dharmendra ppt

8/2/2019 Dharmendra Ppt

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RETAIL BRAND STRATEGY

BY : DHARMENDRA AGARWAL


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What is a Brand?

Abrand is a name, term, sign, symbol, ordesign which is intended to identify thegoods or services of one seller or group ofsellers and to differentiate them fromthose of competitors.


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New Branding Challenges

Brands are important as ever Consumer need for simplification

Consumer need for risk reduction

Brand management is as difficult as ever Increased competition

Decreased effectiveness of traditionalmarketing tools and emergence of newmarketing tools

Complex brand and product portfolios


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The Concept of Brand Equity

The brand equity concept stresses theimportance of the brand in marketing

strategies. Brand equity is defined in terms of the

marketing effects uniquely attributableto the brand.

Brand equity relates to the fact that differentoutcomes result in the marketing of a product orservice because of its brand name, as comparedto if the same product or service did not have

that name.


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The Concept of

Customer-Based Brand Equity

Customer-based brand equity

Differential effect Customer brand knowledge

Customer response to brand marketing


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Benefits of

Customer-Based Brand Equity Enjoy greater brand loyalty & usage. Command larger price premiums

Receive greater trade cooperation & support Increase marketing communication

effectiveness

Yield licensing opportunities Support brand extensions.


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Customer-Based Brand Equity

as a Bridge

Customer-based brand equity

represents the added value endowedto a product as a result of pastinvestments in the marketing of a

brand. Customer-based brand equity providesdirection and focus to future marketingactivities


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The Key to Branding

For branding strategies to be successful,consumers must be convinced that thereare meaningful differences among brands

in the product or service category.

Consumer must not think that all brands inthe category are the same.

PERCEPTION = VALUE


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Building

Customer-Based Brand Equity Building a strong brand involves a series of steps

as part of a branding ladder

A strong brand is also characterized by a logicallyconstructed set of brand building blocks.

Identifies areas of strength and weakness

Provides guidance to marketing activities


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Brand Positioning

Define competitive frame of reference Target market

Nature of competition

Define desired brand knowledgestructures Points-of-parity

necessary competitive

Points-of-difference strong, favorable, and unique brand associations


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Brand personalities

Branding Trust Brand image

Brand relationships Brand equity

How Brands Work


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Different Branding Strategies

Integrated Branding

Here the retailer is in direct link with themanufacturer. He is required to possesscomplete knowledge about the possibledevelopments in the product in the

future. The retailer is involved in processbeginning from idea generation tobranding the product.


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Contract Branding

The retailers outsource from existingsupplier. The supplier is completelyresponsible for the product. Theparticipation of the retailer is limited to thespecifications regarding quantity, Price andbrand.


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Independent Branding

Here the retailer simply procures from thesupplier at the lowest possible cost and

the entire branding investment is his own.The retailer is like the owner of the brandand holds complete responsibility for itsperformance.


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Brand Mantras

A brand mantra is an articulation of theheart and soul of the brand.

Brand mantras are spirit of the brand positioningand brand values.

Nike

Authentic Athletic Performance Disney

Fun Family Entertainment


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