} What Is a Product?

} What are the different levels of market segmentation?

} In what ways can a company divide a market into segments?
} What are the requirements for effective segmentation?
} How should business markets be segmented?
} How should a company choose the most attractive target
markets?
} What is a Brand and how Branding works?
} What is Brand Equity?
} How is Brand Equity build, measured and managed?
} What are the important brand architecture decisions in
building a branding strategy?
“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.”
 Plan Measure/
Interpret

Identify
Grow
 • Identify source/maker
Consumer Benefits • Simplifies decision making
• Reduces risk

• Simplify product handling

• Protect unique features
Marketer Benefits
• Create loyalty
• Establish barriers to entry
 Coca-Cola learned a valuable
lesson about its brand when it
changed its formula without
seeking sufficient consumer
permission.
Branding is endowing products and services with the power
of a brand. Its about creating differences between products.
Ultimately though, a brand resides in the minds of
consumers.
The added value endowed on products and services because
of the brand.
A Brand is a Promise !

What a brand must be !

What a brand does for the customer
Brand Asset Valuator Model
Brand Dynamics Pyramid
Brand Resonance Pyramid
 Brand
Elements

Brand Equity

Secondary Marketing
Associations Activities
Brand Elements What was the name
of that cookie I like?
} Brand Names
} URLs
} Logos
} Symbols
} Characters
} Spokespeople Memorable
} Slogans Meaningful
} Jingles Likable
} Packages Easy to recall
} Signage Descriptive
Persuasive
Holistic Marketing Activities

Word of
Mouth
Observation

Interactions
w/company
Secondary Associations
Geographic Regions

Other Brands

Brand Characters

Spokespeople

Sporting Events
 H.O.G.®
Harley Owners Group
Rank Company Name Brand Value ($Bil)

1 Apple $170.0
2 Google 101.8
3 Microsoft 87.0
4 Facebook 73.5
5 Coca-Cola 56.4
6 Amazon 54.1
7 Disney 43.9
8 Toyota 41.1
9 McDonald's 40.3
10 Samsung 38.2
Brand Revitalization

Brand Reinforcement
} Develop new brands
} Apply existing brand elements
} Combine new and existing elements
 Parent Brand
(Master or Family Brand)

Line Extension Category Extension

Tide Honda
- Fruit on the Bottom - Automobiles
- Fruit Blends - Lawn Mowers
 Individual Brand Names
• Bisquick
• Gold Medal
• Wheaties
• Yoplait

Company Brand
GE, Heinz, Campbell Soup
Sub-brand name
Kellogg’s Rice Krispies, Frosted Flakes…
A brand portfolio is the set of all brands and brand lines a
particular firm offers for sale in a particular category or
market segment.

Televisions Portable
Computer Cameras Sony Pictures Games
Theatre Electronics

VAIO Cyber-shot Televisions Walkman Movies PlayStation

-notebook Video MP3 -Theatre -PS3
-desktop Alpha SLR Home theatre -DVD -PS2
systems Rolly -Blue-ray -Portable
Digital Home HandyCam
Blu-ray Disc Reader Digital Television
Disc Burner Printers Book -Comedy
DVD players -Drama
Location Free Digital picture Sony Cell -Daytime
frames Home audio Phone -Cartoons
mylo components
Photo GPS Music
Software services
High-end Prestige

Cash Cows

Low-end Entry Level

Flankers