Launching The Brand

Launching The Brand

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  1 NEW STRATEGIC BRAND MANAGEMENT By JeanLeon Kapferer CHAPTER-8 LAUNCHING THE BRAND Dr.Sanjit Kumar Dash
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  2 Introduction • Journey fromb to B • Knowledge of have and have nots of leading brands
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  3 Launching a brandand Launching a product are not same • New Product Development • Cocacola-Contents • Mercedes-Mr Daimler’s Wife • Adidas –Adolphe Dassler • Harpic-Harry Picman Product Changes but Brand Stay The essential purpose has to be communicated
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  4 Defining the brand’splatform • Underlying the brand is its programme • Why must this brand exist? What would customers be missing if the brand did not exist? • Vision. What is the brand’s vision of the product category? • Ambition. What does the brand want to change in people’s lives? • What are our values? What will the brand never compromise on? • Know-how. What is the brand’s specific know-how? Its unique capabilities?
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  5 Cont… • Territory. Where canthe brand legitimately provide its benefit, in which product categories? • Typical products or actions. Which products and actions best embody, best exemplify the brand’s values and vision? • Style and language. What are the brand’s stylistic idiosyncrasies? Its semiotic invariants? • Reflection. Who are we addressing? What image do we want to render of the clients themselves?
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  6 Determining the FlagshipProduct • In launching a new brand, companies have to be extremely careful in choosing which product or service to present in their first campaign and how to speak about it, even more so if the overall brand is particularly ambitious. This ‘star product’ should be the one that best represents the brand’s intentions, ie the one that best conveys the brand’s potential to bring about change in the market. Likewise, in terms of name, only those products that best support the overall project should prominently bear the brand name.
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  7 Brand Campaign orProduct Campaign • Two Alternatives – Communicate Brands meaning directly(Wrilpool) – Focus on a particular product(Volkswagen) Service Companies prefer Brand Campaign because of lack of tangibility.
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  8 Choosing a namefor a strong brand • Manufactures make products, consumers buy brands • Pharma Company produce chemical compound but doctor prescribes brands • There is no rule to select a strong name .Any name will do provided that there is a consistent effort over time to give meaning to this name • The brand name must be chosen with a view to the brands future and destiny, not in relation to the specific market and product situation at the time of its birth.
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  9 Brand Name orProduct Name • Choosing a name depends on the destiny that is assigned to the brand – Destined to expand internationally, to cover a large product line ,to expand to other categories – Or – Destined for a limited scope in space and time
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  10 The danger ofdescriptive names • 90 % of the time, manufacturers want the brand name to describe the product which the brand going to endorse • Remember- Brands do not describe products-brands distinguish products • Choosing a descriptive name also amounts to missing out on all the potential of global communication • The brand name therefore should not describe what the product does but reveal or suggest a difference
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  11 Taking the copyphenomenon into account • Any strong brand has its copy or even its counterfeit. There is no way out of this. • Mieva-Nivea • Biscuito-Biscuita • Coca-Cola-Pepsi-Cola • Quick burger,Love Burger and Burger King sounds alike but McDonald’s name is inimitable • Walkman, Xerox, Scotch Syndrome –To overcome this “generism” companies must create an adjective- brand(Walkman Pocket Music Player, Not a noun- brand(Walkman)
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  12 Building Brand foundationthrough opinion leaders • Opinion Leaders-Opinion leaders combine three traits-They are perceived as experts, are endowed with charisma and a desire to be different from others and have a high social visibility
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  13 Creating a hardcore of Ambassadors • Segments - Consumers dislike the brand - Some are not purshasing because they consider the brand is underperforming on a sought attributes - Not consumers without any reasons - Those who like to buy but cannot (no availability, no accessibility, price problem) - buying but switching - who buy more often - those who are involved , engaged with the brand its ambassadors
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  14 Cont… • Paul Ricardonce said-”Make a fried every day” – He never said “ Make a customer Every day”
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  15 Creating Word ofMouth, Buzz • Status is not granted by one self, its given by opinion leaders, experts and the press. • Richard Branson is not an extrovert but he new that by seeking publicity he could avoid spending a lot money on advertising. • Press and media • A buzz has to be created • Look for a difference and disruption-Your job is to surprise, because surprise is what gets people talking