brandingmanagement-140228101029-phpapp01
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Branding Management
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What is the brand
FIRST
A brand is not a logo.
SECOND
FINALL
YA brand is not a product.
So what exactly is a brand?
A BRAND IS A PERSONGUT FEELING ABOUT APRODUCT, SERVICE, OORGANIZATION.
It is a PERSONS gut
feeling, because braare defined by
individuals, notcompanies, markets,publics.
ITS NOT WHAT YOU SITS WHAT THEY SAY I
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WHY IS BRANDING SO HOT?
People have toomany choices and
too little time
We tend to baseour buying choices
on trust
Most offerings have
similar quality andfeatures
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What is a Brand?Brand is the sellers promise todeliver the same bundle of
benefits/services consistently
to buyers.
A product is any offering by a
company to a market that serves
to satisfy customer needs and
wants. A product can be an
object, service, idea, etc.
On the other hand a name becomes a
brand when consumers associate it with a
set of tangible and intangible benefits that
they obtain from the product or service.
Brand
proce
trivia
Some
are s
contrsucce
Brand diffoften relaattributes product it
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Brand Elements
Elements
Slogans
Brand
names Promise
LogosPersonality
Characters
Brand Element Choice Criteri
Memorable
Meaningful
Likeability
Transferable
Adaptable
Protectable
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Why do Brands Matter?
R
The main reason
consumers flock to
some brands and
ignore others is that
behind the brandstands an unspoken
promise of value.
B
Brands have become
important drivers of
growth for any
organization, good
or service.
N
A brand helps make
a mark and
differentiate a good
or service from
others inmarketplace.
D
A strong brand
makes people
aware of what
the company
represents andabout the
different
offerings of the
company.
A Brand is a
promise that the
product willperform as per
customers
expectations.
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Brands for Consumers and Sellers
Symbolicdevice
Lower risk
Less cost ofsearching for
a choice
Symbol ofQuality
The word Brand si nifies different thin s to consumers and selle
Consumers
Source ofproduct
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Brands for Consumers and Sellers
Symbolicdevice
Lower risk
Less cost ofsearching for
a choice
Symbol ofQuality
Consumers
Source ofproduct
Consumers can easily make a purchase decision bas
brands. Consumers usually find brands which satisfy
need.
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Brands for Consumers and Sellers
Symbolicdevice
Less cost ofsearching for
a choice
Symbol ofQuality
The word Brand si nifies different thin s to consumers and selle
Consumers
Source ofproduct
Brands mean lower purchase risk to consumers as th
dealing with a product or organization that they trusLower risk
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Brands for Consumers and Sellers
Symbolicdevice
Symbol ofQuality
The word Brand si nifies different thin s to consumers and selle
Consumers
Source ofproduct
If the consumers recognize a particular brand and ha
knowledge about it, they make quick purchase decis
and save lot of time. Also, they save search costs for
product.
Lower risk
Less cost ofsearching for
a choice
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Brands for Consumers and Sellers
Symbolicdevice
The word Brand si nifies different thin s to consumers and selle
Consumers
Source ofproduct
Consumers see brands as a symbol of quality and remain
and loyal to a brand as long as they believe that the brand
meeting their expectations and perform in the desired ma
consistently.
Lower risk
Less cost ofsearching for
a choice
Symbol ofQuality
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Brands for Consumers and Sellers
The word Brand si nifies different thin s to consumers and selle
Consumers
Source ofproduct
Brands play a significant role in signifying certain pro
features to consumers.
Lower risk
Less cost ofsearching for
a choice
Symbol ofQuality
Symbolicdevice
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Brands for Consumers and Sellers
The word Brand si nifies different thin s to consumers and selle
Seller
Means ofProfits
Legalprotection of
products
features
Satisfiedcustomer
Means ofCompetitive
Advantage
A brand helps the firms to provide consistently
of characteristics, advantages, and services to t
buyers/consumers.
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Brands for Consumers and Sellers
The word Brand si nifies different thin s to consumers and selle
Seller
Means ofProfits
Satisfiedcustomer
Means ofCompetitive
Advantage
Brands help to protect the unique features/tra
products by legal copyrights.
Legalprotection of
products
features
f C S
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Brands for Consumers and Sellers
The word Brand si nifies different thin s to consumers and selle
Seller
Means ofProfits
Means ofCompetitive
Advantage
Brand represents values, ideas and even perso
hence leads to an assortment of memories in c
mind and hence satisfied customers.
Legalprotection of
products
features
Satisfiedcustomer
B d f C d S ll
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Brands for Consumers and Sellers
The word Brand si nifies different thin s to consumers and selle
Seller
Means ofCompetitive
Advantage
Brands form the basis of purchase decision am
consumers and thus are a means of financial p
Legalprotection of
products
features
Satisfiedcustomer
Means ofProfits
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Brandpositioning
1)It is the heart of marketingstrategy.
2. It is the act of designing thecompanys offer and image so
that it occupies a distinct andvalue place in the targetcustomer minds.
3.How it is unique and how it issimilar to competitive brands,and why consumer buy and useit.
BRAND PURPOSE
To champion Redfern as a
landmark destination
demonstrating respectful and
positive transformation;
BRAND PROMISE
Redfern is a special place in Sydney and
world. Building on our foundation as the
urban Aboriginal Australia, we are alive w
music, culture and ideas.
BRAND ESSENCE
Our brand essence is Welcoming SWelcoming Means
BRAND VALUES
Vibrant
Diverse
Living culture
Forward thinking
Unique place tolive , work , play
and learn
Open to allcurrent and
future residents
Emfu
und
Sociallyresponsible
Addressingfragmentatio
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The Role of Brands
Identify the maker
Simplify product handling
Organize accounting
Offer legal protection
Signify quality
Create barriers to entry
Serve as a competitiveadvantage
Secure price premium
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A brand promise sets an expectationof an experience.
It answers the questionWhats in
it for the customer? An effective promise is concise,
relevant, sells a benefit (not just afeature), and is backed up by theproduct / service.
In the best case, your brand IS apromise.
Southwest Airlines
Nordstroms
Disney
What is a Brand Promise?
How Are Brand Promises Deliv
Advertising
Controlled messaging
Aligned messaging
Horizontally - Across media
VerticallyUp/Down thru TIII
Experiential
Branded Lifestyle / Off-line coand programming
Retailer / On-site transaction-experience
1 to 1 issue resolution via Con
Affairs / Help desk
What is Brand Management?
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What is Brand Management?
Now, that you ha
brands, let us se
management.
