BRANDS & BRAND MANAGEMENT

1.1
Milk
vs
Amul
 Atta
vs
Shaktibhog atta
Coffee
vs
Nescafe
 Coffee
 Container shape
 Color
 Coffee powder
 Coffee granules

1.5
 Nescafe
 Physical attributes and benefits
 International image
 Upbeat mood
 Modern , educated users
 Lifestyle
 Pure coffee
 Guarantee , trust
 Unique taste

1.6
 Product vs. Brand
A product is something A brand is something that is
that is made in a factory bought by a customer.

A product can be copied A brand is unique.

by a competitor.

A product can be quickly A successful brand is

outdated. timeless.

1.7
 What is a brand?
 For the American Marketing
Association (AMA), a brand is a
“name, term, sign, symbol, or
design, or a combination of them,
intended to identify the goods and
services of one seller or group of
sellers and to differentiate them
from those of competition.”
 These different components of a
brand that identify and
differentiate it are brand
elements.

1.8
 What is a brand?

 Many practicing managers refer to a brand as more

than that— as something that has actually created
a certain amount of awareness, reputation,
prominence, and so on in the marketplace.

1.9
Anatomy of a brand

Perceptual concept

Psychological
Emotions Appeal Appeal
benefits
To reason To emotion
Product
concept –
Attributes
& benefits
User image
Personality

1.10
 Visual/Verbal perspective
• Color, Logo, symbol, trademark or packaging design
To identify and differentiate goods and services
From those of competitors

1.11
 Positioning perspective
 Brand helps to achieve a strong position in
consumer’s mind
 Dove positions itself as
not a soap but
one quarter moisturizing cream
 Burnol is well entrenched
as cream for burns

1.12
 Value perspective
 Functional value
 Expressive value

1.13
 Image perspective
 Image perspective lays
stress on symbolism or
imagery
aspect of a brand
 It is the imagery over
and
above physical product
that make a brand more
relevant and meaningful to
consumers

1.14
 Added value perspective
 In a blind taste test, coke was
preferred by 44% of respondents.
But with revealed brands, this
Percentage went up to 65%
This increase in preference
could be explained by the value
Addition that coke’s label brought
To the product

1.15
 Perceptual appeal perspective
 Rational
 Emotional
 Sensory
 Combination

1.16
 Personality perspective
 Masculine or Feminine
 Sophiscated
 Dependable
 Friendly

1.17