Brand and Product Management Course Era Course Notes
Introduction to Brand and Product Management
o No of Product launched each year 33K
o Failure Rate is about 75-90%
o Reasons of Failure
Lack to meet market demand -> Mossquito Magnet
Lack of Product architecture/expenditure -> Windows Vista
Product made in Limbo- Coke C2 only half the calories
Users not able to understand the product
Evolutionary Product which do not set the present needs or are not that
feasible technologically
o Thus we need management of Product and Brand
o Module 1 : Product & Brand Management
Brand provide:
Promise
Safety
Strategic Asset
1.1 How to classify new product and what is the product mix?
o Conveinience , Need or high specialy product
o Need or no need product
o Functional Benefits or Emotional Benefits
o Tangible Products or intangible Products
We should use more than one of the above dimension mentioned above that way we can
determine the categaory of the people
Number of Product line that a company released should also be considered, what the
customer type the product line target will also be different. In a single product line we can
have multiple products for multiple kind of peoples
1.2 What is a product life cycle?
o Prodcut is like a human being, it has four stages Introduction / Growth / maturity/
Decadency
Niche Prodcut, a lot New competitors All competitors are
Change in
of risk, but can come in.. looking at coming, growth
technology, change
capute and take the scope of the only comes in new
in the culture,
lead market , reducing population, through
the price of offering new models and
and taking it to the brands eg
next level additional services
to keep the market
like in a phone
How to manage market strategy?
o Always decide in which phase the product is and then take the steps further
This worls best in ecomonies of scales
Best when we are good in the field and want to maintain the market share and presence in
the market
This can be a risky approach because one thing successful in one location may or may not be
successful in the other market
This is also a risky strategic because here they are also entering a new domain, enetering a
new domain can be done organically i.e starting from the scratch or by an aquiisiont
1.4 How to Caluclate demaind of your product
o Makert Volume – Number of buyers * quantity of your required acquired in a given
period
o Market Valu = Market Volumne * Average Price Paid per Unit
o In cases when data is not available , do a primary market research :
Get the Volume
Price
Age Group
Working
Population Growth etc
o Now determine what percent of that market can the company or the producT can
capture
o If the same thing does not exists try making parallels with other things so that we
can get some idea on how the things can or may work out after the development of
the product
1.5 How to develop and launch new product
o Key Success Factors ask the below questions:
1. Listen tp the customer along the way and keep in touch
a. Make sure we do not confirm to existing thoughts and values, something might
change as we move ahead
b. Make sure that we take detailed survey
2. Get everybody onboard – including those areas where the functions not directly involve in
the the development process because those also soemthime may take good amount of time
3. Set go/no go milestone with speficic decision making in criteria and stick to it.
4. Consider the competitive advandaate of your own company htat would vary from the size
of company, the culture that they have, the kind of technology they use etc.
5. Generate a business case THAT SUARISES THE CONCEPTS VIABILITY
a. Take all scenarios from the best ase scenario or the worst case scenairios
b. The amount of the risk are we taking etc.
Define the product pipeline
1. BCG Matrix
Product Map:
What is a brand and why do you need one?
o Trust
o Loyalty
o Brand Value
o Motivation & Direction for the Team
Input for developing a Brading
o Brand Strategy
Business Strategy
Inplications for the brand
Finnancial Objectives
How will it help the company to build better and faster
o Brand Image
Existing Perception via Survey. Focus Groups etc
o Market Trands
They have an impact on the customer and the brand onverall for the good of
the company
Look at Sales Value / Retail or their habits to determine the kind of the
product we will be selling
o Customer Analysis
This will give an idea on how to realese the product
How are the customers motivated
Which attracts the customers
Use the 5 Why Strategy? To come to an answer
o Competitve Analysis
Define the Competitive Set
Indentifyt how the competitioes position their brands in the minfds of the
customer
Dissect the different elements of ther positioning
We will be comparing in via two methodology
Differentiatinng the benefit or the attributaes
o Unique elements that convey what the brand market
represents in the market place
o Benefit is the customer perspective of things and
atteibutes is the technical aspect eg like Nylon Rubber
Foam seat is an attribute which the customer might not
understand but the confort is a benefit that he.she might
get
Reasons to Belevie
o Outline the proof of point or what the brand is clainming to
credibly deliver on the positionin
o You can use the numbers etc
We can make a position map and then check on to the things if we need to do something or not.
The area that are clean we can position our brand at that position and the nrealise the potentioal of
the same.
Model to Develop a Brand Strategy
o David Acker’s Brand Identity Model
Centre is the Brand Essence (Be the Best.. The main Tag Line)
Flesh: Values (Quality/ Ease of Use)
Skin : Exetended Identity (Inspiring / Challenging i.e A personality Type)
Brand Essence is not a slogan or tag line these are created keeping the basic brand value and
ethics in mind.
These are the basic core features that are expected to be delivered from the brand. If they
are not able to deliver these they will be doomed and unable to complete it.
Brand Values
o These can be same for different firm but how the proceed onto it can be different.
o Eg innovate can be something important and brand value for manuy like Apple and
Virgin Ztlantic but the they innovate in a very different wway
Translating the Brand Value in Brand Essence and Position statement
o Position determines how the brand is passed and explain to the customer and
investoers
o Test / Make few qualiltative Ideas and then try to impolement on Quantitative Ideas
to proof and validate them.
