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Session 4, brand strategy, extensions & activation 2013 - 2014
This document discusses brand strategy, extensions, and activation. It begins by covering brand psychology and neuromarketing concepts from the previous session. It then discusses the differences between a branded house and house of brands structure. The problem of brand managers having multiple products, markets, and brands is presented. Brand architecture tools like the brand-product matrix and brand hierarchy are explained. The document covers topics like brand portfolios, brand extensions through new products or existing brands, vertical extensions, and brand activation through experience marketing. Examples are provided throughout of brand strategies and activations used by well-known companies.
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Session 4, brand strategy, extensions & activation 2013 - 2014
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- 2. Session 4 Brand strategy, extensions& activation
- 3. Last week âą Brandpsychology âą Association ownership âą Neuromarketing âą The smart unconscious âą Marshmellow test
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- 6. Problem of thebrandmanager: âą Different products âą Different type of products âą Different markets âą Different brands âą Different sub brands âą Which product gets which brand?
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- 8. 1. BRAND-PRODUCTMATRIX This matrixgives an overview of all the brands and products of the organization. In order to get more insight into the product and brand strategy of the organization
- 9. Products 1 2 3N Brands 1 2 3 N
- 10. Products 1 2 3N Brands 1 Becel bread Becel liquid Becel on bread Etc. 2 Zwitsal shampoo Zwitsal Baby tissues Zwitsal Sun cream Etc. 3 Glorix bleach Glorix Cleaning tissues Glorix Toilet cleaner Etc. N Etc. Etc. Etc.
- 11. 2. BRAND-HIERARCHY BREADTH BRAND STRATEGY DIFFERENTPRODUCTS WITH THE SAME BRAND
- 12. Products 1 2 3N Brands 1 Becel bread Becel liquid Becel on bread Etc. 2 Zwitsal shampoo Zwitsal Baby tissues Zwitsal Sun cream Etc. 3 Glorix bleach Glorix Cleaning tissues Glorix Toilet cleaner Etc. N Etc. Etc. Etc.
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- 14. Products 1 2 3N Brands 1 Becel Becel bread Becel liquid Becel on bread Etc. 2 Zwitsa l Zwitsal shampoo Zwitsal Baby tissues Zwitsal Sun cream Etc. 3 Glorix Glorix bleach Glorix Cleaning tissues Glorix Toilet cleaner Etc. N Etc. Etc. Etc.
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- 18. Many brands in1 product category
- 20. Advantages? âą Market reach(price segments, distribution channels, regions) âą To enlarge visibility in stores and to decrease influence of retailer âą To attract consumers that like variety âą Increasing internal competition
- 21. BRAND PORTFOLIO: the collectionof all brands an organization offers within a specific product category
- 22. PERFECT BRAND PORTFOLIO: maximizing themarket reach with the number of different brands without brand cannibalization
- 23. BRAND HIERARCHY: Strategic choicesdetermine the number of brand layers within an organization
- 24. Brand hierarchy 1. Corporate/ company brand 2. Family brand (umbrella brand) 3. Individual brand 4. Modifier
- 25. Brand hierarchy 1. Corporate/ company (Unilever) 2. Family (Unox) 3. Individual (Cup-a-Soup) 4. Modifier (different flavours)
- 26. Brand hierarchy 1. Corporatecompany (Microsoft / MSN) 2. Family (Windows) 3. Individual (Vista, Live) 4. Modifier (Hotmail, Messenger, Search)
- 27. Assignment: Create a brandhierarchy for EA-Games
- 28. Brand hierarchy EA-games âą EA âąEA sports âą FIFA âą FIFA 2009, 2010 en 2011street
- 29. How can productsand brands grow?
