c Ê





The term brand means different things to the different roles of buyer and seller, with buyers
generally associating brand with a product or service, and merchants associating brand with
identity. Brand can also identify the company behind the specific product -- that's not just a
biscuit, that's Britannia biscuit. This use of brand puts a "face" behind the name, so to speak,
even if the "face" is the result of advertising copy and television commercials. This use of brand
also says nothing of quality, just the buyer's exposure to the brand's PR and media hype. For the
typical merchant, branding is a way of taking everything that is good about the company --
positive shopping experience, professionalism, superior service, product knowledge, whatever
the company decides is important for a customer to believe about the company -- and wrapping
these characteristics into a package that can be evoked by the brand as signifier.

c c                 
The American Marketing Association defines a brand as ³A name, term, sign, symbol or design
or a combination of them, intended to identify the goods and services of one seller or group and
to differentiate them to those for competitors´. A brand is thus a product or service that¶s adds a
Dimension that differentiates it in some way from other products or services designed to satisfy
the same need. These differences may be functional, rational, or tangible- relate to product
performance of the brand.

Branding has been around for centuries as a means to distinguish the goods of one producer to
those of another. The earliest signs of branding can be traced to Europe where the medieval
guilds required that craftsmen put trademarks on their product to protect themselves and
producer against inferior quality substitutes. Also in fine arts branding began with artists signing
their works. Brands today play a number of important roles that improve the consumer¶s lives
and enhance the financial value of firms.

Brands identify the source or maker of the product and allow consumers-either individual or
organizations- to assign responsibility to a particular manufacturer or distributor. Consumers
may evaluate the identical product differently depending how it is branded. Consumers lean
about the brand with its past experience and the marketing program. As consumers lives
becomes more complicated, time starved the ability of brand to simplify decision making is
invaluable. Brands also perform valuable functions for the firm. First they simplify the product
handling and tracing. Brands help to organize inventory and accounting records. The brand name
can be protected registered trademarks. The intellectual property rights ensure that the firm can
safely invest in the brand and can reap the benefits over a long period of time.

Brands can signal a certain level of quality so that satisfied buyers can easily choose the product
again. Brand loyalty provides predictability and security of demand for the firm and creates
barriers to entry that makes it difficult for other firms to enter the market. This brand loyalty can
translate into willingness to pay higher price. In this sense branding can be seen as powerful
means to secure a competitive advantage. Brands represent enormously valuable pieces of legal
property that can influence consumer¶s behavior. Strong brand results in better earnings and
profit performance for firms, which in turn, creates greater value for shareholders.

How do you ³BRAND´ a product? Although firms provide the impetus to brand creation through
marketing programs and other activities, ultimately a brand is something that resides in the mind
of the consumers. A brand is a perpetual identity that is rooted in reality but reflects the
perceptions and perhaps even the ultimate choice of the consumers. Branding is endowing
products and services with the power of brands. To brand a product, it is necessary to teach the
consumers ³who´ the product-by giving a name. Branding involves creating mental structures
and helping consumers organize their knowledge about products and services in a way that
clarifies their decision making and in process provides value to the firm

Branding can be applied virtually anywhere a consumer has a choice. It is possible to brand:
×Ê A physical good (Nestle soup, Pantene shampoo or Maruti Swift),
×Ê A service (Kingfisher Airlines, TATA AIG medical insurance),
 ×Ê A store (Big Bazaar, BATA stores),
×Ê A place (The state of Kerala, Pushkar Mela),
×Ê A person (Shahrukh Khan, Sachin Tendulkar),
×Ê An organization (UNICEF or BCCI),

Brand is the proprietary visual, emotional, rational, and cultural image that you associate with
the company or a product. When you think of Volvo, you think of safety. When you think of
Nike, you think of Michael Jordon or µJust Do It¶. When you think of IBM, you think of µBig
Blue¶. The fact that you remember the brand name and have positive associations with that brand
makes your product selection easier and enhances the value and satisfaction you get from
product.

While Brand X cola or even Pepsi-Cola may win blind taste tests over Coca-Cola, the fact is that
more people buy Coke than any other Cola. The fond memories of childhood and refreshment
that people have when they drink Coke is often more important than a little bit better cola taste.
It I this emotional relationship with brands that make them so powerful.

c   

The purpose of branding is to create a powerful and lasting emotional connection with customers
and other audiences. A brand is a set of elements or ³brand assets´ that in combination create a
unique, memorable, unmistakable, and valuable relationship between an organization and its
customers. The brand is carried by a set of compelling visual, written and vocal tools to represent
the business plan and intentions of an organization.

Branding is the voice and image that represents your business plan to the outside world. What
your company, products and services stand for should all be captured in your branding strategy,
and represented consistently throughout all your brand assets and in your daily marketing
activities

The brand image that carries this emotional connection consists of the many manageable
elements of branding system, including both visual image assets and language assets. The
process of managing the brand to the business plan is important not only in ³big change
situation´ where the brand redefinition is required, but also in the management of routine
marketing variables and tactics. This does not have to be a ³ground-up´ situation where there are
wholesale changes to the business. Rather it is more common that specific changes to the
changes to the business plan are incremental and the work of the brand strategist and designer is
to interpret these changes and revise the branding strategy and resulting brand assets and define
their use in the full range of marketing variables.





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Brand Identity includes brand names, logos, positioning, brand associations, and brand
personality, brand toons etc. A good brand name gives a good first impression and evokes
positive associations with the brand. A positioning statement tells what business the company is
in, what benefits it provides and why it is better than the completion? Brand personality adds
emotion, culture and myth to brand identity by the use of a famous spokesperson (Bill Cosby-
Jello), a character (Pink Panther), an animal (the Merrill lynch bull) etc.

Brand associations are the attributes that costumer thinks of when they hear or see the brand
name. McDonalds television are a series of one brand association after another, starting in yellow
arches in the low right corner of the screen and following with associations of Big Mac, Ronald
MacDonald, kids, happy meal, food quality etc. The first step in creating a brand for your
company is branding workshop.

