UNI

T5-BRANDI
NG

DEFI
NEBRANDI
NG?

AccordingtoAmer icanMarketi
ngAssoci
ati
on-Brandi s“Aname, t
erm,design,symbol
,orany
otherfeat
urethatidenti
fi
esonesell
er’
sgoodorserviceasdisti
nctfr
om thoseofothersel
l
ers.
Thelegalter
mf orbr andist
rademar
k.Abrandmayi denti
fyoneitem,afami l
yofit
ems,orall
i
temsoft hatsell
er.Ifusedfort
hefi
rm asawhole,
thepr ef
erredter
mi stradename.”

Brandi
ngi
saprocessofcr
eat
ingauniquenameandi
magef
orapr
oducti
nthemi
ndof
consumer
,mai
nlythr
oughadv
erti
singcampai
gns.

Brandi
ngi
sanimpor
tantcomponentofpr
oductpl
anni
ngpr
ocessandani
mpor
tantand
powerf
ult
ool
formarket
ingandsel
li
ngproduct
s.

EXPLAI
NTHEROLE,
BENEFI
TS,
NEEDSANDI
MPORTANCEOFBRANDI
NG?

1.Pr
oducti
dent
if
icat
ion

brandi
nghelpsamar ketertobuil
dstrat
egi
cawarenessantheyal
sounderst
andthedi
sti
nct
ive
quali
ti
esthatmakeitbetterthanthecompeti
tor
s,doesbr
andingf
aci
li
tat
ecustomersi
neasil
y
i
dentif
yingthebr
andst heyli
ke.

2.Pr
oductaccept
ance

Customersgeneral
l
ypr ef
erbuyingproduct
st heyknowandt rust,
ont heotherhandt hebasi
c
goalofmarketi
ngisreachingouttocustomersandt hereisnobetterwaytoachi evethi
sthan
marketi
ngthroughbrandi
ng.throughconsist
entrei
nforcingofthebrandmar ketercanenable
posi
tiv
eresponsesfrom theconsumerbyinfluenci
ngt hecustomerbuy i
ngdecision.

3.Concr
etesuserl
oyal
ty

Customerl oyal
tyisimportanttobusi nesssuccessandt hisi
scanbedonebydev el
opinga
properident i
ty,t
hatreasoni t'
swiththecustomerandr eflect
sthecoreoft hecompanyandi t
s
products.br andcreateauni queposi t
ioni
ng,di
ffer
enti
ationandcommuni cat
estocustomers
aboutmar ketersbrandandt hev aluethatgoeswithi
t.Oncet hecustomerunderstandtheval
ue
ofthebr andt heybecomef ait
hfultothebrandandExpr essthei
rloyalt
ythroughrepeatpur
chase,
i
rrespectiveoft hemar ket
ingpr essuregenerat
edbythecompet i
ngbr ands.

4.Lesscompet
it
ion

Byprovidi
ngaFr amewor kf
orunusualandent it
y,brandingexpli
cit
econt emplatesreducingor
eli
minati
ngcompet it
ionast hebrandpersonalit
ycannotbedupl i
cated.Marketersbothnewand
exist
inghesitat
etoent eraparti
cul
armar ketsegmentt hati
sdomi natedbyawel l-
knownbr and
thathasapr oductdi
fferent
iat
iontact
ictoallowabr andedgoodt oturnint
oaspeci alproduct
thatseeshighermarginscompar edtotheot hersint hatmarketspace.Inotherwords,brands
hav
eimpor
tantef
fect
soncompet
it
ionandt
heMar
ket
place.

5.Enhancesr
evenuesandmar
ketshar
e

Mar ket
erscreatedi
fferencesint hemi ndsofconsumer sbetweentheirproductandt hoseof
otherfi
rmsbydemonst rati
ngdi ff
erencesinproductfeaturesandthissuccessfulproduct
dif
ferent
iati
onandbr andingcr eateacompet i
ti
v eadvantagefort
hemar ketascust omer svi
ew
productsasuniqueorsuper ior,asar esul
tofthismarketerdominatesapar t
icularmarket
segmentl eadi
ngtoincreaser evenuesandmar ketshare.

6.I
ncr
easest
hecompany
'smar
ketv
alue

Thebr andisaspecial
int
angibleandthemostimportantassetbecauseoft heeconomicimpact
thatabr andcar
ri
es.Acquisi
ti
onsthesedaysarebasednotsomuchonst ockmar ketv
aluat
ions,
balancesheetsandphysicalasset
ssuchasLand,buildi
ngsandequi pments,butonbrand
equity.I
ngeneral
,themajori
tyofbusinessv
aluei
sder iv
edfrom i
ntangibl
esandbr andhas
becomet hecompany'
sstrongestasset.

