Tema 2 positioning y branding

SISTEMA DE INFORMACIÓN DE MERCADOS
Juan Conde Revuelta
Departamento de Comercio Internacional
Tema 2

TEMA 2. BRANDING MANAGEMENT
0. PRACTICE SUMMARY SIM (3 POINTS)
 PRACTICE UNIT 1: ATTITUDES AND VALUES (0.5 POINTS)
 PRESENTATION UNIT 2 : BRANDING MANAGEMENT(1 POINT)
 PORTFOLIO PRACTICE UNIT 2(1 POINT)
 PRACTICE 1: TONY SEGARRA INTERVIEW
 PRACTICE 2: CRACKER JACK CASE
 PRACTICE 3: BRAND ARTICLES
 PRACTICE 4: BRIEFING (CREATIVE THINKING)
 PRACTICE 5: CREATIVE DESIGN (SOAP PACKAGING)
PRACTICE UNIT 3 (0.5 POINTS)

TEACHER’S OUTLINE
1.BRANDING MANAGEMENT (BRANDING POSITIONING)
2.BRANDING EQUITY
3.BRANDING STRATEGIES
4.BRAND GROWTH STRATEGIES
5.PROTECTING BRAND NAMES
6.CASE ANALYSIS
7.PERSONAL BRANDING

1. STUDENT’S OUTLINE
1.BRAND FOCUS
2.BRAND STRATEGY
3.EXPRESSING THE BRAND THROUGH ITS IDENTITY
4.BRAND CULTURE
5.BUILDING YOUR EMPLOYER BRAND
6.THE IMPORTANCE OF DESIGN
7.SUSTAINING THE BRAND

1. BRANDING MANAGEMENT
ORAL PRESENTATION
EN GRUPOS DE DOS PERSONAS, ELEGID UNA OPCIÓN
ENTRE LOS SIGUIENTES SIETE CAPÍTULOS PREVIAMENTE
DESCRITOS.
NOTA TRABAJO: 10%
FECHA DE PRESENTACIÓN: DÍAS 7, 8 Y 10 DE OCTUBRE
VER PLANTILLA DE CALIFICACIÓN PUBLICADA EN EL BLOG

ORAL PRESENTATION
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ORAL PRESENTATION
ESTRUCTURA
ÍNDICE
INTRODUCCIÓN
CONCEPTOS BÁSICOS DEL CAPÍTULO
VIDEO O EJERCICIO PRÁCTICO A MODO DE EJEMPLO
ASPECTOS CURIOSOS A TRATAR
CONCLUSIÓN
BIBLIOGRAFÍA
ESTILO
FUENTE: CALIBRI, TIMES NEW ROMAN, ARIAL.
TAMAÑO CONTENIDO: 16/18

 INTRO PRACTICE
 READ THE INTRO TEXT:
 DO BRANDS HAVE TO ADAPT THEIR PRODUCTS TO APPEAL
TO LOCAL PREFERENCES?
 WHAT IS A LABELING REQUIREMENT?
 ANY LEGAL REQUIREMENTS?

 INTRO PRACTICE
 LABELING EXAMPLE: FOOD PRODUCTS
Under General labelling legislation the following must appear on the
label:
• name under which the product is sold *
• list of ingredients
• quantity of certain ingredients
• net quantity *
• date of minimum durability *
• any special storage instructions or conditions of use

 INTRO PRACTICE
 LABELING EXAMPLE: FOOD PRODUCTS
Under General labelling legislation the following must appear on the
label:
• name or business name and address of the manufacturer or
packager, or of a seller within the European Union
• place of origin of the foodstuff if its absence might mislead the
consumer to a material degree
• instructions for use where necessary
• beverages with more than 1.2% alcohol by volume must declare
their actual alcoholic strength *

2. BRANDING EQUITY
 HOW DO WE CREATE BRAND EQUITY?
 BRANDS SHOULD BE CAREFULLY NURTURED BY MARKETING
PROGRAMS. BRAND EQUITY DOESN’T JUST HAPPEN. IT IS ALSO
KNOWN AS THE CUSTOMER LOYALTY JOURNEY
IT ARISES FROM A SEQUENTIAL BUILDING PROCESS OF FOUR STEPS:
1. POSITIVE BRAND AWARENESS
2. ESTABLISHING A BRAND MEANING IN ITS CONSUMER’S MINDS.
3. ELICIT THE PROPER CONSUMER RESPONSES. SEE HOW
CONSUMERS FEEL AND THINK ABOUT THE BRAND
(COMMITMENT)
4. CREATE A CONSUMER-BRAND RESONANCE. LOYALTY. EX:
HARLEY DAVIDSON, APPLE.

