The document discusses branding and its importance for consumer software companies. It defines what a brand is and explains that a brand is more than just a name, logo, or product. It also discusses how marketing plays a key role in branding through customer segmentation, positioning, messaging, packaging, and communications. Additionally, it highlights the importance of branding across the customer lifecycle from awareness to usage to customer loyalty. The document emphasizes that successful branding starts with the product and requires alignment across marketing, product management, and leadership to deliver on the brand promise.

1. Consumer Software
Brand Management
Erin Hintz
VP, Global Consumer Marketing
1 – 2005 Symantec Corporation, All Rights Reserved

2. What is Branding?
“An orange is an orange…is an orange.
Unless…that orange happens to be
Sunkist, a name 80 percent of consumers
know and trust”
Russell Hamlin, CEO, Sunkist Growers
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3. What is a Brand?
A brand is more than what it appears to be
It’s more than a name
It’s more than logo
It’s more than the product
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4. Brand – A Key Differentiator
“I don’t know who you are.
I don’t know your company.
I don’t know your company’s products.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s reputation.
Now—What was it you wanted to sell me?”
McGraw Hill Magazine Ad
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5. Building a Brand
Name
Imagery Pricing
Product
Features
Quality
Corporate Customer
Culture & Touchpoints
Values
Emotional
Benefits
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6. Role of Marketing in Branding
Customer segmentation
Positioning and pricing
Messaging and naming
Packaging
Imagery and communications
Marketing is the steward of the brand.
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7. Customer Segmentation
Indifferent Mature
to Security & Secure
Digital
Wired
Families
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8. Why is Positioning Important
in Branding
Focuses meaning and relevance of the brand in the
minds of the target market
BMW means ultimate driving machine for
performance-oriented drivers
W Hotels mean hip comfort for trend-oriented
business and leisure travelers
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9. Importance of Lifecycle Messaging
Awareness
Repurchase Consideration
Customer
Maintenance/ Purchase
Updates
Usage
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10. Customer-centric Packaging
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11. Brand Imagery & Communication
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12. Interacting with the Brand
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13. Norton Brand Promise
Norton gives you the
freedom to work and play
in the connected world—
On your own terms
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15. Brand—Extend or Not?
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16. A Tale of Two Brands
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17. Brand Extension Failures
Bic perfumes
Harley Davidson
wine coolers
Levi's tailored
classics suits
Domino's fruit-flavored bubble gum
Microsoft security software
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18. Leadership & Brand—
Customer Loyalty
50
43.9
39.51
% 40
35.56
33.04
30
Net Promoter Scores by Company—Highest to Lowest
Source: Net Promoter® Industry Report 2006 Consumer Software—May 2006 report
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19. Product Management Role
in Branding
Product
Features
Quality
Differentiation
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20. Summary
Successful branding starts with the product
Marketing—Stewards of the brand
Brand promise must scale to business aspirations
Huge benefits for doing it right!
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21. Thank you
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