UNIT 1
BRAND MANAGEMENT
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BRAND
A Brand is a name, term, sign, symbol or design or a
combination of them, which is intended to identify the
goals or services of one seller or another seller and
differentiate them from other manufacturers
The American Marketing Association defines brand as a
name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from
those of other sellersA brand may identify one item, a
family of items, or all items of that seller.
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BRAN D S..
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ELEMENTS OF A BRAND
Name
Logo
Colors
Tagline or
Sounds
catchphrase
Graphics
Shapes
Scents
Tastes
Movement
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FEATURES OF A BRAND
A brand has physical qualities
A brand has its own personality
A brand has its own culture
A brand is a relationship
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FUNCTIONS OF A BRAND
Identification
Practicality
Guarantee
Optimization
Continuity
Characterization
Ethics
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BRAND MARK
The brand mark is a design
element, such as a symbol
(e.g., Nike swoosh ), logo
(e.g.,
Yahoo!
character
graphic),
(e.g.,
Keebler
Aspect or element (such as color
,
design,
inside
sound),
symbol,
typeface) of a brand that cannot
be
expressed
elves) or even a sound (e.g.,
Intel
picture,
that
provides visual or auditory
recognition for the product.
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in
words.
TRADE MARK
It is a brand or a part of brand which is given legal
protection because it is capable of exclusive appropriation.
The official definition of a trademark is any word, name,
symbol or device including, but not limited to, a distinctive
package or container of any kind, or any combination of
these, used by a person to identify and distinguish the
goods of that person, including a unique product, from
those manufactured or sold by others, and to indicate the
source of the goods, even if that source is unknown.
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TRADE MARK EXAMPLES
Company slogan or catchphrase
Examples:
Built Ford Tough",(federal registration # 2202980)
Just Do It,(federal registration # 1875307)
A Company or brand name
Example:
Ford,federal registration # 0643185
Product or service name
Example:
Amazons Kindle,federal registration # 3694267
Domain name
Example:
[Link],federal registration # 2078496
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TRADE MARK EXAMPLES
A device
Shape. Example:
Coca Cola bottle,federal registration # 1057884
Color. Example:
Canary yellow Post-Its,federal registration # 2390667
Sound. Example:
NBC chimes,federal registration # 0916522
Smell. Example:
Peppermint scent on file folders,federal registration # 3140700
Touch. Example:
Leather texture wrapping around wine bottle,federal registration # 3896100
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TYPES OF BRANDS
PERSONAL
BRAND
FAMILY
BRAND
TYPES
OF
BRAND
S
INDIVIDUA
L BRAND
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PERSONAL BRAND
The personal brand attached with
individual personality
It explains the character of the
particular popular celebrity
For example: Abdul Kalam
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INDIVIDUAL BRAND
Individual
branding,
calledindividual
also
product
brandingormulti branding, is the
marketing
strategy
of
giving
eachproductin aportfolioits own
uniquebrand name
This
facilitates
thepositioningof
each product, by allowing a firm to
position its brands
differently.
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FAMILY BRANDING
Family brandingis a marketing
strategy
that
involves
selling
several related products under
one
brand
branding
is
name.
Family
also
known
asumbrella branding.
It
contrasts
withindividual
product branding, in which each
product in a portfolio is given a
unique brand name
and School,
identity.
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SELECTING A BRAND NAME
Initialism
Descriptive
Alliteration and
Foreign word
Founders name
rhyme
Evocative
Geography
Personification
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BRAND MANAGMEMENT PROCESS
Identifying and
establishing brand
positioning
Plan and
implementing Brand
marketing
Measure and interpret
brand
Grow and sustain
brand EQUITY
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UNIT II
BRAND MANAGEMENT
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VISION
A Vision is a description of the business, as
you want it to be.
It is, a mental image produced by the
imagination.
It involves seeing the optimal future for your
business, and vividly describing this vision.
The description might include HOW things
will be WHERE, WHOM with, WHAT youll be
doing and HOW youll feel.
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BRAND VISION
A vision paints a picture of what you are trying to achieve with your
brand in a simple sentence.
This is the strategic goal of a brand.
It indicates the direction into which a given brand should develop
medium- or long-term.
EXAMPLE:
"To be the Number 1 brand in the UK sun care market in penetration,
sales and likeability.
To provide innovative solutions to market needs.
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BRAND AMBASSADOR
One
who
product
on
represent
the
behalf
the
of
entire company.
