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Module :Understand ing BrandAnatomy

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Brand Manager: The Idea

13 May, 1931,Neil McElroy wrote a memo to hisboss, RF Rogan

His memo lasts for three pages, not one.

In it (displaying the sexism of his times), he lays

out the case for 'Brand Man

His memo features a prescient phrase: Brand

Man should take 'a very heavy share of

individual brand responsibility Soon, brand managers commanded a pivotal

role within companies such as McElroy's,

Procter & Gamble, as they restructured around

their brands and 'brand management'.

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Role of Brand Manager: Evolution Globalization, retailer power, the growing importance of customer

experience, social media: challenged McElroy's neat job description.

According to a recent McKinsey* survey('A New World for Brand Managers,McKinsey Quarterly (April 2010)), these have 'stripped away' brand managers'

authority, denying them the perspective and autonomy they once had.

Globalization has also done its bit to erode the powers of the local brand

chief executive.

Rise of retail power has introduced the concept like Category Manager. (For

example, Kraft's European operations are organized around a category model,

with P&L responsibility held not by brand managers but 'category presidents'

based in Zurich.)

The rising importance of customer experience - a more holistic view of the brand

that takes it beyond the product and its communication to every possible

touch-point has contributed to the dispersal of the brand manager's authority. Because of explosion of social media, managing the brand involves both

internal communication and external engagement .

Underneath it all, however, the brand manager'sjob remains remarkably

similar to that outlined by McElroy in 1931, It's still about building brand

equity.

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A Brand Managers Potential Interactions

Sales

Designers

Researchers

Premium

suppliers

Premium

screening Store

testing Sampling

Couponing

Media

Advertising

agency

Packaging

Promotion

services

Purchasing

Publicity

Legal

Fiscal

Market

research

Manufactur-

ing and

distribution

Research

and

development

Brand

manager

Suppliers

Trade

Suppliers

TradeResearch

suppliers

Suppliers

Agency media department

Company media department

Media sales reps

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Product/Brand -Focused StructureHead of

company/division

Corporate

communicationsFinanceMarketingManufacturing

Manager of

product/Brand A

Manager of

product/Brand C

Manager of

product/Brand B

Marketing

ResearchSupport

Product/Brand

management

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Defining the Competitive Set

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Bases of Competition

I. Customer-orientedWho they arecompetition for samebudget

When they use it

Why they use it- benefits soughtII. Marketing-oriented: advertising

and promotion

Theme/copy strategyMedia

Distribution

Price

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Bases of Competition cont.

III. Resource-orientedRaw materials

Employees

Financial resources

IV. Geographic

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Levels of Competition

Diet

lemon

limes

Fruit

flavored

colas

Coffee

Diet

Coke

Diet

Pepsi

Bottled

water

Lemon

limes

Regular

colas

Beers

Juices

Wine

Fast food

Tea

Video

rentals

Ice

cream

Product form

competition:

Diet colas

Product

category

competition:Soft drinks

Generic

competition:

BeveragesBudget

competition:

Food and

entertainment

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Levels of Competition: Implicationsfor Product Strategy

Budget

Generic

Product

Category

Product

Form

Competitive LevelConvince Customers that the

Brand is Better than Others

Convince Customers that the

Product Form is Best in theCategory

Convince Customers that the

Product Category is the Best

Way to Satisfy Needs

Convince Customers that the

Generic Benefits are the Most

Appropriate Way to Spend

their Money

Product Management Task

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Category Attractiveness Analysis

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Aggregate Category Factors

Category size

Category growth

Stage in product life cycle Sales cyclicity

Seasonality

Profits

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Category Attractivenessover the Product Life Cycle

Stage ofproductlife cycle

Categorysize

Categorygrowth

Categoryattractiveness

Introduction

Small

Low

Low

Growth

Moderate

High

High

Maturity

Large

Low

Low/high

Decline

Moderate

Negative

Low

Sales

Time

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Customer Analysis: What We Need to Knowabout Current and Potential Customers

Who buys and uses the product What customers buy and how they use it

Where customers buy

When customers buy

How customers choose

Why they prefer a product

How they respond to marketing programs

Will they buy it (again)?

