Professional Documents
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Brand Management and System Analyisi
Brand Management and System Analyisi
BRAND MANAGEMENT
Buildings age and become dilapidated
Machines wear out
People die
But what live on are Brands
HISTORY OF BRANDING
Branding has come a long way in India and also around the world. The word brand
comes from the word "brandr, a word used by early Norse tribesmen meaning to
burn, as in branding livestock to declare ownership. No doubt, anyone who has read
cowboy stories is familiar with the concept of branding cattle.
Over time branding of cattle became not just mark of ownership but also of quality. In the
Chicago meat market, buyers recognized quality beef through the brand mark on the
cattle. This was because the ranches which produced better quality of meat did so as it
implied better grass or more adequate supply of water, better living conditions for the
cattle or a shorter journey to the meat market. No longer was meat on the hoof a
commodity, it was branded and the better quality was recognizable.
In the earliest form, a brand mark defined quality, a mark which differentiated a quality
product from other similar products.
Many years ago, in the Soviet Union, when products were sold under a generic name, the
factory manufacturing the product had to mark its identity on the packaging. Customers
soon realized that a detergent powder produced in one factory was superior to another in
quality. Eventually, housewives would turn the packaging around while purchasing to
identify the origin of the product and make their choices on the basis of its manufacturing
location. The serial number of the factory had become a brand as it is differentiated from
other similar detergents, which, according to the state, were supposed to be identical in
formulation and in every other way. This is similar to the Nirma story where the brand
name was the only differentiator between totally similar products in the Ahemadabad
market in the early 1970s
WHAT IS A BRAND?
Whats in a name? That which we call a rose, by any other name would smell as
sweet.
-William Shakespeare.
Shakespeare was wrong. A rose by any other name would not smell as sweet
which is why the single most important decision in the marketing of perfume is
the name.
-Al Ries and1Jack Trout
Prof Karthic Iyer
ROLE OF BRANDS
In a world where products, markets, and industry boundaries are in flux, a well-managed
brand can be a prime source of strategic direction and competitive advantage. Today
branding is such a strong force that anything from salt to lemon juice and water is
branded. The following are the roles of branding which serve many purposes:
A brand protects both the consumer and the producer from competitors who
would attempt to provide products that appear to be identical.
A brand reduces the primacy of price upon the purchase decision.
It accentuates the bases of differentiation.
A brand is essentially a sellers promise to consistently deliver a specific set of
features, benefits and services to the buyers.
A brand gives the seller the opportunity to attract a loyal and profitable set of
customers. Brand loyalty gives sellers some protection from competition and
greater control in planning their marketing programs.
Strong brands help build the corporate image, making it easier to launch and gain
acceptance by distributors and customers.
Managing a positive brand image creates opportunities to introduce new products
that build on brand equity. It helps to attract and retain good employees and it
improves the stockholders perceived value of your company.
Products are what companies make brands are what customers buy
BRAND CHARACTERISTICS
The world is rapidly shrinking with the advent of faster communication, transportation
and financial flows. Products developed in one country Mont Blanc pens, McDonalds,
BMWs are finding enthusiastic acceptance in other countries.
BRANDING - CONCEPTS
While studying brands and branding case studies will come across various terms and
concepts relating to brands which most companies use in order to define their strategy for
branding their product or service. Some of them are explained as below:
Brand Width: It is the extension of the brand outside its original product
category.
Brand Length: It is the brands franchise in terms of age groups, consumer types
and international appeal.
4-W
autos
Samurai
Shaolin
Sidekick
Swift
Shogun
S.U.Vs
Eng Parts
Outboard
Motors
Brand Depth
Chevy Sprint
Geo Metro
ELEMENTS OF A BRAND
BRAND NAME
Certain factors should be considered before selecting a brand name. They are as follows:
Distinguish the product from competitive brands
Memorable and easy to pronounce
Easy to say, spell and pronounce
It should allude to the products uses, benefits, or special characteristics in a
positive way
Negative or offensive references should be avoided.
Evoke positive mental image
Evoke positive emotional reaction
Suggest product function or benefits
Simple
Sound appropriate
Be registrable (unique)
Possibly, translate well in other languages too.
Marine
Pdts
LOGO
The company logo is the cornerstone of the firm's branding elements. For many firms the
logo is the visual reminder of everything that the firm stands for. While a great logo won't
necessarily build the firm, it plays a vital role in representing it. Conversely, a weak or
confusing logo can detract from the value that the firm brings.
