BRAND MANAGEMENT TASK-1

1. Give two examples of brands in each of the following categories: (Also mention the

distinctive brand elements of each.)

a) Experiences:

When a brand usually functions based on the experience provided by them to the

customers, it falls under the experience category. Just like how netflix is a streaming

platform that is mainly purchased based on the customers experience, which involves

factors like there seamless streaming experience, availability of films, Parental/ age controls,

Accurate CC and other aspects.

Brand elements:

Disney+ hotstar Blue dart delivery services.

Streaming platform. Door to Door delivery service

Logo.
Logo:
Slogan. “Discover new worlds,”
Slogan. We deliver Peace of Mind'.
Characteristics:
Characteristics:
- Provides live streaming by spanning
- Quick delivery.
15 TV channels. (Streams almost
- Polite staff.
every type of film from TV serials to
- Well organised and reliable.
LIVE cricket matches.)
- Has wide market reach as most of
- Provides content in 8 languages of
the E-commerce platforms deliver
the country.
their packages through Blue dart
- Smart search.
services.
- Algorithm is designed in such a way
- Purpose-Driven.
that it provides services based on
 the country it is streamed at.
*These are 2 brands whose sales relay upon customer reaction to the experience they are
providing.
b) Entertainment
These are the brands that are mainly based on providing a service that entertains the
customers in one or other way.
Brand elements:
Smaaash Arcade
Amusement gaming centre
Logo:
Slogan: Can’t stop playing.
- Authentic and reliable service for
gaming.
- A platform to have fun in groups.
- Provides an interactive and
innovative social experience.
- Uses updated advanced technology
which differentiates the brand from
other competition.
- Known for virtual reality simulation.
Spotify
Audio streaming and media service.
Logo:
Slogan: “ Music for everyone”.
- Provides a variety of features that
make listening to your favourite
music easy.
- Algorithm works in such a way that it
auto plays similar songs.
- Collaborative listening through which
It brings people together.
- Provides freemium music listening.
 - Recreational centre.

c) Online services

Any information or services provided online are referred to as online services.

(could be considered as an experience based brand but this involves selling out of the

product or provision of services.)

Brand elements:

Apollo hospital and 24/7 Shaadi.com

Healthcare company Matrimony service

Logo:
Logo:
Slogan:
Slogan: That's one small step for a man.
Characteristics:
One giant leap for mankind."
- States that they are the “Most
Characteristics:
Trusted Matchmaking Service with
- Provides 24/7 services.
Millions of Success Stories.”
- Advertises as the most reliable
- Provides services for the benefit of
medical brand.
the society.
- Does rapid marketing for the brand.
- Advertisements using real life
- Has been in the marketing for
situations to create connections with
decades.
customers.
- Introduces new elements ;like Apollo
- Provides authentic and valid
24/7 online service to match the
services.
changes occurring in the society.
- Focuses on the audience that

require the services.

 2. How do brands benefit consumers?

Professor Theodore Levitt of the Harvard Business Review once states that, ‘Customers do

not intend to buy a quarter-inch drill but they are looking to buy a quarter-inch hole.’ This

sheds light on the fact that a customer’s final goal is to gain maximum satisfaction from their

purchase and also that their end goal is achieved. Brands help customers to reduce the

amount of time they put into searching for the perfect product.

This is because a brand, in this modern marketing environment, serves as an anticipation

consumers feel towards a specific benefit about to be derived from an identified product or

service often associated with a standardised set of symbolic representation. Therefore since

brands themselves are tried and tested by multiple consumers, their reviews further help

potential consumers to opt for them easily. In the end it all comes down to the efficiency of

the search and the customer satisfaction.

For example – If a person was out searching for a good quality duct tape, they’d directly

search for the 3M brand’s duct tape because of its reviews on durability and strength. Thus

instead of using the hit and trial method they would have an easier option.

Furthermore brands can also help the pockets of a consumer because of their pre-defined

and known price ranges, for example if someone needs to buy a dress ranging from 5000rs

to 10000rs then they might go for brands like Zara and Gucci, if someone needs a dress in

the price range of 1000rs to 5000rs then they can go for brands such as H&M and finally if

someone is looking to buy a dress less that 1000rs then they can go for brands like

Westside, Pantaloons etc. Therefore the existence of brands helps the consumers

categorise products on the basis of various filters.

