Brand Management : Understanding Brands

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Information about Brand Management : Understanding Brands
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Published on December 27, 2008

Author: sarvajeet

Source: authorstream.com

What is the Territory of the Brand? : What is the Territory of the Brand? Six inches wide Grey and wet Mysterious Contents : Contents Presentation Objective Understanding Branding From Products to Brands Brand Attributes Brand Management Brand Architecture Exercise Brand Building Brand Audit Connection Triangle Big Idea Evaluating Advertising Presentation Objective : Presentation Objective To understand the facets / issues involved in branding To develop a framework for building a brand Presentation incorporates learnings from : Presentation incorporates learnings from India’s Branding School, founded by Reliance: MICA Personal Work Experience Al Ries & Laura Ries: The 22 Immutable Laws of Branding Al Ries, David Ogilvy & Ambani Contents : Contents Module 1 Understanding Branding : Module 1 Understanding Branding Understanding Branding Brand Building Module 1 Understanding Branding : Module 1 Understanding Branding Module 1 Understanding Branding : Module 1 Understanding Branding Exercise Architecture Management Attributes Products to brands Module 1 - Stage 1 From Products to Brands : Module 1 - Stage 1 From Products to Brands Module 1 - Stage 1 From Products to Brands : Module 1 - Stage 1 From Products to Brands Brand v/s. Product A brand is more distinctive than a product It is first of all a name, a means of identification Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’ Module 1 - Stage 1 From Products to Brands : Module 1 - Stage 1 From Products to Brands A Brand is a Promise “ …A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers. Module 1 - Stage 1 From Products to Brands : Module 1 - Stage 1 From Products to Brands …….a short-hand that communicates powerfully & reduces uncertainty Fevicol Case : Fevicol Case Fevicol Case : Fevicol Case Fevicol Case : Fevicol Case Brand as an Asset : Brand as an Asset “If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch” Fortune Magazine Module 1 Understanding Branding : Attributes Module 1 Understanding Branding Exercise Architecture Management Attributes Products to brands Module 1 Understanding Branding : Module 1 Understanding Branding Exercise Architecture Management Attributes Products to brands Name Logo Colours Essence Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Immutable Law of Name In the long run the brand is nothing more than a name Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Name Logo Colours Essence Brand Name Short ? Kodak, Fuji CNN an AOL Time Warner Company Distinctive Toyota’s Lexus is distinctive.Toyota’s Luxury commonplace Orange was a striking name in a world of tel and coms Not mean anything rude or silly in another language Big Macs( McDonald’s) is a slang for big breasts in Canada Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Name Logo Colours Essence Brand Name Avoid generic / line extended names Xerox as opposed to Haloids Paper Master Xerox (Copier) is powerful. Xerox Computer is not Changing your name will not overcome a bad strategy “Monday” (Price Waterhouse Coopers ) Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes A brand’s logotype should be designed to fit the eyes. Both eyes Immutable Law of Shape Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Name Logo Colours Essence Brand Logo Simple logo, designed to fit both eyes Mercedes three star Logos with a horizontal bias Logo with a horizontal bias is esp. useful for retail brands Logo font has to be clear and legible A housewife does not buy Ariel because it is written in a specific font Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes A brand should use a colour opposite of its rival Immutable Law of Colour Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes The Cola Wars: Energy Vs. Peace Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Name Logo Colours Essence Brand Colours Colours have meanings Purple means royalty Red is energetic Blue is peaceful Opposite colours can differentiate Coke is red, Pepsi is blue Kodak is yellow, Fuji is green Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Name Logo Colours Essence Brand Colours.. Colours can help you stand out FedEx’s orange and purple packet stands out in corporate blue Logo and colours help, but the power of the brand Essentially in the meaning of the brand name in consumer’s mind, its essence Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Most important thing for a brand is its single mindedness. Immutable Law of Singularity Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Single-mindedness means consistency. Fresh and interesting manifestations of a single idea. Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Name Logo Colours Essence Brand Essence A brand must “leverage a compelling truth” Linux stands for freedom as opposed to Microsoft’s monopoly A brand should mean a single powerful thing: the essence Essence of Volvo is Safety Essence of Tata is trust Essence of Fevicol is bonding Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Name Logo Colours Essence Brand Essence A brand should also be clear of what is not its essence In India, STAR NEWS is not a channel of the masses unlike STAR PLUS A brand should drive single mindedly its essence Volvo has been selling safety for 35 years Raymond has been selling the complete man for over 2 decades Essence of Dettol is protection against germs A brand loses its essence if it starts meaning a lot of things What is Miller :A regular,light,draft,cheap, expensive beer Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes A brand should try to own a word in consumer’s mind Immutable Law of Word Module 1 - Stage 2 Attributes : Module 1 - Stage 2 Attributes Module 1 Understanding Branding : Attributes Module 1 Understanding Branding Exercise Architecture Management Products to brands Management Module 1 Understanding Branding : Attributes Module 1 Understanding Branding Exercise Architecture Products to brands Co-Brand Stealth Brand Fighting Brand Multi-Brand Module 1 - Stage 3 Management : Module 1 - Stage 3 Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Co-Brand Brands need to address a similar need segment Kellogg's Pop-tarts with Smuckers Jam Brands with complementary strengths: Seen often on the Net NY Times gives Amazon credibility Amazon makes NY Times look modern. Module 1 - Stage 3 Management : Module 1 - Stage 3 Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Stealth Brand Brand building that attracts customer attention but not of rivals Home-to-home, word of mouth / PR, internet community building Krispy Kreme relies only on PR Good option when unsure of a new medium/market Little promotion for Maytag website as opposed to a buy.com. Maytag sold 1000s of Neptune washers on web Module 1 - Stage 3 Management : Module 1 - Stage 3 Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Pricing led branding option. Works as a competitive response. Smirnov (Heublein) Case Smirnov attacked by W’schmidt @ $1 less Heublein raised the price of Smirnov Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt Heublein added Popov lower than both Module 1 - Stage 3 Management : Module 1 - Stage 3 Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Fighting Brand Built as new, independent brand Prevents dilution of the leading brand HLL introduced Wheel to fight Nirma Module 1 - Stage 3 Management : Module 1 - Stage 3 Management There is a time and place to launch a second brand Immutable Law of Siblings Slide 42: Possibly even a third or a fourth brand.. Module 1 - Stage 3 Management : Module 1 - Stage 3 Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand Key to a multi-brand approach is to give each sibling a unique identity Time, Fortune,Life, Money, People Tempting to mash the brands and top it with corporate frosting Tata Salt,Tata Tea Second brand risks diluting equity Is Kingfisher Mild drinker more likely to be from Kingfisher or from Fosters? Module 1 - Stage 3 Management : Module 1 - Stage 3 Management Co-Brand Stealth Brand Fighting Brand Multi-Brand Multi Brand.. Common product area focus Shampoos: Clinic Plus, Ayush, Sunsilk Single attribute segmentation Price:Maruti 800, Zen, Esteem Sibling creates a new category Herbal Anti-Dandruff category by Ayush Module 1 Understanding Branding : Attributes Module 1 Understanding Branding Exercise Architecture Management Products to brands Architecture Module 1 Understanding Branding : Attributes Module 1 Understanding Branding Exercise Management Products to brands House of Brands Endorsed Brand Sub Brand Branded House Module 1 - Stage 4 Architecture : Module 1 - Stage 4 Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus Module 1 - Stage 4 Architecture : Module 1 - Stage 4 Architecture The Economist is red and daring. Provocative, brutally honest and non-conformist Module 1 - Stage 4 Architecture : Module 1 - Stage 4 Architecture Products to brands House of Brands Endorsed Brand Sub Brand Branded House House of Brands Often dictated by corporate strategy. Core competence of the firm is marketing / branding P&G is the prime example. Its “big” with the channel Multiple independent brands allows company to fill each niche Helps brand focus Gives an opportunity for the company to focus on each brand and contract its scope. Module 1 - Stage 4 Architecture : Module 1 - Stage 4 Architecture Products to brands House of Brands Endorsed