Brand personality:

If brand comes as a human being what it will look like what attributes it will have. What will be its
gender socioeconomic class hobbies anything and everything u can to define a brand as a person that
will help you define your brand strategy. Example dalad has associated itself with motherhood mamta
whenever they run their ad or campaign they always bring mother in their ad which show s they are
emotionally connected with that side they always reflect motherly love and motherly bond with
consumers they position themselves as motherhood. Brand personality can help brand in many other
ways as we discuss in essence it is research it is research which is done by credible research agency
brand personality needs to be checked by brand custodian on annual basis to see if the target audience
resonate with the defined brand personality by brand custodian. Does the target audience recall the
brand as the brand custodian wants or is there a disconnect. If there is a disconnect between the way
brand custodian wanted the brand personality to be brand custodian take corrective measurements that
means they go through all the marketing element be it product strategy communication strategy or
channels you look into every single element of your marketing strategy to see where the areas of
improvement are and you take the corrective measures in order to uplift your brand personality, brand
personality gives human side to your brand a face to you brand and that KPI for the brand custodian is
to establish and then to maintain that brand personality.

Brand equity is the value of a brand when presented into the market for sale.

In non financial part on what parameters brand is assessed?

Awareness
brand recognition (whenever u take the name of the brand or product does your brand comes first in
consumer mind)
repurchasing
Satisfaction (repurchase, feedback,surveys)
superiority over other brands
reliability
Imagery evaluation

Positioning: hoc
perception of brand in the mind of consumer, place brand occupies in the mind of consumer and how it
distinguish from other brands. Act of designing the brand image in the mind of consumer, it occupies a
dinstinct and valued place in the mind of consumer it is considered as soul and heart of brand. Example
cocoa cola firs introduced as a medicine but later on they positioned themselves as drink which we can
include in our happiness and can have with any meal. Hbl green color is of utter importance to the bank
because whenever we going down shah rae faisal we can recognize from far that green color is of hbl
because the brand has created that recognition for itself we can identify olpers red pack from distance
because olpers has created that recognition for themselves.
You are about to launch a new brand how would you position it what would u do?

First focus on target audience and then see how we have to position or brand into their mind

You will do competitive analysis by getting insights from the market we are going to find target audience
also by doing sample survey to dinf out the value and need of the consumer we do survey to find out
which target audience need is being fulfilled by the brand. Marketers get more information from
retailers about consumers what brand consuemrs prefer over other brands I ll try to get information
from retailer and distributor to get more insights. If you are about to launch something new which was
never launched and there is no competition then you go talk to customer understand their needs what
exactly do they need what exactly is there pain point is we do segmentation. You segment your whole
market to understand which segment can give you the most profit. The most proft is dependent is on
the protential customer lie in that segment and the money that define profitability. Once you have
decided your target audience based on consumer needs, customer feedck, retiler feed back, distributor
feedback once you get consumer insights gap analysis once you have defined your target audience that’s
when you start to define imagery of your brand in the mind of consumer now in this positioning exercise
there are number of models used by diff brands through which they do positioning in the mind of
consumer globally one of the midel which is most recognize is unilever brand key.

BRAND KEY UNILEVER’s MODEL adopted by no of brands globally.

Other brand models used to position are Brand key (unilever), Brand footprint (J&J), positioning ladder
(MCDONALD). These model are public anyone can adopt these majority of company use brand key.
Brand key has no of components:

1. Root strengths: colgate,virgin,ddairymilk,nike,dalda,soope

the basic original attributeand values/benefits that the brand is built on and known for. Root strengths is
diff from the one we highlight in swot analysis, it is something that has laid the foundation of brand
example pti root strength is Imran khan, for colgate its red colour and smile. Rootstrenght of virgin
brand color and font of writing root strength can be something for which brand have ben knwn for
years,cocoa cola root strength red color, shape, taste. Dairymilk purple color and font is their strength.
Nike tick mark is their root strength, dove says its one third moisturizer cream its discriminator, mamta
and dalda etc, root strength for sooper is egg biscuit taste.

2. Competitive environment: The market & alternative choices as seen by the consumer and the relative
brand offers in the market. The choices available to the consumer with which brand x competes.
Example habit the competitive environment for habit is local furniture brand in diff markets habit target
audience is upper middle class and middle class. Habit has around 5-6% market share in khi and rest is
with rest of the furni markets when you do competitive analysis you take into account all those
competitors who target your potential audience. Example colgate secondary competition is dentonic
when u do competitive analysis you should be aware of all the other brand your target audience can go
for. Sooper competition is all biscuits made with eggs which will be primary competition as a brand
manager I ll also look into secondary competition if there is no ande wala biscuit then I ll take all other
biscuits brand which take good market share as a competition. All those people who choose any other
category other than biscuit can be secondary competition. If an icecream brand is favourite with
teenager it maybe competiting with phone cards or any other item if teenager is not buying cornetto
what else hes buying is secondary competition of cornetto. For wacth the primary competition is other
watch brand and secondary competition will be anything you can wear on wrist instead of watch.

3. target audience: it describes the chooser of the brand/ the person for which the brand is always the
first choice. Chooser should be defined in terms of attributes behavior and values as well as
socioeconomic class. The dofference between target audience and users of the brand: example cocoa
cola users are whoever drink or consumes all genders ll socio economic class would be cocoa cola’s
users now in target audience you don’t look who exactly is consuming your product in target audience
you segment your users then you see who actually is decision maker, who is paying to purchase that
product, which segment has most number of users, which segment has most profitability on the basis of
that you define your target audience. On the basis of this target audience of cocoa cola is 18-25 will be
their target audience when defining target audience you need to see that their habits and needs are
same, so that you comeup with one communication campaign to communicate with your target
audience. Colgate has targeted 2 target audience one for kids one for mature adults so they have 2 diff
campaigns for each target audience. When targeting audience u need to look into everything about
target audience you try to get into their minds to understand them.

Vaseline body lotion target audience age: 25-35, socio economic class: working woman My preference
of advertisement or marketing is based on target audience

Gillet: age: 25-35 Socio economic class : working class a and b (upper middle class) geographical: urban
areas metro cities Profession: office workers, do in their free time: hangout with frnd, play sports. When
you talk to your target audience u need to know what media platform do they use or on which social
media your target audience will be available.

4,Consumer insights: is that you see inside the customer it is your understanding about target consumer
their one need that I feel is something which I can fulfill for example for lux when I use lux I look
beautiful and prettier and my relation with world gets better that’s the insight lux uses and capitalizes
on its not about what consumer think of product its about lux apne consumer ko kitna ache se jnta hai
which one pain point of consumer which need to be recognize. Insights can be same it is not brand
specific or industry specific it is target audience specific. Surf excel example dirt is good the insight is the
kid is kid wecant stop child from playing and they will play they will become dirty this is their insight.
Consumer insight is about how well you get the insight of your consumer which differentiates you from
your competitors.