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Brand Decisions

A brand for a company is like a reputation for


a person. You earn reputation by trying to
do hard things well.
What is Brand?
 A name term, sign, symbol or design or a
combination of them, intended to identify the
good or services of one seller or group of
sellers and to differentiate them from those of
the competitors.

 Brand identifies seller.


Meanings
 Attributes
 Benefits
 Values
 Culture
 Personality
 User
“What distinguishes a brand from its unbranded

commodity counterparts is the consumers’

perceptions and feelings about the product’s

attributes & how they perform. Ultimately brand

resides in the minds of consumers”

Kevin Keller
• Sar Uthake Jiyo
• 2 minutes
• The complete man
Brand Identity
 Brand’s name, logo, colors, tagline & symbol

 Brand is “a marketer’s promise to deliver a

specific set of features, benefits & services”

 Brands are not built by advertising but by the

brand experience.
Brand Equity
 Aaker – “it is related to the degree of brand name
recognition, perceived brand quality, strong mental &
emotional associations and other assets such as patents,
trademarks & channel relationship.”
 Brand Equity is the positive differential effect that
knowing the brand name has on customer response to
the product or service.
Advantages of high brand
equity

 Trade leverage in bargaining with distributors


& retailers
 Higher price
 Easily launch brand extensions
 Defense against price competition
Branding Decisions

Branding Brand Brand Brand


Sponsor
Decisions Name Strategy Repositionin
decision
decision g
•Brand •Manufactu •Individu •Line •Re-
re al extension positioning
•No
Brand •Distributor •Blanket •Brand •No
Family extension repositionin
•Licensed
g
•Separat •Multi
e Family brands

•Compan •New
y- •Co-
TO BRAND OR NOT TO
BRAND
Advantages of Branding
 Easier to process orders & track down problems
 Legal protection
 Brand loyalty
 Segmentation
 Build corporate image
 Easy acceptance of new brands
Brand Sponsor Decision
 Manufacture brand

Kelloggs, Colgate

 Distributor brand
 Pantaloon’s – John Miller, Bare

 Licensed brand

Gitanjali group – Nina Ricci, Miss Sixty, Roberto Cavalli

Egana – Espirit, Peirre Cardin
Brand Name Decision
 Individual names
 Blanket family name
 Separate family names for all products
 Corporate name combined with individual
product names
Desirable qualities for a brand
name

 Suggest about the product’s benefits


 Suggest the product category
 Suggest concrete, high imagery qualities
 Easy to spell, pronounce, recognize & remember
 Distinctive
 Should not carry poor meanings in other countries
& languages
Brand building tools
 Advertising
 PR & Press Releases
 Sponsorships
 Clubs & consumer communities
 Factory visits
 Trade shows
 Event marketing
 Public facilities
 Social cause marketing
 High value for money
 Founder’s or a celebrity personality\mobile phone marketing
 Social networking sites
Brand Strategy decisions
 Functional brand
 Line Extensions

 Brand Extensions
 Image brand
 Multi brands, new brands
 Experiential brand
 Co brands
Brand Auditing &
Repositioning
Packaging
 “As all the activities of designing and
producing the container for a product”
 The container is the Package
 Primary
 Secondary
 shipping
Importance of Packaging
 Self service

 Consumer affluence

 Company and brand image

 Innovation opportunity
Labeling
 Identifies the brand

 Grade the brand

 Describe the brand

 Promote the brand


New Product Development
Categories of new products
By Booz, Allen, Hamilton

 New to the World


 New product lines
 Additions to the existing product lines
 Improvements & revision of the existing
products
 Repositioning
 Cost reductions
Factors hindering NPD
 Shortage of important ideas
 Fragmented markets
 Social & governmental constraints
 Cost of development
 Capital shortage
 Faster required development time
 Shorter PLC
New Product Development process
Idea Generation
 Interacting with others
 Sales representatives
 Intermediaries
 Employees
 Management
 Using creativity techniques
 Attribute testing
 Forced relationship
 Morphological analysis
 Reverse assumption
 Mind mapping
Idea Screening
 Drop error
 Go error
Concept Development
 Product idea
 Product concept
 Category concept
Concept testing
 Communicability & believability
 Need level
 Gap level
 Perceived value
 Purchase intention
 User target
Marketing Strategy
 Target market’s size, structure &
behaviour
 Product positioning
 Sales, profit & market share
Business Analysis
 Estimating total sales

 Estimating costs & profits

 Break-even analysis

 Risk analysis
Product Development
 Quality Function deployment
 Customer attributes
 Engineering attributes
 Customer & functional tests
Market Testing
 Company seeks to estimate
 Trial
 First Repeat
 Adoption
 Purchase Frequency
Commercialization
 Cost consideration
Manufacturing cost
Plant size
Marketing cost
 When
 Where
 To whom (target market prospects)
 How
Consumer adoption
process
 Awareness
 Interest
 Evaluation
 Trial
 Adoption
Factors influencing the adoption
process

 Readiness to try new products & personal

influence

 Characteristics of the innovation

 Organizations’ readiness to adopt innovation