- 30. Ansoffâs product/ market matrix âąGrowth according to the 3 dimensions of Abellâs business definition model
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- 33. What if anew product is invented? 1. A new brand, especially for the new product 2. Using an already existing brand 3. A combination of both
- 34. 1. A newbrand, especially for a new product
- 35. 1. A newbrand, especially for a new product
- 36. 2. Using analready existing brand
- 37. 2. Using analready existing brand
- 38. brand extentions âą lineextensions: The family brand (umbrella) is used on a new related product group âą category extensions: The family brand is used for a totally new product category
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- 42. Advantages for thenew product âą Better brand image âą Lowering risks for customers âą Better distribution, more trial usage âą Better use of promotional budget âą Lower costs for introduction and follow-up âą Lower costs of brand design
- 43. Advantages for thefamily brand âą Clarification of the brand meaning âą A better and innovative image âą New customers and a better market reach âą Revitalizing the family brand âą More extensions possible in the near future (Mac, iphone ï ipad)
- 44. Disadvantages of brand extensions âąConfusing customers âą Resistance of the retailers âą No succes and image damage (VW Phaeton) âą Succes but image damage for the family brand (Jaguar x-type) âą Cannibalization âą Decreasing identification with the product category
- 48. Vertical brand extension âąUpward vertical brand extension: The organization tries to position itself in a more exclusive price segment
- 49. Vertical brand extension âąDownward vertical brand extension: The organization tries to position itself in a less exclusive price segment
- 51. advertisement overload leads to new waysof advertising & branding
- 52. 1850 ⊠Identificationbranding: Products/services/quality 1950 ⊠Benefit branding: Product benefits/ Whatâs in it for me? 1970 ⊠Symbolic branding: Personality/user image/ lifestyle 1995 ⊠Societal branding: Ethics/contribution to society ------------------------------------------------------------------------------------------- 2005 ⊠Experience branding: Consumer experience/ all senses the evolution of branding
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- 54. examples âą Consumenten opeen onverwacht moment aanspreken: IKEA âą Consumenten op een prikkelende manier aanspreken: BMW
- 55. Changing consumer ConsumersâŠ. ⊠havemore power⊠âŠcan buy more products⊠âŠcan get a lof information⊠(!!!) âŠcan easily contact organizations⊠âŠcan get in contact with other consumers very easily⊠(!!!)
- 56. To personalize marketing Experiencemarketing One to one marketing Permission marketing
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- 58. â... when aconsumer buys an experience, he pays to spend time enjoying series of memorable events that a company stages â as a theatrical play â to engage him in a personal way...â The Experience Economy (Pine & Gilmore, 1999)
- 59. goods, services andexperiences goods services experiences organisation 1 services goods experiences organisation 2 experiences goods service organisation 3
- 62. Which examples doyou have from your every day life?
- 63. an example Commodity: grower Goods:manufacturer Service: coffee corner Experience: premium coffee shop Ultimate: Café Florian, Venice 2 cts per cup 5-25 cts per cup 50 cts - ⏠1 per cup ⏠1 - ⏠4 per cup ⏠5 - ⏠10 per cup
- 64. progression of economicvalue commoditization commodities services goods experiences commoditization commoditization customization customization customization
- 65. translation progression of economicvalue = toename van economische waarde customization = maatwerk commoditization = vereenvoudiging commodity = grondstof / bulkgoed
- 66. experience economy âą toarouse consumers (emotionally) âą customization vs. commoditization âą customers are willing to pay more for experiences ï non-price-competition
- 67. an example Commodity: Goods: Service: Experience: Ultimate: per movie permovie per movie per movie per movie Film,camera,acteurs,actie DVD, Blu-ray,TV, popcorn Bioscoop, videotheek, on demand, drive in, Popcorngeur, 3D, stoelen, Pandadroom, ladies night, infotainment complex,
- 68. brand activation 1. Traditionalmedia 2. New media
- 69. Or? brand activation 1. (Brand) paidmedia 2. (Brand) owned media 3. (Brand) earned Media
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- 71. Media type Definition Examples Therole Benefits Challenges (Brand) paid media Brand pays to use channels âąDisplay ads âąPaid search âąSponsorships Active role in enlarging brand knowledge âąIn demand âąImmediacy âąControl âąOverload âąDeclining response rates âąPoor credibility (Brand) owned media Channels a brand controls âąWebsite âąMobile site âąBlog âąTwitter Build for longer- term relationship with existing potential customers âąControl âąCost efficiency âąVersatility âąNiche audiences âąLong term âąNo guarantees âąNot trusted âąTakes time to find segments (Brand) earned media When customers become the channel âąBuzz âąViral âąExperience Listen and respond. Interact. Create. Come alive âąMost credible âąTransparent and lives on âąStrong ties with customer âąLess control âąCan be negative âąHard to measure
- 72. so what haschanged? âą Permission vs. Interruption âą Creativity vs. Overwhelming âą Extensive segmentation âą Choosing instruments on the fly
- 73. examples âą commercially â MagnumGold â Pasos de los Toros â Madame Tresesti â Adidas â Legoclick â Heineken âą non-commercially â $73,000 bar tab
- 74. ...a focus onquality of communication, not on quantity or reach more focus on impact...
