Branding Issues and Strategies

MAR 3023 – PRINCIPLES OF MARKETING
Dr. Jaishankar Ganesh
BA2 308G
Branding Issues & Strategies
October 20, 2003

Brand A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products.

Branding Terms
Brand – an identifying name, term, or symbol
Brand Name – part of a brand that can be spoken
Brand Mark – symbolic-The elements of a brand that
cannot be spoken.
Trademark – legal designation of the exclusive use of brand
Trade Name – Commercial, legal name

Trademarks TM
Many parts of a brand and associated symbols qualify for trademark protection
The mark has to be continuously protected
Rights continue for as long as it is used
A Trademark is the exclusive right to use a brand

Trade Name

Types of Brands
Manufacturer Brands
Private Brand OR Retailer/Store Brands
Captive Brands
Generic Brands
Battle of the Brands

Four criteria for picking a good brand name Describe product benefits Be memorable, distinctive, and positive Fit the company or product image Have no legal restrictions A good brand name should . . . .

Good Brand Names: Suggest product benefits Become distinctive Are free from poor foreign language meanings Suggest product qualities Are easy to pronounce, recognize, remember

Selecting a Brand Name
Easy to Say, Spell, and Recall
Tide, Crest, Cheer
Major Benefit(s) Indicated
Mr. Clean, I Can’t Believe It’s Not Butter
Suggest Product’s Use(s) and Special Characteristics
Healthy Choice, Word Perfect
Avoid Negative/Offensive Connotations
Nova
Distinctive
Nike

Value of Branding
To Buyers
Product Identification
Quality assurance
Rewards / Risks
To Sellers
Immunity from Counterfeiters
Loyalty
Favorable attitude towards a brand

The World’s Most Valuable Brands

Brand Loyalty
Price premiums
Resistant to competition
Positive word of mouth

Brand Loyalty Pyramid No brand loyalty (customer will change) Satisfied customer (no reason to change) Satisfied and switching cost Values the brand Devoted to brand

Brand Equity BRAND EQUITY . . . . The added value a given brand provides a product beyond the functional benefits provided.

Brand Equity
Name Awareness
Perceived Quality
Brand Associations
Other Brand Assets (logo, slogan, etc.)
Brand Loyalty

Perceived Brand Quality Brand Name Awareness Brand Loyalty Brand Associations XEROX Other Brand Assets THE 5 ELEMENTS OF BRAND EQUITY

Brand Name Protection
Registration
Guard Against Generic Use – Genericide - Aspirin
Protect Against Counterfeiting

Branding Strategies Brand No Brand Manufacturer’s Brand Private Brand Individual Brand Family Brand Combi- nation Individual Brand Family Brand Combi- nation

Alternative branding strategies
Family/Blanket branding strategy
Sunbeam makes:
Sunbeam irons
Sunbeam toasters
Sunbeam crockware
GE makes:
TV
VCR
Microwave
Washer/Dryer
Individual/ Multi-brand strategy
Anheuser-Busch makes:
Budweiser
Busch
Michelob
Wurtburger
Hofbrau
Procter & Gamble makes:
Tide
Cheer
Ivory Snow
Oxydol
Private branding
McClark’s
Bar-B-Cue Sauce
Kroger has:
Store brands for various products
Sears has:
Kenmore appliances
Craftsman tools
Combination/ Mixed branding strategy
Honda makes:
Accord
Civic
Prelude
S-2000
Odyssey
Kellogg’s makes:
Rice Krispies
Raisin Bran
Corn Flakes
Generic/No branding strategy Dog food Peanut butter Green beans Paper towels Aspirin Cola Branding strategy Manufacturer branding strategy

Product Extensions Line extension . . . . The use of a current brand to enter a new market segment in its product class Brand extension . . . . The use of a current brand name to enter a completely different product class

Cobranding Ingredient Branding Cooperative Branding Complementary Branding Types of Cobranding

Product Bundling
Perception of Value
Ease of Information Processing
Reduction in Perceived Risk
Ability to control & smoothen demand

Branding Issues and Strategies

by Hondafanatics on Aug 16, 2010

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