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  • “ A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors.” – David Aaker
  • “ A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors.” – David Aaker
  • Buying a bottle of wine…
  • Companies make products, customers buy brands. A brand is more than a logo A brand needs to be experienced at all touchpoints A brand is more than a sum of its parts A brand is about the people, the experiences and the values of the organization A brand needs to be unique
  • Notes: ______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Transcript

  • 1. A Brand Story… The Railroads The Airlines The Buggy Whip
  • 2. Moral of the Story
    • Brand Marketing is not about products, services or processes.
    • It’s about understanding & satisfying consumer needs , profitably.
    • Products & Processes are only the means , the end is the consumer need.
    • Brands which lack this vision, don’t last
    • “ In our factories we make products,
    • in the market we sell hope.” - Charles Revson, Founder of Revlon
    • “ I clothe egos.” - Versace, Fashion Designer
  • 3. What is a brand ? A traditional scenario of market Company A Consumer Product / services In a traditional market scenario, the company is catering to the consumer. The number of competitors are small. In these markets the companies can come with advanced technologies and other strategies to capture more market share. (The size and power of the players is important.) Company B Company C
  • 4. What is a brand ? Company A Consumer Product / services In complex markets, the differences between companies are not much. The companies can not differentiate much themselves from others on the basis of quality and technology etc. factors as all the companies are competent enough. This scenario explains the need for the differentiation for the companies. Company B Company C
  • 5. What is a brand ? Branding is an effort to give a unique identity to the company’s products and create emotional associations with consumers. It is a form of marketing. A brand is a set of associations that are linked to a product range, a division, or company. These associations reside in the memory of customers. These associations help customers understand what the brand or company is, why it is potentially relevant to them, how it is different or similar to other products made by the company, and how it is similar or different from competitor’s products.
  • 6. What is a Brand?
    • The unique combination of product characteristics and values, that have become attached to a product by means of its name, packaging, advertising, pricing, usage experience etc. These differentiate it from competitive brands in the consumers view.
    • A brand offers a benefit that fulfills a consumer need , in a way that is unique and different from others.
    • A name, term, sign, symbol or design, or a combination of these, that identifies the maker or seller of a product or service.
  • 7.
    • “ 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?”
  • 8. Brand Decisions
      • The AMA definition of a brand:
      • “ A name, term, sign, symbol, or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competition.”
  • 9. What is a Brand?
    • A brand is:
      • an identifier
      • a connection
      • a shortcut
      • a relationship
      • a promise
  • 10. What is a Brand?
    • A brand is:
      • an identifier
      • a connection
      • a shortcut
      • a relationship
      • a promise
    • Branding is about 4 key principles
    • Differentiation Share of Heart
    • Relevance Share of Mind
  • 11. What is a Brand? It’s about your total experience The sum total impression of all experience points (indirect & direct), not just the name, logo, founder or web site Brand Brand environments interactions expressions marketing product / service web site partners employees
  • 12. What is a brand? A brand is a meaningful and unique promise. Rational Tangible Features Functional Measurable Analytical (mind share) Emotional Intangible Benefits Experiential Judgmental Intuitive (heart share)
  • 13. Head and Heart
        • Functional Emotional
    Individualism, creativity, humanized and useful technology Personal achievement, innovation in sports, winning, courage, speed A fun and stylish transportation experience company that doesn’t take itself too seriously Computers, technology, Steve Jobs Running Shoes, apparel, Oregon Automobiles, car company based in Germany                     
  • 14. What is a brand ? Branding is a combined effort of the company which is projected to the consumer. Company Brand Consumer Marketing Design
  • 15. What is a brand ? What a brand means to common person ? In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The Coca-Cola brand has the power to actually change an individual's taste! Coca-cola is the no.1 brand in the world. The first shape that was registered is the coca cola bottle.
  • 16. Brand is a Two-way Pact
    • “ In return for your preference and loyalty, we will give you a shortcut to the best purchase decision.
    • We also understand that if we screw up, the deal’s off!”
  • 17. Brand Decisions
    • Brands can convey six levels of meaning:
      • Attributes
      • Benefits
      • Values
      • Culture
      • Personality
      • User
  • 18. (1) Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability, assurance and care. Brands add emotion and trust to these products and services, thus providing clues that simplify consumers’ choice. (2) These added emotions and trust help create a relationship between brands and consumers, which ensures consumers’ loyalty to the brands. (3) Brands create aspirational lifestyles based on these consumer relationships. Associating oneself with a brand transfers these lifestyles onto consumers. (4) The branded lifestyles extol values over and above the brands’ product or service category that allow the brands to be extended into other product and service categories. Thus saving companies the trouble and costs of developing new brands, while entering new lucrative markets. (5) The combination of emotions, relationships, lifestyles and values allows brand owners to charge a price premium for their products and services, which otherwise are barely distinguishable from generics. What is a brand ?
