Presentation on BRAND MANAGEMENT

Presented to

Prof Subbarao
Presented by

Manu Kaura
VIVA IMS, MUMBAI

TOPICS
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DEFINITION’S OF BRAND. FUNCTIONS OF A BRAND TYPES OF BRANDS WHY BRANDING IS IMPORTANT? BRAND IS A LONG TERM VISION. BRAND V/S PRODUCT. BRAND ESSENCE BRAND IDENTITY BRAND REVITALISATION BRAND PLATFORM

What is a brand ?
A brand is the specific type of the product form. A brand represented by a brand name, symbol, design, logo, which is the identity of a particular product form that customers recognise as being different from other.

A brand is one of a company's strongest assets although it does not appear on its balance sheet. Branding involves attributing a name, sign or symbol to a company's goods or services. These differentiate the products or services from competing goods and service the products. Sometimes branding can be so successful that the brand takes on a personality of its own. Growing a successful brand also allows a company to develop sub-brands and facilitates an organisation if it wishes to create line extensions of its original brand. :: Cadbury, Coca Cola, Nike etc.

Examples of some Brands with Logos
NIKE

Kellogg's

Hert z

Please tell me which industries do the brands and logos belong to…..

Functions of a Brand
Function Consumer Benefits Identification To be clearly seen, to make sense of the offer etc Practicality To allow saving of time and energy through identical repurchasing To be sure of finding the same quality no matter where you are or when you buy the product or service

Guarantee

Optimisation To be sure of buying the best product in its category, the best performer for a particular

Functions of a Brand
Function Consumer Benefits Characteristi To have confirmation of your selfc image or the image that you present to others Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years Hedonistic Satisfaction linked to attractiveness of the brand, to its logo, to its communication Ethical Satisfaction linked to the

Types of Brands
Generic product: item characterized by plain label, with no advertising and no brand name  Manufacturers’ brand: brand name owned by a manufacturer or other producer (Dr. Pepper or Bectors)

Private brands: brand name placed on products marketed by wholesalers and retailers (Sam’s
Choice beverage (Wal-Mart)

Captive brands: national brands that are sold exclusively by a retail chain ( AMWAY etc)

Family brand: brand name that identifies several related products (surf excel, surf blue etc) Individual brand: unique brand name that identifies a specific offering within a firm’s product line and that is not grouped under a family brand

Why Branding Is Important? BRAND-WAGON
BRAND ENGINE
Business Brand Potential Values
Marketing Mix: Segment Product/Pkg Mktg Target Price Plan Position Place Promo

Analysis

Sales Plan

Busi. Obj.

Mktg Obj

Mktg Obj

Sales Obj

BUSINESS STRATEGY

MARKETING STRATEGY SALES STRATEGY

A BRAND IN LONG TERM VISION

Dominant brands hold vital positions in the category. A brand’s purpose should be encapsulated in its Vision. A brand must exert a powerful influence on a given market. The brand’s drive, charge, energy can only lead it to be a potential leader. E.g. Nike.

A BRAND IN LONG TERM VISION

PRODUCT

PRODUCT
Anything that can be offered to satisfy a want / need .  CORE – Rest & Sleep  BASIC – Trial Room , Bed, Bath room, Towel  EXPECTED – Clean Bed, Fresh Towel  AUGMENTATION – Value Addition  POTENTIAL – All Possible Infrastructure & Transportation

BRAND

Brand is Product / Service that adds dimensions that differentiate it in same way so product / services design to satisfy the same need.

Branding / Brand Command
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Branding is endowing products and services with the power of a brand. Branding is all about creating differences. Branding involves creating mental structure and helping consumer organize their knowledge about products Brand Cammand : It is the prices, market share, and profitability that the brand commands for the firm

BRAND V/S PRODUCT
A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless Stephen king WWP Group, London

BRAND
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PRODUCT
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NAME, SYMBOL ETC GIVES AN IDENTIFICATION TO THE PRODUCT EG
NIKE  FORD  NOKIA

TANGIBLE ANYTHING THAT CAN BE OFFERED TO A MARKET THAT MIGHT SATISFY A WANT OR NEED EG
CAR  SHOE  MOBILE

BRAND PRODUCT MIX
P1 P2 P3 P4

B1

B2

B3

B4

BRAND PRODUCT MIX
Ivory Snow Gleem Ivory Tide Crest Camay Zest
Safeguar

Dash

Cheer

d

Pampers Luvs Charmin Puffs

Bounty

Product Mix: Set of all products & services a seller offer for sale:
Information Example: Kodak: Image Communication NEC : Computer

Width : How many different product line Co carries? Five P&G Length : Total no of items in the mix 25 P&G Average Length+ 25/5=5 Depth : How many variants? CREST- 3 sizes- 2 formulations (P&G) (Regular, Mint) 3*2=6 Consistency : How closely related in end use, Production requirements, distribution channels. P&G uses C&G through same channels.

