Branding

Creating Brand Strategies

Brand; which affects and shapes the consumer and the purchaser’s decision-making process; marketing and advertising activities. The brand can be thought of as a symbol of the energy that human beings spend to make themselves superior to others. Markets represent the firms and products to which they are affiliated and reflect a certain brand image. A brand is not only a logo or a name, but also expresses the feelings and thoughts of the consumers about the products of the institutions and institutions. Apart from the shape of the material, its structure, packaging; The consumer’s perception of the product is within the concept of the brand that he places in his mind. Brand strategy has to be developed and developed in order for the brand to have such an important influence on the product to be successful.

1. Brand Concept

According to the definition of American Marketing Association brand; “a name, a symbol, a design, or various combinations of products that sellers use to identify these products and to distinguish them from other peers on the market”. Another trademark definition is; (Knapp, 2002, p: 7) of all impressions that create a privileged position, based on emotional and functional convictions perceived in their imagination, coming from customers and consumers. Many brands include brand name and mark. The brand name is the verbal mark that the mark can be written. The brand mark (symbol) is the use of distinctive colors and fonts so that the brand name remains in the minds of people. As the most prominent brand markings; Mc Donalds ‘golden belt, Coca Cola’s curled red-colored writing, Mercedes’ star, Toyota’s interior ring.

 

Identifying and introducing to the market the products and services that are differentiated from those of the product / service designs and works, which provide the same or different, various qualities and products / services in the sectors, protects them in the framework of the laws of the country or international law to which they belong in the face of others’ imitation or unfair behavior; name, word group, letter, number, color, shape, and design combination is called a brand (Ak, 1998, p: 121). Considering this definition, it seems that a brand is more comprehensive than the product. In addition, many marketers clearly state this distinction by saying “every brand is a product, but not every product is a brand, the product is an object produced in the factory, and the brand is the value bought by consumers”.

As you can see, the brand is an important marketing element that is based on product characteristics and enables communication with the consumer. Another difference between the product and the brand is; the product is an object or service, and the mark is a symbol or sign that is perceived by the consumer. The format and features of the product are available. It can change or improve over time. The consumer benefits physically. It has solid and physical components. It is produced in the plant or in a service sector. The brand is based on creativity. Satisfying the needs of consumers and providing lasting. It is perceived by the consumer as a status indicator. He has personality. Unlike your product, it has ripeness and emotional components. While the product is directed to the left (rational) side of the brain, the brand works towards the right (emotional) side of the brain.

When you look at the application, a company produces each of its products individually or with the same brand. In this case, the issue of the right of legal ownership for the brands of the company arises and the necessity of legal protection of the brands is on the agenda. Trademark; the differentiation of the products produced by one producer, and the legal protection of the ownership of the producer at the same time. This allows the manufacturer to acquire personal rights related to the brand name or brand name. For example; Coca Cola is the sole owner of the brand name “Coke”. Many consumers can not sell any firm soft drinks using the name “Coke” together with the name Cola for cola drinks. The main reason for this is that “Coke” is created by the marketing executives of the company and registered legally. This practice protects the manufacturer against competitors; The product also offers advantages such as product quality, after-sales service opportunities.

The brand must manage a large number of diverse marketing activities in harmony. The most well known brands must be able to co-ordinate coordination of activities in many different ways. One of the best examples for this is Coca-Cola. In the past years, he has used the slogan “Always Coca-Cola” in all world media and advertisements. In addition, local promotions were introduced. local ads related to specific Ramadan and the national team for consumer representation in Turkey has entered into from time to time.

 

Olympic and World Soccer Championships. Coca-Cola carries out marketing activities in such different structures without harming the basic brand architecture. The brand defines the product in a short way. Therefore; the characteristics of the product must ensure that the consumer actually revives. For example; In Coca-Cola advertisements, people who used to go to family gatherings from time to time, emotional, canine. However, this does not apply to Pepsi Cola. Pepsi; rebellion, choice of change (Zyman, 2000). Both rival brands are actually working to create a different image of the consumer. The Coca-Cola Company The Coca-Cola Classic, Diet Cola, Fanta, Sprite, Turquoise, Bibo, besides the well-known brand in Turkey as Cappy, there are hundreds of brands. Some of these brands are offered to consumers in many countries, and some are only available to consumers in certain countries.

