tài liệu tiếng anh brand extension

Prophet is a consultancy specializing in creating and implementing integrated business, brand, and marketing strategies
We are thought leaders dedicated to advancing the management of brands as corporate assets – applying more than 20 years of David Aaker’s thought leadership in the field, including our most recent book Brand Portfolio Strategy
We have a strong track record of creating quantifiable impact for global companies
Our consultants bring a unique blend of operating, management consulting, and agency experience to our clients’ challenges
Founded in 1992, Prophet’s global network includes offices in San Francisco, Chicago, Hamburg, Houston, London, New York, Tokyo, and Zurich

Brand Extensions:

Determining when and where to extend

your brand into new markets

November 17, 2005

To view the archive of this presentation with voice over, please visit http://www.marketingpower.com/webcast231.php

What You’ll Learn From This Webcast

products and services

Introduction to Prophet

Prophet is a consultancy specializing in creating and implementing

integrated business, brand, and marketing strategies

We are thought leaders dedicated to advancing the

management of brands as corporate assets –

applying more than 20 years of David Aaker’s

thought leadership in the field, including our most

recent book Brand Portfolio Strategy

We have a strong track record of creating

quantifiable impact for global companies

Our consultants bring a unique blend of operating,

management consulting, and agency experience to

our clients’ challenges

Founded in 1992, Prophet’s global network includes

offices in San Francisco, Chicago, Hamburg,

Houston, London, New York, Tokyo, and Zurich

Our clients come from a variety of industries and geographies and

represent a mix of B2B and B2C companies

Introduction to Prophet – Our Client Relationships

More than 30,000 new product introductions will be launched in the marketplace this year,

the vast majority of which will represent

extensions of existing brands…

But fewer than 25% will ever achieve annual retail sales of $7.5 million Setting the Context

Source: Information Resources Inc.

Recent Brand Extensions

Dr Phil’s Shape Up Nutrition Bars

Maxine Magazine Hair Color

Tropicana Ice Cream

The Successes… …And the Failures

Why do so many new products and services fail?

Traditional Model For Driving Business Value

Strategic growth priorities

Organizational Capabilities

Market Opportunities

Most organizations look at an incomplete picture when assessing the

feasibility of brand extensions

Brand Driven Model For Driving Profitable Growth

And many successful companies fail when entering new markets following the traditional model

Organizational Capabilities

Market Opportunities Brand

Sweet Spot

New Model

Organizational Capabilities

Market Opportunities

Brand Relevance

Traditional Model

Case Study – Building Brand Relevance

Starwood Hotels saw an opportunity to leverage its capabilities into a

new, hip hotel franchise; however, they did not have the brand to best

exploit the opportunity

Organizational Capabilities

Market Opportunities

Brand Relevance

 Starwood did have the capabilities to develop and manage first-class hospitality offerings

 The W brand of hotels was created – leveraging Starwood’s capabilities and seizing the opportunity to

create a brand targeted at an under reserved segment

 Starwood did not have the

right brand in their portfolio

to take advantage of the

market opportunity to

create a hip hotel chain

Case Study – Building Brand Relevance

Positioning a new brand to take advantage of a high-growth opportunity

in a competitive sector

Organizational Capabilities

Market Opportunities

Brand Relevance

 NCR Corporation, a leader in ATMs and retail point-of-sale scanners, recognized a major growth opportunity for its data warehouse solutions business unit—Teradata

 NCR had the necessary data warehousing expertise and relationships to launch

a new company

 NCR wanted to increase

awareness and preference

for their data warehousing

unit by effectively branding

and positioning it to compete

with strong big brand

competitors so they created

the ‘Teradata’ brand

Case Study – Developing New Capabilities

After a series of mergers and acquisitions to increase their capabilities and offerings, UBS worked to align its brand portfolio with its corporate strategy and drive greater awareness of the UBS brand

Organizational Capabilities

Market Opportunities

Brand Relevance

 UBS, a leading financial services firm, facing industry consolidation had expanded its operations significantly through a series of mergers and acquisitions

 Furthermore despite a strong market presence, there was a lack of awareness and

familiarity in many key markets—so its brand strength did not match its

 UBSs strategy of growth

through acquisition had

resulted in a complex brand

portfolio, which limited its

ability to pursue an

integrated business model of

cross-group synergies

Case study

IBM had the brand to penetrate the technology consulting market, but did not have the required organizational capabilities

Organizational Capabilities

Market Opportunities

Brand Equity

 Acquired PWC Consulting for its capabilities – to complete the package –and immediately rolled PWC into the IBM brand