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Basic Customer Strategies

1. Customer acquisition

2. Customer retention

3. Customer expansion

4. Customer deletion

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From Product to Brand

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Best Global Brands 2010

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Best Global Brands 2011

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Summary of INTERBRAND top 100 Global Brands 2012

Country of ORIGIN No. of Brands

US 53Finland 1

Japan 7

Germany 9

France 7

South Korea 3

Sweden 2

UK 4

Switzerland 3

Netherlands 3

Canada 2

Italy 3

Spain 2

Mexico 1

Welcome To :: SUPERBRANDSBRAND_VIDEO CLIPS\Best Global Brands 2012.pdf

http://www.superbrandsindia.com/index.htmlhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Best%20Global%20Brands%202012.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Best%20Global%20Brands%202012.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Best%20Global%20Brands%202012.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Best%20Global%20Brands%202012.pdfhttp://www.superbrandsindia.com/index.html

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What is a BRAND?

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What is a brand?

A brand is a name, term, sign, symbol, or design,

or a combination of them,

intended to identity the goods or servicesof one seller or group of sellers

andtodifferentiate them from those of competitors

- American Marketing Association

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A product is an object or service thats available.

A brand is a complex set of satisfactions delivered.

Jeremy Bullmore, WPP

Branding is a natural, instinctive human creation. A

way of making a complicated world simpler. With abrand, you get a symbol, a cue - you know what youre

getting, you know what to expect.

Niall Fitzgerald, Unilever

How others define a brand

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In a nutshell

Keeping ahead with rational product advantages is

unsustainable in highly competitive markets. It is the

emotional value of brands that are enduringly

attractive to consumers.

K. Ohmae, McKinsey & Co.

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A sum of parts

Functional Product

Attributes

Symbolic Values

& Associations

Rational (Head) Emotional (Heart)

The Brand

+

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Or put another way

Personality

User imagery

Symbols

Brand/customerrelationships

Emotional benefits

Self-expressivebenefits

Corporate

associations

Country of origin

and history

Functional benefits

Attributes

Uses

Quality

Value

Brand/flesh

Product/stone

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BRAND CONCEPT

If this business were to be split up, I would be glad to take the

brands, trademarks and goodwill and you could have all the bricks

and motor-and I would fare better than you

John Stuart, Former Chairman of Quaker Oats Ltd

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Brand: The beginning

Searing of flesh with a hot iron to produce

a scar or mark with an easily recognizable

pattern for identification purpose

Livestock were branded by the Egyptians

as early as 2000BCE.

The practice was brought to North

America in the sixteenth century by theSpanish conqueror Hernan Cortes (1485-

1547)

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Brand: The evolution

1882: Harley Procter named his generically named

white soap as Ivory Soap: an idea that apparently

came to him while reading a psalm in church

In December of that year, Ivory got a slogan 99and 44/100% pure

1888, in Janesville, Wisconsin, George Safford

Parker named each pen produced by his company

a Parker Pen

In Europe, food industry provided the first brand

names such as Nestle, Cadbury, Kellogg

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Brands can reduce risk in product decisions. There aremany different types of risks that consumers mayperceive in buying and consuming a product:

1. Functional Risk

2. Physical Risk

3. Financial Risk

4. Social Risk

5. Psychological Risk

6. Time Risk

SO,

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Why do Brands matter?

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For Consumers

Functional: Identification of

Product Source

Reduces search costs

Experiential: Risk reducer

Signal of Quality

Symbolic: fit with self image

Representing a group

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For Manufacturers

Identification to simplify

handling or tracing

Legal Protection Signal of Quality Level

Competitive Advantage

Financial Returns

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Contracting with a Brand

A Brand is a contract, carved in stone

and long (ever ?) lasting contrat

with the final consumer

with her own environment

This is a two ways contract (return

contract ?)

