MARKoPEDIA

PART 1

4. Branding
 Differentiation is not just
achieved by virtue of name
or logo, it can also be
created through the
messages connected with
the brand

Should brands have a

'PURPOSE'?

Search : "How great leaders inspire action | Simon Sinek"

 Brand Positioning
To occupy a distinctive place in the mind of the
target market.
It shows how a brand is different from its
competitors and where, or how, it sits in the
customers’ mind

Example of
Perceptual
Map for the
Automobile
Industry

It is therefore not just the physical features

that create a brand but also the feelings that
consumers develop towards the company or
its product. This combination of physical and
emotional cues is triggered when exposed to
the name, the logo, the visual identity, or
even the message communicated.
 Brand Personality
Set of human personality traits that are both
applicable to and relevant for brands
Character that a brand creates about how they
would be if they were a person
Personality develops over a period of time
Brand Personality can't be changed
immediately or at all.

Eg: AXE Personality-

Exciting, Cool, Confident, Good Looking, Tough Male

Brand The ability of the customer to retrieve

Recall the brand correctly from memory

*Recall Game*
List down the first brand name that comes to your
mind in the following categories-

#Answers on next page

 *Recall Game Answers*

Note: 80% times these are the common answers

showing the power of a brand name

What is a Brand Ritual?

Behaviors, habits, or ceremonies that are associated
with a brand. They have an enormous impact on brand
loyalty and increase brand attractiveness.

Consumers appreciate rituals, as these

give them a sense of belonging and
significance. It offers a chance to interact
with the consumer, to give a welcome
break from the humdrum of everyday life

What is Brand Equity?

The premium that a brand commands due to its
unique identity. Example- Apple charges a
premium for all its products
 Brand Use of an established brand name

Extension in new product categories

Brand Strategy
 Brand
Ladder

Brand Rivalry
Brand Rivalry can be defined as the competition between
the companies offering the similar line of products or
services in the same target market and to the same
target audience with the goal to have the higher market
share, increased revenues, huge profits, and growth

Read with "Ambush Marketing"