2. OBJECTIVES
To understand the meaning of a brand
and
various modes of branding.
To understand the concept of brand equity
and
a framework for its enhancement.
To identify and assess various methods of
corporate branding strategy.
To understand the meaning of brand
extensions
and their implications.
3. BRAND VALUE
"Well-managed brands have extraordinary
economic value and are the most effective and
efficient creators of sustainable wealth."
-- Rita Clifton in Brands and Branding
4. WHAT IS A BRAND?
A brand is a “name, term, sign, symbol, or
design,or a combination of them,”
intended to identify one seller’s products
as distinct from those of other sellers
seeking to satisfy the same need.
5. CUSTOMER-BASED BRAND
EQUITY
KK describe it as “the differential effect that
brand knowledge has on consumer response” to
the marketing of that brand and its products.
6. BUILDING BRAND EQUITY
Based on all brand-related contacts whether
marketer-initiated or not.
1. Initial choices for brand elements.
2. The product, ancillary services, and other
accompanying marketing mix activities.
3. Other secondary associations.
9. BRANDING STRATEGY
One of the great benefits of brand equity is the
ability to leverage the “goodwill” of customers
to grow your business…
Portfolio Considerations Brand Leverage
Multiproduct Branding Line Extension
Multibranding Category Extension
Combination Co-Branding
10. IN-DEPTH: MULTIPRODUCT
BRANDING
Multiproduct Branding (aka Blanket Family
Names) occurs when a single name serves as the
base brand name across all product categories.
Examples?
Advantages? Disadvantages?
11. IN-DEPTH: MULTIBRANDING
Multibranding (aka Individual Names or
Separate Family Names) occurs when a company
uses different brand names to represent different
products, product lines, product categories, or
even SBUs.
Examples?
Advantages? Disadvantages?
12. IN-DEPTH: COMBINATION
A combination of branding strategies is used when a
company combines a corporate-wide (or parent brand)
name with a sub-brand name for a distinct product or line
of products.
There are many variations of this, such as using model
names or numbers.
13. IN-DEPTH: BRAND EXTENSIONS
Line extensions are new same-branded products that allow
for expanding your offering in a product category that you
already serve.
14. GOOD BRANDS LISTEN
The best brands follow their stakeholders’
journeys so that they provide effective,
consistent and appropriate messaging
throughout the experience.
15. BRANDS ANTICIPATE
Having foresight helps companies make
informed choices about their brand and
frees leaders up to make bold moves in
the full knowledge of the implications.
16. THE IMPORTANCE OF BRANDS
"Of all the things that your company owns,
brands are far and away the most
important and the toughest. Founders die.
Factories burn down. Machinery wears
out. Inventories get depleted. Technology
becomes obsolete. Brand loyalty is the
only sound foundation on which business
leaders can build enduring, profitable
growth." -- --Jim
Mullen