Brand management is the proc
building, managing and improv
brand.
It begins by having a thorough
knowledge of the term brand.
Hence, brand management includes
developing a promise, making that
promise and maintaining it.
It means defining the brand, positioning the brand, and
delivering the brand. It is an art of creating and sustaining
the brand.
What is Brand Management?
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What is Brand Management?
The tangible andintangible characteristicsof brand are managedthrough Brandmanagement.
The tangibles for product brandsinclude the product itself, itscharacteristics, features, price,
packaging, etc.
Whereas, in case ofservice brands, thecustomers experienceforms the tangibles.
The intangibles are made up ofthe emotional connections with
the product / service.
Thus, you can see thatbrand management is allabout Branding.
Branding is assemblingmarketing mix mediumwhole so as to give than identity.
It isbrathathemi
Purpose of Brand Management
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Purpose of Brand Management
The main aim of branding is to differentiate a companys pro
services from its competitors.
Branding aims to convey a brand message vividly, create cust
loyalty, persuade the buyer for the product, and establish an
connectivity with the customers and form customer percept
the product.
Brand management plays a crucial role to form brands. The b
management strategies also provide good support to the brait can sustain itself in long run.
Also, through brand management, brands are managed and b
equity is built over a period of time. It helps in building a corp
image. Thus, only a competent brand management system ca
successful brand.
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Strategic Brand Management Process
The Strategic Brand Management Process consistsof the following foursteps:
Strategic Brand
Management Process
Step 1: Identifying & Establishing Brand Position
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Identifyingand EstablishingBrand Position
Building a StrongBrand: Four Steps of
Brand Building
BrandPositioning
Identify andEstablishing
Brand Position
Positioning
Guidelines
CustomerBased Brand
Equity
Step 1: Identifying & Establishing Brand Position
Step 1: Identifying & Establishing Brand Position
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Building a StrongBrand: Four Steps of
Brand Building
Brand Positioning Identify andEstablishing Brand
Position
PositioningGuidelines
Identifying andEstablishing BrandPosition
Customer BasedBrand Equity
(Keller)
Step 1: Identifying & Establishing Brand Position
Step 1: Identifying & Establishing Brand Position
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Identifyingand
EstablishingBrand Position
BrandPositioning
B
PositioningGuidelines
Step 1: Identifying & Establishing Brand Position
Brand Positioning
The Brand Positioning is furtherdivided into two parts
Identify and EstablishingBrand Position
Positioning Guidelines
Brand Positioning - Identify and Establishing Brand Position
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Identify and Establishing Brand Position:
It is necessary to decide: Who the target consumer is Who the main competitors are How the brand is similar to these competitors How the brand is different from these
competitors
Basic Concepts
Brand Positioning - Identify and Establishing Brand Position
The Target Market can be decided based oconsiderations: Segmentation Bases: a) Behavioral b)
Demographic c) Psychographic d) Geo Segmentation Criteria: a) Identifiability b
Accessibility d) Responsiveness
Target Market
Brand Positioning - Positioning Guidelines
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The following are some of the positioningguidelines that firms should follow for an effectivebrand positioning:
Defining and Communicating theCompetitive Frame of Reference
Choosing Points of Parity and Points ofDifference
Establishing Points of Parity and Points ofDifference
Updating Positioning Over Time
Positioning Guidelines:
Brand Positioning Positioning Guidelines
Step 2: Planning & Implementing Brand Marketing Programs
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Step 2: Planning & Implementing Brand Marketing Programs
Planning &Implementing
Brand
MarketingPrograms
DesigningMarketing
Programs to BuildBrand Equity
ChoosingBrand Elementsto Build Brand
Equity
Co-branding
Celebrity
Endorsement
Criteria forChoosing
BrandElements
Options andTactics for
BrandElements
ProductStrategy
ChannelStrategy
PricingStrategy
LeveragingSecondary Brand
Associations toBuild Brand Equity
Licensing
Step 2: Planning & Implementing Brand Marketing Programs
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Step 2: Planning & Implementing Brand Marketing Programs
Planning &
ImplementingBrand Marketing
Programs ChoosingBrand
Elements toBuild Brand
Equity
Criteria forChoosing
BrandElements
Options andTactics for
BrandElements
Celebrity
Endorsement
Designing
MarketingPrograms toBuild Brand
Equity
Co-branding
ProductStrategy
ChannelStrategy
PricingStrategy
LeveragingSecondary Brand
Associations
Licensing
Choosing Brand ElementsBrand Elements are sometimes called B
They are the trademark devices that he
and differentiate brands.
Nike Logo, Kingfisher, the rings of Audi eelements.
Choosing Brand Elements to Build Brand Eq
divided into two parts:
Criteria for Choosing Brand ElementsOptions and Tactics for Brand Elements
Choosing Brand Elements to Build Brand Equity - CriteriaChoosing Brand Elements
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Choosing Brand Elements
Criteria for Choosing Brand Elements :
The following criteria should be met to chooserelevant brand elements such as:MemorabilityEasily Recognized, EasilyRecalledMeaningfulnessDescriptive, PersuasiveLikabilityFun and Interesting, AestheticallyPleasing
TransferabilityWithin Cross ProductCategories, Across Geographical Boundariesand CulturesAdaptabilityFlexible, UpdateableProtectabilityLegally Protected,Competitively Protected
Choosing Brand Elements to Build Brand Equity - Options andTactics for Brand Elements
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Tactics for Brand Elements
Options and Tactics for Brand Elements:
The following are few options and tactics for Brand Elements:
Brand Names:
Descriptive brand names inwhich the function is describedliterally in brand name.
Suggestive brand names inwhich the name issuggestive of a benefitprovided by the brand tothe customer.
URLs:
Keep the URLs as simple aspossible,Avoid clichs,Use a new term for thereal word
Use catchy phrases
Logos and
Various kinds tare:Family Shields
Fonts
Symbols
Abstractsha
Choosing Brand Elements to Build Brand Equity - Options andT ti f B d El t
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Tactics for Brand Elements
Options and Tactics for Brand Elements:
The following are few options and tactics for Brand Elements:
Jingles:
These are musicalslogans that help inreminding byrepetition.
Examples: The axesong andO Fortuna, the OldSpice Theme Song.
Characters:
Characters can alsobe used as brandelements.
Slogans:
Slogans are shortphrases that aredescriptive orpersuasive in natureand provide more
info about thebrands.