A well-connected person or a
celebrity
who
promote
is
used
to
andadvertisea
product or service
A brand ambassador can also
be called as an marketing
agent of a company.
Intention beyond is to market
the product.
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BRAND AMBASSADOR
Brand
ambassadoris
amarketing
termfor
acelebrityemployed
by
acompanyto
its
promote
products or services within the
activity
known
branding.
The
ambassador
is
ascelebrity
brand
meant
to
embody thecorporate imagein
appearance, demeanor, values
and ethics.
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CHARACTERISTICS OF A GOOD
AMBASSADOR
Open
mindednes
s
Curiosity
Kindness
Understanding that no matter how much
you
already know, there is still much more to
learn
A strong desire to really understand
other
people
A must for a good ambassador
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CHARACTERISTICS OF A GOOD
AMBASSADOR
Humility
Pride
Realism
Honesty
Realizing youre not superior to others,
only
different
Knowing you represent something of real
value
Realizing what the real characteristics of
your
group are
A strong wish to understand the truth
about
yourself and others
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BRAND PERSONALITY
A
set
of
human
characteristics
that
are
attributed to a brand name
This is the added-value that a brand gains,
aside from its functional benefits
Personality is how the brand behaves
Example: IBM is older while Apple is younger
India Today is old-fashioned while Outlook is
trendier
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WHY USE BRAND PERSONALITY?
Enriches understanding (For
ex., Microsoft, IBM etc.,)
Contributes
differentiating
to
a
identity
(Clinic Plus Vs Pantene)
Guides
the communication
effort (For ex., Is Nike shoes
or sports, performance and
attitude?)
Creates brand equity
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PRODUCT-RELATED CHARACTERISTICS
Product-related characteristics can be primary
drivers of a brand personality
Even the product class can affect personality
Banks, Insurance etc., tend to be Competent,
Serious, Masculine, Older and Upper-class
Athletic shoes tend to be Young, Lively, Rugged,
Outdoorsy, Adventurous etc.,
A high-priced brand will be considered wealthy,
stylish
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SPONSORSHIPS
Activities such as events
sponsored by the brand will
influence its personality
Ponds sponsoring Feminas
Miss India contest
Budweiser sponsoring the
blimp in American sporting
events
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USER IMAGERY
Can be powerful driver of personality
because user is already a person and
so conceptualizing the personality is
reduced
User Imagery can be people who use
the brand or those portrayed in
advertisement
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AGE
How long a brand has been on the
market can affect its personality
New entrants like Apple, Outlook
etc., tend to have younger brand
personalities than IBM, India Today
etc.,
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SYMBOL
A
symbol
powerful
can
be
influence
a
on
brand personality since it
can be controlled and can
have
extremely
strong
associations
Some examples
Apples bitten apple
Nikes swoosh
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TO SUM UP
A brand personality can help a brand in several ways:
It can provide a vehicle for customers to express their own identity
A brand personality metaphor helps suggests the kind of
relationship that customer has with brand
Brand personalities serve to represent and cue functional benefits
and product attributes well
Importantly, brand personality is often a sustainable point of
differentiation
Sustainable because it is very difficult to copy a personality
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BRAND EXTENSION
Brand
extensionorbrand stretchingis
amarketing strategy in which a firm
marketing
product
with
well-
developed image uses the samebrand
namein a different product category.
The existing brand is the parent brand
and the new brand is the sub-brand.
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TYPES OF BRAND EXTENSION
LINE EXTENSION
New
product
targeting
new
market
segment
the
product
within
category
the
parent
brand serves.
CATEGORY EXTENSION
Marketers
apply the
parent brand to enter
a
different
product
category from the one
it currently serves.
Example: Head & Shoulder
Dry
Scalp Shampoo
Example:
Watches
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Swiss
Army
EXAMPLES OF LINE EXTENSION
HEAD & SHOULDERS LINE EXTENSION
COCA COLAS LINE EXTENSION
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EXAMPLES OF CATEGORY EXTENSION
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BRAND POSITIONING
Positioninghas come to mean the process by
which marketers try to create an image or
identity in the minds of their target market
positioning is the act of designing the
companys offers and image so that it
occupies a distinct and valuable place in the
target customers mind
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BRAND POSITIONING
Re-positioninginvolves
changing
the
identity of a product, relative to the identity
of competing products, in the collective
minds of the target market.
