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Southern University Bangladesh

Department of Business Administration
Program: Undergraduate (BBA)
Course Title: MODERN MARKETING PRACTICES
Chapter 03: ABC of Successful Branding

Definition of Brand
Branding has been around for centuries as a means to distinguish the goods of one producer from
those of another. According to 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 of group of sellers and to differentiate them from those of competition.” Technically speaking,
then, whatever a marketer creates a new name, logo, or symbol for a new product, he or she has
created a brand.

Importance of Branding

FROM THE VIEW POINTS OF CONSUMERS:-

 To identify the product.
 Buying quality products.
 To create new products attraction.
 To fulfill status demand.
 Save time and effort of customers.
 Less possibility if cheating
FROM THE VIEW POINT OF PRODUCER OR SUPPLIER
 To control market.
 Creating image.
 Reducing advertising cost.
 Facilitating market segmentation.
 Getting high price.
 Abolition of middlemen

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TASNIM ISLAM LECTURER DEPARTMENT OF BUSINESS ADMINISTRATION, SOUTHERN UNIVERSITYBANGLADESH
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FROM YHE VIEW POINT OF SOCIETY

 Ensuring quality products.
 Introducing new product.
 Improving standard of living

Brand Marketing
Brand marketing is the process of managing media and communications of an organization so a clear
and consistent personality is established in the minds of the organization’s constituents.

Brand Element

Brand name
The brand name is a fundamentally important choice because it often it the central theme or key of a
product in a very compact and economical fashion. Brand names can be extremely effective shorthand
means of communications can range from a half time it takes consumer to comprehend marketing
communication can range from a half minute to potentially hours, the brand name can be noticed and
its meaning register or activated in memory within just a few seconds.
Selecting brand name for a new product is certainly an art and a science. This section provides some
general guidelines for choosing a name. It focuses on developing a completely new brand name for the
product.
Brand Awareness
In general, it is believed that brand awareness is improved the extent to which the brand names are
chosen that are simple and easy to pronounce or spell; familiar and meaningful; and different,
distinctive, and unusual.
To enhance brand recall, it is desirable for the brand name to be simple and easy to pronounce or
spell. To enhance brand recall, brand name should be Familiar and meaningful so that it is easy to tap
into existing knowledge structure.

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Brand Association
Although choosing a memorable name is valuable, it is often necessary for the brand to have broader
meaning to consumers than just the product category it is in. Because the brand name is a compact
form of communication, the explicit and implicit meaning that consumers extract from the name can
be critical. In particular, the brand name may be chosen to reinforce as important attribute or benefit
association that makes up its product positioning.
Besides performance related considerations, brand names also can be chosen to communicate
considerations that are more abstract.
URLs
URLs (United Resource Locators) are used to specify location of pages on the web, and are commonly
referred to as domain names. Anyone wishing to own a specific URL must register and pay for the
name with a service such as Register.com. In recent years as companies clamored for space on the
web, the number of Registered URLs increased dramatically. Another issue is facing companies with
regard to URLs is protection of their brands from unauthorized use in domain names.
Typically, for an existing brand, the main URL is a straightforward and maybe even literal translation
of the brand name, although there are some exceptions and variations.
Logos & Symbols
Although the brand name typically is the central element of brand, visual brand element often play a
critical role in building brand equity, especially in terms of brand awareness.
Logos have a long history as a means to indicate origin, ownership, or association.
There are many types of logos, ranging from corporate names or trademarks written in a distinctive
form, on hand, to entirely abstract logos, which may be completely unrelated to the word mark,
corporate name, or corporate activities, on the other hand.
Characters
Character represents a special type of brand symbol-one that takes on human or real life
characteristics. Brand characters typically are introduced though advertising and can play a central role
in these and subsequent ad campaigns and package designs.
Brand character can provide a number of brand equity benefits. Because they are often colorful and
imaginary, they tend to be attention getting.

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Slogans
Slogans are short phrases that communicate descriptive or persuasive information about the brand.
Slogan often come in advertising but can play an important role on packaging and in other aspects of
the marketing program.