Elements of a Good Logo:
TYPES OF BRANDS
Functional
dimension
Symbolic
dimension
The functional dimension is the products attributes and benefits or the tangible properties
while the symbolic dimensions are the intangible aspects of the brand. A marketer can
combine these two elements to create the right appeal for customers. In consumer
behavior the rational and emotional perspectives are two models that explain how
consumers make purchase decisions. Successful branding, therefore, depends on
combining the rational and emotional components of a brand in a manner that it becomes
consistent with the consumers frame of mind.
FUNCTIONAL BRANDS
Here, the functional dimension of the brand is far more visible and appealing than the
emotional or symbolic dimension.
Niveas range of body products focuses on the functional benefit of smooth skin.
Also, buying of a painkiller would be by and large a rational, left brain driven activity.
What implications does one have for marketers of Aspirin, Aspro, Anacin? Here the
brand should be functions driven. That is, the brand essence should revolve around
reasons demonstrating product superiority in terms of its ingredients and efficiency of
its pain relieving process (e.g., the product dissolves faster in water and therefore,
relieves pain faster.
SYMBOLIC BRANDS
Here, the symbolic or emotional dimension is more prevalent than the functional
dimension. The decisions would be based on more of the emotional aspect than that of
rational aspect.
In the circumstances where consumer buying is emotions driven, the brand must
accordingly focus on symbolic or emotional aspects.
E.g. ICICI Prudential has various schemes concerning childrens futures; this also
stresses on the emotional aspect, caring for the child and securing his future.
BRAND EXTENSION
Brand extensions, which are a popular means of introducing new products to the
marketplace, fall under the One brand all products type of brand strategies. In a typical
brand extension situation, an established brand name is applied to a new product in a
category either related or unrelated, in order to capitalize on the equity of the core brand
name. Consumer familiarity with the existing core brand name aids new product entry
into the marketplace, and helps the brand extension to capture new market segments
quickly.
Brand extensions come in two primary forms: horizontal and vertical. In a horizontal
brand extension situation, an existing brand name is applied to a new product
introduction in either a related product class, or in a product category completely new to
the firm. A vertical brand extension, on the other hand, involves introducing a brand
extension. In the same product category as the core brand, but at a different price point
and quality level. In a vertical brand extension situation, a second brand name or
descriptor is usually introduced alongside the core brand name, in order to demonstrate
the link between the brand extension and the core brand name (e.g. Marriott Hotels,
Courtyard Inn by Marriott). Although a brand extension aids in generating consumer
acceptance for a new product by linking the new product with a known brand or company
name, it also risks diluting the core brand image by depleting or harming the equity,
which has been built up within the core brand name. An inappropriate brand extension
could create damaging associations, which may be very difficult for a company to
overcome. The different types of brand extensions are:
Product form extension:
Product launched in a different form usually means line extension rather than brand
extension. But if different product form constitutes entirely a different product category
from customer behavior perspective, it would be called brand extension. For e.g. liquid
milk and dried milk may not be perceived as the product category. Similarly chocolate
bars and chocolate powder belong to different product categories.
AMUL MILK
LG FLATRON
LG XCANVAS PROJECTION
LAKME NAILPOLISH
LAKME LIPSTICK
COLGATE TOOTHBRUSH
Customer franchise:
A marketer may extend a product range in order to meet the needs of a specific customer
group. For instance, a company may launch a variety of products meant for e.g. nursery
going school children. The focus here is not customer base but their diverse needs.
J&J
BABY
SHAMPOO
J&J
BABY
TALC
J&J
BABY
OIL
J&J
BABY
SOAP
Company expertise:
Brand extensions often come in the forms of different product category introductions
using a common name but emanating from a common expertise pool. This strategy is
particularly true in Japanese countries.
Hindustan Lever Limited
ORAL
CARE
SKIN CARE
HAIR
CARE
BODY
CARE
Brand distinction:
10
PARACHUTE
HAIR OIL
PARACHUTE
SHAMPOO
PARACHUTE
CREAM
AMUL
BUTTER
AMUL
MILK
AMUL
ICE CREAM
AMUL
CHEESE
CARTIER
PURSES
CARTIER
PENS
CARTIER
JEWELLERY
UMBRELLA BRANDING
This again is of the type One brand all products. An umbrella brand is a parent brand
that appears on a number of products that may each have separate brand images. Firms
11
12
Though these brands enjoy their unique image, somewhere in the image the makers
association is also a part. Endorsement branding strikes a balance between umbrella and
product branding.
In case of Cadburys and Nestle, the brands mentioned above have their own unique
position and image. Cadburys or Nestle support the brands to the extent that they transfer
certain qualities or associations, which enhance customers trust. Brands are identified by
their own name.
One key to successful brand building is to understand how to develop brand identities, to
know what the brand stands for, and how to most effectively express that identity.
