Professional Documents
Culture Documents
1.1
What is a brand?
The American Marketing Association (1960) proposed the following company- oriented Definition of a brand as: a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. These different components of a brand that identify and differentiate it are brand elements. This definition has been criticised for being too product-oriented, with emphasis on visual features as differentiating mechanisms (Arnold, 1992; Crainer, 1995). Despite these criticisms, the definition has endured to contemporary literature, albeit in modified form. Watkins (1986), Aaker (1991), Stanton et al. (1991), Doyle (1994) and Kotler et al. (1996) adopt this definition. Dibb et al. (1997) use the Bennett (1988) variant of the definition which is:
1.2
What is a brand?
A brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.
The key change to the original definition are the words ``any other feature'' as this allows for intangibles, such as image, to be the point of differentiation. The particular value of this definition is that it focuses on a fundamental brand purpose, which is differentiation. It should not be forgotten that brands operate in a market environment where differentiation is crucially important (Wood Lisa , 2000)
What is a brand?
Many practicing managers refer to a brand as more than that as something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace. We can make a distinction between the AMA definition of a brand with a small b and the industrys concept of a Brand with a capital b.
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Brand Feelings and associations which exist in your consumer mind Builds an emotional connection Loyalty Consistent, differentiating, affirming
Example
Macs are just better designed more productive and more funs
The CORE product is NOT the tangible, physical product. You can't touch it. That's because the core product is the BENEFIT of the product that makes it valuable to you. So with the car example, the benefit is convenience i.e. the ease at which you can go where you like, when you want to. Another core benefit is speed since you can travel around relatively quickly.
Example- Car
Core product : Transportation from one place to another. Actual Product : Brand of the car, looks and design of the car etc. Expected Product : Decent mileage, proper engine, inflated tyres etc. Augmented Product : After-sale services, insurance policy etc. Potential Product : May run more smoothly as it wears off a little.
Example- Hotel
Example of a service: a hotel room Core benefit: the inner urge of customers to sleep and have some privacy and silence. Basic product: a hotel room with a single bed, and basically thats all. Expected product: a hotel room with a bed that is neat and clean, and the room has at least a small bathroom. Augmented product: a hotel room with a bed in a popular hotel; the room has a nice bathroom with hair dryer, is air conditioned and has a TV and a minibar. Potential product: a hotel room with a huge double bed with water mattress, LCD television, a big bathroom with a hydro-massage shower cabin, etc.
A brand is therefore more than a product, as it can have dimensions that differentiate it in some way from other products designed to satisfy the same need.
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Some brands create competitive advantages with product performance; other brands create competitive advantages through non-product-related means.
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1.18
Define Commodity
1. The basic idea is that there is little differentiation between a commodity coming from one producer and the same commodity from another producer - a barrel of oil is basically the same product, regardless of the producer. Compare this to, say, electronics, where the quality and features of a given product will be completely different depending on the producer. Some traditional examples of commodities include grains, gold, beef, oil and natural gas. More recently, the definition has expanded to include financial products such as foreign currencies and indexes. Technological advances have also led to new types of commodities being exchanged in the marketplace: for example, cell phone minutes and bandwidth.
Services Jet Airlines, United Airlines, AB Bank , Qubee etc Retailers and distributors Agora, Swopno, Mina Bazar etc
On-line product and services google, e-bay, etc, Cell Bazar, People and Organizations Paul Newman. Sports, Arts, and Entertainment Cowboys?
Geographic Locations Coxbazar, Kolkata. Ideas and Causes Red
1.22
The real causes of enduring market leadership are vision and will. Enduring market leaders have a revolutionary and inspiring vision of the mass market, and they exhibit an indomitable will to realize that vision. They persist under adversity, innovate relentlessly, commit financial resources, and leverage assets to realize their vision.
Gerald J. Tellis and Peter N. Golder, First to Market, First to Fail? Real Causes of Enduring Market Leadership, MIT Sloan Management Review, 1 January 1.23 1996
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Definition
Extremely strong
Very strong Strong Average Underperforming
Rating
AAA AA A BBB -B CCC-C
Definition
Extremely strong Very strong Strong Average Very weak
B
CCC CC C
Weak
Very weak Extremely Weak Failing
DDD-D
Failing
Source:
http://brandirectory.com/methodology
Source: Sri Lankans most valuable brands. LMD the voice of business. Vol. 13(8), March 2007, p. 102.
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Ponds dreamflower talc Ponds dreamflower talc magic Ponds sandal talc Ponds cold wash Ponds face wash Ponds cold cream Ponds moisturising lotion Ponds dreamflower moisturising bodylotion
1.32
A set of assets and liabilities linked to a brand, its name and symbol, that adds to or subtracts from the value provided by a product or service to a firm and/or to that
The tangible and intangible value that a brand provides positively or negatively to an organization, its products, its services, and its bottom-line derived from consumer knowledge, perceptions, and experiences with the brand. Susan Gunelius
This definition hits the three main points that define brand equity:
Tangible and intangible value: This can be tangible value such as revenues and price premiums or intangible value such as awareness and goodwill. Positive or negative effects: The organization, products, services, and bottom line can benefit or suffer from brand equity. Consumer catalysts: Brands are built by consumers, not companies. Therefore, brand equity is built by consumers too.
Brand Equity
The additional money that consumers are willing to spend to buy Coca Cola rather than the store brand of soda is an example of brand equity.
One situation when brand equity is important is when a company wants to expand its product line. If the brand's equity is positive, the company can increase the likelihood that customers will buy its new product by associating the new product with an existing, successful brand. For example, if Campbell's releases a new soup, it would likely keep it under the same brand name, rather than inventing a new brand. The positive associations customers already have with Campbell's would make the new product more enticing than if the soup had an unfamiliar brand name.
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
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