--.   ,/

Brand has been called the most powerful idea in commercial world, yet few companies create a
brand identity. Do you want your company¶s brand identity created for you by competitors and
unhappy customers? Of course not. Our advice to executives is to research their customers and
find the top ranked reasons that the customers buy their product rather than their competitors.
Then, pound that message in every ad, in every news release, in communications with employees
and in every sales call or media interview. By continuous repetition of messages customer will
think of your product and then buy it.

$. , &   
Vo lvo ³S a f e t y´
BMW ³ D r i v i n g p e r fo r m a n c e ´
Mercedes ³E n g i n e e r i n g ´
Fe der a l E xpre ss ³ O ve r n i g ht ´ 
A p p l e c o mp u t e r s ³Grap h ic s´ 
Lot us ³S p r e a d s h e e t s ´
Ko d a k  ³F ilm´ c 0
11   ,
Brand builders use a set of tools to strengthen and project the brand image; Strong brands
typically exhibit an owned word, a slogan, a color, a symbol, and set of stories.

- &
A strong brand name should trigger another word, a favorable one. Here is the list of brands that
own a word:

!1 
Many companies successfully added a slogan or tagline to their brand name which is repeated in
every ad they use. Here are some well-known brands slogans, which people on the street may
easily recall or recognize:

COMPANY SLOGAN
British Airways ³The world¶s favorite airline´
Ford ³Quality is our number one job´
LIC ³Jeevan ke saath bhi jeevan ke baad bhi´
$1
It helps for a company or a brand to use a consistent set of color to and in the brand recognition.
Caterpillar paints all its construction equipments yellow. Yellow is the color of Kodak film. IBM
uses blue in its publications, and IBM is called ³Big Blues´.

!,.21 
Companies would be wise to adapt a symbol or logo to use in their communications. Many
companies hire a well-known spokesperson, hoping that his or her quality transfer to the brand.
Nike uses Michael Jordon who has worldwide recognition and likableness, to advertise its shoes.
Sporting goods manufacturers sign contracts with top athletes to serve as their symbols, even
naming the product after them.

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. 

A less expensive approach is to develop a character, animated, to etch the brand¶s image into
customer¶s mind. The advertising agency Leo Burnett has successfully created a number of
memorable animated characters. Here are some well known brand cartoons which people may
recognize:

Company Cartoon or Animation

ICICI Prudential Chintamani
Amul Butter Utterly Butterly Girl
McDonalds Ronald
All Out mosquito Repellent Louis
Pillsbury Doughboy
7 Up Fido Dido
23
Still another approach is to choose an object to represent a company or brand. The travelers¶
insurance company uses an umbrella, suggesting that buying insurance is equivalent to having an
umbrella available when it rains. The prudential insurance company features the rock of
Gibraltar, suggesting that buying an insurance is equivalent to ³owing a peace of rock ³which is
of course, solid ad dependable. Companies have developed many logos or abstracts, which are
easily remembered by people. Even the way the brand name is written makes a brand
recognizable and memorable.

c 4 '5 

With an increase in global competition, branding has become a source of competitive advantage.
In rapidly evolving market for consumer, and industrial products and services, the source of next
generation competency will be branding. In this briefing we demonstrate how to calculate the
brand strength, the price premium associated with the products categories, and type of customers
attracted to the ³Premium Products´. Marketers who match their brand with customers needs will
have a sustainable competitive advantage.

"  '5 

There are many metrics to measure the potential of and actual effectiveness of brands. The
simplest way is to apply the concept of what we call the 4 D¶s of Branding; differentiation,
distinctiveness, defendable, digit-able.

×Ê
 5 : your brand should be distinct when compared to your competitors and to
all spoken and visual communications to which your target audiences will be exposed.
The more unique and distinct your communications, the wider the filed of effective
competitive strength it will have. There are simple means to apply to test the
distinctiveness of your brand.
 ×Ê
   the brand strategy and brand assets must set you¶re offering apart and
clearly articulate the specific positioning intent of your offering.

×Ê
 21 you will be investing in creating your brand assets and in all cases your
brand must have proprietary strength to keep others from using close approximations.
This applies to your trade names and other proprietary words as well as to your logos,
symbols and other visual assets.

×Ê
621: in most businesses there is strong and growing element of electronic
communications and commerce that dictate all brand assets be leveraged effectively in
tactile and electronics form. This goes for all brand assets.

Much of the brand manager¶s work is to build a brand image. But its job doesn¶t stop there. The
brand manager needs to make sure that brand experience matches the brand image. Much can go
wrong. A fine brand of canned soup described in a full page color ad may be found in dented and
dusty condition in the bottom shelf of a supermarket. The ad describing a gracious hotel chain is
belied by the behavior of a surly concierge.

Building brand therefore calls for more than brand image building. It calls for managing every
brand contact that customer might have with brand. Since all the employees, distributors and
dealers can affect brand experience.

c 7   

A brand exists in the mind, or not at all. The mind it exists in may be that of a customer, a
potential customer, an interested observer, a disinterested observer... or almost anybody.

Awareness of a brand may be irrelevant to any purchasing decision that an individual may make.
People are aware of the Mercedes car brand, but cannot envisage any circumstance under which
they would (could!) buy a Mercedes. They are aware of Marlboro (and scores of other cigarette
brands) but as a non-smoker they will never convert their awareness into purchase. Male with no
children are not targeted by Pampers or Huggies but still are aware of the brands.
People wear many hats. But are or not a potential customer. People may be an employee, an
investor, a citizen, a husband and so on. They hate McDonald¶s hamburgers but might love their
stock market record and therefore be a potential customer for their stock. They will never buy a
Boeing 777 but might be impressed by the aircraft and favor an airline that flies them. They have
no idea what an Intel chip is, but might be persuaded that it is a good thing to have in my PC and
therefore buy a computer from a company that uses them.

