customer behavior & branding€¦ · takeover of hutch by vodafone in india. • this ad...
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www.drvkumar.com© Dr. V Kumar
Customer Behavior & Branding Course 21 BPGPpro 2018-19
V. Kumar, PhDRegents’ Professor,
Richard and Susan Lenny Distinguished Chair & Professor of Marketing, Executive Director, Center for Excellence in Brand & Customer Management,
and Director of the Ph.D. Program in MarketingJ. Mack Robinson College of Business, Georgia State University, Atlanta GA
andChang Jiang Scholar, HUST, Wuhan China.
Fellow, Hagler Institute for Advanced Study, TAMU, College Station, TX Senior Fellow, Indian School of Business, India
Brand ManagementOnline Module ‐ Level 2
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Whatyouwilllearninthissection…
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Whataretheelementsofbuildingeffectivebrands?
Howdocompaniesnameanddevelopbrands?
Whatstrategiesareusedtomanagebrands?
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BuildingEffectiveBrands
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MODULE1
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WhatDoesEffectiveBrandBuildingInclude?
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1. Naming Brands
2. Developing Brands
3. Managing Brands
4. Enhancing Brands
EFFECTIVEBRANDING
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BrandNames
Likeanybrandelement,brandnamesmustbechosenwiththesixgeneralcriteriaofmemorability,meaningfulness,likability,transferability,adaptability,andprotectability inmind
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EFFECTIVEBRANDING
Think about how the following brands fare on the 6 general criteria…
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HowDoCompaniesNameBrands?Itdependsonthetypeofbrand…
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FamilyBrands
ProductLineBrands
IndividualBrands
EFFECTIVEBRANDING
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FamilyBrands•Firmusesitscorporatenametobrandallproducts•AlsoknownasUmbrellaBranding•Branddevelopmentcostsarelower•Canleadtogreaterintangiblevalueforthefirm•E.g.SamsungandTatauseasinglebrandforalltheirproductlines
EFFECTIVEBRANDING
Namingbrandsaccordingtotypeofbrand…
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•Firmusesacombinationofthecompany&productlinenamestobrandproducts•Firmsusesdifferentbrandnamesfordifferentqualitylineswithinthesameproductclass•Corporatenamelegitimizes&individualnameindividualizestheproduct•E.g.Kellogg’sandDellusethistypeofbrandingapproach
ProductLineBrands
EFFECTIVEBRANDING
Namingbrandsaccordingtotypeofbrand(contd)…
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•Firmchoosestobrandtheproductsbynotlinkingittotheparentbrand•Incaseofproductfailure,theparentbrandisnotseverelyaffected•E.g.UnileverandP&Gmarketproductslikedetergents,personalcareproducts,babycare,andhealthandwellnessproductsundervariousbrands
IndividualBrands
EFFECTIVEBRANDING
Namingbrandsaccordingtotypeofbrand(contd)…
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BrandNamingGuidelinesBrandAwareness
– Simplicityandeaseofpronunciationandspelling
– Familiarityandmeaningfulness– Differentiated,distinctive,anduniqueness
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EFFECTIVEBRANDING
BrandAssociations– Theexplicitandimplicitmeaningsconsumersextractfromitareimportant
– Inparticular,thebrandnamecanreinforceanimportantattributeorbenefitassociationthatmakesupitsproductpositioning
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BrandNamingProcedure
Defineobjectives
Generatenames
Screeninitial
candidates
Studycandidatenames
Researchthefinalcandidates
Selectthefinalname
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EFFECTIVEBRANDING
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BrandDevelopment
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MODULE2
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HowDoCompaniesDevelopTheirBrands?
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LineExtension BrandExtension
Multibrands NewBrands
Existing
Existing
New
New
BrandName
ProductCategory
• Line extensions are existing brand names extended to new forms, sizes, & flavors
of an existing product category
• Brand extensions are existing brand names extended to new product categories
• Multibrands are new brand names introduced in the same product category
• New Brands are new brand names in new product categories
BRANDDEVELOPMENT
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DevelopingBrandsLine Extensions
•Purpose:– Low-cost, low-risk way to introduce new products to meet consumer needs for variety
–Utilize excess capacity, or acquire more shelf space from resellers–Works best when it takes sales away from competitor offerings
•Problem: –May cause brand confusion among consumers–Cannibalize other brands in the line
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BRANDDEVELOPMENT
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DevelopingBrands(contd.)Brand Extensions
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•Purpose: –Gives a new product instant recognition and quicker acceptance–Saves ad expenses usually required to build a new brand name
•Problem:– Extensions into unrelated categories or with confusing image can lead to failures (e.g., Heinz pet food, Gap Warehouse)
– Failure may also harm other products under the same brand
BRANDDEVELOPMENT
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DevelopingBrands(contd.)Multibrands
•Purpose:– Establishes different features to appeal to different buying motives–Protect its major brand by setting up flanker or fighter brands
•Problem:– Each brand may get only a small market share–Company may spread its resources over many brands instead of specific ones
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BRANDDEVELOPMENT
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DevelopingBrands(contd.)New Brands
•Purpose: – Entering a new product category that is currently not offered–May be to improve its diminishing brand image from existing brands–May be through acquiring brands
•Problem:–Company may spread its resources over many brands instead of specific ones
– Insufficient differentiation among competing brands
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BRANDDEVELOPMENT
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BrandingStrategy
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MODULE3
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So,whatstrategiesareusedtomanagebrands?
