Presentation on BRAND MANAGEMENT Presented to
Prof Subbarao Presented by
Manu Kaura VIVA IMS, MUMBAI
TOPICS
DEFINITION’S OF BRAND.
FUNCTIONS OF A BRAND
TYPES OF BRANDS
WHY BRANDING IS IMPORTANT?
BRAND IS A LONG TERM VISION.
BRAND V/S PRODUCT.
BRAND ESSENCE
BRAND IDENTITY
BRAND REVITALISATION
BRAND PLATFORM
What is a brand ? A brand is the specific type of the product form. A brand represented by a brand name, symbol, design, logo, which is the identity of a particular product form that customers recognise as being different from other.
A brand is one of a company's strongest assets although it does not appear on its balance sheet. Branding involves attributing a name, sign or symbol to a company's goods or services. These differentiate the products or services from competing goods and service the products. Sometimes branding can be so successful that the brand takes on a personality of its own. Growing a successful brand also allows a company to develop sub-brands and facilitates an organisation if it wishes to create line extensions of its original brand. :: Cadbury, Coca Cola, Nike etc.
Examples of some Brands with Logos NIKE
Kellogg's
Hert z
Please tell me which industries do the brands and logos belong to…..
Functions of a Brand Function Consumer Benefits Identification To be clearly seen, to make sense of the offer etc Practicality
To allow saving of time and energy through identical repurchasing
Guarantee
To be sure of finding the same quality no matter where you are or when you buy the product or service
Optimisation To be sure of buying the best product in its category, the best performer for a particular
Functions of a Brand Function Consumer Benefits Characteristi To have confirmation of your selfc image or the image that you present to others Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years Hedonistic Satisfaction linked to attractiveness of the brand, to its logo, to its communication Ethical
Satisfaction linked to the
Types of Brands Generic product: item characterized by plain label, with no advertising and no brand name Manufacturers’ brand: brand name owned by a manufacturer or other producer (Dr. Pepper or Bectors)
Private brands: brand name placed on products marketed by wholesalers and retailers (Sam’s Choice beverage (Wal-Mart)
Captive brands: national brands that are sold exclusively by a retail chain ( AMWAY etc)
Family brand: brand name that identifies several related products (surf excel, surf blue etc)
Individual brand: unique brand name that identifies a specific offering within a firm’s product line and that is not grouped under a family brand
Why Branding Is Important? BRAND-WAGON Analysis
BRAND ENGINE Business Brand Potential Values
Busi. Obj.
BUSINESS STRATEGY
Marketing Mix: Segment Product/Pkg Mktg Target Price Plan Position Place Promo
Mktg Obj
Mktg Obj
Sales Plan
Sales Obj
MARKETING STRATEGY SALES STRATEGY
A BRAND IN LONG TERM VISION
Dominant brands hold vital positions in the category. A brand’s purpose should be encapsulated in its Vision. A brand must exert a powerful influence on a given market. The brand’s drive, charge, energy can only lead it to be a potential leader. E.g. Nike.
A BRAND IN LONG TERM VISION
PRODUCT
PRODUCT Anything that can be offered to satisfy a want / need . CORE – Rest & Sleep BASIC – Trial Room , Bed, Bath room, Towel EXPECTED – Clean Bed, Fresh Towel AUGMENTATION – Value Addition POTENTIAL – All Possible Infrastructure & Transportation
BRAND
Brand is Product / Service that adds dimensions that differentiate it in same way so product / services design to satisfy the same need.
Branding / Brand Command
Branding is endowing products and services with the power of a brand. Branding is all about creating differences. Branding involves creating mental structure and helping consumer organize their knowledge about products Brand Cammand : It is the prices, market share, and profitability that the brand commands for the firm
BRAND V/S PRODUCT A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless Stephen king WWP Group, London
BRAND
NAME, SYMBOL ETC GIVES AN IDENTIFICATION TO THE PRODUCT EG NIKE FORD NOKIA
PRODUCT
TANGIBLE ANYTHING THAT CAN BE OFFERED TO A MARKET THAT MIGHT SATISFY A WANT OR NEED EG CAR SHOE MOBILE
BRAND PRODUCT MIX P1
B1
B2
B3
B4
P2
P3
P4
BRAND PRODUCT MIX Ivory Snow
Tide
Dash
Gleem
Crest
Ivory
Camay Zest
Pampers Luvs Charmin Puffs
Bounty
Cheer
Safeguar
d
Product Mix: Set of all products & services a seller offer for sale: Information Example:
Kodak: Image Communication
NEC
: Computer
Width : How many different product line Co carries? Five P&G Length : Total no of items in the mix 25 P&G Average Length+ 25/5=5 Depth : How many variants? CREST- 3 sizes- 2 formulations (P&G) (Regular, Mint) 3*2=6 Consistency : How closely related in end use, Production requirements, distribution channels. P&G uses C&G through same channels.