Brand Aware argues that there is no difference between "Brand" and "Reputation". Some
conventional wisdoms state that customers buy brands, but that investors buy reputations. Those
potential employees join companies because of their reputation, that the media and other
"stakeholders" judge a company on its reputation in some way as a distinct concept from its
brand. This part argues that such distinctions are fallacious for all companies, but especially for
single brand companies such as a McDonalds, a Coca-Cola, a Compaq or a Shell. These
companies¶ reputations are part and parcel of their brand. Their brands are their reputation.

8 
To any individual a brand (in his mind) is a complex combination of experiences, beliefs,
perceptions and associations that have grown up over time. For example Coca-Cola is a company
brand, a product brand, a service brand and a brand with a long history. It is a brand which may
represent (to any one individual) diversity, internationality, technical excellence, financial
strength etc. etc. It may also mean insensitivity, environmental pollution, abuse of power and
other negative perceptions.

5 82 

An individual builds up his perceptions of a brand via a wide range of communications channels.
They are as follows:

×Ê '9   The most powerful influence is experiential. This is when the individual
actually has a "Brand experience". The most obvious are: -
>Ê He visits a McDonald¶s restaurant or a Shell petrol station.
>Ê He buys a Coca-Cola branded product or service.
>Ê He views a Coca-Cola bottler's facility.
>Ê He visits a corporate website.
>Ê He attends an interview at the company.
>Ê He contacts the company office for information.
>Ê He meets an employee of the company.
>Ê He buys a share in the company, etc.

×Ê
5 Over time an individual who lives in a country in which the company/brand
is active, or travels to one on business or vacation, will be exposed to their advertising.
This advertising may be in a wide range of media:
>Ê TV commercials for products and services
>Ê Recruitment ads inviting employment applications
>Ê "Corporate" TV commercials promoting the company's "reputation"
>Ê Web based advertising
>Ê An ad for the company¶s branded products or services in a wide variety of print media.
>Ê Billboards on highways
>Ê Radio
>Ê Point of sale etc.

×Ê "     Individuals will be exposed to a wide variety of reports

about companies in the media (print and broadcast) where the editorial content is only
partly influence able by the company (in some cases) or not at all (in most cases). These
stories will come from a variety of primary and secondary sources: -
>Ê Press releases
>Ê Press conferences
>Ê Reporting of "events"
>Ê Investigative journalism
>Ê Stories passed to the media by third parties (Non governmental organizations etc.)
 ×Ê  12  : For some individuals to interface professionally, or from
a specific business need, with famous companies (or to observe them) is part of their job.
They will usually procure their information from a variety of sources and via a variety of
channels of communication. These individuals have a special interest in the companies
and they include: -
>Ê Financial analysts and journalists with an interest in share performance
>Ê Existing or potential suppliers of products and services
>Ê Existing or potential industrial/commercial customers
c :1 8 
The art of marketing is largely art of brand building. When something is not a brand, it will
probably be viewed as a commodity. Then price is the thing that counts. When price is the only
thing that counts then the low cost producer wins. But just having a brand is not enough. What
does the brand name mean? What associations, performances and expectations does it evoke?
What degree of preferences does it create?

$8   .
A brand name first must be chosen then its various meanings and promises must be built up
through brand identity work. In choosing a brand name, it must be consistent with the value
positioning of the brand. In naming a product or service the company may face many
possibilities: it could choose name of the person (Honda, Calvin Klein), location (American
airlines), quality (Safety stores, Healthy choice), or an artificial name (Exxon, Kodak).

. 821;12  . !.
×Ê It should suggest something about the product benefits.
×Ê It should suggest product qualities such action or color
×Ê It should be easy to pronounce, recognize and remember; short names help a lot to
recognize the product to the customers.
×Ê It should be distinctive.
×Ê It should not carry poor meanings in other countries and languages etc.

1 5
 
The best known brand names carry associations. For example, here is a list of words that people
say they associate with McDonalds:
×Ê Kids
×Ê Fun
×Ê Happy Meal
×Ê Ronald Mc. Donald
×Ê Quality
×Ê Toys
In trying to build a rich set of positive associations for a brand, the brand builder should
consider five dimensions that can communicate meaning:

×Ê
2 A strong brand should trigger in buyers mind certain attributes. Thus a
Mercedes automobile attributes a picture of well-engineered car that is durable, rugged
and expensive. If a car brand does not trigger any attribute, then it would be a weak
brand.

×Ê   A strong brand should suggest benefits, not just features. Thus Mercedes
triggers the idea of well performing car that is enjoyable to drive and prestigious to own.

×Ê $. ,*1: A strong brand should connote values that the company holds. Thus
Mercedes is proud of its engineers and engineering innovations and is very organized and
efficient in its operations. The fact that it is a German company adds more pictures in the
mind of the buyers about the character and the culture of the brand.

×Ê  1,: A strong brand should exhibit some personality traits. Thus if Mercedes
were a person we would think of someone who is middle age, serious, well-organized and
somewhat authoritarian. If Mercedes were an animal we might think of lion or its implied
personality.

×Ê  A strong brand should suggest the type of people who buy the brand. Thus we
would expect Mercedes to draw buyers who are older, affluent and professional.
In summary, brands when their very name connotes positive attributes, benefits, company values,
personality and users in the buyer¶s mind. The brand builder¶s job is to create a brand identity
that builds on those dimensions.



c <$8  '1. 
Brand elements are those trademarks devices that serve to identify and differentiate the brand.
Most strong brands employ multiple brand elements. Nike has distinctive ³swoosh´ logo, the
empowering ³Just Do It´ slogan and the mythological ³Nike´ name based on the winged goddess
of victory.

Brand element can be chosen to build as much as brand equity as possible. The test of the brand
building ability of these elements is what consumers think or feel about the product if they only
knew about the brand element. A brand element provides positive contribution to brand equity.

 '1. $8$

There are six criteria in choosing brand element. The first three can be characterized by brand
building in terms of how brand equity can be build through judicious choice of brand element.
The latter three are more defensive and are concerned with how the brand equity contained in the
brand element can be leveraged and preserved in the face of various opportunities and
constraints.

×Ê ".21 How easily is the brand element recalled? How easily recognized? Is this
true at both purchase and consumption? Short brand name like tide, Nike can help.