 

2. Creating Branding Strategies

Depending on the brand strategy, the benefits offered by the brand and the target consumers, all the brands within the company are integrated into the corporate strategy. As a result of the institutional strategy decisions and the integration of the marketing mix elements in the most appropriate way, the desired brand position of the target consumer is created. Afterwards, the details of the brand strategy should be audited and a promise to best explain the brand should be presented and supported with promotional strategies and marketing communication activities.

 

2.1 Determination of Brand Strategies

There are four basic strategies that brand managers can choose for their products. These; personal brand name, integrative product group name, individual product group name, and personal product name strategies (Culley, 1983, pp. 501-504). Personal Brand Name Strategy: In the use of this strategy, marketing managers do not concentrate all their marketing efforts on just one name, but concentrate all their marketing and promotional efforts on these names by presenting products to the market with different names. The most important advantage of this strategy is that, if one of the brands has a market share or is placed in the second place due to its position in the market, this brand is not damaged by other brands belonging to the company. (Turyağ company’s Vernel fabric softener, such as Yayla margarini.)

Integrative Product Group Name Strategy:

It is defined as the strategy that all products of Firman carry company name. According to this strategy, the products are aimed to benefit from the corporate image. General Electric, Heinz, Sony, Arçelik, and Beko have been successfully using this strategy for years, especially at new product launches. In this strategy, the familiarity of the target kit with the brand provides a great advantage in launching new products and the advertising costs are very low as it also supports the corporate image.

Separate Brand Name Strategy in the Product Group:

Each product group is given a unique name to prevent confusion and to prevent blurring of the brand image. For example; Vakko is a mark on classic clothing. Vakkoroma is the brand name given by the firm to the young clothing field. In the same way, Beymen is the brand of the clothing field, whereas Casa Club is the brand of Beymen in the home belongings group. But; In this strategy, the implementation of different advertising campaigns for each group increases the cost of marketing communications compared to the integrative strategy.

Personal Product Name Strategy:

This strategy is a combination of the advantages of personal brand name and integrative product group names. It is formed by integrating the image of the netted product with the name of the commercial company. Tofaş Fiat’s Fiat Uno, Fiat Siena; Toyota’s Toyota Corolla, Toyota Avensis; Nokia’s Nokia 3210, Nokia 6110; Pınar’s Pınar Sucuk, Pınar Süt, Pınar Cheese and Coca-Cola’s Coca-Cola and Coca-Cola Light brands are the most prominent examples of this strategy. Companies that want to open up to new markets by taking advantage of a brand that is very strong in the markets coming to the saturation point; (Mendel, 1981, p: 285). In this search for alternatives, brand development, brand extension, multiple branding, private brand strategy and generic brand strategies are taken in consideration of the long-term needs of the firm in brand strategies.

Brand extension strategy (Brand extension):

Strategies where an existing brand name is used to promote product changes. On the basis of this approach, marketing costs are reduced as a result of consumers’ recognition of the original product and the vast majority of consumers using this brand regularly. There is intense demand from retailers for the improved version of the original brand that has been promoted. Omo, Persil, etc. The directors of the brands are constantly making product improvements and reflecting this on their brands. Persil’s Persil Green Power; Cif’s Cif Cream, Cif Active Cream can be given as an example. As another example, We can give Coca-Cola to develop “Coca-Cola Classic” product as “New Coke”.

Brand stretching strategy:

It is a strategy that develops as marketing managers feel the need to deal with the question of how much the brand name can be improved, depending on the brand development approach. However, this strategy also has some risk factors. Though it can be profitable from marketing costs, a lesser known brand can be more successful than a well-known brand due to intense promotional campaigns.

Private brand strategy:

This application, also known as the distribution channel branding strategy, is used by many suppliers. The generic brand of the manufacturer is supplied to the market by placing it on the private label of the manufacturer with the label of the supplier, together with the possibility of selling it. Thus, the retailer institution can have the opportunity to avoid the product development and maintenance costs of the producer firm. The practices of large supermarkets in our country are shown as the areas where this strategy is used heavily. Tansaş Sugar, Tansaş Milk, Migros Fat or Migros Sugar. In addition, Le’Cola, the product of Bim’s sales outlets, is an example of a private brand strategy.