De-positioninginvolves
attempting
to
change the identity of competing products,
relative to the identity of your own product,
in the collective minds of the target market.
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APPROACHES TO POSITIONING:
[Link] on the consumer
[Link] on the competitors
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PROCESS OF PRODUCT/ BRAND POSITIONING
Know your target audience well
Identify the product features
Unique selling Propositions
Know your competitors
Ways to promote brands
Maintain the position of the brand
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BRAND IMAGE
Impression in theconsumers' mind of a
brands total personality(realand
imaginaryqualitiesand shortcomings).
Brand image isdevelopedover time through
advertising campaignswith
aconsistenttheme, and is authenticated
through the consumers direct experience.
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BRAND IMAGE
It can be defined as a unique bundle of
associations
within
the
minds
of
target
customers.
It signifies what the brand presently stands for.
It is a set of beliefs held about a specific brand
Brand
image
products
develops
character
in
and
a
conveys
unique
different from its competitors image.
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the
manner
BRAND IMAGE
The brand image includes products' appeal,
ease of use, functionality, fame, and overall
value
Brand image is the objective and mental
feedback
of
the
consumers
when
they
purchase a product
Positive brand image enhances the goodwill
and brand value of an organization.
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BENEFITS OF BRAND IMAGE
Functional benefits
Emotional benefits
What do you do
better
Rational
benefits/support
How do you make
me feel better
Why do I believe you
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CASE - STUDY - VODAFONE
The Strategy :
The Strategy Mumbai, September 19, 2007: Vodafone, the worlds
leading international mobile communications company, has fully
arrived in India. Vodafone Essar announced today that the Vodafone
brand will be launched in India from 21st September onwards. At 9pm
all the television set went Red, i.e. the Hutch is now Vodafone
commercial were aired across all the channels of Star Network and
also other Networks like Sony, Ndtv. The Commercials were aired on
Radio as well. All the Hutch Costumer Care Stores were revamped
overnight.
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THE RESULT
There
was 82% Brand Recall
amongst TV viewing audience. There
was 80% Brand Recall amongst Non TV viewing audience. It led to a one
day transformation, which was
successful nationally.
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BRAND MANAGEMENT
UNIT III
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UNIT III
BRAND IMPACT: Branding impact on
buyers-competitors , Brand loyaltyloyalty programmes-brand equity-role
of brand manager-Relationship with
manufacturing-marketing-finance
-purchase and R & D-brand audit.
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BRAND LOYALITY
American Marketing
Associationdefinesbrand loyaltyas:
The situation in which a consumer
generally buys the same manufactureroriginated product or service repeatedly
over time rather than buying from
multiple suppliers within the category"
"The degree to which a consumer
consistently purchases the same brand
within a product class" (consumer
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behavior definition).
BRAND LOYALITY
It consists of a consumer's commitment to
repurchase or otherwise continue using the brand
It can be demonstrated by repeated buying of a
product or service, or other positive behaviors
such as word of mouth advice
Loyalty includes some degree of pre-dispositional
commitment toward a brand
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FACTORS INFLUENCING CUSTOMER
LOYALTY
Core offering
Satisfaction
The marketplace
Demographics
Share of wallet
Customers' perceived value
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BENEFITS OF BRAND LOYALTY
Brand loyal consumers start building a relationship with the brand
They become advocates of the brand by their positive word of
mouth
Brand loyal consumers become passionate about the brand and
form clubs which results in further strengthening the brand
Loyal consumers may be prepared to try out the variants of the
brand
They may be prepared to pay a premium
Consumers may also transfer their brand loyalty across product
categories
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TYPES OF BRAND LOYALTY
Hard-core Loyal - who buy the
brand all the time.
Split Loyal - loyal to two or
three brands.
Shifting Loyal - moving from
one brand to another.
Switchers - with no loyalty
(possibly 'deal-prone',
constantly looking for
bargains or 'vanity prone',
looking for something
different
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ROLE OF BRAND MANAGERS
Researching consumer markets and monitoring
market trends
Looking at the pricing of products and analyzing the
potential profitability
Exploring
new
ways
to
communicate
with
customers
Generating names for new and existing products
and services and coming up with packaging designs
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ROLE OF BRAND MANAGERS
Overseeing the production of TV, newspaper and magazine
adverts
Liaising with art designers, copywriters, media buyers and
printers
Ensuring the designs and messages in marketing literature
and campaigns meet the company brand and regulatory
guidelines
Monitoring consumer reactions through focus groups and
market research
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QUALITIES OF A BRAND MANAGER
Have an instinctive feeling about future product
concepts
Have strong marketing skills and knowledge
Be creative, entrepreneurial thinkers
Have excellent communication and listening
skills
Enjoy working in a deadline-driven, creative
environment.
