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Product & Brand Management
Ramesh Roshan Das Guru

IIM Bodh Gaya
9th Class- 11th July’ 2022
Ramesh Roshan
Today’s Agenda
Moving from Products to Brands
Introduction to Branding
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Today’s Agenda
If money is not a constraint, which of the following shoe will you buy?
1 3
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Today’s Agenda
You want to buy something great for your music needs!
These are the speakers on display and available for you! Which of the following will you buy?
Klipsche Burmester JBL PartyBox Akai Sony BOSE Devialet

R-610F BA71 1000 HA-TS50 SSCS3 S700 Phantom I
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So, what is a brand?
Let’s try a simple exercise again:
Some famous brand names are provided in the next WooClap exercise.
All you have to do is write down all possible associations you can think of with these brands.
(Associations as in, how you relate to the brand, its visual identities, audio, movie, self, family, personal connections, etc.!
Basically, anything and everything which comes in your mind)
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A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those of competitors
(American Marketing Association)
Identification and differentiation of a brand through brand elements:
Name , Logo, Symbol, Package, Design
A brand is a set of mental associations, held by the consumer, which add to the perceived value of a product or service
(Keller, 1998)
Ideally these associations are:
Unique, Strong (Salience), Positive
“... what distinguishes a brand from an unbranded commodity is the sum of total of consumer perceptions and feelings about
the product’ s attributes and how they perform, about the brand name and what it stands for, and about the company
associated with the brand”
(Keller, 2008)
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Brands as a Trademark
“Trademarks are distinctive signs, used to differentiate between identical or similar goods and services offered by
different producers or services providers. Trademarks are a type of industrial property, protected by intellectual
property rights.”
www.wipo.int/trademarks/en
A brand that has been given legal protection and has been granted solely to its owner.
“… legal protection against any other company using a trademark that might be confused with its own …”
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BTW, is it a new phenomenon?
Livestocks (and slaves or Ad for Louis Vuitton luggage, 1898 Ad for Rolly Royce, 1929
fugitives) were marked with
symbols in ancient times
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BTW, is it a new phenomenon?
Smith (1956) founded the concept of segmentation as early as in the 1950s, and this has become an important
milestone for marketing and branding theories
Cunningham (1956) in the 1950s explored brand loyalty; the concept evoked much debate and became one of the
biggest controversies of that time
Marquardt et al. (1965)’s results revealed that consumers wanted even everyday products with a well-known brand
and that only 25% of the respondents did not pay attention to the brand at all, instead considering the price as the most
important factor in buying the product
“Branding was a topical issue in the1950s and 1960s. However, it was in the 1970s and 1980s that branding was further
developed and more firmly established, becoming an important research area within the entire discipline of marketing”
(Moore & Reid 2008)
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Brand as a «perceived Brand as a

image» in the mind of «trademark»
the consumer
Brand as a
Brand as feelings of «branded
attachment product»
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Products and Brands
Products perform a function
They have properties that when combined together do something for customers
Within any given category, most products perform similar functions and there's very little differentiation
Ingredients are ingredients and they tend to be the same across a category
Products are all about what they do for people i.e., Products fulfill a customer's needs
Functions, ingredients and needs -- that's what makes up a product
Brands offer an emotion

Brands are actually quite different from products because they don't just cover a customer's needs, they fulfill a
customer's wants
We don't fall in love with products -- we fall in love with brands
Brands offer a promise and an emotion. Brands are about how they make people feel. Brands fulfill a
customer's wants
In short, while you may need a product, you will want a brand
Source: www.entrepreneur.com/
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Brand Elements
Brand elements, or brand identities, are those trademarkable devices that serve to identify and differentiate the brand
Brand
Names
Packaging URLs
The Main
Brand
Elements Logos &
Jingles
Symbols
Slogans Characters
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Brand Elements
Relevance
Marketers should choose brand elements to enhance brand awareness; facilitate the formation of strong, favorable, and
unique brand associations; or elicit positive brand judgment and brand feelings
The test of the brand-building ability of a brand element is what consumers would think or feel about the product if they
knew only that particular brand element and not anything else about the product
A brand element that provides a positive contribution conveys or implies certain valued associations or responses
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Brand Elements
Criteria for Choosing Brand Elements
1. Memorable 4. Transferable
Within and across product
Easily recognized
categories
Easily recalled
Across geographic boundaries
2. Meaningful and cultures
Descriptive
5. Adaptable
Persuasive
Flexible
3. Likable Updatable
Fun and interesting

6. Protectable
Rich visual and verbal imagery
Legally
Aesthetically pleasing Competitively
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Brand Elements
Relevance of Brand Names
The literature on brand names often opposes two visions concerning the importance of names: the "Juliet" and the
"Joyce" principles
(Collins, 1977)
The Juliet principle states that names are not a major issue. An object has the same positive (or negative) characteristics
and appeal despite the name given to it
This principle postulates that names do not possess any intrinsic meaning and hence play no role
“that which we call a rose by any other name would smell as sweet"
Examples?
The Joyce principle is named after James Joyce, relies on phonetic symbolism, and states that
"A rose is a rose is a rose..."
While the image associated with a brand can be built with advertising, over time, brand managers
realize that a carefully created and chosen name can bring inherent strength to the brand
Examples?
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Brand Elements
Most central of all brand elements
Easily remembered
Highly suggestive of both the product classes and the benefits that serve as the bases for its positioning
Inherently fun or interesting
Transferable to a wide variety of products and geographic settings
Simple and easy to pronounce and spell
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Brand Elements
Easy to read, spell, pronounce

Short and simple and remember in all relevant
languages
From a
commercial
point of view:
Not to have undesired

connotations in any relevant
language (“Nova”, “Taco Bell”) Easy to adapt to all advertising
media
Remember: The brand name is the most difficult brand element for marketers to change because it is tied to the
product in the minds of consumers!!
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Brand Elements
The two factors which are usually the most important:

wording and relevance
Descriptive
Words that describe the product
Associative
Nonwords that describe the product
Deviant
Words with no relevance to the product
Neologistic
Nonwords with no relevance to the product
Source: www.nickkolenda.com/
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Brand Elements
Product names are most persuasive when they are slightly

irrelevant
Researchers found a U-shaped relationship between the

persuasiveness of a brand name and its congruency with
the product
(Meyers-Levy, Louie, & Curren, 1994)
Source: www.nickkolenda.com/
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Brand Elements
Relevance of Brand Names (in Global Context)
No Adaptation: PIZZA HUT HEINEKEN
11%
Sounds Bi Sheng Ke Xi Li
Means Guarantee Wins Guests Happy power
Sound Adaptation: SONY

Sound Adaptation: SONY AUDIAUDI
43% Sounds Sounds Suo Ni Suo Ni Ao Di Ao Di
Means
Means Exploring Nun
Exploring Nunoror
Priest
Priest Profound Enlighten
Profound
Enlighten
Meaning Adaptation: General Motors
Meaning Adaptation: General Motors General Electric General Electric
24% Sounds Tong Yong Qi Che Tong Yong Dian Qi
Sounds Tong Yong Qi Che Tong Yong Dian Qi
Means General Motors General Electricity
Means Dual Adaptation: General Motors

Nike General Electricity
Coca-Cola
Sounds Nai Ke Ke Kou Ke Le
Dual Adaptation: Nike Coca-Cola

Means Endurance conquer Can be Tasty,Can be Happy
Sounds Nai Ke Ke Kou Ke Le

22%
Means Endurance conquer Can be Tasty,Can be Happy
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Brand Elements
Common Mistakes in Naming
Using clichéd words such as “Innovation” or “Solution” in a name
Insisting on a name that can be found in an English dictionary
Taking the easy way out and settling on initials
Using terms like “Extra,” “Plus,” or “New” to communicate next generation products or improved line extensions
Adopting license-plate (or sms) shorthand
Seeing how many names can combined to make a confusing brand
Asking for suggestion from friends and other uninformed sources
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Brand Elements
Logo
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Brand Elements
Logo Evolution
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Brand Elements
Relevance of Logo
“Proper selection is critical because logos are one of the main vehicles for communicating image, cutting through clutter
to gain attention, and speeding recognition of the product or company“
Henderson and Cote (1998)
Logos appear on a wide variety of supports such as packaging, letterhead, business cards, annual reports, giveaways and
television or print ads
(Henderson and Cote, 1998; Peter, 1989)
The American Marketing Association differentiates between a logo and a brand mark:
A logo is "a graphic design that is used as a continuing symbol for a company, organization, or brand. It is often in
the form of an adaptation of the company name or brand name or used in conjunction with the name".
A brandmark is defined as "that part of a brand name that cannot be spoken. It most commonly is a symbol,
picture, design, distinctive lettering, color, or a combination of these".
Ramesh Roshan
Brand Elements
Relevance of Logo
Name Logo Brandmark
Carrefour
Nestlé
Easily recognized and can be a valuable way to identify products

Abstract logos offer advantages when the full brand name is difficult to use for any reason
Unlike brand names, logos can be easily adapted over time to achieve a more contemporary look
Ramesh Roshan
Brand Elements
Characters
Special type of brand symbol:

One that takes on human or real-life characteristics
Introduced through advertising and can play a central role in ad campaigns and package designs
Benefits:
Tend to be quite useful for creating brand awareness (get attention)
Help brands break through marketplace clutter as well as help communicate a key product benefit
The human element of brand characters can enhance likeability and help create perceptions
of the brand as fun and interesting
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Brand Elements
Slogans/Tagline
“Short phrase that communicates descriptive and/or persuasive information about the brand”
M&Ms – « Melts in your mouth, not in your hands »
Can help build brand loyalty (awareness, links structure and category of benefits)
Help consumer grasp meaning of brand
Ideally summarise the intent of a marketing program in a few short words
Pepsi brings you back to life
Think different
Connecting people
Impossible is nothing
Ramesh Roshan
Brand Elements
Summary Brand Elements
Criterion Brand Names & Logos & Symbols Characters Slogans & Jingles Packaging &
URLs Signage
Memorability Can be chosen to Generally more Generally more Can be chosen to Generally more useful
enhance brand recall & useful for brand useful for brand enhance brand recall for brand recognition
recognition recognition recognition & recognition
Meaningfulness Can reinforce almost Can reinforce Generally more Can convey almost Can convey almost
any type of association, almost any type of useful for non- any type of any type of
although sometimes association, product-related association explicitly association explicitly
only indirectly although sometimes imagery & brand
only indirectly personality
Likability Can evoke much Can provoke visual Can generate Can evoke much Can combine visual &
verbal imagery appeal human qualities verbal imagery verbal appeal
Transferability Can be somewhat Excellent Can be somewhat Can be somewhat Good

limited limited limited
Adaptability Difficult Can typically be Can sometimes be Can be modified Can typically be
redesigned redesigned redesigned
Protectability Generally good, but Excellent Excellent Excellent Can be closely copied
with limits
Ramesh Roshan
Revisting Product and Brands
So which of the following would you buy?
An OK product from a top brand A top product from an OK brand
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IIM Bodh Gaya
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Today’s Agenda
Introduction to Branding- Revisit
Branding Strategy
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What is Brand?
A business and marketing concept that helps people identify a particular company, product, service or an
individual
Brand is NOT your logo, taglines, spokesperson, brand ambassadors or for that matter any of your
BRAND ELEMENTS!!
Brand is what your customers think of your firm and its product when you are not around!
It is the feeling and experience your firm/product generates in your customers’ mind
What is Branding?
A process by which firms help customers to differentiate their offering against what others (competitors) are
offering while making a long-lasting impressions in the mind of your customers
Ramesh Roshan
A brand is more than a product, because it can have dimensions that differentiate it in some way from other
products designed to satisfy the same need
Organizational Brand Personality

Associations
Symbols
Product
Country of Scope
Origin Attributes
Quality Brand-Customer
Uses Relationships
User Imagery
Emotional
Self-Expressive Benefits
Benefits
Brand
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Talent Market Etc..

Acquistion Research
Selling Product
Development
Marketing
Organization
Advt Strategy
Market
Strategy Supply,
Distribution
Branding
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Why Branding?
… because brands give orientation in the myriad of products offered
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Why Branding?
VS
Blind test Branded test
65%
51%
44%
23%
12%
5%
prefer Pepsi prefer Coke no difference prefer Pepsi prefer Coke no difference
… because brands influence our perception and our behavior
Ref: Chernatony, McDonald, 1992

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Brand Evaluations*
2021 #1 408bn #2 249bn #3 210bn #4 197bn #5 75bn

2015 #1 170bn #10 38bn #4 68bn #2 120bn #7 45bn
2005 #41 8bn #68 4.5bn #2 60bn #38 8.5bn #20 15bn
2021 #6 57bn #7 54bn #8 51bn #9 46bn #10 44bn

2015 #3 78bn #6 49bn #12 37bn #9 40bn #13 36bn
2005 #1 67.5bn #9 25bn #11 20bn #8 26.4bn
*Brand Value in Billion USD
… because brands are some of companies’ most valuable assets

Ref: interbrand.com
Ramesh Roshan
Why Branding?
Of all the things that your company owns, brands are far and away the most important and the toughest. Founders
die. Factories burn down. Machinery wears out. Inventories get depleted. Technology becomes obsolete. Brand
loyalty is the only sound foundation on which business leaders can build enduring, profitable growth
Jim Mullen
Manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumer’s
minds cannot
Kevin Keller
… because brands are difficult to imitate
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So, what all can be Branded?
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Brand Strategy
Strategy noun
1. a plan that you use in order to achieve something
2. the action of planning how to do or achieve something
(Oxford Dictionary)
Brand Strategy
The long-term plan to achieve a series of long-term goals that ultimately result in the identification and
preference of your brand by consumers
A successful branding strategy encompasses the brand's mission, its promises to its customers, and how
these are communicated
Branding strategy is not the sum of your logo, color palette, or website; though these creative elements are integral
to a successful branding strategy
A branding strategy revolves around all the tangible and intangible elements that over time drive
brand awareness, brand equity, and brand sentiment
Ramesh Roshan
Brand Strategy
Brand Identity
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish
the brand in consumers' minds
Extended
core
Brand As Product Brand as Brand As Brand As

1. Product Scope Organization Person Symbol
2. Product Attributes 1. Organizational 1. Personality 1. Visual Imagery
3. Quality/Value Attributes 2. Brand- and metaphors
4. Uses 2. Local vs. customer 2. Brand
5. Users Global relationship Heritage
6. Country
Ramesh Roshan
Brand Strategy
Brand Identity
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish
the brand in consumers' minds
Extended
core
Brand As Product Brand as Brand As Brand As

1. Search Organization Person Symbol
2. Fast, comprehensive 1. Hardworking, 1. Honest, but 1. Simple design,
3. “The best” fun, cult playful basic html. Logo
4. Find anything: research 2. Global view 2. Always there is not sacred.
to fun for you 2. “old internet’
5. International
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Brand Strategy
Role of Brand (Identity) in Consumer Decision Making
SOR-Paradigm in Consumer Behavior
S I/O R
Stimulus Intervening Variable Response
S and R: objectively measurable

I/O: in general, not directly measurable but can be operationalized
Example for S-O(I)-R-Model

Observable constructs Theoretical constructs Observable Constructs
Si (Stimuli) Ii (Intervening Variables) Rk (Reactions)

