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Module 5

Asian brands

Asian brands have established themselves as strong global players - most notably in the consumer electronics

and computing (think South Korean powerhouses Samsung and LG as well as Sony! and automotive (think

"oyota Kia #yundai! sectors$%urthermore &apan acts as an e'ception in itsel - as a nation it has shown an ability to produce great brands

both in the two categories mentioned above (e$g$ )anon Sony #onda *intendo! but also in categories where

other Asian nations have oten struggled (e$g$ +ni,lo or ast ashion Asics or shoes and Asahi or beer!$

"o become a global brand a need to understand the undamentals o branding is a given beyond that we

believe Asian companies need to identiy how they can leverage what is truly uni,ue about them - which in

many cases will be driven by the act they are Asian and not .estern - and bring that to the global market in acompelling way which dierentiates itsel rom its .estern competitors$ "he /glass hal ull/ view is that as

there is a lack o compelling global brands with positionings that relect Asia/s rich culture and heritage there is

an opportunity to /own/ that space in any number o categories$

Some e'amples o brands who have eectively leveraged their Asian heritage include &apanese ashion retailer+ni,lo which has embraced its &apanese origins in a distinctly modern way and 0anyan "ree #otels and

1esorts which has used Asian themes to distinguish itsel rom the oten generic branding evident in mostglobal hotel brands$

So embracing Asian heritage - and not trying to be like e'isting powerul .estern brands - we think is a key or

Asian brands looking to succeed globally$

A brand audit is a thorough e'amination o a brand2s current position in an industry compared to its competitors

and the e'amination o its eectiveness$ .hen it comes to brand auditing ive ,uestions should be careully

e'amined and assessed$ "hese ive ,uestions are how well the business2 current brand strategy is working what

are the company2s established resource strengths and weaknesses what are its e'ternal opportunities and

threats how competitive are the business2 prices and costs how strong is the business2 competitive position in

comparison to its competitors and what strategic issues are acing the business$

Generally when a business is conducting a brand audit the main goal is to uncover business2 resource strengths

deiciencies best market opportunities outside threats uture proitability and its competitive standing in

comparison to e'isting competitors$ A brand audit establishes the strategic elements needed to improve brand

position and competitive capabilities within the industry$ 3nce a brand is audited any business that ends up

with a strong inancial perormance and market position is more likely than not to have a properly conceived

and eectively e'ecuted brand strategy$

A brand audit e'amines whether a business2 share o the market is increasing decreasing or stable$ 4t

determines i the company2s margin o proit is improving decreasing and how much it is in comparison to the

proit margin o established competitors$ Additionally a brand audit investigates trends in a business2 net

proits the return on e'isting investments and its established economic value$ 4t determines whether or not the

business2 entire inancial strength and credit rating is improving or getting worse$ "his kind o audit also

assesses a business2 image and reputation with its customers$ %urthermore a brand audit seeks to determine

whether or not a business is perceived as an industry leader in technology oering product or service

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Brand Management

innovations along with e'ceptional customer service among other relevant issues that customers use to decide

on a brand o preerence$

A brand audit usually ocuses on a business2 strengths and resource capabilities because these are the elements

that enhance its competitiveness$ A business2 competitive strengths can e'ist in several orms$ Some o these

orms include skilled or pertinent e'pertise valuable physical assets valuable human assets valuable

organiational assets valuable intangible assets competitive capabilities achievements and attributes that

position the business into a competitive advantage and alliances or cooperative ventures$

"he basic concept o a brand audit is to determine whether a business2 resource strengths are competitive assets

or competitive liabilities$ "his type o audit seeks to ensure that a business maintains a distinctive competence

that allows it to build and reinorce its competitive advantage$ .hat2s more a successul brand auditseeks to

establish what a business capitalies on best its level o e'pertise resource strengths and strongest competitive

capabilities while aiming to identiy a business2 position and uture perormance$

0rand 1evitilisation61elaunch

:: WHAT IS REBRANDING & BRAND RELAUNCHING ?

Rebranding and relauncing can !a"e #an$ guises %r# !e c#'le!e (lesale cange % a c#'an$ r

'rduc!) inside and u!) including na#e) cul!ure) *alues) bea*iurs) !ne) *isual clla!eral and all !a!

en!ails (i! n cnnec!ins ! !e legac$ en!i!$) ! s#e!ing less dra#a!ic and % a #re e*lu!inar$

na!ure+

In eac ins!ance !ug) !e cange ! (a!e*er degree) a%%ec!s a cange in !e #inds % !e !arge!

