chapter 11:designing and implementing branding strategies teacher : md shahedur rahman 1
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CHAPTER 11:DESIGNING AND CHAPTER 11:DESIGNING AND IMPLEMENTING BRANDING IMPLEMENTING BRANDING STRATEGIESSTRATEGIES
Teacher : Md Shahedur Rahman Teacher : Md Shahedur Rahman
1
Branding strategyBranding strategy 11.2
Branding strategy is critical The firm can help consumers
understand its products and services and organize them in their minds
Tells marketers which brand names, logos, symbols apply to which new and existing products
11.3
The role of Brand The role of Brand ArchitectureArchitecture11.
4
Clarify: brand awareness Improve consumer Improve consumer
understanding understanding and communicate similarity and differences between individual products
Motivate: brand image
Maximize transfer of equity to/from the brand to individual products to improve trial and repeat purchase
Brand-Product MatrixBrand-Product Matrix11.5
1 2 3 4
A
B
C
Products
Brands
Important DefinitionsImportant Definitions11.6
Product line A group of products within a
product category that are closely related
Product mix (product assortment) The set of all product lines and
items that a particular seller makes available to buyers
Brand mix (brand assortment) The set of all brand lines that a
particular seller makes available to buyers
Depth of a Branding Depth of a Branding StrategyStrategy
11.7
The numbernumber and naturenature of different brands marketed in the product class sold by a firm
Referred to as brand portfoliobrand portfolio The reason is to pursue different market
segments, different channels of distribution, or different geographic boundaries
Depth of a BrandDepth of a Brand11.8
Different brands in the same product class
To pursue Multiple Market Segments To increase shelf presence and retailer
dependence Variety to customers Internal Competition Economies of scale in advertising,
sales, merchandising and distribution
Ford Brand PortfolioFord Brand Portfolio11.9
Designing a Brand Designing a Brand PortfolioPortfolio 11.
10
Basic principles: Maximize market coverageMaximize market coverage so that no
potential customers are being ignored Minimize brand overlapMinimize brand overlap so that brands
aren’t competing among themselves to gain the same customer’s approval
Brand Roles in the PortfolioBrand Roles in the Portfolio11.11
Flankers Cash cows Low-end entry-
level High-end
prestige brands
Brand HierarchyBrand Hierarchy11.12
A means of summarizing the branding strategy by displaying the number and nature of common and distinctive brand elements across the firm’s products, revealing the explicit ordering of brand elements
A useful means of graphically portraying a firm’s branding strategy
Brand Hierarchy Tree: Toyota
11.13 Toyota
Corporation
Toyota(Trucks)
Toyota(SUV/vans)
LexusToyotaFinancialServices
Toyota(Cars)
Corolla PriusAvalon Celica ECHO MatrixMR2
SpyderCamry
XLXG
SELEXLE
Platinum EditionXLXLS
SESLE
Brand Hierarchy Levels11.14
Family Brand (Buick)
Corporate Brand (General Motors)
Modifier: Item or Model (Ultra)
Individual Brand (Park Avenue)
Corporate Brand11.15
Family Brands11.16
Brands applied across a range of product categories
An efficient means to link common associations to multiple but distinct products
Individual Brands11.17
Restricted to essentially one product one product categorycategory
There may be multiple product types offered on the basis of different models, package sizes, flavors, etc.
Modifiers11.18
Signals refinement or differences in the brand related to factors such as quality levels, attributesattributes, functions, etc.
Corporate Image Dimensions11.19
Corporate product attributes, benefits or Corporate product attributes, benefits or attitudesattitudes Quality Innovativeness
People and relationshipsPeople and relationships Customer orientation
Values and programsValues and programs Concern with the environment Social responsibility
Corporate credibilityCorporate credibility Expertise Trustworthiness Likability
Brand Hierarchy Decisions11.20
The number of levels number of levels of the hierarchy to use in general
How brand elements from different levels of the hierarchy are combined, if at all, for any one particular product
How any one brand element is linked, if at all, to multiple products
Desired brand awareness and image at each level
Brand Architecture Guidelines 11.
21
Adopt a strong customer focus Avoid over-branding Establish rules and conventions and be
disciplined Create broad, robust, healthy brand
platforms Selectively employ sub-brands as means
of complementing and strengthening brands Selectively extend brands to establish new
brand equity and enhance existing brand equity
11.22
Corporate Brand Campaign 11.23
Different objectives are possible: Build awareness of the company and the
nature of its business Create favorable attitudes and perceptions of
company credibility Make a favorable impression on the financial
community Motivate present employees and attract
better recruits
Using Cause Marketing to Build Brand Equity
11.24
An offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives
Advantages of Cause Marketing
11.25
Building brand awareness
Enhancing brand image Establishing brand
credibility Evoking brand feelings Creating a sense of
brand community Eliciting brand
engagement
Green Marketing11.26
A special case of cause marketing that is particularly concerned with the environment
Explosion of environmentally friendly products and marketing programs
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