This document discusses factors to consider for effective brand positioning. It defines brand positioning as owning a credible and profitable position in consumers' minds through differentiating the brand. Brands can be mapped on a perceptual map based on consumer perceptions of price and quality. The brand positioning process involves understanding stakeholder needs, opportunity modeling to establish relevance and differentiation, developing a brand platform and identity, and continuous evaluation. Examples are provided of companies like Disney that maintain a clear vision to guide brand extensions. Microsoft is also discussed as keeping its original vision of computers for all despite vast growth. Effective brand extensions leverage brand equity to enter new categories while maintaining quality associations.
The document discusses the 7 tools of a marketing communication mix - advertising, sales promotion, public relations, events/experiences, direct marketing, word-of-mouth marketing, and personal selling. It also outlines 3 key factors to consider when setting a communication mix: the type of market, the buyer-readiness stage, and the product life cycle stage. The goal is to effectively promote a company or its products to targeted customers using the right combination of the 7 communication tools.
Brand management involves building, managing, and improving a brand over time. It begins with understanding what a brand is - namely, a person's gut feeling about a product, service, or organization. Brand management defines the brand, positions it, and delivers the brand promise to customers. It manages both the tangible elements like products and packaging as well as intangible elements like emotional connections. The purpose is to differentiate the brand from competitors, build customer loyalty, and form strong customer perceptions and brand equity. A key part of brand management is the strategic brand management process, which involves identifying the brand position, developing customer-based brand equity, implementing brand positioning guidelines, and building a strong brand over time.
This document discusses new product and brand extensions. It defines a brand as symbolic representation of a company, product, or service that creates associations in consumers' minds. Brand extensions occur when an established brand name is used to introduce a new product. There are two main types of extensions: line extensions, which target new market segments within an existing product category, and category extensions, which enter a new product category. Brand extensions leverage existing brand equity and recognition to reduce risks and costs. However, extensions can also dilute brand meaning or confuse consumers if not executed properly. The document outlines factors to consider when evaluating potential brand extensions.
This document provides an overview of key concepts in brand management. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. The document outlines various brand elements like names, logos and taglines. It also discusses brand attributes, identity, image and strategies. Specifically, it explores private branding, product line extensions, sub-branding and the importance of establishing a unique brand name. The presentation emphasizes the role of consistent branding in shaping customer expectations and building loyalty.
The document discusses criteria for choosing effective brand elements. It identifies key criteria like being memorable, meaningful, and appealing. Brand elements should inherently facilitate recall and recognition. They may take on descriptive or persuasive meaning to convey information about a product's attributes and benefits. Elements also need to be adaptable, flexible, protectable, and transferrable. The entire set of coordinated brand elements makes up a brand's identity, and consistency across elements is important for cohesiveness.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand startegies
Faculty Name: Vishal Desai
This document discusses branding and brand valuation. It defines what brands are, their importance for differentiation and customer loyalty. Strong brands have high brand equity and positive brand image. The document also discusses types of brands like manufacturers' brands and private labels. It notes Coca-Cola as the most valuable brand according to Interbrand's valuation methodology, which discounts projected brand earnings based on risk factors to determine net present brand value.
A brand is a name, symbol or design that distinguishes a product or organization and builds customer loyalty. A brand provides value to both customers and companies. For customers, a brand functions as a promise of quality, reduces risk and search costs. For companies, a brand simplifies operations, provides legal protection and competitive advantage. Brands can be classified by ownership, market area or number of products. A brand hierarchy shows how brand elements are ordered from corporate to individual brands. Branding is the process of creating a unique identity for a product through advertising to attract and retain customers. Common branding strategies include integrated, independent, line, range, umbrella and endorsement branding.
This document discusses key concepts in brand management. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Building a brand involves activities to nurture it into a profitable asset, such as product development, advertising, and ensuring delivery matches promises. Strong brands have high equity allowing premium pricing and defense against competition. Managing brand associations, status, ambassadors, and vitality helps build brands, while ensuring all customer experiences match the brand image avoids pitfalls.
Kapferer's Brand Identity Prism is a framework that represents a brand's identity using six aspects: physique, personality, culture, relationship, reflection, and self-image. These aspects are divided into the constructed source/receiver and externalization/internalization dimensions. Kapferer's prism enables brand managers to assess their brand's strengths and weaknesses to create loyalty and value. Coca-Cola and Starbucks are examples of brands that can be analyzed using the six aspects of the Brand Identity Prism.
