Abstract
A brand is a transforming idea that converts something intangible into something of value. A firm’s brand architecture is continually evolving. As it ente enters rs new new coun countr trie ies s or mark market ets, s, acqu acquir ired ed bran brands ds are are inte integr grat ated ed into into the the architecture, new brand extensions or product lines are added, and positioning may be modified modified or radically changed. With rising media, promotional promotional costs and the trend towards globalization, brand architecture is increasingly subject to pressures at both the corporate and product level to become more cost effective and better integrated across country markets. As a result, increasingly complex bran brand d stru struct ctur ures es are are begi beginn nnin ing g to emer emerge ge,, char charac acte teri rize zed d by corp corpor orat ate e endorsement of product brands in order to consolidate branding structure, and by extension of strong brands across countries and product businesses so as to achieve cost economies.
A Brand is a marketer’s promise to the consumers to deliver a specific set of features, features, benefits benefits an assorted assorted services services to the buyers. It is richly endowed endowed with with specific entities and brand-building is a major task of the marketers in today’s marketing environment because it invests brands with certain Qualities that help the firm establish an identity in the market place. Branding is a key element of a firm’s firm’s marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998. A Strong Brand name can also provide the basis for brand extensions, which furthe furtherr streng strengthe then n the firm' firm's s posit position ion in the market marketpla place ce as well well as potent potential ially ly enhancing value (Aaker and Keller, 1990). As firms move into international markets, branding plays an important role in its marketing strategy. In particular, a judicious branding strategy provides a means to enhance the firm’s visibility and integrate strategy across national markets (see Khermouch, Holmes and Ihlwan, 2001).
India is the fastest growing free market democracy in the world. India has the largest knowledge workforce in the world and with more and more people moving to the higher income strata, India is a market that the world cannot ignore. The opening up of the Indian economy has given a level playing field for foreign brands against Indian brands. Several multinational companies have begun to focus their attention on Indian markets. Global brands are threatening the existence of several Indian brands. These brands have strong presence in the minds of the customers globally and have performed consistently for a long time. In markets outside the U.S., the concept of building strong brands in order to establish market position is relatively recent (Court et al. 1997). Markets are often fragmented, characterized by small-scale distribution, and lack the potential or size to warrant the use of heavy mass media advertising needed to develop strong brands (Barwise and Robertson, 1992). In addition, firms have typically expanded the geographic scope of operations on a piecemeal basis by acquiring companies in other countries or entering into alliances across national boundaries. As a result they often acquire national brands or ones with limited visibility. Consequently, companies operating internationally need to identify opportunities for strengthening their position through improved co-ordination and harmonization of brands across countries and building a cohesive and effective architecture for their brands. An brand brand archit architect ecture ure provid provides es a struc structur ture e and a ration rationale ale for brandi branding ng decisi decisions ons at differ different ent levels levels of the organi organizat zation ion and for diffe differen rentt geogra geographi phic c locati locations ons.. In essence essence,, this this archit architect ecture ure provid provides es the princi principle ples s that that guide guide the effe effect ctiv ive e use use of bran brands ds so as to deve develo lop p a stro strong ng posi positi tion onal al adva advant ntag age e in international markets. It should establish which brands should be emphasized at
what level in the organization, i.e. corporate, product business and product, how brands brands are used used and extended extended across across produc productt lines lines and country, country, and how far branding branding is harmonized harmonized and coordinated coordinated across national national borders. borders. Without Without a wellconc concei eive ved d inte intern rnat atio iona nall bran brand d arch archit itec ectu ture re,, the the firm firm will will be at a comp compet etit itiv ive e disadv disadvant antage age,, suffer suffering ing from from incons inconsist istenc encies ies in brand brand identi identity ty across across nation national al markets, lack of a strong corporate or product identity in international markets, and the inability to maximize the value of brands across national boundaries. In determ determini ining ng whethe whetherr to emphasi emphasize ze brandi branding ng at the corpor corporate ate level level as opposed to the product level or whether to adopt a hybrid structure, the firm needs to consider the role of corporate image as well as the diversity of its product businesses. Corporate brands provide strong identity for the firm's products in the market place, but do not enable differentiation of specific product businesses or product lines. Equally, negative publicity relating to a specific product or the firm's polici policies es will will affec affectt all produc products ts and produc productt busine businesse sses. s. Produc Product-l t-leve evell brands brands facilitate differentiation from competing products, but may be less cost efficient and result in loss of potential synergies. The number of brands at each level of the organization and the range of product lines across which a brand is used, must also be considered. Parsimony in the number of brands helps to achieve cost efficiencies but may weaken weaken brand brand streng strengthe then n if used used across across highl highly y divers diverse e produc productt lines. lines. Multiplicity of brands facilitates responsiveness to specific customer or segment needs and clear product differentiation, but may be cost inefficient and hamper building of a strong position in the marketplace.