Brand Essence Brand Essence the immutable soul of a brand It defines what it is.. It differentiates it from other brands It cannot be changed without it becoming a different brand Components of Brand Essence Brand
Value Brand Personality Brand Identity
Brand Mantras/Brand Essence
An articulation of the “ heart & soul of the brand” E.g.. McDonalds brand philosophy of food , folks , fun capture their brand essence & core brand promise. Example- Emotional Descriptive Function Disney Fun Family Entertainment
Brand Essence
Essence of a Brand : Aaker
"A company's brand is the primary source of its competitive advantage and a valuable strategic asset," "The challenge for all brands is that they have a distinct, clear image that matters to customers and truly differentiates them from the rest.“ The key step is to create a broad brand vision or identity that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed.
Brand Essence
Brand Personality Scale Measurement
RUGGEDNESS EXCITEMENT COMPETENCE SOPHISTICATION
SINCERITY
Honest
Wholesome
Daring
Up to Date
Reliable Successful
Charming
Cheerful
Outdoorsy
Spirited Down To Earth
Imaginative
Intelligent
Upperclass
Tough
Brand Personality can be assessed more definitively through objective checklist or rating (Stanford’s Jennifer Aaker) According to Aaker brand Personalities provides interesting glimpse into the personality of a number of well known brands: scale of Brand Personality that reflected the following fire factor of brand personality.
following fire factor of brand personality.
1.
Sincerity: (down to earth , honest, wholesome & cheerful) Excitement: (daring, spirited, imaginative & up-to-date) Competence: (reliable, intelligent & successful) Sophistication: (upper-class & charming) Ruggedness: (out-doorsy & tough)
2. 3. 4. 5.
Example: based on factor if we scale (1= not at all descriptive,7 extremely descriptive) Campbell: sincerity CNN: Competence Levis: Raggedness MTV: Excitement Revlon: Sophisticated
BRAND IDENTITY
Brand Identity is the capacity of a brand to be recognized as unique, overtime, without confusion. Brand Identity is a personal, nontransferable concept telling what the brand is, what’s it’s name, what unique distinguishable factors are involved.
Brand Identity ……….. David Aaker Brand Identity
Brand as Product
Brand as Organization
Brand as Brand as Symbol Person
Organization Attributes Product Innovation Scope Genuine Product Attribute Personality Consume Concern(Energetic Rugged )Visual Imagery Quality & Trust Worthiness Brand Customer Uses Metaphors Local V/S Global Usres Relationship Country of (Friend , Advisor) Brand Heritage Origin
WHAT ENTAILS BRAND IDENTITY?
Answering a few questions on the brand: -What is the Brands Vision? - What is the brands’ purpose? - What makes it different? - What need is the brand fulfulling? - What is its permanent nature? - What are its value(s) - What signs make it recognizable?
BRAND IDENTITY PRISM: THE JEAN NOEL KAPFERER MODEL SENDER
Tangible values,key product attributes
Humanising the brand Physique
EXTERNALISATION Crux of transactions and exchanges between people
Personality
Relationship
Culture
BRAND Reflection
INTERNALISATION Set of values driving the brand’s inspiration
Self-Image
Target group as perceived to use the brand
A brand speaks of the target group’s self-image
RECEIVER
MERCEDES-BENZ BRAND IDENTITY PRISM High Performance car
Discreet, not flashy; powerful yet not overbearing
-Reliable, Safe, Luxurious, Icon of engineering supremacy The 3 pointed star
Physique
Relationship Social distinction and status
Have achieved various miles stones in a lifetime
Personality
Culture
Mercedes-Benz
Reflection
Self - image
German values of precision, order, discipline, pioneering spirit
Belonging to an exclusive, successful club
BRAND REVITALISATION The business of taking a brand that is losing consumer resonance and relevance, and re-energising it via a compelling new proposition or idea. Revitalization- Injecting life to same brand, energizing a mature brand
ADVANTAGES OF BRAND REVITALISATION
Its big business – as the pace of change and weight of competition threatens longstanding brands with marginisation. It’s generally a cheaper and less risky process than building new brands from scratch.
