Post on 06-Mar-2018
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
1st exercise Master study WS 2015/2016
Specialization: Handel und Internationales Marketing-Management
Module: Retail Management und International Branding
INTERNATIONAL BRAND
MANAGEMENT
Downloads: www.muh.uni-trier.de
Benutzer: muh
Passwort: swoboda
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Consumer goods distribution as basis
Consumer
Customer
retention =
Brand retention Retailing
Customer retention
= Store retention
Customer retention
= Commercial partner
retention
Customer
retention =
Integrative
retention
Manufacturer
Marketing oriented processes Supply chain processes
Production
of manu-
facturers
Stock
of manu-
facturers
Stock
of
commerce
Retailer Consumer
Value chain according to the push-principal
Production
of manu-
facturers
Stock
of manu-
facturers
Stock
of
commerce
Retail Consumer
Valuechain according to the pull-principal
Supplier Consumer Manu-
facturer Commerce
Connection of value chains
Source: Zentes/Swoboda/Morschett 2010.
Connection between research (Top-Journals) and practice
Slide 2
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Top international retailer
and manufacturer worldwide
Source: *ranking for 2014; OC&C-Partner 2015.
43
45
46
48
48
50
52
55
56
64
72
77
87
87
87
87
93
425
Leclerc (FR)
Wesfarmers (AUS)
Rewe (DE)
Seven & I (JPN)
Woolworths (AUS)
Aeon (JPN)
Edeka (DE)
Auchan (FR)
Casino (FR)
Target (USA)
Aldi (DE)
Metro (DE)
Kroger (USA)
Tesco (UK)
Schwarz Group (DE)
Carrefour (FR)
Costco (USA)
Wal-Mart (USA) 425
Source: *ranking for 2015; Deloitte 2015;
Manufacturer Country Sales
bn $
Return of
Sales (%)
1 Nestlé AG CH 100.205 20.6 2 P & G USA 83.062 18.7
3 PepsiCo USA 66.683 14.4
4 Unilever UK/NL 66.135 16.6 5 JBS BR 49.102 5.6 6 AB-Inbev BE 47.063 32.1 7 Coca-Cola USA 45.998 20.0 8 Tyson Foods USA 37.580 3.7 9 Mondelez USA 34.244 9.5 10 A. D. Midland USA 31.546 4.2
11 L’Oréal FR 29.945 26.8
12 Philip Morris USA 29.767 39.7
13 Group Danone FR 28.100 10.0 14 Heineken Holding NL 25.593 15.2 15 B. A. Tobacco UK 23.019 37.7 16 Japan Tobacco JPN 22.057 27.0 17 WH Group CN 21.244 8.1 18 Kraft Foods USA 18.205 10.4 19 General Mills USA 17.910 17.0 20 Altria Group USA 17.814 47.8 21 Kirin Breweries JPN 17.771 5.2 22 Conagra USA 17.703 5.6 23 Colgate Palmolive USA 17.277 20.6 24 Diageo UK 16.901 29.4 25 SABMiller UK 16.704 32.7
Retailer Sales (bn. Euro)
1
2
3
4
5
6
7
8
10
13
14
16
17
18
19
21
22
23
No.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Branding as a mutual basis
Dominance of branded products
Consumer
Rewe
Edeka
Globus
Obi Tesco
Douglas dm
Aldi
Lidl
Media-Markt
Coop
Dominance of retail brands
Consumer
Kraft
Black&
Decker
Coca-Cola
Milka
Nestlé
Maggi
Persil Pfanni
Nivea
Marlboro
Knorr Sony
Lancôme
Slide 4
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Learning objectives of lecture
You should be aware of the basic explanatory approaches and models of brand management (national/international) and you should
internalize the structure of international scientific studies.
1. Overview of the basic understanding of brand management (national/interna-
tional) as well as of its levels (product vs. corporate in industry and retailing).
2. Understanding the structure of scientific studies: Abstract, introduction, literature
review, conceptualization/hypotheses/framework, empirical study (sample design,
measurement, method, results), implications (research, practice), limitations.
