Packaging
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American Marketing Association defined brand
as a name,term, sign, symbol, or design, or a
combination of them, intended to identify the
goods and services of one seller or group of
sellers and to differentiate them from those of
competition.
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What is a Brand?
A brand is a name, term, sign, symbol, ordesign which is intended to identify the goods
or services of one seller or group of sellers andto differentiate them from those ofcompetitors.
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What is a Brand?
A slogan? A typeface?
A sound? An image? A logo?
A personality? A jingle?
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What is a Brand?
A brand is a promise.
It is both functional and emotional.
It is the art and science of creating
mind space and shelf space.
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What is a product?
A product is any offering by a company to a
market that serves to satisfy customer needs
and wants.
It can be an object, service, idea,etc.
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A brand is therefore more than a product, as it
can have dimensions that differentiate it in
some way from other products designed to
satisfy the same need.
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Product Identification Brand name: part of a brand consisting of
words or letters that form a name thatidentifies and distinguishes a firms offeringfrom those of its competitors
Brand mark: symbol or pictorial designthat identifies a producteg.swoosh mark ofNike, or Golden Arches of McDonalds.
Generic name: branded name that has
become a generically descriptive term for aclass of products
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Trademark: legal protection which confers theexclusive right to user brand name, trade mark,and any slogan or product name abbreviation
A trade name is the full and legal name of a
firm, such as Maruti Udyog Ltd., and not thespecific name of a product.
Trade Dress: visual cues used in branding tocreate an overall look
The distinctive shape of Philips light bulbs provide anexample of trade dress
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Can anything be branded?
Physical goods --- Marlboro
Services Banking tangibles- uniform , color
Retailers-------------- leaflets, pavements, umbrella brand,association
On-line product ---- soc networking websites, comparison charts,detail analysis , feasibility, easy ordering
On-line service---
People---- srk, ab, priyanka chopra ,
Organization
Sports, Arts, Entertainment Geographic location
Ideas
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Can everything be branded?
Ultimately a brand is something that resides inthe minds of consumers.
The key to branding is that consumers
perceive differences among brands in aproduct category.
Even commodities can be branded:
Coffee (Nescafe), bath soap (Lux), flour(Ashirwad), salt (Tata),pickles and even water(Bisleri)
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Why do brand matter?
To consumersIdentification of sources of product
Assignment of responsibility to product maker.
Risk reducer
Search cost reducer
Symbolic device
Signal of qualityPromise or bond with product or maker
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Why do brand matter?
To ManufacturerMeans of identification to simplifying handling and
tracing.
Means of legally protecting unique feature.
Signal of qualityMeans of endowing products with unique
associations.
Sources of competitive advantage
Sources of financial returns.
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Branding Challenges & Opportunities Knowledgeable consumers.
Brand Proliferation
Increased competition Increased costs of introducing new product or
supporting existing product.
Greater accountability
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Brand Elements
A variety of brand elements can be chosen thatinherently enhance brand awareness or facilitatethe formation of strong, favorable, and uniquebrand associations:
Brand Name Logo Symbol Character Packaging
Slogan
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Brand name
The brand name is central to all brand
elements.
It should be easily remembered, highly
suggestive, interesting, compact.
Has the least response time of all
informational elements.
Contain all the factors of a proper brand
element
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Naming Guidelines of a Brand Name
Ease ofpronunciation and spelling
Short names are easier to recall
Chevrolethas become Chevy
Easy to pronounce
Familiarity
Familiarity helps to tap existing knowledge
structure having a concrete or abstract meaning
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Naming Guidelines of a Brand Name
Contd.
Differentiated and Unique
Makes the brand unique, usually atypical words
for product category
Apple Computers, Shell Oil
Use of made-up words or mashed-up words
Exxon, Xerox, Microsoft
Use of foreign or uncommon words Acura
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Brand Name SelectionCompanies have four strategic options in choosing a brand name:
Company Name
Individual Names
Separate Brand Family Names
Combination of Company Name and Product Name
Desirable Qualities of Brand Names
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BRANDS ARE LIKE PEOPLE
They have:
A name
A personality / human characteristics A reputation
People can have feelings towards them
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Types of BrandThere are several brand options that include manufacturer brand (also called
national brand), private brand (also called distributor, reseller, store, or house
brand), or a licensed brand.
Manufacturer brandsare initiated by manufacturers and identify the
producer.
Private brandsis that they are resellers initiated brands.
Licensed brandis a relatively new trend and involves licensing of trademarks.
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Brand equity: added value that a
respected, well-known brand name gives toa product in the marketplace.
Brand equity increases the likelihood that
consumers will recognize the firms product
when they make purchase decisions
A strong brand equity can contribute to buyers
perceptions of product quality
Branding can also reinforce customer loyaltyand repeat purchases
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Components of Brand Equity
Brand name
awareness
Brand
loyalty
Perceived
quality
Brand
associations
Brand
Equity
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Brand Awareness
The level of familiarity consumers have with a brand name.
The ability to link a brand name with a particular product.
Can provide a competitive advantage:
Product parity
Low-involvement
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Brand Loyalty
The tendency of customers to continue to use
the same product over time
Resistance to switching
Based on:
Simple habit
Preference
Switching costs
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Brand Associations
Brand name used to reinforce perceptions
about the product
Metaphors and imagery used to enhance brand
association with product Addiction Perfume, CloseUp Toothpaste
Alphabets used to denote characteristics
X denotes extreme, youthful, risk-taking
ESPNsX-Games
Z denotes a sense of speed
Hero Hondas CBZand Karizma
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A Brand Extension occurs when a firm uses anestablished brand name to introduce a new product
Tommy hillfiger perfume , watch , home accessories.
