brand management. it refers to the concrete symbols - a name, a logo, a slogan, a design, a scheme....
TRANSCRIPT
Brand Management
It refers to the concrete symbols - a name, a logo, a slogan, a design, a scheme.
A brand serves to create associations and expectations relating to the product or producer.
A good brand name should be legally protectable, easy to pronounce, easy to remember, easy to recognize, attract attention, suggest product benefits or usage, suggest the company or product image, distinguish the product's positioning relative to competition.
Brand ?
Types of Brands
• Generic productGeneric product: item characterized by plain label, with no advertising and no brand name
• Manufacturers’ brand or National BrandManufacturers’ brand or National Brand: brand name owned by a manufacturer or other producer
• Private brandsPrivate brands: brand name placed on products marketed by wholesalers and retailers
• Captive brandsCaptive brands: national brands that are sold exclusively by a retail chain
• Family brandFamily brand: brand name that identifies several related products
• Individual brandIndividual brand: unique brand name that identifies a specific offering within a firm’s product line and that which is not grouped under a family brand
Types of Brands
Brand Management
It is the application of marketing techniques to a specific product or product-line.
Marketers seek to develop or align the expectations behind a brand - to create the impression that the associated product has certain qualities or characteristics that make it special or unique.
The brand is therefore the most valuable element in any advertising theme, as it demonstrates what the brand owner is able to offer.
ADVANTAGES OF BRAND MANAGEMENT
Strengthening of competitive advantages
Increased Market Share
Increased Sales
Enhancement of Profitability
Impact on Market Value
The Dimensions in Brand Building
• Brand identity
• Brand awareness
• Familiarity and knowledge of the brand
• Consideration to evaluate the brand
• Purchase
• Brand loyalty (or brand equity)
Part 4 - Products
Chpt 10 - Product Mgmt
Slide 15
•• Brand Recognition / EquityBrand Recognition / Equity - awareness, loyalty, quality, emotion
•• Brand Preference / LoyaltyBrand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence)________________________________________________
•• Brand AwarenessBrand Awareness -your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY
•• Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany
Brand Management
Role of Brand Strategy
Brand Equity
Cash flowbooster
ConsumerResponseBooster
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Brandloyalty
Perceived quality
Satisfaction
Negative productimage
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Quality isJob One
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Productattractiveness
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BrandManagementA ConceptualizedSector Overview
BrandBrandManagementManagementA ConceptualizedA ConceptualizedSector OverviewSector Overview
The BrandAwareness/Effectiveness
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The BrandAwareness/Loyalty
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The BrandLoyalty/Quality
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BrandAwareness
Motivation
Desire tochoose brand
Brandloyalty
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Attractiveness ofother brands
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BrandAwareness
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The Brand Awareness/Effectiveness Sector
The Brand The Brand Awareness/Effectiveness SectorAwareness/Effectiveness Sector
BrandAwareness
Competitivepressure
Effectiveness
Investment
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BCompetitionInfluences
InvestmentInfluences
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The Brand Awareness/Loyalty Sector
The Brand The Brand Awareness/Loyalty SectorAwareness/Loyalty Sector
BrandAwareness
Motivation
Desire tochoose brand
Brandloyalty
+
+
+
+
R
It's What theCustomer Wants
RSnowball
Attractiveness ofother brands
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-
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The Brand Loyalty/Quality Sector
The Brand The Brand Loyalty/Quality SectorLoyalty/Quality Sector
Brandloyalty
Perceived quality
Satisfaction
Negative productimage
+
++
R
-
+/-
Quality isJob One
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Productattractiveness
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The Bottom Line: Brand EquityThe Bottom Line: Brand Equity
Brand Equity
<Brand Awareness>
<Perceived Quality>
<Brand Loyalty>
Product Identification
• Brand nameBrand name: It is a part of a brand consisting of words or letters that form a name that identifies and distinguishes a firm’s offering from those of its competitors
• Brand markBrand mark: It is a symbol or pictorial design that identifies a product
• Generic nameGeneric name: It is a branded name that has become a generically descriptive term for a class of products (e.g., nylon, aspirin, kerosene, and zipper)
• TrademarkTrademark: It is a legal protection which confers the exclusive right to user brand name, trade mark and any slogan or product name abbreviation
• Trade DressTrade Dress: It is a visual cue used in branding to create an overall look
(The distinctive shape of Philips light bulbs and the McDonald’s arches provide an example of trade dress)
Product Identification
Brand Architecture
Brand Positioning and Repositioning
Brand Extension and Brand Leveraging
Launching New Brands
Key Learning Areas
Product / Brand Manager / Marketing Manager
Retail Sales / Business Development Manager / Retail Regional Manager / Retail Store Manager
Corporate Sales Manager
Corporate Client Servicing / Key Account Manager / Branch Manager / Advertising Manager
Client Servicing / Key Account Manager
Media Planning Executive / Manager
Career- Designation
Bio-Tech. / Pharma / Life Sciences / Clinical Research
Retailing / Consumer FMCG / Foods / Beverages
Telecom / ISP,Banking / Financial Services / Stock Broking / Entertainment / Media / Publishing / Dotcom / Advertising / Event Management/ Public Relation
Software Services / Consumer Goods-Durables / Home Appliances
Cement / Construction / Engineering / Metals / Steel / Iron
Industry
Customer Relationship Management
It is a broad term that covers concepts used by companies to manage
their relationships with customers.