Packag
Packagbrand eidentify descriptinformat
allows ptransporconsum
Step 2: Planning & Implementing Brand Marketing Programs
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Planning &Implementing
BrandMarketingPrograms
Designing
MarketingPrograms toBuild Brand
Equity
ProductStrategy
ChannelStrategy
PricingStrategy
ChoosingBrand
Elements toBuild Brand
Equity
Co-branding
Celebrity
Endorsement
Criteria forChoosing
BrandElements
Options andTactics for
BrandElements
LeveragingSecondary
BrandAssociations to
Build BrandEquity
Licensing
Designing Marketing Programs to Build Brand Equity
Brand Equity can be built by focussing on designing ef
marketing programs keeping the following in conside
Product StrategyPricing StrategyChannel Strategy
Designing Marketing Programs to Build Brand Equity
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Designing Marketing Programs to Build Brand Equity
Designing Marketing Programs to Build Brand Equity
Planning &
ImplementingBrand Marketing
Programs
DesigningMarketing
Programs to BuildBrand Equity
ProductStrategy
ChannelStrategy
PricingStrategy
An efficient product strategy would ensure that the proupdated with the latest features, technology and enhahas something extra to offer to the customers.
Product Strategy
An efficient pricing strategy helps companies to best pothemselves within the market.
Pricing Strategy
It involves developing go-to-market plans, educating cmarketers or middlemen about products or services, anthe members of the marketing channel to promote proservices. Hence, marketing and sales alignment is criticeffective channel strategy.
Channel Strategy
Step 2: Planning & Implementing Brand Marketing Programs
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p g p g g g
Designing
MarketingPrograms toBuild Brand
Equity
ChoosingBrand Elementsto Build Brand
Equity
Criteria forChoosing
BrandElements
Options andTactics for
BrandElements
ProductStrategy
ChannelStrategy
PricingStrategy
Planning &Implementing
BrandMarketing
Programs
Co-branding
Celebrity
Endorsement
LeveragingSecondary
BrandAssociations to
Build BrandEquity
Licensing
LeverSeco
Assoc
Build
The LSecoAssocBuild furthethree
C Lic C
En
Leveraging Secondary Brand
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Leveraging Secondary Brand Assoc
Build Brand Equity
Associations to Build Brand
Equity
Planning &
ImplementingBrand Marketing
Programs
Co-branding
CelebrityEndorsement
LeveragingSecondary Brand
Associations toBuild Brand Equity
Licensing
Co-branding occurs when two or more exiscombined into a joint product or are markein some fashion. A few examples are: Sony Fiat, SBI GE
Co-branding
Licensing involves contractual arrangemenfirms can use the names, logos, characters,other brands for some fixed fee. A few examEntertainment (Ra1), Television and cartoo
(BritanniaTom and Jerry),
Licensing
Celebrity endorsement helps to draw attenbrand and to shape the perceptions of thecelebrity should be greatly popular and haof visibility. He or she should also have a richassociations, judgments, and feelings assochim/her by the general public.
Celebrity Endorsement
Step 3: Measuring & Interpreting Performance
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Measuring &Interpreting Brand
Performance
MeasuringSources of
Brand Equity
Developing
Brand EquityMeasurement&
ManagementSystem
MeasuringOutcomes ofBrand Equity
QualitativeResearch
Techniques
QuantitativeResearch
Techniques
ComparativeMethods
HolisticMethods
Brand ValueChain
Establishing aBrand Equity
ManagementSystem
DesigningBrand
Tracking
Studies
Step 3: Measuring & Interpreting Performance
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Measuring &Interpreting
BrandPerformance
Developing
Brand EquityMeasurement&
ManagementSystemBrand Value
Chain
Establishing aBrand Equity
ManagementSystem
DesigningBrand
Tracking
Studies
MeasuringSources of
Brand Equity
MeasuringOutcomes ofBrand Equity
QualitativeResearch
Techniques
QuantitativeResearch
Techniques
ComparativeMethods
HolisticMethods
Developing a Brand Equity Measurement & Managem
The Developing a Brand Equity Measurement and Man
is further divided into three parts
Brand Value Chain Designing Brand Tracking Studies Establishing a Brand Equity Management System
Let us look at each one in detail.
Step 3: Measuring & Interpreting Performance
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Measuring &Interpreting
BrandPerformanceMeasuring
Sources ofBrand Equity
QualitativeResearch
Techniques
QuantitativeResearch
Techniques
Developing
Brand EquityMeasurement&
ManagementSystem
MeasuringOutcomes ofBrand Equity
ComparativeMethods
HolisticMethods
Brand ValueChain
Establishing aBrand Equity
ManagementSystem
DesigningBrand
Tracking
Studies
Measuring Sources of Brand Equity: CCustomer Mind-SetThere are two methods that are usemeasuring the sources of brand equ
capture the customers mind-set, wfollows: Qualitative Research Technique Quantitative Research Techniqu
Let us look at each one in detail.
Measuring Sources of Brand Equity
Quantitative Research Techniques
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Q q
AwarenessBrand awareness is related to the strength of the brand in
memory. Brand awareness is reflected by consumers ability toidentify various brand elements.The following factors must be taken into consideration whilemeasuring brand awareness: Recognition: This relates to consumers ability to identify
the brand under different circumstances. Recall: Unaided recall means the identification with
minimal cues. Aided recall means various cues were usedto assist recall.
Corrections for Guessing: The research data collected formeasure must consider the issue of consumers making up
responses or guessing. These may affect strategic brand
decisions. Strategic Implications: It is important that researchers
understand that recognition and recall is essential inanalyzing formation of consideration sets and productdecisions made by consumers.
Step 3: Measuring & Interpreting Performance
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MeasuringSources of
Brand Equity
Developing
Brand EquityMeasurement&
ManagementSystem
QualitativeResearch
Techniques
QuantitativeResearch
Techniques
Brand ValueChain
Establishing aBrand Equity
ManagementSystem
DesigningBrand
Tracking
Studies
Measuring &Interpreting
BrandPerformance Measuring
Outcomes ofBrand Equity
ComparativeMethods
HolisticMethods
Measuring Outcomes of Brand Equity: Cap
Performance
There are two methods that are used for m
outcomes of brand equity or to capture the
performance, which are as follows:Comparative methodsHolistic methods
Let us look at each one in detail.
