Download What Is a Brand?

Module – 7
Building Brands
&
Global Markets
Resource
Person
MATHISHA HEWAVITHARANA
MBA (Col),BBA Sp.Mktng (Col), PPG DIP.
In Mktng (UK), MCIM (UK), Chartered
Marketer (UK), Practicing Marketer (SL),
ACMA, CGMA CIMA (UK), DBF (IBSL),
AIB (IBSL), MSLIM(SL),
Head of Marketing - Siyapatha Finance
PLC
Chapter Contents
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Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Global Marketing
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-3
Chapter Contents
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Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Global Marketing
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-4
What Is a Brand?
A brand is 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.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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The Role of Brands
1) To create differentiation between products and services
2) To generate a competitive advantage in the market
3) The lifetime of a product can be extended by branding
4) Branding will help the organization to develop a proper
positioning strategy
5) A proper branding strategy will improve the profit margins of
the organization
6) To facilitate self-selection of products
7) To create brand loyalty
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Arguments Against Branding
1) The management time, effort and cost involved in building
a brand
2) A failure of a particular brand may badly influence the other
performing brands as well.
3) Changes in the environment may influence the level of
importance of a particular brand
4) Branding can lead to over pricing
5) Branding may create an artificial value to the business
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-7
Chapter Contents
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Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Global Marketing
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-8
Brand Elements
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Brand names
Slogans
Characters
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Symbols
Logos
URLs
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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The 10 Most Valuable Brands
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Chapter Contents
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
Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Global Marketing
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-11
Branding Strategies
1) Line Extension
2) Brand Extension
3) Multi Brands
4) Co-Brands
5) New Brands
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Branding Strategies
Line Extension
This is using the existing brand to create different brands of the
same product by changing the aspects like colour, size or
shape. Family branding continues to be the favored branding
approach for service branding.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-13
Branding Strategies
Brand Extension
This is the strategy of using the same brand name to enter into
different product types.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-14
Branding Strategies
Multi Brands
This is the strategy of operating different brands under different
names by the same company in the same market.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-15
Branding Strategies
Co-Brands
This is the strategy of developing a particular brand by
combining two different attributes to generate a different value
and to create a competitive advantage.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-16
Branding Strategies
New Brands
This is the strategy of introducing / launching a new brand in
order to close a prevailing market gap. Each product of the
organization will be given a new brand name.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Chapter Contents
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Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Branding & Celebrity Endorsement
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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What Is a Celebrity Endorsement in
Branding?
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Celebrity Branding or celebrity endorsement is a form of
advertising or marketing strategy used by organizations
which involves celebrities or a well-known person using
their social / public status to help promote a product under
the assumption that the positive images of the celebrity
endorser will also be passed on to the product / Brand.
The public personality of the used celebrity must depict
similar values / Status to the Brand personality and values.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Modes of Celebrity Endorsement in
Branding
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Advertising
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Public Relations
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Social Media
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Sales Promotions
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Product Consumption
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CSR Activity Involvement
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Advantages of Celebrity Endorsement
in Branding
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Brand Awareness
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Personality Transfer
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Brand Positioning
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Influencing Consumer Buying Behavior
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Publicity
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Top of the Mind Recall
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New Attaction (New Users)
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Extending the Brand Life cycle
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-21
Disadvantages of Celebrity
Endorsement in Branding
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Brand Dependancy
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Popularity Co-Relation
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Image & Reputation co-relation
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Over Exposure of celebrities
(Positionning Confusion )
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Deviation from Real Brand
performance / Attributes to celebrity
attributes
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Myopic Endorsements
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Celebrity Trap / Exit Barriers
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Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
Cultural Sensitivity
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Factors to be Considered in Celebrity
Brand Endorsement
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Matching Celebrity Vs Brand Personality
/ Values
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Mass Market Acceptability of the
Celebrity
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Consistency and Long Term
Commitment
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Possibility of Unique Endorsements
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Timing of Selection & Replacement
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Trade Mark & Regulatory Considerations
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-23
Chapter Contents
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



Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Branding & Celebrity Endorsement
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-24
What is a Global Firm?
A global firm is one that operates in more
than one country and captures R&D,
production, logistical, marketing, and financial
advantages in its costs and reputation that are
not available to purely domestic competitors.
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Major Decisions in International Marketing
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Deciding whether to go abroad
Deciding which markets to enter
Deciding how to enter the market
Deciding on the marketing program
Deciding on the marketing organization
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
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Reasons for Pursuing Global Markets
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Better profit opportunities
Larger customer base to achieve economies of
scale
Less dependence on a signal market
Desire to counter attack global competitors in their
home markets
Customers who are willing to consume
international products
Government policies encourage and incentivize
globalization
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the United States edition of Marketing Management, 14e.
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Risks to Going Abroad
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Lack of knowledge of foreign culture
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Lack of understanding of foreign needs
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Lack of understanding of foreign regulations
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Lack of managers with international expertise
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Changes in the country business environment
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Lack of competencies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-28
Chapter Contents






Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Global Marketing
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-29
Five Modes of Entry into Foreign Markets
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Indirect exporting
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Direct exporting
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Licensing
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Joint ventures
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Direct investment
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-30
Marketing Aspects to Be Adapted for
International Marketing
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Product features
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Brand name
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Labeling
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Packaging
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Colors
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Advertising
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Materials
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Sales promotion
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Prices
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Advertising media
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Advertising themes
execution
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-31
Chapter Contents






Role of Brands
Brand Building
Measuring & Managing Brand Equity
Branding Strategy
Global Marketing
Global Marketing Strategies
Copyright © 2013 Dorling Kindersley (India) Pvt Ltd. Authorized adaptation from
the United States edition of Marketing Management, 14e.
1-32
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