Branding and special focus on toon branding

Index
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INTRODUCTION

ALL ABOUT BRANDING
1 . 1 I n t r o d u c t i o n t o B r a nd i n g 1.2 Purpose of Branding 1.3 Brand Identity 1.4 Tools for Building Brand Identity 1.5 Brand Effectiveness 1.6 Brand and Reputation 1.7 Building the Brand 1.8 Choosing Brand Elements 1.8 Choosing Brand Elements

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What is Brand Equity? 2.1 Brand equity can be defined as three distinct elements 2.2 Brand Equity as Brand Value. 2.3 Brand Equity as Brand Loyalty 2.4 Brand loyalty / Equity advocates 2.5 Brand Equity as Brand Description 2.6 Qualitative Measures of Brand Equity 2.7 Managing Brand Equity 2.8 The World Strongest Brand Share 10 Attributes 2.9 Branding benefits buyers as well as sellers in the following manner

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ALL ABOUT TOON BRANDING
3.1 Toon Branding

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Branding and special focus on toon branding

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CA S E S T UD Y ON T OON BRA N D I N G

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DA T A A NA LY S I S 5 . 1 S t at i s t i c a l Da t a 5 . 2T h e o r e t i c a l Da t a

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6 . P E RS O N A L RE VI E W (FINDING AND SUGGESTION) 6.1 Why it’s Branding? 6.2 Difficulties faced 6.3 Suggestions

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Some of Amul Hits of 1995 – 96

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CONCLUSION

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B IB L I O G RA P H Y A ND WE BLI O G RA P HY

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Branding and special focus on toon branding

ALL ABOUT BRANDING
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Branding and special focus on toon branding

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.

1 . 1 I n t r o d u c t i o n t o B r a n di n g
The American Marketing Association defines a brand as “A name, term, sign, symbol or design or a combination of them, intended to identify the goods and 4

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. or tangible. Brands help to organize inventory and accounting records. How to “BRAND” a product? Although firms provide the impetus to brand creation through marketing programs and other activities.Branding and special focus on toon branding services of one seller or group and to differentiate them to those for competitors”.to assign responsibility to a particular manufacturer or distributor. A brand is a perpetual identity that 5 . 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. Consumers may evaluate the identical product differently depending how it is branded. Branding has been around for centuries as a means to distinguish the goods of one producer to those of another. In this sense branding can be seen as powerful means to secure a competitive advantage. ultimately a brand is something that resides in the mind of the consumers. 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. time starved the ability of brand to simplify decision making is invaluable. Brands identify the source or maker of the product and allow consumerseither individual or organizations. As consumers lives becomes more complicated. Brands also perform valuable functions for the firm. The brand name can be protected registered trademarks. Also in fine arts branding began with artists signing their works. Consumers lean about the brand with its past experience and the marketing program. Brands today play a number of important roles that improve the consumer’s lives and enhance the financial value of firms. Brands represent enormously valuable pieces of legal property that can influence consumer’s behavior. rational. These differences may be functional. This brand loyalty can translate into willingness to pay higher price. creates greater value for shareholders. First they simplify the product handling and tracing. which in turn. Strong brand results in better earnings and profit performance for firms.relate to product performance of the brand. 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. Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again.

emotional. you think of safety. While Brand X cola or even Pepsi-Cola may win blind taste tests over CocaCola. To brand a product. It I this emotional relationship with brands that make them so powerful. A store (Big Bazaar. you think of ‘Big Blue’. Sachin Tendulkar). 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. 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. A service (Kingfisher Airlines. Brand is the proprietary visual. A person (Shahrukh Khan. rational. It is possible to brand: • • • • • • A physical good (Nestle soup. A brand is a set of elements or “brand assets” that in combination create a unique. 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. memorable. unmistakable. Pantene shampoo or Maruti Swift). it is necessary to teach the consumers “who” the product-by giving a name. When you think of Nike. A place (The state of Kerala. An organization (UNICEF or BCCI). When you think of Volvo. TATA AIG medical insurance). Pushkar Mela). BATA stores). the fact is that more people buy Coke than any other Cola. When you think of IBM. and cultural image that you associate with the company or a product.2 Purpose of Branding The purpose of branding is to create a powerful and lasting emotional connection with customers and other audiences. and valuable 6 . you think of Michael Jordon or ‘Just Do It’. 1. Branding is endowing products and services with the power of brands.Branding and special focus on toon branding is rooted in reality but reflects the perceptions and perhaps even the ultimate choice of the consumers.

Branding is the voice and image that represents the business plan to the outside world. What the company. 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 7 . logos.Branding and special focus on toon branding relationship between an organization and its customers. brand associations. positioning. The process of managing the brand to the business plan is important not only in “big change situation” where the brand redefinition is required. This does not have to be a “ground-up” situation where there are wholesale changes to the business. but also in the management of routine marketing variables and tactics. and represented consistently throughout all the brand assets and in daily marketing activities. The brand is carried by a set of compelling visual. brand toons etc. 1.3 Brand Identity Brand Identity includes brand names. written and vocal tools to represent the business plan and intentions of an organization. The brand image that carries this emotional connection consists of the many manageable elements of branding system. 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. including both visual image assets and language assets. products and services stand for should all be captured in branding strategy. and brand personality.

Do you want your company’s brand identity created for you by competitors and unhappy customers? Of course not. kids. a favorable one. a character (Pink Panther). Owned Word A strong brand name should trigger another word. a slogan. an animal (the Merrill lynch bull) etc. By continuous repetition of messages customer will think of your product and then buy it. in every news release. The first step in creating a brand for your company is branding workshop. 1. 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.4 Tools for Building Brand Identity Brand builders use a set of tools to strengthen and project the brand image. Here is the list of brands that own a word: 8 . Then. yet few companies create a brand identity. a color. Ronald MacDonald. food quality etc. in communications with employees and in every sales call or media interview. McDonalds television are a series of one brand association after another. a symbol. starting in yellow arches in the low right corner of the screen and following with associations of Big Mac. How do determine our Brand Identity? Brand has been called the most powerful idea in commercial world.Branding and special focus on toon branding use of a famous spokesperson (Bill Cosby-Jello). and set of stories. Strong brands typically exhibit an owned word. pound that message in every ad. Brand associations are the attributes that costumer thinks of when they hear or see the brand name. happy meal.

Here are some well-known brands slogans. Yellow is the color of Kodak film. Here are some well known brand cartoons which people may recognize: 9 . to etch the brand’s image into customer’s mind. Sporting goods manufacturers sign contracts with top athletes to serve as their symbols. Cartoons and Animations A less expensive approach is to develop a character. Nike uses Michael Jordon who has worldwide recognition and likableness. hoping that his or her quality transfer to the brand.Branding and special focus on toon branding Slogan Many companies successfully added a slogan or tagline to their brand name which is repeated in every ad they use. which people on the street may easily recall or recognize: Colors Volvo BMW Mercedes Federal Express Apple computers Lotus Kodak “Safety” “Driving performance” “Engineering” “ O v e r n i gh t ” “Graphics” “Spreadsheets” “Film” It helps for a company or a brand to use a consistent set of color to and in the brand recognition. Many companies hire a well-known spokesperson. Caterpillar paints all its construction equipments yellow. The advertising agency Leo Burnett has successfully created a number of memorable animated characters. and IBM is called “Big Blues”. to advertise its shoes. animated. even naming the product after them. IBM uses blue in its publications. Symbols and Logos Companies would be wise to adapt a symbol or logo to use in their communications.

the price premium associated with the products categories. defendable. and type of customers attracted to the “Premium Products”. the source of next generation competency will be branding. The travelers’ insurance company uses an umbrella.Branding and special focus on toon branding Company ICICI Prudential Amul Butter McDonalds All Out mosquito Repellent Pillsbury 7 Up Objects Still another approach is to choose an object to represent a company or brand. Even the way the brand name is written makes a brand recognizable and memorable. distinctiveness. suggesting that buying insurance is equivalent to having an umbrella available when it rains. and industrial products and services. suggesting that buying an insurance is equivalent to “owing a peace of rock “which is of course. which are easily remembered by people. Measuring Brand Effectiveness There are many metrics to measure the potential of and actual effectiveness of brands.5 Brand Effectiveness With an increase in global competition. branding has become a source of competitive advantage. solid ad dependable. digit-able. Marketers who match their brand with customers needs will have a sustainable competitive advantage. Companies have developed many logos or abstracts. differentiation. The simplest way is to apply the concept of what we call the 4 D’s of Branding. The prudential insurance company features the rock of Gibraltar. In rapidly evolving market for consumer. 10 . Cartoon or Animation Chintamani Utterly Butterly Girl Ronald Louis Doughboy Fido Dido 1. In this briefing we demonstrate how to calculate the brand strength.