Step 4: Growing and Sustaining Brand Equity
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Growing andSustaining
Brand EquityDesigning andImplementing
BrandingStrategies
Introducing
& NamingProducts andBrand
Extensions
ManagingBrands over
Time
BrandArchitecture
BrandHierarchy
ReinforcingBrands
RevitalisingBrands
New Productsand BrandExtensions
Disadvantages of Extensions
Advantagesof Extensions
Step 4: Growing and Sustaining Brand Equity
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Growing andSustaining
Brand EquityDesigning andImplementing
BrandingStrategies
BrandArchitecture
BrandHierarchy Introducing
& NamingProducts andBrand
Extensions
ManagingBrands over
Time
ReinforcingBrands
RevitalisingBrands
New Productsand BrandExtensions
Disadvantages of Extensions
Advantagesof Extensions
Designing and Implementing Branding Str
Most brands are part of a wider organizatio
Designing and Implementing Branding Stra
divided into two partsBrand ArchitectureBrand hierarchy
Designing and Implementing Branding Strategies
Brand Architecture
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Brand Architecture
It is the structure and organization of brands.
Breadth of Product Mix: Three factors determine the inherent attractiveness of a category:
1. Aggregate market factors2. Category factors3. Environmental factors
Depth of Product Mix: An important rule to remember to decide the depth of themix is: A product line is too short if the manager can increase long-term profits bitems; the line is too long if the manager can increase profits by dropping items.
Breadth of a Branding Strategy
Flankers: Flanker brands are used to create stronger points of parity withcompetitors brands.Cash Cows: In firms, there are some brands that retain loyal customers agenerate healthy profits with virtually no market support.Low-end Entry-level / High-end Prestige Brands: The first category low-enlevel are called traffic builders and they are able to trade up custom
higher-priced brands.
Depth of a Branding Strategy:
Designing and Implementing Branding Strategies
Brand Hierarchy
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Brand Hierarchy
It is a means of summarizing the branding strategy by displaying the number and nature of codistinctive brand elements across the firms products. It helps to reveal the explicit ordering of
elements.
A simple representation of possible brand elements and thus, potential levels of a brahierarchy might be as follows:
1. Corporate brand e.g. Chrysler-Daimler2. Family brand e.g. Mercedes-Benz3. Individual Brand e.g. 1000 SEL4. Modifier (designating item or model) LX / VX
Potential Levels of Brand Hierarchy:
Brand hierarchy is a means of summarizing the branding strategy by displaying the nnature of common and distinctive brand elements across the firms products. It help
the explicit ordering of brand elements.
Let us now look at how brand hierarchy can be built within a firm. This can be done By Building Equity at Different Hierarchy Levels
By Creating Corporate Image Dimensions
Brand Hierarchy Built within a Firm:
Step 4: Growing and Sustaining Brand Equity
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Growing andSustaining
Brand Equity
Introducing
& NamingProducts andBrand
ExtensionsNew Products
and BrandExtensions
Disadvantages of Extensions
Advantagesof Extensions
Designing andImplementing
BrandingStrategies
ManagingBrands over
Time
BrandArchitecture
BrandHierarchy
ReinforcingBrands
RevitalisingBrands
Introducing and Naming New Products and Brand Ext
The Introducing and Naming New Products and Brand
further divided into three parts
New Products and Brand Extensions
Advantages of ExtensionsDisadvantages of Brand Extensions
Step 4: Growing and Sustaining Brand Equity
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Designing andImplementing
BrandingStrategies
Introducing
& NamingProducts andBrand
Extensions
BrandArchitecture
BrandHierarchy
New Productsand BrandExtensions
Disadvantages of Extensions
Advantagesof Extensions
Growing andSustaining
Brand EquityManaging
Brands overTime
ReinforcingBrands
RevitalisingBrands
Managing Brands over Time
It is very important to understand the long
marketing activities on the brand equity. Fi
carefully consider the consumer response tmarketing activities, the brand awareness a
well as the customer response to current m
activities and to predict the response to fut
Analyzing this information will help firms to
brands over a long period of time. There ar
strategies that are used to manage the bra
period of time which are as follows:Reinforcing BrandsRe-vitalising Brands
Brand Management Guidelines
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Establish and Maintain the Brand
It is necessary that for establishing and maintaining a brand, a
holistic approach, or an overall brand strategy is used.
1
Maintain Consistency between the Bra
Overall Business Goals
The brand strategy should be in line wit
business goals of the organization.
2
Select Proper License Partners
The profile of the ideal license partner should be developed and
the focus should be to ensure long-term relationships with the
licensors and licensees.
Maximize the Strategic Advantage of
It is important that organizations focu
the leverage of the brand.
3
Decide about License Agreements:
The decision of whether the license agreement should be
exclusive or nonexclusive will have important
implications for all of the business.
4
Enforce Key Provisions through Lice
Enforcing various important concern
control standards and reporting stan
through a properly charted out licen
5
7
8
6
Affix Products & Services
An effective strategy of brand management isto ensure that the brand is associated to the
most popular products and services offered by
the licensees products and services.
Actively Integrate the Brand M
into Product Development an
It is important that the Comp
the brand strategy into produ
launch activities by using a clestrategy.
The following key points provide some strategic brand management guidelines that should be
Brand Strategy Defined
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Brand Strategy Defined
The purposeof a brand
strategy is to provide a plan
for the systematic
development of a strong
coherent brand in orderto
enhance revenue and profits.
The strategy should be drivenby the principles of
differentiation and sustained
consumer appeal.
The brand strategy should influence the total operation of a business toensure consistent brand behavior in the marketplace and consistent brand
experiences for the customer.Trends
Motivations/Sweet spots
Decision-making process/criteria
Higher level benefits
Image/Identity gaps
New Segments
Unmet needs
Where to Find Insights
The purpose of a target insight is todescribe how a meaningful conneccan be established between what brand offers and the targets explicimplicit needs in orderto help ident
relevant brand promise.
Branding
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Who are you Positioning IdentityCore values, core
purpose, coreattributes and
business model
Definition of yourcustomers,
competitors,
differentiation andbrand touch points
Your brand name,Brand design
standards,
and key touch pointconcepts
ommunication
In
E
Liv
M
Produ
Systems a
brand cu
Web
Packagin
Environm
M
O
M
Core
Brand
Core
Brand
Brand Strategy and Marketing Strategy
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a d S a egy a d a e g S a egy
Brand Strategy is separate from the4Ps. It guides and inform decisions
about every aspect of themarketing mix.
I. Corporate Objectives & Brand
II. Marketing Objectives
III. Brand StrategyCommunications Strategy
Product and Pricing Strategy
Channel and Distribution Strateg
IV. Marketing Execution & Mon
Strategic Marketing Process
Brand Strategy is an integral part of the overall strategicmarketingprocess. It helps to bridge the gap between businessstrategy and marketing strategy.
