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Strategic implications of branding

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  • 1. STRATEGIC IMPLICATIONS OF BRANDING
    Presented By
    Saranya Vasudevan, 2nd Year MBA.
  • 2. What does Branding really mean?
    Branding means much more than just giving a brand name and signaling to the outside world that such a product/service has been stamped with the mark and imprint of an organization.
    Requires a corporate long term involvement , a high level of resources and skills.
  • 3. Branding consists of transformation of the product category
    Brands are a direct consequence of the strategy of market segmentation and product differentiation.
    The first task in Brand analysis is to define precisely all that the brand injects into the product/service and how the brand transforms it:
    What attributes materialize?
    What advantages are created?
    What benefits emerge?
    What ideals does it represent?
  • 4. According to the objective the brand sets itself; transforming the category implies endowing the product with its own separate identity.
    Too many brands wish only to identify fully with the product category, thereby expecting to control it.
    In fact they often end up disappearing within it: Polaroid, Xerox, Caddy, Scotch, Kleenex have thus become generic terms.
  • 5. Brand is a long term vision
    Brand System
    Outside brand territory
    Outside brand territory
    Evolution of competition, life styles and technology
  • 6. Cycle of Brand Management
    Brand
    Weak
    Strong
    Different
    Product
    Competition and changes in customers expectations
    Banal
  • 7. The Brand is really a contract
    Brands become credible only through the persistence and repetition of their value proposition.
    Through time they become quasi contract, unwritten but most effective. This contract binds both parties.
    Each brand is free to choose its values and propositions, but once chosen and advertised, they become the benchmark for customer satisfaction.
    On the other hand, customers should be loyal to such a brand.
  • 8. Brand Requirements
    Closely forecast the needs and expectations of potential buyers
    React to technical and technological progress as soon as it can create a competitive edge
    Provide both volume and quantity at the same time, since those are the only means to ensure repeat purchases.
    Give meaning to the brand and communicate it to the target market, thereby using the brand as both a signal and a reference for the product’s identity and exclusivity.
    Increase the experiential rewards for consumption and interaction.
  • 9. Product and the Brand
    Branded Product
    Brand’s intangible values and imagery
    Halo Effect
    Product’s visible and differentiating characteristics
    Branded Aspiration
    Product satisfaction
    Expectations
  • 10. Each brand needs a flagship product
    A given brand will not be jeopardized by competitors offering similar products, unless there are large quantities of the latter.
    The problem arises when brands within the same group overlap too much, with one preventing the other from asserting its identity.
    It is when several brands sell the same product that a brand can become a caricature of itself.
    Here comes the need of a flagship product for a brand.
  • 11. Product Line overlap among products
    Meaning and Direction of Brand B
    Meaning and Direction of Brand A
    Products common to all 3 brands
    Meaning and Direction of Brand C
  • 12. Brands and other signs of Quality
    Quality seals are promotional tools.
    From the corporate point of view, choosing between brand policy and collective signs is a matter of strategy and of available resource allocation.

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