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Branding the Company. Maximize Marketing Potential. Arun Kottolli. Corporate Brands. IBM, Citibank, Federal Express, UPS etc. These are examples of excellent Corporate Brands, company name is the Brand

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branding the company

Branding the Company

Maximize Marketing Potential

Arun Kottolli

corporate brands
Corporate Brands
  • IBM, Citibank, Federal Express, UPS etc.
  • These are examples of excellent Corporate Brands, company name is the Brand
  • Service firms like Accenture, EDS, Unisys, KPMG have only one main brand – their Corporate Brand
  • Brand consists of Name, symbols, Slogans and other distinguishing elements
  • To provide customers an efficient mechanism of identifying a particular service
branding the firm
Branding the Firm
  • In Service sector, Brand impact shifts to the company brand
  • Corporate Brand can significantly influence service customers as they rely more heavily on service
    • Customers are more likely to choose FedEx for sending critical documents
    • “Nobody got fired for buying from IBM”
model of services branding
Model of Services Branding
  • Principal elements, influences in service branding are:
    • Presented Brand
    • Brand Media
    • Brand Meaning
    • Service, Concept, Quality & Value
    • Choice Behavior of customers
  • Brand Elements has different levels of influence on new customers and for experienced customers
new customers

Brand Media

Brand Meaning

Presented

Brand

Service Concept

Quality & Value

Choice

Behavior

New Customers

Trial

experienced customers
Experienced Customers

Service Concept

Quality & Value

Brand Meaning

Presented

Brand

Choice

Behavior

Brand Media

Repeat Buy

elements of brand
Elements of Brand
  • The Core of the Presented Brand is the Company’s name – accompanying words, symbols, sounds etc
  • The ‘Brand’ the company presents is not necessarily the brand the customer perceives
  • Brand Meaning is the customer’s impression and classification of the firm
    • One customer may see IBM as a reliable, cutting edge service provider
    • Other customer may see IBM as an expensive service firm
elements of brand1
Elements of Brand
  • Brand Meaning is a function of brand presentation and service concept, quality and value, i.e., how well it performs the service
  • Service’s value influence customer interpretations of the presented brand
    • Managers cannot shield a brand from customers’ actual brand experiences
    • Mangers can create a service that reinforces the intended brand image
  • Customers’ experience based beliefs are powerful, diminishing the effects of company controlled communication that contradict actual experience
customer choice behavior
Customer Choice Behavior
  • In case of new or inexperienced customers, Brand media or company communication has a big influence on Choice Behavior (leading to a trial)
  • For experienced customers, Service Concept, Quality & Value are the major influence determining Choice Behavior
  • Excellent Branding strategy, intensive advertising cannot make-up for weak service or bad customer experience
  • Customers’ negative experience with a service can close the doors that branding helps to open
branding marketing edge
Branding & Marketing Edge
  • An effective brand provides a marketing edge to service companies:
    • When customers perceive competitors to be similar in service concept, quality & value
    • When customers have little or no experience with competing firms and respond to the strongest presented brand
    • When a firm introduces a new service category
    • When a firm enters a new market
    • When a firm changes its marketing strategy
branding marketing edge1
Branding & Marketing Edge
  • Strong service brands help customers to understand & believe in its service
  • Strong brand help to reduce customers’ perceived monetary, social or safety risk
    • Buying IBM service is risk free
  • Strong brand reassures customers while purchasing intangible “black box” service
    • While buying a new type of service, customers often go by Company reputation and Branding
name core of service brands
Name – Core of Service Brands
  • The company name is the core element of the presented service brand
  • Four Elements of a strong Brand Name
    • Distinctiveness: Distinguish from competitors
    • Relevance: Convey the benefit of the service
    • Memorability: Name can be used, understood and recalled easily
    • Flexibility: The name accommodates the inevitable strategies in organizations

E.g: Dell Corp is better than Dell Computers

brand is more than words
Brand is More Than Words
  • Brand’s effectiveness depends on integration of words, colors, symbols, and consistent application of these elements all across brand media
  • Blend all communication elements into cohesive image, and fidelity in their use – to overcome the intangible, amorphous nature of services
  • “Develop a consistent presentation of all the visible elements of the service”
branding consistency
Branding & Consistency
  • Consistency has a powerful influence on human behavior
  • The more consistent a company’s “appearance” is to customers, the stronger the brand identity
    • E.g: McDonalds, Pizza Hut maintain a common image everywhere
    • UPS turned its fleet of 20,000+ trucks into rolling billboards also reinforced by employee uniform
  • Graphic symbols reinforces the Name
    • MGM, 20th Century Fox, IBM, Dell etc
  • Consistent slogans reinforce the brand name
building a brand
Building a Brand
  • Service quality is the foundation for services marketing and services branding
  • Company can create Brand Meaning via building a brand
  • Company can only do Image Management
  • Some guidelines for building a powerful company brand:
    • Start with Research
    • Select the right medicine
    • Build on what exists
    • Internalize the Brand
start with research
Start with Research
  • Brand Development relies heavily on research, research identifies things to be done
    • What is the company’s current brand meaning to customers, employees and owners?
    • How does the company’s brand meaning compare with that of competitors?
    • How well do brand elements compare with that of competitors?
    • What are the relative effects of service concept, quality and value on brand meaning?
    • What is important about the company’s service offering that could be conveyed by the brand?
research cont d
Research Cont’d
  • Services marketers should build a brand that expresses the firm’s strongest qualities, its “reason for being” in a compelling way for customers & stakeholders
  • Research involves:
    • Interviews with customers, executives, frontline employees
    • Monitor the consistency & fidelity of brand presentation across media, specific services & markets
    • Dynamic nature of brand influences makes research an ongoing process
select the right medicine
Select the Right Medicine
  • Branding is often misused to solve operational problems – asking it to do more than it can
  • Poor service offering cannot be overcome with excellent branding – irrespective of the budget
  • If existing mediocre name, though flawed may still provide familiarity, comfort & credibility for customers – then don’t change the brand name
    • E.g: Delta Airlines is an average name, but has huge customer base, goodwill & reputation
    • Allegheny Airlines changed its name to USAirways
  • New name is a risky & Expensive medicine
    • Through Research & clear strategic intent is needed to change brand name
build on what exists
Build on What Exists
  • Changing a brand name is usually a bad idea
    • Huge investments needed to build & sustain brand awareness
    • Datsun to Nissan : A branding blunder
  • If existing strategy is incompatible with brand name & old name has strong negative feeling – Change name
    • E.g: Anderson consulting to Accenture
  • Opt for brand continuity by double-branding, co-branding e.g: Courtyard by Marriot, IBM Global services
internalize the brand
Internalize the Brand
  • Service company employees are the most powerful medium for conveying the brand to customers
  • On-the-Job interaction converts verbal brand into verbal-action brand
  • Internalizing involves involving employees in the care & nurturing of the brand
  • Make employees understand and believe in the company’s brand
  • Employees visualize the brand for customers
manager s checklist
Manager’s Checklist
  • Are we proactive in presenting a strong company brand to our customers?
  • How does our company name rate on tests of distinctiveness, relevance, memorability, & flexibility?
  • Do we use to full advantage branding elements other than the company name?
  • Is out presented brand cohesive?
  • Do we apply our brand consistently across all media?
  • Do we use all possible media to present our brand?
manager s checklist1
Manager’s Checklist
  • Do we recognize the influence of the service offering on brand meaning?
  • Do we base our branding decisions on research?
  • Are we respectful of what exists when we change our brand or add new brands?
  • Do we internalize our branding?