brand positioning and branding strategies by rajat jhingan
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Brand Positioning
B y : R a j a t J h i n g a n
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The place a product,
brand, or group ofproducts occupies in
consumers minds
relative to competingofferings.
Positioning
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To communicate a co. or brand positioning a mktgplan should include a positioning statement, viz; To(target group and need) our (Brand) is (concept)that(point-of-difference).E.g.-
Tobusy professionals who need to stay organized, PalmPilotisan electronic organizerthat allows you to back-upfiles on your PC more easily and reliably than competitiveproducts.
Step 4: Communicating a position
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Market Positioning
Positioning statement To young, active soft-drink consumers who have little
time for sleep, Mountain Dew is the soft drink that givesyou more energy than any other brand because it has
the highest level of caffeine. With Mountain Dew, youcan stay alert and keep going even when you have notbeen able to get a good nights sleep.
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http://www.mountaindew.com/about_dew/http://www.mountaindew.com/about_dew/ -
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Perceptual mapping to establish (product)
position
Perceptual mapping is a
means of displaying or
graphing, in two or more
dimensions, the location of
products, brands, or groups
of products in customers
minds.
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Developing perceptual maps
Identify a set of competing brands
Identify important attributes
That consumers use when choosing between
brands using qualitative research Conduct quantitative marketing research where
consumers score each brand on all key attributes
Plot brands on a two dimensional brands
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Perceptual MappingLevis
High Price
Low Price
Classic
Designer
Old product
New product
Vintage
Red Line
Silver Tab
Slates
DockersPremium
Dockers
Classics
501
Red Tab
Basics
Red TabDry Goods
L2
Red Tab
Elesco
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Repositioning
Changing
consumers
perceptions of a
brand
in relation tocompeting brands.
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Repositioning
Q: How is repositioning
accomplished?
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Repositioning strategies
PRODUCT
Same Different
TARGETMARKET
Same
Different
Imagerepositioning
Intangible
repositioning
Productrepositioning
Tangible
repositioning
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Branding strategy
Branding strategy is critical because it is themeans by which the firm can help consumersunderstand its products and services and
organize them in their minds. Two important strategic tools: The brand-
product matrixand the brand hierarchyhelpto characterize and formulate branding
strategies by defining various relationshipsamong brands and products.
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Branding Strategy or Brand Architecture
The branding strategyfor a firm reflects thenumber and nature of common or distinctivebrand elements (brand names, logos, symbols
etc) applied to the different products sold bythe firm.
Which brand elements can be applied to which
products and the nature of new and existing brandelements to be applied to new products
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The role of Brand Architecture
Clarify: brand awareness
Improve consumer understanding andcommunicate similarity and differences between
individual products Motivate: brand image
Maximize transfer of equity from the brand toindividual products to improve trial and repeat
purchase
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Brand-Product Matrix
Must define:
Brand-Product relationships (rows)
Line and category extensions
Product-Brand relationships (columns)
Brand portfolio
1 2 3 4
A
B
C
Products
Brands
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Important Definitions
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 sellermakes available to buyers
Product breath and Product depth
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Ford Brand Portfolio
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http://www.ford.com/en/company/about/brands/jaguar.htmhttp://www.ford.com/en/company/about/brands/mercury.htmhttp://www.ford.com/en/company/about/brands/volvo.htmhttp://www.ford.com/en/company/about/brands/mazda.htmhttp://www.ford.com/en/company/about/brands/landRover.htmhttp://www.ford.com/en/company/about/brands/lincoln.htmhttp://www.ford.com/en/company/about/brands/ford.htm -
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Brand Naming
Individual names HULsoap, toothpaste (Close-Up,
Pepsodent) washing powder (Surf, Rin, Wheel); Nestle
Corporate brands eg HP, Tata etc
Separate family names - HUL Brooke bond,Lakme, Kissan; Nestle (Maggi suace, pickle, soup etc.)
Corporate name-individual namecombo - Kelloggs corn flakes, Kelloggs crispies;Dhara's Sunflower Oil, Dhara Groundnut Oil, Dhara
Mustard Oil, Dhara Rapeseed Oil, etc
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J&Js Clean and Clear
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http://www.virgin.com/company/virgin-radio-international/http://www.virgin.com/company/virgin-drinks/http://www.virgin.com/company/virgin-balloon-flights/http://www.virgin.com/company/virgin-trains/http://www.virgin.com/company/virgin-games/http://www.virgin.com/company/virgin-books/http://www.virgin.com/company/virgin-holidays-cruises/http://www.virgin.com/company/virgin-holidays/http://www.virgin.com/company/virgin-mobile-france/http://www.virgin.com/company/virgin-megastore/http://www.virgin.com/company/virgin-atlantic-airways/ -
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It is the set of all brands and
brand lines a particular firm offers
for sale to buyers in a particularcategory. Different brands may bedesigned and marketed to appeal
to different market segments.
