📣Marketing Strategy Unit 6 – Product and Brand Management

Key Concepts and Definitions

• Brand refers to a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers
• Brand equity is the value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent
• Brand identity encompasses the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds
• Brand image is the perception of the brand in the minds of consumers, which is influenced by various brand associations, experiences, and communications
• Brand personality refers to the set of human characteristics associated with a brand, often described using adjectives such as "reliable," "fun," or "sophisticated"
• Brand positioning is the process of establishing the desired perceptual position of a brand in relation to its competitors within a market segment
• Brand architecture is the organizational structure of a company's portfolio of brands, products, and services, defining their relationships and hierarchy
• Brand extension involves using an established brand name to launch new products or enter new product categories, leveraging the brand's existing equity and recognition

Brand Elements and Identity

• Brand elements are the visual and verbal components that identify and differentiate a brand, such as the brand name, logo, tagline, and packaging
  • Brand name is the word or words used to identify a company, product, service, or concept, often the most recognizable element of a brand (Apple, Nike, Coca-Cola)
  • Logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition of a brand
• Brand identity prism, developed by Jean-Noel Kapferer, consists of six facets that define a brand's identity: physique, personality, culture, relationship, reflection, and self-image
• Brand essence is the core characteristic or attribute that defines a brand, capturing its fundamental nature and purpose in a concise, memorable way
• Brand voice refers to the consistent tone, style, and personality used in a brand's communications, reflecting its values and identity
• Brand guidelines are a set of rules that explain how a brand should be presented, including the use of logos, color palette, typography, and tone of voice, ensuring consistency across all touchpoints
• Brand experience encompasses all the interactions and touchpoints a consumer has with a brand, shaping their overall perception and emotional connection
• Sensory branding involves engaging consumers' five senses (sight, sound, smell, taste, and touch) to create memorable and immersive brand experiences

Product Lifecycle Management

• Product lifecycle refers to the stages a product goes through from its introduction to the market until its withdrawal or decline
  • Introduction stage is when a product is first launched, characterized by low sales, high marketing costs, and limited competition
  • Growth stage sees rapid market acceptance and increasing profits, with more competitors entering the market
  • Maturity stage is marked by peak sales, intense competition, and a focus on differentiation and cost reduction
  • Decline stage occurs when sales and profits decrease, leading to product phase-out or revitalization efforts
• Product lifecycle management (PLM) is the process of managing the entire lifecycle of a product, from ideation and development to market launch, growth, maturity, and decline
• New product development (NPD) is the process of bringing a new product to market, involving idea generation, concept development, design, testing, and commercialization
• Product portfolio management involves managing a company's range of products, balancing risk and return, and aligning with overall business strategy
• Product differentiation is the process of distinguishing a product from competitors' offerings based on features, quality, design, or other attributes to create a competitive advantage
• Product positioning refers to the place a product occupies in the minds of consumers relative to competing products, based on its unique selling proposition and target market
• Product line extension involves adding new products within the same product category under an existing brand name (Coca-Cola introducing new flavors)

Brand Positioning Strategies

• Brand positioning strategies aim to create a unique and favorable position for a brand in the minds of consumers relative to competitors
• Points of parity (POPs) are the attributes or benefits that a brand shares with its competitors, establishing category membership and credibility
• Points of difference (PODs) are the unique attributes or benefits that distinguish a brand from its competitors, providing a competitive advantage
• Positioning statement is a concise description of the target market, the brand's unique value proposition, and how it differs from competitors
• Perceptual mapping is a visual technique used to display the perceptions of customers or potential customers, helping to identify gaps and opportunities for differentiation
• Positioning by attribute involves emphasizing a specific product attribute or benefit that is valued by the target market (Volvo positioning on safety)
• Positioning by use or application focuses on how a product can be used or the situations in which it is used (Gatorade positioning as a sports drink)
• Positioning by price or quality associates the brand with a specific price point or quality level within its category (Rolex positioning as a luxury watch brand)

