The document discusses various topics related to brand management and product lifecycle management. It begins with defining what a brand is and the various roles of a brand. It then discusses how to build strong brands by discussing brand equity, brand elements, and internal branding. It also covers managing brand portfolios and brand extensions. Other topics included are crafting an effective brand positioning, conducting a brand audit, dealing with competition through various competitive strategies, and managing products through different stages of the product lifecycle.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
Crafting the Brand Positioning
Developing & Establishing a Brand Positioning
Points-of-difference
Points-of-parity
Brand Mantras
Communicating Category Membership
Consumer Desirability Criteria for PODs
Deliverability Criteria for PODs
Differentiation Strategies
Positioning and Branding a Small Business
This Presentation aims at providing just about enough information about Branding.
The intention was to make it simple and self-explanatory with the help of examples; making it all the more better and easy to follow.
View. Learn. Recreate.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
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
Presentation developed by Leroy J. Ebert (9th May 2014)
Whether you're a startup or a Fortune 500 company, building a strong brand is vital. This presentation gives an overview of the three parts of a brand and how to strengthen each. This version was presented to Yale Entrepreneurial Institute's Innovator's Toolkit series on October 28, 2016.
This Presentation aims at providing just about enough information about Branding.
The intention was to make it simple and self-explanatory with the help of examples; making it all the more better and easy to follow.
View. Learn. Recreate.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 7 : BRAND EQUITY
Faculty Name: Vishal Desai
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
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
Presentation developed by Leroy J. Ebert (9th May 2014)
Whether you're a startup or a Fortune 500 company, building a strong brand is vital. This presentation gives an overview of the three parts of a brand and how to strengthen each. This version was presented to Yale Entrepreneurial Institute's Innovator's Toolkit series on October 28, 2016.
Building strong brands has always been a major task in the creation of lasting company value. However, this has become a difficult task that is often driven by the consumer more than by the company itself. The proliferation of social media tools, the mobile web and the growing information power of target customers pose many new challenges. Dr. Markus Pfeiffer will present four fundamental strategies to help your brand grow in a digital-only environment.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the portfolio. The webinar leverages best practices, guiding principles, and real-world examples.
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand
architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the
portfolio. The webinar leverages best practices, guiding principles, and real-world example.
All know what is brand. But it was when i read more about branding that i knew there was so much more into brand and branding!!! Here i have tried to put together very few but important concepts of branding with suitable examples that struck me.
Have tried to make it as presentable as possible. looking forward for your comments. Plz let me know if i was able to contribute something new to u or what you think could have been added to this :) Lets make it a learning experience :)
B Business and Management (Standard Level)
All material taken from the IB Business and Management Textbook:
"Business and Management", Paul Hoang, IBID Press, Victoria, 2007
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Enhancing a Luxury Furniture E-commerce Store with Expert Shopify ManagementSunTec India
SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
50. Pre-Test: Branding Terms
1. When a firm uses an established brand to introduce a new
product, the product is called __________
a. Parent Brand
2. The existing brand that gives birth to a brand extension is
called _____________
b. Brand Extension
3. In ________________, the parent brand covers a new
product within a product category it currently serves
c. Category Extension
4. In _______________, marketers use the parent brand to
enter a different product category
d. Line Extension
5. _______________ consists of all products (original and line
& category extensions) sold under a particular brand
e. Brand Mix
6. ___________ is the set of all brand lines that a particular
seller makes
f. Brand Line
7. These are specific brand lines supplied to specific retailers or
distribution channels
g. Licensed Products
8. These are brand names that has been licensed to other
manufacturers that actually make the products
h. Branded Variants
55. Branding Terms
1. When a firm uses an established brand to introduce a new product, the
product is called b. Brand Extension
2. The existing brand that gives birth to a brand extension is called a. Parent
Brand
3. In d. Line Extension, the parent brand covers a new product within a
product category it currently serves
4. In c. Category Extension, marketers use the parent brand to enter a
different product category
5. f. Brand Line consists of all products (original and line & category
extensions) sold under a particular brand
6. e. Brand Mix is the set of all brand lines that a particular seller makes
7. h. Branded Variants are specific brand lines supplied to specific retailers
or distribution channels
8. g. Licensed Products are brand names that has been licensed to other
manufacturers that actually make the products
58. Why position our brand?
• No company can win if its products and
services resemble every other product
and offering
Discover different
needs and groups in
the marketplace
Target those you
can satisfy in a
superior way
Position the offering
so the target market
recognizes the
company’s
distinctive offering
and images
59. What is positioning?
• Act of designing a company’s offering and image to occupy a
distinctive place in the minds of the target market
• Why would my target market by my product?
