Consumer Software Brand Management

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

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Consumer Software Brand Management

  1. 1. Consumer SoftwareBrand ManagementErin HintzVP, Global Consumer Marketing1 – 2005 Symantec Corporation, All Rights Reserved
  2. 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. 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. 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. 5. Building a Brand Name Imagery Pricing Product Features Quality Corporate Customer Culture & Touchpoints Values Emotional Benefits5 – 2005 Symantec Corporation, All Rights Reserved
  6. 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. 7. Customer Segmentation Indifferent Mature to Security & Secure Digital Wired Families7 – 2005 Symantec Corporation, All Rights Reserved
  8. 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. 9. Importance of Lifecycle Messaging Awareness Repurchase Consideration Customer Maintenance/ Purchase Updates Usage9 – 2005 Symantec Corporation, All Rights Reserved
  10. 10. Customer-centric Packaging10 – 2005 Symantec Corporation, All Rights Reserved
  11. 11. Brand Imagery & Communication11 – 2005 Symantec Corporation, All Rights Reserved
  12. 12. Interacting with the Brand12 – 2005 Symantec Corporation, All Rights Reserved
  13. 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. 14. 1 – 2005 Symantec Corporation, All Rights Reserved
  15. 15. Brand—Extend or Not?15 – 2005 Symantec Corporation, All Rights Reserved
  16. 16. A Tale of Two Brands16 – 2005 Symantec Corporation, All Rights Reserved
  17. 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. 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. 19. Product Management Rolein Branding Product Features Quality Differentiation19 – 2005 Symantec Corporation, All Rights Reserved
  20. 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. 21. Thank you21 – 2005 Symantec Corporation, All Rights Reserved

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