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Brand

Distinguishing goods of one producer from those of another. A product that adds other dimensions that differentiate it in some way from other products designed to satisfy the same need. Name, term, logo or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers & to differentiate them from those of competition.
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Brand
Naming related (Tata Indica) or unrelated (Tide) to co. name, based on people (Armani), on places (New York Times), on animals/ birds (Dove , Kingfisher, Black Dog), on inherent product meaning (MTV), etc. A brand could be a physical good (Kellogs Corn Flakes), a service (Bank of America), a store (Shoppers Stop), a person (M Jackson, Sachin Tendulkar), a place (Las Vegas, Macau), an organization/group (TCS, Red Cross, Beatles), an idea (Nuclear Disarmament).
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Worlds Top Brands


Nike Budweiser Toyota Nescafe McDonalds Citi Apple Gillette Coca Cola Evian Wal-mart Google Ford Shell

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Brand Significance
To consumers Quality brands:
Assign performance responsibility to the manufacturer/ marketer Save on search costs Allow them to project their self-image [Mercedes, Rolex] MTT Module 3 Brand Concepts

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Brand Significance
Reduce risks
Functional risk Financial risk Social risk

To firms Brands:
Secure a competitive advantage Are a source of financial returns
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Branding Challenges
Customers are aware about drawbacks: Have info from advertisements, media based prog. (consumer reports, websites like epinions.com, blogs) High costs of traditional media More clutter on traditional media

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Branding Challenges
Increased competition:
- Brand extensions [Airtel DTH, Videocon TataSky] - Privatization [Private insurers & LIC] - Overseas brands [Foreign brands Existing brands eg. Maruti Suzuki Fiat/ Ambassador] - Low priced competitors (Local players)
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Assignment
Make a list of 5 brands and their competitors in the Indian market. What are the challenges that the 5 brands have?

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Brand Equity
The added value to the firm, the trade or the consumer with which a given brand endows a product. The sales and profit impact enjoyed as a result of prior years marketing efforts versus a comparable new brand.

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Customer Based Brand Equity (CBBE) Model


Objective of the model:
To find out -what makes a brand strong -how to build a strong brand -what brand equity is

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Customer Based Brand Equity (CBBE) Model


- Power of a brand lies in whats there in the

customers minds.

- Differential effect that brand knowledge has on consumer response.

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Customer Based Brand Equity (CBBE) Model


Positive CBBE:
When the brand is identified

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Customer Based Brand Equity (CBBE) Model


CBBE is based on the differences in the consumer responses that are a function of their knowledge of the brand.
Wills Chancellor Marlboro

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Brand Knowledge
Two components:
Brand awareness identifying brand in
different conditions

Brand image consumers perceptions about


a brand

Eg. Apple computers user friendly, fun, innovative.


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Brand Awareness
Two components: Brand recognition consumers ability to confirm
prior exposure to the brand when given the brand as a cue. [Reynolds among others]

Brand recall consumers ability to retrieve the


brand from memory when given the prod category or needs fulfilled by the category or purchase/ usage situation as a cue. [Amul when you want butter]
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Brand Image
Created by:
Marketing programs
Consumer reports Word of mouth [Amway] Identification with the co. [TATA], country, channel of distribution, endorser, event.
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HP Indias Brand Strategy


Positive Customer Based Brand equity Brand knowledge Brand awareness [brand recognition & recall
(school contact programs, vans in rural areas)

Brand image [marketing prog (The computer is


personal again), endorser (Shahrukh Khan)]
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Abercrombie & Fitch


Michael Jeffries joined as CEO in 1992, transformed the conservative mens clothing co. into a hep casual clothes emporium for 14-24 yr olds. His approach: Select good looking college and high school students as the salespeople to match the lifestyle of its core customer base [charismatic people] Eye-catching advertising

Result: The no. of stores increased from 35 to more than 250 today.
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AajTak
Started as a different news channel and created an image of Sabse Tez against the conservative news channels. Approach:
Informal news presentation (style, visuals & language) Opinionated & not report-based content Sensational/ scandalous news titles
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