logging in or signing up Brand Ppt krish14 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 14466 Category: Education License: All Rights Reserved Like it (3) Dislike it (0) Added: July 19, 2008 This Presentation is Public Favorites: 0 Presentation Description Its all about Branding done in marketing. Comments Posting comment... By: manoj_iimc2000 (15 month(s) ago) nice presentation can i get a copy pls Regards, manoj_iimc2000@yahoo.co.in Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript What is Brand Architecture? : What is Brand Architecture? Brand Architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity and leverage. Elements of Brand Architecture : Elements of Brand Architecture Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Brand Portfolio : Brand Portfolio Denims Formal wear Women’s wear Wrangler Lee Newport Ruf n Tuf Flying Machine Casual wear Wrangler Lee Newport Ruf n Tuf Flying Machine THF THF Arrow Excaliber Bay Island Bay Island Wrangler Lee Flying Machine THF ARVIND BRANDS LTD. Brand Portfolio : Brand Portfolio Relationships within a brand portfolio Single brand across organization Endorsed brands House of brands Brand Portfolio : Brand Portfolio Case : The Japanese Giants : Case : The Japanese Giants Concept, practice and techniques of branding – very different from West Successful brand is king, individual products and lines have often played second fiddle Corporate logos Frequent purchasing and ever shifting trends in Japanese society – shorter PLC’s Quick turnover Not enough time to develop individual brand identities Case : The Japanese Giants : Case : The Japanese Giants Solution – Attach them to corporate entities Examples Sony Yamaha Corporate name instantly provides authentication to the product. Winds of change after 1990’s Less spending on product development, instead sustenance & promotion of established products. Example – PS2 Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Portfolio Roles : Portfolio Roles Strategic brands Slate & Levis TCS & TATA Linchpin brands Park Avenue & Raymonds’s Portfolio Roles : Portfolio Roles Silver Bullet Think Pad & IBM Forhans’s Flouride & Forhans’ Cash cow brand Marico - Parachute Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Brand market context roles : Brand market context roles Endorser and sub brands roles Gillette Sensor Cadbury Bournvita Benefit brands Gillette & Oral B Diet Coke Driver role Cadbury’s – CDM and Bournvita Nirma washing powdwer Brand market context roles : Brand market context roles Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Brand Portfolio Structure : Brand Portfolio Structure Brand groupings J & J - Segment( Infant Care and Intimate Feminine Care) Product (Healthcare and Pharmaceuticles) Design (Classic and Contemporary Brand hierarchy trees Brand range Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Portfolio Graphics : Portfolio Graphics Logo Visual presentations Characteristics of the ideal brand portfolio : Characteristics of the ideal brand portfolio Analogy between the ideal brand portfolio and football Characteristics of the ideal brand portfolio : Characteristics of the ideal brand portfolio Fits the company’s future vision and destination Prioritizes markets and key segments Efficiently covers those priority segments Ruthlessly prunes out those that do not fit Fills gaps through new or extended brands and acquisitions. Case : Allied Domecq : Case : Allied Domecq Major mistakes in portfolio management : Major mistakes in portfolio management Too many brands in too many segments: there may be too many brands in relation to consumer needs, retailer space and company ability to promote Duplication and overlap Gaps in priority market segments Inefficiencies in operations and the supply chain Diffused and therefore ineffective resource allocation. Major mistakes in portfolio management : Major mistakes in portfolio management Returning to the analogy Why managing a brand portfolio is Important : Why managing a brand portfolio is Important Resource Efficiency Leverage Clarity Why managing a brand portfolio is Important : Why managing a brand portfolio is Important Growth Clear prioritization of future focus by major market Prioritization by brand and product Concentration of spend on priority market, brands and products Operational cost savings through simplified business Disposal of brands which don’t fit Gap filling by product development and acquisition What to do? : What to do? Prioritizing segments Use consistent segment definitions across countries Case : Unilever : Case : Unilever High Low Brand Power Economic Power Low High Examples of portfolio analysis : Examples of portfolio analysis BCG Matrix Analyzing Brand Maruti Star – Zen Question mark – Swift Cash Cow – Maruti 800 Dog – Baleno Examples of portfolio analysis : Examples of portfolio analysis Quantified Portfolio Analysis Conclusion : Conclusion Newly merged firms General motors – Saab, Alfa Romeo, Hummer Ford motors – Volvo, Land rover, Jaguar Creating “master” brands Struggling Brand Managers : Struggling Brand Managers Remove a Brand without losing disproportionate profitability To reposition a brand or to create a new brand Will a brand help in entering new markets with advantage over competitors Regional or local brands You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Brand Ppt krish14 