You are on page 1of 146

Brand Management

Just What is Brand?
• • It is 8:30 am and I am lacing up my Nike trainers ready for the morning jog. My Apple I-Pod is primed with a stash of Eminnem tracks and there’s a can of Pepsi at the ready for when the thirst hits. In half an hour I’ll be back. With my new Gillete shaver at the ready. I’ll shower and then head for airport. I have some shopping to do before I board the Jet airways Plane to take me to a holiday destination that I booked through I will grab a burger for lunch in Mcdonalds or maybe just a coffee in starbucks and eat later in Pizza hut.

Just What is Brand
• One things for certain: by the end of the day, I’ll be exposed to a multitude of companies and celebrities, each one vying for attention and yelling in my ear – “Choose me, not her, choose us, not them”. • What is it about these businesses that grabs my attention? Is it just the price of their goods or services? Is it the products themselves? The answer is a resounding “NO” on both counts. • Some of these companies command a much higher price than their rivals, yet still out shell them everyday. And the products are not always better quality – often it’s the same product with just a different label, glued or stitched in place when the factory bell rings and assembly line changes. Is there a massive difference between an I- pod and every other MP3 player on sale? Not if its just down to playing an MP3 track. How can starbucks charge so much for a coffee when if its thirst you’re looking to quench, you can buy a cup of tea or coffee at most small café’s

and attributes or benefits. •Brand = product + other differentiating dimensions (physiological and psychological) . retail store. place. organization. •Branding contain – inherent product meaning. scientific term. or an idea.What is a Brand? •Old Norse word – brandr – to burn. animal or bird. and things or objects. •Branding could be done for product (physical good. •Branding basis – people. place. person.

or related service. Augmented product – differentiating and distinguishing attributes. Generic product – basic offering. Expected product – normal expectation from a product in the market.Product Levels? Core benefits – fundamental need or want. Potential product – ideal and in future. benefits. .

etc . vegetables. salt. •Services – KPMG. Arts.Branding is Universal (anything can be branded) •Commodity – Chicken. Wal-Mart. •Retailers and distributors – Big Bazaar. •On-line product and services – flicker. shows like Indian Idol •Geographic Locations – Australia. switzerland. Coffee. Airlines. etc. and Entertainment – Cricket. M F Hussain. Child Labour. High-tech products.myntra etc. Alaska. Business to Business. Incredible India •Ideas and Causes – Red Cross. Energy firms. fruits. private or store brands. etc. e-bay.Consumer products. •Sports. Banks. water. •Physical good .

.Determinants of Brand Longevity •Vision of the mass market? •Managerial persistence? •Financial commitment? •Relentless Innovation? •Asset leveraging.

 Increased accountability. too many private labels. increasing trade power. difficulty in differentiation.  Increased cost.  Increased competition. job turn-over.  Media fragmentation.Some Challenges…  Savvy consumers. maturing market. eroding traditional media. changes in advertising and promotional expenditures.  Brand proliferation. decreasing brand loyalty. . complex brand families. . new options.

Types of Brands .

CG products are traditionally dependent on wide distribution networks. through the use of e-commerce many have started to sell direct to consumers.Differentiating features of brands • How purchased/used/experienced. than big ticket items. as the name suggests. CG products are bought much more frequently. . However. • Frequency of purchase/use/experience.

• Degree of customization available. The consumer decision process will vary according to how much risk they perceive in buying a product or service – the risk will depend on price. quality variance.Differentiating features of brands • Amount of thought/research/comparison typically undertaken prior to purchase/experience. The intangibility of services makes them much more suited to customization than CG products. trust in the brand and other factors. . which offer a wide variety but little customization.

.All brands have one goal – to enhance their perceived value.

Different types of brands • • • • • • • • • Product Brands Service Brands E-brands Media Brands Not-for-profit Brands Nation Brands Government Brands Global Brands Organization Brands .

other shops. although service component can be present (eg.Product brands: FMCG Characteristics: • Cost: Inexpensive. • How purchased Mainly through conventional FMCG distribution networks – supermarkets. • Balance of product to service Almost exclusively tangible product. vending machines. . customercare lines). relatively large volume outlets.

• Degree of research/thought/search prior to purchase Typically none. . the brand is part of the consumer repertoire. • Degree of customisation Very little.) • Frequency of purchase : Frequent.Product brands (FMCG: cont. likely to be habitual. Often wide range of variants but no real customisation for individual customers.

• Balance of product to service Service is likely to take on a more important role.Product brands (Big Ticket Items) Characteristics: • Cost: Expensive. during and after purchase. before. .

Product brands (Big Ticket Items) • How purchased Traditionally through specialised outlets (luxury = high status outlets) but increasingly more widely distributed. • Degree of customization Can be considerable. Frequency of purchase: Infrequent. . investment is more – emotional than financial. • Degree of research on purchase – A great deal of thought. research and comparison goes into the decision. although with luxury goods.