Branding has evolved over hundreds of years from cattle branding to signify ownership to a key business concept in the modern world. A brand provides differentiation for a product or service and is not just a logo or slogan but involves leveraging functional and emotional attributes to build equity. There are various types of brands including corporate, product, service, and cause brands. An effective brand building process involves assessing the brand, crafting a promise and blueprint, culturalizing the brand internally, and leveraging the brand for advantage.
1) Brand identity is a unique set of brand associations that strategists aspire to create to represent what the brand stands for and its promise to customers.
2) Key aspects of brand identity include its individuality, long-term goals, consistency, values, basic truths, and recognition signs.
3) A brand identity prism diagrams the internal and external aspects of brand identity and how they relate to a brand's personality, culture, products, customer relationships, and other dimensions.
The document provides an overview of brand equity including:
1. It defines brand equity as the value customers attach to a brand based on perceptions and associations with that brand.
2. Brand equity can be measured both qualitatively through customer perceptions and associations, and quantitatively through financial valuation methods.
3. Increasing brand equity can be done by strengthening brand loyalty through frequent buyer programs or affinity programs, or by raising price if customers perceive value at the higher price point.
This presentation looks at why branding is important, how people choose one brand over another, and the importance of segmentation in an era when one-size-fits-all branding is dead. The result must be tribal branding characterized by engagement
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's goods or services and distinguishes them from competitors. A brand provides several roles like identifying the maker, simplifying product handling, organizing accounting and offering legal protection. Branding is the process of endowing products with brand power, while brand management involves managing empowered brands. Strategic brand management identifies brand positioning through a unique identity and implements brand marketing and measurement of performance and value over time. Key aspects discussed include brand identity, positioning, equity and their measurement.
Session 1, introduction to branding 2013 2014John Verhoeven
This document provides an introduction to branding concepts through a university course outline. It discusses why brands are important for both consumers and manufacturers in reducing risk and simplifying decisions. Brands help create awareness, knowledge, image, attitude, preference, loyalty and advocacy. The document outlines the course topics on branding management, equity, strategy, research and international aspects. It emphasizes that brands tell stories, have life cycles, personalities, responsibilities and theoretical frameworks. Finally, it discusses how branding becomes more important in entertainment due to increasing choices, commoditization, differentiation needs, and the ability of strong brands to focus employees and build communities.
this document is a short and a precise understanding of the evolving communication world. Aimed at providing the vital aspect of conversations in a social environment, it is a guide to help propel the readers to focus creative arts and communication strategies to orient brand owners to create ideas with consumers in a collaborative environment
Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Disrupt or Decay? 5 Trends Shaping Your BrandJustin Foster
We all see the changes. Internal and external forces pushing and pulling on brands. We see the disintegration of the old ways of doing business - but also the emergence of new ways that encourage collaboration, transparency and deeper connections. As market forces and societal trends shape brands, business leaders have a tremendous opportunity to harness these trends rather than just respond to them.
Brand Strategist and author Justin Foster provides his insights on 5 emerging business trends that are shaping the future of your brand - including your personal brand - and 5 competencies necessary to harness these trends. Relevant to senior executives, marketing teams and entrepreneurs, Justin shares his thoughts on:
• The convergence of leadership, culture and innovation.
• How Social Business impacts every area of business.
• The rise of "Rebellious Traditionalists"
• 5 competencies required for modern branding
• How to leverage your personal brand to elevate your company brand.
This presentation is available as a keynote or a half-day executive retreat.
Return on Awesome: Building a Bacon ArmyJustin Foster
What would happen if organizations encouraged their individual employees to be … individuals? What would happen if these individuals were applauded for promoting their individuality? You would have a brand whose #1 differentiator would be its people!
Based on my 2nd book set for release in early 2014, this presentation helps organizations embrace a culture of promoting the individual personal brands within the organization that - when properly promoted - elevate the organization’s brand to new heights.
This document provides an overview of the evolution of brand building literature from traditional branding to modern brand building models. [1] Traditionally, brands were seen as simple identifiers to distinguish products and create brand images. [2] In recent decades, the focus shifted to see brands as strategic assets that create value and form relationships with customers. [3] Modern brand building models, like brand orientation, brand leadership, and brand asset management, emphasize developing brand identities, building brand equity, and leveraging brands as strategic resources.