Brand Strategy Process
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gy
Target & Insight
Brand Execution
BrandElements
CompetitiveAssessment
BrandInventory
EquityPyramid
Positioning
Objectives & MetricsPersonality
CommunicationsStrategy
Brand Experience Map
Brand Strategy
Brand Audit
C
Points of Parity and Difference
The process of creating a brand strategy begins with a brand audit and ena plan for executing the brand across all touch points. It can be generally of as having three stages..
Insights Examples
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Mastercard Priceless campaign What we found was that people buy things because of how those
things make them feel So the idea is that the item allows you to get
to some other place in your life that makes you feel good.
National Youth Anti-Drug Program Above theInfluence campaign We wanted to elevate the conversation to make it more pro-me
than anti-drug. We know teens are very sensitive to influences,positive and negative, from peers and the media. Thats why we
positioned it so teens would see influence as the enemy andmarijuana as one of the influences that gets in their way. Its a way ofempowering them so they can stand on their own at a key momentof choiceseeing that they could be above the influence.
Points of Parity and Difference
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Brand
Consumers
Competition
Our
PODs
Potential Brand Differences
POPs Points of Parity (Category Benefits)
Competitive B
Their
PODs
Wants and Ne
The purposeof a Pis to identify what our brand and cobrands are most mand potentially dif
The purposeof a P
is to identify whichbenefits are critica
Brand Pyramid
Th f th b d it id i t tli th b i b ildi bl k f h t th
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Resonance
Consumer Judgments Consumer
Feelings
Brand ImageryBrand Performance
Salience
The purpose of the brand equity pyramid is to outline the basic building blocks of a what the should stand for in order toguide the process of building brand equity. It is the basis for deterelements of the brand strategybrand vision, brand positioning, and brand personality and measurement.
Identity
Relationship
Response
Meaning
Brand EquityThe model was developed bof brand strategy at DartmoCustomer Based Brand Equ
is the author of two definitivbuilding. The pyramid is just orepresentations of the compOther models include Y&Rs Millward Browns BrandDyna
each model has its adherenthey are all very similar in theWhichever is selected, whatprovide a shared basis for unmeant by brand equity an
applies to your brand.
Brand Positioning
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The purposeof brand positioning is to explain how the brand will create a sustainable compeadvantage in the minds of prospects & customersin orderto win loyal customers and ensureprofits.
For (Target), (Brand/Company) is the only/best (consumer frame
reference) that (statement of key benefit or guiding value), becau
(reason to believe, key credibility point).
Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustaina
Positioning Building Blocks
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SUPPORT
BENEFIT
Category definition
Need state or problem
Product quality or value
Most Reputable Company
Service or delivery difference
Homeowners/Business owners Adults 35+; HHI $50,000+
Aware of ------
Experiencing -----
Branding stage
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Vision
BrandStrateg
y
Conception
Design
Production
Branding and Stage Gate Process
1 Identify goals 3 Analyze 5 Preliminary 6
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Ideation Preliminary
investigation
Detailed
investigationDevelopment Testing and
validation
Full product
and market
launch
Gate1
Gate
2
Gate3
Gate4
Gate
5
Initialscreen
Secondscreen
Decision onbusiness
case
Postdevelopment
reviewPrecommunication
business analysis
4. Designbrand strategy
2. Map existingbrand culture
Advertising publicrelations
corporatecommunications
pricing
promotionspersonal sellingchannels/ retail
1. Identify goalsthat brandingcan address
3. Analyzecompetition andenvironment to
identify brandingopportunity
5. Preliminaryevaluation of
brand
6
Branding and Stage Gate Process
5. Preliminary3. Analyze1 Identify goals
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Ideation Preliminary
investigation
Detailed
investigationDevelopment Testing and
validation
Full product
and market
launch
Gate1
Gate2
Gate3
Gate4
Gate5
Initialscreen
Secondscreen
Decision onbusiness
case
Postdevelopment
reviewPrecommunication
business analysis
Advertising publicrelations
corporatecommunications
pricing
promotionspersonal sellingchannels/ retail
5. Preliminaryevaluation of
brand
4. Designbrand strategy
3. Analyzecompetition andenvironment to
identify brandingopportunity
1. Identify goalsthat brandingcan address
2. Map existingbrand culture
An Inside Out
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Strategic Brand Assess
An Inside OutLook At Brand
Opportunities and
Vulnerabilities
Most marketers have a good Outside Inperspective on theirbrands.
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Awareness Trial Penetration
ConsumerAttitudes
BrandRatings
PreferenceScores
All important measures of marketing
effectiveness.
But
Increasingly, the success of a brjust the result of well crafted maprograms.Strong brands are those that ha
achieved alignment of values wiinternal and external audiences.
Think: Starbucks, Southwest Airlines,
Google, Nordtroms.
A strong brand is the result of effectiv
marketing plus:
Corporate vision.Culture and
Structure.M
InternalCommunications.
CustomerServices
The Strategic Brand Assessment delivers
an Inside Outperspective by providing
insights and perceptions
An Inside OutPerspective
From three critical audiences:
Executives, Employees, Channel Partners
BRAND EQUITY PERSPECTIVES OF BRAND EQUITY
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A brand is a name or symbol used toidentity the source of the product. Thebrand can add significant value when itis well recognized and has positiveassociations in the mind of theconsumer. This concept is known asbrand equity.
BRAND EQUITY
NEED FOR BRAND EQUITY
Values of brand equity ?
Value to the customer ?
Value to the firm ?
PERSPECTIVES OF BRAND EQUITY
Financial
Brand extension
Consumer based
Brand is an intangible ass
produces added benefits f
business. This is the doma
strategic brand managem
to create value with brand
management.
Loyalty (price premium, satisfaction).
Perceived quality (popularity).
Association (brand personality, organiza
association).
Awareness (brand awareness).
Market behavior (market share).
Brand equityis
a set of brand assets and liabilitiesli k d t b d
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linked to a brand
Earning wealth and recognized through the powbrand name or symbol.
A brand is a name orsymbol used to identitythe source of theproduct. The brand can
add significant valuewhen it is well recognizedand has positiveassociations in the mindof the consumer. Thisconcept is known asbrand equity.
NEED FOR BRAND EQUITY
Values of brand equity ?
Value to the customer ?
Value to the firm ?
