Brand Decisions

A brand for a company is like a reputation for

a person. You earn reputation by trying to

do hard things well.

What is Brand? A name term, sign, symbol or design or a

combination of them, intended to identify the

good or services of one seller or group of

sellers and to differentiate them from those of

the competitors.

Brand identifies seller.

Meanings

Attributes

Benefits

Values

Culture

Personality

User

“What distinguishes a brand from its unbranded

commodity counterparts is the consumers’

perceptions and feelings about the product’s

attributes & how they perform. Ultimately brand

resides in the minds of consumers”

Kevin Keller

• Sar Uthake Jiyo

• 2 minutes

• The complete man

Brand Identity

Brand’s name, logo, colors, tagline & symbol

Brand is “a marketer’s promise to deliver a

specific set of features, benefits & services”

Brands are not built by advertising but by the

brand experience.

Brand Equity

Aaker – “it is related to the degree of brand

name recognition, perceived brand quality,

strong mental & emotional associations and

other assets such as patents, trademarks &

channel relationship.”

Brand Equity is the positive differential effect

that knowing the brand name has on customer

response to the product or service.

Advantages of high brand equity

Trade leverage in bargaining with distributors

& retailers

Higher price

Easily launch brand extensions

Defense against price competition

Branding Decisions

Branding Decisions

•Brand

•No Brand

•Manufacture

•Distributor

•Licensed

•Individual

•Blanket Family

•Separate Family

•Company - individual

•Line extension

•Brand extension

•Multi brands

•New

•Co-brands

•Re- positioning

•No repositioning

Sponsor decision

Brand Name decision

Brand Strategy

Brand Repositioning

TO BRAND OR NOT TO BRAND

Advantages of Branding

Easier to process orders & track down

problems

Legal protection

Brand loyalty

Segmentation

Build corporate image

Easy acceptance of new brands

Brand Sponsor Decision

Manufacture brand Kelloggs, Colgate

Distributor brand Pantaloon’s – John Miller, Bare

Licensed brand Gitanjali group – Nina Ricci, Miss Sixty, Roberto Cavalli

Egana – Espirit, Peirre Cardin

Brand Name Decision

Individual names

Blanket family name

Separate family names for all products

Corporate name combined with individual

product names

Desirable qualities for a brand name

Suggest about the product’s benefits

Suggest the product category

Suggest concrete, high imagery qualities

Easy to spell, pronounce, recognize & remember

Distinctive

Should not carry poor meanings in other countries

& languages

Brand building tools Advertising PR & Press Releases Sponsorships Clubs & consumer communities Factory visits Trade shows Event marketing Public facilities Social cause marketing High value for money Founder’s or a celebrity personality\mobile phone marketing Social networking sites

Brand Strategy decisions

Functional brand

Image brand

Experiential brand

Line Extensions

Brand Extensions

Multi brands, new brands

Co brands

Brand Auditing & Repositioning

Packaging

“As all the activities of designing and

producing the container for a product”

The container is the Package Primary

Secondary

shipping

Importance of Packaging

Self service

Consumer affluence

Company and brand image

Innovation opportunity

Labeling

Identifies the brand

Grade the brand

Describe the brand

Promote the brand

New Product Development

Categories of new products By Booz, Allen, Hamilton

New to the World

New product lines

Additions to the existing product lines

Improvements & revision of the existing

products

Repositioning

Cost reductions

Factors hindering NPD Shortage of important ideas

Fragmented markets

Social & governmental constraints

Cost of development

Capital shortage

Faster required development time

Shorter PLC

New Product Development process

Idea Generation Interacting with others

Sales representatives Intermediaries Employees Management

Using creativity techniques Attribute testing Forced relationship Morphological analysis Reverse assumption Mind mapping

Idea Screening Drop error Go error

Concept Development

Product idea Product concept Category concept

Concept testing Communicability & believability Need level Gap level Perceived value Purchase intention User target

Marketing Strategy

Target market’s size, structure &

behaviour

Product positioning

Sales, profit & market share

Business Analysis

Estimating total sales

Estimating costs & profits

Break-even analysis

Risk analysis

Product Development

Quality Function deployment

Customer attributes

Engineering attributes

Customer & functional tests

Market Testing

Company seeks to estimate Trial

First Repeat

Adoption

Purchase Frequency

Commercialization Cost considerationManufacturing cost

Plant size

Marketing cost

When Where To whom (target market prospects) How

Consumer adoption process

Awareness

Interest

Evaluation

Trial

Adoption

Factors influencing the adoption process

Readiness to try new products & personal

influence

Characteristics of the innovation

Organizations’ readiness to adopt innovation