Jingle
Jingle is musical messages written around the brand. Typically composed by professional songwriters,
they often have enough catchy hooks and choruses to become almost permanently registered in the
minds of listener-sometimes whether they want them to or not. Jingle can be thought of as extended
musical slogans and in that sense can be classified as a brand element.
Packaging
Packaging involves the activity of designing and producing containers or wrappers for product. Like
other brand elements, packaging has a long history.

Definition of a Brand Strategy Decisions

A brand strategy is a formal plan used by a business to create a particular image of itself in the minds
of current and potential customers. When a company has created and executed a successful brand
strategy, people know without being told who the company is and what they do. Companies as large
and established as Coca-Cola, as well as small brands and even businesses that sell services to other
companies, all benefit from a carefully created brand strategy. As a result of brand strategy, people
develop a particular feeling or opinion about a company—a feeling that drives their buying decisions.
This feeling equates to brand equity. The stronger people feel about a brand, the stronger the brand
equity.
The following therefore must be taken into account when building and managing a strong brand:

1) Brand Positioning
2) Brand naming

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3) Brand sponsorship
4) Brand development
Brand Positioning
Effective brand positioning is contingent upon identifying clearly the fixed position; the brand should
occupy in the minds of targeted customers.

Companies use different levels or approaches to communicate a brand’s uniqueness, differentiation,

and verifiable value.

Choosing a Brand Name

There are different schools of thought regarding the selection of a brand name but in general the
process begins with a careful review of the product and its benefits, understanding the target market,
and proposed marketing strategies.

Brand Sponsorship

There are four options which are open to the producer. Ultimately, however, the decision on which
option is best suited for the company rest with the strategic marketing approach the company chooses
to undertake. These options include:
1) Launching the product as a national or manufacturer’s brand
2) Purchasing of the product by resellers and marketing it under their own name as a private brand
3) Licensing the product to a third party who markets the product as a licensed brand
4) Co-branding, that is two companies joining together in a joint effort in promoting a brand
Certainly, the company in its strategic approach to brand sponsorship must consider not only the
relationship of the brand to its customers but also the cost/benefit analysis.

Brand Development

In terms of the development of the brand, a company has four choices. These include:

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1) Line extension
2) Brand extension
3) Multibrand offerings
4) Addition of new brands

Line extension refers to extending an existing brand name to new forms, sizes, colours, ingredients or
flavours of an existing product category. This is a low-cost, low-risk way to introduce new products.
However, there are the risks that the brand name becomes overextended and loses its specific
meaning. This may confuse consumers. An example for line extension is when Coca-Cola introduces a
new flavour, such as diet cola with vanilla, under the existing brand name.

Brand extension also assumes an existing brand name, but combines it with a new product category.
Thus, an existing brand name is extended to a new product category. This gives the new product
instant recognition and faster acceptance and can save substantial advertising costs for establishing a
new brand. However, the risk that the extension may confuse the image of the main brand should be
kept in mind. Also, if the extension fails, it may harm consumer attitudes toward other products
carrying the same brand name. For this reason, a brand extension such as Heinz pet food cannot
survive. But other brand extensions work well. For instance, Kellog’s has extended its Special K
healthy breakfast cereal brand into a complete line of cereals plus a line of biscuits, snacks and
nutrition bars.

Multibrands means marketing many different brands in a given product category. P&G (Procter &
Gamble) and Unilever are the best examples for this. In the USA, P&G sells six brands of laundry
detergent, five brands of shampoo and four brands of dishwashing detergent. Why? Multibranding
offers a way to establish distinct features that appeal to different customer segments. Thereby, the

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company can capture a larger market share. However, each brand might obtain only a very small
market share and none may be very profitable.

New brands are needed when the power of existing brand names is waning. Also, a new brand name is
appropriate when the company enters a new product category for which none of its current brand
names are appropriate.

As you might have recognised, these four branding decisions are all interrelated. In order to build
strong brands, brand positioning, brand name, brand sponsorship and brand development have to be
in line with each other.

