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Brand Management
The document discusses key concepts in brand management including: 1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors. 2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality. 3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time. 4) It discusses challenges in maintaining brand associations and revitalizing brands.
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Brand Management
- 1. Brand Management Presented by Dr.Chandan Chavadi, Associate Professor, Presidency Business School 27/3/15
- 2. What Brands means toCompany? • Monopoly creation • New avatars • Most valuable assets • Targets of acquisition. • Relationship management • Drivers of financial performance • Legal protection
- 3. What Brands means toCustomers? • Identification of the source • Assignment of responsibility to product maker • Risk reducer • Search cost reducer • Promise, bond, or pact with product maker • Symbolic device • Signal of quality 1.3
- 4. Brand Evolution – Stages…. 1)Unbranded 2)Brandas reference 3)Brand as personality 4) Brand as Icon 5) Brand as company 6) Brand as Policy
- 5. How has theword’s (Brand)application changed over time? • Cattle , Distilleries, Potters • Producer names • Place names • Scientific names • Artificial names • Descriptive names.
- 6. Brands that tookthe names of Creators….Henry Royce & Charles Rolls Henry Ford Karl Benz & Gottlieb Daimler Theron T. PondLevi Strauss Lewis Waterman
- 7. Brands that tooknames from Places Island - Indonesia Hamburg - Germany Region - France Teak- Burma
- 8. Brand that tooknames from Animals Cougar
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- 11. Do all brands becomePower Brands? Nirma, Amul, Parachute, Fevicol …… have become large power brands
- 15. Brands of Yesteryears Forhans,Binaca toothpastes Murphy – radios and transistors Campa Cola – soft drinks Illustrated Weekly Liberty – shirt for gentleman
- 16. • A “Brand”is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods or service of a seller or group of sellers and to differentiate them from those of the competitors. • A brand is an entity that engenders an emotional connection with a consumer.
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- 19. Brand Personality Analysisof Santro Car Sensory Emotional Rational Small Light Fresh Bubbly Light-Hearted Convenient Youthful Dependable Fun Car Manoeuvrable Quick
- 20. • Sunsilk Personality Sunsilkhas a caring, nurturing, gentle feminine Personality. The adverstisement, packaging, and nature of the product convey the same.
- 23. Brand Image • Itis a complex network of associations 1) Hard association – tangible/functional attributes Ex; Car – speed, price, fuel economy, color. 2) Soft association – emotions Ex: Car – vibrant, exciting and youthful. Ex: Maruti – Alto cars – attempting as youthfulness, excitement and attractiveness.
- 24. Brand Image components 1) Imageof the provider(company) – Ex; DCM and Wipro 2) Image of the User – Ex: Pepsi – Generation next 3) Product Image – functional, emotional, personality Ex: Functional – house cleaners, headache remedies, dishwashing liquids Ex: Emotional – perfumes, chocolate, champagne, high end clothing, whisky. Ex: Personality – feminine, masculine Products such as bath soaps, clothes dryers, dishwashing liquid, shampoo, dishwasher and facial tissue – perceived to be feminine Products such as beer, car, cigarettes, coffee, credit card, haircut, legal services, sneakers, scotch, toothpaste – perceived to be masculine.
- 25. Customer Engagement Practices • IKEA– Make Small Spaces Big • Dove – Brilliant audience insight • Apple – 3Fs , abbreviation(Approach, Probe, Present, Listen, End) • For example, if the customer talks about price issues, the Genius might reply: “I can see how you’d feel this way. I felt the price was a little high, but found it’s a real value because of all the build-in software and capabilities.”
