Professional Documents
Culture Documents
Branding
Branding
What is a brand?
A brand is a product that provides functional benefits plus added values that some consumers value enough to buy
What is a brand?
A name, term, sign, symbol, or design, or a combination of them, intended to identify products of one seller or group of seller and to differentiate them from those of competitors.
What is a brand?
It is the sellers promise to deliver the same bundle of benefits/services consistently to buyers
What is a brand?
What else
Something that enhances or adds value Orange juice vs Real orange juice A meaningful association Young executive needs a car for comfort, adventure, freedom, safety Maruti Alto Lets Go It is a promise/ a contract Airtel promises Network coverage Product becomes a living entity Nokia is a friend always with you
6
SAY WHAT
After more than 190,000 blind taste tests, Coca-Cola discovered that consumers preferred New Coke over Coke and Pepsi New Coke replaced CokeFailed miserably!!! Letter from one consumer: I dont drink alcoholic beverages, I dont smoke, and I dont chase other women, my only vice has been Coke. Now you have taken that pleasure from me. Would it be right to rewrite the Constitution? The Bible? To me, changing the Coke formula is of such a serious matter
Places Properties
Eg: Real estate or financial properties
Events Experiences
Eg: Amusement parks, theme restaurants
Persons
Eg: Celebrity marketing
PILLARS OF BRANDING
A great and relevant product
Maruti 800
Consistency (CPG)
Coca-Cola, Maggi
Positioning
Johnson & Johnson, Nike, Tide
12
A brand comprises of
Tangible Attributes
Intangible Attributes
15
Tangibles
Like Product Packaging Labeling Attributes Functional benefits
16
Intangibles
Like Quality Emotional benefits Values Culture Image
17
18
Brand Profileration
Rise in line and brand extension and complications in marketing decisions Eg: Colgate dental cream, Colgate Gel, Colgate Total
20
Increased Competition
Incentive based sales Brand extensions Deregulation Globalization Private labels and low-priced clones
21
Greater Accountability
The dilemma of making decisions with short-term benefits but long-term costs Financial market pressures
22
BRAND POSITIONING
What is Positioning? Positioning is a platform in the consumers mind on which a brand is placed in a way that makes it different from the rest of its competitors. A Unique Selling Proposition A single promise to its users The essence of a brand
23
Value Proposition
A brands value proposition is a statement of the functional, emotional, and self-expressive benefits delivered by the brand that provide value to customers in the target segment Should have the right balance of benefits with relative price The purpose of a value proposition is to identify and satisfy an unmet need that your target market possesses
Value Proposition
Value proposition can focus on broadly three areas of benefit:
Product feature Emotion Association
Value Propositions
Scorpio, Mahindra and Mahindra
A vehicle that provides the luxury and comfort of a car, and the adventure and thrills of an SUV
Dominos
A good hot pizza, delivered to your door within 30 minutes of ordering, at a moderate price
Positioning questions
Why? For whom?
When?
Against whom?
28
Positioning Fundamentals
Description of the targeted consumers Frame of Reference Point of Difference Reasons to believe
29
Frame of Reference
Category membership or a specific competitor(based on product features)
Eg: Subway provides fast-food, quick service, convenient locations, low prices Coca-Cola is a soft beverage
Goal-based frame
Eg: Coca-Cola goal being refreshed and sociable
Defining Associations
Points-of-difference Points-of-parity (PODs) (POPs) Attributes or benefits Associations that are consumers strongly not necessarily associate with a brand, unique to the brand positively evaluate, and but may be shared believe they could not find with other brands to the same extent with a competitive brand Sustainable Competitive Advantage
Points of Difference
Functional benefits Eg: Gillette, Indica Emotional benefits Eg: BMW, McDonalds
34
Perceptual Mapping
Cosmetic Anchor Colgate Gel Close Up Poor Taste Forhans Vicco Colgate Total Medicinal
35
Colgate
Good Taste
Pepsodent
Perceptual Mapping
Identifying product weaknesses Concept development & evaluation Tracking consumer perceptions Identifying differences between groups (eg. Users vs non-users)
POSITIONING
Gap Analysis
Create a new definition of an existing dimension Example Brand Sundrop Brand Promise Healthy oil for Healthy People Scenario Healthy oil platform was already acquired by Saffola but it said Saffola for the Heart
37
User Positioning Target user as the focal point Competitive Positioning explicit reference to the competitor to help define your brand. - used in crowded markets
Benefit Positioning
User Positioning
Brand Knowledge
Thoughts Knowledge Images Experiences Feelings
Beliefs
Brand Identity
The original self of the brand Identity precedes image Image is what comes out after decoding is done of the signals emanating from products, services and communication by target groups
43
Brand Image
44
46
Consumer Involvement
Consumers involvement with the brand depends on:
Brand distinctiveness Consumer knowledge Beliefs, feelings, attitudes Consumer expectations
Consumer Involvement
Degree of Involvement (High-Low) Personal Factors (self-image, health, beauty or physical condition) Product Factors (is there perceived risk in purchasing a particular brand or product?) Situational Factors (is the product purchased for personal use or as a gift?)
Marketing Debate
Are brand extensions good or bad? Take a position: 1. Brand extensions can endanger brands. or 2. Brand extensions are an important brand-growth strategy.