BRAND
A) General Sense A brand is a collection of experiences and associations connected with a service, service, a person a person or any other entity other entity.. Brands have become increasingly important components of culture and the econ econom omy, y, now now bein being g desc descri ribe bed d as "cul "cultu tura rall acce access ssori ories es and and pers person onal al philosophies". Some people people distin distingui guish sh the psycho psycholog logica icall aspect aspect of a brand brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. Carefu Carefull brand brand manage managemen ment, t, suppor supported ted by a clever cleverly ly crafte crafted d advert advertisi ising ng camp campai aign gn,, can can be high highly ly succ succes essfu sfull in conv convin inci cing ng cons consum umer erss to pay pay remarkably high prices for products which are inherently extremely cheap to make.
This concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. 1
A bran brand d whic which h is wide widely ly know known n in the the mark market etpl plac acee acqu acquir ires es brand recognition.
When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise.
One goal in brand recognition is the identification of a brand without the name of the company present.
Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally (originally created created for Walt Disney's Disney's "signature" "signature" logo), which it used in the logo for go.com go.com..
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Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic generic,, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.
B) Marketing Sense
The American Marketing Association defines a brand as “A name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group and to differentiate them to those for competitors”.
A bran brand d is thus thus a prod produc uctt or serv servic icee that that’s ’s adds adds a dime dimens nsio ion n that that differentiates it in some way from other products or services designed to satisfy the same need.
These differences may be functional, rational, or tangible- relate to product performance of the brand 3
BRAND MANAGEMENT
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Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity.
It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer.
It will be helpful in increased sales and price or to reduced COGS (cost of goods sold), and reduced or more efficient marketing investment.
Brand Managers often carry line-management accountability for a brand's P&L profitability in contrast to marketing staff manager roles which are allocated budgets. Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.
While forming a brand company has to go through certain procedures:•
Establishing a set of Brand policies
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Identifying Brand promise
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Implement measurement of Brand equity
Brand management has undergone a lot of development in recent times. For example, HLL and Proctor and Gamble these companies concentrate on
particular set of brands.
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When a firm position a brand by giving it someone cultural, actual, and historical relevance people start looking at the brand with curiosity, ensuring that the brand never loses its shine.
Brand never bored the audience and will keep its freshness for years together.
Brand management is necessary in all aspects of the brand that is:-
-- Developing the Brand
-- Maintaining and Extending the Brand
-- Protecting the Brand
Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. In this regard, Brand Management is often viewed in organizations as a broader and more strategic role than Marketing alone.
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IMPORTANCE OF BRAND MANAGEMENT The purpose of brand management is to create a powerful and lasting emotional connection with customers and other audiences.
A brand is a set of elements or “brand assets” that in combination create a unique, memorable, unmistakable, and valuable relationship between an organization and its customers.
The brand is carried by a set of compelling visual, written and vocal tools to represent the business plan and intentions of an organization.
Brand management is the voice and image that represents your business plan to the outside world. What your company, products and services stand 7
for should all be captured in your branding strategy, and represented consistently throughout all your brand assets and in your daily marketing activities.
The brand image that carries this emotional connection consists of the many manageable elements of branding system, including both visual image assets and language assets.
The process of managing the brand to the business plan is important not only in “big change situation” where the brand redefinition is required, but also in the management of routine marketing variables and tactics.
This does not have to be a “ground-up” situation where there are wholesale changes to the business.
Rather it is more common that specific changes to the changes to the business plan are incremental and the work of the brand strategist and designer is to interpret these changes and revise the branding strategy and resulting brand assets and define their use in the full range of marketing variables.
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BRAND MANAGEMENT ASPECTS
Brand Equity:-
It is defined in terms of the marketing effects uniquely attributable to the brand.
The brand equity concept stresses the importance of the brand in marketing strategies.
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It is the combination of assets and liabilities associated with a brand that enhances or depreciates the value of the brand.
The brand equity has five major determinates are awareness, quality perception, loyalty, patents, trademark.
For example, Parle-G, the biscuits major which caters to the mass market,
is hoping the brand equity of biscuits in wheat flour (atta) market. Parle is selling atta under the same brand name as its biscuits.
Parle-G has launched the atta under the same name to gain advantage from the brand equity of biscuits. Brand equity refers to the marketing effects or outcomes that accrue to a
product with its brand name compared with those that would accrue if the same product did not have the brand name. And, at the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge about a brand makes consumers respond differently to the marketing of the brand. There are many ways to measure a brand. Some measurements approaches are at the firm level, some at the product level and still others are at the consumer level.
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Examples,
a) Lux Soaps:This brand has maintained its unique features as “beauty soap bar of the film’s stars”.
This brand is making good contribution in the marketing due to its popularity among consumers which is a result of various factors such as attractive packages, quality, price, easy availability.
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b) Godrej Storewel:-
The company is popular among consumer even when many identical cupboards and competitors in the market.
Brand equity is the incremental value of business over and above physical assets resulted from bringing together various elements such as brand name, packaging, advertisement, pricing and so on.
BRAND AS A TOOL OF MARKETING Brand development
Effective brand development is merely impossible to execute in-house because it is difficult to be dispassionate and objective when evaluating the state of your business.
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As a result companies often make a the mistake of confusing the business of their business with the business of their brand.
Strategically speaking , the business of your business is what you make and / or sell. All to often we describe are brand by what we do and these obscures are marketing opposition and brand strategies.
This is the reasoning behind the many companies with a marketing osition and / or brand identity that is merely a reflection category benefits, showing almost no differentiation.
This brand marketing simply defines the offering or presents a banal clain that is neither important nor believable in the eyes of the target audience.
Your responsibility
There a few important responsibilities in defining the business of your business, and this are vastly different from the brand strategies that arise from the business of your brand. Your product must perform according to the standards set by the markets.
For example, if you are selling soap powder, you product needs to clean clothing, has a pleasant fragrance, and be competitively priced.
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If needs to be constant in quality and value [consistency], and it needs to perform a function [efficacy].
You are also selling your brand identity and must preserve that brand identity with great care, consistently delivering the value your corporate identity promises.
Here, many companies [brand development companies as well] get confused.
Your logo, mark, theme line, and ‘look and feel’ are part of your corporate identity, not your brand identity.
Marks and equities are all about the recognition of you and your company. They are how the customer remembers you.
These values are about processes, operations and ingenuity.
What your customers buy?
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If you were able to take a dispassionate look at your customers and see them not as you imagine them or idealize them, but rather as they are, you would see the beginnings of brand strategies.
Purchasing decisions are all about positioning, meaning and integrity.
How customers choose?
How then does the consumers decide they want ( preference ) and what price they are willing to pay for that brand ( margins)?
Considering that almost all products sell commodity benefits , what could possibily be left?
What is left is brand.
Brand identity strategy begins with a clear understanding of your target audience and this does not stop at a simple usage and attitudinal study.
BRAND MANAGEMENT STRATEGIES: 10 KEY POINTS BY MARY J. HILDEBRAND AND JACQUELINE KLOSEK
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1. Establish and Maintain the Brand
As a threshold issue, it will be extremely important to establish and maintain the brand.
Whendoing so, the adoption of a holistic approach, or an “overall brand strategy” is recommended.
Suchoverall brand strategy should be implemented with full recognition that the brand may traversenumerous different product lines and geographic regions.