7.Enhancesr
etai
l
ersl
oyal
ty

Establi
shedbrandswithpr
ovenconsumerl oy
alt
ydidnothavetostruggl
einat tr
acti
ngnew
retai
li
ngpart
nersinbothdomesticandglobalmarket
s.Mostoftheretai
ler
spr eferbuyi
ng
brandsthatar
ewel lr
ecogni
sedbyt hecust
omersandpr ovi
desthem wit
ht hehighsales
turnover
.Cust
omer swhoareloyaltoabrandautomatical
l
yloyalt
otheretail
ers.

8.Uni
queanddi
ff
erent
iat
edCompanyi
mage

Br andinghelpsmar keterst
andoutf rom compet it
orsandaddsv al
uetoit
soff er
ings,bycreat
ing
trustandt henemot ionalat
tachment .Trustandemot ionsareachi
evedbymeet ingthe
Expect ati
onsoft hecustomer sandal sobyunder st
andingthecust
omerv al
uepr oposit
ionina
bet t
erway .Truecust omerrelat
ionship,salesandrel
ationshi
pmanagementt hataresomeof
thei mportantelement sofbranding,mar keter
sisabletoachiev
eapositi
veimageamongst
peopl e.

WHATI
SBRANDI
DENTI
TY?

Brandident i
tystemsf r
om anor gani
z at
ion,i
.e.,
anor ganizati
onisresponsibleforcr
eatinga
di
stinguishedproductwi t
huniquechar acteri
sti
cs.Itishowanor ganizat
ionseekstoident ify
i
tself.I
trepresentshowanor ganizationwant stobeper ceivedinthemar ket.Anorganizat i
on
communi catesi
tsidenti
tytotheconsumer sthroughitsbrandingandmar keti
ngstrat
egi es.A
brandisuni queduet oit
sidenti
ty.Brandidentit
yincludesf ol
lowingelement s–Brandv ision,
brandcul t
ure,posit
ioni
ng,personali
ty,r
elati
onships,andpr esentat
ions.

EXPLAI
NTHECOMPONENTSORELEMENTSOFBRANDI
DENTI
TY?

Thebr
andcanbeper
cei
vedasapr
oduct
,aper
sonal
i
ty,
asetofv
alues,
andaposi
ti
oni
t
occupi
esinconsumer
’smi nds.Brandi
denti
tyi
sallt
hatanor
ganizat
ionwant st
hebrandtobe
consi
deredas.I
tisaf
eaturelinkedwit
haspecif
iccompany,
product
, ser
viceori
ndi
vidual
.Iti
sa
wayofexter
nall
yexpr
essingabr andtotheworl
d.

1.Br
andname

Tocreat ebrandawarenessandbr andassociat

ioneverybrandshouldhavehisownnamet o
i
dentif
yi tsel
fanddiff
erenti
ateitselff
rom other
s.Appleisassoci
atedwithproductsofhi
gh
quali
ty,usinginnov
ativetechnologiesbasedoncreati
vityandimaginat
ion.Thehighqual
it
y,
excel
lenceandper formancegi v
ev aluetothecustomers.

2.Logo’
sandsy
mbol
s

Logo’sandsy mbol sareav al

uablewayf orconsumer
stoconnectwi t
habrand.Therear e
dif
ferentlogo’sandsy mbols:corporatenamesandt r
ademar ks,
non- wordl
ogo’s.Wheny ousee
theli
ttleAppl elogo,peopleimmedi atel
yknowt hati
t’
sthelogooft heApplecompany .It
’sanon-
wordl ogo,buti tref
erstothecompanynameAppl e.Oneofthemostf amouscorporatelogoi n
thewor ld,i
st heapplelogo.Itisusedonal l
applepr
oductsaroundt heworl
d.Ithasprov enso
eff
ective,andsoi nnovati
ve,t
hatt hecompanydoesnotev enputt hecompany '
snameoni t
.
Throughi t
si nnov at
ivelogoandmar keti
ngsy st
em,i
thascreatedbr andawarenesst
hr ought he
applelogo, withoutusingtheirname.

3.Char
act
ersandcel
ebr
it
y/at
hlet
eendor
sement
s

Somebr andsusecharacter
sandfamouspeopl e.Charact
ershavebeenusedf ordecadesto
connectconsumer swi
thbrandawareness,
whet heri
tisafict
ionalchar
acteroran
cel
ebri
ty/at
hleteendor
sement.Bot
hoft hem canhelptocommuni catekeyproductbenef
it
s
thr
oughadv ert
isi
ngchannel
s.