3. Insights into qualitative/quantitative research studies, including own calculations.
- Journal of Marketing (US A+ Journal) - Marketing Science (US A+ Journal) - International Journal of Research in Marketing (EU A Journal)
- Marketing Letters (US B Journal) - Journal of International Marketing (US B Journal) - Marketing ZfP (Deutsches C Journal)
- AMA Winter/Summer Educators’ Conference - Informs Marketing Science Conference - ACR – Association for Consumer Research North American Conference
- AMS Academy of Marketing Science Annual Conference
International Marketingjournals and -conferences
Slide 5
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
1) Lecture by Ms. Weindel/Ms. Puchert/Mr. Hirschmann/Mr. Seibel; 2) Mr. Morbe.
Date
1 03.11.2015 Basics of brand management
2 10.11.2015 International brand management
3 17.11.2015 Brand impact models, moderators and mediators
41) 24.11.2015 Basic structure of international studies
52) 01.12.2015 Effect of brand equity: Quantitative research techniques I
62) 08.12.2015 Effect of brand equity: Quantitative research techniques II
71) 15.12.2015 Effect of brand equity: Quantitative research techniques III
81) 16.12.2015 Effect of brand equity: Quantitative research techniques IV
91) 05.01.2016 Consultation hour (homework; meeting in lecture room)
10 12.01.2016 Guest lecture: Mr. Stippler, Global Brand Tracking, Bayer AG
111) 19.01.2016 Presentation of students and feedback
121) 26.01.2016 Branding studies
131) 02.02.2016 Branding studies
141) 09.02.2016 Branding studies
151) 16.02.2015 Exam meeting
Organization
Examination: Written after the end of the course; reaching max. 12
additional points possible by homework Slide 6
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Literature
Required literature (relevant in some excercises)
Ailawadi, K. L. & Keller, K. L. (2004), “Understanding Retail Branding: Conceptual
Insights and Research priorities”, Journal of Retailing, 80: 331-342.
Yoo, B. & Donthu, N. (2001), “Developing and Validating a Multidimensional
Consumer-Based Brand Equity Scale”, Journal of Business Research, 52 (1): 1-14.
Walsh, G. & Beatty, S. E. (2007), “Customer-based corporate reputation of a service
firm: scale development and validation”, Journal of the Academy of Marketing
Science, 35 (1): 127-43.
Slide 7
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Foundations of Brand Management
1.1 Brands & Brand Management
1.2 Customer-based Brand Equity
1.3 Corporate, Product, Service or Retail Branding
1
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
In Detail…
What is a brand?
Brands vs. products
Why do brands matter?
Brands‘ values for consumers and manufacturer
Can everything be branded?
Forms of brand names
Brand strength
Slide 9
Objectives
Defining “brand”
Understanding the functions and impor-
tance of the brand from the perspective
of both consumers and firms
Understanding of what can and cannot
be branded
Identifying strong brands
Understanding branding challenges and
opportunities
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
„Brand as mental image in the
mind of consumers“
„intellectual property right“
Different perspectives of the term
„brand“
„branded product“
Slide 10
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
What is a brand?
American Marketing Association (AMA):
A brand is a “Name, term, design, symbol, or any other feature that
identifies one seller's good or service as distinct from those of other
sellers.”
Marketing manager:
“something that has actually created a certain amount of awareness,
reputation, prominence, and so on in the marketplace. “
Variety of brand name strategies
Slide 11
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brands versus products
A product is anything we can offer to a market for attention, acquisition, use,
or consumption that might satisfy a need or want.
Level MP4s Player
Core Benefit Musical entertainment on the move
Generic Product Ability to play music downloaded from the web
Expected Product Consumer should expect a solid-state device with no
moving parts and 64 to 128 megabytes of memory
Augmented Product Optional features: colour LCD screen, audio equalizer,
ability to store files other than digital-audio files
Potential Product Voice-controlled programming, „infinite life“ batteries
Slide 12
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
A brand…
… is therefore more than a product, as it can have dimensions that differen-
tiate it in some way from other products designed to satisfy the same need.
Slide 13
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
0%
10%
20%
30%
40%
50%
60%
70%
I prefer brand A I prefer brand B Brand A is as wellas brand B
51%
44%
5%
Blindtest
0%
10%
20%
30%
40%
50%
60%
70%
I prefer brand A I prefer brand B Brand A is as wellas brand B
23%
65%
12%
Test with presentation of the brand
Effects of brands on consumer
preferences
Slide 14 Source: DeChernatony, L.; McDonald, M. (2007): Creating powerful brands, 4. Aufl., Oxford u.a., S. 14 f.
