Managing Brands For Competitive Advantage

Ayesha Khalil

.

1)Brand

2)Brand Loyalty Brand recognition

Brand preference

Brand insistence

3)Types Of BrandsGeneric products

Manufacturer’s brand

Private brands

4)Brand equity

5)The Role Of Category & Brand

Management Category management

6)BRAND NAMES & BRAND MARKSBrand name

Brand mark

7)Trademarks Trade dress

Brand Extensions

8)developing Global Brand Names & Trademarks

Packaging

Brand Licensing

9)new-product Planning Product Development Strategies

Brand

Name, term, sign, symbol, design, or some

Combination that identifies the products of one firm While differentiating them from the competitions.

Marketing

Marketing is more then selling and pricing

The business must identify & satisfy customers needs wants and demands in order to make profit,

Marketing is about gain and retain customer.

Satisfying customer needs and build long term relationship with them

Marketing is about creating for customer value

Target Market

Market:- people or institutions with sufficient purchasing power, authority, and willingness to buy

Target market:- specific segment of consumers most likely to purchase a particular product

.

Understand the marketplace

and customer needs and

wants

Capture value from customers to create profits and customer equity

Create value for customers and build customer

relationships

Capture value from customers in return

Design a customer-driven

marketingstrategy

Build profitable relationships and

createcustomer delight

Construct a marketing program

that delivers superior value

A Simple Model of the Marketing Process

Branding

Branding

Brand

Name

• That part of a brand that can be spoken, including letters, words, and numbers.

Brand

Mark

• The elements of a brand that cannot be spoken.

Brand

Equity

• The value of company and brand names.• Awareness, quality, loyalty, patent and

trademark.

BRAND LOYALTY

Brand recognition:- Consumer awareness and identification

of a brand.

Brand preference:-Consumer reliance on previous experiences with a

product to choose that product again.

Brand insistence:-Consumer refusal of alternatives and extensive search

for desired merchandise.

Brand

Marketing

Company

Design

A brand comprises of

Tangible attributes

Intangible attributes

Tangibles Attributes

Product

Tangibles attributes

labeling packagingFunctional benefits

Tangible attributes

Tangible

Emotional benefits

Quality

Intangible

Image

Culture

Values

Types Of Brands

Types Of Brands

Generic products:- Products characterized by plain labels, no advertising,

and the absence of brand names.

Manufacturer’s brand:-Brand name owned by a manufacturer or other

producer.

Examples: Sony, Pepsi, Dell.

Private brand:- brands offered by wholesalers and retailers.

Captive brand:- national brands sold exclusively by a retail chain.

Example: Target’s sale of

products by Michael Graves

Family brand

Single brand:- name that identifies several related products.

Individual brand:- uniquely identifies the item itself.

Brand Equity

Brand Equity

Added value that a respected, well-known

brand name gives to a product in the marketplace.

Strong brand equity increases recognition, contributes to

quality perceptions, reinforces loyalty, and facilitates

expansion into foreign markets.

The Role Of Category & Brand Management

Category management:- Product management system in which a category

Manager with profit and loss responsibility oversees a product line.

Helps category buyer identify opportunities for growth, set performance

targets, and create marketing strategy.

Brand Names & Brand Marks

•. Product Identification

Brand name:- Part of a brand consisting of words or letters that form a

name that identifies and distinguishes a firm’s offerings from those of its competitors.

Brand mark:-symbol or pictorial design that distinguishes a product.

Trademarks:- Brand for which the owner claims exclusive legal protection.

Gives firm exclusive legal right to use brand name, brand mark,

and any slogan name or product name appreciation.

Trade dress:- visual cues in branding that create an overall look.

Developing Global Brand Names &Trademarks

Developing Global Brand Names &Trademarks

An excellent name or symbol in one country may be a poor choice in another.

Some sounds are common to most languages, such as o, k, and short a, so

names such as Coca-Cola and Texaco tend to work well worldwide.

Packaging

Can powerfully influence buyers’ decisions.

Protects against damage, spoilage, and pilferage.

Assists in marketing the product.

Must be cost-effective.

Includes labelling that carries an item’s brand name or symbol and other

marketing and legally required information.

.

Brand Extensions

Brand Extension

Strategy of attaching a popular brand name to a new product in an unrelated product category.

Development by Mattel of Barbie-branded high-end clothing and

accessories for women from their teens through their 30s

Brand Extensions

Brand Licensing Authorizing other companies to use a firm’s brand name.

Brand’s owner receives royalties, typically four to eight per cent of wholesale revenues.

Can hurt a brand if the licensed product is poor quality or ethically

incompatible with the brand.

Another risk is overextending the brand.

New-product Planning

Developing &Managing Brand & Product Categories

Firms must add new products in order to continuing prospering as other items reach the later stages of the product life cycle.

Product Development Strategies

Market Penetration Strategy

Seeking a larger market share in a market in which organization already has an offering

This strategy involves:-Attempts to increase present buyer’s usage or consumption rates of the offering

Attracting buyers of competing offerings

Stimulating product trial among potential consumers

Market Development Strategy

Introducing its existing offerings to markets other than those that the organization is currently serving.

Reaching new markets requires:-Carefully considering competitor strengths and weaknesses and competitor retaliation potential

Modification of the basic offering

Different distribution outlets

Change in sales effort and advertising

Market Development in the International Arena

Exp

ortin

gLicensing

Joint Venture or Strategic Alliance

Direct

Investment

Product Development Strategy

Creating new offerings for existing markets.

Product Innovation:- develop totally new offerings

Product Augmentation:- enhance the value to customers of existing offerings

Product line extension:- broaden the existing line of offerings by adding different sizes, forms, flavours, etc.

Diversification Strategy

Development or acquisition of offerings new to the organization and introducing those offerings to publics not previously served by the organization.

Growing trend in recent years

High-risk strategy because both the offering and market served are new to the organization

The Marketing Mix

Customer

ChannelStrategy

ProductStrategy

PriceStrategy

Communications Strategy

Product Development Strategies

Product positioning:-

refers to consumers’ perceptions of a product’s attributes,

uses, quality, and advantages and disadvantages relative to

competing brands:- Market development concentrates on finding new markets for existing products.

Product Development Strategies

Product development:-introduction of new products into identifiable or established markets.

Product diversification:-focuses on developing entirely new products for new markets.

Firms must avoid cannibalization:-introducing a new product that adversely affects sales of existing products.

Consumer Adoption Process

Consumer Adoption Process

Adoption process Stages that consumers go through in learning about a

new product, trying it, and deciding whether to purchase it again.

Awareness individuals first learn of the new product, but they lack full information about it.

Interest potential buyers begin to seek information about it

Evaluation they consider the likely benefits of the product.

Trial they make trial purchases to determine its usefulness.

Adoption/rejection

decide whether to use the product regularly

Consumers go through five stages:

Adopter Categories

Adopter Categories

Consumer innovators:- People who purchase new products almost as soon as the products reach the market.

Diffusion process:- Process by which new goods or services are accepted in the marketplace.

The New-productDevelopment Process

Firms must usually generate dozens of ideas to produce one successful product. New products have an 80 present failure rate.

New product development

Question???