×Ê "  l: To what extent is brand element credible and suggestive of the
corresponding category? Does it suggest something about a product ingredient or a type
of person who might use the brand?
 ×Ê =21,: How aesthetically appealing does consumers find the brand element? Is it
inherently likeable visually, verbally, and in other ways? Concrete brand names such as
Wheel, Sunsilk etc evoke much imagery.

×Ê  21: Can a brand element be used to introduce new products in the same or
different categories? To what extent does the brand element add to brand equity across
geographic boundaries and market segments?

×Ê
21: How adaptable and updatable is the brand element? Betty corker received 8
makeovers through the years-although she is 75 yrs old, she doesn¶t look a day over 35.

×Ê 21: How legally protectable is the brand element? How competitively

protectable? Can it be easily copied? It is important that names that become synonymous
with product categories such as Kleenex, Xerox, Jell-O, etc retain their trademarks rights
and not become generic.

Brand elements can play a number of roles. If consumers do not examine much information in
making their product decisions, brand elements should be easily recognized and recalled and
inherently descriptive and persuasive. Memorable or meaningful brand elements can reduce the
burden on marketing communications to build awareness and link brand associations. The
different associations that arise from likeability and appeal of the brand elements may also play a
critical role in the equity of brand.










c >&8 ';,/

There is no universally accepted definition of brand equity. The term means different things for
different companies and products. However, there are several common characteristics of the
many definitions that are used today. From the following examples it is clear that brand equity is
multi-dimensional. There are several stakeholders concerned with brand equity, including the
firm, the consumer, the channel, and some would even argue the financial markets. But
ultimately, it is the consumer that is the most critical component in defining brand equity. Some
researchers in the field of marketing have defined brand equity as follows:

×Ê Lance Leuthesser, et al (1995) writes that "« brand equity represents the value (to a
consumer) of a product, above that which would result for an otherwise identical product
without the brand's name. In other words, brand equity represents the degree to which a
brand's name alone contributes value to the offering (again, from the perspective of the
consumer)."

×Ê The Marketing Science Institute (1988) defines brand equity as, "The set of associations
and behaviors on the part of the brand's customers, channel members, and parent
corporations that permit the brand to earn greater volume or greater margins than it could
without the brand name and that gives the brand a strong, sustainable, and differentiated
advantage over competitors."








 ;, 2 8 1. 
×Ê The total value of a brand as a separable asset -- when it is sold or included on a balance
sheet.
×Ê A measure of the strength of consumers' attachment to a brand.
×Ê A description of the associations and beliefs the consumer has about the brand.

Of those three concepts, the first can be classified as "brand valuation," the second "brand
loyalty," and the third "brand description." Brand loyalty will be a factor that affects the overall
brand value, and brand description will usually affect or explain some of the brand loyalty.
Because of the importance of each of these elements of brand equity, they will each be briefly
explained.

 ';, *1 

Brand value involves actually placing a dollar or rupee value on a brand name. The reasons for
doing this are usually to set a price when the brand is sold and also to include the brand as an
intangible asset on a balance sheet (a practice which is not used in some countries). While there
are many methods for making this measurement, some of which will be described shortly, it is
important to note that there is a significant difference between an "objective" valuation created
for balance sheet purposes, and the actual price that a brand may get when sold?

A brand is likely to have a much greater value to one purchaser than another depending on the
synergy that exists. For acquisitions, the value of a brand to a certain purchaser is often estimated
through scenario planning. This involves determining what future cash flows the company could
achieve if it owned and took advantage of the brand.
What this means is that there is no such thing as an absolute value for a brand, and brand value
needs to be considered as only one component of the overall equity of a brand.
 ';, ,1,
Loyalty is a core dimension of brand equity and is a way to gauge the strength of a brand. It
represents a barrier to entry, a basis for a price premium, and time to respond to competitive
innovations. The variety of measures used for brand loyalty usually is a combination of one or
more of the following:

×Ê Price/demand measures--focus on a brand's ability to command a higher price or make

consumers less sensitive to price increases than price increases for competing brands.

×Ê Behavioral measures--focus on consumers' behavior.

×Ê Attitudinal measures--focus on general evaluative measures such as 'liking' or 'disliking.'

×Ê Awareness measures--focus on identifying a brand as being associated with a product

category.

×Ê Brand Loyalty and Equity refer to the notion that some brands are "stronger" or better
than others.

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The optimism for the concept can be stated on the fact that when one would say as a predictor of
future financial performance, brand equity, if reported, would be valuable for capital marketers
and shareholders. Brand equity has the potential to become the set of measures of business
performance that matter most.

The motivation for brand equity comes from the observation that many marketing efforts
"realize" benefits; such as sales or profit and these are accounted for in the firm¶s profit and loss
figures. However, there is the possibility that management might choose between taking realized
benefits and "storing" them future. One of the most common times this argument is used is when
discussing the role of advertising versus sales promotion. You could spend lots of money on
advertising, see no immediate effects, but you could save your job by saying that you had "built
the brand". At least one advertising agency offers to partner companies in this sort of activity.

So marketing strategies could be putting money into (or out of) the brand equity bank account.
But the question is as always how do we know? That is are we actually building the brand with
all our advertising (or other brand building 4 p¶s decisions e.g., limited / premium distribution
rights, high price, fancy packing, after sales service, extended warranties).So, hopefully you have
got the idea - theories about brand loyalty and equity are used to represent aspects of brand
strength.

This "strength" can take a number of forms, e.g., consumers predominantly buying your brand,
which might be represented by a high share of category requirements, or high proportion of sole-
buyers.

Consumers saying good things about your brand, e.g., having a positive brand Attitude, it might
be the ability to charge a price premium. It might be the ability to not be substituted when out of
stock. Future strength might be in terms of some sort of long-term competitive advantage or the
ability to sustain brand extensions.

One of the things is that as with many concepts in marketing, is that there are many different
definitions and viewpoints on what exactly brand equity is and how to measure it. So that is a
problem. We need to be clear just what people mean when they talk about brand equity or brand
loyalty, or building brands.