Brand Essence
Brand Essence the immutable soul of a brand  It defines what it is..  It differentiates it from other brands  It cannot be changed without it becoming a different brand  Components of Brand Essence
 Brand

Value  Brand Personality  Brand Identity

Brand Mantras/Brand Essence
 

An articulation of the “ heart & soul of the brand” E.g.. McDonalds brand philosophy of food , folks , fun capture their brand essence & core brand promise. Example- Emotional Descriptive Function Disney Fun Family Entertainment

Brand Essence

Essence of a Brand : Aaker
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"A company's brand is the primary source of its competitive advantage and a valuable strategic asset," "The challenge for all brands is that they have a distinct, clear image that matters to customers and truly differentiates them from the rest.“ The key step is to create a broad brand vision or identity that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed.

Brand Essence

Brand Personality Scale Measurement
SINCERITY

RUGGEDNESS EXCITEMENT COMPETENCE SOPHISTICATION

Honest

Wholesome

Daring

Up to Date

Reliable Successful

Charming

Cheerful Spirited Upperclass

Outdoorsy

Down To Earth

Imaginative

Intelligent

Tough

Brand Personality can be assessed more definitively through objective checklist or rating (Stanford’s Jennifer Aaker) According to Aaker brand Personalities provides interesting glimpse into the personality of a number of well known brands: scale of Brand Personality that reflected the following fire factor of brand personality.

following fire factor of brand personality.
Sincerity: (down to earth , honest, wholesome & cheerful) Excitement: (daring, spirited, imaginative & up-to-date) Competence: (reliable, intelligent & successful) Sophistication: (upper-class & charming) Ruggedness: (out-doorsy & tough)

1. 2. 3. 4. 5.

Example: based on factor if we scale (1= not at all descriptive,7 extremely descriptive)  Campbell: sincerity  CNN: Competence  Levis: Raggedness  MTV: Excitement  Revlon: Sophisticated

BRAND IDENTITY

Brand Identity is the capacity of a brand to be recognized as unique, overtime, without confusion. Brand Identity is a personal, nontransferable concept telling what the brand is, what’s it’s name, what unique distinguishable factors are involved.

Brand Identity ……….. David Aaker
Brand Identity Brand as Product

Brand as Organization

Brand as Brand as Symbol Person

Organization Attributes Product Innovation Scope Genuine Product Attribute Personality Visual Imagery Consume Concern(Energetic Rugged ) Quality & Trust Worthiness Brand Customer Uses Metaphors Local V/S Global Usres Relationship Country of (Friend , Advisor) Brand Heritage Origin

WHAT ENTAILS BRAND IDENTITY?

Answering a few questions on the brand: -What is the Brands Vision? - What is the brands’ purpose? - What makes it different? - What need is the brand fulfulling? - What is its permanent nature? - What are its value(s) - What signs make it recognizable?

BRAND IDENTITY PRISM:
THE JEAN NOEL KAPFERER MODEL
SENDER

Tangible values,key product attributes Physique Personality

Humanising the brand

EXTERNALISATION
Crux of transactions and exchanges between people

Relationship

Culture

INTERNALISATION Set of values driving the brand’s inspiration

BRAND
Reflection Self-Image

Target group as perceived to use the brand

A brand speaks of the target group’s self-image

RECEIVER

MERCEDES-BENZ BRAND IDENTITY PRISM
High Performance car -Reliable, Safe, Luxurious, Icon of engineering supremacy The 3 pointed star Discreet, not flashy; powerful yet not overbearing

Physique

Personality

Relationship Social distinction and status

Culture

Mercedes-Benz

German values of precision, order, discipline, pioneering spirit

Have achieved various miles stones in a lifetime

Reflection

Self - image

Belonging to an exclusive, successful club

BRAND REVITALISATION
The business of taking a brand that is losing consumer resonance and relevance, and re-energising it via a compelling new proposition or idea. Revitalization- Injecting life to same brand, energizing a mature brand

ADVANTAGES OF BRAND REVITALISATION

Its big business – as the pace of change and weight of competition threatens longstanding brands with marginisation. It’s generally a cheaper and less risky process than building new brands from scratch.

