Презентация на тему Brands and brand management (chapter 1)

from a product, and explain what brand equity is
Summarize

why brands are important
Explain how branding applies to virtually everything
Describe the main branding challenges and opportunities
Identify the steps in the strategic brand management process

the Old Norse brand meaning "to burn," which refers

to the practice of producers burning their mark (or brand) onto their products. In ancient times, in order to identify the owner of the livestock, cattle breeders used hot ironing in to order to identify the owner of the cattle and differentiate it from others.


2 tricky words: identify and differentiate

Association)

A brand is “ name, term, sign, symbol, or

design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”

2 tricky words: identify and differentiate

a promise that needs to be fulfilled every single

time.

from textbook

is it important?

1. Simplify decision making process
(E.g. in

a supermarket to pick up coca-cola, le cola, bi cola, pepsi)
2. Reduces risk
3. Set expectations

and relationships taken together!

brand
Name, logo, symbol, package design, or other characteristic
Can be

based on people, places, things, and abstract images

wants to enhance her beauty so buys a make

up kit.
Generic product: A basic version of the product with no distinguishing features. What the product is made up? Blush, eye shadow trays, lipsticks, mascara and so on.
The expected product: Attributes and features that a consumer generally expect ( Quality first but in our makeup set case, the color of the eye shadows must have good pigmentation. Everything included must be able to stay on for hours. )
The augmented product: Adding extra features beyond expectations. The examples of augmented product for a makeup kit can be a surprise gift, samples, coupon for the next purchase, or adding an extra cosmetic inside not offered by other brands. Competition mostly takes place in this segment.
Potential product level: all the transformations that the same product can undergo. The ultimate product. In make up, the continuous development in the make up like removing parabens or adding aloe-vera.

what companies produce in their factories but between what

they add to their factory output in the form of packaging, advertising, services, customer advice, financing, delivery arrangements, warehousing and other things.

among products
Develop loyal customers
Create value that can translate to

financial profits

Tricky word PREMIUM PRICING

as well as organizations
Functions provided by brands to consumers
Identify

the source or maker of the product
Simplify product decisions
Lower the search costs for products internally (thinking) and externally (looking around)
Helps set reasonable expectations about what consumers may not know about the brand

attributes products can be classified as:
Search goods (e.g.

grocery products-visual inspection)
Experience goods (e.g. automobile tires-experience needed)
Credence goods (e.g. insurance coverage-rarely experienced)
Reduce risks in product decision
These risk can be categorised as
Functional ,physical, financial, social psychological, and time

organizing inventory and accounting records
Offer the firm legal protection

for unique features or aspects of the product (trade marks, patents, copyrights and designs)
Provide predictability and security of demand for the firm (customer satisfaction leads to loyalty ends up with repeat purchase)
Creates barriers of entry for competitors and provide a powerful means to secure competitive advantage

marketers should identify

- WHO the product is
- Provide

meaning for the brand WHAT it stands for

Since branding is about the perceptions of the consumer and rooted deeply in the minds of the consumers.

Marketers benefit from branding whenever consumers are in a choice situation.

in the hands of another company E.g. aircraft engine

vs. toothpaste

Even commodities can be branded E.g. De Beers

Many hi tech companies see branding as naming. But innovation is not solely enough for marketplace success. See the next slide!

Inside Campaign), Accenture (Tiger Woods Campaign) etc.
Guidelines for marketers

of B2B brands
Ensure that entire organization supports branding and brand management. (especially salesforce since B2B requires more personal selling)
Adopt a corporate branding strategy if possible and create a well-defined brand hierarchy.
Frame value perceptions. (putting best foot forward)
Link relevant non-product-related brand associations (superior customer service, financial easiness)
Find relevant emotional associations for the brand.
Segment customers carefully both within and across companies.

different product categories
Applicable to both tangible and intangible

offerings of an organization
Technological developments have impacted the way firms market their offerings
Organizations reap financial benefits from positive brand images

their categories for decades
Any brand is vulnerable and susceptible

to poor brand management

phrase which describes the value of having a well-known

brand name.

Simply put brand equity = value of the brand

in outcomes arise from the “added value” endowed to

a product
The added value can be created for a brand in many different ways (different branding strategies)
Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand
There are many different ways in which the value of a brand can be exploited to benefit the firm (from customer loyalty to premium pricing)

profitably, managers must implement a brand equity measurement system
 Brand

equity measurement system involves:
Brand audits
Brand tracking studies
Brand equity management system