Brand Planning

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In this presentation, we will introduce you to the concept of Brand Planning. This presentation will help you to know and learn the factors and strategies involved in building a brand and help it to succeed. We will also discuss FMCG, service marketing, brand share and brand lifecycle.
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Brand Planning

  1. 1. Chapter 3• Brand Planning Ch-03 Brand Planning
  2. 2. What is Brand Planning• A brand plan is developed which states brand objectives and specifies the strategies to achieve these objectives• Brand planning provides a vision• Brand planning considers external as well as internal factor responsible for brand success. Ch-03 Brand Planning
  3. 3. Factors impeding successful brands• Mores emphasis on sales promotion• Limited innovations• Lack of profitability analysis• Brand budget is erratic and is cut drastically• Marketing manager does not delegate responsibility Ch-03 Brand Planning
  4. 4. Factors affecting brand potential Manufacturer Distributor Brand Potential Marketing Competitor ConsumerEnvironment Ch-03 Brand Planning
  5. 5. Brand Strategy through matrix High Octavia Price Indica V2 Maruti 800 low low Product Category High Ch-03 Brand Planning
  6. 6. Brand Strategy1. Understand what our existing brand stands for2. Company must have a corporate plan3. We should be clear about what we want the brand to mean and convey Ch-03 Brand Planning
  7. 7. Service Brand Strategy1. Vision2. Competitiveness3. Technology4. Top Management5. Consumer focus Ch-03 Brand Planning
  8. 8. Point of distinction in FMCG and service marketing• Product differentiation• Brand differentiation• Consumer motivation• Brand strength• Product benefits Ch-03 Brand Planning
  9. 9. Brand Share & Branding Strategy• Brand share indicated how far the brand satisfies the consumer needs• Active brand share is given by the consumers actively competed for and won.• Brand loyal customers continue patronizing it• Brand switchers fall prey to competitors brand Ch-03 Brand Planning
  10. 10. Brand Share & Branding Strategy• Apathetic feel the brand falls short of fully satisfying their needs• Doubters have tried the brand but their next buy would be another brand• Passive brand share is another component of brand share consisting of customer intending to buy our brand Ch-03 Brand Planning
  11. 11. Brand Planning as functionality1. Functional attributes such as performance, taste, reliability etc.2. Expressional attributes such as status, mood, consumers personality.3. Brands can have both functionality and representationality e.g. Mercedes Cars Ch-03 Brand Planning
  12. 12. Brand Life Cycle• Introduction• Growth• Maturity• Decline Ch-03 Brand Planning
  13. 13. New brand is influenced by…• Functional performance• Positioning• Name• Price• distribution Ch-03 Brand Planning
  14. 14. Brand Strategy Decisions• Line Extensions• Brand Extensions• Multiple brands• New brands Ch-03 Brand Planning
  15. 15. Brand Strategy Decisions Existing New Brand LineExisting Extensions Extensions Brand Name Multiple Brands New Brands New Product Category Ch-03 Brand Planning
  16. 16. Summary• A brand plan is developed which states brand objectives and specifies the strategies to achieve these objectives• Brand share indicated how far the brand satisfies the consumer needs• Brands can have both functionality and representationality e.g. Mercedes Cars Ch-03 Brand Planning
  17. 17. Summary• Brand passes through different phases of life cycle namely, introduction, growth, maturity and decline• New brand is influenced by functional performance, positioning, name, price and distribution. Ch-03 Brand Planning
  18. 18. “Like” us on Facebook:  p // /http://www.facebook.com/welearnindia “Follow” us on Twitter:http://twitter.com/WeLearnIndiahttp://twitter com/WeLearnIndiaWatch informative videos on Youtube: http://www.youtube.com/WelingkarDLP
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