More than one branding strategy (Multibranding):

This approach is being implemented to ensure that the same business compete with competitors of two or more brands in a particular product category. While similar to the personal brand name strategy, more than one branding effort has been coined in a single market. İpek Kağıt firması; Selpak, Solo, Silen brand paper products have achieved great success in the leadership position in the market by driving the market. Looking at the market research of the companies, although the sales of any brands of the company have decreased, it has been seen that the competitors are left behind when the other brands are combined with the sales figures. This strategy was used by the Coca-Cola company against the rival Pepsi, with Fanta. Coca-Cola and Fanta drinks are two brands of Coca-Cola company.

As in all world markets biggest rival is Pepsi-Cola in Turkey. Ranking of sales rates, Cola Turca before entering the bazaar; Coca-Cola (leader), Pepsi and Fanta. The aim of Coca-Cola; Coca-Cola (leader), Fanta and Pepsi. The aim here is; To incorporate the Fanta brand into the competitive environment that exists between Pepsi and Coca-Cola, While continuing to lead Coca-Cola, Fanta and Pepsi have become competing products. That’s why Fanta’s promotion activities have gained momentum in the national market. As a result, Coca-Cola company will steal Pepsi’s market share when total sector sales are considered. With this strategy, the Coca-Cola brand will be a small market share that Fanta has gained. But in total, Pepsi Cola’s market share will decline more than Coca-Cola.

Generic brand strategy:

These brands, which are also called general brands, can get big share in the market. Generally, lower quality products are being applied with reduced labeling and packaging costs. This strategy, which is used in the name of a product existing in the market, has been used in order to benefit from the savings needs of consumer groups, especially in the 1970s. Coca-Cola’s imitations such as packaging, brand name writing, It is important to note here that even though the largest companies in the market are Coca-Cola and Pepsi Cola, only the leader is imitating. These imitation brands appearing in the group of soft drinks without alcohol are in red color especially if they are not in blue color. In fact, the logos of some are likened to Coca- Cola’s handwriting. A brand manager must evaluate the strategies listed above in order to provide the company with competitive advantage. The decision area that is primarily dealt with in brand management is to determine a brand name that will support this strategy with an appropriate brand strategy.

2.2 Determination of brand name

The brand name can be defined as the mode of expression or expression that conveys the promises made by the brand. Also brand name; By integrating the functional and symbolic components of the brand with the brand promise, it is the element that enables the consumer to meet with the brand personality and brand positioning strategy. The first step in the product naming process is to decide what kind of name is appropriate for the product. Kodak refers to a product that does not have any meaning, such as Sony, which is interesting to the ears, not related to product functions (Panda ice cream, Omo), reflects product quality or function (Yünsa) (Atlas Tires, Viking paper), or the first letters of the name of the business (IBM), owned by the founder of the business (Ford, Vakko) or famous people (Lincoln), benefited from the words in other languages kind name is used as the brand name.
There are some necessary criteria to be considered in the brand name designation process (Carpathian, 2000, p: 157). First it must be easy to remember and say. It should reflect the benefits and quality of the product. It must be discriminating. Advertising and promotion should be helpful in their work. Attention should be paid to linguistic features (linguistic). It must be adaptable. Attention should be paid to the applicability to the international scene.

2.3 Determination of Visual Expression Style and Brand Image of Brand

The visual expression that enables the brand to communicate with the consumer in the shortest time is evaluated as a set of decisions about how to use the logo and symbols of the brand and is effective in all media where the brand faces the target consumers such as promotion efforts, packaging, sales negotiations. It is also important to determine the image. For the creation of a strong brand image, consumers need to be able to create positive qualities, benefits, personality and company values ​​in their minds. The brand image desired to be created in the mind of the consumer means not only the material quality of the goods, but also the satisfaction of the needs of the consumer segment with a certain social status.

Thus, a personality is transferred to the goods sold under a certain brand. The strategy of Coca-Cola’s brand image is that Coca-Cola’s first Olympic Games, including the 1928 Amsterdam Olympic Games, and the official sponsorship of the World Cup since 1930 are the Coca-Cola’s brand image strategy. For example; The Sprite brand sponsors basketball. While continuing to sponsor NBA league, this league was used in advertising work.

The Coca-Cola brand has been involved in football for more than 20 sports since 1990’s. It is one of the most important sponsors of the Olympics. However, the basis of a visual expression style is emblem, logo, color and font. When the emblem is expressed as a symbol, the logo is created by integrating the mark with the symbol. Emblems and logos are specially designed symbols or forms that represent meaningful, meaningful representations of firms and brands (Aaker, 1991, p: 198).

