“Harvard Business Review on Brand Management”
Lucrarea nu este una teoretica, ci o culegere de studii publicate de profesori ai prestigioasei universitati americane sau de oficiali ai firmelor de consultanta sau companii.
Cele 8 articole care alcatuiesc lucrarea analizeaza diferite fenomene intalnite pe piata, concluzionand intr-o maniera ingenioasa din miscarile marilor jucatori.
Dupa cum multe companii resimt, publicitatea devine o metoda costisitoare de promovare si brand-urile se indreapta spre modalitati alternative. Aceasta poate fi de asemenea si nefolositoare.
In cadrul unor companii europene, directorii executivi se ocupa de promovare, spre deosebire de companiile americane care delega departamente interne sau agentii cu aceste sarcini.
Identitatea de brand trebuie sa fie strans legata de valorile promovate de brand.
Brand-ul nu trebuie sa se abata de la ce il reprezinta in goana dupa o cota mai mare de piata.
Asocierea cu operatorii din alte industrii sau evenimente poate intari imaginea si poate duce la castigul unui numar mare din clientii brand-ului partener.
Campania de vizibilitate trebuie sa accentueze identitatea de brand.
Devine un punct de atractie istoria brand-ului sau traditia unor elemente strans legate de acestea.
Promovarea poate fi facuta si prin implicarea in diverse programe.
In comparatia intre brand-uri si marci private aflam ca brand-urile se regasesc in spatele celor din urma. Amenintarea marcilor private trebuie luata in serios, atentia acordata trebuie sa fie ca pentru orice alt competitor.
Brand-urile au in orice situatie un beneficiu de imagine.
Brand-urile vad in productia de marci private o oportunitate de a se debarasa de stocul in exces, dar poate duce la autocanibalizare.
Daca o companie produce deja marci private, aceasta ar trebui sa le tina sub control.
Brand-ul trebuie sa se concentreze asupra promovarii si imbunatatirii calitatilor, ceea ce le va spori superioritatea in perceptia publicului.
Deplasarea pe verticala a brand-urilor este mai periculoasa decat pare, desi ideea este una atractiva, compania vazand in aceasta miscare o posibilitate de a castiga o cota mai mare de piata.
Pentru coborarea brand-ului (ce poate fi facuta prin scaderea pretului) clientii pun la indoiala calitatile si caracteristicile de brand si astfel apare confuzia.
Aceasta miscare poate fi facuta atat prin repozitionarea brand-ului, cat si prin subdivizii. Se recomanda utilizarea unor sub-brand-uri atat pentru deplasarea ascendenta, cat si pentru cea descendenta.
Totodata sunt analizate motivatiile, conditiile de profitabilitate si riscurile extensiilor de linii, care nu vor spori cererea si care pot fi o miscare periculoasa.
Profitabilitatea brand-ului este condusa atat de cota de piata, cat si de natura produsului sau de piata lui.
Reexaminarea strategiei trebuie sa tina cont daca este vorba de o categorie premium sau de valoare si daca este vorba de o cota de piata scazuta sau ridicata.
Astfel putem intalni pe piata 4 categorii in functie de care putem concepe strategia potrivita: brand-uri preminum cu o cota de piata scazuta, brand-uri premium cu o cota de piata ridicata, brand-uri de valoare cu o cota de piata ridicata si brand-uri de valoare cu o cota de piata scazuta.
Unul dintre autori totodata prezinta situatii ipotetice, avand ca subiect atat brand-uri premium, cat si brand-uri de masa in declin, unor executivi care ofera solutii pentru speta in cauza din care cititorul poate trage concluzii pretioase.
English Version:
The paper isn’t a theoretical one, but a miscellany of published studies by the prestigious university’s professors or by consulting agencies’ or companies’ officials.
The 8 articles that compose the book analyze different market phenomenons, concluding brightly from the big players’ moves.
As many companies noticed, advertising has become an expensive way of promotion, so brands head towards other alternative methods. It can also be useless.
In some European companies, executives are in charge of promotion, while American companies delegate intern departments or agency with this task.
Brand identity has to be strongly related to the brand’s values.
Brands mustn’t deviate from what represents them, looking for a larger market share.
- The visibility campaign has to point out the brand’s identity.
The brand’s history or some close elements’ tradition can attract consumers.
Promotion can be made by joining different programs.
Comparing brands and private labels we find out that brands are found behind private labels. Their threat must be taken seriously, the attention headed towards them must be the same as in the case of every competitor.
Brands have an image benefit in every situation.
Brands see in producing private labels an opportunity of getting rid of their excess production, but it may lead to cannibalizing the brand.
If a company already produces private labels, it has to hold then under control. The brand has to concentrate on promoting and improving its quality, which will make it superior in the public’s perception.
Moving the brand on a vertical direction is more dangerous than it seams, although the idea is attractive, the company seeing in this move the possibility of gaining a larger market share.
For lowering the brand (which can be made by lowering the price) clients put in doubt its quality and features and so confusion appears.
This move can be made by repositioning the brand and its sub-brands. Using some sub-brands for an ascending or for a descending direction is recommended.
- Also motivation behind, profitability conditions and brand extensions’ risks are analyzed, since it could be a dangerous move, not having their demand growing. The brand’s profitability is driven by its market share as well as by its category or market.
The reexamining of the strategy has to take in account if it deals with a premium or value category and if the brand has a high or a low market share.
- One of the authors presents hypothetical situations, having topics such as premium or failing mass market brands, to some executives that offer solutions for the problem, from which the reader can conclude.