Brand Equity

A brand's power derived from the goodwill and name recognition that it has earned over time, which
translates into higher sales volume and higher profit margins against competing brands.

Brand Equity is the added value endowed to product and services. Brand equity is an intangible asset
that depends on associations made by the consumer.

Brand Equity Model

BRAND ASSET VALUATOR

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset
Valuator (BAV). Based on research with almost 200,000 consumers in 40countries, BAV provide
comparative measures of the brand equity of thousands of brands across hundreds of different
categories. According to BAV, there are four key components or pillars of brand equity:

Differentiation: The degree to which a brand is seen as different from others.

Relevance: The breadth of a brand’s appeal.

Esteem: How well a brand is regarded and respected.

Knowledge: How familiar and intimate the consumer are with the brand.

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The constructs of differentiation and relevance are then combined into a single metric of brand
strength that provides a powerful explanation of superior market value. The constructs of esteem and
relevance are combined to form brand stature that, interestingly, is correlated to current market share
but not potential for growth. So, brand strength focus on the brand’s future value while brand stature is
the scorecard on past performance. These two can be combined to form a Power Grid that depicts the
stages in the cycle of brand development- each with its characteristics pillar patterns. New brand, just
after they are launched, show low levels on all four pillars. Strong new brands tend to show higher
levels of Differentiation than Relevance, while both Esteem and Knowledge are still low. Leadership
brands show high levels on all four pillars. Finally, declining brands show high Knowledge –evidence
of past performance- relative to a lower level of Esteem, and even lower Relevance and Differentiation.

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BRAND RESONANCE

The brand resonance model also views brand building as an ascending, sequential series of steps, from
bottom to the top:

-Ensuring identification of the brand with customers and an association of the brand in customer’s
minds with a specific product class or customer needs.

-Firmly establishing the totality of brand meaning in the minds of customers by strategically linking a
host of tangible and intangible brand associations.

-Eliciting the proper customer responses in terms of brand related judgment and feelings.

-Converting brand response to create an intense, active loyalty relationship between customers and the
brand.

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The creation of significant brand equity involves reaching the top of the pinnacle of the brand
pyramid, and will occur only if the right building blocks are put into place.

Brand Salience relates to how often and easily the brand is evoked under various purchase or
consumption situations.

Brand performance relates to how the product or service meets customers’ functional needs.

Brand imagery deals with the extrinsic properties of the product or service, including the ways in which
the brand attempts to meet customers’ psychological or social needs.

Brand judgments focus on customers’ own personal opinions and evaluations

Brand feelings are customers’ emotional responses and reactions with respect to the brand.

Brand resonance refers to the nature of the relationship that customers have with the brand and the
extent to which customers feel that they are “in sync” with the brand.

Resonance is characterized in terms of the intensity or depth of the psychological bond customers have
with the brand, as well as the level of activity engendered by this loyalty.

BRANDZ

Marketing research consultant Millward Brown and WPP have developed the BRANDZ model of
brand strength; at the heart of which is the Brand Dynamics pyramid. According to this Model, brand
building involves a sequential series of steps, where each step is contingent upon successfully
accomplishing of previous step.

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This approach characterizes the relationship that a customer has with a brand into one of five stages:
presence, relevance, performance, advantage, and bonding. “Presence” customers have only a basic
awareness of the brand while “bonded” customers are intensely loyal, at least in their attitudes. The
underlying premise is that the lifetime value of customers’ increases the higher up they are in the
pyramid. The objectives in each step are as follows:

Presence: Do I know about it?

Relevance: Does it offer me something?

Performance: Can it deliver?

Advantage: Does it offer something better than others?

Bonding: Nothing else beats it.

Research has shown that bonded consumers, those at the top level of the pyramid, build stronger
relationships with the brand and spend more of their category expenditures on the brand than those at

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the lower level of the pyramid. The challenge of markets is to develop activities and programs that
help consumers move up the pyramid.