Brand Equity and Value

• Brand equity refers to the value premium that a company generates from a product with a recognizable name compared to a generic equivalent
  • Positive brand equity can lead to increased customer loyalty, higher perceived quality, and the ability to charge premium prices
  • Negative brand equity occurs when a brand consistently underperforms customer expectations, damaging its reputation and value
• Brand value is the financial worth of a brand, often calculated using a combination of market research, financial analysis, and brand strength metrics
• Customer-based brand equity (CBBE) model, developed by Kevin Lane Keller, consists of four steps: brand identity, brand meaning, brand responses, and brand relationships
• Brand loyalty refers to the tendency of consumers to consistently purchase a specific brand over competing brands, often based on positive experiences and emotional connections
• Brand awareness is the extent to which consumers recognize and recall a brand, including both aided and unaided awareness
• Perceived quality is the consumer's judgment about a product's overall excellence or superiority, influencing brand associations and purchase decisions
• Brand associations are the thoughts, feelings, perceptions, and experiences that consumers link to a brand, shaping its overall image and meaning

Brand Portfolio Management

• Brand portfolio refers to the collection of brands owned by a company, including individual product brands, family brands, and corporate brands
• Brand architecture is the organizational structure of a company's portfolio of brands, defining their roles, relationships, and hierarchy
  • Branded house strategy involves using a single master brand across multiple products or services (Virgin Group)
  • House of brands strategy manages a portfolio of separate, distinct brands with minimal connection to the parent company (Procter & Gamble)
  • Endorsed brands strategy uses a parent brand to endorse or support individual product brands (Marriott International)
  • Sub-brands are distinct brands that are associated with a parent brand but maintain their own identity (Toyota Prius)
• Brand extension involves using an established brand name to launch new products or enter new product categories, leveraging the brand's existing equity
• Brand stretch refers to the extent to which a brand can be extended into new product categories without losing its core identity and credibility
• Cannibalization occurs when a new product or brand extension takes sales away from existing products within the same company's portfolio
• Brand rationalization is the process of streamlining a brand portfolio by eliminating underperforming or redundant brands, focusing resources on strategic growth opportunities

Measuring Brand Performance

• Brand performance measurement involves assessing the effectiveness of branding strategies and their impact on business outcomes
• Brand tracking studies monitor changes in brand awareness, perceptions, and preferences over time through regular consumer surveys
• Net Promoter Score (NPS) measures customer loyalty by asking the likelihood of recommending a brand to others, calculated as the percentage of promoters minus the percentage of detractors
• Brand equity measurement methods include comparative approaches (conjoint analysis), holistic approaches (Brand Asset Valuator), and financial approaches (interbrand's brand valuation model)
• Brand audit is a comprehensive examination of a brand's current position, including its strengths, weaknesses, opportunities, and threats (SWOT analysis)
• Customer lifetime value (CLV) is the predicted net profit attributed to the entire future relationship with a customer, helping to prioritize brand investments and customer retention efforts
• Return on investment (ROI) measures the financial return generated by a specific brand investment or campaign relative to its cost
• Key performance indicators (KPIs) are specific, measurable metrics used to evaluate the success of branding initiatives, such as brand awareness, purchase intent, or customer retention rates

Emerging Trends in Branding

• Digital branding involves creating and managing a brand's online presence across various digital touchpoints, such as websites, social media, and mobile apps
  • Social media branding leverages platforms like Facebook, Instagram, and Twitter to engage with customers, build brand communities, and amplify brand messages
  • Influencer marketing partners with influential individuals on social media to promote a brand and reach new audiences
• Experiential branding creates immersive, multi-sensory experiences that engage customers and create emotional connections with a brand (Apple Store, Guinness Storehouse)
• Purpose-driven branding aligns a brand with a social or environmental cause, appealing to consumers' values and desire to make a positive impact (Patagonia, TOMS Shoes)
• Personalization tailors brand experiences, products, and communications to individual customer preferences and needs, often using data and technology
• Co-branding is a partnership between two or more brands to create a new product or service, leveraging their combined brand equity and customer bases (Nike and Apple's co-branded smartwatch)
• Sonic branding uses distinctive sounds, jingles, or music to create a memorable and recognizable brand identity (Intel's four-note chime, McDonald's "I'm Lovin' It" jingle)
• Augmented reality (AR) and virtual reality (VR) technologies create immersive brand experiences that blend digital and physical elements (IKEA's AR furniture placement app, Gucci's VR fashion show)