- 26. Brand Community HOG Flyand Ride Discount Hotel Rates Charity Rides HOG Website Specially designed Insurance 1mn members Touring Handbook HOG Tales - Magazine Emergency Road Service 1200 chapters Sponsor bike Rallies
- 27. Consumer Expectations continue togrow… 28% over 2014 and brands are able to delivery only 7% • Smartphones (I can do anything from this phone). • Luxury Cosmetics (Nurturing/Optimizing my appearance) • Automotive (Connected-vehicle technology) • Headphones (Increases my very personal experience) • Athletic Footwear (Personal innovation and performance optimization)
- 28. Brand Identity Perspectives • Asa product – associations related to product attributes, quality, uses, users etc. Ex: Cherry Blossom – boot polish Ex: Visa – cards Ex: J&J – babies Ex: Ujala – Whitening of clothes Ex: Nescafe – morning beverages • As a Product • As an Organization • As a Person • As a Symbol
- 29. Brand Identity Perspectives • Asan Organization –manufacturer’s association • Ex: Innovation - 3M, HP • Ex: Service Orientation – Xerox • Ex: Quality – Motorola • Ex: People Sensitive Culture – British Airways • Ex: Ethics and environmental sensitivity – The Body Shop
- 30. Brand Identity Perspectives • Asa Person – Personality • Ex: MRF – Muscle man -Strong • Ex: Onida – Devil – high technology • Ex: Sunsilk – caring, nurturing, gentle, feminine • Ex: Royal Enfield Bullet – Masculine • Ex: Eureka Forbes – Friend for Life
- 31. Brand Identity Perspectives • Asa Symbol • Ex: Nike – Swoossh • Ex: Golden Arches – Mc Donald • Ex: Gattu – Asian Paints • Ex: Two cupped hands - LIC
- 32. Brand Identity Levels • BrandIdentity – Liril • Inner Core – freshness, fun and spirit • Outer Core Product Scope – Soaps, perfumes, talcum powder Personality – Youthful, spirited, mysterious, charming Extensions – Liril Rainfresh, Liril Talc User – Young girls, urban Association – waterfall, excitement, lime Slogan – Liril freshness ( la .. Ila) Value proposition – feeling of freshness, youthfulness and energy • Inner Core • Outer Core
- 33. Brand Identity Crisis forCinthol • Cinthol was launched as a deodorizing agent • Cinthol changed its track to masculine image. • Cinthol wanted to position as a freshness soap with lime association. • It went for brand extension - Cinthol Cologne, Cinthol Lime, Cinthol International. • Focus shifted from brand to ingredients and attributes. • Brand identity got weakened….
- 34. Brand Identity Crisis forBata • Bata – middle class consumers, enjoyed value for money position. • Bata started hyping on European collection – Hush Puppies, Marie Claire, Patapat and Westminster. • Lost identity • Back to Bata Gold
- 35. How Starbucks transformed Coffeefrom Commodity to Brand • Innovation in store environment. • Promotional giveaways through Starbucks app. • Environmental friendly standards by which they procure coffee. • New products and concept • Empower customers
- 37. Diamond industry createsnew Niches to increase sales
- 38. Brand Experience • The brandsthat will lead in the 21st century will be experience brands– that is, brands that invest in building and continually improving how people experience and interact with them as a point of differentiation from competitors and a reason for consumers to become customers and advocates. Research findings • Having a unique experience with a brand is important in determining purchase • Two in five consumers would pay more for a brand
- 43. Physical product Personality Culture SelfimageReflection Relation Brand Identity Prism - Nike Sports and fitness Like Jordan, Woods… American Just do It! Cool ”Athlete” Aggressive, Provocative, In-your-face Sponsorship, Ethics
- 44. Brand Equity • Brandequity is the added value endowed on product & services. • When a commodity becomes a brand, it is said to have equity.
- 45. What happens whenequity increases? Commodity Brand Power Brands Presence + Personality
- 46. How to build brandequity 1) Brand elements – brand names, URL’s, logos, symbols, characters, spokespeople, slogans, jingles, packages and signage. 2) Accompanying Marketing Activities Ex: Humors Advertisements – Virgin Mobile 3) Association with other entities – Ex: Brand Endorsers – A.R. Rehman – Signature tune of Airtel
- 47. Brand Elements • Brandelements are those trademarkable devices that identify and differentiate the brand.
- 49. MEMORABLE • How easilyis the brand element recalled and recognized. Short brand names.
- 50. MEANINGFUL • Is thebrand element credible and suggestive of the corresponding category. Inherent meaning.
- 51. LIKABLE • How aesthetically appealingis the brand element. Concrete brand names.
- 52. TRANSFERABLE • Can thebrand element be used to introduce new products in the same or different categories. Brand equity across geographic boundaries and market segments.
- 53. ADAPTABLE • How adaptableand updatable is the brand element. Changed to synchronize with the changing consumer perceptions and preferences.
- 54. PROTECTABLE • How legallyprotectible is the brand element. How competively protectible. Names that become synonymous with product categories.
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- 56. Excellent Use Of SymbolsIn Logo • Nike – the swoosh: movement, approval, speed, accurateness. • McDonald’s – Golden Arches: passage way, welcoming, good fortune. • Windows – Window: openness, connectivity, transparency + Flag: victory, loyalty, beacon. • Target – the Bull’s-eye: Right on the Mark, Precise, Winner.
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- 82. Challenges faced bybrands 1) Maintaining desired brand association 2) Brand Revitalization 3) Brand enhancements 4) Brand elimination
- 83. Brand Management Issues Product Manager Manufacturing R&D Legal Fiscal Market Research Salesforce Publicity PurchasingPackaging Promotion Services Media Advertising Agency Distribution
- 84. Can anything bebranded? Should everything be branded • Possibility of branding anything • Appropriateness of branding
Editor's Notes
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