product & brand - 16th & 18th jan 13

7/29/2019 Product & Brand - 16th & 18th Jan 13

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Brand Unique design, sign, symbol, words, o r a combination of these, employed in creating

an image that identifies a product and differentiates it from its competitors. Over time, this

image becomes associated with a level of credibility, quality, and satisfaction inthe consumer's mind (see positioning). Thus brands help harried consumers in crowded

and complex marketplace, by standing for certain benefits and value. Legal name for a brand

is trademark and, when it identifies or represents a firm, it is called a brand name.

A name becomes a brand when consumers

associate it with a set of tangible and

intangible benefits that they obtain from the

product or service It is the sellers promise to deliver the same

bundle of benefits/services consistently to

buyersDO NOT CIRCULATE W/OUT PERMISSION |

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http://www.businessdictionary.com/definition/design.htmlhttp://www.businessdictionary.com/definition/sign.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/competitor.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/positioning.htmlhttp://www.businessdictionary.com/definition/complex.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.investorwords.com/7216/standing.htmlhttp://www.businessdictionary.com/definition/benefit.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/trademark.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.businessdictionary.com/definition/brand-name.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.businessdictionary.com/definition/trademark.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/legal-name.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/benefit.htmlhttp://www.investorwords.com/7216/standing.htmlhttp://www.businessdictionary.com/definition/marketplace.htmlhttp://www.businessdictionary.com/definition/complex.htmlhttp://www.businessdictionary.com/definition/positioning.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/quality.htmlhttp://www.businessdictionary.com/definition/associated.htmlhttp://www.businessdictionary.com/definition/competitor.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/employed.htmlhttp://www.businessdictionary.com/definition/combination.htmlhttp://www.businessdictionary.com/definition/word.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/sign.htmlhttp://www.businessdictionary.com/definition/design.html


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Brand Decisions

The AMA definition of a brand:

A name, term, sign, symbol, or design, or a

combination of these, intended to identify the

goods or services of one seller or group of sellersand to differentiate them from the competition.

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From Products to Brands

Understanding

Branding

Brand Building

ExerciseArchitecture

Management

Attribute s

Prod

ucts

to

bran

ds



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A brand is more distinctive than a product It is first of all a name, a means of identification

Secondly it s a set of added values offering both

functional and psychological benefits

Understanding

Branding

Brand Building


Management

Attribute s

Prod

ucts

to

bran

ds

Brand v/s. Product

Above all a brand is a promise



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Understanding

Branding

Brand Building


Management

Attribute s

Prod

ucts

to

bran

ds

A Brand is a Promise

A sellers promise to deliver consistently

a specific set of features, benefits and servicesto buyers.



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.a short-handthat communicates powerfully & reduces uncertaintyDO NOT CIRCULATE W/OUT PERMISSION |

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Brand as an Asset

If Coca Cola lost everything except for the

formula and its brand name , it could walk

into any bank in the world and get $100 billion

loan to start from the scratch

Fortune Magazine



8/75

Naming the Brand

Product benefits

Product qualities

Easy to pronounce Should be distinctive

Should not have poor meanings in other

languages and countries



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Advantages of brandingEntire process involved in creating a unique name and image for

a product (good or service) in the consumers' mind, through advertising

campaigns with a consistent theme. Branding aims to establish a significant

and differentiated presence in the market that attracts & retains loyal

customers

Easy for the seller to track down problems andprocess orders

Provide legal protection of unique product features

Branding gives an opportunity to attract loyal andprofitable set of customers

It helps to give a product category at differentsegments, having separate bundle of benefits

It helps build corporate image

It minimizes harm to company reputation if the

brand fails DO NOT CIRCULATE W/OUT PERMISSION |SURAJIT
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/consistent.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/market.htmlhttp://www.businessdictionary.com/definition/establish.htmlhttp://www.businessdictionary.com/definition/aim.htmlhttp://www.businessdictionary.com/definition/consistent.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/advertising-campaign.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/final-good-service.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/image.htmlhttp://www.businessdictionary.com/definition/process.html


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What is the Territory of the Brand?