Ads Psychological/Social constructs Actions
Price information Attitudes Buy / Not buy
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Brand Strategy
SOR-Paradigm in Consumer Behavior
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Brand Strategy
Consumer Buying Process
§ Recall / Recognition
Problem Information Evaluation of Purchase Postpurchase § Brand knowledge
Recognition Seeking Alternatives Decision Evaluation § Image
§ Identity / personality
§ Satisfaction
§ Trust
§ Loyalty
Intensity of cognitive processes* in the consumer buying process

depends on consumer involvement**
* higher mental processes of understanding, evaluating, planning, deciding and thinking
** degree of intensity of interest that a buyer shows for a certain product in a

particular purchase decision (businessdirectory.com)
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Brand Strategy
Cognitive Process
§ Recall / Recognition
Attention
§ Brand knowledge
Quantitative § Image
Intensity of Component
Involvement (How much § Identity / personality
Information Search
Information?) § Satisfaction
Stimulus- Perception § Trust
Uniqueness § Loyalty
Qualitative
Component
Perceptual Biases
(What
Informations?)
Quantitative and Qualitative Determinants of Perception
Ref: Howard/Sheth 1969

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Brand Strategy
Involvement Based Purchase Decisions
Impulsive Purchase Behavior:
Consumer reacts affectively to a cue in a given purchase situation without considering the consequences i.e., costs of
his/her behavior
Routinized/very limited problem solving (habitualized Behavior):

(Purchase-)behavior is largely automated due to strong habits of the consumer
Limited Problem Solving

Purchase decision is made with limited cognitive effort
Extensive Problem Solving

Cognitive processes under high involvement and that require a large amount of cognitive effort
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Brand Strategy
Brand Categorization
Available Set
Brand recall* influences the
composition of the consideration set
and choice
Awareness Set Unawareness Set
* unaided recall or spontaneous

Consideration Stage Processed Set Foggy Set recall
Reject Set Hold Set Consideration Set
Evaluation Stage
Process of Brand Categorization
Choice
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Brand Strategy
Brand Categorization
Aided Brand
recall Consideration First
experience Repurchase/
set purchase
Loyalty
100% 52% 52% 65% 34% 59% 20% 39% 8%

VW
Passat
98% 39% 38% 50% 19% 79% 15% 63% 9%

Mercedes
C-Class
Difference 20% 24%
Ref: MCM/MCKinsey)
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Brand Strategy
• Identification of source of product
• Assignment of responsibility to the product maker
• Risk reducer
• Search cost reduces
• Promise, bond, with maker of product (Nike)
• Symbolic device
• Signal of quality (Arrow shirts)
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Brand Strategy
Brands as Risk Reducer
Psychological risk:
the brand improves Functional risk:
the consumer’s
mental well being, reliable, e.g. Sony
e.g. BBC
Social risk: no
embarrassment
Physical risk: safe,
from being seen
e.g.Volvo
with the brand,
e.g. Playboy
Financial risk:
good value for
money, e.g.
Lenovo
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Brand Strategy
Brand Equity
Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its
brand name, as compared to if the same product or service did not have that name
Brand equity is defined in terms of the marketing effects uniquely attributable to the brand
Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the
value provided by a product or service to a firm and/or that firm’s customers
(Aaker, D. 1996)
Major asset categories are→ Brand name awareness, Brand loyalty, Perceived quality, Brand associations
Ramesh Roshan
Brand Strategy
Customer Based Brand Equity
The power or strength of the brand depends on what resides in the minds of the customer or consumers
The power of the brand lies in what the consumer has learned, felt, seen,
and heard about the brand.
The key challenge for the marketing manager is

to insure that through customer experiences and
the accompanying marketing mix the desired thoughts,
feelings, images, beliefs etc. become linked to the brand
Ramesh Roshan
Brand Strategy
Customer-based brand equity can be defined as the differential effect that brand knowledge has on consumer
response to the brand
Customer
Experiences
Customer Individual
Marketing Brand Based Level
Mix Knowledge Brand Outcomes
Equity i.e. Choice
Other Factors
A brand has a positive (negative) customer-based brand equity if the customer reacts more (less) favorably to marketing
activity for the brand compared with an unnamed version of the product.
Spendings on marketing as well as manufacturing products should be seen as investments and not cost
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Brand Strategy
Identical Products
Galaxy Sharan Alhambra
Units Sold in 2001 21.110 28.977 6.814
Price for Basic 24.100 25.950 24.590

Model in Euro
**Calculated with prices of entry models only

Sales Revenue**
(in Mio. €) 509 752 168 Ref: McKinsey
Ramesh Roshan
Mid Sem-Review *
Thank you for your participation
Don't be very strict

…a better control over the disturbing elements and a
Sometimes, I feel that the course is not deep strict nature in the next half would be enjoyable!
enough…teach us more advanced concepts.
…but sometimes it feels like we don't understand what
you want to explain.
If would be great if you could reduce the speed
The content can be improved.

…you have to be strict in the class so that class can be
quiet…
Please be a bit more stringent and tighter in classes!
By improving class control , Be stricter

Communication
Slow down with the course a bit
Class control has to be better,
sometimes back students are not listening to session

Ramesh Roshan
Mid Sem-Review *
Cold calling might be good but not always
..give us more time in quizzes & exams so that we can complete our paper
However, the topics which naturally are slightly boring can be

touched up a little differently
Product manager interview questions based on current market
trends and market requirements
The content can include more frameworks that we can
apply in the real world
Including videos during class makes more attentive and More of a real-life or corporate related example in connection
interesting to the concepts will be a good thing to implement
We can try and solve a few more of these practical questions, like the one
given in exam and quiz, so that we can understand if our thought process is
correct
Add game plays or simulation activities for more hands-on practice

explain the wooclap responses as how the whole class responded
Ramesh Roshan
Mid Sem-Review *
Avoid discussions unless the value addition is substantial
if you could repeat the topic on Market penetration, diversification, Market development
and Product development
You might add more standard examples for different scenarios
rather than most of the time going with the PANI-POORI
Short article suggestions about companies' strategy can help us WALAH example
I'm generally shy so I feel
More number of material could be provided and hesitant in speaking out in a
weekly assignments or pre reads huge batch….Not sure what can
be done from the instructor's end
90 mins of just theory becomes very boing , you can put few regarding this
activities in middle of the classes
no, I really want you to ask me questions and make me more
nervous…….(Please don't make me more nervous :) )
I don't feel encouraged to ask questions and participate in
the classroom because I have a weak foundation in
marketing….
amm...role plays??? need more experience in this area
Ramesh Roshan
Mid Sem-Review *
The in-class discussion tend to be drab as most of them don't seem to add
much value and tend to be students vying for CP marks in desperate
attempts of questions or examples
I think we should have one or more dedicated sessions on product development examples. …Also need to lean
on how we will compare the digital products (Amazon vs Flipkart or Phonepe vs Google pe) or physical
products. All of this has more priority for me rather than learning only the basics and history of PBM
A bit drab during classes due to the large numbers and lack
of a conducive environment
Learning of the economies, different market structure, economies of scale and scope, innovation and
invention, and many more
Micro and macro economies, strategies in economies, and many more
Ramesh Roshan
Brand Strategy
Brands are the central part of marketing and business strategy
If the product or the service one company offers is perceived to be the same as the competitors, then the
customers will surely choose the cheaper or the accessible one, so it is necessary to create a performance
for a company’s brand
A brand that captures your mind gains behavior

A brand that captures your heart gains commitment
Scott Talgo
Ramesh Roshan
Brand Strategy
What makes a brand successful?
Successfully creating, developing or improving brand strategy by focusing on the three core elements of a
brand: Promise, Positioning, and Performance using efficient communication
A brand’s success depends on how well these elements are defined, planned and executed
Brand Promise
What’s your unique offering and who is it for?
Your promise should underpin what makes your company unique Brand
(e.g., your values, vision, history, and capabilities) and the benefits Promise
your target audience is seeking
Your promise should also improve in line with the changing trends
and consumer needs Communication
A brand’s promise is more than a tagline Brand Brand

Performance Position
Ref: designbull.co.uk
Ramesh Roshan
Brand Strategy
Brand Position
How will you communicate your brand promise?
After identifying what to say and who to say it to you can create your Brand
positioning strategy and channel all your resources in the right direction Promise
to build your brand
All these resources, as a whole, should help the audience to place

your brand in a certain category in their mind (e.g., low-cost or premium) Communication
Every brand touchpoint that can be experienced with Brand Brand

the five senses should communicate and support your Performance Position
claim
Ramesh Roshan
Brand Strategy
Brand Performance
How will you deliver your brand promise?
This is about delivering the promise made Brand
Promise
Your promise and your positioning will shape the expectations of your
target audience AND their expectations must be met throughout the
customer journey – before, during and after their purchase
Communication
Over time, a consistent and reliable brand performance builds
trust, and trust leads to brand preference and advocacy Brand Brand
Performance Position
Ramesh Roshan
Brand Strategy
Customer-based brand equity can be defined as the differential effect that brand knowledge has on consumer
response to the brand
Customer
Experiences
Customer Individual
Marketing Brand Based Level
Mix Knowledge Brand Outcomes
Equity i.e. Choices
Other Factors
A brand has a positive (negative) customer-based brand equity if the customer reacts more (less) favorably to marketing
activity for the brand compared with an unnamed version of the product.
Spendings on marketing as well as manufacturing products should be seen as investments and not cost
Ramesh Roshan
Brand Strategy
The key question now is: How can Brand Equity be …
… created? … measured?
… used to expand business

opportunities?
Ramesh Roshan
Brand Strategy
Customer-based brand equity represents the “added value” endowed to a product as a result of past investments in
the marketing of a brand.
Customer-based brand equity provides direction and focus to future marketing activities.
Customer Knowledge Structures

Good value At Wilson
for money Sporting
Goods
Can wear with
jeans, too Cost 94$
Feels soft
Color
weight to run in
Appropiate and
inappropriate
Past investments Look good Nike Running Cushioning
Shoes
directions for
Swoosh
Michael
Jordan
the brand
Status brand Symbol …
How to …
run lightly
Wear cushioned
socks
Avoid sore
knees
Ramesh Roshan
Brand Strategy
Customer Knowledge Structures in Brand Building
Declarative memory is the part of human memory that stores facts
Theoretical knowledge Factual knowledge

of a specific moment in independent of time
time and place and place
Episodic Semantic
Memory Memory
Event based (emotions & Meaning based

sensations) Rehearsed
Autobiographical
Exposed once
Example: bad experience with an airline (lost Example: concept called «cola»
luggage) (liquid, sweet, fizzy & brown)
Ramesh Roshan
Brand Strategy
Leveraging Episodic Memory
Promote empathy & identification
1 with characters or situations in
ads
Cue & preserve episodic

Episodic 2 memories with the creation of
Memory nostalgia
Reinterpret past consumption

3 experiences by advertisements
Example: Coca Cola campaigns («share a coke», family values, Diwali & Christmas events..)
Ramesh Roshan
Brand Strategy
Brand Associations in Semantic Networks
A semantic network is a network model in which each node has a specific meaning
Adopted by cognitive psychologists as a way to explain the organizational and retrieval of information in long-term
memory
Ramesh Roshan
Brand Strategy
Customer Based Brand Equity Link length = strength
Customer Knowledge Structures in Brand Building of association (inverse)
Brand Associations in Semantic Networks Street
Vehicle
Ambulance Car
Truck Bus
House
Fire Service Fire

Orange
Yellow Red Apple
Green Cherries Pears
Violets Roses Sunsets

Clouds
Flowers Sunrise Ref: Collins & Loftus; Spreading activation theory; 1975
Ramesh Roshan
Brand Strategy
A semantic network is a network model in which each node has a specific meaning
Spreading activation means that a node’s activity can spread outward along links to activate other nodes.
These nodes activate others and so on…
Spreading activation may lose strength as it travels outward from its point of origin.
Energy decreases with increasing distance because in theory, energy encounters resistance
as it passes through succeeding links and nodes.
Distance between two nodes is determined by their relatedness.

Ex: Concepts such as “red” and “fire service” are semantically related and therefore close in proximity to each other.
In contrast, “red” and “truck” are not closely related and therefore further away from each other in the semantic network
Ramesh Roshan
Brand Strategy
Good value At Wilson
Brand Associations in Semantic Networks for money Sporting
Goods
Can wear with
jeans, too Cost 94$
Feels soft
weight to run in
Color
Look good Nike Running Cushioning

Shoes
Michael
Swoosh Jordan
Status brand Symbol …
How to …
run lightly
Wear cushioned
socks
Avoid sore
knees Adapted from Peter & Olson 2005
Ramesh Roshan
Brand Strategy
The processing of a stimulus is facilitated by the network’s prior exposure to a related stimulus.
Ex: If we are asked to think about the word “Sachin Tendulkar” then we automatically think about things that associated with the person “Sachin
Tendulkar” like “cricket” or “Pepsi” or “Mumbai Indians”.
Coca Cola
Strong associations between a brand and a usage situation will make brand retrieval
easier in that particular situation and will make choice of that brand more
likely Gatorade
Exercising
Ramesh Roshan
Brand Strategy
Brand knowledge structures depend on . . .

The initial choices for the brand elements
The supporting marketing program and the manner by which the brand is integrated into it
Other associations indirectly transferred to the brand by linking it to some other entities (celebrity endorsers,
country of origin etc.)
Ramesh Roshan
Brand Strategy
Customers’ brand knowledge is the most important factor, which will in turn set the ball rolling towards equity
Bbrand knowledge comprises of brandawareness and

brand image.
Awareness relates to recall and recognition of the brand
Adapted from Kevin Keller, 2007

Ramesh Roshan
Brand Strategy
Components of CBBE
David Aaker’s brand equity model identifies five brand equity components:
§ Brand loyalty
§ Brand awareness
§ Brand associations
§ Perceived quality
§ Other proprietary assets
Ramesh Roshan
Brand Strategy
Components of CBBE
§ Brand loyalty
A measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to
another brand, especially when that brand makes a change, either in price or in product features
Committed Buyer
Likes the Brand - Considers it a Friend I consider myself to be loyal
to brand name
Strength of Satisfied Buyer With Switching Costs
brand loyalty Brand name would be my
Habitual Buyer - No Reason to Change first choice.
Switchers / Price Sensitive
I will not buy other brands
Indifferent – No Brand Loyalty if brand name is available at
the store
Adapted from Yoo and Donthu (2001)
Ramesh Roshan
Brand Strategy
I can recognize brand name among competing brands.
Customer Based Brand Equity I am aware of brand name.