Research on Brand Positioning Strategy and Brand Awareness-Tamanna RahmanTamanna Rahman
This document provides an introduction to a thesis that examines the brand strategies of new Irish whiskey brands. The objectives are to study how brand strategies help build new brands, investigate if branding strategies create a positive impact and brand development, and examine if brand managers use models like Aaker's brand leadership model or Keller's brand communication mix. The study is justified by the growing Irish whiskey market and large investments being made in new distilleries. Industry reports forecast continued strong growth in the premium Irish whiskey segment through 2019. The introduction outlines the layout of the following chapters on branding literature, the Irish whiskey industry, research methodology, case studies, and analysis.
How can a firm develop and establish an effective positioning in the marketSameer Mathur
This document discusses developing a strong brand positioning by creating a customer-focused value proposition that competes effectively against other brands and makes the brand's superior qualities clear to consumers. It emphasizes establishing a positioning by defining what the brand offers and why it is a better choice than competitors.
Tendensdagen 2011 Kevin Lane Keller - Proven marketing strategies in challeng...Sveriges Marknadsförbund
Proven marketing strategies in challenging marketing conditions
Marknadsföringsområdet har genomgått enorma förändringar under de senaste åren och här berättar Keller hur man hittar balans mellan klassiska kommersiella metoder och dagens nya angreppssätt, och om hur man kan skapa starka varumärken, lojalitet och ROI i dagens konkurrensutsatta, utmanande och konstant föränderliga digitala värld.
Kellers bok Strategic Brand Management har hyllats som ”the bible for branding” och han är numera medförfattare till Kotlers Marketing Management, tidernas mest sålda introduktionsbok i marknadsföring. K L Keller är en mycket uppskattad talare världen över och har erfarenhet från framgångsrika varumärken och företag såsom bl a American Express, Disney, Ford, Intel, Goodyear, Kodak, Nordstrom, Shell, Starbucks och Unilever.
Developing and establishing a brand positioningSameer Mathur
The document discusses the importance of developing an effective brand positioning strategy. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. The goal of positioning is to maximize the potential benefit of the firm by locating the brand in consumers' minds. A good positioning strategy clarifies the brand's essence, identifies the goal it helps consumers achieve, and has elements that represent both its current standing and future aspirations. Determining points of difference and parity against competitors allows for optimal positioning. An effective positioning helps create a customer-focused value proposition and guides overall marketing strategy.
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
How can a firm develop and establish an effective positioning in the marketSameer Mathur
A firm can develop an effective market position by determining a frame of reference through identifying their target market and relevant competitors. This involves identifying optimal points of parity and difference compared to competitors by analyzing their real and perceived weaknesses. A company should then choose a brand mantra that captures the essence of their brand to occupy a distinctive place in the target market's mind. For small businesses, proper positioning and branding requires creativity within limited budgets to build their brand.
I had to do a presentation with my dear collegue on the topic "Tourism product of TUI" and we put a lot effort on the research and visual part of the presentation. So I am sharing it in hope it will help someone :)
1. The document discusses five golden rules for creating powerful brands in today's marketing world. It covers topics like the customer not being fully in charge, simplifying brand positioning but not oversimplifying, the importance of great products over storytelling alone, and mixing marketing activities around a clear brand promise.
2. Each rule is explained through examples of brands like Nike, Volvo, BMW, Subway, and Coca-Cola. Key aspects of brand positioning like points of difference, points of parity, and brand mantras are also defined.
3. The importance of blending functional and emotional benefits is stressed. Strong products and value propositions, as well as continually innovating, are said to be
Umbrella branding involves selling many related products under a single brand name to enhance their marketability and create brand equity. It allows companies to leverage the attributes of all product lines under a trusted brand. Successful examples include Apple expanding from computers to other electronics. However, issues with a flagship product, like Nestle's Maggi noodles, can negatively impact the entire brand. Umbrella branding aims to increase customer loyalty and repeat purchases across a company's portfolio of products.
Alternaty - Hotel operator selection process - Jan 2013Alternaty
Before considering a management company, developers should be aware of all the possible options and alternatives that match their investment strategy.
Alternaty is a boutique real estate firm providing a suite of consulting services throughout the development lifecycle. We are headquartered in HCMC Vietnam, with associates in Thailand, Myanmar and Indonesia.
Hope to see you at http://blog.alternaty.com/
The document discusses e-branding, which refers to a company's values, competencies, attitudes, vision, mission, personality, and appearance projected online. The purpose of e-branding is to 1) create a direct relationship between customers and brands through the internet, 2) help with brand recall and increase sales and loyalty, and 3) strengthen and deliver the brand. Benefits of e-branding include being able to easily survive competitors, build familiarity and loyalty, gain reputation, expand customer relationships, penetrate new markets, join the global online community, and personalize offerings better than traditional branding methods.
