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3.3. Benefits of Branding
The benefits of effective branding strategies can be categorized under the broad heads of financial benefits as well as social benefits. Peter Doyle (1990) had gathered various statistics that provided evidence of a link between brand popularity and company’s profitability, some of which has been represented.
- Brands which were found to have a market share of about 40% were seen to generate about three times higher return on investment compared to those who had a market share of only 10%.
- In the UK grocery market alone, it was seen that the top brands generated six times more return on sales when compared with the second leading brand, while the third as well as the fourth brands were seen to be unprofitable.
This is because brands represent an asset to their owners. They are an important intangible asset on the company’s balance sheet as they can reap several benefits in the form of niche creation for the products of the company in the minds of the consumer which assures of high sales that occur due to brand loyalty as well as brand recognition. Moreover, it also assists in the total quality management processes within the company through the conduct of its aim of achieving zero-defect output along with production of high quality output on a sustainably consistent basis.
1.4. The Road Ahead – Capitalizing Brand Equity through Brand Extensions
The success of brand management strategies lie in the effective and efficient segmentation, targeting as well as positioning of the brand (Lane & Sutcliffe, 2006). It is not a one time process but an ongoing process which call for substantial planning as well as efforts. Respected brands have high brand equity. Brand equity can be defined as the complete set of behaviors and associations on the part of the brand’s consumers, channel members, as well as Parent Corporation on a joint basis that assists the brand in commanding greater volumes and higher margins than in the case of absence of brand.
Brand Equity equips the brand with a much stronger as well as sustainable differential advantage in the market (Chay 1988). It is because well established brands have the potential to command premiums provided that the target customer base is the same, through the process of brand extensions (Tauber, 1981). In simple terms, brand extensions imply that an existing brand is used to market a new offering to a similar customer base which the brand had been catering to.
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3.3。品牌建设的好处
可分为下的广泛的经济利益以及社会效益首脑有效的品牌战略的好处。彼得·道尔（1990年）的品牌知名度和公司的盈利能力之间的联系提供的证据收集到的各种统计数据，其中一些已经派代表出席了会议。
•品牌发现约40％的市场份额，被视为产生约3倍的投资回报率相比的市场份额仅为10％。
•在英国杂货市场，它被视为顶级品牌的销售产生6倍以上的回报，而第三和第四品牌的第二大品牌相比，被认为是无利可图的。
这是因为品牌代表着它们的主人的资产。他们是一个重要的无形的资产对公司的资产负债表，因为他们可以收获了几个好处利基创作形式对本公司的产品的消费者这保证了高销售由于品牌的忠诚度以及品牌发生的心中的认可。此外，它也有助于在公司内部的全面质量管理过程的行为，其目的是实现零缺陷输出，以及生产高品质的输出，以实现可持续一致的基础上。
1.4。未来之路 – 凭借品牌资产品牌延伸
品牌管理策略的成功在于有效和高效地分割，以及目标定位的品牌（Lane和萨特克利夫，2006年）。这是不是一次性的过程，而是一个持续的过程，它要求相当程度的策划和努力。尊敬的品牌具有较高的品牌资产。品牌资产可以被定义的完整的一套行为和协会的部分品牌的消费者，渠道成员，以及母子公司一个共同的基础，帮助该品牌在指挥更大的体积和更高的利润比在缺席的情况下品牌。
“品牌权益装备的品牌与一个更强大的以及可持续的差异化优势，在市场（斋1988）。这是因为建立了良好的品牌有潜力的目标客户群是一样的，通过品牌延伸的过程中，（堡，1981年）提供的命令保费。简单来说，品牌延伸意味着使用现有品牌向市场推出了新产品，以类似的客户基础，品牌餐饮。
