BRAND EQUITY BRAND IDENTITY - PowerPoint PPT Presentation

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BRAND EQUITY BRAND IDENTITY
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BRAND EQUITY BRAND IDENTITY

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  1. BRAND EQUITYBRAND IDENTITY PRODUCT LINE EXTENSIONS BRAND EXTENSIONS PRODUCT MIX DECISIONS

  2. BRAND EQUITY BUILDING STRONG BRANDS

  3. BUILDING STRONG BRANDS • BRAND STRENGTH= DIFFERENTIATION * RELEVANCE • BRAND STATURE=ESTEEM*KNOWLEDGE • ESTEEM BASED ON PQ • KNOWLEDGE –CUSTOMER NOT ONLY AWARE OF BRAND BUT ALSO UNDERSTANDS WHAT THE BRAND STANDS FOR.

  4. BUILDING STRONG BRANDS • Higher Esteem than knowledge means brand has unrealized potential . • eg National Geographic,3 M. • Low Esteem with higher knowledge-more people know what brand stands for. • Exxon, MTV, Cigarette , Alcohol brands • Loosing penetration, serving market that has polarized opinion.

  5. BUILDING STRONG BRANDS

  6. BUILDING STRONG BRANDS 1.Brand Identity-how you aspire to be perceived based on core identity while Brand Image is how you are perceived 2.Value Proposition-consider emotional and self expressive benefits as well as functional benefits 3.Brand position-part of Brand identity and Value proposition 4.Execution-communicate the Brand Identity and Position

  7. BUILDING STRONG BRANDS 5.Consistency over time 6.Brand system-consistent and synergistic 7.Brand leverage-extend brands and develop co branding 8. Tracking Brand equity-awareness, perceived quality ,loyalty ,associations 9.Brand responsibility 10.Invest in Brands

  8. Good Brands Help Build the Corporate Image

  9. MULTI BRANDING STRATEGY When and why we should use ??

  10. BRAND EQUITY / BUILDING • The Role of Sponsorship • The Role of Web • The Role of Personality • The Role of Non Media/Advtg

  11. An Overview of Branding Decisions

  12. BRAND IDENTITY • Brand Identity-how you aspire to be perceived based on core identity • while Brand Image is how you are perceived

  13. THE PRISM OF IDENTITY

  14. The Prism of Brand Identity • Physique- • Combination of Independent characteristics including Logo which may be either prominent or dormant ;it is the brand basis, is a necessity, forming only the first stage in brand construction . Physical Features of a Brand -Associations eg Asian Paints- Gatoo Air India– MAHARAJA, Mercedez Logo

  15. The Prism of Brand Identity • Personality- • Each Brand has personality. It acquires a character. We identify the brand with a person; we gradually form a picture of that person by the in which he speaks of products or services. The easy way to bestow personality on a brand is to provide it with a spokesperson, a star, or an animal. Advtsg Firm Euro RSCG make Physique & Personality ,two major pillars of Brand Communication Eg Provogue jeans Binami Cements

  16. The Prism of Brand Identity • Culture– INTERNAL • The brand has its own culture from which every product derives. It implies a system of values ,a source of inspiration and brand energy. • A Basic principles governing the brand in its outward signs (product and communication) • Apple-the product of California culture ,symbolizes new frontiers • Mercedes personifies German values, with order strength prevailing. • The three box bodywork and overall symmetry • Adidas –embedded in collective culture ( sports ,soccer) while Reebok’s or Nike’s highlighting virtues of Individualism • Coca cola- American ,Toyota –Japan, Evian French Culture

  17. The Prism of Brand Identity • Relationship ---brand is a relationship. It often provides the opportunity for an intangible exchange between persons; esp in service sector • EXTERNAL

  18. The Prism of Brand Identity • Reflection—A brand reflects customer’s image ,the target audience image

  19. The Prism of Brand Identity • Self image-customer’s self image • Is the target’ own internal mirror.

  20. BRAND REINFORCEMENT STRATEGIES • AND • BRAND REVITALIZING • STRATEGIES

  21. BRAND EQUITY & • MEASUREMENT OF BRAND EQUITY

  22. BRAND EQUITY

  23. BRAND EQUITY

  24. MEASURE BRAND EQUITY

  25. Brand Equity Measure 1.Refelect Brand Equity, tap full scope of BE. • AWARENESS,PERCEIVED QUALITY,LOYALTY,ASSOCIATIONS 2.Reflect the Asset value ,focus on sustainable advantage not easily duplicated by competitors • Truly drives the market ie price, sales and profit • 3. Sensitive • 4. Can be applied across brands, product categories and markets

  26. INTERBRAND’S TOP BRANDS • LEADERSHIP • STABILITY • MARKET –GROWING OR STABLE SALES • INTERNATIONAL • TREND- SALES OF BRAND • SUPPORT- INVESTMENT • PROTECTION- LEGAL TM

  27. TOP 10 BRANDS • COCACOLA • Kellog’s • Mc Donald’s • Kodak • IBM.

  28. PERCEIVED VALUE MODEL

  29. PRODUCT MIX DECISIONS • PRODUCT LINE EXTENSIONS • BRAND EXTENSIONS

  30. PRODUCT LINE

  31. PRODUCT MIX WIDTH The concept of product mix and product line depth applied to selected Procter & Gamble products.

  32. Product Line Extension

  33. Product related Extensions • Colgate –Tooth paste—Tooth brush • Prestige cooker-Non stick ware • Nirma Detergent powder-cake • Frooti Parenthood brand launching various versions • Cinthol moving to Talc from toilet soap • Zodiac Belt from shirts, Ties -?

  34. Product related Extensions • More options to consumers cinthol • Cornering more retail shelf space • Creating some excitement around an old brand • Extending core promise to new users- Ariel super soaker • Managing changed market situation-Colgate Gel to fight Close up

  35. Line Extension • Up gradation of Existing customers • Unfulfilled Need • Novelty • Ponds Magic ,Nirma Cake, Life buoy Plus