BRAND

By:
Vinayak Modi
What is a Brand?
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 a group of sellers
and to differentiate them from those of competition.
Blue jeans are products. Levi is a brand.
PRODUCT BRAND

A product is that can be offered A brand is a multidimensional

to market for attention ,
acquisition and consumption to
satisfy needs and wants.
Satisfies needs only at physical
level.
product that differentiates it in
some way from products.
Interacts with customers at
Physical , Emotional and
Psychological level
BENEFITS OF BRANDING
BENEFITS TO CUSTOMERS
• REDUCE THE RISK OF BUYERS
1. Functional risk
2. Financial risk
3. Social risk
4. Psychological Risk
5. Time risk
BENEFITS TO FIRMS

1. Reduce investment risk

2. Reduces competitive threats
3. Attracts distributors
4. Attracts better employees
5. Attracts better investments
6. Can Leverage other brands
TYPES OF BRANDS
• FMCG – Lux , Colgate
• Consumer Durable – Sony , Maruti
• Lifestyle – Armani , Nakshatra
• Industrial – Caterpillar , Tata Steel
• Technology – Nintendo , Microsoft
• Service – SBS , Airtel
• Online Brands – Wikipedia , Youtube
• People – Sachin Tendulkar , Bryan Adams
• Geographical – Hawaii , Rome
• Idea and Cause – PETA , Incredible India
BRAND
POSITIONING
CONCEPT OF
BRAND POSITIONING
The act of designing the company's offer and image so that
it occupies a distinct and a valued place in a target
customers mind is called POSITIONING.
USP, CORE VALUES AND BRAND ESSENCE
USP:
It is a benefit or feature that is offered to the customer which is not offered
by the competitors.
Ex- LIC : Cheaper rates , widest distribution.

CORE VALUES:
These are those set of abstract associations that characterize the few of the
most important aspects or dimensions of a brand.
Example – Trust , security , reliability.
BRAND ESSENCE-
It is a promise and provides guidance how the brand should be shaped and
framed.
Ex- A true companion of life.
PERCEPTUAL MAPPING
Perceptual mapping is a graphics technique used by asset marketers that
attempts to visually display the perceptions of customers or potential
customers.

Perceptual mapping can be used to plot the interrelationships of consumer

products, industrial goods, institutions AND ETC.
DEVELOPING AND
COMMUNICATING A POSITIONING
STRATEGY

• COMPETITIVE FRAME OF REFERENCE

• CATEGORY MEMBERSHIP : Set of products with
which a brand competes and which function as
close substitutes.
• Can be decided based upon the target
customers
POPs AND PODs
POP – The associations that are not unique but share
common attributes with other brands.
• Category
• Competitive

POD - Those attributes or/and benefits which

company have but are not found in competitors
brand.
ESTABLISHING CATEGORY MEMBERSHIP
• STRADDLE POSITIONING
• COMMUNICATING CATEGORY MEMBERSHIP
1. Announcing category benefits
2. Comparing to exemplars
3. Relying on the product descriptor

CREATING POPs AND PODs

BULLS EYE FRAMEWORK

Attributes
Core Values

Promise