#ar"e! in !er#s % !eir 'erce'!ins % !e brand+ Ta! cange is a 'rcess % gi*ing a c#'an$) 'rduc!

r ser*ice a ne( i#age in rder ! #a"e i! #re success%ul+

7ositioned and developed correctly brands oer a #eans % genera!ing sus!ained gr(! enabling companies

to carge a 're#iu#$ 8,ually they also assist a company to resis! r bunce bac" %r# c#'e!i!r a!!ac"$

Brands are "e$ ! a c#'an$,s lng-!er# sur*i*al and #ar"e! leadersi'$ Accountants and auditors the

world over calculate the value o brands when determining book values on the company balance sheets$ 4n the

case o strong brands the brand can be 9:; -

.+ Rele*ance:

0rands need to stay relevant to their target market to keep up with the times and keep pace with changing

customer needs (e$g$ services accessibility convenience choice changing trends technology!$ A brand !a!

as bec#e ld-%asined in !e e$es % i!s audience is in danger % s!agna!in i% n! alread$ in a s!a!e %

ersin and lss % #ar"e! sare+

/+ C#'e!i!in:

4n a ast moving environment with aggressive competition rebranding may be re,uired to change the oering to

the market in order to create a more compelling reason to buy in the minds o the target audience$ Rebranding

CET MBA Module 5 Prepared by Belli P K

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Brand Management

can be used as a #eans % blc"ing r u!#aneu*ring c#'e!i!rs r a (a$ % andling increased 'rice

c#'e!i!i*eness+

0+ Glbalisa!in:

Sometimes rebranding is re,uired because o globalisation where the same product sold across multiple marketsis inconsistent or dierent e$g$ Marathon/s change to Snickers 3pal %ruits change to Starburst

1+ 2ergers & Ac3uisi!ins:.hen two entities combine there are typically two uni,ue audiences let to communicate with$ Sometimes this

can re,uire a rebrand or relaunch in a way that will appeal to both$ 4n other cases one o the brands may be moredominant re,uiring more o a revitalisation or reresh with it becoming the sole dominant player$

4+ Inn*a!in:

"echnology is constantly evolving and the rate o change oten e'ponential$ 4 a brand is technology related e$g$

internet sotware hardware and the product oering constantly innovating then a rebrand %re3uen!l$ %ll(s

!e na!ural and %as! ra!e % cange+1ebranding or revitalisation becomes an outward e'pression o the

companies evolution and ensures the brand/s cange ungr$ cus!#erskeep coming back to see =what/s new=$

5+ Re'si!ining:

"aking a brand to a new position is an involved process e$g$%r# an ecn#$ 'rice %ig!er ! 're#iu#

'si!in)and invariably re,uires a rebrand to signal a change in direction ocus attitude or strategy to its target

market$ Also again rebranding used as a #eans % blc"ing r u!#aneu*ring c#'e!i!rs r a (a$ %andling increased 'rice c#'e!i!i*eness+

6+ Ra!inalisa!in:

1ebranding can be used to decrease business development and operational costs or a way o cun!ering

declining 'r%i!abili!$ r cnsu#er cn%idence$ 4t can also be used where there are comple' and

sometimes cn%using #i7es % 'rduc! 'r!%liswhich re,uently undermine the brands impact (along with

considerable advertising branding clutter and media prolieration! all o which causes brand

incngruenceand audience %rag#en!a!inand conse,uently badly needs cnslida!in !rug rebranding

! acie*e brand i#'ac! and s!rng gr(! again+

8+ 9u!gr(!:

.hen small companies grow into bigger entities they and6or their products re,uently re,uire a rebrand orrevitalisation to meet the needs o the bigger business$ "ypically smaller companies start with more modest

brand oering due to budget restrictions which are inade,uate to meet the needs o a bigger more sophisticated

business and a rebrand is re,uired$

+ Legal Re3uire#en!s:

3ccasionally legal issues may arise that re,uire a company to make changes to their branding such

as c'$rig!issues or ban"ru'!c$e$g$ similarities between naming and designs$ %or e'ample "he &elly 0ean%actory became "he &elly 0ean 7lanet in 4reland to ensure dierentiation rom the +SA brand &elly 0elly$