60. ‘Steps’ in developing your brand positioning
• Determine a frame of reference by
identifying the target market and relevant
competition
• Identify the optimal points of parity and
points of difference (PODs)
• Create a brand mantra to summarize the
positioning and essence of the brand
61. • Who are the main competitors, what are their strengths and
weaknesses, what are their strategies?
• What is each competitor seeking in the marketplace?
• What drives each competitor’s behavior?
62. • PODs
– Attributes or benefits that consumers strongly associate with a brand,
positively evaluate and believe they could not find to the same extent
with a competitive brand
– Desirability, Deliverability, Differentiability
63. • POPs
– Attributes or benefits associations that are not necessarily unique to
the brand but may in fact be shared with other brands
– Category and competitive
64. • An articulation of the heart and soul of the brand
• Brand essence
• Core brand promise
• Further focus the intent of the brand positioning
• Short, 3-5 word phrases
• Powerful device
69. Customer-facing brand positioning
VALUE PROPS
MINIMIZED
Water
METRICMODEL
OPERATIONS
CHEMISTRY
ENGINEERING
+
+ RE-USE
RECYCLE
APPROACH
REDUCE
Through optimized
unit operations
Through unit op
integration
By taking a total
Plant view
to
MAXIMIZE
Results
at
OPTIMIZED
TCO
WATER SERVICE
AND
KNOWLEDGE
+
AUTOMATION &
DATA ANALYTICS
+
70.
71. CONSERVING RESOURCES,
ENSURING COMPLIANCE AND
IMPROVING YOUR BOTTOM LINE
WORKING TOGETHER
TO DO MORE WITH LESS
Helping you meet your business objectives
◆ Improved product quality
◆ Increased productivity
◆ Enhanced process operations
◆ Consistency across your enterprise
71
73. Before you conduct a brand audit
• Current brand strategy
• Resource strengths, weaknesses
• External opportunities, threats
• Prices and Costs
• Competitive position
• Other strategic issues
74. Goals of a brand audit
• To UNCOVER
– Strengths
– Deficiencies
– Best market opportunities
– Outside threats
– Future profitability
– Competitive standing
• To ESTABLISH
– Strategic elements to
improve brand position
– Competitive capabilities
within the industry
• To EXAMINE if Market share
increasing, decreasing, flat?
• To DETERMINE if Profit margin is
increasing, decreasing, flat?
• TO INVESTIGATE trends in the net
profit, ROI and established
economic value
• TO DETERMINE financial
strength and credit rating status
• To ASSESS image and reputation
with the customers, and other
brand preference factors
79. they have the largest market share and usually leads in price
changes, new-product introductions, distribution coverage,
and promotional intensity.
80. HOW TO DO IT?
1. Expand Total Market Demand
*New Customers- Attract Buyers
*More Usage- Marketers increase the amount,
level, or frequency of consumption
82. 3. Increasing Market Share
*The possibility of provoking antitrust action
*Economic cost
*The danger of pursuing the wrong marketing activities
*The effect of increased market share on actual
and perceived quality
83. able to capitalize on leader mistakes and instantly grab
market share, lower research and development cost, viewed
as an aggressive and proactive enterprise willing to usurp the
market leader
84. Market leader
The challenger must decide whom to attack!
Firms its own size
that are not doing
their job and
underfinanced
Small local and
regional firms
85. The General Attack Strategy
FRONTAL ATTACK-
attacker matches
opponent’s product,
advertising, price and
distribution
FLANK ATTACK- attacks
the weak points or blind
spots of the leader
ENCIRCLEMENT ATTACK-
attack the enemy at
many fronts at the same
time
BYPASS ATTACK-
diversifying into
unrelated products or
markets neglected by
the leader
GUERILLA ATTACK-
focuses on low cost
unconventional
marketing tactics that
yield maximum results
86. runner up firm willing to maintain and not rock the boat
serving small segments larger firms don’t reach
87. IMITATOR- copies something from the
leader but differentiates on packaging,
ads, pricing and location.