Components of CBBE Adapted from Yoo and Donthu (2001)
§ Brand awareness
Customer is aware of and familiar with the brand and holds some strong, favorable, and unique brand associations in
memory
Depth of brand awareness influence
1
ease of recall or recognition
Brand Awareness
• Depth Top of Mind

- Recall
- Recognition depth of
Brand Recall
• Breadth awareness Brand Recognition
- Purchase Unaware of Brand
- Consumption
2 Breadth of brand awareness decribes the types of situation where the brand
comes to mind
Ramesh Roshan
Brand Strategy
Components of CBBE
§ Brand associations
Mental connection a customer makes between your brand and a concept, image, emotion, experience, person, interest, or
activity
Degree of elaboration, direct experience
Brand Associations/Image:
• Strong Desirability = how relevant, how distinctive, how

- Personal Relevance believable is the association
- Consistence
• Favorable
Provide a USP (Unique Selling Proposition): a
- Desirable
reason why for purchase, unique associations, ease
- Deliverable
of choice
• Unique
- Points of parity
- Points of difference
Provide no reason to choose a competitor, provide
a reason to choose your brand
Ramesh Roshan
Brand Strategy
Components of CBBE
§ Brand awareness / associations

Brand Personality
Set of human characteristics associated with a brand
Provides an emotional connect with a brand and encourages (sometimes discourages)

consumers to respond with feeling and emotions towards the brand
Personality is how the brand behaves
Gender, Socio-economic class, Geographic, Age, Cultural and other such

emotional characteristics describe it!
Ramesh Roshan
Brand Strategy
Components of CBBE
§ Perceived Quality
The customer's perception of the overall quality or superiority of a product or service with respect to its intended
purpose, relative to alternatives. Perceived quality is a perception by customers
What impacts perceived Quality of What impacts perceived Quality of

Product? Service?
• Performance
• Appearance
• Features
• Reliability
• Reliability
• Competence
• Durability
• Responsiveness
• Service
• Empathy
• Aesthetics
• Material
• Ease of Use
Ramesh Roshan
Brand Strategy
Components of CBBE
§ Other proprietary assets
Includes patents and intellectual property, relations with trade partners, trade channels, etc.
The more proprietary rights a brand has accumulated, the greater the brand’s competitive edge.
Ramesh Roshan
Brand Strategy
Brand equity creates value for both the consumer and the firm
Value to the customer: Brand equity assets generally add or subtract value for customers. They can help
customers interpret, process, and store huge quantities of information about products and brands.
Value to the firm: “As part of the role in adding value for the customer, brand equity has the potential to add
value for the firm by generating marginal cash flow in many ways
It makes sense to buy brand name instead of any other brand, even if they are
the same.
Even if another brand has the same features as brand name, I would prefer
brand name.
If there is another brand as good as brand name, I would prefer to buy brand
name.
If another brand is not different from brand name in any way, it seems smarter
to purchase brand name.
Adapted from Yoo and Donthu (2001)
Ramesh Roshan

IIM Bodh Gaya
13th Class- 2nd August’ 2022
Ramesh Roshan
Session 12-13’s Agenda
Brand Strategy & Marketing Programs
Ramesh Roshan
Brand Strategy
Branding Goal
Shape the perception of your audience in such that your marketing/branding programs can influence them in your favor
Brand Strategy
Course of action planned for the systematic development of a brand in order to meet branding objectives i.e., shaping
perceptions of target audience through different forms of expression both visual and verbal
Brand Equity
A set of assets or liabilities in the form of brand visibility, brand associations and
customer loyalty that add or subtract from the value of a current or potential product
or service driven by the brand
(Aaker, 1991)
Put simply, brand equity represents the value of a brand. It is the simple
difference between the value of a branded product, and the value of that product
without that brand name attached to it
(Rosenbaum-Elliott, 2015)
Ramesh Roshan
Brand Strategy
Building a Strong Brand Using Keller’s CBBE Pyramid
Ref: Keller, 2004

Ramesh Roshan
Brand Strategy
Start with your brand identity

Brand salience, or awareness, refers to how you are perceived by your customers. What do they think about your brand,
and is that thinking even accurate?
§ Not just logos and taglines

§ Be responsible, responsive and consistent
§ Be authentic
§ Build up your brand story , voice, promise, vision, values
§ Build up your USP
Ref: Keaton Hawker, 2019

Ramesh Roshan
Brand Strategy
Start with your brand identity

Depth of brand awareness: is it easy for a brand element to come to customers’ minds? Is it possible for it to do that?
Breadth of brand awareness: in which situations does a brand come to customers’ minds?
§ What brands of product or service category can you think of?

§ Have you ever heard of these brands?
§ Which brands do you choose under the following situations…?
§ How frequently do you think of this brand?
It is the customer who decides who we are!! So always go back to them regularly and ask them and update yourself!!

Ramesh Roshan
Brand Strategy
Understand and communicate the meaning of your brand

Performance indicates how well your product satisfies the needs of your customers. Does the product do as you
advertise? Does it live up to the hype and get the job done?
§ primary characteristics and features

§ product reliability, durability, and serviceability
§ service effectiveness, efficiency, and empathy
§ style and design
§ price
Imagery refers to your brand’s social currency. How does your brand appear to customers/potential customers and how
will they talk about you?

Ramesh Roshan
Brand Strategy
§ How reliable is this brand?

§ How durable is this brand?
§ How is its customer service experience?
§ Does it completely satisfy your requirements?
§ To what extent do people you admire and respect use this brand?
§ How much do you like people who use this brand?
§ To what extent do you feel you grew up with this brand?

Ramesh Roshan
Brand Strategy

Ramesh Roshan
Brand Strategy
An impact metric helps you to describe where you want to be as

a company or business, expressed through a result
It’s often the most high-level, yet most important metric for
the business
Useful tool in marketing research to capture brand’s PoP and PoD and
helps

Ramesh Roshan
Brand Strategy
What sort of response does your brand evoke from customers?

What do people associate with your brand? How is perceived by the customer and how does it make them feel?
Brand judgments are customers’ personal opinions about the brand.

They may evaluate your brand in terms of quality, credibility, considerations,
and superiority
Brand feelings are customers’ emotional responses and reactions to a brand.

These feelings can be mild or intense and can be positive or negative

Ramesh Roshan
Brand Strategy
What sort of response does your brand evoke from customers?
§ What is your assessment of the product quality of this brand?

§ How much do you like this brand?
§ How unique is this brand?
§ How do you feel about this brand?

§ Does this brand bring you joy, excitement, happiness, or security?
§ Did you feel emotionally connected with this brand’s advertising campaign?

Ramesh Roshan
Brand Strategy
Understand the relationship you’ve built with your customers

Brand resonance describes the extent to which customers feel they are “in sync” with a brand
When your brand achieves this resonance, you can connect with customers in a more profound way and may get the
benefit of the doubt
When customers feel resonated with a brand, they’ll continue to choose and incorporate the brand into their life
With true brand resonance, you can gain significant brand equity, meaning strong customer engagement and loyalty

Ramesh Roshan
Brand Strategy

Brand resonance can be measured in terms of four aspects:

§ Brand loyalty: I buy this brand whenever I can
§ Attachment: This brand is special to me
§ Community: This is a brand used by people like me
§ Engagement: I really like to talk about this brand to others

Ramesh Roshan
Brand Strategy

Why brand resonance is important?

When something resonates with us, we connect with it on a very deep level
Brand resonance is the same. It indicates how well we relate to a specific brand and how intense
our relationship is with the brand

Ramesh Roshan
Brand Strategy
Subdimensions of Brand Building Blocks Ref: Keller, 2004

Ramesh Roshan
Brand Strategy
Brand Equity to Brand Value
Brand value is something that decides the monetary value created by the brand for the company in the market
Brand value chain dictating the process, from start to finish, of how a brand creates value Ref: Keller, 2004
Ramesh Roshan
Brand Strategy
Brand value chain
Four value stages in total, and there are key elements that build up each value stage.
A linear process, therefore, each value stage influences the next
The effect on each following step is determined by its multiplier
1st Stage: Marketing Program Investment

To leverage your marketing program investment, you need to know precisely the following:
§ How To Communicate With Your Consumers

§ Which Channels to Use for Communication
§ Your Employee’s Methods of Marketing Communication, both online and offline
Multiplier: Program Quality

Marketing program investment effect will be greatly influenced by your program quality
Ref: Keller, 2004

Ramesh Roshan
Brand Strategy
Brand value chain
2nd Stage: Customer Mindset

Marketing program investments will influence your customer’s mindset
Customer’s mindset consists of awareness, associations, attitudes, attachment and activity.

Each customer begins from the bottom with awareness and end with attachment and activity
Multiplier: Marketplace Conditions

External factors that affect the overall performance of a marketing program investment
Ref: Keller, 2004

Ramesh Roshan
Brand Strategy
Brand value chain
3rd Stage: Market Performance

Result of a positive customer’s mindset due to the increase in the sales of the product
or service
Each customer begins from the bottom with awareness and end with attachment and
activity
Multiplier: Investor Sentiment

External factors that affect the overall performance of a marketing program investment
Numbers of considerations used by both financial analysts and investors to evaluate the brand and its investment decisions:
Market dynamics, growth potential of the brand, risk profile and a brand’s overall contributions to company’s portfolio Ref: Keller, 2004
Ramesh Roshan
Brand Strategy
Brand value chain
4th Stage: Share Holder Value

With given information about the brand and several other considerations, the financial marketplace
will then drive arguments and evaluations that will influence financial implications of the
value of the brand
Ref: Keller, 2004

Ramesh Roshan
Brand Strategy
Implications of Brand value chain
A necessary condition for value creation is a well-funded, well-designed, and well-implemented marketing program
Value creation requires more than the initial marketing investment
Allows to estimate shareholder value and the investor sentiment multiplier through investor analysis and interviews
Ref: Keller, 2004

Ramesh Roshan
Brand Marketing Program
Promoting your product or service by promoting your brand as a whole
Essentially, it tells your service’s or product’s story by emphasizing your whole brand
Marketing is how you build awareness of your brand and its products and generate sales, and Branding is how
you express who your business is for and what it’s all about
Like what you studied earlier in foundation courses, brand marketing strategy again depends primarily on:
§ Knowing your current status
§ Who is your target audience?
§ What does your target audience perceives your brand?
Ramesh Roshan
Knowing your current status
Brand audit is a process used to analyze how a brand is performing in the market and against the competition
It's an analytical strategy that studies the aspects that make up a brand
Used to uncover hidden roadblocks that are stopping the brand from growing or moving forward
Pinpoints internal and external strengths and weaknesses
Essential task even if you are a startup/struggling brand OR are an established brand with huge RoI and customer base
Large companies might hire a brand specialist that offers brand audit services, but it’s not always necessary
Usually, team of marketing professional can also do the job of conducting a brand audit together and learn a lot about
their brand along the way
What you are doing for your respective brand in this course’s task!!
Ref: visme.com
Ramesh Roshan
The brand audit task expects you to work like marketing
professionals involved in the brand audit of THEIR brand!!
Needs to be professional in terms of content and presentation!! Ref: visme.com

Ramesh Roshan
The brand audit task expects you to work like marketing
professionals involved in the brand audit of THEIR brand!!
Needs to be professional in terms of content and presentation!! Ref: visme.com

Ramesh Roshan
Ramesh Roshan
Analysis of the Current
Situation
Who is your target audience?
Finding the Right Market

STP ( Segmentation, Targeting, Positioning)
Creating Value
Managing the Marketing Mix

Capturing Value 4Ps
Customer Acquistion → Customer Retention
$$ Profit $$
Sustaining Value
Ramesh Roshan
Analysis of the Current
Situation

STP ( Segmentation, Targeting, Positioning)
Creating Value
Managing the Marketing Mix

Capturing Value 4Ps
Customer Acquistion → Customer Retention
$$ Profit $$
Sustaining Value
STP marketing model is a three-step process designed to help you identify your most profitable customers and then
tailor your marketing and products to the needs of those customers
Ref: Yieldify.com
Ramesh Roshan
STP marketing model is a three-step process designed to help you identify your most profitable customers and then
tailor your marketing and products to the needs of those customers
Select customers to serve Decide on a value proposition
Segmentation Differentiation
Divide the total market Create value Differentiate the market
offering to create superior
into smaller segments for customer value
targeted
customers Positioning
Targeting
Select the segment for Positioning the market
offering in the minds of
segment to enter target customers
Adapted from Kotler & Armstrong, ,2012

Ramesh Roshan
Class of PBM
..otherwise, can we skip
fast..
Don't be very strict
…you have to be strict in the class so that class can be
quiet…
Prefers cultural function

Prefers sports
Prefers sleeping
Avoid discussions unless the value addition is substantial …teach us more advanced concepts.
Class discussions encourage …I have a weak foundation in marketing….
me to…
Ramesh Roshan
Class of PBM
..otherwise, can we skip
Don't be very strict fast..
…you have to be strict in the class so that class can be Prefers cultural function
quiet…
Prefers sports
Prefers sleeping
Avoid discussions unless the value addition is substantial

Class discussions encourage …teach us more advanced concepts.
me to… …I have a weak foundation in marketing….
Ramesh Roshan
Segmentation
Market segmentation is the process of dividing a heterogeneous market into homogeneous sub-units
The total population of a given market indicates only the market size and does not indicate anything more
A large, heterogeneous market, is comprised of smaller groups with homogeneous preferences
To succeed, a firm needs accept and appreciate the heterogeneity of the market while identifying the similarities, among
different groups of customers
Market segmentation is the practice of dividing a large heterogeneous market into smaller subgroups with shared
characteristics in order to deliver a market offering that satisfies unmet needs as closely as possible
Ramesh Roshan
Need of Market Segmentation
Not all individuals have similar needs
Market Segmentation helps:

marketers to bring together individuals with similar choices and interests on a common platform
marketers to devise appropriate marketing strategies and promotional schemes according to the tastes of the
individuals of a particular market segment
marketers to understand the needs of the target audience and adopt specific marketing plans accordingly
customers to have a clear view of what to buy and what not to buy
firms to compete in a highly competitive market (like India for example) by targeting the right product to the
right customers at the right time
Firms to know and understand their customers better
Ramesh Roshan
Elements of Successful Market Segmentation
In order to be classified as a market segment, it must have the following characteristics:
Homogeneity: The segment must share at least one variable in common
Measurable: The size, purchasing power and characteristics of the segment can be determined.
Substantial: The segment must be large enough to yield an economic profit.
Accessible: The segment must be easy to distribute to and serve after-sales support.
Differentiable: The segment must react differently to a marketing mix than another segment.
Actionable: The segment must respond to programs that are tailored to attract them.
Ramesh Roshan
Basis for Market Segmentation
Demographic segmentation
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Geographic segmentation
Dividing the market into smaller geographical units
These units can represent countries, states, counties, cities, neighbourhoods, streets and even individual addresses
Ramesh Roshan
Psychographic segmentation
Dividing buyers into groups according to their lifestyles, personalities or personal values and attitudes
Dividing buyers according to lifestyle reveals the daily activities a particular group engages in
How the segment lives will affect the types of products they consume
(For example, tech savvy's buying the latest software, or hardware)
Dividing a market according to personality traits such as spontaneity, sophistication and the ever elusive “cool”
Once a set of personality traits have been identified, the marketer crafts a promotional campaign
associating their product to those traits
Dividing a market according to values and attitudes enables marketers to craft a promotional campaign that
associates their brand to those held by a particular group
Ramesh Roshan
Psychographic segmentation
Ramesh Roshan
Behavioural segmentation
Customer’s buying journey as per AIDA model
Ref: Yieldify.com
Ramesh Roshan
Buys WHERE? WHO buys?
Buys HOW?
WHY buys? Uses HOW?
Ref: QuestionPro
Ramesh Roshan
Small in-class exercise
Go to the Google Classroom and check our Class Discussion tab
You have 7 minutes in all to answer this question
Any answer submitted after 7 minutes will not be counted!!