Adopting an overall brand strategy alsorequires recognition that brands are significant to both the traditional retail and the online market.
Accomplishing an overall brand strategy requires close coordination between the licensor andlicensees in different markets.
There must be a consistent program for protecting brands and monitoringthe usage of brands.
Focus should also be placed upon prospective uses of brands. This may includeidentifying brands that might be used in the future and identifying new products and services withwhich existing brands might be used.
2. Ensure Consistency Between the Brand Licensing Strategy and Overall Business Goals
Effective brand management strategies also necessitate emphasis on ensuring consistency between the brand licensing strategy and the enterprise’s overall business goals. 16
Efforts should beundertaken to ensure that the brand reflects positively on the company, does not detract from otherproduct lines and remains profitable with other parts of company.
3. Select Profitable and Innovative License Partners
The importance of consistency should also be reflected in the selection of license partners.
Focus should surely be placed upon license partners that enjoy healthy businesses and that offer innovative products.
At the same time, however, emphasis should also be placed upon licensee partners with similar cultures and business goals since doing so may help to reduce the amount of time that is expended on reaching the basis business terms.
Companies should develop a profile of the ideal license partner but recognize that while many licensors and licensees may enjoy longterm relationships, few of such relationships will be permanent.
4. Focus on Maximizing Leverage of the Brand
Successful brand management will involve focus on the maximizing the leverage of the brand.
Of course, this may mean different things in different context. However, in all circumstances, a considered judgment regarding brand placement will be crucial.
5. License Agreements: Exclusive or Non-Exclusive?
The exclusivity of the license agreement will be a key factor in brand management. 17
Whether the license agreement will be exclusive or non–exclusive will have important implications for all of the business.
When considering the exclusivity of a license grant, it must be recalled that the license can only be granted once as an exclusive license.
Accordingly, particular scrutiny must be directed towards the strategies and business goals of potential exclusive licensees.
In addition to understanding the current interests and strategies of the prospective exclusive licensee, it is advisable to construct the license in such a way so as to maintain the licensee’s commitment licensee to the brand.
Clearly, it will be in the interest of the licensor to ensure that the licensee’s interest in the brand is and will stay as high as possible.
This can be done in a number of ways including, for example, by requiring additional payments or some other form of compensation during the license term in order to maintain the exclusivity of the arrangement.
While exclusive licensing arrangements will be extremely important, it must be recalled that non-exclusive licenses can also play a role in the business.
Accordingly, proper attention and resources should also be devoted to constructing such non-exclusive arrangements and ensuring that they are profitable.
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6. License agreements Must Include Effective Means For Enforcing Key Provisions
All license agreements should include effective means of enforcement.
Most license agreements will address extremely important issues including quality control standards and reporting standards.
However, such standards and requirements will not be of much use without effective enforcement mechanisms to back them up.
The precise enforcement mechanisms that should be used will depend on the particulars of the licensing arrangement.
As an example, however, in an exclusive licensing arrangement, the termination of exclusivity may be an effective remedy for the breach of certain contractual requirements.
7. Be Pro-Active on Products & Services
Licensors should be not adopt a “hands off” approach when dealing with the licensee’s products and services. Rather, efforts should be undertaken to ensure that the licensee’s products are desirable and upto-date.
Clearly, it will be in the licensor’s interest to ensure that its brand will be affixed to the most popular products and services.
Of course, consumer interest can change over time so it will be essential to periodically monitor changes in demand for the licensee’s product and services.
8. Allocate Ownership & Control of IP Assets Equitably 19
When undertaking a brand licensing relationship, it will also be important to allocate equitably ownership and control of the IP assets.
While this will be an important issue in all relationships, it will be particularly important when a long-term relationship is contemplated.
In all instances, the licensor will have the stronger interest in the brand and will likely desire to retain the maximum amount of control. However, particular business issues may impact the ultimate allocation.
Such allocation should include consideration of each party’s business plans and innovations that impact power of the brand.
The allocation should also be conducted with recognition of the fact that the association of the name with particular products or services will be key
9. Successful Brand Licensing Strategy Requires Dedicated Staff
The enterprise’s staff will play an extremely important role in the company’s overall brand licensing initiatives. Selection of licensing staff should be undertaken with the recognition that such staff members will be required to organize control and coordinate all the activities of the licensees.
In addition to focusing on the key licensing staff, other relevant staff members should be trained and encouraged to take an active role in the efforts overall brand licensing efforts.
10. Actively Integrate the Brand Licensing Strategy into Product Development and Launch Activities 20
Companies should be active – and not static – when undertaking efforts to integrate the brand strategy into product development and launch activities.
A clear and proactive strategy is likely to generate the most reward.
PRINCIPLES OF BRAND MANAGEMENT
A good brand name should:
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be protected (or at least protectable) under Trademark law.
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be easy to pronounce.
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be easy to remember.
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be easy to recognize.
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be easy to translate into all languages in the markets where the brand will be used.
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attract attention.
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suggest product benefits or suggest usage (note the tradeoff with strong trademark protection.)
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suggest the company or product image.
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distinguish the product's positioning relative to the competition.
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be attractive. stand out among a group of other brands.
ONLINE BRAND MANAGEMENT
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Companies are embracing brand reputation management as a strategic imperative and are increasingly turning to online monitoring in their efforts to prevent their public image from becoming tarnished.
Online brand reputation protection can mean monitoring for the misappropriation of a brand trademark by fraudsters intent on confusing consumers for monetary gain.
It can also mean monitoring for less malicious, although perhaps equally damaging, infractions, such as the unauthorized use of a brand logo or even for negative brand information (and misinformation) from online consumers that appears in online communities and other social media platforms.
The red flag can be something as benign as a blog rant about a bad hotel experience or an electronic gadget that functions below expectations.
Online Brand Management Strategies
This site is devoted to helping branding managers with their online branding management efforts. Here is a breakdown of what you’ll learn about . . .
How to Monitor Your Brand Online
There are many free ways to monitor what people are saying about your brand online. And there are plenty of free web analytic tools available to help you analyze the data.
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Learn how to track what people are saying about your brand and/or products online with these online brand monitoring strategies .
How to Protect Your Brand Online
Online Brand Managers need to know how to protect their brand within search results. And they need to know when and how to respond appropriately. Find out everything you should know about online brand protection strategies and best practices for online reputation management.
Social Media Management Strategies
As you know, a vast majority of web users in the United States receive advice and information about various brands and products by tapping into their online social networks. Learn how companies are using social networking to improve their brand’s image — and find out about best practices for social media management.
Search Engine Optimization Tips for Brand Managers
Search Engine Optimization (SEO) is an important strategy used by professional online brand managers. The more optimized branded content online, the less chance that other websites will show up for the keyword phrases that are important to you. Learn the nuts and bolts of search engine optimization. The simple way to find out what people are saying about your brand is to simply create a Google Alert so that you’ll get an email anytime your brand name is mentioned. 24
However, Google Alerts are limited – and aren’t designed to be an online brand management tool. That’s why you need to use a variety of online tools to find out what people are saying.
FACTORS IMPORTANT IN BUILDING BRAND VALUE
Professor David Jobber identifies seven main factors in building successful brands, as illustrated in the diagram below:
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Quality
Quality is a vital ingredient of a good brand. Remember the “core benefits” – the things consumers expect.
