Professional Documents
Culture Documents
Branding
Prepared by: Swapnil Panpatil
Outline
What is a Brand?
Brand Elements
Brand Role and Advantages
Brand Equity
Brand Portfolios
Strategic Brand Management
Brand Positioning
PODs & POPs
Product Lifecycle
Market Evolution
What is a Brand?
A name, term, sign, symbol or design, or a
combination of them, intended to identify
the goods or services of one seller or group
of sellers and to differentiate them from
those of competitors.
What is Branding?
Providing goods and services with the
power of the brand.
Brand Elements
Brand Element Choice Criteria
– How to choose good
elements?
Memorable
Meaningful
Likeable
Transferable
Adaptable
Protectable
Brand Naming
Individual names
Blanket family names
Separate family names
Corporate name/individual name combo
The Role of Brands
Advantages of Strong Brands
Brand Audits
Comprehensive examination of a brand to assess
the health of the brand
Suggest ways to improve its equity.
Brand Tracking
Collecting information about the brand
performance
Brand valuation
Determining financial value of the brand
Managing Brand Equity
Brand reinforcement
Continuous product improvement and innovation.
Brand revitalization
Change in Positioning
Overhaul the brand image
Brand Portfolios
Advantages
Increasing shelf presence and retailer
dependence in the store
Attracting consumers seeking variety
Increasing internal competition within the firm
Yielding economies of scale in advertising, sales,
merchandising, and distribution
Brand Roles in a Brand
Portfolio
Flankers
Cash cows
Low-end, entry-level
High-end prestige
Strategic Brand Management
Value Proposition
A good hot pizza, delivered to your
door within 30 minutes of ordering,
at a moderate price
Defining Associations
Deliverability Criteria
Examples of Negatively Correlated
Attributes and Benefits
Low-price vs. High quality
Taste vs. Low calories
Nutritious vs. Good tasting
Powerful vs. Safe
Ubiquitous vs. Exclusive
Varied vs. Simple
Differentiation Strategies
Product
Distribution Channel
Personnel
Image
Product Differentiation
Product form
Style
Features
Design
Performance
Ordering ease
Conformance
Delivery
Durability
Installation
Reliability
Customer training
Reparability
Customer consulting
Maintenance
Distribution Channel
Differentiation
Coverage
Expertise
Performance
Personnel Differentiation
Better-trained staff
Competent (skill and knowledge)
Trustworthy
Friendly and respectful
Reliable (perform consistently & accurately)
Responsive
Good communicators (understand customer
and communicate clearly)
Image Differentiation
Establish character and value proposition
Convey in a distinctive way
Deliver emotional power
عندما تعشق
الشوكوالتة
Product Life Cycles
Claims of Product Life Cycles
Decaying
Stable
Maturity
Growth
Strategies for Sustaining
Rapid Market Growth
Improve product quality, add new
features, and improve styling
Add new models and flanker products
Enter new market segments
Increase distribution coverage
Shift from product-awareness advertising
to product-preference advertising
Lower prices to attract the next layer of
price-sensitive buyers
Ways to Increase Sales Volume
Convert nonusers
Enter new market segments
Attract competitors’ customers
Have consumers use
The product on more occasions
More of the product on each occasion
The product in new ways
Market Evolution
Market Evolution Stages
Latent
New firms Competition Society needs
Single-niche enter market covers all decline or
Multiple-niche major new
Mass-market market technology
segments replaces old
Maturity Strategies
References