chap 1, brands & brand management

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Integrated Marketing Communication(IMC) Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)

IMT-CDL(DIMS)IP UNIVERSITY

(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)

www.jrinfotech.comE:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

BRANDING.

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BRANDING. Differentiate!

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Objective of Branding

Create in the mind of the prospect the

PERCEPTION

that there’s no other product or service

quite like this Branded One!

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Why do we want to do that?

Abundance of choices

Being distinctive is the way potential users will decide whom to do business with

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.Brand Positioning

Statement

For consumers ages 16-35, Crest Whitestrips whiten teeth five times better than the leading paint-on whitening gel. That’s because Crest’s gel-coated strips hold the peroxide on teeth longer, to whiten stains below the tooth surface.

BRANDING.

.When We build a brand

Than

Create a better perception in the mind.

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A Brand lives or dies:

• Not in the mind of the Company

• Not in the mind of the CEO

But in the mind of the Customers!

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your product is the first that comes to mind in a certain product category

eg. ice tea = Snapple, running shoes = Nike

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Branding Isn’t:

Just a logo/catchy slogan

A little Advertising

Having attractive stationery or letterhead

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Brands are much more than logos

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What is a brand?

• A brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.”

• These different components of a brand that identify and differentiate it are brand elements.

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What is a brand?

• Many practicing managers refer to a brand as more than that— as something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace.

• We can make a distinction between the AMA definition of a “brand” with a small b and the industry’s concept of a “Brand” with a capital B.

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Examples of brands of computer products

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History of Branding

In the beginning of mankind

Products were pretty much the same

Trade kept in family

Choice was easy

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.Bula

Jobith

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.Bula

Jobith

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Early Trademarks

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Brands vs. Products

• A product is anything we can offer to a market for attention, acquisition, use, or consumption that might satisfy a need or want.

• A product may be a physical good, a service, a retail outlet, a person, an organization, a place, or even an idea.

Five Levels of Meaning for a Product .

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Levels of Meaning for Product

• Core Benefit Level

• Generic Product Level

• Expected Product Level

• Augmented Product Level

• Potential Product Level

Brands vs. Products

• A brand is therefore more than a product, as it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.

• Some brands create competitive advantages

with product performance; other brands create competitive advantages through non-product-related means.

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Sony

The Sony Vaio series – one voice by Sony

* Aesthetics – integrated family look. All products bear some common elements.* Style of use – interface design – unique way of operating a product.* Some functions special to the brand

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Brand Today

People overwhelmed by available choices

Human attention is a major business currency

Interest in, and loyalty to, brands that don’t “touch them” fall off the choice chart.

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For homemakers, Dow Bathroom Products are the easy way to get a great clean shine for your tub, tile and toilet. That’s because only Dow Bathroom Products contain scrubbing bubbles that cut through dirt and grime clean to the shine!

Brand PositioningStatement

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Why do brands matter?

What functions do brands perform that make them so valuable to marketers?

We can look the matters for two different prospects

Consumers ProspectsFirms Prospects

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Importance of Brands to ConsumersIdentification of the source of the productAssignment of responsibility to product makerRisk reducerSearch cost reducerPromise, bond, or pact with product makerSymbolic deviceSignal of quality

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Reducing the Risks in Product Decisions

Functional risk

Physical risk

Financial risk

Social risk

Psychological risk

Time risk

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Importance of Brands to Firms• Identification to simplify handling or tracing

• Legally protecting unique features

• Signal of quality level

• Endowing products with unique associations

• Source of competitive advantage

• Source of financial returns

.Idea

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What is branded?

• Physical goods• Services• Retailers and distributors• Online products and services• People and organizations• Sports, arts, and entertainment• Geographic locations• Ideas and causes

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Diamond industry Creating a new range of opportunities by bridging value chains

Precious Metals(gold, palladium, silver, platinum)Luxury segments

(watches, pens, bejeweled technology)

Diamonds & Jewelry (traditional products, new markets (BRIC))

The global diamond & jewelry business is the catalyst for exponential growth into other markets, products and new value chains

.Brand Service: ICICI BANK

.Retail Financial Services

Corporate Financial Services

Term LoansProject Finance

Commercial Bank

Investment Bank

Venture Capital

Genl. Insurance

IT Services

Car Loans

Mortgages

Credit Cards

Personal loans

Deposits

Life Insurance

Mutual funds

A universal banking powerhouse...

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Establishing an international presence

Canada UK

UAE

Singapore

USA China

Phase I : Offices opened/to be opened shortly

Phase II : Geographies under advanced stage of evaluation

Brand Retailers: Big Bazaar.

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. Brand Online products and services: Naukri.com

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Total 35 officesAcross-

India USA UAE

. . Brand Online products and services: Naukri.com

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*Traffic Share on Sep. 6, 2006 as per Alexa

Jobs Ahead

Times Jobs

Monster India

Brand People.: Sachin

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. Brand People.: Rafa/Fed

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Small is Beautiful – Mass Market

Nano by Tata– 1 lakh– Milestone for auto industry– Aspirations of India’s rising middle class– Solution to urban transport problems

• Congestion• Environmental impact

• Bajaj - Renault• Electric car by Field Marshal Group,

Rajkot• Rs. 99,000

Tata

Bajaj - Renault

.Brand Sports: Lawn Tennis

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Brand Geographical Location: Norwegian

. Brand Idea: MCKINSEY’S 7S FRAMEWORK

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A word of warning:

You are already a brand - - good or bad

If you don’t actively define your brand, your brand as it is now will define you!

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Categories Changed By Branding:WATER

– Top of the charts on Commodity list

– In America water from tap is good and clean

– No reason to buy bottled water

– But people do buy bottled water – lots of it.

– More expensive per liter than beer or milk

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Strategic Brand Management Process

Mental mapsCompetitive frame of referencePoints-of-parity and points-of-differenceCore brand valuesBrand mantra

Mixing and matching of brand elementsIntegrating brand marketing activitiesLeveraging of secondary associations

Brand Value ChainBrand auditsBrand trackingBrand equity management system

Brand-product matrixBrand portfolios and hierarchiesBrand expansion strategiesBrand reinforcement and revitalization

KEY CONCEPTSSTEPS

Grow and SustainBrand Equity

Identify and EstablishBrand Positioning and Values

Plan and Implement Brand Marketing Programs

Measure and InterpretBrand Performance