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FinalsessionByKAnandhiCII-ILBrandManagementBrandAname,term,symbol,design,orcombinationthereofthatidentifiesaseller’sproductsanddifferentiatesthemfromcompetitors’products.AnEffectiveBrandNameIseasytopronounceIseasytorecognizeandrememberIsshort,distinctive,anduniqueDescribestheproduct,use,andbenefitsHasapositiveconnotationReinforcestheproductimageIslegallyprotectableBrandingBrandNameBrandMarkBrandEquityThatpartofabrandthatcanbespoken,includingletters,words,andnumbers.Theelementsofabrandthatcannotbespoken.Thevalueofcompanyandbrandnames.Awareness,quality,loyalty,patentandtrademark.BenefitsofBrandingPowerfulasset/toolinestablishingcompetitiveadvantage-translatesintobrandequity(thevalueofthecompanyandbrandnames)Productidentification!ConsumersfamiliarwithbrandOftenequatestoqualityGlobalbrand=20%ofproductsoldoutsidehomecountryActsasanambassadorAdvantagesofBrandingConsumer’sviewpointProductqualityandconsistencyIncreasedshopperefficiency/identificationCallsattentiontonewproductsReducespsychologicalriskSeller’sviewpointHandlingorders,trackingdownproblemsTrademark–legalprotectionanduniqueproductfeature.BrandequityandbrandloyaltyReducesneedforin-storecontactFacilitatessegmentation,promotion,andpricingTheWorld’sMostValuableBrandsBrandStrategyLineExtensionsBrandExtensionsMultibrandsNewBrands

BrandSponsorManufacturer’sBrandPrivateBrandLicensedBrandCo-brandingBrandNameSelectionSelectionProtectionMajorBrandingDecisions

BrandingStrategiesBrandNoBrandManufacturer’s

BrandPrivateBrandIndividual

BrandFamily

Brand

Combi-

nation

Individual

BrandFamily

BrandCombi-

nationGenericBrandAno-frills,no-brand-name,low-costproductthatissimplyidentifiedbyitsproductcategory.Manufacturers’BrandsVersus

PrivateBrandsManufacturers’BrandPrivateBrandThebrandnameofamanufacturer.Abrandnameownedbyawholesaleroraretailer.Alsoknownasaprivatelabelorstorebrand.IndividualBrandsVersus

FamilyBrandsIndividualBrandFamilyBrandUsingdifferentbrandnamesfordifferentproducts.Marketingseveraldifferentproductsunderthesamebrandname.LineExtensionGodrejFairglowfairnessWashingmachine.MultibrandsBrandExtensionBrandRejuvenationBrandRelaunchBrandProliferationNewBrandsNameEx:ManikchandBrandNameExistingNewProductCategoryExistingNewFourBrandStrategies

LineExtensionDevelopmentofaproductthatiscloselyrelatedtooneormoreproductsintheexistingproductlinebutdesignedspeciallytomeetthesomewhatdifferentneedsofcustomers.Brandextension Extendingthebrandtoanotherformofsameproduct.(e.g.Toothpaste)ProductLineextensionse.g.SaffolaOil.ReachingnewcategoriesFairnesscreamstosoap.EasyflowofsoapsinthemarketTwoTypes:Upwardbrandextensions(uppermarketsegment)Downwardbrandextensions(lowermarketsegment).Ex.NirmaBrandRejuvenationProcessofrevitalizinganailingbrand.E.g.Cadbury’s,HorlicksThreestepsinvolved1.Discovery:processofidentifyingthecompanyandwhattheymeantothecustomers2.Innovation:shortcomingareremovedandtestedonloyalcustomersandwholesalers.3.expression:projectpositiveimageofthebrandinthecustomer’sminds.ProductRelaunch:Productlaunchedafteratimegap.BrandProliferationItisanintroductionofproductwithnewbrandnamesinthesameproductcategory.Itisconverseofbrandextension.Ithelpstoincreasethemarketshareoftheproduct.Eg.HULwithdifferentbrandofsametypeofproducts.Disadvantage:Company’sbrandscompetewitheachotherCompanyhastodividetheresourcesamongthesebrandsfortheirmaintenance.Thecostofdistribution,advertising,packagingandinventorycostsalsogoupsignificantly.MultibrandsFirmsadoptmultiplebrandingstrategiestocaptureagreatermarketsharebyfillingthegapsinthemarketandcateringdifferentbuyingpatternofthecustomers.Ex:nokiacellphone,BikeDisadvantageWiththemulti-brandingstrategyisthatthecompanymayobtainasmallermarketshareofallthebrands.CobrandingOnLineIngredient

BrandingCooperativeBrandingComplementaryBrandingTypesofCobrandingAOLOnLineCobranding TwoormorebrandnamesontheproductoritspackageIngredientbrandingi.e.,HeroHondarecommendingMRFtyresCooperativebrandingAirline/hotel/creditcardpackagesBorrowoneachother’sbrandequity ComplementarybrandingAdvertisedormarketedtogethertosuggestusage–Cococolarecommendingkinleymineralwater.BrandManagementBrandequity:Thegoodwill(equity)thatanestablishedbrandhasbuiltupoveritsexistence.“DREK”--differentiation,relevance(strength)--esteem,knowledge(stature)Brandconcept:specificmeaningthatbrandmanagerscreateandcommunicatetothetargetmarket.Brandconceptmanagement:theanalysis,planning,implementation,andcontrolofabrandconceptthroughoutthelifeofthebrand.Semiotics:ScienceofsignsE.gHULtestingPowerBrands(30)PackagingFunctionsofPackagingContainandProtectPromoteFacilitateStorage,Use,andConvenienceFacilitateRecyclingPackagingActivityofdesigningandproducingthecontainerorwrapperforaproduct.Packagingusedtojustcontainandprotecttheproduct.Packingnowhaspromotionalvalueandmarketersshould:Establishapackagingconcept,Developspecificelementsofthepackage,Tietogetherelementstosupportthepositioningandmarketingstrategy.VIEWModelPackagingNotjustthecontainer–partoftheon-goingpromotion/advertising#1jobisstillcontainment/protectionofproduct#2PromotetheproductWaytodifferentiatefromcompetitorsInformthecustomer(ingredients,size,etc.)Colorstocuecustomers(green=healthy)#3Faciliatestorage,useandconvenienceAlsowaytosegmentmarket(sugarinbigcrummybagvs.carton==typeofuser,singleservings,kidfriendly/safe)#4FacilitaterecyclingandreducingenvironmentaldamageLabelingPrintedinformationappearingonorwiththepackage(e.g.,NutritionFactsPanel)Performsseveralfunctions:IdentifiesproductorbrandDescribesseveralthingsabouttheproductPromotesthepr

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