4.how can companies combine their product to create strong co brands
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Co-branding involves combining products from different companies in various ways, including same company co-branding of related products, joint venture co-branding of new products developed through partnerships, and retail co-branding of products sold together in stores. While co-branding can provide advantages like expanded market reach and new opportunities, it also carries risks of customer confusion over the brands if not implemented properly. A special type of co-branding is ingredient branding where a company promotes the brand equity of components within other branded products.
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How can companies combine products to create strong co brands or ingredient b...
Co-branding involves combining products from different companies together in various ways. It can involve two well-known brands being combined into a joint product or marketed together. There are different types of co-branding strategies like same company co-branding, joint venture co-branding, retail co-branding, and ingredient co-branding where brand equity is created for materials contained in other branded products. The slides were created by Ashish Soni during a marketing internship supervised by Prof. Sameer Mathur.
How can companies combine products to create strong co-brands or ingredient b...
The document discusses two ways for companies to combine products: co-branding and ingredient branding. Co-branding involves collaborating with other companies to jointly market products under multiple brands. There are advantages like increased sales and new opportunities, but also disadvantages like lack of control and high consumer expectations. Ingredient branding promotes a product component as a brand in its own right using symbols and coordinated marketing programs. Key ingredients must matter to performance and success for this strategy to work.
Dermavescent Laboratories
Dermavescent Laboratories produces women's personal care products including Soft and Silky shaving gels and creams. The company is considering introducing aerosol containers of their top-selling shaving gel which is currently only available in tubes. Their recommended plan is to introduce both 5.5 ounce and 10 ounce aerosol containers, outsource production, increase marketing and advertising, and discontinue the tube. This will allow them to gain new customers who prefer aerosols and focus group results showed customer interest in both proposed sizes. Outsourcing production will reduce costs and increase efficiency.
How can companies combine products to create strong co brands or ingredient b...
Companies can combine products through co-branding strategies like having two popular brands marketed together, having the same company promote two of its products, or having two companies form a strategic alliance to present a product together. Co-branding can increase sales and reduce costs but unsatisfactory performance can damage both brands' images. Another strategy is ingredient branding, where a company creates a brand for components contained in other branded products.
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Moodboard
This moodboard shows the visualization of a new product through images and colors. Various visual elements are arranged to demonstrate the look and feel being envisioned for the product. In 3 sentences or less, the moodboard aims to convey the aesthetic direction of the product.
What are the important brand architecture decisions in developing a branding ...
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How can companies combine products to create strong co brands or ingredient b...
Co-branding involves combining products from different companies together in various ways. It can involve two well-known brands being combined into a joint product or marketed together. There are different types of co-branding strategies like same company co-branding, joint venture co-branding, retail co-branding, and ingredient co-branding where brand equity is created for materials contained in other branded products. The slides were created by Ashish Soni during a marketing internship supervised by Prof. Sameer Mathur.
How can companies combine products to create strong co-brands or ingredient b...
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This moodboard shows the visualization of a new product through images and colors. Various visual elements are arranged to demonstrate the look and feel being envisioned for the product. In 3 sentences or less, the moodboard aims to convey the aesthetic direction of the product.
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- Core benefit is what the customer is really buying
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- Customer training is a type of service differentiation
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How can companies combine products to create strong co brands or ingredient b...
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Perception
The document discusses consumer perception and how marketers aim to influence consumer perception through appealing to the senses. It covers the key aspects of the perception process, including sensation, attention, interpretation and organization of stimuli. Marketers use techniques like sensory marketing, imagery, color associations and symbolism to shape how consumers perceive brands. Positioning strategies aim to influence a consumer's overall perception of a brand within the marketplace.
Planning product strategy
This document discusses product line stretching and brand extension strategies. It provides examples of each strategy's success and failure.
Product line stretching involves adding new products within an existing product range that have additional or different features. Converse is given as an example of success, gradually adding new styles over decades to target broader audiences while maintaining the brand. Croc's failure is analyzed, with mistakes including over-saturating the market, undermining exclusivity, and trying to target all consumers.
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This document discusses how brands can leverage secondary associations to build brand equity. It describes several tools for creating secondary associations including co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting third-party sources. While these techniques can help increase awareness and transfer favorable meanings, they also carry risks like loss of control, brand dilution, or negative celebrity actions.
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
This document discusses how brands can leverage secondary brand associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Leveraging these secondary associations can increase brand awareness and transfer positive attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting reviews from third-party sources. The benefits and challenges of each tactic are also reviewed.
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M.G. Parameswaran
Issac Jacob
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This document discusses various branding strategies and the concept of brand myopia. It defines different types of branding strategies such as individual name branding, blanket family name branding, umbrella branding, separate family name branding, corporate name combined branding, co-branding, and multiple branding. It then explains each strategy in 1-2 sentences. The document concludes by defining brand myopia as overdependence on brands without considering long-term perspectives or customer needs, which can lead companies to rely on the same branding strategies without innovation.
Packaging Reserch
Packaging plays an important role in marketing by influencing purchase decisions. Research shows that new packaging can significantly increase sales by conveying brand messages effectively and offering convenience. For example, introducing combo meals increased orders at fast food restaurants by bundling items together conveniently. A brewery saw a 25% rise in ale sales after switching to a distinctive bottle design and updating labels. Heinz also aimed to improve convenience with a new ketchup packet that can both dip and squeeze out product easily. Effective packaging promotes products and influences consumers' choices.
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How can companies combine products to create co brands or ingredients brands?
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How can companies combine products to create strong co brands or ingredient b...
