Brand and Branding

Jean – Noel Kapferer

 Branding dilemma
• What is brand?
Name,sign, symbol,intended to identify goods
& services of one seller from another
• Branding is decommodification of product

Brand identity Brand image

Perspectives of Perspectives of
Marketer Consumer
 Brand name
• “A rose by any other name would not smell as
sweet”
• Brand name provides an identity which
differentiates
• Key marketing concept of positioning, imagery
are centered around brand name
 Product logic(marketing mix) to
brand logic (meaning and value)
Brand

Product
Brand identity prism
 Brand Culture - Authors
The Firm Popular
Culture Douglas B.Holt
Brand Stories

Brand Culture
Brand Shared,Stories, Brand
Stories images & Stories
associations

Brand Stories

Influencers Customers
 Brand value
• Brand culture (accepted truth about product) can
greatly enhance brand value
• Difference between what a consumer will pay for
branded product and a physically identical product
without brand
• Reputational value perceived product quality
• Relationship value trusted as a long term partner
• Experiential value Shape experience of product
• Symbolic value which expresses values &
identities
 BRAND ARCHITECTURE
• Handling of a large product portfolio
• Brand-product relationship
• Six models in the brand-product relationship
– The product brand;
– The line brand;
– The range brand;
– The umbrella brand;
– The source brand and;
– The endorsing brand
 The Product Brand Strategy
• It involves the assignment of a particular
name to one, and only one, product as well as
one exclusive positioning.
• The result of this strategy is that each new
product receives its own brand name that
belongs only to it
• For example, Procter & Gamble-detergent
market by brands ariel, vizir,dash and soap
market by camay ,zest etc.
 The Line Brand Strategy
• This strategy involves the exploitation of
successful concept by extending it but by staying
very close to the product
• For example, L’Oreal hair line products

 The Range Brand Strategy

• It bestow a single brand name and promote
through a single promise a range of products
belonging to the same area of competence
• For example, in food sector it is heinz, green
giant etc.
 Umbrella Brand Strategy
• The same brand supports several products in
different markets.
• Each of them has its own advertising tool and
its own communications
• The main advantage of umbrella strategy is
the capitalisation on one single name and
economies of scale on an international level
• For example, TATA, Palmolive etc.
 Source Brand Strategy
• This is identical to umbrella brand strategy except for
the point that they are no longer called by one generic
name
• Two tier brand structure
• Sub-branding
• For example, AMUL Masti Dahi

 Endorsing Brand Strategy

• It gives approval to a wide variety of products grouped
under product brands, line brands or range brands
• The brand endorsement can be indicated in a graphic
manner by placing the emblem or in a nominal way
• For example, Johnson products with duck
 Brand Equity
• Financial—Goodwill, over a period of time
• What is to be measured
– Clear understanding of concept
– Consumer way of determining the brand
• What are the measures
– Critical, Continuous, Creative
– You can manage what is under your control
• How to measure
 Brand Equity
• Brand doesn’t exist in isolation it has to be
understood in relation to category
• Differential account of brand reflecting in behavior
• The brand image consumer feels, thinks and
experiences(the cognitive and affective mixes)
 Brand Equity – BRANDZ Model
Strong relationship/
high share of
Nothing else beats it category expenditure
Does it offer something
better than others
áóñäààñ èë¿¿ èõ
ç¿éëèéã ñàíàë áîëãî
Can it deliver?

Does it offer
me something

Do I
know
about it Weak relationship/Low share
of category expenditure
Ñóë õàðèëöàà õîëáîî íü / áàãà
õóâü õýìæýýíèé çàðäàë/
 Brand Equity - Resonance Model
Stages of brand Branding objective at
development each stage

Brand
Brand building
Res
ona blocks
nce

Judg
Feeli
men
ngs
ts

Perfor
mance Imagery

Salience
Adapting to Market

Brand Kernel
áðýíäèéí óòãà
ó÷èð

Brand style
áðýíäèéí õýâ ìàÿã

Brand
themes
áðýíäèéí
ñýäýâ
• Meaning evolve over a period of time, It is
relational, Categories also get redefined
-Brand Management.
• Aligning of People, Structure, Processes.
• Engagement and Complexity should not
disable our thinking/knowledge.
Thank You