.;+ 2rale & Re'u!a!in:

4 a company brand has demoralised employees or conused customers then a rebrand may re,uired$A !rug rebrand 'rcesswill work to unearth the issues that need addressing and could be solved through

key changes including a completely new look and eel to the organisation$ A rebrand in this instance cani#'r*e a brand,s c#'e!i!i*enessby creating a common sense o purpose and uniied identity building sta

morale and pride as well as a way o attracting new customers enhancing relationships with e'isting customersand attracting the best talent to the business$

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Brand Management

1ebranding can be categorised to include one or a combination o all the items listed>

a!new brand nameb!brand identity (brand logo! trademark tagline or slogans

c!graphics brand imagery online presencei$e$ website %acebook pages etc$

d! company or product livery uniorms stationery digital presentations

e!packaging!product displays e'hibition stands signage ? wayinding systems

g! e'terior and interior design

h! advertising on and oline

i! movies video and show reels

@! new product launches dierentiations e'tensions or enhancements

k! a change inbrand proile values mission goals story message promise oerings personality emotionbehaviours tone o voice culture brand e'perience customer care

l! potential change in target marketbrand positioning brand architecture

$$$and more

REAS9NS N9T T9 REBRAND

.hile the debate in term o pros and cons on whether to rebrand or not can be as comple' as the process itsel

the ollowing reasons not to are largely worth relection too$

.+ A $ung brand:

4 a brand has only been on the market a short time e$g$ years bearing in mind time can be measureddierently depending on your market6industry then it/s probably premature to rebrand$ 4t takes time to build a

brand and evolve it into something authentic and meaningul to its target audience$ 1ebranding to =sell= more in

such instances might be better served by a dierent approach to marketing or a new campaign unless thee'isting brand solution is very lawed$

/+ Cange %r !e sa"e % cange:

4t/s not a good idea to rebrand @ust because =you want to= or because somebody wants to stake their ne't career

move on a rebrand$ 4 there is no compelling commercial reason e$g$ new innovation behaviours culture and all

the other reasons mentioned above then the target audience will be let with an empty e'perience$ 3n top othat you/ve wasted a lot o money B

:: T9< REBRANDING 2ISTA=ES T9 A>9ID

.+ D n! !in" branding r a rebrand %r !a! #a!!er is us! !e lg) s!a!iner$ r cr'ra!e clurs in

isla!in+

8ective branding encompasses both tangible and intangible elements a large part o what have been listed

previously e$g$ target audience customer e'perience and perception product ,uality look eel online and

oline environments customer acing sta the tone o all communications both visual auditory and writtenetc$

/+ Dn,! cling ! !e ld unless i! as "e$ brand 'r*enance !a! is s!ill rele*an! ! !e curren! !arge!

#ar"e!+

7owerul rebranding means being connected to what really matters to your bulls eye customer$ Con/t assumebecause it worked in the past it/s still relevant now$ 1esearch review and analyse changes in your target market

when investigating new opportunities or repositioning e'pansion or revitalisation$

0+ Dn,! *erl" e7is!ing brand e3ui!$ and gd(ill+

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Brand Management

4gnoring brand e,uity when rebranding can alienate e'isting customers and potentially damage a brand/sperception$ A massive overhaul may be e'cessive when a smaller evolution would be more appropriate$ 8nsure

you are ully up-to-date on the mindset and needs o your target market beore engaging in the process$

1+ Dn,! %rge! ! s!e' in! $ur cus!#er,s ses+

#ire a secret shopper with a proile that matches your target market and have them engage with your brand at

all relevant touch points e$g$ ring your receptionist with an en,uiry navigate your website buy your productsmake a customer complaint to see how its handled or not as the case may be$ #ave them record their

e'periences in detail and report back$ 7erceptions internally are oten a mismatch to reality on the ground$ 4t canbe very revealing and is an essential aspect o your rebrand research and analysis$

4+ Dn,! rebrand (i!u! researc+

#ow much do you know about your current and prospective customers (needs wants loves hates behaviours

etc$!$ .hat is their compelling reason to buy D "hey should be ront o mind when creating new solutions andrevitalising old ones too$ "hey are your ultimate litmus test$