Brand Positioning
Brand positioning is defined as the conceptual place you want to own in the target consumer's mind —
the benefits you want them to think of when they think of your brand. An effective brand positioning
strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brandvalue.

Brand positioning must make sure that:

 Is it unique/distinctive vs. competitors ?

 Is it significant and encouraging to the niche market ?
 Is it appropriate to all major geographic markets and businesses ?
 Is the proposition validated with unique, appropriate and original products ?
 Is it sustainable - can it be delivered constantly across all points of contact with the consumer ?
 Is it helpful for organization to achieve its financial goals ?
 Is it able to support and boost up the organization ?

Brand positioning process

Effective Brand Positioning is contingent upon identifying and communicating a brand's uniqueness,
differentiation and verifiable value. Generally, the brand positioning process involves:

1. Identifying the business's direct competition (could include players that offer your
product/service amongst a larger portfolio of solutions)
2. Understanding how each competitor is positioning their business today (e.g. claiming to be the
fastest, cheapest, largest, the #1 provider, etc.)
3. Documenting the provider's own positioning as it exists today (may not exist if startup business)
4. Comparing the company's positioning to its competitors' to identify viable areas for
differentiation

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5. Developing a distinctive, differentiating and value-based positioning concept

6. Creating a positioning statement with key messages and customer value propositions to be used
for communications development across the organization

Brand extension
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a
well-developed image uses the same brand name in a different product category. The new product is
called a spin-off.

Types of Brand Extension

In studying more than 300 brand extensions, Brand Extension Research determined that there are
eight types. Each has its own unique type of leverage.
 Similar product in a different form from the original parent product. This is where a company
changes the form of the product from the original parent product.
An example is (frozen) Snickers Ice Cream Bars identified in our brand extension study. The original
Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form.
Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the
store.
 Distinctive flavor/ingredient/component in the new item. When a brand “owns” a flavor,
ingredient or component, there may be other categories where consumers want that property.
Peanut butter is a characteristic ingredient in Reese’s Peanut Butter Cups candy. Chocolate is a
characteristic ingredient of Hershey. Brand Extension Research identified Reese’s Peanut Butter as a
logical extension that capitalizes on this association. Research also suggested Hershey chocolate milk.
 Benefit/attribute/feature owned. Many brands “own” a benefit, attribute or feature that can be
extended.
Brand Extension Research showed ArmorAll that that brand was defined by automotive surface
protection – which can go beyond vinyl dressing. Paint needs protecting also. Arm & Hammer “owns”
a benefit of deodorizing. Their baking soda product has claimed that it removes odors from
refrigerators, etc. As a result, they extended the brand into other products such as Arm & Hammer
underarm deodorant and cat litter deodorizer.

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 Expertise. Over time, certain brands may gain a reputation for having an expertise in a given
area. Leverage can be achieved when extending into areas where this special expertise is
deemed important.
Honda’s expertise in reliable engines led to lawn mowers, gas powered generators and a variety of
other gasoline engine powered devices. What brand comes to mind when we think of baby products?
– Gerber. As a result of this acceptance of their expertise, they successfully.
 Companion products. Some brand extensions are a “natural” companion to the products the
company already makes.
Contadina (now Buitoni) was a tomato paste and sauce brand. In brand extension research, consumers
thought Contadina pasta was a logical companion product that would have the leverage of the Italian
heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a
companion to compete with Log Cabin syrup.
 Vertical extensions. Some brand extensions are vertical extensions of what they currently offer.
A brand can use their “ingredient/component” heritage to launch products in a more (or
sometimes less) finished form.
Nestlé’s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips
are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields
Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical
extension. Rice Krispies has always been used in kids' treats. Kellogg offered Rice Krispies Treats
ready-to-eat.
 Same customer base. Many brand extensions represent a marketer’s effort to sell something
else to its customer base.
This works particularly well when that customer base is large and to some extent captive. VISA
launched travelers checks directed to its credit card customers.
 Designer image/status. Certain brands convey status and hence create an image for the user.
Designer clothing labels have been extended to furniture, jewelry, perfume, cosmetics and a host of
other items. Some brands promote a lifestyle and can extend to items that people “wear,” as a badge of
identifying themselves with that lifestyle.
Tommy Bahama extended their brand from clothing into furniture. A notable success is Harley

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Davidson. Their extensive collection of licensed lifestyle items goes way beyond any expertise inherent
in the brand.