Brand Portfolio
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Designing a Brand Portfolio
Basic principles:
Maximize market coverageso that no potentialcustomers are being ignored
Minimize brand overlapso that brands arentcompeting among themselves to gain the samecustomers approval
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Brand Roles in a Brand Portfolio
Flankers
Fighter brands
Low-endEntry-level
High-endPrestige
Cash Cows
Eg Sunlight byHUL
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Brand Hierarchy
A means of summarizing the brandingstrategy by displaying the number and natureof common and distinctive brand elementsacross the firms products, revealing the
explicit ordering of brand elements
A useful means of graphically portraying afirms branding strategy
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Brand Hierarchy Levels
Family Brand (Buick)
Corporate Brand (General Motors)
Modifier: Item or Model (Ultra)
Individual Brand (Park Avenue)
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B d Hi h T T
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Brand Hierarchy Tree: Toyota
Toyota
Corporation
Toyota
(Trucks)
Toyota
(SUV/vans)LexusToyota
Financial
Services
Toyota
(Cars)
Corolla PriusAvalon Celica ECHO MatrixMR2
SpyderCamry
CES
LE
SELE
XLE
Platinum
EditionXL
XLSSE
SLE
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Corporate Brand Equity
Occurs when relevant constituents holdstrong, favorable, and unique associationsabout the corporate brand in memory
Encompasses a much wider range ofassociations than a product brand
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Family Brands
Brands applied across a range of productcategories
An efficient means to link commonassociations to multiple but distinct products
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Individual Brands
Restricted to essentially one product category There may be multiple product types offered
on the basis of different models, packagesizes, flavors, etc.
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Modifiers
Signals refinements or differences in thebrand related to factors such as qualitylevels, attributes, functions, etc.
Plays an important organizing role incommunicating how different products withina category that share the same brand nameare
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C t I Di i
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Corporate Image Dimensions
Corporate product attributes, benefits or attitudes
Quality Innovativeness
People and relationships Customer orientation
Values and programs Concern with the environment
Social responsibility
Corporate credibility Expertise
Trustworthiness
Likability
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Brand Hierarchy Decisions
The number of levels of the hierarchy to usein general
How brand elements from different levels ofthe hierarchy are combined, if at all, for anyone particular product
How any one brand element is linked, if at all,to multiple products
Desired brand awareness and image at eachlevel
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Number of Hierarchy Levels
Principle of simplicity Employ as few levels as possible
Principle of clarity Logic and relationship of all brand elements
employed must be obvious and transparent
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Levels of Awareness and Associations
Principle of relevance Create global associations that are relevant across
as many individual items as possible
Principle of differentiation
Differentiate individual items and brands
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Linking Brands Across Products
Principle of commonality
The more common elements shared by products,the stronger the linkages
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Brand Architecture Guidelines
Adopt a strong customer focus
Avoid over-branding
Establish rules and conventions and be
disciplined Create broad, robust brand platforms
Selectively employ sub-brands as means ofcomplementing and strengthening brands
Selectively extend brands to establish newbrand equity and enhance existing brandequity
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Corporate Brand Campaign
Different objectives are possible:
Build awareness of the company and the nature of itsbusiness
Create favorable attitudes and perceptions ofcompany credibility
Link beliefs that can be leveraged by product-specificmarketing
Make a favorable impression on the financialcommunity
Motivate present employees and attract better recruits
Influence public opinion on issues
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U i C M k i B ild B d
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Using Cause Marketing to Build Brand
Equity
The process of formulating and implementingmarketing activities that are characterized byan offer from the firm to contribute a specifiedamount to a designated cause when
customers engage in revenue-providingexchanges that satisfy organizational andindividual objectives
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Ad f C M k i
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Advantages of Cause Marketing
Building brand awareness Enhancing brand image
Establishing brand credibility
Evoking brand feelings Creating a sense of brand community
Eliciting brand engagement
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G M k i
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Green Marketing
A special case of cause marketing that isparticularly concerned with the environment
Explosion of environmentally friendlyproducts and marketing programs
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Crisis Marketing Guidelines
The two keys to effectively managing a crisisare that the firms response should be swift
and that it should be sincere.