A Presentation on Brands

Presented to Professor
SubbaRao

Presented By – Amit Sharma

Roll No – 22
 BRAND DEFINITION

An identifying symbol, words, or

mark that distinguishes a
product or company from its
competitors.
A brand is a complex symbol that can
convey up to six levels of meaning:
1.Attributes: A brand brings to mind
certain attributes. Mercedes suggests
expensive, well built, well engineered,
durable, high prestige automobiles.

2. Benefits: Attribute must be translated

into functional and emotional benefits. The
attribute “durable” could translate into the
functional benefit “I won’t have to buy
another car for several years.” The
attribute “expensive” translates into the
emotional benefit “the car makes me feel
3. Values: The brand also says something
about the producer’s values. Mercedes
stands for high performance, safety and
prestige.

4. Culture: the brand may represent a

certain culture. The Mercedes represents a
German culture: organized, efficient, high
quality.

5. Personality: The brand can project a

certain personality. Mercedes may suggest a
no- nonsense boss (person), a reigning lion
(animal), or an austere palace (object).
6. User: The brand suggests the kind of
consumer who buys or uses the product.
we would expect to see a 55-year- old
top executive behind the wheel of
Mercedes, not 20 year old secretary.
WHY IS IT IMPORTANT TO DEVELOP A
BRAND FOR YOUR PRODUCT?
Differentiation — A brand
provides a clear and definitive
reason for customers to buy your
product. If this reason does not
exist, your product is a commodity
and the only measure of value is
price. Small, value added
businesses cannot compete on price
successfully and need to incorporate
some form of differentiation.
Conveys value — Consumers
perceive brand name products as
higher quality, more reliable and a
better value than non-branded
products. Generally speaking, the
number-one brand in a category can
command a 10% price premium over
the number-two brand, and a 40%
premium over the store brand. This
price premium is known as a brand tax.
Consumers understand that a strong
brand can reduce getting stuck with
disappointing or faulty products.
Builds brand loyalty — Brand
loyalty is the recurring stream of profit
generated by repeat and referral sales
of a specific brand. Repeat sales can
be as much as 90% less expensive to
a company than new customer
development.
Builds Pride — Branded,
recognizable products invoke a sense
of pride in those associated with
production, promotion, sale and
distribution of those products.
 BRAND IMAGE
Definition:
Brand image is the impression left in the
mind of the prospect by the brand.

Brand Image is how the brand is perceived

by the consumer. Brand personality is only a part of brand
image. Brand personality is the cause while brand image is
the effect. A brand is unlikely to have one brand image, but
several, though one or two may predominate. The key in
brand image research is to identify or develop the most
powerful images and reinforce them
through subsequent brand
communications. The term "brand image"
gained popularity as evidence began to
grow that the feelings and images
associated with a brand were powerful
purchase influencers, though brand
recognition, recall and brand identity.
It is based on the proposition that
consumers buy not only a product
(commodity), but also the image
associations of the product, such as
power, wealth, sophistication, and most
importantly identification and
association with other users of the
brand. Good brand images are instantly
evoked, are positive, and are almost
always unique among competitive
brands.
FACTORS AFFECTING THE BRAND IMAGE:

Contents of the ad:

The quality of contents,i.e.the color combination,

music, background words, headline, illustration,
etc. can give an intended image to the ad.eg. If wit
is used then the ad can get an intelligent image.

Personalities used:

The Personality of the person endorsing the brand

must match with the personality of the brand eg.
Sachin endorsing Adidas brand.
 Symbols:

The company and the brand logos should be

designed for instant recognition of the brand.
e.g.,. The MRF-muscled man, the Ceat tyres-
born tough Rhino. The coolest one-Penguin of
Kelvinator.

Media used:

The quality of media or programs sponsored may

affect the brand image. e.g.. Raymond suiting
can advertise in Business magazines but not in
local magazines.
 Packaging:
The package is the face of the product. Therefore,
it must be properly designed in order to give a rich
image to the to the product. the material, color,
shape, design. size, etc. highly influence the brand
image.

