Cruise Line Brand Strategy

Part
01
of two
Part
01

Branding and Advertising Case Studies

Companies with independent brands but consolidated advertising include Proctor and Gamble, Johnson and Johnson, and IHG. For each of these companies, I've provided specific examples of how they use consolidated advertising across their subsidiary brands. You'll find a deep dive of my research below.

case studies


1. Proctor and Gamble: This is one example of a parent company with consolidated advertising spend on its subsidiary brands, which include Gillette, Old Spice, Olay, Tide, Pampers, and others. Many of these brands are highly valuable and successful by themselves; Gillette has a $20 billion brand valuation, and Gillette, Tide and Ariel are all ranked in the top 500 brands worldwide. In addition, these brands have benefited from consolidated advertising and economies of scale provided by P&G. For example, Gillette is one of P&G's subsidiary brands that has a unique brand but that has greatly benefited from consolidated advertising. When Gillette was purchased by P&G, the parent company was able to replicate Gillette's pre-merger advertising program, but at 30% of the cost due to economies of scale. P&G also transferred its industry-leading joint value creation practices to Gillette. Another example from P&G is Old Spice, a brand which is well-known for its successful marketing strategy, which transformed the brand to appeal to youth.


2. Johnson and Johnson: This is another parent company with many successful and independent subsidiary brands, such as Clean and Clear, Aveeno, Neutrogena, and Brand-Aid. This company has also had success with consolidated marketing. For example, Neosporin and Band-aid, all under Johnson and Johnson's umbrella, helped each other in advertising through a joint advertising campaign. The campaign was designed to encourage consumers to use the two products together, as they are so closely related. In addition, several of Johnson & Johnson's brands participate in a joint marketing campaign, called Healthy Essentials, which gives discounts to customers that buy bundles of different products together.


3. IHG: IHG is an example of a case where the subsidiary brands under a parent company are more well-known than the parent company itself. For example, Holiday Inn is a far more popular brand than IHG. This company has also made extensive use of consolidated advertising. All of IHG's independent brands participate in the company's loyalty rewards program. This successful program has resulted in 30% growth for IHG. In addition, individual brands advertise for other brands under the IHG umbrella. For example, on the Holiday Inn website, other brands such as Intercontinental, Crowne Plaza, and Hotel Indigo are advertised.

conclusion

To wrap up, Proctor and Gamble, Johnson and Johnson, and IHG are all companies with independent brands but consolidated advertising. This consolidation takes the shape of joint advertising campaigns, collective loyalty rewards programs, and economies of scale.
Part
02
of two
Part
02

Branding Case Studies

INTRODUCTION

This report analyzes three case studies which focus on the methodologies used by competing brands in various industries. The first case study focuses on competition within the airline industry between American Airlines, Jetblue, and Southwest Airlines. The second study provides a breakdown of advertising strategies employed by popular domestic beer brands such as Budweiser, Miller, Coors, and Michelob. Finally, the third case study scrutinizes the branding and marketing methods of appliance brands such as Samsung, LG, GE, Whirlpool, and Kitchenaid. Each segment of this report will introduce and dissect a particular case study and the general findings it presents.

AIRLINE INDUSTRY — CASE STUDY OVERVIEW

The provided evaluates marketing and branding strategies used by American Airlines, Jetblue, Delta and Southwest Airlines. In general, these airlines focus on providing evidence of customer satisfaction while establishing brand loyalty to stand apart from competition.

AIRLINE INDUSTRY — TAGLINES

Airline slogans can help a brand target a specific demographic American Airline's "We know why you fly" tagline invokes thoughts of luxury experiences that seeks to establish brand loyalty from business and First Class travelers in the 25-65 age range. Similarly, Jetblue's "Our Promise" campaign, which focuses on guaranteeing limited frustration and hassle, aims to appeal to frequent fliers from the same age range. In this way, slogans aim to establish brand loyalty among particular customer bases.

AIRLINE INDUSTRY — FOUR KEY ELEMENTS

The airline study recommends focusing on four key elements of service when considering branding techniques. These elements include Intangibility, Inconsistency, Inseparability, and Inventory. Intangibility refers to the concept that services cannot be seen, felt, or experienced prior to a customer's decision to purchase them. Inconsistency scrutinizes the rate at which prices and specific deals regarding services fluctuate. Inseparability notes the way in which services provided are bound to the brand that provided the services and affirms that the two cannot be separated. And finally, Inventory alludes to the fact that companies must manage the goods and services associated with their brand.

The airline brands analyzed in this study use these four elements in various manners. For instance, Delta airlines, cognizant of the element of Intangibility, markets itself as a brand that values customers time. By considering the four key elements, brands in the travel industry can attempt to separate themselves from competition.

AIRLINE INDUSTRY — ADDITIONAL ASPECTS OF TRAVEL

The study states that companies dealing in travel-based services should take other aspects of travel into consideration during the branding process as well. These additional aspects include "Timeliness, Assurance, Convenience, Helpfulness, Comfort, Meals, Safety and Security".

BEER BRANDS — CASE STUDY OVERVIEW

The provided case study inspects advertising strategies used by the following brands: Budweiser, Miller Lite, Coors Lite, MGD, Miller High Life, Coors, Michelob. The study asserts that creating advertisements that are perceived as "better" and "different" from competitors is critical to success in the industry. Advertising campaigns are therefore launched to target specific audiences, such as the "hip" approaches taken by Budweiser, Miller Lite, and Coors Lite to secure loyalty among a younger demographic. Further, advertisements should, in general, consider how a brand thinks of itself while simultaneously establishing the way customers should think of the brand.

BEER BRANDS — RULES OF MARKETING POSITIONING

In considering advertising campaigns, brands consider 10 rules of market positioning. While a full analysis of each of the 10 rules is beyond the scope of this report, they share common threads of wisdom. In general, the rules cement the need for market positioning via advertisement to be believable, relevant, and distinctive while creating an emotional bond with audiences and demonstrating a competitive advantage. Using these rules, brands can identify and act upon opportunities for differentiation from the competition.

MAJOR APPLIANCES — MARKET STUDY OVERVIEW

The provided study provides asserts the overall view that successful branding techniques such as those used by the major appliance brands Thermador, Bosch, Samsung, LG, GE, Whirlpool, and KitchenAid focus on identifying who their products are and are not for. Concurrently, the study reviews the inefficient practices of two brands, Viking and Miele, due to their inability to hold to this overarching rule.

MAJOR APPLIANCES — THEMES FOR DIFFERENTIATION

The market study asserts that brands often complete their task of identifying customer bases by creating "themes" oriented around design, experience, heritage and innovation. For example, Samsung, a major player in the electronics industry, has created a theme of lifestyle innovation as part of an underlying branding campaign. Similarly, LG has focused on a theme of humanizing the appliance-using experience via the clever play of LG as "Life's Good". Other brands focus more on the aesthetic artistry of the appliance line or the heritage associated with longevity in business in order to establish brand loyalty among customers. By creating these thematic approaches, brands seek to capture specific niches within the overall market while establishing growth via brand loyalty.

CONCLUSION

While the methodologies of brand differentiation and effective marketing vary somewhat between industries, the provided case studies contribute insight to their overarching patterns. The initial study focuses on the airline industry and the aspects of travel that must be considered while developing a brand identity. The secondary study explores rules of brand formulation via advertising and market positioning through the lens of the beer industry. And finally, the market study on major appliance brands identifies the need for user identification and thematic marketing approaches in successful branding. Analysis of these case studies provides insight to fruitful branding practices across a variety of industries.

Sources
Sources