06/08/2022

What is a Brand?
“ A brand is 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
competition.”
American Marketing Association (AMA)
Source: Competing for choice: developing winning brand
strategies by Lars Finskud

What is a Brand?
“ A brand is a complex symbol, it is the
intangible sum of a products attributes, its
name, packaging, and price, its history,
reputation, and the way it is advertised. A
brand is also defined by consumers’
impression of the people who use it, as
well as their own experience.”
Advertising guru David Ogilvy, 1955
Source: Competing for choice: developing winning brand
strategies by Lars Finskud

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Role of Brands
• Assign Responsibility
• Signals quality
• Consumers learn about brands
• Reduces Risk for consumers
• Simplifies product handling
• Legal protection
• Can charge a premium
• Part of the companies assets

Brand Value/Power Bases

• Growth rates
• Market share
• History
• Price premiums
• Brand awareness
• Brand’s ability to earn

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Brand Equity
“is the added value endowed to products
and services”

“Customer based brand equity can be

defined as the differential effect that brand
knowledge has on consumer response to
the marketing of that brand”

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Interbrand – Best Global Brands

Best
Global
Brands

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Building Brand Equity

• Initial Choice of the brand elements or
identities making up the brand, logos,
symbols, slogans, jingles,..
• The product & service and all
accompanying marketing & support
marketing programs, ads promos..
• Other associations indirectly transferred to
the brand by linking it to some other equity
,,,person, place or a thing

Brand Elements
• Memorable, LG, Lux, Taj…
• Meaningful Fair & Lovely
• Likeability Scorpio, Maharaja
• Transferable to new products &
Categories
• Adaptable, to changing times
• Protect able, legality

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Brand Extensions