COUNTERFEITER- duplicates the leader’s
product and packages and sells it on black
market or through disreputable leaders.
4 MARKET-FOLLOWER STRATEGIES
CLONER- emulates the leader’s
products, name, and packaging, with
slight variations.
ADAPTER- takes the leader’s products and
adapts or improves them.
94. • Create product awareness
and trial
• Offer a basic product
• Charge cost-plus
• Build selective distribution
• Build product awareness
and trials among adopters
and dealers
95. • Maximize market share
• Offer product extensions,
service, warranty
• Penetration pricing
• Build intensive distribution
• Build awareness in the
mass market
96. • Maximize profit while defending
market share
• Diversify brand and models
• Set to match or beat competition
• Build more intensive distribution
• Increase marketing to encourage
brand switching
97. • Reduce expenditure and milk the
brand
• Phase out weak products
• Cut price
• Go selective: phase out
unprofitable outlets
• Marketing reduce to minimal level
Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, enhance, and protect brands. The American Marketing Association defines a brand as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” A brand is thus a product or service whose dimensions differentiate it in some way from other products or services designed to satisfy the same need. These differences may be functional, rational, or tangible—related to product performance of the brand. They may also be more symbolic, emotional, or intangible—related to what the brand represents or means in a more abstract sense.
1)Brands identify the source or maker of a product and allow consumers—either individuals or organizations—to assign responsibility for its performance to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending on how it is branded. They learn about brands through past experiences with the product and its marketing program, finding out which brands satisfy their needs and which do not. As consumers’ lives become more complicated, rushed, and time-starved, a brand’s ability to simplify decision making and reduce risk becomes invaluable.
2)Brands also perform valuable functions for firms. First, they simplify product handling or tracing.
3)Brands help to organize inventory and accounting records.
4)A brand also offers the firm legal protection for unique features or aspects of the product.
The brand name can be protected through registered trademarks; manufacturing processes can be protected through patents; and packaging can be protected through copyrights and proprietary designs. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset.
1) A credible brand signals a certain level of quality so that satisfied buyers can easily choose the product again.
2) Brand loyalty provides predictability and security of demand for the firm, and it creates barriers to entry that make it difficult for other firms to enter the market.
3) Competitive Advantage – a firm who owns a place of business has a competitive advantage on rental cost over the others who rent theirs. An established brand can serve as a competitive advantage to its company than those start-up’s.
4) Loyalty also can translate into customer willingness to pay a higher price often 20 percent to 25 percent more than competing brands.
How do you “brand” a product? Although firms provide the impetus to brand creation through marketing programs and other activities, ultimately a brand resides in the minds of consumers. It is a perceptual entity rooted in reality but reflecting the perceptions and idiosyncrasies of consumers. Branding is endowing products and services with the power of a brand. It’s all about creating differences between products. Marketers need to teach consumers “who” the product is—by giving it a name and other brand elements to identify it—as well as what the product does and why consumers should care. Branding creates mental structures that help consumers organize their knowledge about products and services in a way that clarifies their decision making and, in the process, provides value to the firm.
Larger margins – yes, but not high growth – Ceelin and Enervon have flat growth
Inelastic – Orient buko pie
Trade cooperation – price increase of big brands like Nutroplex, Growee, Lifezar (losartan) – antihypertension (Innovator: Cozaar – not in the Phil mkt) – price protection (as trade cooperation)
Mktg Communications Effectiveness – Enervon Prime – against Sarcopenia (muscles) – but now the message is for Whole health – balik sigla, balik saya – effective
Licensing – trademarks, patents, etc
Customer-based approaches view it from the perspective of the consumer—either an individual or an organization— and recognize that the power of a brand lies in what customers have seen, read, heard, learned, thought, and felt about the brand over time. Customer-based brand equity is thus the differential effect brand knowledge has on consumer response to the marketing of that brand. A brand has positive customer-based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified, than when it is not identified. A brand has negative customer-based brand equity if consumers react less favorably to marketing activity for the brand under the same circumstances. There are three key ingredients of customer-based brand equity.
