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Branding Strategies                                          Unit 1 part 3Copyright © 2009 Dorling Kindersley (India) Pvt....
Good branding helps the patient recall                 the hospital name faster and helps the                 target custo...
Branding is all about taking care of       peoples emotions and each employee is       a brand ambassador of the hospital ...
Wockhardt Hospitals GroupTagline: Differs for all speciality hospitals.The Mulund Cancer Centre- Add years to life & life ...
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-5
Hospitals using branding in USA      •    Mayo Clinic – Minneapolis, MN      •    M.D. Anderson – Houston, TX      •    Ba...
Mayo clinic      • emotional bond between Mayo and        patients      • •A team oriented, collaborative        approach ...
Marketing        A Brand Team, Legal and the Mayo Board         of Governors actively manages the Brand        and protect...
Steps in              Strategic Brand Management      • Identifying and establishing brand        positioning      • Plann...
What is a Brand?            A brand is a name, term, sign, symbol             or design, or a combination of them,        ...
The Role of Brands                        Identify the maker                           Simplify product handling          ...
The Role of Brands                            Signify quality                             Create barriers to entry        ...
What is Branding?                        Branding is endowing                    products and services with the           ...
What is Brand Equity?                Brand equity is the added value               endowed on products and services,      ...
Brand Knowledge       Thoughts                                         Feelings                                        Kno...
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-16
Advantages of Strong Brands          • Improved                                    • Larger margins            perceptions...
What is a Brand Promise?               A brand promise is the marketer’s              vision of what the brand must be and...
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-19
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-20
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-21
Brand Equity Models                           • Brand Asset Valuator                                • Aaker Model         ...
BAV Key Components                                          Differentiation                                               ...
Figure 10.3 Brand Dynamics Pyramid                                                        Strong Relationship             ...
Aaker Model                                                         Core Identity             Brand Identity              ...
Figure 10.3 Brand Resonance PyramidCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-26
Drivers of Brand Equity                                                         Brand Elements                            ...
Brand Elements                                     Brand                                     names               URLs     ...
Internal Branding      • Choose the right moment      • Link internal and external marketing      • Bring the brand alive ...
Figure 10.4 Secondary Sources of                Brand KnowledgeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-30
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-31
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-32
Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd.   10-33
Measuring Brand Equity                                  Brand Audits                                               Brand T...
Managing Brand Equity                         Brand Reinforcement                                          Brand Revitaliz...
Interbrand’s Steps in Calculating                        Brand Equity      •    Market segmentation      •    Financial an...
Devising a Branding Strategy                           Develop new brand                               elements           ...
Branding Terms      •    Brand line                                   •   Line extension      •    Brand mix              ...
Brand Naming                                Individual names                                    Blanket family names      ...
Reasons for Brand Portfolios      • Increasing shelf presence and retailer        dependence in the store      • Attractin...
Brand Roles in a Brand Portfolio                       Flankers                         Cash Cows                      Low...
Marketing Debate       Are brand extensions good or bad?      Take a position:      4. Brand extensions can endanger bran...
Marketing Discussion       How can you relate the different models      brand equity presented in this chapter?       Ho...
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Branding strategy

