lecture 14 (brand)

8/8/2019 Lecture 14 (Brand)

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1.1

Branding of an eggBranding of an egg

Think of a brand name Think of a brand name

Identify and establish positioning themeIdentify and establish positioning theme

Plan marketing programsPlan marketing programs



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Brand levelsBrand levels

Attribute brands Attribute brands

Benefit brandsBenefit brands

Emotional brandsEmotional brands Value brands Value brands



1.3

Attribute brands Attribute brands

Clinic All Clear with ZPTOClinic All Clear with ZPTOHLL introduced Clinic All Clear ZPTO in 1999. ZPTO short form of Zink Pyrithione,HLL introduced Clinic All Clear ZPTO in 1999. ZPTO short form of Zink Pyrithione,a chemical compound used as antia chemical compound used as anti--fungal and antibacterial agent. Company promotedfungal and antibacterial agent. Company promotedunique ZPTO in their advertising. Proctor and Gamble also used same strategy tounique ZPTO in their advertising. Proctor and Gamble also used same strategy topromote Head & Shoulder shampoo with ZPTO. Though most of consumers didn·tpromote Head & Shoulder shampoo with ZPTO. Though most of consumers didn·tknow anything about ZPTO and its benefit, it really created wonders for the brands.know anything about ZPTO and its benefit, it really created wonders for the brands.

W hy Ingredient Branding? W hy Ingredient Branding?

Ingredient branding gives boost to the host brand when ingredient brand has its ownIngredient branding gives boost to the host brand when ingredient brand has its ownbrand identity. Don·t you prefer PC or Laptop with ´Intel Insideµ tag on it? It isbrand identity. Don·t you prefer PC or Laptop with ´Intel Insideµ tag on it? It isbecause of brand identity created by Intel for its microprocessors. (Intel is a classicbecause of brand identity created by Intel for its microprocessors. (Intel is a classiccase of ingredient branding)case of ingredient branding)

Ingredient also helps product if product is creating new category. Remember, Amul isIngredient also helps product if product is creating new category. Remember, Amul ispioneer in propioneer in pro--biotic foods in India and same strategy has been followed by MNCbiotic foods in India and same strategy has been followed by MNCbehemoth like Nestle (NesVita Curd) and HUL (Moobehemoth like Nestle (NesVita Curd) and HUL (Moo ² ² Calcium Enriched IceCalcium Enriched Ice--cream).cream).

Many times consumer perceives ingredient as an added advantage so he is notMany times consumer perceives ingredient as an added advantage so he is notreluctant to pay extra price for it.reluctant to pay extra price for it.



1.4


Voltas. Voltas. J aisa J aisa IndiaIndia ka dil,ka dil,

waisa waisa IndiaIndia ka ka AC AC



1.5


HAPPYDENTHAPPYDENT ² ²

Whitens teeth Whitens teeth



1.6


Fill it, shut it and forget itFill it, shut it and forget it

Public ka naya transportPublic ka naya transport



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Emotion brandsEmotion brands

ChocolatesChocolates

BeveragesBeverages

Apparels Apparels



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1.13

V alue brands V alue brands

Parker pensParker pens ² ² EsteemEsteem

Health foodsHealth foods ² ² Staying fitStaying fit

Peter EnglandPeter England ² ² Honest shirtsHonest shirts



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1.17

Strategic Brand ManagementStrategic Brand Management

It involves the design and implementation of It involves the design and implementation of marketing programs and activities to build,marketing programs and activities to build,

measure, and manage brand equity.measure, and manage brand equity.

The The S trategic Brand Management Process S trategic Brand Management Process is defined asis defined asinvolving four main steps:involving four main steps:

1. Identifying and establishing brand positioning and values1. Identifying and establishing brand positioning and values

2. Planning and implementing brand marketing programs2. Planning and implementing brand marketing programs

3. Measuring and interpreting brand performance3. Measuring and interpreting brand performance

4. Growing and sustaining brand equity 4. Growing and sustaining brand equity



1.18

Strategic Brand Management ProcessStrategic Brand Management Process

Mental maps

Competitive frame of reference

Points-of-parity and points-of-difference

Core brand values

Brand mantra

Mixing and matching of brand elements

Integrating brand marketing activities

Leveraging of secondary associations

Brand value chain

Brand audits

Brand tracking

Brand equity management system

Brand-product matrix

Brand portfolios and hierarchies

Brand expansion strategies

Brand reinforcement and revitalization

Key ConceptsSteps

Grow and sustain

brand equity

Identify and establish

brand positioning and values

Plan and implement

brand marketing programs

Measure and interpret brand performance



1.19

Brand E volutionBrand E volution

Unbranded goodsUnbranded goods

Brand as referenceBrand as reference

Brand as personality Brand as personality Brand as IconBrand as Icon

Brand as company Brand as company

Brand as policy Brand as policy



1.20

Unbranded goodsUnbranded goods

Various

commodities such

as Eggs, agriculturalproduce

Demand exceeds

supply



1.21

Brand as referenceBrand as reference

When turnover slows down, need is felt to When turnover slows down, need is felt to

differentiate the product from rivals in thedifferentiate the product from rivals in the

category. e.g Power by HPCL and SPEED fromcategory. e.g Power by HPCL and SPEED from

IOCIOC



1.22

Brand as personalityBrand as personality

When brands in the category become similar in When brands in the category become similar in

terms of product offered, the need arises toterms of product offered, the need arises to

discover and attend to nondiscover and attend to non--fictional needs.fictional needs.

e.g. Raymonde.g. Raymond ² ² The complete man The complete man

Reid and TaylorReid and Taylor



1.23

Brand as IconBrand as Icon

Brand becomes a sign that represents an ideaBrand becomes a sign that represents an idea

valued by the target customers. Icons signify valued by the target customers. Icons signify

values that consumers identify with and want to values that consumers identify with and want to

relate to. e.g. Pepsi is the icon that stands forrelate to. e.g. Pepsi is the icon that stands for

young and rebel generation.young and rebel generation.



1.24

Brand as com pan yBrand as com pan y

Vigilant buyers want to know more than brands. Vigilant buyers want to know more than brands.

Corporate branding shifts focus to product plusCorporate branding shifts focus to product plus

service .e.g Dell computersservice .e.g Dell computers



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Brand as polic yBrand as polic y

Brand evolves beyond the business concerns toBrand evolves beyond the business concerns to

identify with social, political and ethical issues.identify with social, political and ethical issues.

Customer commitment is based on ideologicalCustomer commitment is based on ideological

congrence. e.g Tata tea Jaago recongrence. e.g Tata tea Jaago re

lecture 14 (brand)

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