Historical / Memory Future / Project

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Brand Identity Plan

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What is Brand Identity?

Brand Identity is the unique set of brandassociations that the brand strategist aspires

to create or maintain.

These associations represent what thebrand stands for and imply a promise to

customers for the organization members.

Identity includes moral image, aim and

values that together constitute the essence

of individuality while differentiating the brand

(de Chernatony, 2002).

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Brand Identity (Kapferers Prism)

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Brand Identity

Characteristics of PhysicalRepresentation:

objective characteristics of the brand

quick and easy visual recognition thanks to starproducts

Characteristics of Personality:

this is the brands main intrinsic parameter,what kind of person it is

no personality = weakness

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Human Personality Factors: Big FIVE Model ( McCrae, 1993)

B d P lit

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Brand Personality:

Aaker(1997) factor analyze the individual ratings of 40 brands on 114 personality traits by 631

respondents recruited in the US

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Brand personality

BRAND_VIDEO CLIPS\The Cheetah-inspired XUV500 - Announcer TV Ad - YouTube.flv

Brand Personality Scale

(BPS)

Traits Brand

Sincerity Domestic, honest,

genuine, cheerful

Campbells,

Hallmark, Kodak

Excitement Daring, spirited,

imaginative, up-to-

date

Porsche, Absolut,

Benetton

Competence Reliable, responsible,

dependable, efficient

Amex, CNN, IBM

Sophistication Glamorous,

pretentious, charming,

romantic

Lexus, Mercedes,

Revlon

Ruggedness Tough, strong,

outdoorsy, rugged

Levis, Malboro,

Nike

http://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/The%20Cheetah-inspired%20XUV500%20-%20Announcer%20TV%20Ad%20-%20YouTube.flv

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A Corporate Character Scale to Assess Employee and Customer Views of Organiza...

Gary Davies; Rosa Chun; Rui Vinhas da Silva; Stuart Roper

Corporate Reputation Review; Summer 2004; BRAND_VIDEO CLIPS\Mahindra Rise- Mahindra Rise Film 2011 - YouTube.flv

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Selection of CELEBRATIES :Trait to

explain CELEBRATIES

Dimensions

HaritikRoshan

JohnAbraham

Mahindra.S.Dhoni

Aamir Khan

RanbirKapoor

ShahrukhKhan

5 43 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1 5 4 3 2 1

Attractiveness

(Attractiveness,

Classy,

Elegant)

Trustworthiness

(Dependable,

Reliable,

Sincere)

Expertise

(Experienced,

Knowledgeable,

Skilled)

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Brand IdentityCharacteristics of Culture: a brand is a systemic values task force full of cultural

power and heritage

a products legitimacy is embodied in the name of thebrand and the culture it represents

(i.e. consumers behave a certain way thanks tothe brand; the brand has created/encouraged a newform of behaviour/ culture)

Characteristics of Self-image:

brand as an internal mirror of its consumer i.e whatthe consumer think of himself.

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Brand Identity

Characteristics of Reflection: value that is bought by the consumer

this targets the consumers external image

Identification Model: shows consumers whatthey desire to be or own

Characteristics of Relationship:

our consumption sustains a certain type ofrelationship with the organisation?

