New Br New Brand Pres New Brand Pres New Brand Pres New Brand Pres New Brand Presand Pres
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Transcript of New Br New Brand Pres New Brand Pres New Brand Pres New Brand Pres New Brand Presand Pres
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7/25/2019 New Br New Brand Pres New Brand Pres New Brand Pres New Brand Pres New Brand Presand Pres
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Iconic Brands
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Indian Iconic Brands
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TataFord
Volkswagon
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Bata lost its once iconic image to the competitors wasthe change in its core positioning.
With its advent Hush-Puppies it shited its image o
!eing value or mone" and a#orda!le !rand to a morecontemporar" and up - market !rand
$i%cult to change the Brand Positioning
$i%cult to change the product characteristics
"When you're out of Schlitz, you're out of beer
The !rewing process or &chlit'(s )agship &chlit'!eer was changedBeer lost much o the )avour and pu!lic appeal.
in *+, the oca-ola ompan" decided toterminate its most popular sot drink and replaceit with a ormula it would market as /ew oke. ItFailed terri!l".
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0imited $iversi1cation
when Harley Davidson introducedperfumes, the brand was severely affected
2nrelated $iversi1cation
34564 onsumer 7lectronics 8
9ppliances Brand was launched in:;;< !" Future =roup.
(2nited olors o Benetton( clotheswere vound at site o !uildingcollapse in Bangladesh
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Too much dependence on a &ingle Product
ustomer 7>pectations are High
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Key Characteristics ofIconic Brand
5elevanc"ompetitivenes
s9uthenticit"
larit" opromise
onsistenc" oommunication
?It should ofer the go to product or serviwithin its market, delivering what people thin
rst when they want what the brand sells@
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Aass
Brands
Iconic
Brands
/icheBrands
ultBrands
5ationalonsiderations
7motionalonsiderations
0Fol
&oll
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Aass Brand Iconic Brand
/iche Brand ult Brand
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How Iconic &tatus helps
Transcend national !oundaries and area!le to garner glo!al appeal andprominence
Iconic !rands have higher top-o-mindconsumer awareness than other !randsC,D or iconic !rands vs. E
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Wh" Iconic Brands Fail
&u! standard o#erings in the timeswhen consumers have a huge rangeto make a choice
$i%cult to change core valueproposition
hanging core product