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Brand Decisions

Brands can convey six levels of meaning:

Attributes

Benefits

Values

Culture

Personality User



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Brand Decisions

Brand identity decisions include:

Name

Logo Colors

Tagline

Symbol

Consumer experiences create brand bonding,brand advertising does not.



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Brand Decisions

Marketers should attempt to create or

facilitate awareness, acceptability,

preference, and loyaltyamong consumers. Valuable and powerful brands enjoy high

levels of brand loyalty.



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Brand Decisions

Aaker identified five levels of customer

attitudes toward brands:

Will change brands, especially for price. Nobrand loyalty.

Satisfied -- has no reason to change.

Satisfied -- switching would incur costs. Values brand, sees it as a friend.

Devoted to the brand.



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Brand Decisions

Brand equityrefers to the positive

differential effect that a brand name has on

customers. Brand equity:

is related to many factors.

allows for reduced marketing costs.

is a major contributor to customer equity.



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Brand Decisions

Key Challenges

To brand or not Brand sponsor

Brand name

Brand strategy Brand repositioning

Advantages of branding:

Facilitates orderprocessing

Trademark protection

Aids in segmentation

Enhances corporateimage

Branded goods aredesired by retailers anddistributors



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Brand Decisions

Key Challenges


Brand name


Options include:

Manufacturer

(national) brand Distributor (reseller,

store, house, private)brand

Licensing the brandname



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Brand Decisions

Key Challenges


Brand name


Strong brand names:

Suggest benefits

Suggest product qualities

Are easy to say,recognize, and remember

Are distinctive

Should not carry poor

meanings in otherlanguages



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Brand Decisions

Key Challenges


Brand name


Varies by type of brand

Functional brands

Image brands

Experiential brands

Line extensions

Brand extensions

Multibrands

New brands

Co-branding



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Brand Decisions

Key Challenges


Brand name


A brand report cardcanbe used to audit abrands strengths and

weaknesses.

Changes in preferencesor the presence of anew competitor mayindicate a need forbrand repositioning.



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Criteria For Chooses Brand Elements

Memorability

Meaningfulness

Likability Transferability

Adaptability

Protectabilty



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Brand Names

Simplicity and ease of pronunciation andspelling

Familiarity and meaningfulness

Differentiated, distinctive and unique Descriptive brand names

http://images.google.co.za/imgres?imgurl=http://www.neohide.com/files/2009/top-brands/famous-brands.png&imgrefurl=http://www.neohide.com/100-top-brands-2008&usg=__l86gzq6e8jgPGqVAbqJeXUddKL8=&h=300&w=400&sz=141&hl=en&start=9&tbnid=ExtCf3oM9p_c9M:&tbnh=93&tbnw=124&prev=/images?q=Brand+names&gbv=2&hl=en&sa=G


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Naming Procedures

Define objectives

Generate ideas

Screen initial candidates Study candidates

Research final candidates

Select the final name



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URLS

Domain names

Location of page on the web

Memorable


d d
http://images.google.co.za/imgres?imgurl=http://2.bp.blogspot.com/_o5Na_9269nA/SZRdbN6z2XI/AAAAAAAACGM/A3ruVwqPK1U/s320/swedish-fish1.png&imgrefurl=http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html&usg=__topw6VvrUybit-1do0zP8LzQ1yI=&h=290&w=320&sz=92&hl=en&start=17&tbnid=LFaff5UUSmdtWM:&tbnh=107&tbnw=118&prev=/images?q=url%27s&gbv=2&hl=en&sa=Ghttp://images.google.co.za/imgres?imgurl=http://2.bp.blogspot.com/_o5Na_9269nA/SZRdbN6z2XI/AAAAAAAACGM/A3ruVwqPK1U/s320/swedish-fish1.png&imgrefurl=http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html&usg=__topw6VvrUybit-1do0zP8LzQ1yI=&h=290&w=320&sz=92&hl=en&start=17&tbnid=LFaff5UUSmdtWM:&tbnh=107&tbnw=118&prev=/images?q=url%27s&gbv=2&hl=en&sa=Ghttp://images.google.co.za/imgres?imgurl=http://2.bp.blogspot.com/_o5Na_9269nA/SZRdbN6z2XI/AAAAAAAACGM/A3ruVwqPK1U/s320/swedish-fish1.png&imgrefurl=http://googlewebmastercentral.blogspot.com/2009/02/specify-your-canonical.html&usg=__topw6VvrUybit-1do0zP8LzQ1yI=&h=290&w=320&sz=92&hl=en&start=17&tbnid=LFaff5UUSmdtWM:&tbnh=107&tbnw=118&prev=/images?q=url%27s&gbv=2&hl=en&sa=G


