brand management-by ravish roshan,delhi
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Transcript of brand management-by ravish roshan,delhi
STUDENT- PGDMINSTITUTE OF MANAGEMENT STUDIES, NOIDA
Prepared by –1.RAVISH ROSHAN ([email protected]),9968009808 (m
ail ur comm
ents, please)
Brand ManagementBrand Management
What is a brand?What is a brand?
A brand is a name, term, sign, A brand is a name, term, sign, symbol, design or a symbol, design or a combination of the above to combination of the above to identify the goods or service identify the goods or service of a seller and differentiate it of a seller and differentiate it from the rest of the from the rest of the competitorscompetitors
A brand comprises of A brand comprises of
Tangible attributes Tangible attributes Intangible attributesIntangible attributes
TangiblesTangibles
Eg.Eg. ProductProduct PackagingPackaging LabellingLabelling AttributesAttributes Functional benefitsFunctional benefits
IntangiblesIntangibles
Eg.Eg. QualityQuality Emotional benefitsEmotional benefits ValuesValues CultureCulture ImageImage
Brand PowerBrand Power
Customer will change brands for price Customer will change brands for price reasonsreasons
Customer is satisfied. No reason to Customer is satisfied. No reason to change.change.
Customer is satisfied and would take Customer is satisfied and would take pains to get the brandpains to get the brand
Customer values the brand and sees it Customer values the brand and sees it as a friendas a friend
Customer is devoted to the brandCustomer is devoted to the brand
Advantages of Advantages of brandingbranding Easy for the seller to track down problems Easy for the seller to track down problems
and process ordersand process orders Provide legal protection of unique product Provide legal protection of unique product
featuresfeatures Branding gives an opportunity to attract loyal Branding gives an opportunity to attract loyal
and profitable set of customersand profitable set of customers It helps to give a product category at different It helps to give a product category at different
segments, having separate bundle of benefitssegments, having separate bundle of benefits It helps build corporate imageIt helps build corporate image It minimizes harm to company reputation if It minimizes harm to company reputation if
the brand failsthe brand fails
Brand IdentityBrand Identity
It is the marketer’s promise to give a It is the marketer’s promise to give a set of features, benefits and services set of features, benefits and services consistentlyconsistently
Brand BuildingBrand Building
Involves all the activities that are Involves all the activities that are necessary to necessary to nurturenurture a brand into a a brand into a healthy cash flowhealthy cash flow stream stream after after launchlaunch
What kind of What kind of activities?activities?
Eg.Eg. Product developmentProduct development PackagingPackaging AdvertisingAdvertising PromotionPromotion Sales and distributionSales and distribution
Brand EquityBrand Equity
When a commodity becomes a When a commodity becomes a brand, it is said to have equitybrand, it is said to have equity
What is brand equity?What is brand equity?
The premium it can command in The premium it can command in the marketthe market
Difference between the perceived Difference between the perceived value and the intrinsic valuevalue and the intrinsic value
What happens when What happens when equity increases?equity increases?
Commodity Brand Power Brands
Presence+
Personality
What happens when What happens when brands have high brands have high equity?equity? The company can have more The company can have more
leverage with the tradeleverage with the trade The company can charge a The company can charge a
premium on their productpremium on their product The company can have more The company can have more
brand extensionsbrand extensions The company can have some The company can have some
defense against price competitiondefense against price competition
Umbrella BrandUmbrella Brand
Products from different categories Products from different categories under one brandunder one brand
Dangerous to the brand if the Dangerous to the brand if the principal brand failsprincipal brand fails
Sometimes the company name is Sometimes the company name is prefixed to the brand. In such prefixed to the brand. In such cases the company name gives it cases the company name gives it legitimacy. legitimacy. The product name The product name individualizesindividualizes it. it.
