LAUNCHING A NEW BRAND

BRAND MANAGEMENT [ELECTIVE]

Launching a Brand!
Stating the obvious:

Every brand starts off as a NEW BRAND! What is called for at the time is a strong brand
positioning: distinctive characteristics, different from competition in order to appeal to its target audience or user. Most brands start out as names of innovative products or services over time they grow rich in meaning and value.

Naming the Brand!

How much thought is given to the selection of brand names? Some... but mostly chosen on a random basis: Coca-Cola representing the coca in the formulation; Mercedes: name of the owners daughter; Citroen owners family name; Adidas, adapted from the name of Adolphe Dassler, German shoemaker.

Launching a Brand! Whats important?

A brands intangible values are just as important for the brand, at the time of launch as deciding on its key product advantages. If the new brand fails to convey its

values, from the very outset or soon thereafter, it is unlikely to become a major brand. Hence, thinking through the brand name and acting before it becomes a recognized brand symbol, allows for the creation of a richer meaning.

How to construct the Brand Platform?

A brand must have vision that can justify, internally and externally, why the brand is being launched, and what is its raison detre.
What follows next is defining the brand program, that underlies the brand identity and positioning. Questions that need to be asked

The Brand Platform: Questions that need to be asked

1. Why must the brand exist? What would customers be missing if it did 2. not? What is the brands vision within or outside the product category?
3. What does the brand want to change in peoples lives?

4. What are the brand values? What will it never compromise on? 5. What are the brands specific know-how? What are its unique capabilities?

The Brand Platform: Questions that need to be asked

6. In which area or category can the brand genuinely/ legitimately provide some benefit? 7. Which products and actions best exemplify the brands values and vision? 8. How unique is the style or language of the brand? 9. Who does the brand address? What image does the brand wish to convey?

Branding: Company or Product?

Many companies now emphasize corporate branding.
Alcatel, Toshiba, Du Pont, Philips, Siemens, IBM are strong corporate brand names. On the other hand: Audi is a Volkswagen brand; Persil is one of Henkels; Dash one of P&Gs

Branding: Company or Product?

From an operational standpoint branding at product level allows for greater flexibility. In case of corporate branding, the company name becomes the spokesperson, telling the companys story the largerBrand audience. to A Product aims to sell to customers, a Corporate Brand must address other stakeholders and markets. Nestle is a company brand and a commercial brand it therefore must have two identities in parallel.

Branding: Company or Product?

Nestle brand is strongly influenced by its corporate identity. Values & culture of the company is reflected in its brand identity even at the product level.
Brand Identity Physiqu e Relationshi p Corporate Identity Founders Values & Ethics Company Focus & Culture

Personalit y Cultur e Values

Reflectio n

Self-image

Identity of Strong Brands: Just to recap!

Identity is not just a matter of functional attributes. Choosing a new brands symbolic references is just as important as its product references. Some brands like Apple or Samsung are true to their references: influences by hightech Californian counter-culture on Apple. Others like Toshiba or Mitsubishi appear to have NO SPECIFIC VISION: particularly outside of Japan.

The Process of creating a strong Brand Positioning!

Creating a strong brand positioning a major challenge for the Brand Team.
Five-step process for successful positioning: 1. Understanding the brand; 2. Exploring options; 3. Testing & refining; 4. Strategic evaluation & selection; 5. Implementation or activation.

The Process of creating a strong Brand Positioning!

1. Understanding the brand:
A brands truth lies within itself.

a) Understanding a brands identity, roots, heritage or perceived current image. b) Customer insight aspirations & dissatisfactions. c) Competitive strengths & weaknesses gaps to fill,

The Process of creating a strong Brand Positioning!

2. Exploring options : Suggesting scenarios for the brand. a) Finding brand platform not a oneshot deal. b) Aligning positioning with market & customer preference; c) Applying processes of iteration and elimination finding fresh angles of attack. d) Allowing for subjectivity & objectivity.

The Process of creating a strong Brand Positioning!

3. Testing & refining:
Picking the best of the lot. a) Testing ideas & creative options. b) Evaluating credibility & emotive resonance. c) Assessing objectivity & impact.

The Process of creating a strong Brand Positioning!

4. Strategic evaluation & selection: Comparing against defined criteria. a) Compatibility with external and internal attributes. b) Adaptability to market dynamics. c) Credibility amongst target audiences. d) Distinctiveness/ uniqueness. e) Sustainability over time. f) Capacity to fuel growth and dominance.

The Process of creating a strong Brand Positioning!

5. Implementation & activation: Putting positioning to test. a) Delivering on marketing strategy & objectives. b) Standing up to competition. c) Translating strategy into behavior & tangible action on the part of the consumer.

The Customer decides what he wants in the end Intrinsics? Extrinsics? Or Both?

Comparing Peugeot 308 & VW Golf

VW Golf Peugeot 308

AS the first car of Peugeots new 8 generation, the 308 has a lot riding on it. Not only is it expected to repeat the success of the 307 of which more than three million were sold worldwide but it is also charged with lifting the quality and image of the French firms hatchback [1 of 5] offering.

Comparing Peugeot 308 & VW Golf

Peugeot says that from the outset it wanted to build on the 307s strengths. The new model therefore keeps its predecessors shape. Overall, it also bears resemblance to the 207, with flattened wheel-arches and aggressive front end and a pointed snout. The rear is neat, with squared-off bumpers and a clean tailgate. The cabin has undergone a complete revamp and looks and feels far superior to the 307s, featuring soft-touch plastics, plus stylish white-lit instrument dials and neat ventilation controls. The full-length glass roof gives it a strong selling point, too.
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Comparing Peugeot 308 & VW Golf

Despite these improvements, the Peugeot doesnt share the robustness of the Volkswagen. Rear passenger headroom is excellent due to the high roof, but legroom is no more than modest and little better than that of 307. Here again, the Volkswagen does better, and its the same story when it comes to practicality. The Peugeots boot is bigger with the rear seats folded. Theres 1.4 litres of room for luggage, compared to the Golfs 1.3 litres. But its hampered by a high sill, which makes loading awkward, while the front seats have to be slid forward if you want to fold the rears flat.
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Comparing Peugeot 308 & VW Golf

Under the bonnet, the 308 has the stronger engine of the two cars. Its 1.6-litre unit uses a twin-scroll turbocharger and produces an impressive 150bhp. But the best aspect is the 240Nm torque output, which is available from as low down in the rev range as 1,400rpm. This helps the 308 pull away rapidly from a standstill although at low speeds around town, you can find yourself waiting for the turbo to spool up.

Partly to blame for this is the poor five-speed gearbox, which is a real letdown, with long ratios and a slack action. It doesnt stop the 308 from feeling like a junior hot hatch. The 308 and Golf are evenly matched for of 5] performance and in-gear times but, under braking,[4 the

Comparing Peugeot 308 & VW Golf

In common with VW Golf, the Peugeot provides a well judged balance of ride and handling its composed through corners, yet comfortable on the motorway. The suspension can be a little fidgety over uneven surfaces, but tight steering and grown-up road manners ensure that its capable, if not especially engaging. At 16,895, the 308 appears good value it undercuts the Golf by 1,200 and has more equipment. Climate control, the panoramic roof and cruise control are all included as standard. The trouble is, at this price, the 308 is up against the top end of the class and when compared to the likes of the Honda Civic and Ford Focus, its not that much of a
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