Brand and Branding  Jean – Noel Kapferer
Branding dilemma <ul><li>What is brand?  </li></ul><ul><li>Name,sign, symbol,intended to identify goods & services of one ...
Brand name <ul><li>“ A rose by any other name would not smell as sweet” </li></ul><ul><li>Brand name provides an identity ...
Product logic(marketing mix) to brand logic  (meaning and value) Product Brand
Brand identity prism
Brand Culture Shared,Stories, images & associations The  Firm Popular  Culture Influencers Customers Brand Stories Brand S...
Brand value <ul><li>Brand culture (accepted truth about product) can greatly enhance brand value </li></ul><ul><li>Differe...
BRAND ARCHITECTURE <ul><li>Handling of a large product portfolio </li></ul><ul><li>Brand-product relationship </li></ul><u...
The Product Brand Strategy <ul><li>It involves the assignment of a particular name to one, and only one, product as well  ...
<ul><li>The Line Brand Strategy </li></ul><ul><li>This strategy involves the exploitation of successful concept by extendi...
<ul><li>Umbrella Brand Strategy </li></ul><ul><li>The same brand supports several products in different markets.  </li></u...
<ul><li>Source Brand Strategy  </li></ul><ul><li>This is identical to umbrella brand strategy except for the point that th...
Brand Equity <ul><li>Financial—Goodwill,  over a period of time </li></ul><ul><li>What is to be measured </li></ul><ul><ul...
Brand Equity <ul><li>Brand doesn’t exist in isolation it has to be understood in relation to category </li></ul><ul><li>Di...
Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer...
Brand Equity - Resonance Model Salience  Performance  Imagery  Resonance   Judgments  Feelings  Brand  Brand building bloc...
Adapting to Market Brand style Brand Kernel Brand themes
<ul><li>Meaning evolve over a period of time, It is relational, Categories also get redefined -Brand Management. </li></ul...
Thank You
Upcoming SlideShare
Loading in...5
×

167714 633736684762918750

801
-1

Published on

Published in: Business, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
801
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
28
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

167714 633736684762918750

  1. 1. Brand and Branding Jean – Noel Kapferer
  2. 2. Branding dilemma <ul><li>What is brand? </li></ul><ul><li>Name,sign, symbol,intended to identify goods & services of one seller from another </li></ul><ul><li>Branding is decommodification of product </li></ul>Brand identity Perspectives of Marketer Brand image Perspectives of Consumer
  3. 3. Brand name <ul><li>“ A rose by any other name would not smell as sweet” </li></ul><ul><li>Brand name provides an identity which differentiates </li></ul><ul><li>Key marketing concept of positioning, imagery are centered around brand name </li></ul>
  4. 4. Product logic(marketing mix) to brand logic (meaning and value) Product Brand
  5. 5. Brand identity prism
  6. 6. Brand Culture Shared,Stories, images & associations The Firm Popular Culture Influencers Customers Brand Stories Brand Stories Brand Stories Brand Stories Brand Culture - Authors Douglas B.Holt
  7. 7. Brand value <ul><li>Brand culture (accepted truth about product) can greatly enhance brand value </li></ul><ul><li>Difference between what a consumer will pay for branded product and a physically identical product without brand </li></ul><ul><li>Reputational value perceived product quality </li></ul><ul><li>Relationship value trusted as a long term partner </li></ul><ul><li>Experiential value Shape experience of product </li></ul><ul><li>Symbolic value which expresses values & identities </li></ul>
  8. 8. BRAND ARCHITECTURE <ul><li>Handling of a large product portfolio </li></ul><ul><li>Brand-product relationship </li></ul><ul><li>Six models in the brand-product relationship </li></ul><ul><ul><li>The product brand; </li></ul></ul><ul><ul><li>The line brand; </li></ul></ul><ul><ul><li>The range brand; </li></ul></ul><ul><ul><li>The umbrella brand; </li></ul></ul><ul><ul><li>The source brand and; </li></ul></ul><ul><ul><li>The endorsing brand </li></ul></ul>
  9. 9. The Product Brand Strategy <ul><li>It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning. </li></ul><ul><li>The result of this strategy is that each new product receives its own brand name that belongs only to it </li></ul><ul><li>For example, Procter & Gamble-detergent market by brands ariel, vizir,dash and soap market by camay ,zest etc. </li></ul>
  10. 10. <ul><li>The Line Brand Strategy </li></ul><ul><li>This strategy involves the exploitation of successful concept by extending it but by staying very close to the product </li></ul><ul><li>For example, L’Oreal hair line products </li></ul><ul><li>The Range Brand Strategy </li></ul><ul><li>It bestow a single brand name and promote through a single promise a range of products belonging to the same area of competence </li></ul><ul><li>For example, in food sector it is heinz, green giant etc. </li></ul>
  11. 11. <ul><li>Umbrella Brand Strategy </li></ul><ul><li>The same brand supports several products in different markets. </li></ul><ul><li>Each of them has its own advertising tool and its own communications </li></ul><ul><li>The main advantage of umbrella strategy is the capitalisation on one single name and economies of scale on an international level </li></ul><ul><li>For example, TATA, Palmolive etc. </li></ul>
  12. 12. <ul><li>Source Brand Strategy </li></ul><ul><li>This is identical to umbrella brand strategy except for the point that they are no longer called by one generic name </li></ul><ul><li>Two tier brand structure </li></ul><ul><li>Sub-branding </li></ul><ul><li>For example, AMUL Masti Dahi </li></ul><ul><li>Endorsing Brand Strategy </li></ul><ul><li>It gives approval to a wide variety of products grouped under product brands, line brands or range brands </li></ul><ul><li>The brand endorsement can be indicated in a graphic manner by placing the emblem or in a nominal way </li></ul><ul><li>For example, Johnson products with duck </li></ul>
  13. 13. Brand Equity <ul><li>Financial—Goodwill, over a period of time </li></ul><ul><li>What is to be measured </li></ul><ul><ul><li>Clear understanding of concept </li></ul></ul><ul><ul><li>Consumer way of determining the brand </li></ul></ul><ul><li>What are the measures </li></ul><ul><ul><li>Critical, Continuous, Creative </li></ul></ul><ul><ul><li>You can manage what is under your control </li></ul></ul><ul><li>How to measure </li></ul>
  14. 14. Brand Equity <ul><li>Brand doesn’t exist in isolation it has to be understood in relation to category </li></ul><ul><li>Differential account of brand reflecting in behavior </li></ul><ul><li>The brand image consumer feels, thinks and experiences(the cognitive and affective mixes ) </li></ul>
  15. 15. Brand Equity – BRANDZ Model Nothing else beats it Does it offer something better than others Can it deliver? Does it offer me something Do I know about it Strong relationship/ high share of category expenditure Weak relationship/Low share of category expenditure
  16. 16. Brand Equity - Resonance Model Salience Performance Imagery Resonance Judgments Feelings Brand Brand building blocks Stages of brand development Branding objective at each stage
  17. 17. Adapting to Market Brand style Brand Kernel Brand themes
  18. 18. <ul><li>Meaning evolve over a period of time, It is relational, Categories also get redefined -Brand Management. </li></ul><ul><li>Aligning of People, Structure, Processes. </li></ul><ul><li>Engagement and Complexity should not disable our thinking/knowledge. </li></ul>
  19. 19. Thank You
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×