Brand Management

UNIVERSITY OF MUMBAI
RAYAT SHIKSHAN SANTHA’S
KARMAVEER BHAURAO PATIL COLLEGE

(AUTONOMOUS COLLEGE)
VASHI , NAVI MUMBAI
PROJECT REPORT ON
“BRAND MANAGEMENT”
SUBMITTED BY
KHAN TAUSEEF ALAM TAUQEER ALAM

ROLL NO:210802
PROJECT GUIDE
Ms. MAHEK MAAM
IN PARTIAL FULFILLMENT FOR THE COURSE OF

BACHELOR OF MANAGEMENT STUDIES (B.M.S)
BRAND MANAGEMENT Page 1

T.Y.B.M.S. (SEMESTER V)
ACADEMIC YEAR 2018-2019
Rayat shikshan santha’s

Karmaveer Bhaurao Patil College,Vashi
(Autonomous College)
Certificate
This is to certify that MR. KHAN TAUSEEF ALAM TAUQEER ALAM
has worked and duly completed her Project Work for the degree of Bachelor of
Management Studies under the Faculty of Commerce in the subject of
and her project is entitled, “BRAND MANAGEMENT” under my

supervision.
I further certify that the entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any Degree or
Diploma of any University.
It is her own work and facts reported by her/his personal findings and
investigations.
Name and Signature of Guiding teacher
Date of submission:

Declaration by learner
declare that the work embodied in this project work titled
“BRAND MANAGEMENT”
Forms my own contribution to the research work carried out under the guidance of
Ms. MAHEK MAAM is a result of my own research work and has not been
previously submitted to any other University for any other Degree/ Diploma to
this or any other University.
Wherever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical conduct.
Name and Signature of the learner
Certified by
Name and signature of the Guiding Teacher

Acknowledgment
(Model structure of the acknowledgement)
To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance
to do this project.
I would like to thank my Principal: S.V.SHIVANKAR for providing the necessary

facilities required for completion of this project.
I take this opportunity to thank our Coordinator T.D.BHOSLE, for her moral
support and guidance.
I would also like to express my sincere gratitude towards my project guide
Ms. MAHEK MAAM whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers who
supported me throughout my project.

INDEX
Sr.No Title Pages No
CHAPTER -1
3
1 INTRODUCTION
CHAPTER -2
31
2
CHAPTER -3
51
3
CHAPTER- 4
80
4
CHAPTER 5
99
5
CHAPTER 6
106
6

CONCLUSION
7 119
BIBLIOGRAPHY& ANNEXURE
8 121

CHAPTER 1

1.1 INTRODUCTION
Brand is logo, or identity of a particular product that adds different value to the product beyond
its functional features. Main target of any brand is to create perception in customers mind
regarding that particular brand which ultimately leads the consumers to buy that brand. Brand
let the consumers to shop with confidence; it provides customer with a route map through a
puzzling variety of choices, for this customer does not have to be an expert, brand name, tariff
and payment method are enough for him to make a right choice for a brand (Tom Blackett,)
Brands and Branding.
BRAND MANAGEMENT:
Brand management begins with having a thorough knowledge of the term “brand”. It includes
developing a promise, making that promise and maintaining it. It means defining the brand,
Positioning the brand, and delivering the brand. Brand management is nothing but an art of
creating and sustaining the brand. Branding makes customers committed to your business. A
strong brand differentiates your products from the competitors. It gives a quality image to your
business.
Brand management includes managing the tangible and intangible characteristics of brand. In
case of product brands, the tangibles include the product itself, price, packaging, etc. While in
case of service brands, the tangibles include the customers’ experience. The intangibles
include emotional connections with the product / service.
Branding is assembling of various marketing mix medium into a whole so as to give you an
identity. It is nothing but capturing your customers mind with your brand name. It gives an
image of an experienced, huge and reliable business.
It is all about capturing the niche market for your product / service and about creating a
confidence in the current and prospective customers’ minds that you are the unique solution
to their problem.

The aim of branding is to convey brand message vividly, create customer loyalty, persuade the
buyer for the product, and establish an emotional connectivity with the customers. Branding
forms customer perceptions about the product. It should raise customer expectations about the
product. The primary aim of branding is to create differentiation.
Strong brands reduce customers’ perceived monetary, social and safety risks in buying
goods/services. The customers can better imagine the intangible goods with the help of brand
name. Strong brand organizations have a high market share. The brand should be given good
support so that it can sustain itself in long run. It is essential to manage all brands and build
brand equity over a period of time. Here comes importance and usefulness of brand
management. Brand management helps in building a corporate image. A brand manager has to
oversee overall brand performance. A successful brand can only be created if the brand
management system is competent.
Understanding Brand :
A brand is defined in marketing theory as "a name, term, symbol or design, or a combination of
them, which is intended to signify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors".
This definition fails to address an important aspect of branding however: it defines the brand in
terms of the organization’s intended message, not the customer's understanding of that
message. A brand exists not only in the organization’s marketing activities, but also in the mind
of the customer, who may in fact have quite a different understanding of what the brand is. It is
important to find out what the customer's perception is in order to market brands effectively.
It may therefore be more useful to define a brand in relation to the customer, rather than to the
organization’s marketing activities. To the customer, a brand is a kind of shorthand which
stands for the various elements differentiating one product or group of products or services from
another. These elements together appeal to the customer both at a rational and an emotional
level: a successful brand communicates what it stands for to its target customer and therefore

acts as a shortcut in his or her decision making process. The customer knows what he or she is
buying, because the brand is a promise of consistency, reliability and quality.
A brand or brands may often be the means by which the organization establishes a relationship
with the customer, because a brand (composed as it is of emotional as well as rational
elements) can have an identity and a personality in a way that a product cannot. Branding can
be a powerful way of humanizing products or services.
The ability of a successful brand to do this makes it an important weapon in the fight for
competitive advantage: hence branding techniques traditionally used by fast moving consumer
goods sectors have in recent times been adopted in the marketing of services and industrial
goods, and even in the public sector.
Brands are different from products in a way that brands are “what the consumers buy”, while
products are “what concern/companies make”. Brand is an accumulation of emotional and
functional associations. Brand is a promise that the product will perform as per customer’s
expectations. It shapes customer’s expectations about the product.
Brands usually have a trademark which protects them from use by others. A brand gives
particular information about the organization, good or service, differentiating it from others in
marketplace.
Brand carries an assurance about the characteristics that make the product or service unique.
A strong brand is a means of making people aware of what the company represents and what
are its offerings.

To a consumer, brand means and signifies:
 Source of product
 Delegating responsibility to the manufacturer of product
 Lower risk
 Less search cost
 Quality symbol
 Deal or pact with the product manufacturer
 Symbolic device
Brands simplify consumers purchase decision. Over a period of time, consumers discover the
brands which satisfy their need. If the consumers recognize a particular brand and have
knowledge about it, they make quick purchase decision and save lot of time. Also, they save
search costs for product. Consumers remain committed and loyal to a brand as long as they
believe and have an implicit understanding that the brand will continue meeting their
expectations and perform in the desired manner consistently. As long as the consumers get
benefits and satisfaction from consumption of the product, they will more likely continue to buy
that brand. Brands also play a crucial role in signifying certain product features to consumers.
To a seller, brand means and signifies:
 Basis of competitive advantage
 Way of bestowing products with unique associations
 Way of identification to easy handling
 Way of legal protection of products’ unique traits/features
 Sign of quality to satisfied customer
 Means of financial returns
A brand, in short, can be defined as a seller’s promise to provide consistently a unique set of
characteristics, advantages, and services to the buyers/consumers. It is a name, term, sign,
symbol or a combination of all these planned to differentiate the goods/services of one seller or
group of sellers from those of competitors. Some examples of well known brands are Mc
Donald’s’, Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc.
A brand connects the four crucial elements of an enterprise- customers, employees,

management and shareholders. Brand is nothing but an assortment of memories in customers
mind. Brand represents values, ideas and even personality. It is a set of functional, emotional
and rational associations and benefits which have occupied target market’s mind. Associations
are nothing but the images and symbols associated with the brand or brand benefits, such as,
The Nike Swoosh, The Nokia sound, etc. Benefits are the basis for purchase decision.
A) General Sense:
A brand is a collection of experiences and associations connected with a service, a person or

any other entity.
Brands have become increasingly important components of culture and the economy, now
being described as “cultural accessories and personal philosophies.”
Some people distinguish the psychological aspect of a brand from the experiential aspect. The
experiential aspect consists of the sum of all points of contact with the brand and is known as
the brand experience.
The psychological aspect, sometimes referred to as the brand image, is a symbolic construct
created within the minds of people and consists of all the information and expectations
associated with a product or service.
Careful brand management, supported by a cleverly crafted advertising campaign, can be

highly successful in convincing consumers to pay remarkably high prices for product which are
inherently extremely cheap to make.

This concept, known as creating value, essentially consists of manipulating the projected image
of the product so that the consumer sees the product as being worth the amount that the
advertiser wants him/her to see, rather than a more logical valuation that comprises an
aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of
distribution.
A brand which is widely known in the market place acquires brand recognition.
When brand recognition builds up to a point where a brand enjoys a critical mass of positive
sentiment in the market place, it is said to have achieved brand franchise.
One goal in brand recognition is the identification of a brand without the name of the company
present.
Consumers may look on branding as an important value added aspect of products or services,
as it often serves to denote a certain attractive quality or characteristics (see also brand
promise). From the perspective of brand owners, branded products or services also command
higher prices.
Where two products resemble each other, but one of the products has no associated branding
(such as a generic, store-branded product), people may often select the more expensive
branded product on the basis of the quality of the brand or the reputation of the brand owner.
B) Marketing Sense:
The American Marketing Association defines a brand as “A name, term, sign, symbol or
design or a combination of them, intended to identify the goods and services of one
seller or group and to differentiate them to those for competitors”.
A brand is thus a product or service that’s adds a dimension that differentiates it in some way
from other products or services designed to satisfy the same need.

These differences may be functional, rational, or tangible- related to product performance of the
brand.
Brand management is necessary in all aspects of the brand that is:-

 Developing the Brand
 Maintaining and Extending the Brand
 Protecting the Brand
Marketers see a brand as an implied promise that the level of quality people have come to
expect from a brand will continue with future purchases of the same product.
In this regard, Brand Management is often viewed in organizations as a broader and more
strategic role than Marketing alone.
1.2 IMPORTANCE OF BRAND MANAGEMENT
 The purpose of brand management is to create a powerful and lasting emotional

connection with customers and other audiences.
 A brand is a set of elements or “brand assets” that in combination create a unique,

memorable, unmistakable, and valuable relationship between an organization and its
customers.
 The brand is carried by a set of compelling visual, written and vocal tools to represent
the business plan and intentions of an organization.
 Brand management is the voice and image that represents your business plan to the
outside world. What your company, products and services stand for should all be
captured in your branding strategy, and represented consistently throughout all your

brand assets and in your daily marketing activities. The brand image that carries this
emotional connection consists of the many manageable elements of branding system,
including both visual image assets and language assets.
 The process of managing the brand to the business plan is important not only in “big
change situation” where the brand redefinition is required, but also in the management
of routine marketing variables and tactics.
 This does not have to be a “ground-up” situation where there are wholesale changes to
the business.
 Rather it is more common that specific changes to the changes to the business plan are
incremental and the work of the changes to the business plan are incremental and the
brand strategist and designer is to interpret these changes and revise the branding
strategy and resulting brand assets and define their use in the full range of marketing
variables.
What makes a strong brand?
Brands in the new millennium need to be strong enough to fight these challenges. At the most
basic level, a brand must fulfill a number of criteria in order to work effectively:
 It must work as a product or service. No fancy advertising campaign or clever logo

design will compensate for a poorly performing product.
 It must appeal on an emotional as well as a rational level. The marketing literate

customer knows that many no-brands or own label products "work" just as well as the
brand leader. The price premium which a brand can command is justified by the
additional intangible, emotional benefits.

 It must be integrated and coherent: given that a brand is a bundle of benefits, both
tangible and intangible, these elements must be consistent with each other to present a
coherent and believable "brand personality".
What it offers must be wanted by the customer and mean something to him or her. What is
relevant may change over time: for example, "environmentally friendly" is a relevant benefit now
for products and services ranging from motor cars to holidays to coffee beans; thirty years ago
it would not have been a relevant benefit for a brand to represent, and the customer would not
have been prepared to pay a premium for it.
Given the widespread adoption of branding techniques across a whole range of sectors, it is
worth testing out your brand or brand idea against the above four key criteria. Below are some
examples of effective branding in non-traditional areas.
Global Brands:-
All of us are aware of the existence of strong global brands, especially in areas such as food and drink
or motor cars. Organizations who create successful global brands can reap the benefits of economies of
scale in production, marketing and distribution. At the same time, however, they need to ensure that
they are still being responsive to customer wants, which may vary from one country or region to another.
 The issue is how to balance global economies of scale with local responsiveness. In
practice, some of an organization’s brand management activities will be global, and
others local. In deciding where the balance should lie, it may help to consider the
following questions:
 How similar are customer wants in this market? Is there a trend for these needs to
converge, or are they country specific? This may depend on a number of factors -
culture, geography or legislation. For example, basic food products such as bread are
strongly linked to culture and difficult to market globally; convenience foods, such as
hamburgers, ice cream or soft drinks are not so culture-specific.

 Are there segments in this market which may cross borders? It is far more likely that a
brand will appeal to a global segment than to a global market. Frequent examples of this
are youth segments (e.g. Coke, Levis) and luxury segments (e.g. Mercedes, Rolex) but
there are other cases where consumers may have more in common with a similar group
in another country than they have with groups in their own country? There are big
differences between consumers in Northern and Southern Italy, for example: the Milan
businessman has more in common with his counterpart in Frankfurt than with a peasant
farmer in Sicily.
 How transparent is the market - in other words can price differentials in different national
markets be sustained, or is there a risk of parallel imports? Are customers aware of
competitive offerings in other countries?
 How similar is the market structure in different countries? Are distribution or

communication channels very different, for example - if so a global branding strategy
would be difficult to sustain.
 Does the main competition in this market come from international or local competitors?
 Are the key factors for success in this market the same across geographical borders?
 The answers to the above questions will determine how far a standardized brand
positioning can be adopted across different national markets. In most cases, the
communication of this positioning - via the marketing mix and the other tools discussed
above - will vary from one country or region to another, even for so called global brands:
different advertising or pricing strategies may be used to support a common brand
identity.

