Introduction
Definition
Brand is a name, term, sign, symbol or design
or a combination of them intended to identify
goods and services ...
Definition
 Brandr – “ to burn” – branding at ranches
Brand vs. Products
Kotler’s definition
 Core Benefit
 Generic Product
 Expected Product
 Augmented Product
 Potential...
What then is a Brand?
Attributes Benefits Values
Culture
User
Personality
What can be Branded
 Physical goods – Kellogg's, Sony, Coca-Cola
 Services – IBM, Amex, Hilton, Fedex
 Retailers & Dist...
InterBrands - Top 10 – 2011
Rank
2011
Rank
2010
Brand Sector Country
Brand
Value
($m)
Change in
Brand Value
1 1 Beverages ...
Rank
2012
Rank
2011
Brand Sector Country
Brand
Value
($m)
Change in
Brand
Value
1 1 Beverages USA 77,839 8%
2 8 Electronic...
Roles that Brands Play
For Consumers
 Identification of source of product
 Assignment of responsibility to product maker...
Roles that Brands Play
For Manufacturers
 Means of identification to simplify handling &
tracing
 Legal protection of un...
Challenges
 Savvy customers
 Brand proliferation -Complex brand portfolios
& families
 Maturing markets
 Increasing co...
Challenges
 Growth of private labels
 Increasing trade power
 High cost of product introduction & support
 Media fragm...
Advantages
 Greater loyalty
 Higher margins
 Licensing opportunities
 Brand extension opportunities
 Less vulnerable ...
Good Brand
Easy
to remember
Easy
to Recognize
Suggest
Product
Benefits
Distinguish
product
positioning
relative to competi...
Types of Brand
 Premium brand typically costs more than
other products in the category
 Economy brand is targeted to a h...
Branding
 Corporate Branding- company’s name is
used as a product brand name
 Family Branding when one brand name is
use...
Branding
 Co-branding when 2 or more brands work
together to market their products
 Brand Licensing when a company sells...
Brand Rationalization
 Create a separate product or service for each
target market
 Gain production & marketing efficien...
Strategic Brand Management
Process
Design and implementation of Mktg.
programs to build, measure and
manage brand equity
Steps
1. Identify & establish brand positioning &
values
2. Planning & implementing brand marketing
programs
3. Measuring ...
Strategic Brand Management
1. Identify & establish
brand positioning &
values
 Mental Maps
 Competitive frame of
referen...
Strategic Brand Management
2. Planning &
implementing brand
marketing programs
 Mixing and matching of
brand elements
 I...
Strategic Brand Management
3. Measuring &
Interpreting Brand
performance
 Brand Value chain
 Brand audits
 Brand Tracki...
Strategic Brand Management
4. Growing & sustaining
brand equity
 Brand-product mix
 Brand Portfolios and
hierarchies
 B...
Upcoming SlideShare
Loading in …5
×

Introduction to brand rg

471 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
471
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Introduction to brand rg

