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Total value of top 100 brands amounted to US$1.5Trillion-65% of UK and nearly 10% of US GDP in 2009. Top 500 global brands valued at US$3Trillion for the same period.
Brand is an:
Image, Perception, Promise, Single Idea, Persona, Emotion, Values.
Perception
Limca Ariston
Persona
Raymond 1 , Raymond 2 Fevicol 1 , Fevicol 2 Virgin 1 , Virgin 2 ,
Emotions
Reliance Airtel Slice Aamsutra
Brand
Video
Brand Persona
Video
LAWS OF BRANDING
Quality Is
Performance Features Reliability Conformance
Durability
Serviceability Aesthetics
Quality
Hagen Daz Rolex PTCL
A brand should strive to own a word in the mind of the consumer. or A brand should make efforts in owning a word in prospects mind.
You cant become generic by becoming the market leader BUT By being the first brand and establishing a category
Examples:
Examples:
WORD
Volvo Olpers
Mistake/problem:
The minute a brand begins to stand for something in the mind, the company usually looks for ways to broaden the base, to get into other markets,to capture other attributes. Example This mistake was made by Mercedes.
Shan Spices
Dawlance Reliability
A singular idea or concept that you own inside the mind of the prospect. A proper noun that can be used in place of a common word.
The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.
Loss of singularity weakens the brand. A brand that has lost its life because it lost its singularity.
Fevicol
Slice - Aamsutra
Nestle
LG
Mercedes A Class
Sufi
Law Of Consistency
Video
Law Of Category
Video
Law Of Credentials
Video
Law Of Change
Video
A family of brands assures a company's control on the market. The key to family approach is to make each sibling a unique individual brand with its own identity.
Each brand should be different and distinct as possible.
Nestl
Unilever
P&G
Coke
Engro
STRENGTHS OF A BRAND
Lies in having a separate, unique identity---- not in being associated in the mind with a totally different category.
There is a long-term need to maintain the separation between the brands, not to make them all alike.
Having a totally different identity in the mind doesnt mean creating a totally separate organization to handle each brand. BUT If handled incorrectly the second brand can dilute the power of the first brand.
Kroger Supermarkets
Total 23,000 Sold daily 6,700 Sold weekly 13,600 Sold Monthly 17,500 Not sold over a month 5,500
High Life Budweiser Coors Banquet Today these three brands have become sixteen
Advantages
More potential customers. Opportunity to sell more to each customer. Greater marketing efficiency. Greater production efficiency. Increased profits at introduction and growth stages of product line extensions. Lower promotional costs of line extensions.
Disadvantages
If line extension fails to satisfy consumers then other products under same brand name will be damaged.
New products may cannibalize sales of older ones. Eg.Pepsi and Diet Pepsi
Successful Extensions
International Nabisco Heineken Local Dettol Water
Coca Cola
Pure Gillette
Unsuccessful Extensions
International Miller SnackWell
Unsuccessful Extensions
Local Fair & Lovely Lux Shower Gel
LG
Philips Siemens Samsung
LAW OF EXPANSION
Line Extensions
The power is shifting from manufacturer to retailer for the purpose of trade promotion, slotting fees, return privileges. 90% of all new brands are line extensions. Powerful brands should have more than 50% of market share.
Law of Expansion
When you put your brand name on everything, that name loses its power The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of the brand. The strength of brands lies in becoming synonymous with a single category. Brands that spread themselves across categories lose brand focus, identity, and ultimately market share. Marketers launch ridiculous over zealous brand names
Law of Expansion
Contract your brand, NOT expand it To build a powerful brand, you need to contract your brand not expand it. The lesser you expand the stronger your brand stays
Crest
Examples: Crest: P&G 38 to 50 skus Market share dropped from 36% 25% Crest lost leadership to colgate
LEVIS
Levis Jeans has close to 27 different cuts and styles It has also digressed into a number of accessories including Levis Mobile Phones, Caps, Belts, Shoes, Shirts, etc. Market share fallen from 31 19%
Pakola
Pakola has a wide range of product line
Subway
Specializing in submarine sandwiches only the 8th largest food chain in US
Law Of Company
`Brands are brands. Companies are companies. There is a difference
It is the strongest brand of the world BUT the fact is, it is the name of company.
What makes the branding process confusing? THE USE OF COMPANY NAME
Brand name should, either more or equally emphasized. Customers are Brand-Oriented. Does the consumer care whether Hamdard, National foods, P & G or Unilever makes LUX? Probably NOT.
At the same time, Brand name should not be totally Emphasized. Companies should also create awareness about their Names.
Examples
It is highly conditional and attributed to the product nature. Whether to emphasize on the company name or not.
