GLOBAL MARKETING

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GLOBAL MARKETING

• Brand Management
• Brand Equity

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What is a brand?

• The name, term, sign, symbol, or design, or a
  combination of these, that identify the goods or
  services of one seller and that differentiate
  them from competitors brands.
• The best brands convey a sense of a quality
  promise.

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Brand Equity

• A set of assets and liabilities linked to a
  brands name and symbol that add to or subtract
  from the value provided by a product or service
  to a firm and/or that firms customers

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BRAND AWARENESS
BRAND IDENTITY
BRAND EQUITY
PERCEIVED QUALITY
BRAND LOYALTY
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Brand Awareness

• The level of familiarity consumers have with a
  brand name.
• The ability to link a brand name with a
  particular product.
• Can provide a competitive advantage
• Product parity
• Low-involvement
• High recognition

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Brand Identity

• The associations attached to a firm and its
  brands
• Anything directly or indirectly linked in memory
  to a brand
• The most common associations are usually product
  attributes or customer benefits
• ? Use or application ? Lifestyle and feelings
• ? Product class ? Personality
• ? Product user ? Symbol

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Strong Brands

• Excel at delivering benefits customers truly
  desire
• Stay relevant
• Base pricing strategy on consumers perceptions
  of value

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• Are properly positioned
• Are consistent
• Make sense hierarchically within a brand
  portfolio
• Make use of and coordinate a full repertoire of
  marketing activities to build equity

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• Are well-understood by brand managers, i.e., they
  know what the brand means to consumers
• Are given proper support that is sustained over
  time
• Are monitored by the company with respect to
  sources of brand equity

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Managing Brands

• Make sure each brand has a strong, recognizable
  identity
• Make sure each brand has a unique core value
  proposition
• Make sure each brand is clearly positioned,
  providing guidance to marketing mix

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• Make sure the marketing mix decisions support and
  implement the brand identity and position
• Be consistent with respect to brand identity,
  positioning, and execution
• Make sure brands within a portfolio are
  consistent and synergistic

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• Leverage brands if reinforces brand identity

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Branding Challenges

• To brand or not to brand?
• Brand sponsorship
• Manufacturer brand
• Distributor brand
• Licensed brand name
• Brand name decision

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Leveraging the Brand Product extensions

• New products in same product category owned by
  same company
• Examples

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Leveraging the Brand Brand Extensions

• New products with same brand name in product
  category
• Examples
• Require lower investment and lower risk than
  product extensions

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• Requires product differentiation and careful
  product positioning
• If not carefully positioned, may cannibalize core
  brand and increase marketing costs

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• Track brand equity over time
• Brand audit
• Brand inventory
• Brand exploratory