Strategic Green Alliances & Strategic Brand Alliances (Co-Branding)
01.introduction to strategic brand management
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Transcript of 01.introduction to strategic brand management
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
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Product form Features Customization Performance Conformance Durability Reliability Repairability Style
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Ordering ease Delivery Installation Customer training Customer consulting Maintenance and
repair Returns
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1. Apple 2. 3M3. Microsoft4. GE5. Sony6. Dell7. IBM8. Google9. P&G10. Nokia
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1. Virgin2. Samsung3. Wal-Mart4. Toyota5. Ebay6. Intel7. Amazon8. Ideo9. Starbucks10. BMW
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Consumer Identification of source of product Assignment of responsibility to product maker Risk reducer Search cost reducer Promise, bond or pact with maker of product Symbolic device Signal of quality
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1. Performance risk2. Functional risk3. Physical risk4. Financial risk5. Social risk6. Psychological risk7. Time risk
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Manufacturer Means of identification to simplify handling or tracing Means of legally protecting unique features signal of quality level to satisfied customers Means of endowing products with unique association Source of competitive advantage Source of financial returns
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Physical goods Pharmaceuticals FMCG Industrial All B2B products High tech products
Services Airlines- Srilankan, Mihin air, British Airways Hotels – Hilton, Galadari, Cinnamon lake Banking – Peoples Bank, Commercial Bank,HSBC Hospitals – The Central, Nawaloka, Lanka Hospitals And many more
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Retailers and Distributors Cargills, Keels, Arpico, Sathosa, Laughs, etc.
Online products and services Google, Ikman.lk, anything.lk, ebay, e-channel, etc
People and Organization Sanath Jayasuriya, jacklin, Susanthika, Sarvodaya, SLIM
Sports, Arts and entertainment Cricket, foot ball, Movies and Dramas
Geographic locations Nuwar eliya, Down south, Kandy
Ideas and causes – Aids ribbons, Poppy flowers
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Savvy customers More complex brand families and portfolios Maturing markets More sophisticated and increasing competition Difficult in differentiating Decreasing brand loyalty in many categories Growth of private labels Increasing trade power Fragmenting media coverage Eroding traditional media effectiveness Emerging new communication options Increasing promotional expenditure Decreasing advertising expenditures Increasing cost of product introduction and support Short term performance orientation Increasing job turnover
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Cost Clutter Fragmentation Technology
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One of the important in the branding environment is the proliferation of new brands and products
One of the main reason is the line extensions There for brand name may now be indentified with a
number of different products with varying degree of similarity
E.g.: Coke, Nivea, Virgin, Lux, Sidhalepa, etc.
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BrandBrandNameName
AwarenessAwareness
XEROX
THE 4THE 4ELEMENTSELEMENTS
OF OF BRANDBRANDEQUITYEQUITY
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BrandBrandNameName
AwarenessAwareness
BrandBrandLoyaltyLoyalty
XEROX
THE 4THE 4ELEMENTSELEMENTS
OF OF BRANDBRANDEQUITYEQUITY
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PerceivePerceivedd
BrandBrandQualityQuality
BrandBrandNameName
AwarenessAwareness
BrandBrandLoyaltyLoyalty
XEROX
THE 4THE 4ELEMENTSELEMENTS
OF OF BRANDBRANDEQUITYEQUITY
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Identifying and establishing brand positioning Planning and implementing brand marketing program Measuring and interpreting brand performance Growing and sustaining brand equity
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Mental maps – this is a visual depiction of the different types of associations linked to the brand in the mind of consumer(Land Rower)
Core brand association – these are that subset of associations(attributes and benefits) that best characterize a brand (Toyota)
Brand mantra- this is know as brand essence or core brand promise (we deliver anything- DHL)
Competitive frame of difference- how u crate the brand value and brand positioning differently to the competition (HSBC)
Points of parity and points of difference – creating brand superiority in mind of consumers of advantages or point of difference a brand offers, while at alleviating concerns about and possible disadvantages of using competitor products ( Pharmaceuticals)
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Mixing and matching branding elements- brand logos, , brand names, symbols, characters, packaging and slogans. Use these elements to create a strong brand relationship
Integrating brand marketing activities – Personalize marketing, one to one marketing , permission marketing
Leveraging secondary association – the brand may themselves be linked to certain source of factors, such as the company, countries or other region, or channel of distributors of distribution channel which will be associate and identify through that channel.
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Brand value chain- is a mean to trace the value creation process for brands.
Brand audit – it’s a comprehensive examination of its source of equity Brand equity management system – is a set of research procedures
designed to provide timely, accurate and actionable information which needs to take the best tactical decisions in short term and long term
Brand tracking – involving the above system is called brand tracking
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Brand product matrix – is a graphical representation of all the brands and products sold by the firm
Brand hierarchy – displays the number and nature of common and distinctive brand components across the firms products. By capturing the potential branding relationships among the different products sold by the firm.
The brand portfolio – is the set of all brands and brand lines that a particular firm offers for sale to buyers in particular category.
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Tharaka Dias+94773869007
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