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BRAN D I NG

BY ARPIT KUMAR RASTOGI MBA(II)

BRAND –WHAT IS IT?
“ 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.”

What is the Territory of the

BRANDING
BRANDING is a strategy used by marketers. Pickton and Broderick (2001) describe branding as Strategy to differentiate products and companies, and to build economic value for both the consumer and the brand owner.

Understanding Branding Brand Building .

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture .

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture .

From Products to Brands Understanding Branding Prod ucts to bran ds Brand Building .

From Products to Brands Understanding Branding Prod ucts to bran ds Brand Building Brand v/s. a means of identification • Secondly it s a set of added values offering both functional and psychological benefits Above all ‘a brand is a promise’ . Product • A brand is more distinctive than a product • It is first of all a name.

From Products to Brands Understanding Branding Prod ucts to bran ds Brand Building A Brand Is A Promise A seller’s promise to deliver consistently a specific set of features. benefits and services to buyers. .

Brand as an Asset • “If Coca Cola lost everything except for ‘the formula’ and its brand name . it could walk into any bank in the world and get $100 billion loan to start from the scratch” Fortune Magazine .

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture .

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Name Logo Colours Essence .

Fuji  CNN an AOL Time Warner Company • Distinctive • Toyota’s Lexus is distinctive.Attributes Understanding Branding Brand Building Name Colours Logo Essence Attri but es Brand Name • Short  Kodak. Toyota’s Luxury commonplace • Orange was a striking name in a world of telecommunications • Not mean anything rude or silly in another language  Big Macs( McDonald’s) is a slang for big breasts in Canada .

designed to fit both eyes (Mercedes three star) 2.Appealing 6.Consistency 7.Attributes Understanding Branding Brand Building Name Colours Logo Essence Attri but es Brand Logo 1.Simple logo.Uniqueness 4.Relevancy 5.Contrast .Logo font has to be clear and legible 3.

Attributes .

Attributes Understanding Branding Brand Building Name Colours Logo Essence Attri but es Brand Colours • Colours have meanings • Purple means royalty • Red is energetic • Blue is peaceful • Opposite colours can differentiate • Coke is red. Pepsi is blue • Kodak is yellow. Fuji is green • Colours can help you stand out • FedEx’s orange and purple packet stands out in corporate blue .

Attributes Understanding Branding Brand Building Name Colours Logo Essence Attri but es Brand Essence • A brand must “leverage a compelling truth” • Linux stands for freedom as opposed to Microsoft’s monopoly • A brand should mean a single powerful thing: the essence • Essence of Volvo is Safety • Essence of Tata is trust • Essence of Fevicol is bonding .

draft.Attributes Understanding Branding Brand Building Name Colours Logo Essence Attri but es Brand Essence • A brand should also be clear of what is not its essence • In India. STAR NEWS is not a channel of the masses unlike STAR PLUS • A brand should drive single mindedly its essence • Volvo has been selling safety for 35 years • Raymond has been selling the complete man for over 2 decades • Essence of Dettol is protection against germs • A brand loses its essence if it starts meaning a lot of things • What is Miller :A regular. light.cheap. expensive beer .

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture .

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture Co-Brand Stealth Brand Fighting Brand Multi-Brand .

Management Understanding Branding Man age ment Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Co-Brand Same Company Co-Branding Joint Venture Co-Branding .

Maytag sold 1000s of Neptune washers on web .Management Understanding Branding Man age ment Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Stealth Brand • Brand building that attracts customer attention but not of rivals • Home-to-home. internet community building • Good option when unsure of a new medium/market • Little promotion for Maytag website as opposed to a buy. word of mouth / PR.com.

• Smirnov (Heublein) Case • Smirnov attacked by W’schmidt @ $1 less • Heublein raised the price of Smirnov • Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt • Heublein added Popov lower than both .Management Understanding Branding Man age ment Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Fighting Brand • Pricing led branding option. Works as a competitive response.

Management Understanding Branding Man age ment Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Fighting Brand • Built as new. independent brand • Prevents dilution of the leading brand • HLL introduced Wheel to fight Nirma .

Management Immutable Law of Siblings There is a time and place to launch a second brand .

.Possibly even a third or a fourth brand. .

