TOPIC:Branding In Different Sectors: Customer, Industrial,Retail &Services

Presented by :

Shivi Mittal

Mba (a)

Branding in customers:

Building brand requires creating a brand that consumers are aware of and with which consumers are strong, favorable and unique associations depends upon.For instance (1):In beauty products women's prefer Lakme,Oriflame& elee18 brand product mans in suits prefer “Raymond”

THREE IMPORTANT FACTOR:

for building brand in customer s“ The initial choices for the brand elements. The supporting marketing program. Leverage of secondary associations.

1. Choosing brand elements:

• Memorability - recognition, recall• Meaningfulness - persuasive• Likability - fun, visually pleasing• Transferability - across products,

borders• Adaptability - flexible, updatable• Protectability - legal, competitive

Choosing brand elements:MemorabilityMeaningfulnessTransferabilityAdaptabilityprotect ability

Building brand

Maximize and protect the value

2.Integrating the brand into supporting

marketing program:

Product strategy

Price strategy

Channel strategy communicating strategies

3.Leveraging secondary association:There are various ways to create brand

equity. Brand elements offer many alternatives style, logo unique selling proposition etc. Then there are marketing strategies aimed at product, price and distribution network. Here focus is on product and its attributes, correct and convincing price structure, and finally choice of product reaches consumer.

Branding in Industrial Sector

B2B branding has its specific features. First of all, these features are related to the fact that the commercial brand is working with the professional audience. Requirements for the professional audience are tougher, so the emphasis in creating brand shifts from the emotional angle to rational one. Requirements for the B2B brand are the same as the requirements for professionals - being reliable, predictable and guaranteeing quality.

BRANDING IN INDUSTRIAL SECTOR

Mechan designs and manufactures mechanical handling equipment for the rail industry, but by 2005 its image was starting to look dated. At the same time the company was faced with a static UK market and growing competition from abroad, so it needed stronger communications to create impact with potential business customers.Working with a designer the company researched what the brand actually stood for (the big idea) and then a branding consultancy created a visual identity that is strong, clean and simple and works across all the company’s communications, including products, website, trade stands and literature

For example:

Different Type Of Industrial Goods

Raw material &Manufacture materials and parts

Long lasting capital installations &equipments that facilitate developing or managing finished products

Short lasting supplies and services Regardless of the particular type of industrial

goods sold

Regardless of particular type:1. Adopt a corporate branding strategy & well –

defined brand hierarchy .2. Link non-product related associations3. Employ full range of marketing communication

option(personal selling,brouchers,sponserships)4. Segment customers carefully (it is important to achieve pop and of pod)

Some branding guidelines are as follows:

High tech products: These products change so rapidly over time due to tehnological innovations and R& D

1. Leverage secondary associations of quality2. Link non –product related associations(brand

peersonality)3. Carefully design and update brand portfolios

a) brand extension are a common hightech startegy.

Branding in service sector

Dimensions of service: Tangibility Seprability Variability Perishability

Service Companies:

Whilst most companies and organizations are providing a service of one type or another, for some businesses customer service is the dominant part of the offer. For these companies particular attention needs to be paid to how the brand (the big idea and all its components) are reflected in the way the service is provided and the way staff interact with customers.

Service sector:

First Direct: service

First Direct was the first company to bring a 24-hour banking service to the market and its level of service was a key message in promoting the bank to potential customers.To ensure the delivery of high quality service, First Direct recruits people with customer service skills rather than those who are already in the banking industry. This ensures that the company’s service delivery matches is brand ‘promise’.

RECOMMENDATIONS FOR IMPROVING SERVICE QUALITY:ListeningReliabilityBasic servicesHolistic viewRecoveryQuick and personal responseSurprisesFairnessTeamworkEmployee researchSeervice leadership

Branding in retailing

Retailers create their own brand equity by establishing awareness and associations to their product assortment (breadth & depth) pricing & credit policy and quality of service

Strategies for retail business Create brand hierarchies Enhance manufacturers brand equity Establish retailers brand equity Avoid overbranding

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