Brand Equity sums up long-term performance of a brand in particular its marketing communication and provides a indication of future potential. Customers who thus perceive a brand are willing to pay a premium relative to competitive alternative alternatives. s. The extent of the premium premium depends depends on the nature of the perceived perceived differ differenc ence e and its impor importan tance ce to the buyers buyers . An analysis analysis of brands brands in highl highly y competitive categories reveals that two factors contribute to a brands ability to sustain premium premium pricing : its perceived perceived degree of difference difference from competitors competitors and and the perceived risk in bying ”Wrong”. Customers buy brand not only for the intrinsic values associated with it but also because the brand has surprised them in the past with with newe newerr and and more more nove novell expe experi rien ence ces. s. Bran Brandi ding ng is a prom promis ise e made made to the the custom customer er that that will will deliv deliver er values values beyond beyond expect expectati ation. on. Brandi Branding ng strate strategy gy hence hence shoul should d also also involv involve e contin continuou uously sly commu communic nicati ating ng to the custom customer er of the novel novel experiences that he/she has had with the brand.
We shall attempt to elucidate our proposed brand strategy on the lines of the following framework.
The customers demand experiences instead of products or services today. This creates a challenge to the organizations to find new ways to involve the customers in the value chain so that they themselves can decide the product features and uniqueness that they expect from the brand. For example, , one of the largest pharmaceutical manufacturer, involved visitors on the website to solve the issues related to the new product development. The responses received will be evaluated by the experts in the industry and by the organization. The company has the option to implement or not the suggestions given by the visitors. The company in this way increases its resources as they now have the access to the visitors' capabilities. The visitors are also enjoying the experiences because they can be rewarded for the value additions. The feeling of being participative for a product creation can also be satisfying to the consumers. The ownership develops for the products automatically and the customer becomes more loyal to the organization. Marketing is going through a paradigm shift. Today's customers are more focused than their predecessors and better informed due to a process accelerated by the internet. They want to know more about the details of the brand. They remove the shells and get into the core of the processes to understand the real value of the brand. They not only want to know the quality of the product but also
the policies and practices of the organization. The ethics, production processes and quality are taken for granted by the customers. This demands transparency in the systems of the organizations and involving the customers in the process to deliver value. The health care initiative by was one such experience delivered to the customers. The customers were allowed to come together and discuss the major issues while Marico hired cardio cardiolog logist ists s and other other expert experts s to brains brainstor torm m on the qualit quality y impro improvem vement ents s in Saffola. The results were increase in sales substantially and definitely a better customer loyalty. The Saffola brand enjoys a price premium of 10% over other brands and large market share in the market today. We believe that effective branding involves working on four important dimensions, namely:
concerns the perception of benefit of the product or service associated with the brand. concerns the ability to create identification with the group. is the perception of global or local responsibility
is the ability to support the individual mentally.
Let us now use the framework developed to analyze the brand Airtel.
The role of the technology is to make thing easier for the consumers. Airtel has been very successful in simplifying the use of mobile services by modifying the technology to suit the common users. Even the simplest of the consumer can use the products and services. Airtel says, "Your world of communication communication just got simpler." .Airtel is a recognized brand to be associated with. I satisfy my esteem and it gives me opportunity to be a part of the culture. It is associated with high level of social value. It is important to be in touch with the relatives and dear ones but this is possible today through the mobile communication. Airtel encourages everyone to be more involved in building relationships and spread the happiness. Airtel gives me the opportunity to The The mess messag age e is very very clea clearr to be open open and and dari daring ng to expr express ess.. The The expression gives me a lot of pleasure and an opportunity to think that I am a separate individual and have the right to communicate and express myself.