 3. Explain the difference between a product and a brand.

“Product is something that is sold by an organisation or brand, Brand is a value

earned by the organisation in the eye of the customer in the market.”

In simple words, a product could be physical or intangible good, service or a mixture of the

two that is sold in market but brand is something that is authentic and valid which also

makes it comparatively easier to recognize in market.

Also we can say that a product could be sold by a brand or a regular organisation as it is

something that is purchased in exchange for money. Whereas brand name is something that

is earned by an organisation overtime. A brand is any characteristic that distinguishes one

seller's goods or services from another seller. It might be a name, a term, a design, a

symbol, or anything else.

- Products sold by one company could be sold by another but the brand name is

unique.

For example: If we consider laptop as a product being sold in the market there are wide

variety of laptops available and one could use the hit and trial method to search for the best

laptop, but with the help of brands one could easily decide whether they want a HP, Dell or

Apple laptop. Brands help in making the selection process easier and effective since they

have been tried, tested and reviewed by multiple previous consumers thus making a clearer

path for future potential consumers.

Another example which we can use is that, TATA is a Car manufacturing company and Opel

is also a car manufacturing company but we tend to purchase cars from TATA as it has

formed into a brand overtime, through improving the customer experience, product quality

and trust.
 4. What are brand elements? Explain with examples.

Brand elements are the factors that make it easier for the organisation to differentiate

oneself in the market and helps in developing brand identity.

There are 8 brand elements which are equally important to the organisation:

Element Definition/ Example

Name One might wonder why brand name is important. Well, would you

purchase a product from a brand named “Hopeless”. Well one might if the

product is worth it but you would purchase from the brand if they are

selling vegetables. So it is important to make you name the brand

appropriately.

A brand name is a one to four word term that you use to describe your

product, service or company's purpose.

- Either it should be descriptive, crisp, adaptable, catchy, positive or

invented.

Example: Even heard someone say “Bhai cone ice cream kane chale” in

recent times, I dont think so because cornetto marekted itself in such a

way that cone ice cream is being described as Cornetto?

Logo Is the visual identity of the brand or company that helps in differentiating

the brand from others and attracting customers.

What is NIKE’s Logo, TICK mark.

Just like how NIKE designed a simple and aesthetic logo, customers were

able to identify it quickly and remember is easily. Also this MARK is worth
 thousands when it comes to the product, and the brand logo defines the

customers personality as everyone knows the brand value of NIKE.

Color Colors display different intentions and emotions to the customers, As

discussed in class, colors influence customer psychological thinking. For

example; brand tend to use blue in colour, their logo as it displays trust,

reliability and pureness (Quality).

Colour is a powerful influence.

Slogan Slogan is a phrase through which the company tries to catch the

customers attention. This is something that defines the brand's purpose,

mission, brand personality and product characteristics.

“Amul doodh peeta hai INDIA.” “Thumps taste the thunder.” For me these

are the 2 catchy and relatable slogans created by brands. Because I am

pretty sure that you weren’t just reading the lines you must have humming

them. AMUL and THUMPS are the 2 brands that have very effectively

advertised there brand through using the slogans.

Images Visual images are the secondary elements of the brand as they help in

marketing the brand by displaying the product creatively.

Shape Product design is the main factor that motivates the customer to purchase

it and helps in distinguishing the product from one another.

Just liek how easy it is to disfferentiate Marie gold biscuits from

milkbickies. Its the shape that differentiates the products regardless the

quality or taste.

Graphics Refers to the graphical creativity used in presenting the product from

product design, logo design to packaging.

For example: Skinkraft is a brand that has designed its the shampoo

packaging very aesthetically yet minimal, It impacts the psychology of the

customers and improves the consumer experience.

Typography To match your brand's identity,it is a must to match the typeface chosen

Just like with colour, fonts can evoke a certain mood or vibe.

Font is also a language that expresses our feelings, jst liek how we are

asked to used Times new roman or Arial while writing something formal,

as it creates an impact in the readers mind. It is important for the brands to

make sure they choose a font that speaks for and about the brand.

Example: APPLE uses a very formal and minimalistic font to displays

brand personality which is simplicity, class and sophistication.