Evaluating the brand strategy
o Relevency to client and share holders
o EBing different and distinctive vs the competitiors
o Perception that they can fulfil the promises .i.e credibility
o Strtegic Fit I,e if the brand is there and have a strategic fit
What is Brand architecture and Why do you need it??
o To achieve clarity , synergy and leverage by optimizing the hierarchy , linkage and
identity systems of brand in a portfolio
o To determine if we need a new Brand, New Name or we can give the Old Company
name to a new Product itself
o Brand Equity
it is the intaginble value of the brand
the value of good will , the brand essence etc
Models of Brand Architecture
Brand F that does not come under the main branch is a separate brand in itself
Ingredient Brand : Intel INSIDE (Inside is the brand ingredient they are using)
Sub Brand : CORe (Sub Brand)
Corporate Brand : Intel
Brand B endorsed by Brand A : Eg Liption is endorsed by Dell, since they have some share in it also
matches there reputation in their vision.
Brand Architecture Model
Branded House
Cisco
o It give the positive benefit across the brands
o Give the boost to the product initial sales as initial trust needs to be made
o It enable the strengthen the equity of the brand
o To decide if we want to go to different brand or not we will have to check with the
kind of customers we are dealing with and the scope they provide
o We need to if the users will be more confused or more determine if we increase the
pricing/ range of prduct under the same brnd
House of Brand Model
o When a single company has multiple brand which are catering pwople of different
age and different customer type
Cretria for disusiion
Do we have the resource to do the thing
Do we really need the separate brand
Hybrid Brands
Takes the advantage and disadvantage of both
How to build Brand Architecture
o 4 Step Process to determine the Rband architecture
Current State Analysis
o Take survey from the cutomer on how they feel
o Get an indea from both the internal and external factors
o Solution Selling Vs Product Selling
o How customers Group and sit together
Develpoment of the Alternatives
o Brand(Perosnality) / Equity (Operation Things) / Customer should be the criteria
o See the hierarchy of the brand and products etc
Evaluate
o Decide a Brand Architetucre Model
o Take the Step 1 & 2 steps for the final consideration
Toolbox and Migration Plan
o Decide a step by step plan for thenext 6 -12 month
o How the flow will change from one brand to other
o How the marketing be done
o Consider all the knitty gritty here so that the brand comes up with flying colors
Top 5 indicators of an Architecture Issue/ Opprtunity
o Bradn are cluttered and confusing both to the customers and the empoloyees
o There is internal system for managing new brand
o When there is not clear pan for any new acquisition etc
o Not getting enough leverage fro te key brands such as the coporate or potentially
differentiating ingredreindt for the brand
o Brand Architecutre is not aligned with the busenss ir the set up to all the company to
expolire new growth opprtunutues
Things to consider while naming your brand
Making a Brand Portfolio Strategy
Brand portfolio heps to determine the strategy to convert the brand into a profit for
bottom line and top line
How to develop brand portfolio?
o Check for the Brand Overlap
o Check for the Business Resources
o Check for the difference in brand and can the brands be merged without impacting
the Sales much
o Hypotheses of Multiple Scenarios
o Build A fact base
o Build a Customer Insights
o Cresting Road Map Scenarios
o Developing a Road Map for the above
How can we manage a Brqnd portfolio?
o Protect : Will expanding into the segment wuth this brand canabilize existing sales?
Could or should we use a different brand ??
o Building : How can we grow the revenue without impacting brand equiry
o Elverage : Which brand should we use to expland into a new catergory
Will partnership branding agreement enhance or denigrate the brand’s
equity?
Scattered Priority : Meaning there is a vague image, we need to make a brand, to merge
some of the brach etc
Can my brand travel? Where to? How to prioritize markets/Opportunities?
Indicators of Portfolio Management Issue??
o Revenure Groeth
o Losing Market share to new brands
o Increase spend on markets
o No clear brand – driven growth platfroms to fuel future growth
o Overlappong Brands
o Inefficient Location of Brand
o Recent Merger and acuisitoin activity with too many brand which are almost on the
same scale.
The customer ecperience journey
o Unique Customer Experience
o Branded customer experience
Purchase Funnel:
o Customer Research Brand:- The customer are aware of your brand in your product
segment
o Consideration Stage
o Feedback
o Loyalty
Purchase Funnel differs from a industry to industry
Now a day because of social media, the process is sometimes no more a funne
The touch point Concept
o The direction map on how the Blueprint will be converted to a actual plan
Roles of different touchpoints
o Branded Differentors
o Signature Items : Visual / Specify view for a brand
o Category Redefiner : Things that are not delivered by the other brands
o Guest Expectations : like additional point which help the customer : Wifi/ Grab n Go
Brekfast etc
Implementing Brand at specific touch point (Eg Hotel)
Brand Education and Training Program:
Embedding the Value THrought the Brand in the Employee:
2. Measure and Reward Brand Behaviour
a. We should reward the people who are motivating/ are brand
ambassador
b. This would make the employee more motivated and spread the word
i. Phases are :
1. Hearing
2. Beleiveing
3. Living
3.
