Upload
santu11
View
219
Download
0
Embed Size (px)
Citation preview
8/8/2019 BM - Mod 1 (2)
1/39
BRAND MANAGEMENT
Module 1
8/8/2019 BM - Mod 1 (2)
2/39
O utline
Branding Perspectives Branding Challenges and O pportunities
Brand Equity Concept Strategic Brand Management Process,
8/8/2019 BM - Mod 1 (2)
3/39
What is a Brand?A brand is a name, term, sign, symbol, or design
which is intended to identify the goods or
services of one seller or group of sellers and to
differentiate them from those of competitors.It is the best means of advertising and
positioning (USP)Eg: MTR, Dell Computers, Tata, Infosys, etcEg: Renuka Sugars, Niyaz Chicken, Balus Vada Pav,Swamys Bakery ,IMER, BETs GBS, etc
8/8/2019 BM - Mod 1 (2)
4/39
8/8/2019 BM - Mod 1 (2)
5/39
Brand Elements and Criteria
Memorability
Meaningfulness
Likeability
Transferability
Adaptability
Protectability
8/8/2019 BM - Mod 1 (2)
6/39
MEMOR ABILITY Important for achieving a high level of brand
awareness
Brand elements have to be memorable andattention getting
Facilitate recall or recognition
in purchase or consumption
8/8/2019 BM - Mod 1 (2)
7/39
MEANINGFULNESS
Either descriptive or persuasive content Brand elements should provide: General Information about the nature of theproduct category(speed, mileage, cc, disk breaks)
Specific information about particular attributesand benefits of the brand.(pulsar dts-i tech)
There are some things money cant beverything else, theres -------
8/8/2019 BM - Mod 1 (2)
8/39
LIKEABILITY
Aesthetic appeal visual and verbal
Brand elements rich in imagery, fun and
interesting.
8/8/2019 BM - Mod 1 (2)
9/39
TR ANSFE R ABILITY
Extent to which the brand element adds to brand
equity of new products of the brand.
Usefulness of brand elements for the line and
category extensions
8/8/2019 BM - Mod 1 (2)
10/39
ADAPTABILITY
Adaptable over time due to changes in
consumer values and opinions
Need for remaining contemporary
Most brand elements must be updated
Logos and characters can be given a new lookor design to make them appear more modern
and relevant.
8/8/2019 BM - Mod 1 (2)
11/39
Example
Canara Bank has changed its Logo four times
in the last 100 years, to remain contemporary
and reorient itself to the changing times. ...
8/8/2019 BM - Mod 1 (2)
12/39
The new brand identity for Canara Bank isbased on the idea of a bond and is arepresentation of the close ties between theBank and its many stakeholders fromcustomers and employees to investors,institutions and society at large. With its richheritage of banking expertise, dedicatedcustomer service and corporate socialresponsibility, Canara Bank is a powerfulenabler who helps its stakeholders achieve their goals. The two seamlessly connected links
capture the essence of this partnership.
8/8/2019 BM - Mod 1 (2)
13/39
P RO TECTABILITY
Protectable both in legal and competitive sense Marketers should:- Choose brand elements that can be legally
protected internationally- Formally register them with the appropriate
bodies
- Vigorously defend trademarks fromunauthorized competitive infringement
8/8/2019 BM - Mod 1 (2)
14/39
Evolution of Brands
Motorola
8/8/2019 BM - Mod 1 (2)
15/39
Apple
8/8/2019 BM - Mod 1 (2)
16/39
IBM
8/8/2019 BM - Mod 1 (2)
17/39
Nokia
8/8/2019 BM - Mod 1 (2)
18/39
Contd
8/8/2019 BM - Mod 1 (2)
19/39
Brands Success & Failure
8/8/2019 BM - Mod 1 (2)
20/39
8/8/2019 BM - Mod 1 (2)
21/39
8/8/2019 BM - Mod 1 (2)
22/39
8/8/2019 BM - Mod 1 (2)
23/39
8/8/2019 BM - Mod 1 (2)
24/39
8/8/2019 BM - Mod 1 (2)
25/39
8/8/2019 BM - Mod 1 (2)
26/39
8/8/2019 BM - Mod 1 (2)
27/39
8/8/2019 BM - Mod 1 (2)
28/39
S R K as a BrandS R K endorses 39 brands, including P epsi,Hyundai, Airtel, Videocon, SunFeast, Tag Heuer, Dish TV andMayur Suitings.