. Much can go wrong. or almost anybody. or not at all. the wider the filed of effective competitive strength it will have.Branding and special focus on toon branding • Distinctiveness: 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. 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.6 Brand and Reputation A brand exists in the mind. It calls for managing every brand contact that customer might have with brand. Since all the employees. Building brand therefore calls for more than brand image building. The mind it exists in may be that of a customer. Awareness of a brand may be irrelevant to any purchasing decision that an individual may make. a disinterested observer. 1. The more unique and distinct your communications. But its job doesn’t stop there. This goes for all brand assets. an interested observer. There are simple means to apply to test the distinctiveness of your brand. People are aware of the Mercedes car brand. • Digit-able: 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. distributors and dealers can affect brand experience. The brand manager needs to make sure that brand experience matches the brand image. This applies to your trade names and other proprietary words as well as to your logos. Much of the brand manager’s work is to build a brand image. The ad describing a gracious hotel chain is belied by the behavior of a surly concierge. • Defendable: 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. but cannot envisage any 11 . symbols and other visual assets. a potential customer.. • Differentiation: the brand strategy and brand assets must set you’re offering apart and clearly articulate the specific positioning intent of your offering.

People wear many hats.a product brand.financial strength etc. Brand Aware argues that there is no difference between "Brand" and "Reputation".It is a brand which may represent (to any one individual) diversity. technical excellence. This part argues that such distinctions are fallacious for all companies. but especially for single brand companies such as a McDonalds. Some conventional wisdoms state that customers buy brands. a citizen. a CocaCola. They have no idea what an Intel chip is.For example Coca-Cola is a company brand. an investor.It may also mean insensitivity. but that investors buy reputations. The Brand To any individual a brand (in his mind) is a complex combination of experiences. People may be an employee. a Compaq or a Shell. a service brand and a brand with a long history. These companies’ reputations are part and parcel of their brand. Their brands are their reputation. perceptions that have grown up over time. 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. a husband and so on.environmental pollution.Branding and special focus on toon branding circumstance under which they would (could!) buy a Mercedes. abuse of power and other negative perceptions. internationality. They will never buy a Boeing 777 but might be impressed by the aircraft and favor an airline that flies them. Those potential employees join companies because of their reputation. They hate McDonald’s hamburgers but might love their stock market record and therefore be a potential customer for their stock. beliefs. But they are or not a potential customer. 12 . that the media and other "stakeholders" judge a company on its reputation in some way as a distinct concept from its brand. 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.

 He contacts the company office for information.Branding and special focus on toon branding Perceiving the brand: An individual builds up his perceptions of a brand via a wide range of communications channels. The most obvious are:  He visits a McDonald’s restaurant or a Shell petrol station.This advertising may be in a wide range of media:  TV commercials for products and services  Recruitment ads inviting employment applications  "Corporate" TV commercials promoting the company's "reputation"  Web based advertising  An ad for the company’s branded products or services in a wide variety of print media.  He buys a Coca-Cola branded product or service.  Radio • Media reports and stories: 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). • Advertising: Over time an individual who lives in acountry in which the company/brand is active. will be exposed to their advertising. etc.  He meets an employee of the company.  He attends an interview at the company. This is when the individual actually has a "Brand experience".  He visits a corporate website. They are as follows: • Experience: The most powerful influence is experiential.  He buys a share in the company. or travels to one on business or vacation. These stories will come from a variety of primary and secondary sources:  Press releases 13 .  He views a Coca-Cola bottler's facility.

it will probably be viewed as a commodity. 14 . These individuals have a special interest in the companies and they include:  Financial analysts and journalists with an interest in share performance  Existing or potential suppliers of products and services  Existing or potential industrial/commercial customers 1. or from a specific business need.) • Professional/business interest: For some individuals to interface professionally.Branding and special focus on toon branding  Press conferences  Reporting of "events"  Investigative journalism  Stories passed to the media by third parties (Non governmental organizations etc. with famous companies (or to observe them) is part of their job. When something is not a brand. In choosing a brand name. it must be consistent with the value positioning of the brand.7 Building the Brand The art of marketing is largely art of brand building. When price is the only thing that counts then the low cost producer wins. What does the brand name mean? What associations. But just having a brand is not enough. Then price is the thing that counts. performances and expectations does it evoke? What degree of preferences does it create? Choosing a Brand Name A brand name first must be chosen then its various meanings and promises must be built up through brand identity work. They will usually procure their information from a variety of sources and via a variety of channels of communication. In naming a product or service the company may face many possibilities: it could choose name of the person (Honda.

the brand builder should consider five dimensions that can communicate meaning: • Attributes: A strong brand should trigger in buyers mind certain attributes. or an artificial name (Exxon.Branding and special focus on toon branding Calvin Klein). not just features. Healthy choice). here is a list of words that people say they associate with McDonalds: • • • • • • Kids Fun Happy Meal Ronald Mc. It should be distinctive. Some are: • • • • • It should suggest something about the product benefits. recognize and remember. It should suggest product qualities such action or color It should be easy to pronounce. • Benefits: A strong brand should suggest benefits. Building Positive Associations The best known brand names carry associations. Kodak). Thus Mercedes triggers the idea of well performing car that is enjoyable to drive and prestigious to own. short names help a lot to recognize the product to the customers. Among the desirable qualities of a brand name. then it would be a weak brand. It should not carry poor meanings in other countries and languages etc. quality (Safety stores. location (American airlines). Donald Quality Toys In trying to build a rich set of positive associations for a brand. For example. rugged and expensive. Thus a Mercedes automobile attributes a picture of well-engineered car that is durable. 15 . If a car brand does not trigger any attribute.

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. 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. benefits. In summary. Thus Mercedes is proud of its engineers and engineering innovations and is very organized and efficient in its operations. well-organized and somewhat authoritarian. brands when their very name connotes positive attributes. 1. • Users: A strong brand should suggest the type of people who buy the brand. Brand element can be chosen to build as much as brand equity as possible. serious. Thus if Mercedes were a person we would think of someone who is middle age. personality and users in the buyer’s mind. Nike has distinctive “swoosh” logo. 16 . company values. The brand builder’s job is to create a brand identity that builds on those dimensions.Branding and special focus on toon branding • Company Values: A strong brand should connote values that the company holds. A brand element provides positive contribution to brand equity. • Personality: A strong brand should exhibit some personality traits. affluent and professional.8 Choosing Brand Elements Brand elements are those trademarks devices that serve to identify and differentiate the brand. Most strong brands employ multiple brand elements. the empowering “Just Do It” slogan and the mythological “Nike” name based on the winged goddess of victory. If Mercedes were an animal we might think of lion or its implied personality. Thus we would expect Mercedes to draw buyers who are older.

and in other ways? Concrete brand names such as Wheel. • Meaningful: 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? • Likeability: How aesthetically appealing does consumers find the brand element? Is it inherently likeable visually. Nike can help. Sunsilk etc evoke much imagery. • Transferable: 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? • Adaptable: How adaptable and updatable is the brand element? Betty corker received 8 makeovers through the years-although she is 75 yrs old. • Memorable: How easily is the brand element recalled? How easily recognized? Is this true at both purchase and consumption? Short brand name like tide. The first three can be characterized by brand building in terms of how brand equity can be build through judicious choice of brand element. verbally.Branding and special focus on toon branding Brand Element Choice Criteria There are six criteria in choosing 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. she doesn’t look a day over 35. • Protectable: How legally protectable is the brand element? How competitively protectable? Can it be easily copied? It is important that names that become 17 .

