MANAGING BRANDING Salva Maneesh Varma
MANAGING BRANDING <ul><li>How to signify at the same time : </li></ul><ul><li>. a common reference of brand offerings  </l...
MANY DIFFERENT TYPES OF BRANDS <ul><li>B2B </li></ul><ul><li>B2C </li></ul><ul><li>Web </li></ul><ul><li>Trade </li></ul><...
BRANDING OPTIONS <ul><li>Product Brand :  Exclusive name to a single product to assure individual positionning (Tide, Mart...
WHY EXTEND BRANDS ? <ul><li>increasing competition between less & larger players with global aspirations and ability to co...
WHAT IS THE BRAND STRETCHING ? <ul><li>It is the transfer of brand values on the new market </li></ul><ul><li>It shows tha...
WILLS IN INDIA
CATERPILLAR MOVED INTO SHOES AND CLOTHING
SWATCH MOVE INTO JEWEL
BRAND STRETCHING RISKS <ul><li>Distort/Dilute the values of the Brand  </li></ul><ul><li>Lose the original consumers </li>...
CHEVIGNON BRAND DILUTION modern, adventurous, exquisite
PIERRE CARDIN BRAND DILUTION
KEYS TO SUCCESS IN BRAND EXTENSION Brand   identity   Brand extension Market’s values Relevance Fit Added value
ECONOMIC EVIDENCES OF BRAND EXTENSIONS   Higher survival rate of products Higher chances of success, due to : . trial rate...
WHY NOT EXTEND BRANDS ? <ul><li>Unclear/no Brand Identity </li></ul><ul><li>High brand switching pattern </li></ul><ul><li...
CATEGORY EXTENSIONS <ul><li>succe e ded </li></ul><ul><li>Adidas cosmetics </li></ul><ul><li>Harley Davidson cosmetics </l...
THE VIEW FROM HONDA <ul><li>“ We are the most international of the Japanese companies.  At the moment we are the most dive...
-  JOHN F. WELCH, JR . <ul><li>&quot;Our vision has been described to you for a decade.  We believed that only businesses ...
THANK YOU
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Managing branding new

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  • Source: Automobile, Octber 1995, pg. 94.
  • Managing branding new

    1. 1. MANAGING BRANDING Salva Maneesh Varma
    2. 2. MANAGING BRANDING <ul><li>How to signify at the same time : </li></ul><ul><li>. a common reference of brand offerings </li></ul><ul><li>. how they differ from each other </li></ul><ul><li>. What the Brand stands for. </li></ul>
    3. 3. MANY DIFFERENT TYPES OF BRANDS <ul><li>B2B </li></ul><ul><li>B2C </li></ul><ul><li>Web </li></ul><ul><li>Trade </li></ul><ul><li>Local </li></ul><ul><li>Regional </li></ul><ul><li>National </li></ul><ul><li>International </li></ul><ul><li>Worlwide (meta) </li></ul><ul><li>Corporate </li></ul><ul><li>Commercial </li></ul><ul><li>Non-business </li></ul><ul><ul><li>Countries </li></ul></ul><ul><ul><li>Official bodies </li></ul></ul><ul><ul><li>Charity org. </li></ul></ul><ul><ul><li>Politics/Polticians </li></ul></ul>
    4. 4. BRANDING OPTIONS <ul><li>Product Brand : Exclusive name to a single product to assure individual positionning (Tide, Martini ……) </li></ul><ul><li>Line Brand : Extend a concept across different product in segmented market or across similar markets (Renault ….) </li></ul><ul><li>Range Brand : Use same name and promise in product categories with same ability (Green Giant …..) </li></ul><ul><li>Umbrella Brand : Support products in different markets with each its own promise, Danon </li></ul><ul><li>Source Brand : Support sub-brand names as above </li></ul><ul><li>Endorsing Brand : Approve/garanty wide variety of product brands, line and range brands GE </li></ul><ul><li>Marque : Endorsing (Corporate) Brand ….. </li></ul>
    5. 5. WHY EXTEND BRANDS ? <ul><li>increasing competition between less & larger players with global aspirations and ability to communicate globally </li></ul><ul><li>towards saturation of markets </li></ul><ul><li>similarity of brands’ offers attributes </li></ul><ul><li>decreasing brand loyalty </li></ul><ul><li>react to declining markets </li></ul><ul><li>nourish the brand perceived vitality </li></ul>
    6. 6. WHAT IS THE BRAND STRETCHING ? <ul><li>It is the transfer of brand values on the new market </li></ul><ul><li>It shows that the brand is not related directly to one sector but has values that can transcend different products categories </li></ul>
    7. 7. WILLS IN INDIA
    8. 8. CATERPILLAR MOVED INTO SHOES AND CLOTHING
    9. 9. SWATCH MOVE INTO JEWEL
    10. 10. BRAND STRETCHING RISKS <ul><li>Distort/Dilute the values of the Brand </li></ul><ul><li>Lose the original consumers </li></ul>
    11. 11. CHEVIGNON BRAND DILUTION modern, adventurous, exquisite
    12. 12. PIERRE CARDIN BRAND DILUTION
    13. 13. KEYS TO SUCCESS IN BRAND EXTENSION Brand identity Brand extension Market’s values Relevance Fit Added value
    14. 14. ECONOMIC EVIDENCES OF BRAND EXTENSIONS Higher survival rate of products Higher chances of success, due to : . trial rate . conversion rate . loyalty rate (repurchase) Lower launch cost
    15. 15. WHY NOT EXTEND BRANDS ? <ul><li>Unclear/no Brand Identity </li></ul><ul><li>High brand switching pattern </li></ul><ul><li>Unwatched Overheads Cost increase </li></ul><ul><li>No sufficient resources for success </li></ul><ul><li>No sufficient “Fit” and Relevance </li></ul>
    16. 16. CATEGORY EXTENSIONS <ul><li>succe e ded </li></ul><ul><li>Adidas cosmetics </li></ul><ul><li>Harley Davidson cosmetics </li></ul><ul><li>Colgate toothbrush </li></ul><ul><li>failed </li></ul><ul><li>Campbell ketchup </li></ul><ul><li>Bic parfumes </li></ul><ul><li>Levi’s suits </li></ul><ul><li>Xerox computers </li></ul><ul><li>Clorox washing powder </li></ul><ul><li>Calgon washing powder </li></ul><ul><li>Crystal Pepsi un-cola </li></ul>
    17. 17. THE VIEW FROM HONDA <ul><li>“ We are the most international of the Japanese companies. At the moment we are the most diversified, and we will be more diversified in the future. Still, I think it would be very hard to build a one-type world car. In the end, I don’t think it would be very efficient.” </li></ul><ul><li>---Nobuhiko Kawamoto </li></ul><ul><li>President and CEO, Honda Motor Company </li></ul>
    18. 18. - JOHN F. WELCH, JR . <ul><li>&quot;Our vision has been described to you for a decade. We believed that only businesses that were number-one or number-two in their markets could win in the increasingly competitive global arena. Those that could not were to be fixed, closed or sold. &quot; </li></ul>Chairman and CEO, General Electric
    19. 19. THANK YOU

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