1.3 The element of a brand
Given that a brand is a combination of tangible and intangible, rational and emotional appeals, it
is useful to break a brand down into its different elements in order to understand how it works.
Different writers on branding suggest different approaches to this, but all advocate separating
the physical attributes from the emotional benefits of the brand, and attempting to define what
lies at the core of the brand's identity.
This central core is what makes the brand distinctive and valuable to the customer, and is easily
understood by them. It should remain consistent over time and over the different markets and
products or services using the brand. Otherwise the customer will become confused and the
value of the brand diluted.
It is useful to map brands in this way - both the organization’s and its competitors' - because it
helps to clarify what is essential to the brand and what may change as the brand develops or is
extended into new areas. An example is shown below:
The relationship between the elements of a brand

1.4 BRAND MANAGEMENT STRATEGIES:
1. Establish and Maintain the Brand

 As a threshold issue, it will be extremely important to establish and maintain the brand.
 When doing so, the adoption of a holistic approach, or an “overall brand strategy” is
recommended.
 Such overall brand strategy should be implemented with full recognition that the brand
may travers numerous different product lines and geographic regions.
 Adopting an overall brand strategy also requires recognition that brands are significant to
both the traditional retail and the online market.
 Accomplishing an overall brand strategy requires close coordination between the

licensor and licensees in different markets.
 There must be a consistent program for protecting brands and monitoring the usage of
brands.
 Focus should also be placed upon prospective uses of brands.
 This may include identifying brands that might be used in the future and identifying new
products and services with which existing brands might be used.

2. Ensure Consistency between the Brand Licensing Strategy and Overall
Business Goals
 Effective brand management strategies also necessitate emphasis on ensuring
consistency between the brand licensing strategy and the enterprise’s overall business
goals.
 Efforts should be undertaken to ensure that the brand reflects positively on the company,
does not detract from other product lines and remains profitable with other parts
of company.
3. Select Profitable and Innovative License Partners

 The importance of consistency should also be reflected in the selection of license
partners.
 Focus should surely be placed upon license partners that enjoy healthy businesses and
that offer innovative products.
 At the same time, however, emphasis should also be placed upon licensee partners with
similar cultures and business goals since doing so may help to reduce the amount of
time that is expended on reaching the basis business terms.
 Companies should develop a profile of the ideal license partner but recognize that while
many licensors and licensees may enjoy long-term relationships, few of
such relationships will be permanent.
4. Focus on Maximizing Leverage of the Brand

 Successful brand management will involve focus on the maximizing the leverage of the
brand.

 Of course, this may mean different things in different context. However, in all
circumstances, a considered judgment regarding brand placement will be crucial.
5. License Agreements: Exclusive or Non-Exclusive?

 The exclusivity of the license agreement will be a key factor in brand management.
 Whether the license agreement will be exclusive or non–exclusive will have important
implications for all of the business.
 When considering the exclusivity of a license grant, it must be recalled that the license
can only be granted once as an exclusive license.
 Accordingly, particular scrutiny must be directed towards the strategies and business
goals of potential exclusive licensees.
 In addition to understanding the current interests and strategies of the prospective

exclusive licensee, it is advisable to construct the license in such a way so as to maintain
the licensee’s commitment licensee to the brand.
 Clearly, it will be in the interest of the licensor to ensure that the licensee’s interest in the
brand is and will stay as high as possible.
 This can be done in a number of ways including, for example, by requiring additional
payments or some other form of compensation during the license term in order to
maintain the exclusivity of the arrangement.
 While exclusive licensing arrangements will be extremely important, it must be recalled

that non-exclusive licenses can also play a role in the business.

 Accordingly, proper attention and resources should also be devoted to constructing such
non-exclusive arrangements and ensuring that they are profitable.
6. License agreements Must Include Effective Means For Enforcing Key

Provisions
 All license agreements should include effective means of enforcement.
 Most license agreements will address extremely important issues including quality
control standards and reporting standards.
 However, such standards and requirements will not be of much use without effective
enforcement mechanisms to back them up.
 The precise enforcement mechanisms that should be used will depend on the particulars
of the licensing arrangement.
 As an example, however, in an exclusive licensing arrangement, the termination of

exclusivity may be an effective remedy for the breach of certain contractual
requirements.
7. Be Pro-Active on Products & Services

 Licensors should be not adopt a “hands off” approach when dealing with the licensee’s
products and services. Rather, efforts should be undertaken to ensure that the licensee’s
products are desirable and up-to-date.
 Clearly, it will be in the licensor’s interest to ensure that its brand will be affixed to the
most popular products and services.

 Of course, consumer interest can change over time so it will be essential to periodically
monitor changes in demand for the licensee’s product and services.
8. Successful Brand Licensing Strategy Requires Dedicated Staff

 The enterprise’s staff will play an extremely important role in the company’s overall brand
licensing initiatives. Selection of licensing staff should be undertaken with the recognition
that
 such staff members will be required to organize control and coordinate all the activities of
the licensees.
 In addition to focusing on the key licensing staff, other relevant staff members should be
trained and encouraged to take an active role in the efforts overall brand licensing
efforts.
9. Actively Integrate the Brand Licensing Strategy into Product

Development and Launch Activities
 Companies should be active – and not static – when undertaking efforts to integrate the
brand strategy into product development and launch activities.
 A clear and proactive strategy is likely to generate the most reward.
1.5 PRINCIPLES OF BRAND MANAGEMENT
A good brand name should:

• be protected (or at least protectable) under Trademark law.
• be easy to pronounce.
• be easy to remember.

• be easy to recognize.
• be easy to translate into all languages in the markets where the brand will be used.
• attract attention.
• suggest product benefits or suggest usage (note the tradeoff with strong trademark
protection.)
• suggest the company or product image.
• distinguish the product's positioning relative to the competition.
• be attractive.
• stand out among a group of other brands.
1.6 BRAND TYPES
•Premium:- Cost more than other product in the category
• Economic:- Targeted to high price elasticity market segment.
•Manufacturing:- It is directly manufactured by manufactures who have invested heavily on

building them.
For example, Surf, Rin , Lux, Colgate.

•Generic brand:- It is consumer products (often supermarket goods) are distinguished by
the absence of a brand name. generics brand are usually priced below those products sold by
supermarkets under their own brand (frequently referred to as "store brands" or
"own brands").
Generally they imitate these more expensive brands, competing on price.

For example, Rice, wheat, Doormats, paper napkins.
A number of different types of brands are recognized.
A “premium brand” ‘typically costs more than other products in the same category.
These are sometimes referred to as 'top-shelf' products. An ‘’economy brand ‘’ is a brand
targeted to high price elasticity market segment. They generally position themselves as offering
all the same benefits as a premium product, for an 'economic' price.
A ‘’fighting brand’’ is a brand created specifically to counter a competitive threat. When a

company's name is used as a product brand name, this is referred to as corporate branding.
When one brand name is used for several related products, this is referred to as family
branding.
When all company’s products are given different brand names, this is referred to as
individual branding. When a company uses the brand equity associated with an existing brand
name to introduce a new product or product line, this is referred to as "brand extension."
When large retailers buy products in bulk from manufacturers and put their own brand name on
them, this is called private branding, store brand, white labeling , private label or own brand
(UK).
Private brand can be differentiated from “manufacturers’ brand” (also referred to as

"national brands").
When different brands work together to market their products, this is referred to as “company”.

When a company sells the rights to use brand name to another company for use on a non-
competing product or in another geographical area, this is referred to as "brand licensing."
An "employment brand" is created when a company wants to build awareness with potential
candidates.
In many cases, such as Google, this brand is an integrated extension of their customer.
1.7 BRAND STRATEGY
Branding in essence is effective brand strategy. It's the application of sound research into brand
communications, analytical techniques, and the development of an improved strategy for your
brand.
Strategy is all about brand positioning. It identifies the key elements of product brand and
develops a branding action plan to implement it.
•LINE EXTENSIONS:-
In this strategy company introduces additional item in the same product category in the same
brand name.
This item may be different in size, packaging, color and so on. It is available through different
specific mix of trade channels e.g. lower end products are available at general stores and
higher end products. It offers a variety of products to the customer.
Line extensions can be innovative. It also allows company to command more shelf – space at
the retail level. Line extensions work only if the sales are taken away from the competitors.

For example, Coke in India means 300ml. Bottles it extended to 500ml and 1ltr. Then can have
introduced.
Godrej had face cream with the name Fair glow fairness cream and came out with the fair glow
toilet soap to cater the people who wished to use soap bar rather than cream.
•BRAND EXTENSION:-
Extending brand name is extended to a product being launched in a new product category.
If new product is not satisfactory in performance, it might affect the reputation of the company’s
other products.
Most of the times, brand name may not be appropriate for the new product category. Brand
extension advisable to see how the associations of the parent brand are consistent with the
extended brand.
For example, Bajaj is a brand name in the field of Scooters. The company used the same
brand name for Electronics appliances, Motor cycles, Tempos.
1. Extending the brand :-

Colgate is available in both tooth paste and toothpowder. Similarly Vim bar extended to
the powder.
2. Product line extension: - Additional product is added under same brand name. For
example HLL extended its flora brand of sunflower oil to the gingerly oil segment of the edible
oil category.
3. Reaching out to the new category:-When the brand has potential of providing
benefit in another category either through chosen brand name or through its wide
acceptance in a category, this form of extension is followed.

•BRAND RELAUNCH:-
It is the process of launching the brand after certain time gap. Companies try to acquire a brand
from other companies and relaunch it with necessary modification.
For example, Glaxo smith line acquire Viva a Maltova from Jagatjit industries in 2000, but
could not secure the expected benefit.
HLL acquired Kwality ice cream in the mid- nineties it as Kwality Walls.
•MULTIBRANDS:-
This kind of strategy is employed to saturate the market. Additional brand share introduced to
cater to the different segment.
Multi brand strategy may not allow company to focus on company’s resources.
Because of this profitability get affected.
Competitors brand get affected by the product and sometime own brand also get affected. For
example, P&G’s tide is for soiled clothes and drift for gentle clothes.
Coco- Cola came with Thumps Up, Gold spot, Limca brands.
•NEW BRAND NAME:-

To make brand name more appropriate, a company puts a new brand name when it enters a
new product category.
A new brand again has to be built up, and this is quite expensive. It should be considered
whether the sales and profit estimated from the new brand.
For example , Manikchand entered the mineral water segment with the brand name Oxyrich.
Using same brand hamper the sale of mineral water. When Manikchand atta were launched, it
did not succeed in the market.
1.8 Threats to brands in the new millennium:
In the eighties, brands were frequently in the news as big take-overs and mergers took place,
with large organizations looking to increase their portfolio of leading brands, and paying high
prices for them. The Philip Morris take-over of Kraft in the US in 1988 was a case in point :
Philip Morris paid a premium of five times the value of the organization’s tangible assets,
because of the intangibles which went with them - the brand names. Some organization’s
began to list brands as assets on their balance sheets, and the concept of "brand equity"
emerged.
In the nineties, the pressures on brands grew and came from a variety of different sources:
 Educated consumers:
The nineties consumer is marketing literate and alert to any hint of ‘marketing hype’. Brands
must offer real added value; even so-called brand loyal customers are often loyal to a group of
brands (called a repertoire) rather than any single brand.
 Powerful retailers:
Strong retailers or retail groups can dictate terms to manufacturers. There is an increasing trend
towards partnership with a preferred supplier who will manage an entire category for the
retailer, including its own and rival brands. The retailer may be building a brand in its own right
(Sainsbury’s in the UK; Nordstrom in the US are prime examples of this) and the customer
trusts and feels loyal to the retailer rather than to the product. Stores like Marks & Spencer and
The Gap sell only own label: their power as retail brands is sufficient to do this.

 Both of the above leading to pressure on prices:
If a consumer does not perceive a product to deliver added value, they will not be prepared to
pay a price premium. However, there is an increasing trend for customers to demand both low
prices AND added value - especially in the United States where the concept of everyday low
pricing was introduced by Proctor and Gamble, but taken up by others. When Philip Morris cut
the price of Marlboro on "Marlboro Friday", 2nd April 1993, it was acknowledging that even a
strong brand can no longer expect to command a price premium in a tough market.
 The growth of own label:
If the customer does not perceive the brand as adding any real value, and if in addition
the retailer represents some strong brand values itself, then the way is clear for strong
own label products. This is seen clearly in OTC (over the counter) pharmaceuticals but
also in food and drink products. Sainsbury's launch of Classic Cola to directly challenge
Coke was a turning point in this war; buying the own label alternative is now seen by
some consumer groups as the smart thing to do, so that "own label" becomes a
statement in itself.
 Brand extension instead of innovation:
As is pointed out by Leslie de Chernatonay in his article “2001 - The brand management
odyssey", brands which in the past were built through real technical innovation can no longer
keep pace, and may choose instead to extend an existing brand into new areas or variants. If
done carefully, this can enhance an existing brand, but there is also the danger of brand dilution
or of confusing the customer. Some of the big fashion houses such as Pierre Cardin and Gucci
have fallen into this trap in the past.
 New competition from outside the sector:

Existing strong brands (eg Virgin, GM) looking to extend their franchise into other areas may
also pose a threat. For example, the Virgin brand was probably much stronger than any of its
new competitors when it entered the field of personal finance - as was Marks & Spencer. New
competitors like this are hard to fight because they are playing a different game - and have
honed their skills on a different playing field.
1.9 COMPONENTS OF BRAND MANAGEMENT
• Brand Awareness:-
Brand awareness is the starting point in the development of brand equity. It represents the
consumer’s ability to recall a brand name when given a product category (Aaker, 1991).
For example, when a person is asked to name a brand of basketball shoes, they are more
likely to mention Nike, Reebok, Converse or Adidas than they are to name LA Gear or
Spalding.
According to Keller (1998), brand awareness is important to brand strategy for two reasons.
First, awareness of the brand ensures the brand enters the consumer’s consideration set when
looking to make a purchase.
Second, brand awareness can affect choices within the consideration set. If one brand has a
large presence through advertising, it may be considered more favorably.
Third , awareness can impact the development and salience of associations with the brand.
For example, when anyone says, about Computer Company you remember about IBM. When
anyone says, about detergent u remember popular brand like Tide, Surf, Ariel and so on.
• Perceiver Quality:-

Perceived quality represents a consumer’s judgments of a product’s overall excellence relative
to its intended purpose.
For example, given its rich heritage with the sport of football Adidas is commonly perceived to
produce a high-quality football shoes.
Because it has been shown to drive financial performance (return-on- investment), perceived
quality is often the focal point of corporate strategy.
Besides the actual make-up of the product, pricing strategies may impact a consumer's
perception of quality.
Therefore, in athletic footwear, as in many other industries, higher price may connote higher
quality.
•Slogan:-
For example, Maggi noodle, it positioned their products as healthy fast food with the slogan ‘’ 2
minute noodles.’’
Slogan based on 2 minutes it help mother with promise of ‘ food to cook and great to eat’ .This
slogan specifies you can prepare food within 2 minutes and it will not harm to your health.
• Brand association:-
It is associate brand with certain tangible and intangible attributes, a celebrity endorser or a
visual symbol.
Most of this association are derived from brand identity and brand image.
Each organization has to carve a brand identity and develop it further to build strong brands.
• Logo and symbol:-

Along with the brand name, companies also use a logo for visual identification.
A long is pictorial symbol indented to communicate with the consumers.
Flags, pictures, graphical designs and alphabets are all used as logos.
It is the piece of creativity. Logo is a relatively permanent entity for a company.

