special studies in marketing 2
TRANSCRIPT
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2. Special Studies in Marketing
BMS 2012
Reema Rijhwani
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Branding
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Brand• An Identity• A promise • Strategic Asset• Value Proposition
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Definition
• The unique combination of product characteristics and values, that have become attached to a product by means of its name, packaging, advertising, pricing, usage experience etc. These differentiate it from competitive brands in the consumers view.
• A brand offers a benefit that fulfills a consumer need , in a way that is unique and different from others.
• A name, term, sign, symbol or design, offering, or a combination of these, that identifies the maker or seller of a product or service.
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Price
Products
NamePackagingAdvertisingPromotion
Competitors
Users Usage
DistributionDisplay
MakerHistory
Environment Associations
BRAND
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Brand Terminologies
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Brand Identity• Who am I?• Why buy me? • Why not buy someone else?
• Brand Identity is what the owner of the brand wants to communicate to its potential consumers. it reflects how the owner wants the consumer to perceive the brand.
• Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.
• The outward expression of identity includes its name, trademark, communications, and visual appearance. - and by inward expression the branded company, organization, product or service.
• A product's brand identity may evolve with from consumer perspective and changing times.
• It focuses on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics.
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Brand Values
Appeals to the reason
(Beliefs)
sensible, practical,
hardworking, affordableefficient
Appeals to the senses
(Reactions)
stylish, sizzling,
tasty, attractive
Appeals to the
emotions(Feelings)
warm, caring,
fun,exciting, trendy, trusted
Appeals to the
Self- image(Associations)
aspirational, status-conscious,
cult figure, macho
Rational Sensory Emotional Symbolic
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Brand Personality• Humanizing the brand ‘who it is’?• Expression of the core values & characteristics
of a brand with emphasis on human traits• Brand as a ‘friend’ / person’ = Brand
Personification
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Brand Essence
• Emotional Benefit• Abstract implication of the brand features• Laddering Process
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Brand Awareness & Salience
TOM(top-of-mind)
Awareness
Unaided Awareness
Aided Awareness
Total Awareness
Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation.
Brand Awareness is the knowledge of the brand existence.
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Brand Image
• The impression in the consumers' mind of a brand's total personality (real and imaginary qualities)
• Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience
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Rugged, Macho, Freedom, Adventure
Family breakfast, easy to make Romantic Drama movie,
SLB
GAP
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Brand Equity
• An asset• Ability of a brand to charge premium over
competitors• Enjoys consumer loyalty • Measured with – brand name recognition,
perceived brand quality, strong mental & emotional association, patents, trademarks and channel relationships
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Branding Decision
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Brand Function: Indication of Origin
Brand Function: Product Differentiation
Line Brand
Product Brand
Range Brand
Source Brand
Endorsing Brand
Umbrella Brand
Corporate Source Brand
Corporate Endorsing Brand
Corporate Umbrella Brand
Generic Brand
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Brand StrategyLine Extension Vertical Extension – Variants, flavors orizontal Extension – sizes, packages
Brand ExtensionExtending brand name from core/first product
to another
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MultibrandsDifferent brands for every category product type
New Brands New brand for new category product
Co-brandingCombining two or more well know brands
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Guidelines for Effective Branding
• Define your target• Keep it cohesive• Live the brand “inside out”• Engage the audience• Easy to relate• Use Strategic Communication• Review it constantly • Measure results
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Repositioning Changing the identity of a product, relative to
the identity of competing products, in the collective minds of the target market
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USP
• "Buy this product, and you will get this specific benefit."
• The proposition must be one that the competition either cannot, or does not, offer
• It must be unique
USP - Delivery
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Thank You