1) The document discusses how brands can achieve relevance in the marketplace by creating new product categories or subcategories that are substantially differentiated.
2) It provides examples of brands like Chrysler, Apple, and Panasonic that established new categories through innovations in minivans, portable music players, and eco-friendly products.
3) The key ways for brands to create new categories discussed are observing customers, partnering with customers, technological innovations, addressing underserved customer needs, and having the right timing to launch an innovation.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
-Conducted an audit of an existing company’s digital marketing
strategy.
-Developed criteria for the audit that is appropriate to the sector and
industry and applied those criteria to assess the digital marketing capabilities of the
company.
-Followed the company throughout the semester; signed up
for e-newsletters, etc. Observations lead to recommendations.
Business Markets And Business Buying BehaviorFaHaD .H. NooR
Business Markets
Business Buyer Behavior
The Business Buying Process
E-Procurement: Buying on the Internet
Institutional and Government Markets
Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others.
Business buying process is the process where business buyers determine which products and services are needed to purchase, and then find, evaluate, and choose among alternative brands
Supplier development is the systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials that they will resell or use in making their own products
Brand Mnemonics can be a very useful tool in creating effective brand reminders. How some successful companies have used mnemonics to differentiate their brands and aid recall is worth a study. Pharma which has many restrictions in terms of marketing can use this currently under utilized tool to enhance marketing approach
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Integrated Marketing communications and Consumer Behaviour
Problem recognition
sources of problem recognition
New needs and wants
Related product or purchases
marketer induced problem recognition
new Products
Consumer motivation
Information search
perception
alternative evaluation
attitudes
purchase decision
consumer learning
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
-Conducted an audit of an existing company’s digital marketing
strategy.
-Developed criteria for the audit that is appropriate to the sector and
industry and applied those criteria to assess the digital marketing capabilities of the
company.
-Followed the company throughout the semester; signed up
for e-newsletters, etc. Observations lead to recommendations.
Business Markets And Business Buying BehaviorFaHaD .H. NooR
Business Markets
Business Buyer Behavior
The Business Buying Process
E-Procurement: Buying on the Internet
Institutional and Government Markets
Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others.
Business buying process is the process where business buyers determine which products and services are needed to purchase, and then find, evaluate, and choose among alternative brands
Supplier development is the systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials that they will resell or use in making their own products
Brand Mnemonics can be a very useful tool in creating effective brand reminders. How some successful companies have used mnemonics to differentiate their brands and aid recall is worth a study. Pharma which has many restrictions in terms of marketing can use this currently under utilized tool to enhance marketing approach
Communication and Consumer Behavior
Basic Communication Model
The Message Initiator (source)
The Credibility and Dynamics of Informal Source and WOM
Sleeper Effect / source amnesia
The Target Audience (receivers)
Targeting Consumers Through New Media
Designing Persuasive Communications
Emotional Advertising Appeals
Fear
Humor
Abrasive advertising
Audience participation
Celebrities
message
framing
comparative advertising
Integrated Marketing communications and Consumer Behaviour
Problem recognition
sources of problem recognition
New needs and wants
Related product or purchases
marketer induced problem recognition
new Products
Consumer motivation
Information search
perception
alternative evaluation
attitudes
purchase decision
consumer learning
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
FINANSIJSKA VREDNOST BRENDA I BREND EKVITI - PERSPEKTIVA KOMPANIJE I POTROSA...Sladjana Starcevic, Ph.D.
APSTRAKT
Ime brenda kao neopipljiva imovina predstavlja većinski deo ukupne korporativne vrednosti uspešnih kompanija. Vrednost brenda mora da se posmatra iz ugla potrošača, jer ono što potrošači osećaju i misle o brendu utiče na finansijski procenjenu vrednost brenda. Rad se prvenstveno bavi jasnim razgraničenjem i pojašnjenjem značenja pojmova „vrednost brenda“ (brand value) i „brend ekviti“ (brand equity), koji se u domaćoj literaturi često mešaju. Brend ekviti je intrapersonalna konstrukcija, koja posreduje pri uticaju marketinških aktivnosti kompanije na ostvarene tržišne rezultate. Vrednost brenda označava finansijski procenjenu tj. Monetarno izraženu vrednost brenda, a istovremeno je ishod upravljanja ekvitijem brenda. Kako su ovi koncepti u uzročno-posledičnom odnosu, krajnji cilj jeste takvo upravljanje ekvitijem brenda da se osnaži i poveća vrednost brenda. U radu je istraženo i hronološki predstavljeno kako su ovi koncepti zaživeli u teoriji i praksi. O ovoj temi malo se pisalo u domaćoj literaturi, te rad daje određeni doprinos objašnjenju ovih koncepata.
