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BRAND
A symbol a Mark orName that acts as a
means of communication to bring about an
Identity to a product. Branding is a process of finding and fixing
the means of identification .
It is a way of distinguishing the products of
one company from those of its
competitors.
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What is in a Brand
Identity
Value Image
Reputation
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What is Identity
A" Name, term, sign, symbol, or design, ora combination of them, intended to identifythe goods and services of one seller or
group of sellers and to differentiate themfrom those of competition."
The brand name is often used
interchangeably within "brand" A "brand name" constitutes a type of trademark which identifies the promoter
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Brand Identity
A name that is catchy and easy to
remember
Effective Communication creates a brandIdentity.
Product attributes and quality of service or
utility to clientele.
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BRANDS HAVE A VALUE
When I wear Levis , I tuck my shirt in as I
want the world to know that I am wearingLevis.
When I wear Newport, I wear my shirt out as
I dont want Rs. 399 breathing down my
hip
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Image
It is a collection of experiences and associations
connected with a product, service, a person or
any other entity.
Brand image are typically the attributes one
associates with a brand, how the brand owner
wants the consumer to perceive the brand .
The brand owner will seek to bridge the gapbetween the brand image and the brand identity.
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Reputation A value for the brand that is built in the minds of the consumer.
A faith is reposed in the brand and organisation
The brand of a company is really its reputation.
Just like a personal reputation, a brand reputation is formed based
on the behaviors and actions of the company (or person), and how
those behaviors and actions are perceived.
Consumer's commitment to repurchase or otherwise continue using
the brand and can be demonstrated by repeated buying or other
positive behaviors such as word of mouth advocacy
Until recently brands had largely been considered intangibleconcepts.
Accounting contributed to this conception by identifying goodwill as
the excess over the book value one company was willing to pay for
another.
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Brands represent enormous value, it is a
piece of legal property that can influence
consumer behavior, be bought and sold,
and provide the security of sustained
future revenues to their owner.
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Branding
Branding is a process of endowing a product or
a process with the power of brands.
Marketers teach consumers WHO the product
is by giving it a name and other brand elements
to identify with.
Branding strategies to be successful and brand
value to be created, consumers must beconvinced the meaningful differences among
brands in the product or service category.
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With the launch of Maggi noodles, NIL created an
entirely new food category - instant noodles - in the
Indian packaged food market.
Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles
category even until the early 2000s
Nestl India Ltd. (NIL), the Indian
subsidiary of the global FMCG
major, Nestl SA, introduced the
Maggi brand in India in 1982, with its
launch of Maggi 2 Minute Noodles,
an instant noodles product.
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Maggie takes
the Health
Route
What Xerox is to photocopier and Colgate to toothpaste, Maggi is to
noodles in India."- The Economic Times, a prominent newspaper
in India, in 2003.
"Maggi is the leader in the Instant Noodles category because it is
constantly improving its understanding of the consumer to give them
excellent and tasty products that provide nutrition, health, and
wellness."- Martial Rolland, chairman and managing director,
Nestl India Ltd., in 2006.
"Maggi has managed to enter Indian homes to change the traditional
food habits of Indian children on their promise of convenience. This
brand has understood the psychology of Indian mothers and
positioned itself for mother-child indulgence."- Business Week, a
prominent business magazine, in 2006.
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Barack Obama-A case of
successful Marketing
Communication Barack Obama, the 44th President of the
US, and how he used integrated marketingcommunications (IMC) to win the 2008 USPresidential elections.
For the first time in the history of the USPresidential Elections, the Internet was usedwidely and effectively for both campaigningand fund raising purposes.
Obama also used the traditional methods ofmarketing which accounted for 50% of hisfund raising.
Obama tapped the growing community ofpeople who preferred the Internet and mobile
phones to television
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Consumer is the King
Cashing on consumer:
Needs
Fears Aspirations
Ambitions
Emotions Culture and traditions
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LG Golden Eye
The fear element is cashed UponThe LG golden eye TV ad, showed anguished motherfranticly looking for her bespectacled son.
Only to find him watching cricket in a dealer outlet.
The reason he is not allowed towatch TV at home.
The mother fears for her sons
eye sight.
The brand comes with asolution, technology that means
No Strain to the Eyes
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TATA as a Brand
The Tata brand has evolved from the
times of our founding fathers and earlyleaders in the business.
They did not obviously then think of brand
management, but they wanted was to
build the Tata name and empire through
determination, dedication and discipline.
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Infosys Technologies Ltd.
Founded in 1981 and headquartered inBangalore, India, Infosys defines, designs and
delivers IT-enabled business solutions that help
Global 2000 companies.
A pioneer in strategic offshore outsourcing, thecompany now employs over 80,000 people in
40+ offices worldwide, and derives 98 percent of
total revenues from outside India.
Infosys IT-enabled solutions provide strategicdifferentiation and operational superiority to
clients.
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Infosys is one of the earliest brands in the
knowledge sector to affix a value to it.
A company which is often considered as the
mascot of the Indian information technology
services sector .
Infosys management believes that the Infosys brand is one of the most important
intangible assets the company owns. Infosys doesnt spend a lot of money to
enhance its brand.
Think Beyond Cost Advantage
It prefers to adopt unique strategies that differentiate it from the competition.Enhancing brand value also means doing unique things. the first company from
India to be listed on the NASDAQ, the first to produce financial statements in
accordance with US GAAP before we were listed.
"Infosys is a brand that stands for high
social consciousness. We are very clear itis not enough to run a profitable
company."
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It has built a brand with conscience.
The conscience implies that this company feels ithas value systems, fair practices, believes in legalbehaviour, keeping its commitment to allstakeholders, believes in being fair and courteous.
What it means to the customers is that it is atrustworthy brand.
It means this company will do what it takes anddeliver the solution that is promised.
That is a very strong characteristic, especially inIT business.
Repeat businesses account for nearly 90 per centof Infosys revenues
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The Argument against Infosys:
The technology companies IBM, Intel or Nokia have a strongproduct base.
There is an argument that Indian IT companies aspiring to becometop brands need to be more than pure play service entities .
Infosys argu
es :
It is not a mass consumer brand.
The customers are huge corporations which use our services.
It is about how they perceive our brand.
They see it as trustworthy, predictable.
A company that means what it says and says what it means. That isthe strength of the brand with a conscience.
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Instruments
UnderstandingConsumer Behaviour
Increase the ProductValue and Utility
Effective MarketingCommunication
Effective copy andinnovative message
design Getting the Media Mixright
EFFECTIVE
BRAND
MANAGEMENT
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ConsumerBehavior
Effective brand communication and
management is not possible without
understanding consumer psychology and
buying behaviour.
This segment analyses the different
theoretical concepts and models of
consumer buying behavior.
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Integrated Marketing
Communication (IMC)
It is a cross-functional process for creating
and nourishing profitable relationships with
customers and publics by strategically
controlling or influencing all messages
sent to these groups and encouraging
purposeful dialogue with them.
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Thank You