For example, logo of the Aditya Birla group of companies in India is a Rising Sun. According to
the company, the logo represents the company’s outlook, which is positive thinking
and also a stress on values such as integrity, quality, and performances.
• Characters:-
Brand characters typically are introduced through advertising and can play a central role in
these and subsequent ad campaigns.

Brand characters come in many different forms. Some brand characters are animated where as
others are live-action figures. Consequently brand characters can be quite useful for creating
brand awareness. Characters often must be updated over time so that their image and
personality remains relevant to the target market.
For example, an Asian paint is another that has created a wining logo.
When you look for Asian paints, you catch sight of Gattu - the impish little boy with a paintbrush
in one hand a dripping can of paints in the other.
In many towns of North India, buyer asks for Asian Paints, by asking for the “bacha chaap
paint”.

CHAPTER 2

2.1 Brand Name
Brand name is one of the brand elements which helps the customers to identify and
differentiate one product from another. It should be chosen very carefully as it captures the key
theme of a product in an efficient and economical manner. It can easily be noticed and its
meaning can be stored and triggered in the memory instantly. Choice of a brand name requires
a lot of research. Brand names are not necessarily associated with the product. For instance,
brand names can be based on places (Air India, British Airways), animals or birds (Dove soap,
Puma), people (Louise Phillips, Allen Solly). In some instances, the company name is used for
all products (General Electric, LG).
Features of a Good Brand Name

1. A good brand name should have following characteristics:
2. It should be unique / distinctive (for instance- Kodak, Mustang)
3. It should be extendable.
4. It should be easy to pronounce, identified and memorized. (For instance-Tide)
5. It should give an idea about product’s qualities and benefits (For instance- Swift, Quickfix,
Lipguard).
6. It should be easily convertible into foreign languages.
7. It should be capable of legal protection and registration.
8. It should suggest product/service category (For instance Newsweek).
9. It should indicate concrete qualities (For instance Firebird).

10. It should not portray bad/wrong meanings in other categories. (For instance NOVA is a poor
name for a car to be sold in Spanish country, because in Spanish it means “doesn’t go”).
Process of Selecting a renowned and successful Brand Name:
 Define the objectives of branding in terms of six criterions - descriptive, suggestive,

compound, classical, arbitrary and fanciful. It Is essential to recognize the role of brand
within the corporate branding strategy and the relation of brand to other brand and products.
It is also essential to understand the role of brand within entire marketing program as well as
a detailed description of niche market must be considered.
 Generation of multiple names - Any potential source of names can be used; organization,
management and employees, current or potential customers, agencies and professional
consultants.
 Screening of names on the basis of branding objectives and marketing
considerations so as to have a more synchronized list - The brand names must not
have connotations, should be easily pronounceable, should meet the legal requirements etc.
 Gathering more extensive details on each of the finalized names - There should be
extensive international legal search done. These searches are at times done on a sequential
basis because of the expense involved.
 Conducting consumer research - Consumer research is often conducted so as to confirm
management expectations as to the remembrance and meaningfulness of the brand names.
The features of the product, its price and promotion may be shown to the consumers so that
they understand the purpose of the brand name and the manner in which it will be used.
Consumers can be shown actual 3-D packages as well as animated advertising or boards.
Several samples of consumers must be surveyed depending on the niche market involved.
On the basis of the above steps, management can finalize the brand name that maximizes the
organization’s branding and marketing objectives and then formally register the brand name.

2.2 Brand Attributes
Brand Attributes portray a company’s brand characteristics. They signify the basic nature of
brand. Brand attributes are a bundle of features that highlight the physical and personality
aspects of the brand. Attributes are developed through images, actions, or presumptions. Brand
attributes help in creating brand identity.
A strong brand must have following attributes:
1.Relevancy- A strong brand must be relevant. It must meet people’s expectations and should
perform the way they want it to. A good job must be done to persuade consumers to buy the
product; else in spite of your product being unique, people will not buy it.
2.Consistency- A consistent brand signifies what the brand stands for and builds customers
trust in brand. A consistent brand is where the company communicates message in a way that
does not deviate from the core brand proposition.
3.Proper positioning- A strong brand should be positioned so that it makes a place in target
audience mind and they prefer it over other brands.
4.Sustainable- A strong brand makes a business competitive. A sustainable brand drives an

organization towards innovation and success. Example of sustainable brand is Marks and
Spencer’s.
5.Credibility- A strong brand should do what it promises. The way you communicate your
brand to the audience/ customers should be realistic. It should not fail to deliver what it
promises. Do not exaggerate as customers want to believe in the promises you make to them.
6.Inspirational- A strong brand should transcend/ inspire the category it is famous for.
For example- Nike transcendent Jersey Polo Shirt.

7.Uniqueness- A strong brand should be different and unique. It should set you apart from
other competitors in market.
8.Appealing- A strong brand should be attractive. Customers should be attracted by the

promise you make and by the value you deliver.
2.3 Brand Positioning
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others.
It is ensures that all brand activity has a common aim; is guided, directed and delivered by the
brand’s benefits/reasons to buy; and it focusses at all points of contact with the consumer.
The term brand positioning is generally used to describe how an organization attempts to influence
the customer's perception of its brand by presenting it in a particular way, through activities such
as advertising, point of sale material, direct mail etc. The organization first chooses a brand identity
and then communicates it to the target market. Lynn Upshaw in her book (6) makes the point,
however, that the brand is actually positioned by the consumer, whilst all the organization can do is
send what she calls "positioning prompts" to influence or persuade.
Successful brands are rarely created overnight. They are the result of careful positioning supported
by long term strategies and consistent investment, and any organization which tries to change its
brand positioning too frequently will soon find that the customer becomes confused.
Of course, if positioning is about influencing customer perceptions, the organization must first
understand and track customer wants and competitive offerings. If the brand in question already
exists, considerable time and effort must be spent in understanding how the customer perceives the
brand, before any thought can be given to changing that perception. In any event, changes in
customer perception can usually only be achieved gradually, in small steps over long periods of time.

It is the act of designing companies the company’s offer so that it occupies a distinct and valued
place in the minds of customer.
Brand positioning is a part of brand identity and value proposition that is to be actively communicated
to the target audience and demonstrate an advantage over competing brands.
POSITIONING STRATEGY:-
1. Positioning by price and quality: -

Good quality costs little more. The consumer selects the product at different level of price, offering
different quality and decided which is more suitable.
For example, this strategy commonly used in construction industry.
2.Positioning by user category:-

The product is associated with the specific user class of people. Famous personalities are used to
influences the consumers.
3.Positioning by product class:-

Some advertisers use class associations which are seen substitute to satisfy needs of the consumer.
For example, Cadbury dairy milk came with the chocolate box as a gift.
4. Positioning by benefit:-
Position on the basis of special benefit.
For example, Maggi two minute noodles position itself with “Two minute positioning”, “Fast to cook
good to eat”.

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?
In order to create a distinctive place in the market, a niche market has to be carefully chosen
and a differential advantage must be created in their mind. Brand positioning is a medium
through which an organization can portray it’s customers what it wants to achieve for them and
what it wants to mean to them. Brand positioning forms customer’s views and opinions.
Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it
occupies a distinctive place and value in the target customer’s mind. For instance-Kotak
Mahindra positions itself in the customer’s mind as one entity- “Kotak ”- which can provide
customized and one-stop solution for all their financial services needs. It has an unaided top of
mind recall. It intends to stay with the proposition of “Think Investments, Think Kotak”. The
positioning you choose for your brand will be influenced by the competitive stance you want to
adopt.
Brand Positioning involves identifying and determining points of similarity and difference to
ascertain the right brand identity and to create a proper brand image. Brand Positioning is the
key of marketing strategy. A strong brand positioning directs marketing strategy by explaining
the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well
as the reasons for buying and using that specific brand. Positioning is the base for developing
and increasing the required knowledge and perceptions of the customer. It is the single feature
that sets your service apart from your competitors. For instance- Kingfisher stands for youth
and excitement. It represents brand in full flight.

There are various positioning errors, such as-
1.Under positioning- This is a scenario in which the customers have a blurred and unclear
idea of the brand.
2.Over positioning- This is a scenario in which the customers have too limited a awareness of
the brand.
3.Confused positioning- This is a scenario in which the customers have a confused opinion of
the brand.
4.Double Positioning- This is a scenario in which customers do not accept the claims of a
brand.
2.4 Brand Identity

Brand identity stems from an organization, i.e.an organization is responsible for creating a
distinguished product with unique characteristics. It is how an organization seeks to identify
itself. It represents how an organization wants to be perceived in the market. An organization
communicates its identity to the consumers through its branding and marketing strategies. A
brand is unique due to its identity. Brand identity includes following elements - Brand vision,
brand culture, positioning, personality, relationships, and presentations.
Brand identity is a bundle of mental and functional associations with the brand. Associations are
not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it.
These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”),
trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline (for
example - Apple’s tagline is “Think different”),etc. Brand identity is the total proposal/promise
that an organization makes to consumers.

The brand can be perceived as a product, a personality, a set of values, and a position it
occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be
considered as. It is a feature linked with a specific company, product, service or individual. It is
a way of externally expressing a brand to the world.
Brand identity is the term used to describe how brand strategists want their brand to be
perceived. It must be relevant to customer wants and must be clear and easy to understand. It
is the brand identity which is at the heart of the relationship between the customer and the
organization, and therefore at the heart of any brand strategy. It encompasses associations
both with the product and the organization, but is more than the sum of these : a strong brand
has a personality of its own, human qualities which appeal to customers and make them want
not only to buy the product, but to have a relationship with the brand.
It may help organization’s to think of their brands in this way. If the brand can be thought of as a
person, it is possible to ask questions such as: If this brand were a person, what sort of car
would it drive? What would be its favorite drink? What would it say to you? If the answer is not
obvious, then the brand personality and hence the overall brand identity may not be clear.
A successfully positioned brand has a clear identity which can be understood by everyone,
even outside the target market group. Almost anyone in the world could tell you what a global
brand such as Coca Cola or Mercedes stands for ( not all brands are global, of course, but
successful national brands are well understood by their local market).
Brand identity is the noticeable elements of a brand (for instance - Trademark colour, logo,
name, symbol) that identify and differentiates a brand in target audience mind. It is a crucial
means to grow your company’s brand.
Brand identity is the aggregation of what all you (i.e. an organization) do. It is an organization’s
mission, personality, promise to the consumers and competitive advantages. It includes the
thinking, feelings and expectations of the target market/consumers. It is a means of identifying
and distinguishing an organization from another. An organization having unique brand identity

have improved brand awareness, motivated team of employees who feel proud working in a
well branded organization, active buyers, and corporate style.
Brand identity leads to brand loyalty, brand preference, high credibility, good prices and good
financial returns. It helps the organization to express to the customers and the target market the
kind of organization it is. It assures the customers again that you are who you say you are. It
establishes an immediate connection between the organization and consumers. Brand identity
should be sustainable. It is crucial so that the consumers instantly correlate with your
product/service.
Brand identity should be futuristic, i.e, it should reveal the associations aspired for the brand. It
should reflect the durable qualities of a brand. Brand identity is a basic means of consumer
recognition and represents the brand’s distinction from its competitors.
Collectively, a company’s brand identification system will serve as a face of the brand, creating
sought after impressions and familiarity, market recognition and recall, and brand loyalty and
appreciation.
We work with companies to define and develop an effective brand identification system that
supports and furthers the positioning strategy and is critical to its overall achievement and
success.
Logo System:
Creating primary and secondary creative cues – logos and sub-marks – that represent the key
entities of the brand.
Look and Feel

Defining the visual essence and personality of the brand through graphic devices, symbols,
colors, tone and typography
Identifiers
Developing a complete suite of tools designed to act as mnemonic devices to enable audiences
to develop a network of brand associations in their minds

Naming
Determining key names and modifiers that represent the brand and its various parts –
businesses, products, services and additional entities, as directed by the brand strategy
Brand identity is the unique set of brand associations that the brand strategist aspires to create
or maintain.
These associations represent what the brand stands for and imply a promise to customers for
the organization members.
It is much more comprehensive than brand positioning which communicate to the consumer
relevant value to the brand to distinguish from competitor’s brand.
Brand Identity For Close Up Tooth Paste

 Core Identity: Oral freshness which allows young people to come closer to each
other.
 Extended Identity: - quality products from Lever
 Value Proposition: - It is a sweet gel, having bright colors. It is only cleanness but
freshness the mouth.
Brand Identity For Nycil

 Core Identity: - A powder which take care of prickly heat in summer
 Extended Identity: It is a sweat fighter. It is life style products.
 Value Proposition: Relief from prickly heat in tropical climate and summer. Make
life comfortable.
BRAND IDENTITY
Perspective Dimension Remarks
Brand as Quality Quality price relationship is kept in mind.
product Johnson and Johnson are for babies.
Users
Organization Organization Tata stands for quality. Such an association is

attributes more enduring than one based on product
attributes
Symbol •visuals imagery Coca cola’s classic bottle

•Metaphor Kodak and Yellow pages
•Heritage The journey in palace on wheels, the coaches
of which are the saloons of former
Maharajas.