These must be delivered well, consistently. The branded washing machine that leaks, or the training shoe that often falls apart when wet will never develop brand equity.
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Research confirms that, statistically, higher quality brands achieve a higher market share and higher profitability that their inferior competitors.
Positioning
Positioning is about the position a brand occupies in a market in the minds of consumers.
Strong brands have a clear, often unique position in the target market.
Positioning can be achieved through several means, including brand name, image, service standards, product guarantees, packaging and the way in which it is delivered.
In fact, successful positioning usually requires a combination of these things.
Repositioning
Repositioning occurs when a brand tries to change its market m arket position to reflect a change in consumer’s tastes.
This is often required when a brand has become tired, perhaps because its original market has matured or has gone into decline.
The repositioning of the Lucozade brand from a sweet drink for children to a leading sports drink is one example.
Another would be the changing styles of entertainers with aboveaverage longevity such as Kylie Minogue and Cliff Richard.
Communications
Communications also play a key role in building a successful brand.
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We suggested that brand positioning is essentially about customer perceptions – with the objective to build a clearly defined position in the minds of the target audience.
All elements of the promotional mix need to be used to develop and sustain customer perceptions.
Initially, the challenge is to build awareness, then to develop the brand personality and reinforce the perception.
First-mover advantage
Business strategists often talk about first-mover advantage.
In terms of brand development, by “first-mover” they mean that it is possible for the first successful brand in a market to create a clear positioning in the minds of target customers before the competition enters the market.
There is plenty of evidence to support this.
Think of some leading consumer product brands like Gillette, Coca Cola and Sellotape that, in many ways, defined the markets they operate in and continue to lead.
However, being first into a market does not necessarily guarantee long-term success.
Competitors – drawn to the high growth and profit potential demonstrated by the “market-mover” – will enter the market and copy the best elements of the leader’s brand (a good example is the way that Body Shop developed the “ethical” personal care market but 28
were soon facing stiff competition from the major high street cosmetics retailers. Long-term perspective
This leads onto another important factor in brand-building: the need to invest in the brand over the long-term.
Building customer awareness, communicating the brand’s message and creating customer loyalty takes time.
This means that management must “invest” in a brand, perhaps at the expense of short-term profitability.
Internal marketing
Finally, management should ensure that the brand is marketed “internally” as well as externally.
By this we mean that the whole business should understand the brand values and positioning.
This is particularly important in service businesses where a critical part of the brand value is the type and quality of service that a customer receives.
Think of the brands that you value in the restaurant, hotel and retail sectors.
It is likely that your favourite brands invest heavily in staff training so that the face-to-face contact that you have with the brand helps secure your loyalty.
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DIGITAL BRAND ENGAGEMENT
Due to the way the Internet is fast evolving, especially through the social web and social media, there is now a plethora of digital channels which can be used to hold a dialogue between a Brand and a Consumer, or groups of consumers.
Digital brand engagement is brand engagement with a key focus on communication via the web. The Clue train Manifesto written by four visionaries in 1999 (which is now a very long time ago) predicted the
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Internet would evolve to a point where the consumer holds the "power" and no longer could the corporate world continue to communicate to their markets (the people they wish to interact with) in a push marketing or broadcast manner. How right they were.
The Internet has evolved and people/consumers can now be very selective about which brands they choose to interact with; and have the ability to communicate their thoughts and feelings globally.
Such mediums on the social web including blogs, micro-blogs, forums, social networks, groups within social networks, bookmarking sites, imagery and video sites can all be utilized by consumers; and they are doing just this in their thousands.
Brands can take notice of what is being said about them, their product or service by monitoring conversations taking place outside of their own website, through "buzz monitoring" tools and there are a number of tools to chose from.
The value of the information provided is proportional to the time and expertise dedicated to configuring and analyzing the data provided.
This value can be increased further when the buzz monitoring data is correlated with onsite web analytics data. It's important to listen and observe the buzz, and analyze its impact prior to engaging.
The key elements to consider when listening and observing, before formulating a digital engagement strategy, are:
People/Consumer Who are they? What are
What
How do they 31
Location
Influence
Where are they?
Reach of conversation?
Are they
their
motivates
values?
them?
Are they just an Observer?
Participant?
Authority of Volume and dialogue
amount of
and site?
buzz?
Are they
Brand
inquisitive and about to
Association
looking for
commit to
info?
the Brand?
Are they a
Are they loyal brand advocates?
behave? Or are they Active Contributor? Sentiment (positive, negative, neutral)?
Are they brand opponents?
Once you have an overview of what the current brand/consumer situation is online, you are far better informed to create an engagement strategy.
The information above will provide a "Factual" position as it is based upon what people are actually doing and saying.
There is another level of research that can be carried out which adds a "Predictive" element. I.e. undertake some consumer testing prior to implementing and engagement approach.
Typically, and traditionally this is carried out in a conscious level manner of research, such as focus groups, surveys and interviews. 32
However, it is becoming recognised that conscious level research on its own can be flawed, as it is based upon the assumption that people are prepared to and are able to articulate what they are think on all levels.
Therefore a combination of research at the conscious and unconscious level is recommended.
Having obtained meaningful and valuable information from all the research and analysis, the time should now be right to start formulating the digital engagement strategy.
In order to put some structure and process around this, the following approach is recommended, although there may be other methods which can be used.
Create virtual Understand People/Consume representativ why they r
e consumer need your groups Be present and available
Location
in the relevant online areas
brand
Be visible and offer free information
Create Outline what
content
aspects of the brand that has a appeal to them
value to each group Engage
Provide a
with them
platform/mechanis observing m for interaction
the right etiquette 33
Prioritise the Influence
key influences
Stimulate inter consumer dialogue
Address
Provide status and
negative
recognition for influencers
comments by helping
Encourage Maximise Brand Association
your advocacy into creating interest
inter consumer
Reward your
dialogue to advocates and
Reduce brand
minimise
people loyal to your
risk of
brand
commitmen
opponency where
possible
t
The other key area to consider is full integration with "offline" brand engagement/marketing strategy.
To maximise the returns, these need to be full synchronised and complementary.
Typically, offline marketing can be used to drive online interaction.
Encouraging people to communicate with the brand
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“EXAMPLES OF MANAGING BRANDS BY SAMSIKA ACADEMY OF BRAND MANAGEMENT”
CREATION OF THE LARGEST FOODSTORE CHAIN IN INDIA THROUGH FRANCHISING STRATEGY & REPOSITIONING OF THE MONGINIS CAKES BRAND Samsika's challenge was to extend the brand and reposition it in India. Its advice was to focus mainly on cakes and go for an aggressive growth strategy. Samsika chose the franchising route and evolved a comprehensive marketing strategy including the launch, pricing, ad agency selection and sales & distribution. Monginis was given a customer orientation and positive perception management. A strong campaign was supported by 35
periodic promotions. Internally too, Samsika advocated a complete overhaul, dividing operations into distinct strategic business units and independent profit centres. The results led to a national brand presence - over 70% growth in the number of cake shops to 184 and an increase of manufacturing franchisees from 1 to 7. •
SUCCESSFUL BRAND EXTENSION STRATEGY FOR NAVNEET INTO STATIONERY, CHILDREN'S BOOKS & A NEWSPAPER FOR KIDS THROUGH PROFESSIONAL MARKETING SYSTEMS
Exploring new markets for new products was the challenge before Samsika as far as Navneet Publications was concerned. Children's books and stationery were two entirely new SBUs initiated by Samsika. Samsika showed it was possible to post spectacular growth rates - stationery (SBU 3) sales increased by 96% and children's books (SBU 2) sales went up by 30%. Samsika initiated the Navneet Redemption Centres (NRCs) which today boasts of a healthy 162 members. A new SBU 4 with a newspaper for kids was positioned with the help of a memorable ad campaign under Samsika's guidance.