Brand Sub Brand Branded House Endorsed Brand Endorsement used as a device to transfer brand assets from one brand(corporate) to another Titan from TATA, transferring trust Danger of diluting the equity of endorsing brand Best as a transitional strategy Gain, from makers of Ariel Module 1 - Stage 4Architecture : Module 1 - Stage 4Architecture Immutable Law of Expansion Brand’s power inversely proportional to scope. Module 1 - Stage 4 Architecture : Module 1 - Stage 4 Architecture The Volkswagen bus ad, talked only about ‘plenty of room’ Module 1 - Stage 4 Architecture : Module 1 - Stage 4 Architecture Products to brands House of Brands Endorsed Brand Sub Brand Branded House Sub Brand Inside out branding.Company pushes core brand in different directions Sub-branding can destroy what branding builds Donna Karan menswear, DKNY, DKNY menswear, DKNY kids Module 1 - Stage 4Architecture : Module 1 - Stage 4Architecture Immutable Law of Company Brands are brands, companies are companies. There is a difference. Module 1 - Stage 4 Architecture : Module 1 - Stage 4 Architecture Products to brands House of Brands Endorsed Brand Sub Brand Branded House Branded house Consumers buy brands, not companies Danger of branded house, being many things to one group of people Virgin? Does “Virgin trains” work? May motivate trade, so might be useful for PR purposes with trade/other stakeholders P& G way Module 1 Understanding Branding : Attributes Module 1 Understanding Branding Exercise Architecture Management Products to brands Exercise Module 1 Understanding Branding : Module 1 Understanding Branding Two brand positioning within the same brand family?How do we reconcile the two positions? The options available to us Single brand Stand Alone New Brand Transfer of Brand Assets from an existing brand What are the pros and cons of each option ? Exercise Module 1 Understanding Branding : Attributes Module 1 Understanding Branding Architecture Management Products to brands Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Single Brand Family ‘Stand-alone’ New Brand Transfer of Brand Assets ‘x from y’ Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Constant values / different products Dettol antiseptic / soap / hand wash Crest toothpaste / Mouth wash (But not chewing gum) Differentiate on product usage IBM Value Point - Entry level purchase Gillette Good News Line - Disposables Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Use as umbrella branding TATA Trust SONY Electronic technology But Taj from TATA for Performance segments Difficult for a single brand to straddle Performance and Price segments Surf entry in popular segment with Surf Easywash. Withdrew after 2 yrs Gap changed Gap Warehouse to Old Navy Clothing due to perceived brand erosion Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : Single Brand family Learnings + Cheaper than creating a new brand - Difficult to stretch brands across Price and Performance - Risk of eroding present position - Lose opportunity of creating a new segment Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand Levers enters popular segment successfully with Wheel as opposed to Surf Easywash Levers use of brand-wise differentiation of brand values and attributes to target consumer segments- Surf / Rin / Wheel / OK detergents Toyota launches Lexus to enter the Premium Auto segment credibly Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option : ‘Stand-alone’ New Brand Learnings + Clear brand identity, values and assets + Create new opportunity of a range possibility in Popular segment + Leave present brand secure - Expensive to build brand assets - Difficult to build trial as a stand-alone Brand Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’ Titan (from Tata’s) Worked well for Titan Sonata (from Titan) Eroding equity of Titan Gain (from the makers of Ariel) Apparently a ‘Transitional Strategy’ Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Option: Transfer of Brand Assets ‘x from y’ Learnings + Cheaper than developing a new brand + Can be used as a ‘Transitional Strategy’ - Still a risk of eroding present image - Possible mix of values and assets Module 1 - Stage5 Exercise : Module 1 - Stage5 Exercise Options Single Brand Family Stand Alone Brand Transfer of Brand Assets Branding Options: Conclusion ‘Single Brand family possible if: Different products / similar values Differentiate on end use ‘Stand-alone ‘New Brand’ best option to straddle values - however it is expensive to create a new Brand ‘Transfer of Brand assets ‘x from y’’ possible, especially as a transitional strategy - still a risk of eroding present values and mixing values and assets Slide 68: www.mastersungroup.com http://strategy-execution.blogspot.com chandra@mastersunindia.com

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