However. there are several common characteristics of the many definitions that are used today. Jell-O. Xerox. brand elements should be easily recognized and recalled and inherently descriptive and persuasive. The different associations that arise from likeability and appeal of the brand elements may also play a critical role in the equity of brand. above that which would result for an otherwise identical product without the brand's name. the channel. Brand elements can play a number of roles. the consumer. brand equity 18 .Branding and special focus on toon branding synonymous with product categories such as Kleenex. et al (1995) writes that "… brand equity represents the value (to a consumer) of a product. etc retain their trademarks rights and not become generic. it is the consumer that is the most critical component in defining brand equity. Memorable or meaningful brand elements can reduce the burden on marketing communications to build awareness and link brand associations. In other words. 2 What is Brand Equity? There is no universally accepted definition of brand equity. From the following examples it is clear that brand equity is multi-dimensional. There are several stakeholders concerned with brand equity. But ultimately. including the firm. and some would even argue the financial markets. If consumers do not examine much information in making their product decisions. The term means different things for different companies and products. Some researchers in the field of marketing have defined brand equity as follows: • Lance Leuthesser.

While there are many methods for making this measurement. 19 . This involves determining what future cash flows the company could achieve if it owned and took advantage of the brand. the first can be classified as "brand valuation. A measure of the strength of consumers' attachment to a brand.when it is sold or included on a balance sheet. 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). from the perspective of the consumer).1 Brand equity can be defined as three distinct elements: • • • The total value of a brand as a separable asset -. 2." and the third "brand description." the second "brand loyalty. and differentiated advantage over competitors. sustainable." • The Marketing Science Institute (1988) defines brand equity as. some of which will be described shortly. Brand value involves actually placing a dollar or rupee value on a brand name. 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. it is important to note that there is a significant difference between an "objective" valuation created for balance sheet purposes. they will each be briefly explained. For acquisitions.Branding and special focus on toon branding represents the degree to which a brand's name alone contributes value to the offering (again. A description of the associations and beliefs the consumer has about the brand. "The set of associations and behaviors on the part of the brand's customers.2 Brand Equity as Brand Value. Of those three concepts. 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." Brand loyalty will be a factor that affects the overall brand value. Because of the importance of each of these elements of brand equity. and brand description will usually affect or explain some of the brand loyalty." 2. the value of a brand to a certain purchaser is often estimated through scenario planning. channel members.

and brand value needs to be considered as only one component of the overall equity of a brand.Branding and special focus on toon branding What this means is that there is no such thing as an absolute value for a brand. 20 .

if reported. Attitudinal measures--focus on general evaluative measures such as 'liking' or 'disliking.' • Awareness measures--focus on identifying a brand as being associated with a product category.Branding and special focus on toon branding 2. • • Behavioral measures--focus on consumers' behavior. I would take the brands. An example of this sort of belief is: “If the businesses were split up. and time to respond to competitive innovations. It represents a barrier to entry.3 Brand Equity as Brand Loyalty Loyalty is a core dimension of brand equity and is a way to gauge the strength of a brand. trademarks and goodwill.and I would fare better than you. Brand equity has the potential to become the set of measures of business performance that matter most. would be valuable for capital marketers and shareholders. and you could have all the bricks and mortar . The variety of measures used for brand loyalty usually is a combination of one or more of the following: • 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. such as sales or profit and these are accounted for in the 21 . • Brand Loyalty and Equity refer to the notion that some brands are "stronger" or better than others. brand equity. a basis for a price premium. The motivation for brand equity comes from the observation that many marketing efforts "realize" benefits.” The optimism for the concept can be stated on the fact that when one would say as a predictor of future financial performance.

One of the most common times this argument is used is when discussing the role of advertising versus sales promotion. We need to be clear just what people mean when they talk about brand equity or brand loyalty.. which might be represented by a high share of category requirements. 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. see no immediate effects. e. At least one advertising agency offers to partner companies in this sort of activity. hopefully you have got the idea . Consumers saying good things about your brand.So. consumers predominantly buying your brand. having a positive brand Attitude.g. This "strength" can take a number of forms. It might be the ability to not be substituted when out of stock. limited / premium distribution rights. there is the possibility that management might choose between taking realized benefits and "storing" them future. high price. One of the things is that as with many concepts in marketing. However.g. So marketing strategies could be putting money into (or out of) the brand equity bank account. or high proportion of sole-buyers. So that is a problem. You could spend lots of money on advertising. after sales service.Branding and special focus on toon branding firm’s profit and loss figures. Future strength might be in terms of some sort of longterm competitive advantage or the ability to sustain brand extensions.. it might be the ability to charge a price premium.. 2.4 Brand loyalty / Equity advocates 22 . is that there are many different definitions and viewpoints on what exactly brand equity is and how to measure it. but you could save your job by saying that you had "built the brand". extended warranties). fancy packing. or building brands.g.theories about brand loyalty and equity are used to represent aspects of brand strength. e.

which attempt to gauge the strength of a brand. Loyalty Price Premium: A basic indicator of loyalty is the amount a customer will pay for a product in comparison to other comparable products. price elasticities. Perceived Quality and Leadership Measures Perceived Quality is one of the key dimensions of brand equity and has been shown to be associated with price premiums. The fifth includes two sets of market behavior measures. We want to be able to detect that our efforts are doing something to the brand. concerns the actual attributes of the brand. associations and awareness.5 Brand Equity as Brand Description Brand description. A wide variety of techniques exist for matching consumer associations with perceptions of a brand.6 Qualitative Measures of Brand Equity The Brand Equity Ten are ten sets of measures grouped into five categories. They work by getting the respondent to link each brand with pictures or words. Customer Satisfaction: A direct measure of customer satisfaction can be applied to existing customers. The first four categories represent customer perceptions of the brand along the four dimensions of brand equityloyalty. But this is an evasion. 2. These attributes or associations are major creators of brand loyalty. The focus can be the last use experience or simply the use experience from the customer's view. These techniques can be both qualitative and quantitative. These attributes then can be measured with multi-dimensional scaling to position the attributes relative to one another. and so we need to know ways that this might show up in.Branding and special focus on toon branding 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. brand usage and 23 . perceived quality. A price premium can be determined by simply asking consumers how much more they would be willing to pay for the brand. the final component of brand equity. 2.

Second. recall. For some brands. Market Behavior Measures Market Share: The performance of a brand as measured by market share often provides a valid and dynamic reflection of the brand's standing with customers. Awareness Measures Brand awareness reflects the salience of the product in the consumer's mind and involves various levels including recognition. the brand personality can provide links to the brands emotional and self-expressive benefits. First. leadership often taps innovation within a product class. and brand knowledge and brand opinion. Third. Brand Personality: This element is based on the brand-as-person perspective. It can be calculated by asking consumers to directly compare similar brands. Associations/ Differentiation Measures Perceived Value: 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. Organizational Associations: This dimension considers the type of organization that lies behind the brand. Calculating market price and distribution coverage can provide or more accurate picture of the product's 24 . Namely.Branding and special focus on toon branding stock return. Leadership/Popularity has three dimensions. brand dominance. if enough consumers are buying into the brand concept it must have merit. people are uneasy swimming against the tide are a likely to buy a popular product. leadership taps the dynamics of consumer acceptance. its popularity and its innovative qualities. Price and Distribution indices: Market share can prove deceptive when it increases as a result of reduced prices or promotions. This can be measured by asking consumers about the product's leadership position.

Ultimately. Constant promotional programs erode margins and eventually brand loyalty. it is the customer that truly defines what brand equity means. The product has certain attributes or characteristics that deliver the equity to the consumer. Managing brand equity is a continual process with long-term implications. because consumers may become loyal to the coupon or promotion and not to the product itself. many brand managers are forced to focus on short-term goals such as market share and profits. The consumer through the product experiences brand equity. This is. If any of these attributes are changed or eliminated. brand equity is damaged. 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. 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. The most famous example is Coca-Cola. consumers met changes with adverse reactions. 2.7 Managing Brand Equity Consistency is the key to successfully building and managing 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. They changed the formula of their flagship product Coke. Unfortunately. the equity delivered to the consumer is also changed. Proctor & Gamble has started to test market a program to move away from using coupons to a system of every day low prices. in part. and consumers reacted so poorly to the new product that the old formula was reintroduced and the new formula eventually was discontinued. 25 . For example.Branding and special focus on toon branding true strength. There are many examples of companies that have changed a product or brand too much or too quickly. Having a long-term outlook and projecting a consistent image of your brand to the customer will maximize the results of building brand equity. Many programs that are implemented to boost short-term sales or market share may be detrimental to the long-term viability of the brand. On these occasions.