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Options And Tactics For Brand

Elements

Logos and symbols

http://images.google.co.za/imgres?imgurl=http://www.countryclubofbillerica.com/images/common/logos.gif&imgrefurl=http://www.countryclubofbillerica.com/great_golf/pro_shop_and_repair.php&usg=__Bflo_TcRz6_g8WmSWetP9B7DFJc=&h=302&w=463&sz=29&hl=en&start=11&tbnid=05eSmW79uz6VzM:&tbnh=83&tbnw=128&prev=/images?q=brand+logos&gbv=2&hl=en&sa=G


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Elements

Characters


O i d i d
http://images.google.co.za/imgres?imgurl=http://www.scrapbookingwithlove.com/images/largeImages/L_MandM_Brand_Characters.jpg&imgrefurl=http://ebirkhol.diaryland.com/040725_28.html&usg=__ZKEYT3Dan-KxLYGCLCPkrrmYum4=&h=380&w=228&sz=17&hl=en&start=1&tbnid=D-N-yx1jsVzcFM:&tbnh=123&tbnw=74&prev=/images?q=brand+characters&gbv=2&hl=en&sa=G


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Elements

Slogans

http://images.google.co.za/imgres?imgurl=http://www.adoimagazine.com/newhome/images/img_2008/irony_nike.jpg&imgrefurl=http://www.adoimagazine.com/newhome/index.php?option=com_content&view=article&id=3426&catid=21&Itemid=11&usg=__Z8hlVdKbaMBeK9-Gz7Vzq5n4cf0=&h=418&w=560&sz=54&hl=en&start=6&tbnid=7XP_4I3e3GxCIM:&tbnh=99&tbnw=133&prev=/images?q=brand+slogans&gbv=2&hl=en&sa=G


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Elements

Jingles

http://images.google.co.za/imgres?imgurl=http://popsop.ru/wp-content/uploads/pringles_original_2cans.jpg&imgrefurl=http://popsop.com/4096&usg=__CsgY6XfMiIL_MBnOx3iGcaJBrOU=&h=864&w=686&sz=102&hl=en&start=9&tbnid=w32sc7dMBsjfiM:&tbnh=145&tbnw=115&prev=/images?q=brand+jingles&gbv=2&hl=en&sa=G


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Elements

Packaging

http://images.google.co.za/imgres?imgurl=http://www.foodcomm.org.uk/parentsjury/Awards%2520Feb03/coco_pops.jpg&imgrefurl=http://www.foodcomm.org.uk/parentsjury/Breakfast_battles.htm&usg=__qiFCaaRLL4Xfq4LpUA8mthxPsVc=&h=208&w=150&sz=8&hl=en&start=7&tbnid=b6gBag4EkmfzoM:&tbnh=105&tbnw=76&prev=/images%3Fq%3Dcocopops%26gbv%3D2%26hl%3Den%26sa%3DGhttp://images.google.co.za/imgres?imgurl=http://www.foodcomm.org.uk/parentsjury/Awards%2520Feb03/coco_pops.jpg&imgrefurl=http://www.foodcomm.org.uk/parentsjury/Breakfast_battles.htm&usg=__qiFCaaRLL4Xfq4LpUA8mthxPsVc=&h=208&w=150&sz=8&hl=en&start=7&tbnid=b6gBag4EkmfzoM:&tbnh=105&tbnw=76&prev=/images%3Fq%3Dcocopops%26gbv%3D2%26hl%3Den%26sa%3DG