Integrated Marketing Communications To Build Brand Equity
Leroy J. Ebert
DipM MCIM, Chartered Marketer, MSLIM
Manager Marketing and Business Development – Logiwiz Ltd.
Presentation Developed as Course Material for the SLIM Diploma in Brand Management
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
This presentation focuses on the issue marketing managers face when profit margins begin to shrink beyond desire in their current markets. Should the marketing managers take their brand to where the action is or will that hinder the brand's perception? This brings up the issue of rather to reposition the entire brand to match the image of the new Value Market or Premium Market you are trying to enter. While the other option is to develop a sub-brand of the main product brand that won't risk the equity that has been built with the main product brand. This incase brings up the question will the sub-brand be endorsed by the main brand or be a co-driver meaning the choice of why to buy the product is indifferent or is this a situation where you are bringing class to mass and the main product brand's image and equity is the reason the consumer buys the product. Example, Mercedes C-Class.
1. Brand Relevance:
Making Competitors Irrelevant
DAVID A. AAKER
Vice Chairman, Prophet
Blog: davidaaker.com
Haas Dean’s Lecture Series
February, 2011
Proprietary and confidential
Do not distribute
2. Brand Market
Relevance Dynamics
Note: market dynamics can be explained by brand relevance
competition
Brand Relevance 1
3. Asahi-Kirin Beer War
70
Kirin
60
Asahi
50
40
30
20
10
0
1971 1975 1980 1985 1990 1995 2000 2006
Note: Only change in market share—introduction or reposition of a subcategory
Brand Relevance 2
4. The Computer Industry
• Minicomputers
• Network Workstations
• Graphic Workstations
• Build to Order PCs
Note: Meaningful changes in sales/share comes only with new categories/subcategories
Brand Relevance 3
5. Customer Decision Process
Brand Relevance Brand Preference
Select Product Determine Select
Category or Brands Brand
Subcategory To Consider to Buy
SUV Lexus BMW
BMW
Cadillac
Note: Shows the definition of Brand Relevance vs. Brand Preference. Wining at brand
Preference means both getting category/subcategory selected and being considered.
Brand Relevance 4
6. Routes to Winning
Brand Brand
VS.
Preference Relevance
Competitor Competitor
Winning Brand Brand
Means Not Not
Preferred Considered
Brand relevance competition--creating new categories/subcategories with substantial
or transformational innovation. Brand preference competition--marketing and
incremental innovation and usually results in little marketplace change.
Brand Relevance 5
7. Innovation Continuum
Innovation Incremental Substantial Transformational
Noticeable New Category Game
Offering Impact on
Enhancement Or Subcategory Changer
Brand Preference
Hybrid &
Electric Body Armor
Fleet with
duPont Kelvar
Brand Relevance 6
8. Why?
The Payoff From New
Categories or Subcategories
Note: the book contains 100 examples of firms with brand relevance success.
Chrysler minivan--16 years with no competition/ Enterprise Rent-A-Car 35 years.
Brand Relevance 7
9. The Pay Off
• 108 Business launches: Those creating new categories
subcategories:
• 14% of sample
• 38% of revenue
• 61% of profits
• McKinsey Study: 1,000 firms, 40 years
• New entrants
• Return premium over average for their industry
• First year 13%
• 3% in fifth year
• 1 % in tenth year
• New Product Success Correlated with Differentiation
Note: new categories/subcategories are highly differentiated
Brand Relevance 8
10. How?
Ideas Come from All Over
Timing is Everything
Become Category or Subcategory Exemplar
Create Barriers to Competitors
Look at Underserved Segments
Brand Relevance 9
11. Observe Customers
Note: Teams observing businesspeople using lobbies led to new design
redefining the experience
Brand Relevance 10
12. Be a Customer
Note: Quicken idea came when wife struggles with on line bill paying.
Zappos.com when the founder had trouble finding his size in stores.
Brand Relevance 11
13. Partner with a Customer
Note: Walmart worked with P&G on ordering, logistics, warehousing, promotions etc.
Brand Relevance 12
14. Technological Innovation
Note: Dreyer’s had a technological breakthrough in making low fat ice cream
Brand Relevance 13
15. Innovation: Design
Note: Categories/ subcategories can be based on design—a “must have” for some.