Marketing research can also help determine how brand equity is actually measured. said. Graham Phillips. "I doubt that many would welcome a commodity marketplace in which one competed solely on price. For example. In many categories. Once a definition of brand equity is established. if not all. the responsibility of tracking 26 . promotion and trade deals. launching a new brand is extremely consuming in terms of money and time. Chairman of Ogilvy and Mather Worldwide. brand equity is the only point of differentiation between products. and eventual bankruptcy. About the only aspect of the marketing mix that cannot be duplicated is a strong brand image. Financial managers are important because they can fully analyze the costs of maintaining and building brand equity. It may be more cost effective to extend a current brand than introduce a new brand.Branding and special focus on toon branding In 1988. It develops most. decay. all of which can be easily duplicated by competition. of the research and data that companies will use for deciding strategic issues. but it is actually a cross-functional team effort." This quote clearly demonstrates the importance of managing brand equity. This would lead to ever decreasing profits. Marketing research is critical for many obvious reasons. Many people may think that building and maintaining brand equity is solely the responsibility of brand managers.

sustained support. The pricing strategy is based on consumer perceptions of value. 2. The brand stays relevant. The brand portfolio and hierarchy makes sense. The brand is properly positioned. The brand makes use of and co-ordinates a full repertoire of marketing activities to build equity. The brand is given proper.8 The World Strongest Brand Share 10 Attributes • • • • • • • • • • The brand excels at delivering the benefits consumers truly desire. The brand’s manager understands what the brand means to customers. The brand is consistent.9 Branding benefits buyers as well as sellers in the following manner 27 .Branding and special focus on toon branding 2. The company monitors source of brand equity.

e. Example. designs. i. BPL telephones.. 28 ... Identify marketer Helps reduce the time needed for purchase. To Seller: • • • • • Differentiate product offering from competitors Helps segment market by creating tailored images. Contact lenses Brand identifies the companies’ products making repeat purchases easier for customers.. Firms may be able to charge a premium for the brand. • • • • Easier cooperation with intermediaries with well known brands Facilitates promotional efforts. Buyer may derive a psychological reward from owning the brand. Helps buyers evaluate quality of products especially if unable to judge products characteristics. advertising and promotional costs.half as much as using a new brand.Branding and special focus on toon branding To Buyer: • • • • • • Help buyers identify the product that they like/dislike. Rolex or Mercedes.e. Helps reduce buyers’ perceived risk of purchase. lower co. Helps foster brand loyalty helping to stabilize market share. Reduce price comparisons Brand helps firm introduce a new product that carries the name of one or more of its existing products. i.

the claymation Chintamani of ICICI. 29 .1 Toon Branding Looks like the ad industry can’t have enough of animation. Fido-Dido of 7-Up etc are some of the examples of the toons used for marketing the product. Digital characters are fast stepping into the realm of corporate brands.Branding and special focus on toon branding 3. “Most advisers are using animation for top of the mind recall” says McCann Erickson’s Prasoon Joshi. the Handiplast Boy. Hutch’s Boy-Girl duo. as well as the classic Asian paint’s ex-mascot Gattoo.ALL ABOUT TOON BRANDING 3. heart-shaped kisses for the audience. McCann’s new commercial for Coca-Cola’s vanilla variant has the model blowing animated. The toons in All Out Mosquito repellent ad. the Amul girl.

Be it Bollywood actress Mallika Sherawat asking Fido to make her more curvy or Aishwarya Rai diving into the sea with a Frisbee or. but the kid was killed after he was linked to child labour. and also serve as a memory hook to pick a particular brand from clutter”. 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 30 . Kellogg’s animated kid and bear are intertwined in people’s minds. while the Claymation characters Of Amaron. Asian Paint’s Gattoo was the rage. However at times they are given a hasty burial. Nike also used “swoosh” logo sign to bring immediate recall value. almost becoming part of the logo of the brand – like A-I am Maharaja or Amul Girl. then why not?” HLL’s Annapoorna uses Flintstone like characters to drive its USP. “Creative people have to look at different ways to get message across.they’ve all got the cool punch with animation. O&M’s Piyush Pandey says his firm encourages the idea of breaking form. As mnemonics flow thick and fast characters get established in the consumers mind. companies across sectors are more willing than ever before to use animation in their ad films. The ad world’s latest obsession is with animation. an O&M creative. With a string of animated commercials such as Pepsodent (Bhoot Police). First it was retro advertising. or it could be a sacrosanct image. Industry officials say animation could be used as creative idea to express a particular value. and then there was the trend of using real kids. pick on sleeping politicians to get their value across. ICICI Prudential’s Chintamani and Anand Rathi Securities happening in the past few months. an animated poodle talking to Rani Mukherjee and her gang of friends in the Fanta commercial. for that matter. and if that means exploring other forms of art.Branding and special focus on toon branding “Toon illustrations create excitement.

There are other viewpoints too. Run Lola Run. E. It is a style and a lot of people are catching on it but this is not the end of it.Kill Bill. say in case of a fat man.” says Rahul Welde. Malaysia. Lion King. Famous House of Animation.Welde claims to have used animation where it could add to the creative quotient of the commercial which give something unexpected to the audience. VP and Senior Creative Director at JWT. “We used to do three animation ad films a year five years ago.” says Abhishekh Bhatia.a gradual transformation over the past few years. “It’s a nice way of doing a boring script.Suresh. One sees a fair number of youth and adult targeted content happening in the form of animation in films and TV shows these days. most of the global award winning campaigns have used animation extensively. The popularity of cartoons among youngsters. head creative. a division of Famous Studios. Contract Advertising. it broke the clutter and became likeable in a very non-financial advertising style.” points Ashish Chakravarty.Lova Lova. media. “Gross thinks at time look cute in animation rather than the real thing. But there are scripts that needs animation to prove the point as in the case of Oye Bubbly (Pepsi Commercial) last year. be it Euro RSCG’s Waterboy. Hindustan Unilever Limited. 31 . Grrr Honda.” says. all of which have cutting edge animation. director marketing. The contribution to the sales of pension schemes of the group rose 30% after the campaign. Prudential Assurance. Mr. Moreover. the Chintamani ad was initially a radio jingle.Branding and special focus on toon branding Rani Mukherjee coming in between the film)are backing the overall trend around animation. Shrek. “However a real character interacting with an animated character is not a novelty. who was then involved in launching the campaign from ICICI Prudential. Creative director. “Animation is no kid stuff anymore. Unileaf Tea or Levi’s Mr. general manager.” says Anuja Chauhan. With Claymation (clay + animation). now it’s two every month.

can be done away with. Industry sources say a simple animation ad is less expensive than an ad with decent production quality that costs around Rs. 32 . with the use of animation. Animation ad also helps keep costs down. such as stunts. However. 70-80 Lakh. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. 30-40lakh on an average. many complex issues. No other brand comes even close to it.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.Branding and special focus on toon branding Besides the advantage of visual appeal.” says 4.CASE STUDY ON TOON BRANDING AMUL BUTTER GIRL (The moppet who put Amul on India's breakfast table) 50 years after it was first launched. what creative directors hate about animation is the fact that it takes a lot more time “For A Fido itself.000 tonnes a year in 1997. Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25. Animated ones cost around Rs. we need to work for three weeks to get it absolutely right.

The butter." Call her the Friday to Friday star. ASP. boring image. There are other people too. chuckled at the Amul hoarding that casts her sometime as the coy. For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. It all began in 1966 when Sylvester daCunha. shy Madhuri. dressed in her little polka dotted dress and a red and white bow. "People loved it. How often have we stopped. Round eyed. winking at you.Branding and special focus on toon branding Bombay (Summer of 1967) : A Charni Road flat. The ultimate compliment to the butter came when a British company launched butter and called it Utterly Butterly." recalls Sheela Mane. primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine. looked. 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. From her second floor flat she can see her neighbors on the road. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. Sheela Mane. then the managing director of the advertising agency. holding out her favourite packet of butter. It is her four-year-old who draws her attention to the hoarding that has come up overnight. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). clinched the account for Amul butter. corporate ads. chubby cheeked. a bold sensuous Urmila or simply as herself. from strategically placed hoardings at many traffic lights. which had been launched in 1945. had a staid. a 28-year-old housewife is out in the balcony drying clothes. Mrs. "It was the first Amul hoarding that was put up in Mumbai. 33 . She expects the worst but can see no signs of an accident. 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. last year.