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Brand Equity -

Brand's power derived from the goodwill and name recognition it has earnedover time, and which translates into higher sales volume and higher profit &

margins against competing brands

When a commodity becomes a brand, it is said

to have equity. The premium a brand can command in the

market

The difference between the perceived valueCustomer's opinion of a product's value to him or her. It may have little or nothing to do withthe product's market price, and depends on the product's ability to satisfy his or

her needs or requirements.

and the intrinsic value Underlying, essential, inherent value.DO NOT CIRCULATE W/OUT PERMISSION |

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http://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/opinion.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/market-price.htmlhttp://www.businessdictionary.com/definition/ability.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/requirements.htmlhttp://www.businessdictionary.com/definition/inherent.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/inherent.htmlhttp://www.businessdictionary.com/definition/requirements.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/ability.htmlhttp://www.businessdictionary.com/definition/market-price.htmlhttp://www.businessdictionary.com/definition/value.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/opinion.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/brand.html


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Brand EquityBrand's power derived from the goodwill and name recognition it has

earned over time, and which translates into higher sales volume and

higher profit margins against competing brands

Competitive advantageReduced marketing costs

Trade leverage

Can charge a higher price Can easily launch brand extensions

Can take some price competitionDO NOT CIRCULATE W/OUT PERMISSION |

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http://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/profit-margin.htmlhttp://www.businessdictionary.com/definition/profit-margin.htmlhttp://www.businessdictionary.com/definition/sales-volume.htmlhttp://www.businessdictionary.com/definition/recognition.htmlhttp://www.businessdictionary.com/definition/goodwill.htmlhttp://www.businessdictionary.com/definition/power.htmlhttp://www.businessdictionary.com/definition/brand.html


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Managing Brand Equity

Brand Equity needs to be nourished and

replenished. We must not flog the brand for

equity to be diluted or dissipated

Store brands



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Brand Repositioning

This may be required after a few years to face

new competition and changing customer

preferences



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Brand Power

Customer will change brands for pricereasons

Customer is satisfied. No reason to change.

Customer is satisfied and would take painsto get the brand

Customer values the brand and sees it as a

friend Customer is devoted to the brand



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Brand strategyLong-term marketing support fora brand, based on the definition of the characteristics of

the target consumers. It includes understanding of their preferences,and expectations from the brand.

Line extension existing brand name extendedto new sizes in the existing product category

Brand extension brand name extended tonew product categories

Multibrands new brands in the same productcategory

New brands new product in a different

product category Co-branding brands bearing two or more

well known brand names

http://www.investorwords.com/2885/long_term.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.investorwords.com/4826/support.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/characteristic.htmlhttp://www.investorwords.com/4874/target.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.businessdictionary.com/definition/expectation.htmlhttp://www.businessdictionary.com/definition/expectation.htmlhttp://www.businessdictionary.com/definition/consumer.htmlhttp://www.investorwords.com/4874/target.htmlhttp://www.businessdictionary.com/definition/characteristic.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.investorwords.com/4826/support.htmlhttp://www.businessdictionary.com/definition/marketing.htmlhttp://www.investorwords.com/2885/long_term.htmlhttp://www.investorwords.com/2885/long_term.htmlhttp://www.investorwords.com/2885/long_term.html


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Brand parityEquality or essential equivalence.

Consumers buy from a set of acceptable/

preferred brands



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Packaging and Labeling

Packaging includes:

The primary package

The secondary package

The shipping package Many factors have influenced the increased

use of packaging as a marketing tool.



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Developing an effective package:

Determine the packaging concept

Determine key package elements

Testing:

Engineering tests

Visual tests

Dealer tests Consumer tests



40/75


Labeling functions:

Identifies the product or brand

May identify product grade

May describe the product May promote the product

Legal restrictions impact packaging for many

products.