Advantages of Brand Extension

Brand Extension has following advantages:

1. It makes acceptance of new product easy.

a. It increases brand image.
b. The risk perceived by the customers reduces.
c. The likelihood of gaining distribution and trial increases. An established brand name
increases consumer interest and willingness to try new product having the established
brand name.
d. The efficiency of promotional expenditure increases. Advertising, selling and
promotional costs are reduced. There are economies of scale as advertising for core
brand and its extension reinforces each other.
e. Cost of developing new brand is saved.
f. Consumers can now seek for a variety.
g. There are packaging and labeling efficiencies.
h. The expense of introductory and follow up marketing programs is reduced.
2. There are feedback benefits to the parent brand and the organization.
a. The image of parent brand is enhanced.
b. It revives the brand.
c. It allows subsequent extension.
d. Brand meaning is clarified.
e. It increases market coverage as it brings new customers into brand franchise.
f. Customers associate original/core brand to new product, hence they also have quality
associations.

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Disadvantages of Brand Extension

1. Brand extension in unrelated markets may lead to loss of reliability if a brand name is extended
too far. An organization must research the product categories in which the established brand
name will work.
2. There is a risk that the new product may generate implications that damage the image of the
core/original brand.
3. There are chances of less awareness and trial because the management may not provide
enough investment for the introduction of new product assuming that the spin-off effects from
the original brand name will compensate.
4. If the brand extensions have no advantage over competitive brands in the new category, then it
will fail.

Rebranding
Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof
is created for an established brand with the intention of developing a new, differentiated identity in the
minds of consumers, investors, and competitors.[1][2] Oftentimes, this involves radical changes to a
brand's logo, name, image, marketing strategy, and advertising themes. Such changes typically aim to
reposition the brand/company, occasionally to distance itself from negative connotations of the
previous branding, or to move the brand up market; they may also communicate a new message a new
board of directors wishes to communicate.

Rebranding can be applied to new products, mature products, or even products still in development.
The process can occur intentionally through a deliberate change in strategy or occur unintentionally
from unplanned, emergent situations,

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Corporate rebranding
Rebranding has become something of a fad at the turn of the millennium, with some companies
rebranding several times. The rebranding of Philip Morris to Altria was done to help the company
shed its negative image. Other rebranding, such as the British Post Office's attempt to rebrand itself as
Consignia, have proved such a failure that millions more had to be spent going back to square one.

Product rebranding

As for product offerings, when they are marketed separately to several target markets this is called
market segmentation. When part of a market segmentation strategy involves offering significantly
different products in each market, this is called product differentiation. This market
segmentation/product differentiation process can be thought of as a form of rebranding. What
distinguishes it from other forms of rebranding is that the process does not entail the elimination of the
original brand image. Dexxa computer mice are rebranded Logitech devices sold at a lower price by
Logitech in the low-end market segment without undercutting their mid-range products. Rebranding in
this manner allows one set of engineering and QA to be used to create multiple products with minimal
modifications and additional expense.

Following a merger or acquisition, companies usually rebrand newly acquired products to keep them
consistent with an existing product line.

Another form of product rebranding is the sale of a product manufactured by another company under
a new name. An original design manufacturer is a company that manufactures a product that is
eventually branded by another firm for sale. This is often the case with international trade. A product
is manufactured in a place with lower operating costs, and sold under a local brand name.

Small business rebranding

Small businesses face different challenges from large corporations and must adapt their rebranding
strategy accordingly.