TOTAL MARKETING SOLUTION INPUTS FOR BUILDING A NEW CATEGORY OF PRE- APPROVED CONSUMER FINANCE THROUGH THE LAUNCH OF KOTAK MAHINDRA K-VALUE BRAND 36
Charting the route for a finance product, targeting the middle class and developing a retail and channel partner network calls for finely tuned strategy and careful market planning. Samsika strategised the branding, positioning and pricing for K-value to capture the market. Membership of Kotak Mahindra K-value has grown at a steady 334% per month. K-value is in a position to finance a range of top brands and has a wide dealer network.
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THE POWERFUL FEVICOL(R) BRAND AND RELATED PRODUCTS EMERGE WITH STRONGER BONDING THROUGH A NEW MARKETING & SALES THRUST
When Pidilite Industries approached Samsika Marketing Consultants, it was to breathe fresh life into their sales and distribution systems. Their premier product, Fevicol, was an unchallenged market champion. The idea was to consolidate. Samsika stepped in, cautiously gathering intelligence and mapping the market with the Samsika Retail Barometer. Two needs were immediately identified: one, to get closer to the customer and win over greater share of 37
emotional equity; two, to strengthen the mother brand. Samsika suggested that Pidilite capitalise on its brand property of 'bonding' by extending it from the tangible benefit associated with Fevicol (R) to an intangible level where there would be a 'bonding' between the brand and the trade, the brand and the customer. The Samsika Relationship Marketing Exercise was prescribed. The Samsika Retail Barometer was implemented. Segmentation and positioning of the Fevicol(R) related products had to be precise so as to open up the exact niches that Samsika had identified. The Samsika Saleskit Module empowered the sales and distribution efforts. A cost-effective advertising and media strategy was developed and an overall marketing strategy was evolved to help launch new brands. As a result of Samsika's efforts, the Fevicol (R) brand and all its satellite products have gone into a higher, more positive orbit.
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RESULT ORIENTED BRAND STRATEGY FOR A COMMODITY, KAMANI OILS
In a segment fraught with brand wars, Samsika suggested that Kamani Oil Industries focus primarily on its range of oils with one umbrella brand covering the entire range. The problem was that Kamani's products were commodities. Samsika's objective was to elevate each of them to a brand. "Kamani Parivar, Sehat Ka Sansar" 38
was the brand positioning statement. The result was that the brand grew by 68% and increased its distribution. Kamani has made its presence felt significantly in the branded oil market and is poised for greater heights.
FROM A DREAM TO REALITY - THE CREATION OF A WINNING BRAND FROM ZERO BASE
A textile and export company came to Samsika with a dream - to develop a consumer brand in India. Samsika made that dream a reality by making Onjus the second largest brand in the fruit drink/juice category. Onjus today has a healthy 19% market share within a short span of just 16 months. Samsika's involvement was complete, from helping create the entire sales & distribution network to selecting the ad agency, advising on branding & pricing and helping institute the marketing & sales systems in 302 towns.
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AAKER’S FRAMEWORK • Brand identity as defined by aaker is the sum of the brand expressed as a product, organization, person and symbol.
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KAPFERER’S FRAMEWORK
• KAPFERER represents brand identity diagrammatically as a six sided prism as shown below. 41
Physique according to him is the basis of the brand. • E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust” • Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” • Culture symbolizes the organization, its country-of-origin and the values it stands for. • E.G. traditional brands like balsara, dabur and zandu.
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Relationship is the handshake between consumer and the organization. E.G. the relationship with “ safola” is safety. • Reflection is the consumer’s perception for what the brands stands for. E.G. coke’s image more attract youth. • Self-image is what the consumer thinks of himself. • E.G. Benz Car owner think that since he has bought the car he is Treating himself to one of the best car in the world.
SEVEN C’S OF BRAND
1. Clarity:
Take the time to discover what makes you different. Do this with a professional who can assist you in new ways of looking at your business and yourself. Male a list of five to ten.
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When you know what makes you special you are able to move forward and build a platform for success based on these you-nique factors. You will stand out from the crowd and increase your attraction quotient. Niche markets will be easier to identify.
2. Communication:
Once your you-nique qualities are discovered, it is much easier to speak to your audience clearly and in a way that they can hear you.
Your communications will become less stressful and more likely to hit your intended target. A clear path will begin to unfold.
Create a tagline or ‘personal mantra’ to easily state your you-unique qualities and benefits. Practice with a mentor until you find the best one,
3. Consistency:
With steps 1 & 2 complete you are now able to be consistent in your continuing campaigns to educate future prospects.
Apply your new tag language to every piece of your promotional and/or collateral material.
44
Formula Formulate te tangib tangible le busine business ss practi practices ces;; review review and plan plan your your vision vision for developing business, so clients can rest assured that you will deliver in a reliable fashion.
All visual communications should clearly link together as well.
4. Credibility:
Consistency in product, delivery and communications will lead to credibility in the marketplace.
This cornerstone to success stands firmly on the shoulders of the previous steps you have taken.
Internal and external experiences of your business should align. Measure your effectiveness through client feedback.
Gather client testimonials to integrate into materials for promotion.
5.Creativity: Another important element is your creativity in fulfilling and building a brand. It is a challenge to present your business in innovative ways that will continue to attract more potential clients.
45
Utilizing the steps above, staying creative is much more likely to occur. Have fun and think out of the box.
Enjoy this exercise and you will play the game to win! How can you stimulate your creativity?
6. Compassion:
Always remember what it is like to be a consumer of your goods.
Put yourself in your clients’ shoes at every juncture to test the viability of your choices. Will it serve the client in a way that they will appreciate?
If not, how can you steer the ship in that direction? We do not operate in a void void.. Our Our audi audien ence ce must must rela relate te to us as we grow grow and and deve develo lop. p. Clie Client nt retention depends on it.
7. Competencies:
In order to remain competent at our endeavors we must continue to grow and learn.
To give our clients what they deserve we must evolve and educate ourselves to be on the cutting edge of innovation in our industries.
46
Love to learn and think in new ways and your knowledge will keep you ahead of the crowd. Always look forward while measuring the past, and learn wherever you can.
Join organization organizations, s, hire the best, find mentors mentors and advisors to assist. assist. Share these experiences with staff and colleagues to stay engaged and energized.
Utilizing and reviewing these principles on a continuous basis can yield the results you desire.
This This inform informati ation on can also be an excell excellent ent method method to review review with your your marke marketi ting ng prof profes essi sion onal alss to insu insure re corre correct ct appl applic icat atio ion n whil whilee buil buildi ding ng additional strategies for your business development.
Finally, Strength in Branding is indeed a pivotal element for f or success.