And to add to the monetary gains,he gets R s 1-1.5 crore to bepresent at any function in India,according to event managementagencies
8/8/2019 BM - Mod 1 (2)
29/39
N ew Branding ChallengesBrand management is as difficult as ever Savvy consumers
Increased competition
Decreased effectiveness of traditional marketing
tools and emergence of new marketing tools
Complex brand and product portfolios
8/8/2019 BM - Mod 1 (2)
30/39
T he Concept of Brand Equity
The brand equity concept stresses theimportance of the brand in marketingstrategies.
Brand Equity relates to the fact that differentoutcomes result in the marketing of a productor service because of its brand name, ascompared to if the same product or servicedid not have that name
8/8/2019 BM - Mod 1 (2)
31/39
ContdBrand equity refers to the marketing effects or outcomes that accrue to a product with its brandname compared with those that would accrue if the same product did not have the brand name
Brand equity is one of the factors which canincrease the financial value of a brand to thebrand owner
Aspects of brand equity includes: brand loyalty,awareness, association, and perception of quality
8/8/2019 BM - Mod 1 (2)
32/39
T he Concept of
Customer-Based Brand EquityCustomer-based brand equity
Differential effect Customer brand knowledge Customer response to brand marketing
8/8/2019 BM - Mod 1 (2)
33/39
D eterminants of
Customer-Based Brand Equity
Customer is aware of and familiar with thebrand
Customer holds some strong, favorable, andunique brand associations in memory
8/8/2019 BM - Mod 1 (2)
34/39
Building Customer-Based Brand Equity
Brand knowledge structures depend on . . .
T he initial choices for the brand elements
T
he supporting marketing program and themanner by which the brand is integrated into it
Other associations indirectly transferred to thebrand by linking it to some other entities
8/8/2019 BM - Mod 1 (2)
35/39
Benefits of
Customer-Based Brand EquityEnjoy greater brand loyalty, usage, andaffinity
Command larger price premiumsReceive greater trade cooperation & support Increase marketing communicationeffectivenessYield licensing opportunitiesSupport brand extensions.
8/8/2019 BM - Mod 1 (2)
36/39
Customer-Based Brand Equity
as a BridgeCustomer-based brand equityrepresents the added value endowed
to a product as a result of past investments in the marketing of abrand.Customer-based brand equity providesdirection and focus to future marketingactivities
8/8/2019 BM - Mod 1 (2)
37/39
T he Key to Branding
For branding strategies to be successful,consumers must be convinced that thereare meaningful differences among brandsin the product or service category.Consumer must not think that all brands inthe category are the same.PER CE PT ION = VALUE
8/8/2019 BM - Mod 1 (2)
38/39
Strategic Brand Management
Strategic brand management involves the designand implementation of marketing programs andactivities to build, measure, and manage brand
equity.T he strategic brand management process isdefined as involving four main steps:1) Identifying and establishing brand positioning and values
2) Planning and implementing brand marketing programs3) Measuring and interpreting brand performance4) Growing and sustaining brand equity
8/8/2019 BM - Mod 1 (2)
39/39
Strategic Brand Management P rocess
Mental mapsCompetitive frame of referenceP oints-of-parity and points-of-differenceCore brand valuesBrand mantra
Mixing and matching of brand elementsIntegrating brand marketing activitiesLeveraging of secondary associations
Brand Value ChainBrand auditsBrand trackingBrand equity management system
Brand-product matrixBrand portfolios and hierarchiesBrand expansion strategiesBrand reinforcement and revitalization
KEY CONCE P TSSTE P S
Grow and SustainBrand Equity
Identify and EstablishBrand Positioning and Values
Plan and ImplementBrand Marketing Programs
Measure and InterpretBrand Performance