CRM includes the capture, storage and analysis of customer, vendor, partner, and internal process
information.
Customer Relationship Management
It means managing all business interactions with customers.
While customer relationship has always been crucial to business, the emergence of CRM as a discipline is due to two specific characteristics. - the creation of a customer-centric organizational philosophy - the use of technology in seeking and serving the customer.
CRM, therefore, encompasses the capabilities, methodologies and technologies that support an enterprise in managing customer relationships.
Customer Relationship Management
There are usually three parts of application architecture to CRM:
Operational CRM involves supporting the front-end business processes including customer contact. Tasks resulting from these processes are forwarded with the resources and information responsible for them and documented for further reference.
Analytical CRM involves analysis of data gathered through operational CRM and/or other sources to identify potential of enhancing client relationship and in general to develop market strategy.
Collaborative CRM facilitates interactions with customers through all channels:
personal, letter, fax, phone, web, e-mail. It is a solution that brings people, processes and data together. The data/activities can be structured, unstructured, conversational, and / or transactional in nature.
Customer Relationship Management
• Gather information about prospects and customers
• Improve customer support
• Faster product delivery
• Inventory control
• Prospect tracking
• Self service
• Consistent marketing message delivery
Advantage of Customer Relationship Management
A typical CRM system is subdivided into three basic
sub modules:
1. Marketing
2. Sales
3. Service
Communication Channel
/ CRM Module
Direct Internet Call Center
Marketing Online Marketing
Web Marketing Tele Marketing
Sales Web Shop Tele Sales
Service Online Service
Customer Self Service Portal
Tele Service
CRM system
This program introduces the students to the benefits of creating customer loyalty, developing a market intelligence
and pro-active enterprise, and incorporating customer relationship management into an organization.
It includes CRM methodologies, strategies, software, and web-based capabilities that help an enterprise organize
marketing, sales, services and manage customer relationships.
Customer Relationship Management
Campaign management
Integrating CRM with business process
Choosing the CRM tool
Business intelligence
Key Learning Areas
Career
• Customer Service Executive / Manager
• Customer Relationship Consultant
• Sales / Marketing
Marketing Management
Marketing Management
It has been defined by Kotler & Keller as
“the art and science of choosing target markets and getting, keeping and growing customers
through creating, delivering and communicating superior customer value."
Marketing management encompasses a wide variety of functions and activities, although the marketing department itself may be responsible for only a subset of
these.
Regardless of the organizational context, functions and activities of Marketing Management include Market Research & Analysis (5Cs) and Marketing
Strategy & Implementation (4Ps).
The 5Cs are: Customer, Company, Collaborator, Competitor and Context (Industry).
The 4Ps are: Product, Price, Place and Promotion.
Marketing Management
• Market analysis
• Implementation of marketing strategies
• Competitive strategy in international business.
• Services Marketing & Industrial Marketing
• Sales & Distribution Management
Key Learning Areas
Career
• Product / Brand Manager / Marketing Manager• Retail Sales / Business Development Manager /
Retail Regional Manager / Retail Store Manager• Corporate Sales / Corporate Client Servicing / Key
Account Manager• Personal Banking-Branch Manager• Client Servicing / Key Account Manager / Media
Planning Executive / Manager
Industry
• Bio-Tech. / Pharma / Life Sciences / Clinical Research• Retailing / Consumer FMCG / Foods / Beverages• Telecom / ISP,Banking / Financial Services / Stock
Broking, Entertainment / Media / Publishing / Dotcom / Advertising / Event Management / Public Relation / Market Research
• Software Services / Consumer Goods-Durables / Home Appliances / Cement / Construction / Engineering / Metals / Steel / Iron