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2/15/2010

Ranjan Paul
ranjanpaul@airtelmail.in
Mobile: +91 9891984804
Branding – An Overview
Strategic Brand Management – Kevin Lane
Keller
Strategic Brand Management – Jean-Noel
Kapferer

Objective What is a Brand?


• To explore the important “… a name, term, sign
issues in planning and symbol or design or
evaluating Brand Strategies combination of them,
• To provide appropriate intended to identify the
concepts, theories , models goods and services of one
and other tools to make seller or group of sellers and
better branding decisions. to differentiate them from
those of the competitor”
American Marketing Association

Product VS Brand
A product is anything that can be offered to the market
for attention , acquisition, use, or consumption that
might satisfy a need or want. Thus, a product can be
a physical good, service, organization, place or ideas.
A brand is a product but adds other dimensions that
differentiate it in some way from other products
designed to satisfy the same need.

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Brand Elements Why do brand matter?


To consumers
A variety of brand elements can be chosen that
inherently enhance brand awareness or facilitate
the formation of strong, favorable, and unique Identification of sources of product
brand associations:
Assignment of responsibility to product maker.
– Brand Name Risk reducer
– Logo
Search cost reducer
– Symbol
– Character Symbolic device
– Packaging Signal of quality
– Slogan
Promise or bond with product or maker

Why do brand matter?


Risk Factors
To Manufacturer
• Functional Risk Means of identification to simplifying handling and
tracing.
• Physical Risk Means of legally protecting unique feature.
• Financial Risk Signal of quality
• Social Risk Means of endowing products with unique
associations.
• Psychological Risk
Sources of competitive advantage
• Time Risk Sources of financial returns.
Price Premium

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Global Top 10
2009
Country
2009 2008 Brand
Brand of Sector
Rank Rank Value
Origin
($m)

Brands 2009 1 1
United
States
Beverag
es
68,734

Comput
United
2 2 er 60,211
States
Services

Comput
United er
3 3 56,647
States Softwar
e

United Diversifi
4 4 47,777
States ed

Consum
er
5 5 Finland 34,864
Electron
ics

United Restaur
6 8 32,275
States ants

United Internet
7 10 31,980
States Services

Automo
8 6 Japan 31,330
tive

Comput
United er
9 7 30,636
States Hardwa
re

United
10 9 Media 28,447
States
http://www.interbrand.com/best_global_brands.aspx

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Most Trusted Brand-India


2009 Nokia
Can anything be branded?
Colgate • Physical goods
Tata Salt • Services
Pepsodent • Retailers
Ponds • On-line service
Lux • People
• Organization
Britannia • Sports, Arts, Entertainment
Dettol • Geographic location
Lifebuoy • Ideas
Vicks
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Branding Challenges & Opportunities

• Knowledgeable consumers.
• Brand Proliferation
• Media Fragmentation
• Increased competition
• Increased costs of introducing new product or
supporting existing product.
• Greater accountability
• Technology

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Brand Elements Choice Criteria: Brand Elements Choice Criteria:


General Considerations General Considerations (continue)
Memorable  Adaptable
Easily Recognized  Flexible & Updateable
Easily Recalled  Protectable
Meaningful  Legally
Credible & Suggestive  Competitively
Rich Visual & Verbal  Transferable
Imagery  Within & Across Product
Appealing Categories
Fun & Interesting  Across Geographical
Aesthetics Boundaries & Cultures

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Keys to enduring Brand Leadership Strategic Brand Management

 Vision of mass market


Brand Vision
 Managerial persistence
Brand Values
 Financial commitment & Brand Positioning
Brand Marketing objectives
 Relentless innovation Brand Marketing strategies

 Asset Leverage Brand Marketing Programs

Implementing brand marketing program

Measuring brand performance

Growing and sustaining brand equity


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Strategic Brand Management Process


Strategic Brand Management Process
STEPS KEY CONCEPTS
1. Identifying brand vision, core brand values Mental maps
Competitive frame of reference
and brand positioning. Identify and Establish Points--of-
Points of-parity and points-
points-of-
of-difference
Brand Positioning and Values Core brand values
2. Planning and implementing brand Brand mantra
Mixing and matching of brand elements
marketing programs Plan and Implement Integrating brand marketing activities
Brand Marketing Programs Leveraging of secondary associations
3. Measuring brand performance
Brand Value Chain
4. Growing and sustaining brand equity Measure and Interpret Brand audits
Brand tracking
Brand Performance
Brand equity management system

Brand-product matrix
Brand-
Grow and Sustain Brand portfolios and hierarchies
Brand Equity Brand expansion strategies
Brand reinforcement and revitalization 26
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Brand Vision Brand Vision


Core brand value & Positioning Core brand value & Positioning
Brand vision  What the brand should stand
for in the future. Brand Positioning  the act of designing the
company’s offer and image so that it occupies a
distinct and values placed in the target consumer’s
mind.
Core brand values  set of abstract
The goal is to locate the brand in the minds of
associations that characterize a brand. consumers.
Competitive brand positioning  creating brand
superiority in the minds of consumers.
A brand mantra is a short 3-5 words
expression of the most important aspect of a
Brand Positioning  a specification of brand core
brand and its core brand values. values and brand mantra.
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The Key to Branding

• For branding strategies to be successful, consumers


must be convinced that there are meaningful
differences among brands in the product or service
category.
• Consumer must not think that all brands in the
category are the same.
• PERCEPTION = VALUE

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