A sale sale is neve neverr the the endi ending ng of a tran transa sact ctio ion n but but the the begi beginn nnin ing g of a beau beauti tifu full relati relations onship hip.. Lexus Lexus and Disne Disney y have have become become synony synonymou mous s with with loyal loyal custom customer er servic services. es. Some Some custo customer mers s are treate treated d with with breakf breakfast ast buffet buffets, s, free free lifet lifetime ime car wash washes es,, etc. etc. Lexu Lexus s was was the the first irst comp compan any y to prov provid ide e the the cust custom omer er with with a replacement car while his/her car was being serviced. These examples go to show that the customers don't like being sold a product but like being serviced. What customer service does is to create a positive effect on the minds of the customer and this positive influence on the mind of the consumer makes them more open to new ideas and reduces their skeptism towards the brand. A new product launch can leverage on the strength and success of the previous product and ensure that the trust trust that that has been been create created d with with the custom customer er is carrie carried d forwar forward. d. The future future success of a brand lies in the strategy of involving the existing customers and making making them them brand brand ambas ambassad sadors ors.. More More specif specifica ically lly this this involv involves es makin making g the customer believe that he is getting the best service in the industry. As Malcom
Gladwe Gladwell ll says, says, "The The best best form form of mark market etin ing g is no nott fr from om the the mark market eter er to the the consumer but the 21st century involves marketing from consumer to consumer ."
Branding increasingly nowadays is moving into Internet-based applications. Online blog blogs s and and foru forums ms have have rein reinfo forc rced ed the the conc concep eptt of buzz buzz mark market etin ing. g. The The which was previously associated with the product is increasingly taken over by the advertisement campaign but engaging in this viral campaign strategy has its drawbacks. drawbacks. Hence it's very important important to understan understand d the culture and values values that people associate with symbols in order to involve in the right buzz marketing. The strategy to build a sustainable Indian brand is to work on the minds of people and help them answer the question "What is there in it for me?" Every time a customer invests in a product he does so hoping that the product will meet his expectation. This investment constitutes a risk. The idea of a value-based brand is to ensure that the brand minimizes the customer's perception of risk. A simple strategy to ensure this is to minimize the expectations created through promising less and delive deliverin ring g more. more. A more more compre comprehen hensiv sive e way way of achiev achieving ing this is by creating a faith in the brand that is on the same lines as that of social organizations. The goal of a brand should be to build a trust that the customer's satisfaction is the top priority.
A field study of consumer goods company executives based in Europe (Douglas, Craig and Nijssen, 2001) was conducted to gain some insights into their international brand architecture, and how these were evolving. Of particular interest were the dominant patterns of international brand architecture and how these varied across firms. The factors that underlay the formation of these patterns were also studied as well as how these were evolving in the light of the changing international environment.