This document discusses maximizing brand value through branding strategies and execution. It covers brand value, what makes a strong brand, and the process of maximizing brand value, which includes conducting a brand audit, developing a brand strategy, and executing the strategy through branding elements and management over time. The goal is to understand the current brand, identify strengths and weaknesses, and develop an optimal strategy and plan to strengthen the brand and grow its value.
Brand architecture is the structure of brands within a company and how they relate to each other. It defines hierarchies and how sub-brands support or detract from corporate brands. Brand architecture should be fluid to leverage maximum value as markets change rapidly. There are different types of architectures including monolithic, endorsed, and branded. Developing an effective brand architecture is a process that involves auditing brands, defining brand essences, considering strategic fit, and engaging designers to create visual expressions. An important role is the brand architect, who bridges strategy and expression by providing innovative brand solutions.
The document discusses key concepts related to branding including defining what a brand is, the difference between products and brands, brand elements, building brand equity, measuring brand equity, and managing brand equity over time. It provides frameworks for understanding the core identity and extended identity elements that make up a brand, how brand equity is developed over different stages, and the roles brands can play in a larger brand portfolio.
Branding essentials: Understanding, building and developing powerful brandsBrainventures
Concepts, thoughts and thesis about branding offered at International Marketing Master of EAE Business of Barcelona. The session intends to define essentials and key ideas about branding
The document discusses branding from multiple perspectives including corporate branding, product branding, and brand DNA. It outlines six steps to differentiate, develop, and detect brands over time from diagnosis through direction. Branding is shown to encompass vision, mission, objectives, propositions, initiatives, benefits, personality, value, essence, and infrastructure. The goal is to travel the path of brand realization.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
The document discusses branding, communication, and public relations. It covers several key points:
1) Your brand defines your identity and differentiates you from competitors. It is your competitive advantage.
2) PR helps build brands by creating stories and publicity that shape perceptions and close the gap between how a brand wants to be seen and how it is actually seen.
3) PR is more credible and trustworthy than advertising because the content is influenced rather than self-proclaimed. It achieves visibility and acceptance from third party endorsements.
Kolota Creative Marketing provides innovative marketing and communications solutions through a full range of services. They can help solve marketing problems at any level in an organization through three service modules tailored for senior leadership, functional managers, and product/program managers. With over 25 years of experience, Kolota has developed marketing solutions for 35 companies across multiple business sectors. Their approach involves immersing themselves to understand a client's "Brand DNA" and position them for maximum marketing returns.
The document discusses branding and provides definitions of branding from marketing experts. It defines a brand as a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors. The document then gives an example of how Mercedes is seen in terms of attributes, benefits, values, culture, personality and target users. It distinguishes between a brand and branding, noting that branding is the set of activities that build positive brand perception. The document outlines factors that make up strong branding and the purpose and significance of branding for manufacturers, distributors and consumers.
The document discusses brand strategy and implementation. It covers topics such as defining the customer as the king and queen, maintaining an election day mindset all year long to engage customers, and using the "royal formula" of alignment, attachment, authenticity, and advocacy to create a champion brand. It also addresses developing a brand architecture and taking a holistic approach to executing the brand strategy internally and externally.
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Have you ever stopped to consider why some brands have cult following while others competing in the same segment have none? Why are Starbucks and Krispy Kreme brands gaining such strong consumer preference while others competing in the same category foster very little consumer loyalty? Do you ever wonder why such brands such as Tide and Tetley dominate their respective categories, year over year, irrespective of the competitive environment? It is important now more than ever to develop an integrated brand strategy, i.e., a clear brand identity that is consistent across all consumer touch-points.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
This document discusses branding strategies and introduces the brand consulting firm Vertebrand. It makes the following key points:
1) Vertebrand believes branding should involve enhancing business value by strategically improving every customer touchpoint rather than just marketing and design.
2) The firm develops comprehensive brand strategies aimed at systematically increasing a brand's intrinsic valuation over time through consistent relationship building with stakeholders.
3) Vertebrand takes a 360 degree approach to branding, orchestrating all aspects of a business from product to people to ensure all elements are synergistically aligned with the brand DNA.
This document discusses defining and articulating a unique value proposition (UVP) for an organization or brand. It provides an overview of what a UVP is, tools for defining a UVP, characteristics of strong UVPs, and using a UVP in marketing narratives. The document also presents a case study of how the Natural Products Association developed their UVP through extensive research, stakeholder engagement, and implementation of brand identity, management, experience and strategy elements.