Targeting
After segmenting the market, you need to choose your target market by evaluating each segment’s attractiveness and
choosing which one or ones to go after
Idea is to target the market which is most likely to purchase your product/services
Evaluate Market Segments on
the size and growth opportunities*,

the existing industrial structure and its attractiveness*
the company’s objectives and resources/capabilities
*Porter Analysis a great analytical set up at this stage!
Ramesh Roshan
Selecting Target Market Segment
Total Partial
market coverage market coverage
Undifferenciated Mass Concentrated

marketing-mix market strategy market strategy
Differenciated Differentiated Selective

marketing-mix market strategy market strategy
Market segmentation is necessary
Ref: Becker, 1990

Ramesh Roshan
Selecting Target Market Segment
1. Undifferentiated Marketing/Mass Marketing
Marketing-Mix Market
2. Differentiated Marketing
Marketing-Mix 1 Segment 1
3. Concentrated Marketing
Segment 1
Marketing-Mix
Segment 2
Segment 3 Ref: Becker, 1990

Ramesh Roshan
What does your target audience perceive your brand?
Positioning and Differentiation
Deciding value proposition with a competitive advantage
Competitive advantage refers to the advantage over competitors gained by offering customers greater value either by having a
lower price or proving more benefits which tends to justify the higher price
Differentiations through products, people, service or channels can give competitive advantage
Understanding customer needs and delivering more value than other products are the keys to winning and keeping
customers
Positioning defined
The “act of designing the company‘s offer and image so that it occupies a distinct and valued place in the target customer‘s
mind” – key is to find the proper location in the minds of a group of customers, so that they think about the product in
the desired way
Ramesh Roshan
What does your target audience perceive your brand?
Even with no obvious differentiation customers still tend to prefer some brand more than others!
Consumers recognize differences because vendors practice product positioning
Product positioning entails differentiating a product from competitors by highlighting important attributes and benefits
The objective of market positioning is to establish the image or identity of a brand or product so that consumers
perceive it in a certain way
Ramesh Roshan
Product/Brand positioning is the way consumer, users, and buyers in the market view competitive brands or product
types
Positioning is what customers think about products and not what firms say about the product
Perceptual Map in Market Positioning

A perceptual map is used to show
consumer perception of certain brands
across two relevant dimensions
The map allows businesses to identify how

competitors are positioned relative to you
and to identify opportunities in
the marketplace.
Ref: CFI.com
Ramesh Roshan
Types of Positioning Strategies
Customer value proposition i.e., all the benefits a customer is promised based on the following strategies:
Product attributes and benefits

Associating your brand/product with certain characteristics or with certain beneficial value
Product price
Associating your brand/product with competitive pricing
Product quality
Associating your brand/product with high quality
Product use and application

Associating your brand/product with a specific use
Competitors
Making consumers think that your brand/product is better than that of your competitors
Ramesh Roshan
Another way to define how customer value propositions defines types of positioning strategies:
Functional
Refers to solving a problem or providing a functional benefit to the customers
Symbolic
Refers to enhancing image, ego or belongingness needs of your customers
Experiential
Refers to focusing on elements of your product or brand that connects emotionally with your customers
Ideally you want to use all these three positioning factors to combine in your strategies
Ramesh Roshan
▪ Technology ▪ Exclusiveness ▪ Banking ▪ Product range:

▪ Material ▪ Life style ▪ Financing ▪ Depth
▪ Taste ▪ Avant garde ▪ Information ▪ Breadth
▪ Design ▪ Design ▪ Advise ▪ Up to date
▪ Product size ▪ Sympathy ▪ Repair ▪ etc.
▪ etc. ▪ etc. ▪ etc.
Product value Image value Service value Range value
Attractivity of the offering

Ramesh Roshan
Effective Positioning Strategies
Determine company uniqueness by comparing to competitors

Compare and contrast differences between your company and competitors to identify opportunities
Focus on your strengths and how they can exploit these opportunities
Identify current market position

Identify your existing market position and how the new positioning will be beneficial in setting you apart from
competitors
Competitor positioning analysis

Identify the conditions of the marketplace and the amount of influence each competitor can have on each
other
Develop a positioning strategy

Once you achieve an understanding of what your company is, how your company is different from competitors,
the conditions of the marketplace, opportunities in the marketplace, and how your company can position itself
Ramesh Roshan
Effective Positioning Strategies
USP is a basis for positioning If I use …(brand)

instead of …(competitor brand)
then I get …(main value proposition)
because …(” reason why”)
Must be
:
▪ Strong and differentiate the company
from competitors
▪ Relevant for the purchase decision of
customers in the target group
▪ Credible
▪ Deliverable (resources, costs, time
required for implementation)
Ramesh Roshan
Like what you studied earlier in foundation courses, brand marketing strategy again depends primarily on:
§ Knowing your current status
§ Who is your target audience?
§ What does your target audience perceives your brand? A successful product carries the
brand within
Products to Brands and Role of Communication
Injecting the Brand into the Product

Once these questions are adequately addressed and, consequently, the decision
on what should be injected is reached upon, the product begins its journey of
transformation
The transformation would largely depend on how much the product is enriched
with all the necessary attributes, and to what extent
Stanley Hainsworth
Ramesh Roshan
Brands are direct consequence of the strategy of market segmentation and product differentiation
BUT it is the brand communication that lets you leave a lasting impression on your customers so that
they remember you for years to come
Brands are the consequence of experience first and product second, because no one is going to pick up your product
and try it if they don't want to buy into the experience
This experience comes through the advertising, the retail environment, and the online experience—every single brand touch
point
Effective brand communication does not only act on the market. It rather hast he power to organizes the market. It has an
astute vision, a mission and a crystal-clear idea of what transformation the product category needs to undergo
Ramesh Roshan
Ramesh Roshan
Ramesh Roshan
Challenges in Designing Brand-Building Communications
For person to be persuaded by any form of communication (a TV advertisement, newspaper editorial, or blog posting),
the following six steps must occur
4. Yielding: A person must respond favorably to the intended
1. Exposure: A person must see or hear the communication. message or arguments of the communication
2. Attention: A person must notice the communication. 5. Intentions: A person must plan to act in the desired manner
3. Comprehension: A person must understand the intended of the communication.
message or arguments of the communication. 6. Behavior: A person must actually act in the desired manner
of the communication. Ref: Keller, 2012
Ramesh Roshan
Major Marketing Communication Options
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Although it is a powerful means of creating strong, favorable, and unique brand associations and eliciting
positive judgments and feelings, advertising is controversial because its specific effects are often difficult to
quantify and predict
Promotions
Although they do very different things, advertising and promotion often go hand-in-hand. Sales promotions are short-
term incentives to encourage trial or usage of a product or service
Interactive Marketing
Tactic that uses engaging visuals or videos to get your audience to engage with your content. This form of marketing
captures your audience's attention, delights them, and creatively presents your product or service
Ref: Keller, 2012

Ramesh Roshan
Major Marketing Communication Options
Events and Experiences

As important as online marketing is to brand management, events and experiences play an equally important role
Brand building in the virtual world must be complemented with brand building in the real or physical world.
Events and experiences range from an extravagant multimillion dollar sponsorship of a major international
event to a simple local in-store product demonstration or sampling program
Mobile Marketing
A major communication option that has emerged in recent decade and will undoubtedly play a greater role in brand
building in the future
As smartphones are playing an increasingly significant role in consumers’ lives, more marketers are taking
notice, and mobile ad spending passed ₹160 billion in 2021
Consumers already use smartphones for information and entertainment as well as communication—and
are beginning to use them as shopping devices and payment methods and thus making them an integral
part of our lives
Ref: Keller, 2012
Ramesh Roshan
General Marketing Communication Guidelines: The “Keller Bs”
1. Be analytical: Use frameworks of consumer behavior and managerial decision making to develop well-reasoned
communication programs.
2. Be curious: Better understand customers by using all forms of research, and always be thinking of how you can
create added value for consumers.
3. Be single-minded: Focus your message on well-defined target markets (less can be more).
4. Be integrative: Reinforce your message through consistency and cuing across all communication options and media.
5. Be creative: State your message in a unique fashion; use alternative promotions and media to create favorable,
strong, and unique brand associations.
6. Be observant: Keep track of competition, customers, channel members, and employees through monitoring and
tracking studies.
7. Be patient: Take a long-term view of communication effectiveness to build and manage brand equity.
8. Be realistic: Understand the complexities involved in marketing communications.
Ref: Keller, 2012

Ramesh Roshan

IIM Bodh Gaya
14th Class- 4th August’ 2022
Ramesh Roshan
Today’s Agenda
Leveraging Secondary Brand Associations
Measuring and Interpreting Brand Performance
Ramesh Roshan
Brand Amplifiers
Efforts made to engage consumers and the public via word-of-mouth and public relations and publicity
Amplify the effects created by other marketing activities through:

• Public relations and publicity
#RideYourIndependence
Ramesh Roshan
Brand Amplifiers

• Public relations and publicity
#RideYourIndependence
The impactful campaign showed women riding bikes, cruising down roads at night and doing whatever they deem fit
without any fear
On YouTube alone, the video has over 12 million views. On Facebook, the campaign crossed 6.5million
views
It asserts that even small and sweet things have immense power. The campaign gives a crystal-clear view of the
influence of good PR and managed to get more than 50+ PR stories written about it
Ramesh Roshan
Brand Amplifiers

• Word-of-mouth
Ramesh Roshan
Brands may have a relationship with other entities, which can be used to help consumers understand their knowledge
These linkages can lead consumers to believe that the brand may have some of the same associations or responses
as the entities they are linked to
The brand borrows brand knowledge from other entities and possibly brand equity depending on how they
respond
Indirectly building brand equity involves leveraging secondary brand associations
If an existing brand lacks positive brand associations for building a strong brand, secondary brand associations can be very
important for creating positive, unique, and strong associations
It can also serve to strengthen existing responses and associations in a new and unique way
Ramesh Roshan
Effects on Existing Brand Knowledge
Cognitive consistency - What is true for the new association must be true for the brand.
Factors predicting the extent of leverage from linking the brand to another entity:
o Awareness and knowledge of the entity.
o Meaningfulness of the knowledge of the entity.
o Transferability of the knowledge of the entity
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Effects on Existing Brand Knowledge
o Take into account consumers’ awareness of that entity, as well as how the associations, judgments, or feelings
for it might become linked to the brand or affect existing brand associations.
o Choose entities for which consumers have some or even a great deal of similar associations.
o Design a commonality leveraging strategy when consumers have associations to another entity that are
congruent with desired brand associations.
o Practice complementarity branding strategies that can help deliver the desired brand position.
Ramesh Roshan
Secondary Source of Brand Knowledge
Companies (through branding strategies)
Countries or other geographic areas (through identification of product origin)
Channels of distribution (through channel strategy)
Other brands (through co-branding)
Characters (through licensing)
Spokespersons (through endorsements)
Event (through sponsorship)
Other third-party sources (through awards or reviews)
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Companies (through branding strategies)
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Countries or other geographic areas (through identification of product origin)
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Channels of distribution (through channel strategy)
Secondary brand associations are created by retailers through the brands and products they sell and the methods they
use to market them
Ramesh Roshan
Other brands (through co-branding)
The strategy that strives to capture the synergism of combining two well-known brands into a third, unique branded
product (Rao and Ruekert, 1994)
Marketers need to be careful when entering into and executing co-branding ventures. Marketers must make sure that the
co-branding ventures are a good fit for their values, abilities, and goals
Ramesh Roshan
Characters (through licensing)
Involves contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands for
some fixed fee
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Spokespersons/Ambassador (through endorsements)
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Event (through sponsorship)
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Other third-party sources (through awards or reviews)
Third-party sources can be especially credible sources

Marketers often feature them in advertising campaigns and selling efforts
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Product Placement
Brands feature in a production that targets a large audience usually movies/theater/series etc.
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Brand Extension
When an already well-established brand uses its name to extend outwards into other product categories, this is what is
called brand extension
These extensions don’t have to relate to the original product, as the whole point of them is to attract both
current and potential new customers
Brand extension helps evaluate product category opportunities, identification of resource requirements and even lower
their chances of failure
Brand building for brand extensions is easier than starting from scratch
You can use existing knowledge. Furthermore, you can also use the positive brand awareness that the parent brand
already has. That gives you a running start
In other words, you can leverage secondary brand association in your favour and establish strong brand equity
Ramesh Roshan
Brand Extension
Brand extensions can either be a total success or a complete failure
Advantage:
Facilitate acceptance of new-products
If and when done correctly, it provides positive feedback to the parent brand and company.
Disadvantage:
May result in the brand name being less strongly associated with any one product.
Can result in brand dilution
Can result in cannibalization of the parent brand
Ramesh Roshan
Brand Extension
Brand extensions can either be a total success or a complete failure
Advantage:
Facilitate acceptance of new-products
If and when done correctly, it provides positive feedback to the parent brand and company.
Disadvantage:
May result in the brand name being less strongly associated with any one product.
Can result in brand dilution
Can result in cannibalization of the parent brand
Ramesh Roshan
Brand Extension
Ramesh Roshan
Measuring & Interpreting Brand Performance
Need
The Management Control Process
Framework for What counts,

Designing gets measured
Performance
Measurement
Systems
What gets What gets
rewarded, Strategy measured, gets
really counts done
What gets done,

gets rewarded
Source: Claus J. Varnes & Per Østergaard Jacobsen, Department of Operations Management, Copenhagen Business School, 2008
Ramesh Roshan
Need
Increasing interest in measures of marketing performance has arisen due to the necessity for marketers to justify the
impact and expenditure of marketing efforts
(O’Sullivan & Abela 2007)
Researchers have suggested that “the issue of quantifying the returns to marketing activities in financial terms is one of
the greatest challenges facing marketing and brand managers today”
(Mizik and Jacobson 2008)
Marketers have shown a lack of accountability for marketing performance to shareholder value, which undermines
marketers’ credibility and the overall contribution of marketing activities to the firm’s performance
(Rust et al. 2004)
Ramesh Roshan
Brand Performance Measurement and Modern Accounting
Balanced Scorecard:
Scorecard framework consisting of balanced set of performance indicators (measures)
❑ System consists of four different perspectives:
• Financial perspective
• Customer perspective
• Internal process perspective
• Innovation and learning perspective
❑ Each perspective includes objectives, measures, targets and initiatives
❑ Perspectives are highly intuitively understandable
❑ Main features of BSC :

• Measures are multidimensional and balanced
• Causality among the measures
Ramesh Roshan
Brand Performance Measurement and Modern Accounting
Strategic topic:
Example of an airline business
operating efficiency
Finance What affects the operating efficiency?
Profitability
Fewer More
• More Customer in fewer planes
airplanes customers
Customer How to reach this?

Punctual
flights Low price • Attract customers, who value punctual and price
worthy flights.
Process What processes should we focus on?
Quick boarding • Quick boarding
procedures
Learning Will the employees accept these changes?

Ground Crews’ • Training and compensation of the employees,
orientation
according to their contribution to the company
success
• Employee stock options
Ramesh Roshan
Need
Fact Based Marketing
Ramesh Roshan
Need
Fact Based Marketing
Senior Vice
President Western
Europe,
Carlsberg Breweries
The McKinsey Quarterly, May 2007

Ramesh Roshan
Objectives in Brand Management
Need
By building brands, companies pursue a set of objectives
• There are two main types of objectives:

• behavioral / psychological objectives
• economic objectives
• By setting objectives, companies want to motivate, lead, facilitate decisions and allow the controlling of progress
• Objectives must be clearly defined with respect to four dimensions:

▪ content (e.g. brand awareness)
▪ direction (e.g. increase)
▪ amount (e.g. by 5%)
▪ time frame (e.g. in 2008)
▪ segment (e.g. among young adults from 18 to 25 years)
- 29 -
Ramesh Roshan
Measuring & Interpreting
Brand Performance
Need
Brand value
Global objectives
Brand identity
Brand creation
(Company value)
Profit
Brand
positioning Contribution
margin
Brand
awareness
Brand First purchase Turnover Market
satisfaction share
Brand
Brand liking loyalty
Brand Repurchase Cost
trust
Brand image
Esch/Wicke/Rempel (2005)
Behavioral objectives Economic objectives

Ramesh Roshan
Brand Equity Measurement System
Set of research procedures that is designed to provide timely, accurate, and actionable information for
marketers so that they can make the best possible tactical decisions in the short run and strategic
decisions in the long-run.
- 31 -
Ramesh Roshan
A Brand Equity Measurement System involves:
▪ Conducting brand audits.

