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BRANDS

BRANDS. Brand Kya Hota Hai?. You & Me Anything that has a NAME, SIGN, SYMBOL which has a set of associations related to it Origin: Brandr. Brand ki zaroorat kya thi?. One Consumer One Need MANY PRODUCTS Kiss ko choose karun -- Confusion!. Ek Friday. Doh Filmein!. Comedy vs. Comedy

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BRANDS

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  1. BRANDS

  2. Brand Kya Hota Hai? • You & Me • Anything that has a NAME, SIGN, SYMBOL which has a set of associations related to it • Origin: Brandr

  3. Brand ki zaroorat kya thi? • One Consumer • One Need • MANY PRODUCTS • Kiss ko choose karun -- Confusion!

  4. Ek Friday. Doh Filmein! • Comedy vs. Comedy • Two Star vs. Two Star • Govinda vs. Tushar Kapoor • Which one will you go for? • Brand Govinda: Comedy Associations

  5. Brand has… • Name, Symbol or Logo • Brand Purpose: Positioning • Values & Personality: Image • Bundle of Benefits: Promise

  6. Consumer: Value Maximiser • Brand: Biggest Value Driver! • Cap – Rs. 50/- • Cricket Team Cap – Rs. 500/- • Team Cap used by Tendulkar – Rs. 5000/-

  7. Brand Value… IMAGE DRIVER CONVENIENCE RISK REDUCTION PROMISE MEANS OF IDENTIFICATION

  8. Kya brand ho sakta hai? • Gaadi • Doodh • Atta • Namak • Kya nahin brand ho sakta hai?

  9. Brands kya reality mein better hote hain? • Is Mercedes the best car? • Is IIM Ahmedabad the best b-school? • Maybe, maybe not! • Perception!

  10. Sounds easy! • One NIKE. 1000 FAILED NIKE! • Biggest challenge for a Marketer • 3C Challenge • Cash • Consistency • Clutter

  11. Brand Equity Concept & Its Importance

  12. The Challenge • More Products • More Competitors • More Media • Same Consumers • Same Needs • GROWTH MANTRA?

  13. MANTRA #1 • Price • Sales Promotions • Price Wars • Short-Term

  14. Mantra #2 • Brand Building • Distinctive • Sustainable • Long-Term

  15. What is Brand Equity? “BE is a set of brand assets / liabilities linked to a brand, its name or symbol that add to or subtract from the value provided by a product or service to a customer”

  16. Components of Brand Equity • Awareness: Name & Symbols • Perceived Quality • Brand Associations • Brand Loyalty • Other Proprietary Brand Assets

  17. Awareness: Name & Symbols • Recognised vs. Unknown Brand • Familiarity drives perception • Familiar = Reliable + Good Quality • Unknown only a push option

  18. Brand Associations • People, situations, moods, needs that consumers relate a brand to/with • Helps the brand occupy a distinct mindspace • Drives purchase

  19. Perceived Quality • Consumers are not engineers! • Quality is based on perception and not specifications • Brands drive perception of quality • Perception drives purchase, premium justification and ease of extension

  20. Brand Loyalty • Cost of acquiring new customers is 10 times the cost of retaining old ones! • Products are non-living but brands aren’t • Customers associate themselves with brands (preservance/enhancement) • Difficult to break-away to competition

  21. Other Proprietary Assets • Trademarks • Patents • Channel Relationships

  22. CBBE Consumer Based Brand Equity

  23. Case for Building a Brand • Improved Product Perceptions • Greater Loyalty • Insulation from Competition • Higher Margins • Inelasticity to Price • Cooperation from Channel • Effective Marketing Communication • Leverage through Extensions

  24. Million Dollar Questions • What makes a strong brand? • How to build one?

  25. The 4 Fundamental Questions • Who are you? (Brand Awareness) • What do you do? (Brand Knowledge) • What do I think about you? (Brand Attitude) • What about you and me? (Brand Relationship)

