Download - Building Strong Brands
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MARKETING PRESENTATION•TOPIC:
BUILDING STRONG BRANDS
•Presented By: Group 5
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BUILDING STRONG BRANDS• A brand is a name, term, sign, symbol, or
design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
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SOME IMPORTANT CONCEPTSBrand Name: The part of a brand that can be
spoken including letters, words and numbers.Brand Mark: The elements of a brand that cannot be spokenBrand Equity: The value of company and brands names.Master Brand: A brand so dominant that it comes to mind immediately when a product category, use, attributes or benefit is mentioned.
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A LOOK AT MASTER BRANDS
Baking Soda
Adhesive Bandages
Rum
Gelatin
Soup
Cream Cheese
Crayons
Petroleum Jelly
Arm & Hammer
Band-Aid
Bacardi
Jell-O
Campbell’s
Philadelphia
Crayola
Vaseline
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BRAND MARK
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Logo/Name
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BENEFITS OF BRANDINGBranding Distinguishes Products From
Competition
Product Identification
Aids In Repeat Sales
Aids In New Product Sales
Aids In Attracting Loyal Customers And Segments
It Is The Image
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BUILDING BRAND IDENTITY
BRAND BONDINGo Brands Are Not Built By Advertising But By Brand
Experience.
o Everyone In The Company Lives The Brand.
o Three Ways To Carry Out Internal Branding- Employees Must
Understand,
Desire, And
Deliver On The Brand Promise.
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BUILDING BRANDS IN THE NEW COMPANY
Heidi and Don Schultz urge companies to:
• Clarify the corporation’s basic values and build the corporate brand.
• Use brand managers to carry out the tactical work.
• Develop a more comprehensive brand-building plan.
• Define the brand’s basic essence to be delivered wherever it is sold.
• Use the brand value-proposition as the key driver of the company’s strategy, operations, services and product development.
• Measure their brand-building effectiveness, not by the old measures of awareness, recognition or recall, but by a more comprehensive set of measures including customer perceived value, customer-satisfaction, customer share of wallet, customer retention and customer advocacy.
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•Branding gives seller several advantages Brand name makes it easier for sellers to process
orders and track down problems.
Seller’s brand name and trade mark provides legal protection of unique product features.
Branding gives the seller the opportunity to attract a loyal and profitable set of customers.
Branding helps the seller segment markets.
Strong brands help build market image, making it easier to launch new brands and gain acceptance by distributors and consumers.
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FAITHFUL OR FICKLE?A LOOK AT BRAND
LOYALTY• Cigarettes 71%
• Mayonnaise 65%
• Toothpaste 61%
• Coffee 58%
• Athletic Shoes 27%
• Canned Veggies 25%
• Garbage Bags 23%
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WHAT IS BRAND EQUITY??A set of assets and
liabilities linked to a brand’s nameand symbol that add or subtract
from the value provided by aproduct or service to a firm and/ or
that firm’s customers.
Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York
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BrandEquity
Awareness
Competitive
Advantage
Associations
Perceived
Quality
Loyalty
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BUILDING BRANDING EQUITYBRAND AWARENESSBRAND ACCEPTABILITYBRAND PREFERENCE•AAKER’S FIVE LEVELS OF CUSTOMER ATTITUDE:The customer will change brand, especially for price reasons. No brand loyalty.Customer is satisfied. No reason to change brand. Customer is satisfied and would incur cost by changing brand.Customer values the brand and sees it as a friend.Customer is devoted to the brand.
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Customer-Based Brand Equityas a “Bridge”
• Customer-based brand equity represents the “added value” endowed to a product as a result of past investments in the marketing of a brand.
• Customer-based brand equity provides direction and focus to future marketing activities
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CUSTOMER-BASED BRAND EQUITY PYRAMID
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4. RELATIONSHIPS =
What about you & me?
3. RESPONSE =
What about you?
2. MEANING =
What are you?
1. IDENTITY =
Who are you?
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SALIENCE DIMENSIONS• Depth of brand awareness
–Ease of recognition & recall
–Strength & clarity of category membership
• Breadth of brand awareness
–Purchase consideration
–Consumption consideration
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PERFORMANCE DIMENSIONS • Primary characteristics & supplementary
features
• Product reliability, durability, and serviceability
• Service effectiveness, efficiency, and empathy
• Style and design
• Price
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IMAGERY DIMENSIONS• User profiles
– Demographic & psychographic characteristics– Actual or aspirational– Group perceptions -- popularity
• Purchase & usage situations– Type of channel, specific stores, ease of purchase– Time (day, week, month, year, etc.), location, and context
of usage
• Personality & values– Sincerity, excitement, competence, sophistication, &
ruggedness
• History, heritage, & experiences– Nostalgia– Memories
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JUDGMENT DIMENSIONS• Brand quality
– Value
– Satisfaction
• Brand credibility
– Expertise
– Trustworthiness
– Likability
• Brand consideration
– Relevance
• Brand superiority
– Differentiation
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FEELINGS DIMENSIONS
• Warmth
• Fun
• Excitement
• Security
• Social approval
• Self-respect
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RESONANCE DIMENSIONS • Behavioral loyalty
– Frequency and amount of repeat purchases• Attitudinal attachment
– Love brand (favorite possessions; “a little pleasure”)
– Proud of brand• Sense of community
– Kinship– Affiliation
• Active engagement– Seek information– Join club– Visit web site, chat rooms
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VALUE OF BRAND EQUITY
Brand valuationCompetitive advantage
of high brand equity:• The company will have more
leverage in bargaining with distributors and retailers because customers expect them to carry the brand.
• The company can charge a higher price than its competitors because the brand has higher perceived quality.
• The company can more easily launch extensions because the brand name carries high credibility.
• The brand offers some defense against price competition.
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The World’s 10 Most Valuable BrandsRank Brand Value (billions)
1 Coca Cola $69.62 Microsoft $64.13 IBM $51.24 GE $41.35 Intel $30.96 Nokia $307 Disney $29.38 McDonald’s $26.49 Marlboro $24.210 Mercedes $21
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Strategic Brand Management
• Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.
• The strategic brand management process is defined as involving four main steps:1) Identifying and establishing brand positioning and values2) Planning and implementing brand marketing programs3) Measuring and interpreting brand performance4) Growing and sustaining brand equity
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NEW BRANDING CHALLENGES • Brands Are Important As Ever
– Consumer Need For Simplification
– Consumer Need For Risk Reduction
• Brand Management Is As Difficult As Ever
– Savvy Consumers
– Increased Competition
– Decreased Effectiveness Of Traditional Marketing Tools And Emergence Of New Marketing Tools
– Complex Brand And Product Portfolios
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BENEFITS OF CUSTOMER-BASED BRAND
EQUITY• Enjoy greater brand loyalty, usage, and affinity
• Command larger price premiums• Receive greater trade cooperation &
support• Increase marketing communication
effectiveness• Yield licensing opportunities• Support brand extensions.
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The Key to Branding• For branding strategies to be
successful, consumers must be convinced that there are meaningful differences among brands in the product or service category.
• Consumer must not think that all brands in the category are the same.
• PERCEPTION = VALUE
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THANK YOU