Session 15

Brands
6/10/2021
 Product are Made in factory and can be
copied where brand are made in consumers
mind are timeless
What is a Brand ?
According to the American Marketing Association (AMA), a brand is a “name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods and services of one
seller or group of sellers and to differentiate them from those of competition
What makes a brand ?

Logos and Characters

symbols

URLs
Slogans
www.eBay.com

Coca Cola Brand name Branding Jingles/Sounds

Why Branding ?
Value of Branding

Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015)

Facilitate Purchasing

Establish Loyalty

Protect from Competition

Are Assets

Impact Market Value

What is Brand Equity?

• Brand equity is the differential effect that knowing the brand name has on
customer response to the product or its marketing.
• Brand value is the total financial value of a brand
How to Measure Brand Equity?
What is a Brand Value? (Interbrand-2019 Ranking)
Elements of Brand Equity

• Brand Awareness
• Brand Association
• Brand Loyalty
• Perceived Quality
Brand Awareness

Brand Awareness is the measurement of the accessibility of a brand in the memory of the
customer

• Brand Recognition: Brand recognition is the extent to which a consumer can correctly
identify your brand based on visual indicators such as logo and colors

• Brand Recall: Brand recall is consumers’ ability to retrieve the brand from memory when
given the product category, the needs fulfilled by the category, or a purchase or usage
situation as a cue.
Brand Recognition Examples
Examples of Brand Recall

• When I talk of Shoes………………..???

• When I think of Cars…………………………..???

• Favorite Carbonated beverage …………….???

• Mobile ………………………………………….???
Brand Associations

Brand associations are the attributes of brand which come into consumers
mind when the brand is talked about. Anything that connects the consumer to
the brand.
Brand Loyalty

Brand Loyalty means the extent of the commitment of a customer to his brand and how
many times he repeats his purchases for the same brand.
Perceived Quality
Perceived quality is customers’ perception of the overall quality or superiority of a product or
service compared to alternatives and with respect to its intended purpose
Customer Based Brand Equity Model- Keller
Brand Personality
Brand Strategy: How to Build Strong Brands

Brand Brand Name Brand Brand

Positioning Selection Sponsorship Development
Brand Positioning

Marketers can position brands at any of three levels.

• Attributes
• Benefits
• Beliefs and values
Brand Name Selection

• Suggests benefits and qualities

• Easy to pronounce, recognize, and remember

• Distinctive

• Extendable

• Translatable for the global economy

• Capable of registration and legal protection

Brand Sponsorship

• Manufacturer’s brand
• Private brand
• Licensed brand
• Co-brand
Manufacture Brand
Brand created and owned by manufacture for its product
Private Brand
A private label product is manufactured by a contract or third-party manufacturer and sold
under a retailer's brand name
Licensed Brand
Companies license names or symbols previously created by other manufacturers, names of
well-known celebrities, or characters from popular movies and books. For a fee, any of these
can provide an instant and proven brand name
Co Brand
The marketing of a product or service under two or more brand names.
Brand Development
Line Extension
Line extensions occur when a company extends existing brand names to new forms,
colors, sizes, ingredients, or flavors of an existing product category.
Brand Extension

Brand extension extends a current brand name to new or modified products in a new category.
Multi brands
A Multi Brand strategy is defined as the approach of the company to market several similar
and competitive brands of the same company
New Brands

New brands: A company might believe that the power of its existing brand name is waning, so a new brand
name is needed. Or it may create a new brand name when it enters a new product category for which none of its
current brand names are appropriate.

For example, Toyota created the separate Lexus brand aimed at luxury car consumers and the Scion brand, targeted toward
Millennial consumers.
Question ?
• Branding in the digital age?
Branding on Social Media - Crowd Culture
Branding in Digital age
Branding in the Digital Age

Traditional Digital

HBR-You are Spending the money in all wrong Places, December 2010