Académique Documents
Professionnel Documents
Culture Documents
and Luxury
Session 13
BRAND
Recognizable
identity, name, logo
or other symbol
which acts as a
means of
communication
between
organizations &
conusumers
Particular business
model in which a
company creates
desirable products
and utilizes thirdparty channels to
distribute them
What is a brand ?
B2B Branding
Customers value quality and reliability in the service provided, as opposed
to conspicuous image.
End user fashion consumer who buy clients products, would not know of
the PR agency involved.
Most contract clothing manufacturers do not brand themselves to
consumers and their products are sold with the retailers brand logo on
them through the retailers own stores.
B2C Branding
Consumers are more numerous and
diverse.
Likely to be less loyal
Demand a badge that can be worn
conspicuously
What is a brand ?
Product / services
Consumer
Company B
Company C
What is a brand ?
Company A
Company B
Product / services
Consumer
Company C
What is a brand ?
What is a brand ?
Branding is a combined effort of the company which is projected to
the consumer.
Marketing
Company
Design
Brand
Consumer
What is a brand ?
(1) Products and services have become so alike that they fail to distinguish
themselves by their quality, efficacy, reliability, assurance and care. Brands
add emotion and trust to these products and services, thus providing clues
that simplify consumers choice.
(2) These added emotions and trust help create a relationship between brands
and consumers, which ensures consumers loyalty to the brands.
(3) Brands create aspirational lifestyles based on these consumer relationships.
Associating oneself with a brand transfers these lifestyles onto consumers.
(4) The branded lifestyles extol values over and above the brands product or
service category that allow the brands to be extended into other product
and service categories. Thus saving companies the trouble and costs of
developing new brands, while entering new lucrative markets.
(5) The combination of emotions, relationships, lifestyles and values allows
brand owners to charge a price premium for their products and services,
which otherwise are barely distinguishable from generics.
Integrity of Brand
Product Packaging
Product A
Company
Websites
logo
Product B
Advertisements
A brand is a promise. A promise to achieve certain results, deliver a
certain experience, or act in a certain way. A promise that is conveyed by
everything people see, hear, touch, taste or smell about your business.
What is in a name?
The name: refers to the company or
product name that is used to articulate
the brand.
A logo: is another expression of a
companys brand name.
A signature: is often used in fashion &
luxury to reference a distinctive designer
who may not have the size or level of
recognition to be a significant brand.
A unique product attribute: a
distinctive product attribute inevitably
has the visible capability to convey
brand image and values but is more
likely to do so through the evolution of
companys history rather than as a
AIRTEL music
Brand Positioning
Brand Positioning
A brand image and message must make sense to the customers, who seek
reassurance that is relevant to their needs and aspirations.
Customer
Loyalty
A companys brand positioning may shift slightly from its original one through
co-branding.
Co-branding describes the strategic link between two operating brands that
believe a synergy develops from a collaboration.
e.g. Armani and Mercedes
Karl Lagerfeld designed for H&Ms Autumn Winter Line
Brand Extensions
Brand Extension is the use of an established brand name in new product
categories.
This new category to which the brand is extended can be related or unrelated
to the existing product categories.
A renowned/successful brand helps an organization to launch products in new
categories more easily.
For instance, Nikes brand core product is shoes. But it is now extended to
sunglasses, soccer balls, basketballs, and golf equipments.
An existing brand that gives rise to a brand extension is referred to as parent
brand.
If the customers of the new business have values and aspirations
synchronizing/matching those of the core business, and if these values and
aspirations are embodied in the brand, it is likely to be accepted by customers
in the new business.
Boundaries exist in consumers minds about the credibility of a brand selling
particular products.
Instances where brand extension has been a success areWipro which was originally into computers has extended into shampoo,
powder, and soap.
Mars is no longer a famous bar only, but an ice-cream, chocolate drink
and a slab of chocolate.
Haute Couture designers into perfume, cosmetics and beauty products
Bogus Brands
These are imitation brands that use names which reference particular national
stereotypes, affording them a perceived quality and design status.
Found at value end of the market.
e.g. a name that includes London, New York etc may be falsely associated with the
fashion status of the city.
Benefits of Branding
Brands Loyalty
It refers to the deliberate and sustained customer preference for one brands
products over other brands products. The key reason why companies brand
themselves.
Brand Loyalty depends on:
Type of market
Intangible benefits
Competition, and
Subsequent risk to customers of brand switching
elationship Marketing
It is a strategic approach used by a
company to retain customers through the
delivery of real value and quality products
and services that are differentiated from
competitors.
Achieved through:
High commitment to meeting customers
expectations
Service provisions, and
A continuous dialogue with customers
over their needs and wants
Branding strategy is to
create desire in
customers so that
retailers stock the
product
Sell the products
made by
manufacturers and
invest in stores
Retailers
Retailers
Own labels
Own Brands
Improved quality
competing with
Manufacturers brand
P
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P
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Luxury Brands
Until 1990s the luxury
industry was niche.
Focused on very
wealthy and
sophisticated
consumers.
Many began as leather
goods business. E.g.
Gucci, LVMH etc
End of Session