 1,1,';,5
One of the ruses used by proponents of brand equity or loyalty is to claim that these measures do
not capture all the important aspects of brands strength. But this is an evasion. We want to be
able to detect that our efforts are doing something to the brand, and so we need to know ways
that this might show up in.

 ';, 
 
Brand description, the final component of brand equity, concerns the actual attributes of the
brand. These attributes or associations are major creators of brand loyalty. A wide variety of
techniques exist for matching consumer associations with perceptions of a brand. These
techniques can be both qualitative and quantitative. They work by getting the respondent to link
each brand with pictures or words. These attributes then can be measured with multi-dimensional
scaling to position the attributes relative to one another.

?15" ';,

The Brand Equity Ten are ten sets of measures grouped into five categories, which attempt to
gauge the strength of a brand. The first four categories represent customer perceptions of the
brand along the four dimensions of brand equity- loyalty, perceived quality, associations and
awareness. The fifth includes two sets of market behavior measures.

×Ê ,1,
 ..: A basic indicator of loyalty is the amount a customer will pay for a
product in comparison to other comparable products. A price premium can be determined
by simply asking consumers how much more they would be willing to pay for the brand.

$. ! : A direct measure of customer satisfaction can be applied to

existing customers. The focus can be the last use experience or simply the use experience
from the customer's view.

×Ê 5?1, 8"
5?1, is one of the key dimensions of brand equity and has been shown to
be associated with price premiums, price elasticities, brand usage and stock return. It can
be calculated by asking consumers to directly compare similar brands.

81, has three dimensions. First, if enough consumers are buying into
the brand concept it must have merit. Second, leadership often taps innovation within a
product class. Third, leadership taps the dynamics of consumer acceptance. Namely,
people are uneasy swimming against the tide are a likely to buy a popular product. This
can be measured by asking consumers about the product's leadership position, its
popularity and its innovative qualities.

×Ê
 
  "
5 *1: This dimension simply involves determining whether the product
provides good value for the money and whether there are reasons to buy this brand over
competitive brands.
  1,: This element is based on the brand-as-person perspective. For some
brands, the brand personality can provide links to the brands emotional and self-
expressive benefits.
 @ 1
 : This dimension considers the type of organization that lies
behind the brand.

×Ê
- "
  -  reflects the salience of the product in the consumer's mind and
involves various levels including recognition, recall, brand dominance, and brand
knowledge and brand opinion.

 ×Ê "=85"
"=!8: The performance of a brand as measured by market share often provides
a valid and dynamic reflection of the brand's standing with customers.

 
2  : Market share can prove deceptive when it increases as a
result of reduced prices or promotions. Calculating market price and distribution
coverage can provide or more accurate picture of the product's true strength. Relative
market price can be calculated by dividing the average price at which the product was
sold during the month by the average price at which all the brands were sold.

"   ';,
Consistency is the key to successfully building and managing brand equity. Having a long-term
outlook and projecting a consistent image of your brand to the customer will maximize the
results of building brand equity. It is critical for managers to realize that brand equity can have
positive as well as negative effects on a product or company. In the end, it is the customer that
truly defines what brand equity means.

If management feels it is necessary to change the direction of a brand or change a product it must
be careful not to change too quickly. There are many examples of companies that have changed a
product or brand too much or too quickly. On these occasions, consumers met changes with
adverse reactions. The most famous example is Coca-Cola. They changed the formula of their
flagship product Coke, and consumers reacted so poorly to the new product that the old formula
was reintroduced and the new formula eventually was discontinued. The consumer through the
product experiences brand equity. The product has certain attributes or characteristics that
deliver the equity to the consumer. If any of these attributes are changed or eliminated, the equity
delivered to the consumer is also changed.

Managing brand equity is a continual process with long-term implications. Unfortunately, many
brand managers are forced to focus on short-term goals such as market share and profits. Many
programs that are implemented to boost short-term sales or market share may be detrimental to
the long-term viability of the brand. For example, Proctor & Gamble has started to test market a
program to move away from using coupons to a system of every day low prices. This is, in part,
because consumers may become loyal to the coupon or promotion and not to the product itself.
Constant promotional programs erode margins and eventually brand loyalty. Ultimately, brand
equity is damaged.

In 1988, Graham Phillips, Chairman of Ogilvy and Mather Worldwide, said, "I doubt that many
would welcome a commodity marketplace in which one competed solely on price, promotion
and trade deals, all of which can be easily duplicated by competition. This would lead to ever
decreasing profits, decay, and eventual bankruptcy. About the only aspect of the marketing mix
that cannot be duplicated is a strong brand image." This quote clearly demonstrates the
importance of managing brand equity. In many categories, brand equity is the only point of
differentiation between products.

Many people may think that building and maintaining brand equity is solely the responsibility of
brand managers, but it is actually a cross-functional team effort. Financial managers are
important because they can fully analyze the costs of maintaining and building brand equity. For
example, launching a new brand is extremely consuming in terms of money and time. It may be
more cost effective to extend a current brand than introduce a new brand. Marketing research is
critical for many obvious reasons. It develops most, if not all, of the research and data that
companies will use for deciding strategic issues. Marketing research can also help determine how
brand equity is actually measured. Once a definition of brand equity is established, the
responsibility of tracking


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2
×Ê The brand excels at delivering the benefits consumers truly desire.
×Ê The brand stays relevant.
×Ê The pricing strategy is based on consumer perceptions of value.
×Ê The brand is properly positioned.
×Ê The brand is consistent.
×Ê The brand portfolio and hierarchy makes sense.
×Ê The brand makes use of and co-ordinates a full repertoire of marketing activities to build
equity.
×Ê The brand is given proper, sustained support.
×Ê The brand¶s manager understands what the brand means to customers.
×Ê The company monitors source of brand equity.

  2 2,-1111 811- . 