Naming the BrandNaming the Brand
Product benefitsProduct benefits Product qualitiesProduct qualities Easy to pronounceEasy to pronounce Should be distinctiveShould be distinctive Should not have poor meanings in Should not have poor meanings in
other languages and countriesother languages and countries
Brand Loyalty PyramidBrand Loyalty Pyramid
Committed buyer
Likes the brand. Considers it a friend
Satisfied buyer. Would incur costs to switch
Satisfied buyer/no reason to change
Switchers/Price sensitive
How does one build How does one build brands?brands? Distinguishing it from others – Distinguishing it from others –
value propositionvalue proposition Brand promise must match brand Brand promise must match brand
deliverydelivery
The value propositionThe value proposition
Broad positioningBroad positioning Specific positioningSpecific positioning Value positioningValue positioning
Creating the brandCreating the brand
Choosing a brand nameChoosing a brand name Develop rich associations and Develop rich associations and
promisespromises Managing customer brand contact Managing customer brand contact
to meet and exceed expectationsto meet and exceed expectations
Considerations in Considerations in choosing a brand choosing a brand namename What does the brand name What does the brand name
mean?mean? What associations / performance / What associations / performance /
expectations does it evoke ?expectations does it evoke ? What degree of preference does it What degree of preference does it
create?create?
A brand name should A brand name should indicateindicate Product benefitsProduct benefits Product qualityProduct quality Names easy to Names easy to
remember, remember, recognise, recognise, pronouncepronounce
Product categoryProduct category DistinctivenessDistinctiveness Should not Should not
indicate poor indicate poor meanings in meanings in other markets or other markets or languageslanguages
Brand AssociationsBrand Associations
‘‘owned word’owned word’ SlogansSlogans ColoursColours Symbols and logosSymbols and logos
Brand StatusBrand Status
Step up advertising
FAMILIARITY
ESTEEM
New Product Or Product should be phased out
Cash Cow.Need toSustain brand building activities
Troubled brand Product up gradation required
Brand ambassadorsBrand ambassadors
Giving a face and personality to Giving a face and personality to the brand that is expected to be the brand that is expected to be rubbed off from the brand rubbed off from the brand ambassadorambassador
Brand VitalityBrand Vitality
Differentiation in consumer’s Differentiation in consumer’s needneed
Differentiation relevant to Differentiation relevant to consumer’s needconsumer’s need
Brand PitfallsBrand Pitfalls
Brand experience must match Brand experience must match brand imagebrand image
Calls for managing every brand Calls for managing every brand contactcontact
Brand strategyBrand strategy
Line extension – existing brand name Line extension – existing brand name extended to new sizes in the existing product extended to new sizes in the existing product categorycategory
Brand extension – brand name extended to Brand extension – brand name extended to new product categoriesnew product categories
Multibrands – new brands in the same Multibrands – new brands in the same product categoryproduct category
New brands – new product in a different New brands – new product in a different product categoryproduct category
Cobrands –brands bearing two or more well Cobrands –brands bearing two or more well known brand namesknown brand names
Brand RepositioningBrand Repositioning
This may be required after a few This may be required after a few years years
to face new competition and to face new competition and changing changing
customer preferencescustomer preferences
PackagingPackaging
Includes the activities of Includes the activities of designing and producing the designing and producing the container for a productcontainer for a product
Packaging is done at three levels Packaging is done at three levels – primary, secondary & shipping– primary, secondary & shipping
Packaging as a Packaging as a marketing toolmarketing tool Self serviceSelf service Consumer affluenceConsumer affluence Company and brand imageCompany and brand image InnovationInnovation
Designing packagingDesigning packaging
Packaging conceptsPackaging concepts Technical specificationsTechnical specifications Engineering testsEngineering tests Visual testsVisual tests Dealer testsDealer tests Consumer testsConsumer tests Packaging innovationsPackaging innovations Environmental considerationsEnvironmental considerations
LabelsLabels
IdentificationIdentification Grade classificationGrade classification Description of productDescription of product Manufacturer identityManufacturer identity Date of mfg., batch no.Date of mfg., batch no. Instructions for useInstructions for use PromotionPromotion
Labels as a marketing Labels as a marketing tooltool
Labels need to change with time Labels need to change with time or packaging changes to give it a or packaging changes to give it a contemporary and fresh lookcontemporary and fresh look
THANK YOUTHANK YOU