Short Term
Pressures
Pressure to
compete on
price
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Proliferation
Of competitors
Prof Karthic Iyer
Pressure To
Invest
Elsewhere
Bias Against
Innovation
BUILDING
BRANDS
Bias Towards
Changing
Strategies
Fragmentation
Markets and
Media
Complex Branding
Strategies And
Relationships
14
15
16
SHORT-TERM PRESSURES
Pressures for short-term results generally undermine investments in brands. There are
several reasons for this:
It is true that that building brands is difficult. But it is doable as is evident by those who
have done so. The greatest examples of this are brands like Titan, Coca Cola, Cadburys
etc. We can thus see that it is possible to build strong brands by building, managing and
maintaining the four assets that underlie brand equity-awareness, perceived quality, brand
loyalty and brand association.
BRAND EQUITY
Before looking at the various methods of brand building it is essential to know what
brand equity is because strong brand equity is the basis of brand building.
Keller defines brand equity as Brand equity is defined in terms of the marketing effects
uniquely attributable to the brands -- for example, when certain outcomes result from the
marketing of a product or service because of its brand name that would not occur if the
same product or service did not have that name.
David Aaker defines brand equity as A set of assets and liabilities linked to a brands
name and symbol that adds to or subtracts from the value provided by a product or
service to a firm and/or that firms customers.
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Brand associations
BRAND
LOYALTY
BRAND
AWARENESS
BRAND
EQUITY
PERCEIVED
QUALITY
BRAND
ASSOCIATIONS
Reason to buy
Differentiate/
position
Price
Channel member interest
Extensions
Help process/
Retrieve information
Reason to buy
Create positive attitudes/feelings
Extensions
Provides Value to
Customer By Enhancing
Customers
Interpretation/
processing of
information
Confidence in
purchase decision
Use satisfaction
OTHER
Competitive Advantage
PROPRIETARY
BRAND ASSETS
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Loyalty Segmentation:
Loyalty segmentation helps in building strong brands. A market can usually be divided
into the following groups:
Noncustomers: Those who use the competitors brand or are not product class
users.
Price switchers: Those who are price switchers.
The passively loyal: Those who buy out of habit rather than reason.
Fence sitters: those who are indifferent between two or more brands.
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Likes the
brand
Satisfied / habitual buyer
no reason to change,
equity diffuse
Brand switchers / price sensitive
buyers/ indifferent brand no loyalty
no equity
The challenges to improve the brands loyalty profile are to increase the number of
customers who are not price switchers, to strengthen the fence sitters and committed ties
to the brand and to increase the number who would pay more to use the brand or service.
Two segments where the companies generally under invest are passively loyal and the
committed customers. The passively loyal customers are often taken for granted. At the
other end of the spectrum are the highly loyal or committed customers. Firms also tend to
take this group for granted. Yet there may be significant potential to increase business
from the very loyal.
The loyal Marriott customer might be encouraged to select even more than often with a
improved portfolio of business support services such as fax machines in rooms.
Further there is a risk that loyal customers can be enticed away by a competitor if the
performance of the product or service is not improved. For these reasons firms should
avoid diverting resources from the loyal core to the non-customers and price switchers.
One approach to enhancing the loyalty of fence sitters and the committed is to develop
or strengthen their relationship with the brand.
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BRAND AWARENESS
Awareness refers to the strength of a brands presence in the consumers mind. Awareness
is measured according to the different ways in which consumers remember a brand,
ranging from recognition to recall to top of the mind.
Recognitions reflect familiarity gained from past exposure. Recognition does not
necessarily involve remembering where the brand was encountered before why it differs
from other brands or even what the brands product class is. It is simply remembering that
there was a past exposure to the brand. When consumers see a brand and remember that
they have seen it before they realize that the company is spending money to support the
brand. Since it is generally believed that companies will not spend money on products
consumers take their recognition as a signal that the brand is good.
Many companies, especially while introducing a new product in the market find that sales
cannot be sustained without constant advertising. Sales charts always show a meteoric
rise post-advertising burst. Companies often rerun advertisement on different channels
over the year to sustain the brand awareness and ensure that the consumers are exposed to
the brand.
Complan repeats the same TV commercials for different target markets over a period of
time to ensure brand recall and visibility.
Brand Pyramid:
TOP OF MIND
BRAND
AWARENESS
BRAND RECALL
BRAND
IGNORANCE
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Brand Name: One of the most important factor affecting brand awareness is the
brand name. Brand name plays an important part in creating awareness for a
brand. Also whether the name is really very meaningful or completely baseless
they both affect brand awareness.
Bacardi Breezers - flavoured aerated vodka based drink
Fevi Stik - adhesive
Centre Shock chewing gum.