An existing brand that gives birth to a brand
extension is theparent brand
If the parent brand is already associated with multipleproducts through brand extensions, then it may also
be called afamily brand.
Brand Extension
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Types of BrandExtension
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Types of Brand Extension:
I. Extended to other items in the same productline.Sunrise coffee was extended to other offers.
Brand names Sunrise premium, Sunrise extracoffee are catering to different segments. Thisis called line extension.
In detergents HUL launched Surf Ultra, SurfExcel, Surf Excel matic and International Surfexcel as line extension of Surf Excel.
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It is the different/new version of same parent product
They serve a different segment of the target market andincrease the variety of offering product.
Examples:
(i) coke extend itself to diet coke in the same product
category of soft drinks:
Amul butter extend itself to amul reduced salt butter, amulcheese and cheese slices in its core area of milk product
derivatives.
Product extension
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II. Extended to items in a related product line
Maggi initially was a brand of noodles. Later
the brand name was extended to other
product lines in the related category food
Maggi ketchup, Maggi soup etc., It is a case of
related brand extension.
Dettol Soap antiseptic soap
Dettol Plaster - antiseptic bandage
Dettol Handwash antiseptic wash
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It could be across different product categories Examples:
Harley davidson motorcycle extend itself into harley davidson
accessories.
Land rover extend itself from tough off road vehicle too a line ofstylish yet functional outdoor clothing, shoes etc.
Brand extension
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The parent brand is used to enter a different product categoryfrom that currently served by the parent brand.
ITCs Category Extension
CATEGORY EXTENSION
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The product line is now far more representative ofcustomers varying quantity needs.
It suggests the presence of usage segmentation.
Customers differs in terms of their usage quantities. The brand has to fill the whole spectrum with
products as per the needs of various segments.
LINE EXTENSIONS
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Bisleri is the pioneering brand in the mineral watercategory.
Originally, Bisleri used to come in a one liter bottle.
But recently, Bisleri has exhibited a spate of
innovations. The brand launched bottles of different sizes and
quantities.
The Bisleri portfolio now includes one liter, 1.2 liter,1.5 liter and 5 liter bottles.
Example
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Line Extension strategies
Product Sizes
Bisleri1.1 ltr
Bisleri.5 ltr
Bisleri1.2 ltr
Bisleri1.5 ltr
Bisleri5 ltr
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Colour Etc.,Pantene
Pink
Pantene
Black
Pantene
White
Flavours
Ingredient
RasnaOrange
RasnaMango
Rasa Rose ,etc
Colgategel
ColgateHerbal
ColgateSalt etc.,
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Form
VimLiquid
VimPowder
VimBar
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Brand rejuvenation
Brand rejuvenation involves adding value to
an existing brand by improving product
attributes and enhancing its overall appeal. It
is intended to re-focus the attention ofconsumers on an existing brand. Brand
rejuvenation helps overcome the consumers
boredom in seeing the same product on theshelves year after year
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Objectives of Brand Rejuvenation
1. Rejuvenation aims at revival of brand. The intentionis to breathe some new life into a brand that may
be showing signs of decline.
2. Even healthy, successful brands may need
occasional rejuvenation. Because ofcompetition,
some re-formulation and refinement become
necessary from time to time. The brand has to be
updated. It ensures the steady success of the goingbrand.
3. It helps keep the brand live and in focus.
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New Burnol: Burnol became New and appearedin a new pack.
New Horlicks : Horlicks to the New Horlicksclaimed more nourishment through additionalprotein and calcium, eight essential vitamins andiron.
New Nescafe: Nestle rejuvenated Nescafe andbrought in the New Nescafe. New Nescafe wasmade using the new agglomeration coffeeprocess, instead of the fine powder form and thecoffee now came in small round goblets.
New Bournvita: To give a push Bournvita,Cadburys came out with New Bournvita, withextra glucose in a new packing.
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Relaunch Vs Rejuvenation
Relaunch: This could be through packaging changes,
product upgrades, a new positioning, or anycombination of several changes in the fundamentals
of the brand.
Brand Rejuvenation: When marketers identifies that
the decline stage for a brand has come and theconcern brand is going to die marketer injects new
life in brand by adding new product features,
packaging or by changing STP strategies. this activity
in whole is called Brand Rejuvenation.
example: To Brand Rejuvenation Herohonda
Splendor company launched HeroHonda Splendor
NXG
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Brand Cannibalism: When two brand in the same productline, offered by same player target same marketsegment and compete with each other by eating away
the market share without adding any value to themarketer.Example: Hero Honda Glamour and HerohondaSplendor
Brand proliferation: when one company introduce newbrands in the same product lines and hence try tocover each and every market segment for that productline.
example: HUL has different brands in shampoo productline offering a wide range of choice for customer ofevery segment.
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Co-Branding
Co-branding, also called brand partnership, iswhen two companies form an alliance to work
together, creating marketing synergy. As
described in Co-Branding:
ingredient co-branding
same-company co-branding
Joint venture co-brandingmultiple sponsor co-branding
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Another P?
Packaging, sometimes called the
another P, is all the activities of
designing and producing the container
for a product.
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Packaging
Packaging is the activity ofdesigning and
producingcontainers or wrappers for a
product
It should be both aesthetic as well as
functional
Aesthetic: It conveys the size, shape, colour and
material of the package Functional: It conveys structural designs of the
package, thus it becomes more convenient to use
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Packaging & LabellingPackaging includes all activities that focus on the development of a container
and a graphic design for a product.
A package may have three levels;
1. the primary packageis the container of the product such as a bottle, jar,
or tube,
2. the secondary packageis the box of cardboard or some other material
containing the primary package; and
3. the last is shipping packagethat contains more units of secondary
package.