Brand Management Process

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Transcript of Brand Management Process

Slide 1

What is the Territory of the Brand?

Six inches wideGrey and wetMysterious

Contents

Module 1 Understanding Branding Understanding BrandingBrand Building

Module 1 Understanding Branding

Module 1 Understanding BrandingExerciseArchitectureManagementAttributesProducts to brands

Module 1 - Stage 1 From Products to Brands

Module 1 - Stage 1 From Products to BrandsBrand v/s. ProductA brand is more distinctive than a productIt is first of all a name, a means of identificationSecondly it s a set of added values offering both functional and psychological benefits Above all a brand is a promise

Module 1 - Stage 1 From Products to BrandsA Brand is a Promise A sellers promise to deliver consistently a specific set of features, benefits and services to buyers.

Module 1 - Stage 1 From Products to Brands .a short-hand that communicates powerfully & reduces uncertainty

Fevicol Case

Fevicol Case

Fevicol Case

Brand as an AssetIf Coca Cola lost everything except for the formula and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratchFortune Magazine

AttributesModule 1 Understanding BrandingExerciseArchitectureManagementAttributesProducts to brands

Module 1 Understanding BrandingExerciseArchitectureManagementAttributesProducts to brandsNameLogoColorsEssence

Module 1 - Stage 2 AttributesImmutable Law of NameIn the long run the brand is nothing more than a name

Module 1 - Stage 2 AttributesNameLogoColorsEssenceBrand NameShort Kodak, FujiCNN an AOL Time Warner Company DistinctiveToyotas Lexus is distinctive. Toyota's Luxury commonplaceOrange was a striking name in a world of tel and comsNot mean anything rude or silly in another languageBig Macs( McDonalds) is a slang for big breasts in Canada

Module 1 - Stage 2 AttributesNameLogoColorsEssenceBrand NameAvoid generic / line extended namesXerox as opposed to Haloids Paper MasterXerox (Copier) is powerful. Xerox Computer is notChanging your name will not overcome a bad strategy Monday (Price Waterhouse Coopers )

Module 1 - Stage 2 AttributesA brands logotype should be deigned to fit both eyes. Immutable Law of Shape

Module 1 - Stage 2 AttributesNameLogoColorsEssenceBrand LogoSimple logo, designed to fit both eyesMercedes three starLogos with a horizontal bias Logo with a horizontal bias is esp. useful for retail brandsLogo font has to be clear and legibleA housewife does not buy Ariel because it is written in a specific font

Module 1 - Stage 2 Attributes

Module 1 - Stage 2 AttributesA brand should use a color opposite of its rivalImmutable Law of Color

Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace

Module 1 - Stage 2 AttributesNameLogoColorsEssenceBrand ColorsColors have meaningsPurple means royaltyRed is energeticBlue is peacefulOpposite colors can differentiateCoke is red, Pepsi is blueKodak is yellow, Fuji is green

Module 1 - Stage 2 AttributesNameLogoColoursEssenceBrand Colours..Colours can help you stand outFedExs orange and purple packet stands out in corporate blueLogo and colours help, but the power of the brandEssentially in the meaning of the brand name in consumers mind, its essence

Module 1 - Stage 2 AttributesMost important thing for a brand is its single mindedness.Immutable Law of Singularity

Module 1 - Stage 2 AttributesSingle-mindedness means consistency. Fresh and interesting manifestations of a single idea.

Module 1 - Stage 2 AttributesNameLogoColoursEssenceBrand Essence A brand must leverage a compelling truthLinux stands for freedom as opposed to Microsofts monopolyA brand should mean a single powerful thing: the essence Essence of Volvo is SafetyEssence of Tata is trustEssence of Fevicol is bonding

Module 1 - Stage 2 AttributesNameLogoColoursEssenceBrand Essence A brand should also be clear of what is not its essenceIn India, STAR NEWS is not a channel of the masses unlike STAR PLUSA brand should drive single mindedly its essenceVolvo has been selling safety for 35 yearsRaymond has been selling the complete man for over 2 decadesEssence of Dettol is protection against germsA brand loses its essence if it starts meaning a lot of thingsWhat is Miller :A regular, light, draft, cheap, expensive beer

Module 1 - Stage 2 AttributesA brand should try to own a word in consumers mindImmutable Law of Word

Module 1 - Stage 2 Attributes

AttributesModule 1 Understanding BrandingExerciseArchitectureManagementProducts to brandsManagement

AttributesModule 1 Understanding BrandingExerciseArchitectureProducts to brandsCo-BrandStealth BrandFighting BrandMulti-Brand

Module 1 - Stage 3 ManagementCo-BrandStealth BrandFighting BrandMulti-BrandCo-Brand Brands need to address a similar need segmentKellogg's Pop-tarts with Smuckers JamBrands with complementary strengths: Seen often on the NetNY Times gives Amazon credibilityAmazon makes NY Times look modern.