,
×Ê Help buyers identify the product that they like/dislike.
×Ê Identify marketer
×Ê Helps reduce the time needed for purchase.
×Ê Helps buyers evaluate quality of products especially if unable to judge products
characteristics.
×Ê Helps reduce buyers¶ perceived risk of purchase.
×Ê Buyer may derive a psychological reward from owning the brand, i.e., Rolex or
Mercedes.







!11
×Ê Differentiate product offering from competitors
×Ê Helps segment market by creating tailored images, i.e., Contact lenses
×Ê Brand identifies the companies¶ products making repeat purchases easier for customers.
×Ê Reduce price comparisons
×Ê Brand helps firm introduce a new product that carries the name of one or more of its
existing products...half as much as using a new brand, lower co. designs, advertising and
promotional costs. Example, BPL telephones.
×Ê Easier cooperation with intermediaries with well known brands
×Ê Facilitates promotional efforts.
×Ê Helps foster brand loyalty helping to stabilize market share.
×Ê Firms may be able to charge a premium for the brand.

















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Looks like the ad industry can¶t have enough of animation. Digital characters are fast stepping
into the realm of corporate brands.

Hutch¶s Boy-Girl duo, the claymation Chintamani of ICICI, The toons in All Out Mosquito
repellent ad, as well as the classic Asian paint¶s ex-mascot Gattoo, the Amul girl, the Handiplast
Boy, Fido-Dido of 7-Up etc are some of the examples of the toons used for marketing the
product.

³Most advisers are using animation for top of the mind recall´ says McCann Erickson¶s Prasoon
Joshi. McCann¶s new commercial for Coca-Cola¶s vanilla variant has the model blowing
animated, heart-shaped kisses for the audience.

³Toon illustrations create excitement, and also serve as a memory hook to pick a particular brand
from clutter´.

Kellogg¶s animated kid and bear are intertwined in people¶s minds. Nike also used ³swoosh´
logo sign to bring immediate recall value, while the Claymation characters Of Amaron, an O&M
creative, pick on sleeping politicians to get their value across. O&M¶s Piyush Pandey says his
firm encourages the idea of breaking form. ³Creative people have to look at different ways to get
message across, and if that means exploring other forms of art, then why not?´

HLL¶s Annapoorna uses Flintstone like characters to drive its USP. Industry officials say
animation could be used as creative idea to express a particular value, or it could be a sacrosanct
image, almost becoming part of the logo of the brand ± like A-I am Maharaja or Amul Girl.
As mnemonics flow thick and fast characters get established in the consumers mind. However at
times they are given a hasty burial. Asian Paint¶s Gattoo was the rage, but the kid was killed after
he was linked to child labour.

First it was retro advertising, and then there was the trend of using real kids. The ad world¶s
latest obsession is with animation. Be it Bollywood actress Mallika Sherawat asking Fido to
make her more curvy or Aishwarya Rai diving into the sea with a Frisbee or, for that matter, an
animated poodle talking to Rani Mukherjee and her gang of friends in the Fanta commercial-
they¶ve all got the cool punch with animation.

With a string of animated commercials such as Pepsodent (Bhoot Police). ICICI Prudential¶s
Chintamani and Anand Rathi Securities happening in the past few months, companies across
sectors are more willing than ever before to use animation in their ad films.

The number of animation ad films produced per year in the past five years has increased at least
eight times and feature films like Hum Tum (had cartoons of Saif Ali Khan And Rani Mukherjee
coming in between the film)are backing the overall trend around animation.

³We used to do three animation ad films a year five years ago, now it¶s two every month,´ says,
E.Suresh. Creative director. Famous House of Animation, a division of Famous Studios.

³Animation is no kid stuff anymore. One sees a fair number of youth and adult targeted content
happening in the form of animation in films and TV shows these days,´ says Rahul Welde,
general manager, media. Hindustan Unilever Limited.

Mr.Welde claims to have used animation where it could add to the creative quotient of the
commercial which give something unexpected to the audience.

³Gross thinks at time look cute in animation rather than the real thing, say in case of a fat man,
the Chintamani ad was initially a radio jingle. With Claymation (clay + animation), it broke the
clutter and became likeable in a very non-financial advertising style,´ says Abhishekh Bhatia,
director marketing, Prudential Assurance, Malaysia, who was then involved in launching the
campaign from ICICI Prudential.

The contribution to the sales of pension schemes of the group rose 30% after the campaign. The
popularity of cartoons among youngsters- a gradual transformation over the past few years- Kill
Bill, Lion King, Shrek, Run Lola Run, all of which have cutting edge animation. Moreover, most
of the global award winning campaigns have used animation extensively, be it Euro RSCG¶s
Waterboy, Grrr Honda, Unileaf Tea or Levi¶s Mr.Lova Lova.

³However a real character interacting with an animated character is not a novelty. It is a style and
a lot of people are catching on it but this is not the end of it,´ points Ashish Chakravarty, head
creative, Contract Advertising. There are other viewpoints too. ³It¶s a nice way of doing a boring
script. But there are scripts that needs animation to prove the point as in the case of Oye Bubbly
(Pepsi Commercial) last year,´ says Anuja Chauhan, VP and Senior Creative Director at JWT.

Besides the advantage of visual appeal, many complex issues, such as stunts, can be done away
with, with the use of animation- for instance the stunt in the Lux Commercial couldn¶t be done
so perfectly by the real character (here Aishwarya Rai) vis-à-vis the animated character.
Animation ad also helps keep costs down. Industry sources say a simple animation ad is less
expensive than an ad with decent production quality that costs around Rs. 70-80 Lakh. Animated
ones cost around Rs. 30-40lakh on an average.

However, what creative directors hate about animation is the fact that it takes a lot more time
³For A Fido itself, we need to work for three weeks to get it absolutely right,´ says Chauhan of
JWT

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(The moppet who put Amul on India's breakfast table)
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.2,C!..c>7:D : A Charni Road flat. Mrs. Sheela Mane, a 28-year-old housewife
is out in the balcony drying clothes. From her second floor flat she can see her neighbors on the
road. There are other people too. The crowd seems to be growing larger by the minute. Unable to
curb her curiosity Sheela Mane hurries down to see what all the commotion is about. She expects
the worst but can see no signs of an accident. It is her four-year-old who draws her attention to
the hoarding that has come up overnight. "It was the first Amul hoarding that was put up in
Mumbai," recalls Sheela Mane. "People loved it. I remember it was our favorite topic of
discussion for the next one week! Everywhere we went somehow or the other the campaign
always seemed to crop up in our conversation."

Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from
strategically placed hoardings at many traffic lights. She is the Amul moppet everyone loves to
love (including prickly votaries of the Shiv Sena and BJP). How often have we stopped, looked,
chuckled at the Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous
Urmila or simply as herself, dressed in her little polka dotted dress and a red and white bow,
holding out her favourite packet of butter.

For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much
so that the ads are now ready to enter the Guinness Book of World Records for being the longest
running campaign ever. The ultimate compliment to the butter came when a British company
launched butter and called it Utterly Butterly, last year.
It all began in 1966 when Sylvester daCunha, then the managing director of the advertising
agency, ASP, clinched the account for Amul butter. The butter, which had been launched in
1945, had a staid, boring image, primarily because the earlier advertising agency which was in
charge of the account preferred to stick to routine, corporate ads.
 One of the first Amul hoardings

In India, food was something one couldn't afford to fool around with. It had been taken too
seriously, for too long. Sylvester daCunha decided it was time for a change of image.
The year Sylvester daCunha took over the account, the country saw the birth of a campaign
whose charm has endured fickle public opinion, gimmickry and all else.
The Amul girl who lends herself so completely to Amul butter, created as a rival to the Polson
butter girl. This one was sexy, village belle, clothed in a tantalizing   all but covering her
upper regions. "Eustace Fernandez (the art director) and I decided that we needed a girl who
would worm her way into a housewife's heart. And who better than a little girl?" says Sylvester
daCunha. And so it came about that the famous Amul Moppet was born.

That October, lamp kiosks and the bus sites of the city were splashed with the moppet on a horse.
The baseline simply said, Thorough bread, Utterly Butterly Delicious Amul,. It was a matter of
just a few hours before the daCunha office was ringing with calls. Not just adults, even children
were calling up to say how much they had liked the ads. "The response was phenomenal," recalls
Sylvester daCunha. "We knew our campaign was going to be successful."

For the first one year the ads made statements of some kind or the other but they had not yet
acquired the topical tone. In 1967, Sylvester decided that giving the ads a solid concept would
give them extra mileage, more , so to say. It was a decision that would stand the daCunhas in
good stead in the years to come. In 1969, when the city first saw the beginning of the Hare Rama
Hare Krishna movement, Sylvester daCunha, Mohammad Khan and Usha Bhandarkar, then the
creative team working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry
Hurry'. Bombay reacted to the ad with a fervor that was almost as devout as the Iskon fever. That
was the first of the many topical ads that were in the offing. From then on Amul began playing
the role of a social observer. Over the years the campaign acquired that all important Amul
touch.

India looked forward to Amul's evocative humour. If the Naxalite movement was the happening
thing in Calcutta, Amul would be up there on the hoardings saying, "Bread without Amul Butter,
 

 
 (won't do, won't do). If there was an Indian Airlines strike Amul would be
there again saying, Indian Airlines won¶t fly without Amul. There are stories about the butter
that people like to relate over cups of tea. "For over 10 years I have been collecting Amul ads. I
especially like the ads on the backs of the butter packets, "says Mrs. Sumona Varma. What does
she do with these ads? "I have made an album of them to amuse my grandchildren," she laughs.
"They are almost part of our culture, aren't they? My grandchildren are already beginning to
realize that these ads are not just a source of amusement. They make them aware of what is
happening around them."
Despite some of the negative reactions that the ads have got, DaCunhas have made it a policy not
to play it safe. There are numerous ads that are risqué in tone."We had the option of being sweet
and playing it safe, or making an impact. A fine balance had to be struck. We have a campaign
that is strong enough to make a statement. I didn't want the hoardings to be pleasant or tame.
They have to say something," says Rahul daCunha.

"We ran a couple of ads that created quite a furore," says Sylvester daCunha. "The Indian
Airlines one really angered the authorities. They said if they didn't take down the ads they would
stop supplying Amul butter on the plane. So ultimately we discontinued the ad," he says
laughing. Then there was the time when the Amul girl was shown wearing the Gandhi cap. The
high command came down heavy on that one. The Gandhi cap was a symbol of independence;
they couldn't have anyone not taking that seriously. So despite their reluctance the hoardings
were wiped clean. "Then there was an ad during the Ganpati festival which said, Ganpati Bappa
More Ghya (Ganpati Bappa take more). The Shiv Sena people said that if we didn't do something
about removing the ad they would come and destroy our office. It is surprising how vigilant the
political forces are in this country. Even when the Enron ads (Enr on or off) were running,
Rebecca Mark wrote to us saying how much she liked them."
There were other instances too. Heroine Addiction, Amul's little joke on Hussain had the artist
ringing the daCunhas up to request them for a blow up of the ad "He said that he had seen the
hoarding while passing through a small district in UP. He said he had asked his assistant to take a
photograph of himself with the ad because he had found it so funny," says Rahul daCunha in
amused tones. Indians do have a sense of humour, afterall.

From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree
that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue
to tease laughter out of them.

Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That
we laugh because the humour is what anybody would enjoy. They don't pander to your
nationality or certain sentiments. It is pure and simple, everyday fun.

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QUESTIONAIRE

Q1. Indentify the following toon mascots and their products or either of the one:
 ____________________________________________

___________________________________________

____________________________________________

____________________________________________

_______________________________________________

_______________________________________________



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Q2. Can you recognize a product on the basis of its brand mascot alone?
wÊ Always
wÊ Sometime
wÊ Often
wÊ Very Rare
Q3. Do you relate any product with toons?
wÊ Always
wÊ Sometime
wÊ Often
wÊ Very Rare

Q4. Do you think nowadays brand mascots are losing importance to brand personality?
wÊ Yes
wÊ No
wÊ Don¶t Know

Q5. Which is your most memorable toon mascot?

wÊ Amul Butter Girl
wÊ Fido Dido
wÊ Chintamani (ICICI)
wÊ Any other __________________

Q6. Why do you think this brand mascot is the most memorable one?
A6.
______________________________________________________________________________
__________________________________________________________________

! 