These are more complex than product brands for two reasons: • because it is always harder to brand something you can’t touch • because they are delivered directly by employees.Service brands Service brands are characterized by the need to maintain a consistently high level of service delivery throughout hundreds. Although a product component may be involved. or even thousands of staff. . it is essentially the service that is the brand.

• Inconsistency Since humans are usually instrumental in delivering services.Service Brands Characteristics: • Intangibility Service brands can seldom be tried out in advance. which requires the establishment of a greater degree of trust. . • Inseparability of production and consumption Services cannot generally be stockpiled in advance but are produced and consumed in real time.

airlines.Different categories of service brands: • • • • Classic service brands eg. – Consumers have a much more involved and interactive experience with retail brands. advisors of all kinds – accountancy. Pure service providers eg. supermarkets. fashion stores and restaurants. – Retail Brands are complex and multifaceted. • . Agents eg. management consultancy. car rentals and banks. (This category of a brand has become endangered by the rise of the Internet. hotels.) Retail brands – eg. The meanings of retail brands are more heavily – Derived from consumer’s direct experience rather than from advertising. travel agents and estate agents. member associations Professional Service Brands eg.

. however. .Brands from other spheres • E-brands – The Internet is a medium that presents new challenges for brand owners. the brand values that will attract online customers. but the underlying principles of branding are .In both cases.e-brands’ primary activity is to deliver physical products like Amazon. and all those interactions – give an opportunity for strengthening the brand identity. – The Internet is developing a more direct style of relationships between customers and brand owners.e-brands focus on delivering a service or experience . • A distinction needs to be made between ‘e-tailers’. it is the intangibles.

• But successful branding can have a great effect on raising awareness of the charity and its mission. and on fund-raising . and promote it at every turn. • Not-for-profit organization brands – Non-profits are often at a disadvantage when it comes to branding. • they don’t have the deep pockets of corporations who can afford to hire brand specialists • they don’t have staff whose job it is to protect the integrity of the brand.• Media brands eg. magazines. television channels. newspapers.

However they were almost always marketed according to local conditions. • Government brands – Governments and political parties often have strong brands as they are centerd on passionately held core values. . • Global brands – Companies have been marketing their products and brands in different countries for decades. enhancing status of goods and services produced. and aiding under-developed countries. Branding is important in both securing votes and in international diplomacy.• Nation brands – New ways of thinking lead to countries being positioned as tourist destinations.

1999] • Strong in home market – cash flow generated from domestic market enables the company to fund a global roll-out • At least minimum level of awareness. . and even associate the country’s expertise with specific products (eg.Features of Global Brands [Quelch. McDonald’s). even though the physical product may be adapted locally (eg. American jeans). • Consistent positioning • Consumers value the provenance of the brand. its country of origin. • Focus on a specific product category • Use single corporate brand name. German cars. recognition and sales all over the world • The products meet the same human needs world-wide.

they don’t have global consumers.” [Gavin Emsden. To bring it to life you need to be flexible and re-enact the brand as appropriate. think global “While there are global brands that have a global presence. Nestle UK’s head of consumer insight and planning for beverages] . It is the think global. The brand’s core values can be global. although the brand needs to have local relevance. act local strategy.Act local.

• The threat of parallel imports from low-price to high-price countries.The decision whether to standardize or localize? Several other factors may affect the decision: • Regulatory environments vary from country to country. especially in pharmaceuticals. . financial services and utilities. • The Internet allows adoption of a standardized global strategy without investing in distribution systems in each country.

Organization brands • What is an organization brand? – It is neither a product/service nor a corporate brand.It relates to all stakeholders and in many cases is rarely advertised. . it is wider than both. . • The organization brand represents the impression that people inside and outside the organization have.

Strategic brand management process .

Strategic Brand Management Process  Identifying and Establishing Brand Positioning and Values  Planning and Implementing Brand Marketing Programs  Measuring and Interpreting Brand Performance  Growing and Sustaining Brand Equity .

Brand Identity .



• Brand identity is a bundle of mental and functional associations with the brand. Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it. These associations can include :
– – – – signature tune (for example - Britannia “ting-ting-ta-ding”) trademark colors (for example - Blue color with Pepsi) logo (for example - Nike) tagline (for example - Apple’s tagline is “Think different”), etc.

Brand identity is the total promise that an organization makes to consumers. The brand can be perceived as a product, a personality, a set of values, and a position it occupies in consumer’s minds. Brand identity is all that an organization wants the brand to be considered as. It is a way of externally expressing a brand to the world.