REASONS FOR BRAND REVITALISATION
Technological Advances Food
: Shift from Fresh to Convenient, Packaged, Ready to eat
Shift in Consumer Tastes & Preferences Entry of Global Competitors Increased Domestic Competition Fairness
Market : From only Fair & Lovely to the Launch of Herbal Fairness creams to Fairness soaps
Today’s Need: Continuous Process of Revitalization
SALES
To Prevent the Brand from growing old …STAY YOUNG
TIME
How to Revitalize a Brand
Increased Usage New Uses
Repositioning Ways to Revitalize
Augmenting Pdt Obsoleting Pdt
New Markets
Extensions
Methods # 1:Increased usage Ensure Brand Recall….Remind the Consumer to Use your Brand
Drive Usage Preference…Make consumers prefer to use your Brand more often than other Brands
Increase Usage Frequency..Give them a reason to use More of your product
Reward & Retain Loyal Users…Prevent them from Dropping Out or Switching to other Brands
Address Consumer Fears & Inhibitions to Use a Product more Frequently…..So they can be comfortable using it more often
Methods # 2: New Uses
Create another reason to use …to attract those who do not use your Brand.. i.e. a New User Segment Create many reasons to use …to make your current Consumer use your product in different ways at different times … i.e. to promote Multiple usage by the Current User
Methods #3 : New Markets
To fight the Saturation of the existing market…By repositioning the Brand to address a new User Segment or by introducing an extension for the new segment. To Tap the Growth potential of an Evolving, New Market
Methods # 4: Repositioning the Brand
To cater to Changing needs of the Consumer changes….& Changes in Competitive moves To communicate a New Offering/ Benefit To communicate a New Identity… when the current image has become Old & Jaded To communicate a New Reason to Use To communicate to New Users
Methods # 5: Augmenting the product
Provide Something EXTRA…Value addition to the Product Offering… in terms of efficacy/ performance…. Convenience/ ease of use….additional features/ value added benefits Improve Packaging…a new/ better/ contemporary look… more convenient to use… as a problem solution Move BEYOND the Product Offering… extend a Service to the consumer….to increase consumer involvement & to develop a Bond with the consumers
Methods #6: Obsoleting existing products
Fashion Products…. Where consumer preferences change in a short period of time.. & the previous style/ looks becomes out of date/ “out of fashion.” Technology Products…Where the technology innovations lead to earlier versions being outdated/ “obsolete” Changing Trends … Over a period of time the consumer tastes & preferences change…leading to obsolescence of products of the previous generation
Method # 7:Brand extensions
If the New Changes do not suit the Existing Brand….Consider an Extension Britannia….entry into Dairy Products to strengthen the Brand identity….with Britannia Milkmaid Colgate…launch of Colgate Gel for Fresh Breath….to revitalise the Brand equity Dabur….Launch of Herbal Hair oil…Vatika…following new Consumer Trends… an age old brand able to woo back the younger generation.
Brand Platform
Defining Brand Platform : Creating a Brand consist first of all in drafting the Brand’s Platform, which is the invisible of its long-term identity and its main source of energy.
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, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner.
Brand Identity Platform Why must this brand exist ? ( what would consumer be missing if the brand did not exist ? ) 2. Standpoint. ( From where does the brand speak ? ) 3. Vision. (what is the brand’s vision of the product category? ) 4. What are our values ? 1.
Contd……… 5.
Mission.
( what specific mission does the brand want to carry out in its market ? ) 6. Know-how. ( what is the brand’s specific know-how ? ) Territory. ( where can the brand legitimately carry out its mission, in which product category? ) 7.
Contd…….. 8.
Typical products or action.
( which products and action best embody, bestexemplify the brand’s values and vision ? ) 9. Style & Language. ( what are the brand’s stylistic idiosyncrasies ? ) 10. Reflection. ( whom are we addressing? What image do we want to render of clients themselves ? )
Six Elements of Brand Platform Elements of Brand Platform
Brand Tone of Voice
Brand Vision
Brand Personality
Brand Mission Brand Values
BRAND PLATFORM
NIKE High performance -high tech sports shoes and apparel that will enhance the potential of sports people BRAND VISION AND PURPOSE
High performance shoes to increase performance and provide comfort
BRAND VALUES
The ‘swoosh’, red on black colour code, Nike
BRAND TONE CODES BRAND PERSONALITY
Exciting, provocative,spirited, Innovative Aggressive
High technology fused with fashion
STRATEGIC PRODUCTS COMMON TRAITS OUTSIDE OUTSIDE BRAND BRAND TERRITORY TERRITORY
PRODUCT A
PRODUCT B
PRODUCT N
TYPICAL BRAND ACTIONS
Tennis
Soccer
Basket-ball,etc.
PERMANENT FLUCTUATIONS OF THE MARKET, EVOLUTION OF COMPETITION, LIFESTYLES, TECHNOLOGY