BRAND MANAGEMENT AND THE CHALLENGE OF AUTHENTICITY
Brands have always been commercial agents and brand managers take pride in their ability to meet the needs of their target market. 47
However, these two desires are in conflict with the recent trend towards positioning brands as “authentic,” emphasising the timeless values desired by consumers while downplaying apparent commercial motives.
The dual problem for the firm is in creating images of authenticity while dealing with the challenge that authenticity presents for brand management.
An initial realisation must be that brand managers are not the sole creators of brand meaning.
In this sense, there also exists a need for it to have moral legitimacy by pursuing prosocial actions.
For example, the early support offered to the gay community by the Levi’s clothing company ensures that the brand continues to have relevant meaning to gays.
Brands that tried to exploit this segment when homosexuality became more generally accepted struggled because they were late to the party and were viewed as exploiting a community without paying the necessary dues.
Connection with time and place is also important for consumers because it affirms tradition.
48
In retail, Australian stores such as The Depot affirm older traditions by drawing on 1950s American style to convey a sense of authenticity and nostalgia.
At the other end of the spectrum, authenticity serves consumers as a form of self-expression for brands that represent a genuine expression of an inner personal truth or an expression of identity through community membership such as the ownership of a Harley Davidson motorcycle.
Marketing practice must continually craft together these disparate sources to create rich brand meanings for target consumers rather than seeing them as competing sources of authenticity.
The important thing is that consumers perceive the aspects of authenticity as real, whether those aspects are really authentic or not.
Managers must spend more time with their consumers listening to their needs and interests and how their brand can meet those needs.
So while consumers may identify with certain attributes of authenticity – links to past, hand-crafted methods, respect for traditions, or cultural links, all of which downplay commercial motives – when they select brands, the makeup of these attributes will depend on the shared histories of a community of consumers.
49
This means that instead of attempting to play up the authentic origins of a brand directly, marketing efforts must take an indirect route, for example by becoming a member of a community.
For example, Dunlop in Australia sponsor local sporting events rather than high profile sports, sponsoring newspaper columns and radio spots on local sports results.
This gives Dunlop a significant advantage over larger international rivals.
Merely making an assertion that a brand is “authentic” probably will not be successful because of differing views on what such claims would mean – for some it could indicate a real (vs counterfeit) brand, while for others it could mean something much deeper.
Marketers will need to indicate authenticity by drawing on attributes that can be real, though efforts also include some claims that are contrived.
THE TOP 10 GLOBAL BRANDS
Image Power
Brand
Share of Mind
Esteem
50
1
Google
1
6
2
Microsoft
4
1
3
Coca-Cola
12
2
4
IBM
5
9
5
McDonalds
8
5
6
Apple
7
14
7
China Mobile
6
23
8
GE
2
85
9
Vodafone
20
4
10
Marlboro
3
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Brand positioning:-
It is the act of designing companies the company’s offer so that it occupies a distinct and valued place in the minds of customer.
Brand positioning is a part of brand identity and value proposition that is to be actively communicated to the target audience and demonstrate an advantage over competing brands. 51
POSITIONING STRATEGY:-
1.
Positioning by price and quality: -
Good quality costs little more. The consumer selects the product at different level of price, offering different quality and decided which is more suitable.
For example, this strategy commonly used in construction industry.
2.
Positioning by user category:-
The product is associated with the specific user class of people. Famous personalities are used to influences the consumers.
3.
Positioning by Product class:
Some advertisers use class associations which are seen substitute to satisfy needs of the customer. For example, Cadbury dairy milk came with the chocolate box as a gift.
4.
Positioning by benefit:
Position on the basis of special benefit.
For example, Maggi two minute noodles position itself with “Two minute
positioning”, “Fast to cook good to eat”.
Brand Sponsorship:-
52
It is form of publicity, which is done by supporting and linking the organization name with a particular event most commonly, sporting events or an activity that involves a large public gathering.
Sponsorship of major events it’s a great opportunity for companies to gain publicity.
The company should be cleared about the benefit it is trying to derive out of sponsoring a particular event.
First, creating awareness of the brand during the event and developing association and relationship with the brand.
Second, from the option available the firm should choose the event that will help to achieve its sponsoring objective.
Third, brand easily gets associated with the event.
Fourth, it is better to have long term relationship with the event rather the sponsor a new event every time.
For examples, 'Coca-Cola' is one of the top global sponsors of sport. The
rationale for sponsoring international and local sporting events is that it is
"a natural fit" .
53
By matching the brand with world standard events 'Coca-Cola' benefits from the exposure and the associations made between it and the event being sponsored. Equally by ensuring that local events are sponsored the brand is exposed exclusively to a local market and will thus be seen as a local brand. 'Coca-Cola' meets its sponsorship objectives:-
•
To connect with teens in an interesting and fun way.
•
To create unforgettable teen moments linked to 'Coca-Cola'.
•
To communicate the dynamic and leading attributes of the brand.
•
To be seen as a national sponsor at a local level and global sponsor on an international level.
Brand Leverage:-
When marketers leverage on brand equity by using the existing brand name for new products, it can be termed as Brand leverage.
Marketers resort to this method so that consumers will perceive the new brand as having some of the characteristics of the existing brand.
For example, Lux used its brand name to move into the liquid soap and
shampoo market. Godrej Fairglow soap brand was extended to its fairness cream. For example, the manufacturer of Mr. Coffee, coffee makers used its brand
name strength to launch Mr. Coffee brand coffee. 54
While coffee machines and coffee beans are in different product categories, there is a strong enough correlation between the two items that the brand name has a powerful impact on consumers of both categories. Brand leveraging communicates valuable product information to consumers about new products. Consumers enter retail outlets equipped with pre-existing knowledge of a brand’s level of quality and consistently relate this knowledge to new products carrying the familiar brand. Generally, consumers maintain a consistent brand perception until disappointed – creating a risky advantage for established brands. Additional advantages of brand leveraging include:
•
More products mean greater shelf space for the brand and more opportunities to make a sale.
•
The cost of introducing a brand leveraged product is less than introducing an independently new product due to a much smaller investment in brand development and advertising designed to gain brand recognition.
•
A full line permits coordination of product offerings, such as bagels and cream cheese, potato chips and ranch dip, peanut butter and jelly, etc.
•
A greater number of products increase efficiency of manufacturing facilities and raw materials.
A brand leveraging strategy will not work in every situation. 55
A brand leveraging strategy can be extremely successful and profitable if it is correctly implemented and provides new products with the right image. There are important questions that should be considered in order to make the best decision for your brand: •
Does the new product fit into the established product family?
•
Does the brand have attributes or features that easily and effectively carry into new categories?
•
Is the brand name strengthened or diluted by representing two (or more) differentiated products?
•
Does your company have facilities necessary to manufacture and distribute a new and differentiated product?
•
Will sales of the new product cover the cost of product development and marketing?
Brand Personality:-
Two elements thus affect an individual's relationship with a brand. First, there is the relationship between the brand-as-person and the customer, which is analogous to the relationship between two people. Second, there is the brand personality--that is, the type of person the brand represents. The brand personality provides depth, feelings and liking to the r elationship. 56
Of course, a brand-customer relationship can also be based on a functional benefit, just as two people can have a strictly business relationship. It is the description of a brand in the terms human characteristics.
Effective personality of a brand to its prospective customers in an idealized sense. It tends to create an identity of a brand with the person.