  • 19. Company Product A Product B Product Packaging Websites Advertisements A brand is a promise. A promise to achieve certain results, deliver a certain experience, or act in a certain way. A promise that is conveyed by everything people see, hear, touch, taste or smell about your business. logo Integrity of Brand
  • 20. Total Impression of a Brand BRAND Price Products Name Packaging Advertising Promotion Competitors Users Usage Distribution Display Maker History Environment Associations
  • 21. When you cannot do this The product is a commodity
  • 22. A brand comprises of
    • A brand comprises of
    • Tangible attributes
    • Intangible attributes
  • 23. Tangibles
    • Eg.
    • Product
    • Packaging
    • Labelling
    • Attributes
    • Functional benefits
  • 24. Intangibles
    • Eg.
    • Quality
    • Emotional benefits
    • Values
    • Culture
    • Image
  • 25. Brand Decisions
    • Brands can convey six levels of meaning:
      • Attributes
      • Benefits
      • Values
      • Culture
      • Personality
      • User
  • 26. Brand Decisions
    • Brand identity decisions include:
      • Name
      • Logo
      • Colors
      • Tagline
      • Symbol
    • Consumer experiences create brand bonding, brand advertising does not.
  • 27. Brand Decisions
    • Marketers should attempt to create or facilitate awareness , acceptability , preference , and loyalty among consumers.
    • Valuable and powerful brands enjoy high levels of brand loyalty.
  • 28. Brand Decisions
    • Aaker identified five levels of customer attitudes toward brands:
      • Will change brands, especially for price. No brand loyalty.
      • Satisfied -- has no reason to change.
      • Satisfied -- switching would incur costs.
      • Values brand, sees it as a friend.
      • Devoted to the brand.
  • 29. Laddering
    • Goal-based positioning deepens consumers’ understanding of a brand by showing brand helps to achieve goals
      • Concrete features imply functional benefits
      • Functional benefits imply emotional benefits
      • Emotional benefits imply brand essence
      • Brand essence implies goal attainment
    Features Emotions Essence Benefits Goal
  • 30. The Consumer Connection Bridge Product Feature - why I believe this Product Feature Functional Benefit Emotional Benefit Goals Consumer Brand Functional Benefit - what it does for me Emotional Benefit - how this makes me feel Consumer Goals - how this allows me to achieve an important, universal goal
  • 31. Laddering Physically attractive Virtuous, lean Low in calories Fat free Nutritious breakfast Functional Benefits Emotional Benefits Brand Essence
  • 32. Laddering Adds life Refreshing Features Functional Benefit Emotional Benefits Bubbly Goes with food Traditional
  • 33. Laddering A family place Friendly Functional Benefits Emotional Benefits Brand Essence Clean facilities Happy Meals Reliable fare
  • 34. Leveraging the Brand
    • Product line extensions
      • Diet Coke
      • Bayer Select
      • Country Time Cider
      • A1 Poultry Sauce
      • Crystal Pepsi
      • Cool Mint Listerine
      • Hershey’s Hugs
    • Brand extensions
      • Marlboro Clothing
      • BIC Perfume
      • Jello Pudding Pops
      • Aunt Jemima Pancake Syrup
      • Jack Daniels Charcoal
      • Woolite Tough Stain Rug Cleaner
      • DuPont Stainmaster
      • Marquis by Waterford
  • 35. Product Line Extensions
    • Opportunities
      • Way to serve a segmented market
      • Adapt to consumer variety seeking and update or expand the core brand’s image
      • Increase shelf-space and attract more consumer attention
      • Offer a broader range of price points and thereby serve a wider audience of consumers
      • Utilize excess capacity
      • Increase sales quickly
      • Create a barrier to entry by increasing control of shelf-space
  • 36. Product Line Extensions
    • Threats
      • Blurring the rationale for each product in the line
      • Encouraging variety seeking
      • Diluting the core brand image
      • Increasing costs without increasing total sales, cannibalization
      • Reducing credibility with trade if extension sales are lower than promised
      • Offering competitors more opportunities to match products
  • 37.
    • Thank You