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Q7. If you are to launch a new product will you depend on a brand personality of a toon mascot
to build the brand image of your product? Give reasons?
A7. ________________________________________________________________________
________________________________________________________________________

Q8. Toon Mascot is mare popular in the rural or urban areas? Give reasons?
A8. ________________________________________________________________________
________________________________________________________________________

Q9. What features do you think a toon mascot should possess so as to remember over a long
period of time?
wÊ Cute
wÊ Happy Face
wÊ Suitable to the product
wÊ Innovative
wÊ Entertaining
wÊ Any other _____________________

`Q10. Would you like if toon mascots are also advertised through clothing, accessories, bags etc?
wÊ Yes
wÊ No
wÊ Depends on the mascot
wÊ Don¶t know

NAME: _____________________________
AGE: _____________________________
PROFESSION: _____________________________
X


% 

+   !       1 
  
? c        ,   8     1 1  -        .            8                  8     
8 /
 1 No. of toons correctly identified (X axis)

6 5 4 3 2 1
No. of 15 8 9 3 0 0
respondents
(out of 35)
(Y Axis)
% 42.86% 22.86% 25.71% 8.57% 0 0

            O u t o f t he 3 5 r e s p o nd e nt 1 5 w e r e a b l e t o id e nt i f y a l l t h e
p r o d u c t s c o r r e c t l y o n t h e b a s i s o f it s t o o n m a s c o t a lo ne w h i c h c o m e s u p
t o 4 2 . 8 6 % . W h e r e a s o n l y 8 . 5 7 % i. e . o n l y 3 p e r s o n s w e r e no t a b l e t o
i d e n t i f y a l l t h e p r o d u c t s c o r r e c t l y. T he mo s t i d e nt i f i e d m a s c o t is 7 u p
F i d o - D i d o w he r e a s mo n s t e r . c o m w a s t h e l e a s t p o p u la r o n e .









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1 /


2 Recognition of product on basis of brand mascot

(X axis)

Always Sometime Often Very Rare

No. of 3 20 12 0
 respondents
(out of 35)
 Y-Axis
% 8.57% 57.14% 34.29% 0


            O f t h e 3 5 r e s p o nd e nt s 2 0 s a i d , t ha t t he y w e r e s o m e t i m e s
a b l e t o r e c o g n i z e t he p r o d u c t o n t he b a s i s o f B r a n d M a s c o t a lo ne w h i c h
c o me s t o a r o u n d 5 7 . 1 4 % o f t he t o t a l s a m p l e s i z e . W h e r e a s o n l y 8 . 5 7 %
w e r e a l w a ys a b l e t o r e c o g n i z e t he p r o d u c t o n t he ba s i s o f i t s br a nd m a s c o t









È

   

? + 
  ,     1      ,          -   8      / 


3 Ability of relating products with toons (X Axis)


Always Sometime Often Very Rare
 No. of 3 14 16 2
respondents

(out of 35)
 Y-axis

 % 8.57% 40% 45.7% 5.71%

            O u t o f 3 5 r e s p o nd e nt s 1 6 p e o p l e o ft e n r e l a t e d the
p r o d u c t s w it h t he i r t o o n m a s c o t s w h i c h c o m e u p t o a r o u nd 4 5 . 7 % .
W h e r e a s o n l y 5 . 7 1 % o f t he r e s p o n d e n t s ve r y r a r e l y r e l a t e d t h e p r o d u c t s
w it h t o o ns 










È

   
? 0 
  ,     8  =   -    ,       "            1       .          
          1   , / 

4 Brand Mascots are losing importance to
 Brand Personality (X-axis)

 Yes No Don¶t No
No. of 12 18 5
 respondents
(out of 35)

Y-axis

% 34.29% 51.43% 14.29%


           : 5 1 . 4 3 % o f t he t o t a l p e o p l e s u r ve ye d h a d t he o p i n io n t h a t
B r a n d M a s c o t s a r e no t lo s i n g i m p o r t a nc e t o B r a nd P e r s o n a l it y w he r e a s
1 4 . 2 9 % ha d no o p i n i o n r e g a r d i n g t h e s a m e 









È
  
? 4  & 8   8     ,    .     .  .   2 1       .      / 

5 Most Memorable Toon Mascot (X-axis)


 Amul Fido Dido Chintamani Any Other

Butter Girl
 No. of 30 5 1 0
respondents
 (out of 35)
Y-axis

% 85.71% 14.29% 2.86% 0


           : o n t h e ba s i s o f t he s u r v e y c o nd u c t e d 8 5 . 7 1 % o f t h e
r e s p o n d e nt s o p t e d fo r A m u l B u t t e r G ir l a s t h e i r mo s t m e mo r a b l e t o o n
m a s c o t fo l lo w e d b y F i d o - D i d o a nd C h i nt a m a n i w it h 1 4 . 2 9 % a nd 2 . 8 6 %
resp ect ive ly










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? 7  & 8 ,     ,     8  =   8        "          .     .  .   2 1     / 

6 Reason for Amul Butter Girl being most memorable
 (X-axis)

Long Cute/ Good Attention Innovative
 Lasting Happy Animation Seeking
No. of 12 5 4 7 4
 respondents
(out of 35)
 Y-axis

 % 34.28% 14.28% 11.42% 20% 11.42%



            Ac c o r d i n g t o t he s u r v e y c o nd u c t e d A m u l B u t t e r G ir l i s
t h e mo s t me mo r a b l e t o o n m a s c o t be c a u s e it h a s b e e n i n t he m a r k e t s i n c e a
v e r y lo n g t i m e a nd a l s o it i s v e r y a t t e nt io n s e e k i n g b e c a u s e it i s a l w a y s
r e l a t e d t o t he c u r r e nt a f f a i r s 

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