Advertising: Advertising also helps to create Brand awareness in a big way. Take
any brand name Fevicol, Vicks, Pepsi all have used ads for creating awareness
among their consumers.
TATA always promotes it brand with its name along with the brand such as TATA
INDICA, TATA INDIGO, TATA SALT.
Sales Promotions And Offers: - It also helps in making the consumers aware of
the brand. Some of the sales promotion activities that companies carry out help
them in a big way to make their target aware of the brand.
Reliance India Mobiles Monsoon Hungama offer, wherein they offered their WLL
services at an affordable price.
1st Mover Advantage: - Usually the company that enters a product category first
has good awareness about its brand. Usually people tend to remember the first
player to enter the market.
Parle products BISLERI in the packaged water segment.
Public Relations: - The coverage that the fourth estate and magazines provide a
brand also helps in building awareness about a brand.
The popularity of local restaurants such as J.W.Marriot has been boosted by the
page 3 mentions in the Bombay Times supplement of The Times of India.
Direct Selling: - Some of the companies use direct selling as a platform to create
brand awareness.
Eureka Forbes water filter AQUA GUARD.
Peer Group Opinion: - Peer group opinion also plays an important part in the
whole brand awareness exercise. Usually people tend to discuss a lot about the
brand and tend to share their experiences or some recent ads they have seen
which in turn increases brand awareness of their peers.
When opting for cellular network services (irrespective of prepaid or billing),
most people generally go by the opinions of their friends and colleagues.
Recall Of Ads: - In some cases the brand awareness is also high due to specific
ad recall, which is very high.
Amaron battery advertisement of race between tortoise and rabbit with the
tagline LAST LONG REALLY LONG
Brand Recall
A brand (Bisleri) is said to have recall if it comes to consumers minds when its product
class (mineral water) is mentioned. It indicates stronger brand position in the mind. Still
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Among all brand associations only perceived quality is known to drive financial
performances.
Perceived quality is often a major (if not the principal) strategic thrust of business.
Perceived quality is linked to and often drives other aspects of a brand is
perceived.
Achieving perceptions of quality is usually impossible unless the quality claim has
substance. Perceived quality may differ from actual quality for a variety of reasons like:
24
Price
based
Consumer
based
Historical Cost
Price premium
Brand knowledge
Replacement Cost
Equalisation price
Attribute rating
Market value
method
Brand contribution
method
25
COST-BASED METHODS
Historical Costs:
This is the money that has been spent on the brand till date. Suppose Rs.100 million have
bean spent so far creating a brand called X'. The value at which the brand can be sold to
another organization should be Rs.100 million. This appeals intuitively though there are
several problems in using historical costs. First, a prospective buyer is interested in the
future cash flows from a brand and the fact that 100 million was spent on brand 'X' does
not guarantee the realization of even a fraction of that amount in future sales.
Costs incurred in brands are no measure of the efficiency with which the money was
spent. The R& D budgets of GM, Siemens, Philips, Xerox and IBM are much more than
their respective Japanese competitors namely Honda, Hitachi, Sony, Canon and NEC. Yet
the number of successful models produced by the Japanese far outnumber the ones
produced by their western counterparts. Poorly spent finances hardly get translated into
brand equity. Historical costs may or may not be an adequate measure of a brand's future
potential even when the costs are adjusted to the current prices.
Replacement Costs:
Consider 'a brand, say Colgate. How much would it cost to create a brand with similar
turnover, profitability, distribution reach, brand loyalty, etc? This cost is its brand equity.
To begin with, measuring each of the above costs is not very easy. Colgate has a turnover
of over Rs.7000 million, a gross profit figure of Rs.150 chores, reaches at least 7 lakh
retailers directly (many times this number indirectly) and finally is probably the most
popular brand in the country.
Promotional expenses on launch alone cost close to 7 Crores today for a national brand.
Add to this the production, distribution and marketing overheads. A simple calculation
can demonstrate this figure. Consider the example of another brand, Close-Up. Close-Up
has been in existence for some time now. Say Rs.200 crores was spent cumulatively on
production and marketing over the years to achieve the present turnover. To this, add the
amount for the brand loyalty and distribution equity it commands. Let us add another 50
crores to take care of that. In other words, the brand value of Close-up is 255 crores.
Replacement cost = (Launch cost + production and administrative costs incurred over the
years + brand premium acquired over the years due to brand loyalty, distribution, etc.)
First, procedurally this is not very simple. Of course, it is better than historical cost
because it considers todays costs. But this suffers again from the same setbacks as the
previous method. What is the guarantee that if a brand is created at the cost be Rs.255
crores today it will obtain a market share of about 17% as Close-up did? This indeed is
the million dollar question.
