MANAGING BRANDS OVER TIME

BY GROUP NO. ± 4 Devang Bhavsar Bhavik Tahiliani Abhishek Krishna

SUBMITTED TO PROF. PREM DEWANI

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Flow Of Presentation : 
Définition of Brand  Brand Equity  Brand Reinforcement  Brand Concept Management  Brand Knowledge  Brand Portfolio

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BRAND :
³A name, term, sign, symbol, and

design used to identify the products of one firm and to differentiate them from competitive offerings. ³
³Something used to show customers

that one product is different than the products of another manufacturer.´

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letters. Page 5 . or symbols that make up a name used to identify and distinguish the firm¶s offerings from those of its competitors.Words.

CONCEPT OF BRAND EQUITY Page 6 .

BRAND EQUITY ³ The differential effect that brand knowledge has on consumer response to the marketing of that brand´ Concept ‡ Improves perception of product performance ‡ Makes company less vulnerable to competitive or environmental shocks ‡ Larger margins ‡ Increase marketing communication effectiveness ‡ Greater trade cooperation and support Page 7 .

Long-Term Effects of Marketing Actions on Brand Equity ‡ Consumer response to past marketing activity ‡ Brand knowledge ‡ Consumer response to current marketing activity ‡ Changed brand knowledge ‡ Consumer response to Future Marketing Activity Page 8 .

BRAND REINFORCEMENT Page 9 .

Brand Reinforcement ‡ Reinforce brand equity by marketing actions that consistently convey the meaning of the brand to consumers in terms of brand awareness and brand image. ‡ And for that Marketers should consider following two questions« Page 10 .

 What products does the brand represent.are now seen as offering ³innovative designs´ in its products. what benefits does it supply. Yamaha. Ford motors. favourable and unique brand associations exist in the mind of consumers? Example :.´  How does the brand make those product superior? What strong. and what needs does it satisfy? Example :. Page 11 . cementing its reputation as ³ makers of healthy breakfast and snack foods. Bajaj Auto.Through product development and the successful introduction of brand extensions.Nutri-Grain has expanded from cereals into granola bars and other products. etc..

Page 12 .Maintaining Brand Consistency ‡ The most important consideration in reinforcing brands is the consistency of nature and amount of marketing support the brand receives. ‡ Brand consistency is critical to maintaining the strength & favourability of brand associations.

Market Leaders & Failures ‡ Inadequate marketing support is an especially dangerous strategy when combined with price increases. And it has more than 30% market share in 1980s. Page 13 .Delta faucet (device that controls the flow of liquid or gas from a pipe or container) Which is the first company to advertise faucet on television in 1970s. Market Failures Example :. And however 1990s two major factors contributed to decline in market share.

Delta had Built a strong business model based on the loyalty of professional plumbers. faucet market. Delta¶s support for its brand through innovation and advertising diminished during this time. Page 14 . ‡ Second.S. After that Delta raising its advertising Budget by 60% and lots of R&D and conducting interviews of consumers to gain market share. the advent of hardware superstores and internet shopping empowered consumers to make their own choices and repaires. And this combined factors Moen the rival of Delta to gain market share and by 2005 each company held 25% of the U.‡ First.

Cola.Coca. Budweiser.Market Leaders  If company is consistent to their branding & marketing strategy than We can easily identify from cursory examination of the brands that some big company maintained market leadership for the last 50 or 100 years without changing their strategies once they achieved a preemeinent market leadership position. etc« Page 15 . Example :. Hershey.

Brand Concept Management (BCM) Page 16 .

elaborating and fortifying a brand concept. implementing and controlling brand image over time to enhance market performance. introducing. The framework consists of a sequential process of selecting.´ Page 17 .Brand Concept Management (BCM) ³Brand Concept Management (BCM) for selecting.

Stages Of BCM The brand concept guides positioning strategies. at each of these stages. and hence the brand image.  Functional Needs  Symbolic Needs  Experiential Needs. Three types of brand concepts are developed based on consumer needs namely. Page 18 .

‡ Functional Needs:. This is ideal for products that fulfill internally generated needs like self-enhancement or ego identification. role or self-image. ‡ Symbolic Needs:A brand with a symbolic concept is one designed to associate the individual with a desired group.(physiological and safety needs) A brand with a functional concept is defined as one designed to solve externally generated consumption needs or in other words a product that fulfills immediate consumption needs should be driven by a functional concept. Page 19 .

Conclusion:The BCM model ensures a continuity of interaction with the brand and an increasing array of choices as it goes from the introduction to the elaboration and fortification stage. Products that fulfill experiential needs and provide sensory pleasure. variety or cognitive stimulation should be driven by an experiential concept. The three different concepts provide clarity to the brand and the successive stages help increase consumer loyalty and involvement with the brand.‡ Experiential Needs:A brand with an experiential concept is designed to fulfill internally generated needs for stimulation or variety. Staying true to a single concept can help a brand build a consistentant unambiguous long-term relationship with the consumers. Page 20 .

