Brand Portfolio Management PPT.pptx

Introduction to Brand Management

1. BRAND PORTFOLIO MANAGEMENT Module - 1 Dr . RAMKI

2. What is a Brand Portfolio? A brand portfolio is  the collection of smaller brands that fall under a larger, overarching 'brand umbrella' set by a firm, company, or conglomerate

3. What should a Brand Portfolio include? The set of all brands in a company . Product-defining Roles – The set of roles that each brand could play. Portfolio Roles – The role that the portfolio plays, in relation to the products. Brand Scope – The dimension (product categories, subcategories, and markets) of the brand portfolio.

4. Why is Brand Portfolio Important ? Managing brands in a coordinated way helps a company to avoid confusing its consumers, investing in overlapping product-development and marketing efforts, and multiplying its brands at its own rather than it’s competitors' expense.

5. How Brands use Portfolio to segment themselves in the Market

6. BRAND EXTENSIONS

7. Brand Extensions - Learning Objectives Students will understand the Brand Extensions in Detail Advantages & Disadvantages of Brand Extensions Types of Brand Extensions Brand Stretching

8. What are Brand Extensions? Brand extension is the introduction of a new product that relies on the name and reputation of an established product . Brand extension works when the original and new products share a common quality or characteristic that the consumer can immediately identify . Brand extension fails when the new product is unrelated to the original, is seen as a mismatch, or even creates a negative association.

9. How Brand Extensions Work? Successful brand extensions allow companies to diversify their offerings and increase  market share . They can give the company a  competitive advantage  over its rivals that don't offer similar products. The existing brand serves as an effective and inexpensive marketing tool for the new product.

10. Why Extend Brands ? PIGGY BANK ON EXISTING BRANDS

11. Why Extend Brands ? COST OF NEW LAUNCHES CAN BE REDUCED

12. Why Extend Brands ? BRAND POSITIONING CAN BE ENCASHED

13. Why Extend Brands ? LONG TERM BENEFITS (RETURNS)

14. Why Extend Brands ? CONSUMER BENEFITS

15. Why Extend Brands ? PIGGY ON EXTENSIVE DISTRIBUTION

16. Brand Extension Strategy SINGLE BRAND EXTENSION Example – NIVEA LINE EXTENSION Example – Colgate Toothpaste CATEGORY EXTENSION Example – Maggi CORPORATE EXTENSION Example – ICICI Bank

17. Types Of Brand Extensions Product Form Extensions Companion Product Customer Franchise Company Expertise Brand Image Or Prestige Brand Distinction Distinctive Taste, Ingredient Or Component

18. Product Form Extensions A Different Product Form Constitutes A Different Product Category AMUL MILK AMUL CONDENSED MILK DABUR REAL JUICES DABUR REAL ACTIVE

19. Companion Product Capitalize On Product Complementarities COLGATE DENTAL CREAM COLGATE TOOTH BRUSH GILLETTE RAZORS GILLETTE SHAVE FOAM GILLETTE AFTER SHAVE

20. Customer Franchise To Meet The Needs Of A Specific Customer Group. The focus is not customer base but Diverse needs of Customers. Johnson & Johnson Baby Shampoo Johnson & Johnson Baby Talc Johnson & Johnson Baby Diapers

21. Company Expertise Different Product Category Introduction using a Common Name originating from a common Expertise Pool Honda Bikes Honda Cars Honda Gensets

22. Brand Image or Prestige Unrelated Product Categories based on Brand Exclusive Image or Prestige value. It bestows great extension opportunities. CARTIER JEWELLERY CARTIER WATCHES CARTIER PURSES CARTIER PENS

23. Brand Distinction Achieve distinction in the form of a unique attribute, benefit or feature which gets uniquely associated with the brand PARACHUTE HAIR OIL (Distinction) PARACHUTE SHAMPOO PARACHUTE CREAM

24. Distinctive Taste, Ingredient o r Component Develop equity based on any and/or combination of taste, ingredient or component NESCAFE CHOCOLATE NESCAFE CHOCOLATE NESCAFE BISCUITS NESCAFE COLD COFFEE

25. Brand Extensions Checklist What is brand awareness level? What are its recall and recognition levels? What benefits associations are connected with the brand? What are brand’s personality associations?

26. Brand Extensions Checklist What are the symbols associated with the brand? What are brand’s user associations? What is the perceived essence of the brand? What is the brand’s philosophy?

27. Thank You !! Dr. RAMKI