Branding
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Transcript of Branding
B GN ID NAR
BRAND –WHAT IS IT?
“ 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.”
What is the Territory of the
Six inches wide
Grey and wet
Mysterious
BRANDING
BRANDING is a strategy used by marketers.Pickton and Broderick (2001) describe brandingas Strategy to differentiate products andcompanies, and to build economic value for boththe consumer and the brand owner.
Brand Building Understanding Branding
Understanding Branding
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Understanding Branding
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
From Products to Brands
Products to brands
Products to brands
Understanding Branding
Brand Building
From Products to Brands
Brand v/s. Product
• A brand is more distinctive than a product
• It is first of all a name, a means of identification
• Secondly it s a set of added values offering both functional and psychological benefits
Above all ‘a brand is a promise’
Products to brands
Products to brands
Understanding Branding
Brand Building
From Products to Brands
A Brand Is A Promise
A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.
Products to brands
Products to brands
Understanding Branding
Brand Building
Brand as an Asset
• “If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”Fortune Magazine
Understanding Branding
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Understanding Branding
NameName LogoLogo
ColoursColours EssenceEssence
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
AttributesNameName LogoLogo
ColoursColours EssenceEssence
Brand Name• Short
Kodak, Fuji
CNN an AOL Time Warner Company• Distinctive
• Toyota’s Lexus is distinctive. Toyota’s Luxury commonplace
• Orange was a striking name in a world of telecommunications• Not mean anything rude or silly in another language
Big Macs( McDonald’s) is a slang for big breasts in Canada
Attributes
Attributes
Understanding Branding
Brand Building
Attributes
NameName LogoLogo
ColoursColours EssenceEssence
Brand Logo
1.Simple logo, designed to fit both eyes (Mercedes three star)
2.Logo font has to be clear and legible
3.Uniqueness
4.Relevancy
5.Appealing
6.Consistency
7.Contrast
Attributes
Attributes
Understanding Branding
Brand Building
Attributes
AttributesNameName LogoLogo
ColoursColours EssenceEssence
Brand Colours
• Colours have meanings• Purple means royalty
• Red is energetic
• Blue is peaceful
• Opposite colours can differentiate• Coke is red, Pepsi is blue
• Kodak is yellow, Fuji is green
• Colours can help you stand out• FedEx’s orange and purple packet stands out in corporate blue
Attributes
Attributes
Understanding Branding
Brand Building
AttributesNameName LogoLogo
ColoursColours EssenceEssence
Brand Essence
• A brand must “leverage a compelling truth”• Linux stands for freedom as opposed to Microsoft’s monopoly
• A brand should mean a single powerful thing: the essence
• Essence of Volvo is Safety
• Essence of Tata is trust
• Essence of Fevicol is bonding
Attributes
Attributes
Understanding Branding
Brand Building
AttributesNameName LogoLogo
ColoursColours EssenceEssence
Brand Essence • A brand should also be clear of what is not its essence
• In India, STAR NEWS is not a channel of the masses unlike STAR PLUS
• A brand should drive single mindedly its essence• Volvo has been selling safety for 35 years• Raymond has been selling the complete man for over 2 decades• Essence of Dettol is protection against germs
• A brand loses its essence if it starts meaning a lot of things• What is Miller :A regular, light,draft,cheap, expensive beer
Attributes
Attributes
Understanding Branding
Brand Building
Understanding Branding
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Understanding Branding
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
ManagementCo-BrandCo-Brand Stealth
BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Co-Brand
Same Company Co-Branding
Joint Venture Co-Branding
Management
Management
Understanding Branding
Brand Building
ManagementCo-BrandCo-Brand Stealth
BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Stealth Brand
• Brand building that attracts customer attention but not of rivals
• Home-to-home, word of mouth / PR, internet community building
• Good option when unsure of a new medium/market• Little promotion for Maytag website as opposed to a buy.com. Maytag
sold 1000s of Neptune washers on web
Management
Management
Understanding Branding
Brand Building
Management
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Fighting Brand
• Pricing led branding option. Works as a competitive response.
