Selecting

the brand elements the brand name, logo,

slogan, etc Positioning the brand Providing the right distribution and promotion support Developing the right pricing strategies for the brand Keeping the brand live, contemporary and relevant

Proliferation Brand acquisitions Monitoring the brand through its PLC Maintaining brand quality and reputation Analyzing the brands performance, potential and consumer perceptions Managing brand equity
Brand

select list of brand names are, Good Knight Complan Boost Fair & Lovely Aquaguard

Names communicating the functions/attributes of the product eg: The first portable stereo player was named Walkman TVS named its tyre : Srichakra

. Names communicating a speciality /halo

around the brand eg: GMS Opel , Fords Ikon etc

 Use

Acronyms eg: DHL ,Amul, MRF ,IBM

.Use of the company name

eg: CocaCola,Pepsi

enhances the recognition by the provision of a symbol of identity Visual identification Help to identify the companys product Flags, pictures, graphic designs are all used as logos Eg: of well recognized logos : Amul Girl, The Murphy baby
Logo

Logo must be simple, and capable of easily communicating what it stands for Logos cut across all associated language/ cultural problems and communicate the same meaning Changing the logo initial business propositions change and Old logo loses its relevance Either modify the logo or completely alter it depending on the context

Well-Known Logos
Kelvinators Penguin

Apple

whether a logo is needed for the category under consideration A logo must enhance the relevance of the brand It must aid the brands pulling power It should not distract and take attention away from the brand The design of the logo must aid memorability
Check

three go together ; they must be compatible, one reinforcing the other eg:Brand Name Logo Slogan AT & T Connecting people, anytime, anywhere at&t Nike just do it LG Lifes Good

The

ANEESHMON M

Brand as a name, term, design, symbol, or any other features that identifies one sellers goods or service as distinct from those of other sellers.

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.

It basically means extending an on going brand name to more products.

PHILIPS LG NIKE REEBOKE

WIPRO

TV CFL REFRIDGERATOR MUSIC SYSTEMS IRON BOXE WASHING MACHINE PROCESSING MACHINE

FOOD

Line Extension

Extending a Brand name to products in a related line

Extended to items in un related product lines

EXAMPLE COLGATE Colgate Gel Colgate Cibaka Colgate Herbal Colgate Total Whitening Paste Colgate Total Anticavity Fluoride

SURF Surf Ultra Surf Excel Surf Exelmatic International Surf Excel Surf Gentle Wash

Strengthen Brand power and keep the Brand alive.

Changing consumer tastes can be accommodated through line extension.

To get maximum mileage out of the available resources.

Line extensions provide a convenient route for infusing new values into an ongoing brand.

Bring it under an ongoing strong brand.

Brand name extended over different products but the products are related in some way to the mother brand. EX; MARUTI

EXAMPLE Wipro

Wipro originally a brand of computers; it was later extended to even a very distant category like talcum powder, wipro baby soft etc.

MRF

I)

Consistency/ Similarity/fit

II)

Falling within the brands area of expertise

III) Benefit transfer

 It increases brand image. The risk perceived by the customers reduces. An established brand name increases consumer interest and willingness to try new product having the established brand name.

The efficiency of promotional expenditure increases. Cost of developing new brand is saved. Consumers can now seek for a variety. The expense of introductory and follow up marketing programs is reduced. The image of parent brand is enhanced.

Brand extension in unrelated markets may lead to loss of reliability if a brand name is extended too far. An organization must research the product categories in which the established brand name will work.

There is a risk that the new product may generate implications that damage the image of the core/original brand.

There are chances of less awareness and trial

If the brand extensions have no advantage over competitive brands in the new category, then it will fail.

APPLE Apple computer successfully ventured into the music and TV/ movie distribution business and became a cell phone manufacturer. VIRGIN Airlines to music and mobile phone WRANGLER Clothes to sofa

COCO

COLA

PONDS

TOOTH PASTE

add some value to an ongoing brand by improving product attributes It help to enhancing overall appeal of the product Help to recapture the attention of the customers and also help to overcome consumers boredom It includes new shape,colour,flavour,new pack,size,design etc
Company

 To

breathe some new life in to a brand that may be showing sign of staleness/dip in demand Help to the successful brand may need occasional boost up. It help the brand remain in the active gaze of its customers

Examples of rejuvenation Cadburys,P&G,HUL HUL conduct 15 to 20 rejuvenation programmes every year

may be conducted with the help of a marketing strategy. Relaunch programe rarely adopted in Brand lifecycle It can be used the time of some brand is failed to take of the product. Example:close up,vicks action 500
Relaunch

 It

provides just marginal improvements to the product. Aim only to provides better product and more values to the product. Conducted with the help of marketing research Identify brands positioning and marketing mix. Example: Gillette,Barbie Dolls

entrants of same firm appear with new brand name. It means firm has several brands in the same product line or product category. Example:Uniliver has 25 brand of icecreams P&G has more than a dozen of detergent. BP can help expand the overall market and help to increase the market share of the firm.
New

 Separate

business unit Example:Madura Garments company created independent planning and marketing team for its four major brands like Allen solly,Van Heusen,Louis Philippe &Peter England

 It

means acquiring buyout ongoing brands as an easy way out It is very useful to the companies have facing thick competition Example:Pepsi acquire dukes while entering india Godrej acquire Transelektra

A BRAND NEED NOT DIE OUT

Brand is not a static entity; it is a dynamic entity. brand has no age limit.

Label Tea Lifebuoy soap Colgate

Red

 Brand

exist because people want them to exist, and would never die if marketers avoid five mistakes: arrogance, greed, complacency, inconsistency & myopia. -Niall FitzGerald

 Brand

loyalty denotes the extent of customers attachment to a brand. is not static.

Loyalty

publicity Corporates themselves External issues

Negative

 Marketers

has to handle the situation with utmost care a good relation ship with the customers

Maintain

 J&J

Tylenol

 Exercise 2

to assess the health of a brand

steps Internal investigation External investigation

 Brand

equity is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share and profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm.

- As the combined measure of brand strength consisting of three sets of metrics - customer knowledge about the brand, customer preference for the brand, and resulting financial potential of the brand -Martin Roll

THANK YOU. . . . . . . .