REASONS FOR BRAND REVITALISATION

Technological Advances
 Food

: Shift from Fresh to Convenient, Packaged, Ready to eat

  

Shift in Consumer Tastes & Preferences Entry of Global Competitors Increased Domestic Competition
 Fairness

Market : From only Fair & Lovely to the Launch of Herbal Fairness creams to Fairness soaps

Today’s Need: Continuous Process of Revitalization
To Prevent the Brand from growing old …STAY YOUNG

SALES

TIME

How to Revitalize a Brand

Increased Usage New Uses

Repositioning
Ways to Revitalize

Augmenting Pdt Obsoleting Pdt

New Markets

Extensions

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Methods # 1:Increased usage to Use your Brand Ensure Brand Recall….Remind the Consumer
Drive Usage Preference…Make consumers prefer to use your Brand more often than other Brands Increase Usage Frequency..Give them a reason to use More of your product Reward & Retain Loyal Users…Prevent them from Dropping Out or Switching to other Brands Address Consumer Fears & Inhibitions to Use a Product more Frequently…..So they can be comfortable using it more often

Methods # 2: New Uses

Create another reason to use …to attract those who do not use your Brand.. i.e. a New User Segment Create many reasons to use …to make your current Consumer use your product in different ways at different times … i.e. to promote Multiple usage by the Current User

Methods #3 : New Markets

To fight the Saturation of the existing market…By repositioning the Brand to address a new User Segment or by introducing an extension for the new segment. To Tap the Growth potential of an Evolving, New Market

Methods # 4: Repositioning the Brand
To cater to Changing needs of the Consumer changes….& Changes in Competitive moves To communicate a New Offering/ Benefit To communicate a New Identity… when the current image has become Old & Jaded To communicate a New Reason to Use To communicate to New Users

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Methods # 5: Augmenting the product

Provide Something EXTRA…Value addition to the Product Offering… in terms of efficacy/ performance…. Convenience/ ease of use….additional features/ value added benefits Improve Packaging…a new/ better/ contemporary look… more convenient to use… as a problem solution Move BEYOND the Product Offering… extend a Service to the consumer….to increase consumer involvement & to develop a Bond with the consumers

Methods #6: Obsoleting existing products

Fashion Products…. Where consumer preferences change in a short period of time.. & the previous style/ looks becomes out of date/ “out of fashion.” Technology Products…Where the technology innovations lead to earlier versions being outdated/ “obsolete” Changing Trends … Over a period of time the consumer tastes & preferences change…leading to obsolescence of products of the previous generation

Method # 7:Brand extensions
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If the New Changes do not suit the Existing Brand….Consider an Extension Britannia….entry into Dairy Products to strengthen the Brand identity….with Britannia Milkmaid Colgate…launch of Colgate Gel for Fresh Breath….to revitalise the Brand equity Dabur….Launch of Herbal Hair oil…Vatika…following new Consumer Trends… an age old brand able to woo back the younger generation.

Brand Platform

Defining Brand Platform : Creating a Brand consist first of all in drafting the Brand’s Platform, which is the invisible of its long-term identity and its main source of energy.

Brand Platform
A brand platform, or corporate image, is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong, like the brand Volvo is associated with safety. In other cases, the associations can be weak; BMW, for instance, may be associated with safety but only in a very weak manner.

Brand Identity Platform
Why must this brand exist ? ( what would consumer be missing if the brand did not exist ? ) 2. Standpoint. ( From where does the brand speak ? ) 3. Vision. (what is the brand’s vision of the product category? ) 4. What are our values ?
1.

Contd………
5.

Mission.

( what specific mission does the brand want to carry out in its market ? ) 6. Know-how. ( what is the brand’s specific know-how ? )
Territory. ( where can the brand legitimately carry out its mission, in which product category? )
7.

Contd……..
8.

Typical products or action.

( which products and action best embody, bestexemplify the brand’s values and vision ? ) 9. Style & Language. ( what are the brand’s stylistic idiosyncrasies ? ) 10. Reflection. ( whom are we addressing? What image do we want to render of clients themselves ? )

Six Elements of Brand Platform
Elements of Brand Platform Brand Tone of Voice

Brand Vision

Brand Mission Brand Values

Brand Personality

BRAND PLATFORM

NIKE
High performance -high tech sports shoes and apparel that will enhance the potential of sports people
High performance shoes to increase performance and provide comfort BRAND VISION AND PURPOSE BRAND VALUES Exciting, provocative,spirited, Innovative Aggressive BRAND TONE CODES BRAND PERSONALITY STRATEGIC PRODUCTS COMMON TRAITS OUTSIDE OUTSIDE BRAND BRAND TERRITORY TERRITORY PRODUCT A PRODUCT B PRODUCT N TYPICAL BRAND ACTIONS Tennis Soccer Basket-ball,etc.

The ‘swoosh’, red on black colour code, Nike

High technology fused with fashion

PERMANENT FLUCTUATIONS OF THE MARKET, EVOLUTION OF COMPETITION, LIFESTYLES, TECHNOLOGY

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