• Smirnov (Heublein) Case• Smirnov attacked by W’schmidt @ $1 less
• Heublein raised the price of Smirnov
• Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt
• Heublein added Popov lower than both
Management
Management
Understanding Branding
Brand Building
ManagementCo-BrandCo-Brand Stealth
BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Fighting Brand
• Built as new, independent brand
• Prevents dilution of the leading brand• HLL introduced Wheel to fight Nirma
Management
Management
Understanding Branding
Brand Building
Management
There is a time and place to launch a second brand
Immutable Law of SiblingsImmutable Law of Siblings
Possibly even a third or a fourth brand..Possibly even a third or a fourth brand..
Management
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Multi Brand
• Key to a multi-brand approach is to give each sibling a unique identity
• Time, Fortune,Life, Money, People
Management
Management
Understanding Branding
Brand Building
Management
Co-BrandCo-Brand Stealth BrandStealth Brand
Fighting BrandFighting Brand Multi-BrandMulti-Brand
Multi Brand..
• Common product area focus– Shampoos: Clinic Plus, Ayush, Sunsilk
• Single attribute segmentation– Price:Maruti 800, Zen, Esteem
• Sibling creates a new category – Herbal Anti-Dandruff category by Ayush
Management
Management
Understanding Branding
Brand Building
Understanding Branding
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Understanding Branding
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
Architecture
Immutable Law of ContractionImmutable Law of Contraction
A brand becomes stronger when you narrow its focus
ArchitectureHouse of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
House of Brands
• Often dictated by corporate strategy.
• Gives an opportunity for the company to focus on each brand and contract its scope.
Architecture
Architecture
Understanding Branding
Brand Building
ArchitectureHouse of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Endorsed Brand
• Endorsement is used as a device to transfer brand assets from one brand(corporate) to another
• Titan from TATA, transferring trust
• i-pod, mac from apple
Architecture
Architecture
Understanding Branding
Brand Building
ArchitectureHouse of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Sub Brand
• Inside out branding. Company pushes core brand in different directions
• Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
Architecture
Architecture
Understanding Branding
Brand Building
Architecture
Immutable Law of CompanyImmutable Law of Company
Brands are brands, companies are companies. There is a difference.
ArchitectureHouse of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Branded house
• Consumers buy brands, not companies
Architecture
Architecture
Understanding Branding
Brand Building
Brand Building
Brand Building Understanding Branding
What Is Brand Building?
Involves all the activities that are necessary to nurture a brand into a
healthy cash flow stream for the company after launch
Advertising does a lot to help build brands
Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy
• Brand equity is the added value endowed to products and services
How to measure equity?
• The premium a brand can command in the market
• The difference between the intrinsic and perceived value of the product
Building Brand Equity
• Distinguish product from others in the market – Value proposition
• Align what it says about the brand in advertising with what it actually delivers – Creating the brand
Power Brands
• Generates enormous profits• Expands future strategic opportunities
• A distinctive product• Delivering brand promise• Personality and presence
What do power brands have that others don’t?
Creating the brand
• Choosing brand name• Developing rich associations and promises• Manage customer brand contacts to meet and
exceed customer expectations
Choosing a brand name
• What does it mean?• What performance/ expectations/
associations does it evoke?• What degree of preference does it create?
Brand names should denote
• Product benefits• Product quality• Be easy to pronounce/remember/recognize• Be distinctive• Not have poor meanings in other countries or
languages
Brand Association –
All brand related thoughts , feelings perceptions, images, experiences, beliefs, attitudes and so on that become linked to the brand node.
The link to favourable images, celebrities, geographic regions
i.e. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire
• Paul Hogan - Subaru
• James Earl Jones (voice of CNN)
• Chihuahua - Taco Bell
• Jordan - Nike
• Julia Louis Dry fuss - Nice and Easy
• Candice Bergen - Sprint Canada
Brand Associations
• ‘owned’ word• Slogans• Colours• Symbols and logos
Brand Awareness –consumers’ ability to identify the brand under different conditions , as reflected by their brand recognition or recall performance .
e.g.. Snapple ice tea, jeans-Levi’s, walkman - SONY
Brand Loyalty
The degree to which customers are committed to further purchases e.g.. I will always buy Reebok
Brand Ambassadors
• These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therefore the brand and choice of the ambassador must fit.
Brand Status
Step up advertising Cash cow. Need to sustain brand building activities
Product should be phased out
Troubled brand. Product upgradation required
Esteem
Familiarity