UNIT 2 – PLANNING AND IMPLEMENTING BRAND

MARKETING PROGRAMS
BY RISHIKA BHOJWANI
BRAND ELEMENTS

 BRANDS
 CHARACTERS
 URLs
 JINGLES
 SLOGANS
 SIGNAGE
 PACKAGING
 SPOKESPEOPLE
BRAND EQUITY

 COMPANY SIDE

BRAND ELEMENT-BRAND IDENTITY

 CONSUMER SIDE

BRAND AWARENESS =BRAND ASSOCIATION = PERCEIVE AND QUALITY=PERCEIVE RISK=BRAND

IMAGE AND BRAND LOYALTY

 COMPANY SIDE

BRAND VALUE
CRITERIA FOR CHOOSING BRAND ELEMENTS

 OFFENSIVE STRATEGY – to build brand equity

Meaningful
Memorable
Likeable

 DEFENSIVE STRATEGY – leverage and maintain brand equity

Transferable
Adaptable
Protectable
DIFFERENT COMPONENTS OF INTEGRATING MARKETING
COMMUNICATION (IMC)

 1. Advertising
 2. Sales Promotion
 3.Personal selling
 4. Interactive marketing

5. Direct marketing
6. PR and publicity
7. Events and experience
ADVANTAGES OF IMC

 1. Consistent identity and loyalty

 2. Break through the clutter (out of box)
 3. Customer-centered marketing
 4. Build trust
 5. Overall cost savings
4CS OF INTEGRATED MARKETING COMMUNICATION

 Complementary
 Continuity
 Consistency
 Coherence
FUNCTIONS OF PACKAGING

 Protection
 Product Identification
 Promotion
 Facilities Purchase Decision
 Differentiation
 THREE LELVELS OF PACKAGING
 1. Primary Packaging
 2. Secondary Packaging
 3. Transportation Packaging
IMPORTANCE OF PACKAGING IN FOR BRANDING

 1.Brand Identity Expression

 2. Relationship Building
 3. Communication
 4. Selling
 5. Rising Standards of Health and Sanitation
 6. Self Service Outlets
 7. Innovation Opportunity
 8. Product Differentiation
CONCEPTS

 Brands Name
 Descriptive
 Suggestive
 Evocative
 Empty Vessel
 Lexical
 Logo and Symbols
RELEVANCE OF LOGO

 DIFFERENT USES OF LOGO

 Website
 Business Cards
 Marketing Materials
 Presentations
 Company Communications
 Slogan
 URL
 Character
 Jingles SOUND BRANDING
 Packaging
ELEMENTS OF LOGO

 1. Typography
 2. Imagery
 3.Colour
PACKAGING

 LEVELS OF PACKAGING :
 1. Primary packaging
 2. Secondary packaging
 3. Transportation packaging
IMPORTANCE OF PACKAGING FOR BRANDING

 Brand Identify Expression

 Relationship Building
 Communication
 Selling
 Raising Standard of Health and Sanitation
 Self service Outlets
 Innovation Opportunity
 Product Differentiation
PERSONALISING MARKETING : EXPERIENTIAL MARKETING,
ONE TO ONE MARKETING PERMISSION MARKETING

ADVANTAGES OF PERSONALISING CHALLENGES

• Improved customer experience • Finding the Right technology

• Drive Revenue
• Increase Brand loyalty
• Create consistency across channels
• Time and Resources
• Creating a single customer view
• Implementing smart segmentation
• One-to-one Marketing- Identity, Differentiate,
Interact, Customize
EXPERIENTIAL MARKETING

 Experiential marketing is marketing strategy that engages the consumer and creates real life experience that will
be remembered. This type of marketing focuses on getting the consumer to experience the brand
 It is also know as “engagement marketing”, “event marketing”, “On-ground marketing”, “live marketing”,
“participation marketing”, “Loyalty marketing” or “Special events”.
PERMISSION MARKETING

 BENEFITS :
 Cost efficiency
 High conversion rate
 Personalization
 Long term relationship with customer
 Marketing reputation
ONE-TO-ONE MARKETING

 a) Identify
 b) Differentiate
 c) Interact
 d) Customize
2.4 PRODUCT STRATEGY: PERCEIVED QUALITY AND
RELATIONSHIP MARKETING

Product strategy is defined as the road map of a product.

 Quality
 New Products
 Package design
 Brand names
 Research and Development
 Product Life cycle
 Warranties and services
 Customer services Product or services
  Perceived product benefits exist on three levels the physical, logical and
emotional

PERCEIVED
VALUE
RELATIONSHIP
MARKETING
BENEFITS OF RELATIONSHIP MARKETING

 Higher customer lifetime value (CLV)

 Reduction in marketing and advertising spend
 Stronger organizational alignment around the customer
PRICING STRATEGY:SETTING PRICES TO BUILD BRAND EQUITY

 Pricing is just as important to brand equity as other differentiators, because it is source of meaning and identity.
 Pricing strategy refers to all of the various methods that small businesses use to price their goods or services. It’s an all
encompassing term that can account for things like :
 Market conditions
 Actions that competitors take,
 Market segments
 Trade margins
 Input costs
 Consumers’ ability to pay
 Production and distribution costs,
 Variable costs
CHANNEL STRATEGY: DIRECT, INDIRECT CHANNELS

 FACTORS DETERMINING CHOICE OF CHANNELS OF DISTRIBUTION

 (1) Product Related Factors :
 (a) Nature of Product, (b) Perishable and Non-Perishable products, (c ) Value of product, (d) Product
complexity
 (2) Company characteristics :
 (a) Financial strength, (b) Control,
 (3) Competitive factors
 (4) Market factors :
 (a) Size of market, (b) Geographical concentration (c ) Quantity purchased
 5) Environement factors
LEVERAGING SECONDARY BRAND ASSOCIATIONS TO BUILD BRAND EQUITY:
COMPANIES,COUNTRIES,CHANNEL OF DISTRIBUTION,CO-BRANDING,CHARACTERS
EVENTS:

 LINKING THE BRAND TO SOME OTHER ENTITY MAY CREATE A NEW SET OF ASSOCIATIONS FROM
THE BRAND TO THE ENTITY AND AFFECT THE EXISTING BRAND ASSOCIATIONS.

 3 parts = BRAND ELEMENTS, MARKETING PROGRAMS AND LEVERAGING SECONDARY

ASSOCIATIONS
BENEFITS OF CORPORATE BRANDING

 Competitive advantage
 New product launch
 Entering new markets
 Emotional connect
 Increase awareness
COUNTRY OF ORIGIN OR OTHER GEOGRAPHIC AREAS

 Where products comes from is main driver of consumer choice for goods/services, price, availability and style

 Association of products with the national origin – COUNTRY OF ORIGIN

 Both tangible and intangible factors, including manufacturing process and emotional contributors – MADE IN
CO-BRANDING - TYPES

 INGREDIENT CO-BRANDING
 COMPOSITE CO-BRANDING
 LICENSING/FRANCHISEE
 CELEBRITY ENDORSEMENT
 SPORTING,CULTURAL OR OTHER EVENT