Brand Name Processing, Brand Extension, Brand Stretching

Rahul Mukundan

Why do you need branding?

It is essential for your business’s success that you are clear about what itstands for. A strong brand can accelerate business performance and lift a company fromobscurity to a top position in the marketplace. By using branding tools – such as brandpositioning, brand design, MARKETING, advertising, and brand management – in asystematic and intelligent way, positive associations with your brand can be generated inpeople’s minds that will benefit and grow your business.

Branding should be seen as an integrating part of your business practice –what keeps it together and drives it forward. It should inform all business decisions andoperations, spanning across your organization – in personal interactions, corporate cultureand communications, products and services – and be driven from top management toemployees and inside out at all times. It is a never ending process.

Branding process

Phase 1 - Define & Assess

Phase 2 - Holistic Strategic Planning

Phase 3- Creative Approach

Phase 4 - Execution & Implementation

Phase 5 - Measurement & Analysis

Branding influences virtually every activity in the enterprise witheach point of customer contact. A well-defined, well-positioned, strongbrand influences employees and customers to think of a company interms of positive brand attributes: quality, dependability, trust,reliability. It is the reason why employees and customers become loyalto a company. Brand building is a process that establishes andsolidifies a relationship between your company, your employees,and your customers.

Data gathering is the beginning of creating your dynamic brand. The information collected will serve as the road-map for building the brand and positioning it successfully in the market-place.

▪ Fact finding include:

▪ Brand audit

▪ Data gathering - i.e. interviews, workshops

▪ Distribute questionnaires - executives, leaders, employees, customers

▪ Define target market

▪ Identify revenue & market-share goals

▪ Gather competitive intelligence

▪ Review existing brand materials i.e printed collateral

▪ Explore industry & associations

▪ Identify brand touch-points

Phase 1 - Define & Assess

Facts and your vision collaborate and creatively merge to establish the foundation of your brandmessaging platforms. Phase 2 is the essential lead to the creative approach that translates the strategy intotactical communications tools.

Holistic BrandTranslation

▪ Internal (build pride, esteem & involvement for employees)

▪ External (build buzz, excitement for prospects, present and past customers)

Message Development

▪ Vision, mission & values

▪ Value proposition

▪ Go-to-Market strategy

▪ Brand Personality, Positioning, Identity & Architecture

▪ Tagline

▪ Deliver Brand Messaging Platform

Phase 2 - Holistic Strategic Planning

Creative Direction

▪ Graphic design & Image Crafting

▪ Color Palette

▪ Layout

▪ Establish company voice/tone

▪ Review logo (design, emotion, logic)

▪ Review website (design, functionality, strategy)

▪ Review all other brand reflections in communication tools

Here we build a comprehensive Marketing Communications Program (MCP). A concurrent, integrated MCP channeled across all media drives the delivery of a powerful brand message across every customer and employee touch-point.

Corporate Identity System

▪ (logo design, signage, stationary, business cards, proposal template, email auto signature etc.)

▪ Brand and style guidelines for all media

Website with Optimized SEO

▪ Content development and management

▪ Copywriting

▪ Videos

▪ Webinars

▪ Lead Generation

Phase 3 -Creative Approach

External & internal brand launch is in this phase. One of the key indicators of a successful brand is building consensus, involvement and emotional connection with employees and stakeholders. Externally the campaign will include a concurrent, integrated campaign in each applicable marketing realm.

▪ Content development & copywriting

▪ Production (digital, print, product)

▪ Media plan

▪ Press conference brand launch

▪ Newspaper/magazine placement (if applicable)

▪ Radio/TV media tours (if applicable)

▪ Speaking engagements (if applicable)

▪ Direct Marketing

▪ Conferences

▪ Tradeshows

Phase 4 - Execution & Implementation

Measurement of ROBI begins at the launch of your brand initiative. All data collected will be measured against previous years' data (if applicable) such as leads generated, sales, client touch points, channels used etc.

Phase 5 Measurement & Analysis

BRAND EXTENSIONS

A Brand Extension occurs when a firm uses an established brand name tointroduce a new product When a new brand is combined with an existing brand , thebrand extension can also be called a sub-brand.

An existing brand that gives birth to a brand extension is the parent brand.

If the parent brand is already associated with multiple products through brandextensions, then it may also be called a family brand.

LINE EXTENSION

The parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand.

A line extension often adds a different flavor or ingredient variety, a different form or size,or a different application for the brand.

Eg: Head & Shoulders

Head &

Shoulder’sExtension

Coke’s Line Extension

CATEGORY EXTENSION

The parent brand is used to enter a different productcategory from that currently served by the parent brand.

Eg: ITC

ITC’s Category Extension

Why Brand Extensions?

Leveraging brand equity/value by introduction of logical & complementarynew product categories

E.g HP

Product Innovation to surpass consumer expectations

It increases awareness of the brand name

Increases profitability from offerings in more than one product category.

It’s a great way to reinforce a brand, reach out to new customers, create a BUZZ

Facilitate New Product Acceptance

Improve brand image

Reduce risk perceived by Customers Permit consume variety-seeking

Increase the probability of gaining distribution and trial

Increase efficiency of promotional expenditures

Reduce costs of introductory & follow-up marketing programs (save 40-80%)

E.g. Apple iPods

Avoid costs of developing a new brand

Allow for packaging & labeling efficiencies

Clarify brand meaning

Enhance the parent brand image

Bring new customers into brand franchise and increase market coverage

Revitalize the brand

Permit subsequent extensions

Provide Feedback Benefits to the Parent Brand and Company

Can confuse or frustrate consumers

Can encounter retailer resistance

Can fail & hurt parent brand imageXerox Computers-synonymous with copiers & no one believed they could make computers

Can succeed but cannibalize sales of parent brandAmul Butter-”reduced salt butter” is slowlyeating up Amul normal butter

Can succeed but diminish identification with any one category

Can succeed but hurt the image of parent brand

Can dilute brand meaning

Can cause the company to forgo the chance to develop a new brand

THANK YOUUUU…………