- The brand means …
3.
Brand Territory
- The brand competes in …
4. Brand Personality
- The brand is like…
5. Brand Properties
- The brand owns ...
Brand Architecture
5. Brand Properties - The brand owns ...
Innovation
• Life Cycle/BCG Implications • Being the Leader provides advantages • Better Mousetrap?
The Product Life Cycle
Marketing Management
•Review of Last Session/Housekeeping •New Developments •Brand Management
–Pillars –‘Positioning’ via the pillars
•NPD
–8 stage process v Landrover practice
Branding Basics Cont’d.
• Brands are:-
–
What the customer buys
–
the receptical of the emotional values over and
above the functional values of the product/service
Brand Architecture and Equity
Brand Equity
Brand Loyalty
Brand Knowledge
Brand Heritage Core Values
Brand Territory Brand Personality Brand Properties
Brand Architecture
Introduction stage
Growth stage
Maturity stage
Decline stage
0 Time
Leader Advantages*
MARKET ENTRY STRATEGY
PIONEER FAST FOLLOWER LATE ENTRANT
10%
20%
AVERAGE MARKET SHARE
1. Brand Background - The brand brings …
2. Brand Core Values - The brand means …
3. Brand Territory - The brand competes in …
4. Brand Personality - The brand is …
According to Nestlé, the strength of the
brand’s positioning is built on five
Landrover
“pillars”:
Example
1. Brand Heritage
50 years of Tradition.
- The brand brings … Britishness. RoyaQuestions/Reading for next week
What is a Brand?
• A brand is a name, term, sign, symbol, or design or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of the competition - (Bennett, P.D., 1998, AMA)
–
much more difficult to copy and thus compete with
–
a major potential source of differentiation
–
longer-lived - brands can transcend the original
product/service. It is the product’s DNA.
According to Nestlé, the strength of the
brand’s positioning is built on five “pillars”:
Landrover Example
1. Brand Heritage
- The brand brings …
2. Core Brand Values
2. Core Brand Values
Guts, Authenticity,
- The brand means …
Originality, Ruggedness, Capability
3.
Brand Territory 4X4 Market. Outdoors.
- The brand competes inA…dventure Market etc.
30%
* W.T.Robinson, (1984), ”Market Pioneering and Sustainable Market Share Advantages”
- The brand owns ...
Brand Architecture - Try It Yourself!!
According to Nestlé, the strength of the brand’s positioning is built
on five “pillars”:
Your Brand Example
4. Brand Personality
Male, Extrovert, Quietly Assured, Informal
- The brand is like… ‘conservative’.
5. Brand Properties
Logo, Brand Oval, BRG and Gold, Shape