- 75. â...a brand isa perfect tool for transferring information, meanings and feelings through media...â
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- 79. â...Kiss has licensedits name to more than 2,000 product categories, from lunch boxes and comic books to credit cards and condoms to become nearly a one-billion-dollar brand..."
- 81. â...a b(r)and isa perfect tool for transferring information, meanings and feelings through media...â
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- 83. try to worktogether give me your brand and you get mine
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- 87. values tokio hotel community âą young âą creative âąurban âą metro-sexual
- 88. values tokio hotel community âą young âą creative âąurban âą metro-sexual
- 91. a community gives inputto the meaning and value of the brand: ââŠif youâre like us, you use brand XâŠâ
- 92. a band givesinput to the meaning and value of the brand: ââŠif the band srews up, so does the brandâŠâ
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- 98. THE DIXIE CHICKS TheDixie Chicks are a country music group, comprising three women; Martie Maguire, Natalie Maines, and Emily Robison. Together, they have sold over 36 million albums as of May, 2008. The group formed in 1989 in Dallas, Texas, and was originally composed of four women performing bluegrass and country music, busking and touring the bluegrass festival circuits and small venues for six years, without attracting a major label. After the departure of one bandmate, the replacement of their lead singer, and a slight change in their repertoire, the Dixie Chicks achieved massive country music and pop success, beginning in 1998 with hit songs like "Wide Open Spaces", "Cowboy Take Me Away", and "Long Time Gone". The women became well-known for their independent spirit and outspoken comments on controversial subjects, including politics.
- 99. THE DIXIE CHICKS âąâWide open spacesâ âą âLong time goneâ âą Lipton
- 101. Lipton is oneof the world's best known and best-selling brands of both hot leaf and ready-to-drink tea. It is currently owned by Unilever. Over the course of a century, Lipton has become a dominant tea brand in many markets. The brand is well-represented in many countries across the globe, including the US, Russia, Saudi Arabia, France, Japan, Australia, and Sweden. Compared to other tea brands, Lipton has always had a strong focus on innovation, given its continuous launch of both leaf tea and ready to drink tea products. Products target the mass market and are generally positioned in the middle of the price spectrum for tea. Due to its size, Lipton is also a dominant player in tea expertise in the world.
- 102. In 1991, Unilevercreated a first joint venture with PepsiCo, the Pepsi Lipton Partnership, for the marketing of ready to drink (bottled and canned) teas in North America. this was followed by a second joint venture, Pepsi-Lipton International (PLI) in 2003, covering many non-US markets. PLI was expanded in September 2007 to include a number of large European markets. Both PepsiCo and Unilever control 50% of the shares of these joint ventures.
- 104. Shut up &sing âą Deel 1
- 105. An ad forLipton Iced Tea that features the Dixie Chicks is temporarily on hold, according to people familiar with the situation. The country music groupâs lead singer in March during a concert was made comments critical of President Bush in the days leading up to the countryâs war with Iraq. A spokeswoman for Unilever, which jointly markets Lipton with PepsiCo in the Pepsi-Lipton Tea Partnership, would not comment on why the Dixie Chicks ad is not running but said, âLipton has a number of different advertising and promotional plans in the works and has opted for now to run the commercials that currently are on air.â Itâs uncertain when or if the ad will run. The ads were to have debuted in May to coincide with the groupâs first world tour in three years. Three current 30-second spots, which focus on getting back to a healthy way of living, started running in May in the slots designated for the Dixie Chicks ad, according to one person familiar with the situation. The person said the ads were rushed into production after comments made by Natalie Maines, the groupâs lead singer, caused a furor among some country music fans.
- 106. uitleg werkvorm âą kiesuit de volgende categorie telkens 1 onderdeel: â 1. music brands â 2. community â 3. values â 4. corporate brands âą maak koppelingen tussen de 4 entiteiten door middel van het volgende model âą onderbouw de keuzes die je maakt
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