The The prim primar ary y dime dimens nsio ion n for for clas classi siffying ying bran brands ds is thei theirr leve levell in the the organizat organization. ion. This ranges ranges from the corporate corporate level, the product business or group group level to the product or product variant level. brands rely on the use of the corporate name or logo to establish brand identity in the market place. For Phillips, Benetton, Shell, Apple and Nike, the corporate logo is an important element in creating a visual identity for the firm
(Schmitt and Simenson, 1997). Use of corporate branding typically occurs among firms firms organi organized zed by produc productt lines lines or divis division ions, s, often often with with a highl highly y centra centraliz lized ed structure. is the next level of branding. Typically, firms firms with a number number of diverse product businesses tend to emphasize brands at the product business level. For example, Unilever uses names such as Walls and Algida for its ice-cream business, and uses the Calvin Klein brand in personal products. Similarly, Philip Morr Morris is has has mult multip iple le ciga cigare rett tte e bran brands ds and and uses uses the the Kraf Kraftt bran brand d for for its its chee cheese se products, Nabisco for its biscuits, and Miller for its beer. is the third level. level. For example, example, P&G uses the Pampers brand brand for diapers in North America, Latin America, Europe, Middle East, Africa and Asia, and owns brands such as Camay in personal hygiene and Pert Plus and Pantene in shampoos. This is most common where marketing and advertising strategy are developed and managed separately for each product line, as, for example, by brand managers. The second dimension is that of the number and breadth of markets in which the brand was used. This is clearly related to the level of branding insofar as corporate brands were invariably used in all markets in which the company sold its products. However, at the product business level and more frequently the product level, the same brand is not necessarily used in all geographic markets in which the product business operated. The geographic scope of the brand could therefore range from global, regional or several country markets to a single country market, or even a region within a country. corporate brands are invariably global in scope unless the company only operated in a limited number of geographic markets or regions of the world, as for example, Kao. At the product business or product group level some brands are glob global al,, espe especi cial ally ly wher where e the the comp compan any y is orga organi nize zed d by prod produc uctt divi divisi sion on.. For For example, the Nivea brand is used worldwide by Beiersdorf for its skin products. Equally, Equally, Mars uses the Pedigree Pedigree brand name for its dog food products products worldwide. worldwide. At the product level, brands are also sometimes global in scope. P&G typically uses the same product brands worldwide, for example, Pantene, Head and Shoulders, Pert Pert Plus Plus and Pamper Pampers. s. Equall Equally, y, Unileve Unileverr owns owns intern internati ationa onall brands brands such as Bertolli olive oil and Lipton tea, and has obtained through the acquisition of Best Foods, Hellmann’s, Knorr dehydrated soups, and condiments, etc. in some cases, product division or product group brands are regional or used in some markets or regions but not in others. For example, Unilever uses the Walls brand for its ice-cream business in the U.K. and all new markets it enters, such as China, except those where a local ice-cream business with an established brand such as Ola or Algida has been acquired. Similarly, Nestlé has a number of regional brands at the product division or group level, such as the Stouffer brand name used on frozen foods in the U.S., and the Contadina brand of tomato and
spaghetti spaghetti sauce sauce products products (Parsons (Parsons 1996). Product Product level brands are also sometime sometime regional in scope, as for example, Euro-brands, or brands used on products in Eastern Europe. In the detergent industry, brands are often regional in scope. For example, P&G has brands such as Ariel and Vizir in Europe, and Tide and Cheer in the U.S. equally some brands are national in scope. These are typically at the product level, except in the case of extremely large national markets, such as the U.S. U.S. or Chin China, a, wher where e comp compan anie ies s may may have have prod produc uctt busi busine ness sses es that that oper operat ate e indepen independen dently tly or only only have have operat operation ions s in that that market market (for (for examp example, le, Unilev Unilever' er's s Stouffer frozen entrees and dinners is only used in the U.S.). In some instances these brands relate to niche products that are sold in a single or at most two country markets, such as Nestlé's Marmite brand of vegetable extract, which is marketed only in the U.K. and in Australia under the Vegemite brand . In other cases, the same or very similar products may be sold in different countries under different brand names, as, for example, Unilever's low fat margarine is sold under the name Flora in the U.K. and Germany, and Promise in the U.S. The third component is related to the number of product lines on which a brand is used, or conversely the diversity of brands within a given product line. Beiersdorf uses the Nivea brand name for its major product lines including, skin care, lip care, hair hair care, body wash, deodorant and hand care products. The Futuro Futuro brand is used for health health support support products products such as hosiery hosiery and arm supports. supports. The Juve Juvena na and and La Prai Prairi rie e bran brands ds are are used used for for adva advanc nced ed skin skin care care and and cosm cosmet etic ic produc products. ts. P&G P&G uses uses a range range of brands brands with within in most most of its its produc productt lines. lines. For example, P&G has 23 different brands of powder detergents including Ariel, Cheer, Fairy, Fairy, Tide and and Vizir. Vizir. In addition addition,, P&G has has 12 liquid liquid deterge detergents. nts. All but but three of of thes these e are are also also powd powder er dete deterg rgen entt bran brands ds.. P&G P&G also also has has six six bran brands ds of bar bar detergents and two of the brands, Ariel and Tide, are used for powder and liquid detergent. The range of products on which a brand is used is both a function of the level of the brand within the organization, and the diversity of the firm's product offering. At the corporate level, the number of product lines on which the brand is used will depend on the number of product businesses of the firm and the diversity of their product lines. For example, the Disney brand is used on movies, books, plush toys, toys, clothing, clothing, theme theme parks, etc. Similarly Similarly,, the Phillips Phillips brand is used on all the firm's product businesses, on products ranging from TVs and audio-equipment to light bulbs. Equally at the product business or group level the range of products which a brand covers is likely to be a function of the breadth of the product lines in the business or product group. In some cases, however, a firm may have different brands for different product lines that are targeted or positioned toward different
customers, as for example, private label, or premium vs. mass-market segments, or different age groups. For example, Benetton has the Sisley clothing brand targeted to young fashion conscious consumers, as well as the Benetton brand.
