Brand Management by shrey420

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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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