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Consumer Software
Brand Management




Erin Hintz
VP, Global Consumer Marketing




1 – 2005 Symantec Corporation, All Rights Reserved
What is Branding?


                       “An orange is an orange…is an orange.
                       Unless…that orange happens to be
                       Sunkist, a name 80 percent of consumers
                       know and trust”



                   Russell Hamlin, CEO, Sunkist Growers




2 – 2005 Symantec Corporation, All Rights Reserved
What is a Brand?


     A brand is more than what it appears to be
             It’s more than a name
             It’s more than logo
             It’s more than the product




3 – 2005 Symantec Corporation, All Rights Reserved
Brand – A Key Differentiator


                 “I don’t know who you are.
                  I don’t know your company.
                  I don’t know your company’s products.
                  I don’t know what your company stands for.
                  I don’t know your company’s customers.
                  I don’t know your company’s reputation.
                  Now—What was it you wanted to sell me?”


              McGraw Hill Magazine Ad


4 – 2005 Symantec Corporation, All Rights Reserved
Building a Brand


                                                                  Name



                                                     Imagery                   Pricing

                                                                 Product
                                                                 Features
                                                                  Quality
                                                     Corporate                Customer
                                                     Culture &               Touchpoints
                                                      Values

                                                                 Emotional
                                                                  Benefits



5 – 2005 Symantec Corporation, All Rights Reserved
Role of Marketing in Branding


     Customer segmentation
     Positioning and pricing
     Messaging and naming
     Packaging
     Imagery and communications




            Marketing is the steward of the brand.

6 – 2005 Symantec Corporation, All Rights Reserved
Customer Segmentation


                       Indifferent                     Mature
                       to Security                   & Secure




                                                       Digital
                       Wired
                                                     Families



7 – 2005 Symantec Corporation, All Rights Reserved
Why is Positioning Important
in Branding


     Focuses meaning and relevance of the brand in the
     minds of the target market


                                                     BMW means ultimate driving machine for
                                                     performance-oriented drivers



                                                     W Hotels mean hip comfort for trend-oriented
                                                     business and leisure travelers



8 – 2005 Symantec Corporation, All Rights Reserved
Importance of Lifecycle Messaging


                                                                    Awareness



                                                     Repurchase                 Consideration



                                                                    Customer

                                                     Maintenance/                 Purchase
                                                       Updates


                                                                      Usage




9 – 2005 Symantec Corporation, All Rights Reserved
Customer-centric Packaging




10 – 2005 Symantec Corporation, All Rights Reserved
Brand Imagery & Communication




11 – 2005 Symantec Corporation, All Rights Reserved
Interacting with the Brand




12 – 2005 Symantec Corporation, All Rights Reserved
Norton Brand Promise




                                                         Norton gives you the
                                                      freedom to work and play
                                                      in the connected world—
                                                          On your own terms




13 – 2005 Symantec Corporation, All Rights Reserved
1 – 2005 Symantec Corporation, All Rights Reserved
Brand—Extend or Not?




15 – 2005 Symantec Corporation, All Rights Reserved
A Tale of Two Brands




16 – 2005 Symantec Corporation, All Rights Reserved
Brand Extension Failures


     Bic perfumes
     Harley Davidson
     wine coolers
     Levi's tailored
     classics suits
     Domino's fruit-flavored bubble gum
     Microsoft security software



17 – 2005 Symantec Corporation, All Rights Reserved
Leadership & Brand—
Customer Loyalty


                     50


                                           43.9


                                                            39.51
      %              40

                                                                               35.56
                                                                                                33.04


                     30




                                             Net Promoter Scores by Company—Highest to Lowest


Source: Net Promoter® Industry Report 2006 Consumer Software—May 2006 report
18 – 2005 Symantec Corporation, All Rights Reserved
Product Management Role
in Branding


     Product
     Features
     Quality
     Differentiation




19 – 2005 Symantec Corporation, All Rights Reserved
Summary


     Successful branding starts with the product
     Marketing—Stewards of the brand
     Brand promise must scale to business aspirations
     Huge benefits for doing it right!