Source of Brand Identity:-
1.SYMBOLS:-
Symbols help customers memorize organization’s products and services. They help us
correlate positive attributes that bring us closer and make it convenient for us to purchase those
products and services. Symbols emphasize our brand expectations and shape corporate
images. Symbols become a key component of brand equity and help in differentiating the brand
characteristics. Symbols are easier to memorize than the brand names as they are visual
images. These can include logos, people, geometric shapes, cartoon images, anything. For
instance, Marlboro has its famous cowboy, Pillsbury has its Poppin’ Fresh doughboy, Duracell
has its bunny rabbit, Mc Donald has Ronald, Fed Ex has an arrow, and Nike’s swoosh. All
these symbols help us remember the brands associated with them.
Brand symbols are strong means to attract attention and enhance brand personalities by
making customers like them. It is feasible to learn the relationship between symbol and brand if
the symbol is reflective/ representative of the brand. For instance, the symbol of LG symbolize
the world, future, youth, humanity, and technology. Also, it represents LG’s efforts to keep close
relationships with their customers.
2.LOGOS:-
A logo is a unique graphic or symbol that represents a company, product, service, or other
entity. It represents an organization very well and make the customers well-acquainted with the
company. It is due to logo that customers form an image for the product/service in mind.
Adidas’s “Three Stripes” is a famous brand identified by it’s corporate logo.
Features of a good logo are:
1.It should be simple.
2.It should be distinguished/ unique. It should differentiate itself.

3.It should be functional so that it can be used widely.
4.It should be effective, i.e., it must have an impact on the intended audience.
5.It should be memorable.
6.It should be easily identifiable in full colours, limited colour palettes, or in black and white.
7.It should be a perfect reflection/representation of the organization.
8.It should be easy to correlate by the customers and should develop customers trust in the
organization.
9.It should not loose its integrity when transferred on fabric or any other material.
10.It should portray company’s values, mission and objectives.
The elements of a logo are:
Logotype - It can be a simple or expanded name. Examples of logotypes including only the
name are Kellogg’s, Hyatt, etc.
Icon - It is a name or visual symbol that communicates a market position. For example-LIC
’hands’, UTI ’kalash’.
Slogan - It is best way of conveying company’s message to the consumers. For instance-
Nike’s slogan “Just Do It”.
TRADEMARKS:-
Trademark is a unique symbol, design, or any form of identification that helps people recognize
a brand. A renowned brand has a popular trademark and that helps consumers purchase
quality products. The goodwill of the dealer/maker of the product also enhances by use of
trademark. Trademark totally indicates the commercial source of product/service. Trademark

contribute in brand equity formation of a brand. Trademark name should be original. A
trademark is chosen by the following symbols:
™ (denotes unregistered trademark, that is, a mark used to promote or brand goods);
SM
(denotes unregistered service mark)
® (denotes registered trademark).
Registration of trademark is essential in some countries to give exclusive rights to it. Without
adequate trademark protection, brand names can become legally declared generic. Generic
names are never protectable as was the case with Vaseline, escalator and thermos.
Some guidelines for trademark protection are as follows:
1. Go for formal trademark registration.
2. Never use trademark as a noun or verb. Always use it as an adjective.
3. Use correct trademark spelling.
4. Challenge each misuse of trademark, specifically by competitors in market.
5. Capitalize first letter of trademark. If a trademark appears in point, ensure that it stands out
from surrounding text.
2.5 Brand Image
Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand presently
stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but the
consumers’ perception about the product. It is the manner in which a specific brand is positioned in
the market. Brand image conveys emotional value and not just a mental image. Brand image is

nothing but an organization’s character. It is an accumulation of contact and observation by people
external to an organization. It should highlight an organization’s mission and vision to all. The main
elements of positive brand image are- unique logo reflecting organization’s image, slogan describing
organization’s business in brief and brand identifier supporting the key values.
Brand image is the overall impression in consumers’ mind that is formed from all sources. Consumers
develop various associations with the brand. Based on these associations, they form brand image. An
image is formed about the brand on the basis of subjective perceptions of associations bundle that
the consumers have about the brand. Volvo is associated with safety. Toyota is associated with
reliability.
The idea behind brand image is that the consumer is not purchasing just the product/service but
also the image associated with that product/service. Brand images should be positive, unique
and instant. Brand images can be strengthened using brand communications like advertising,
packaging, word of mouth publicity, other promotional tools, etc.
Brand image develops and conveys the product’s character in a unique manner different from
its competitor’s image. The brand image consists of various associations in consumers’ mind -
attributes, benefits and attributes. Brand attributes are the functional and mental connections
with the brand that the customers have. They can be specific or conceptual. Benefits are the
rationale for the purchase decision. There are three types of benefits: Functional benefits - what
do you do better (than others ),emotional benefits - how do you make me feel better (than
others), and rational benefits/support - why do I believe you(more than others). Brand attributes
are consumers overall assessment of a brand.
Brand image has not to be created, but is automatically formed. The brand image includes
products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually
brand content. When the consumers purchase the product, they are also purchasing it’s image.
Brand image is the objective and mental feedback of the consumers when they purchase a
product. Positive brand image is exceeding the customers expectations. Positive brand image
enhances the goodwill and brand value of an organization.

A unique set of associations in the minds of customers concerning what a brand
stands for and the implied promises the brand makes.
The sum of all tangible & intangible traits. It represents all internal & external characteristics.
It's anything & everything that influences how brand or a company is perceived by its target
constituencies.
It is the best, single marketable investment a company can make. Ideas, belief, values, culture,
name, symbol packaging, advertising, sales materials.
For example, when you listen to the song of U and I and when you see the red color you
remember the brand Vodafone. That’s the brand image created by Vodafone on their customer.
Brand image = The image of a goods or service which is formed in the

customer’s mind
The Importance Of Image:-

1. Image communicates expectations
2. Image is a filter influencing perceptions of the performance of the firm
3. Image is a function of expectations and experiences

4. Image has an internal impact on employees
Research on image built through endorsement of celebrities show that there are three aspects
that influence a consumer’s attitude of a brand. These are:
•Attractiveness
•Trustworthiness
•Expertise
FACTORS AFFECTING BRAND IMAGE:-
Contents of Advertisement :-
The quality of contents i.e. headlines, the color combination, words can give indented image to
the brand.
For example, if cheap humor is used in the ad, the brand may get cheap image.
Media Used :-
The quality of media or programs sponsors also affects the brand image. For example, Reid
and Taylor advertised in business.
Price :-
The can generate image for the brands. For example, the premium pricing for Toyota has
developed a rich image not only for company but for brand.
Packaging :-
The package must be properly designed in order to give a rich image to the brand as package
is the face of the product.

Distribution :-
The type of distribution by a company may affect the brand. For example, companies enjoy
goodwill in the market can generate favorable image for their brands.
To sum up, “Brand image” is the customer’s net extract from the brand.
2.6 Brand Identity vs. Brand Image
Brand Identity Brand Image
1 Brand identity develops from the source or Brand image is perceived by the receiver or the
the company. consumer.
2 Brand message is tied together in terms of Brand message is untied by the consumer in
brand identity. the form of brand image.
3 The general meaning of brand identity is The general meaning of brand image is “How
“who you really are?” market perceives you?”
4 It’s nature is that it is substance oriented or It’s nature is that it is appearance oriented or
strategic. tactical.

5 Brand identity symbolizes firms’ reality. Brand image symbolizes perception of
consumers
6 Brand identity represents “your desire”. Brand image represents “others view”
7 It is enduring. It is superficial.
8 Identity is looking ahead. Image is looking back.
9 Identity is active. Image is passive.
10 It signifies “where you want to be”. It signifies “what you have got”.
11 It is total promise that a company makes to It is total consumers’ perception about the
consumers. brand.

CHAPTER 3

3.1 Brand Personality
Brand personality is the way a brand speaks and behaves. It means assigning human personality
traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand
behaviour through both individuals representing the brand (i.e. it’s employees) as well as through
advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits,
it is called brand personality. For instance - Allen Solley brand speaks the personality and makes the
individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and
intellectualism.
Brand personality is nothing but personification of brand. A brand is expressed either as a personality
who embodies these personality traits (For instance - Shahrukh Khan and Airtel, John Abraham and
Castrol) or distinct personality traits (For instance - Dove as honest, feminist and optimist; Hewlett
Packard brand represents accomplishment, competency and influence). Brand personality is the result
of all the consumer’s experiences with the brand. It is unique and long lasting.
Brand personality must be differentiated from brand image, in sense that, while brand
image denote the tangible (physical and functional) benefits and attributes of a brand, brand
personality indicates emotional associations of the brand. If brand image is comprehensive
brand according to consumers’ opinion, brand personality is that aspect of comprehensive
brand which generates it’s emotional character and associations in consumers’ mind.
Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look
and feel of any communication or marketing activity by the brand. It helps in gaining thorough
knowledge of customers feelings about the brand. Brand personality differentiates among
brands specifically when they are alike in many attributes. For instance - Sony versus
Panasonic. Brand personality is used to make the brand strategy lively, i.e, to implement brand
strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is
a means by which a customer communicates his own identity.
Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures
immediate awareness, acceptability and optimism towards the brand. This will influence

consumers’ purchase decision and also create brand loyalty. For instance - Bollywood actress
Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.
Brand personality not only includes the personality features/characteristics, but also the
demographic features like age, gender or class and psychographic features. Personality traits
are what the brand exists for.
Two elements thus affect an individual's relationship with a brand:

First, there is the relationship between the brand as person and the customer, which is
analogous to the relationship between two people.
Second, there is the brand personality--that is, the type of person the brand represents.
The brand personality provides depth, feelings and liking to the relationship.
Of course, a brand-customer relationship can also be based on a functional benefit, just as two
people can have a strictly business relationship.
It is the description of a brand in the terms human characteristics.
Effective personality of a brand to its prospective customers in an idealized sense.

It tends to create an identity of a brand with the person.
It plays the role of a differentiator.
It create link between brand and customer. It is also called AIDA (attention, interest, desire,
action) it is a strategic weapon in a cluttered marketplace.

Advantages of brand personality:-
1.It creates favorable brand image of a product.
2. It helps the advertiser to face brand wars and market competition effectively.
3.It acts as positive selling points.
4.It facilitates psychological satisfaction in specific segment.
5.It facilitates selection of an appropriate advertising media.
For example,
Apple :- Intelligent , Creative
IBM :- Confident , Expert , Advisor
Disney :- Family fun entertainment
Google :- simplicity
Some famous Brand personalities
• Pepsi- Brand Personality:-

Pepsi built youth, spontaneity and irreverence as key elements of the brand personality. Sachin
was shown smashing a windscreen and Azhar swiping a Pepsi. Coke has still a define a
personality for itself.

• MRF Tyres:-
Up market, sporty, powerful.
Cellular Phone Personality:-

• Nokia:-
The charming European, a widely travelled global citizen with a sense of humor, practical
technology likes to interact with the people, and explore what they expect, and fulfill those
expectations.
• Motorola:-
The live – wire America executives. Powerful as well as resourceful. He believes in hard sell.
Command over technology.
3.2 Brand Awareness
Brand awareness is the probability that consumers are familiar about the life and availability of the
product. It is the degree to which consumers precisely associate the brand with the specific product. It
is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes
both brand recognition as well as brand recall. Brand recognition is the ability of consumer to
recognize prior knowledge of brand when they are asked questions about that brand or when they are
shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being
earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his
memory when given the product class/category, needs satisfied by that category or buying scenario
as a signal. In other words, it refers that consumers should correctly recover brand from the memory
when given a clue or he can recall the specific brand when the product category is mentioned. It is
generally easier to recognize a brand rather than recall it from the memory.

Brand awareness is improved to the extent to which brand names are selected that is simple
and easy to pronounce or spell; known and expressive; and unique as well as distinct. For
instance - Coca Cola has come to be known as Coke.
There are two types of brand awareness:
 Aided awareness- This means that on mentioning the product category, the customers
recognize your brand from the lists of brands shown.
 Top of mind awareness (Immediate brand recall)- This means that on mentioning the
product category, the first brand that customer recalls from his mind is your brand.
The relative importance of brand recall and recognition will rely on the degree to which
consumers make product-related decisions with the brand present or not. For instance - In a
store, brand recognition is more crucial as the brand will be physically present. In a scenario
where brands are not physically present, brand recall is more significant (as in case of services
and online brands).
Building brand awareness is essential for building brand equity. It includes use of various
renowned channels of promotion such as advertising, word of mouth publicity, social media like
blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create
reliable brand image, slogans and taglines. The brand message to be communicated should
also be consistent. Strong brand awareness leads to high sales and high market share. Brand
awareness can be regarded as a means through which consumers become acquainted and
familiar with a brand and recognize that brand.

3.3 Brand Loyalty
Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from
another brand which he does not trust. It is measured through methods like word of mouth publicity,
repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc. Brand loyalty is
the extent to which a consumer constantly buys the same brand within a product category. The
consumers remain loyal to a specific brand as long as it is available. They do not buy from other
suppliers within the product category. Brand loyalty exists when the consumer feels that the brand
consists of right product characteristics and quality at right price. Even if the other brands are available
at cheaper price or superior quality, the brand loyal consumer will stick to his brand.
Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead to less
marketing expenditure because the brand loyal customers promote the brand positively. Also, it acts
as a means of launching and introducing more products that are targeted at same customers at less
expenditure. It also restrains new competitors in the market. Brand loyalty is a key component of
brand equity.
Brand loyalty can be developed through various measures such as quick service, ensuring
quality products, continuous improvement, wide distribution network, etc. When consumers are
brand loyal they love “you” for being “you”, and they will minutely consider any other alternative
brand as a replacement. Examples of brand loyalty can be seen in US where true Apple
customers have the brand's logo tattooed onto their bodies. Similarly in Finland, Nokia
customers remained loyal to Nokia because they admired the design of the handsets or
because of user- friendly menu system used by Nokia phones.
Brand loyalty can be defined as relative possibility of customer shifting to another brand
in case there is a change in product’s features, price or quality. As brand loyalty increases,
customers will respond less to competitive moves and actions. Brand loyal customers remain
committed to the brand, are willing to pay higher price for that brand, and will promote their
brand always. A company having brand loyal customers will have greater sales, less marketing
and advertising costs, and best pricing. This is because the brand loyal customers are less

reluctant to shift to other brands, respond less to price changes and self- promote the brand as
they perceive that their brand have unique value which is not provided by other competitive
brands.
Brand loyalty is always developed post purchase. To develop brand loyalty, an organization
should know their niche market, target them, support their product, ensure easy access of their
product, provide customer satisfaction, bring constant innovation in their product and offer
schemes on their product so as to ensure that customers repeatedly purchase the product.
If a strong brand identity is communicated effectively and positioned positively in the mind of the
customers, the theory is that they will recognize the brand as being "for them" and will become
loyal to it. This does not mean, however, that they will never buy any competitor brand again.
Andrew Ehrenberg's work on brand loyalty (10) showed that customers tend to use "repertoires"
of brands rather than single brands, and that the specific brand they buy on any one occasion
will depend on other factors such as availability, special price offers, recent advertising
campaigns, point of sale factors.
It is also worth noting that brand loyalty is more prevalent for some products than others -
cigarettes and newspapers are obvious examples, whereas for products such as car insurance
or petrol, customers will tend to be much more promiscuous, shopping around for the best deal.
Again, however, some customer groups are more likely to be brand loyal than others.
Perversely, more highly educated and affluent groups are less likely to be willing to pay a price
premium for branded products: they know that the own label equivalents perform just as well.
It can be considered as conscious or unconscious decision of consumers that is reflected in his

expressed intent or behavior to purchase and repurchase it on a continuous basis.
Consumer loyalty towards a brand can be attributed to his perception about the brand that it
provides the right mix of features and quality.
Behavioral scientists argue that brand loyalty occurs because of reinforcement.

