Description
This is about brand management.
BRAND MANAGEMENT
- Prof. RAMKI
MODULES 5&7
MODULE – 5
? Methodology of Brand Mapping and Positioning Contemporary cases of brand mapping and positioning
Brand Positioning from point of view of sectors
BRAND M@PPING
MODULE – 7
? Branding Strategies and Brand Extensions Introduction to various Schools of Branding Strategies Different types of Brand Extensions
WHY EXTEND BRANDS ??
? PIGGY BANK ON EXISTING BRANDS e.g. Ferrari
? COST OF NEW LAUNCHES CAN BE REDUCED e.g. Rexona
? PROMOTIONAL EFFICIENCY e.g. Dettol
WHY EXTEND BRANDS ?? contd…..
? CONSUMER BENEFITS e.g. New Delhi Television
? RETURNS e.g. Walt Disney ? FEEDBACK EFFECT e.g. Johnson and Johnson
BRAND EXTENSIONS
MAGGI NOODLES SONY
TELEVISION
BRITANNIA BISCUITS BUTTER
SOUPS
MUSIC SYSTEMS HOME THEATERS PLAYSTATIONS
BREAD
SAUCE CHEESE CAKE
LAPTOPS
MOBILE
TYPES OF BRAND EXTENSIONS
? PRODUCT FORM EXTENSIONS
? COMPANION PRODUCT ? CUSTOMER FRANCHISE
? COMPANY EXPERTISE
TYPES OF BRAND EXTENSIONS Contd...........
? BRAND IMAGE OR PRESTIGE
? BRAND DISTINCTION ? DISTINCTIVE TASTE, INGREDIENT OR COMPONENT
PRODUCT FORM EXTENSIONS
? A Different Product Form Constitutes A Different Product Category
AMUL MILK AMUL CONDENSED MILK
DABUR REAL JUICE S
DABUR REAL ACTIVE
COMPANION PRODUCT
? Capatilise On Product Complementarities
COLGATE DENTAL CREAM COLGATE TOOTH BRUSH
GILLETTE RAZORS
GILLETTE SHAVE FOAM
GILLETTE AFTER SHAVE
CUSTOMER FRANCHISE
? To Meet The Needs Of A Specific Customer Group. The focus is not customer base but Diverse needs of Customers.
Johnson & Johnson Baby Shampoo
Johnson & Johnson Baby Talc
Johnson & Johnson Baby Diapers
COMPANY EXPERTISE
? Different Product Category Introduction using a Common Name originating from a common Expertise Pool
Honda Cars
Honda Gen sets
Honda Bikes
BRAND IMAGE OR PRESTIGE
? Unrelated Product Categories based on Brand Exclusive Image or Prestige value. It bestows great extension opportunities.
CARTIER JEWELLERY
CARTIER WATCHES
CARTIER PURSES
CARTIER PENS
BRAND DISTINCTION
? Achieve distinction in the form of a unique attribute, benefit or feature which gets uniquely associated with the brand.
PARACHUTE HAIR OIL (EXPERTISE)
PARACHUTE SHAMPOO
PARACHUTE CREAM
DISTINCTIVE TASTE, INGREDIENT OR COMPONENT
? Develop equity based on any and/or combination of taste, ingredient or component
NESCAFE COFFEE NESCAFE CHOCALATE NESCAFE BISCUITS
NESCAFE COLD COFFEE
BRAND EXTENSION CHECK
? What is brand awareness level? ? What are its recall and recognition levels? ? What benefits associations are connected with the brand? ? What are brand’s personality associations?
BRAND EXTENSION CHECK
? What are the symbols associated with the brand? ? What are brand’s user associations? ? What is the perceived essence of the brand? ? What is a brand’s philosophy?
OPTIONS FOR GROWTH THROUGH BRAND EXTENSIONS
OPTIONS FOR GROWTH Launch of new products and services
SINGLE PRODUCT BRAND Evian LINE EXTENSION Aquafresh
Whitening Tartar Control
CATEGORY EXTENSION Dove
Deodorant Hair Care
BUSINESS EXTENSION Virgin
Shower Gel Mobile Phones Credit Cards
BRAND IDENTITY
? It is the configuration of Words, Images, Ideas, and Associations that form a consumer’s aggregate perception of the brand.
? Identity is a brand’s unique fingerprint that makes it one of its kind.
CORE OF BRAND IDENTITY…..
THANK YOU
doc_491764230.ppt
This is about brand management.
