7/27/2019 Introduction to branding management

1/24

Introduction

7/27/2019 Introduction to branding management

2/24

Definition

Brand is a name, term, sign, symbol or design

or a combination of them intended to identify

goods and services of one seller or a group

of sellers and to differentiate them from

competition

American Marketing Association

7/27/2019 Introduction to branding management

3/24

Definition

Brand to burn branding at ranches

7/27/2019 Introduction to branding management

4/24

Brands in India

Beverages

Shopping

Home

Health & Beauty

Apparel

Coca-Cola, Pepsi

Big Bazaar,

Pantaloons, Spencer's

LG, Samsumg,Whirlpool

Calvin Clein, Revlon,

Gillette

Arrow, Chanel, Levis

7/27/2019 Introduction to branding management

5/24

Brands in India

Information

Sports

Progress & Ingenuity

CNN, BBC, NDTV

Nike, Adidas, Reebok

3M, Apple, AT&T

7/27/2019 Introduction to branding management

6/24

Brand vs. Products

Kotlers definition Core Benefit

Generic Product

Expected Product Augmented Product

Potential Product

Brand:Product + or - perceived

differentiator Rational & Tangible

Performance based Symbolic, emotional

Brand = Product + customerperception +performance + brand

name + company

7/27/2019 Introduction to branding management

7/24

Roles that Brands Play

Consumers Identification of source

of product

Assignment of

responsibility to productmaker

Risk reducer

Promise, bond

Signal of quality

7/27/2019 Introduction to branding management

8/24

Roles that Brands Play

Manufacturers Means of identification

to simplify handling &tracing

Legal protection of

unique features Signal of quality

USP & Competitiveadvantage

Source of Financialreturns

7/27/2019 Introduction to branding management

9/24

What can be Branded

Physical goodsKellogg's, Sony, Coca-Cola

ServicesIBM, Amex, Hilton, Fedex

Retailers & DistributorsWal-Mart, Target

Online Products & ServicesAmazon, Google

7/27/2019 Introduction to branding management

10/24

What can be Branded

PeopleMartha Stewart, Shahrukh Khan,

Amitabh Bachchan

Sports, Art & EntertainmentNational

Geographic, Manchester United, Movie

sequels ( Star Wars, Harry Potter

Geographic locationsThailand, Goa, Paris

7/27/2019 Introduction to branding management

11/24

Challenges

Savvy customers

Brand proliferation -Complex brand portfolios

& families

Maturing markets

Increasing competition

Decreasing brand loyalty

7/27/2019 Introduction to branding management

12/24

Challenges

Growth of private labels

Increasing trade power

High cost of product introduction & support Media fragmentation - High promotional

expenditure

7/27/2019 Introduction to branding management

13/24

Advantages

Greater loyalty

Higher margins

Licensing opportunities Brand extension opportunities

Less vulnerable to competitive marketing

actions

7/27/2019 Introduction to branding management

14/24

Good Brand

Easy

to remember

Easy

to Recognize

Suggest

Product

Benefits

Distinguish

product

positioning

relative to competition

Easy

to pronounce

AttractAttention

Legallyprotective

SuggestCompany or

Product image

7/27/2019 Introduction to branding management

15/24

Types of Brand

Premium brandtypically costs more than

other products in the category

Economy brandis targeted to a high price

elastic market segment

Fighting brandis created specifically to

counter a competitive threat

7/27/2019 Introduction to branding management

16/24

Branding

Corporate Branding-companys name is

used as a product brand name

Family Brandingwhen one brand name is

used for several related products

Brand leveragingwhen a company uses

brand equity associated with an existing

brand name to launch a new product orproduct line

7/27/2019 Introduction to branding management

17/24

Branding

Co-brandingwhen 2 or more brands work

together to market their products

Brand Licensingwhen a company sells the

rights to use their brand name to another

company for use in another geographic area

Private Brandingwhen large retailers buy

products from manufacturers in bulk and puttheir own brand name on them

7/27/2019 Introduction to branding management

18/24

Brand Rationalization

Create a separate product or service for each

target market

Gain production & marketing efficiencies

Part of corporate restructuring

Mass Niche

7/27/2019 Introduction to branding management

19/24

Strategic Brand Management

Process

Design and implementation of Mktg.

programs to build, measure andmanage brand equity

7/27/2019 Introduction to branding management

20/24

Steps

1. Identify & establish brand positioning &values

2. Planning & implementing brand marketing

programs3. Measuring & Interpreting Brand

performance

4. Growing & sustaining brand equity

7/27/2019 Introduction to branding management

21/24

Strategic Brand Management

1. Identify & establish

brand positioning &

values

Mental Maps

Competitive frame of

reference

Points of parity andPoints of difference

Core brand Values

Brand Mantra

7/27/2019 Introduction to branding management

22/24

Strategic Brand Management

2. Planning &

implementing brand

marketing programs

Mixing and matching of

brand elements

Integrated brand

marketing activities Leverage of secondary

association

7/27/2019 Introduction to branding management

23/24

Strategic Brand Management

3. Measuring &

Interpreting Brand

performance

Brand Value chain

Brand audits

Brand Tracking

Brand Equity

Management System

7/27/2019 Introduction to branding management

24/24

Strategic Brand Management

4. Growing & sustaining

brand equity

Brand-product mix

Brand Portfolios and

hierarchies

Brand expansionStrategies

Brand reinforcement

and revitalization