 Although there were several competitors, no one was able to handle full-scale technology integration like IBM believed it could

 IBM had perceptual

credibility from the

market to further

penetrate the technology

consulting category

Case Study – Creating New Markets

Apple had a powerful brand and abundant capabilities to move into the emerging market of digital music

Organizational Capabilities

Market Opportunities

Brand Relevance

 Apple had untapped technological and user-experience capabilities

 Although there was an emerging opportunity in the digital music market, no one had made it simple or affordable enough for critical mass

 Apple had established a

strong brand that stood for

creative excellence and

superior usability

Case Study – Creating New Markets

Boeing saw an opportunity to revolutionize the way we work,

communicate, entertain ourselves and relax while mobile

Organizational Capabilities

Market Opportunities

Brand Relevance

 Boeing created a separate business unit made up of many seasoned Boeing employees, which combined with the expertise of wireless internet business they

acquired, made-up the capabilities they needed

 Boeing, by leveraging their capabilities and relationships, seized the

opportunity to revolutionize the way

we work, communicate, entertain ourselves, relax while mobile, and meet the needs of a previously underserved segment

 Through customer insights,

Boeing learned that their

brand alone did not have

the brand equities for this

new business and

Connexion by Boeing was

born

Organizational Capabilities

Brand Relevance

Market Opportunities

Brand Driven Model For Driving Profitable Growth

Building New Brand Relevance

Developing New

Capabilities

Creating New Markets

Our focus

for today

Examples of Successful Brand Extensions

Brand Existing Category Association New Category

Approach for Determining Brand-Relevant Extensions

Validate Concepts

Create Guidelines

Determine Key Associations

Potential Themes

ON THE GO SPLURGE

Filters

 Market Growth &

Attractiveness

 Internal Capabilities

 Competitive Landscape

 Company Resonance

 Customer Resonance HEALTH NUT

LOUNGE & LINGER

One way to start is by conducting a series of ideation sessions to

develop brand extension concepts

ILLUSTRATIVE

Determine Key Associations that Define

the Brand as it Exists Today

Sample Questions

 Who do you view as providing products for this occasion?

 What do you think about Brand X for this occasion (strengths, weaknesses)?

 What would you think if Brand X were to offer a product for this occasion?

 What is important to you when selecting what to serve for this occasion?

Develop Proxies for the Key Associations

Discovered in



Proxies

Turn each association into a continuum of attributes and benefits that

range from “close in” to “far out” relative to where customers perceive

the brand to be today



Use associations from first round of consumer research to generate concepts for extending the brand, and test with consumers for relevance and brand fit

Validate Concepts



Team evaluates the associations revealed in step one of brand extension, prioritizes them based on pre-agreed to criteria (e.g.,

alignment with business strategy, ability to execute, resonance with target, etc.), and then develops concepts for the next wave of

Current Brand Associations

Determined in Step One

Concept: Easy & Nutritious

A company that provides healthy meal options that are high in nutritional value and require little work to prepare

Concept: Powerful Flavor

A company that uses high quality ingredients

in interesting combinations to provide flavorful main courses

Test concepts to understand customer rationale for why an idea

Comfort Food Dinner

Heat & Eat Frozen

Convenient

Family is eating nutritious

ILLUSTRATIVE

Create Guidelines for Effective Ongoing

Complete Meal Partial Meal Single Item

Frozen Refrigerated Shelf-Stable

IMPORTANT

IMPERATIVE

High Fit

Low Fit

Protein Meal Component Temperature State

Any new product opportunity must score “high fit” on at least one of these three criteria to be considered “brand relevant”

ILLUSTRATIVE

This is a marathon, not a race

 You’ll need understanding and recognition from the executive team that brand building and successful extensions are more than one year of new advertising - they can be a multi-year transformational journey

 Be sure to complete all of the steps to ensure follow through and increase the likelihood of success

Set Your Path Forward

 Your brand extension goals (e.g., revenue growth, brand-building, etc.) should be clearly defined as early as possible to ensure that executives agree and

employees are on-board and can support launch efforts and ongoing brand management

There is a lot at stake

 Your brand’s equities will affected based on how your brand extension fairs – if it

is a success, brand equities will be reinforced and may be expanded

Include brand relevance

 The only way to ensure that the new product or service adds to your brand’s strong equity is to include the all-important 3rd component of the credibility footprint – brand relevance

 Yes, it increases the time, effort, and money required, but the investment will be worthwhile if your brand extension is a success!

Building Great Brands and Businesses

Judy Hopelain Partner (415) 677-0909 x2817 jhopelain@prophet.com

Questions?

www.prophet.com