Branding strategy

Branding Strategies
Unit 1 part 3

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-1

Good branding helps the patient recall
the hospital name faster and helps the
target customers to get hooked to the
brand, whereby improving the brand
value"
- Dr Vivek Desai, MD, HOSMAC India Pvt
Ltd, Mumbai.


Branding is all about taking care of
people's emotions and each employee is
a brand ambassador of the hospital
- Dr Nagendra Swamy, Group Director,
Medical Services, Manipal Hospitals


Wockhardt Hospitals Group

Tagline: Differs for all speciality hospitals.
The Mulund Cancer Centre- Add years to life & life to years
Colour: Red - the colour of life.

Logo: Two red wings, flying in an upward direction,
continuous growth.
Brand Mantra: To provide the best in advanced
super-speciality in healthcare
Unique features: The Family Virtual Visit option,
a pioneer in this case, for the relatives of the patients.
In an emergency, when relatives cannot be entertained
in the hospital all the time, this set-up helps to
latest photographs
and reports through e-mail to the relatives.

Hospitals using branding in USA

• Mayo Clinic – Minneapolis, MN
• M.D. Anderson – Houston, TX
• Baptist Health Care – NW Florida
• Children’s Medical Center – Dallas, TX


Mayo clinic

• emotional bond between Mayo and
patients
• •A team oriented, collaborative
approach to patient care through their
Mayo
• Clinic Model of Care.
• Salary compensation of all staff


Marketing

A Brand Team, Legal and the Mayo Board
of Governors actively manages the Brand
and protects it from internal and
external violations
• All employees and associates are
taught to live the Brand with every
• customer and colleague interaction


Steps in
Strategic Brand Management
• Identifying and establishing brand
positioning
• Planning and implementing brand
marketing
• Measuring and interpreting brand
performance
• Growing and sustaining brand value


What is a Brand?

A brand is a name, term, sign, symbol
or design, or a combination of them,
intended to identify the goods or
services of one seller or group of
sellers and to differentiate them from
those of competitors.

Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 10-
10

The Role of Brands

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

11

The Role of Brands

Signify quality

Create barriers to entry

Serve as a competitive
advantage

Secure price premium

12

What is Branding?

Branding is endowing
products and services with the
power of the brand.

13

What is Brand Equity?

Brand equity is the added value
endowed on products and services,
which may be reflected in the way
consumers, think, feel, and act with
respect to the brand.

14

Brand Knowledge

Thoughts Feelings

Knowledge

Images
Beliefs
Experiences

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Advantages of Strong Brands

• Improved • Larger margins
perceptions of • More inelastic
product consumer response
performance • Greater trade
• Greater loyalty cooperation
• Less vulnerability • Increased marketing
to competitive communications
marketing actions effectiveness
• Less vulnerability • Possible licensing
to crises opportunities
17

What is a Brand Promise?

A brand promise is the marketer’s
vision of what the brand must be and
do for consumers.

18

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Brand Equity Models

• Brand Asset Valuator
• Aaker Model
• BRANDZ
• Brand Resonance

22

BAV Key Components

Differentiation

Energy

Relevance

Esteem

Knowledge

23

Figure 10.3 Brand Dynamics Pyramid
Strong Relationship

Bonding

Advantage

Performance

Relevance

Presence
Weak Relationship

24

Aaker Model

Core Identity
Brand Identity
Elements

Extended Identity
Brand Essence
Elements

25

Figure 10.3 Brand Resonance Pyramid

26

Drivers of Brand Equity

Brand Elements

Marketing Activities

Meaning Transference

27

Brand Elements

Brand
names URLs

Slogans
Elements
Logos

Characters
Symbols

28

Internal Branding

• Choose the right moment
• Link internal and external marketing
• Bring the brand alive for employees

29

Figure 10.4 Secondary Sources of
Brand Knowledge

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Measuring Brand Equity

Brand Audits

Brand Tracking

Brand Valuation

34

Managing Brand Equity

Brand Reinforcement

Brand Revitalization

Brand Crises

35

Interbrand’s Steps in Calculating
Brand Equity
• Market segmentation
• Financial analysis
• Role of branding
• Brand strength
• Brand value calculation

36

Devising a Branding Strategy

Develop new brand
elements

Apply existing brand
elements

Use a combination of
old and new

37

Branding Terms

• Brand line • Line extension
• Brand mix • Category extension
• Brand extension • Branded variants
• Sub-brand • Licensed product
• Parent brand • Brand dilution
• Family brand • Brand portfolio

38

Brand Naming

Individual names

Blanket family names

Separate family names

Corporate name-
individual name combo

39

Reasons for Brand Portfolios

• Increasing shelf presence and retailer
dependence in the store
• Attracting consumers seeking variety
• Increasing internal competition within
the firm
• Yielding economies of scale in
advertising, sales, merchandising, and
distribution

40

Brand Roles in a Brand Portfolio

Flankers Cash Cows

Low-end High-end
Entry-level Prestige

41

Marketing Debate

 Are brand extensions good or bad?
Take a position:
4. Brand extensions can endanger brands.
or
2. Brand extensions are an important
brand-growth strategy.

42

Marketing Discussion

 How can you relate the different models
brand equity presented in this chapter?
 How are they similar? Different?
 Can you reconstruct a brand-equity
Model that incorporates the best of each?

43

Branding strategy

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