creating, nurturing, developing and managing brands - a snapshot of a 2 day workshop on developing...
DESCRIPTION
This is a snapshot of a 2 day workshop on Creating, Nurturing, Developing and Managing Brands through their lifecycle. It indicates the flow of such a program and the possible case studies that could be covered under the program.TRANSCRIPT
Programme on
Creating, Nurturing, Developing & Managing
BRANDS
Anand C. Mehta [email protected]+91-9987060388
Why Brand? …
Why Brand?
To Indentify / Distinguish
To Market / Reach out
Distinguish as in “Distinguished”
What Market? …
Brand for whom? People?
Classify What?
What’s at the Crux?
Needs & Aspirations NOT
People
What Need? …What Need? – What Product
Categories?
Low Risk – Low Involvement (Eraser)
(Think – Do) – {Need Replenishment}
High Risk – High Involvement (LCD)
(Think – Feel – Do) – {Need Deficiency}
High Risk – High Involvement (HD?)
(Feel – Do) – Impulse {Self expressive}
Touch Points Pyramid…Super Brand <-> Aspirational Brands
Classes Brand <-> Emotional
Benefits'
Masses Brand <-> Functional
Benefits
Generic Brand <-> Functional
Attributes
Brands – What are they? – Day1
Case Study – Brand by Design?
Growth of the Brand by Chance or Design? Advertisements?
Case Study – Brand by Design?
Brand Building & Brand Rejuvenation
Building & Rejuvenating Case Study
History, Brand, Product Line & it’s Distribution,
Repositioning the Brand
Updating the Product Line
Expanding the Brand Portfolio
What next for Growth?
Case Study – Build, Rejuvenate
Brand Positioning
Positioning Scorpio vs XUV 500
Company Background, Automobile Market in India, Product Portfolio, Why New Product?
Rationalizing the Brand Portfolio, Driving into Cities
New Product Development Process – Project Scorpio
Naming, Branding, Pricing, Mapping Competition, Consumer Research & Inputs
Positioning Alternatives
Positioning Scorpio vs XUV 500
Scorpio, XUV 500, Sumo, Grande, Endeavor, Safari, Storme, Aria, Duster, EcoSport Toyota Innova Examples of Success and Failure
Brand and Line Extensions
Brand Extension
Case Study:
Brand & Line ExtensionsBrand Extensions use a well
established brand name to offer a
new product under the same name
in another product category.
Line Extensions use an established
brand name for a new offering in the
same product category
As a means to make the brand Contemporary
To mitigate risks of single market and product
Economies of Advertising & Communication
As a means to access accumulated Brand Capital
Reinforcement of image of the Mother Brand while improving success probabilities of New Product Introduction.
Why Extend Brands?
Reducing risk of new product failures due to consumers familiarity of an established brand
Reduce cost of gaining distribution
Increasing overall efficiency of promotional expenditure
Greater probability of higher sales of new products
Need to consider consumer evaluation of brand extensions – and the negative payoffs – Failure Impact.
Brands Extensions
Process of Consumer Evaluation
Semantic Generalizations/ Halo Bias
– Brand Affect
Category based Affect Transfer –
Brand Affect & Similarity
Brand Specific Associations –
Relevance of Association
Analogical Reasoning – Relevance
and Similarity
What do you Extend?It is the PROPERTIES of the Brand
that you Extend.
Using a Brand Name to introduce
new offers without extending any
properties of the Brand is NOT a
Brand Extension!
What Properties do you Extend?
Type of Brand and Ability to Extend
Values
Interest
Know-How
Formula
Product
Degree of Product Dissimilarity
Digi-Link Brand / Line Extensions?Case Study
Copper Range Fiber Range
Global Marketing
Samsung – Global Marketing Case Study
Company Background & Strategy: Vertical Integration, Hardware Focus, Product Breadth, Digital Product Innovation, Convergence
Marketing Historically Marketing as a GMO – Marketing Strategy Team, Regional Strategy Team, Product Strategy Team. Allocation of Resources – (Misallocation) International Expansion – Accelerator – Turning Point - Advanced
DigitAll Campaign Everyone's Invited Campaign
Samsung – Global Marketing Case
Brand (Value) – EXTRA??
What does…...mean to you or What comes to your mind when you think of ….?
What do you like best about this brand? What are it’s positive aspects? What do you dislike? What are it’s disadvantages?
What do you find unique about this brand? How different is it form other brands? In what ways is it the same?
Who uses this brand? What kind of person? Why do people use this brand? What do they get out of using it?
In what type of situations do people use this brand?
Qualitative: Free Association
Qualitative: Projection, Comparison
Projective Techniques
Comparison tasks:
Comparing brands to people,
countries, animals, activities, fabrics,
occupations, cars, magazines,
vegetables, or nationalities.