41/75

Packaging Continued

Has numerous benefits

Packaging at point of purchase

Packaging innovations

Package design

Package changes



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POSITIONING :

The Battle for Your Mind



43/75

A concept so simple,

people have difficulty in understanding

how powerful it is!DO NOT CIRCULATE W/OUT PERMISSION |

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44/75

What is Positioning ? Positioning is owning a piece of consumers mind

Positioning is not what you do to a product Its what you do to the mind of the prospect

You position the product in the prospects mind

To position a product/service in the minds of consumersrelative to competitors

Ries and Trout



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Positioning

Colgate

is Protection Gillette

is qualityLUXis Glamour

AXE

is AttractionPonds

is Confidence

Examples



46/75

Brand Identity and Brand Image

Brand Positioning



47/75

To position a

product/service in the

minds of consumersrelative to competitors

Ries and Trout



48/75

A reason to be

The brand has to be

distinctive, relevant andappealing to its target

audience



49/75

Positioning

Positioning refers to how organizations want

their consumers to see their product

Positioning = Segmentation + Differentiation Slotting your product in the consumers mind.

Who am I? Why buy me?

Positioning starts with the product.But Positioning

is not what you do to the product. Positioning is what

you do to the mind of the prospect - Ries and Trout



50/75

The assault on our mind

The media explosion

The product explosion

The advertising explosion

So little message gets through that you ignore thesender and concentrate on the receiver

Consumers only accept what is consistent with priorknowledge or experience

Very difficult to change the perception once formed



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The easy way to get into a persons mind is to be first Xerox, Kodak, Polaroid, Sun TV, The Hindu

If you didnt get into the mind of your prospect first, thenyou have a positioning problem Better to be first than be best

Even if you are not first, be the first to claim a uniqueposition in the mind of the consumer

Miller Lite first lite beer and Becks Beer first beer popular inGermany

In the positioning era, you must, however, befirst to getinto the prospects mind



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The basic approach is not to create something new ordifferent, but manipulate whats already in the mind

To find a unique position, you must ignore

conventional logic Conventional logic says you find concept inside

product

Not true; look inside prospects mind

You wont find an un-cola idea inside 7-up.

You find it inside cola drinkers head

How it is done



53/75

Brand Positioning : Complan

Complan for what?

Enriched with 23 vital nutrients in right quantityand proportion essential for healthy growth

Complan for whom? A brand for growing children

Complan for when?

Higher nutrition needs Packaging

Complan Boy/Complan Girl



54/75

Brand Positioning : Complan

Complete planned foodDO NOT CIRCULATE W/OUT PERMISSION |SURAJIT


55/75

Brand Positioning : Boost

Boost for what?

For fitness and health

Boost for whom?

For the young and the sportyKapil Dev, SachinTendulkar and Virender Sehwag

Boost for when?

Whenever and wherever energy is needed

Packaging Tall cylindrical straight jar that symbolizes

athleticism and fitness



56/75

Brand Positioning : Boost

Boost is the secret of myenergyDO NOT CIRCULATE W/OUT PERMISSION |SURAJIT


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Brand Positioning : Bournvita

Bournvita for what?

For nutrition and health

Bournvita for whom?

For a growing kid who is healthy, intelligent,energetic and glowing

Bournvita for when?

Everyday to ensure you are energetic throughout

the day Packaging

A tall cylindrical straight jar that reflect energy,enthusiasm and vigor



58/75

Brand Positioning : Bournvita

Poshan bhi swaad bhiDO NOT CIRCULATE W/OUT PERMISSION |

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59/75

Do not boast of being number 1, implies insecurityabout leadership (Coke the real thing)

Single Position Strategy Each brand occupying a

single unchanging position in the mind of thecustomer

Cheaper to introduce new brands

Introduce new brands instead of changing existing

Safari and Sumo

Change is inevitable and leader must be willing to

embrace change.

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60/75

It is always better to be first and establish leadership

If the product is not first, then it must find anunoccupied position

Munch ka crunch Mahaan Chocolate with acrunch

Avis is only No. 2 in rent-a-car, so why go with us?We try harder.

A product that seeks to be everything to everyone willend being nothing to everyone


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You concentrate

on the perceptions of the prospect,

not the reality of the product- Al Ries & Jack Trout


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product & brand - 16th & 18th jan 13

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