IN SHORT TERM
IN LONG RUN
SYALLABLE STRUCTURE
C---V---C---V
P---E---PS---I B---A---T---A X---E---R---O---X C---O---C---A C---O---L---A L---E---V---I---S D---A---LD---A T---A---P---A---L S---O---N---Y T---I---D---E R---O---L---E---X N---I---K---E
Federal express FedEx Intelligent chip company Intel Pakistan telecommunication Paktel
Taking initials
IBM UBL ADIDAS BMW MGM
Double-entendre
Law Of Name
Video
Law Of Shape
A brands logotype should be designed to fit the eyes .Both eyes.
Law Of Shape
Video
Law Of Shape
A logotype is a combination of a trademark which is the visual symbol of the brand and the name of the brand set in distinctive type. A customer sees the world through two horizontally mounted eyes peering out of the head. For maximum visual impact, a logotype should have a horizontal shape.
Law Of Shape
Law Of Shape
Important Facts
The equal importance to shape is legibility. Logotype designers often go way overboard in picking a typeface to express the attribute of a brand rather than in its ability to be clearly read. The other component of the logotype, the trademark, or visual symbol, is also over-rated. The meaning lies in the word, or words, not in the visual symbol.
Law Of Shape
Video
Law Of Shape
Types of Shapes a Brand Should avoid:
A brand should use color that is the opposite of its major competitors
A single color is almost always the best color strategy for a brand
McDonalds
IBM Products
Blue is a corporate color used to communicate stability. Blue is peaceful. Blue is a laid-back color.
Tetley
LAW OF PUBLICITY
Primarily.
LAW OF PUBLICITY
Benson & Hedges
Safeguard
Safeguard
LAW OF PUBLICITY
Many brands use publicity as a deliberate effort to take up media space in the form of EVENT MANAGEMENT
LAW OF PUBLICITY
Other examples which might not be often cited but are an absolute example of publicity are
Armeens Cake
Amir Adnan and other designers
LAW OF PUBLICITY
Al- Ries includes that there has to be the best way to generate publicity Area 51 But this works even if a new product is introduced to an existing category Nirala Sweets
LAW OF PUBLICITY
Creating Brand Identity through Celebrity Stunts
Britney Spears
Publicity
Video
Loose Talk Anwar Maqsood And Moin Akhtar Product Placement Ariel , Coke(Beyond Enemy Lines) ,Dawlance Micro Wave. AXE Case India Berger Pakistan KOL Pharma Industry
Law Of Border
There are no barriers to global branding. A brand should know no borders.
1)Their market share cannot be substantially increased in their home countries 2) They need to grow As a result of these belief, they insist on expanding their brands into other categories. It is the only way to grow
The perfect solution to achieve both the goals is to build a global brand. That means
IMPORTED
For years the magic word on many products has been imported Crossing the border often does add value to a brand. Since value lies in the mind of the consumer
Every country has its own unique perceptions. When a brand is in sync with its own countrys perceptions, that brand has the possibility of becoming a global brand.
Automobiles from Germany Watches from Switzerland Electronics product from Japan
It doesnt matter where your brand is conceived, designed or produced, the name and its connotations determine its geographic perception.
For example : Nike (originally from USA)but now also manufacturd in China and Thailand.
Brand name, slogans and Logos should be carefully made. Since there is a Cultural and language differences
For example
PEPSI Come alive with the Pepsi generation
When translated into Chinese, Pepsi brings your ancestors back from the grave Haleeb Doodh : Haleeb also means Doodh so it makes Doodh Doodh
LAW OF MORTALITY
No brand will live forever. Euthanasia is often the best solution Kodak. Gibbs. Rin. Pert+. Olwell
NBP Saiban UBL Address SCB Sadiq UBL Amin NIB - Assalam
The competition between Coke and Pepsi makes customers more cola conscious
One of the best locations for a number-two brand is across the street from the leader.
Competition also broadens the category while allowing the brand to stay focused.
For each category two major brands should be ideal The best location for a KFC franchise is often across the street from a McDonalds restaurant.
Your brand should welcome healthy competition it often brings more customers into the category.
Research indicates that 50% is about the upper limit. Federal Express has a 45% share of the domestic overnight package delivery. Coca-Cola has a 50% share of the domestic cola market.
Generic Names
General Motors Good Milk National Foods National Panasonic International Harvester
General Motors To GM National Biscuit Company To Nabisco. General Electric To GE National Foods Rivaj . Fruitily . Maharaja National Panasonic To Panasonic National Geographic To NatGeo
WHY ADVERTISE
Brand Awareness
Brand Image Brand Associations
PSO
SHELL
CALTEX
Advertising
Kashmir Gold Surf Excel Sony Bravia Coke Slice Aamsutra Bridgestone Perrier Panadol Ashoka Achar
Advantages You can create a new category by simply narrowing the focus. Specialists. Extremely powerful in the category.
Dominate a category
Microsoft has 90% of the MS of desktop computer OS. Intel has 80% worldwide market for microprocessors. Coca cola has 70% of the cola market.
International Successes
Starbucks Subway Toys GAP Victorias Blockbuster
R Us
Secret
International Failures
Mc
Local Successes
Always
Mother
Local Failures
Fair