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Benefits (value) of the brand
Benefits of the brand
from consumer perspective Guidance (identification feature)
Trust feature
Prestige feature
Identification feature
Relief feature
Quality assurance feature
Benefits of the brand
from supplier‘s perspective Formation of preferences
Differentiation against competition
Customer retention and loyalty
Segment-specific marketing
Plattform for new products
Differentiated price policy
Increase in company value
Slide 15
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Relevant market and communication
conditions for brand management
Inflation of products and brands,
brand erosion and brand trust,
quality pat and brand equality
Inflation of communication activities
for brand building and
strengthening vs. information
overload and volatile information
behavior
Experience orientation of
consumers vs. smart shoppers/
hybrid consumers
Retailing power and emancipation
of retailing
Source: Esch 2005. Slide 16
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Marketing advantages of strong
brands
Improved perceptions of product performance
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to marketing crises
Larger margins
More inelastic consumer response to price increases
More elastic consumer responses to price decreases
Greater trade corporation and support
Increased marketing communication effectiveness
Possible licensing opportunities
Additional brand extension opportunities
Slide 17
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Best global brands 2015
Slide 18
Rank Previous
rank
Brand COO Sector Brand
value ($m)
Change in
brand value
1 1 USA Electronics 170,276 43%
2 2 USA Internet Services 120,314 12%
3 3 USA Beverages 78,423 -4%
4 4 USA Computer Services 67,670 11%
5 5 USA Electronics 65,095 - 10%
6 6 Japan Automobiles 49,048 16%
7 8 Südkorea Electronics 45,297 0%
8 10 USA Diversified 42,267 -7%
9 7 USA Food 39,809 -6%
10 11 USA Online 37,948 29%
Source: Interbrand 2015: Best Global Brands 2014. Available: http://bestglobalbrands.com/2015/ranking/
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Value of the most expensive brands
in the world in Mill. USD
Source: Interbrand 2015. Slide 19
170,276
120,314
78,423
67,670
65,095
49,048
45,297
42,267
39,809
37,948
37,212
36,711
36,514
35,415
29,854
27,283
23,070
23,056
22,975
22,250
Apple
Coca-Cola
Microsoft
IBM
Toyota
Samsung
GE
Mc Donalds
Amazon
BMW
Mercedes-Benz
Disney
Intel
Cisco
Oracle
Nike
hp
Honda
Louis Vuitton
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Can everything be branded?
Physical goods
Services
Retailers and distributors
Online products and services
People and organizations
Sports, arts, and entertainment
Geographic locations
Ideas and causes
Slide 20
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Forms of brand names
Person-related (Estee Lauder, Porsche, Orville Redenbach)
Place-related (Sante Fe Cologne, Chevrolet Tahoe SUV, British Airways)
Animal-related (Mustang automobiles, Dove soap, Greyhound buses)
Product-related (Lean Cuisine, JustJuice)
Attribute-related (DieHard Autobatterien, Mop & Glo Floor Cleaner,
Beautyrest Mattrasses)
Others (Apple, Shell, Milk)
Slide 21
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Foundations of Brand Management
1.1 Brands & Brand Management
1.2 Customer-based Brand Equity
1.3 Corporate, Product, Service or Retail Branding
1
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
In Detail…
Inside-Outside and Outside-Inside-View
The Brand Equity Concept
Customer-based Brand Equity (CBBE)
Brand awareness and brand image
Brand Building
CBBE Pyramid
Slide 23
Objectives
Introducing the concept of CBBE
Understanding the source of
CBBE
Highlighting outcomes and
benefits of CBBE
Understanding the CBBE model
and implications of the model
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda Branding perspectives
Level of
Action
Internal View
Summary of Internal- and External View
Determine of the „Desired Value“
Derivation and Implementation of the Positioning
Permanent Review of the Status
Level of
Impact
External View
Strategy as Basis
Competitive Strategy: Strategy at business division level, with the aim of
creating or maintaining of competitive advantages (Differentiation vs. Cost
Leadership)
Positioning: Strategic and active arrangements of the position in the
relevant markets (e.g., imageprofiling, corporate culture/image, corporate
design etc.) Slide 24
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand identity and image
Slide 25 Source: Meffert/Burmann/Kirchgeorg 2015.