Cognitive scientist states that brand loyalty is a problem solving behavior. It is aspects of
marketers.
Brand loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing,
brand loyalty consists of a consumer’s commitment to purchase the brand and can be
demonstrated by repeated buying of a product or service or other positive behaviors such as
word of mouth advocacy.
True brand loyalty implies that the consumer is willing, at least on occasion, to put aside their
own desires in the interest of the brand.
Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand
due to situational constraints, a lack of viable alternatives, or out of convenience.
Such loyalty is referred to as "spurious loyalty".

True brand loyalty exists when customers have a higher relative attitude toward the brand
which is then exhibited through repurchase behavior.
This type of loyalty can be a great asset to the firm: customers are willing to pay higher prices,
they may cost less to serve, and can bring new customers to the firm.
For example, if Joe has brand loyalty to company A he will purchase Company A's products
even if Company B's are cheaper and/or of a higher quality. Philip Kotler, again, defines four
patterns of behavior:
Hard Core Loyal - who buy the brand all the time.
Soft Core Loyal - loyal to two or three brands.
Shifting Loyal - moving from one brand to another.
Switchers -with no loyalty they are switching their brand constantly.

3.4 Brand Association
Brand Associations are not benefits, but are images and symbols associated with a brand or a brand
benefit. For example- The Nike Swoosh, Nokia sound, Film Stars as with “Lux”, signature tune Ting-
ting-ta-ding with Britannia, Blue colour with Pepsi, etc. Associations are not “reasons-to-buy” but provide
acquaintance and differentiation that’s not replicable. It is relating perceived qualities of a brand to a
known entity. For instance- Hyatt Hotel is associated with luxury and comfort; BMW is associated with
sophistication, fun driving, and superior engineering. Most popular brand associations are with the
owners of brand, such as - Bill Gates and Microsoft, Reliance and Dhirubhai Ambani.
Brand association is anything which is deep seated in customer’s mind about the brand. Brand
should be associated with something positive so that the customers relate your brand to being positive.
Brand associations are the attributes of brand which come into consumers mind when the brand is
talked about. It is related with the implicit and explicit meanings which a consumer relates/associates
with a specific brand name. Brand association can also be defined as the degree to which a specific
product/service is recognized within it’s
product/service class/category. While choosing a brand name, it is essential that the name chosen
should reinforce an important attribute or benefit association that forms it’s product positioning. For
instance - Power book.
Brand associations are formed on the following basis:

1.Customers contact with the organization and it’s employees;
2.Advertisements;
3.Word of mouth publicity;
4.Price at which the brand is sold;
5.Celebrity/big entity association;
6.Quality of the product;
7.Products and schemes offered by competitors;

8.Product class/category to which the brand belongs;
9.POP ( Point of purchase) displays; etc
Positive brand associations are developed if the product which the brand depicts is durable,
marketable and desirable. The customers must be persuaded that the brand possess the
features and attributes satisfying their needs. This will lead to customers having a positive
impression about the product. Positive brand association helps an organization to gain goodwill,
and obstructs the competitor’s entry into the market.
Brand Promise- Our brand is a promise of what we deliver
Brand evokes the responses. There are many people who love their Apple iPod or love their car etc.
There are certain feelings that come to your mind when you think about your favorite brands.
People expect that these brands should demonstrate brand promises every time whenever they are,
encountered. Inconsistencies in the performance of services can lead to damage in further relations.
This can cause a customer to select some other brand.
Brand promise is what you say to the customer and what is to be delivered. If you are not able
to meet the expectations of the customer, your business will either flounder or die. If you are not
able to deliver the brand promise you will not be able to meet the expectations that have been
created in the customers mind.
There are three major mistakes that the business leaders make while
executing and developing the brand promise:
1.The first mistake is when you refuse to recognize the customer expectations that are created
in customers mind before it comes in contact with that particular brand. The customers are very
easily able to realize your brand promise by the business you are dealing with. For example, if you
have a gourmet restaurant then the customers will have a image in their mind that it will different
from the local restaurant. This is one of the major reason, why one should work for every smallest
detail. For example, the image of a gourmet restaurant does not include plastic menus or paper

placemats.
2.The second major mistake is to implement a system which gives a negative experience to
the customer. Business leaders work on creating efficient results for saving time and money.
Human beings are self-centered creatures with a thought in their mind to save money and time for
us. For example, a customers asks do you accept credit card? Do you accept all credit cards or
only master card and visa? If you don’t accept these cards, does it make any difference in the
cost? Its just that you are losing sales. Then what are the other services you are giving to the
customer in place which is the attraction for the customers. Any small inconvenience which will
force the customer to say that “you are not completely service oriented” and encourages the
customer to some other brand.
3.The third major mistake is that when you are not able to hire the best candidate. You easily
hire anyone who applies and don’t even put some efforts to train them gives a really terrible
experience to the customers. Brand promises are delivered by the staff. If your goal is to be a
business leader you will invest time to train the staff. If you select a person who is very polite and
does not even know how to dress up for an interview then you competition should send a thank you
card for all the business you will send his way.
4.People who want to become the business leader understand they are a great product
brands. They are authentic, dependable and reliable. Their icon is their name. Delivering the
best of themselves is their brand promise. Do you want to become winner at working? Then,
deliver the brand promise.

Steps in Building a Brand Product or Service:
1. At times, organizations are often inspired by a variety of ideas to create products and services
which can be offered locally or globally. Generally, such products or services require the
establishment of a brand or company name. Often these brands include both logo and lettering
and can do a long way in advertising such products or services. Therefore, one of the most
important steps in building a Brand is decide upon a brand name for the product or service one
wishes to sell.
2. Branding is a process that allows an individual or a group of individuals the ability to

provide a brand image and lettering to an idea. Upon doing so, one has a better chance of
selling such items to a broader audience whether that be on a local or global level. Therefore,
while the old adage “nothing happens until somebody sells something,” still stands true to some
extent, at times almost seems as if the process of advertising and branding has overtaken the
desire to sell.
3. Although branding generally identifies the company and philosophies behind same, it
can also be representative of those working for such a company. This is a good thing as
it generates the right type of audience to the product or service being sold based on
personal relationships with those running the company. Therefore, benefiting both the
organizations selling the branded product or service and the dealers buying same.
4. One of the most important steps in selling any product or service is the belief one holds
in relation to the item. Therefore, only those who strongly believe in the products and
services offered by the company are going to be good at selling same. Otherwise, one
may want to work from an advertising or graphic artist perspective in relation to
advertising rather than sales when it comes to time to market same.
5. Another step is to build a brand that maintains loyalty with its customer base and has a
strong customer service department. For, having such a department in today's world
where one is both experienced and knowledgeable when it comes to helping others can
be a rare find. So, companies who represent oneself has having a strong customer base
and even stronger customer service department are often more successful than those
who do not.
6. A very important step in marketing a brand is to identify the target audience before
creating the logo and lettering in relation to marketing. This is because different age
groups react differently to a variety of logo and lettering especially as so much is
misrepresented by a variety of gangs and others using such material inappropriately.
Therefore, if one can define the brand name, logo and lettering and present same to a
marketing research review panel or the like, one may be able to gain a better
understanding of which audience one needs to direct their product or service to in order
to create the most sales.
7. Still, if one can communicate the use of their product or service clearly, establish trust
within the community, be that locally or globally, aim marketing at the right audience,
build a base of buyers and customer loyalty and offer great customer service, then one is
on their way to not only creating and advertising an excellent brand but selling one as
well.
8. Therefore, when looking for steps in building a brand, there are many steps which one
can complete to help make the creation of such brand an easier task. These include,
knowing your audience, building your brand, finding a great logo and lettering to
represent same, targeting the appropriate audience and placing a number of ads in as
many online and offline advertising venues one can find. For, after doing so, one may
just find that they are selling even more products and services than one had ever
dreamed possible.

3.5 Brand Equity :
Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined
as the differential impact of brand knowledge on consumers response to the Brand
Marketing. Brand Equity exists as a function of consumer choice in the market place. The
concept of Brand Equity comes into existence when consumer makes a choice of a product or a
service. It occurs when the consumer is familiar with the brand and holds some favourable
positive strong and distinctive brand associations in the memory.
Despite the threats to brands in the new millennium, strong brands can be important assets to
companies and organizations. During the eighties, the concept of brand equity emerged as a
way of describing the sum of those assets. A organization’s brand equity needs to be nurtured
and defended, and can be measured both internally and externally.
David Aaker, in Building Strong Brands , defines brand equity as consisting of four asset
categories:
1. brand awareness.
2. brand loyalty.
3. perceived quality.
4. brand associations.
Systems for measuring brand equity have been developed by a number of sources, including
Aaker. The organization Inter brand tracks leading brands on a number of variables including
sales, market growth, how international they are, how well protected they are in law, etc.
Whichever system is adopted, it is clearly useful to measure the strength of your own
organization’s brand and track it against that of competitor brands. Brand equity could form part
of a broader evaluation of the strategic health of an organization.
Brand Equity is the value and strength of the Brand that decides its worth. It can also be defined
as the differential impact of brand knowledge on consumers response to the Brand
Marketing. Brand Equity exists as a function of consumer choice in the market place. The
concept of Brand Equity comes into existence when consumer makes a choice of a product or a
service. It occurs when the consumer is familiar with the brand and holds some favourable
positive strong and distinctive brand associations in the memory.
Brand Equity can be determined by measuring:
Returns to the Share-Holders.
Evaluating the Brand Image for various parameters that are considered significant.
Evaluating the Brand’s earning potential in long run.
By evaluating the increased volume of sales created by the brand compared to other brands in
the same class.
The price premium charged by the brand over non-branded products.
From the prices of the shares that an organization commands in the market (specifically if the
brand name is identical to the corporate name or the consumers can easily co-relate the
performance of all the individual brands of the organization with the organizational financial
performance.
OR, An amalgamation of all the above methods.
Factors contributing to Brand Equity:

1. Brand Awareness
2. Brand Associations
3. Brand Loyalty
4. Perceived Quality: refers to the customer’s perception about the total quality of the
brand. While evaluating quality the customer takes into account the brands performance
on factors that are significant to him and makes a relative analysis about the brand’s
quality by evaluating the competitors brands also. Thus quality is a perceptual factor and
the consumer analysis about quality varies. Higher perceived quality might be used
for brand positioning. Perceived quality affect the pricing decisions of the organizations.
Superior quality products can be charged a price premium. Perceived quality gives the
customers a reason to buy the product. It also captures the channel member’s interest.
For instance - American Express.
5. Other Proprietary Brand Assets: Patents, Trademarks and Channel Inter-relations are
proprietary assets. These assets prevent competitors attack on the organization. They
also help in maintaining customer loyalty as well as organization’s competitive
advantage.
Brand Equity & Customer Equity
Brand Equity is defined as value and strength of the Brand that decides its worth whereas
Customer Equity is defined in terms of lifetime values of all customers.
Brand Equity and Customer Equity have two things in common-
1. Both stress on significance of customer loyalty to the brand
2. Both stress upon the face that value is created by having as many customers as possible
paying as high price as possible.
But conceptually both brand equity and customer equity differ.

1. While customer equity puts too much emphasis on lower line financial value got from the
customers, brand equity attempts to put more emphasis on strategic issues in managing
brands.
2. Customer Equity is less narrow alternative. It can overlook a brands optional value and their
capacity effect revenues and cost beyond the present marketing environment.
3. Just as customer equity can persist without brand equity, brand equity may also exist without
customer equity. For instance I may have positive attitude towards brands - McDonald and
Burger King, but I may only purchase from McDonald’s brand consistently.
To conclude, we can say brands do not exist without consumer and consumer do not exist
without brands. Brands serve as a temptation that utilizes other intermediaries to lure the
customers from whom value is extracted. Customers serve as a profit-medium for brands to
encash their brand value. Both the concepts are highly co-related.
3.6 Brand Chartering
A more recent development is that of brand chartering, a process by which organization’s

undertake a tough internal audit to charter the underlying strength of their brands on a regular
basis. This differs from measuring brand equity in that it probes the organization behind the
brand, rather than the strength of the brand in the marketplace. In The Brand Chartering
Handbook Chris Macrae suggests asking questions "which probe the depth and breadth of the
organizational and strategic strengths that can be interwoven in a vital corporate branding
structure" such as:
Is there a common interpretation of the brand's essential meaning throughout the organization?

