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?
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…..
CASE STUDY
BRAND EXTENSION
? Dove a € 2.5billion brand – THE WORLD?S NO. 1 CLEANSING BRAND ? Product Range – soap, Shower Cream, shampoo and deodorants. ? It sells in 80 countries ? Its not a soap bar at all
Dove – History
? It?s a synthetic cream bar developed by the US military, who needed a product that would lather in sea – water. ? Launched in US in 1956 ? Creaminess suggested luxury ? Available in India since 1995 ? Hence sold to women with a promise “DOVE CREAMS YOUR SKIN WHILE YOU WASH”
DOVE – COMMUNICATION
? Consumers Association – „MILD?, „GENTLE?, „MOISTURIZING? ? Brand Positioning – „Nurturing?, „Honest?, for real Women – a brand delivers soft skin for natural beauty.
? A different appeal for a different country
Brand Extension – Product
? Began as a soap bar now body washes, shower creams, deodorants, shampoo and conditioners. ? A master brand – strong and well established that can sustain product extensions. ? Its strategic entry into hair care. When launched in Japan rocketed to 2nd position in a year.
Brand Extension – Product contd…..
? Doves positioning is gentle and moisturizing, is easily transferred to Dove hair care range ? Dove is an example of creatively exploiting the brand – options for entering into new products and countries
THANK YOU
doc_341218246.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?
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…..
CASE STUDY
BRAND EXTENSION
? Dove a € 2.5billion brand – THE WORLD?S NO. 1 CLEANSING BRAND ? Product Range – soap, Shower Cream, shampoo and deodorants. ? It sells in 80 countries ? Its not a soap bar at all
Dove – History
? It?s a synthetic cream bar developed by the US military, who needed a product that would lather in sea – water. ? Launched in US in 1956 ? Creaminess suggested luxury ? Available in India since 1995 ? Hence sold to women with a promise “DOVE CREAMS YOUR SKIN WHILE YOU WASH”
DOVE – COMMUNICATION
? Consumers Association – „MILD?, „GENTLE?, „MOISTURIZING? ? Brand Positioning – „Nurturing?, „Honest?, for real Women – a brand delivers soft skin for natural beauty.
? A different appeal for a different country
Brand Extension – Product
? Began as a soap bar now body washes, shower creams, deodorants, shampoo and conditioners. ? A master brand – strong and well established that can sustain product extensions. ? Its strategic entry into hair care. When launched in Japan rocketed to 2nd position in a year.
Brand Extension – Product contd…..
? Doves positioning is gentle and moisturizing, is easily transferred to Dove hair care range ? Dove is an example of creatively exploiting the brand – options for entering into new products and countries
THANK YOU
doc_341218246.ppt