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Rather than implementing change gradually, small businesses are sometimes better served by
rebranding their image in a short timeframe – especially when existing brand notoriety is low. “The
powerful first impression on new clients made possible by professional brand design often outweighs
an outdated or poorly-designed image’s weak brand recognition to existing clients”.[14]

A change of image in a large corporation can have costly repercussions (updating signage in multiple
locations, large quantities of existing collateral, communicating with a large number of employees, etc.),
while small businesses can enjoy more mobility and implement change more quickly.

While small businesses can experience growth without necessarily having a professionally designed
brand image, “rebranding becomes a critical step for a company to be considered seriously when
expanding to more aggressive markets and facing competitors with more established brand images”.

The (re)Branding Process

8 Steps to Creating a Consistent Brand Image

1. Find your unique value: this is what your brand really is at its most basic level. Identifying
the one thing that separates you from your market and making that your primary identity is one
of the most important things any organization can do. If you don’t know it off the top of your
head, you have not finished this step.
2. Assess your core audience: Knowing and understanding your audience should be a
natural conclusion of your unique value, because your uniqueness lies in meeting needs nobody
else can meet (at least, not the way you do!). Considering the people your brand is built on is
essential before creating your logo, message, website, and everything else. If you can’t describe
your target audience in one sentence, you have not finished this step.
3. Craft the core message: Keeping your audience in mind, create (or recreate) a core
message, one that says who you are and what you need you meet. For example, ours
is branding you for the social web… these six words are meant to describe who we are and what
need we meet. Memorize it, and say it to everyone you talk to about your organization.

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4. Use the right voice: A voice is the tone you use in speaking to different people. Like most
organizations, you probably have a few different types of “customers”. Make sure you are using
the right voice to reach each of them. This can be a challenging process but also extremely
rewarding and fun.
5. Eliminate the unnecessary: Go through the “pruning” process of trimming unnecessary
ventures and messages to establish which ones should receive the most resources. It is usually
one simple idea that makes the connection with people, and clutter can confuse your audience.
6. Make a plan: Take what survived the cutting room, and create a strategy to create the right
impression on your audience. It is always creative ideas that stick with people, so get creative.
Think practically: “What will communicate our message and make people remember it?”
7. Implement it: Steps 1 through 6 are the thinking parts. Step 7 and 8 are the doing parts.
Usually, it’s not wise to put all your eggs in one basket, but with a rebranding effort, you want to
be clear what the new brand image is. So, make sure that you implement it with gusto, and that
it doesn’t look like a sideshow. Much of this can be done through a new visual look, but often
it demands a new way of speaking, doing events, and even sometimes how you dress! The
important thing is that it all supports your core identity… hype dies like a sugar high.
8. Measure the impact: Theoretically, Steps 1-7 should make a big impact if done well, but
you will never know if you do not set up measurement tools. Make sure that you are set up to
measure the effectiveness of your strategy. Organizations that succeed long term are always fine
tuning their voice, adjusting their visual identity, and finding better ways to build community
both within and without the organization.

Remember, rebranding is a normal part of every organization’s life-cycle. This is a constant effort,
with some seasons more devoted to it than others.

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Private Label Branding

A private label brand is designated, owned and used by whole seller or retailer which is manufactured

or provided by other company.

Examples: Some private label of products of Minabazar are Kazi and Kazi tea, Mina ghee etc. and also

private label of products of K Mart are (Rice, Sugar) etc.

Nature of private Brand.

1. Private label brands cost less to make than the national brands.

2. But it hard to establish and costly to stock and promote.

3. Retailers price their store brands lower than comparable manufacturer’s brands.

4. The appeal of buying private labels and store brands often is cost savings involved. Especially to

budget- conscious consumers and in difficult economic times

5. The appeal to retailers of selling private labels and store brands is higher profit margin.

6. Private brands give resellers exclusive products that cannot be bought from competitors,

resulting greater store traffic and loyalty.

7. The private brands price is set between the two client benchmarks of the big brands prices hard

discount prices.

8. Engagement with brands is higher in private brands than national brands.

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TASNIM ISLAM LECTURER DEPARTMENT OF BUSINESS ADMINISTRATION, SOUTHERN UNIVERSITYBANGLADESH