Managing branding new
-
Upload
samavacorp -
Category
Business
-
view
376 -
download
0
description
Transcript of Managing branding new
![Page 1: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/1.jpg)
MANAGING BRANDING
Salva Maneesh Varma
![Page 2: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/2.jpg)
MANAGING BRANDING
How to signify at the same time :
. a common reference of brand offerings
. how they differ from each other
. What the Brand stands for.
![Page 3: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/3.jpg)
MANY DIFFERENT TYPES OF BRANDS B2B B2C Web Trade Local Regional National International Worlwide (meta)
Corporate Commercial Non-business
Countries Official bodies Charity org. Politics/Polticians
![Page 4: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/4.jpg)
BRANDING OPTIONS
Product Brand : Exclusive name to a single product to assure individual positionning (Tide, Martini ……)
Line Brand : Extend a concept across different product in segmented market or across similar markets (Renault ….)
Range Brand : Use same name and promise in product categories with same ability (Green Giant …..)
Umbrella Brand : Support products in different markets with each its own promise, Danon
Source Brand : Support sub-brand names as above
Endorsing Brand : Approve/garanty wide variety of product brands, line and range brands GE
Marque : Endorsing (Corporate) Brand …..
![Page 5: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/5.jpg)
WHY EXTEND BRANDS ?
increasing competition between less & larger players with global aspirations and ability to communicate globally
towards saturation of markets similarity of brands’ offers attributes decreasing brand loyalty react to declining markets nourish the brand perceived vitality
![Page 6: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/6.jpg)
WHAT IS THE BRAND STRETCHING ?
It is the transfer of brand values on the new market
It shows that the brand is not related directly to one sector but has values that can transcend different products categories
![Page 7: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/7.jpg)
WILLS IN INDIA
![Page 8: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/8.jpg)
CATERPILLAR MOVED INTO SHOES AND CLOTHING
![Page 9: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/9.jpg)
SWATCH MOVE INTO JEWEL
![Page 10: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/10.jpg)
BRAND STRETCHING RISKS
Distort/Dilute the values of the Brand
Lose the original consumers
![Page 11: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/11.jpg)
CHEVIGNON BRAND DILUTION
modern, adventurous, exquisite
![Page 12: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/12.jpg)
PIERRE CARDIN BRAND DILUTION
![Page 13: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/13.jpg)
KEYS TO SUCCESS IN BRAND EXTENSION
Brand identity
Brand extension Market’s values
RelevanceFit
Added value
![Page 14: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/14.jpg)
ECONOMIC EVIDENCES OF BRAND EXTENSIONS
Higher survival rate of productsHigher chances of success, due to :
. trial rate
. conversion rate
. loyalty rate (repurchase)Lower launch cost
![Page 15: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/15.jpg)
WHY NOT EXTEND BRANDS ?
Unclear/no Brand Identity High brand switching pattern Unwatched Overheads Cost increase No sufficient resources for success No sufficient “Fit” and Relevance
![Page 16: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/16.jpg)
CATEGORY EXTENSIONS
succeeded Adidas cosmetics Harley Davidson
cosmetics Colgate toothbrush
failed Campbell ketchup Bic parfumes Levi’s suits Xerox computers Clorox washing
powder Calgon washing
powder Crystal Pepsi un-cola
![Page 17: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/17.jpg)
THE VIEW FROM HONDA
“We are the most international of the Japanese companies. At the moment we are the most diversified, and we will be more diversified in the future. Still, I think it would be very hard to build a one-type world car. In the end, I don’t think it would be very efficient.”
---Nobuhiko KawamotoPresident and CEO, Honda Motor Company
![Page 18: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/18.jpg)
- JOHN F. WELCH, JR.
"Our vision has been described to you for a decade. We believed that only businesses that were number-one or number-two in their markets could win in the increasingly competitive global arena. Those that could not were to be fixed, closed or sold."
Chairman and CEO, General Electric
![Page 19: Managing branding new](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c20f464a7959f4408b45e6/html5/thumbnails/19.jpg)
THANK YOU