part v
Download
Skip this Video
Download Presentation
Part V

Loading in 2 Seconds...

play fullscreen
1 / 48

Part V - PowerPoint PPT Presentation


  • 161 Views
  • Uploaded on

Part V. Managing Brand Offer Architecture Managing the Brand in the Global Context. Managing Brand offer Architecture. Or How to signify at the same time : . a common reference of brand offerings and . how they differ from each other and . What the Brand stands for. . B2B B2C

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

PowerPoint Slideshow about 'Part V' - sherise


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
part v

Part V

Managing Brand Offer Architecture

Managing the Brand in the Global Context

PSU - Global Brand Management - Alain Hutinel

managing brand offer architecture
Managing Brand offer Architecture

Or How to signify at the same time :

. a common reference of brand offerings

and

. how they differ from each other

and

. What the Brand stands for.

PSU - Global Brand Management - Alain Hutinel

many different types of brands
B2B

B2C

Web

Trade

Local

Regional

National

International

Worlwide (meta)

Corporate

Commercial

Non-business (?)

Countries

Official bodies

Charity org.

Politics/Polticians

Many different types of brands

PSU - Global Brand Management - Alain Hutinel

complex brand offer architectures jean noel kapferer
Complex Brand Offer ArchitecturesJean-Noel Kapferer
  • Product Brand : Exclusive name to a single product to assure individual positionning (Tide, Martini ……)
  • Line Brand : Extend a concept across different product in segmented market or across similar markets (Renault ….)
  • Range Brand : Use same name and promise in product categories with same ability (Green Giant …..)
  • Umbrella Brand : Support products in different markets with each its own promise, Danon
  • Source Brand : Support sub-brand names as above
  • Endorsing Brand : Approve/garanty wide variety of product brands, line and range brands GE
  • Marque : Endorsing (Corporate) Brand …..

PSU - Global Brand Management - Alain Hutinel

brand extension stretching

Brand extension/stretching

Why extend ?

What is Brand «stretching» ?

Where to extend ?

Risks

Keys to success

Fitting

… why NOT extend ?

PSU - Global Brand Management - Alain Hutinel

why extend brands
Why extend brands ?
  • increasing competition between less & larger players with global aspirations and ability to communicate globally
  • towards saturation of markets
  • similarity of brands’ offers attributes
  • decreasing brand loyalty
  • react to declining markets
  • nourish the brand perceived vitality

PSU - Global Brand Management - Alain Hutinel

what is the brand stretching
What is the brand stretching ?
  • It is the transfer of brand values on the new market
  • It shows that the brand is not related directly to one sector but has values that can transcend different products categories

PSU - Global Brand Management - Alain Hutinel

where stretching the brand
«Where” Stretching the Brand
  • same category : no distance extension
  • new sub-category : short distance extension
  • new category : middle distance extension
  • new activity : long distance extension
  • Geographic expansion

PSU - Global Brand Management - Alain Hutinel

dim brand stretching
Dim Brand stretching

Comfort, liberty

PSU - Global Brand Management - Alain Hutinel

low cost in launching danone activ and talians
Low cost in launching Danone Activ and Talians

PSU - Global Brand Management - Alain Hutinel

barilla move into biscuits
Barilla move into biscuits

taste, savor, Italian way of cooking

PSU - Global Brand Management - Alain Hutinel

swatch move into jewel
Swatch move into jewel

Modern, Quality/price, Variety, Innovative design

PSU - Global Brand Management - Alain Hutinel

caterpillar moved into shoes and clothing
Caterpillar moved into shoes and clothing

reliable, resistant, masculine

PSU - Global Brand Management - Alain Hutinel

taillefine move into biscuits and water
Taillefine move into biscuits and water

Non fat, healthy

PSU - Global Brand Management - Alain Hutinel

mars move into ice cream
Mars move into ice cream

gourmandize, rich, sweet

PSU - Global Brand Management - Alain Hutinel

brand stretching risks
Brand stretching risks
  • Distort/Dilute the values of the Brand
  • Lose the original consumers

PSU - Global Brand Management - Alain Hutinel

chevignon brand dilution
Chevignon brand dilution

modern, adventurous, exquisite

PSU - Global Brand Management - Alain Hutinel

pierre cardin brand dilution
Pierre Cardin brand dilution

PSU - Global Brand Management - Alain Hutinel

keys to success in brand extension
Keys to success in brand extension

Brandidentity

Fit

Relevance

Brand extension

Market’s values

Added value

PSU - Global Brand Management - Alain Hutinel

fitting
«Fitting»
  • Perceived brand «typicality», ie product categories which «go well» with the mother brand
  • Emotional agreement with the potential extension product categories
  • tested transferability of the brand’s intangibles and of the brand’s «vision», brand’s identity & brand project.