SOURCE: BRAND REPORTER

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Brand Identity

Sources of Identity:

Products

Name

Corporate graphics, symbolic logos

Personage

Geographical and historical roots

Publicity and advertising

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Case of CENTURYPLY

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BRAND_VIDEO CLIPS\AARAKSHAN

CENTURYPLY - YouTube.flv

BRAND_VIDEO CLIPS\In Film of Century Ply in

Aarakshan EMC Solutions Worldwide Pvt Ltd -

YouTube.flv

COURSE MATERIALS_BRAND

MANAGEMENT\CENTURYPLY_CASE_8B12A042w

(1).pdf

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BRAND_VIDEO CLIPS\P&G Brand Identity 2010 - YouTube.flv

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BRAND POSITIONING

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Brand Positioning

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Brand Knowledge StructuresBrand EquityTo Create

Brand Positioning

To

Determine

Brand Positioning and its Relation with Brand Equity

*Brand Knowledge structures are based on Brand Image and Brand Awareness

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Positioning Guidelines

Get the key consumer Insight: Find the GAPto occupy

Main unique proposition/promise that the

brand is going to offer/fulfill

Make it specific, short and tangible

Keep the positioning up-to-date

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Brand Positioning

Define competitive frame of reference Target market

Nature of competition

Define desired brand knowledgestructures

Points-of-parity

Points-of-difference

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POP & POD

Points-of-Parity-Shared brand

values

Necessary

Competitive

Id tif i & Ch i POD

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Identifying & Choosing POD

Desirable ( Customer Perspectives)

Personality Relevant

Distinctive & Superior

Believable & Credible

Deliverable ( Firm Perspectives)

Feasible

Profitable

Pre-emptive, defensive & Difficult to attack

Differentiating ( Competitive Perspectives)

Unique

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Brainstorming:Define Positioning Statement

Target Customer Group: Need:

Competitive Framework:

Benefit ( Reason-why):

Brand Presence:

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Positioning in B2B Market Product differentiation

Feature, Conformance, Performance, Durability,

Reliability, Style, Design ad clip\Ozone Safe.jpg

Service differentiation

Delivery, Installation, Customer Training, Consultingservices, Repair, Replacement BRAND_VIDEO CLIPS\HCL.jpg

Personnel differentiation

Empathy, Competency, Credibility, Reliability,

Responsiveness, Communication BRAND_VIDEO CLIPS\FEDEX.jpg

Image differentiation

Symbol, People, Events, Media, Community BRAND_VIDEOCLIPS\dell.jpg

BRAND IMAGE: the way of thinking by a consumer about the brand

http://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Ozone%20Safe.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/HCL.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/FEDEX.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/dell.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/dell.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/dell.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/dell.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/dell.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/dell.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/FEDEX.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/FEDEX.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/FEDEX.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/HCL.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/HCL.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/HCL.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Ozone%20Safe.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Ozone%20Safe.jpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Ozone%20Safe.jpg

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BRAND IMAGE: the way of thinking by a consumer about the brand

(MENTAL CONSTRUCTS) and the feelings the brand arouses when

the consumer thinks about it

C t f B d I

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Components of Brand Image:

Life style

Expectation

Experience

Disposition

Differentiation

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Your Brands Genetic Code: BRAND DNA

Every great brand has substance. a brandsDNA is timeless. a brands blue print is aunique set of values that originally

defined them. Great brands canremain relevant through creativity.A brands DNA is not strictly about the

product, service, the past or even aboutresearch -- its about tapping in to an

essence or story that defines who you areto the people that matter most, your corecustomers.

What Do You Stand For?BRAND_VIDEO CLIPS\Hostage_WMP.wmvBRAND_VIDEO CLIPS\Audi Brand Film_vcd0.mpg

http://localhost/var/www/apps/conversion/BRAND_VIDEO%20CLIPS/Hostage_WMP.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Hostage_WMP.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Audi%20Brand%20Film_vcd0.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Audi%20Brand%20Film_vcd0.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Audi%20Brand%20Film_vcd0.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Audi%20Brand%20Film_vcd0.mpghttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Hostage_WMP.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Hostage_WMP.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_1/BRAND_VIDEO%20CLIPS/Hostage_WMP.wmvhttp://localhost/var/www/apps/conversion/BRAND_VIDEO%20CLIPS/Hostage_WMP.wmv

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THANK YOU