• •


• As a product: product scope, product attributes, quality/value, uses, user, country of origin • As an organization: organizational attributes, local vs. global • As a person: brand personality, brand-customer relationships • As a symbol: visual imagery/metaphors, heritage CORE & EXTENDED IDENTITY: • Core identity: central timeless essence of the brand – remains constant as brand travels to new markets/products • Extended identity: includes various brand identity elements, organized into cohesive & meaningful groups


but serves a wide clientele .McDonald’s Core Identity • Value offering: McDonald’s provides value as defined by the product. friendly. accurate. & hassle free • Cleanliness: operations are always spotless on both sides of the counter • User: families & kids are a focus. good-tasting at any McDonald’s in the world • Service: fast. & buying experience given the price • Food quality: consistently hot. special offers.

cheerful. & admiration Logo: Golden Arche Characters: Ronald McDonald. & gather. features efficient. fun Relationship: family/fun associations are inclusive. genuine. hamburgers. time-saving service. all-American.McDonald’s Extended Identity • Convenience: Most convenient. … • • • • • • • • Corporate citizenship: Ronald McDonald children’s Charities. quick-service restaurant – located close to where people live. children’s entertainment Sub-brands: Big Mac. Egg Mc Muffin. liking. McDonald’s dolls & toys . wholesome. Extra Value Meals. McDonald’s is part of the good times Ronald McDonald’s Children’s Charities engender respect. work. & serves easy-to-eat food Product scope: fast food. Ronald McDonald House Brand personality: family oriented. Happy Meals.

premiums. & feeling of special family times • Adults – warmth via link to family events & experiences reinforced by the McDonald’s emotional advertising . relationship with Ronald McDonald & other characters. extras such as play grounds. & drinks that provide value.McDonald’s Value Proposition • Functional benefits: good-tasting hamburgers. & games • Emotional benefits: Kids – fun via excitement of birthday parties. fries. prizes.

its origins and the values it stands for. as the name suggests comes in the form a prism with 6 different traits at each end of the prism. Culture – Culture takes a holistic view of the organization. . It may represent beliefs and associations in the human world. symbols and attributes. Reflection – What does the brand represent in the customers mind or rather the customer mindset as reflected on the brand Self image – How does the customer see himself when compared to the brand. Relationship – The strength of the relationship between the brand and the customer.Brand Identity Prism • • • • • • • The brand identity prism. It may include product features. Example – A customer might see himself capable or incapable of buying a BMW car. These 6 traits are: Physique – Physique is the basis of the brand. Personality – Personality defines what personality will the brand assume if it were a person. Personality includes character and attitude.

• We also see a consistency in brand positioning for Pepsi as a Youth oriented brand. etc have undergone many changes over time but the distinct identity of Pepsi has been maintained. • Its tagline in India “YEH HAI YOUNGISTAN MERI JAAN” exemplifies that essence. • The external and internal indicators of Brand Identity have been modified many times.Eg. trademark. but primarily it has remained as a youthful brand which empowers people to enjoy their youth. • Its logo. .Pepsi • Pepsi’s brand identity has transformed over the years.

Kapferer’s Brand Identity Prism (Pepsi) .

a sphere with 3 different colors aids brand recall. starting from Shahrukh khan. M.Sources of Brand Equity (Pepsi) • • • Pepsi’s primary sources of brand equity are derived from its unique name with an American connotation to it. • • • . Its innovative Campaigns are also a predominant source of Pepsi’s Brand Equity in India. It’s logo. Sachin Tendulkar to Ranbir Kapoor. The brand endorsers over the years.S Dhoni have been a major source of equity for the brand The brand has always looked for young faces in order to relate with its youth target audience Huge consumer base of more than 200 million across the world.

Sources of Brand Equity (Pepsi) • Several campaigns like “Youngistaan ka Wow” targeted at Youth and celebrating their audacious self belief. a series of five gaming-based television films developed specially for the ongoing IPL season • “Change the Game” and “First Ball ka Kaptan” considering the cricket world cup and T-20 world cup have been successful in leveraging the love for the game and reinforce the association of the game with Pepsi • The CSR activities of the company also generate a lot of Brand equity. It’s the only soft drink manufacturer with a positive water balance in India. • Pepsi’s wide Product Portfolio helps in increasing the depth and Breadth of Brand Awareness. thus bringing the brand closer to its Customers • ‘The Game’. .

Brand Equity .

It occurs when the consumer is familiar with the brand and holds some favorable positive strong and distinctive brand associations in the memory. . • The concept of Brand Equity comes into existence when consumer makes a choice of a product or a service. • Brand Equity exists as a function of consumer choice in the market place.Brand Equity • Brand Equity is the value and strength of the Brand that decides its worth. • It can also be defined as the differential impact of brand knowledge on consumers response to the Brand Marketing.