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Branding strategy

  1. 1. Branding Strategies Unit 1 part 3Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-1
  2. 2. Good branding helps the patient recall the hospital name faster and helps the target customers to get hooked to the brand, whereby improving the brand value" - Dr Vivek Desai, MD, HOSMAC India Pvt Ltd, Mumbai.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-2
  3. 3. Branding is all about taking care of peoples emotions and each employee is a brand ambassador of the hospital - Dr Nagendra Swamy, Group Director, Medical Services, Manipal HospitalsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-3
  4. 4. Wockhardt Hospitals GroupTagline: Differs for all speciality hospitals.The Mulund Cancer Centre- Add years to life & life to yearsColour: Red - the colour of life.Logo: Two red wings, flying in an upward direction,continuous growth.Brand Mantra: To provide the best in advancedsuper-speciality in healthcareUnique features: The Family Virtual Visit option, a pioneer in this case, for the relatives of the patients.In an emergency, when relatives cannot be entertained in the hospital all the time, this set-up helps tolatest photographs and reports through e-mail to the relatives. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-4
  5. 5. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-5
  6. 6. Hospitals using branding in USA • Mayo Clinic – Minneapolis, MN • M.D. Anderson – Houston, TX • Baptist Health Care – NW Florida • Children’s Medical Center – Dallas, TXCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-6
  7. 7. Mayo clinic • emotional bond between Mayo and patients • •A team oriented, collaborative approach to patient care through their Mayo • Clinic Model of Care. • Salary compensation of all staffCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-7
  8. 8. Marketing A Brand Team, Legal and the Mayo Board of Governors actively manages the Brand and protects it from internal and external violations • All employees and associates are taught to live the Brand with every • customer and colleague interactionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-8
  9. 9. Steps in Strategic Brand Management • Identifying and establishing brand positioning • Planning and implementing brand marketing • Measuring and interpreting brand performance • Growing and sustaining brand valueCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-9
  10. 10. What is a Brand? A brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-10
  11. 11. The Role of Brands Identify the maker Simplify product handling Organize accounting Offer legal protectionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-11
  12. 12. The Role of Brands Signify quality Create barriers to entry Serve as a competitive advantage Secure price premiumCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-12
  13. 13. What is Branding? Branding is endowing products and services with the power of the brand.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-13
  14. 14. What is Brand Equity? Brand equity is the added value endowed on products and services, which may be reflected in the way consumers, think, feel, and act with respect to the brand.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-14
  15. 15. Brand Knowledge Thoughts Feelings Knowledge Images Beliefs ExperiencesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-15
  16. 16. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-16
  17. 17. Advantages of Strong Brands • Improved • Larger margins perceptions of • More inelastic product consumer response performance • Greater trade • Greater loyalty cooperation • Less vulnerability • Increased marketing to competitive communications marketing actions effectiveness • Less vulnerability • Possible licensing to crises opportunitiesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-17
  18. 18. What is a Brand Promise? A brand promise is the marketer’s vision of what the brand must be and do for consumers.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-18
  19. 19. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-19
  20. 20. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-20
  21. 21. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-21
  22. 22. Brand Equity Models • Brand Asset Valuator • Aaker Model • BRANDZ • Brand ResonanceCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-22
  23. 23. BAV Key Components Differentiation Energy Relevance Esteem KnowledgeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-23
  24. 24. Figure 10.3 Brand Dynamics Pyramid Strong Relationship Bonding Advantage Performance Relevance Presence Weak RelationshipCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-24
  25. 25. Aaker Model Core Identity Brand Identity Elements Extended Identity Brand Essence ElementsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-25
  26. 26. Figure 10.3 Brand Resonance PyramidCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-26
  27. 27. Drivers of Brand Equity Brand Elements Marketing Activities Meaning TransferenceCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-27
  28. 28. Brand Elements Brand names URLs Slogans Elements Logos Characters SymbolsCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-28
  29. 29. Internal Branding • Choose the right moment • Link internal and external marketing • Bring the brand alive for employeesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-29
  30. 30. Figure 10.4 Secondary Sources of Brand KnowledgeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-30
  31. 31. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-31
  32. 32. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-32
  33. 33. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-33
  34. 34. Measuring Brand Equity Brand Audits Brand Tracking Brand ValuationCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-34
  35. 35. Managing Brand Equity Brand Reinforcement Brand Revitalization Brand CrisesCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-35
  36. 36. Interbrand’s Steps in Calculating Brand Equity • Market segmentation • Financial analysis • Role of branding • Brand strength • Brand value calculationCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-36
  37. 37. Devising a Branding Strategy Develop new brand elements Apply existing brand elements Use a combination of old and newCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-37
  38. 38. Branding Terms • Brand line • Line extension • Brand mix • Category extension • Brand extension • Branded variants • Sub-brand • Licensed product • Parent brand • Brand dilution • Family brand • Brand portfolioCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-38
  39. 39. Brand Naming Individual names Blanket family names Separate family names Corporate name- individual name comboCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-39
  40. 40. Reasons for Brand Portfolios • Increasing shelf presence and retailer dependence in the store • Attracting consumers seeking variety • Increasing internal competition within the firm • Yielding economies of scale in advertising, sales, merchandising, and distributionCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-40
  41. 41. Brand Roles in a Brand Portfolio Flankers Cash Cows Low-end High-end Entry-level PrestigeCopyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-41
  42. 42. Marketing Debate  Are brand extensions good or bad? Take a position: 4. Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-42
  43. 43. Marketing Discussion  How can you relate the different models brand equity presented in this chapter?  How are they similar? Different?  Can you reconstruct a brand-equity Model that incorporates the best of each?Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-43

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