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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 SONY BRITANNIA NOODLES TELEVISION BISCUITS BUTTER SOUPS MUSIC SYSTEMS BREAD SAUCE HOME THEATERS CHEESE PLAYSTATIONS 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 AMUL MILK CONDENSED MILK DABUR REAL DABUR REAL JUICE ACTIVE S COMPANION PRODUCT Capatilise On Product Complementarities COLGATE COLGATE DENTAL TOOTH BRUSH CREAM GILLETTE GILLETTE GILLETTE RAZORS SHAVE AFTER FOAM 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 & Johnson & Johnson Baby Johnson Johnson Shampoo Baby Talc Baby Diapers COMPANY EXPERTISE Different Product Category Introduction using a Common Name originating from a common Expertise Pool Honda Honda Honda Cars Gen sets Bikes BRAND IMAGE OR PRESTIGE Unrelated Product Categories based on Brand Exclusive Image or Prestige value. It bestows great extension opportunities. CARTIER CARTIER CARTIER CARTIER JEWELLERY WATCHES PURSES PENS BRAND DISTINCTION Achieve distinction in the form of a unique attribute, benefit or feature which gets uniquely associated with the brand. PARACHUTE PARACHUTE PARACHUTE HAIR OIL SHAMPOO CREAM (EXPERTISE) DISTINCTIVE TASTE, INGREDIENT OR COMPONENT Develop equity based on any and/or combination of taste, ingredient or component NESCAFE NESCAFE NESCAFE NESCAFE COFFEE CHOCALATE BISCUITS 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
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