BRAND KNOWLEDGE Page 21 .

Brand Knowledge Page 22 .

In fact. means the extent to which a brand related with a particular product is recognized by positively or negatively. as different from brand recognition. in common market research observation Brand Recall : Is the extent to which a brand name is recalled as a part of a brand. brand awareness has influence on buying behavior of a buyer. product or service class. However.Brand Awareness : In general. . Brand awareness can be measured by showing a consumer the brand and asking whether or not they knew of it beforehand. Brand Recognition: Brand Recognition is the level to which a brand is recognized for stated brand attributes Page 23 or communications. It Create brand awareness is the primary goal of advertising at the beginning of any product's life cycle it target markets.

strength. Brand image are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for consumers. The favorability.Brand Image : Brand image is defined as awareness about a brand as reflect by the brand relation help the consumer memory. and uniqueness of brand associations are the dimensions distinguishing brand image ‡ ‡ ‡ ‡ Types of brand associations Favorability of brand associations Strength of brand associations Unique of brand associations Page 24 .

Types of brand associations:There are three types. Benefits 3. Page 25 . 1. Attitudes  Attributes Descriptive features that distinguish product or service what a consumer thinks about product or service or what is involved with its purchase or consumption. Attributes 2.

Example:.There are two types of Attributes:  Product-related Performance Association:This is primary attributes or benefits.Hp laptop  Non-Product. and merchandising is especially critical to maintaining brand equity. innovation in product design.Related Imagery Association:     Price Packaging usage imagery. use imagery Page 26 . manufacturing.

Washing machine  Experiential:.Café Coffee Day  Symbolic:. Benefits:Benefits are the personal value of consumers attach to the product or service what consumers think the product or service Benefits can be further distinguished into three categories  Functional:-A.C.Film star Ranbir Kapoor Page 27 .

The particular association we recall and their salience will depend not only on the strength of the association. Page 28 . but also on the retrieval cues present and the context in which we consider the brand.Strength Of Brand Association There are two factors that strengthen association to any piece of information are its personal relevance and the consistency with which it is presented over time.

Favourability Of Brand Association Marketers create favourable brand association by convincing consumers that the brand possesses relevant attributes and benefits that satisfy their needs and wants. Page 29 . colorful. reliable. efficient.successfully delivered by the product. So in this association brand are desirable to consumers-convenient. effective. and conveyed by the supporting marketing program. such that they form positive overall brand judgments.

Uniqueness Of Brand Association The essence of brand positioning is that the brand has sustainable competitive advantage or ³Unique Selling Proposition´ that gives consumers a compelling reason why they should buy it. Page 30 . Marketer make uniqueness by comparision with competitors product and also base by non and product related attributes.

BRAND PORTFOLIO Page 31 .

Brand Portfolio Brand Portfolio is the set of all brands and brand lines that a particular firm offers for sale to buyers in a particular category. Managing brand equity and the brand portfolio requires taking a long-term view of the brand. As part of this long-term perspective. Page 32 . it is necessary that the role of different brands and introduction of new brands in the portfolio be carefully considered over time.

brands ‡ New distribution outlets ‡ Obsoleting existing products Page 33 .Adjustments To The Brand Portfolio ‡ Acquiring new customers ‡ Multiple marketing communication programme ‡ Brand extensions and sub.

Pears soap Page 34 .Dove soap. Example:.Acquiring new customers All firms face tradeoffs in their marketing efforts between attracting new customers and retaining exist ones. For that company should try to building loyalty for brand.

Multiple marketing communication programme This approach to attracting a new market segment and satisfying current ones is to create separate advertising campaigns and communication programs for each Example:. Page 35 .Beer companies have adopted this type of approaches.

and other attributes to satisfy the needs of new customers as well as satisfy the changing desires of existing customers. These can incorporate new technology. features.Jeep introduced new SUV with a V8 Hemi engine that featured three rows of seating Page 36 .Brand Extensions and subBrands ‡ This approach to attracting new customers to a brand and keeping the brand modern and upto-date is to introduce a line extension or establish a new sub-brand. Example:.

New Distribution Outlets A new market segment may be as simple as making the product more available to the group. Example:. Automobile industry Page 37 .Sunglasses industry.

Bajaj auto . brand strength and organizational capabilities. Page 38 . Competitive intensity. Yamaha Bikes etc.Obsoleting existing products ‡ How do you decide which brands to attempt to revitalize and which ones to obsolete? ‡ By market prospectus. Example:.

Conclusion Managing brands in the long-term and some of these include: Understanding and fostering the role of employees as µbrand Champions. reinforcement etc.¶ managing change and moving from brand awareness to brand knowledge. Brand portfolio. Page 39 . usage and loyalty.

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