PSU - Global Brand Management - Alain Hutinel

the success of pen lighter and razors bic
The success of pen, lighter, and razors Bic

Accessible, practical, deposable

PSU - Global Brand Management - Alain Hutinel

the failure of bic perfume
The failure of Bic perfume

The Bic values are not relevant to perfume

PSU - Global Brand Management - Alain Hutinel

this failure did not dilute the brand essence of bic why
This failure did not dilute the brand essence of Bic. Why ?

Because the Bic perfume was coherent with Bic Brand identity

Brand extension

Brandidentity

PSU - Global Brand Management - Alain Hutinel

economic evidences of brand extensions
Economic evidences of brand extensions

Higher survival rate of products

Higher chances of success, due to :

. trial rate

. conversion rate

. loyalty rate (repurchase)

Lower launch cost

PSU - Global Brand Management - Alain Hutinel

why not extend brands
Why NOT extend brands ?
  • Unclear/no Brand Identity
  • High brand switching pattern
  • Unwatched Overheads Cost increase
  • No sufficient resources for success
  • No sufficient “Fit” and Relevance
  • ….

PSU - Global Brand Management - Alain Hutinel

managing the brand in the global context

Managing the Brand in the Global Context

= Cross-Cultural Branding within the Global Business Strategy Game

PSU - Global Brand Management - Alain Hutinel

mega brands 1
Mega Brands 1

PSU - Global Brand Management - Alain Hutinel

mega brands
Mega Brands ?

PSU - Global Brand Management - Alain Hutinel

mega brands31
Mega Brands ?

PSU - Global Brand Management - Alain Hutinel

mega brands32
Mega Brands ?

PSU - Global Brand Management - Alain Hutinel

mega brands33
Mega Brands ?

PSU - Global Brand Management - Alain Hutinel

international branding
International Branding
  • What has to be adapted ?
  • Chinese Brands case
  • How much Brand origin is important ?
  • American Dream, …. And next ?

PSU - Global Brand Management - Alain Hutinel

the view from honda
The View from Honda

“We are the most international of the Japanese companies. At the moment we are the most diversified, and we will be more diversified in the future. Still, I think it would be very hard to build a one-type world car. In the end, I don’t think it would be very efficient.”

---Nobuhiko Kawamoto

President and CEO, Honda Motor Company

PSU - Global Brand Management - Alain Hutinel

the view from toyota
The View from Toyota

Our global strategy used to center on “world cars,” which we would modify slightly to accommodate demand in different markets. Today our focus is shifting to models that we develop and manufacture especially for selected regional markets.

Examples

North America: Avalon and Camry coupe and station wagon. 1997 Sienna minivan.

NUMMI Joint Venture: Tacoma light pickup.

Europe: Carina E

Southeast Asia: Toyota Utility Vehicle (Kijang in Indonesia, Tamaraw in Philippines)

PSU - Global Brand Management - Alain Hutinel

john f welch jr
- John F. Welch, Jr.

"Our vision has been described to you for a decade. We believed that only businesses that were number-one or number-two in their markets could win in the increasingly competitive global arena. Those that could not were to be fixed, closed or sold."

Chairman and CEO, General Electric

PSU - Global Brand Management - Alain Hutinel

the brands the heroes

The Brands the Heroes ?

PSU - Global Brand Management - Alain Hutinel

slide39
Lifestyles are expressions

of sub-cultures

Signs : icons, indexes

& Symbols

Heroes

Rituals

BRANDS ?

Values

Expressions of

cultures

A value is a broad

Tendency to prefer

a certain state of affairs

over others

PSU - Global Brand Management - Alain Hutinel

first starbucks location in london 9 17 98
First Starbucks Location in London 9/17/98

PSU - Global Brand Management - Alain Hutinel

some branding issues

Some Branding Issues

PSU - Global Brand Management - Alain Hutinel

slide48
Labels and « appellations » ?
  • Retail/trade Brands ?
  • WebBrands potential ?
  • Corporate Brands ?
  • Anti Globalisation ?
  • Non Western Brand cultures ?
  • AntiBrand laws ?
  • Valuation/accounting ?
  • Citizen Brand ?

PSU - Global Brand Management - Alain Hutinel

ad