  26. Brand Awareness • Recognition & Recall • Depth: How easily do they recall? • TOM: McDonald’s • Breadth: In what all situations do they recall? • Usage Occasions: Tropicana

  27. Brand Knowledge • Performance: Attributes & Benefits • Ingredients: KFC • Consistency: McDonald’s • Durability: Tata • Serviceability: Maruti • Service Efficiency: Domino’s • Style & Design: Swatch • Imagery • User Profile: Harley • Usage Situation: I-Pill • Personality: Tata • Values & Beliefs: Johnie Walker • Should be strong, favourable & unique

  28. Brand Attitude • What consumers think and feel about the brand • Brand Judgments: Opinion / Evaluation • Brand Feelings: Emotional Responses / Reactions

  29. Brand Attitude • Brand Judgments • Quality: Smirnoff • Credibility: Apple • Consideration: Sony • Superiority: Intel

  30. Brand Attitude • Brand Feelings • Warmth: Archies • Fun: Disney • Excitement: MTV • Security: SBI • Social Approval: Mercedes • Self-Respect: RbK

  31. Brand Relationship • Association with the Brand • Behavioral Loyalty: Fair & Lovely • Attitudinal Attachment: Budweiser • Sense of Community: Saab • Active Engagement: Enfield

  32. Term Project: Phase I • Understand the Current CBBE amongst the Target Market • FGDs / DIs • Users / Lapsers • Define it as given in the subsequent slide

  33. BRAND RELATION Loyalty, Community, Engagement BRAND ATTITUDE Smart Shopper Good Value / Credibility BRAND KNOWLEDGE For Every Internet User Conv., Variety, Low Prices BRAND AWARENESS Books, Music & Videos CBBE for Amazon

  34. Declining Brands

  35. Defying Newton

  36. What is a declining brand? • A brand which has over a period of time been losing both market share and mind share amongst its target consumers

  37. Top 10 Reasons for Declining of Brands

  38. Cause #1 • Decline in quality • Cost-cutting (Maruti 800) • Increasing volumes (IIMs) • Relaxation in QC Measures (Café Coffee Day) • Perceptual Decline: Price, Channel, Sensorials, Advertising, Packaging

  39. Cause #2 • Resistance to Change • Product Oriented (Robin Blue) • Need Oriented (Nirma Detergent) • Consumer Oriented (Dabur Chavanprash) • Why resistance? • Investment • Product Orientation • Tried & Tested • Complacency

  40. Cause #3 • Single Product (Ambassador) • No portfolio • No extensions • Problem? • Visibility • Stature • Decline in segment • Decline in product

  41. Cause #4 • Excessive Pricing (Daewoo Cielo) • Premium pricing • High margins • Entry of Competition • Feeling of being cheated • Private Labels

  42. Cause #5 • Wrong extensions (Pune Mirror) • Bad products • Crowded categories • Lower image products / segments

  43. Cause #6 • Communication (Kelvinator) • Low levels of communication • Wrong message • Low impact • Brand Ambassador • Production values

  44. Cause #7 • Channel management (CrossWord) • Attitude of Sales Team • Margins • No push • Emergence of alternate channel

  45. Cause #8 • Ageing (HMT Watches) • Old age • No makeover (Product / Communication) • Perceived as ‘Not for me’

  46. Cause #9 • Lack of differentiation (Acer Computers) • Cluttered market • No USP • No competitive advantage • ‘Me Too’ Branding

  47. Cause #10 • Tough Consumer • Less emotional • Lowering levels of loyalty • Flirtatious attitude • More knowledge driven • Connected via media

  48. Exercise: Failed Indian Brands • Weikfield Jelly • Maruti Zen Estillo • Yamaha RX-100 • Roohafza • Margo Soap • Kinetic Scooter • Fiat (Ageing) • Moti Soap • Savlon • Milkfood

  49. Revitalising the Brand

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