It plays the role of a differentiator. It create link between brand and customer.
It is also called AIDA (attention, interest, desire, action) it is a strategic weapon in a cluttered marketplace. Advantages of brand personality:-
It creates favorable brand image of a product.
It helps the advertiser to face brand wars and market competition
effectively.
It acts as positive selling points.
It facilitates psychological satisfaction in specific segment.
It facilitates selection of an appropriate advertising media.
For example,
Apple
: - Intelligent, Creative,
IBM : - Confident, Expert, Advisor 57
Disney
: - family fun entertainment
Google
: - simplicity
Some famous Brand personalities
•
Pepsi- Brand Personality:-
Pepsi built youth, spontaneity and irreverence as key elements of the brand personality. Sachin was shown smashing a windscreen and Azhar swiping a Pepsi. Coke has still a define a personality for itself.
•
MRF Tyres:-
Up market, sporty, powerful.
Cellular Phone Personality:-
•
Nokia:-
The charming European. A widely travelled global citizen, with a sense of humor. Practical technology. Likes to interact with the people, and explore what they expect, and fulfill those expectations.
•
Motorola:58
The live-wire America executives. Powerful as well as resourceful. He believes in hard sell. Command over technology.
Brand Identity:-
Brand Identity is the unique set of brand associations that the brand strategist aspires to create or maintain.
These associations represent what the brand stands for and imply a promise to customers for the organization members.
It is much more comprehensive than brand positioning which communicate to the consumer relevant value to the brand to distinguish from competitor’s brand.
Brand Identity For Close Up Tooth Paste
Core Identity
: - Oral freshness which allows young people to
come closer to each other
Extended Identity : - quality products from Lever
Value Proposition : - It is a sweet gel, having bright colors. It is only cleanness
but freshness
the mouth
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Brand Identity For Nycil
Core Identity
: - A powder which takes care of prickly heat in
summer
Extended Identity : - It is a sweat fighter. It is life style products.
Value Proposition : - Relief from prickly heat in tropical climate and summer. Make life comfortable.
BRAND IDENTITY Perspective Brand as product •
Dimension Quality
Remarks Quality price relationship is kept in
mind •
Organization
Users Organization attributes
Johnson and Johnson are for babies. Tata Stands for quality. Such an association is more enduring than one based on product attributes 60
Symbol
•
visuals imagery
Coca cola’s classic bottle
•
Metaphor
Kodak and Yellow pages
•
Heritage
The journey in palace on wheels, the coaches of which are the saloons of former Maharajas.
Brand Loyalty:-
It can be considered as conscious or unconscious decision of consumers that is reflected in his expressed intent or behavior to purchase and repurchase it on a continuous basis.
Consumer loyalty towards a brand can be attributed to his perception about the brand that it provides the right mix of features and quality.
Behavioral scientists argue that brand loyalty occurs because of reinforcement.
Cognitive scientist states that brand loyalty is a problem solving behavior. It is aspects of marketers. Brand loyalty has been proclaimed by some to be the ultimate goal of
marketing. In marketing, brand loyalty consists
of a consumer's
commitment to repurchase the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy. 61
True brand loyalty implies that the consumer is willing, at least on occasion, to put aside their own desires in the interest of the brand. Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand due to situational constraints, a lack of viable alternatives, or out of convenience. Such loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative attitude toward the brand which is then exhibited through repurchase behavior. This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost less to serve, and can bring new customers to the firm. For example, if Joe has brand loyalty to Company A he will purchase
Company A's products even if Company B's are cheaper and/or of a higher quality. Philip Kotler, again, defines four patterns of behavior: Hard Core Loyal - who buy the brand all the time. Soft Core Loyal - loyal to two or three brands. Shifting Loyal - moving from one brand to another. Switchers - with no loyalty they are switching their brand constantly.
BRAND
IMAGE:-
62
A unique set of associations in the minds of customers concerning what a brand stands for and the implied promises the brand makes.
The sum of all tangible & intangible traits. It represents all internal & external characteristics.
It's anything & everything that influences how brand or a company is perceived by its target constituencies.
It is the best, single marketable investment a company can make. Ideas, beliefs, values, culture, name, symbol, packaging, advertising, sales materials.
For example, when you listen to the song of U and I and when you see the
red color you remember the brand Vodafone. That’s the brand image created by Vodafone on their customer.
Brand image = the image of a good or service which is formed in the
customer’s mind
Company image = the valued customers, potential customers, lost
customers and other groups of people connect with the organization
The Importance Of Image:-
63
1.
Image communicates expectations
2.
Image is a filter influencing perceptions of the performance of
the firm 3.
Image is a function of expectations and experiences
4.
Image has an internal impact on employees
Research on image built through endorsement of celebrities show that there are three aspects that influence a consumer’s attitude of a brand.
These are:
•
Attractiveness
•
Trustworthiness
•
Expertise
64
FACTORS AFFECTING BRAND IMAGE
I.
Contents of Advertisement:-
The quality of contents i.e. headlines, the color combination, words can give indented image to the brand. For example, if cheap humor is used in the ad, the brand may get cheap image.
II.
Media used:-
The quality of media or programmes aponsors also affects the brand image. For example, Reid and Taylor advertised in business.
III.
Price:-
The price factor can generate image for the brands. For example, the premium pricing for
Toyota has developed a rich image not only for
company but for brand. 65
IV.
Packaging:-
The package must be properly designed in order to give a rich image to the brand as package is the face of the product.
V.
Distribution:-
The type of distribution by a company may affect the image of the brand. For example, companies enjoy goodwill in the market can generate
favorable image for their brands.
BRAND TYPES
•
Premium:- Cost more than other product in the category
•
Economic:- Targeted to high price elasticity market segment.
•
Manufacturing:- It is directly manufactured by manufacturers
who have invested heavily on building them. For example, Surf, Rin, Lux, Colgate.
•
Generic brand:- It is consumer products (often supermarket
goods) are distinguished by the absence of a brand name. Generics brands are usually priced below those products sold by supermarkets 66
under their own brand (frequently referred to as " store brands" or "own brands").
Generally they imitate these more expensive brands, competing on price. For example, Rice, wheat, Doormats, paper napkins.
A number of different types of brands are recognized. A "premium brand" typically costs more than other products in the same category. These are sometimes referred to as 'top-shelf' products. An "economy brand" is a brand targeted to a high price elasticity market segment. They generally position themselves as offering all the same benefits as a premium product, for an 'economic' price. A "fighting brand" is a brand created specifically to counter a competitive threat. When a company's name is used as a product brand name, this is referred to as corporate branding. When one brand name is used for several related products, this is referred to as family branding. When all a company's products are given different brand names, this is referred to as individual branding. When a company uses the brand equity associated with an existing brand name to introduce a new product or product line, this is referred to as "brand extension." [2]
When large retailers buy products in bulk from manufacturers and put
their own brand name on them, this is called private branding, store brand, white labelling, private label or own brand (UK).
67
Private brands can be differentiated from "manufacturers' brands" (also referred to as "national brands"). When different brands work together to market their products, this is referred to as "co-branding". When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as "brand licensing." An "employment brand" is created when a company wants to build awareness with potential candidates. In many cases, such as Google, this brand is an integrated extension of their customer.
BRAND STRATEGY Branding in essence is effective brand strategy.