"The response was phenomenal. In 1969. And so it came about that the famous Amul Moppet was born. Utterly Butterly Delicious Amul. The year Sylvester daCunha took over the account.Branding and special focus on toon branding One of the first Amul hoardings In India. And who better than a little girl?" says Sylvester daCunha. so to say. gimmickry and all else. village belle. This one was sexy. It was a decision that would stand the daCunhas in good stead in the years to come. It was a matter of just a few hours before the daCunha office was ringing with calls. In 1967. It had been taken too seriously. lamp kiosks and the bus sites of the city were splashed with the moppet on a horse. Sylvester decided that giving the ads a solid concept would give them extra mileage. even children were calling up to say how much they had liked the ads. Not just adults. more dum. Sylvester daCunha decided it was time for a change of image. Thorough bread. when the city first saw the beginning of the Hare Rama Hare Krishna movement. "Eustace Fernandez (the art director) and I decided that we needed a girl who would worm her way into a housewife's heart. the country saw the birth of a campaign whose charm has endured fickle public opinion.. The Amul girl who lends herself so completely to Amul butter. food was something one couldn't afford to fool around with. The baseline simply said. created as a rival to the Polson butter girl. "We knew our campaign was going to be successful. That October." For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. for too long." recalls Sylvester daCunha. Sylvester daCunha. clothed in a tantalizing choli all but covering her upper regions. 34 .

There are numerous ads that are risqué in tone. If the Naxalite movement was the happening thing in Calcutta. then the creative team working on the Amul account came up with a clincher -. DaCunhas have made it a policy not to play it safe. or making an impact. Amul would be up there on the hoardings saying. "Then there was an ad during the Ganpati festival which said. Hurry Hurry'. If there was an Indian Airlines strike Amul would be there again saying. Indian Airlines won’t fly without Amul. That was the first of the many topical ads that were in the offing. The high command came down heavy on that one. They said if they didn't take down the ads they would stop supplying Amul butter on the plane. It is surprising how vigilant the political forces 35 ." says Rahul daCunha." she laughs. Sumona Varma. What does she do with these ads? "I have made an album of them to amuse my grandchildren. "The Indian Airlines one really angered the authorities. Then there was the time when the Amul girl was shown wearing the Gandhi cap. I didn't want the hoardings to be pleasant or tame. There are stories about the butter that people like to relate over cups of tea." he says laughing. A fine balance had to be struck. aren't they? My grandchildren are already beginning to realize that these ads are not just a source of amusement. We have a campaign that is strong enough to make a statement. Ganpati Bappa More Ghya (Ganpati Bappa take more). Over the years the campaign acquired that all important Amul touch. they couldn't have anyone not taking that seriously. The Gandhi cap was a symbol of independence. "says Mrs." Despite some of the negative reactions that the ads have got."We had the option of being sweet and playing it safe. They make them aware of what is happening around them. "For over 10 years I have been collecting Amul ads. They have to say something. won't do).'Hurry Amul. "They are almost part of our culture. I especially like the ads on the backs of the butter packets. "Bread without Amul Butter. So despite their reluctance the hoardings were wiped clean. Bombay reacted to the ad with a fervor that was almost as devout as the Iskon fever. India looked forward to Amul's evocative humour. So ultimately we discontinued the ad.Branding and special focus on toon branding Mohammad Khan and Usha Bhandarkar. From then on Amul began playing the role of a social observer." says Sylvester daCunha. cholbe na cholbe na (won't do. The Shiv Sena people said that if we didn't do something about removing the ad they would come and destroy our office. "We ran a couple of ads that created quite a furore.

Even when the Enron ads (Enr on or off) were running. 5." says Rahul daCunha in amused tones. 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. Indians do have a sense of humour. From the Sixties to the Nineties. It is pure and simple. He said he had asked his assistant to take a photograph of himself with the ad because he had found it so funny. the Amul ads have come a long way." There were other instances too. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines.Branding and special focus on toon branding are in this country. Rebecca Mark wrote to us saying how much she liked them. That we laugh because the humour is what anybody would enjoy.DATA ANALYSIS 36 . 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. Heroine Addiction. They don't pander to your nationality or certain sentiments. afterall. everyday fun.

Branding and special focus on toon branding 5 . 1 S t a t i s t i c al D a t a Q 1 . I d e n t i f y t h e f o l l o w i n g t o o n ma s c o t s a n d t h e i r p r o d u c t s o r either of the one? 37 .

of 15 8 9 3 respondents (out of 35) (Y Axis) % 42.86% 25. Th e m o s t identified mascot is 7up Fido-Dido whereas monster.e.com was the least popular one. of toons correctly identified (X axis) 2 0 1 0 6 5 4 3 No.57% 0 0 Interpretation: Out of the 35 respondent 15 were able to identify all the products correctly on the basis of its toon mascot alone which comes up to 42.86% 22.71% 8. 38 .Branding and special focus on toon branding 1 No. only 3 persons w e r e n o 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 .Whereas only 8.86%.57% i.

of 3 respondents (out of 35) Y-Axis % 8. t h a t t h e y w e r e sometimes able to recognize the product on the basis of Brand Mascot alone which comes to around 57.Branding and special focus on toon branding Q2.57% 57.14% of the total sample size.57% were always able to recognize the product on the basis of its brand mascot 39 .14% 34. Whereas only 8.29% 0 I n t e r p r e t a t i o n : O f t h e 3 5 r e s p o n d en t s 2 0 s a i d . Can you recognize a product on the basis of its brand mascot alone? 2 Recognition of product on basis of brand mascot (X axis) Sometime 20 Often 12 Very Rare 0 Always No.

of 3 respondents (out of 35) Y-axis % 8.7% 5.57% 40% 45. W h e r e a s o n l y 5 .71% Interpretation: Out of 35 respondents 16 people often related the products with their toon mascots which come up to around 45.Branding and special focus on toon branding Q3. 7 1 % o f t h e r e s p o n d en t s v e r y r a r e l y r e l a t e d t h e products with toons 40 .7%. Do you relate any product with toons? 3 Ability of relating products with toons (X Axis) Sometime 14 Often 16 Very Rare 2 Always No.

43% 14.29% 51. Do you think nowadays Brand Mascots are losing importance to Brand Personality? 4 Brand Mascots are losing importance to Brand Personality (X-axis) No 18 Don’t No 5 Yes No. of 12 respondents (out of 35) Y-axis % 34.29% Interpretation: 51.Branding and special focus on toon branding Q4.43% of the total people surveyed had the opinion that Brand Mascots are not losing importance to Brand Personality whereas 14.29% had no opinion regarding the same 41 .

71% 14.29% 2. Wh i c h i s y o u r mo s t me mo r a b l e t o o n ma s c o t ? 5 Most Memorable Toon Mascot (X-axis) Fido Dido 5 Chintamani 1 Any Other 0 Amul Butter Girl No.Branding and special focus on toon branding Q 5 .86% 0 42 . of 30 respondents (out of 35) Y-axis % 85.

of 12 respondents (out of 35) Y-axis % 34. Wh y d o y o u t h i n k t h i s B r a n d M a s c o t i s m o s t me m o r a b l e one? 6 Reason for Amul Butter Girl being most memorable (X-axis) Cute/ Happy 5 Good Attention Animation Seeking 4 7 Innovative 4 Long Lasting No.86% respectively Q 6 .29%and 2.42% .71% of the respondents opted for Amul Butter Girl as their most memorable toon mascot followed by Fido-Dido and Chintamani with 14.28% 14.42% 20% 11.Branding and special focus on toon branding Interpretation: on the basis of the survey conducted 85.28% 43 11.

Branding and special focus on toon branding Interpretation: According to the survey conducted Amul Butter Girl is the most memorable toon mascot because it has been in the market since a very long time and also it is very attention seeking because it is always related to the current affairs Q7. If you are to launch a new product will you depend on a b r a n d p e r s o n a l i t y o r a t o o n ma s c o t t o b u i l d t h e b r a n d i ma g e o f your product? 44 .