4.Sl
ogans

Asloganisamemorablemottoorphraseusedinapol
it
ical
,commercial
,rel
i
gious,andother
contextasar
epet
it
iveexpr
essionofanideaorpur
poseLikeAppl
eusingtheslogan:“t
hink
di
fferent
”.

5.Ji
ngl
es

Aji
ngl
eisnor
mallymusi
cal
andi
susedsot
hatpeopl
ecanr
ecal
lthej
i
ngl
eandassoci
atei
twi
th
t
hebrandt
hatusesthej
i
ngl
e.

6.Packagi
ngofbr
ands

Packagi
ngofabrandcanbever
yusef
ult
oidenti
fythebr
andandcr
eateastrongbrand
associ
ati
on.Appl
eal
waysusesawhit
eboxwiththeAppl
elogooni
ttopackageit
spr oduct
s.

WHATI
SBRANDI
MAGE?
BrandImageisanimageorimpressionthecust
omersform aboutapar
ti
cularbr
andint
heir
mindwhichisdevel
opedoveracertaint
imeperi
od.BrandImagecanbedef i
nedashowexist
ing
orpotent
ial
customersvi
ewthebrandandassociat
ewi thi
t.Brandimageissomethi
ngthat
event
uall
yformsinthemindoft
hecust omer.

Thev i
ews,beli
efsandper cepti
onsofthetargetcust
omer sfor
m ani magei nthei
rmi nds
defi
ninghowt heyimagineoridentif
ytherespecti
vebrand.Basicall
y,brandi
magei stheov er
all
i
mpr essi
onofabr and'stotal‘
personal
it
y’i
ntheconsumer s'mind.Brandi mageisdev el
oped
overti
meandaf f
ectedbyt heconsumer’sexperi
enceorassociationfrom al
lsources,aswellas
massadv er
tisi
ng.

STATETHEDI
FFERENCESBETWEENBRANDI
DENTI
TYANDBRANDI
MAGE

Br
andI
dent
it
y Br
andi
mage

TheBrandident
it
yi sawayt
hatacompany TheBrandimageisawaythatconsumer s
wantsitt
obeper ceiv
edi
nthemarketbyi
ts percei
vethecompanyandthei
rpercept
ion
consumers. aboutit
.

TheBrandi
denti
tyi
sacti
vei
nnaturewhich TheBrandi
denti
tyi
sacti
vei
nnaturewhich
meansiti
sinyourhandt
oestabl
i
shit. meansiti
sinyourhandt
oestabl
i
shit.

TheBrandident
it
yincl
udeselementsofa TheBrandi
mageincl
udesbot
hbrand
brandsuchasit
slogo,sl
ogan,st
yle,
tagl
i
ne, el
ementsandbr
andassoci
ati
onwithi
ts
andtone,et
c. cust
omers.

TheBrandi
dent
if
yisknownast
her
eal
i
tyofa TheBrandimageisknownast heper
cept
ion
brand. ofi
tsexist
ingandpotent
ial
customer
sabout
i
t.

TheBr
andidenti
tyofabrandheav
il
ydepends TheBrandimageofabr andhugelydepends
onhowaitisrepr
esent
edbythecompany. onwhatkindofexper
iencescustomershad
wit
hthebrand.

TheBr
andi
dent
it
yrepr
esentst
hepromises TheBrandi
mageisthepercepti
onof
madebyt
hecompanytoit
sconsumers. cust
omersaboutt
hebrandafterexper
ienci
ng
i
t.

DEFI
NEBRANDPERSONALI
TY

Brandpersonal
ityisthewayabr andspeaksandbehav
es.I
tmeansassi
gninghuman
personal
i
tytrai
ts/charact
eri
sti
cstoabrandsoastoachiev
edi
ffer
ent
iat
ion.
”-

“
Thesechar
act
eri
sti
cssi
gni
fybr
andbehav
iourt
hroughbot
hindi
vi
dual
srepr
esent
ingt
hebr
and
(
i.
e.i
t’
semployees)aswel
last
hroughadver
tisi
ng,packagi
ng,
etc.Whenbrandi
mageorbr
and
i
dent
it
yisexpr
essedinter
msofhumant r
ait
s, i
tiscal
l
edbrandpersonal
i
ty."

DEFI
NEBRANDPOSI
TIONI
NG?

