BRAND MANAGEMENT

GROUP 5Anju WilsonNaveen Anil

Topics

• Brand Positioning• Opportunity Modelling• Brand Platform• Brand Communication• Brand Creation• Brand planning• Brand Experience• Public relations perspective

BRAND POSITIONING • Brand Positioning can be defined as an activity of

creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind.

• A strong brand position means that the brand has a unique, credible and sustainable position in the mind of the consumer.

• It stands for that one benefit that your product provides apart from your competition.

• It also gives you the direction required to focus the organisation and focus on the strategic efforts.

Understanding all stakeholder needs and desires

• Consumer’s needs• Corporate Need• Shareholders/Investors needs• Channel Partners need Example: P&G - Tide and Ariel Mahindra, Jaguar

or Land Rover Volkswagen – Beatle

Opportunity Modelling for Positioning

• Relevance • Differentiation • Credibility • Stretch

BRAND PLATFORM

• A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong.

• The strategic intent of a brand platform is to focus the organization on building value-added customer relationships.

The Brand Platform consists of the following elements:

– Brand Vision:The brand's guiding insight into its world.

– Brand Mission :How the brand will act on its insight.

– Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviours and

performance.

– Brand Tone of Voice: How the brand speaks to its audiences.

– Brand Promise : The crucial link to the day-to-day brand impressions that are delivered by an organization’s employees.

Brand Platform ITC

• VISION

Sustain ITC’s position as one of India’s most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders.

• MISSION

To enhance the wealth generating capability of the enterprise in a globalizing environment delivering superior and sustainable stakeholder value.

• CORE VALUES

ITC's Core Values are aimed at developing a customer-focused, high-performance organization which creates value for all its stakeholders:

BRAND PLATFORM – FIAMA DI-WILLSThe Brand Platform consists of the following elements:

– Brand Vision:Fiama Di Wills combines the goodness of nature and science, providing gentle and effective care. We offer a premium range of personal care products comprising shampoos, conditioner, shower gels and bathing bar.aware customers who are confident of themselves and seek indulgences that make them feel alive, beautiful and young

– Brand Mission :

Beautiful You. Today. Tomorrow.

– Brand Values Trusteeship Customer Focus Respect for People Excellence Innovation

Brand Identity: Reflecting Brand positioning in the name

• Brand identity is all that an organization wants the brand to be considered as.

• It is a feature linked with a specific company, product, service or individual.

• It is a way of externally expressing a brand to the world.

Brand Architecture:

• Brand Architecture is a system that organizes brands, products and services to help an audience access and relate to a brand.

• An established Brand Architecture is an important guide for brand extensions, sub-brands and development of new products.

Three most common types of Brand Architecture: Branded House –In a branded house, the master brand is always

present and is transferred easily to extensions. A good example is FedEx.

House of Brands – Insulates and protects the master brand from brand extensions and in turn protects brands from each other. A house of brands also allows for a Master Brand to have competing brands in the same segments

• Hybrid or Endorsing Brand – Very flexible, provides the option to use the Master Brand or not. Able to utilize further segmentation through endorsement. A good example is Toyota with the Lexus and Scion brands.

Continuous Evaluation and Development

• Take decisions regarding improving upon the POPs (Points of Parity) and PODs (Points of Difference).

• Brand extensions – Line/Category extensions • Category memberships – Loyalty Programs

BRAND COMMUNICATIONS• Communication happens when the consumer meets the brand

• Brand success is ultimately dependent on consumer behavior

• Brand - a consumer chooses depends primarily on two factors1. Power in the mind : How people feel about a brand

Ex : GOOGLE GLASS2. Power in the market: Situational factors such as price and availability that modify behaviour

Ex: Coco cola

• Consumers are constantly meeting the brand- Through advertising - With editorial mentions- By sponsorships- On the point of purchase materials- On the supermarket shelves

• Brands meet customers often, How often do they notice them

The need for communication

• The need for impact• The need for an involving, positive experienceEx: General Electric• The need to affect behaviour Ex : JSW Steel• The need for high payback

The communication process

• Communication is not a one-way street anymore

• Communication is an interactive dialogue between the company and its customers– Takes place during the pre-selling, selling,

consuming and post-consuming stages• Companies must ask not only ‘How can we

reach our customers?’ but also, ‘How can our customers reach us?’

BRAND EXPERIENCE

All Brand Experiences - past and present - shape the consumers view of a brand and will effect their decisions to buy, buy again...and maybe even advocate it

• It is what occurs every time a consumer sees, feel, hears or interacts with that brand and derived some meanings/ values accordingly.

• Brand experience must match brand image• Calls for managing every brand contact

1. Brand experience : The interaction a customer has with the various touch points in the process of purchasing and using a brand or product

AWARENESS-INTEREST-DESIRE-PURCHASE-USE-REPURCHASE

2. Brand experience : The brand experience cycle is more accurately a loop, with satisfaction leading customers back to repurchase

3. Brand experience : Increasingly, consumers are seeking and sharing information at every stage of the brand experience.

Ex : National Geographic,

Previewing the Concepts

BRAND PLANNING

Brand plan

• Its a bigger picture “ what the company wants the consumer

to feel about their company and products.

EXAMPLE : Volvo brand plan – safe cars always mention how safe their cars

are

Key issues in brand planning – Achieving a good balance between continuity and involvement.          When this lacks brands never reach full

potential. Induction of gradual processes overtime

rather than one annual action plan

Brand Planning Process

• A climate of ongoing change • Processes that deliver timely information • Procedures for rapid breakthrough planning• Standard formats for communicating brand

plans• Implementation process• Involve everyone in planning

BRAND CREATION

Brand should be .....

• -- Memorable name and URL• -- Distinctiveness• --Attributes

• -- Brand also needs to communicate its origins and history, as well as its culture, knowledge an awareness of its place in a customer world.

Brand’s

• -- What tone of voice does it have?• -- What is its personality ?• -- What colour is it ?

Tangible difference

• Tone of voice• Personality• Place amongst competitors• Visual approach• Example : Frooti