71% 8. of 12 respondents (out of 35) Y-axis % 34.Branding and special focus on toon branding 7 Dependence for the launch of new product (X-axis) Brand Personality 6 Both 2 Some Other Depends Method On product 3 8 Toon Mascot No.14% 5.57% 22.85% Interpretation: 34. of 13 respondents (out of 35) Y-axis % 37.14% 45 28.57% .71% thought of using both the toon mascot and personality for the launch of their product.57% 8.28% of the total population surveyed opted to depend on a toon mascot for the launch of their new product 5.28% 17. Toon Mascot is more popular in Rural or Urban areas? 8 Popularity (X-axis) Rural 10 Both 3 Urban No. Q8.

57% had the opinion of the toon being more popular in the rural areas because they identify the product on the basis of toons.14% of the total population surveyed suggested that toon mascots are more popular in the urban areas due to high literacy rate whereas 28. Wh a t f e a t u r e s d o y o u t h i n k a t o o n ma s c o t s h o u l d p o s s e s s s o a s t o b e r e me mb e r e d o v e r a l o n g p e r i o d o f t i me ? 9 Features of toon mascot to make him memorable (X-axis) Cute Happy Face Suitable to Innovative 46 Entertaining . Q 9 .Branding and special focus on toon branding Interpretation: 37.

43% 15 17 19 42.86% thought 71. Q 1 0 . accessories. Wo u l d y o u l i k e i f t h e t o o n ma s c o t s a r e a l s o a d v e r t i s e d through clothing.43% possess the features which are suitable to the product followed by the toon being entertaining and innovative.29% mascot should Interpretation: 71.43% that the 48. bags etc? 47 .Branding and special focus on toon branding product 25 No.51% toon 54. of 11 respondents (out of 35) Y-axis % 31.

etc (X-axis) Yes No 1 through clothing. No.14% Depends On Mascot 20 Don’t Know 1 2. a c c e s s o r i e s .86% 57.14% would really like the p r o m o t i o n o f t o o n m a s c o t t h r o u g h c l o t h i n g.14% 2. of 13 respondents (out of 35) Y-axis % 37. b a g s e t c . 48 . bags.14% of the total population surveyed suggested t h a t t h e a b o v e m en t i o n e d p r o m o t i o n s t r a t e g y s h o u l d b e u s e d depending upon the mascot whereas 37.Branding and special focus on toon branding 10 Promotion of Toon mascots accessories.86% Interpretation: 57.

more brand recall. that they were sometimes able to recognize the product on the basis of Brand Mascot alone which comes to around 57.57% were always able to recognize the product on the basis of its brand mascot • O u t o f 3 5 r e s p o n d en t s 1 6 p e o p l e o f t e n r e l a t e d t h e p r o d u c t s with their toon mascots which come up to around 45.7%.71% of the respondents very rarely related the products with toons.Branding and special focus on toon branding 5. Whereas only 5. Whereas only 8.14% of the total sample size. which means that more interesting toon advertisements.86% hence it can be concluded that toon mascots have almost been successful in their purpose of Brand recall. So if more companies opt for this 49 . • Out of the 35 respondents 20 said.2Theoretical Data From the survey conducted the following findings can be concluded: • Out of the 35 respondent 15 were able to identify all the products correctly on the basis of its toon mascot alone which comes up to 42.

86% respectively • According to the survey conducted Amul Butter Girl is the most memorable toon mascot because it has been in the market since a very long time and also it is very attention seeking because it is always related to the current affairs • 34.71% 50 .29% had no opinion regarding the same. Brand mascot has its own identity and will definitely be more appealing to the audience as it is a very innovative concept of advertising and promotion • On the basis of the for survey Amul conducted Butter Girl by 85.Branding and special focus on toon branding strategy then the relation of the toons and products will definitely increase. • 51. impressing the viewers.29%and 2.71% as of the most and respondents memorable opted toon their mascot followed Fido-Dido Chintamani with 14.43% of the total people surveyed had the opinion that Brand Mascots are not losing importance to Brand Personality whereas 14.28% of the total population surveyed opted to depend on a toon mascot for the launch of their new product 5.

• 71. • 57.Branding and special focus on toon branding thought of using both the toon mascot and personality for the launch of their product. Thus it can be concluded people would really appreciate if companies use toons for promoting their products. accessories and bags depends completely on the suitability of the toon that means that if the company using a toon mascot is thinking of using such promotional channels should design 51 .14% of the total population surveyed suggested that toon mascots are more popular in the urban areas due to high literacy rate whereas 28.43% thought that the toon mascot should possess the features which are suitable to the product followed by the toon being entertaining and innovative. So companies operating in the rural areas can use more of toons to make their brand easily recognized and popular amongst the rural masses.14% of the total population surveyed suggested that promotion of the toon mascots through clothes. • 37.57% had the opinion of the toon being more popular in the rural areas because they identify the product on the basis of toons.

Branding and special focus on toon branding the toon in a manner that will be suitable and liked by the targeted audience 52 .

1 Why it’s Branding? As a teenager I am very much fond of clothes. In real sense I am a “Branded Baby”.Branding and special focus on toon branding 6. accessories. foot wears. PERSONAL REVIEW (FINDINGS AND SUGGESTIONS) 6. worthiness for the money that spends for it. It gives me great pleasure buying favorite things from a branded company so that it represents quality. 53 . bags. mobile phones but only “Branded”. costliness.

This is relevant for the purchase of durable goods like mobile phone. washing machines etc. Brands and Branded products are mainly popular in amongst the age group of 16-30 yrs. Some examples for the same context are: PRODUCT Coconut Oil Detergents Toothpaste Pencil Photocopy Book BRAND NAME Parachute Ariel Colgate Nataraj Xerox Navneet Not only FMCGs nowadays companies of other products have also made a mark on the minds of people and are able to share the same priority for the purchase. In this sector some brands are so highly successful their brand name is the first to hit the customer’s mind while the purchase of that product.Branding and special focus on toon branding Like me other people are also crazy about the brands of the products that they purchase. But in case of FMCG products. People nowadays have very good knowledge about brands that are available for a particular product and also for different types of product. once the brand or the company gives good quality product the customers become loyal to that brand and make it a point to spread positive word of mouth about the particular brand’s product. And some examples of such brands are: PRODUCT Jeans (Denim) Shoes Glares Make-up equipments Watches 54 BRAND NAME Spykar Jeans Adidas Fast Track Lakme Fast Track or Titan . They gather enough information about different brands that are available for the product that they are willing to buy. television sets.

HDFC Bank etc. People also avail banking services from market leaders like ICICI Bank.Branding and special focus on toon branding Brand popularity is applicable not only for products but also for services and entertainment • Entertainment: By “Entertainment” I mean to say that people are now so much influenced by the brand that they also want to spend their leisure time under a “Branded Roof”. Big Bazaar and many others which have created a good brand image.2 Difficulties faced Working on this project was very much enriching. because it gave me a lot of knowledge relating to how to go about with branding of a product. R-Mall. If friends are planning to go out for a movie. Gold’s Gym etc. Orbit Mall. While working on this project I gained immense knowledge about branding which plays a very important role in the commercial world and also forms the base for commercial successes. knowledgeable and tiring experience. 6. • Services: Services have also become branded and popular amongst masses. Enriching and knowledgeable. they would go to Multiplexes and Cine Plazas which also provides them with the facility of shopping and also cafeterias where they have a good time with their friends. Anything that girl needs to do to enhance her beauty she will first rush to branded outlets of the companies like Lakme. Center One. Availing of transport services also happens through branded providers like Raj Travels and Tourism. Jet Airways. As being a management student it was a wonderful opportunity for me to work and research on a topic which interests me a lot. Not only about how to create a 55 . If a family is about to go for shopping definitely they would visit a renowned branded mall Shopper’s Stop. For fitness purposes people prefer popular fitness centers like Talwarkars. L’Oreal etc.