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BRAND EQUITY
Brand Equity is the value of a brand built up over a
period of time. It is composed of four components
namely Image, Perception, Awareness and Loyalty.
David Aaker defines brand equity as: A set of
assets and liabilities linked to a brand's name and
symbol that adds to or subtracts from the value
provided by a product or service to a firm and/or
that firm's customers
Brand Equity is an asset that can be sold or leased
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BRAND EQUITY
Brand equityrefers to themarketingeffects and
outcomes that accrue to a product with its brand
name compared with those thatwouldaccrue if the
same product did not have the brand name.
Brand equity is one of the factors which can
increase the financial value of a brand to the brand
owner
BE is an important intangible assets that has
psychological and financial value to the firm.
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FACTORS INFLUENCING BRAND EQUITY
Changing market share
Profit margins
Consumer recognition of logos and
other visual elements
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FACTORS INFLUENCING BRAND EQUITY
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BRAND AWARENESS
Brand
Recognition:
Consumers
ability to confirm prior exposure to
the brand when they go to the store
Brand Recall: Ability to retrieve the
brand from the memory when given
the product category
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POSITIVE BRAND EQUITY
The positive effect of the brand on
the difference between the prices
that the consumer accepts to pay
when the brand known compared to
the value of the benefit received
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NEGATIVE BRAND EQUITY
If consumers are willing to pay more
for a generic product than for a
branded one, however, the brand is
said to have negative brand equity
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MANAGING BRAND EQUITY
Brand Reinforcement
Consistently convey the meaning of the brand
to customers
What
the
core
brand
represents,
benefits
supplied, which needs it satisfies
How
brand
makes
those
product/service
superior and which strong favorable unique
brand association should exist in the mind of
customer
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newBusiness
product
introduction
MANAGING BRAND EQUITY
Requires consistency of marketing support
(new offerings, new promotions)
Example- Nivea from skin crme to skin care
and personal care products.
Early 70s brand still a leader-coke kodak,
hienz,wrigleys
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BRAND AUDIT
It is a consumer focused exercise that involves
a series of procedures to assess the health of a
brand,
uncover
sources
of
brand
equity,
suggest ways to leverage that equity.
Is current brand equity satisfactory
What
brand
associations
needs
strengthened
What brand opportunity exist
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to
be
BRANDAUDIT
What potential challenges exist from the brand equity.
As a result strategic analysis to develop a new
marketing program to maximize long term brand equity
Externally, consumer-focused assessment
A comprehensive examination to assess the health of
the brand, uncover its sources of equity and suggest
ways to improve and leverage that equity.
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BRAND AUDIT
It includes
Brand vision
Mission
Promise
Values
Position
Personality
Performance
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IMPORTANCE OF BRAND AUDITS
Understand sources of brand equity
Firm perspective
Consumer perspective
Set strategic direction for the brand
Recommend marketing programs to
maximize long-term brand equity
Versatile Business School, Egmore, Chennai - 600 008
STEPS IN BRAND AUDIT
Brand inventory ( supply side)
Brand exploratory (demand side)
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BRAND AUDIT STEPS
Brand audit objectives , scope, and approach
Background about the brand(self-analysis)
Background about the industries
Consumer analysis (trends, motivation,
perceptions, needs, segmentation, behavior)
Brand inventory
Elements, current marketing programs, POPs,
PODs
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BRAND AUDIT STEPS
Brand portfolio analysis
Competitors brand inventory
Strengths and weaknesses
Brand exploratory
Brand associations
Brand positioning analysis
Consumer perceptions analysis
Summary of competitor analysis
SWOT analysis
Brand equity evaluation
Strategic brand management recommendations
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STEPS IN BRAND AUDIT
BRAND INVENTORY
BRAND EXPLORATORY
Brand elements
Supporting marketing
programs
Profile of competitive
brands
POPs and PODs
Awareness
Favorability
Uniqueness of
associations
Customer based
Brand mantra
equity model
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BRAND AUDIT STEPS
BRAND INVENTORY
Suggests
the
bases
BRAND EXPLORATORY
for
positioning the brand
Offers insights to how brand
equity may be better managed
Assesses
consistency
message
brand
brands
among
extensions,
in
order
redundancies,
activities,
and
to
overlaps
consumer confusion
in
sub
avoid
and
Uncovers knowledge
structures for the core
brand as well as its
competitors
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UNIT IV
BRAND MANAGEMENT
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UNIT IV
BRAND REJUVENATION: Brand rejuvenation
and re-launch, brand development through
acquisition, take over and merger-Monitoring
brand performance over the product life
cycle. Co-branding
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BRAND REJUVINATION
Brand
rejuvenation
involves
adding
value to an existing brand by improving
product attributes and enhancing its
overall appeal
It is intended to re-focus the attention of
consumers on an existing brand
Brand rejuvenation helps overcome the
consumers boredom in seeing the same
product on the shelves year after year
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super,
special
premium,
deluxe, extraVersatile
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EXAMPLES OF REJUVENATED BRANDS
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EXAMPLES OF REJUVENATED BRANDS
New Burnol:
Burnol
became
New
and
appeared in a new
pack.
