Branding-品牌管理文档.ppt

Final sessionByK AnandhiCII-ILBrand Management1 1 BrandA name,term,symbol,A name,term,symbol,design,or combination design,or combination thereof that identifies a thereof that identifies a sellers products and sellers products and differentiates them from differentiates them from competitors petitors products.2 2An Effective Brand NameIs easy to pronounceIs easy to recognize and rememberIs short,distinctive,and uniqueDescribes the product,use,and benefitsHas a positive connotationReinforces the product imageIs legally protectable3 3BrandingBrand NameBrandMarkBrand EquityThat part of a brand that can be spoken,including letters,words,and numbers.The elements of a brand that cannot be spoken.The value of company and brand names.Awareness,quality,loyalty,patent and trademark.4 4Benefits of Brandingn nPowerful asset/tool in establishing Powerful asset/tool in establishing n ncompetitive advantage-competitive advantage-translates into brand equity(the value of the company and translates into brand equity(the value of the company and brand names)brand names)n nProduct identification!Product identification!Consumers familiar with brandConsumers familiar with brand Often equates to qualityOften equates to qualityn nGlobal brandGlobal brand=20%of product sold outside home country=20%of product sold outside home country Acts as an ambassadorActs as an ambassador5 5Advantages of Brandingn nConsumers viewpointConsumers viewpoint1.1.Product quality and consistencyProduct quality and consistency2.2.Increased shopper efficiency/identificationIncreased shopper efficiency/identification3.3.Calls attention to new productsCalls attention to new products4.4.Reduces psychological riskReduces psychological riskn nSellers viewpointSellers viewpoint1.1.Handling orders,tracking down problemsHandling orders,tracking down problems2.2.Trademark legal protection and unique product Trademark legal protection and unique product feature.feature.3.3.Brand equity and brand loyaltyBrand equity and brand loyalty4.4.Reduces need for in-store contactReduces need for in-store contact5.5.Facilitates segmentation,promotion,and pricingFacilitates segmentation,promotion,and pricing6 6The Worlds Most Valuable Brands7 7Brand StrategyLine ExtensionsBrand ExtensionsMultibrandsNew Brands Brand SponsorManufacturers BrandPrivate BrandLicensed BrandCo-brandingBrand Name SelectionSelectionProtectionMajor Branding Decisions 8 8Branding StrategiesBrandNo BrandManufacturers BrandPrivate BrandIndividualBrandFamily BrandCombi-nation IndividualBrandFamily BrandCombi-nation9 9Generic BrandA no-frills,no-brand-name,A no-frills,no-brand-name,low-cost product that is low-cost product that is simply identified by its simply identified by its product category.product category.1010Manufacturers Brands VersusPrivate BrandsManufacturers Manufacturers BrandBrandPrivate Private BrandBrandThe brand name of a manufacturer.A brand name owned by a wholesaler or a retailer.Also known as a private label or store brand.1111Individual Brands VersusFamily BrandsIndividual Individual BrandBrandFamily Family BrandBrandUsing different brand names for different products.Marketing several different products under the same brand name.1212Line ExtensionGodrej Fair glow fairnessWashing machine.MultibrandsBrand ExtensionBrand RejuvenationBrand RelaunchBrand ProliferationNew Brands NameEx:ManikchandBrand NameExistingNewProduct CategoryExistingNewFour Brand Strategies 1313 Line ExtensionDevelopment of a product that is Development of a product that is closely related to one or more closely related to one or more products in the existing product products in the existing product line but designed specially to line but designed specially to meet the somewhat different meet the somewhat different needs of customers.needs of customers.1414Brand extensionn nExtending the brand to another form of same Extending the brand to another form of same product.(e.g.Toothpaste)product.(e.g.Toothpaste)n nProduct Line extensions e.g.Saffola Oil.Product Line extensions e.g.Saffola Oil.n nReaching new categories Fairness creams to soap.Reaching new categories Fairness creams to soap.Easy flow of soaps in the marketEasy flow of soaps in the marketTwo Types:Two Types:Upward brand extensions(upper market segment)Upward brand extensions(upper market segment)Downward brand extensions(lower market segment).Downward brand extensions(lower market segment).Ex.NirmaEx.Nirma1515Brand Rejuvenation Process of revitalizing an ailing brand.Process of revitalizing an ailing brand.E.g.Cadburys,Horlicks E.g.Cadburys,Horlicks Three steps involved Three steps involved1.Discovery:process of identifying the company 1.Discovery:process of identifying the company and what they mean to the customersand what they mean to the customers2.Innovation:shortcoming are removed and tested 2.Innovation:shortcoming are removed and tested on loyal customers and wholesalers.on loyal customers and wholesalers.3.expression:project positive image of the brand in 3.expression:project positive image of the brand in the customers minds.the customers mindsProduct Relaunch:Product launched after a time gap.Product Relaunch:Product launched after a time gap.1616Brand Proliferationn nIt is an introduction of product with new brand names in It is an introduction of product with new brand names in the same product category.It is converse of brand the same product category.It is converse of brand extension.It helps to increase the market share of the extension.It helps to increase the market share of the product.Eg.HUL with different brand of same type of product.Eg.HUL with different brand of same type of products.products.Disadvantage:Disadvantagen nCompanys brands compete with each otherCompanys