PHAN PHƯỢNG TƯỜNGNGUYỄN TRẦN TRỌNG

THUYẾT

BRAND INNOVATION

ASSIGNMENT 6.1

WHAT DOES BRAND INNOVATION and BRAND INNOVATION MIX MEAN ?

Question 1

1. Define Objective: Brand innovation

2. Factors which brand innovation has

Brand innovation is step after brand stewardship and consumer insight, it is one of 3 three levers to pull to get there. It includes:- Creativity: The thinking process by which we generate ideas- Innovation: The process of harnessing creative ideas to meet business needs

CreateFrame

Resonate Enable Connect

ClusterExtend Impact

Optimise

Optimise

3. Brand innovation mix

BRAND INNOVATIO

N

Communication

innovation

Pricing innovation

Packaging innovation

Process innovation

Channel innovation

Product innovation

EXAMPLE

Question 1

EXAMPLES FOR BRAND INNOVATION AND BRAND INNOVATION MIX

• Create and expand the concept of a new product segmentEx: Customers are not interested in convenience, but also care about taste, many people like to drink fresh beer than the beer cansEx: Nokia developed smart phone to meet the new market. Samsung constantly launched new smartphones with many changes, sometimes better camera, round monitor…; Apple’s multi-touch screen

• Improved formula component productEx: customers wanna have a true tablet which not only light but also powerful -> Apple provide and improve Ipad to build Ipad Air.

• Changes to packaging can fit more convenience to consumersEx: customer who play sport wanna a convenience bolt which handle and style -> Evian provide new packing for sporty.

• Change communication Ex: Johnson’s want to reach wider target instead of changing the products, they communicate that their product is a great solution for adults who also want soft and gentle skin just like babies

• Change in ProcessEx: Ford’s mass production line; Apple’s innovation of AppStore to innovate the journey of consumer to access to Apple’s software and music.

WHICH STEPS OF BRAND INNOVATION PROCESS ?

Question 2

BRAND INNOVATION PROCESS EXAMPLE: OMACHI NOODLE

Question 2

Many approaches to change: good taste, potato-origin, deeper understanding of healthy noodle and premium noodle for class A

Filter: Premium does not make sense with noodle; good taste is not different

Develop deeper and further why people should eat healthy noodle

Reasons to stay healthy: less sick, more beauty, stronger, live longer…

Attach to young audiences, the effect should be instant and

quick-to-see: beauty and charming

Look back to the category and product

truth to develop insight for innovation

BRAND INNOVATION PROCESS EXAMPLE

Question 2

Insight : - Every women likes to eat delicious food but still want to keep their beauty (delicious food is often linked to destroying their beauty)

Functional benefit: OMACHI made from potato is good for health and not making bodies hotEmtional benefit: keeping and reserving beauty and charm

Develop further and deeper Why women need to eat noodle-good-for-health --> to keep beauty in deed, so be more charmful. Look back charm is the final purpose of every women. Combining these two: OMACHI is a charming gift