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EXAMPLES OF REJUVENATED BRANDS
New Horlicks : its New
Horlicks
the
New
Horlicks claimed more
nourishment
through
additional protein and
calcium,
eight
essential vitamins and
iron.
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EXAMPLES OF REJUVENATED BRANDS
New Nescafe:
New
Nescafe
was
made using the new
agglomeration coffee
process,
instead
of
the fine powder form
and the coffee now
came in small round
goblets
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OBJECTIVES
Rejuvenation aims at revival of brand. The
intention is to breathe some new life into a
brand that may be showing signs of decline
Even healthy, successful brands may need
occasional rejuvenation because of competition.
The brand has to be updated. It ensures the
steady success of the growing brand
It helps keep the brand live and in focus
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RE-LAUNCH
Re-launching
brand
means
thinking
beyond a new design or a new name. It
means, "going deeper.
A successful example, they point out, is
Lifebuoy.
From being an economic and normal bathing
soap it was repositioned in the health and
wellness group
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OBJECTIVES OF BRAND RE LAUNCH
To bring it to a better level in terms of
sales, market share and profit than
what its current position reflects.
Tore launchthe brand and reposition it
for faster growth and market share
Tore launcha brand that has failed due
to an inappropriate marketing mix
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BRAND RE LAUNCH: METHOD 1
Keep allelements ofthe mix the same but reposition thebrandin the
minds and hearts of customers.
Nothing is done to the product, the pricing or the distribution but the
communication
and
the
entire
repositioning
exercisechanges
the
perceived value of thebrand.
The elements used would be in the area of the communication mix
including thepackaging.
This approach is usually followed when consumers have accepted the
product, found it affordable and available but do not want to use it because
they feel it does not match their needs or aspirations, keeping the
psychographics in mind.
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BRAND RE LAUNCH: METHOD 2
Change the channel and distribution strategy.
Other elements may be working but the distribution
channel may be ineffective due to the choice of inappropriateoutletsor even ineffective trade margins
andmarketingstrategy.
This
can
be
linked
with
the
sales
effort,
sales
organization and structure.
This happens in cases where the product is accepted,
its awareness is high but it is not available. There is,
therefore, wastage ofadvertisingmoney.
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BRAND RE LAUNCH:METHOD 3
Revamp
every
element
marketing
thebrandname,
ofthe
mixincluding
the
product
ingredients and pricing, and bring it out
with anew priceand bring it out as a
new avatar.
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MONITORING THE BRAND
FIRM LEVEL
PRODUCT
LEVEL
CONSUMER
LEVEL
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FIRM LEVEL APPROACH
Firm level approaches measure the
brand as a financial asset
A calculation is made regarding how
much
the
brand
is
anintangible asset
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worth
as
PRODUCT LEVEL APPROACH
The
classic
product
level
brand
measurement example is to compare
the price of a no-name or private label
product to an "equivalent" branded
product.
The difference in price, assuming all
things equal, is due to the brand.
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CONSUMER LEVEL APPROACH
This approach seeks to map the mind of the
consumer to find out what associations with
the brand the consumer has.
