BRAND EQUITY BRAND IDENTITY

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BRAND EQUITY BRAND IDENTITY. PRODUCT LINE EXTENSIONS BRAND EXTENSIONS PRODUCT MIX DECISIONS. BRAND EQUITY BUILDING STRONG BRANDS. BUILDING STRONG BRANDS. BRAND STRENGTH= DIFFERENTIATION * RELEVANCE BRAND STATURE=ESTEEM*KNOWLEDGE ESTEEM BASED ON PQ - PowerPoint PPT Presentation

Transcript of BRAND EQUITY BRAND IDENTITY

  • BRAND EQUITYBRAND IDENTITY PRODUCT LINE EXTENSIONS BRAND EXTENSIONSPRODUCT MIX DECISIONS

  • BRAND EQUITY

    BUILDING STRONG BRANDS

  • BUILDING STRONG BRANDSBRAND STRENGTH= DIFFERENTIATION * RELEVANCEBRAND STATURE=ESTEEM*KNOWLEDGEESTEEM BASED ON PQKNOWLEDGE CUSTOMER NOT ONLY AWARE OF BRAND BUT ALSO UNDERSTANDS WHAT THE BRAND STANDS FOR.

  • BUILDING STRONG BRANDSHigher Esteem than knowledge means brand has unrealized potential .eg National Geographic,3 M.Low Esteem with higher knowledge-more people know what brand stands for. Exxon, MTV, Cigarette , Alcohol brandsLoosing penetration, serving market that has polarized opinion.

  • BUILDING STRONG BRANDS

  • BUILDING STRONG BRANDS1.Brand Identity-how you aspire to be perceived based on core identity while Brand Image is how you are perceived

    2.Value Proposition-consider emotional and self expressive benefits as well as functional benefits

    3.Brand position-part of Brand identity and Value proposition

    4.Execution-communicate the Brand Identity and Position

  • BUILDING STRONG BRANDS5.Consistency over time

    6.Brand system-consistent and synergistic

    7.Brand leverage-extend brands and develop co branding

    8. Tracking Brand equity-awareness, perceived quality ,loyalty ,associations

    9.Brand responsibility

    10.Invest in Brands

  • Good Brands Help Build the Corporate Image

    Family - Brand Decision

    Manufactures who brand their products face further choices. Four-brand name strategies can be distinguished:

    1.Individual Brand Names : This policy is followed by Procter & Gamble (Tide and Genesco Inc. LUX & LIRIL, by HUL, ).

    2. A Blanket Family for all products : This policy is followed by Heinz and General Electric, Tata,Bajaj

    3. Separate Family Names for all products. This policy is followed by Sears ( Kenmore for appliances, Kerrybrook for women's clothing, and Homart for major home installations),.

    4.Company Trade name combined with industrial product names "This policy is followed by Kellogg's (Kellogg's Rice Krispies and Kellogg's Raisin Bran).

  • MULTI BRANDING STRATEGY

    When and why we should use ??

  • BRAND EQUITY / BUILDINGThe Role of Sponsorship The Role of WebThe Role of PersonalityThe Role of Non Media/Advtg

  • An Overview of Branding Decisions

  • BRAND IDENTITYBrand Identity-how you aspire to be perceived based on core identity

    while Brand Image is how you are perceived

  • THE PRISM OF IDENTITY

  • The Prism of Brand IdentityPhysique-Combination of Independent characteristics including Logo which may be either prominent or dormant ;it is the brand basis, is a necessity, forming only the first stage in brand construction . Physical Features of a Brand -Associationseg Asian Paints- Gatoo Air India MAHARAJA, Mercedez Logo

  • The Prism of Brand IdentityPersonality-

    Each Brand has personality. It acquires a character. We identify the brand with a person; we gradually form a picture of that person by the in which he speaks of products or services.

    The easy way to bestow personality on a brand is to provide it with a spokesperson, a star, or an animal.

    Advtsg Firm Euro RSCG make Physique & Personality ,two major pillars of Brand Communication

    Eg Provogue jeans Binami Cements

  • The Prism of Brand IdentityCulture INTERNAL

    The brand has its own culture from which every product derives. It implies a system of values ,a source of inspiration and brand energy.

    A Basic principles governing the brand in its outward signs (product and communication)Apple-the product of California culture ,symbolizes new frontiersMercedes personifies German values, with order strength prevailing.The three box bodywork and overall symmetry Adidas embedded in collective culture ( sports ,soccer) while Reeboks or Nikes highlighting virtues of IndividualismCoca cola- American ,Toyota Japan, Evian French Culture

  • The Prism of Brand IdentityRelationship ---brand is a relationship. It often provides the opportunity for an intangible exchange between persons; esp in service sectorEXTERNAL

  • The Prism of Brand IdentityReflectionA brand reflects customers image ,the target audience image

  • The Prism of Brand IdentitySelf image-customers self imageIs the target own internal mirror.