5+ Dn,! !rea! $ur rebrand su'er%iciall$+

A rebrand must be authentic and believable throughout internally and e'ternally$ 4t must be a liveable story that

meets and e'ceeds customer perceptions and e'periences$ 4t must hold credibility and deliver down to the lastdetail both amongst your day-to-day sta and target audience or it/s largely tokenism a waste o time and

money$

6+ Dn,! rebrand (i!u! a (ell !ug! u! 'lan+

1ebranding re,uires clearly deined bries to keep everyone on track as the pro@ect evolves$ Eour plan should

include every aspect o the rebrand e$g$ situation analysis ob@ectives target markets budget resources timerames appointed pro@ect leader known parameters approval structures stakeholders and metrics or assessing

results$

8+ Dn,! *erl" !e basics+

#aving a stunning website market materials physical environment or amaing product solution is wasted i the

undamentals o your customer services sucks$ 8,ually i your brand purchasing or processing e'perience allsshort the brand becomes undermined$ Keep all your customer touch points and basic interactions in mind as

much as the more glamorous aspects when rebranding$ 1eview ine tune and improve and don/t underestimatethe ordinary essentials they are @ust as important$

+ Dn,! *erl" %eedbac" %r# cus!#er %acing s!a%%+

"he sta who interact with your customers on a daily basis can yield valuable inormation and insights into

your target market$ "his is where customers are typically at their most candid and the inormation garneredrom the real world is @ust as valuable i not more in some cases then other orms o research$

.;+ Dn,! !in" $u,re ! s#all ! rebrand+

8very brand needs revitalising to stay relevant as markets evolve whether the brand is a global multinational or

smaller national brand even non-proits and artisan brands are not immune$ Like larger brands smaller brandshave target markets positions etc$ that need to be kept relevant and enhanced$ "hey too have to move with the

changes o their market and customer preerences or disappear into the mists o time$

Brand *alua!inis the @ob o estimating the total inancial value o the brand$ Like the valuation o any

product o sel review or conlicts o interesti those that value the brand also were involved in its creation$FH"he 4S3 :IIJstandard sets out the appropriate process o valuing brands and sets out si' key re,uirements

transparencyvalidity reliability suiciency ob@ectivity and inancial behavioural and legal parameters$ 0rand

valuation is distinguished rom brand e,uity$

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Brand Management

Te Cs! A''rac

"he cost approach measures the value o a brand as the cost invested in its creation and development$ "he idea

being that an investor would not pay more or a brand than it would cost to recreate or replace it$ #owever

since this approach is based on retrospective data it does not consider a company/s uture earnings$

Te 2ar"e! A''rac

"he brand is valued based on what others in the market have paid or similar assets$ .ith so ew brands being

bought and sold using this method may be as diicult as inding a recent sale o another brand with a similar

awareness strength or economic and legal situation against which to benchmark$

Te Inc#e A''rac

"his approach measures the value by reerence to the present value o the economic beneits received over the

rest o the useul lie o the brand$ "here are I recognised methods o the income approach$

$

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Brand Management

+ses o brand valuation

value reporting

licensing

dispute resolution

legal transaction

accounting

strategic planning

management inormation

ta'ation planning and compliance

li,uidation

litigation support

Callenger brand

Carac!eris!ics % callenger brands

Apple 6 irgin 6 #ert 6 Swatch 6 0ody Shop etc

Ambitions that outstrip their available resources> Always looking or ways to do more with less

Are highly creative and nimble$ 3ten challenge the establishment by coming up with innovative

products and services - and ways to market them

#ave a clear sense o themselves and intensely and consistently pro@ect their point o view in everything

they do

Stand out rom the competition by their intensity and conidence in themselves

Staying at number one (eg> local marketplace! means thinking and behaving like number two$

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7epsi v )oke$ irgin Atlantic v 0ritish Airways$ Avis v #ert$ "hink o the term challenger brand and these are

@ust some o the /challenges/ that come to mind$ #istorically challenger brands are the underdogs taking on

their category leaders in the strive or market dominance$ Some have even speciically traded on this second-best identity Avis/ /.e "ry #arder/ campaign was built around its status as the second-largest car rental

company ater #ert$

0rand design is key to any identity as a challenger as it Nneeds to show that the challenger brand represents theliving embodiment o changeO e'plains Eael Alaton strategy director at 7earlisher$ N"he design needs to

provoke seduce and transorm$ Simplicity is key$O

N)hallenger brands bring about change and progress$ "hey create the new and deine the way orward$