Brand strategy is important for developing customer choice and shareholder value. A brand represents the sum of mental connections customers have to a product or service. It is built upon competitive advantages that meet customer needs and values in a way that differs from alternatives. Without an identifiable brand, customers have no clear way to choose one option over others. An effective brand strategy is aligned with business strategy and culture, and integrated across all customer touchpoints. Those who do not invest in defining their brand risk having the market define it instead.
Expenditure on brand building may be percieved as costly especially when viewed against the backdrop of the recently economic downturn. However, to unlock the potential inherent in any strategic move, business managers need to elevate the proposition through the adoption of the concept of branding.
We transform ideas and businesses into strong brands through branding strategies and design. We help companies innovate, evolve, and achieve success by guiding and expanding their vision. Our solutions include brand strategy, identity, implementation, and management. For the past 8 years we have successfully helped clients across many sectors build and enhance their brands.
1. The document discusses branding, brand equity, and strategies for developing strong brands. It defines a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors.
2. Brand equity refers to the added value provided to products and services by a brand and is reflected in how consumers think about, feel about, and interact with a brand. Strong brands enjoy benefits like customer loyalty and the ability to charge a price premium.
3. Building brand equity requires identifying the brand promise or vision for what the brand will mean to customers. It also involves crafting strong brand elements like names, logos and slogans and implementing integrated marketing activities to communicate the brand identity.
How AI is Disrupting Service Industry More Than Design ThinkingBody of Knowledge
Artificial Intelligence (AI) and Design Thinking are two powerful tools that, when used together, can revolutionize the service industry. By combining these approaches, businesses can develop innovative solutions that enhance customer experience, increase efficiency, and drive growth. Here's how AI and Design Thinking are disrupting the service industry
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Introduction to Brand Management
1. MB4019
BRANDING AND MARKETING
COMMUNICATION
Master of Business Administration
School of Business and Management
Institut Teknologi Bandung
2. BACKGROUND
• Brand is a strategic asset for companies
• Brand management incosistency will generally
lead to failure and success will bring
significant advantages for companies
• Few know how to manage brand properly
• This course is designed to help students
learning about how to be a good assistant
brand manager (as your first appointment in
brand management)
3. LEARNING GOALS
1. To build students’ skills in analysis of branding
situation using the concept they have learned
2. To develop decision making skill that enable
students to identify alternative solutions and
choose the one which can strengthen brand
position in the market
3. To develop team work and communication skills
and leadership which is required to run brand
management activities
4. LEARNING OUTCOMES
After completing this course, students will
have required competencies as an assistant
brand manager and demonstrate
leadership, teamwork, and communication
skill required to perform their role as assistant
brand manager effectively.
5. COURSE STRUCTURE
Understanding of brand
Ability to Develop Plan elements
for Branding Decision
Ready as Assistant and Create Mock Ups Understanding of Brand
Brand Manager (brand Product relationship
elements, product, ads
and touchpoints)
Understanding of Brand
Pricing
Understanding of Brand
Ability to Develop Distribution
Branding Decision
Understanding of Brand
marketing
Understanding of Brand
Touchpoints
Ability to Identify
Brand Problems
Ability to conduct Brand
Performance Analysis
Understanding of Brand, Brand
Role, Brand Objectives, Brand Understanding of Understanding of Brand
Equity, and Brand Brand Measures Analysis Steps and Tools
Management
11. EVALUATION
Item Weight
Quiz 15%
Group assignment 30%
Mid Test 25%
Final Test 30%
TOTAL 100 %
BC B AB A
12. STUDENT GUIDANCE
In order to succeed, students are advised to do
the followings:
• Allocate sufficient time for self preparation
• Discuss concepts and cases with their group
• Elaborate practical cases apart from cases
given
• Have a proper notes of all lecture
• Contribute actively in the class
13. REFERENCES
Main text book:
• Kevin L. Keller, 2008, Strategic Brand Management, 3rd
Edition, Prentice Hall.
Supporting text:
• Gabriela Salinas, 2009, The International Brand Valuation
Manual: a complete overview and analysis of brand
valuation techniques, methodologies and applications, John
Wiley & Sons. Ltd.
• John A. Davis, 2010, Competitive Success: how branding
adds value, John Wiley & Sons, Ltd.