Brand Relevance 14
17. Augment the Product
Note: for some the Geek Squad has become a “must have” defining a category
Brand Relevance 16
18. CEO Vision of a Value Proposition
Mike Harper
Henry Ford Ted Turner
Note: ConAgra’s Mike Harper’s heart attack led to need for healthy frozen dinners
Brand Relevance 17
19. How?
Ideas Come from All Over
Timing is Everything
Become Category or Subcategory Exemplar
Create Barriers to Competitors
Look at Underserved Segments
Brand Relevance 18
20. Timing Is Everything!
Market All Need
Technology to be
Firm Ready
Brand Relevance 19
21. The Apple iPod
Memory Stick Walkman
Viao Music Clip
October 2001
October 1999
Brand Relevance
Note: Jobs genius is more timing than vision 20
22. Chrysler minivan
• Ford in 1978:
• No front wheel drive
• No CEO support
• Good station wagon
•
• Chrysler in 1982:
1982
• Front wheel drive
• CEO believed
• No station wagon
• Vans not garageable
• Competitors occupied
• Crisis 1999
Brand Relevance 21
23. How?
Ideas Come from All Over
Timing is Everything
Become Category or Subcategory Exemplar
Create Barriers to Competitors
Look at Underserved Segments
Brand Relevance 22
24. Become the Category or Subcategory Exemplar
The Exemplar Brand
Represents Category or Subcategory
Defines
Connects
Brand Relevance 23
26. Becoming an Exemplar
• Market the category/subcategory and not the brand
• Be the early market leader
• Be the authentic brand
Brand Relevance 25
27. How?
Ideas Come from All Over
Timing is Everything
Become Category or Subcategory Exemplar
Create Barriers to Competitors
Look at Underserved Segments
Brand Relevance 26
28. Create Barriers
• Execute over the top
• Continuously innovate
Nano Shuffle Touch Ipad
• Go beyond functional benefits
Brand Relevance 27
29. Social Concern
Eco-solutions
Promote sustainability
Green Business lifestyles
Solar cells
Energy management
Reduce CO2 Emissions
Promote Sustainability in Lifestyles
Note: Panasonic, one of the to five brands in Japan, creates for some a category of
firms that have curable sustainability products and programs.
Brand Relevance 28
30. How?
Ideas Come from All Over
Timing is Everything
Become Category or Subcategory Exemplar
Create Barriers to Competitors
Look at Underserved Segments
Brand Relevance 29
31. Underserved Customer
Heavy user Graphics
Young Speed
Male Violent action
Moms Involving
Girls Educational
Family Fun for family
Note: Nintendo is the brand story of the decade
in Japan moving from 165 to 1 by looking to
moms, girls, families
Brand Relevance 30
32. Underserviced Segments
Nutrition Bar • 110 Calories
Targeting Women • Great taste and texture
• Calcium + 23 vitamins and minerals
• Energy and nutritional kick
• Women supplements
• Light crunchy
• LemonZest & Chai Tea
Brand Relevance 31
33. How?
Ideas Come from All Over
Timing is Everything
Become Category or Subcategory Exemplar
Create Barriers to Competitors
Look at Underserved Segments
Brand Relevance 32
34. You do not merely want to be considered
just the best of the best,
You want to be considered the only one
who do what you do.
Jerry Garcia, The Grateful Dead
Brand Relevance 33
35. Challenge
What % of marketing budget goes to
Establishing and defended offerings that
dominate a category or subcategory
vs.
Support brands fighting established competitors in
established categories or subcategories
Set goals in increase that %
Brand Relevance 34
36. Relevance Threat
Lose Brand Relevance
No Longer Make Lose Energy
What Customers Visibility
Are Buying Consideration
Note Kirin lager lost relevance for many to dry beer
Brand Relevance 35
37. Parity
Note: McDonald’s goal with McCafe was to gain parity with Starbucks
Brand Relevance 36
38. Remove Negative
Note: 8% of US boycotted Walmarts before their sustainability program started
Brand Relevance 37
39. Relevance Threat
Lose Brand Relevance
No Longer Make Lose Energy
What Customers Visibility
Are Buying Consideration
Brand Relevance 38
40. Extend the Brand
• Body Wash with Nutrium
• Facial Core Cleanser
• Antiperspirant & Deodorant
• Shampoo with Weightless Moisturizer
• Nutrium Beauty Bar
$200M 1990 • Men & Care
$4B 2010
Brand Relevance 39
41. Avon--Branded Program
• Raised $640 million since 1992
• Educated 100 million women
Note: Find or create something with energy and attached your brand to it
Brand Relevance 40
42. Brand Market
Relevance Dynamics
Note: market dynamics can be explained by brand relevance competition
Brand Relevance 41
43. Brand Relevance:
Making Competitors Irrelevant
DAVID A. AAKER
Vice Chairman, Prophet
Blog: davidaaker.com
Haas Dean’s Lecture Series
February, 2011
Proprietary and confidential
Do not distribute