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Consumer Software Brand Management

Erin HintzVP, Global Consumer MarketingErin HintzVP, Global Consumer Marketing

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“An orange is an orange…is an orange. Unless…that orange happens to be Sunkist, a name 80 percent of consumers know and trust”

Russell Hamlin, CEO, Sunkist Growers

What is Branding?

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What is a Brand?

A brand is more than what it appears to beIt’s more than a nameIt’s more than logoIt’s more than the product

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“I don’t know who you are.I don’t know your company.I don’t know your company’s products.I don’t know what your company stands for. I don’t know your company’s customers.I don’t know your company’s reputation.Now—What was it you wanted to sell me?”

McGraw Hill Magazine Ad

Brand – A Key Differentiator

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Building a Brand

ProductFeaturesQuality

Name

Imagery Pricing

CustomerTouchpoints

Emotional Benefits

Corporate Culture &

Values

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Role of Marketing in Branding

Customer segmentationPositioning and pricingMessaging and namingPackagingImagery and communications

Marketing is the steward of the brand.

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Customer Segmentation

Indifferentto Security

Wired

Mature& Secure

DigitalFamilies

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Why is Positioning Importantin Branding

Focuses meaning and relevance of the brand in the minds of the target market

BMW means ultimate driving machine for performance-oriented drivers

W Hotels mean hip comfort for trend-oriented business and leisure travelers

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Importance of Lifecycle Messaging

Customer

Awareness

Repurchase Consideration

Purchase

Usage

Maintenance/Updates

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Customer-centric Packaging

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Brand Imagery & Communication

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Interacting with the Brand

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Norton gives you the freedom to work and play in the connected world—

On your own terms

Norton Brand Promise

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Brand—Extend or Not?

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A Tale of Two Brands

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Brand Extension Failures

Bic perfumesHarley Davidsonwine coolersLevi's tailoredclassics suitsDomino's fruit-flavored bubble gumMicrosoft security software

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43.9

39.51

35.56

33.04

30

40

50

%

Net Promoter Scores by Company—Highest to Lowest

Leadership & Brand—Customer Loyalty

Source: Net Promoter® Industry Report 2006 Consumer Software—May 2006 report

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Product Management Rolein Branding

ProductFeatures QualityDifferentiation

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Summary

Successful branding starts with the productMarketing—Stewards of the brandBrand promise must scale to business aspirationsHuge benefits for doing it right!

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Thank you