Escolar Documentos
Profissional Documentos
Cultura Documentos
Strategy
IGTC 2003
Structure
• What is a Brand?…. Product vs Brand
• Brand Identity … Developing a Brand
Framework
• Brand Strategies … Extension &
Revitalization
What is a Brand?
Essence of a Brand : Aaker
• “A company’s brand is the primary source
of its competitive advantage and a valuable
strategic asset.”
• “The challenge for all brands is that they
have distinct clear image that matters to
customers and truly differentiates from the
rest.”
• The key step is to create a broad band
vision or identity that recognizes a brand as
something greater than a set of attributes
that can be imitated or surpassed.
Product vs Brand
• A product is made in a factory… A
Brand is bought by the customer.
Product
Framework
How it does?
PRODUC
What it does?
T/S
RECEIVE
Associations
R
Brand Image , Personalities,
How? – Strategic Brand
Analysis
Processes: Semiotics- Image Study: Factor Analysis-
Attribute Rating, Perceptual Map, Cluster
Analysis- Profiling
Consume
r
Image
Needs
Trends
Performan
ce
Image Image
Heritage Positioning
SWOT Communicati
Company Relationsh on Competit
ips SWOT or
Brand Identity Systems:
Aaker
Brand as an ORGANISATION
Extended Identity
Brand as Core
BrandIdentity
as
PRODUCT
PERSON
(Peripheral Support Values)
VALUEBrand
PROPOSITION
as Symbol
Functional + Emotional + Self
Expressive Benefits
SUPPPO
RT
McDonald’s Brand Identity
System
Efficient Service, Hygienic, Clean , Smart
BRAND
ENGINE
Marketing
Busines Segmentati Mix
s Brand on Product/Pkg Mktg Sales
Potenti Value Target Price Plan Plan
al Positioning Place
Promotion
Potential
Brand
Market
EXISTING
BRAND
STRETCH
DOWN
Brand Extension Horizons
Brand Extension
Horizon 2
Brand Extension
Horizon 1
Line Extension
Horizon 1
Effect of Brand Extensions
• More Good: Extension enhances
Brand name.
• Good: Extension aids Brand Name
• Bad: Extension fails to help Brand
Name
• Ugly: Extension Damages Brand
Name
• More Ugly: Brand Name is Forgone
Post Mortem
• Colgate Gel: More Good
• Rexona Does: More Good
• Close Up Whitening: Good or Bad ? (credibility?)
• Amul Pizza : Good or Bad (price?)
• Britannia Cheese, Ghee… More Good
• Sunsilk Hairoil : Bad (Identity or product?)
• Diet Coke: Bad… Good?? (Identity… Market
evolution)
• Frooti Apple Drink: Ugly (Identity?)
Note…
Prevent
further
Decline,
retain
sales
growth
TIME
Today’s need:
Continuous Process of
Revitalization
Revitalization:
Starts at an
Sale
early stage
before a brand
s
shows a decline
in Sales
Time
Ways to Revitalize
Increased Repositioni
Usage ng
New Augmenting
Users Product
Obsolescing
New Product
Markets
Extensio
ns
Increased Usage
• Increased Salience: Dettol
• Increased Frequency/Regular Use:
Shampoos : Head & Shoulders,
economy pack, travel pack
• Incentives/Promotions: Filmfare,
Frequent Flier Programs
New Uses
• New Gifting Solutions: Tiffany’s &
Cadbury’s
• Festive Occasions: Asian Paints
• Multiple Functional Uses: Milkmaid
recipes
• Behavioral shifts: Moov – Sprains to
Back Aches
New Markets
• Redefine Target Segment: Cadbury’s
Dairymilk Chocolates for Adults
• Growth in new segments: Personal
Computers
Repositioning the Brand
• Image Upgrade: Philips “Lets make
things Better”
• Revive Image: Lakme, Dettol
• Change Association: Britannia
from biscuits to healthy food
Augmenting the Product
• Packaging Upgrade: Crocin,
Shampoo, fliptops
• Product Upgrade: New improved
Lux
• Increased Customer
Involvement: Wills & Cricket,
Sunsilk & Parlours, Surf & Laundry
Service
Obsolescing the Product
• Fashion Products: Colour cosmetic
range, Revlon, Designer Watches-
Titan
• Technology Products: Sony
Music… mobiles… Windows
• Dying Categories: Pond’s vanishing
cream – Oil Balanced Formula
Restage Vs Re-engineer
• Restage: Maintain the Star Status of a product
through constant innovation & activity to
CONTINUOUSLY enhance the brand equity
salience over a period of time