Every brand makes a promise to its customers. The promise is expressed in the brand’s promotional work but must be delivered when the product is used.
Brand elements are devices, which can be trademarked, that identify and differentiate the brand. Most strong brands employ multiple brand elements. Nike has the distinctive “swoosh” logo, the empowering “Just Do It” slogan, and the “Nike” name from the Greek winged goddess of victory.
We Try Harder – AVIS; Zoom-zoom – MAZDA; I’m lovin’ it – McDonalds; Imagination at Work – GE; This bud’s for you – Budweiser; We’ve got… - SM;
Based on its name alone, for instance, a consumer might expect SnackWell’s products to be healthful snack foods and Panasonic Toughbook laptop computers to be durable and reliable.
Marketers should choose brand elements to build as much brand equity as possible. The test is what consumers would think or feel about the product if the brand element were all they knew.
There are six criteria for choosing brand elements. The first three memorable, meaningful, and likable—are “brand building.” The latter three—transferable, adaptable, and protectable—are “defensive” and help leverage and preserve brand equity against challenges.
These criteria can be assessed with the following questions:
MEMORABLE: How easily do consumers recall and recognize the brand element, and when—at both purchase and consumption?
MEANINGFUL: Is the brand element credible? Does it suggest the corresponding category and a product ingredient or the type of person who might use the brand?
LIKEABLE: How aesthetically appealing is the brand element?
TRANSFERABLE: Can the brand element introduce new products in the same or different categories?
How adaptable and updatable is the brand element?
How legally protectable is the brand element? How competitively protectable?
The third and final way to build brand equity is, in effect, to “borrow” it. That is, create brand equity by linking the brand to other information in memory that conveys meaning to consumers as shown in the Figure.
Disney - Imagery can create rich brand associations, just think of all the images that come to mind when you think about brands like Disney, Apple or Coca-Cola. There can be symbols, not just logos but symbols like people (Steve Jobs, Richard Branson), things like the Coke bottle, Trump Tower or Mickey Mouse ears.
There can be associations with a time of year, or an occasion. Is it for summer, winter, a certain holiday? What kind of people do we think use the brand?
There is brand personality: If you think of the brand as a person, what kind of person would it be. What is people’s relationship with the brand like? Does it have the feel of a respected leader or a trusted friend?
We need to be conscious of the brand associations we build, because they have a tremendous effect on whether people will notice it, like it, trust it and ultimately buy from us. What do you want people to think and feel when they see your business, product or service?
These “secondary” brand associations can link the brand to sources, such as the company itself (through branding strategies), to countries or other geographical regions (through identification of product origin), and to channels of distribution (through channel strategy); as well as to other brands (through ingredient or co-branding), characters (through licensing), spokespeople (through endorsements), sporting or cultural events (through sponsorship), or some other third party sources (through awards or reviews).
Marketers must now “walk the talk” to deliver the brand promise. They must adopt an internal perspective to be sure employees and marketing partners appreciate and understand basic branding notions and how they can help—or hurt—brand equity. Internal branding consists of activities and processes that help inform and inspire employees. Brand bonding occurs when customers experience the company as delivering on its brand promise. All the customers’ contacts with company employees and communications must be positive. The brand promise will not be delivered unless everyone in the company lives the brand.
1. Choose the right moment. Turning points are ideal opportunities to capture employees’ attention and imagination.
2. Link internal and external marketing. Internal and external messages must match. use of Internet technology.
3. Bring the brand alive for employees. Internal communications should be informative and energizing.
Brand equity is a critical part of building a business, and companies that successfully build one understand just how important it is to the bottom line
Having a strong brand equity is intangible & provides several real business benefits like expansion opportunities and increased margins
as it will ensure a good reliable customer base.
Brand equity is a critical part of building a business, and companies that successfully build one understand just how important it is to the bottom line
Having a strong brand equity is intangible & provides several real business benefits like expansion opportunities and increased margins
as it will ensure a good reliable customer base.