BRAND MANAGEMENT
- Prof. RAMKI
MODULES 5&7
MODULE – 5
? Methodology of Brand Mapping and Positioning Contemporary cases of brand mapping and positioning
Brand Positioning from point of view of sectors
BRAND M@PPING
MODULE – 7
? Branding Strategies and Brand Extensions Introduction to various Schools of Branding Strategies Different types of Brand Extensions
WHY EXTEND BRANDS ??
? PIGGY BANK ON EXISTING BRANDS e.g. Ferrari
? COST OF NEW LAUNCHES CAN BE REDUCED e.g. Rexona
? PROMOTIONAL EFFICIENCY e.g. Dettol
WHY EXTEND BRANDS ?? contd…..
? CONSUMER BENEFITS e.g. New Delhi Television
? RETURNS e.g. Walt Disney ? FEEDBACK EFFECT e.g. Johnson and Johnson
BRAND EXTENSIONS
MAGGI NOODLES SONY
TELEVISION
BRITANNIA BISCUITS BUTTER
SOUPS
MUSIC SYSTEMS HOME THEATERS PLAYSTATIONS
BREAD
SAUCE CHEESE CAKE
LAPTOPS
MOBILE
TYPES OF BRAND EXTENSIONS
? PRODUCT FORM EXTENSIONS
? COMPANION PRODUCT ? CUSTOMER FRANCHISE
? COMPANY EXPERTISE
TYPES OF BRAND EXTENSIONS Contd...........
? BRAND IMAGE OR PRESTIGE
? BRAND DISTINCTION ? DISTINCTIVE TASTE, INGREDIENT OR COMPONENT
PRODUCT FORM EXTENSIONS
? A Different Product Form Constitutes A Different Product Category
AMUL MILK AMUL CONDENSED MILK
DABUR REAL JUICE S
DABUR REAL ACTIVE
COMPANION PRODUCT
? Capatilise On Product Complementarities
COLGATE DENTAL CREAM COLGATE TOOTH BRUSH
GILLETTE RAZORS
GILLETTE SHAVE FOAM
GILLETTE AFTER SHAVE
CUSTOMER FRANCHISE
? To Meet The Needs Of A Specific Customer Group. The focus is not customer base but Diverse needs of Customers.
Johnson & Johnson Baby Shampoo
Johnson & Johnson Baby Talc
Johnson & Johnson Baby Diapers
COMPANY EXPERTISE
? Different Product Category Introduction using a Common Name originating from a common Expertise Pool
Honda Cars
Honda Gen sets
Honda Bikes
BRAND IMAGE OR PRESTIGE
? Unrelated Product Categories based on Brand Exclusive Image or Prestige value. It bestows great extension opportunities.
CARTIER JEWELLERY
CARTIER WATCHES
CARTIER PURSES
CARTIER PENS
BRAND DISTINCTION
? Achieve distinction in the form of a unique attribute, benefit or feature which gets uniquely associated with the brand.
PARACHUTE HAIR OIL (EXPERTISE)
PARACHUTE SHAMPOO
PARACHUTE CREAM
DISTINCTIVE TASTE, INGREDIENT OR COMPONENT
? Develop equity based on any and/or combination of taste, ingredient or component
NESCAFE COFFEE NESCAFE CHOCALATE NESCAFE BISCUITS
NESCAFE COLD COFFEE
BRAND EXTENSION CHECK
? What is brand awareness level? ? What are its recall and recognition levels? ? What benefits associations are connected with the brand? ? What are brand’s personality associations?
BRAND EXTENSION CHECK
? What are the symbols associated with the brand? ? What are brand’s user associations? ? What is the perceived essence of the brand? ? What is a brand’s philosophy?
OPTIONS FOR GROWTH THROUGH BRAND EXTENSIONS
OPTIONS FOR GROWTH Launch of new products and services
SINGLE PRODUCT BRAND Evian LINE EXTENSION Aquafresh
Whitening Tartar Control
CATEGORY EXTENSION Dove
Deodorant Hair Care
BUSINESS EXTENSION Virgin
Shower Gel Mobile Phones Credit Cards
BRAND IDENTITY
? It is the configuration of Words, Images, Ideas, and Associations that form a consumer’s aggregate perception of the brand.
? Identity is a brand’s unique fingerprint that makes it one of its kind.
CORE OF BRAND IDENTITY…..
THANK YOU
doc_491764230.ppt