to brand or not to brand l.
Skip this Video
Loading SlideShow in 5 Seconds..
To Brand or Not to Brand? PowerPoint Presentation
Download Presentation
To Brand or Not to Brand?

Loading in 2 Seconds...

play fullscreen
1 / 27

To Brand or Not to Brand? - PowerPoint PPT Presentation

  • Uploaded on

To Brand or Not to Brand?. Concepts and Rules for Building the Killer Brand Chapter 11. Some Important Concepts…. Brand Name : The part of a brand that can be spoken including letters, words and numbers. Brand Mark : The elements of a brand that cannot be spoken

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about 'To Brand or Not to Brand?' - ostinmannual

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
to brand or not to brand

To Brand or Not to Brand?

Concepts and Rules for Building the

Killer Brand

Chapter 11

some important concepts
Some Important Concepts…
  • Brand Name: The part of a brand that can be spoken including letters, words and numbers.
  • Brand Mark: The elements of a brand that cannot be spoken
  • Brand Equity: The value of company and brands names.
  • Master Brand: A brand so dominant that it comes to mind immediately when a product category, use, attributes or benefit is mentioned.
a look at master brands

Baking Soda

Arm & Hammer

Adhesive Bandages








Cream Cheese




Petroleum Jelly


A look at Master Brands
so what is it exactly
So what is it exactly…
  • Attributes, benefits, values, culture, personality and user
  • Research techniques: word associations, personifying the brand, laddering up the brand essence
benefits of branding
Benefits of Branding
  • Branding distinguishes products from competition
  • Product Identification
  • Aids in repeat sales
  • Aids in new product sales
  • Aids in attracting loyal customers and segments
  • It is the image, baby!
what is brand equity
What is Brand Equity??

A set of assets and

liabilities linked to a brand’s name

and symbol that add or subtract

from the value provided by a

product or service to a firm and/ or

that firm’s customers.

Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York











For more see:

Aaker, David A. (1995), Strategic Market Management,

4th ed., Wiley, NY

benefits of brand equity
Benefits of Brand Equity
  • Leverage when bargaining with distributors and retailers
  • Charge higher price for product
  • Launch extensions
  • Some defense against price wars
  • Brand valuation
faithful or fickle a look at brand loyalty
Faithful or Fickle?A look at brand loyalty
  • Cigarettes 71%
  • Mayonnaise 65%
  • Toothpaste 61%
  • Coffee 58%
  • Athletic shoes 27%
  • Canned veggies 25%
  • Garbage bags 23%
branding decisions
Branding Decisions
  • Brand or not to brand?
  • Brand sponsor decision
  • Brand name decision
  • Brand strategy decision
  • Brand repositioning decision

Branding Strategies


No Brand

Manufacturer’s Brand

Private Brand


Family Brand



Family Brand


brand strategy decisions
Line extensions – existing brand to new sizes, forms, flavors etc.

Brand extensions – brand names extended to new product categories

Multibrands – flanker brands

Cobranding – combination of two or more brands

New brands

Brand Strategy Decisions
three questions to ask
Three Questions to Ask
  • Krispy Kreme
  • Starbucks
so how do you do this

So How do You Do This??

Some tips from “Brand Warfare: 10 Rules for Building the Killer Brand” by David D’Alessandro

r1 it s the brand stupid
R1: It’s The Brand, Stupid
  • Brand arrogance was once commonplace
    • Brands that were once invincible are shadows of their former selves (ABC, CBS, NBC)
  • The consumer revolution
    • Consumer attitudes changed – don’t trust “big”
    • Cheaper to enter business and create brands (amazon - $300,000)
    • Information access for consumers
  • When the consumer rules, arrogance kills
    • The power of choice & importance of differentiation
r2 co dependency can be beautiful
R2: Co dependency can be Beautiful…
  • People pay attention to brands – they need them
  • Brands save time
    • Think OTC drugs
  • Brands project the right image
    • “No one can fault you for buying an IBM”
  • Brands provide an identity
    • Brand communities (Harley; Ebay); comfort levels
r3 a great brand message is like a bucking bronco once you are on don t let go
R3: A Great Brand Message is Like a Bucking Bronco – once you are on, don’t let go…
  • Brand New? Who is it going to be. Brand Old? What is it and where should it go. Which is easier??
  • Its not the idea that rules, it’s the execution
  • Brand message has to speak to consumers
  • Keep it relevant and consistent
r4 if you want great advertising be prepared to fight for it
R4: If you want Great advertising, be prepared to fight for it
  • Beware of flatterers
  • It is not necessarily good advertising that the client is after
  • Be memorable
  • Don’t change the advertising because you are bored with it.
r5 when it comes to sponsorships there is a sucker born every 30 seconds
R5: When it comes to sponsorships, there is a sucker born every 30 seconds
  • Get in for the right reasons
  • Understand the players
    • The event organizer, TV Networks, the athletes and their entourages
  • Look for a balance of power
r6 don t confuse sponsorship with a spectator sport
R6: Don’t Confuse Sponsorship with a Spectator Sport
  • Use the sponsorship every day in every way
  • Set the right expectations
  • Make sure you achieve something measurable and real
r7 do not allow scandal to destroy in 30 days a brand that took 100 years to build
R7: Do not allow scandal to destroy in 30 days a brand that took 100 years to build
  • Brand is destiny
  • Do not allow your enemies to define you
  • Do not stall. Do not allow the lawyers to stall.
  • You can run – but you cannot hide