)hallenger brands are about provocation seduction and transorming a category$O

Branding r Brand is cnsidered i#'r!an! n! nl$ %r c#'anies bu! !e$ carr$ e3ual i#'r!ance %r

cus!#ers r cnsu#ers als$ %rom consumer or customer point o view brand becomes important or various

reason let us e'plore some o them$ 0rand or a customer will indicate commitment towards ,uality rom sellersthere by reducing time spent in coming to a purchase decision$ 0rand or companies will indicate a sort o

benchmark in ,uality as well as customer e'pectation a point o dierentiation rom competitors and a steady

stream o proit$

*ormally we associate branding rom point o view common mass and products or service displayed in malls

and supermarket$ #owever there e'ists another market where branding is e,ually important and that is business

to business market$ "his is reerred as corporate branding which is again a challenge as decision makingprocess or purchase order is way dierent compare to individual$ #ere survival o organiation as well as

individual will be at stake$ "he key lies in developing a brand or corporation where in which other business can

be conident o$

Modern globalied technology driven world has thrown new challenges to branding$ )ustomers6consumers

have more access to inormation than ever beore$ 4nternet has become a strong tool through which product

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Brand Management

inormation prolierate raising e'pectation bar or companies$ )ompanies have responded to this challenge byimprovising in the way they run their marketing campaigns by e'ploring new avenues to showcase their

products$ Like or e'ample sponsorship o events and teams or association with social cause$

4n a given market innumerable products and services are oered by dierent companies$ "he identity developed

or this product and services over a period o time through marketing strategies sturdy perormance etc is

reerred to as brand$ A stage is reached where brand become synonymous with product e$g$ - coee-Starbucksdonut-Cunkin Conuts online retail-8bay etc$ "his process is called strategic brand management$

Sus!ainabili!$ brand

Sus!ainabili!$ brandsare products and services that arebrandedto signiy a special added value in terms o

environmental and social beneits to the customer and thus enable the dierentiation rom competitors$ FH

FHSustainability brands dierentiate them sel rom Green brandsby their capability o resistance to the

accusation o green washing

Sustainability branding is the process o creating and maintaining an identity o a speciic product service or

business that relects special added value in terms o environmental and social beneits$FHA brand is only

perceived as being sustainable i it can credibly convey sustainability beneits which are noticeable by andrelevant to the consumer$FH

3pposed to the term green brands which mainly ocuses on environmentally sound business practices

sustainability brands additionally acknowledge the social dimension o providing products and services$ "hisentails among others health and saety issues resulting rom direct or indirect product use (consumption level!

as well as the conditions under which a particular product is produced (production level!$ "hephysical

protection and well-beingo people at work (i$e$ employees as well as workers within the supply chains! areimportant indicators o sustainability brands and sustainability marketing in general which adheres to the triple

bottom line o ecological (environmental! social (e,uity! and inancial (economic! sustainability$FHFH

A brand is able to evoke positive or negative eelings especially in the conte't o sensitive social and ecological

issues$ "he more positive the perceptions and eelings are towards a brand the higher will be the likelihood oidentiication and loyalty amongst consumers$ 4t is thereore crucial in sustainability marketing to build up

strong brands$ 4n doing so companies ace ar-reaching decisions in the areas o brand positioning (!

sustainability brand name selection (! and sustainability brand development (! in order to create and build

sustainability brands that consumers associate with social and environmental added value$ FH

Sus!ainabili!$ brands *s+ Sus!ainable Brands

Since the ad@ective NsustainableO might convey the notion o brands that have long-lasting success implicating

durable competitive advantage without any particular reerence to a sustainability agenda the termNsustainability brandO should be used to prevent ambiguity$ Albeit subtle dierence the latter e'plicitly

emphasies the notion o brands which have built their brand image upon sustainable business practices that

consumers value$ Sustainability brands are commonly reerred to in the ield o sustainability marketing$FH