▪ Brand Inventory
▪ Brand Exploratory
▪ Developing tracking procedures.
▪ Designing a brand equity management system

▪ Brand Equity Charters
▪ Brand Equity Reports
▪ Brand Equity Overseers
- 32 -
Ramesh Roshan
Conducting the Brand Audit
A brand audit is a comprehensive examination of a brand involving activities to assess the health of the
brand, uncover its sources of equity and suggest ways to improve and leverage that equity.
▪ A brand audit requires understanding sources of brand equity from the perspective of both the firm and
the consumer.
▪ Specifically, the brand audit consists of two activities:
➢ Brand Inventory
➢ Brand Exploratory
- 33 -
Ramesh Roshan
Brand Inventory
The purpose of the brand inventory is to provide a complete, up-to-date profile of how all the products
and services sold by a company are marketed and branded.
▪ For each product, the relevant brand elements must be identified, as well as the supporting marketing
program. This information should be summarized both visually and verbally.
▪ Although primarily a descriptive exercise, some useful analysis can be conducted.
- 34 -
Ramesh Roshan
Brand Exploratory – Measuring Sources of Brand Equity
The brand exploratory is a research activity designed to identify potential sources of brand equity.
▪ The brand exploratory provides detailed information as to what consumers think of and feel
about the brand.
▪ Although reviewing past studies and interviewing relevant personnel provides some insights,
additional primary research is normally required.
▪ To allow a broad range of issues to be covered and also permit those issues to be pursued in-depth,
qualitative research techniques are often employed first.
▪ To provide a more specific assessment of the sources of brand equity, a follow-up quantitative
phase is often necessary.
- 35 -
Ramesh Roshan
Measuring Sources of Brand Equity – Qualitative Techniques
Qualitative research techniques are relatively unstructured measure-ment approaches that permit a range of
possible consumer responses. Often conducted as a first step in measuring sources of brand equity
▪ Free Association Tests
▪ Projective Techniques
▪ Zaltman Metaphor Elicitation
▪ Means-End Chains
▪ Focus Groups
- 36 -
Ramesh Roshan
Free Association Test
Subjects are asked what comes to mind when they think of the brand,
when they thin of the brand (without any more specific probe or cue other than the
category)
«What does Rolex mean to you?»
«Tell me what comes to mind when you think about Rolex watches.»
Strength of associations can be infered from the order of elicitation – early or late in the
sequence – and the frequency of elicitation.
Follow-up question should probe deeper favourability and uniqueness of associations. Some
useful questions:
„What do you like best about the brand? What are ist positive aspects?“
„What do you dislike? What are ist disadvantages?“
„What do you find unique about the brand? How is it different from other brands?“
Ramesh Roshan
Projective Techniques
Projective Techniques
Diagnostic tools to uncover true opinions and feelings when the consumer is unwilling or otherwise unable to
express himself.
Typically marketers would confront consumers with incomplete stimulus and ask them to complete it or
present an ambigous stimulus and ask the consumer to make sense of it.
Especially usefull when deeply rooted personal motivations or social sensitive subjects are at issue.
Example: Filling in incomplete sentences
Please complete the following sentences according to your
own belief, wishes and attitudes:
•„An own drier would be ...“
•„When I‘m offered Nescafé, then ....“
•„In my dream livingroom there are ...“
•„People who increase their car‘s performance through chip-tuning, are...“
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Cartoon-Test
Cartoon Test
- 39 -
Ramesh Roshan
Third Person Technique
Third Person Technique
Projective question:
„In your own opinion, on which occasions does your neighbour drink a glass of
champaigne ?“(from: Kepper, 1996, P.98)
Problem: easy to see through
Product personification:
„Imagine XY would be an animal. How would you describe this animal?“
Typical user:
„In your own opinion, how does the typical champaigne drinker looks like?“
- 40 -
Ramesh Roshan
Mason Haire‘s classic Nescafé test (1950)
Mason Haire‘s classic Nescafé test (1950)
Overcome weaknesses of direct questioning through projective methods
Direct question
a) Do you often use instant coffee?
b) If not, what don‘t you like about instant coffee?
Frequent answer: the taste is not good.

Projective question
Describe the housewives that made the following shopping lists:
a) shopping list with instant coffee b) shopping list with bean coffee
Possible answers: lazy economical

bad planning good house wife
not a good house wife dilligent
no savings good planning
Ramesh Roshan
Zaltman Methaphor Elication Techniques (ZMET)
Zaltman Methaphor Elication Techniques (ZMET))

ZMET is an alternative market research tool to traditional focus groups. The process, developed by Gerald
Zaltman, a professor at Harvard Business School, uses visual imagery to evoke how consumers feel about a
product. Zaltman argues that images uncover deeply hidden thoughts about products because they connect
more directly with the inner self than words. The usual focus group, he argues, barrages consumers with
questions and simply takes the responses at their word.
Zaltman has found that one of the most common metaphors that participants identify is transformation – the
idea that a particular product can transform them into something else. Zaltman’s clients can then emphasize
the positive qualities his participants identify with their product, while minimizing the negative ones, in future
campaigns.
- 42 - Source:http://www.gdusa.com/
Ramesh Roshan
Measuring & Interpreting
ZMET – Procedure
Brand Performance
Zaltman Methaphor Elication Techniques
Recruiting of 12 to 30 participants (ZMET requires a relatively small sample to
produce consistent patterns of thought).
About a week prior to their interviews, each participant is asked to gather 8-10
pictures that reflect their thoughts and feelings about the research topic.
Each participant is interviewed individually for two hours.
Result: participants arrive for their interviews with the benefit of considerable
conscious and unconscious reflection about the product or issue.
Participants are asked to explain their thoughts and feelings about the research
topic, using the pictures as visual cues. Interviewers explore whatever metaphors
are elicited and probe for deeper meanings.
Interviewers take participants through a series of exercises designed to reveal the
fundamental feelings and beliefs that drive their actions, using techniques adapted
from psychotherapy, cognitive neuroscience, psychology, and sociology.
An associate trained in digital imagery helps participants to create a single image

that summarizes their thoughts and feelings about the subject.
Transcription and data analysis.
- 43 -
Ramesh Roshan
ZMET – Example Nestlé Crunch
ZMET – Attitudes of 10 Nestlé Crunch fans:
• Respondents brought in pictures of:
❑ old pickup trucks,
❑ children playing on picket-fenced suburban lawns,
❑ grandfather clocks,
❑ snowmen, and
❑ American flags.
• Pictures and Photoshop collages, revealed that respondents saw the crunch as:
❑ a small indulgence in a busy world,
❑ a source of quick energy, and
❑ something that just tasted good.
• The candy bar evoked powerful memories:
❑ of childhood
❑ of simpler times.
❑ It was less a workday pick-me-up than a time machine back to childhood.
"The Nestlé Crunch bar turns out to be a very powerful icon of time,“
Ramesh Roshan
Means Ends Chain Model Values
Terminal
Value
Consequences Instrumental
Value (e.g. Self
esteem)
Psychosocial
Consequence (e.g. „I‘m
physically fit“)
Product attributes Functional (e.g. „I feel
Consequence relaxed after
walking“)
Abstract
Attribute (e.g. „I walk
faster“)
Concrete (e.g. „looks
Attribute nice on the
feet“)
(e.g.
„orthopedic“)
Ramesh Roshan
Development of Means Ends Analysis
Steps Methods
• open inquiry
Determine the relevant attributes • repertory grid
• ...
Determine the individual • laddering

„means-end chains“ • association pattern technique (APT)
Content analysis
Data aggregation and analysis → implications matrix
→ hierarchical value map
• Product policy
Implications for marketing
• Communication policy
- 46 -
Ramesh Roshan
Laddering interview
Laddering Interview
Terminal
Friendship
Why? Values
Sociability
Instrumental
Why?
Psychosocial
Nice appearence
Why? Consequences
Maintain weight
Functional
Why?
Abstract
Low calory content
Why? Product attributes

Sugar- free
Concrete
Ramesh Roshan
Measuring & Interpreting Brand
Laddering interview – Toyota example
Performance
Laddering Interview-Toyota Example
A: Makes me feel good. To be happy!

Value:
Feel good Q: Why is this important for you? What is your
"benefit" in this?
A: I have an obligation to for future generations. It
Consequence:
just is part of my ethics – I feel responsible.
Obligation to
next generation Q: And if you are not greener? What are the
consequences for you then?
Consequence:
A: The atmosphere is fouled enough an I should do
We must be my bit. We must all be greener.
greener Q: Can you explain to me why you care about cutting
down on pollution?
Consequence: A: Use as little as possible. Cut down on pollution.

Less pollution Q: You stated that fuel economy is important to you.
Why is that?
Characteristic: A: Fuel economy is a very important car
Fuel characteristic for me.
consumption
Ramesh Roshan
Toyota example – Hierarchical Value Map
Respondents who Financial

Respondents
do not consider Feelgood who consider
security
Toyota Yaris Toyota Yaris
Spend money
on other things
Budget
(saves money)
Value for
money
Fuel
Price
consumption
Ramesh Roshan
Toyota example – Attributes, Concequences,Values
"I feel as if my life is fulfilled."

"I‘m great!"
self fulfillment
"I want to be able to be proud of myself."
"To feel more relaxed."

avoid stress "I feel at ease."
"I don`t want to feel tired."
"I don`t like getting crazy about things."
like to be
comfortable
"I can feel comfortable in the car."
"I like comfort and well-being."
large interior "I need a car which although small has room for me."
"To feel well inside."
Ramesh Roshan
Focus Groups
Focus Group
A discussion conducted by a trained moderator among a small group of

respondents in an unstructured and natural manner.
➢ Main purpose: gain insights by creating a forum where respondents feel

sufficiently relaxed to reflect and portray their feelings and behavior.
➢ Main value: discover unexpected findings obtained from a free-flow creative
group discussion.
➢ Most important qualitative marketing research method.
➢ Extensively used in:
• New product development
• Advertising development
• Image studies
- 51 -
Ramesh Roshan
Agenda: Measuring and Interpreting Brand Performance
1 Understanding Sources of Brand

Equity
Validating Brand Equity

2
Metrics
3 Brand Driver Analysis
4 Brand Equity Tracking
5 Case: Nivea Beauté
Ramesh Roshan
Tracking Brand Associations
What marketers do
Marketing
builds brand
associations,
What customers think & feel

which hopefully
convert into brand
purchase and
?
recommendation
What customers do
Ramesh Roshan
Criteria to Evaluate Brand Equity Metrics
Responsiveness to Marketing – Can

we move it?
Conversion to Sales
Does it translate into sales/profits?
Source: Koen Pauwels
Ramesh Roshan

Equity

2
Metrics
Ramesh Roshan
Visualization in an Impact-Performance Portfolio
75%
Y-Axis shows the performance of
<< % Ownership
different competitors on brand
associations
Mean: 37%
X-Axis shows the strength of

impact of different brand
associations on brand equity
Impact on Brand Equity

0
0 Mean: 5.4
10
Ramesh Roshan

Equity

2
Metrics
Ramesh Roshan
Developing Tracking Procedures
Tracking studies involve information collected from consumers on a routine

basis over time
• Often done on a “continuous” basis
• Provide descriptive and diagnostic information
• Key decisions
▪ What to track
▪ Who to track
▪ When and where to track
▪ How to interpret tracking studies
Ramesh Roshan - 58 -
Brand Equity Management System
Assemble results of tracking survey and other relevant outcome measures

into a Brand Equity Report distributed to managers on regular basis
• Provides descriptive information as to what is happening with a

brand as well as diagnostic information as to why
Example of Online KPIs
Ramesh Roshan
Impact of Online versus Off-Line Metrics
Findings from Academic Research:

▪ Online metrics great to EXPLAIN brand sales
▪ Attitude surveys best to PREDICT brand sales
▪ Online metrics matter more for products with high involvement

& online active brands
▪ Both online and offline marketing can affect online behavior and
attitude to raise sales
▪ You can integrate attitude & online metrics
Source: Koen Pauwels
Ramesh Roshan
Brand Equity Management System:
Establish position of VP or director of equity management to oversee

implementation of brand equity charter and reports
• Ensure that, as much as possible, marketing of the brand is done in

way that reflects the spirit of the charter and the substance of the
report

Equity

2
Metrics
5 Practical Case
Ramesh Roshan
Portfolio: XYZ Firm for beauty care compared against its best competitors on
various drivers
6
Uncompli-
cated
5,5
Current image position

Texture Care
Colour/ Beauty
5 Up-To-Date
Long
4,5 lasting
4
Exclusive
3,5 Best competitor A All equal

D C B
3
0 1 2 3 4 5 6
Relevance for buying intention

IIM Bodh Gaya
17th Class-16th August’ 2022
18th Class-18th August’ 2022
Ramesh Roshan
Agenda for the coming classes…
Growing and Sustaining Brand Equity
Ethics in Branding
Digital Branding
Ramesh Roshan
Branding Strategy-- Recap
Brand development strategy is the long-term plan to achieve a series of long-term goals that ultimately result in
the identification and preference of your brand by consumers
Should start with a clear answer to the following questions:
What are your brand's objectives and how do you communicate them?
What problems will your brand solve and how will it benefit its intended customers?
How do you identify your ideal customers?

Who will benefit from the brand? How do these customers feel and how would they like to feel?
How do you identify your competitors?

Who is already giving your potential customers what they want and how?
How do you engage potential customers?

What personality and tone of voice will your brand have to achieve its goals?
Ramesh Roshan
Brand development strategy is the long-term plan to achieve a series of long-term goals that ultimately result in
the identification and preference of your brand by consumers
Should start with a clear answer to the following questions: Branding Strategy
Vision, Goals, Philosophy , Culture
What are your brand's objectives and how do you communicate them?
What problems will your brand solve and how will it benefit its intended customers?
How do you identify your ideal customers?

Who will benefit from the brand? How do these customers feel and how would they like to feel?
How do you identify your competitors?

Who is already giving your potential customers what they want and how?
How do you engage potential customers?