Accordi
ngtoPhil
ipKotl
erBrandposit
ioningis“theactofdesi
gningthecompany ’
sofferi
ngand
i
maget ooccupyadisti
nct
iveplacei
nt hemindoft hetar
getmarket”
.Inotherwords,
brand
posi
ti
oningdescr
ibeshowabr andisdiff
erentf
rom itscompet
it
orsandwher e,orhow,itsi
tsi
n
cust
omer s’
minds.

Abr
andposi
ti
oningstrat
egyt
heref
orei
nvol
vescr
eati
ngbr
andassoci
ati
onsi
ncust
omer
s’mi
nds
t
omakethem percei
vethebr
andinaspeci
fi
cway.

EXPLAI
NTHEROLEORI
MPORTANCEORBENEFI
TSOFBRANDPOSI
TIONI
NG?

1.Mar
ketdi
ff
erent
iat
ion

Theuniqueandcreati
veBr andPosit
ioni
ngnotonlyclear
sthecl
utt
erfrom themarketbutal
so
givest
hefactorofdi
fferenti
ati
ont
ot hebrandascompar edt
oit
sdirectandindir
ect
competit
ors.I
tmakest hebrandstandoutinthemarketaswell
asint hecustomer’
smindwith
theuni
queselli
ngpropositi
onandthestrongattr
ibut
esofthebr
and.

2.Just
if
iest
hepr
ici
ngst
rat
egy

YetanotherbenefitoftheBr andPositioningisthatithel pst hemanagementoft hecompanyto

j
usti
fythepr i
cingstrat
egy .I
fthepr i
cingoft heproduct soff eredbythebrandi shighowingto
thefeat
ureofqual i
tyandcl ass,andtheBr andPosi t
ioningisf ormulat
edi nsuchawayt hat
showcasest hefactorsofqual i
tyandcl ass,theprici
ngpar tgetsautomat i
call
yjusti
fi
edinthe
mindsoft hecustomer s.Thesamei sappl i
cablefort heproduct sthatarereasonableand
aff
ordableinnatureandt heposi t
ioni
ngst rategyispl annedandexecut edaccordingl
y.

3.Compet
it
iveadv
ant
age

AstrongBrandPositi
oningthattact f
ull
yandstrategi
call
yhighl
ightsthecor eval
ues,
str
engths,
att
ri
butes,andtheuniquesell
ingpr oposit
ionsofthebrandenjoysthef acetofcompeti
ti
ve
advantagethatr
esul
tsinaccompl ishingtheobjecti
vesofhighersales,incr
easedmarketshare,
customerloyal
ty,
att
racti
ngthenewsetofcust omers,andelevat
edpr ofit
s.

4.Makest
hebr
andmor
ecr
eat
ive

Therearequi
temanybr andsinthemarketofferi
ngthesi
milarli
nesofproductsandservicesto
thesametargetmarketandaudiencebutitistheBr
andPositioni
ngthatmakesonebr and
dif
fer
entanduniquefrom theot
her.Andifthebrandisabl
et ocomeupwi ththeinnovati
veand
novelposi
ti
oningst
rategyandexecuti
on,thebrandisador
nedwi tht
het agofthecreati
vebrand.

5.Focusi
ngt
olesst
omakeabi
ggeri
mpact
Understandingt heef
fectivenessofthebrandst hatanor gani zati
onsel l
sinthemar ketpl
aceand
howmanybr andsanor ganizati
onactuall
yrequirestosellint hemar ketpl
aceisacr i
ti
cal
decisi
onf ortopmanagement .I
tissuggestedthatinav olati
leandambi guousbusiness
paradi
gm, t
hef ewerbrandst heorganizat
ionsell
s,thebet ter.Byf ocusingonf ewerbrands,the
organi
zationwoul dfi
ndi tlesstroubl
esomet otrulyidenti
fythekeysuccessf actors
notwit
hstandi ngtheexternalenvir
onment ,managingt heinter nalfuncti
onsandal somi t
igat
ing
costs.

MENTI
ONFEW EXAMPLESOFBRANDPOSI
TIONI
NG

Aut
omobi
l
esect
or

1)BMW

2)Audi

BMW andAudi
aret
he2compani
eswhi
chhav
ethet
opbr
andposi
ti
oni
ngi
ntheaut
omobi
l
e
sect
or.

Consumerel
ect
roni
cs

3)LG

4)Samsung

5)Sony

6)Panasoni
c

I
nconsumerelect
roni
csandwhit
egoods,t
hemar keti
stough.However
,these4compani
esar
e
t
heoneswhichhavethebestbr
andposi
ti
oningi
nt hecust
omermindset.