2. BRANDING EQUITY
 BUYER SATISFACTION AND FAVOURABLE ASSOCIATIONS WITH A
BRAND LEAD TO BRAND EQUITY
BRAND EQUITY PROVIDES A COMPETITIVE ADVANTAGE
 EX: GATORADE NAME DEFINES SPORTS DRINKS
 A SECOND ADVANTAGE: CONSUMERS ARE WILLING TO PAY A
HIGHER PRICE.

2. BRANDING EQUITY
 VALUING BRAND EQUITY
 BRAND VALUATION: PROPER MANAGEMENT OF THE BRAND
 BRAND DEVALUATION: INEFFICIENT MANAGEMENT OF THE
BRAND.

2. BRANDING EQUITY
 PRÁCTICA: ENTREVISTA CON TONI SEGARRA
 NOMBRA AL MENOS DOS POSIBLES ESTRATEGIAS DE
COMUNICACIÓN DE MARCA.
 NOMBRE AL MENOS DOS EJEMPLOS DE CAMPAÑAS DE
COMUNICACIÓN EXITOSAS QUE REFORZARON LA REPUTACIÓN
DE LA MARCA.
 ¿ES OBAMA UN PRODUCTO O UNA MARCA?
 LA MARCA ESPAÑA ESTÁ EN SUS CUOTAS MÁS BAJAS DE
POPULARIDAD. ¿HUNDIR AÚN MÁS LA MARCA ESPAÑA PODRÍA
SER UNA BUENA CAMPAÑA DE COMUICACIÓN? ¿ES
REALMENTE ÉSTA LA CAMPAÑA DE COMUNICACIÓN DE
RYANAIR?

2. BRANDING EQUITY
 PRACTICE: CRACKER JACK
 BRAND MANAGEMENT:
HOW WOULD YOU DESCRIBE CRACKER’S JACK BRAND
EQUITY?
WHAT ABOUT ITS BRAND AWARENESS?
 WHAT ABOUT CRACKER JACK’S NEGATIVE AND POSITIVE
PERCEPTIONS?

2. BRANDING EQUITY
 PRACTICE: CRACKER JACK
 PROMOTION STRATEGIES:
AFTER READING THE TEXT, WHAT DO YOU THINK OF ITS
SIMULATED TEST MARKET ADVERTISEMENT?
WHICH IS THE BEST WAY FOR CRACKER JACK TO BE
POSITIONED WITHIN THE MARKET?
 SALES PROMOTION STRATEGIES: MERCHANDISING?
 CHECK CRACKER JACK’S COMMERCIALS ON TV (YOUTUBE)
WHAT DO YOU THINK OF ITS COMMUNICATION
CAMPAIGNS? CASE UPDATE.
 DESCRIBE THEIR PRICING STRATEGIES
 EXPLAIN ITS PRODUCT STRATEGIES AS WELL AS:
 ITS PACKAGE DESIGN AND CATEGORY EXTENSIONS
 PRODUCT CANNIBALISM

3. BRANDING STRATEGIES
 BRANDING STRATEGIES
 MULTIPRODUCT BRANDING
 MULTIBRANDING
 PRIVATE BRANDING

 MULTIPRODUCT BRANDING
 A COMPANY USES ONE NAME FOR ALL ITS PRODUCTS IN A
PRODUCT CLASS. IT IS USED TO ESTABLISH DOMINANCE. EX:
SONY
ADVANTAGES:
LOWER ADVERTISING AND PROMOTION COSTS
RAISING OF BRAND AWARENESS
GLOBAL BRAND IDENTITY
DISADVANTAGES
TOO MANY USES OF A BRAND CAN DILUTE THE
MEANING OF A BRAND FOR CONSUMERS.

 MULTIBRANDING: ONE DIFFERENT BRAND FOR EACH PRODUCT
ADVANTAGES:
 THE BRAND IS UNIQUE TO EACH SEGMENT
BRAND FAILURE IS REDUCED
DISADVANTAGES
 PROMOTIONAL COSTS TEND TO BE MORE EXPENSIVE

 PRIVATE BRANDS: BRANDS SOLD UNDER THE BRAND NAME OF
A RETAILER OR SOME OTHER DISTRIBUTOR.
EX: TESCO BRAND, ALDI, ETC.
PRICE CONSCIOUS CONSUMERS