Offensivevs.DefensiveBrandStrategies
BRANDINGSTRATEGY
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CriteriaforChoosingBrandElements
• Memorability• Meaningfulness• Likability
Marketer’soffensivestrategyandbuildbrandequity
• Transferability• Adaptability• Protectability
Defensiveroleforleveragingandmaintainingbrandequity
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BRANDINGSTRATEGY
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OffensiveBrandStrategy
Offensivestrategyforbuildingbrandequity• Memorability• Meaningfulness• Likability
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BRANDINGSTRATEGY
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Memorability
• Brandelementsshouldinherentlybememorableandattention‐getting,andthereforefacilitaterecallorrecognition.
• Forexample,abrandofpropanegascylindersnamedBlueRhinofeaturingapowder‐blueanimalmascotwithadistinctiveyellowflameislikelytostickinthemindsofconsumers.
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BRANDINGSTRATEGY
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Meaningfulness
• Brandelementsmaytakeonallkindsofmeaning,witheitherdescriptiveorpersuasivecontent.
• Twoparticularlyimportantcriteria– Generalinformationaboutthenatureoftheproductcategory– Specificinformationaboutparticularattributesandbenefitsofthebrand
• Thefirstdimensionisanimportantdeterminantofbrandawarenessandsalience;thesecond,ofbrandimageandpositioning.
Can you think of any meaningful brands?
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BRANDINGSTRATEGY
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Likability• Docustomersfindthebrandelementaestheticallyappealing?• Descriptiveandpersuasiveelementsreducetheburdenonmarketing
communicationstobuildawareness.
The Case of Mountain Dew Code Red• In 1998, a cross-functional team of 35 people from 7 departments of PepsiCo
worked on developing a new product
• Considered several possibilities: Dew H2O bottled water, Dew Unplugged decaf Mountain Dew, a Mountain Dew sports drink, and a new Dew flavor.
• Team settled on a new flavor – Mountain Dew Code Red and launched in May 2000
• Used radio, outdoor advertising, sampling and in-store merchandising extensively
• Marketed to urban consumers
• Attracted a rabid fan base. According to A.C. Nielsen, Code Red tested in the top 5% of all new product concepts ever tested among teens
• By July 2000, Code Red was the 5th best selling soft drinks sold at convenience stores and gas stations. (Mountain Dew is number one)
• Code Red helped boost net sales of PepsiCo by 20% that quarter
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BRANDINGSTRATEGY
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DefensiveBrandStrategy
Defensivestrategyforleveraging&maintainingbrandequity• Transferability• Adaptability• Protectability
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BRANDINGSTRATEGY
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Transferability
• Howusefulisthebrandelementforlineorcategoryextensions?
• Towhatextentdoesthebrandelementaddtobrandequityacrossgeographicboundariesandmarketsegments?
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BRANDINGSTRATEGY
AmassiveSouthAmericanriverandtherefore,widevarietyofproducts
Namecreatedbyjoining'Tan'meaningbody,and'Nishk'meaningagoldornament
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Adaptability• Themoreadaptableandflexiblethebrand
element,theeasieritistoupdateittochangesinconsumervaluesandopinions.
• Forexample,logosandcharacterscanbegivenanewlookoranewdesigntomakethemappearmoremodernandrelevant.
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BRANDINGSTRATEGY
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ProtectabilityMarketersshould:1. Choosebrandelementsthatcanbelegallyprotectedinternationally.2. Formallyregisterchosenbrandelementswiththeappropriatelegal
bodies.3. Vigorouslydefendtrademarksfromunauthorizedcompetitive
infringement.
Molson Ice, one of the early entrants in the ice beer category, lost advantage from a branding standpoint to Miller Ice (later became Bud Ice) when it was introduced.
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BRANDINGSTRATEGY
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Inadditiontonaming,developing,andmanagingbrands,howdofirmsenhance brands?
BRANDINGSTRATEGY
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Tacticsforenhancingsuccess:brandelements
Avarietyofbrandelementscanbechosenthatinherentlyenhancebrandawarenessorfacilitatetheformationofstrong,
favorable,anduniquebrandassociationssuchas:
Brandnames
URLs
Logosandsymbols
Characters
Slogans
Packaging
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BRANDINGSTRATEGY
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URLs
• URLs(uniformresourcelocators)specifylocationsofpagesonthewebandarealsocommonlyreferredtoasdomainnames.
