branding strategies & brand myopia
TRANSCRIPT
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Brand Strategies & Brand Myopia
By: Somya Agrawal
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Brand
• A brand is a name, term, symbol or design or a combination of them
• which is intended to identify the goods and services
• Of one seller or a group of sellers• And to differentiate them from those of
competitors.
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Branding Strategy
• It is defined as a long-term plan for the brand including a determination of key audiences and an understanding of what those audiences need to know about the brand and experience.
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Types of Branding Strategies
Individual Name
Blanket Family Name
Umbrella Brand
Separate Family Name
Corporate Name Combined
Co-Branding
Multiple Branding
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Individual Name
• Vicks• Ariel • Tide• Head & Shoulder• Pampers
• The major advantage is that if the product does not performs well, it will not hurt the company’s image.
• Also known as house of brands
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Blanket Family Name
• The blanket family name of the company is used in diverse product categories.
• Low development cost.
• Sales of new product is likely to be strong if the manufacturer’s name is good.
• Also known as branding house
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Blanket Family Names
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Umbrella Brand
• If the company offer different products with different benefits but they all extend the same value to the customer, sometimes they are all offered under an overall brand.
NIKE
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Separate Family Names
• This is normally used by the companies which produces products of different sectors.
• In this separate family names for all the products are given.
• In this system a separate brand name for each line (one for each category) is used.
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Aaditya Birla Group
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HUL Separate Brand Family
Lakme
Kissan
Brooke Bond
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Corporate Name Combined
• In this strategy company combine its name with separate product brand name.
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Co-Branding
• It is also known as dual branding.
• It occurs when two or more brand appear together.
• It can be done in four ways:– Ingredient co-branding– Same company co-branding– Joint venture or post merger co-branding– Multiple sponsor co-branding
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Ingredient co-branding
• When a brand advertises that it has used ingredients or components made by the another brand it is known as intergradient co-branding.
• For example:– Dell computers and Intel processors
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Same company co-branding
• When the company link its one brand products with the other brand.
• For example: – Clinic all clear and Close up
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Joint Venture Co-branding
• This include brands that carry two or more brand names due to merger or acquisition.
• For Example:– Maruti Suzuki– Hero Honda– Bajaj Allianze Insurance
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Multiple Sponsor Co-branding
• When the product has more then one sponsor.• For Example:
– Jet Airways and Citi Bank Card
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Multiple Branding
• This strategy refers to the practices of a company having many brands in a single product category.
• For e.g.:– Tata has multiple brand in watches as Titan, Fastrack,
Sonata, Raga and Edge.
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Brand Myopia
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Brand Myopia
• Myopia– Myopia, a visual defect in which distant objects
appear blurred cause nearsightedness also called short sight.
• In business terminology it’s Lack of discernment of long-range perspective in thinking or planning.
• Brand myopia is dependence of managers on the Brands as the key success factor.
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Continued
• They seem it as solution for any kind of market problem.
• This makes the managers to repeat the cliché process; ideas and repeating the same brand strategies without bringing in the time appropriate innovation.
• Brand is put forward as solution to all the transformation in the business scene.
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Continued
• Hence the purpose of marketing is not fulfilled as there is no concern about the customer’s needs rather they are forced to buy the brand.
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Questions???
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Thank You