What core competences does this brand represent?
Would your people be proud to be called manifestations of your brand?
Macrae cautions against linking a brand too closely to one product or technical platform,
building on the concept of core competences put forward in Hamel and Prahalad's
book Competing for the Future
3.7 Brand Extension
Brand Extension is the use of an established brand name in new product categories. This new
category to which the brand is extended can be related or unrelated to the existing product categories.
A renowned/successful brand helps an organization to launch products in new categories more easily.
For instance, Nike’s brand core product is shoes. But it is now extended to sunglasses, soccer balls,
basketballs, and golf equipments. An existing brand that gives rise to a brand extension is referred to
as parent brand. If the customers of the new business have values and aspirations
synchronizing/matching those of the core business, and if these values and aspirations are embodied
in the brand, it is likely to be accepted by customers in the new business.
"Stretching" the brand into new areas often seems like the most obvious next step for a successful
brand. If a brand is an asset, then organization’s will reasonably try to gain as much "leverage" from
that asset as possible, and brand leverage has been an important phenomenon in brand management
in the eighties and nineties. If a customer identifies closely enough with a brand, then they might
reasonably be expected to buy a different (but related) product if it bears the same label. The risk of
trying out a new product is reduced by the familiarity and promise held out by the old, "friendly" brand.
However, great care must be taken in extending existing brands. At best, the existing brand may add
no value in the new area : at worst, the existing brand may be damaged if the new product performs

less well, or diluted, if the new product does not fit well with the brand image in the eyes of the
customer. The existing product may be repositioned by accident and the result will be confusion.
David Arnold (9) suggests that the following tests should be applied, and quotes the following
examples:
Is the brand essence still applicable? For example, Marlboro could launch a pipe tobacco, which at
first sight might seem close to its existing product, but in fact would be completely at odds with the
brand essence (whereas Formula 1 racing cars are not).
Is the brand property transferable? For example, a strawberry version of the fruit drink Ribena was not
very successful, since a key brand property of Ribena is its blackcurrant flavour and colour (high in
vitamin C and good for children).
Brands may be extended into completely different areas, however, if the brand essence remains intact
and the key brand attributes are still relevant: for example, Marks & Spencer may offer financial
services products, but they should be safe and conservative, in keeping with its brand image.
Extending a brand outside its core product category can be beneficial in a sense that it helps
evaluating product category opportunities, identifies resource requirements, lowers risk, and measures
brand’s relevance and appeal.
Brand extension may be successful or unsuccessful.
Instances where brand extension has been a success are-
 Wipro which was originally into computers has extended into shampoo, powder, and
soap.
 Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of
chocolate.

Instances where brand extension has been a failure are-
In case of new Coke, Coca Cola has forgotten what the core brand was meant to stand for. It
thought that taste was the only factor that consumer cared about. It was wrong. The time and
money spent on research on new Coca Cola could not evaluate the deep emotional attachment
to the original Coca- Cola.
Rasna Ltd. - Is among the famous soft drink companies in India. But when it tried to move away
from its niche, it hasn’t had much success. When it experimented with fizzy fruit
drink “Oranjolt”, the brand bombed even before it could take off. Oranjolt was a fruit drink in
which carbonates were used as preservative. It didn’t work out because it was out of
synchronization with retail practices. Oranjolt need to be refrigerated and it also faced quality
problems. It has a shelf life of three-four weeks, while other soft- drinks assured life of five
months.
Advantages of Brand Extension

Brand Extension has following advantages:
It makes acceptance of new product easy.
1. It increases brand image.

2. The risk perceived by the customers reduces.
3. 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.
4. 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.
5. Cost of developing new brand is saved.
6. Consumers can now seek for a variety.
7. There are packaging and labeling efficiencies.

8. The expense of introductory and follow up marketing programs is reduced.
There are feedback benefits to the parent brand and the organization.
1. The image of parent brand is enhanced.

2. It revives the brand.
3. It allows subsequent extension.
4. Brand meaning is clarified.
5. It increases market coverage as it brings new customers into brand franchise.
6. Customers associate original/core brand to new product, hence they also have quality
associations.
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.

3.8 CO BRANDING
Co-branding:
Co-branding is the utilization of two or more brands to name a new product. The ingredient
brands help each other to achieve their aims. The overall synchronization between the brand
pair and the new product has to be kept in mind. Example of co-branding - Citibank co-branded
with MTV to launch a co-branded debit card. This card is beneficial to customers who can avail
benefits at specific outlets called MTV Citibank club.
Types of Co-branding
Co-branding is of two types:
Ingredient co-branding and Composite co-branding.
1.Ingredient co-branding implies using a renowned brand as an element in the production of

another renowned brand. This deals with creation of brand equity for materials and parts that
are contained within other products. The ingredient/constituent brand is subordinate to the
primary brand. For instance - Dell computers has co-branding strategy with Intel processors.
The brands which are ingredients are usually the company’s biggest buyers or present
suppliers. The ingredient brand should be unique. It should either be a major brand or should
be protected by a patent. Ingredient co-branding leads to better quality products, superior
promotions, more access to distribution channel and greater profits. The seller of ingredient
brand enjoys long-term customer relations. The brand manufacture can benefit by having a
competitive advantage and the retailer can benefit by enjoying a promotional help from
ingredient brand.
2.Composite co-branding refers to use of two renowned brand names in a way that they can
collectively offer a distinct product/ service that could not be possible individually. The success
of composite branding depends upon the favorability of the ingredient brands and also upon the
extent on complementarities between them.

Advantages and Disadvantages of Co-branding
1. Co-branding has various advantages, such as - risk-sharing, generation of royalty
income, more sales income, greater customer trust on the product, wide scope due to
joint advertising, technological benefits, better product image by association with another
renowned brand, and greater access to new sources of finance.
2. But co-branding is not free from limitations. Co-branding may fail when the two products
have different market and are entirely different. If there is difference in visions and
missions of the two companies, then also composite branding may fail. Co-branding may
affect partner brands in adverse manner. If the customers associate any adverse
experience with a constituent brand, then it may damage the total brand equity.
Communicating the brand
Once a brand identity has been chosen, the process of positioning can begin. Communicating a brand
successfully so that the customer positions it positively means paying attention to all the elements which
may influence the customer's perception. This includes, but should not be limited to, all the traditional
elements of the marketing mix:
1. The product or service behind the brand, together with its packaging, design, logo etc.
2. The price, including any discounts or bundling.
3. The place, i.e. where and how the brand is distributed.
4. The promotional package, including all types of advertising, both above and below the
line, PR activities, sponsorship etc.
Communicating brands today means paying attention to factors outside the traditional
marketing mix which can influence a customer's perception of a brand. These may include an
organization’s staff policies, for example, the type of people it employs, the charities or
community activities it supports, the look and feel of its headquarters, the personality of its CEO
- anything, in fact, which the customer may see as a tangible manifestation of the brand. A good
example of communicating a brand using all the elements (except mass media advertising) to
create a consistent picture is the Body Shop - all the more remarkable because it is a franchise
operation, which makes the various elements more difficult to control.
Recent literature has stressed the inadequacy of relying on mass advertising to communicate a
brand (8). It is argued that the cost of advertising in mass media is increasing, but that it is too
poorly targeted for today's increasingly fragmented markets. Direct marketing, database
marketing and building relationships, both with customers and within the organization, are the
key to communicating brands successfully. Promotions such as money off vouchers should aim
to encourage repeat purchase or to build the relationship with the customer in other ways, not
just to stimulate trial. Manufacturers of nappies, and baby foods, for example, send free
samples of appropriate products to new mothers as the baby progresses. The mailings include
money off vouchers for small amounts to be used one at a time with a single purchase, thus
encouraging repeat buying behaviour. They also sponsor advice booklets and nutrition experts
to speak to mother and baby groups - all building the relationship with the customer.
A number of factors - the increasing cost and reduced effectiveness of mass media advertising,
the emergence of new media, and the emphasis on relationship and database marketing - have
led to the phenomenon of interactive brand communication. Many organization’s will include
free telephone numbers or " care lines" in their brand communications, as a way of eliciting
feedback (not just complaints) from customers. The increase of loyalty cards and clubs is
another aspect of this trend - and both help to give the brand a more human face.
3.9 Brand Leverage:-
When marketers leverage on brand equity by using the existing brand name for new products, it
can be termed as Brand leverage.
Marketers resort to this method so that consumers will perceive the new brand as having some
of the characteristics of the existing brand.

For example, Lux used its brand name to move into the liquid soap and shampoo market.
Godrej Fair glow soap brand was extended to its fairness cream.
For example, the manufacturer of Mr. Coffee, coffee makers used its brand name strength to
launch Mr. Coffee brand coffee.
While coffee machines and coffee beans are in different product categories, there is a strong
enough correlation between the two items that the brand name has a powerful impact on
consumers of both categories.
Brand leveraging communicates valuable product information to consumers about new
products.
Consumers enter retail outlets equipped with pre-existing knowledge of a brand’s level of
quality and consistently relate this knowledge to new products carrying the familiar brand.
Generally, consumers maintain a consistent brand perception until disappointed – creating a
risky advantage for established brands.
Additional advantages of brand leveraging include:
•More products mean greater shelf space for the brand and more opportunities to make sale.
•The cost of introducing a brand leveraged product is less than introducing an independently
new product due to a much smaller investment in brand development and advertising
designed to gain brand recognition.
•A full line permits coordination of product offerings, such as bagels and cream, cheese, potato
chips and ranch dip, peanut butter and jelly, etc.
•A greater number of products increase efficiency of manufacturing facilities and raw materials.

A brand leveraging strategy will not work in every situation.
A brand leveraging strategy can be extremely successful and profitable if it is correctly

implemented and provides new products with the right image.
There are important questions that should be considered in order to make the best decision for
your brand:
•Does the new product fit into the established product family?
•Does the brand have attributes or features that easily and effectively carry into new
categories?
•Is the brand name strengthened or diluted by representing two (or more) differentiated
products?
•Does your company have facilities necessary to manufacture and distribute a new and
differentiated product?
•Will sales of the new product cover the cost of product development and marketing?
3.10 Brand Sponsorship:-
It is form of publicity, which is done by supporting and linking the organization name with a
particular event most commonly, sporting events or an activity that involves a large public
gathering. Sponsorship of major events it’s a great opportunity for companies to gain publicity.

The company should be cleared about the benefit it is trying to derive out of sponsoring a
particular event.
First, creating awareness of the brand during the event and developing association and
relationship with the brand.
Second, from the option available the firm should choose the event that will help to achieve its
sponsoring objective.
Third, brand easily gets associated with the event.
Fourth, it is better to have long term relationship with the event rather the sponsor a new event
every time.
For examples, ‘Coca-Cola’ is one of the top global sponsors of sport. The rationale for
sponsoring international and local sporting events is that it is “a natural fit”.
By matching the brand with world standard event ‘Coca- Cola’ benefits from the exposure and
the associations made between it and the event being sponsored.
Equally by ensuring that local events are sponsored the brand is exposed exclusively to a local
market and will thus be seen as a local brand.

Coca-Cola' meets its sponsorship objectives:-
•To connect with teens in an interesting and fun way.
•To create unforgettable teen moments linked to 'Coca-Cola'.
•To communicate the dynamic and leading attributes of the brand.
•To be seen as a national sponsor at a local level and global sponsor on an international level.

CHAPTER 4

4.1 BRAND AS A TOOL OF MARKETING
Brand development
Effective brand development is merely impossible to execute in house because it is difficult to
be dispassionate and objective when evaluating the state of your business.
As a result companies often make a the mistake of confusing the business of their business
with the business of their brand.
Strategically speaking, the business of your business is what you make and /or sell. All to often
we describe are brand by what we do and these obscures are marketing opposition and brand
strategies.
This is the reasoning behind the many companies with a marketing position and/ or brand
identity that is merely a reflection category benefits, showing almost no differentiation.
This brand marketing simply defines the offering or presents a banal chain that is neither
important nor believable in the eyes of the target audience.
Your responsibility :
1. There a few important responsibilities in defining the business of your business, and this
are vastly different from the brand strategies that arises from the business of your brand.
2. Your product must perform according to the standards set by the markets.
3. For example , If you are selling soap powder, your product need to clean clothing, has a
pleasant fragrance, and be competitively priced.
4. If needs to be constant in quality and value (consistency), and it need to perform a

function.

5. You are also selling your brand identity and must preserve that brand identity with great
care, consistently delivering the value your corporate identity promises. Here many
companies brand development companies as well get confused.
6. Your logo, mark, theme line, and ‘look and feel’ are part of your corporate identity, not
your brand identity.
7. Marks and equities are all about the recognition of you and your company. They are how
the customer remembers you.
8. These values are about processes, operations and ingenuity.
What your customers buy?

If you were able to take a dispassionate look at your customers and see them not as you
imagine them or idealize them, but rather as they are, you would see the beginnings of brand
strategies.
Purchasing decisions are all about positioning, meaning and integrity.
How customers choose?

How then does the consumers decide they want (preference) and what price they are willing to
pay for that brand (margins)
Considering that almost all products sell commodity benefits, what could possibly be
left?
What is left is brand.
Brand identity strategy begins with a clear understanding of your target audience and this does
not stop at a simple usage and attitudinal study.

4.2 ONLINE BRAND MANAGEMENT
1.Companies are embracing brand reputation management as a strategic imperative and are
increasingly turning to online monitoring in their efforts to prevent their public image from
becoming tarnished.
2.Online brand reputation protection can mean monitoring for them is appropriation of a
brand trademark by fraudsters intent on confusing consumers for monetary gain.
3.It can also mean monitoring for less malicious, although perhaps equally damaging,
infractions, such as the unauthorized use of a brand logo or even for negative brand information
(and misinformation) from online consumers that appears in online communities and
other social media platforms.
4.The red flag can be something as benign as a blog rant about a bad hotel experience or an
electronic gadget that functions below expectations.
Online Brand Management Strategies :

This site is devoted to helping branding managers with their online branding management
efforts. Here is a breakdown of what you’ll learn about . . .
1.How to Monitor Your Brand Online

There are many free ways to monitor what people are saying about your brand online.
And there are plenty of free web analytic tools available to help you analyze the data.
Learn how to track what people are saying about your brand and/or products online with these
online brand monitoring strategies.

2.How to Protect Your Brand Online
Online Brand Managers need to know how to protect their brand within search results.
And they need to know when and how to respond appropriately.
Find out everything you should know about online brand protection strategies and best
practices for online reputation management.
3.Social Media Management Strategies

As you know, a vast majority of web users in the United States receive advice and information
about various brands and products by tapping into their online social networks.
Learn how companies are using social networking to improve their brand’s image — and
find out about best practices for social media management.
4.Search Engine Optimization Tips for Brand Managers

Search Engine Optimization (SEO) is an important strategy used by professional online brand
managers.
The more optimized branded content online, the less chance that other websites will show up
for the keyword phrases that are important to you. Learn the nuts and bolts of search engine
optimization.
The simple way to find out what people are saying about your brand is to simply create a
Google Alert so that you’ll get an email any time your brand name is mentioned.
However, Google Alerts are limited – and aren’t designed to be an online brand management
tool. That’s why you need to use a variety of online tools to find out what people are saying.

4.3 FACTORS IMPORTANT IN BUILDING BRAND VALUE :
Professor David Jobber identifies seven main factors in building successful brands, as
illustrated in the diagram below:
Quality
1. Quality is a vital ingredient of a good brand. Remember the “core benefits” – the things
consumers expect.
2. These must be delivered well, consistently. The branded washing machine that leaks, or
the training shoe that often falls apart when wet will never develop brand equity.
3. Research confirms that, statistically, higher quality brands achieve a higher market share
and higher profitability that their inferior competitors.