brands compete with each othern nCompany has to divide the resources among these Company has to divide the resources among these brands for their maintenance.brands for their maintenance.n nThe cost of distribution,advertising,packaging and The cost of distribution,advertising,packaging and inventory costs also go up significantly.inventory costs also go up significantly.1717Multibrandsn nFirms adopt multiple branding strategies to capture a greater market share by filling the gaps in the market and catering different buying pattern of the customers.n nEx:nokia cell phone,BikeDisadvantage With the multi-branding strategy is that the company may obtain a smaller market share of all the brands.1818CobrandingOn Linehttp:/http:/IngredientBrandingCooperative BrandingComplementary BrandingTypes of CobrandingTypes of CobrandingAOLOn Linehttp:/http:/1919Co brandingn nTwo or more brand names on the product or its Two or more brand names on the product or its packagepackage Ingredient brandingIngredient branding i.e.,Hero Honda recommending MRF tyresi.e.,Hero Honda recommending MRF tyres Cooperative brandingCooperative branding Airline/hotel/credit card packagesAirline/hotel/credit card packages Borrow on each others brand equityBorrow on each others brand equity Complementary brandingComplementary branding Advertised or marketed together to suggest usageCoco cola Advertised or marketed together to suggest usageCoco cola recommending kinley mineral water.recommending kinley mineral water.2020Brand Managementn nBrand equityBrand equity:The goodwill(equity)that an:The goodwill(equity)that an established brand has built up over its existence.established brand has built up over its existence.n n“DREKDREK”-differentiation,relevance(strength)”-differentiation,relevance(strength)-esteem,knowledge(stature)-esteem,knowledge(stature)n nBrand conceptBrand concept:specific meaning that brand:specific meaning that brand managers create and communicate to the target managers create and communicate to the target market.market.n nBrand concept managementBrand concept management:the analysis,planning,:the analysis,planning,implementation,and control of a brand concept implementation,and control of a brand concept throughout the life of the brand.throughout the life of the brand.n nSemiotics:Science of signsSemiotics:Science of signsn nE.g HUL testing Power Brands(30)E.g HUL testing Power Brands(30)2121PackagingFunctionsFunctionsofofPackagingPackagingContain and ProtectPromoteFacilitate Storage,Use,and ConvenienceFacilitate Recycling2222 Packagingn nActivity of designing and producing Activity of designing and producing the container or wrapper for a the container or wrapper for a product.product.n nPackaging used to just contain and Packaging used to just contain and protect the product.protect the product.n nPacking now has promotional value Packing now has promotional value and marketers should:and marketers should:Establish a packaging concept,Establish a packaging concept,Develop specific elements of the Develop specific elements of the package,package,Tie together elements to support the Tie together elements to support the positioning and marketing strategy.positioning and marketing strategy.VIEW ModelVIEW Model2323Packagingn nNot just the container part of the on-going Not just the container part of the on-going promotion/advertisingpromotion/advertisingn n#1 job is still containment/protection of product#1 job is still containment/protection of productn n#2 Promote the product#2 Promote the product Way to differentiate from competitorsWay to differentiate from competitors Inform the customer(ingredients,size,etc.)Inform the customer(ingredients,size,etc.)Colors to cue customers(green=healthy)Colors to cue customers(green=healthy)n n#3 Faciliate storage,use and convenience#3 Faciliate storage,use and convenience Also way to segment market(sugar in big crummy Also way to segment market(sugar in big crummy bag vs.carton=type of user,single servings,kid bag vs.carton=type of user,single servings,kid friendly/safe)friendly/safe)n n#4 Facilitate recycling and reducing environmental#4 Facilitate recycling and reducing environmental damagedamage2424Labelingn nPrinted information appearing Printed information appearing on or with the package(e.g.,on or with the package(e.g.,Nutrition Facts Panel)Nutrition Facts Panel)n nPerforms several functions:Performs several functions:IdentifiesIdentifies product or brand product or brand DescribesDescribes several things about several things about the productthe product PromotesPromotes the product through the product through attractive graphics.attractive graphics.2525LabelingPersuasiveFocuses on promotional themeInformation is secondaryInformationalHelps make proper selectionsLowers cognitive dissonanceIncludes use/care2626Packaging and Labelingn nPersuasive:promotional first,and customer Persuasive:promotional first,and customer information is secondaryinformation is secondary Use a logo or themeUse a logo or theme“New”,“improved”dont do as much for consumer“New”,“improved”dont do as much for consumern nInformational labeling:Help consumer make Informational labeling:Help consumer make“right”choice and lessen possible cognitive“right”choice and lessen possible cognitive dissonancedissonance i.e.,nutrition labels,care information,construction i.e.,nutrition labels,care information,construction standards,etc.standards,etc.2727Universal Product CodesA series of thick and thin A series of thick and thin vertical lines(bar codes),vertical lines(bar codes),readable by computerized readable by computerized optical scanners,that optical scanners,that represent numbers used represent numbers used to track products.to track products.2828Any doubts?2929