As the project consists of special focus on “Toon Branding” I have also included case study on Amul Butter Girl which is a successful story for Toon Branding. but I was not successful in doing so. In spite of all these difficulties I was very successful in getting all the information about Amul Butter Girl because of excellent website designed by Amul.Branding and special focus on toon branding brand name for a product but it also taught me that once created a brand name how to maintain and continue with the quality and consistency of the product. then too not many people or even students are not aware of it. As important decisions like “whether to go for toon branding or not?” are taken by the top management therefore I required an appointment with the personnel of the firm who had enough knowledge about this topic.3 Suggestions While working on the project I have gained almost complete knowledge about branding therefore I would always support branding and even suggest the companies to opt for it. The reasons behind the same are: • • Location difficulties The firm is so innovative in its concept of toon branding that the management definitely had no time for the appointment. Lastly I want to thank my guide. Experience of working on this project was a tiring one because. other professors and friends who helped and encouraged me to work on this project. although “Branding” and “Toon Branding” are not new concepts. 6. They needed an explanation about what is toon branding and even searching information about different aspects of branding needed hard work. 56 .

The choice of different elements used to create a brand identity such as color. Toon branding is no doubt a good way to create a brand image. and also Chintamani (ICICI). Whereas in case of Chintamani. which means that the toon mascot utilized should also represent the utility. brand mascot or a toon mascot for the promotion of the brand. film industry. it makes the boring script interesting but care has to be taken by the firm that the designing of the toon is to be done in a manner that not only the toon mascot is memorable or the toon advertisement is remembered but also the sales of the product increases. and other industrial sectors and together spreads a message to use Amul butter in all situations of life. should be done correctly so that there are no misconceptions in the minds of the consumers to understand the use and capability of the product. All the hoardings of Amul Butter Girl are so innovative and animated in such a manner that it makes the people aware of the current happenings in the world of politics. 57 . the process of branding. quality. clothing bags etc. But the company should make a very correct and appropriate decision so as to how branding is to be done i. Not only advertisements toon mascots can also be promoted through prints on accessories.e. but here again the company will face limitations because it purely depends upon the designing of the toon mascot that whether it will be accepted or liked on these things.Branding and special focus on toon branding Because it is a process through which the product will be able to find a place in the minds of the people within this competitive world and also gain the loyalty of the customer if the product spells quality. it is mainly used to promote the investment plans of ICICI so all the advertisements aims at increasing the importance of investments in the life of individuals and finally it leads to “No Chinta Only Money”. The firm should use a brand personality. and need of the product to the customer. and symbols etc. A good example in this context would The Amul Butter Girl (Amul Butter). It is definitely a good idea if the firm is opting for toon branding because that is the latest advertising mantra used by many companies but it should be only used if it suits the requirement of product advertisements. slogans. owned name.

But Chintamani will not be able to share the same popularity as Fido Dido because it is not used in all the Ads of the firm and also the positioning of the toon matters in this case.Amul Hits of 1995 – 96 58 . “Liked by girls” and the list follows.Branding and special focus on toon branding For example: Fido Dido (7UP) which is promoted through these methods is already a great success. Fido Dido is all about fun. “Always up to some Mischief”. 7. bags etc because the positioning of this toon mascot has been done as a “Cool Guy”. Teenagers and specially children like the images of Fido Dido on their TShirts.

97 59 .Branding and special focus on toon branding On the introduction of the show “Amul surbhi” Name Game Waste Bengal Amul Hits of 1996 .

Branding and special focus on toon branding On the infighting within the Congress government during the general election On the large number of Lok Sabha candidates from the film industry When Atal Behari Vajpayee became Prime Minister Amul Hits of 1997 .98 60 .

Branding and special focus on toon branding When Bihar Chief Minister Laloo Prasad Yadav was involved in the Fodder Scandal On Laloo Prasad Yadav's refusal to vacate the Chief Minister's seat. 61 . 4 AMUL's salute to India on Independence Day.

`TITANIC' On the famous song aati kya khandala from the movie ghulam. On Women Bus Conductors’ Amul Hits of 1999 – 2000 62 .Branding and special focus on toon branding Amul Hits of 1998 – 99 On the popular Oskar award winning film .

Branding and special focus on toon branding Based on the Starr report on Bill Clinton. Haul of 10 wickets by kumble 63 . On winning the Gold for Hockey in the Asian Games.

2001 Match fixing charges against South African cricket captain Hansie Cronje" .May 2000 64 .Branding and special focus on toon branding Amul Hits of 2000 .April 2000 "India's population touches one billion" .

April 2001. Amul Hits of 2001 – 2002 "On the recent Mumbai Stock Exchange scam involving top brokers" . 65 .Branding and special focus on toon branding "On the first anniversary of the Kargil issue".

April 2001 On launch of the Hindi film `LAGAAN' .Branding and special focus on toon branding Protest over the proposed flyover in Mumbai by renowned singer and prominent citizens .June 2001 Amul Hits of 2003 – 2004 66 .

April 2003 Pun on Bollywood highly popular horror film ."The Centre for Science and Environment" that leading las and carbonated soft drinks contain dangerously high level of pesticide residues which are likely to be hazardous for health . Amul Hits of 2004 – 2005 67 .the episode then going to media .Branding and special focus on toon branding Two Bollywood stars engage in threatening telephonic calls .August 2003.June 2003 Controversy on the findings by NGO .

Manmohan Singh being elected Prime Minister of India .2006 68 .September'04 Amul Hits of 2005 .Branding and special focus on toon branding On Dr.May'04 Model turned Actress Preeti Jain's allegation against noted film director Madhur Bhandarkar having sexually exploited her on the pretext of arranging roles in films July'04 Launch of 'ZOOM' India's first glamour and lifestyle family entertainment television channel .

April'05 On Mallika Sherawat's first international film 'The Myth' with Jackie Chan .Branding and special focus on toon branding On the Maharashtra Government's decision to close down dance bars all over the state barring Mumbai .May'05 69 .

Branding and special focus on toon branding On Greg Chappell of Australia being appointed new coach of the Indian Cricket Team .April '06 Controversy on increasing height of Sardar Saravor Dam (Narmada Dam) on Narmada River in Gujarat .May'05 Amul Hits of 2006 – 2007 Protests against the proposed flyover on Peddar Road in Mumbai .April '06 70 .

Branding and special focus on toon branding On French Captain Zinedine Zidane shown red card sending him off for vicious head-butting Italian defender in the chest during the World Cup Football Final .August '06 71 .Central Mumbai to drink sea water which reportedly turned sweet .July '06 On hysteria amongst people at the seafront in Mahim .

Sharad Pawar at ICC Champions Trophy prize distribution ceremony at Brabourne Stadium in Mumbai.February 2007 Amul Hits of 2007 – 2008 72 . India .Branding and special focus on toon branding Australian cricketers unpleasant behavior of push and shove towards BCCI President Mr.November '06 Indian Bollywood actress Shilpa Shetty winner of British reality television show Big Brother .

On Super Jumbo A380 Airbus double-decker the world's largest civilian passenger aircraft in India for first time .April 2007.Branding and special focus on toon branding On Bollywood superstars Amitabh and Jaya Bachchan's son Abhishek's wedding with Aishwarya at their residence Prateeksha in Mumbai . 73 .May' 07.

wise beyond her years . Bollywood romantic comedy film CHEENI KUM (A Sugar Free Romance) in which superstar Amitabh Bachchan shares time with little girl his neighbor.May. India's Taj Mahal a masterpiece of architecture of 17th Century in the worldwide race for inclusion in the new Seven Wonders of the World. 2007. suffering from leukemia.June '07.Branding and special focus on toon branding Richard Gere Hollywood actor and Shilpa Shetty Bollywood actress in a controversial incident in public at an AIDS function in India . It was built by Mughal 74 .

75 . Police in Mumbai.August '07. the Bollywood movie with focus on women's hockey featuring staractor Shah Rukh Khan playing coach of the Indian Women's Hockey Team to bring fame to India .Branding and special focus on toon branding Emperor Shah JAhan as a symbol of enduring love for his wife Mumtaz on the outskirt of Agra .July '07.July '07. India conduct breathalyzer or conventional tests on motorists at night to crackdown on drunken driving to avoid road accidents . CHAKDE! INDIA.

November '07.September' 07.Branding and special focus on toon branding Bollywood actress and dancing queen Madhuri Dixit in the movie "Aaja Nachle" (Let's Dance) in which music and dance being the essence of the movie . Team India celebrate after winning the inaugural ICC WORLD TWENTY 20. 76 . SOUTH AFRICA 2007 cricket World Cup in Johannesburg .