The delivery of the value and experience that we talked about depends upon the employees and the quality of the delivery of value by them .The management of the company has the responsibility to ensure that the brand becomes the culture of the orga organi niza zati tion on.. This This is a big big chan change ge and and chal challe leng nge e for for the the mana manage geme ment nt as the the employees are typically associated with the products and delivery of products in the organization. The attitude change to delivering experience will attract a lot of resistance among the employees. The role of human resources and all managers is to bring about this change smoothly so that the delivery to the customers can be ensured. The success of the brands and organizations will be determined by their ability to train the employees to ensure that the differentiation is created in the experience provided to the customers.
The Interbrand Company,UK Company,UK have developed a structured structured method for measurement measurement of brand Equity . The Steps are as follows(Moorthi follows(Moorthi 2003) Calculate the weighted average of last 3 years profit of the brand is calculated = A Brand Equity = A X P/E (Price / Earning Earning Ratio) Brand Strength depends on variables like leadership, stability, support etc and other attributes of the brand. •
• •
a.
International expansion and consumers’ need for reassurance about product quality and reliability is resulting in a shift toward corp corpor orat ate e endo endors rsem emen entt of prod produc uctt bran brands ds.. This This help helps s to forg forge e a glob global al corp corpor orat ate e iden identi tity ty for for the the firm firm as it gath gather ers s its its prod produc ucts ts unde underr a glob global al umbre umbrella lla,, thus thus genera generatin ting g potent potential ial cost cost saving savings s throu through gh promot promotion ion of the global corporate brand, rather than multiple independent product brands. Ms Preti Zinta endorses for BSNL. We can have similar endorsement for SAIL.
b.
P&G and Reckitt Benckiser use a productdomi domina nant nt stra strate tegy gy.. This This stra strate tegy gy is comm common on amon among g U.S. U.S. firm firms s who who had had expanded internationally by leveraging "power" brands, as, for example, P&G with with bran brands ds such such as Ca Cama may y and and Pamp Pamper ers. s. Firm Firms s with with dome domest stic ic prod produc uctt dominant structures that have expanded by acquiring national companies often acquire a substantial number of national and local product brands, in addition to their own global and regional product brands. For example, Reckitt Benckiser has international product brands such as Dettol, Woolite, and Harpic, as well as national product brands such as Dettox surface cleanser sold only in the U.K. Since customer preferences are highly localized with few links across national boundaries, management sees few potential synergies from harmonizing brands across borders. We can also use similar Concepts for Brand Creating for SAIL TMT and specialized products like EQR & HCR TMT. Use of HCR TMT for infrastruc infra structura turall activities activities in the coastal coastal areas by SAIL SAIL will not only only help in promoting prom oting the product product but will also help brand building building.. Similar activiti activities es at Earthq Ear thquak uake e pro prone ne are areas as will help help in promoti promotion on of the SAIL SAIL EQR TMT and building brand for the same.
c.
A number of companies have hybrid brand structures with a combination of corporate and product brands. Coca-Cola, for example uses the Coca-Cola name on its cola brand worldwide, with product variants such as Cherry Coke, Coke Lite, Diet Coke or caffeine-free Coke, in some, but not all countries. Unilever has predominantly global brands in its personal products division. The yellow fats division consists mostly of local brands with some harmonization in positioning or brand name across countries. Other foods are global product brands, while the ice-cream division had a combination of local and global product brands such as Magnum, Cornetto and Solero. These are endorsed by country or regional house brands such as Walls and Algida, and all share a common logo worldwide.
d.
