Download Lecture 2 ppt_15th April16

Brand Performance Management
Introduction
Gauri Pathak
15th April 2016
GE 9 CELL MATRIX
BCG matrix
Concepts to begin with
5. Brand Resolution
 How will the new strategy excite people?
 Is it inspiring? Does it align with the vision and the purpose of the Brand?
 Does it bring focus and substantiation to the conversations taking place internally within the
company?
Example: Iphone SE
Ansoff’s matrix (Product/Market Expansion Grid)
 Market penetration: lower left quadrant, safest of the four options. Focus is on expanding
sales of your existing product in your existing market: it is known that the product works in that
market and hence lesser surprises.
 Product development: the lower right quadrant, is slightly more risky, due to the
introduction of a new product into the existing market.
 Market development: in the upper left quadrant, putting an existing product into an
entirely new market. This can be done by finding a new use for the product, or by adding new
features or benefits to it.
 Diversification: in the upper right quadrant, is the riskiest of the four options, because of the
introduction of a new, unproven product into an entirely new market that may not be fully
understood.
6.7.2017
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Concepts to begin with
6. Brand Radiation
 Will it spread?
 Are the ideas in this strategy capable of great mobility?
 Will they get people talking?
 Will they move the brand beyond the confines of where it now finds itself?
 Is there a story embedded within the strategy that people will really want to hear.
Example: Airbnb
Concepts to begin with
7. Brand Redefinition
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Is it radical?
Does it have stretch?
Will it make people sweat (in a good way)?
Is it disruptive enough to reset the competitive markets? Or is it just rearranging the
deckchairs?
What nuances does it unearth?
What new angles about the business does it cover?
How exuberantly does it challenge the status quo?
Example: MINI
Concepts to begin with
8. Brand Recognition
 Does it still have the brand’s DNA?
 Despite everything that’s being proposed, everything that’s being challenged, does it still
feel like an iteration of the brand customers know?
 Is there enough here for the customers to recognize the brand and enough here for them to get
excited?
 It may be an extension or an expansion, a shift or a reinforcement but the connection
points still need to be there and the departure absolutely needs to go to a better place
for customers (which means there’s still clear comparison points with what it was).
Example: Harley
Concepts to begin with
9.
Brand Extension
 Although existing products can further penetrate existing customer markets or push into additional ones,
new-product introductions are often vital to the long-run success of a firm.
 A brand extension occurs when a firm uses an established brand name to introduce a new product.
 When a new brand is combined with an existing brand the brand extension can also be a sub-brand. An
existing brand that gives birth to a brand extension is the parent brand.
 If the parent brand is already associated with multiple products through brand extensions, then it may also be
called a family brand.
Example: Carlsberg
Concepts to begin with
9. Brand Extension
 Brand extensions fall into two general categories:2
• Line extension: The parent brand is applied to a new product that targets a new market segment within
the current product category . A line extension often adds a different flavor, a different form or size, or a
different application for the brand (like Pantene Dry Scalp shampoo).
• Category/Franchise extension: Marketers apply the parent brand to enter a different product category
from the one it currently serves (like Victorinox Swiss Army watches).
Example: Victorinox
Concepts to begin with
9. Brand Extension
Brand Extension
Up scale
Same brand
High price and Quality
Vertical extension
Horizontalextension
extension
Horizontal
Down Scale
Same brand
Low price and quality
Line extension
Same brand
Franchise extension
Same brand
New product , new
category
Concepts to begin with
10. Brand Description
A brand description could include the following elements
 Leadership team
 Company profile
 TV advertisements and media communication of the brand
 Vision and Mission
 Social Responsibility
Concepts to begin with
11. Brand Portfolio
 The brand portfolio is the set of all brands and brand lines a particular company offers
for sale in a particular category or market segment. Marketers often need multiple
brands in order to pursue multiple segments.
 The basic principle in designing a brand portfolio is to maximize market coverage, so
that no potential customers are being ignored, but to minimize brand overlap, so
company brands are not competing for customer approval.
Example: Unilever
Concepts to begin with
12. Brand Audit
 It is a diagnostic tool designed to assess a brand's sources of equity and it's current position.
 It suggests ways to improve and leverage the equity, identifies opportunities for brand
extension and image threats, in the form of a strategic plan.
• What problem does your brand solve?
• What is the brand’s value proposition? What is the brand’s unique selling proposition?
• How is your brand priced compared to the market?
• Who are the three biggest competitors?
• How do competitors define their brands?
• What is the most disappointing thing about this brand?
• What do you get from this brand?
• Are there things this brand should be doing that it is not?
• Would you ever use this brand? Why or why not?
• If you could do one thing to improve the brand, what would it be?
Caselet : Visa : One of the most used credit cards in the world.
Issue: Identified an emotional distance between its brand and its customers.
Research: Industry research suggested that brands have people’s attention for just 6.5
seconds
Resolution: Visa created the GoInSix campaign
Description: Brand would generate interactive content designed to motivate people to dine,
shop and travel, using either six-second videos, six-image vignettes or six words.
The campaign ran across all of its social channels and Visa urged influencers to upload their
own GoInSix stories.
Brand response: Visa’s Facebook engagement score ranking went from seventh to first in
finance’ and climbed to second in all lifestyle brands. The campaign delivered 284m earned
impressions, five times more than a previous Visa brand management attempts.