What personality and tone of voice will your brand have to achieve its goals?
Ramesh Roshan
Levels of strategy in an organization
Large sized organizations decentralize decision making powers to smaller organizational units to better respond to customer needs
To coordinate activities between SBUs and functional units within SBUs, a strategic plan is created at the corporate level which acts as base
the for strategies at SBUs and functional unit levels
Branding Strategy
Corporate Strategy Vision, Goals, Philosophy , Culture
Vision, Goals, Philosophy , Culture
Business Unit Strategy

Mission, Business goals, Competencies
Functional Strategy
Manufacturing
HR Finance Marketing IT R&D
and Operations
Marketing and other functional departments create their own functional goals and strategies which are primarily an extension of
corporate/SBU strategies
Ramesh Roshan
Foundation Stones of Branding Strategy
Purpose: Your Brand’s “Forever”
Aspirational reason why your company exists
It lives beyond financial goals and doesn’t include any methods, means, or Bringing the best user
specific approaches or executions experience to its customers
through its innovative
Vision: Your Brand’s “One Day” hardware, software, and
services
This is your brand’s “envisioned future”
It speaks to the impact you’ll make in the lives of your customers, not just the future
state of your own company
Mission: Your Brand’s “Today”

Your Mission Statement describes exactly how you’ve put your purpose into action,
along with who benefits from your work
It outlines your actions in simple, clear language that’s specific to your brand
Values: Your Brand’s “Right Now”

Core Values describe what you believe and how you behave
They’re a brand’s standards of conduct even (and especially)
when things get difficult
Importance of Values
Values (1999-2000) Values (2018-2019)
1.Focus on the user and all else will follow. Responsibility: We practise highest ethical standards and
2.It’s best to do one thing really, really well. motivate others to do the same.
3.Fast is better than slow. Honesty and Integrity: We uphold the highest ethical
4.Democracy on the web works. standards in our work and behavior towards our job,
5.You don’t need to be at your desk to need an answer. environment and one another.
6.You can make money without doing evil. Life-long Learning: We welcome transformational change by
7.There’s always more information out there. helping each other develop.
8.The need for information crosses all borders. Mindfulness : We intentionally and purposefully direct our
9.You can be serious without a suit. attention to the present moment rather than letting it wander
10.Great just isn’t good enough.
The values doesn’t come simply by having them, but from

how they’re used and embodied by your brand
Having examined strategies for building and measuring brand equity it is important to considers how to sustain, nurture,
and grow brand equity under various situations and circumstances
But first a detailed understanding of the types of brands possible:

Regional Brands
Attitude Brands
e-Brands
Global Brands
In-store Brands
Premium Brands
Sub-brands
Cult Brands
Generic Brands At the bottom of the hierarchy are usually the store
brands, or the private labels, followed by regional, national and global
brands
The transition from one

type to another takes time and it happens in phases, and involves costs
and other resources
Ramesh Roshan
Having examined strategies for building and measuring brand equity it is important to considers how to sustain, nurture,
and grow brand equity under various situations and circumstances
But first a detailed understanding of the types of brands possible:

Regional Brands
Unique to a particular region and generally have to fight stiff competition from national brands
While some regional brands stay so because of lack of resources to expand, others continue as regional brands
because of their distinct regional appeal
Attitude Brands
Represents a larger feeling, which is not necessarily connected to the product or the consumption of the product
e-Brands
Brands present in online space and using internet and social media channels to create and promote brand identity
Global Brands
Brands enjoying worldwide recognition with a global strategies and humungous investments
These brands evoke similar perceptions across the globe, and their promotional strategy in most cases is
universal as they represent universal values Ref: DM David, 2015
Ramesh Roshan
Types of brands possible…:
In-store Brands
Organized retailing comes up with ‘private label’ brands, which are in-store brands
These brands are owned, controlled, merchandised and sold by a specific retailer in its own stores
Premium Brands
Sought by consumers of the upper and upper middle class with high disposable income and an
upscale lifestyle
Sub-brands
Extensions of the mother brand
Cult Brands
Near-fanatical customer base – a set of staunch believers who possess a sense of strong
ownership towards the brand and have a distinct connection with the brand
Generic Brand
Brands that are distinguished by the absence of a brand name, or that they have a brand name
which is not advertised heavily Ref: DM David, 2015
Ramesh Roshan
Brand Architecture
Organizational structure of a company’s portfolio of brands, sub-brands, products, and/or services
Starts at the product/service level and then moves up from there to divisions and sectors and from there to the entire
company
Company
Division/Sector
Product/Services
Structure of brands within an organizational entity

Ramesh Roshan
Brand Architecture
Overtime your brand structure can evolve like this…
It is the way brands within a company's portfolio are related to, and differentiated from, one another
Company
Each of these products/services,
divisions and company can be a Brand
in itself
Division/Sector Division/Sector
Product/Services Product/Services Product/Services Product/Services
Ramesh Roshan
Brand Architecture
Overtime your brand structure can evolve like this…
It is the way brands within a company's portfolio are related to, and differentiated from, one another
Apple
Each of these products/services,
divisions and company can be a Brand
in itself
iPhone iMac
MacBook Pro
iPhone 12 iPhone 13 MacBook Pro
Ramesh Roshan
Brand Architecture
Defines the different leagues of branding within the organization and how the corporate brand and sub-brands relate to
and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand they
belong to
Decisions about brand architecture are concerned with how to manage a parent brand and a family of sub-brands –
managing brand architecture to maximize shareholder value
Designing of a brand architecture as an integrated process of brand building through establishing brand
relationships among branding options in the competitive environment
The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well
as of the competitive realities' brands face in the marketplace
Key to brand architecture is your customer’s mental organization—how they conceptualize your business and its
portfolio of offerings, and how each offering satisfies their needs
Ref: Wikipedia.com
Ramesh Roshan
Brand Architecture
Brand architecture defines both the breadth and depth of your brand
Breadth would encompass breadth in different categories
Depth would signify the focused product/brand mix
Influences customer behavior by maximizing the transfer of brand equity between your brands and sub-brands
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Types of Brand Architecture
Brand architecture falls into one of four categories:
Branded house
A strong master brand with divisions that feature the master
brand name alongside a product or service description
Capitalizes on established customer loyalty where audiences care less about product features or benefits than they do
about the central brand promise they know and love!
Advantage: Benefits of the branded house approach include more efficient marketing and advertising spend and positive
equity spillover between sub-brands
Disadvantage: A problem with one sub-brand can wind up being a problem for the entire branded house
When a brand is positioned too broadly across multiple service categories, its impact can become diffuse and
ineffectual
Ref: ignytebrands.com
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House of Brands
Features a collection of distinct, familiar brands under a parent
brand that customers may or may not be aware of
(The parent brand is primarily important only to the investment
community)
Products within a house of brands architecture sometimes feature their parent brand’s identity on their packaging by way
of a small logo or address
Advantage: The ability to reach diverse audiences and markets with a collection of specialized value propositions
Disadvantage: Each individual brand requires separate advertising and marketing, and the opportunities for cross-promotion are
few
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Endorsed
A parent brand and associated sibling brands, all of which have unique
market presences
The sibling brands benefit from their association with, or endorsement from, the parent brand
An endorsed strategy is one where you’ll find messaging like “brought to you by…”
Advantage: Limits a business’s reputation risk and offers more positioning alternatives than a house of brands approach
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Hybrid
Comprises some combination of the previous iterations
The sibling brands benefit from their association with, or endorsement from, the parent brand
Advantage: Offers the flexibility of having multiple tiers of distinct hierarchies, including varying levels of market-facing brands
subservient sub-brands.
Hybrid architecture is often more of an ad-hoc approach borne from mergers and
acquisitions, rather than a proactive brand strategy
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Types of brand architectures
“Corporate dominant“ “Mixed brands“ “Brand dominant“

Corporate brand Product brand dominates
dominates
„Corporate “House “Dual “Endorsed “Mono “Furtive

brands“ brands“ brands“ brands“ brands“ brands“
Using the Using the name Two or more Company name Single brand, Single brand,
company name of a business names used in supports brand but owner hidden owner
unit parallel name named on
package
Siemens Dacia by Renault Pedigree (Mars)

Maggi Nestlé Gilette Sensor Ariel (P&G)
Source: Bjoern Ivens, HEC Lausanne, 2006

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Designing Brand Architectures
A company's brand architecture is the configuration of all brands the company owns. It defines the
positions of the brands and their interrelationships and has strategic importance
• The objective is to achieve the highest possible value creation at the corporate level.
• Historical brand portfolios may need to be completely revised in order to maintain effectiveness
and efficiency
• Restructuring a brand architecture is also a difficult task because several stakeholder groups
follow the evolution of each single brand (shareholders, customers, suppliers, general public
etc.).
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There is no best practice strategy. The choice for a type of brand architecture must be taken against
the background of relevant criteria:
Customer needs, competitors’ practices, cost of brand management etc.
Sub-Brand dominiert
Branded House of
House Umbrella-Brand brands
dominiert
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Company perspective
Aim: Best possible profitability of corporate brand in order to use synergies
Criteria: Does the corporate brand stabilize other brands?
Do the other brands stabilize the corporate brand?
How integrated are the brands?
Designing complex
brand architectures
Target group‘s perspective

Aim: Best possible satisfaction of needs through a brand
Criteria: Does the customer perceive the brand‘s positioning?
Are the brand‘s value propositions accepted?
Source: Esch, 2003, p. 422
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Single brand
Characteristic Each product is sold under a different brand
Opportunities Precise targeting of single segments

Differentiation from competitors in each segment through precisely defined
brand identity
Clear brand image
No negative image effects for a brand between product categories
Need for coordination between segment activities is low
Brand management costs directecly attributable to one product
Risk If product life-cycle is short: amortization of brand costs difficult
If brand is strong: brand name becomes a product category name; loss of
brand identity (Hoover, Kleenex etc.)
No support from other single brands possible
Requirements Construction of a unique and clear brand personality
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• 7500 Local Brands

• Solis, Texicana, Rocky
• 140 Regional Brands

• Contadina, Stouffers, Herta,Vittel
• 45 Worldwide strategic Brands

• KitKat, Polo, Baci, After Eight, Coffee-Mate
• 10 worldwide Corporate Brands

• Nestle, Carnation, Maggi, Buitoni, Perrier
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Different brand architectures
Brand family
Characteristic Managing several products / product categories under the roof of one brand;
subbrands may be used to differentiate product categories; several brand
families may exist (Volkswagen with subbrands, Skoda with subbrands etc.)
Opportunities Targeting new segments through brand extensions

Reduced risk of flops in new product launches
Rapid acceptance of new products among final customers and retailers
Mutual re-enforcement of brands
Lower costs of brand building
Risk Confusing image communicated to markets if marketing mix is different in

the product categories
High need for coordination between sub-brand managers
Requirements Room for a credible, broad brand positioning (e.g. NIVEA)
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Corporate
level Volkswagen group
Umbrella brand
Lupo Sharan A2 Arosa Leon
Polo Passat A3 A8 Ibiza

Toledo Fabia
Product brands
New A6 Pickup
Bora A4 Cordoba
Beetle
TT Cabriolet Alnambra Octavia
Golf
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Corporate brand
Characteristic All of a company‘s products are managed under the same brand, usually the
company name (e.g. Porsche)
Opportunities New target groups can be addressed by using the existing brand
New product launches are less risky
Rapid acceptance of new products among final customers and retailers
Strong company image
Less brand establishment costs for new products
Risk Image erosion of corporate brand if a new product launch goes wrong
Confusing image communicated to markets if marketing mix is different in
the product categories
High need for coordination between product managers
Requirements Management know-how and financial resources.

Room for a credible, broad brand positioning (BASF = “The Chemical
Company”)
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Brand transfer is the extension of an established brand‘s scope to cover a new product
(category) (e.g. Nivea Creme and Nivea Shampoo)
Prerequisites for brands‘ transferability are

• similarities between the technical / objective product features
• similarities between value propositions
• innovative new products
• stability of the original brand (risk of brand erosion)
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Brand transfer: Horizontal Extension
ENHANCED
ADDED
FIT BRAND
VALUE
EQUITY
• Customers must be comfortable • The brand name alone • The brand equity
with the brand in the new setting. should help customers should be enhanced by
articulate why the offering the brand’s presence in
• Bases: product associates,
is superior to other brands. another context -- not
ingredient, attribute, application,
only from increased
user imagery, expertise, designer
visibility but also from
image.
the associations
generated.
Source: Aaker, David A. Brand Leadership. 2000

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Brand transfer: Horizontal Extension
Snickers
Chocolate bar Spread Ice cream
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Brand transfer: Vertical Extension
ADVANTAGES DISADVANTAGES
Product vitality & margins
A vertical stretch is particularly tricky
because perceived quality is involved
The use of sub brands & endorsed
brands needs to be considered.
Risk to brand’s reputation & customer

base
Cannibalization
Lack of credibility
Competitor price wars
To participate in a large &
growing value market Source: Aaker, David A. Brand Leadership. 2000
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Brand Portfolio
Includes all the brands &
subbrands attached to product-
market offerings, including co-
Brand-Market brands with other firms. Portfolio Roles
Context Roles •Strategic brands
•Aggressive brands •Defensive brands
•Cooperative brands •Life cycle entry brands
•Innovative brands •Cash cow brands
•Ingredient brands
Brand
Architecture
Brand Portfolio
Structure Portfolio Graphics
•Brand Groupings •Logo
•Brand hierarchy trees •Visual presentation
•Brand range
Optimal Synergy in Clarity of Leveraged Platforms

allocation creating: offering brand for future
of brand visibility, assets growth
building efficiency options
resources
Source: Bjoern Ivens, HEC Lausanne, 2006

Brand Extension
Source: Ranjibarian et al., 2013

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Add-on Strategies
Flankers
Lower-priced offering launched by a company to take on, and ideally take out, specific competitors that are attempting
to underprice them
§ Useful to grow business, or to defend it from lower priced competitors
§ Most used in FMCG market, with the benefits including more shelf space and improved bargaining power with
retailers, the flanker brand approach is a great opportunity to compete with new entrants to the market, protect existing
brand (flagship brand)
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Add-on Strategies
Ingredient Branding
Here a component or an ingredient of a product or service is pulled into the spotlight and given its own identity
§ These ingredients were developed and branded separately from the main business to make their product seem better
§ Ingredient branding strategy adds a layer of value to a product’s overall proposition
Co-branding
Utilizing multiple brand names on a good or service as part of a strategic alliance
§ Co-branding, by design, is based on the creation of a new product or service
§ This product or service’s characteristics are then rooted in the attributes and core competencies of
the two cooperating brands
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Brand Portfolio
To minimize overlap and get the most from the portfolio, each brand-name product must have:
• Well-defined roles to fulfill for the firm
• Well-defined positioning, indicating the benefits it offers to consumers
Start your portfolio management with an external lens

Look at the market attractiveness of where the brands
play and the competitive position of those brands within
the market
Then match up to the internal lens
Look at the growth rate of each brand and the profit
margins of the brands
The portfolio management decisions directly impact the investment

levels of each brand and affect the performance of each brand
Ramesh Roshan
Brand Portfolio
To minimize overlap and get the most from the portfolio, each brand-name product must have:
• Well-defined roles to fulfill for the firm
• Well-defined positioning, indicating the benefits it offers to consumers
Start your portfolio management with an external lens

Look at the market attractiveness of where the brands
play and the competitive position of those brands within
the market
Then match up to the internal lens
Look at the growth rate of each brand and the profit
margins of the brands
The portfolio management decisions directly impact the investment

levels of each brand and affect the performance of each brand
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Brand Hierarchy
Brands distinguish their products from competitors through various
factors like a name, promise, positioning
But how do they distinguish between their own products?

