Brand Decisions Brand Decisions Branding Decision Brand No
Brand Decisions
Brand Decisions • Branding Decision • Brand • No Brand. Sponsor Decision • Manufactur Brand • Distributor( Private) brand • Licensed brand Brand. Name Decision • Individual names • Blanket Family • Separate Family • Companyindividual Brand. Strategy Decision • Line extension • Brand extension • Multi brands • New brands • Co-brands Brand. Repositioning Decision • Repositioning • No. Repositioning
Brand Attributes Essence Logo colours Name
Con… • Brand Names – Short • Kodak, Fuji CNN an AOL Time Warner Company – Distinctive • Toyota’s Lexus is distinctive. Toyota’s Luxury commonplace • Orange was a striking name in a world of tel and coms – Not mean anything rude or silly in another language § Big Macs( Mc. Donald’s) is a slang for big breasts in Canada
Con… • Avoid generic / line extended names • Xerox as opposed to Haloids Paper Master • Xerox (Copier) is powerful. Xerox Computer is not • Changing your name will not overcome a bad strategy • “Monday” (Price Waterhouse Coopers )
Con… • Logo
Con… • Brand colour – Colours have meanings • Purple means royalty • Red is energetic • Blue is peaceful – Opposite colours can differentiate • Coke is red, Pepsi is blue • Kodak is yellow, Fuji is green
Con… • Brand Essence – A brand must “leverage a compelling truth” – Linux stands for freedom as opposed to Microsoft’s monopoly – A brand should mean a single powerful thing: the essence – Essence of Volvo is Safety – Essence of Tata is trust – Essence of Fevicol is bonding
Con… A brand should also be clear of what is not its essence ▪ In India, STAR NEWS is not a channel of the masses unlike STAR PLUS A brand should drive single mindedly its essence ▪ Volvo has been selling safety for 35 years ▪ Raymond has been selling the complete man for over 2 decades ▪ Essence of Dettol is protection against germs A brand loses its essence if it starts meaning a lot of things ▪ What is Miller : A regular, light, draft, cheap, expensive beer
Product line decisions • In offering a product line, companies normally develop a basic platform and modules that can be added to meet different customers requirement. • This modularized approach enables the company to offer variety while lowering its production costs.
Components of Product Line Decision Product-line Analysis Line Featuring Line Modernization Product-line Length Line Pruning
Product-line length • Downmarket Stretch Line Strecthing • Upmarket stretch • Two-way stretch Line Filling • Adding more items • Avoiding confusion • Noticable Difference
Line Modernization Renovating The Product Line A piecemeal approach Allows competitors to see changes Encourage customer migration to highervalued, higher-priced items.
Line Featuring & Line Pruning Focusing one or few items to attract customers Low-price product to pull the customers High-price product to lend prestige to product line Trim the twiged-product or boost up its demand A counterargued decision Weak products or weak production
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