B R A N D I N G O F S E R V I C E S

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B R A N D I N G O F S E R V I C E S

  1. 1. BRANDING OF SERVICES DR K V PRABHAKAR
  2. 2. Brands and Brand Symbols <ul><li>Powerful brands such as these have brand equity : </li></ul><ul><ul><li>Coca-Cola brand - $69 billion </li></ul></ul><ul><ul><li>IBM brand - $53 billion </li></ul></ul><ul><li>Offers defense against fierce price competition. </li></ul>
  3. 3. Major Branding Decisions
  4. 4. Four Brand Strategies Line Extension Dannon Yogurt Flavors Multibrands Seiko Lasalle & Pulsar Brand Extension Barbie Electronics New Brands Windex (by acquisition) Brand Name Existing New Product Category Existing New
  5. 5. Brand Strategy <ul><li>Line Extension </li></ul><ul><ul><li>Existing brand names extended to new forms, sizes, and flavors of an existing product category. </li></ul></ul><ul><li>Brand Extension </li></ul><ul><ul><li>Existing brand names extended to new or modified product categories. </li></ul></ul><ul><li>Multibrands </li></ul><ul><ul><li>New brand names introduced in the same product category. </li></ul></ul><ul><li>New Brands </li></ul><ul><ul><li>New brand names in new product categories. </li></ul></ul>
  6. 6. Who Does the Branding? Brand Choices ? ? ? ? Manufacturer
  7. 7. Who Does the Branding? Brand Choices Manufacturer ? ? ? ? Dealer
  8. 8. Who Does the Branding? Brand Choices Manufacturer Dealer ? ? ? ? Generic
  9. 9. Type of Brand Brand Choices ? ? ? ? Family Brand
  10. 10. Brand Choices Family Brand ? ? ? ? Type of Brand Individual Brand
  11. 11. Brand Choices ? ? ? ? Type of Brand Family Brand Individual Brand Licensed
  12. 12. Characteristics of a Good Brand Name <ul><li>Short and simple </li></ul><ul><li>Suggestive of product benefits </li></ul><ul><li>Legally available </li></ul><ul><li>Timeless rather than timely </li></ul><ul><li>No negative imagery </li></ul><ul><li>Easy to spell, read, and pronounce </li></ul><ul><li>Adaptable for international markets </li></ul><ul><li>Adaptable to packaging/labeling needs </li></ul><ul><li>Adaptable to any advertising medium </li></ul>A Good Brand Name Is...
  13. 13. International Brands
  14. 14. TOP GLOBAL BRANDS <ul><li>The ten most valuable brand names in the world market are: </li></ul><ul><li>Coca-cola, Microsoft, IBM, GE, Nokia, Intel, Disney, Ford, McDonald’s, AT & T, Starbucks, Samsung, Financial Times, Xerox, Amazon.com, Yahoo, and Duracell </li></ul><ul><li>The biggest gainer in terms of brand value is the Starbucks which has 4434 stores on three different continents. A big reason for Starbuck’s success is that they put money into their employees rather than spend on advertising. </li></ul><ul><li>Starbucks is one of the first companies to ever offer part-time employees stock options and health benefits </li></ul>
  15. 15. CONTD., <ul><li>According to the CEO of the Starbucks, the brand has to start with the culture and naturally extend to the customers </li></ul><ul><li>By creating a culture caring for their employees, the employees, in turn, care for the Starbucks customers. </li></ul><ul><li>Because of the large number of choices customers have in the market place, having an established, trusted, brand name is important </li></ul>
  16. 16. CONTD., <ul><li>With the rise in popularity of the Internet, customers do not have to rely on traditional retailers for their brand select </li></ul><ul><li>They can purchase almost any brand they desire from the Internet </li></ul><ul><li>In addition, in most service categories, customers see little differences in the quality of various brands </li></ul><ul><li>With unlimited options and brand parity almost a norm, developing a top global brand presence is even more critical for success </li></ul>
  17. 17. Conditions Favorable to Building Brand Familiarity Seven Conditions Favorable to Successful Branding
  18. 18. Conditions Favorable to Building Brand Familiarity 1. Easy to identify by brand or trademark 2. Quality is best value for the price 3. Dependable and wide-spread availability 4. Demand for general product class is large 5. Demand supports price needed to support brand Seven Conditions Favorable to Successful Branding 6. Economies of scale possible 7. Favorable shelf locations possible
  19. 19. Levels of Brand Familiarity Rejection Non-recognition Recognition Preference Change Position Increase Awareness Continue Education Maintain Availability Focus: Focus: Focus: Focus : Insistence Develop High Brand Equity Focus :

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