Self-image of the
internal target
group
External image of
the external
target groups
Brand identity Brand image
Brand value
proposition
Brand
extension
Brand
behavior
Brand
experience
Brand-buyer-
relationship
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
The awareness within the target
group is crucial
General
Awareness
37 %
Awareness within
target group
> 90 %
Slide 26
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Price
Variety
Assortment
quality
Service
Trouble-
shooting
Lifestyle/
Value
H&M
Service
Store design
Communication
Loyalty programs
Distribution
Assortment Price
H&M - Benchmark
Slide 27
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
The brand-equity concept
Stresses the importance of brand role in marketing strategies
Brand equity is defined in terms of the marketing effects uniquely
attributable to the brand
Branding is all about endowing products and services with the power of
brand equity
Brand equity explains why different outcomes result from the marketing of
a branded product or service than if it were not branded
Slide 28
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Customer-based brand equity
“The differential effect that brand knowledge has on consumer response to
the marketing of that brand.” In other words: The power of a brand lies in
what resides in the minds of the customers.
Slide 29 Source: Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity.
Journal of Marketing, 57(1): 1-22.
Coors
Pabst
Colt 45
Guinness
Miller Lite
Budweiser
Pabst
Coors
Miller Lite
Budweiser Colt 45
Guinness
A. Taste perceptions of six beer brands when
the drinker knows what he is drinking
B. Taste perceptions of six beer brands when
the drinker does not knows what he is drinking
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand equity as a bridge
Reflection of past investments
in the marketing of a brand
Direction for future marketing
actions or programs
Slide 30
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
iPhone
???
Apple Associations
Slide 31
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Source: Keller, Kevin: Conceptualizing, Measuring and Managing Customer-Based Brand Equity, in:
Journal of Marketing, Vol. 57, 1993, January, S. 1-22, S. 7.
CBBE occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory.
Slide 32
Brand value /
knowledge
Brand
awareness
Brand
image
Brand recall
Brand recognition
Types of brand associations
Advantageousness of brand associations
Strength of brand associations
Uniqueness of brand associations
Simple customer-based brand equity
model
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Source: Esch et al. 2005.
brand is unknown
passive brand recall
(based recognition)
active brand recall
(memory)
dominant brand
(exclusive
brand recall)
intensive active brand recall
(top of mind)
- Brand awareness pyramide -
Slide 33
Brand awareness
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand awareness advantages
Slide 34 Source: Keller 1993.
Learning advantages
Register the brand in the minds of consumers
Consideration advantages
Likelihood that the brand will be a member of the consideration set
Choice advantages
Affect choices among brands in the consideration set
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Brand image
Types of brand associations
Emotional or cognitive
Favorability of brand associations
Associations should lead to brand preferences
Strength of brand associations
Is made up of the quantity of processing and the
quality of information processing
Involvement of consumers and consistency of
the stimulus are key factors
Uniqueness of brand associations
Key differentiation criteria should be associated
with the brand
Slide 35
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Foundations of Brand Management
1.1 Brands & Brand Management
1.2 Customer-based Brand Equity
1.3 Corporate, Product, Service or Retail Branding
1
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
In Detail…
Corporate Brand vs. product brand
Corporate Branding: The Henkel example
Product Branding strategies
Corporate, sales line and format branding in Retailing
Slide 37
Objectives
Understanding the particularities of
Corporate and Product Branding
Understanding the particularities of
(levels of) Retail Branding
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Corporate
Brand
Management
Corporate
Value
External
Target Group
Internal
Target Group
Source: Swoboda, B.; Giersch, J. (2007): Internationales Corporate Brand Management – Das Beispiel Henkel,
Düsseldorf.
External and internal target group
Slide 39
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Defining Corporate Brand
Corporate brand could be described as the interface between self-portrayal
and external perception of the organization
Corporate
Brand
Corporate
Culture
Corporate
Identity
Corporate
Image
Corporate
Reputation
Self portrayal of the company External perception of the organization
Source: Balmer, J. M. T. 2001. Corporate identity, corporate branding and corporate marketing. European Journal of Marketing, 35(3/4):
248-91.; Giersch, J. (2007): Corporate Brand Management international tätiger Unternehmen, Dissertation, Trier, p. 44. Slide 40
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Hygiene/
Surface
Adhesives
Technologies Cosmetics/
Toiletries
Sales:
1,952 (15%)
Sales:
2,959 (23%)
Sales:
2,029 (16%)
Laundry &
Home Care
Corporate – Sales: 83 (1%) Total sales: 12,779
Quelle: Henkel Geschäftsbericht 2000.