26
PAST
Taken over
Year
by
Hindujas
1987
Jay Mehta
MR
Chabbria
Vijay
Mallya
Price
2900
2500
2100
1800
1310
800
Price
780
1991
1985
600
390
1988
360
Cibaca for instance has been bought by Colgate for a sum of Rs. 1310 million. If
Cibacas equity is Rs.1310 million, what is the equity of Colgate? Perhaps since Colgate
27
Brand Contributions:
This method tries to identify the value that is added by the BRAND to the product.
Brand contribution compares the profits earned by the brand with the profits earned by an
unbranded or generic product in the same category. The difference between the two is
treated as a measure of brand value. This, of course, is not acceptable as a price at which
the brand can be sold. (The organization will demand several times this value for selling
the brand.) This will be useful more as a measure of the brand's strength in the market in
which operates. This when multiplied by a suitable integer yields brand equity.
Brand equity =
PRICE-BASED METHODS
There are some methods, which measure brand equity with the retail price of the brand as
the basis.
Price Premium Method:
This is done by comparing the difference between the retail price of the brand and the
retail price of an unbranded product in the same category. Here again the difference will
give an indication of brand equity. This measure will also give us an indication of Brand
strength'' only. That is, higher the retailer premium that a brand can charge, greater is its
equity in the minds of the customer.
But this is less useful than the profit premium method in understanding brand strength
because if we take the toothpaste market, there are brands at different prices.
Comparing Colgate Total (the most expensive toothpaste) with an unbranded product will
give it high brand equity as compared to Colgate Dental Cream. However, for the
common man, Colgate means Colgate Dental Cretin only. How then can we accept higher
brand equity for Total as compared to Colgate Dental Cream?
Similarly, some toothpastes like Babool are deliberately priced low to penetrate the
market. On the basis of the lower retail price premium it commands, it would not be right
to say that Babool enjoys less brand equity than what say Promise does. Further, low
priced brands like Nirma and Lifebuoy will have their brand equity close to zero if this
method were adopted. Such a computation would be unrealistic.
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Prices
(Rs. per 100 gm)
17.40
22.50
17-40
14-60
Colgate
Close-Up
Promise
Babool
What are the prices at which the market share for each of these brands is equal? It is
obvious that Colgate is the most popular brand. But when its price is raised beyond a
point, people will switch from Colgate to other brands. What is the point at which 40
people switch from Colgate and distribute themselves among the other brands equitably.
This situation is shown in the fallowing table:
Brand
Colgate
Close-Up
Promise
Babool
Prices
24-50
23-00
17-50
14-60
At this point, we have forced a situation market shares are equal. The prices here straight
away give an indication of brand equity. If we divide the prices in paise by ten we get the
numbers in the brand equity map. In other words, the brand equity of Colgate is equal to
245 while that of Babool is 146.
245
Colgate
235
Close-up
175
Promise
146
Babool
This map shows us that Colgate and Close-Up are high in terms of brand equity while
Promise and Babool are low.
CUSTOMER-BASED METHODS
29
30
What brand comes to your mind when I say 'detergent powder'? (This is called
top-of-mind-awareness.)
Which detergent brand comes to your mind when I say ''Low price?'' (The answer
could be Wheel/Nirma/or a regional brand.)
Which brand comes to your mind when I say white/cream detergent cake?''
The advertisement for which brand says Do you now understand why 1 buy
this?'' (This is an allusion to the housewife in the Nirma advertisement mentioning
she buys Nirma because it saves money.)
If the answer to the first question is Nirma then its Brand Recall score is high. It can be
given a score of 10.
If the respondent does not have any brand on top-of-mind awareness identifies Nirma for
question 2 which contains a stronger clue, his association with the brand is that much
weaker. He may be assigned a brand recall score of 6.
Now, in question 3, a stronger hint is being supplied because Nirma is the most popular
among white/cream detergent cakes. If the respondent does not identify Nirma in
Questions 1 and 2 but does for question 3, he gets a brand recall score of 4.
The fourth question is almost a giveaway, which points straight to the Nirma
advertisement. If the respondent identifies Nirma here, he is given a score of 2.
If he fails to identify it even here, he gets a score of 0.
Thus, a scale can be developed where high score signifies high brand recall and low score
the opposite. In a similar manner the other parameters like brand recognition,
favourability of brand associations, strength of brand associations, etc. can be measured
on a 0 to 10 scale.
When these scores are summed up and averaged, we get a measure of brand equity. This
method is probably the most comprehensive measure, if consumers can be accepted as
the focus of brand equity. Such methods argue that equity does not lie in the price at
which a brand can be sold but in the mind of the customer. Even if consideration obtained
for selling a brand can be a measure, it is argued that this consideration itself depends on
how many people like the brand or its customer based brand equity.
