Branding strategy
Upcoming SlideShare
Loading in...5
×
 

Branding strategy

on

  • 1,990 views

 

Statistics

Views

Total Views
1,990
Views on SlideShare
1,990
Embed Views
0

Actions

Likes
3
Downloads
737
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Video icon links to snippet on Swiss Army’s brand extensions.

Branding strategy Branding strategy Presentation Transcript

  • Branding Strategies Unit 1 part 3Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-1
  • Good branding helps the patient recall the hospital name faster and helps the target customers to get hooked to the brand, whereby improving the brand value" - Dr Vivek Desai, MD, HOSMAC India Pvt Ltd, Mumbai.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-2
  • Branding is all about taking care of peoples emotions and each employee is a brand ambassador of the hospital - Dr Nagendra Swamy, Group Director, Medical Services, Manipal HospitalsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-3
  • Wockhardt Hospitals GroupTagline: Differs for all speciality hospitals.The Mulund Cancer Centre- Add years to life & life to yearsColour: Red - the colour of life.Logo: Two red wings, flying in an upward direction,continuous growth.Brand Mantra: To provide the best in advancedsuper-speciality in healthcareUnique features: The Family Virtual Visit option, a pioneer in this case, for the relatives of the patients.In an emergency, when relatives cannot be entertained in the hospital all the time, this set-up helps tolatest photographs and reports through e-mail to the relatives. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-4
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-5
  • Hospitals using branding in USA • Mayo Clinic – Minneapolis, MN • M.D. Anderson – Houston, TX • Baptist Health Care – NW Florida • Children’s Medical Center – Dallas, TXCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-6
  • Mayo clinic • emotional bond between Mayo and patients • •A team oriented, collaborative approach to patient care through their Mayo • Clinic Model of Care. • Salary compensation of all staffCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-7
  • Marketing A Brand Team, Legal and the Mayo Board of Governors actively manages the Brand and protects it from internal and external violations • All employees and associates are taught to live the Brand with every • customer and colleague interactionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-8
  • Steps in Strategic Brand Management • Identifying and establishing brand positioning • Planning and implementing brand marketing • Measuring and interpreting brand performance • Growing and sustaining brand valueCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-9
  • What is a Brand? A brand is 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.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-10
  • The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protectionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-11
  • The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premiumCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-12
  • What is Branding? Branding is endowing products and services with the power of the brand.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-13
  • What is Brand Equity? Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-14
  • Brand Knowledge Thoughts Feelings Knowledge Images Beliefs ExperiencesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-15
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-16
  • Advantages of Strong Brands • Improved • Larger margins perceptions of • More inelastic product consumer response performance • Greater trade • Greater loyalty cooperation • Less vulnerability • Increased marketing to competitive communications marketing actions effectiveness • Less vulnerability • Possible licensing to crises opportunitiesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-17
  • What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-18
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-19
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-20
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-21
  • Brand Equity Models • Brand Asset Valuator • Aaker Model • BRANDZ • Brand ResonanceCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-22
  • BAV Key Components Differentiation Energy Relevance Esteem KnowledgeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-23
  • Figure 10.3 Brand Dynamics Pyramid Strong Relationship Bonding Advantage Performance Relevance Presence Weak RelationshipCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-24
  • Aaker Model Core Identity Brand Identity Elements Extended Identity Brand Essence ElementsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-25
  • Figure 10.3 Brand Resonance PyramidCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-26
  • Drivers of Brand Equity Brand Elements Marketing Activities Meaning TransferenceCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-27
  • Brand Elements Brand names URLs Slogans Elements Logos Characters SymbolsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-28
  • Internal Branding • Choose the right moment • Link internal and external marketing • Bring the brand alive for employeesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-29
  • Figure 10.4 Secondary Sources of Brand KnowledgeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-30
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-31
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-32
  • Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-33
  • Measuring Brand Equity Brand Audits Brand Tracking Brand ValuationCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-34
  • Managing Brand Equity Brand Reinforcement Brand Revitalization Brand CrisesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-35
  • Interbrand’s Steps in Calculating Brand Equity • Market segmentation • Financial analysis • Role of branding • Brand strength • Brand value calculationCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-36
  • Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and newCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-37
  • Branding Terms • Brand line • Line extension • Brand mix • Category extension • Brand extension • Branded variants • Sub-brand • Licensed product • Parent brand • Brand dilution • Family brand • Brand portfolioCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-38
  • Brand Naming Individual names Blanket family names Separate family names Corporate name- individual name comboCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-39
  • Reasons for Brand Portfolios • Increasing shelf presence and retailer dependence in the store • Attracting consumers seeking variety • Increasing internal competition within the firm • Yielding economies of scale in advertising, sales, merchandising, and distributionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-40
  • Brand Roles in a Brand Portfolio Flankers Cash Cows Low-end High-end Entry-level PrestigeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-41
  • Marketing Debate  Are brand extensions good or bad? Take a position: 4. Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-42
  • Marketing Discussion  How can you relate the different models brand equity presented in this chapter?  How are they similar? Different?  Can you reconstruct a brand-equity Model that incorporates the best of each?Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-43