20 – 2005 Symantec Corporation, All Rights Reserved
Thank you




21 – 2005 Symantec Corporation, All Rights Reserved

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Consumer Software Brand Management

  • 1. Consumer Software Brand Management Erin Hintz VP, Global Consumer Marketing 1 – 2005 Symantec Corporation, All Rights Reserved
  • 2. What is Branding? “An orange is an orange…is an orange. Unless…that orange happens to be Sunkist, a name 80 percent of consumers know and trust” Russell Hamlin, CEO, Sunkist Growers 2 – 2005 Symantec Corporation, All Rights Reserved
  • 3. What is a Brand? A brand is more than what it appears to be It’s more than a name It’s more than logo It’s more than the product 3 – 2005 Symantec Corporation, All Rights Reserved
  • 4. Brand – A Key Differentiator “I don’t know who you are. I don’t know your company. I don’t know your company’s products. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s reputation. Now—What was it you wanted to sell me?” McGraw Hill Magazine Ad 4 – 2005 Symantec Corporation, All Rights Reserved
  • 5. Building a Brand Name Imagery Pricing Product Features Quality Corporate Customer Culture & Touchpoints Values Emotional Benefits 5 – 2005 Symantec Corporation, All Rights Reserved
  • 6. Role of Marketing in Branding Customer segmentation Positioning and pricing Messaging and naming Packaging Imagery and communications Marketing is the steward of the brand. 6 – 2005 Symantec Corporation, All Rights Reserved
  • 7. Customer Segmentation Indifferent Mature to Security & Secure Digital Wired Families 7 – 2005 Symantec Corporation, All Rights Reserved
  • 8. Why is Positioning Important in Branding Focuses meaning and relevance of the brand in the minds of the target market BMW means ultimate driving machine for performance-oriented drivers W Hotels mean hip comfort for trend-oriented business and leisure travelers 8 – 2005 Symantec Corporation, All Rights Reserved
  • 9. Importance of Lifecycle Messaging Awareness Repurchase Consideration Customer Maintenance/ Purchase Updates Usage 9 – 2005 Symantec Corporation, All Rights Reserved
  • 10. Customer-centric Packaging 10 – 2005 Symantec Corporation, All Rights Reserved
  • 11. Brand Imagery & Communication 11 – 2005 Symantec Corporation, All Rights Reserved
  • 12. Interacting with the Brand 12 – 2005 Symantec Corporation, All Rights Reserved
  • 13. Norton Brand Promise Norton gives you the freedom to work and play in the connected world— On your own terms 13 – 2005 Symantec Corporation, All Rights Reserved
  • 14. 1 – 2005 Symantec Corporation, All Rights Reserved
  • 15. Brand—Extend or Not? 15 – 2005 Symantec Corporation, All Rights Reserved
  • 16. A Tale of Two Brands 16 – 2005 Symantec Corporation, All Rights Reserved
  • 17. Brand Extension Failures Bic perfumes Harley Davidson wine coolers Levi's tailored classics suits Domino's fruit-flavored bubble gum Microsoft security software 17 – 2005 Symantec Corporation, All Rights Reserved
  • 18. Leadership & Brand— Customer Loyalty 50 43.9 39.51 % 40 35.56 33.04 30 Net Promoter Scores by Company—Highest to Lowest Source: Net Promoter® Industry Report 2006 Consumer Software—May 2006 report 18 – 2005 Symantec Corporation, All Rights Reserved
  • 19. Product Management Role in Branding Product Features Quality Differentiation 19 – 2005 Symantec Corporation, All Rights Reserved
  • 20. Summary Successful branding starts with the product Marketing—Stewards of the brand Brand promise must scale to business aspirations Huge benefits for doing it right! 20 – 2005 Symantec Corporation, All Rights Reserved
  • 21. Thank you 21 – 2005 Symantec Corporation, All Rights Reserved