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Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
Introduction to brand rg
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Introduction to brand rg

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Transcript

  • 1. Introduction
  • 2. Definition Brand is a name, term, sign, symbol or design or a combination of them intended to identify goods and services of one seller or a group of sellers and to differentiate them from competition” American Marketing Association
  • 3. Definition  Brandr – “ to burn” – branding at ranches
  • 4. Brand vs. Products Kotler’s definition  Core Benefit  Generic Product  Expected Product  Augmented Product  Potential Product Brand: Product + or - perceived differentiator  Rational & Tangible  Performance based  Symbolic, emotional Brand = Product + customer perception +performance + brand name + company
  • 5. What then is a Brand? Attributes Benefits Values Culture User Personality
  • 6. What can be Branded  Physical goods – Kellogg's, Sony, Coca-Cola  Services – IBM, Amex, Hilton, Fedex  Retailers & Distributors – Wal-Mart, Target  Online Products & Services – Facebook, Twitter, Amazon, Google  People –Film Stars, Sports legends  Art & Entertainment – National Geographic,, Movie sequels ( Star Wars, Harry Potter),  Clubs- Manchester United, IPL Teams  Geographic locations – Kerala, Goa, Paris, Thailand, Turkey, Malaysia
  • 7. InterBrands - Top 10 – 2011 Rank 2011 Rank 2010 Brand Sector Country Brand Value ($m) Change in Brand Value 1 1 Beverages USA 71,861 2% 2 3 Business Services USA 69,905 8% 3 2 Software USA 59,087 -3% 4 4 Internet USA 55,317 27% 5 5 Diversified USA 42,808 0% 6 8 Restaurant USA 35,593 6% 7 5 Electronics USA 35,217 10% 8 17 Electronics USA 33,492 58% 9 9 Media USA 29,018 1% 10 10 Electronics USA 28,479 6%
  • 8. Rank 2012 Rank 2011 Brand Sector Country Brand Value ($m) Change in Brand Value 1 1 Beverages USA 77,839 8% 2 8 Electronics USA 76,568 129% 3 2 Business Services USA 75,532 8% 4 4 Internet USA 69,726 26% 5 3 Software USA 57,853 -2% 6 5 Diversified USA 43,682 2% 7 6 Restaurant USA 40,062 13% 8 7 Electronics USA 39,385 12% 9 17 Electronics Korea 32,893 40% 10 11 Automobiles USA 30,097 10% InterBrand - Top 10 – 2012
  • 9. Roles that Brands Play For Consumers  Identification of source of product  Assignment of responsibility to product maker  Risk reducer  Promise, bond  Signal of quality
  • 10. Roles that Brands Play For Manufacturers  Means of identification to simplify handling & tracing  Legal protection of unique features  Signal of quality  USP & Competitive advantage  Source of Financial returns
  • 11. Challenges  Savvy customers  Brand proliferation -Complex brand portfolios & families  Maturing markets  Increasing competition  Decreasing brand loyalty
  • 12. Challenges  Growth of private labels  Increasing trade power  High cost of product introduction & support  Media fragmentation - High promotional expenditure
  • 13. Advantages  Greater loyalty  Higher margins  Licensing opportunities  Brand extension opportunities  Less vulnerable to competitive marketing actions
  • 14. Good Brand Easy to remember Easy to Recognize Suggest Product Benefits Distinguish product positioning relative to competition Easy to pronounce Attract Attention Legally protective Suggest Company or Product image
  • 15. Types of Brand  Premium brand typically costs more than other products in the category  Economy brand is targeted to a high price elastic market segment  Fighting brand is created specifically to counter a competitive threat
  • 16. Branding  Corporate Branding- company’s name is used as a product brand name  Family Branding when one brand name is used for several related products  Brand leveraging when a company uses brand equity associated with an existing brand name to launch a new product or product line
  • 17. Branding  Co-branding when 2 or more brands work together to market their products  Brand Licensing when a company sells the rights to use their brand name to another company for use in another geographic area  Private Branding when large retailers buy products from manufacturers in bulk and put their own brand name on them
  • 18. Brand Rationalization  Create a separate product or service for each target market  Gain production & marketing efficiencies  Part of corporate restructuring Mass Niche
  • 19. Strategic Brand Management Process Design and implementation of Mktg. programs to build, measure and manage brand equity
  • 20. Steps 1. Identify & establish brand positioning & values 2. Planning & implementing brand marketing programs 3. Measuring & Interpreting Brand performance 4. Growing & sustaining brand equity
  • 21. Strategic Brand Management 1. Identify & establish brand positioning & values  Mental Maps  Competitive frame of reference  Points of parity and Points of difference  Core brand Values  Brand Mantra
  • 22. Strategic Brand Management 2. Planning & implementing brand marketing programs  Mixing and matching of brand elements  Integrated brand marketing activities  Leverage of secondary association
  • 23. Strategic Brand Management 3. Measuring & Interpreting Brand performance  Brand Value chain  Brand audits  Brand Tracking  Brand Equity Management System
  • 24. Strategic Brand Management 4. Growing & sustaining brand equity  Brand-product mix  Brand Portfolios and hierarchies  Brand expansion Strategies  Brand reinforcement and revitalization

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