14. NEED TO DISCUSS?
• Director Room, MBA ITB Building
• Call 022-2504308 ext 126
• E-mail reza@sbm-itb.ac.id
• From Monday to Friday, 8am – 5pm
16. HISTORY OF BRAND
• Old Norse word: “Brandr” = “To Burn”
• Greeks and Romans puts their
signatures/symbols on wet claypots
• Pottery communities
17. TRADITIONAL BRAND DEFINITION
• It’s a mark
• Different forms: name, logo, symbol, design,
or combination of those
• Purpose: to differentiate
• Focus: tangible
18. TODAY’S PRACTICAL BRAND
DEFINITION
• Set of associations or known descriptions
• Stored in people’s mind
• Which is represented, at least, by name (this is
the most remembered element of a brand)
• Focus: intangible
• Holt (2003): “Brand is perceptual entity,
rooted in reality”
19. WHAT IS YOUR PERCEPTION ABOUT...
BANK MANDIRI
BANK CENTURY
GARUDA INDONESIA
MERPATI AIRLINES
APPLE IPAD
SAMSUNG GALAXY TAB
22. HOLISTIC DEFINITION OF BRAND
(De Chernatony, 2006)
• Input perspective
– Brand as logo
– Brand as identity
– Brand as quality indicator
– Brand as values
– Brand as vision
• Output perspective
– Brand as image
– Brand as relationship
• Time perspective
– Brand is a dynamic entity
23. BRAND DEFINITION (UU 15/2001)
1. Merek adalah tanda yang berupa gambar, nama, kata,
huruf-huruf, angka-angka, susunan warna, atau kombinasi
dari unsur-unsur tersebut yang memiliki daya pembeda
dan digunakan dalam kegiatan perdagangan barang atau
jasa.
2. Merek Dagang adalah Merek yang digunakan pada barang
yang diperdagangkan oleh seseorang atau beberapa orang
secara bersama-sama atau badan hukum untuk
membedakan dengan barang-barang sejenis lainnya.
3. Merek Jasa adalah Merek yang digunakan pada jasa yang
diperdagangkan oleh seseorang atau beberapa orang
secara bersama-sama atau badan hukum untuk
membedakan dengan jasa-jasa sejenis lainnya.
28. CRITERIA FOR CLASSIFYING
• Based on brand architecture
• Based on supply chain entity
• Based on product types
• Based on customer types
• Based on geographic scope
28
29. BASED ON BRAND ARCHITECTURE
Corporate Brand
Family Brand
Individual Brand
Modifier (designating item or model
29
30. AN EXAMPLE
Procter & Gamble
Olay
Olay Total Effects – Olay Natural White – Olay
White Radiance
Olay Total Effects cream – cleanser – eye cream
30
31. BASED ON SUPPLY CHAIN ENTITY
• Manufacturer brand
• Distributor/retailer brand
31
32. BASED ON PRODUCT TYPES
• Product/Physical goods brand
• Service brand
32
36. Brand architecture is a structure
of all brands that a company has.
The structure shows relationship
between brands and reflects the
brand strategy of the company.
39. TYPES OF BRAND RELATIONSHIPS
• BRANDED HOUSE
• SUB BRANDS
• ENDORSED BRANDS
• HOUSE OF BRANDS
40. BRANDED HOUSE
• A single identity that encompasses all
products (example: BMW, Microsoft, CNN)
• Brand strategy implications:
– Advantages: requires fewer resources, minimize
misunderstanding, easier alignment
– Disadvantages: inability to appeal diverse
consumer segments, generic brand campaign
which might not be memorable, creativity is
hindered, consequence of failure is larger
41. SUB BRANDS
• A strong brand at a level under the master brand (i.e. a
sub brand). Example: Nike Air Jordan, Lenovo Thinkpad
• Brand strategy implications:
– Advantages: both brands (master and sub brands) give
each other recognition and create new associations that
can help the market’s understanding of both brands, helps
growing market share and shareholder benefits, greater
loyalty from distribution partners
– Disadvantages: complexity and expenses are added to
marketing communication, may dilute or confuse master
brand, complex distribution strategy, create a single point
of attack for competitors.
