brandmanagement typesofbrands 120517044941 phpapp02
TRANSCRIPT
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Chapter 22
T Of B d
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T Of B d
Ch22 Types of Brands
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Regional Brands
A regional brand is unique to a parti region
Some brand remain regional on acc resources,some on account of ery proincial appeal
!ocal adertising media can be use build aregional brand
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Ch22 Types of Brands
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Some local brand
Brand
Region
Comp
Achieements
any
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Sabeen
T"
Competes #ith
$
im and %ril& 't
a
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thries
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(arna$
Competes
'
Torino
$
aerated
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Ta)a
Beerages
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Cantheri
Benga
$dine
(ol)ata
Chem
Once %opular
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*air Oil
&
Ch22 Types of Brands
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Attitude Brands
Body shop puts for#ard human bod an asset
Benetton ads denote an rude attitud
+T as a brand thought of as one p #ith
rebelliousness of this generatio
These brands -olt the customer #ho of the brand
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Ch22 Types of Brands
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.$Brand
.$business is gro#ing
Some e$brand are e/clusiely electr e&g& Citiban)
e$card
Some e$brands are used to register presence e&g&icicidirect
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.$brand #ill hae competition in the #ay the real
mar)etplace has
Ch22 Types of Brands
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0lobal brands
The #orld has become uni$polar
A global brand has #orld 1#ide recognitiation
.&g& Co)e, %epsi, 0illette, Relon
3eeloping global brands is a differ ball$game
Building a global brand is a *ercule
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Ch22 Types of Brands
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.lements of a 0lobal Bra
Product
Superiority
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Global
Global
Distrib
Brand
Brand
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Strate
Building
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Cost
Competitiveness
Ch22 Types of Brands
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'n$Store Brand
Also )no#n as4 %riate !abel4 brands
%riate labels should be more consumer$
A retailer #ho chooses to launch priate become
mar)eter, and not merely a sell products
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%riate brands can be a no$frill discount and is perceied
as a lo#er quality produ
Ch22 Types of Brands
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'n$Store Brand$ Ac "eils
Surey
5estside chain of store is heaily dependent
6more than 789: on pri labels
;ood #orld is increasing its count of priate
labels&.urope has the highest alue of sha priate labels
at 22 per cent
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Ch22 Types of Brands
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'n$Store Brand$ Ac "eils
Surey
"orth America is the biggest mar)et priate labels
in dollar terms
%roduct #ise, the highest priate lab are paper,
plastic, and #raps, #ith a share of 27 per cent&
%riate labels all oer the #orld are economical
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Ch22 Types of Brands
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%remium Brands
"i)e in Reebo) in sports shoes
3oe in soaps
Scotch in liquors
%remium is contributed by e/cellence in and features
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'ts distribution is selectie
!ife$style positioning ma)e certain ordina product premium
products, e&g& *ero Cy
Ch22 Types of Brands
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Sub$brands
's a #ay that falls bet#een creating ne brands and
stretching the mother brand beyond imagination
Sub 1branding is done to
Re-uenate an old brand
+eet the needs of the consumers in the sa segment e&g& Colgate
gel
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To change the imagery for a ne# segment
Ch22 Types of Brands
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Sub$brands
To distinguish product offering #it same product
category e&g& Stan c Classic card
To ta)e adantage of an innoatio Sony 5ega
To upgrade a brand, e&g& Surf to S ./cel
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To enter a ne# product category e +aruti <88 and
=en
Ch22 Types of Brands
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Cult Brands
Cult brands hae a slo# start, but build a stead follo#ing oer a
period of time
Cult brand s gie people a chance to belong to something
Cults display an intensity of relationship bet#ee user and the brand
itself
A cult, according to the dictionary, is a system o religious beliefs,
and a cult brand is built #hen a people reere it almost li)e a
religion
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.&g& *arley 3aidson is held up as a symbol
!ife$style positioning ma)e certain ordinary prod premium
products, e&g& *ero Cycles
Ch22 Types of Brands
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0eneric Brand
A brand that becomes generic beco product
category, and no longer rem brand
3alda anspati had become generic
>ero/ has ceased to be a brand , a used a erb for photocopying proce >ero/ ads e/hort the
customers to c the document , rather than >ero/ it
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Ch22 Types of Brands
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Summary
Some brand remain regional on acc resources,
some on account of ery proincial appeal
Benetton ads denote an rude attitud an e/ample
of attitude brand
A global brand has #orld 1#ide recognitiation
.&g& Co)e, %epsi, 0illette, Relon
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Ch22 Types of Brands
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Summary
%riate brands can be a no$frill discount and is perceied
as a lo#er quality produ
Sub brand is a #ay that falls bet#een cre ne# brands
and stretching the mother br beyond imagination
Cult brands hae a slo# start, but build follo#ing oer a
period of time
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A brand that becomes generic becomes product
category, and no longer remains brand
Ch22 Types of Brands