• AcompanycaneithersuethecurrentowneroftheURLforcopyrightinfringement,buythenamefromthecurrentowner,orregisterallconceivablevariationsofitsbrandasdomainnamesaheadoftime.
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BRANDINGSTRATEGY
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LogosandSymbols
• Playacriticalroleinbuildingbrandequityandespeciallybrandawareness
• Logosrangefromcorporatenamesortrademarks(wordmarkswithtextonly)writteninadistinctiveform,toentirelyabstractdesignsthatmaybecompletelyunrelatedtothewordmark,corporatename,orcorporateactivities
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BRANDINGSTRATEGY
Can you identify the following brands?
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Characters• Aspecialtypeofbrandsymbol—onethattakesonhumanorreal‐life
characteristics
• SomeareanimatedlikePeterPanpeanutbutter’scharacter,andnumerouscerealcharacterssuchasCap’n Crunch,andSnap,Crackle&Pop
• Othersarelive‐actionfigureslikeJuanValdez(Colombiancoffee),andtheMaytagrepairman.NotablenewcomersincludetheAOLrunningman,theBudweiserfrogs,andtheAFLACduck
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BRANDINGSTRATEGY
Can you identify the brands associated with the following characters?
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Slogans• Slogansareshortphrasesthatcommunicatedescriptiveorpersuasiveinformationaboutthebrand
• Slogansarepowerfulbrandingdevicesbecause,likebrandnames,theyareanextremelyefficient,shorthandmeanstobuildbrandequity
Can you identify the following slogans?
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BRANDINGSTRATEGY
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Jingles
• Jinglesaremusicalmessageswrittenaroundthebrand.Typicallycomposedbyprofessionalsongwriters,theyoftenhaveenoughcatchyhooksandchorusestobecomealmostpermanentlyregisteredinthemindsoflisteners—sometimeswhethertheywantthemtoornot!
• Jinglesareperhapsmostvaluableinenhancingbrandawareness.
Hamara Bajaj! Taste the Thunder!i'm lovin' it
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BRANDINGSTRATEGY
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Source: https://www.youtube.com/watch?v=snsywkGOJ5o
• When done correctly, jingles can also be used to communicate important changes such as management changes.
• This ad jingle does a great job of communicating the takeover of Hutch by Vodafone in India.
• This ad retains all the typical ad elements of Hutch such as the music, the pug, and the visuals to ensure that the consumers do not feel ‘left out’ during the management change.
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Packaging• Fromtheperspectiveofboththefirmandconsumers,packagingmust
achieveanumberofobjectives:– Identifythebrand– Conveydescriptiveandpersuasiveinformation– Facilitateproducttransportationandprotection– Assistat‐homestorage– Aidproductconsumption
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BRANDINGSTRATEGY
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WhatcanPackagingInfluence?Taste• Oursenseoftasteandtouchisverysuggestible,andwhatweseeonapackagecanleadustotastewhatwethinkwearegoingtotaste.
Value• Longafterwehaveboughtaproduct,apackagecanstillleadustobelieveweboughtitbecauseitwasagoodvalue
Consumption• Studiesof48differenttypesoffoodsandpersonalcareproductshaveshownthatpeoplepourandconsumebetween18%and32%moreofaproductasthesizeofthecontainerdoubles
Howapersonusesaproduct• Onestrategytoincreaseuseofmatureproductshasbeentoencouragepeopletousethebrandinnewsituations,likesoupforbreakfast,ornewuses,likebakingsodaasarefrigeratordeodorizer
• Ananalysisof26productsand402consumersshowedthattwiceasmanypeoplelearnedaboutusesfromthepackagethanfromtelevisionads
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BRANDINGSTRATEGY
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LinkingBrandEquitytoBrandIdentity
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MODULE4
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Howdoesitallworksimultaneously?
BrandElement
Criterion BrandNames&URLs
Logos&Symbols Characters Slogans &
JinglesPackaging&Signage
Memorability Forbrandrecall&
recognition
Forbrandrecognition
Forbrandrecognition
Forbrandrecall&recognition
Forbrandrecognition
Meaningfulness Forbrandassociation
Forbrandassociation
Forbrandpersonality
Forbrandassociation
Forbrandassociation
Likability Forverbalimagery
Forvisualappeal
Forhumanqualities
Forverbalimagery
Forvisual&verbalappeal
Transferability Limited Excellent Limited Limited Good
Adaptability Difficult Redesignpossible
Sometimesmodified
Canbemodified
Redesignpossible
Protectability Good Excellent Excellent Excellent Poor
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BRANDINGSTRATEGY
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PuttingItAllTogether:BrandIdentity
• Theentiresetofbrandelementsmakesupthebrandidentity, thecontributionofallbrandelementstoawarenessandimage
• Thecohesivenessofthebrandidentitydependsontheextenttowhichthebrandelementsareconsistent
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BRANDINGSTRATEGY
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Level2 Completed!
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