  1. 1. Introduction
  2. 2. Definition Brand is a name, term, sign, symbol or design or a combination of them intended to identify goods and services of one seller or a group of sellers and to differentiate them from competition” American Marketing Association
  3. 3. Definition  Brandr – “ to burn” – branding at ranches
  4. 4. Brand vs. Products Kotler’s definition  Core Benefit  Generic Product  Expected Product  Augmented Product  Potential Product Brand: Product + or - perceived differentiator  Rational & Tangible  Performance based  Symbolic, emotional Brand = Product + customer perception +performance + brand name + company
  5. 5. What then is a Brand? Attributes Benefits Values Culture User Personality
  6. 6. What can be Branded  Physical goods – Kellogg's, Sony, Coca-Cola  Services – IBM, Amex, Hilton, Fedex  Retailers & Distributors – Wal-Mart, Target  Online Products & Services – Facebook, Twitter, Amazon, Google  People –Film Stars, Sports legends  Art & Entertainment – National Geographic,, Movie sequels ( Star Wars, Harry Potter),  Clubs- Manchester United, IPL Teams  Geographic locations – Kerala, Goa, Paris, Thailand, Turkey, Malaysia
  7. 7. InterBrands - Top 10 – 2011 Rank 2011 Rank 2010 Brand Sector Country Brand Value ($m) Change in Brand Value 1 1 Beverages USA 71,861 2% 2 3 Business Services USA 69,905 8% 3 2 Software USA 59,087 -3% 4 4 Internet USA 55,317 27% 5 5 Diversified USA 42,808 0% 6 8 Restaurant USA 35,593 6% 7 5 Electronics USA 35,217 10% 8 17 Electronics USA 33,492 58% 9 9 Media USA 29,018 1% 10 10 Electronics USA 28,479 6%
  8. 8. Rank 2012 Rank 2011 Brand Sector Country Brand Value ($m) Change in Brand Value 1 1 Beverages USA 77,839 8% 2 8 Electronics USA 76,568 129% 3 2 Business Services USA 75,532 8% 4 4 Internet USA 69,726 26% 5 3 Software USA 57,853 -2% 6 5 Diversified USA 43,682 2% 7 6 Restaurant USA 40,062 13% 8 7 Electronics USA 39,385 12% 9 17 Electronics Korea 32,893 40% 10 11 Automobiles USA 30,097 10% InterBrand - Top 10 – 2012
  9. 9. Roles that Brands Play For Consumers  Identification of source of product  Assignment of responsibility to product maker  Risk reducer  Promise, bond  Signal of quality
  10. 10. Roles that Brands Play For Manufacturers  Means of identification to simplify handling & tracing  Legal protection of unique features  Signal of quality  USP & Competitive advantage  Source of Financial returns
  11. 11. Challenges  Savvy customers  Brand proliferation -Complex brand portfolios & families  Maturing markets  Increasing competition  Decreasing brand loyalty
  12. 12. Challenges  Growth of private labels  Increasing trade power  High cost of product introduction & support  Media fragmentation - High promotional expenditure
  13. 13. Advantages  Greater loyalty  Higher margins  Licensing opportunities  Brand extension opportunities  Less vulnerable to competitive marketing actions
  14. 14. Good Brand Easy to remember Easy to Recognize Suggest Product Benefits Distinguish product positioning relative to competition Easy to pronounce Attract Attention Legally protective Suggest Company or Product image
  15. 15. Types of Brand  Premium brand typically costs more than other products in the category  Economy brand is targeted to a high price elastic market segment  Fighting brand is created specifically to counter a competitive threat
  16. 16. Branding  Corporate Branding- company’s name is used as a product brand name  Family Branding when one brand name is used for several related products  Brand leveraging when a company uses brand equity associated with an existing brand name to launch a new product or product line
  17. 17. Branding  Co-branding when 2 or more brands work together to market their products  Brand Licensing when a company sells the rights to use their brand name to another company for use in another geographic area  Private Branding when large retailers buy products from manufacturers in bulk and put their own brand name on them
  18. 18. Brand Rationalization  Create a separate product or service for each target market  Gain production & marketing efficiencies  Part of corporate restructuring Mass Niche
  19. 19. Strategic Brand Management Process Design and implementation of Mktg. programs to build, measure and manage brand equity
  20. 20. Steps 1. Identify & establish brand positioning & values 2. Planning & implementing brand marketing programs 3. Measuring & Interpreting Brand performance 4. Growing & sustaining brand equity
  21. 21. Strategic Brand Management 1. Identify & establish brand positioning & values  Mental Maps  Competitive frame of reference  Points of parity and Points of difference  Core brand Values  Brand Mantra
  22. 22. Strategic Brand Management 2. Planning & implementing brand marketing programs  Mixing and matching of brand elements  Integrated brand marketing activities  Leverage of secondary association
  23. 23. Strategic Brand Management 3. Measuring & Interpreting Brand performance  Brand Value chain  Brand audits  Brand Tracking  Brand Equity Management System
  24. 24. Strategic Brand Management 4. Growing & sustaining brand equity  Brand-product mix  Brand Portfolios and hierarchies  Brand expansion Strategies  Brand reinforcement and revitalization

×