Positioning
1. Positioning is about the position a brand occupies in a market in the minds of
consumers.
2. Strong brands have a clear, often unique position in the target market.
3. Positioning can be achieved through several means, including brand name, image,
service standards, product guarantees, packaging and the way in which it is delivered.
4. In fact, successful positioning usually requires a combination of these things.
Repositioning
1. Repositioning occurs when a brand tries to change its market position to reflect a change
in consumer’s tastes.
2. This is often required when a brand has become tired, perhaps because its original
market has matured or has gone into decline.
3. The repositioning of the Lucozade brand from a sweet drink for children to a leading
sports drink is one example.
4. Another would be the changing styles of entertainers with above-average longevity such
as Kylie Minogue and Cliff Richard.
Communications
1. Communications also play a key role in building a successful brand.
2. We suggested that brand positioning is essentially about customer perceptions – with

the objective to build a clearly defined position in the minds of the target audience.

3. All elements of the promotional mix need to be used to develop and sustain customer
perceptions.
4. Initially, the challenge is to build awareness, then to develop the brand personality and
reinforce the perception.
First-mover advantage
1. Business strategists often talk about first-mover advantage.
2. In terms of brand development, by “first-mover” they mean that it is possible for the first
successful brand in a market to create a clear positioning in the minds of target
customers before the competition enters the market.
3. There is plenty of evidence to support this.
4. Think of some leading consumer product brands like Gillette, Coca Cola and Sellotape
that, in many ways, defined the markets they operate in and continue to lead.
5. However, being first into a market does not necessarily guarantee long-term success.
6. Competitors – drawn to the high growth and profit potential demonstrated by the “market-
mover” – will enter the market and copy the best elements of the leader’s brand (a good
example is the way that Body Shop developed the “ethical” personal care market but
were soon facing stiff competition from the major high street cosmetics retailers.
Long-term perspective
1. This leads onto another important factor in brand-building: the need to invest in the brand
over the long-term.

2. Building customer awareness, communicating the brand’s message and creating
customer loyalty takes time.
3. This means that management must “invest” in a brand, perhaps at the expense of short-
term profitability.
Internal marketing
1. Finally, management should ensure that the brand is marketed “internally” as well as
externally.
2. By this we mean that the whole business should understand the brand values and
positioning.
3. This is particularly important in service businesses where a critical part of the brand
value is the type and quality of service that a customer receives.
4. Think of the brands that you value in the restaurant, hotel and retail sectors.
5. It is likely that your favorite brands invest heavily in staff training so that the face-to-face
contact that you have with the brand helps secure your loyalty.
4.4 DIGITAL BRAND ENGAGEMENT
1. Due to the way the Internet is fast evolving, especially through the social web and
social media, there is now a plethora of digital channels which can be used to hold a
dialogue between a Brand and a Consumer, or groups of consumers.

2. Digital brand engagement is brand engagement with a key focus on communication via
the web. The clue train manifesto written by four visionaries in 1999 (which is now a
very long time ago) predicted the
3. Internet would evolve to a point where the consumer holds the "power" and no longer
could the corporate world continue to communicate to their markets (the people they
wish to interact with)in a push marketing or broadcast manner. How right they were.
4. The Internet has evolved and people/consumers can now be very selective about which
brands they choose to interact with; and have the ability to communicate their thoughts
and feelings globally.
5. Such mediums on the social web including blogs, micro-blogs, forums, social network,
groups within social networks, book marking sites, imagery and video sites can all be
utilized by consumers; and they are doing just this in their thousands.
6. Brands can take notice of what is being said about them, their product or service by
monitoring conversations taking place outside of their own website, through "buzz
monitoring" tools and there are a number of tools to choose from.
7. The value of the information provided is proportional to the time and expertise dedicated
to configuring and analyzing the data provided.
8. This value can be increased further when the buzz monitoring data is correlated with
onsite web analytics data. It's important to listen and observe the buzz, and analyze its
impact prior to engaging.
The key elements to consider when listening and observing, before formulating a digital
engagement strategy, are:

People/Consumer Who are they? What are What How do
their values? Motivates t h e y behave?
them?
Location Where are they? Are they just Are they a Or are they
an Observer? Participant? active
contributor?
Influence Reach Authority Volume Sentiment -
of conversation? of dialogue and amount (positive,
and site? of buzz? negative
,neutral)?
Brand Are they inquisitive Are they Are they Are they brand
Association and looking about to loyal brand opponents?

for info? commit to the advocates?
Brand?
 Once you have an overview of what the current brand/consumer situation is online, you
are far better informed to create an engagement strategy.
 The information above will provide a "Factual" position as it is based upon what people
are actually doing and saying.
 There is another level of research that can be carried out which adds a "Predictive"
element. I.e. undertake some consumer testing prior to implementing and engagement
approach.

 Typically, and traditionally this is carried out in a conscious level manner of research,
such as focus groups, surveys and interviews.
 However, it is becoming recognized that conscious level research on its own can be
flawed, as it is based upon the assumption that people are prepared to and are able to
articulate what they are think on all levels.
 Therefore a combination of research at the conscious and unconscious level is

recommended.
 Having obtained meaningful and valuable information from all there search and analysis,
the time should now be right to start formulating the digital engagement strategy.
 The other key area to consider is full integration with "offline" brand
engagement/marketing strategy.
 To maximize the returns, these need to be full synchronized and complementary.
 Typically, offline marketing can be used to drive online interaction.
 Encouraging people to communicate with the brand

People/Co Create Understand Outline Create content
nsumer virtual why they need what that has a value

representati your brand aspects of to each group
ve the brand
consumer gr appeal to
oups them
Location Be present Be visible and Provide Engage with
and offer free a platform/ them observing
available in information mechanism the right etiquette
the relevant for
online areas interaction
Influence Priorities the Stimulate Provide Address negative
key inter consumer status and comments by
influences dialogue recognition helping
for influenc
ers
Maximize Encourage Reward Reduce brand
Brand your advoca inter consumer your advoc opponency

cy into dialogue to ates where possible
Associatio
creating minimize risk and people
n
interest of commitment loyal to
your brand

“EXAMPLES OF MANAGING BRANDS BY SAMSIKA ACADEMY OF BRAND
MANAGEMENT”
•CREATION OF THE LARGEST FOODSTORE CHAIN IN INDIA THROUGH FRANCHISING

STRATEGY & REPOSITIONING OF THE MONGINIS CAKES
Samsika's challenge was to extend the brand and reposition it in India.

Its advice was to focus mainly on cakes and go for an aggressive growth strategy. Samsika
chose the franchising route and evolved a comprehensive marketing strategy including the
launch, pricing, ad agency selection and sales &distribution.

Monginis was given a customer orientation and positive perception management. A strong
campaign was supported by periodic promotions. Internally too, Samsika advocated a
complete overhaul, dividing operations into distinct strategic business units and independent
profit centres.
The results led to a national brand presence - over 70% growth in the number of cake shops
to 184 and an increase of manufacturing franchisees from 1 to 7.
4.5 SUCCESSFUL BRAND EXTENSION STRATEGY
•SUCCESSFUL BRAND EXTENSION STRATEGY FOR NAVNEET INTO

STATIONERY,CHILDREN'S BOOKS & A NEWSPAPER FOR KIDS THROUGH
PROFESSIONALMARKETING SYSTEMS
Exploring new markets for new products was the challenge before Samsika as far as Navneet
Publications was concerned. Children's books and stationery were two entirely new SBUs
initiated by Samsika . Samsika showed it was possible to post spectacular growth rates -
stationery (SBU 3) sales increased by 96% and children's books (SBU 2) sales went up by
30%. Samsika initiated the Navneet Redemption Centres (NRCs) which today boasts of
a healthy 162 members. A new SBU 4 with a newspaper for kids was positioned with the help
of a memorable ad campaign under Samsika's guidance.
•TOTAL MARKETING SOLUTION INPUTS FOR BUILDINGA NEW CATEGORY OF PRE- APPROVED
CONSUMER FINANCE THROUGH THE LAUNCH OF KOTAK MAHINDRA K-VALUE BRAND
Charting the route for a finance product, targeting the middle class and developing a retail and
channel partner network calls for finely tuned strategy and careful market planning. Samsika
strategised the branding, positioning and pricing for K-value to capture the market. Membership
of Kotak Mahindra K-value has grown at a steady 334% per month. K-value is in a position to
finance a range of top brands and has a wide dealer network.
•THE POWERFUL FEVICOL

(R) BRAND AND RELATED PRODUCTS EMERGE WITH STRONGER BONDING THROUGH A NEW
MARKETING & SALES THRUST
When Pidilite Industries approached Samsika Marketing Consultants, it was to breathe

fresh life into their sales and distribution systems. Their premier product, Fevicol , was an
unchallenged market champion. The idea was to consolidate. Samsika stepped in, cautiously
gathering intelligence and mapping the market with the Samsika Retail Barometer. Two needs
were immediately identified: one, to get closer to the customer and win over greater share of

emotional equity; two, to strengthen the mother brand. Samsika suggested that Pidilite
capitalise on its brand property of 'bonding' by extending it from the tangible benefit associated
with Fevicol(R) to an intangible level where there would be a 'bonding' between the brand and
the trade, the brand and the customer. The Samsika Relationship Marketing Exercise was
prescribed. The Samsika Retail Barometer was implemented. Segmentation and positioning of
the Fevicol.

R) related products had to be precise so as to open up the exactniches that Samsika had
identified. The Samsika Saleskit Module empowered the sales and distribution efforts. A cost-
effective advertising and media strategy was developed and an overall marketing strategy was
evolved to help launch new brands. As a result of Samsika's efforts, the Fevicol.
(R) brand and all its satellite products have gone into a higher, more positive orbit.

CHAPTER 5

5.1 SEVEN C’S OF BRAND
1.Clarity:
Take the time to discover what makes you different. Do this with a professional who can assist
you in new ways of looking at your business and yourself. Make a list of five to ten.
When you know what makes you special you are able to move forward and build a platform for
success based on these you-unique factors. You will stand out from the crowd and increase
your attraction quotient. Niche markets will be easier to identify.
2. Communication:
Once your unique qualities are discovered, it is much easier to speak to your audience clearly
and in a way that they can hear you.
Your communications will become less stressful and more likely to hit your intended target. A
clear path will begin to unfold.
Create a tagline or ‘personal mantra’ to easily state your unique qualities and benefits. Practice
with a mentor until you find the best one,
3. Consistency:
With step 1 & 2 complete you are now able to be consistent in your continuing campaigns to
educate future prospects.
Apply your new tag language to every piece of your promotional and/or collateral material.
Formulate tangible business practices: review and plan your vision for developing business, so
clients can rest assured that you will deliver in are liable fashion.
All visual communications should clearly link together as well.

4. Credibility:
Consistency in product, delivery and communications will lead to credibility in the marketplace.
This cornerstone to success stands firmly on the shoulders of the previous steps you have
taken.
Internal and external experiences of your business should align. Measure your effectiveness
through client feedback.
Gather client testimonials to integrate into materials for promotion.
5. Creativity:
Another important element is your creativity in fulfilling and building a brand. It is a challenge to
present your business in innovative ways that will continue to attract more potential clients.
Utilizing the steps above, staying creative is much more likely to occur. Have fun and think out
of the box.
Enjoy this exercise and you will play the game to win! How can you stimulate your creativity?
6. Compassion:
Always remember what it is like to be a consumer of your goods.
Put yourself in your clients shoes at every juncture to test the viability of your choices. Will it
serve the client in a way that they will appreciate?
If not, how can you steer the ship in that direction? We do not operate in a void. Our audience
must relate to us as we grow and develop. Client retention depends on it.
7. Competencies:
In order to remain competent at our endeavors we must continue to grow and learn.

To give our clients what they deserve we must evolve and educate ourselves to be on the
cutting edge of innovation in our industries.
Love to learn and think in new ways and your knowledge will keep you ahead of the crowd.
Always look forward while measuring the past, and learn wherever you can.
Join organizations, hire the best, find mentors and advisors to assist. Share these experiences
with staff and colleagues to stay engaged and energized.
Utilizing and reviewing these principles on a continuous basis can yield the results you desire.
This information can also be an excellent method to review with your marketing professionals to
insure correct application while building additional strategies for your business development.
Finally, Strength in Branding is indeed a pivotal element for success.
5.2 BRAND MANAGEMENT AND THE CHALLENGE OF AUTHENTICITY
Brands have always been commercial agents and brand managers take pride in their ability to
meet the needs of their target market.
However, these two desires are in conflict with the recent trend towards positioning brands as
“authentic,” emphasizing the timeless values desired by consumers while downplaying apparent
commercial motives.
The dual problem for the firm is in creating images of authenticity while dealing with the
challenge that authenticity presents for brand management.
An initial realization must be that brand managers are not the sole creators of brand meaning.
In this sense, there also exists a need for it to have moral legitimacy by pursuing prosocial
actions.

For example, the early support offered to the gay community by the levi’s clothing company
ensures that the brand continues to have relevant meaning to gays.
Brands that tried to exploit this segment when homosexuality became more generally accepted
struggled because they were late to the party and were viewed as exploiting a community
without paying the necessary dues.
Connection with time and place is also important for consumers because it affirms tradition.
In retail, Australian stores such as The Depot affirm older traditions by drawing on 1950s
American style to convey a sense of authenticity and nostalgia.
At the other end of the spectrum, authenticity serves consumers as a form of Self-expression
for brands that represent a genuine expression of an inner personal truth or an expression of
identity through community membership such as the ownership of a Harley Davidson
motorcycle.
Marketing practice must continually craft together these disparate sources to create rich brand
meanings for target consumers rather than seeing them as competing sources of authenticity.
The important thing is that consumers perceive the aspects of authenticity as real, whether
those aspects are really authentic or not.
Managers must spend more time with their consumers listening to their needs and interests and
how their brand can meet those needs.
So while consumers may identify with certain attributes of authenticity- links to past, hand-
crafted methods, respect for traditions, or cultural links, all of which downplay commercial
motives-
When they select brands, the makeup of these attributes will depend on the shared histories of
a community of consumers.

This means that instead of attempting to play up the authentic origins of a brand directly,
marketing efforts must take an indirect route, for example by becoming a member of a
community.
For example, Dunlop in Australia sponsor local sporting events rather than high profile sports,
sponsoring newspaper columns and radio spots on local sports results.
This gives Dunlop a significant advantage over larger international rivals.

