In this presentation, we will talk about various aspects of experiential marketing with a focus on the brands, phases of marketing and marketing aesthetics. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html

1. Chapter 22
• Types Of Brand
Ch22 Types of Brands

2. Regional Brands
• A regional brand is unique to a particular
region
• Some brand remain regional on account of
resources, some on account of very
provincial appeal
• Local advertising media can be used to
build a regional brand
Ch22 Types of Brands

3. Some local brands
Comp
Brand Region Achievements Failures
any
Competes with
Sabeen
TN vim and Pril. It -
a
thrives
Competes It is
Karna-
Torino - aerated dead
Taka
Beverages Now
No
Cantheri Benga
-dine Kolkata Chem Once Popular Longer
. on
Hair Oil
shelves
Ch22 Types of Brands

4. Attitude Brands
• Body shop puts forward human body as
an asset
• Benetton ads denote an rude attitude
• MTV as a brand thought of as one packed
with rebelliousness of this generation
• These brands jolt the customer who notice
of the brand
Ch22 Types of Brands

5. E-Brand
• E-business is growing
• Some e-brand are exclusively electronic
e.g. Citibank e-card
• Some e-brands are used to register e-
presence e.g. icicidirect
• E-brand will have competition in the same
way the real marketplace has
Ch22 Types of Brands

6. Global brands
• The world has become uni-polar
• A global brand has world –wide
recognitization
• E.g. Coke, Pepsi, Gillette, Revlon
• Developing global brands is a different
ball-game
• Building a global brand is a Herculean task
Ch22 Types of Brands

7. Elements of a Global Brand
Product
Superiority
Global
Global Distribution
Brand
Brand Strategy
Building
Cost
Competitiveness
Ch22 Types of Brands

8. In-Store Brand
• Also known as” Private Label” brands
• Private labels should be more consumer-centric
• A retailer who chooses to launch private label
become marketer, and not merely a seller of
products
• Private brands can be a no-frill discount product
and is perceived as a lower quality product
Ch22 Types of Brands

9. In-Store Brand- Ac Neilsen
Survey
• Westside chain of store is heavily
dependent (more than 90%) on private
labels
• Food world is increasing its count of
private labels.
• Europe has the highest value of shares of
private labels at 22 per cent
Ch22 Types of Brands

10. In-Store Brand- Ac Neilsen
Survey
• North America is the biggest market for
private labels in dollar terms
• Product wise, the highest private labels
are paper, plastic, and wraps, with a value
share of 29 per cent.
• Private labels all over the world are
economical
Ch22 Types of Brands

11. Premium Brands
• Nike in Reebok in sports shoes
• Dove in soaps
• Scotch in liquors
• Premium is contributed by excellence in quality
and features
• Its distribution is selective
• Life-style positioning make certain ordinary
product premium products, e.g. Hero Cycles
Ch22 Types of Brands

12. Sub-brands
• Is a way that falls between creating new
brands and stretching the mother brand
beyond imagination
• Sub –branding is done to
1. Rejuvenate an old brand
2. Meet the needs of the consumers in the same
segment e.g. Colgate gel
3. To change the imagery for a new segment
Ch22 Types of Brands

13. Sub-brands
4. To distinguish product offering within the
same product category e.g. Stan chart
Classic card
5. To take advantage of an innovation e.g.
Sony Wega
6. To upgrade a brand, e.g. Surf to Surf
Excel
7. To enter a new product category e.g.
Maruti 800 and Zen
Ch22 Types of Brands

14. Cult Brands
• Cult brands have a slow start, but build a steady
following over a period of time
• Cult brand s give people a chance to belong to
something
• Cults display an intensity of relationship between the
user and the brand itself
• A cult, according to the dictionary, is a system of
religious beliefs, and a cult brand is built when a set of
people revere it almost like a religion
• E.g. Harley Davidson is held up as a symbol
• Life-style positioning make certain ordinary product
premium products, e.g. Hero Cycles
Ch22 Types of Brands

15. Generic Brand
• A brand that becomes generic becomes a
product category, and no longer remains a
brand
• Dalda vanspati had become generic
• Xerox has ceased to be a brand , and is
used a verb for photocopying process,
Xerox ads exhort the customers to copy
the document , rather than Xerox it
Ch22 Types of Brands

16. Summary
• Some brand remain regional on account of
resources, some on account of very
provincial appeal
• Benetton ads denote an rude attitude, is
an example of attitude brand
• A global brand has world –wide
recognitization
• E.g. Coke, Pepsi, Gillette, Revlon
Ch22 Types of Brands

17. Summary
• Private brands can be a no-frill discount product
and is perceived as a lower quality product
• Sub brand is a way that falls between creating
new brands and stretching the mother brand
beyond imagination
• Cult brands have a slow start, but build a steady
following over a period of time
• A brand that becomes generic becomes a
product category, and no longer remains a
brand
Ch22 Types of Brands