Branding Concepts
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Transcript of Branding Concepts
BRANDING CONCEPTS
PRODUCT & BRAND MANAGEMENT
BRAND IDENTITY
Brand like individuals have identity Brand identity is the sum of the brand
expressed as a :
Product
Organization
Person
SymbolCntnd
1. As a ProductProduct ScopeProduct AttributesQuality/ValueCountry of Origin
2. As a OrganizationLike innovations, genuine,
trustworthinessLocal Vs Global
3. As a Person
Personality – energetic, rugged
Brand customer relationship
4. Brand as a Symbol
Brand Heritage
BRAND IDENTITY PRISM (Kapferer’s)
BIP
BRAND IDENTITY PRISM
CULTURE
PHYSIQUE PERSONALITY
REFLECTION
RELATIONSHIP SELF-IMAGE
FACTORS INFLUENCING THE BRAND IDENTITY
Loyalty of customers Inconsistency requires proper identity Addition of new products and services Competitors product identity When a company enters into new markets A changed customer profile
How the Companies established BRAND IDENTITY TRAP ?
BRAND IDENTITYTRAP
BRAND IMAGE
BRANDPOSITION
EXTERNALPERSPECTIVE
TRAP
PRODUCT-ATTRIBUTEFIXATION TRAP
BRAND IMAGE
Brand Image is the totality of the impressions about the brand
Brand Image is the measurable aspect of the brand
Brand Image includes several constituents like :Brand FeaturesBrand informationBrand usersBrand evaluationCompany Statement
Cntnd
SOURCES OF BRAND IMAGE
SBM
SOURCES OFBRANDIMAGE
PRODUCTDRIVEN IMAGE
PROVIDERDRIVENIMAGE
USER DRIVENIMAGE
BRAND IMAGE&
COUNTRY OF ORIGIN
BRAND IMAGE&
CELEBRITY
1. PROVIDER-DRIVEN IMAGEImage derived from the company CEO’s
positive image enhances a brand appeal like TATA, AMBANI
2. PRODUCT-DRIVEN IMAGEThis image is result of the products
performanceSantoor Skin care imageRajdoot Sturdy image7’O Clock Durability
3. USER-DRIVEN IMAGEThis image is driven by the lifestyle of the
user Van Heusen shirts are an expression of a particular lifestyle
4. BRAND IMAGE AND COUNTRY-OF-ORIGIN
Brand image has a correlation with the country of origin like MADE IN INDIA, MADE IN GERMANY, MADE IN CHINA
5. BRAND IMAGE AND CELEBRITY
Brand image built through endorsement of celebrities through
Attractiveness
Trustworthiness
Expertise
Lux Image Beautiful Madhuri
BRAND POSITIONING
POSITIONING : Positioning is an outcome of our perceptions
about the brand relative to the competing brands The top slot achieved by the brand in our mind is
called positioning It entered our mind on account of
communication through ADVERTISING, WORD OF MOUTH AND PRODUCT PERFORMANCE
It is the act of designing the company’s offer so that it occupies a distinct and valued place in the mind of the target customers
Positioning is what you do to the mind of the prospect
It is the process of promoting buyers to form a particular mental impression of our product relative to our competitors
Communication to help achieve the positions Value proposition is the requirement of
positioning
What are the basis of positioning slots used by the companies ?
1. TECHNOLOGICAL SLOT :First to market soft drink and ice creams
by using vending machine2. EXPERIENTIAL SLOT :
There are sensorial perceptions, about the brand which cannot be quantified and measured like
Freshness of a soapLuster to hair given by shampooFairness by cream or soap
3. USER SLOT :For specific users like johnson baby shampoo,
vicks vaporub rub for children
4. TRENDINESS SLOT :Charms is the spirit of freedom
5. REPOSITIONING RIVAL BRANDIn comparative advertising like savlon pitted
against dettol (which gives burning sensation)6. NEW PRODUCT CATEGORY SLOT7. ATTRIBUTE SLOT :
Like in toothpasteIn washing machineIn shampoo
BRAND REPOSITIONING
Repositioning is changing the positioning of a brand reasons for repositioning are
Falling or Stagnant salesStages in PLC
Repositioning can be done through various ways generally followed by the companies to cope up with the growing competition through
1. INCREASING RELEVANCE TO THE CONSUMERVISA CARD
Pay the way the world does World’s most preferred card Visa Power
2. INCREASING OCCASIONS FOR USEBURNOL
Curing burns to 3-in-1( Burns, cuts, gashes)
TITANWatch with elegance to Watches as a gift
VICKS VAPORUBChild’s cold rub to Adult cold rub
3. SEARCH FOR A VIABLE POSITIONHERO PUCH90 Km/Lt fuel efficiency to 2-in-1 bike
4. MAKING THE BRAND SERIOUSSAFFOLAGood for heart to Heart is not safe
without saffola 5. FALLING SALES
RED LABELPiyo to jano – Desh ka pyala – 100%
strong– jiyo mere lal
6. BRINGING IN NEW CUSTOMERSNEEMNeem benefit to Neem benefit for the young
7. MAKING THE BRAND CONTEMPORARYTo make the brand more attractive to the
customerDABUR HONEYPurity to Nutrition + Health
8. DIFFERENTIATING BRANDS FROM COMPETITORS9. CHANGED MARKET CONDITIONS
BRAND PERSONALITY
Brand personality is what distinguishes one brand from another or a particular brand from a product
Brand personality has a following components like in case of DABUR
Strong heritageHealthyDependable
DEFINITION OF BRAND PERSONALITY
1. EMOTION – CENTERED DEFINITIONS
It is contend an emotional factor that people choose one brand instead of the other though there is no discernible difference between them
It is the sum of tangible as well as intangible assets of the brand ( quality )TANGIBLE + INTANGIBLE
Brand personality can be understand by using adjectives like for the several brands
Tata Tea Freshness
VIP Luggage Longlasting
Palmolive soap Caring
Blue dart Reliable
2. HUMAN CENTRERED DEFINITION
Whether the brand is male or female or any other characteristics which is matching with the human characteristics like pepsi is young
FEMININE SUNSILKMUSCULINE TATA SUMOYOUNG LIRILUPPER CLASS PETER ENGLANDBLUE COLLAR NIRMA
3. BRAND PERSONALITY CAN BE DIVIDED INTO ANOTHER TYPES
RITUALISTIC BRANDAssociated with particular occasions like
britania marie is a tea time buiscuit SYMBOLIC BRANDS
The logo or the name of brand HERITAGE BRANDS
Brand shows pioneer advantage to use like Dabur, Philips
EXCLUSIVE BRANDS BELONGINGS BRANDS LEGENDARY BRANDS
How the Brand Personality created?
Whether a brand is a product or a company, the company has to decide what personality traits the brand is to have
One way to match the brand personality as closely as possible to that of the consumers or to a personality that they like
Find out what they need, want and like Build a consumer personality profile Create the product personality to match the profile
BRAND PERSONALITY FRAMEWORK
Sincerity Competence Excitement Sophistication Ruggedness
Down to EarthHonest
WholesomeCheerful
DaringSpirited
ImaginativeUp-to-date
ReliableIntelligentSuccessful
Upper classCharming
OutdoorsyTough