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7/27/2019 Introduction to branding management
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Introduction
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Definition
Brand is a name, term, sign, symbol or design
or a combination of them intended to identify
goods and services of one seller or a group
of sellers and to differentiate them from
competition
American Marketing Association
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Definition
Brand to burn branding at ranches
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Brands in India
Beverages
Shopping
Home
Health & Beauty
Apparel
Coca-Cola, Pepsi
Big Bazaar,
Pantaloons, Spencer's
LG, Samsumg,Whirlpool
Calvin Clein, Revlon,
Gillette
Arrow, Chanel, Levis
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Brands in India
Information
Sports
Progress & Ingenuity
CNN, BBC, NDTV
Nike, Adidas, Reebok
3M, Apple, AT&T
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Brand vs. Products
Kotlers definition Core Benefit
Generic Product
Expected Product Augmented Product
Potential Product
Brand:Product + or - perceived
differentiator Rational & Tangible
Performance based Symbolic, emotional
Brand = Product + customerperception +performance + brand
name + company
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Roles that Brands Play
Consumers Identification of source
of product
Assignment of
responsibility to productmaker
Risk reducer
Promise, bond
Signal of quality
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Roles that Brands Play
Manufacturers Means of identification
to simplify handling &tracing
Legal protection of
unique features Signal of quality
USP & Competitiveadvantage
Source of Financialreturns
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What can be Branded
Physical goodsKellogg's, Sony, Coca-Cola
ServicesIBM, Amex, Hilton, Fedex
Retailers & DistributorsWal-Mart, Target
Online Products & ServicesAmazon, Google
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What can be Branded
PeopleMartha Stewart, Shahrukh Khan,
Amitabh Bachchan
Sports, Art & EntertainmentNational
Geographic, Manchester United, Movie
sequels ( Star Wars, Harry Potter
Geographic locationsThailand, Goa, Paris
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Challenges
Savvy customers
Brand proliferation -Complex brand portfolios
& families
Maturing markets
Increasing competition
Decreasing brand loyalty
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Challenges
Growth of private labels
Increasing trade power
High cost of product introduction & support Media fragmentation - High promotional
expenditure
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Advantages
Greater loyalty
Higher margins
Licensing opportunities Brand extension opportunities
Less vulnerable to competitive marketing
actions
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Good Brand
Easy
to remember
Easy
to Recognize
Suggest
Product
Benefits
Distinguish
product
positioning
relative to competition
Easy
to pronounce
AttractAttention
Legallyprotective
SuggestCompany or
Product image
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Types of Brand
Premium brandtypically costs more than
other products in the category
Economy brandis targeted to a high price
elastic market segment
Fighting brandis created specifically to
counter a competitive threat
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Branding
Corporate Branding-companys name is
used as a product brand name
Family Brandingwhen one brand name is
used for several related products
Brand leveragingwhen a company uses
brand equity associated with an existing
brand name to launch a new product orproduct line
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Branding
Co-brandingwhen 2 or more brands work
together to market their products
Brand Licensingwhen a company sells the
rights to use their brand name to another
company for use in another geographic area
Private Brandingwhen large retailers buy
products from manufacturers in bulk and puttheir own brand name on them
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Brand Rationalization
Create a separate product or service for each
target market
Gain production & marketing efficiencies
Part of corporate restructuring
Mass Niche
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Strategic Brand Management
Process
Design and implementation of Mktg.
programs to build, measure andmanage brand equity
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Steps
1. Identify & establish brand positioning &values
2. Planning & implementing brand marketing
programs3. Measuring & Interpreting Brand
performance
4. Growing & sustaining brand equity
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Strategic Brand Management
1. Identify & establish
brand positioning &
values
Mental Maps
Competitive frame of
reference
Points of parity andPoints of difference
Core brand Values
Brand Mantra
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Strategic Brand Management
2. Planning &
implementing brand
marketing programs
Mixing and matching of
brand elements
Integrated brand
marketing activities Leverage of secondary
association
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Strategic Brand Management
3. Measuring &
Interpreting Brand
performance
Brand Value chain
Brand audits
Brand Tracking
Brand Equity
Management System
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Strategic Brand Management
4. Growing & sustaining
brand equity
Brand-product mix
Brand Portfolios and
hierarchies
Brand expansionStrategies
Brand reinforcement
and revitalization