This approach seeks to measure the awareness
(recall and recognition) and brand image
Brands with high levels of awareness and
strong, favorable and unique associations are
high equity brands
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MEASURING BRAND PERFORMANCE
Comparative method
Brand based comparative method
Market based comparative method
Holistic approach
Residual approach
Value added approach
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COMPARATIVE METHOD
BRAND BASED COMPARATIVE METHOD
One
set
respond
of
to
consumers
the
marketing
MARKET BASED COMPARATIVE METHOD
Consumers respond to
program of the target brand
changes in elements
and
of the marketing
another
consumers
program
of
react
a
set
of
to
the
competitive
brand or fictitious brand.
Example: Case of T Mobile
and Virgin Mobile.
program or marketing
activity for the target
brand or competitive
brand.
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HOLISTIC APPROACH
Attempt to place an overall value on
the brand
in either abstract utility
terms or concrete financial terms
Net out various considerations to
determine the unique contribution of
the brand
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HOLISTIC APPROACH
Examine the value of
the
brand
RESIDUAL APPROACH
by
subtracting
VALUE ADDED APPROACH
Attempt to place a financial
consumers
value on brand equity for
preferences based on
accounting purposes
physical
product
attributes alone from
their
overall
preferences
brand
Useful in cases of mergers
and acquisitions, brand
licensing, fund raising, and
brand management
decisions
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PRODUCT LIFE CYCLE
It gives a list of stages a product
undergoes during its life time It
contains the following stages
Initial
Growth
Maturity or saturation
Decline
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MONITORING BRAND PERFORMANCE OVER
THE PLC
Relevant issues in PLC analysis include:
Determining the length and rate of change of
the PLC
Identifying the current PLC stage and selecting
the product strategy that corresponds to that
stage
Anticipating threats and finding opportunities
for altering and extending the PLC
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BRAND DEVELOPMENT
It can be achieved with the help of
following methods
Mergers
Acquisitions
Take over
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CO-BRANDING
Co-branding, also called brand partnership, is
when two companies form an alliance to work
together, creating marketing synergy.
Co-branding is an arrangement that associates
a singleproductorservicewith more than one
brand name
Associates a product with someone other than
the principal producer.
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OBJECTIVES OF CO-BRANDING
The object for this is to combine the
strength of two brands
To maximize their brand extension
success rates
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LEVELS OF CO BRANDING
Glo
bal
Bra
ndi
ng
Brand extension
Market share
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LEVELS OF CO BRANDING
Level 1
Includes joining with another company to penetrate
the market
Level 2
Working to extend the brand based on the company's
current market share
Level 3
Tries to achieve a global strategy by combining the
two brands
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FORMS OF CO BRANDING
Ingredient co-branding
Same-company co-branding
Joint venture co-branding
Multiple sponsor co-branding
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INGREDIENT CO-BRANDING
This involves creating brand equity for materials, components
or parts that are contained within other products
Examples:
Betty Crockers brownie mix includes Hersheys chocolate
syrup
Pillsbury Brownies with Nestle Chocolate
DellComputers withIntelProcessors
KelloggPop-tarts with Smuckers fruit
Samsunghardware withGooglesoftware ([Link] Nexus)
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SAME-COMPANY CO-BRANDING
This is when a company with more than one
product promotes their own brands together
simultaneously
Examples
Kraft Lunchables and Oscar Mayer meats
Other examples include the marketing ofGillette
M3
Powershaving
equipment
(which
require
batteries) withDuracellbatteries (both brands
owned byProcter & Gamble).
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JOINT VENTURE CO-BRANDING
Joint venture co-brandingis another form of co-
branding defined as two or more companies going
for a strategic alliance to present a product to the
target audience.
Example:
British Airways and Citibank formed a partnership
offering a credit card where the card owner will
automatically become a member of the British
Airways Executive club
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MULTIPLE SPONSOR CO-BRANDING
This form of co-branding involves two
or more companies working together to
form a strategic alliance in technology,
promotions, sales, etc.
Example
Citibank/American Airlines/Visa credit
card partnership
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APPLICATIONS
Co-branding may help usage extension
Co-branding appears in sales promotions too
Loyalty programmes, increasingly, include co-
branding
sharing
arrangements.
the
cost
of
Corporations
loyalty
are
programmes
between their own brands
Co-branding may signal a trade marketing
operation
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UNIT V
BRAND MANAGEMENT
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SYLLABUS
BRAND STRATEGIES: Designing and
implementing branding strategiesCase studies
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BRAND STRATEGY
Branding
strategy
or
brand
architecture : It gives the framework
which tells which logo, design and
brand captions to be used for a new
and existing product in order to
attract and retain customers
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BRAND STRATEGY
A plan for the systematic development of a
brand to enable it to meet its agreed objectives.