1. Sincerity: Down-to-earth, Honest, Wholesome, and Cheerful
2. Excitement: Daring, Spirited, Imaginative, and up-to-date
3. Competence: Reliable, Intelligent and Successful
4. Sophistication: Upper class and Charming
5. Ruggedness: Outdoor type and tough
Qualitative: Brand Personality
Rate each trait on a 7-point scale from not at all descriptive to extremely descriptive – average to provide summary
Consumer-brand relationships are valid at the level of lived experience
Consumer-brand relationships are actionable in terms of setting marketing strategy
Everyday execution of marketing mix decision constitute a set of behaviors enacted on the part of the brand
Coke, Pepsi, Thumbs-Up, MacDonald’s, KFC – Different relationships
What about? Mercedes – BMW – Audi – Volvo - Volkswagen
Brands as Relationship partners
Consumer Brand Relationships
Brand Action: Brand is repositioned
and changing it’s marketing program
constantly
Trait Inference: Flighty, schizophrenic
Brand Action: Brand Sells in selective
outlets at a high price
Trait Inference: Snobbish,
sophisticated
Consumer Brand Relationships
Brand Action: Brand is often
discounted or on deal
Trait Inference: Cheap, uncultured
Brand Action: Brand is highly visible
and advertises frequently
Trait Inference: Friendly, popular
Consumer Brand Relationships
Brand Action: Brand Offers lengthy
warranty
Trait Inference: Reliable, dependable
Brand Action: Brand supports, social,
environmental or educational causes
Trait Inference: Helpful, supportive
Brand TrackingMeasuring the outcome of Brand
Building activities at the end of a
period…..more frequent than Brand
Equity.
Mind ImpactMarket ImpactMarket Conditions
1. Spontaneous Brand Awareness
2. Brand Image Rating – (Brand Associations) – Attributes etc..
3. Evaluation of Advertisement's Effectiveness - 1) Clarity, 2) Recall 3) Simplicity, 4) Evoke Empathy?, 5) Cotent Links Strong? 6) Liked?4. Evaluation of Brand Uniqueness & Differentiation - 1) Form, 2) Positioning, 3) Packaging, 4) Attract Attention 5) Attribute Ratings5. Physical offer Quality Assessment - 1) Relevant, 2) Delivers on promise?, 3) Perceived Quality, 4) Blind Test results? 6. VFM
Measuring Mind Impact
1. Sales Measures – Sales Trend (excluding seasonality), Market Share Trend, Share trend vs. competitor? Sales Growth on Launch2. Consumer Purchase Indicators – Penetration, Discounted Value (after rebates, effort cost & promos,) Repeat Buying Rate, Loyalty
3. Quality of Buyer Base? – How many first time buyers? How many Repeat buyers?
4. Technology Indicators – Cost-Quality vs. competition, Scale,Entry Barriers, Benchmarking, Obsolescence, State-of-the-Art-or-Market? 5. Brand Investment & Structure Indicators – Width & Debt, Voice Share vs. Market Share. (D-Link – Cisco). Fragmented?
Measuring Market Impact
Brand Leadership - Acknowledged
COMPASS Awards D-Link “Most Popular Brand” in networking products
D-Link India Ltd., was awarded the Most Popular Brand in Networking by Compass, an association of more than 260 IT entrepreneurs of Eastern India.
The Compass award recognizes the outstanding performance by companies in the Information and Communication Technologies (ICT) industry within the Eastern region.
Compass Most Popular Brand in Networking Award 2007
Digi-Link ranked No 1 in India's most Wanted IT Brands for Structured Cabling
Out of all three brands, Digi-Link emerged as the most future ready brand in this segment, making it the winner of Users' Choice awards. It had the highest current ownership, top of mind recall, and future likelihood of purchase amongst the respondents. This was the same situation last year.
PC Quest User Choice Award 2008
D-Link chosen the No.1 alternative Brand for Wireless Access Solutions & Networking
D-Link Future Readiness went up to a whopping 77% for Wireless Access Solutions.
D-Link also emerge as Most persuasive Brand in Networking.
PC Quest User Choice Award 2008
DQ Channel - Channel Choice Award - 2008 (Gold for Networking LAN)
D-Link won hands down on account of its product quality, product demand, value for money, brand image and after-sales service, in this order. Surprisingly Netgear displaced Cisco to bag the runner up position.
DQ Channel Choice Award 2008
DQ Channel - Channel Choice Award - 2008 (Gold for Wireless LAN)
As with the Networking LAN category, D-Link won hands down on account of its product quality, product demand, brand image, value for money and after-sales service, in that order. This time too, Netgear bagged the runner up position.
DQ Channel Choice Award 2008
CRN - Channel Champions Award – 2007 (Networking)
In a survey conducted by CRN spanning 55 cities and 13 product segments, to identify India’s Channel Champions, the Indian IT Channel have ranked D-Link India Ltd as a channel champion for Networking.
As per the survey, D-Link also emerged as the single most popular networking vendor who enjoys clear cut leadership in Channel Relationship, Service & Support, Price-Performance, Marketing & Branding, Training & Certification, much above Cisco, Nortel and Netgear.
CRN Channel Champion Award 2008
Brands:
