...Branding strategy is one of the most effective ways to sell a product or service. With the increased competition in the business industry an effective branding strategy makes products more popular. Branding strategy analysis includes market, customers, competitors and brand analysis. Branding strategy involves brand communications, analytical techniques and creative positioning. Evaluating the performance of the brand portfolios helps guide decisions on new products, modified products, and eliminating products (Cravens & Piercy, 2013). The methods for analyzing product portfolio performance are: Product life cycle analysis: determine the length and rate of change in the product life cycle. it identifies the current PLC stage and select the product strategy and anticipate threats and find opportunities for altering and extending the PLC Product performance analysis: determine whether each product measures up to the minimum performance criteria and looks at the strengths and weaknesses of the product compared to other products in the portfolio. Brand positioning maps: consists of relating buyer preferences to different brands and indicates possible brand repositioning options Standardized information services Research studies Branding strategy is an important component of every business. Branding strategy is the most effective way to sell a product/service and to enhance the demand for a product/service in the market. Increasing competition in business develops similar...
Words: 706 - Pages: 3
...Branding Strategy.... Building brand equity. “The branding strategy is creates strong brand values which have resonance with the customer and are relevant for the extent of the customers life cycle.” Learning objectives The first step in implementing a branding strategy is to understand the risk involved in the different strategies. After that, we will explore the implications of the different strategies on adding new products and incorporating acquired brands into the portfolio. After the lessons the student should be able to: • Understand the level of risk associated with the different branding strategies. • Understand what generates risk to the brand. • Identify which branding strategies are appropriate to the various segmentation plans. • Understand understanding how a company can avoid dilution of the brand as the product group grows. Brand equity The marketing goal is fulfilled when the brand equity is maximized. As in all matters relating to the concept of equity, there is a balance between risk and return. The choice between different branding strategies means balancing the expected return. A strategy with commonly yields high brand equity is usually associated with a significantly higher risk that the brand can be damaged when there are problems with any products carrying the brand. The brand equity should be seen as the accumulated value of all brands in the company portfolio. Different branding strategies are associated...
Words: 2805 - Pages: 12
...RE-BRANDING AND ITS CONTIBUTION TO THE COMPANY’S COMPETITIVENESS: A CASE STUDY OF ZAIN KENYA, ELDORET BRANCH BENJAMIN CHERUTICH ELD/DBM/2641 Research project submitted to The Kenya Institute of Management in partial fulfillment of the requirement for the award of Diploma in Business Management September, 2009 DECLARATION Declaration by the candidate This research study is my original work and has not been presented to any other examination body. No part of this research should be reproduced without my consent or that of The Kenya Institute of Management. BENJAMIN CHERUTICH; Sign…………………………. Date………………… Declaration by the supervisor This research has been submitted for examination with my approval as The Kenya Institute of Management Supervisor. MR. EVANS OBARE; Sign ………………………… Date……………………… Lecturer KIM Eldoret For and on behalf of The Kenya Institute of Management STEPHEN KAMAU; Sign ……………………….. Date…………………………… Branch Manager Eldoret DEDICATION I would like to dedicate this research project to my beloved fiancée Priscillah and my nephew Jackline for their encouragement. I also dedicate to my loving parents Mr. and Mrs. Samuel Mendwa for their support and love. ACKNOWLEDGEMENT First I would like to give praise and honor to the Almighty God for giving me sufficient grace and power to write this project....
Words: 17099 - Pages: 69
...Branding Strategy: Building Strong Brands Some analysts see brands as the enduring asset of a company, outlasting the company’s products and facilities. Brands are powerful assets that must be carefully developed and managed. Here are some key strategies for building and managing brands. Brand Equity: Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. It’s a measure of the brand’s ability to capture consumer preference and loyalty. A brand has positive brand equity when consumers react more favorably to it than to a generic or unbranded version of the same product. It has negative brand equity if consumers react less favorably than to an unbranded version. High brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because the brand name carries high credibility, the company can more easily launch line and brand extensions. A powerful brand offers the company some defense against fierce price competition. Building Strong Brands: Branding poses challenging decisions to the marketer. The major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship, and brand development. • Brand Positioning: Marketers need to position their brands clearly in target customers’ minds. Positioning refers to the act of designing the company’s offering and image in such...
Words: 2140 - Pages: 9
...BRANDING STRATEGIES SEMINAR PAPER PRESENTED TO SPP SPTM, NMIMS In Partial Fulfillment of the Requirement for the Degree BPharm + MBA (PharmaTech) Presented by POOJA KAPADIA A017 YEAR: 2011-2016 TABLE OF CONTENT SR. NO. | PARTICULARS | Pg NO. | 1. | ACKNOWLEGMENT | 2 | 2. | ABSTRACT | 3 | 3. | INTRODUCTION TO BRANDING STRATEGY | 4 | 4. | PRODUCT BRAND STRATEGY | 6 | 5. | MARKERS MARK BRAND STRATEGY | 9 | 6. | ENDORSING BRAND STRATEGY | 9 | 7. | UMBRELLA BRAND STRATEGY | 10 | 8. | SOURCE BRAND STRATEGY | 12 | 9. | CASE STUDY | 13 | 10. | CONCLUSION | 18 | 11. | REFERENCE | 19 | ACKNOWLEDGEMENT The success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely fortunate to have got this all along the completion of my seminar paper. ABSTRACT Branding is an integral part of business for building process. Large corporations spend millions of dollars building their brands. Brands have become the most valuable asset for any enterprise, essential zing the knowledge, the art, the science, and the work for each person in each work day, making them the symbol of much that has a good, true and beautiful global economy. Brands began to enter beyond the corporate world. The impact of branding in the business building process of FMCG companies in India. It was witnessed two decades back. The Indian FMCG sector is the fourth largest sector in the economy with an estimated...
Words: 4318 - Pages: 18
...Strategic Advantage Through Successful Co- Branding ABSTRACT Today’s market is suffering from a syndrome of sameness where all the products offered to the customers look very similar. This similarity is not only from the sameness in the physical brand element but also in the symbolic value proposition offered to the market. In this situation marketers are searching for alternative method of branding for creating sustainable competitive advantage. Co-branding as an alternative branding proposition is fast making grounds due to various factors. The opening of Indian economy with spate of entries by multinationals makes it evident that the Indian consumer is going to face lot of products with co branding options. This paper looks in to the psychological principles of co-branding strategy and highlights the potential benefits and dangers of co-branding strategy as a brand building alternative in Indian Market. Key Words: Co-Branding, Classical conditioning, Conditioned stimulus, branding strategy, brand association, ingredient co-branding, joint venture co-branding, multiple sponsor co-branding. Introduction There are various strategic options available to a marketer for building a strong brand in the market place. Brand image building is a long term process and three key issues need attention to make a brand distinct from other products or brands in the same product categories. It is difficult to develop a long term one way strategy for a brand and make it...
Words: 3221 - Pages: 13
...Brands and Branding Branding has become one of the most important aspects of business strategy. Yet it is also one of the most misunderstood. Branding is sometimes considered to be merely an advertising function. And many managers and business writers hold the view that branding is about the management of product image, a supplementary task that can be isolated from the main business of product management. This note provides an alternative perspective, arguing that: * Branding is a strategic point of view, not a select set of activities. * Branding is central to creating customer value, not just images. * Branding is a key tool for creating and maintaining competitive advantage. * Brands are cultures that circulate in society as conventional stories. * Effective brand strategies must address the four distinct components of brand value. * Brand strategies must be “engineered” into the marketing mix. This note develops a set of concepts and frameworks to guide the design of brand strategies. From Value Proposition to the Brand Marketing strategies begin with the value proposition: the various types and amounts of value that the firm wants customers to receive from the market offering. The value proposition is value as perceived by the firm, value that the firm seeks to “build” into the product.1 In marketing, the value proposition is sometimes referred to as the positioning statement.2 Common wisdom in business often assumes that product value as...
Words: 4809 - Pages: 20
...Gallagher Assignment: Branding Executive summary In this paper, the author will critically discuss the role of branding plays in a globalisation economy; this will be done by identifying the roles and describing them. The paper will also examine how marketers build brand equality using two case studies to illustrate theory This research will be done by drawing on relevant theoretical models; recent international case studies and reflects on the writings of academic writers and so on. Based on the evidence found when researching this paper, theorists Branding Branding is a differentiation of a product which helps in adding value to them. It helps companies to distinguish their products from those that are on the market. An example of this is if Penny’s stores was to have in store Brown Thomas products, customers would expect those products to be less expensive and of the lowest quality, the same goes for if Brown Tomas was to display a product from Penny’s, consumers would regard the product as expensive and of high quality, this is so because of the belief that consumers have for a particular brand. Brassington & Pettitt (2006) defined branding as a way of linking together items within a product line or emphasising the individuality of product items by making them easily identifiable. However Jobber and Fahy (2006) give a more detailed definition of branding where they go on and say branding is a process whereby company’s use to differentiate their products from those being...
Words: 1481 - Pages: 6
...BRANDING STRATEGY IN BANKING SECTOR IN INDIA A REVISED SYNOPSIS SUBMITTED FOR Ph.D. IN MANAGEMENT Table of Contents 1. TITLE OF THE THESIS 3 2. INTRODUCTION 3 3. A BRIEF REVIEW OF THE WORK ALREADY DONE IN THE FIELD 4 Branding 4 Branding Strategies 4 Branding strategies in banking sector 5 4. NOTEWORTHY CONTRIBUTIONS IN THE FIELD OF PROPOSED WORK 6 Rationale of the research 6 Objectives of the study 7 5. PROPOSED RESEARCH METHODOLOGY 7 Research Design 7 Sampling Frame 8 Sample size 8 Sampling technique 8 Data collection 8 Data analysis techniques 8 6. EXPECTED OUTCOME 8 7. BIBLIOGRAPHY 9 8. LIST OF PUBLISHED PAPER 10 1. TITLE OF THE THESIS BRANDING STRATEGY IN BANKING SECTOR IN INDIA 2. INTRODUCTION Brands have been considered as the second most important assets for a firm after customers (Ambler, 2000 Doyle, 2001 Jones, 2005). Due to rapid changes in global banking sector and increased competition experienced between banks, ‘Brand Management’ has become more important. Good brand management brings about clear differentiation between products and services, ensures customer loyalty and preferences and may lead to a grater market share which ultimately increased Brand Equity. Brand Equity is the final desire or value added, which is created by product using brand. Brand equity is like a property for the company, which can enhance cash flow of business (Simon and Sullivan, 1993). It can support cost of resources in order to enhance market share...
Words: 2363 - Pages: 10
...How the co-branding affect company According to Srinivasan (2007), Co-branding is the marriage between two brands with different backgrounds, which focuses on combination of the partners’ resources and best capacities. In this competitive society, hundreds of forward-looking companies are trying to expand their business scale and impact by doing brand alliance and refresh themselves by lowering prices using new technologies. According to Mckinsey & Company Statistics: the number of joint enterprises in worldwide in 1994 - including co-branding company, involving millions of dollars assets with an annual rate of 40% growth.(1994) That is because consumers become more and more dependent on brands, and become more difficult for company if they want to keep the strong competitiveness and get more profits. Co-branding provides the chance for this situation. However, the co-branding does not fit for every company and does not bring the benefit for them. There are also exist some problems not only in culture but also between in partners. So I will talk about how co-branding affects the company in positive ways and negative ways. There are several reasons why some companies would want to pursue co-branding. The first one is that co-branding can attracts a wide range of consumers. Because once company adopts the co-branding, for consumers, it means that it provides more selection and more function of products. For example: Nike and Ipod, announced a partnership, which resulted...
Words: 1628 - Pages: 7
...First question:- Corantor is a hi-tech global company with a traditionally low profile. Until recently, if you asked anyone if he knew the corantor brand name, the like hood was that he would say yes. However, he might not have known what Corantor provides in the way of its total product range, and might have associated the brand name and company with traditional technology. The "Let's Make Things Better" global brand campaign has raised the corantor profile, and provided it with a more focused and distinctive personality. From your point of view, what did corantor do to build its strong Brand and be well known by every one? Building a strong brand is the goal of many organizations Corantor started small but built a solid reputation with the customer along the way and in the process the name of the company's brands were well known. The following are steps Implemented by Corantor to create a strong brand. Determine the target customers in a better way,and their demographics,what are the capabilities needed to serve them ,how and when to reach them to deliver the needed messages to raise their awareness of the brand or to persuade them to buy Corantor products and to positioning Corantor in the minds of its target customers with a distinctive personality. Identifying all contact points where customers interact with the company. To create a holistic brand experience, we need to create a consistent and convincing experience at each of these touch points. For example...
Words: 2034 - Pages: 9
...industry, product and branding strategies are considered as one of the major functions performed by the manufacturers. What is interesting that, with the passage of time, its importance is increasing significantly. Even though the voyage of automobile commenced in 1335 by Guido da Vigevano, in true sense there was not any considerable development until 1885, when Karl Benz invented the first practical automobile. Since then the automobile industry has gone a long way consisting of a number of renowned companies. In this industry, the core product is transportation and communication facility backed by actual and augmented product. Product line decision involves Line stretching and Line filling. In this industry, Mercedes-Benz lengthens its product line by using both line stretching and line filling. Since the early branding era, the branding strategies have changed throughout the time. Branding is, now-a-days, influencing the consumer buying behavior to a greater extent. As such manufacturers are now concentrating more on brand placement rather than product placement. They are developing brand loyalty in the minds of their customers in order to achieve high retention rate. Automobile companies can build up both product and corporate brand, but the recent trend is towards emphasizing on corporate branding. Previously it was thought that Branding is necessary from the sellers point of view to differentiate own products, but it has regarded as find out the desired product for consumer...
Words: 5316 - Pages: 22
...ABSTRACT Ingredient Branding, a subset of Co-Branding, wherein two or more brand names are used on a single product to increase product differentiation and further market share is becoming increasingly visible in the marketplace today. This strategy is generally used to enhance Brand Potential and works on the rationale that, “If a consumer understands the functions, attributes and benefits of the ingredient, he or she will pay more attention to this offering and if it is unique compared to others, it can lead to loyal and profitable customer relationships”. The goal of this Dissertation is to conceptualize Ingredient Branding Strategy and measure its effect on Brand Choice. It seeks to examine the impact of an Ingredient Branding Strategy on consumer’s attitude toward the Host Brand depending on the Partner Brand. To better understand this impact, a review of the most relevant theories on Co-Branding, perceived quality and attitude towards the brand is first presented. On the basis of this literature review, a conceptual framework is proposed concerning the overall transformation of the associations tied to the host brand, the perceived quality and the consumer attitude towards the brand. The overall evaluation of the brand is based on three parameters viz. Perceived Quality, Brand Image & Brand Attitude. INTRODUCTION INTRODUCTION In today’s dynamic economy, companies try to find new ways to maintain their competitive advantage, which helps them to better manage...
Words: 7542 - Pages: 31
...Service Brand and Product Brand Contents Introduction 1. What is brand 1.1. Elements of Brand 1.2. Benefits of branding 1.3. Significance Of Adopting Proper Branding Strategy 2. Service brand: 2.1. Features Of Service Brand 2.2. Role Of Employers In Success Of Service Brand 2.3. Role Of Consumer In Success Of Service Brand 2.4. Challenges Service Branding Is Facing 3. Product Brand: 3.1. Features Of Product Branding 3.2. Role Of Manufacturers In Success Of Product Brand 3.3. Role Of Consumers In Success Of Product Brand 3.4. Challenges Product Branding Is Facing 4.1. Brand Positioning 4.2. Brand Equity 4.3. Brand Identity And Personality 4.4. Brand Image 4.5. Brand Audit 5. Recommendation References Introduction: The current era is considered the age of competition and the branding is one of the most convenient ways to establish a positive image in the mind of the consumers. However, it is rather difficult task to formulate an image without pondering upon each element that is indulged in the promulgation of some brand. Nevertheless, the brand can be promulgated if proper strategy is applied after selecting the best brand type. This paper throws light upon the significance of brand and two types of brands. The first section is the clear cut mouthpiece of what the brand actually is and what the benefits of using this term. Furthermore, this section also throws light upon two types of brand, ie service brand and product brand. The essential...
Words: 5068 - Pages: 21
...buying Nivea, they know that it’s not only skin care product but also an association with ‘healthy look, gracesfull ageing, better living’. The products are a good values for money as well what kept consumers using it. Another important thing was logo,white and blue colours gave Nivea the aura of honest brand. The fact that it was on the market so early helped Nivea to build position to be a number one skin care brand in commercial world. Since the beginnig Nivea was trying to attract customers by developing new products, by providing them in other countries. Nowadays Nivea has over than 14 ranges available in more than 150 countries. This is one of the main success factor which helps the brand to be in such a position. Another succes factor of Nivea is ‘keeping the brand young, attractive, sympatethic and familiar’ even it’s on the market nearly 100 years. The brand tries to encourage new people to buy their product by producing new ones and bringing newer packaging for them. However the white-dark blue logo is necessary on every item. Q2. In light of Nivea brand extension, critically comment on the pros and cons of adopting an umbrella branding strategy. Compare the use of such a strategy with the use of an independent branding strategy using a relevant example. Umbrella branding ( also known as family branding) is a marketing strategy that involves selling several related products under one brand name. This type of branding is a contrast to individual...
Words: 677 - Pages: 3