 BRANDING STRATEGIES II
 SINGLE BRAND MODEL ( SOLITARY APPROACH= EX:VIRGIN)
 ENDORSED BRAND MODEL ( EX: NESTLÉ)
 BRANDED MODEL (HOUSE OF BRANDS= PROCTER & GAMBLE)
 SINGLED BRAND MODEL= MULTIPRODUCT BRANDING
 ENDORSED BRAND MODEL
 BRANDED MODEL= MULTIBRANDING
 PRIVATE BRANDING

PRACTICE :BRAND ARTICLES (PHOTOCOPY)
 WHY WAS ACCENTURE A WRONG NAME FOR ITS BRAND?
 DO YOU KNOW ANY OTHER EXAMPLES WHO WENT WRONG?
 WHY IS THAT IMPORTANT TO NAME CORRECTLY A COMPANY
OR A PRODUCT?
 WHAT HAPPENED IN USA WITH THE ADVERTISING CAMPAIGNS
OF ITALIAN OLIVE OIL? WHY?
 EXPLAIN ONE EXAMPLE OF COUNTERFEITING
 ADVANTAGES AND DISADVANTAGES OF MULTINATIONAL AND
LOCAL BRANDS.

4. BRAND GROWTH STRATEGIES
NEW PRODUCT CLASS EXISTING PRODUCT CLASS
NEW BRAND
EXISTING BRAND
NEW BRAND FIGHTING BRAND
BRAND EXTENSION LINE EXTENSION

LINE EXTENSION STRATEGY: WHEN AN ORGANIZATION INTRODUCES
ADDITIONAL OFFERINGS WITH THE SAME BRAND IN A PRODUCT CLASS
THAT IT CURRENTLY SERVES
 NEW FALVORS, COLORS, INGRADIENTS, ETC.
 EX: CAMPBELL SOUP
 BRAND EXTENSION STRATEGY: THE PRACTICE OF USING A CURRENT
BRAND NAME TO ENTER A COMPLETELY DIFFERENT PRODUCT CLASS.
 REQUIRES CARE.
 IT CAN MODIFY CONSUMER’S BRAND PERCEPTION.

NEW BRAND STRATEGY: WHEN AN ORGANIZATION CONCLUDES
THAT IT EXISTING BRAND NAME CANNOT BE EXTENDED TO A NEW
PRODUCT CLASS.
 VERY COSTLY
 THE MOST CHALLENGING
 STRATEGY AKIN TO DIVERSIFICATION

FLANKER/FIGHTING BRAND STRATEGY: SOMETIMES NEW BRANDS
ARE CREATED FOR A PRODUCT CLASS ALREADY SERVED BY THE
ORGANIZATION WHEN A LINE EXTENSION STRATEGY IS DEEMED
INAPPROPRIATE.
 INVOLVES ADDING NEW BRANDS ON THE HIGH OR LOW END OF
THE PRODUCT LINE BASED ON A PRICE QUALITY CONTINUUM.
 EX: MARRIOT HOTELS / MARRIOT MARQUIS HOTELS
 CANNIBALISM?

5. PROTECTING BRAND NAMES
 COMPANIES PAY MILLIONS TO PROTECT THEIR BRANDS FROM
DILUTION BY REGISTERING THEM ANYWHERE THEY ARE PRESENT AND
DEFENDING THEM IN COURT.
DESIGN COUNTERFEITING: COPYING DESIGNS OR SCENTS AND RISK
FREE.
BRAND NAME COUNTERFEITING: SELLING COUNTERFEIT PRODUCTS
AS BRAND NAME ORIGINAL. THEY ARE FAKE.
 EX: CAIRO FLEA MARKETS, ISTAMBUL, ETC.

5. PROTECTING BRAND NAMES
 STRATEGIES TO COMBAT COUNTERFEITING:
 LOBBYING THE COUNTRIES’ GOVERNMENTS
 CHANGING PRODUCT APPEARANCE TO DIFFERENTIATE
AUTHENTIC PRODUCTS FROM FAKES.
EX: BUDWEISER (INSERTING SPECIAL IMAGES IN THEIR
BOTTLES)
 RAIDS

6. QUESTIONS
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE UNILEVER?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE VIRGIN?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE KRAFT FOODS?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE COLGATE PARMOLIVE?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE MARRIOT?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE TESCO?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE REVLON?
VISITA LAS SIGUIENTES WEBS:
 http://www.kraftfoodsgroup.com/Brands/index.aspx
 http://www.unilever.fr/nos-marques/index.aspx