Sus!ainabili!$ brand 'si!ining and !e 8 C,s

Sustainability 0rand 7ositioning and positioning in general is part o the brand identity andvalue

propositionthat is to be actively communicated to the target audienceF5Hand can be described as an iterative

process consisting o deliberate and proactive actions aimed at the deinition o distinct consumer perceptions$FIHSustainable brand positioning is the brand positioning o Sustainable products and services$ Sustainable

products and services should oer an improved social and ecological perormance during the whole product

liecycle and at the same time they have to satisy consumer needs and wants$ Many o the irst generation

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Brand Management

sustainability brands ailed in the market because companies overemphasied the positive socio-ecologicalproduct attributes while they neglected to ocus on other product attributes such as perormance unctionality

or design too$ As a result many products could not compete against conventional products$ FH

"o build up and position strong sustainability brands there are some guidelines to ollow$ Marc

Stoiber F9Hsummed them up in the The five Cs of Sustainability Branding>FJH)onsumer %acing )ompetitive

)ore )onversational and credible$ 7errine 0ouhana added to that concept Na si'th )O> )onsistency$ Martin 0elcomplemented and revised this concept to NJ )2sO o sustainability branding and describes them as ollowed>F

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Brand Management

4n the course o choosing the right name Sustainability brands must irst P@ust like brand names in theconventional sense- ollow well-established rules$ 4n general a good brand name should consider three areas>F:Hmemorability (distinctive short name evoking emotionsQ! strategic it (they should relate to the actual

product ability to e'pand to other brands! and legal (legal protection under trade mark law etc$!FH

Sustainability 0rands however go one step urther and incorporate something that conveys the notion o social

and6or ecological awareness$

A popular e'ample is N0etter 7laceO a global provider o electric vehicle networks and services that works in a

@oint venture with 1enault *issan Alliance Motor )ompany to promote the use o electric cars$FH"he ounder

Shai Agassi was intrigued by a ,uestion posed at the .orld 8conomic %orum in ::5 =#ow do you make theworld a better place by ::D=$ FH"hus the name 0etter 7lace$ 4t is not related to the product (electric vehicle!

but to much wider social and ecological issues (depletion o natural resources )3 emissionsQ! which the

company addresses or rather oers the solution or$

Sustainability brand names can be part o a new product launch an e'tension to an e'isting (conventional!brand or be so new to the market that they create a product category themselves$ 8ach o these approaches has

speciic strategic implications$

En!er Es!ablised 2ar"e!

8ntering a saturated market such as the one or conventional household detergents with a sustainability brand

might prove e'tremely diicult$ #owever there are companies that have successully entered the market andpositioned their brand as sustainability leaders$ Seventh Generation or instance is the +S market leader in our

product categories (#ousehold Laundry 7ersonal and 0aby )are! with products that Pin the words o the

company- Nprotect human health and the environment$OFH

Brand E7!ensin @ Aligning E7is!ing Brand

8stablished brands can leverage their e'isting brand recognition to e'tend their name to new products whichare then marketed as socially and ecologically riendly$ "ide a popular detergent brand in the +S e'panded its

brand to meet the demands o the ecological conscious consumer by launching "ide )old .ater Cetergent in

::5$ "he product re,uires only cold water and thus saves energy$ 4n :: it was given the Green G# sealwhich is only awarded ater a Ncradle to graveO e'amination o the product$ F5H

Crea!ing en!irel$ ne(

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Brand Management

Sustainability brand development

Sustainability brands are sub@ect to constant change$ A sustainability brand that is well established on themarket can be urther developed into dierent directions$ According to 0el and 7eattieFHour main options

or development are possible>

Line e7!ensinoccurs when a company adds new products o the same product category under the same

sustainability brand name$

Sus!ainabili!$ brand e7!ensinoccurs when a company introduces products o a dierent product

category but under the same sustainability brand name$

2ul!i-sus!ainabili!$ brandsoccur when a company manages two or more dierent sustainability

brands but in the same product category$

Ne( sus!ainabili!$ brandsoccur when a company creates an entire new brand name when they accessa new product category$

"o create a sustainability brand it is urthermore important to adopt the right channels or marketing according

to Lauterborns ive )s$ Advertising in this case can help to create awareness o the brand and thus orm the newbrand e'perience$ FHFIH%urthermore it is obligatory or Sustainability brands to obtain one ore moreecolabels

leading to a higher inluence on consumer behaviour and the perception o the brand

Cecline o brands

Since