Brand management - publié le 19/01/2012

Résumé du document

A good brand name should:
- be legally protectable (trademark, copyright)
- be easy to pronounce (spell and written too)
- be easy to remember and recognize (memorizable)
- attract attention of people (target audience)
- suggest product benefits or suggest usage
- suggest the company or product image
- distinguish the product's positioning from the competition

Brand management
- Created after a famous memo in 1931 by Neil H. McElroy, P&G manager
- application of marketing techniques to a product, product line, or brand
- Key process for a brand success or for a brands portfolio consistency

An exemple of successful Brand management
- Danone
- 4 brands represent more than 50 % of the total sales of the group: Danone, LU, Evian et Volvic
- 80% of international sales come from brands that are local market leaders

Extraits

[...] http://www.danone.com/cmscache/MYSESSION~FFD295DD2FB290C4C12571E20038DEB4/CRTF1_ 0.20 E.gifhttp://www.danone.com/cmscache/MYSESSION~FFD295DD2FB290C4C12571E20038DEB4/CRTF1_ 0.1 B08.gifhttp://www.danone.com/cmscache/MYSESSION~FFD295DD2FB290C4C12571E20038DEB4/CRTF1_0.F46.gifhttp://www.pro-int.com/gb/Logo_Aqua.gifhttp://www.marketing-up.com.mx/imgarticulos/nota65-1.gifUntitled-2.JPG An exemple of inefficient Brand Management The Cream nightclub Fashionable place in the mid-90's Decline and closing in the late 90's Reasons of the failure: over-exposure Identity crisis lack of adaptation to new trends Solutions: Be careful to brand extensions Be reactive to new trends and stay ahead http://tbn0.google.com/images?q=tbn:WVHCtWk3l1VkhM:http://upload.wikimedia.org/wikipedia/en/thumb/d/dd/Creamnightclub.jpg/250px-Creamnightclub.jpg Some questions for you Which of these brands belong to the TOP 10 billing ones ? IBM, Mercedes, Siemens, Marlboro What the catchphrase of these Brands ? [...]

[...] Brand Management Untitled-2.JPG A good brand name should: be legally protectable (trademark, copyright ) be easy to pronounce (spell and writte too) be easy to remember and recognize (memorizable) attract attention of people (target audience ) suggest product benefits or suggest usage suggest the company or product image distinguish the product's positioning from the competition. http://tbn0.google.com/images?q=tbn:4o5e2PgQWqIf5M:http://www.berkspeaceinitiative.org/images/pepsi_logo_2.gifhttp://tbn0.google.com/images?q=tbn:mOcPPYvWIeY86M:http://www.woodstockbluesfestival.com/mm/American-Express_logo.jpghttp://tbn0.google.com/images?q=tbn:d1zYaXleJAjzYM:http://www.syna-tech.com/images/sap_logo.gifUntitled-2.JPG Brand Management Created after a famous memo in 1931 by Neil H. McElroy, P&G manager, Brand Management: application of marketing techniques to a product, product line, or brand Key process for a brand succes or for a brands portfolio consistency http://tbn0.google.com/images?q=tbn:PAcxS0gzY8kntM:http://mattus.web-log.nl/photos/uncategorized/proctergamblea.gifhttp://tbn0.google.com/images?q=tbn:PMxHvWY8MXEtPM:http://content.answers.com/main/content/wp/en-commons/thumb/2/26/75px-Neil_McElroy_official_DoD_photo.jpgUntitled-2.JPG Why do Brands matter ? [...]