0
ONTARGET
Brand
“A name, term, sign, symbol, or
design, or a combination of
these, intended to identify the goods
or servic...
ONTARGET
Brand
Brands can convey six levels of meaning:
•Attribute
•Benefits
•Values
•Culture
•Personality
•User
ONTARGET
Name Logo Colors Tagline Symbol
How to Make a Brand
Brand identity
decisions include:
Consumer experiences create...
ONTARGET
TYPES BRANDS
ONTARGET
Varies by type of brand
Functional brands
Brand image
Experiential brands
ONTARGET
Functional Brands
A concept that is used with respect brand strategy
decision. A functional brand is that one whi...
ONTARGET
Brand Image
The impression in the consumers mind of
a brand's total personality (real and
imaginary qualities and...
ONTARGET
BRAND STRATEGIES
ONTARGET
Brand Strategies
Leveraging the power of the
brand name to cover the
market more effectively
ONTARGET
Types Of Brand Strategies
Line extensions
Brand extensions
Multi brands
New brands
Co-branding
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Same brand name, different product in
the same product line.
E.g. IBM PCs and IBM laptops
Line extensions are saf...
ONTARGET
Brand extensions
Same brand name, new product line
e.g. Reebok shoes and Reebok water. Nike shoes and Nike
casual...
ONTARGET
Different brand name – same product
E.g. Thums Up and Coca Cola in India
General Mills – Robin Hood and Gold
Meda...
ONTARGET
New brands
Your brand is strong in your current market. The market
is saturated and you are looking to diversify....
ONTARGET
Co brands
Creating new brands which are part of the parent
brand family – expressed as suffixes of the parent
bra...
ONTARGET
Umbrella Brands
When you have many sub-brands, each linked to a
common brand, then the common brand is known as
t...
ONTARGET
THANK YOU
Brand & brand strategy
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Brand & brand strategy

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Brand & brand strategy

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Transcript of "Brand & brand strategy "

  1. 1. ONTARGET 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.”
  2. 2. ONTARGET Brand Brands can convey six levels of meaning: •Attribute •Benefits •Values •Culture •Personality •User
  3. 3. ONTARGET Name Logo Colors Tagline Symbol How to Make a Brand Brand identity decisions include: Consumer experiences create brand bonding, brand advertising does not.
  4. 4. ONTARGET TYPES BRANDS
  5. 5. ONTARGET Varies by type of brand Functional brands Brand image Experiential brands
  6. 6. ONTARGET Functional Brands A concept that is used with respect brand strategy decision. A functional brand is that one which is purchased by the consumers to satisfy a functional need such as to shave, to clean clothes, to relieve a headache. Functional brands have the best chance to satisfy customers if they are seen as providing superior performance. Functional brands rely heavily on product or price features. For Example : FMCG
  7. 7. ONTARGET Brand Image The impression in the consumers mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. For Example : Coke
  8. 8. ONTARGET BRAND STRATEGIES
  9. 9. ONTARGET Brand Strategies Leveraging the power of the brand name to cover the market more effectively
  10. 10. ONTARGET Types Of Brand Strategies Line extensions Brand extensions Multi brands New brands Co-branding
  11. 11. ONTARGET Same brand name, different product in the same product line. E.g. IBM PCs and IBM laptops Line extensions are safer strategies than brand extensions since congruence is always higher. Line Extensions
  12. 12. ONTARGET Brand extensions Same brand name, new product line e.g. Reebok shoes and Reebok water. Nike shoes and Nike casuals. Chevy cars and Chevy men’s cologne. Hooters restaurants and Hooters airline The concept of congruence determines the success of a brand extension strategy. E.g. Johnson’s baby powder and Johnson’s baby oil – high congruence. But imagine Lysol toilet bowl cleaner and Lysol toothpaste!!!
  13. 13. ONTARGET Different brand name – same product E.g. Thums Up and Coca Cola in India General Mills – Robin Hood and Gold Medal brand flour Tide and Cheer from P&G Multi brands
  14. 14. ONTARGET New brands Your brand is strong in your current market. The market is saturated and you are looking to diversify. Identify another product and give it the same brand name If the new product is in the same product line – Line Extension If the new product is from a completely different product line – Brand Extension
  15. 15. ONTARGET Co brands Creating new brands which are part of the parent brand family – expressed as suffixes of the parent brand. e.g Apple I-Pod, I-Pod Mini, I-Pod Shuffle and now the I- Pod Nano
  16. 16. ONTARGET Umbrella Brands When you have many sub-brands, each linked to a common brand, then the common brand is known as the umbrella brand E.g. Ford Taurus, Ford Explorer, Ford Focus, Ford Ranger, Ford Five Hundred, Ford Freestyle, Ford Expedition, Ford Thunderbird, etc.
  17. 17. ONTARGET THANK YOU
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