In this respect, the point to be considered in determining the appropriate visual expression style of the mark, which is one of the important stages in the brand management process, is the meaning of the lines, characters and colors used in the selected visual expression and the added value of them. The lines or lines used in the image such as the logo can contribute to the psychological perception and affecting power.

Thus, subconscious psychological information can be sent to the target consumer with the aid of these lines. Coca-Cola’s name and logo were found by Frank Robinson, partner of pharmacist Pemberton. This logo, drawn by Robinson, has been scraped into the brain of billions of people since 1886, without any changes. Robinson thought that the two C-diamonds would create aesthetics and created the logos of Coca-Cola in his own handwriting. In addition, in creating the visual identity of the brand; color, size, shape and design works are the factors in the production of the packaging of the product.

 

3. Creating Brand Positioning Strategies

Positioning strategy is generally expressed in terms of a product and its most important component, the identification of brands by consumers, and the application of a competitor to a specific place in the consumer mind according to competitors. The positioning of positioning strategies in brand management is very important. Because an item that identifies and differentiates a brand is also a way of perceiving the brand in the consumer mind, which is constantly supported by communication efforts. Brand position can be defined as an important part of brand identity and brand value (Aaker, 1996, p: 184), which shows that consumers can communicate with the target consumers and offer more advantages than other rival brands.

3.1 Positioning Decisions

For the position of the brand presented to the market; It is necessary to systematically and consciously plan the differences of their competitors, the target consumers and the superior aspects of the product. In this direction, some decisions are taken for a successful brand position (Bir, 1998, p: 24). These; identification of competitor products, identification of how competitor products are perceived and evaluated, identification of competitor products’ positions, consumer analysis, position selection and testing of position.

3.2 Types of Positioning

Positioning; can be examined in four ways: missing positioning, over-positioning, confusing positioning, and suspicious positioning. Incomplete or inadequate positioning, buyers have very weak ideas about the brand. Excessive positioning means that buyers have a very wide picture of the brand and know their variations. In confusing positioning, buyers can also have mixed images of the brand. This confusion stems from putting too many claims and constantly changing positions. Doubtful positioning; It is the consumer’s doubts about the product features, the price and the identity of the manufacturer.

Therefore, claims about the brand are hardly credible. From this point of view, it is possible to evaluate the types of positioning in two groups, namely, goods and service positioning strategies and repositioning strategies. In the strategy of product and service positioning, pozitioning is the first place in the market.

The brand is unique in the market. Since it will be the first positioning, market leadership can be targeted and positioned as a leading brand. For this reason, positioning is made according to the leader mark in the first entry stage of the pajara.

In this process; it is not only the positioning of the brand itself, but also the repositioning of competitor brands in the market. In addition, positioning is made with the name of the brand.

In the strategies of repositioning products and services, changes are made to the previous position of the brand. Re-positioning strategies are applied to fix the brand position which is perceived negatively by the consumer or because the brand’s previously planned position can not be created.
Repositioning; (taste, smell, etc.) of the product belonging to the brand, or physical change (design, packaging, etc.) on the product. The replacement of the use areas of the product is also repositioning.

 

Moreover, by changing the brand image, the previously created negative image and thus the evolving negative position are changed. Sprite; has been repositioned to increase sales of the product when it is in a beverage category of lemonade. “The image is nothing, thirst is everything” and “Listen to thirst!” (re-launch). In 1993, lemonade came out of the category and began to compete in the soft drink category. The aim of the Coca-Cola company is to make another brand in front of Pepsi Cola. It; Coca-Cola, Diet Coca-Cola, and other brands of the company, Sprite into the competition has come to mean. But; Sprite has become the world’s fastest growing brand in recent years, thanks to the re-work done. Product volume has tripled over four years to over one billion cubic meters.

In order for the consumer to consume the product more, it is necessary to present new reasons for it. When it is influenced by this newly introduced offer and increases its consumption, it is necessary for the marketer to find new reasons again. Positioning and repositioning is what grows. In recent years, Coca-Cola has remapped and evokes concepts like refreshing, energetic, and delicious. This position is; polar bears commercials, new year activities and packages that appear to be over-inflated. Coca Cola; has been positioned as a close friend and trustworthy leader who is aiming at people everywhere in the world, bringing mobility to the rhythm of life. Coca-Cola Light is aimed at adults between the ages of 20 and 49 who pay attention to their health without neglecting their fun. It is positioned according to those who think it is important to obtain the original taste without calories.

