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To Brand or Not to Brand?

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To Brand or Not to Brand? Concepts and Rules for Building the Killer Brand Chapter 11 Some Important Concepts Brand Name: The part of a brand that can be spoken ... – PowerPoint PPT presentation

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Title: To Brand or Not to Brand?


1
To Brand or Not to Brand?
  • Concepts and Rules for Building the
  • Killer Brand
  • Chapter 11

2
Some Important Concepts
  • Brand Name The 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 brands
    names.
  • Master Brand A brand so dominant that it comes
    to mind immediately when a product category, use,
    attributes or benefit is mentioned.

3
A look at Master Brands
4
Brand Mark
5
Logo/Name
6
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7
So what is it exactly
  • Attributes, benefits, values, culture,
    personality and user
  • Research techniques word associations,
    personifying the brand, laddering up the brand
    essence

8
Benefits of Branding
  • Branding distinguishes products from competition
  • Product Identification
  • Aids in repeat sales
  • Aids in new product sales
  • Aids in attracting loyal customers and segments
  • It is the image, baby!

9
What is Brand Equity??
  • A set of assets and
  • liabilities linked to a brands name
  • and symbol that add or subtract
  • from the value provided by a
  • product or service to a firm and/ or
  • that firms customers.
  • Aaker, David A. (1991), Managing Brand
    Equity Capitalizing on the Value of a Brand
    Name, The Free Press, New York

10
Awareness
Loyalty
Brand Equity
Competitive Advantage
Perceived Quality
Associations
For more see Aaker, David A. (1995), Strategic
Market Management, 4th ed., Wiley, NY
11
The Worlds 10 Most Valuable Brands Interbrand
8/5/02
12
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13
Benefits of Brand Equity
  • Leverage when bargaining with distributors and
    retailers
  • Charge higher price for product
  • Launch extensions
  • Some defense against price wars
  • Brand valuation

14
Faithful or Fickle?A look at brand loyalty
  • Cigarettes 71
  • Mayonnaise 65
  • Toothpaste 61
  • Coffee 58
  • Athletic shoes 27
  • Canned veggies 25
  • Garbage bags 23

15
Branding Decisions
  • Brand or not to brand?
  • Brand sponsor decision
  • Brand name decision
  • Brand strategy decision
  • Brand repositioning decision

16
Branding Strategies
Brand
No Brand
Manufacturers Brand
Private Brand
IndividualBrand
Family Brand
Combi-nation
IndividualBrand
Family Brand
Combi-nation
17
Brand Strategy Decisions
  • Line extensions existing brand to new sizes,
    forms, flavors etc.
  • Brand extensions brand names extended to new
    product categories
  • Multibrands flanker brands
  • Cobranding combination of two or more brands
  • New brands

18
Three Questions to Ask
  • Krispy Kreme
  • Starbucks

19
So How do You Do This??
  • Some tips from Brand Warfare 10 Rules for
    Building the Killer Brand by David DAlessandro

20
R1 Its The Brand, Stupid
  • Brand arrogance was once commonplace
  • Brands that were once invincible are shadows of
    their former selves (ABC, CBS, NBC)
  • The consumer revolution
  • Consumer attitudes changed dont trust big
  • Cheaper to enter business and create brands
    (amazon - 300,000)
  • Information access for consumers
  • When the consumer rules, arrogance kills
  • The power of choice importance of
    differentiation

21
R2 Co dependency can be Beautiful
  • People pay attention to brands they need them
  • Brands save time
  • Think OTC drugs
  • Brands project the right image
  • No one can fault you for buying an IBM
  • Brands provide an identity
  • Brand communities (Harley Ebay) comfort levels

22
R3 A Great Brand Message is Like a Bucking
Bronco once you are on, dont let go
  • Brand New? Who is it going to be. Brand Old? What
    is it and where should it go. Which is easier??
  • Its not the idea that rules, its the execution
  • Brand message has to speak to consumers
  • Keep it relevant and consistent

23
R4 If you want Great advertising, be prepared to
fight for it
  • Beware of flatterers
  • It is not necessarily good advertising that the
    client is after
  • Be memorable
  • Dont change the advertising because you are
    bored with it.

24
R5 When it comes to sponsorships, there is a
sucker born every 30 seconds
  • Get in for the right reasons
  • Understand the players
  • The event organizer, TV Networks, the athletes
    and their entourages
  • Look for a balance of power

25
R6 Dont Confuse Sponsorship with a Spectator
Sport
  • Use the sponsorship every day in every way
  • Set the right expectations
  • Make sure you achieve something measurable and
    real

26
R7 Do not allow scandal to destroy in 30 days a
brand that took 100 years to build
  • Brand is destiny
  • Do not allow your enemies to define you
  • Do not stall. Do not allow the lawyers to stall.
  • You can run but you cannot hide

27
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