Anudeep Maity – 1923210

Brand Management and Luxury Marketing

Asynchronous Assignment (27-07-2018)
BRAND FEELINGS

EXAMPLES OF TYPES OF BRAND BUILDING FEELINGS

1. Warmth
Mother Dairy, Amul, Pediasure, Firstcry, Titan
2. Fun
Funskool, Hamley’s, Pepsi, McDonald’s, Durex, Disney
3. Excitement
Hotwheels, Mountain Dew, Thumbs Up, Monster, Redbull
4. Security
Amul, Godrej, Mcafee, Kaspersky, Apple, Dettol
5. Self-Respect
Whisper, ClinicPlus, Gillette, Nike, Adidas
6. Social Approval
Gucci, Rolex, Prada, Louie Vuitton, Dolce and Gabbana

EXAMPLES OF TYPES OF BRANDING

Cause Branding
• Mastercard’s Promise – During the 2018 FIFA World Cup Mastercard
promised to donate 10,000 meals for children in Latin America and Caribbean
everytime Lionel Messi or Neymar junior Scored a goal.
• Adidas X Parley – Adidas initiated many marathons and introduced a new line
of sportswear made from sea waste and is generating funds to protect our oceans
through the campaign
Co-Branding
• Yeezy – Adidas and Kanye West came together to make a new line of footwear
which quickly generated a huge uproar and cult like following, it’s best feature:
exclusivity.
• Apple Pay – it is a result of a collaboration between Apple and Mastercard, both
these brands are known for their security and it helped Apple create their very
own payment service.
Rebranding
• Airbnb – Initially, despite Airbnb’s success people were still confused as to
exactly what could be rented out so the brand changed their logo into a more
appealing colour and made a new icon like logo called “The Bélo” highlighted
four principles – People, Places, Love, and Airbnb, blended into a single “A”
shape. For Airbnb, rebranding meant to define a clear brand that would be
understandable, approachable and attractive to its audience.
• Dunkin Donuts to Dunkin’ - While the brand is synonymous with donuts, it no
longer requires the actual word “donuts” to resonate with customers. Its
customers were already familiar with the shortened version due to the tagline,
“America Runs on Dunkin’.”. The rebrand carries through from inside the store
to the outside world, including a logo redesign, packaging designs, store
remodels, and brand messaging on all advertising and marketing channels.
Personal Branding
• Elon Musk - Elon Musk’s name is almost as well-known as Coca-Cola. Even
if you have no interest in technology. Musk has been criticized for spending
huge amounts of money with little return and for publicity stunts. Regardless,
it's undeniable that his drive and follow-through have shown us technologies
yet to be invented and a whole universe whose mysteries are left to discover.
• Billie Eilish – Probably one of the most recognized pop music artist right now,
her official website leads you into a 360 animation of what could be her
bedroom. Sneakers, cartoon-like drawings pinned to the wall, and a skull all add
to what feels like the living space of a teenager from another dimension. It’s a
surreal, disorienting page to navigate, much like her music. Her personal brand
of quirk is almost anti-brand.

Faith Branding

• Harley Davidson – A lot of people who own Harley Davidson’s spend time
with other people who own them in motor rallies and events, hence, building
a community.
• Oreo – Not many brands have been able to create a ritual like tendency like
Oreo has. The twist-lick-dunk ritual has become so synonymous to people
that they end up doing it subconsciously