A brand hierarchy is the systematic branching structure of a brand’s
distinctive elements for its sub-products
Source: feedough.com
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Brand Hierarchy
Start from the corporate brand to the family brand, to individual brand,
and lastly to the modifier and descriptor
Corporate Brand
The highest level of the brand hierarchy is the corporate brand.
This is the main company/corporate brand
Family Brand
Next lower level in the hierarchy is the family brand
§ It is also known as the ‘range brand’ or the ‘umbrella brand’
§ Called the ‘family’ brand because it may have a range of products under
it, but it is not the corporate brand
Many times, firms may not have a corporate brand over them. In such a case the corporate brand level
and family brand level collapse as one Source: feedough.com
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Brand Hierarchy
Start from the corporate brand to the family brand, to individual brand,
and lastly to the modifier and descriptor
Individual Brand
Individual brands are linked only to a single product category.
This doesn’t mean it has only one product. It can have multiple
product versions, models, colours, etc.
Product Modifier And Descriptor

The product modifier and descriptor is the smallest and lowest part of the
brand hierarchy
It helps customers identify the various products under the
individual brand
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Creating Brand Hierarchy
Needed when you begin to engage with multiple product lines
Identify Your Product Groups
Begin with identifying what are the products or services that your brand is offering
Ask yourself the question: Can these products be separated and segregated into categories?
For example, if you are Procter and Gamble.Your product lines are – detergent, grooming products, baby care
products, etc. These are far too diverse and so you must create a brand hierarchy
DetermineYour Levels
Now that you know about your product categories, you need to determine how many levels do you want to divide
the products on
Follow two principles:
Principle Of Simplicity: Do not complicate your hierarchy with multiple divisions and sub-divisions
Principle Of Clarity: Make sure your hierarchy is clear. The purpose of a brand hierarchy is to
minimize confusion, not create more
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Needed when you begin to engage with multiple product lines
Creating The Brand For Each Level
Time to plan your branding strategies for the brand(s) at each level
Principle Of Commonality: While moulding your new individual brands find a common aspect for your customers to
cling onto (iMac,iPhone,McBurger,McTikki etc.)
Marketing Strategies
Determining the marketing channels for your brand
What are your marketing goals?
What are the metrics that you want to track?
What is your budget?
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Significance of Brand Hierarchy
Prevents Customer Confusion
When customers are offered too many choices under one brand name it creates confusion
Confused customers will never understand your offering and therefore may not buy your products at all
Helps Future Business Planning
If a proper structure is not in place, it gets hard to allocate resources and budgets.
With a brand hierarchy, every new brand can build its own elements, associations, and style guide
Attracts Focused Attention
When your brands are segregated through a hierarchy you can build a specific brand strategy for each product
Provides A Clear Overview: Brand hierarchy helps in having all your specialized brands and products at one glance
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Growing and Sustaining Brand Equity Source: feedough.com
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Managing Brands over Time and Geographies
The long-term success of a brand depends on marketer’s ability to select a brand meaning prior to market entry
and operationalizing that meaning in the form of an image, and maintaining that image over time
Managing Brand Image

First of all, a brand concept needs to be selected. The chosen brand concept – functional, symbolic or experiential –
would remain consistent over the lifetime of the brand.
Functional because of their problem-solving role

Symbolic for their ability to enhance self-esteem and group identification
Experiential for delivering sensory satisfaction
The brand concept becomes the guide in executing positioning decisions
The actual position of the brand may change depending on market conditions, its concept would remain the same over the
brand’s life
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The long-term success of a brand depends on marketer’s ability to select a brand meaning prior to market entry
and operationalizing that meaning in the form of an image, and maintaining that image over time
Managing Brand Image
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Stages of Brand Management
Introduction, Elaboration and Fortification
The relationship between brand concept and image needs to be properly managed over these stages of a brand
Introduction Stage: At the time of a brand’s entry, the key task is to establish its image or position
Elaboration Stage: After introduction, competition usually follows. From being a loner, the brand now gets pitched
against competitive brands
Task facing brand managers is how to enhance the brand’s image so that it’s perceived as superior to its rivals
Positioning the brand specific to a particular need or usage occasion
A feature could be added or deleted
An attribute could be improved
A brand’s exclusivity or scarcity could be enhanced to increase its perceived value
Fortification Stage: Over time, the firm may branch out into manufacturing products in other classes. At the
fortification stage, the elaborate brand image needs to be connected with the image of their products
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Reinforcing Brands- Long-Term Effects of Marketing Actions on Brand Equity
Brand Knowledge
Brand Knowledge
Consumer Consumer Consumer
CHANGED
response to response to response to
PAST CURENT FUTURE
marketing marketing marketing
activities activities activities
Source: Kotler, 2011

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Reinforcing Brands
Brand equity is reinforced by marketing actions that consistently convey the meaning of the brand to consumers in
terms of brand awareness and brand image
Maintaining Brand Consistency: Critical to maintaining the strength and favorability of brand associations
Protecting Sources of Brand Equity: Although brands should always look for potentially powerful new sources of
brand equity, a top priority should be given to preserve and defend those sources of existing brand equity
Fortifying vs. Leveraging: Fortifying refers to enhancing brand equity in terms of awareness and perception, whereas
Leveraging refers to making money from a brand. There should be a proper balance between fortifying and leveraging
brands
Fine-tuning Supporting Marketing Program: This could be done through improving product related performance
associations and non-product related imagery associations
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Reinforcing Brands

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Reinforcing Brands
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Revitalizing Brands
Strategical process initiated for improving the existing product, process or brand to meet the changing demands and
requirements of the consumers in the evolving market
Brand revitalization is a transformational strategy where the companies aim at overall business growth
Source: theinvestorsbook.com/
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Revitalizing Brands
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Revitalizing Brands

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Revitalizing Brands
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Revitalizing Brands
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Revitalizing Brands
Advantages Disadvantages
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Drivers of Globalization
Levitt (1983) talked about the inevitability of globalization
Though his prophecy of a homogenized world consuming the same brands is far from being fulfilled
Major differences in the perceptions, preferences and behavior of consumers in different cultural
contexts constrains the emergence of homogenized consumer tastes still globalization is an ongoing
process since the last many decades!
The rise of global brands can be explained, at least partly, by the desire of Western companies to expand beyond their
borders and to do so in an efficient way
Since the second world war, global trade has expanded more than 14-fold (World Trade Organization 1998),
fueled in large part by the success of multinational corporations seeking new markets
Source: Roberts & Cayla, 2008

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Drivers of Globalization
Global brands are the symbols of a rapidly globalizing world.
§ The greater penetration of electronic media
§ Growth in travel
§ Growth in migration
§ Increasing labor mobility
§ Altered political landscape facilitating greater free trade
§ Increased importance for transnational structures and their symbolic forms, such as global brands

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Global Brands
Brands with identities going beyond the boundaries of its origin nation and is recognized throughout much of the
world
§ Brands without borders like Apple, Coca-Cola, Dell, BMW, etc.
§ AC Nielsen defines those brands to have sales of over $US 1 billion and at least 5 per cent of their sales derived
from outside the home region
§ Interbrand uses a criterion of one third of a brand’s sales coming from outside the home country and imposes a
condition that in each country it must have ‘a common goal and similar identity’ for a brand to be global
Role of Global Brands

Global brands are the true symbols of a rapidly globalizing world
Global brands are playing an increasingly important role in consumer lives.

These brands enable consumers to feel connected to consumers in other nations

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Global Brands
Drivers of brand globalization
Coming from the supply side: (The role of brands in meeting company objectives)
§ Economies of scale
§ Learning
§ Innovation
§ Growth objectives
“A vibrant brand requires a regular stream of exciting new features and continuous updating.
But the costs of innovation are so high that it makes financial sense only in the largest markets or, preferably, when
resources can be pooled regionally or globally.
In fact, the pooling of such resources is necessary for companies to compete effectively.”
Harish Manwani, Unilever, 2003
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Global Brands
Drivers of brand globalization
Coming from the demand side: (The role of brands in meeting consumers’ expectations and desires)
§ Desire of consumers to feel connected to a larger sphere than their immediate community
§ Their increasing sophistication
§ Their desire for premium products

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Global Branding
Global branding refers to the management of a brand in different regions of the world, intending to increase its
strength and recognition in the markets in which it operates
Reduction of transportation costs/time and a new means of communication (internet!) enhanced the integration
between countries and facilitated the expansion of brands of all sizes
Involves planning how the brand wants to be perceived worldwide and how it will position itself in each market to
generate such perception
Researchers have classified a global brand’ positioning and communications strategies as local, foreign or global
Source: rocketcontent.com
Ramesh Roshan
Global Branding
Local positioning, We see many multinational firms trying to gain the advantages of being local, using ‘glocalization,’ that is
the adaptation of global positionings to local preferences
Unilever uses the same imagery for its ice cream worldwide, but different brand names (e.g., Streets, Walls,
Kibon)
HSBC, a large bank present in many countries, positions itself as ‘The world’s local bank’ attempting to gain
the benefits of both positions
Coca Cola has tried to achieve similar results with its ‘Think local, act local’ campaign, moving away from
what was a very American outlook

Ramesh Roshan
Global Branding
Local positioning, We see many multinational firms trying to gain the advantages of being local, using ‘glocalization,’ that is
the adaptation of global positionings to local preferences

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Global Branding
Foreign positioning, The positioning of a brand as coming from or belonging to a specific foreign country obviously highlights
the characteristics of that country
Advantageous when inferences about that country are positively valenced in the product category
This strategy works on the grounds that a firm ‘can’t escape [its] foreign pedigree’, so it may as well make the most
of it
The bottom line with foreign positionings is that if the brand is a signal then we need to understand the (positive
and credible) signal that we want consumers to take from our foreign pedigree
If that is sufficiently valued by a large enough proportion of the target market to enable a company to meet its
objectives, a foreign positioning maybe advisable

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Global Branding
BMW emphasizes its German engineering to leverage country-of-origin effects related to the perceived technical
capabilities of Germany
Heineken beer, even though it is from Holland, is perceived to have a German sounding name and Germany is seen
as a country that should be able to make good beer

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Global Branding

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Global Branding
Global positioning, emphasizes that with many global products the country of origin is not clear, and, by its very positioning,
it is not meant to be important
This positioning strategy works on highlighting the links between consumers in diverse places, from various backgrounds,
sharing the experience of the offered product/service
The energy drink, Red Bull originated in Thailand, but was extensively modified in Austria, before being successfully
marketed in the United States

Ramesh Roshan
Global Branding
Global positioning, emphasizes that with many global products the country of origin is not clear, and, by its very positioning,
it is not meant to be important
This positioning strategy works on highlighting the links between consumers in diverse places, from various backgrounds,
sharing the experience of the offered product/service
Brands like Coca Cola have attempted global positioning with, ‘I’d like to buy the world a Coke’ back in 70s

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Global Branding
It is worth noting that the sustainability of different strategies depends considerably on the market position and
objectives of the firm
Most of the times Localization, Globalization, or a hybrid strategy is needed when Foreign placement is tricky due
to cultural, political or other business reasons!

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Global Branding
Standardization vs Customization
According to Levitt, because the world is shrinking—due to leaps in technology, communication, and so forth—well-managed
companies should shift their emphasis from customizing items to offering globally standardized products that are advanced,
functional, reliable and low priced for all
Though globalization did impact local cultures, it has not standardized local customs, cultures, and rules
As a result, brands face challenge of entering markets in different regions without overlooking their
particularities, which would be a recipe for failure
Think global and Act local
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Global Branding Strategy
Identify differences in consumer behavior
How they purchase and use products?
What they know and feel about brands?
Adjust branding program
Choice of brand elements
Nature of supporting marketing program
Leverage of secondary associations
Brand managers should keep their brands consistent across cultural boundaries because consumers travel more and
more, and thus might be confused by inconsistent branding
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Global Branding Strategy
For a global brand to be a true global brand, it must also be consistent, not just in name, but in position and what it offers
Establish the brand architecture, outlining the role of each brand in each market
For each brand establish the value proposition with some view as to how that will be translated in different ways in
various markets
Consider a migration path to establish that brand identity in each market
Elaborate and support the brand identity with appropriate mix elements
Finally have a diagnostic monitoring and control system

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Digital Branding
Creating and Managing Brands over Digital Space
Brand management using combination of internet branding and digital marketing to develop a brand over a range
of digital avenues, including internet-based relationships, device-based applications or media content
Technically “Digital” is just a medium like TV or Radio were/are!
Then why not “TV” Branding (or Marketing) or “Radio” Branding (or
Marketing) yet?
What is so special about the “Digital” Branding (or Marketing) ?
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Why “Digital” Branding?
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Ref: https://blog.interactiveschools.com/ (2018)

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Distribution of advertising spending worldwide in 2020, by medium Distribution of advertising spending worldwide in 2014, by medium
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The Digital Era: What changed?
Shift of Control
Marketers lost control
Marketer control worked effectively when the audience had just two or three channels to watch, and little
option but to sit and listen to 30 second television adverts.
Customers gained control
The availability of digital media channels has had a significant impact on the power of consumers
Digital media such as social networking sites, blogs and forums have so much power, they are an 'accurate
barometer of consumer opinion'
Universal McCann (2008)
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Ref: https://www.channelsight.com/
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Ref: amazon.com
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The past 30 years the internet has changed how consumers engage with brands
Suddenly brands could talk to their consumers directly (or is it more the other way round?)
Smallest of the consumer segments can be targeted, and responses can be measured with incredible accuracy
This new type of engagement changed the very economics of marketing, making many functions and traditional
marketing strategies completely redundant.
Much of world’s business today is carried out over digital network that connect people and
companies
Question for brands is no more “why digital”?
BUT rather “how can they integrate the new communication channels into a modern
marketing plan, create relevant content and develop great measurement tools”?
Ramesh Roshan
Digital Branding vs Digital Marketing
Digital Marketing
Digital marketing is defined as the practice of promoting and selling products and services using digital distribution channels
to reach consumers in a timely, relevant, personal and cost-effective manner
(Merisavo,2008)
Selling your products on shopping web sites with promotions advertised across platforms (Facebook, Twitter, etc.) would
be part of digital marketing
Digital Branding
Digital brading is defined as process of creating a unique and meaningful name and image for a product in the consumers’
mind using digital techniques and tools such as online channels and assets as part of a multichannel brand communication
and engagement program
(Holt, 2016)
The fact that customers come back to the web sites to buy products again, or leave good reviews in brand’s
Facebook page etc. will be outcomes of your digital branding efforts!
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Digital Branding vs Digital Marketing
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Digital Branding: Let’s go deeper!!
So, what remains same for Digital Branding?
Branding is still about using marketing to influence peoples’ attitudes towards and perceptions of the brand
Brand loyalty is still earned over time through consistent positive experience and engagement with a product,
service or company
And what changed in case of Digital Branding?
Web
It’s the new catylsts connecting the brands and customers
Delivery
Advent of Web 2.0 and accesbility of internet and mobile across the globe just made reaching out to customers
very easy!
Audience
The new age customer is more powerful, more aware and demands respect!
Ramesh Roshan
As discussed, the aim of digital branding is to establish
your brand’s story and presence in the digital space
This is achieved using the three intersecting components:
Brand Identity
Brand Visibility
Brand Credibility
Ref: digitalbrandinginstitute.com
Ramesh Roshan
Brand Identity
A consistent digital brand identity allows audience to build

a memory structure around the brand and the values it
has to offer
The digital brand must convey the right personality
The goal is to tell brand’s story and engage people in a

familiar and meaningful way
Ramesh Roshan
Brand Identity
Two powerful mediums used to build your digital identity are content marketing and social media
Content Marketing
Defined as the marketing process of creating and properly distributing contents in order to attract, make
communication with, and understand other people so that they can be motivated to drive profitable
customer actions
(Pulizzi & Yoegel, 2012)
Social Media
Your social media engagements convey the voice of your brand. From your status updates to the way in which
you respond to comments convey your brand’s voice.
Your social media activity is a great awareness builder and can be used to shape your identity.
Ramesh Roshan
Brand Identity
Importance of Content
It doesn't matter what business you're in, we're all in the entertainment industry now; and it's not a matter of interrupting
people the way that we used to, it's how we get them to come to us willingly and voluntarily
Dan Gregory,
CEO, The Impossible Institute
It is all about creating a unified marketing platform that drives ROI by INTEGRATING traditional and digital channels to:
Engage consumers’ emotions

