7_m603F10rb_extarch

7_m603F10rb_extarch - Brand Extensions and Architecture 1...

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Brand Extensions and Architecture 1 STRATEGIC BRAND MANAGEMENT Flow of Course Topics When Does Brand Equity Create Value? • Why brand equity can pay off • Conditions and reasons for brand equity pay-off What Makes Brands Strong? • Learnings from the best brands • Research Evidence • A framework and road map Building Brand Equity • Element-by-element: AwI, PQ, Ass, L • Strategic planning and targeting: •Customer © Rajeev Batra 1 • Competition • Company • Tools, tactics, cases • Business-to-Business • (Global Branding) Leveraging Brand Equity (ROI) • Brand Extensions for growth • Brand Architecture • Guarding and monitoring the brand • Brand valuation issues reduced Leveraging Brand Equity for Revenue Growth: Brand Extensions © Rajeev Batra Rajeev Batra Ross School of Business University of Michigan
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Brand Extensions and Architecture 2 * * * Make vs. outsource/license
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Brand Extensions and Architecture 3 Licensing Other Examples? = 70% (?) of all “new”products Why?
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Brand Extensions and Architecture 4 Types of Brand Extensions Same product in new form Jell-O Pudding Pops (frozen pudding on stick); Tide on stick “Ideation” Same ingredient/expertise in new category Ivory mildness in shampoo; A&H Baking Soda Toothpaste Honda small engines into lawn mowers, airplanes Porsche designer image in sunglasses, radios, pens Companion/complementary products, same consumers © Rajeev Batra 9 Dunkin Donuts/Krispy Kreme coffee Substitute products, same consumers VISA credit cards, debit cards Strategizing Growth Possibilities – What does my brand evoke in people? (VICL…) ± Benefits » Concrete: Intel=microprocessors » Abstract: Dove=Soft; Tylenol=Safety; IBM=for big businesses; » Evian natural mineral waters = purity (from the Alps), vitality, natural (untouched by man), tranquil, luxuriating => Evian Spa = urban sanctuary, serene environment © Rajeev Batra 10
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Brand Extensions and Architecture 5 Source: Keller book Strategizing Growth Possibilities – What does my brand evoke in people? (VICL…) ± Benefits » Concrete (Intel=microprocessors * Concrete (Intel=microprocessors) » Abstract (Dove=Soft; Tylenol=Safety; IBM=for big businesses) – *Where else might these equities “fit”? – More abstract associations are more extendible ± Tylenol, A&H…, Ralph Lauren…, Porsche…, luxury © Rajeev Batra 12
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Brand Extensions and Architecture 6 Virgin Brand National Geographic *
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Brand Extensions and Architecture 7 Strategizing Growth Possibilities – What does my brand evoke in people? (VICL…) ± Benefits » Concrete (Intel=microprocessors * Concrete (Intel=microprocessors) » Abstract (Dove=Soft; Tylenol=Safety; IBM=for big businesses) – Where else might these equities “fit”?
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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7_m603F10rb_extarch - Brand Extensions and Architecture 1...

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