Types of Brands

12,168 views

Published on

In this presentation, we will talk about various aspects of experiential marketing with a focus on the brands, phases of marketing and marketing aesthetics.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html

Published in: Education, Business, Technology

Types of Brands

  1. 1. Chapter 22• Types Of Brand Ch22 Types of Brands
  2. 2. Regional Brands• A regional brand is unique to a particular region• Some brand remain regional on account of resources, some on account of very provincial appeal• Local advertising media can be used to build a regional brand Ch22 Types of Brands
  3. 3. Some local brands CompBrand Region Achievements Failures any Competes withSabeen TN vim and Pril. It -a thrives Competes It is Karna-Torino - aerated dead Taka Beverages Now NoCantheri Benga-dine Kolkata Chem Once Popular Longer . onHair Oil shelves Ch22 Types of Brands
  4. 4. Attitude Brands• Body shop puts forward human body as an asset• Benetton ads denote an rude attitude• MTV as a brand thought of as one packed with rebelliousness of this generation• These brands jolt the customer who notice of the brand Ch22 Types of Brands
  5. 5. E-Brand• E-business is growing• Some e-brand are exclusively electronic e.g. Citibank e-card• Some e-brands are used to register e- presence e.g. icicidirect• E-brand will have competition in the same way the real marketplace has Ch22 Types of Brands
  6. 6. Global brands• The world has become uni-polar• A global brand has world –wide recognitization• E.g. Coke, Pepsi, Gillette, Revlon• Developing global brands is a different ball-game• Building a global brand is a Herculean task Ch22 Types of Brands
  7. 7. Elements of a Global Brand Product Superiority Global Global Distribution Brand Brand Strategy Building Cost Competitiveness Ch22 Types of Brands
  8. 8. In-Store Brand• Also known as” Private Label” brands• Private labels should be more consumer-centric• A retailer who chooses to launch private label become marketer, and not merely a seller of products• Private brands can be a no-frill discount product and is perceived as a lower quality product Ch22 Types of Brands
  9. 9. In-Store Brand- Ac Neilsen Survey• Westside chain of store is heavily dependent (more than 90%) on private labels• Food world is increasing its count of private labels.• Europe has the highest value of shares of private labels at 22 per cent Ch22 Types of Brands
  10. 10. In-Store Brand- Ac Neilsen Survey• North America is the biggest market for private labels in dollar terms• Product wise, the highest private labels are paper, plastic, and wraps, with a value share of 29 per cent.• Private labels all over the world are economical Ch22 Types of Brands
  11. 11. Premium Brands• Nike in Reebok in sports shoes• Dove in soaps• Scotch in liquors• Premium is contributed by excellence in quality and features• Its distribution is selective• Life-style positioning make certain ordinary product premium products, e.g. Hero Cycles Ch22 Types of Brands
  12. 12. Sub-brands• Is a way that falls between creating new brands and stretching the mother brand beyond imagination• Sub –branding is done to 1. Rejuvenate an old brand 2. Meet the needs of the consumers in the same segment e.g. Colgate gel 3. To change the imagery for a new segment Ch22 Types of Brands
  13. 13. Sub-brands4. To distinguish product offering within the same product category e.g. Stan chart Classic card5. To take advantage of an innovation e.g. Sony Wega6. To upgrade a brand, e.g. Surf to Surf Excel7. To enter a new product category e.g. Maruti 800 and Zen Ch22 Types of Brands
  14. 14. Cult Brands• Cult brands have a slow start, but build a steady following over a period of time• Cult brand s give people a chance to belong to something• Cults display an intensity of relationship between the user and the brand itself• A cult, according to the dictionary, is a system of religious beliefs, and a cult brand is built when a set of people revere it almost like a religion• E.g. Harley Davidson is held up as a symbol• Life-style positioning make certain ordinary product premium products, e.g. Hero Cycles Ch22 Types of Brands
  15. 15. Generic Brand• A brand that becomes generic becomes a product category, and no longer remains a brand• Dalda vanspati had become generic• Xerox has ceased to be a brand , and is used a verb for photocopying process, Xerox ads exhort the customers to copy the document , rather than Xerox it Ch22 Types of Brands
  16. 16. Summary• Some brand remain regional on account of resources, some on account of very provincial appeal• Benetton ads denote an rude attitude, is an example of attitude brand• A global brand has world –wide recognitization• E.g. Coke, Pepsi, Gillette, Revlon Ch22 Types of Brands
  17. 17. Summary• Private brands can be a no-frill discount product and is perceived as a lower quality product• Sub brand is a way that falls between creating new brands and stretching the mother brand beyond imagination• Cult brands have a slow start, but build a steady following over a period of time• A brand that becomes generic becomes a product category, and no longer remains a brand Ch22 Types of Brands

×