Banki
ng

7)I
CICI

8)HDFC

I
nbanki
ngt
oo,
themar
keti
stoughandhasal
otofpl
ayer
s.

Foodandbev
erages

9)CocaCol
a&Pepsi
(Sof
tdr
inks)

10)Cadbur
y(Chocol
ates)

I
nFoodandbev er
ages,CocaCol
aandpepsiarethetwost
rongestpl
ayer
switht
opposi
ti
oni
ng
f
orBev
erages.Forfoodbasedpr
oduct
s,Cadburyhasthet
opbrandposit
ioni
ngi
ncust
omers
mi
nd.

WHATI
SBRANDEQUI
TY?

Brandequit
yrefer
st othetotalval
ueofthebrandasaseparateasset
.Iti
stheaggregateof
assetsandli
abi
lit
iesattachedtothebr
andnameandsy mbolwhichresul
tsi
nt her
elat
ionship
customershavewi t
hthebr and.Br
andequit
yisoftenr
efl
ectedinthewaycustomerssee,feel,
andacttowardsthebrand.

EXPLAI
NTHEI
MPORTANCE/ROLEOFBRANDEQUI
TY?

Brandequityusual
lyi
sdependentonbrandawareness,l
oyal
ty,
percei
vedqual
ity,
str
ongbr and
associat
ionsandotherasset
ssuchaspatents,
trademarks,
andchannelr
elat
ionshi
ps.It
i
nv ol
vesfulf
il
li
ngthepromisethebusi
nesshasmadet othecustomer
sandmai ntai
ningt
he
rel
ati
onshipwell.

1.Br
andAwar
eness

Thefir
ststepoft
heequitybui
ldingpr
ocessi
sbui
ldi
ngt
heawar enessoft
hebrand.Br
and
awarenessmeansthatthecustomersar
eawareoft
hebrandandcanassoci
ateitwit
hthe
speci
fi
cproduct/
category
.

2.Br
andAssoci
ati
ons

Justlikewit
hotherpeople,wetendt oassociatethi
ngswithbr andst oo.Br
andassociat
ionis
anythingwhichthecustomer st
hinkoforrelatetothebrand.Interacti
onswiththebrandgive
ri
set otheassociat
ions.Thesecouldbeempl oyees,col
our,adv er
tisements,v
oice,
language,
experience,
etc.

Adverti
sements,onli
ne&offl
i
nepr esence,andpr
e-sal
e,sal
e,andpost
-sal
eint
eracti
onsgiveri
se
tobrandassociati
ons.Goodbrandassociati
onsarecr
ucialt
oanybusinessasitnotonl
yleads
torepeti
ti
vesales,buti
tal
sohelpsthebusinessthr
oughwor dofmouthmarketi
ng.

3.Per
cei
vedQual
i
ty

Oneoft hemaj orprer

equisit
esofbuil
dingstrongbrandequit
yistheful
fi
lmentofthebrand
promise.Customer sassessthebrandbycompar ingit
soffer
ingtotheoffer
ingsoft
he
compet i
tor
sont hebasi
sofcertainquali
tat
iveandquanti
tati
veparameter
s.Theproductqual
i
ty
beingaqualit
at i
vemeasur eisarel
ati
vesubjectanddependst ot
all
yonthecustomer’
s
percept
ion.

4.Br
andExper
ience

Brandexperi
enceist heaggregateofexperi
encesofthecust
omerwiththeproductof
feredand
thebrandoveral
l
.Itincludespre-
sale,sal
e,andpost
-sal
eexperi
enceswit
hthebrandalongwith
theexperi
enceswitht heproductoff
ered.Customer
swi t
hgoodbrandexper
ienceswil
lcertai
nly
consi
dert
hebr
andsuper
iorov
erot
her
sandwi
l
lpr
eferi
tov
erot
herbr
ands.

5.Br
andPr
efer
ence

Brandpref
erencei
soneoft hemajori
ndicat
orsofst
rongbrandequi
tyi
nt hemarket.Apreferr
ed
brandcanchargemoreforthesameproduct.However
,gi
vingri
setobrandpref
erenceisn’tas
easyasitseems.Thecompanyneedst omakesurethatt
hecustomershavegoodassoci ati
ons
andexperi
enceswitht
heirbrand.

6.Br
andLoy
alt
y

Abrandl
oyalpersonrepeatedl
ychoosesonebr
andoverothersof
fer
ingt
hesameproduct
.
Loy
alcust
omer snotonlyresul
tinr
epeti
ti
vesal
es,
buttheyalsoar
ethebestsour
cef
orwordof
mouthmarket
ing.