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Freshness
Fragrance
Long-Lasting
Appearance
Desirability
Ponds
8
7
9
8
8
40
Cinthol
7
7
9
7
6
36
Liril
8
7
8
6
7
36
Gokul
6
8
6
5
6
31
If the scores are converted to a scale of 100, the total score for Ponds is 80, Cinthol 12,
Liril 72 and Gokul 62. This score represents the Brand Equity. However, brand equity
usually is more than what the attributes bestow on the brand. This becomes the limitation
of the method.
BRAND IDENTITY
Brand identity is a unique set of brand associations that the brand strategist aspires to
create or maintain. These associations represent what the brand stands for and imply a
promise to customers from the organization members. Brand identity should establish a
relationship between the brand and the customer by generating a value proposition
involving functional, emotional or self-expressive benefits.
Brand identity consists of a core identity and an extended identity. The core identity
represents the timeless essence of a brand .It is central to both the meaning and success of
the brand. It indicates the reasons why the brand as been brought into existence. It
contains the associations that are most likely to remain constant as the brand travels to
new markets and products. The elements of the core identity remain more resistant to
change than the elements of the extended identity. Thus the core identity is timeless while
the brand position or the communication strategies might change. It is generally the first
word that people behind the brand may utter when asked what the brand stands for:
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The extended brand identity includes elements that provide texture and completeness.
The core identity usually does not possess enough detail to perform all of the functions of
a brand identity. In particular, a brand identity should help a company decide which
program or communication is effective and which be damaging or off the target. Even a
well-thought-out and on-target core identity may ultimately be too ambiguous or
incomplete for this task. A brand personality does not often become a part of the core
identity. However it can be exactly the right vehicle to add the needed texture and
completeness by being a part of the extended identity. It provides the strategist with the
opportunity to add full detail to complete the picture.
Brand identity consists of twelve dimensions organized around four perspectives:
Brand as a product
Brand as an organization
Brand as a person
Brand as a symbol
Core
BRAND AS A PRODUCT
A core element of a brands identity is usually its product thrust, which will affect the
type of associations that are desirable and feasible. A strong link to a product class means
that the brand will be recalled when the product class is cued. A dominant brand will
often be the only brand recalled.
Band Aid in adhesive bandages i.e. whenever we think of bandages Band Aid is the first
thing that comes to our mind. And many a times the consumers use the word Band Aid
instead of bandage.
Similarly, Bisleri is the word almost synonymous with the mineral water. Whenever one
thinks of mineral water Bisleri is the first name that comes to their mind. (Now the
leader in this segment is Kinley)
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BRAND AS AN ORGANIZATION
The brand as organization perspective focuses on attributes of the organization rather
than those of the product or service. The people, culture, values and programs of
the company create such organization attributes as innovation, a drive for quality
and concern for the environment. Some brand aspects can be described as product
attributes in some contexts and organizational attributes in other contexts. Quality
or innovation, for instance could be a product-related attribute if it is based on the
design and features of a specific product offering while if it is based on the
organizational cultures values and programs it would be an organizational-related
attribute. In some cases there can be a combination of the two perspectives.
However organizational attributes are more enduring and more resistant to
competitive claims than are product attributes because:
BRAND AS A PERSON
Brand personality is an important area of study for at least two reasons. First, research
has shown that a strong brand personality may justify a higher price premium. Moreover,
brand personality can play a key role in differentiating a brand in a product category
where there is actually little or no difference between products. Prior research indicates
that the greater the similarity between a consumers personality characteristics and the
characteristics that they believe comprise the brand, the greater the preference for that
brand. Brand-as-person perspective suggests a brand identity that is richer and more
interesting than one based on product attributes. Like a person, a brand can be perceived
as being upscale, competent, impressive, trustworthy, fun, active, humorous, casual,
formal, youthful or intellectual.
FARDEEN KHAN for PROVOGUE - In this case you would associate Fardeen Khan
with someone who is cool, trendy, from the upper class, fun loving. With Fardeen khan
endorsing for provogue peoples perception about Provogue clothes is also cool, trendy,
for people who are fun loving.
A brand personality can help create a stronger brand in many ways:
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It can help create a self-expressive benefit that becomes a vehicle for the customer
top express his or her personality. E.g. an Apple user might consider himself to be
casual, anti corporate and creative.
Just as human personalities affect relationship between people, brand personality
can be the basis of a relationship between the customer and the brand. E.g.
Mercedes Benz might be perceived as a upscale, admired person.
It might help communicate a product attribute and thus contribute to a functional
benefit. E.g. The strong, energetic personality of the Ambuja man suggests that
Ambuja cement is also strong and energetic.