The strategy should be rooted in the brand's
vision
and
driven
by
the
principles
of
differentiation and sustained consumer appeal.
The
true
brand
is
the
sum
total
of
the
perceptions of all the constituencies which
contribute to revenues and profits.
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ROLE OF BRANDING STRATEGY
Clarify-Brand awareness-improve
consumer understanding and
communicate similarity and
differences between two products
Motivate-Brand Image-transfer of
equity from brand to individual
product to increase trial and repeat
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THE BRAND PRODUCT MATRIX
Matrix
representation
of
all
the
products and brands sold by the firm
Rows
-brands of the firms
Columns
-products of the firm
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BREADTH OF BRANDING STRATEGY
It describes the number of products
linked to a brand
Number of product lines
Variants in each product lines
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BREADTH OF THE BRAND
Number and nature of different
product linked to the brand
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FACTORS AFFECTING BREADTH OF BRAND
Aggressive market factors
Category factors
Environmental factors
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BRAND HIERARCHY
Displaying the nature and number of
brands of common and distinctive
brand
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DESIGNING BRAND STRATEGY
Number of levels of the brand hierarchy
The desired brand awareness and image at
each level
Combinations
of
brand
elements
from
different levels of hierarchy
Linking brand elements to multiple products
Adjustment to marketing program
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GUIDELINES FOR GOOD BRAND
ARCHITECTURE
Adopt a strong customer focus
Avoid over branding
Create broad, robust brand platform
Selectively employ sub brands
Do brand extensions to establish new
brand equity
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IMPLEMENTATION
Building awareness of the company
and nature of the business
Building
company
trustworthiness
and credibility
Creating
corporate
image
association that can be leveraged by
product specific marketing
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TYPES OF BRANDING STRATEGY
Normally, a company can opt for one
or more of the following strategies:
Product branding
Product-line branding
Product-range branding
Corporate branding
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PRODUCT BRANDING
This type of brand give each individual product an
exclusive brand name and the company name
being ignored
It
allows
the
brand
to
have
unique
values,
personality, identity and positioning.
By doing so, it implies that every new product the
company brings on to the market is a new brand
and can be positioned precisely for a specific
market segment
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PRODUCT BRANDING
It has the advantage of making it easier for the
company to evaluate brand performance and worth
and allows better resource-allocation decisions.
The major drawbacks are product cannibalization if
consumers
cannot
differentiate
clearly
among
product brands and involves higher advertising and
promotion budget and is totally self-supporting with
little or not brand name assistance or assurance
from the parent.
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PRODUCT-LINE BRANDING STRATEGY
Here, the products appear under the same brand
name and possess the same basic identity but
with slightly different competencies.
For example, Follow Me line of hair shampoos.
Here the brand line comes under the hair-care
category but the different line extensions cover
complementary applications of essentially the
same product
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PRODUCT-LINE BRANDING STRATEGY
Advantages therefore are economies of scale in
advertising and promotion and each new line
extension strengthens the position of the brand
and therefore its image.
The line helps defend the category from predatory
attack.
Individual product brands can move across to line
brands as companies find ways of extending the
brand to different consumer groups or segments.
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PRODUCT- RANGE BRANDING STRATEGY
A number of products or services in a broad category are grouped
together under one brand name and promoted with one basic identity.
Compared to product-line branding, product-range branded products
carry out the basically the same functions but at different performance
levels like various cars in the Mercedes S, E, C and A class and Intels
Pentium and Celeron ranges of microprocessors.
Therefore the advantage here is that a single brand name allows some
economies of scale in advertising and promotion as the products tend
to carry the same overall brand values and positioning.
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CORPORATE BRANDING STRATEGY
There
are two approaches in the Corporate brand
exercises
First is to promote its name as the main brand name
sometimes referred to as monolithic or umbrella branding.
Here the product is not branded individually or as strongly
as the corporate brand. Companies using this approach
IBM, Virgin, Sony.
The basic principle is that the companies believed that the
company name is the life of an enterprise.
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CORPORATE BRANDING STRATEGY
The second approach which is becoming popular
whereby the product brand name has a high profile
but is endorsed by the parent company which gives
the product a stamp of quality and credibility.
Here
the
product
brand
is
self
supporting
in
practically every respect but retains the assurance of
the corporate brand endorsement.
It also called house or endorsement branding. Nestle
uses this to protect and guarantee the performance
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