It's the application of sound research into brand communications, analytical techniques, and the development of an improved strategy for your brand.
68
Strategy is all about brand positioning. It identifies the key elements of product brand and develops a branding action plan to implement it.
•
LINE EXTENSIONS:-
In this strategy company introduces additional item in the same product category in the same brand name.
This item may be different in size, packaging, color and so on. It is available through different specific mix of trade channels e.g. lower end products are available at general stores and higher end products.
It offers a variety of products to the customer. Line extensions can be innovative. It also allows company to command more shelf-space at the retail level. Line extensions work only if the sales are taken away from the competitors.
For example, Coke in India means 300 ml. bottles it extended to 500 ml.
and 1 ltr. Then can have introduced.
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Godrej had face cream with the name Fair glow fairness cream and came out with the fair glow toilet soap to cater the people who wished to use soap bar rather than cream.
BRAND EXTENSION:-
Extending brand name is extended to a product being launched in a new product category.
If new product is not satisfactory in performance, it might affect the reputation of the company’s other products.
Most of the times, brand name may not be appropriate for the new product category. Brand extension advisable to see how the associations of the parent brand are consistent with the extended brand.
For example, Bajaj is a brand name in the field of Scooters. The company
used the same brand name for Electronics appliances, Motor cycles, Tempos.
1.
Extending the brand :- Colgate is available in both toothpaste
and toothpowder. Similarly Vim bar extended to the powder. 70
2.
Product line extension: - additional product is added under
same brand name. For example, HLL extended its Flora brand of Sunflower oil to the gingelly oil segment of the edible oil category.
3.
Reaching out to the new category: - when the brand has
potential of providing benefit in another category either through chosen brand name or through its wide acceptance in a category, this form of extension is followed.
BRAND RELAUNCH:-
It is the process of launching the brand after certain time gap. Companies try to acquire a brand from other companies and relaunch it with necessary modification.
For example, Glaxosmithline acquired Viva a Maltova from Jagatjit
industries in 2000, but could not secure the expected benefit.
HLL acquired Kwality ice cream in the mid- nineties it as Kwality Walls.
MULTIBRANDS:-
This kind of strategy is employed to saturate the market. Additional brands are introduced to cater to the different segment. 71
Multibrands strategy may not allow company to focus on company’s resources. Because of this profitability get affected.
Competitors brand get affected by the product and sometime own brand also get affected. For example, P&G’s tide is for solied clothes and dreft is for gentle clothes. P&G products nine different brands of detergent.
Coco- Cola came with Thumps Up, Gold spot, Limca brands.
NEW BRAND NAME:-
To make brand name more appropriate, a company puts a new brand name when it enters a new product category.
A new brand again has to be built up, and this is quite expensive. It should be considered whether the sales and profit estimated from the new brand.
For example, Manikchand entered the mineral water segment with the
brand name Oxyrich.
Using same brand hamper the sale of mineral water. When Manikchand atta were launched, it did not succeed in the market.
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COMPONENTS OF BRAND MANAGEMENT
•
Brand Awareness:-
Brand awareness is the starting point in the development of brand equity. It represents the consumer's ability to recall a brand name when given a product category (Aaker, 1991).
For example, when a person is asked to name a brand of basketball shoes,
they are more likely to mention Nike, Reebok, Converse or Adidas than they are to name LA Gear or Spalding.
According to Keller (1998), brand awareness is important to brand strategy for two reasons.
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First, awareness of the brand ensures the brand enters the consumer's consideration set when looking to make a purchase.
Second , brand awareness can affect choices within the consideration set. If one brand has a larger presence through advertising, it may be considered more favorably.
Third, awareness can impact the development and salience of associations with the brand.
For example, when anyone says, about Computer Company you remember
about IBM. When anyone says, about detergent u remember popular brand like Tide, Surf, Airel and so on.
•
Perceiver Quality:-
Perceived quality represents a consumer's judgments of a product's overall excellence relative to its intended purpose.
For example, given its rich heritage with the sport of football Adidas is
commonly perceived to produce a high-quality football shoes.
Because it has been shown to drive financial performance (return-oninvestment), perceived quality is often the focal point of corporate strategy.
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Besides the actual make-up of the product, pricing strategies may impact a consumer's perception of quality.
Therefore, in athletic footwear, as in many other industries, higher price may connote higher quality.
•
Slogan:-
For example, Maggi noodles, it positioned their products as healthy fast
food with the slogan 2 minute noodles .
Slogan based on 2 minutes it help mother with promise of ‘ food to cook and
great to eat’ .
This slogan specifies u can prepare food within 2 minute and it will not harm to your health.
•
Brand association:-
It is associate brand with certain tangible and intangible attributes, a celebrity endorser or a visual symbol. Most of this association are derived from brand identity and brand image. Each organization has to carve a brand identity and develop it further to build strong brands. 75
•
Logo and symbol:-
Along with the brand name, companies also use a logo for visual identification. A logo is pictorial symbol indented to communicate with the consumers. Flags, pictures, graphical designs and alphabets are all used as logos.
It is the piece of creativity. Logo is a relatively permanent entity for a company.
For example, logo of the Aditya Birla group of companies in
India is a Rising Sun. according to the company, the logo represent the company’s outlook, which is positive thinking and also a stress on values such as
interity, quality, and
performances.
•
Characters:-
Brand characters typically are introduced through advertising and can play a central role in these and subsequent ad campaigns.
Brand characters come in many different forms. Some brand characters are animated where as others are live-action figures.
76
Consequently brand characters can be quite useful for creating brand awareness.
Characters often must be updated over time so that their image and personality remains relevant to the target market.
For example, An Asian paint is another that has created a wining logo.
When you look for Asian paints, you catch sight of Gattu- the impish little boy with a paintbrush in one hand a dripping can of paints in the other.
In many towns of North India, buyer asks for Asian Paints, by asking for the “bacha chaap paint”.
77
CASE STUDY
Company Name: - Proctor and Gamble
"Our brand is our bond with consumers.
When we succeed, we convert a trademark into a trust mark, and another P&G brand becomes a valued and trusted member of the household."
John Lafley, President & CEO, P&G.
Background Note:-
Proctor and Gamble was established in 1937. William Proctor and James Gambled started a small business and set up their business in Cincinnati.
78
A pioneer in introducing a formalized brand management system way back in the 1930s, P&G constantly modified its brand management strategies as and when the company expanded its product & brand portfolio and its business operations globally.
Introduction:-
Based in Cincinnati, US, Procter & Gamble (P&G) was one of the largest manufacturers of fast moving consumer goods (FMCG) in the world.
In 2003, the company was ranked 31st among the Fortune 500 companies. P&G had operations in 80 countries globally, with an employee-strength of around 1, 10,000 worldwide.
The company introduced the category management model in the 1980s, focused on the 'glocal' branding strategy in the early 1990s and made changes in its brand management system under the Organization 2005 restructuring exercise in the late 1990s.
In 2000, P&G introduced the 'cohort management strategy' for managing brands. The strategy involved grouping of brands to appeal to similar consumer groups.
P&G encouraged the promotion of rival brands within the company to complete against one another.
79
They comprised full color print ads in national magazines.
P&G’s Competitive Advantage in Branding:-
P&G’s core strength is its ability to build big leadership brands. The company’s goal is to continue to doing that better and more consistency that any other company in the world. There are three factors on which P&G’S success based upon these are:-
a.