42. ENDORSED BRANDS
• Independent brand, which is overtly endorsed by
a master brand (example: Polo by Ralph Lauren,
Ibis by Accor Group etc)
• Brand strategy implications:
– Advantages: provide credibility for the endorsed
brands, endorsed brand benefits from the master
brand’s reputation, can break into competitor’s
territory
– Disadvantages: can be expensive, too many
endorsement may signal weak sub-brands, greater
consequences of failure
43. HOUSE OF BRANDS
• Multiple strong brands housed in a de-
emphasized, weak or unknown corporate entity
(example: Procter & Gamble, Kao etc)
• Brand strategy implications:
– Advantages: each brand can maximize impact on market
or niches, individual brand can be specified to fit a target
market, increase variations of new revenue streams, more
creativity and talents
– Disadvantages: little or no leverage can be used with the
parent association (remember the Indonesat tagline:
“Punya Indosat”), more expensive, creating internal
rivalries, hard to unify customer loyalty, confusing image
(may not be aligned perfectly)
45. LITERAL DEFINITION
• Keller (2008, p. 434)
“the set of all brands and brand lines that a
particular firm offers for sale to buyers in a
particular category”
• Aaker (2004, p. 14)
“Brand portfolio is both owned brands and brands
linked through alliances, which are considered as a
team of brands working together, each with
assigned roles to enable and support business
strategies”
46. PRACTICAL DEFINITION
Brand portfolio is the collection of
all brands owned by a particular
company, which ranges across
categories and products.
47. Accor Group Coca Cola Company
(http://home.hospemag.com/co/accor) http://foodanddrinkbusiness.com/?p=4403
49. BRAND PORTFOLIO CONCEPTS (2)
(KELLER, 2008 P. 434)
• Brand line: all products sold under a particular brand
• Product line: a group of products within a product
category which are closely related, sold to the same
customer group, same outlets, or fall within given price
ranges
• Product mix: all product lines made available to buyers
• Brand mix: all brand lines available to buyers
• Depth of branding strategy: how deep is the brand
portfolio
• Breadth of branding strategy: how far is a brand
stretched to include other product categories
51. DEFINITION
• Brand Positioning is “the act of designing the
company’s offer and image so that it occupies a
distinct and valued place in the target
customer’s mind”(Keller, 2008)
• The distinctiveness is the product of benchmark
againts competitors or customers’ point of
reference
• According to Kotler and Keller (2006), positioning
does not necessarily create distinct
characteristics, because of different competitive
strategies applied by companies.
53. CREATING POSITIONING (2)
Keller (2008):
1. Determining the frame of reference:
– Target consumers
– Competitors
2. Determining the ideal POP and POD of brand
associations
– How the brand is similar to those competitors
– How the brand is different from them
54. SEGMENTING
• Segmentation is the process of dividing a whole
market into group of buyers
• Bases for segmentation:
– Product-based: category, function, size, etc.
– Consumer-based:
demography, geography, psycography and behavior
• Good segment criteria:
– Identifiable
– Considerable size
– Accessible
– Responsive
55. TARGETING
• Targeting is an act of choosing one or more of the identified
segments
• The selection is based on:
– Market attractiveness
– Competitive positioning
• An innovative company digs down each market segment to find
new needs
• The newly identified needs is scrutinized to measure potential
growth in the future
• Different types of targeting:
– One segment targeting
– Multiple segment targeting
– Combined segment targeting
– Mass market targeting
61. BRANDS VS PRODUCTS
Product Brand
Anything we can offer to a Sum total of consumer
market for attention, perceptions and feelings about
the product’s attributes and
acquisition, use, or
how they perform, about the
consumption that might brand name and what it stands
satisfy a need or want. for, and about the company
associated with the brand.
61
62. PRODUCTS VS BRANDS
Computer
Car
Beverage
Electronic
Appliance
62
66. PRODUCT, BRAND AND CONSUMERS
• Product used to dictates brand. The situation changed now
• Brand influences purchase
• Brand is perceived and experienced by consumers
• Brand used to be company’s belonging, but now it is shared with
consumers
Konsumen
Konsumen
Perusahaan Perusahaan
Produk Brand Brand Produk Perusahaan Brand Konsumen
(a) (b) (c)
67. BRAND IDENTITY AND IMAGE
67
Brand vision
Brand management process: and purpose Brand perception process:
top-down Bottom-up
Core brand
values
Brand personality codes
Semiotic invariants
Strategic benefits and attributes
Physical signature, family resemblance
Product A.. Product B .. Product N .. Typical brand
actions
Permanent fluctuations of the market
Evolution of competition, life stles, technology