Sponsoring of the Events:

The events sponsored by the company can affect

the brand image. Therefore, brands having rich
image sponsor rich events. E.g.. Tennis tournaments
being sponsored by the premium brands.
 Distribution:

The type of distribution undertaken by a company

can definitely affect the brand image. E.g.. Tanishq
jewelery is available at selected stores in India
hence the brand gets an elitist image.
After sales-service:
Prompt and effective after sales service can help
develop a good image to the brand in the market. E.g..
Maruti Udyog Ltd., Whirlpool enjoy a good brand image
due to is network.
 Product:
The product itself is an important factor in developing
the brand image. The product should be able to
generate customer satisfaction.
Price:

The price factor can obviously enhance the brand

image. e.g. the premium pricing done by Mercedes
has helped it to develop a classy image not only for
co. but also the brands.
 3 COMPONENTS OF BRAND
IMAGE
 Attributes: When used in a market research
context, they are simply properties of a given
product, brand, service, advertisement or any
object of interest.
Much brand and market research is targeted at
understanding the most significant and
powerful attributes of a product/service/brand or
product/service/brand class.
A product, service, or brand can have many
attributes including cost, value for money,
prestige, taste, usability, liking ("affect") and a
wide range of image or personality attributes.
Consequences:

This term, consequences, suggests the effects of the

brand image.

Brand Personality:

Brand personality is the sum total of all the significant

tangible and intangible assets that a brand
possesses.
BRAND PERSONALITY

Five Dimensions:
1.Sincerity e.g. the Forhans Dr.
2.Excitement e.g. Josh machine-Ford Ikon
3.Competence e.g. Pepsodent
4.Sophistication e.g. Mercedes
5.Ruggedness e.g. Ceat tyres, Live-in -jeans
 BUILDING BRAND
PERSONALITY
1.Single Minded:
The first and the foremost thing that matters in building
brand personality is being single minded in communicating
and preserving what might be called as core brand values.
e.g. Marlboro cigarettes after having the cowboy as its
symbol it never deviated from that image. The Indian
brands like Lifebuoy has been consistent with its
‘Tandurusti-ki-raksha and Bournvita’s ‘Tan-ki-shakti,
Man-ki-shakti Bournvita.
2. Cluster of value satisfactions:
Brands with a coherent personality deliver a ‘cluster of
value satisfactions’. This can be done only when each
element of the marketing mix is configured to deliver a
brand personality besides a brand. When its personality is
managed well, a brand acquires a distinct identity.
e.g. Mysore sandal, pears toilet soaps cannot be mistaken
for any other soap in packed o unpacked condition. Keo
Karpin hair oil pitches on mothers love, and has never
changed its dark green bottle. In the same way, its difficult
to imagine Lifebuoy ia anything other than a red carbolic
cake. Onida carved a niche for itself with its unique
negative emotional advertising and a premium product.
3.Powerful Logos:
The logo used must be such that the customer should be
able to associate the brand with the product. Hence, its
very vital to design a powerful logo that leaves an impact
in the minds of the consumer.
e.g. MRF has consistently built its image through the logo
of ‘muscleman’. It backed this up with aggressive
advertising and reliable service. The net result is that MRF
stands out as a brand in a category with tremendous
clutter. Asian paints lovable mascot ‘Gattu’, its
imaginative products like ‘Utsav’ and ‘Apcolite’ have
given it near invincibility in the decorative paints market.
Some other powerful great logos include, LIC, JW
Mariott.
4. Able to Deliver something Unique:
There is tremendous competition in the market. Hence the
confused customer mostly prefers to buy a product which
has its own USP. In other words, the brand should be so
built that its differentiating factor induces the customer to
buy the product.
e.g. Nyle herbal shampoo, (though in some trouble now),
has a strong personality. It stands on the green platform
and hence it looks green in a transparent bottle. The
communivation also underlines the health and freshness of
green symbolised through a lady wearing a similar looking
green. Amongst shampoos, it has almost cornered the
word green for itself. In a similar manner the bike Hero
Honda
and Yamaha stand for fuel efficiency and power
respectively.

5. Quality and Reliability:

Last but not the least, the two important
features quality and reliability help in building a
very strong brand personality.

e.g. The brand names Tata and Godrej appear on so many

product categories and are yet successful because they are
synonymous with quality and reliability.
Brand Positioning

Positioning is the act of designing

the company's offering and image to
occupy a distinct place in the target
markets mind
• A Brand position is the part of Brand
Identity and value proposition that is to
be actively communicated to the target
audience and that demonstrates an
advantage over the competing brands.
• Positioning is a concept commonly
seen in Marketing.