Chemical
(Cognis)
Sales:
2,835 (22%)
Sales:
2,921 (23%)
Slide 41
Adhesives
Technologies
Sales:
8,256 (50%)
Corporate: Sales: 156 (1%)
Laundry &
Home Care
Sales:
4,556 (28%)
Cosmetics/
Toiletries
Sales:
3,542 (21%)
Total sales: 16,510
Henkel’s sales of business sectors in
2000 and 2015 (in million €)
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Henkel in 2001
Slide 42
Corporate Level
Country Level
UB Level
SBU Level
Brand Level
Internal Level
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Vision & Values of Henkel (2015)
Slide 43
Vision
A global leader in brands and technologies.
We put our
customers at the
center of what
we do.
We value,
challenge and
reward our
people.
We drive
excellent
sustainable
financial
performance.
We are
committed to
leadership in
sustainability.
We build our
future on our
family-business
foundation.
Values
Codes
Code of Conduct Code of Teamwork und
Leadership
Code of Corporate
Sustainability
Source: Henkel 2015; Swoboda, B. and M. Löwenberg (2012): The global sustainability initiative “Quality and Sustainability” and the concept of “Performance based on Sustainability”, Trier/Düsseldorf.
Slide 43
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Henkel – Internal instruments
Corporate Values:
We are customer driven.
We develop superior brands and
technologies.
We aspire to excellence in quality.
We strive for innovation.
We embrace change.
We are successful because of our people.
We are committed to shareholder value.
We are dedicated to sustainability and
corporate social responsibility.
We communicate openly and actively.
We preserve the tradition of an open family
company.
Corporate Song:
„We together“
Friendship Day
Slide 45
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Henkel – External instruments
Nachhaltigkeits-Ratings
Slide 46
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Corporate brand vs. product brand
Product Brand Corporate Brand
Management Middle management CEO
Brand responsibility Middle (brand) management All employees of the firm
Scope of the concept Marketing
(competitive strategy)
Across functions
(corporate strategy)
Marketing-Mix Marketing communication Corporate communication
Focused target group Customer Internal and external groups
Communicated values Target group specific Historic values
Slide 47
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
„House of Brands“
Company of brands
Corporate brand only present at highest level (as identifier);
single/family/umbrella brand strategies pursued
at product level
„Endorsed Strategy“
Combination
Simultaneous use of two brand components with varying degrees of
prioritization or dominance
„Branded House“
Company as brand
Corporate brand solely responsible for defining
the profile of the company; total corporate
brand integration
High Low
Integration of the corporate brand
Corporate vs. product brand 2/2
Source: Swoboda, B.; Giersch, J. (2007): Internationales Corporate Brand Management – Das Beispiel Henkel, Düsseldorf. Slide 48
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Märkte
Company
Market 1
Brand A
Market 2
Brand B
Management of every product as one brand
Basic branding strategies –
Individual branding strategy
Slide 49
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Märkte
Company
Market 1
Brand A
Brand B
Brand C
Parallel management in every product area of not less than two on the total
market justified brands
Slide 50
Basic branding strategies –
Multi-brand strategy
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Märkte
Company
Market 1 Market 2 Market 3
(Umbrella-)Brand
Management of every product of a company as one brand
Slide 51
Basic branding strategies –
Umbrella brand strategy
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Basic branding strategies –
Family branding strategy
Markets
Company
Brand family A Brand family B
Product A Product C Product B
Market 1 Market 2 Market 3
Management of several products as one brand, in some circumstances
parallel management of several brand family
Slide 52
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Advantages and Disadvantages of
the Basic Brand Strategies
Individual branding strategy
+ unique brand personality
+ no potential negative image transfer
+ less coordination needs
- high costs for brand launch
- without recourse to existing prominence
and acceptance of existing brands
- no synergy effects of media costs
Family branding strategy
+ address of new target groups by the use
of market expansion
+ reduction of flop risk
+ mutual support of brands
+ relative low costs of branding through
synergies
- possible negative spillover effects
- higher coordination efforts
- risk of substitution relationships
Multi-brand strategy
+ protection of the competitive position
by the use of „competitors in house“
