BRAND MANAGEMENT

What is brand Understanding brand management via coca cola Brand strategy Brand extension Brand entry Withdrawing products Brand loyalty Brand value Innovation and Brand

What will we mention?

The discipline of brand management was started at Procter & Gamble as a result of a famous CEO of P&G by Neil H. McElroy.

History of Brand Management

Brand is the process by which firms distinguish their products from that of their competitors.

A brand can take many forms, including a name, sign, symbol, color, combination or slogan.

Brands are linked to perceptions

It is well known that in blind product testing, consumers fail to distinguish between brands in each product category.

WHAT IS BRAND?

Founded 1892 (1892) Headquarters Atlanta, Georgia, United StatesArea served Worldwide Key people: Muhtar Kent (CEO) Revenue US$ 35.119 billion (2010)Operating Income US$8.449 billion (2010)Net income US$11.809 billion (2010)Total assets US$72.921 billion (2010)Total equity US$31.317 billion (2010)Employees 139,600 (2010)

Always coca cola

Coca cola is related to domestic, emotionalism

Pepsi is associated with rebel

VS

Degree of branding

Buyer perception and

attitude

Buyer behaviour

Brand Performance

Brand strategy

Branding system

A brand is a complex symbol that can convey up tosix levels of meaning (Kotler, 2001).

Attributes – good engineering, quality, performanceBenefits – feeling of safety, savings, etc.Values – the producer’s values e.g. prestigeCulture – the producer’s culture – creativity or efficiencyPersonality – projection of personality e.g fun or austereUser – can suggest the type of consumer who buys it

6 Levels of Meaning

Brand strategy is the spearhead of the organisation’s competitive intentions.How it is positioning itself to compete.

There are more choices with the brand name itself:Having a single brand for all its products, e.g. Arçelik, Sony, Beko

Advertising cost of new product is low.A range of apparently unconnected brands such as Procter &

Gamble. Seperataly at product group brand strategy Beymen ; Casa Club

household goods. It needs more advertising in comprasion to integrativeIndividual brand –name strategy When the product value reduce

so that other products are damaged by this event. Turyağ, Tursil, Yayla, Persil, Vernel.

Brand Strategy

A brand extension is the use of an established brand name on a new product in the same product field or in a related field. The brand name might also be stretched to an unrelated product field such as Cif Krem, Cif Aktif Krem, Coca Cola New Coke, Coca-Cola Classic

Brand Extension

External brand flow

Internal and External Brand Contacts

Finance deparment

T.Brand

Brand management

Raw materialsProduct quality

sourcing

R&D function

NPDR

Production process Warehousing

Distribution and information systems

Packaging

Customer facingActivities

Complaints procedures

ClubsAfter-sales

Repairs

CommunicationsActivities

SponsorshipAds

Direct marketingDatabase

promotions

Sales force Retailers/licen

seesDealers

Point of sale price

Internal brand flow

Three kinds of carry-over effects may be relevant:

1. Expertise2. Prestige3. Access

Deniz Feneri 1996 “Şehir ve Ramazan” tv.

series 1998 NGO

Kimse Yok Mu 2002 “Kimse Yok Mu” tv.

series 2004 NGO

Old brands, new brands and stretching brands

To influence in

Visual image,

Logo, symbol,

Package, sales

All others way

Determination of Brand-Name

Timing the entry to the market can make or break an innovation.

Entry timming has received particular attention. Commonly it is assumed that early entry is desirable and there is evidence that “pioneers accrue” first mover advantages.

Pioneers can set the standards, establish a distinctive quality position, take the lead in the technology

Coming to the market early, after the pioneer, can be successful as a follower.

Market Entry

Close and constant monitoring of the reactions of customers, distributors and competitors is required to inform the proceeding strategy.

Launch and Continuing Improvement

Thought about how the product and the market will evolve from the launch might give attention to three areas:

1- Product Platform Evolution and Brand Extension2- Market evolution3- Competitive evolution

Sprite leman-lime flavored 1961

“"

Computing With Other Products and position again

Image is nothing. Thirst is

everything. Obey your

thirst.

1993

Withdrawing Products

DasaniTurkuazPerfect-JapanBonaqua-EuropeCiel-Meksika

Brand loyalty is that costumers have tend to same product any time.

Brand loyalty is concious, not circumstatial.

Behavioral reaction.

It occurs during certain time. It develops after transaction of making decision and

assessment.

BRAND LOYALTY

Coca-cola has strong brand loyalty not only in Turkey but also over the World.

%94 of population World is informed of Coca-Cola. The product is most consumed secondly as a drink

after the water. Amount of coca-cola in a tick about 8.000 bottles.

(Kırdar, 2003, s: 131). KIRDAR Yalçın. “İşletmelerde Mevcut Ürünlerin Pazarlama Stratejilerinin Oluşturulması”, Yayınlanmamış Yüksek Lisans Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir, 2003

Amazing Information

The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance.

Brand Value

1- Google 44,2 ABD     2- Microsoft 42,8 ABD     3- Walmart 36,2 154.32 ABD      4- IBM 36,1 ABD      5- Vodafone 30,6 İNGİLTERE      6- Bank of America 30,6 ABD      7- GE 30,5 ABD      8- Apple 29,5 ABD      9- WELLS FARGO 28,9 136.06 ABD      10- AT&T 28,8 ABD

16- Coca Cola 25,8 ABDCoca Cola has dropped out of the top ten for the first time. This is underpinned by the consumer trend in developed markets to move towards healthier, non-carbonated drinksbrandfinance-

List of Brand Value 2011

1. Coca-Cola 68.95 2. Microsoft 65.07 3. IBM 52.75 4. General Electric 42.40 5. Intel 34.67 6. Nokia 35.04 7. Disney 32.59 8. McDonald’s 25.299. Marlboro 22.05 10. Mercedes 21.73

Kaynak: Interbrand Corp.; J.P. Morgan Chase & Co.; Business Week Dergisi; 5-12

List of Brand Value 2001