The modern bite
The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.
http://businessjargons.com/brand-portfolio.html
Cash Cow Brand: A cash cow brand is that product in the brand portfolio that has reached the maturity level in the product life cycle but is able to bring in profits necessary for its survival. Read more: http://businessjargons.com/brand-portfolio.html#ixzz4K7hlLxvc
A Flanker Brand also known as a Fighter Brand is a new product launched in a market by the company in the same category wherein an established brand is already positioned. This is primarily done for the increased market share as well as to cater to the need of all the segments of customers.e.g. Armani’s brand portfolio is one of the best examples to explain the concept of a flanker brand. In it, the brands are distinguished on the basis of price and customer segment.Read more: http://businessjargons.com/brand-portfolio.html#ixzz4K7hcvBmh
Low-End Entry Level Brand: A low Entry Brand in a brand portfolio includes the product which is offered at less price. The low priced product is added to the portfolio to ensure the purchase at least once and bring the customer into the brand family. Once the customer becomes a part of the family, he is then persuaded for the purchase of the higher priced product in near future
Read more: http://businessjargons.com/brand-portfolio.html#ixzz4K7hrB0EZ
High-End Prestige Brand: A High-End Prestige Brand in the brand portfolio is the product offered at a high price with the intention of creating a sense of prestige in the minds of customers. Other brands in the portfolio also get the recognition because of the premium brand and its quality do have a halo effect on each product line.Read more: http://businessjargons.com/brand-portfolio.html#ixzz4K7hwFecG
http://www.business2community.com/branding/begnners-guide-brand-portfolio-management-01034465#rRVkgrfIDDzWZmLj.97
http://businessjargons.com/brand-portfolio.html
Thus, a firm tries to have all the different brands operating independently under its periphery to protect the sources of equity by not letting customers move away due to the unavailability of their desired product.Read more: http://businessjargons.com/brand-portfolio.html#ixzz4K7pKZgEX
http://www.forbes.com/companies/giorgio-armani/
https://www.fashionunited.co.uk/fashion-news/fashion/armani-to-enter-the-fast-fashion-game-with-ax-armani-exchange-2014051621121
http://www.business2community.com/branding/begnners-guide-brand-portfolio-management-01034465#rRVkgrfIDDzWZmLj.97
To build a strong brand and avoid the commodity trap, marketers must start with the belief that you can differentiate anything. Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match. Few competitive advantages are sustainable. At best, they may be leverageable. A leverageable advantage is one that a company can use as a springboard to new advantages, Progressive gained a competitive advantage in the mid-1990s when it became one of the first auto insurance companies to sell direct to consumers via the Internet. The company’s early adoption of technology enabled it to offer a unique service: In addition to providing free online quotes for its own policies, Progressive also provided quotes from up to three competitors.
In competitive markets, however, firms may need to consider dimensions they can use to differentiate market offerings.
Companies can have better-trained employees who provide superior customer service. Companies can more effectively and efficiently design their distribution channels’ coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding. Companies can craft powerful, compelling images that appeal to consumers’ social and psychological needs. A service company can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers.
There are three levels of differentiation. The first is reliability: Some suppliers are more reliable in their on-time delivery, order completeness, and order-cycle time. The second is resilience: Some suppliers are better at handling emergencies, product recalls, and inquiries. The third is innovativeness: Some suppliers create better information systems, introduce bar coding and mixed pallets, and in other ways help the customer.
Example of new customer facing messaging
From WPS Corporate Capabilities ppt on InsideEcolab
More customer centric than previous versions that focused on our capabilities – less technical, more customer friendly
Includes proof points – same elements as previous slide
Example is high level corp capabilities
Challenge at this “altitude”: our competitors may say this – so is this differentiated?
Challenge audience: can you do this for a particular industry or offering?
Largest market share, position as incumbent supplier, first choice of customers in new product introductions, high market credibility- seen as ultimate resource, position to dictate pricing and market direction
Extend Total Market Demand- New Customers Attract Buyers who are unaware of the products and or resisting it because of price or lack of certain features
More Usage- sometimes boost the amount through packaging or product redesign
How to actively defend current business? Continuous innovation…the front runner should continue to lead the industry in developing new products, customer services, distribution effectiveness and cost cutting.
Bypass attack- Pepsi used bypass strategy against Coke by acquiring Tropicana and Minute Maid
Guerilla Attack- with low cost unconventional means e.g. graffiti, flash mobs, sticker bombings) are utilized more often in a localized fashion or large network to convey or promote a product.