• Positioning is the act of designing

company's offerings and image to
occupy a distinctive place in the
target audiences mind. The essence
of Brand Positioning is achievement
of valued distinctions differentiation in
the consumers mind.
 A Few Examples
Name Personality Image
Lifebuoy Soap Price Value for
money
Philips 2 - in 1 Quality Reliable

Leading Technologically
electronics mfg superior
Kinetic Honda Gearless Comfort
Ignition start comfort

Raaga Herbal Communication Traditional

Powder
Shikakai BrandHygienic
Name
Boost Advertising Energy
Promotion energy
Little hearts Puffed biscuits Novelty

Distinct Attractive
packing
Heart shaped romantic
biscuits
 Some well positioned
Brands
Marlboro : Macho Man

Colgate : World leader in Oral Care

Raymonds : The Complete Man

Dettol : Antiseptic

Liril : Freshness
•Fair and lovely : Fairness

•Woodland : Tough shoes

Brand Positioning
Strategy

The prime prospect

The competitor frame
Leverageable difference
The end difference
 Benefits Of BPS

Strengthen the current position

Grab an unoccupied position
Reposition, if necessary
Exclusive club strategy
Eg : Sam’s Club
 How to determine
positioning strategy?
 Identify the competitors
 Determine how the competitors
are perceived and evaluated
 Determine the competitors
position
 Analyze the customer
 Select the position
 Monitor the position
 7 positioning strategies
• Positioning by attribute
• Positioning by price-quality
• Positioning by use or application
• Positioning by product user
• Positioning by product class
• Positioning by cultural symbols
• Positioning by competitors
 Positioning By Product
Attributes
• Associating a product with an attribute, a
product feature or a consumer feature.
Sometimes a product can be positioned in
terms of two or more attributes
simultaneously.
• A common approach is setting the brand
apart from competitors on the basis of the
specific characteristics or benefits offered.
Sometimes a product may be positioned on
more than one product benefit.
• Consider the example of Ariel that
offers a specific benefit of cleaning
even the dirtiest of clothes because
of the micro cleaning system in the
product.
• Colgate offers benefits of the
preventing cavity and fresh breath.
 Positioning by Price/Quality
• Marketers often use price/quality
characteristics to position their brands.
One way they do it is with ads that reflect
the image of a high – quality brand where
cost, while not irrelevant, is considered
secondary to the high benefits derived
from using the brand. Premium brands
positioned at the high end of the market
use this approach of positioning.
• Another way to use price/quality for
positioning is to focus on one quality or
value offered by the brand at a very
competitive price. Although price is
important consideration, the product
quality must be comparable to, or even
better than, competing brands for the
positioning strategy to be effective.]
• Eg – Parle Bisleri : Bada Bisleri, same
price.
 Position by use or application
• Another way is to communicate a
specific image or position for a brand
is to associate it with a specific use or
application.

• Surf Excel is positioned as stain

remover : “surf excel hai na”

• Clinic All Clear “dare to wear black”

 Position by Product Class
• Often the competitor for a particular
product comes from the outside the
product class. For example airlines know
that while they compete with other airlines,
trains and buses are also available as
alternatives. Manufacturers of music CDs
must compete with the cassettes industry.
The product is positioned against others
that, while not exactly the same but
provide the class benefits.
 Positioning by product user
• Positioning a product by associating it with a
particular user or a group of users is yet
another approach.
• For this approach to work, the marketer has
to first identify the target audience and has
to make ads that are aimed to reach the
specific audience. Certain niche product only
have the high end users thus the ads that are
made, are made in a way that they appeal
more to the high end Audience. The ads of
Chevrolet Optra are a good example in point.
 Positioning by competitors
• Competitors may be as important to the
positioning strategy as a firms own
product or services. In today's market, an
effective positioning strategy for a product
or brand may focus on specific
competitors. This approach is similar to
positioning by product class, although in
this case the competition in within the
same product category.
• Onida was postioned against the
giants in the television industry
through this startegy. Onida colour
t.v was launched with the message
that all others were clones and only
Onida was the leader.
 Positioning by cultural symbols
• An additional positioning strategy where in
the cultural symbols are used to
differentiate the brands.
– Examples are Humara Bajaj.
– Harley Davidson

• Each of these symbols has successfully

differentiated the product it represents
from the competitors.
THANK YOU