2c91eModule-IV Brand Mgt

7/31/2019 2c91eModule-IV Brand Mgt

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Amity Business School

Total Indian household Insecticide Mkt = Rs.2300 Cr.Good Knight Brand 500 Cr 24%

Plan to become Rs. 1000 crore brand in 3 years.

New market development Strategy.
http://www.neytri.com/wp-content/uploads/2009/12/godrej_good_knight_logo.jpg


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BRAND

Powerful Differentiator in a highly competitive market place.Name, Term, Symbolto identify the goods and services ofone seller ..from the offer of other competitors. (AMA)

Provides invisible power to the company for deflectingcompetitors move.

6 MEANING BRANDS CONVEY

Attributes Benefits ValuesCulture Personality User

BRANDZ Model (Millward Brown & WPP)Presence Relevance Performance

Advantage Bonding


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OPTIONS in Branding

1. Individual Brand Name Lux, Dove, Vivel

2. Family / Umbrella Name Godrej,TATA

3. Company name as brand Xerox, Cello, Luxar

4. Middlemens brand / Store Brand / Private label

Vishal, Big bazaar, Spencer


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Brands

Reducing perceived risk

Status and prestige

Loyalty

Market segmentation

Coherent marketing and promotional efforts

New product introductions

Premium pricing

Repeat purchases Reducing search costs

Protection of intellectual property

Douglas Dalrymple


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Person: Honda, Shehnaz Location: KFC (Kentucky Fried Chicken),

Anand Milk Union Ltd. (AMUL)

Quality: First flight Courier Life style: Stayfree Sanitary Napkins.

Object: Pataka 501 bidi.

Animal: Tiger Artificial name: Exxon


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Brand extension: application of a popular

brand name to an improved product in thesame category or a new product in an unrelatedproduct category. Eg : Maruti A-Star, HeroHonda Splendor, Tata Sumo Victa.

Line extensions refers to new sizes, styles, orrelated products. Odomas, Vatika, HyundiSantro,etc.

Multi-brand: P&G has 3 brands in shampoo

mkt, i.e.Pantene, Rejoice, H&S. Glaxo hadBoost & Horlicks in health drink category.

New Brands: Living Media group had IndiaToday, Aaj tak, Red FM, etc.


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Overall family branding: All companys products depicts

the same name. eg. GE Healthcare, GE Countrywide. Line family branding: Using a different names for different

category. ITC has Fiame di wills for premium soaps andVivel for cheaper soaps.

Brand Licensing: A company allows some companies to

use the trade mark on their behalf. Eg: Dominos pizzasthru franchising. Co-branding or dual branding: Brands carrying two brand

name. eg:Ingredient cobranding: Volvo uses Michelin tyres.

Same company Co branding: Gillette victor, prezo, etc.JV Co-Branding: Dominos pizzas, Coca-cola.Multiple sponsor co-branding: IDEA cellular promoted byAT&T, Aditya Birla group and Tatas.


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1. Brand Repositioning decision:

a) Brand relaunch : Variation in Marketing mix.

b) Brand rejuvenation: Concept of adding new value,attributes to the existing products to enhance its overallappeal. Eg: Vicks, Lakme, Lux, etc.

c) BRAND PROLIFERATION: More items are brought in withnew brand names. HUL had Lux, Dove, Lifebuoy in thebathing soap category.

d) BRAND ACQUISITION: Dabur acqire Promise, Babool,Odonil and Odopic, Odomas of Balsara.


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BRAND EQUITY Set of assets and liabilities linked to a brand, its name and

symbol that add to or subtract from the value provided by a

product or service to a firm or to their competitors. DavidAaker

Value to firm in terms of price premium & competitive

advantages.

CUSTOMER BRAND PERCEIVED

LOYALTY AWARENESS QUALITY

BRAND

EQUITYBRAND PROPRIETARY

ASSOCIATIONS ASSETS

Boost customers confidence Improves Firms maximization


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Brand Equity

The Young &

Rubicam Model:

Brand Asset

Valuator


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BRAND AWARENESS

Ability of a potential buyer to recognize or recall that a

brand is a part of a product category.

HIGH Awareness Brand Equity

Brand Recall Vulnerable Equity

Brand Recognition Diffused Equity

LOW Unaware of Brand No Equity


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High

Low

Brand equity highTop of the mind

Vulnerable equityBrand recall

Diffused equityBrand recognition

No equityUnaware of brand


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Amity Business SchoolBenefits of

Brand Association

a)Help a customer to process and quickly retrieve

product information

b) Differentiate the brand from competitor's

c) Provides to the customer a reason to buy

d) Help in creating positive attitudes or feelings

towards the brand

e) Provides the basis for product line extensions


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Brand Positioning

Position brands at any of three levels:

1. Product attributes2. Product benefits

3. Beliefs and values

Major Brand Strategy Decisions

Brand positioning Brand name selections Brand sponsorship Brand development


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BRANDING DECISIONS

1 2 3BRANDING BRAND -SPONSOR BRAND - NAMEDECISIONS DECISION DECISION

Manufacturer brand Individual namesDistributor brand Blanket family name

Brand Licensed brand Separate family names

No Brand Company individualname


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BRANDING DECISIONS

4 5BRAND STRATEGY BRAND-REPOSITIONINGDECISION DECISION

Line Extensions

Brand Extensions Repositioning

Multi-Brands No Repositioning

New Brands

Cobra brands


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Evolution of Branding

PHASE I Brand as a physical entity. Logos, names packaging (1940s onwards).

PHASE II Brand as a set of rational &emotional attributes.

Vision and essence(1980-90)s. Architecture (Late 1990s).

PHASE III Brand as experience

Experience and internal culture.(2000s)PHASE IV Brand as a set of definingrelationships that peope value.

Relationships (next big thing)


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LG is mkt leader in Rs. 65000 cr

consumer electronics and homeappliances market.

Wants to reposition itself from amass producer, value for money

player to a brand spreadinghappiness.

Spending $5 mn on marketingfor communication.

Jazz LCD TV Chocolate Mobile phone

Life is Good. Lets create awonderful life

They will be alsomarketing &producing Green

products.
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2c91eModule-IV Brand Mgt

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