6. QUESTIONS
¿QUÉ TIPO DE ESTRATEGIA DE CRECIMIENTO DE MARCA SIGUE COCA
LIGHT-BACON?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE PARK AVENUE SHIRTS
AND SUNGLASSES?
¿QUÉ TIPO DE ESTRATEGIA DE MARCA SIGUE EAGLE SNACKS?
VISITA LAS SIGUIENTES WEBS:
 http://parkavenue.co.in/accessoriesIntro.php

6. STUDY CASE: BRANDING BRIEF
CREATIVE THINKING IN BRANDING MANAGEMENT:
 ON BRAND/ OFF BRAND: PINPOINT WHAT WOULD BE ON
BRAND AND THE OPPOSITE.
 MOOD BOARD: COLLECT IMAGES, OBJECTS OR EVEN WORDS
THAT MAY REPRESENT THEIR IDEA OF THE BRAND.
NOW IT IS TIME TO BUILD UP YOUR OWN NEW BRAND FOR CRACKER
JACK OR YOUR NEW SOAP COMPANY THE BRANDING BRIEF WILL HELP
YOU OUT. READ IT CAREFULLY AND ANSWER THE QUESTIONS AS A
MEMBER OF A MARKETING DEPARTMENT/ BRANDING SECTION.

6. PRACTICE
CREATIVE DESIGN ( PHASE 1): PACKAGING AND BRANDING
 YOU WILL BE DIVIDED INTRO 3 DIFFERENTE GROUPS. WITH THE
RESULTS OBTAINED FROM THE SURVEYS (EXTERNAL DATA),
DETERMINE THE FOLLOWING ASPECTS:
BUDGETING AND FORECASTING
USE OF THE PRODUCT
PACKAGE DESIGN
COLOURS, MATERIALS, LOGO, ETC.
3 DIFFERENT PROTOTYPES
 THREE ADVICES TO PROMOTE THE ECOLOGIC PRODUCT

7. PERSONAL BRANDING (LA MARCA PERSONAL)
LA MARCA PERSONAL
1. DEFINICIÓN
2. ESTRATEGIA DE LA MARCA PERSONAL
3. REDES SOCIALES
4. HERRAMIENTAS PARA GENERAR CONTENIDO ATRACTIVO
5. REPUTACIÓN Y MONITORIZACIÓN ONLINE
6. CONSEJOS PARA UN POSICIONAMIENTO ONLINE CON ÉXITO
http://www.cef.es/marca-personal

LA MARCA PERSONAL
 AUTENTICIDAD
 TRANSPARENCIA
 VISIBILIDAD
HERRAMIENTAS
 HERRAMIENTAS ON-LINE
 HERRAMIENTAS OFF-LINE

 REPUTACIÓN ON-LINE
 REPUTACIÓN ON-LINE E IDENTIDAD DIGITAL. EJEMPLOS
 http://www.40defiebre.com/como-cuidar-reputacion-on-line/
 ¿QUÉ TIPOS DE MEDIOS ON-LINE TENEMOS DISPONIBLES?
 ¿CÓMO CONSTRUIMOS LA REPUTACIÓN ON-LINE?
 ¿CÓMO CONTROLAMOS Y/O MONITORIZAMOS NUESTRA
REPUTACIÓN ONLINE?

 PRÁCTICA
 A CONTINUACIÓN ANALIZA Y EXPLICA EL FUNCIONAMIENTO
DE LAS SIGUIENTES HERRAMIENTAS ON-LINE QUE PUEDEN
AYUDARNOS A MONITORIZAR Y A GESTIONAR NUESTRA
PRESENCIA ON-LINE
WILDFIRE
SOCIAL BRO
SOCIAL MENTION
HOOTSUITE
KLOUT
KRED
PEERINDEX

PAUTAS PARA UN BUEN POSICIONAMIENTO DE NUESTRA MARCA
PERSONAL
1. PRACTICAR EL BENCHMARKING
2. DEFINIR LOS OBJETIVOS DE POSICIONAMIENTO
3. DEFINIR LA ESTRATEGIA DE POSICIONAMIENTO
4. DEFINIR LA IMAGE DE NUESTRA MARCA
5. ELABORAR UNA BREVE GUIA DE COMUNICACIÓN
6. DEFINIR LA FRECUENCIA DE NUESTRAS PUBLICACIONES
7. INTERACTUAR: OPTIMIZACIÓN DE LOS CANALES SOCIALES
8. ALINEARSE CON NUESTROS PÚBLICOS
9. CREAR NOTORIEDAD NO SPAM
10. APROVECHAR EL POTENCIAL DE LAS NUEVAS TECNOLOGÍAS

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