BRAND AS A SYMBOL
A strong symbol can provide cohesion and structure to an identity and make it much easy
to gain recognition and recall. Its presence can be a key ingredient of brand development
and its absence can be substantial handicap. Elevating symbols to the status of being part
of the brand identity reflects their potential power. Anything that represents a brand can
be a symbol including programs such as the Ronald McDonald house. Symbols involving
visual imagery can be memorable and powerful such as the Nikes Swoosh symbol and
the McDonalds golden arches. Each strong visual image captures much of its respective
brands identity because connections between the symbol and the identity elements have
been built up over time. It just takes a glance to be reminded of the brand.
BRAND ESSENCE
Brand essence is a compact summary of what the brand stands for.
Brand identity structure includes core identity, extended identity and a brand essence.
Typically the brand identity will require 6 to 12 dimensions in order to adequately
describe the brands aspirations. Because such a large set is unwieldy, it is helpful to
provide focus by identifying the core identity i.e. the most important elements of the
brand identity. All dimensions of the core identity should strategy and values of the
organisation and at least one association should differentiate the brand and resonate with
the customers. The core identity is most likely to remain constant as the brand travels to
new markets and products. The core identity creates a focus both for the customer and the
organisation. The extended identity includes all of the brand identity elements that are not
in the core. Brand personality is an element of extended identity.
Core identity has 2 to 4 dimensions that compactly summarize the brand vision. Brand
essence provides further focus by giving a single thought that captures the soul of the
brand. The brand essence can be viewed as the glue that holds the core identity elements
together.
Characteristics of brand essence:
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BRAND IMAGE
Consumers vary as to which brand attributes they see as most relevant and the importance
they attach to each attribute. They will pay the most attention to the attributes that deliver
the sought benefits. The market for a product can often be segmented according to the
attributes that are salient to different consumer groups. The consumer develops a set of
beliefs about where each brand stands on each attribute. These set of beliefs about the
brand make up brand image. Brand identity and brand image need to be distinguished.
Identity comprises the ways that a company aims to identify or position itself or its
product. Image is the way the public perceives the company or its products. Image is
affected by many factors beyond the companys control. An effective image does three
things:
The image of a brand may contain different types of associations in memory: attributes
benefits and attitudes.
ATTRIBUTE ASSOCIATIONS
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Mercedes has the functional benefit of sophisticated and ultra modern technology.
For Mercedes the experiential benefits will be the feeling of a smooth and
comfortable ride.
Symbolic: These are non intrinsic to the product and correspond to non-product
related benefits.
For Mercedes it will be the prestige of being a part of a select group.
ATTITUDE ASSOCIATIONS
Attitudes determine buying decisions. They refer to overall evaluation of a concept like
person, product, object or a brand.
BRAND POSITIONING
A brand position is the part of the brand identity and value proposition that is to be
actively communicated to the target audience and that demonstrates an advantage over
competing brands. Positioning is a concept, which is commonly seen in marketing.
Positioning is the act of designing the companys offerings and image to occupy a
distinctive place in the target markets mind. The essence of brand positioning is
achievement of valued distinction/differentiation in a consumers mind.
The perceived differentiation takes care of the competitive angle and the value aspect
takes care of customer motivation e.g. Perk is positioned as a substitute for a snack,
which can be, had anywhere, anytime. A brand must create an association and cling on to
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Dettol: Antiseptic
In short the relation between brand image, identity and positioning can be summarized as
follows:
IDENTITY
Brand as intended
IMAGE
Brand as received or
decoded
Perceptual filter/screen
POSITION
Brand in relation to
competitive brands
Receivers perceptual
space
POSITIONING STRATEGIES
A product can be positioned based on 2 main platforms: The Consumer and The
Competitor. When the positioning is on the basis of CONSUMER, the campaigns and
messages are always targeted to the consumer himself (the user of the product)
Peter England always campaigns their product concentrating on the consumer, the user
of its product.
Louis Philip also concentrates on this kind of campaigns.
The other kind of positioning is on basis of COMPETITION. These campaigns are
targeted towards competing with other players in the market.
Dettol television commercials always concentrate on advertisements, which show that
this product would give you more protection, then the others.
A number of positioning strategies might be employed in developing a promotional
program. The 7 such strategies are discussed below:
POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS
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.
The price/ quality attribute dimension is commonly used for positioning the products.
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. Marketers attempt to identify salient attributes (those that
are important to consumers and are the basis for making a purchase decision)
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 preventing cavity and fresh breath.
Promise, Balsaras toothpaste, could break Colgates stronghold by being the first to
claim that it contained clove, which differentiated it from the leader.
