B GN ID NAR .
By Njabulo Magubane (201223861)
Email: [email protected]
Institution: University of Johannesburg
BRAND –WHAT IS IT?
“ A name, term, sign, symbol ,or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
BRANDING
BRANDING is a strategy used by marketers.
Pickton and Broderick (2001) describe branding
as Strategy to differentiate products and
companies, and to build economic value for both
the consumer and the brand owner.
Brand Building
Understanding Branding
Understanding Branding
ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands
Understanding Branding
Brand Building
From Products to Brands
Products to brands
Products to brands
Understanding Branding
Brand Building
Attributes
Possibly even a third or a fourth brand..Possibly even a third or a fourth brand..
Architecture
Endorsed Brand
• Endorsement is used as a device to transfer brand assets from one brand(corporate) to another
• Titan from TATA, transferring trust
• i-pod, mac from apple
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Architecture
Architecture
Understanding Branding
Brand Building
Architecture
Sub Brand
• Inside out branding. Company pushes core brand in different directions
• Sub-branding can destroy what branding builds
• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Architecture
Architecture
Understanding Branding
Brand Building
Architecture
Immutable Law of CompanyImmutable Law of Company
Brands are brands, companies are companies. There is a difference.
Architecture
Branded house
• Consumers buy brands, not companies
House of BrandsHouse of Brands
Endorsed BrandEndorsed Brand
Sub BrandSub Brand Branded HouseBranded House
Architecture
Architecture
Understanding Branding
Brand Building
Brand Management Guidelines
Establish and Maintain the BrandIt is necessary that for establishing and maintaining a brand,
a holistic approach, or an “overall brand strategy” is used. 1
Maintain Consistency between the Brand Strategy and Overall Business GoalsThe brand strategy should be in line with the overall business goals of the organization.
2
Select Proper License PartnersThe profile of the ideal license partner should be
developed and the focus should be to ensure long-term relationships with the licensors and licensees.
Maximize the Strategic Advantage of the BrandIt is important that organizations focus on maximizing the leverage of the brand.
3
Decide about License Agreements: The decision of whether the license agreement should be exclusive or non–exclusive will have important implications for all of the business.
4
Enforce Key Provisions through License agreements Enforcing various important concerns such as quality control standards and reporting standards can be done through a properly charted out license agreements. 5
7
8
6
Affix Products & ServicesAn effective strategy of brand
management is to ensure that the brand is associated to the most popular
products and services offered by the licensee’s products and services.
Actively Integrate the Brand Management Strategy into Product Development and Launch ActivitiesIt is important that the Companies actively integrate the brand strategy into product development and launch activities by using a clear and proactive strategy.
The following key points provide some strategic brand management guidelines that should be adapted when developing and implementing a brand management strategy.
Objectives
In this module, you will learn to:
Explain what is a Brand
Explain the importance of Brands
Describe the attributes of a strong brand
Explain what is Brand Management
Describe the Purpose of Brand ManagementExplain the Brand Equity Concept
Describe the Strategic Brand Management ProcessList the Strategic Brand Management Guidelines
Brand Building
Brand Building
Understanding Branding
Advertising does a lot to help build brands
Every ad contributes to make the brand what it is in the minds of the consumer –
David Ogilvy
> Rs. 2,500.00
Brand Positioning
Positioning a Battle for the MindAl Ries & Jack Trout
Identification, development and communication of a differentiated advantage which makes the product or service to be perceived as superior and distinctive in the prospect’s mind
Some Positioning Methods
By benefit By price v/s quality By use By product user By product class Using culture By competition
• Brand equity is the added value endowed to products and services
BRAND is not what it looks
likeBRAND is
how it WORKS.
Reference List • Ojha, P.K. (2013) Branding. MBA
university of Allahabad website: http://www.slideshare.net/PranavKumarOjha/branding-19158339
• Avinash Avi (2013) Branding. Wiseassist. Website: http://www.slideshare.net/AvinashAvi3/branding-18187350
• Shiva chinegi (2013) Brand Management Website: http://www.slideshare.net/shivachegini/brand-management-28411585
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