At the same time, rising media costs, coupled with the importance of building high visibility and the need to obtain cost economies, create pressures to extend strong brands across product lines and country borders. borders. Increasing Increasingly, ly, new products products and variants variants are launched launched under existing existing brand names to take advantage of their strength and consumer awareness. Mars, for example, has launched an ice-cream line as well as a soft drink under the Mars brand name. Cadbury's Milk Tray brand has been extended to desserts, leveraging the brand's association with creaminess.
e.
The traditional method of feedback and subsequent subsequent correction correction can lead to a lot of wastage and losses losses in terms terms of time time valu value e of mone money, y, the the repl replac acem emen entt cost costs s and and a decr decrea ease sed d cust custom omer er satisfaction and loyalty. A very relevant example is Apple's iPod. A set of customers gave the feedback to the company about the bad quality of battery in iPod; this led to damage in the perception of the customer. Apple had no choice but to improve the quality of the product. Apple without any doubt has the ability to correct the quality issues but the question is that at what cost. The damage is already being done by the consumers and the recovery will take time and extra money.
f. Propagation of Brands and use of corporate logos (Intel which is used as a
proces processor sor uses uses logo logo on all PC which which uses uses Intel Intel Proce Processo ssor. r. Simila Similarr Concepts for Steel can be followed. i. Metro Metro Rail Rail runs runs on SAIL SAIL Stee Steell ii. ii. Howrah Howrah Brid Bridge ge : Built Built with with SAIL SAIL Stee Steell iii. For PET PET ProductsProducts- Pipes Pipes entire entire Supply Supply of KMC KMC ( Kolkata Kolkata Municipal Municipal Corporation) is by SAIL. g.
: Tie-Ups for Quality enhancement and brand promotions with educat education ional al instit institut ution ions. s. For For exampl example e Aditya Aditya Birla Birla Group Group is sponso sponsorin ring g the education education expenses expenses for some some of the students students who are selected selected for MBA at IIM’s etc. Similar Similar Concepts for improving the the Quality enhancement enhancement of Steel by Tie-Ups with IIT’s , NIT’s can be thought of.
h. Propagation by Brands by Sports Event : Promotion of events like Calcutta Marathon.
i. Partic Participa ipatio tion n in Internat Internation ional al Trade Fair Fair will will help help in custome customerr educat education ion and brand build up.
BRAND is a promise made to the consumers by the company. Brand, not only has Functional and Mental dimensions but also Social and Spiritual dimensions. The challenge in front of Indian organizations today is to first understand and then sati satisf sfy y the the need needs s of the the cust custom omer ers. s. The The need needs s of the the cust custom omer ers s toda today y are are expe experi rien ence ces s and and not not just just the the prod produc ucts ts.. The The Indi Indian an Orga Organi niza zati tion ons s have have to concentrate on delivering the experiences to the customers leading to satisfaction and association with all the dimensions of the brand. These experiences can be deli delive vere red d by invo involv lvin ing g the the cust custom omer er in the the supp supply ly chai chain n whic which h dem demands ands improvement from the organization in terms of training the employees and aligning the culture to deliver value to the customers.
The participatio participation n of the customers customers can be ensured ensured by using using novel methods methods of communication and branding. The Profit and Sustainability of Indian Brands will depend on how efficiently and quickly the organization can adapt to these new demands of the customers. The central role of branding in establishing the firm's identi identity ty and buildi building ng its positi position on in the global global market marketpla place ce among among custom customers ers,, retailers and other market participants, makes it increasingly imperative for firms to establ establish ish a clearclear-cut cut intern internati ationa onall brandi branding ng strate strategy. gy. Each Each firm firm has its own unique structure, depending on its prior branding history, mode of expansion, and corporate culture. Further research on these issues issues is critical, so firms are able to build build a strong strong and cohere coherent nt identi identity ty in intern internati ationa onall marke markets ts and sustai sustain n their their positional advantage in international markets in the long run.
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