Upcoming releases in November 2007 of two Bollywood movies SAAWARIYA – innocent.Branding and special focus on toon branding . Amul Hits of 2008 – 2009 77 . pure love story and Om Shanti Om – a love story – October 2007.

Branding and special focus on toon branding Amul Hits of 2009 – 2010 78 .

Branding and special focus on toon branding 8. I illustrate the points as follows: • The Law of Contraction: A brand becomes stronger when its focus is narrowed. which in Titan's case happens to be watches. but rather limiting and focusing a brand on only one type of core product. Titan. This does not imply carrying a limited product line. 79 . has stuck to its focus. though possessed of a wide product line. In order to facilitate proper comprehension of the same.CONCLUSION The study done so far in the context of a brand and the special focus on toon branding leads to many important conclusions.

seems to own the word "quality". Each brand should be kept unique and special. Titan is owned by the Tata Group. than with watch making. Titan. When Titan decided to diversify into the jewellery segment. who though highly regarded in Indian industry are associated more with heavy industries such as steel and truck building.Branding and special focus on toon branding • The Law of Advertising: Once born. and companies are companies. There is a difference. they did not call their new brand 'Titan Jewellery'. as well as it's perception of being a quality product combine to work towards building the strength of the Titan brand. • The Law of the Word: Any brand worth it's salt should strive to "own" a word or words in the mind of the consumer. • The Law of the Company: Brands are brands. • The Law of Quality: Though quality is essential to the survival and growth of any brand. thereby implying that it is perceived as a quality product. it's actual quality. advertising is more of an investment than an expense. at least when viewed in the context of the Indian watch market. who own the word "safety". a brand needs to actively advertise in order to stay healthy and maintain market share. who own the word "cola". Examples of such brands are Volvo. As mentioned previously Titan more or less owns the word "quality" in the minds of the consumers. • The Law of the Name: In the long run. • The Law of Siblings: There is always a time and a place to launch a second brand. in spite of the high standing of the Titan name in the 80 . a brand is nothing more than a name. the fact remains that brands are not built by quality alone. but when this is done it should be ensured that both brands have separate and distinct identities. Thus. or perceptions of the names. The difference between products is thus not so much between the products. who own the word "prestige" and Coca-Cola. as it is between their names. If done right. Mercedes.

been undervalued. • The Law of Shape: A brand's logotype should be well designed. its value as a brand building tool has more often than not. while Coca-Cola stands for red and appears in running handwriting. • The Law of Colour: A brand should use a colour and typeface that is the opposite of its major competitor. These should thus be emphasized upon. The Titan logo. crisp typeface-denoting power (through the use of capital letters) and class at the same time. are vital to the success and survival of any brand. modern looking letters. which is that of being “watch experts”? Hence. quality and image) should be properly defined. the jewellery was called Tanishq. • Don't neglect Public Relations: Public Relations. and emphasizing upon it's value for money as well as it's classy image. event and entertainment sponsorships. in order to effectively build brand equity. Therefore. not the symbol. As mentioned in the section regarding the law of the word. in order to fit the eyes. Newsletters. Unfortunately. the two words most highly identified with Titan are “quality" and "Indian". positioning it's watches as high quality. the following factors should also be kept in mind: • Define the core brand's position and value clearly: A product should be properly positioned and its value (which includes price. Pepsi stands for blue and appears in capital. Indian made watches. Visual symbols (again with the possible exceptions of Nike's "swoosh" or Mercedes' 3-pointed star) are highly overrated. This is exactly what Titan has done. For example. though well recognizable is always accompanied by the words "TITAN" in a clear. The meaning lies in the words. or PR. and other 81 . To do so would be to undermine the power of the Titan brand.Branding and special focus on toon branding minds of the Indian consumers.

Branding and special focus on toon branding forms of PR help to define the personality of a company or brand, positioning it as a good corporate citizen, and someone nice to do business with. In keeping with India's obsession with cricket, Titan has often sponsored cricket tournaments, including the now legendary 1997 Titan Cup. Titan also sponsors a number of popular television programmes, a prime example of which is Star World's "The Practice".

Realize that promotions can be tricky: Promotions ought to be used to create recognition and build brand loyalty. Needless and irrelevant contests tend to shift the customer's attention from the product being promoted to the prize being offered (be it a trip to the US or a new car). A better (and far less expensive) way to promote a brand would be to allow it to be used by other companies in their promotional offers. Titan is currently being offered by both Outlook magazine and WelcomAward (the privileged customer programme of the WelcomGroup chain of hotels) in their various promotional offers. The most sensible and effective forms of promotions are measures such as establishing a privileged customer club offering customer points redeemable for discounts and rebates. Titan has their own privileged customer club, Titan Signet, which has an impressive 1.6 Lakh members.

Always remember the USP: A USP (Unique Selling Proposition) is not only what gives the customer a reason to buy the brand, but is also what helps him distinguish the brand from its competitors. Titan's USP is two fold, and can perhaps best be described in six words. "An Indian company offering international quality". This works for Titan in two ways. First of all, it's emphasis on 'international quality' successfully negates it's major Indian competitor, HMT, who is still perceived as a company offering solid and reliable, yet singularly unstylish and staid looking watches. Secondly, with the plethora of foreign brands available in the country today, Titan emphasis on being Indian enables it to effectively meet 82

Branding and special focus on toon branding their threat. Interestingly, while Titan has never actively promoted the fact that it's parent company is the Tata Group, at the same time it has never really done much to hide the fact. Thus while capitalizing on the Tata name; it has built its own identity as an Indian brand offering high quality watches at prices significantly below those of comparable foreign brands.

If you can't be first, be better: Being the first entrant in any category earns pioneer status for a brand and gives it the advantage of being the probable market leader. Such was the case with HMT. However with it's emphasis on it's USP and aggressive advertising, Titan convinced the market that it produced the better product and thus destroyed HMT's near monopoly of the Indian watch market.

Expand sensibly: Extensions should always be logical and market driven and not mere "product explosions". As the market environment changes with the addition of say, greater competition, or changing customer wants and perceptions, brand extension should be undertaken. It should not, however be undertaken arbitrarily. When Titan entered the market in 1987, its main competitor was HMT, a company offering reliable and economically priced watches. Titan thus started out being a company offering a wide variety of models, most of which were priced economically, with the added USP of being a more stylish alternative to HMT. As times changed, however, so did Titan. With the growing entry of foreign brands into the market, Titan continued to introduce sub brand after sub brand to meet every new challenge. With the entry of the "high performance" sports watch brands in the form of Tag Hauer, Omega and Breitling, Titan introduced it's own line of chronographs priced significantly lower than the competition at a mere Rs 5000-6000. Similarly, to counter the entry of foreign, youth oriented "style" brands such as Esprit and Swatch, Titan introduced the 'Fastrack' sub brand, again priced extremely competitively.

9. ANNEXURE
83

Branding and special focus on toon branding

SAMPLE OF QUESTIONNAIRE
BRANDING-SPECIAL FOCUS ON TOON BRANDING QUESTIONAIRE Q1. Indentify the following toon mascots and their products or either of the one:

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1st page of questionnaire

Q2. Can you recognize a product on the basis of its brand mascot alone? 84

Branding and special focus on toon branding Always Sometime Often Very Rare

Q3. Do you relate any product with toons? Always Sometime Often Very Rare

Q4. Do you think nowadays brand mascots are losing importance to brand personality? Yes No Don’t Know

Q5. Which is your most memorable toon mascot? Amul Butter Girl Fido Dido Chintamani (ICICI) Any other __________________

Q6. Why do you think this brand mascot is the most memorable one? A6. ______________________________________________________________________ 85

bags etc? 86 .Branding and special focus on toon branding ______________________________________________________________________ ____ 2nd page of questionnaire Q7. ______________________________________________________________________ __ ______________________________________________________________________ __ Q9. 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. accessories. What features do you think a toon mascot should possess so as to remember over a long period of time? Cute Happy Face Suitable to the product Innovative Entertaining Any other _____________________ `Q10. Toon Mascot is more popular in the rural or urban areas? Give reasons? A8. ______________________________________________________________________ __ ______________________________________________________________________ __ Q8. Would you like if toon mascots are also advertised through clothing.

Branding and special focus on toon branding Yes No Depends on the mascot Don’t know NAME: AGE: PROFESSION: _____________________________ _____________________________ _____________________________ 87 .

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