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BRANDING
STRATEGIES
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BRANDING
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HISTORY
History of branding goes back centuries in time , whencraftsmen wanted to be identified for their skill andplaced their distinct and identifiable mark on theirgoods they crafted. This was the earliest form of
branding to build reputation of particular artisans bywordofmouth. Buyers learnt to look for distinctivemarks just as we look today for brand names andtrademarks on products.
The origin of brand is the Norse word brandr , thatmeans to burn & the owner of livestock mark their
animals to identify them .
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A name, term, sign, symbol , , or acombination of them , intended to
identify the goods of one seller or
group and to differentiate them
from those of competitors.
- American Marketing Association
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A Name..
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A SIGN OR SYMBOL.
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DESIGN
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COMBINATION TO ALL
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SCOPE OF BRANDING
PHYSICAL GOOD
SERVICES
A STORE
A PERSON
A PLACE AN ORGANIZATION
AN IDEA
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PHYSICAL GOOD.
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SERVICES.
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AND.
AN IDEA ( FAMILY PLANNING , BLOOD
DONATION )
AN ORGANIZATION ( BIRLA GROUP , TATA
GROUP )
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STEPS IN / EFFECTIVE BRAND
POSITIONING
Identify Competitors.
Analyze & evaluate competitor
Identify POD & POP.
Establish brand positioning
Track image of brand over time
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IDENTIFY COMPETITORS
In-depth knowledge of your target, your competitors, and yourown business enables you to define a strong positioning. you
must understand what youre competing against for whom, andhow best to position your brand to leverage your strengths andtake advantage of market opportunities. Without a competitive
brand positioning, your brand might only remain a conceptualvision or a set of cultural values which sound great but dontreally make a difference in the marketplace.
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Analyze and Evaluate competitor
Strengths
- Strong Local
Presence
-Positive Brand
Image
Weakness
- Limited product
and design range
- Lack of the Physical
Store Experience
Opportunities
- Going Global- Widen product
focus
Threats
- Cheaper substitute
goods- High Level of
Competition
- Economic slowdown
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POP and POD
Points-of-differenceunique brand values
Desirable
Deliverable
Points-of-parityshared brand values
Necessary
Competitive
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POP and POD
POD (Point of Difference)
Strong, favorable, unique brand associations
May be any kind of attribute or benefit
Two types of PODs
Attribute Based - Functional, performance
related differencesImage Based - Affective, experiential, brand
image related differences
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POP and POD
POP (Point of Parity)
Associations that are shared with other brands
Two types
Category: attributes that are required to includeyour product as a member of that category
Competitive: POP that negate your competitors
PODs POPs can be good enough, but PODs should be
superior
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POSITIONING
FOR COMPETITIORS.Rule of Thumb : when we talk about competitor
the new term comes inDIFFERENTIATION
Competitor is engaged through differentiation
P iti i i
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Positioning is .
To set the product meaningfully
apart from other competitors
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TAKE A EXAMPLE OF MOBILE PHONE
RELIABLE STYLISH
HITECH BUSINESS CLASS
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RELIABLE
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HITECH
APPLE IPHONE
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STYLISH
SONY MOBLIE
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BUSINESS CLASS
BLACKBERRY
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HOW TO GET INTO PROSPECTS MIND
??
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BE FIRST .The easy way to get in to a persons mind is to be
first.
Example : Xerox , maggi , the Hindu newspaper
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TO MANIPULATE.
The basic approach is not to create somethingnew or different, but manipulate whats alreadyin the mind of consumer
Example: fair & lovely
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IGNORE CONVENTIONAL LOGIC ..
Conventional logic says you find concept
inside product.
Not true
Its about looking inside the prospects
mind
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And then
THE BRAND NAME .
WHY ???
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The Brand name is the first point of
contact between the company and theconsumers mind
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KEY BRAND ELEMENTS
Brand Name -name, tagline, logo (boost is the secret of our energy)
Brand Promise -The single most important
thing your organization promises to deliverevery time
Brand Personality -what you want your brand
to be known for (fun, serious,magical,forceful,etc.)
Brand Associations -colors, taglines, images,
fonts, uniforms, equipment, etc.
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Brand name
Words, letters, or symbols that make
up a name used to identify anddistinguish the firms offerings from
those of its competitors.
BRAND PROMISE
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BRAND PROMISE
Brand PROMISE is the heart and soul of a branda brands
fundamental nature or quality. Usually stated in two to three
words, a brands essence is the one constant across product
categories and throughout the world. Some examples are
Nike: Authentic Athletic Performance, Hallmark: Caring
Shared, Disney: Fun Family Entertainment or Disneyworld,Magical Fun
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BRAND PERSONALITY
A brand personality is something to which the
consumer can relate, and an effective brand
will increase its brand equity by having a
consistent set of traits. This is the added-valuethat a brand gains, aside from its functional
benefits. SOME OF THE brand personalities:
excitement, sincerity, ruggedness,competence and sophistication.
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BRAND IMAGE
Brand image is the current view of the customersabout a brand. It can be defined as a unique
bundle of associations within the minds of target
customers. It signifies what the brand presentlystands for. It is a set of beliefs held about a specific
brand.
Brand image is the overall impression inconsumers mind that is formed from all sources.
Example: Volvo is associated with safety. Toyota is
associated with reliability.
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Brand images can be strengthened using
brand communications like advertising,packaging, word of mouth publicity, other
promotional tools, etc.
Brand image has not to be created, but isautomatically formed.
BRAND LOYALTY
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BRAND LOYALTY
The degree of consumer attachment
to a brand.
Brand loyaltyis where a person buys products
from the same manufacturer repeatedly ratherthan from other suppliers.
Ask any parent on what would be the biggest
indication that their bundle of joy has arrived inlife? It's when the baby becomes the Johnson &Johnson (J&J) baby soap or powder. And thisquest remains unchanged for over 100 years
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TYPES OF BRANDING STRATEGIES
UNIQUE BRAND
STRATEGY
CORPRATE BRAND
STRATEGY
UMBRELLA BRANDSTRATEGY
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Unique brand strategy
Unique branding refers to giving this
product a unique name no other
products manufactured by thecompany will be known under.
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BATA VARIOUS BRANDS
Hush puppy Power
scholl
marie claire
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Corporate branding is opposed to unique
branding. It refers to a company that uses the
same name for all its productssuch as Apple
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Umbrella branding
When you have many sub-brands, each linked
to a common brand, then the common brand
is known as the umbrella brand
E.g. Ford Taurus, Ford Explorer, Ford Focus,
Ford Ranger, Ford Five Hundred, Ford
Freestyle, Ford Expedition, Ford Thunderbird,
etc.
T d
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Tata products
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Paswan
Branding - benefits?
Consumers Manufacturers
Identification of source Means of identification for handling or
tracing
Assignment of responsibility Legal protection
Risk reducerfunctional,
physical, financial, social,
psychological, and time
Signal of quality to consumers
Search cost reducer Endowing product with unique association
Promise, bond, or pact Competitive advantage
Symbolic, cultural Source of financial return
Signal of quality
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PEPSI THUMPS UP COCA COLA
RANBIR KAPOOR
SHAHRUKH KHAN
SALMAN KHAN AAMIR KHAN
Yeh hai youngistaan
meri jaan
Tastethe Thunder Thanda MatlabCoca
Cola
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YOUR DAY BRAND7:00
7:007: 30
7:307:50
8:008:30
8:301:00
1:002:00
2:005:00
5:005:30
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THANK YOU
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