Académique Documents
Professionnel Documents
Culture Documents
Dr.Sanjay Patro
Sanjay Patro
Relationship
Culture
Reflection
(Perceived April 26, 2012Client Type) Sanjay Patro
Self Image
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De Chernatony-McWilliam Matrix
High Functionality L o w Low
April 26, 2012
High
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Sanjay Patro
ConsumerBrand Resonance
Consumer Judgments
Consumer Feelings
Brand Performance
Brand Imagery
Brand Salience
Sanjay Patro
Sanjay Patro
Leverage commonalities to generate synergy Reduce damage to brand identity Obtain clarity of product offering Enable change and adaptation Guide resource allocations among brands
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Branding Strategies
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In 2008 the Fusion razor hit $1 billion in sales faster than any other P&G brand. Gillette is expanding its mens care dominance with new hair and body-wash products
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Speed-post
Associative
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Effects of brand extensions Brand Name fails to help extension New brand name is foregone
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Sanjay Patro
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Extendability of a Brand
Type of brand
Values Interests
Brand DNA
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A strategic brand perspective requires managers to be clear about what role brands play for the company in creating customer value and share-holder value.
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Brand Roles
Driver Endorser Flanker Brands Branded Energizers Low end entry or high end prestige Silver Bullets Cash cows
Kissan Annapurna
April 26, 2012
Kissan Annapurna
Sanjay Patro
Annapurna
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Shareholder Value
Customer Mindset
Market Performance
Price Premium Price Elasticity Cost savings Market share Expansion Success
Shareholder Value
Market Conditions
Sanjay Patro
Investor Sentiment
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Thank You
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Brand Equity
Value Chain of a Brand Brands energy must be focused downstream at contact points with customers
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Innovations should not be in terms of only product features but for better customer experiences Apple stores have become hangout places for young customers Kingfisher benchmarking against Singapore airlines
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Nestles acquisition of Rowntree Reckitt & Colemans acquisition of Airwick Rank Hovis Mc Dougal Rupert Murdoch Arvind Garments Will Cadbury acquire Hershey ???
April 26, 2012 Sanjay Patro 49
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Far better an approximate answer to the right question,which is often vague,than an exact answer to the wrong question, which can always be made precise.
John Tukey,Statistician
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Olympic sponsorship boosted Coca-Colas profile in Asia, where sales are surging. But Coke continued to record sluggish sales in its home market.
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Rank- Name 2008 1 Coca Cola 2 IBM 3 Microsoft 4 GE 5 Nokia 6 Toyota 7 Intel 8 McDonalds 9 Disney 10 April 26, 2012 Google
66.66 59.03 59.00 53.08 35.94 34.05 31.26 31.04 29.25 25.59
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All Definitions Available on Brand Equity can be Divided into Three Categories Cost Based Methods Price Based Consumer Based
April 26, 2012 Sanjay Patro 56
Brand Strength
Brand Stature
Differentiation
Relevance
Esteem
Knowledge
Leading
Lagging
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Awareness Measures
Brand Awareness
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Interbrands Approach
MAXM. SCORE
Leadership Stability Market International Trend Support April 26, 2012 Protection
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25 15 10 25 10 10 5
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Multiple measures and methods should be used to assess the multiple outcomes of brand equity.
April 26, 2012 Sanjay Patro 64
Munch
2% 45% 65% 75% 89%
Kit Kat
8% 64% 77% 84% 99%
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STEPS
Identify and Establish Brand Positioning and Values
KEY CONCEPTS
Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Brand Value Chain Brand audits Brand tracking Brand equity management system Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization Sanjay Patro
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1. Market sensing
2. Identifying the characteristics and performance features of products 3. Guiding target market and programpositioning strategies
Strategic brand management decisions are relevant to all businesses, including suppliers, producers, wholesalers, distributors, and retailers. April 26, 2012 Sanjay Patro 69
Brand(s)
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Brand Equity
Effective strategic brand management requires that we understand brand equity and evaluate its impact when making brand management decisions: Brand equity is a set of brand assets and liability linked to a brand, its name, and symbol, that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers.*
April Aaker, Managing Brand Equity, The Free Press, 1991, 15. Sanjay * David A.26, 2012 **Ibid, 102-120. Patro 72
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Brand Revitalization
Find new uses for mature brands Add products related to heritage
Motivation for changing the product mix: Increase the growth rate of the business Offer a more complete range of products to wholesalers and retailers Gain marketing strength and economies in distribution, advertising, and personal selling Leverage an existing brand position Avoid dependence on one product line or April 26, 2012 Sanjay Patro 76 category
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Failure to fully understand the meaning of the brand. Failure to live up to the brand promise. Failure to adequately support the brand. Failure to be patient with the brand. Failure to adequately control the brand. Failure to properly balance consistency and change with the brand. Failure to understand the complexity of brand equity measurement and management.
*Kevin Lane Keller, Strategic Brand Management, Prentice Hall, 2003, 736.
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Current Products
New Products
Current Markets
New Markets
Diversification Strategy
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Brand image is not equal to brand usage Adoring your brand wont lead to increased brand usage
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We were successful because our goal was to get more people to buy more stuff , more often so that the company can make more money
Sergio Zyman,VP of Cocacola during New Coke launch in 1984
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