PERSPECTIVES OF BEQUITY
Financial
Brand extension
Consumer based
Elements of Brand Equity:
Brand LoyaltyBrand Strategy
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Brand Loyalty
Brand Awareness
Perceived Quality
Brand Associations
Measuring Brand Loyalty
Purchase Behavior Patterns
Switching Cost Analysis
Satisfaction Measurement
Strategic Value of Brand Loyalty
Reduce marketing cost
Trade (channel distribution)
leverage
Attracting new customers
Developing Brand Vision
Establishing Brand Position
Fulfilling Brand Contract
Communicating Brand Position
ASPECTS OF BRAND EQUITY
Brand
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Brand
Brand awareness
Brand association
Brand loyalty
Brand position
Brand proposition
Brand equity
MEASURING BRAND
Loyalty (pricepremium,
satisfaction).
Perceivedquality
(popularity).
organizationalassociation).
Awareness(brand
awareness).
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What does the brand stand for? (brand
essence) Health, vitality, enhanced water, enhanced
lifestyle, trendy Not your ordinary bottled water Hydration
for every occasion tagline
What are the respective brand image
Healthy, rejuvenating miracle elixir, for
people on the go, status symbol (you wan
be seen with Vitamin Water)
What perceptions does the brand seeestablish?
There is a new kid on the blocka delicionutritious, flavoured waterone for everyneed
Brand Equity Concept
B d E it i th l b th t ibl
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Brand Equity
Customer-
based
Market -
based
Brand Equity is the value, both tangible
that a brand adds to a product/service; t
value a brand name identity brings to a p
service beyond the functional benefits p
The customerbased brand equity
focuses exclusively on the
relationship customers have with the
brand
The marketbase
equity aims at prod
measures in dollar
yen.
The concept of brand equity is m
two terms:
Brand Equity Concept
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You can see that when acommodity becomes abrand, it is said to have
equity. Brand equity is thepremium a brand can
command in the marketor the difference
between the perceivedvalue and the intrinsic
value.
Brand equity can bethought of as the "added
value" endowed to aproduct in the thoughts,words, and actions ofconsumers. There are
many different ways thatthis added value can be
created for a brand.
Therefore, it isthat Brand Eq
be nourishreplenis
Brand Equity Concept
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Companies must takecare of its brands so thatthe brand equity is notdiluted or dissipated.
A few examples ofproducts with excellentbrand equity include
Google, Nike andStarbucks.
Let us now loprocess of
bran
Measuring Brand Equity
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Brand Audits
Brand Tracking
Brand Valuation
Steps in Calculating Brand Equity
Marketsegmentation Financanaly
Role o
brandi
Brand strength
Brand valuecalculation
WHAT IS BRAND EQUITY
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Awareness
Familiarity
Image and
personality
AssociationsAvailability
Preference
Loyalty
Building a Strong Brand
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a greatproduct
Building a Strong Brand
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a greatproduct
brand image
Building a Strong Brand
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a greatproduct
brand image customeexperienc
Building a Strong Brand
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a greatproduct
brand image customeexperienc
GREATPRODUCT
BRANDIMAGE
CUSTOMEXPERIE
Building a Strong Brand
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CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEXPERIE
GREATPRODUCTS
Building a Strong Brand
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CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEXPERIE
MARKETING SUPPORT AND PEOPLE DEVELOPMENT
GREATPRODUCTS
High Brand Equity #1
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CUSTOMER-CENTRIC MARKET STUDY
BRANDIMAGE
CUSTOMEXPERIE
MARKETING SUPPORT AND PEOPLE DEVELOPMENT
GREATPRODUCTS
BRAND BUILDING PRINCIPALS
2 B dHigh
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1. Brand Asset
Valuator
Differentiation
Energy
Relevance
Esteem
Knowledge
2. Brandz
Presence
Relative
Performance
Advantage
Bonding
High
Building brand equity
Personnel
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Marketingcommunication
programs
Adv
Salesprom
EventExperience
PR
DirectMarketing
Word of
mouse
Personnelselling
Brand equity
Braawar
Brarelatio
Measuring Brand Equity
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Measuring Brand Equity
Strength Strength
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The Brand'sunique pointsof difference
relates to
premiummargins
Howappropriatethe brand to
you relates to
marketpenetration
Differentiation Relevance
g
How well
regarded thebrand is relatesto its delivery
on promise
Aund
of tre
cex
Esteem Know
g
What makes a Brand Strong?
It is important that in order to make a strong impact, a brand should beTh f h t i ti th t k t b d hi h
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A strong brand is a major driver of shareholder value.
A strong brand is like an asset. It can be used as collateral for financial loans , bselling as an asset.
A strong brand has strong attributes, values and personality that the consumerswith the brand.
A strong brand is a means of attaining higher customer loyalty.
There are a few characteristics that make a strong brand, which are a
A strong brand always delivers the benefits that customers truly desire.
A strong brand makes use of and coordinates full range of marketing activitiesequity.A strong brand has the right blend of product quality, design, features, costs an
A strong brand is properly positioned and occupies a particular niche in consumminds.A strong brand compels consumers to willingly pay a substantial and consistenprice for the brand versus a competing product and service.
Gillette as a Strong Brand
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Gillette is one of the strongest brands in the market of mens personal ca
products. It has tied the actual quality of its products to various intangiblfactors such as:
The type of person who uses Gillette, the type of situations in which brand is used, the type of personality Gillette portrays etc.
User Imagery
Its razor blades are as technologically advanced as possible througcontinuously spending millions of dollars in R&D.
Technology
It has developed several sub brands such as Trac II, Altra, Sensor,Mach3 to remain on top of its competitors.
Sub-branding
It makes constant improvements with modifiers like Altra Plus, SensoExcel.
Enhancements
Insight about branding
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Your brand representsyour future earnings
Successful companiesboth innovate and
build brands
Branding is aboutcustomer perceptions
Strong brands areworth a lot of money
Keep your brandconsistent
A brand is not just aname or Logo
A brand with multiplepositioning may
confused
The Customer isanyone involved in
the purchase decision
Perceived value is themaximum your
customer will payallmarketing is themanagement ofperceived value
Disney Family Fun Entertainment
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Disney
WalMart
Fedex
McDonalds
Apple
Google
Toyota
Family Fun Entertainment
Low Prices and Good Value
Guaranteed Overnight Del
Food and Fun
Innovation
Simplicity
Reliability
Some Metrics to Measure Returnon Brand Investment:
Some Metrics to MeasureReturn on Brand Investment:
Acquired customers: counts customers claim
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Brand name knowledge,
awareness, recognition, recall:
measures strength of thebrand as reflected by
customer's ability to identify
the brand under varying
conditions
Contract fulfillment: measures
the degree to which your
brand is upholding its Brand
Contract
they have come to your company base
the strength of the brand
Customer loyalty: measures the degree which customers continue to purchase y
brand and how long that loyalty has las
Financial value: reports the financial val
of your brand in the marketplace
Price premium: finds the percentage of
price premium your brand is able tocommand over private-label brands, as
as key competitor brands
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Definition
The Marketing CommunicationsMix
The specific mix of advertising,personal selling, sales
ti d bli l ti
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promotion, and public relationsa company uses to pursue itsadvertising and marketing
objectives.