Deliver brand experiences
Form ONGOING RELATIONSHIPS
The focus is now on the engagement model NOT the sales model
Increased focus on consistently engaging customers with compelling content that is interesting, creates value, and has
opportunities for interactions
Ramesh Roshan
Focus on Contents
Create content people want to share, whether that’s because it’s funny, powerful, interesting, or newsworthy
Create something unique, even if you’re just putting a new spin on something old and conventional!
Personalize the experience whenever and wherever you can
Tell a story that people can relate to
Teach your audience something
Adapt your content to new and different platforms
Ramesh Roshan
Challenges with Contents
Engaging content
Lack of budget / resources
Lack of vison
Lack of knowledge
Measuring effectiveness of content
Fast growing technology!!
Key when creating content is to put people first, and the product in the background. Good content, should be focused
on the customer, not the brand
Ramesh Roshan
Challenges with Contents
Ramesh Roshan
Distributing Your Contents
Successful content branding/marketing requires a very strong distribution strategy
Ramesh Roshan
Distributing Your Contents
Successful content branding/marketing requires a very strong distribution strategy
Paid media : The traditional media most of the brands have been using for ages
Owned media: The media which a brand has on its own and full controls
Earned media : The media where the consumer has remarketed brand’s ideas as part of the campaign
Usually, some form of interaction on a peer-to-peer basis
Depending on the type of customer a brand wants to communicate/engages with, communication channels
need to be adapted.
Ramesh Roshan
Adding to the Brand Volatility
Content Failure > Public Reaction
Ramesh Roshan
Content Failure > Public Reaction
Ramesh Roshan
Offline experience > Online reaction
Ramesh Roshan
Offline experience > Online reaction
Ramesh Roshan
Brand Visibility
If the identity represents what brand is, visibility

represents how the target audience will find the brand
This includes where the brand appears and how easily

it can be discovered
Ramesh Roshan
Brand Visibility
Consider all the touchpoints at which your target audience is exposed to your brand in the digital space
Includes your website, online search results, social media networks, and review sites
Naturally, priority and resources are placed on “controlled” touchpoints such as your website, but the most
influential touchpoints are ones that are “uncontrolled” which are your ratings and review sites
Digital Advertising also contributes to your visibility as well and is considered a “controlled” touchpoint
SEO: A critical part of your visibility is your audience’s search engine results
Being listed at the top of search engines will not only help increase your visibility but it conveys that you are aware
of your target audience’s needs and understand their search behavior.
Ramesh Roshan
Brand Credibility
The information brands, customers and others share about

the brand determine its reputation and establishes its
digital credibility
In other words, the credibility of brand is what the

audience thinks of it
Important to position brand as one its audience knows,

likes, and trusts
Ramesh Roshan
Brand Credibility
Brands can spend years building their credibility, but it can take seconds to be ruined
It is important to actively build the feedback loop with your target audience to protect your credibility
A properly established digital brand can utilize all touchpoints to collect feedback which, in turn, will enhance credibility.
#WeWelcome- AirBNB
Airbnb used video to show their full support for acceptance of people from different places
and backgrounds. Without directly expressing the link, the timing of this campaign indicated
that Airbnb was voicing their opinions on political policy at that time
The advert racked up almost 5 million views within its first month on YouTube and 100,000 views
on Instagram. The hashtag started gaining traction on social media from celebrities and politicians
https://www.youtube.com/watch?v=yetFk7QoSck
Ramesh Roshan
Brand Credibility
Brands can spend years building their credibility, but it can take seconds to be ruined
It is important to actively build the feedback loop with your target audience to protect your credibility
A properly established digital brand can utilize all touchpoints to collect feedback which, in turn, will enhance credibility.
Pepsi's Kendall Jenner Ad

The spot sought to depict the brand as a cultural unifying force, having the celebrity
quell protest tensions by offering a police officer a can of the namesake soda
Twitter users were quick to point out that Pepsi's ad appropriated imagery from
social justice movements like Black Lives Matter without concretely outlining its own
real-world issues to tackle, making the entire effort look cynical.
https://www.youtube.com/watch?v=uwvAgDCOdU4
Ramesh Roshan
Digital Branding: Measurements
In order to do any effective digital branding, we need to understand our potential audience’s journey and understand how
this can be influenced, improved and essentially lead to our desired outcomes.
Consumers interaction with brands in the digital space has completely changed the dynamics of branding
The digital platform is often the first introduction a consumer has with a brand. Whether you are brand new to digital or
experienced with it, measuring your digital branding efforts is the key to understanding how your digital brand is impacting
your sales, revenue, and conversions
To measure digital branding efforts, digital branding metrics are required
Several ways to measure and evaluate the impact of digital branding efforts exists and this critical process should take place
regularly!
What can be measured can be managed and what can be managed can be improved!!
Ramesh Roshan
Web and Social Media Analytics
Free and paid tools available to measure and analyze the performance of owned media!
We can measure almost everything possible about the traffic websites faced including:
§ the most visited pages

§ traffic location
§ specific areas of the page that a user visits (and/or clicks on) before scrolling
§ whether users are using a desktop computer or mobile device to access the site
§ whether mobile users swipe or double tap to enlarge text and
§ whether they are viewing the website content in portrait or landscape orientation
Basic web analytics tools

Google Trends SimilarWeb
Google Adwords E-Retailers web sites
Google - You tube search & Dashboard Ratings & Reviews (Amazon)
Google consumer Barometer Meltwater Ice Rocket / Reddit
Ramesh Roshan
Web and Social Media Analytics
Facilitates listening, sharing, learning and engaging with customers.
24/7 feedback and real time analysis of a brand by time, source, demographics and other background variables
provides immediate valuable insights.
Tap into of billions of conversations to determine appropriate audiences, channels and allocation of resources.
The ability to see a snapshot of the top influencers for your brand and gauge sentiment (e.g. anger, amusement,
excitement, fear, joy).
Volume : Fan / Followers/ Tweets per minute/Trends / Page visits

Engagement : Retweets / Subscribers on YouTube/ Sentiments / Time spent / comments / likes on FB
Conversions : Most important, Click through, leads generated, sales
Ramesh Roshan
Digital Branding: Recent Developments
Impact of COVID
Over the last 2 years, businesses all over the world and across nearly every industry have been affected by the virus in
many ways, from economic losses and disruptions in supply chains to the ongoing challenge of conducting operations
mostly – and for some businesses completely – online
Since the lockdown came into place, a number of companies have come to the fore as shining examples of good, caring
businesses
People are spending more time online than ever before

Spending on billboards or a YouTube ad?
Investing in digital marketing – whether it’s online ads, social media, blogging, or all of the above – is a no-
brainer when your target audience is spending a large amount of time every day online
Events and networking have moved online
Opportunity to create deeper relationships with customers
Ramesh Roshan
Latest Trend
WhatsAPP: WhatsApp reached more than 2 billion global users and solidified itself as the most popular mobile
messaging app worldwide.
Brands are leveraging WhatsApp as a channel where customers or prospects can contact them with questions about a
product
WhatsAPP for BUSINESS allows companies to create an account with company information, allow contacts to text or
call them, and monitor app-related insights
MetaVerse: Collision of gaming and social media into a new multiverse era of social media within virtual worlds due to
technological and cultural changes. The metaverse can take branding to a whole new reality, and innovative virtual
experiences will be your ticket
Bloomberg Intelligence analysts predict that it may be an $800 billion market opportunity
Small businesses—from startups to individual content creators—can build their “metaverse footprint” by planning rich,
immersive digital experiences for their audience
Ramesh Roshan
Latest Trend
O2O (Online-to-Offline): Brick-and-mortar stores as a channel to bring online customers to a physical store to
create customer interaction and in-store experiences
To integrate online and offline to provide customers with an integrated retail delivery model
Zivame , an online lingerie store established 26 brand stores in the year 2018 and had reportedly planned to set-up
around 100 stores by 2020, with an investment of approximately Rs. 30 crores*
Lenskart is an Indian optical (eyewear) brand that started off as an Online business and successfully expanded to 330
stores in 70 cities with its uniquely crafted Franchise model
Ramesh Roshan
Concerns
Digital and social media platform’s inherent character of profiling users can be maliciously misused to target and influence
users
Platforms like Facebook and myriad other apps and services collect data on users which are used by advertisers and the
platform itself to profile users and targeting them with customized and personalized advertisements and branding
messages
Data breaches like Facebook and Cambridge Analytica could potentially lead to users losing trust in the platform and
moving away
Brand safety concerns are at an all-time high with digital platforms including Google!
Data privacy concerns are stronger than ever
Encourage trust in your brand on social media
Ramesh Roshan
Digital Branding: Conclusion
Digital Branding is basically the same thing as traditional branding applied in the digital context!
Internet and social media are today’s version of word of mouth
People in social media are talking something related to product and services! How exactly you insert your brand in this
conversation holds the key to success of the brand?
Good conversations are supposed to leverage your revenue and bad conversations are going to dent your brand
Reach target market and create brand awareness
Branding won’t create instant sales, but it is important to know it’s working and thus need to be constantly monitored ,
measured and evolved!!
Brands need to:
KNOW their customers well
CONNECT with them often
FIND them easily
Get SHAREd by them with their friends
Get LIKEd by them in their digital platforms
Ramesh Roshan
Digital Branding: Conclusion
Remember these are your future customers…
They are born digital!!
So better be ready!!
Ramesh Roshan
Ethical Branding
The consumption-oriented society is often perceived as incompatible with the words “ethical” and “sustainable”
Are Brands Good?

A brand itself is neither good nor bad. However, the values, strategies and actions of the company/organization/person
behind it can influence the perception of the brand as being good or bad, ethical or unethical.
What is an Ethical Brand?

A brands that is created by companies which truly care about the society they belong to, its laws and its living beings
Within the corporate sector, an ethical brand is therefore directly linked to the product and activities of the business
behind the brand
For example, if a company selling GMO fruits and vegetables is famous for having agricultural practices that are
toxic for the neighbouring communities, it is very likely that the brand will not be perceived as ethical by the
public
“An ethical brand should not harm public good; instead, it should contribute to or help promote public good”
Yin Fang
Ref: thebrandingjournal.com
Ramesh Roshan
Ethical Branding
Conscious Consumers
From a consumer perspective, in the buyer decision process, there is a clear trend towards accounting for ecological and
sustainable factors before, during, and after the purchase of a good or service
This sustainability trend is either a deliberate and conscious ethical decision or simply imposed upon the consumer by
governmental policies
Responsibility for a more sustainable planet should not lie on the shoulders of consumers only. Brands and companies should be
part of the equation by offering truly ethical products and services
Ref: thebrandingjournal.com
Ramesh Roshan
Ethical Branding
Corporates Facing the Heat
Amazon never seem to be out of the spotlight for one reason or another.
Whether it be tax avoidance or the treatment of workers at their fulfilment centers
Nestle is subject to the world's longest running boycott for the irresponsible marketing of baby milk
to mothers in the developing world. The company has also been criticized for a number of other
businesses practices including the use of unsustainable palm oil and genetically modified ingredients in its foods
Coca Cola has had a long history of workers' rights violations at its bottling plants. It is currently
under two boycott calls linked to this issue at its plants in Colombia. It has also had a poor record on
the environment being accused of taking water supplies from rural communities and falsifying
environmental data
Statistics say that about 13% of customers are willing to pay up to 50% more to companies they see
as positively contributing to nature and society.
Ref:ethicalconsumer.org/
Ramesh Roshan
Ethical Branding
Why Ethical Branding is Essential
Ethical brand leaves behind a legacy of values, strategies and actions that can be perceived as morally
right and ethical
An ethical brand doesn’t harm people, animals or the environment, and it contributes to the
society responsibly, positively, and in a sustainable way
Demonstrate a Cause to Support

A recent survey by Accenture found that about 62% percent of buyers want companies
to take a stand on social issues like sustainability, transparency and fair employment
Practices
Ethical branding helps you demonstrate that your core brand values are making a positive
difference in the world
Stand Out From The Crowd

Ethical branding helps your brand stand out easily, assuming it fits properly and gets plenty of visibility
Ref: visme.com
Ramesh Roshan
Ethical Branding
Why Ethical Branding is Essential
Ethical brand leaves behind a legacy of values, strategies and actions that can be perceived as morally
right and ethical
An ethical brand doesn’t harm people, animals or the environment, and it contributes to the
society responsibly, positively, and in a sustainable way
Find Your Niche

Strongly appeal to the niche associated with a cause can help you easily beat your competition
with this angle
Recruitment Benefits
Recent studies and research show that people feel that being a good employer is one of the top priorities of ethical branding
practice. So, you can see that employees care about the compensation and the brand ethics as well
Ref: visme.com
Ramesh Roshan
Ethical Branding
Creating Ethical Brands
Whether setting up a new brand strategy or creating a brand from scratch, the following ideas will help you create an
ethical brand:
Understand Your Ethical Brand Purpose
Know Your Ethical Brand Values and Principles
Offer Sustainable Products and Services
Keep Your Production Line Safe
Adapt Ethical Supply Chain and Distribution
Treat Your Employees Fairly
Support Charity
Ref: visme.com
Ramesh Roshan
Reiterating what this course of Product and Brand Management emphasized :
i) Find your values and ethics and stick with them!
ii) Kindly focus on basics and master it!
iii) All of you are product with the potential to be a brand provided you follow point (i)
iv) All the Products and Brands need refinement and evaluations! The same goes for you and
this should remain a continuous process.
Always try to explore beyond what is taught, innovate and improve yourself and stay relevant in the
market!
☺
All the best
Ramesh Roshan

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Product & Brand Management

Ramesh Roshan Das Guru

Klipsche Burmester JBL PartyBox Akai Sony BOSE Devialet

Brand as a «perceived Brand as a

Brands offer an emotion

We don't fall in love with products -- we fall in love with brands

Fun and interesting

Inherently fun or interesting

Transferable to a wide variety of products and geographic settings

Simple and easy to pronounce and spell

Easy to read, spell, pronounce

Not to have undesired

The two factors which are usually the most important:

Product names are most persuasive when they are slightly

Researchers found a U-shaped relationship between the

Sound Adaptation: SONY

Means General Motors General Electricity

Means Dual Adaptation: General Motors

Sounds Nai Ke Ke Kou Ke Le

Dual Adaptation: Nike Coca-Cola

Sounds Nai Ke Ke Kou Ke Le

Insisting on a name that can be found in an English dictionary

Taking the easy way out and settling on initials

Adopting license-plate (or sms) shorthand

Seeing how many names can combined to make a confusing brand

Asking for suggestion from friends and other uninformed sources

Name Logo Brandmark

Easily recognized and can be a valuable way to identify products

Special type of brand symbol:

M&Ms – « Melts in your mouth, not in your hands »

Help consumer grasp meaning of brand

Ideally summarise the intent of a marketing program in a few short words

Pepsi brings you back to life

Transferability Can be somewhat Excellent Can be somewhat Can be somewhat Good

An OK product from a top brand A top product from an OK brand

Ramesh Roshan Das Guru

Organizational Brand Personality

Talent Market Etc..

… because brands give orientation in the myriad of products offered

… because brands influence our perception and our behavior

Ref: Chernatony, McDonald, 1992

2021 #1 408bn #2 249bn #3 210bn #4 197bn #5 75bn

2021 #6 57bn #7 54bn #8 51bn #9 46bn #10 44bn

*Brand Value in Billion USD

… because brands are some of companies’ most valuable assets

… because brands are difficult to imitate

Brand As Product Brand as Brand As Brand As

Brand As Product Brand as Brand As Brand As

S and R: objectively measurable

Example for S-O(I)-R-Model

Si (Stimuli) Ii (Intervening Variables) Rk (Reactions)

Price information Attitudes Buy / Not buy

Intensity of cognitive processes* in the consumer buying process

* higher mental processes of understanding, evaluating, planning, deciding and thinking

** degree of intensity of interest that a buyer shows for a certain product in a

Quantitative and Qualitative Determinants of Perception

Ref: Howard/Sheth 1969

Routinized/very limited problem solving (habitualized Behavior):

Limited Problem Solving

Extensive Problem Solving

* unaided recall or spontaneous

Reject Set Hold Set Consideration Set

100% 52% 52% 65% 34% 59% 20% 39% 8%