Understanding consumer needs: - P&G talks more than 5.5
million consumers worldwide everywhere.
The companies use a variety of approach, from in-home visits to concepts and product testing via the internet. In this way they discover new customer needs.
b.
Inventing new product technology: - P&G call “connecting
what’s needed with what’s possible”.
The company has more than 27,000 patented technologies and they can simply find the more number of innovative way to turn its best ideas into improved products that meet consumer needs better.
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c.
Commercializing and expanding new products globally: -
P&G marketing and distributing partnership, the company can introduce big, new ideas faster than ever before.
These capabilities have helped it win consumers around the world.
The global branding strategy:-
P&G was known as the “one page memo company”.
The brand manager of P&G were asked to offer their ideas, suggestion, business plan in just one page.
The plan was communicated to respective functional unit heads and the top management, who reviewed the document and returned it back for necessary changes.
This process continued until the memo was finally accepted. By the end of 1990, P&G had established global strategic planning groups (GSPG) that constituted of 3 to 20 individuals, for each of its product categories. Each GSPG was assigned several tasks.
They develop global manufacturing & sourcing strategic and gathered data about the country specific marketing strategies.
81
The GSPG were also responsible to developing global and local brand policy that involved decision making on the element of brand strategy that had to be standardized across the world.
GSPG were responsible for developing brand strategies, the implementation of these strategies was carried out by a global category team (GCT) each of the product of P&G was handled by GCT which was headed by an executive vice president.
The GCT constituted the top management executive handling different line of
responsibilities
like
production,
marketing,
and
research
and
development. The country specific brand management implemented the branding strategy in local market.
P&G encouraged branding team at the country level to develop their own brand building program. When branding program was highly successful in the country, it was tested in the other market also.
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CADBURYS BRAND STRATEGY
The 'glass and a half' , corporate purple and flowing script has become synonymous with Cadbury.
Cadburys use a line extension brand strategy. Line extension is a strategy in which companies is introducing their new products in the same product category.
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Cadbury came with the many chocolate like Dairy milk, 5star, gems, Perk, Temptation and one of the snacks is Bytes. In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for
kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the
'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho
Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success. The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and
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encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. Every time they are coming with the some new advertisement and in every advertisement are giving new reason to buy dairy milk.
About their cost strategy, from so many years their price has not changed only they are launching new products under the same brand name Cadbury.
Cadbury Dairy Milk 85
Background:
Cadbury dominates the chocolate market in India with a 70% share of the market. Cadbury Dairy Milk is its largest chocolate brand which accounts for a third of every chocolate bar consumed.
The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.
The Strategy: •
The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or " muh meetha karna" moments
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The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought of celebrating a moment of delight with Dairy Milk
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A campaign was built around the idea of how "pappu" celebrated passing his exams with Dairy Milk.
The Media:
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A multi-media campaign was launched on TV, Internet, Radio and Outdoor.
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The key was how do own the moment of " pappu passing his exams" in the media space.
The Results:
The activity contacted 20 MN students across the country and was awarded a Bronze Lion at the Cannes Media awards in 2005.
Cadbury 5 Star Crunchy Market Background:
Cadbury is the market leader in the chocolates category, with Cadbury 5 Star being its second largest brand. Cadbury 5 Star which is unique bar of nougat and caramel enrobed in Cadbury Dairy Milk Chocolate provides one of the most distinctive and involving chocolate eat experiences. However in recent years the Cadbury 5 Star franchise was in decline. Competition
The brand was under threat from other more offerings in the market. The Brand
Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share among lapsed consumers. 87
To do this the variant Cadbury 5 Star Crunchy was launched- which still had the richness of caramel, cheeriness of nougat but also contained rice crispies.
The Strategy
The campaign was built around the proposition of an “unexpected surprise" which had a surprise in every bit. This was creatively expressed as “Naya Five Star Crunchy... Ab har bite main Arrey!" The campaign targeted at youth was executed in a lighthearted vein built around a boy-girl relationship. In order to engage youth the campaign was executed across TV, radio, internet, outdoor and print media.
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THE ROLE OF PRIVATE BRANDING IN IMPROVING SERVICE QUALITY Private branding has become a successful marketing strategy in the retail sector.
The main advantages of a private branding strategy are enhanced loyalty to retail outlets, increased chain profitability, better control over shelf-space, and improved bargaining power over manufacturers.
Although some of these advantages are potentially relevant to businesses in the service sector, private branding has not yet become a recognized component of service quality.
The aim of the present study is to analyze the potential contribution of private branding to the service sector by:
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examining the capabilities of private branding as a strategic device;
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describing the role of private branding in improving service quality; and
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integrating a private branding strategy into the SERVQUAL model.
For example:-
Role of private branding in improving healthcare service quality
Improving service quality in the healthcare sector in accordance with the five dimensions of SERVQUAL involves attention to the following matters:
(1) Reliability dimension: patient scheduling; accuracy of diagnoses by doctors.
(2) Responsiveness dimension: accessibility to medical staff, nurses, and secretaries; waiting times; attentiveness by medical staff and managers to clients problems and requests.
(3) Assurance dimension: professional knowledge, skills, and reputations of medical staff and managers.
(4) Empathy dimension: willingness to listen to customers’ needs; patience. 90
(5) Tangibles dimension: aesthetic qualities of waiting rooms; general “atmosphere”; medical equipment and instrumentation; auxiliary items (such as information leaflets).
PRIMARY DATA
1. What factors one must consider before branding? •
Geographic, socigraphic, demographic, psychographic, and specific customer factors by segmentation can be used.
1. What are strength and weaknesses related to brands? •
See , it depends on the brand ,the name, the logo, companies name, goodwill, etc.
•
If the brand is true to what it stands for, I think that strength and vice-versa is the weaknesses.
1. From your point of view what is an ideal brand? •
Something which emotionally connects to consumer. 91
1. What is brand positioning? •
A brand which is distant and valued in the minds of the customers.
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To customize as per needs and wants of the customers such it fits into their mind.
1. What role branding plays in today’s scenario? •
Due to globalization there are numerous players in today’ scenario and so I think branding plays a vital role with respect to making brand distant from those of competitors.
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Also it tangibalises the intangibleness of the product.
6.What is your core branding strategy?
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I am extremely sorry due to official reasons I will not be able to disclose it.
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But I can say in general that we focus on customers.
7.What are the essential inputs in brand management? •
The most important input for branding is the product itself.
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You cannot use a specific branding strategy or any standard strategy for all products. 92
•
Thus it is the product that matters a lot.
8. Finally why brand management is vital in today’s world?
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As I told you why branding is vital in today’s scenario I think in the same way brand management plays a significant role in today’s scenario.
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It plays a strategic role in today’s scenario and not just marketing.
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Finally, proper brand management will lead to brand loyalty.
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CONCLUSION
Brand management play vital role for any company weather it is
services or product industry. It differ one company’s product to other and it create value for the customer.
Cadbury Dairy Milk emerged as the No. 1 most trusted brand in
Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.
Quality is the dominating aspect which influences consumer to
purchase the product. In the 90’s Cadbury face many problems but they cope with the problem and now they are the leaders in the market. Cadbury is having maximum market share compare to other brand.
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