+ better market exploitation
+ wide shelf space coverage
- cannibalization of the own brands
- suboptimal usage of financial and
personal resources
- risk of to much segmentation
Umbrella brand strategy
+ address of new target groups by the use
of market expansion
+ reduction of flop risk
+ faster acceptance in retailing and among
consumers
- possible negative spillover effects
- higher coordination efforts
- „deprofiling“ of the umbrella brand because
of insufficient brand competence Slide 53
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Specific branding strategies –
Transfer brand strategy (Self-Study)
Märkte
Company
Market 1 Market 2
Transfer of positive image components of an established brand on a
transfer product of a new product category
Slide 54
Transfer brand
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Markets
Specific branding strategies –
Co-Branding (Self-Study)
Company B Company A
Cooperative
Compound
Market 1
Brand A Brand B
New brand C
Joint appearance of independent brands in a cooperative compound
Slide 55
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Conceptualizing effects
Advertising Spending
Distribution Intensity
Price Fairness
Product Sophistication
Customer Orientation
Good Employer
Financially Strong Firm
Product Range Quality
Responsibility
Product Image
Corporate Image
Product Loyalty
Product-related Marketing Mix Corporate Associations
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Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Rank Country of Origin Brand Value (US-$ m)
1 CN 66,375
2 USA 62,292
3 USA 35,245
4 USA 27,705
5 Sweden 17,025
6 UK 14,171
7 USA 11,818
8 Germany 11,660
9 USA 11,214
10 USA 10,756
Top 10 most valuable global retail
brands 2015
Slide 57 Source: Kantar Retail: The Top 20 Most Valuable Global Retail Brands 2015, Available: http://www.millwardbrown.com/mb-global/brand-
strategy/brand-equity/brandz/top-global-brands/2015/brand-categories/retail.
Retail-Branding stands for the brand policy of a retailing company on the
level of retail outlets, whereby the brand is a strategic guideline for the
retail marketing (Morschett 2002, Swoboda/Hälsig 2007).
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Different branding strategies
Umbrella Brand
Strategic business units
Slide 58
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Also here different levels
Corporate brand level
Retail brand level
Product brand level
Private labels Manufacturer‘s brand
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Slide 59
Manufacturer‘s brand Private labels
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Conceptualizing retail brand effects
Slide 60
Store Loyalty
Store Layout
Assortment
Location
Communication
Price
Service
Market Characteristics Store Characteristics
Consumer Characteristics
Retail Brand Image
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Exercise for the next lecture
Read the literature and answer the three questions:
What are the research gaps/calls, questions and key results of the papers?
Which theory/conceptualization is used and how they measure constructs?
What are limitations and future research directions?
Yoo, B. & Donthu, N. (2001), “Developing and Validating a Multidimensional
Consumer-Based Brand Equity Scale”, Journal of Business Research, 52 (1): 1-
14.
Walsh, G. & Beatty, S. E. (2007), “Customer-based corporate reputation of a
service firm: scale development and validation”, Journal of the Academy of
Marketing Science, 35 (1): 127-43.
Prepare a short (max. 15 min., 10 slides) presentation; please use presen-
tation template on our homepage.
Be prepared to present
Please send your presentation to c.puchert@uni-trier.de until Tuesday,
12:00 o’clock
1.5 points on top of the exam. Slide 61
Chair for
Marketing and Retailing Trier University Prof. Dr. Prof. h.c. B. Swoboda
Formalities and presentation
design
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Text orientation
Below
aligned
Get drawing lines
Text and figures only within
the frame
Max.
two lines
Slide 66
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Color design
Presentation template is
available in the download
area
Slide 67
Trier University MARKETING & RETAILING Prof. Dr. Prof. h.c. B. Swoboda
Some notes for presentations
Plan the correct sheet number
A talk of 2-3 minutes is assumed per
slide. At a 10 minutes presentation this
means 5 content slides (+ title slide,
agenda, backup).
Keep in time
For overdrafts the time is canceled.
Backup-slides
Use backup slides to ease your
answering to questions.
Bibliography
The end of a scientific presentation
includes a bibliography with the used
literature.
Presentations
Each presentation should be given by
two group members, every group
member has to present at least once.
Slide 68