Module 1 - Stage 3 ManagementCo-BrandStealth BrandFighting BrandMulti-BrandStealth Brand Brand building that attracts customer attention but not of rivalsHome-to-home, word of mouth / PR, internet community building Krispy Kreme relies only on PRGood option when unsure of a new medium/marketLittle promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web

Module 1 - Stage 3 ManagementCo-BrandStealth BrandFighting BrandMulti-BrandFighting Brand Pricing led branding option. Works as a competitive response.Smirnov (Heublein) CaseSmirnov attacked by Wschmidt @ $1 lessHeublein raised the price of SmirnovHeublein introduced Reiska(fighting brand) at the same price point as WschmidtHeublein added Popov lower than both

Module 1 - Stage 3 ManagementCo-BrandStealth BrandFighting BrandMulti-BrandFighting Brand Built as new, independent brandPrevents dilution of the leading brandHLL introduced Wheel to fight Nirma

Module 1 - Stage 3 ManagementThere is a time and place to launch a second brandImmutable Law of Siblings

Possibly even a third or a fourth brand..

Module 1 - Stage 3 ManagementCo-BrandStealth BrandFighting BrandMulti-BrandMulti Brand Key to a multi-brand approach is to give each sibling a unique identityTime, Fortune,Life, Money, PeopleTempting to mash the brands and top it with corporate frostingTata Salt,Tata TeaSecond brand risks diluting equityIs Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters?

Module 1 - Stage 3 ManagementCo-BrandStealth BrandFighting BrandMulti-BrandMulti Brand.. Common product area focusShampoos: Clinic Plus, Ayush, SunsilkSingle attribute segmentationPrice:Maruti 800, Zen, EsteemSibling creates a new category Herbal Anti-Dandruff category by Ayush

AttributesModule 1 Understanding BrandingExerciseArchitectureManagementProducts to brandsArchitecture

AttributesModule 1 Understanding BrandingExerciseManagementProducts to brandsHouse of BrandsEndorsed BrandSub BrandBranded House

Module 1 - Stage 4 ArchitectureImmutable Law of ContractionA brand becomes stronger when you narrow its focus

Module 1 - Stage 4 ArchitectureThe Economist is red and daring. Provocative, brutally honest and non-conformist

Module 1 - Stage 4 ArchitectureProducts to brandsHouse of BrandsEndorsed BrandSub BrandBranded HouseHouse of Brands Often dictated by corporate strategy. Core competence of the firm is marketing / branding P&G is the prime example. Its big with the channel Multiple independent brands allows company to fill each nicheHelps brand focusGives an opportunity for the company to focus on each brand and contract its scope.

Module 1 - Stage 4 ArchitectureProducts to brandsHouse of BrandsEndorsed BrandSub BrandBranded HouseEndorsed Brand Endorsement used as a device to transfer brand assets from one brand (corporate) to anotherTitan from TATA, transferring trustDanger of diluting the equity of endorsing brandBest as a transitional strategyGain, from makers of Ariel

Module 1 - Stage 4ArchitectureImmutable Law of ExpansionBrands power inversely proportional to scope.

Module 1 - Stage 4 ArchitectureThe Volkswagen bus ad, talked only about plenty of room

Module 1 - Stage 4 ArchitectureProducts to brandsHouse of BrandsEndorsed BrandSub BrandBranded HouseSub Brand Inside out branding. Company pushes core brand in different directionsSub-branding can destroy what branding buildsDonna Karan menswear, DKNY, DKNY menswear, DKNY kids

Module 1 - Stage 4ArchitectureImmutable Law of CompanyBrands are brands, companies are companies. There is a difference.

Module 1 - Stage 4 ArchitectureProducts to brandsHouse of BrandsEndorsed BrandSub BrandBranded HouseBranded houseConsumers buy brands, not companiesDanger of branded house, being many things to one group of peopleVirgin? Does Virgin trains work?May motivate trade, so might be useful for PR purposes with trade/other stakeholdersP&G way

AttributesModule 1 Understanding BrandingExerciseArchitectureManagementProducts to brandsExercise

Module 1 Understanding BrandingTwo brand positioning within the same brand family? How do we reconcile the two positions?The options available to usSingle brandStand Alone New BrandTransfer of Brand Assets from an existing brandWhat are the pros and cons of each option ?

Exercise

AttributesModule 1 Understanding BrandingArchitectureManagementProducts to brandsOptionsSingle Brand FamilyStand Alone BrandTransfer of Brand Assets

Module 1 - Stage5 ExerciseOptionsSingle Brand FamilyStand Alone BrandTransfer of Brand AssetsSingle Brand FamilyStand-alone New Brand Transfer of Brand Assets x from y

Module 1 - Stage5 ExerciseOptions