Nirma offered the benefit of low price over Hindustan Levers Surf to become a
success.
Maruti Suzuki offers benefits of maximum fuel efficiency and safety over its
competitors. This strategy helped it to get 60% of the Indian automobile market.
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REPOSITIONING
Repositioning is changing the positioning of a brand. A particular positioning statement
may not work with a brand.
For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in
line with its core values. Dettol, the parent brand (anti-septic liquid) was known for its
ability to heal cuts and gashes. The extension's 'beauty' positioning was not in tune with
the parents germ-kill positioning. The soap, therefore, had to be repositioned as a
germ-kill soap (bath for grimy occasions'') and it fared extremely well after
repositioning. Here, the soap had to be repositioned for image mismatch. There are
several other reasons for repositioning. Often falling or stagnant sales is responsible for
repositioning exercises.
After examining the repositioning of several brands from the Indian market, the
following 9 types of repositioning have been identified. These are:
It is not always that these nine categories are mutually exclusive. Often one reason leads
to the other and a brand is repositioned sometimes for a multiplicity of reasons.
Lipton Yellow Label Tea:
Lipton Yellow Label Tea was initially positioned as delicious, sophisticated and premium
tea for the global citizen. The advertisements also echoed this theme. For instance, all the
props and participants in the advertisements were foreign. It is possible that this approach
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Maharaja:
Dishwasher in its initial Stages was possibly seen as an exotic product. Thus, Maharaja
positioned it as a product aimed at the upper crust. Thus, the positioning statement was
your guests get Swiss cheese, Italian Pizza ...... you get stained glassware.'' But Indians
are reluctant to use dishwashers because of deeply embedded cultural reasons. Thus, the
message had to be changed to appeal to the Indian housewife. Thus the positioning was
changed to Bye, Bye Kanta Bai'' indicating that the dishwasher signaled the end of the
servant maid's tyranny. The brand, therefore, was repositioned from a sophisticated,
aristocratic product to one that is functional and relevant to the Indian housewife.
International
Sophisticated
National
Functional
Visa Card:
Visa Card had to change its positioning to make itself relevant to customers under
changed circumstances. Initially it asked the customer to pay the way the world does''
(1981). This is to give its card an aura of global reach. But as more and more cards were
launched on the same theme, to put itself in a different league, it positioned itself as the
world's most preferred card'' (1993). To highlight the services it provided, it shifted to
the platform of Visa Power (1995). This focus on explaining the range of services
available with the card continues till date (Visa Power, go get it).
Pay The Way The
Worlds Most
VISA Power
World Does
Preferred Card
(1995)
(1981)
(1993)
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RELAUNCHING
Re-launching a brand means thinking beyond a new design or a new name. It means,
"going deeper."
Many a time in marketing, there comes a stage in the life of a brand when it needs to be
re-worked and relaunched to take it to a different level. This happens not only for brands
which may not be doing well but also for brands that are doing well but would like to do
better. Brands go through various stages of evolution in their life and often may need to
be restructured and repositioned, revitalised or rejuvenated to improve their sales and
market share and profits.
Before getting into the methodologies and ways of launching a new brand, it is important
to define the objectives for the relaunch. Some commonly used objectives are:
CELEBRITY ENDORSEMENTS
The billions of dollars spent per year on celebrity endorsement contracts show that
celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for
the advertising industry. This shows that the practice of using super stars in advertising
generates a lot of publicity and attention from the public. The underlying question is, if
and how the lively interest of the public in the rich and famous can be effectively used
by companies to promote their brands and consequently increase revenues.
CELEBRITIES AS SPOKESPERSONS
Companies frequently use spokespersons to deliver their advertising message and
convince consumers of their brands. A widely used and very popular type of
spokesperson is the celebrity endorser.
The reason for using celebrities as spokespersons goes back to their huge potential
influence. Compared to other endorser types, famous people achieve a higher degree of
attention and recall. They increase awareness of a companys advertising, create positive
feelings towards brands and are perceived by consumers as more entertaining. Using a
celebrity in advertising is therefore likely to positively affect consumers brand attitudes
and purchase intentions.
SOURCE CREDIBILITY AND ATTRACTIVENESS
A central goal of advertising is the persuasion of customers, i.e., the active attempt to
change or modify consumers attitude towards brands. In this respect, the credibility of an
advertisement plays an important role in convincing the target audience of the
attractiveness of the companys brand. Pursuing a celebrity endorsement strategy enables
advertisers to project a credible image in terms of expertise, persuasiveness,
trustworthiness, and objectiveness.
To create effective messages, celebrity advertisers also have to consider the attractiveness
of the spokesperson. Source attractiveness refers to the endorsers physical appearance,
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