Life. People . Fortune.Management Understanding Branding Man age ment Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Multi Brand • Key to a multi-brand approach is to give each sibling a unique identity • Time. Money.

Sunsilk • Single attribute segmentation – Price:Maruti 800.Management Understanding Branding Man age ment Brand Building Co-Brand Fighting Brand Stealth Brand Multi-Brand Multi Brand. Esteem • Sibling creates a new category – Herbal Anti-Dandruff category by Ayush . • Common product area focus – Shampoos: Clinic Plus. Ayush. Zen..

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture .

Understanding Branding Understanding Branding Brand Building Products to brands Attributes Management Architecture House of Brands Endorsed Brand Sub Brand Branded House .

Architecture Immutable Law of Contraction A brand becomes stronger when you narrow its focus .

• Gives an opportunity for the company to focus on each brand and contract its scope.Architecture Understanding Branding Brand Building House of Brands Sub Brand Endorsed Brand Branded House Arc hite ctur e House of Brands • Often dictated by corporate strategy. .

Architecture Understanding Branding Brand Building House of Brands Sub Brand Endorsed Brand Branded House Arc hite ctur e Endorsed Brand • Endorsement is used as a device to transfer brand assets from one brand(corporate) to another • Titan from TATA. mac from apple . transferring trust • i-pod.

Company pushes core brand in different directions • Sub-branding can destroy what branding builds • Donna Karan menswear. DKNY. DKNY menswear. DKNY kids .Architecture Understanding Branding Brand Building House of Brands Sub Brand Endorsed Brand Branded House Arc hite ctur e Sub Brand • Inside out branding.

Architecture Immutable Law of Company Brands are brands. There is a difference. . companies are companies.

not companies .Architecture Understanding Branding Brand Building House of Brands Sub Brand Endorsed Brand Branded House Arc hite ctur e Branded house • Consumers buy brands.

Brand Building Understanding Branding Brand Building .

What Is Brand Building? Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream for the company after launch .

Advertising does a lot to help build brands Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy .

• Brand equity is the added value endowed to products and services .

How to measure equity? • The premium a brand can command in the market • The difference between the intrinsic and perceived value of the product .

Building Brand Equity • Distinguish product from others in the market – Value proposition • Align what it says about the brand in advertising with what it actually delivers – Creating the brand .

Power Brands • Generates enormous profits • Expands future strategic opportunities .

What do power brands have that others don’t? • A distinctive product • Delivering brand promise • Personality and presence .

Creating the brand • Choosing brand name • Developing rich associations and promises • Manage customer brand contacts to meet and exceed customer expectations .

Choosing a brand name • What does it mean? • What performance/ expectations/ associations does it evoke? • What degree of preference does it create? .

Brand names should denote • • • • • Product benefits Product quality Be easy to pronounce/remember/recognize Be distinctive Not have poor meanings in other countries or languages .

Screech .Brand Association – All brand related thoughts . feelings perceptions. experiences. images.Sprint Canada .Eire • • • • • • Paul Hogan . celebrities. Red Strip . beliefs.NFLD Bailey’s .Nice and Easy Candice Bergen . geographic regions i. VW . attitudes and so on that become linked to the brand node.Nike Julia Louis Dry fuss . The link to favourable images.e.Subaru James Earl Jones (voice of CNN) Chihuahua .Jamaica.Germany.Taco Bell Jordan .

Brand Associations • • • • ‘owned’ word Slogans Colours Symbols and logos .

as reflected by their brand recognition or recall performance . walkman SONY . jeans-Levi’s.. e.g.Brand Awareness –consumers’ ability to identify the brand under different conditions . Snapple ice tea.

.g.Brand Loyalty The degree to which customers are committed to further purchases e. I will always buy Reebok .

. Therefore the brand and choice of the ambassador must fit. just like a human being.Brand Ambassadors • These are used to create the Brand personality. Therefore in some way the values and personality of the ambassador rubs off into the brand.

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Product upgradation required Product should be phased out Familiarity .Brand Status Step up advertising Esteem Cash cow. Need to sustain brand building activities Troubled brand.

google.scribd.logoblog.com www. Jha .com Marketing Management 13e Kotler .com www.Kelly.org www.brandbuilding.References • • • • • • www.com www. Koshy.mastersungroup.