Introduction to Marketing Communica(Marcom)
Business-to-Consumer(B2C)
Business-to-Business(B2B)
Integrated MB2C&
Integrated MarketingCommunication (IMC)
Programs
The Tools of Marketing CommunicationsTable 1.1
1. Media Advertising 5. Trade- and Consumer-Oriented 6. Event Marketing and
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g
TV
Radio
Magazines
Newspapers
2. Direct Response and Interactive
Advertising
Direct mail
Telephone solicitation
Online advertising
3. Place Advertising
Billboards and bulletins
Posters Transit ads
Cinema ads
4. Store Signage and Point-of-
Purchase Advertising
External store signs
In-store shelf signs
Shopping cart ads
In-store radio and TV
Promotions
Trade deals and buyingallowances
Display and advertisingallowances
Trade shows
Cooperative advertising
Samples
Coupons
Premiums
Refunds/rebates
Contests/sweepstakes
Promotional games
Bonus packs
Price-off deals
g
Sponsorships
Sponsorship of sporting
Sponsorship of arts, fai
festivals Sponsorship of causes
7. Marketing-Oriented Pub
Relations and Publicity
8. Personal Selling
Marketing Communications Mix
Word-of-M th
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Advertising
Public Relations and
Publicity Sal
Direct InteracMarke
Mouth
Events andExperiences
Sales
Promotion
Integrated Marketing Communications
AdvertisingClarity
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Advertising
Direct Response
Sales Force
Events and Experiences
ConsistencyMaximum Im
IntegrateMarketinCommun
A planning process designed to assure that contacts received by a customer or prospecproduct, service or organization are relevanperson and consistent over time.
Marketing CommunicationEffects
TV Ads Sponsorship
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Outdoors
Active
Rugged
SUBARU
p p
Communications Process Models
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Macromodel Micromod
SenderReceiver ConsumersResponse
Precondition for promotion: communication
Medium
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EncodingProcess
DecodingProcess
SourceMedium
of
Trans-mission
Rec
or
Aud
NOISE NOISE
Feedback
Source/SenderAd agencyIntends to sharemeaning
translatingmeaning ofmessage intosome form
(Got Milk?)
Means ofreachingtarget (printad, T.V.,
salesperson)
Target makessense ofmessage
anything decreasesclarity
(different m
see same differently
Fragility of Communication Process
Awareness 50%
Probability
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Awareness
Knowledge
Conviction
Purchase
Preference
Liking
50%
50%
50%
50%
50%
50%
.5 X .5 X .5 X .5 X .5 X .5 = 1.5
Developing Effective Communications
The Basics
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Identify target
audience
Determine
objectivesDesi
commun
Select chEstablish budget
The Basics
Identify the Target AudienceCategoryNeeds
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Potential Buyers
Current Users
Deciders or Influencers Determine Objectives
Brand Purchase Intention
Positive
Negativ
Brand
Awareness
Brand
Design Communications
What to say?(Message Strategy)
Select Channels
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How to say it?(Creative Strategy)
Who should say it?
(Message source)
Select Channels
Personal Communica
NonPersonCommu
Establish Budget
Competitive-Parity
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Affordable Method
Percentage-of-Sales
y
Objective-and-Task
Marketing Communications MixCharacteristics Factors in Setting the Mix
Type of Product Market
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Factors
Measuring
Buyer-Read
Product Life-Cycle
Cost-Effectiveness / Buyer-Readiness
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Measuring Communication Results
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Attitudes
FrequencyReach
Awareness
Consumer States for Two Brands
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Promotion Mix Over The PLC
Industry
Introduction Growth Maturity Decline
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Time
Industry
Sales
Dollars
0
PublicityAdvertising
AdvertisingPR; Selling;Promotions
AdvertisingPR; Selling
AdvertisingPromotions;Selling
Objectives of communication
PROVIDE INFORMATION
Goal is informing the market about the availability of a
ACCENTUATE THE PRO
VALUE
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Goal is informing the market about the availability of a
product.
INCREASE DEMAND
May increase primary demand, or desire for a
particular product category.
May increase selective demand, or desire for a
specific brand.
Greater value helps justify
in the marketplace.
Marketers advise staying a
wordsquality, value, servi
integritybecause they are
vague.
DIFFERENTIATE THE PRODUCT
Differentiation allows firms more control over
marketing variables such as price.
STABILIZE SALES
Can help make deman
consistent throughout t
Making Brand-Level Marcom Decisions and Achieving DesiredOutcomes
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Steps in Developing Communication Program
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1. Identifying theTarget Audience 2. Determining theResponse Sought 3. Designing aMessage
4. Choosing Media 5. Selecting theMessage Source 6. CollectingFeedback
Promotional Program Situation Analysis
Analysis of the Communications Process
Review of Marketing Plan
Integrated Marketing Communications Planning Model
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Budget Determination
Develop Integrated Marketing Communications Programs
AdvertisingSales
PromotionPR/
PublicityPersonalSelling
DirectMarketing
AdvertisingObjectives
SalesPromotionObjectives
PR/Publicity
Objectives
PersonalSelling
Objectives
DirectMarketingObjectives
MessageStrategy
SalesPromotionStrategy
PR/PublicityStrategy
PersonalSelling
Strategy
DirectMarketingStrategy
Integration & Implementation of Marketing Communications Strategies
Monitor, Evaluate & Control Promotional Program
IMC Program Situation AnalysisExternal Factors
Environmental analysis
Technological Political/Legal
Demographic Socio/Cultural
Economic
Analyze best combination ofsource,
message and channelfactors for
communicating with target
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Economic
Competitive Analysis
Direct and indirect competitors Position relative to competitors
Size of competitors advertising/
promotional budgets
IMC strategies being used by competitors
communicating with targetaudience.
Establish communication goalsand objectives.
Potential CommunicationsObjectives
Sales
Customer loyaltyCompany image
Brand image
Store patronage
Service contract
An inquiry
A visit by a prospect
Product trial
Recommendation
Adoption of the prod
AIDA: Attention?
Attention-> Interest-> Desire ->ACTION!!!
It gets harder as you go.
AIDA: Interest?