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITY
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This presentation is an adaptation of 'A brand is forever! A framework for revitalizing declining and dead brands' by S. Thomas and C. Kohli (published in Harvard Business Review)
Goodyear the aquatred launch
Goodyear is a major US tire manufacturer that dominated the market in the 1970s. It has over 4,400 independent dealers, 1,300 company-owned outlets, and 600 franchised dealers. Goodyear has 41 plants in the US and 43 in other countries. It transitioned from bias and bias-belted tires to radial tires and diversified in the 1980s. A market test showed strong potential for Aquatred tires among Goodyear's existing customer base. It is recommended that Goodyear launch Aquatred through its existing distribution channels, focusing on expanding its independent dealer network.
What are brands good for?
The document discusses the changing roles of brands in marketing. It notes that there is a shift from mass communication to more personalized marketing strategies focused on customers. Brand managers need to justify the roles of brands and examine how to build customer relationships through various channels. As marketing becomes more disaggregated, brands must act as team players rather than individual stars. Retailers now threaten manufacturers, so brands must obtain expertise in product and brand development. A coordinated team approach is strongest.
What are brands good for?
The document discusses the changing roles of brands in marketing. It notes that there is a shift from mass communication to more personalized marketing strategies focused on customers. Brand managers need to justify the roles of brands and examine how to build customer relationships through various channels. As marketing becomes more disaggregated, brands must act as team players rather than individual stars. Retailers now threaten manufacturers, so brands must obtain expertise in product and brand development. A coordinated team approach is strongest.
Brand Revitalization
This document provides guidelines for revitalizing declining or dead brands. It discusses causes of brand decline such as managerial actions, environmental factors, and competitive actions. The three key elements of brand equity that decline are brand knowledge, the brand's differential effect, and customer responses. Managers must carefully assess if residual brand equity exists to make revival feasible. Successful revivals involve repositioning the brand, investing in it, educating the market, and correcting past mismanagement. Taking a long-term perspective is important, as is focusing on a defined target market.
What Are Brands Good For - Niraj Dawar
This document discusses the role of brands in an era of consumer disaggregation. It defines brands and explains how they traditionally aggregate consumers. However, with the rise of information technology, disaggregating consumers into distinct segments allows for more efficient, personalized marketing. The document examines how brands can thrive in this new environment by focusing on strong consumer relationships, alliances with retailers, and consumer-centric organizational structures. It provides examples like Kraft Foods and P&G collaborating with retailers to target specific consumer segments. The key takeaway is that brands reduce consumer information costs and can develop deep relationships by offering differentiated value propositions to disaggregated market baskets.
Gino Sa - Harvard Case Study
Gino Burner Co. faced a request from its customer Tianjin Feima Boiler to purchase burners directly instead of through Jinghua, Gino's largest distributor in China. This posed a dilemma for Gino on whether to approve the direct sale and potentially damage relationships with distributors, or deny the request and risk losing Feima as a customer. Gino had 6 weeks to determine the best approach among 3 options - proceed with Feima as an OEM, deny the request to maintain distributor relationships, or approve for industrial burners only to balance the interests.
A brand is forever
This document discusses strategies for revitalizing declining or dead brands. It begins by providing examples of brand declines, such as Pan Am and Oldsmobile, and successes like Harley-Davidson. Common causes of brand decline are then examined, such as poor product quality, price increases, brand neglect, or an inability to stay relevant to the target market. Environmental factors and competitive actions can also contribute to decline. The document emphasizes that brands with high past awareness and strong associations can often be revived by addressing the root causes of decline, realigning the brand promise, educating the market, and making long-term investments. Case studies show successes from repositioning the brand, improving quality, pursuing a focused target market,
A brand is forever!
This document discusses approaches to revitalizing declining or dead brands. It analyzes case studies of Ford's Taurus and Harley-Davidson, both of which saw declines but were later revived. Brands can decline due to bad management, changes in the market environment, or competitive actions. Signs of impending decline include losing brand differentiation, decreasing brand awareness, and damage to brand image. The document provides frameworks for understanding the generative, selective, and mediative forces that affect a brand's success or decline over time.
A brand is forever
This document summarizes a case study on revitalizing declining and dead brands. It begins by looking at examples of Ford's Taurus and Harley-Davidson, which both nearly died but were revived. It then discusses reasons why brands decline, such as poor management, changes in the market environment, and competitive actions. Signs of impending decline are identified as decreasing brand differentiation, awareness, and customer response. Approaches to strengthening brands include rebuilding quality, resisting price cuts, and clearly defining the target market. The case of Cadillac's successful repositioning in the late 20th century is provided as an example of effective brand revitalization.
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Three Questions about Brand, Harvard Business Review
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website = https://digitaldiscovery.institute/
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#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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4.how can companies combine their product to create strong co brands
- 1. CO-BRANDING
- 2. CO-BRANDING: MARKETERS OFTEN COMBINE THEIR PRODUCTS WITH PRODUCTS FROM OTHER COMPANIES IN VARIOUS WAYS
- 3. TYPES OF CO-BRANDING: 1. SAME COMPANY CO-BRANDING:
- 4. TYPES OF CO-BRANDING: 2. JOINT VENTURE CO-BRANDING:
- 5. TYPES OF CO-BRANDING: 3. RETAIL CO-BRANDING
- 7. ADVANTAGES:
- 8. ADVANTAGES:
- 11. DISADVANTAGES:
- 12. INGREDIENT BRANDING: A special case of co- branding where a company creates brand equity for components that are contained within other branded products.
- 13. CREDITS:
- 15. Created by: sagar s t s.i.t, tumkur during an internship by prof. Sameer mathur iim, lucknow