  • BRAND REINFORCEMENT STRATEGIES AND

    BRAND REVITALIZING STRATEGIES

  • BRAND EQUITY & MEASUREMENT OF BRAND EQUITY

  • BRAND EQUITY

    1. Assets & Liabilities

    2. Core Values

    Assets

    A) Brand Loyalty - Inertia existing user has to continue use of a particular brand even if the switching costs are low.

    Advages :

    - reduces the vulnerabilities to competitors actions.

    - greater Trade leverage.

    - provides brand exposure & reassurance to new customers.

    B) Name Awareness

    C) Perceived Quality

    D) Brand Associations

    - basic Attributes

    - benefits

    - relative price economy

    - use / application

    - user / customer

    - celebrity / person

  • BRAND EQUITY

    - Life Styles / Personality

    - Product class

    - Competition

    - Country / geography

    - Intangibles

    (E)Proprietary Assets

    Patents, Trade Marks, Logos etc.

    Brand equity ..... Soul

    Product ..... body (not carried away...)

    eg. Life buoy.... health protection not just red carbolic... Soap.

    (2)Core Values - Hierarchy

    -Attribute based : Nirma - Low price, adequate, clearing

    -Rational benefits -

    -Emotional benefits

    -Realm of Values

    Higher up in this hierarchy the core values of a brand

    Less risk of being threatened by me -too brands.

  • MEASURE BRAND EQUITY

    1) Price premiums generated

    2) Replacement cost - cost of establishing comparable

    3) Stock price movements

    4) Future earning - discounted present value of all the future earnings.

    5) The BRAND EQUITY TEN

  • Brand Equity Measure1.Refelect Brand Equity, tap full scope of BE.AWARENESS,PERCEIVED QUALITY,LOYALTY,ASSOCIATIONS

    2.Reflect the Asset value ,focus on sustainable advantage not easily duplicated by competitorsTruly drives the market ie price, sales and profit3. Sensitive4. Can be applied across brands, product categories and markets

  • INTERBRANDS TOP BRANDSLEADERSHIPSTABILITYMARKET GROWING OR STABLE SALESINTERNATIONALTREND- SALES OF BRAND SUPPORT- INVESTMENTPROTECTION- LEGAL TM

  • TOP 10 BRANDSCOCACOLAKellogsMc DonaldsKodakIBM.

  • PERCEIVED VALUE MODEL

  • PRODUCT MIX DECISIONS PRODUCT LINE EXTENSIONS BRAND EXTENSIONS

  • PRODUCT LINE

    Group of products - closely related

    perform similar function.

    - sold to the same customer group/segment.

    - marketed thro the same channel

    - make up a particular price range

    Additional items in the same product category

    ....

    new flavours, forms, ingredients.

    .... Different Packaging.

    ( Volume ( may Cannibalize .

  • PRODUCT MIX WIDTHThe concept of product mix and product line depth applied to selected Procter & Gamble products.

    Product line depth

    Detergents

    Toothpaste

    Bar Soap

    Deodorants

    Disposable diapers

    Coffee

    Ivory Snow

    Gleem 1952

    Ivory 1879

    Secret 1956

    Pampers 1961

    Folger's 1963

    1930

    Crest 1955

    Camay 1927

    Sure 1972

    Luvs 1976

    Instant Folger's

    Dreft 1933

    Lava 1928

    1963

    Tide 1946

    Kirk's 1930

    High Point

    Joy 1949

    Zest 1952

    Instant 1975

    Cheer 1950

    Safeguard 1963

    Folger's Flaked

    Oxydol 1952

    Coast 1974

    Coffee 1977

    Dash 1954

    Cascade 1955

    Duz 1956

    Ivory Liquid

    1957

    Gain 1966

    Dawn 1972

    Era 1972

    Bold 3 1976

    Solo 1979

    Product mix width

  • Product Line Extension

    PL extension - firm adds new versions of existing products or modifies these products so as to deepen their product line. The appeal is to existing market segments.

    PL Extension - Used to increase usage among existing customers by providing more options.

    This is possible when consumers are dissatisfied with the range of options and extending the line will result in net contribution of profits.

  • Product related ExtensionsColgate Tooth pasteTooth brushPrestige cooker-Non stick wareNirma Detergent powder-cakeFrooti Parenthood brand launching various versionsCinthol moving to Talc from toilet soapZodiac Belt from shirts, Ties -?

  • Product related Extensions More options to consumers cintholCornering more retail shelf spaceCreating some excitement around an old brand Extending core promise to new users- Ariel super soakerManaging changed market situation-Colgate Gel to fight Close up

  • Line ExtensionUp gradation of Existing customersUnfulfilled NeedNoveltyPonds Magic ,Nirma Cake, Life buoy Plus

  • Product Line Extensions

    High end Low end-

    Merits & Demerits of Stretching

  • Product Line Extension

    Low end High end

    Merits & other Demerits of Stretching

  • Un related ExtensionsGodrej ---- Soap ,Safety lock, Cupboard, hair dye, refrigerator, type wr