Keep Interestdifficult in world
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Attention(e.g., sign-flippers, clowns)
Headline (New York Post; only part read) Visuals (sex)
Layout
Colors
Size (Times Square)
Electronic: sound; music; animation
Gross images (this nasty eyeball gets your
attention!)
Tactics:
Drama/story (Dos Equis
Cartoons (M&Ms)
Dialog (its a Diet Coke T
Wusssssup?)
AIDA: Desire?
Arouse desire
Tactics:
USP: Unique selling proposition
AIDA: Action? Actionif consumers desire, hope action
(and realistic for them):
Ask consumers to do something (log on
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USP: Unique selling proposition
(Gillette razor; clear deodorant,
clear soda) Provide a rationale (Im worth it)
Address you with theirneeds/problems
(Do you want to make more $?;
Have you been injured in anaccident?)
Federal Express: When it
absolutely, positively has to be
there overnight.
g ( g
Imperative: Drink Coke, Fly the Friend
Facilitate: 1-800 or web Direct competitive: supplies are limited!!
Do you view ads after purchasing that produc
Marketing - Communication InstrumeComparisson of the classical (above the line) and the non-classic(below the line) communication instruments
Classical advertisement
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Classical marketing-recognizable for everybody
Above The Line (ATL)
Below The Line (BTL)Alternative marketing-mainly visible only for
targeted groups
Print media
Radio / TV / MoviesOutdoor advertisement / BillboardadvertisementPublic relations
SponsoringEvent marketingExhibitions / Trade fair
Product placementPromotionsDirect marketingMobile marketingOnline marketing / Search engineViral marketing / Guerilla marketin
Word of Mouth CommunicationHOW TO USE WORD-OF-MOUTH MARKE
(WOMM) TECHNIQUES AND SOCIAL MED
DRIVE GROWTH BY CREATINGA POSIT
BUZZAROUND YOUR PRODUCT OR SER
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ONLY 18%OF TV ADSGENERATE POSITIVE ROI
84%OF B2B CAMPAIGNSRESULTED IN LOWER SALES
100%INCREASE IN AD
SPENDING
JUST TO ADD 1% - 2% IN
SALES
ONLY 14%TRUST ADStheJESUSPHONErocks!
..I got have aphone
LAW OF FEW
10% INFLUENCEPURCHASING BEHAVIOR OFOTHER 90%
BRAND ADVOCATES
AVERAGE
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91%LIKELY TO BUY ON RECOMMENDATION
AVERAGECUSTOMERS,CLIENTS,CONSUMERS
WOMM = C2C CONVERSATION
Consumer-to-consumer conversati
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76% of consumers dont believe thatcompanies tell the truth in
advertisementsYankelowich,2006
Multi-Channel-Marketing Display of different marketing channels
Personal Sales
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Multi-ChannelMarketing
Database Marketing
Direct Mail Ma
Telemarketing
Social Media
E-Mail Marketing
Search Engine Marketing
Online Advertising
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Mapping Customer experience
Customerexperience elements
Getting to
knowBuying
Activa
tingUsing Paying
Contacti
ng
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e elements
Customer
expectations
Functionalareas
Brandawareness
Offeravailability
What ?And where
MAKTSalesCustomerservice
OfferAvailability
Value ofmoney
Acquisition
MAKTLogisticSalesCustomerservice
IT
UsabilityCoverageReliabilityQualityRoaming
SpeedConvincedGettingstarted
MAKTSalesCustomerservice
NetworkITPortals
NetworkITCustomerservice
AccuracyControlChoiceConvinced
SalesITCustomerservice
Responsiveness
FriendlyConsistency
HelpfulnessResourcefullness
Customerservice
SalesITPortals
Branded Customer experienceTow routes to create branded customer
experience
Experiencing the brandBranding the experience s
Experiencing the brand
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Brand essenceTranslates
intoBrand promise
Translatesinto
Branded Custome
experience (BCE
What youcommunicate to the
marketplace
The value you committo deliver to customers
Delivery of your brathrough every intera
customer have with processes and produ
Market
Opportunity
Conceived
customerVP
Create
customerexperience
Develop the
route tomarket
Design the
brand tocommunicate
Customeof t
Branded Customer experience
Branding the experience
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Branded customer
experienceTranslates
intoBrand value
Translatesinto
Brand image
Creating a uniqueexperience through
every interaction your
customers have with
your people ,
processes and product
The value yourcustomers come to
expect and rely on
What you becomeknown for in the
marketplace
Is powerful driver of
customer loyalty
To CustomerCentric Retail
1. Take the Customer Perspecti
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steps
Centric Retail
Innovation
2. Get the Customer Heartbeat
3. Focus Your Efforts4. Make Sure your People Are W5. Start Swimming
#5 START SWIMMING
YOU
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Flipchart TimeWhich are the steps in the
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CUSTOMER PERSPE
Which are the steps in the
customer journey whenbooking a holiday?
How could you innovateon them?
THE CUSTOMER JOURNEY
1. I dream of going on holiday2. I research my holiday3. I plan my holiday
CUSTOMER PERSPECTIVE
THE CUSTOMER JOURNEY
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4. I select my holiday5. I purchase my holiday6. I receive travel documents &
tickets7. I anticipate departure8. I prepare my trip9. I travel to my destination
10.I discover my destination11.I experience my destination12.I record my memories13.I share my experience14.I travel back home15.I share my memories
How Can You Innovate
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GET THE CUSTOMER HEARTBEAT
WHAT DO YOUR CUSTOMERSREALLY CARE ABOUT?
1. I dream of going on holid2. I research my holiday3. I plan my holiday4 I select my holiday
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WHICH EMOTIONS ?
ARE ALL EMOTIONS EQUALLYSTRONG?
4. I select my holiday
5. I purchase my holiday6. I receive travel documen
tickets7. I anticipate departure8. I prepare my trip9. I travel to my destination10.I discover my destination11.I experience my destinat12.I record my memories13.I share my experience14.I travel back home15.I share my memories
Customer Relationship Management
Suspect Mass Email Website Hosting Search Engine
Optimization
LeaDas
IntraM
Repurchase
Upsell/ Cross-sell
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Get
Quote
Your Text Goes here.D o w n l o a d t h i sawesome diagram.Bring your presentation
t o l i f e .
Quote Integrated
Quotes/Proposals Document Management Document Publishing
Ma
M Group Resour
Order Integrated Order
Mgmt. Bookings Dashboard Incentive
Management
ServiceDelivery Customer Portal
Project Tracking Time & Expense
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End of the training
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