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Consumer Software Brand Management

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Consumer Software Brand Management by Erin Hintz at SVPMA Monthly Event November 2006 …

Consumer Software Brand Management by Erin Hintz at SVPMA Monthly Event November 2006

Published in: Business, Technology

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  • 1. Consumer SoftwareBrand ManagementErin HintzVP, Global Consumer Marketing1 – 2005 Symantec Corporation, All Rights Reserved
  • 2. What is Branding? “An orange is an orange…is an orange. Unless…that orange happens to be Sunkist, a name 80 percent of consumers know and trust” Russell Hamlin, CEO, Sunkist Growers2 – 2005 Symantec Corporation, All Rights Reserved
  • 3. What is a Brand? A brand is more than what it appears to be It’s more than a name It’s more than logo It’s more than the product3 – 2005 Symantec Corporation, All Rights Reserved
  • 4. Brand – A Key Differentiator “I don’t know who you are. I don’t know your company. I don’t know your company’s products. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s reputation. Now—What was it you wanted to sell me?” McGraw Hill Magazine Ad4 – 2005 Symantec Corporation, All Rights Reserved
  • 5. Building a Brand Name Imagery Pricing Product Features Quality Corporate Customer Culture & Touchpoints Values Emotional Benefits5 – 2005 Symantec Corporation, All Rights Reserved
  • 6. Role of Marketing in Branding Customer segmentation Positioning and pricing Messaging and naming Packaging Imagery and communications Marketing is the steward of the brand.6 – 2005 Symantec Corporation, All Rights Reserved
  • 7. Customer Segmentation Indifferent Mature to Security & Secure Digital Wired Families7 – 2005 Symantec Corporation, All Rights Reserved
  • 8. Why is Positioning Importantin Branding Focuses meaning and relevance of the brand in the minds of the target market BMW means ultimate driving machine for performance-oriented drivers W Hotels mean hip comfort for trend-oriented business and leisure travelers8 – 2005 Symantec Corporation, All Rights Reserved
  • 9. Importance of Lifecycle Messaging Awareness Repurchase Consideration Customer Maintenance/ Purchase Updates Usage9 – 2005 Symantec Corporation, All Rights Reserved
  • 10. Customer-centric Packaging10 – 2005 Symantec Corporation, All Rights Reserved
  • 11. Brand Imagery & Communication11 – 2005 Symantec Corporation, All Rights Reserved
  • 12. Interacting with the Brand12 – 2005 Symantec Corporation, All Rights Reserved
  • 13. Norton Brand Promise Norton gives you the freedom to work and play in the connected world— On your own terms13 – 2005 Symantec Corporation, All Rights Reserved
  • 14. 1 – 2005 Symantec Corporation, All Rights Reserved
  • 15. Brand—Extend or Not?15 – 2005 Symantec Corporation, All Rights Reserved
  • 16. A Tale of Two Brands16 – 2005 Symantec Corporation, All Rights Reserved
  • 17. Brand Extension Failures Bic perfumes Harley Davidson wine coolers Levis tailored classics suits Dominos fruit-flavored bubble gum Microsoft security software17 – 2005 Symantec Corporation, All Rights Reserved
  • 18. Leadership & Brand—Customer Loyalty 50 43.9 39.51 % 40 35.56 33.04 30 Net Promoter Scores by Company—Highest to LowestSource: Net Promoter® Industry Report 2006 Consumer Software—May 2006 report18 – 2005 Symantec Corporation, All Rights Reserved
  • 19. Product Management Rolein Branding Product Features Quality Differentiation19 – 2005 Symantec Corporation, All Rights Reserved
  • 20. Summary Successful branding starts with the product Marketing—Stewards of the brand Brand promise must scale to business aspirations Huge benefits for doing it right!20 – 2005 Symantec Corporation, All Rights Reserved
  • 21. Thank you21 – 2005 Symantec Corporation, All Rights Reserved