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 14466 Category: Education License: All Rights Reserved Like it (3) Dislike it (0) Added: July 19, 2008 This Presentation is Public Favorites: 0 Presentation Description Its all about Branding done in marketing. Comments Posting comment... By: manoj_iimc2000 (15 month(s) ago) nice presentation can i get a copy pls Regards, manoj_iimc2000@yahoo.co.in Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript What is Brand Architecture? : What is Brand Architecture? Brand Architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity and leverage. Elements of Brand Architecture : Elements of Brand Architecture Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Brand Portfolio : Brand Portfolio Denims Formal wear Women’s wear Wrangler Lee Newport Ruf n Tuf Flying Machine Casual wear Wrangler Lee Newport Ruf n Tuf Flying Machine THF THF Arrow Excaliber Bay Island Bay Island Wrangler Lee Flying Machine THF ARVIND BRANDS LTD. Brand Portfolio : Brand Portfolio Relationships within a brand portfolio Single brand across organization Endorsed brands House of brands Brand Portfolio : Brand Portfolio Case : The Japanese Giants : Case : The Japanese Giants Concept, practice and techniques of branding – very different from West Successful brand is king, individual products and lines have often played second fiddle Corporate logos Frequent purchasing and ever shifting trends in Japanese society – shorter PLC’s Quick turnover Not enough time to develop individual brand identities Case : The Japanese Giants : Case : The Japanese Giants Solution – Attach them to corporate entities Examples Sony Yamaha Corporate name instantly provides authentication to the product. Winds of change after 1990’s Less spending on product development, instead sustenance & promotion of established products. Example – PS2 Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Portfolio Roles : Portfolio Roles Strategic brands Slate & Levis TCS & TATA Linchpin brands Park Avenue & Raymonds’s Portfolio Roles : Portfolio Roles Silver Bullet Think Pad & IBM Forhans’s Flouride & Forhans’ Cash cow brand Marico - Parachute Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Brand market context roles : Brand market context roles Endorser and sub brands roles Gillette Sensor Cadbury Bournvita Benefit brands Gillette & Oral B Diet Coke Driver role Cadbury’s – CDM and Bournvita Nirma washing powdwer Brand market context roles : Brand market context roles Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Brand Portfolio Structure : Brand Portfolio Structure Brand groupings J & J - Segment( Infant Care and Intimate Feminine Care) Product (Healthcare and Pharmaceuticles) Design (Classic and Contemporary Brand hierarchy trees Brand range Elements of Brand Architecture : Elements of Brand Architecture Brand Portfolio Portfolio Roles Brand market context roles Brand portfolio structure Portfolio Graphics Portfolio Graphics : Portfolio Graphics Logo Visual presentations Characteristics of the ideal brand portfolio : Characteristics of the ideal brand portfolio Analogy between the ideal brand portfolio and football Characteristics of the ideal brand portfolio : Characteristics of the ideal brand portfolio Fits the company’s future vision and destination Prioritizes markets and key segments Efficiently covers those priority segments Ruthlessly prunes out those that do not fit Fills gaps through new or extended brands and acquisitions. Case : Allied Domecq : Case : Allied Domecq Major mistakes in portfolio management : Major mistakes in portfolio management Too many brands in too many segments: there may be too many brands in relation to consumer needs, retailer space and company ability to promote Duplication and overlap Gaps in priority market segments Inefficiencies in operations and the supply chain Diffused and therefore ineffective resource allocation. Major mistakes in portfolio management : Major mistakes in portfolio management Returning to the analogy Why managing a brand portfolio is Important : Why managing a brand portfolio is Important Resource Efficiency Leverage Clarity Why managing a brand portfolio is Important : Why managing a brand portfolio is Important Growth Clear prioritization of future focus by major market Prioritization by brand and product Concentration of spend on priority market, brands and products Operational cost savings through simplified business Disposal of brands which don’t fit Gap filling by product development and acquisition What to do? : What to do? Prioritizing segments Use consistent segment definitions across countries Case : Unilever : Case : Unilever High Low Brand Power Economic Power Low High Examples of portfolio analysis : Examples of portfolio analysis BCG Matrix Analyzing Brand Maruti Star – Zen Question mark – Swift Cash Cow – Maruti 800 Dog – Baleno Examples of portfolio analysis : Examples of portfolio analysis Quantified Portfolio Analysis Conclusion : Conclusion Newly merged firms General motors – Saab, Alfa Romeo, Hummer Ford motors – Volvo, Land rover, Jaguar Creating “master” brands Struggling Brand Managers : Struggling Brand Managers Remove a Brand without losing disproportionate profitability To reposition a brand or to create a new brand Will a brand help in entering new markets with advantage over competitors Regional or local brands