69. CONSIDERATIONS AND STEPS
• Brand Life Cycle
• Davis (2010): brand has to maintain its
relevance
• Keller (2008):
70. STEP 1
• Mental Maps
• Competitive frame of reference
• Points of parity and points of
difference
Identify and Establish
Brand Positioning • Core brand associations
and Values • Brand manatra
70
71. BRAND ELEMENTS
• Kapferer (2008)
Brand concept (value proposition)
Tangible and intangible
Brand name and symbols Product or service
Semiotic invariants Experience
72. STEP 2
• Mixing and matching of brand
elements
• Integrating brand marketing
activities
Plan and implement • Leveraging secondary associations
Brand marketing
programs
72
73. BRAND MARKETING PROGRAMS
• Davis (2010)
– Communication objectives
– Messages
– Mode (touchpoints)
– Evaluation
– Adjustment
74. STEP 3
• Brand value chain
• Brand audits
• Brand tracking
Measure and
interpret brand
• Brand equity
performance management system
74
80. MM6016 Branding and Marketing Communication
CASE 1: SAMSUNG
WRITTEN BY FAN YE AND CHRISTIAN KIM UNDER SUPERVISION OF PROF. ROBIN
RITCHIE OF RICHARD IVEY SCHOOL OF BUSINESS IN 2004
80
81. SAMSUNG HISTORY
• From small trading company to an economy
powerhouse
• Operated in 67 countries with more than
175000 employees worldwide
• Surpassed Hyundai to become the leading
business group in South Korea
82. “Behind this impressive growth is
Samsung’s effort to redefine itself
as a vendor of cutting edge
consumer technology” (P. 1)
83. “By 2000, the company’s successful
launching of innovative product such
as mobile phone, PDA, MP3 player,
and digital TV had established
Samsung as a credible player” (p. 4)
84. SAMSUNG’S BRANDING EFFORT
• Samsung saw digital product as a major trend in consumer
electronics
• The company put a lot of investment in R&D and marketing of
digital products since then
• In 1999, Samsung ran a global campaign of “SAMSUNG DigitAll –
everyone’s invited” to position the company as a producer of
innovative and easy to use consumer electronic products
• Samsung moved into high profile marketing campaign by
sponsoring the 2000 olympic in Sydney
• Increasing marketing communication budget by 35%
• Featured some mobile phones in two box office movies: The
Matrix: Reloaded and The Matrix: Revolution
• Samsung Electronic had redirected its focus away from mass
merchants to specialty retailers like Best Buy, Circuit City and
CompUSA
85. MM6016 Branding and Marketing Communication
CASE 2: FRANZ COLLECTION
WRITTEN BY PROF. LIEN TI BEI (NATIONAL CHENGCHI UNIVERSITY) AND PROF.
SHIH-FEN CHEN (RICHARD IVEY SCHOOL OF BUSINESS) IN 2010
85
86. FRANZ COLLECTION HISTORY
• Franz Collection Inc. (Franz) is a Taiwan based
manufacturer which specialized in functional and
home décor accessories.
• The company was originated from Seagull Décor
Co. Ltd which sold crafts, gifts, ornaments, and
home décor items.
• Seagull was a pure original equipment
manufacturing (OEM) company, flourished by
capitalizing on the country’s skills in low-cost
manufacturing and assembly.
87. • Seagull moved to trading business and
became an ODM company (Original Design
Manufacturing)
• As an ODM, Seagull was known by its design,
creativity, cost effective, and efficient
designers.
• The design skill elevated and Francis Chen, the
owner, decided to launch their own brand:
FRANZ
88. “Chen was aware that owning a
brand was not as simple as
putting a logo on the
product...Chen also had to
consider the resistance from
Seagull’s current customers.” (p.
5)
89. “To prevent potential conflict with
current clients, Chen set up a separate
company, Franz Collection Inc. in both
Taiwan and the United States in 2001.
The separation helped position Franz as a
premium brand in its own right,
independent of what Seagull stood for”
(p. 6)
90. FRANZ BRANDING EFFORTS
• Focus on porcelain (p. 6)
• Described the brand essence and spirit (p. 9)
• Set up a logo (p. 10)
• Set up the principle of design and develop
required skills (p. 10)
• Set up pricing (p. 5)
• Set up marketing channel (p. 8)
• Run marketing campaign (p. 9)
91. “OEM or ODM is the kind of business on
order-to-build. You make nothing if there
is no order. A branded product means
that you control your own direction. OBM
was not an easy choice. It was an
unknown terrain and there were risks.
But we went ahead, taking one step at a
time.” (p. 13)
A product can be purely functional.But brands evoke feelings.What are the perceptions and feelings that come to your mind when you think of these brands vs others?
Core benefit – music entertainment on the moveGeneric product – ability to play music downloaded from the web or ripped from CDExpected product – solid state device with no moving parts, 64-128 MB memory, slot for memory card, softwareAugmented product – color LCD screen, audio EQ, ability to store other types of filesPotential product – voice control programming, design, extended battery lifeBrand diff lies in the augmented product onewards