Merely making an assertion that a brand is “authentic” probably will not be successful because
of differing views on what such claims would mean – for some it could indicate a real brand,
while for others it could mean something much deeper.
Marketers will need to indicate authenticity by drawing on attributes that can be real, though
efforts also include some claims that are contrived.
5.3 THE TOP 10 GLOBAL BRANDS

Image Brand Share of Esteem
Power Mind
1 Google 1 6
2 Microsoft 4 1
3 Coca-Cola 12 2
4 IBM 5 9

5 McDonalds 8 5
6 Apple 7 14
7 China Mobile 6 23
8 GE 2 85
9 Vodafone 20 4
10 Marlboro 3 92

CHAPTER 6

6.1 CASE STUDY
Company Name: - Proctor and Gamble
"Our brand is our bond with consumers.”

When we succeed, we convert a trademark into a trust mark, and another P&G brand becomes
a valued and trusted member of the household."
John Lafley, President & CEO, P&G.
Background Note:-
Proctor and Gamble was established in 1937. William Proctor and James Gambled started a
small business and set up their business in Cincinnati.
A pioneer in introducing a formalized brand management system way back in the 1930’s, P&G
constantly modified its brand management strategies as and when the company expanded its
product & brand portfolio and its business operations globally.
Introduction:-
Based in Cincinnati, US, Procter & Gamble (P&G) was one of the largest manufacturers of fast
moving consumer goods (FMCG) in the world.
In 2003, the company was ranked 31st among the Fortune 500 companies. P&G had
operations in 80 countries globally, with an employee-strength of around 1, 10,000 world wide.
The company introduced the category management model in the 1980s , focused on the
‘global’ branding strategy in the early 1990s and made changes in its brand management
system under the organization 2005 restructuring exercise in the late 1990s.

In 2000, P&G introduced the ‘cohort management strategy’ for managing brands. The strategy
involved grouping of brands to appeal to similar consumer groups.
P&G encouraged the promotion of rival brand within the company to complete against one
another.
They comprised full color print ads in national magazines.
P&G’s Competitive Advantage in Branding:-
P&G’s core strength is its ability to build big leadership brands. The company’s goal is to
continue to doing that better and more consistency that any other company in the world.
There are three factors on which P&G’S success based upon these are:-
 Understanding consumer needs: -

P&G talks more than 5.5million consumers worldwide everywhere. The companies use a
variety of approach, from in –home visit to concepts and product testing via the internet. In this
way they discover new customer needs.
 Inventing new product technology: - P&G call “connecting what’s

needed with what’s possible”. The company has more than 27000 patented
technologies and they can simply find the more number of innovative way to turn its best ideas
into improved products that meet consumer needs better.
 Commercializing and expanding new products globally: -

P&G marketing and distributing partnership. The company can introduced big new ideas faster
than ever before.
These capabilities have helped it win consumers around the world.

The global branding strategy:-
P&G was known as the “one page memo company”.

The brand manager of P&G were asked to offer their ideas, suggestion, business plan in just
one page.
The plan was communicated to respective functional unit heads and the top management, who
reviewed the document and returned it back for necessary changes.
This process continued until the memo was finally accepted. By the end of 1990, P&G had
established global strategic planning groups (GSPG) that constituted of 3 to 20 individuals, for
each of its product categories. Each GSPG was assigned several tasks.
They develop global manufacturing & sourcing strategic and gathered data about the country
specific marketing strategies.
The GSPG were also responsible to developing global and local brand policy that involved
decision making on the element of brand strategy that had to be standardized across the world.
GSPG were responsible for developing brand strategies, the implementation of these
strategies was carried out by a global category team (GCT) each of the product of P&G was
handled by GCT which was headed by an executive vice president.
The GCT constituted the top management executive handling different line of responsibilities
like, production marketing, and research and development. The country specific brand
management implemented the branding strategy in local market.
P&G encouraged branding team at the country level to develop their own brand building
program. When branding program was highly successful in the country, it was tested in the
other market also.

6.2 CADBURYS BRAND STRATEGY
The ‘glass and a half’ corporate purple and flowing script has become synonymous with
Cadbury.
Cadburys use a line extension brand strategy. Line extension is a strategy in which companies
is introducing their new products in the same product category.
Cadbury came with the many chocolate like Dairy milk, 5star, Gems, Perk, Temptation and one
of the snacks is Bytes.
In the early 90's, chocolates were seen as 'meant for kids' usually a reward or a bribe for
children. In the Mid 90’s the category was re-defined by the very popular `Real Taste of
Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the
child in every adult.
And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good
feelings'.
In the late 90’s, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye'
campaign.
This campaign built social acceptance for chocolate consumption amongst adults, by
showcasing collective and shared moments.
More recently, the Kuch Meetha Ho Jaaye’ campaign associated Cadbury Dairy milk with
celebratory occasions and the phrase ‘’Pappu Pass Hogaya’’ became part of street language.
It has been adopted by consumers and today is used extensively to express joy in a moment
of achievement / success.
The interactive campaign for " Pappu Pass Ho Gaya" bagged a Bronze Lionat the prestigious
Cannes Advertising Festival 2006 for 'Best use of internet and new media'.

The idea involved a tie-up with Reliance India Mobile service and encouraged those who
passed their examinations to celebrate with Cadbury Dairy Milk.
The Pappu Pass Ho Gaya’ campaign also went on to win Silver for The Best Integrated
Marketing Campaign and Gold in the consumer products category at the EFFIES 2006 (global
benchmark for effective advertising campaigns) awards.
Every time they are coming with the some new advertisement and in every advertisement are
giving new reason to buy dairy milk.
About their cost strategy, from so many years their price has not changed only they are
launching new products under the same brand name Cadbury.

Cadbury Dairy Milk
Background:
Cadbury dominates the chocolate market in India with a 70% share of the market.
Cadbury Dairy Milk is its largest chocolate brand which accounts for a third of every chocolate
bar consumed.
The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.
The Strategy:-
•The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or "
muh meetha karna" moments
•The campaign of “Jab Pappu Pass Ho Jaya, Kuch Meetha Ho Jaye” captured the thought of
celebrating a moment of delight with Dairy Milk.
•A campaign was built around the idea of how “Pappu” celebrated passing his exams with Dairy
Milk.

The Media:
•A multi- media campaign was launched on TV, Internet, Radio and Outdoor.

•The key was how do own the moment of " pappu passing his exams" in the media space.
The Results:
The activity contacted 20 MN students across the country and was awarded a Bronze Lion at
the Cannes Media awards in 2005.
Cadbury 5 Star Crunchy

Market Background:
Cadbury is the market leader in the chocolates category, with Cadbury 5Star being its second
largest brand.
Cadbury 5 Star which is unique bar of nougat and caramel enrobed in Cadbury Dairy Milk
Chocolate provides one of the most distinctive a n d involving chocolate eat experiences.
However in recent years the Cadbury 5 Star franchise was in decline.
Competition
The brand was under threat from other more offerings in the market.
The Brand
Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share
among lapsed consumers.

To do this the variant Cadbury 5 Star Crunchy was launched- which still had the richness of
caramel, cheeriness of nougat but also contained rice crispies.
The Strategy
The campaign was built around the proposition of an “unexpected surprise" which had a
surprise in every bit. This was creatively expressed as “Naya Five Star Crunchy... Ab har bite
main Arrey!"
The campaign targeted at youth was executed in a light hearted vein built around a boy-girl
relationship.
In order to engage youth the campaign was executed across TV, radio, internet, outdoor and
print media.
6.3 THE ROLE OF PRIVATE BRANDING IN IMPROVING SERVICE QUALITY
Private branding has become a successful marketing strategy in the retail sector.
The main advantages of a private branding strategy are enhanced loyalty to retail outlets,
increased chain profitability, better control over shelf-space, and improved bargaining power
over manufacturers.
Although some of these advantages are potentially relevant to businesses in the service sector,
private branding has not yet become a recognized component of service quality.
The aim of the present study is to analyze the potential contribution of private branding to the
service sector by:
•examining the capabilities of private branding as a strategic device;

•describing the role of private branding in improving service quality; and
•integrating a private branding strategy into the SERVQUAL model.
For example:-
Role of private branding in improving healthcare service quality.
Improving service quality in the healthcare sector in accordance with the five dimensions of
SERVQUAL involves attention to the following matters:
1. Reliability dimension: Patient scheduling, accuracy of diagnoses by doctors.
2.Responsiveness dimension: Accessibility to medical staff, nurses, and secretaries, waiting

times, attentiveness by medical staff and managers to clients problems and requests.
3.Assurance dimension: professional knowledge, skills, and reputations of medical staff and
managers.
4.Empathy dimension: willingness to listen to customers’ needs; patience.
5. Tangibles dimension: aesthetic qualities of waiting rooms; general ”atmosphere”; medical

instrumentation; auxiliary items (such as information leaflets).

6.3 PRIMARY DATA
1.What factors one must consider before branding?
•Geographic, socigraphic, demographic, psychographic, and specific customer factors by

segmentation can be used.
2.What are strength and weaknesses related to brands?
•See , it depends on the brand ,the name, the logo, companies name, goodwill, etc.
•If the brand is true to what it stands for, I think that strength and vice-versa is the weaknesses.
3.From your point of view what is an ideal brand?
•Something which emotionally connects to consumer.
4.What is brand positioning?
•A brand which is distant and valued in the minds of the customers.
•To customize as per needs and wants of the customers such it fits into their mind.
5.What role branding plays in today’s scenario?
•Due to globalization there are numerous players in today’s cenario and so I think
branding plays a vital role with respect to making brand distant from those of competitors
•Also it tangibles the intangibleness of the product.

6.What is your core branding strategy?
•I am extremely sorry due to official reasons I will not be able to disclose it.
•But I can say in general that we focus on customers.
7.What are the essential inputs in brand management?
•The most important input for branding is the product itself.
•You cannot use a specific branding strategy or any standard strategy for all products.
•Thus it is the product that matters a lot.
8.Finally why brand management is vital in today’s world?
•As I told you why branding is vital in today’s scenario I think in the same way brand
management plays a significant role in today’s scenario.
•It plays a strategic role in today’s scenario and not just marketing.
•Finally, proper brand management will lead to brand loyalty.

CONCLUSION
1. Brand management play vital role for any company weather it is services or product
industry. It differ one company’s product to other and it create value for the customer.
2. Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005
edition of Brand Equity’s most trusted Brand survey.
3. Quality is the dominating aspect which influences consumer to purchase the product. In
the 90’s Cadbury face many problems but they cope with the problem and now they are
the leaders in the market. Cadbury is having maximum market share compare to other
brand.
4. The Cadbury brand has proven itself to be a leader in a highly volatile and competitive
market because it has successfully established, nurtured and developed its brand and
growing portfolio of products.
5. Today, the current intense in the global competitive environment, the changes
experienced in consumer behavior, the companies who tries to reach consumer through
an effort of brand concept and branding as a result of in the information communication
technology, and whose attempt to stay alive in terms of big companies start to gain
more importance.
6. Names, terms, words, symbols, design ,sign, shape, color or in terms of their various
components for the products and services are determined, introduced and in this context
the brand concept which allows it to differentiate from its competitors start to gain
importance in the intense competitive environment in terms of online
education programs.
7. Brand concept covers the basic definitions of the trademark, logo, corporate, risk
reduction, identity systems, image, value system, personality, relationships and

evolution. In the basic of these context can be mentioned receiving importance of
trademark of the online education programs and not only have its own intellectual
property but also that can be mentioned to differentiate between other line education
programs in the market through the unique of the trademark. Also when looked at
another basic of brand that can be mentioned great importance of the logo concept for
the online education programs.
8. The logo of an online education program carries a great importance in terms of the brand
personality. By this effect, we can mention that the logo became different in the
consumer who wants to get education and improve their selves from an online
education program. Also the online education program brand must be connected with its
corporate because, an online education program is the declaration of its corporate but at
the same time the corporate is the declaration of the online education program brand
too. The corporate image is supported by the positive image of an online
education program.

BIBLOGRAPHY:
1] BRAND MANAGEMENT BOOK BY ‘DAVID AAKER ANDPHILIP KOTLER
2] RITA CLIFTON
3] GOOGLE ENGINE
4] WIKIPEDIA.COM

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UNIVERSITY OF MUMBAI

RAYAT SHIKSHAN SANTHA’S

KARMAVEER BHAURAO PATIL COLLEGE

KHAN TAUSEEF ALAM TAUQEER ALAM

Ms. MAHEK MAAM

IN PARTIAL FULFILLMENT FOR THE COURSE OF

BRAND MANAGEMENT Page 1

Rayat shikshan santha’s

and her project is entitled, “BRAND MANAGEMENT” under my

Name and Signature of Guiding teacher

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declare that the work embodied in this project work titled

Name and Signature of the learner

Name and signature of the Guiding Teacher

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I would like to thank my Principal: S.V.SHIVANKAR for providing the necessary

I would also like to express my sincere gratitude towards my project guide

BRAND MANAGEMENT Page 4

Sr.No Title Pages No

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 Delegating responsibility to the manufacturer of product

 Less search cost

 Deal or pact with the product manufacturer

To a seller, brand means and signifies:

 Basis of competitive advantage

 Way of bestowing products with unique associations

 Way of identification to easy handling

 Way of legal protection of products’ unique traits/features

 Sign of quality to satisfied customer

 Means of financial returns

A brand connects the four crucial elements of an enterprise- customers, employees,

A brand is a collection of experiences and associations connected with a service, a person or

Careful brand management, supported by a cleverly crafted advertising campaign, can be

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Brand management is necessary in all aspects of the brand that is:-

1.2 IMPORTANCE OF BRAND MANAGEMENT

 The purpose of brand management is to create a powerful and lasting emotional

 A brand is a set of elements or “brand assets” that in combination create a unique,

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What makes a strong brand?

 It must work as a product or service. No fancy advertising campaign or clever logo

 It must appeal on an emotional as well as a rational level. The marketing literate

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 How similar is the market structure in different countries? Are distribution or

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The relationship between the elements of a brand

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1. Establish and Maintain the Brand

 Accomplishing an overall brand strategy requires close coordination between the

 Focus should also be placed upon prospective uses of brands.

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3. Select Profitable and Innovative License Partners

4. Focus on Maximizing Leverage of the Brand

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5. License Agreements: Exclusive or Non-Exclusive?

 In addition to understanding the current interests and strategies of the prospective

 While exclusive licensing arrangements will be extremely important, it must be recalled