4. Brand Preference, Brand Loyalty, Brand Recognition and Brand Awareness

Consumers often opt for a specific brand in order to get their needs moving, with the sense that they will often earn a status or identity in the procurement decision process. Many factors, such as the nature of consumer needs, consumers’ perception of brand characteristics, brand image, brand image, and marketing strategies, determine brand choice.

In general terms brand preference; is defined as the determination of a certain mark in the procurement decision process as a result of evaluating the brand with the consumer needs and the consumer’s beliefs and attitudes related to the brand. Continuous choice and purchase of a brand brings brand loyalty (brand dependency) to the agenda. Brand loyalty can be defined as the tendency to buy the same brand that the consumer prefers each time. According to another definition, brand loyalty; not only in the time of the consumer, but also in the future to buy a certain brand.

Briefly, it is expressed as a measure of the intention to repurchase the price tolerance of the brand of the acquirers. The characteristics of brand loyalty are (Durmaz, 1995): Brand dependency is conscious, not accidental. It’s a behavioral response. It occurs over a certain period of time. It is carried out by a decision-making body. It happens in an environment where more than one alternative brand is mentioned. It is a situation that arises after decisions and evaluations.

In many parts of the world, Coca-Cola brand loyalty as well as in Turkey is a strong brand. 94% of the world population is aware of the existence of Coca-Cola. The product will drink the most consumed after water in the world. The amount of Coca-Cola consumed in a second is about 8,000 swollen (Kırdar, 2003, p.131). Brand awareness; from the product category given to the consumer to remember the brand, the ability to select that brand. In short, the consumer’s mind expresses the brand’s asset power. Brand recognition is; it is defined as the process of determining the information related to the brand in the mind of the consumer who controls past knowledge and experience in cases where the brand is developed depending on brand awareness and the consumer has a clue about the brand.

5. Brand Leadership

Nielsen; In addition to brand research, we also conduct leading brand research in product categories. Leading brands are the brands with the highest recall frequency in each product category. In order for effective brand leadership to take place, brand management and the marketing department must fulfill four general influences (Aaker, 1999, p.138). The province should encourage understanding and sharing of best practices. They should support the global brand planning process. They should identify administrative responsibilities to create synergies in countries and combat local prejudices. Finally, they must apply successful brand building strategies.

6. Brand Value

Brand value; is the whole of the assets and commitments that increase or decrease the value provided by a brand, the name of the mark, the product, and the service to a company or a company of the company. In a sense, marketing investments made to the brand are the sum of the values ​​identified with the brand as a result. Business Week magazine and Interbrand Corp., a New York-based brand consulting company, jointly disclosed the figures of the most valuable 100 brands.

The first survey of 2001, the first in 2002, did not change. The brand value of Coca-Cola, which was $ 68.95 billion, increased by $ 69.64 billion compared to 2002 data (Table 4). Microsoft, IBM, General Electric, Intel; Coca-Cola is followed by the five most valuable brands.En valuable brands reflect the 2003 survey, 2004 survey. According to the results of this research; Coca Cola’s brand value dropped to $ 67.4 billion (Table 5). Nevertheless, the brand is at the forefront of the most valuable brand list. In addition, a change in the top five most valuable brands has not come to fruition.

Traded brand values ​​are calculated not from the period we are in, but from future income. In order for a brand to go into the ranks, at least $ 1 billion in value and 20% or more of its income must flow from overseas markets. It is not the company value that is measured here. The product measured here is the brand value.

The brand value of Coca-Cola product from Coca-Cola company was calculated while the brand value of Coca-Cola was found. The brands such as Sprite, Fanta, Turkuaz in the company portfolio were not taken into consideration. When the comparison of brand values ​​and market values ​​of the most valuable brands of 2001 is examined, the most valuable brand of 2001 is Coca-Cola (Table 6). Despite the brand value of $ 68.975 billion, the market value of the company is $ 113.4 billion. 61% of the company value comes from the value of the mark. This shows the power of the Coca-Cola brand. Much of the company’s value is the value of the brand. Although Coca-Cola is not the company with the highest value, brand value is the highest company.

7. Conclusion

Brand; while providing legal protection against counterfeiters; Consumers also benefit from providing prestige, protection, sales guarantees, maintenance opportunities. Trademark is a kind of insurances of the goods for most of the consumer, the security of the goods. Brand Strategies The brand name is the verbal part of the brand image that recommends the brand personality; the marking is the visual part that provides trademark legal protection.