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7761872 Brand Concepts Strategy

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Brand Concepts & Strategy IGTC 2003
Structure ,[object Object],[object Object],[object Object]
What is a Brand?
Essence of a Brand : Aaker ,[object Object],[object Object],[object Object]
Product vs B rand ,[object Object],[object Object],[object Object]
Product vs Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product Levels : Kotler ,[object Object],[object Object],[object Object],[object Object]
Brand Image vs Brand Associations vs Brand Personality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identity vs Image Brand Image Consumer Market, Competition, Media Brand Identity Noise Strategic Vision, Business Needs Corporate
What is Brand Identity? ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is not Brand Identity : Traps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Concepts Brand Image , Personalities, Associations BRAND Brand Framework Product Framework PRODUCT/S What it does? RECEIVER SENDER How it does?
How? – Strategic Brand Analysis ,[object Object],Consumer Company Competitor Image Needs Trends Performance Image Heritage SWOT Relationships Image Positioning Communication SWOT
Brand Identity Systems: Aaker ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SUPPPORT VALUE PROPOSITION Functional + Emotional + Self Expressive Benefits Core Identity
[object Object],[object Object],[object Object],[object Object],[object Object],Tasty, VFM Burgers, Fries & Drinks Create environment to provide fun & entertainment For family and kids VFM, Hygiene, Happy Family McDonald’s Brand Identity System VFM, Tasty, Quality, Burgers & Fries, Happy Meal Promos Fun, Happy, Friendly, Family, Warm, Outgoing Ronald, Happy Meals. Clean Environment, Efficient Srvice
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why ? – Leveraging Brand Identity
When? – Change vs Consistency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Need For Consistency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
BRAND-WAGON ,[object Object],[object Object],[object Object],Business Potential Brand Value Segmentation Target Positioning Marketing Mix Product/Pkg Price Place Promotion Mktg Plan Sales Plan
Brand Strategies To Fuel the Brand Engine ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Decisions: Leveraging Brand Identity ,[object Object],[object Object]
Simply Put… ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Extension Strategy
Need for Brand Extension ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ways in which a Brand can be Extended ,[object Object],[object Object],[object Object],[object Object]
Line Extension Strategy ,[object Object],[object Object],[object Object]
Line Extension Strategy ,[object Object],[object Object],[object Object],[object Object]
Brand Extension Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Multiple Extension Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Brand Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Stretching the Brand Vertically ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Stretch & Market Segments EXISTING BRAND STRETCH DOWN STRETCH UP Market Potential Brand Image
Brand Extension Horizons Line Extension Horizon 1 Brand Extension Horizon 2 Brand Extension Horizon 1
Effect of Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Post Mortem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Note… ,[object Object],[object Object]
Brand Revitalization ,[object Object],[object Object],[object Object],[object Object]
Brand Revitalization/ Rejuvenation Efforts to extend the Brand Life Cycle SALES TIME Prevent further Decline, retain sales growth
Today’s need: Continuous Process of Revitalization Revitalization: Starts at an early stage before a brand shows a decline in Sales Sales Time
Ways to Revitalize Increased Usage New Markets Extensions Obsolescing Product Augmenting Product Repositioning New Users
Increased Usage ,[object Object],[object Object],[object Object]
New Uses ,[object Object],[object Object],[object Object],[object Object]
New Markets ,[object Object],[object Object]
Repositioning the Brand ,[object Object],[object Object],[object Object]
Augmenting the Product ,[object Object],[object Object],[object Object]
Obsolescing the Product ,[object Object],[object Object],[object Object]
Restage Vs Re-engineer ,[object Object],[object Object]
Remember… If you don’t, someone else will ,[object Object],[object Object],[object Object]
Brand Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Motivation Perception Image Insight…. Question Bank ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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7761872 Brand Concepts Strategy

  • 1. Brand Concepts & Strategy IGTC 2003
  • 2.
  • 3. What is a Brand?
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Identity vs Image Brand Image Consumer Market, Competition, Media Brand Identity Noise Strategic Vision, Business Needs Corporate
  • 10.
  • 11.
  • 12. Brand Concepts Brand Image , Personalities, Associations BRAND Brand Framework Product Framework PRODUCT/S What it does? RECEIVER SENDER How it does?
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
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  • 24.
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  • 31.
  • 32. Brand Stretch & Market Segments EXISTING BRAND STRETCH DOWN STRETCH UP Market Potential Brand Image
  • 33. Brand Extension Horizons Line Extension Horizon 1 Brand Extension Horizon 2 Brand Extension Horizon 1
  • 34.
  • 35.
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  • 37.
  • 38. Brand Revitalization/ Rejuvenation Efforts to extend the Brand Life Cycle SALES TIME Prevent further Decline, retain sales growth
  • 39. Today’s need: Continuous Process of Revitalization Revitalization: Starts at an early stage before a brand shows a decline in Sales Sales Time
  • 40. Ways to Revitalize Increased Usage New Markets Extensions Obsolescing Product Augmenting Product Repositioning New Users
  • 41.
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  • 50.