Measures of Brand Equity • Brand Equity can be determined by measuring: – Returns to the Share-Holders. – Evaluating the Brand’s earning potential in long run. – The price premium charged by the brand over non-branded products. – By evaluating the increased volume of sales created by the brand compared to other brands in the same class. – Evaluating the Brand Image for various parameters that are considered significant. – From the prices of the shares that an organization commands in the market (specifically if the brand name is identical to the corporate name or the consumers can easily co-relate the performance of all the individual brands of the organization with the organizational financial performance) .

and its symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers • If the brand's name or symbol should change. some or all of the assets or liabilities could be affected and even lost. although some might be shifted to a new name and symbol .Brand Equity Assets and Liabilities • Brand equity has been defined as a set of brand assets and liabilities linked to a brand. its name.

according to Aaker (1991). differ by context.Brand Equity Assets and Liabilities The assets and liabilities on which brand equity is based will. they can be grouped into five categories: – Brand Loyalty – Brand Name Awareness – Perceived Quality – Brand Associations – Other Proprietary Brand Assets . However.

• Brand Name Awareness: – People will often buy a familiar brand because they are comfortable with the familiarity or they assume that a brand that is familiar is probably reliable and of reasonable quality. it is expensive to gain new customers and relatively inexpensive to retain existing ones.Brand Equity Assets and Liabilities • Brand Loyalty: – For any business. and this involves pronunciation and spelling . they will avoid the product – and that translates into the loss of sales. – When consumers feel uneasy about a product's name. especially when the existing customers are satisfied or happy with the brand. – Brand names should be easy for customers to visualize. – Higher loyalty means greater trade leverage. since customers expect the brand to be always available. – Competitors may even be discouraged from spending resources to attract already satisfied customers.

– Perceived quality will directly influence purchase decisions and brand loyalty.Brand Equity Assets and Liabilities • Perceived Quality: – A brand will have associated with it a perception of overall quality. especially when a buyer is not motivated or able to conduct a detailed analysis. which. – Perceived quality means something different for Compaq or IBM than for Coca-Cola or Pepsi. – The quality perception may take on somewhat different forms for different types of industries. then the assumption will be that it will have high quality in a related context. If a brand is well-regarded in one context. which is not necessarily based on knowledge of detailed specifications. can create gross margin that can be reinvested in brand equity. – It can also support a premium price. – Perceived quality can be the basis for a brand extension. . in turn.

– If a brand is well positioned upon a key attribute in the product class (such as technological superiority). perhaps inferior. – If they attempt a frontal assault by claiming superiority via that dimension. then competitors will find it hard to attack. – They may be forced to find another. Thus. an association can be a barrier for competitors. . basis for competition. for example.Brand Equity Assets and Liabilities • Brand Associations: – The underlying value of a brand name often is based upon specific associations linked to it. – The associations. of the car brand Jaguar may make the experience of owning and driving one "different". there will be a credibility issue.

A distribution channel can be controlled by a brand because of a history. if strong and relevant to customer choice. – Brand assets will be most valuable if they inhibit or prevent competitors from eroding a customer base and loyalty. a trademark will protect brand equity from competitors who might want to confuse customers by using a similar name. and channel relationships. or package. trademarks. For example. symbol. .Brand Equity Assets and Liabilities • Other Propriety based Assets: – This fifth category represents such other proprietary brand assets as patents. can prevent direct competition. – These assets can take several forms. – A patent.

Designing marketing activities from a branding perspective .

4 major drivers of the new economy .

intranet. mobile devices) .Digitalization & Connectivity (through internet.

II Disintermediation & Reintermediation (via new middlemen of various sorts) .

III Customization & Customerization (through tailored products & ingredients provided to customers to make product themselves) .

Industry Convergence IV (through the blurring of industry boundaries) .

Impact to… Integrating marketing programs and activities .

Impact to… Personalizing Marketing • Experiential marketing • One-to-One marketing • Permission marketing .

Product Strategy .

Perceived Quality and Value • Perceived quality: is customers’ perception of the overall quality or superiority of a product or service compared to alternatives and with respect to its intended purpose • It is how consumers form their opinions of the quality and value of a product .

General dimensions of the product • Performance: primary characteristics of product (low. high or very high) • Features: secondary elements of a product that complement primary characteristics • • • • • Conformance: degree of the product meet specifications Reliability: consistency of performance over time Durability: expected economic life of product Service ability: ease of servicing the product Style and design: appearance or feel of quality . medium.

ex. strong emotional relevance. Ex.. . • Relationship benefits: value based on personalized service. personality • 3-D Marketing (McKinsey Consulting) emphasizes 3 product benefit dimensions: • Functional benefits: product and performance attributes. convenient transaction. quality • Process benefits: ease of access to product info.Brand Intangibles • Brand attitude may also depend on more abstract product imagery. Symbolism. differentiated loyalty rewards.

• 3 important relationship marketing issues: • Mass Customization • After marketing • Loyalty Programs .Relationship Marketing • Relationship marketing: is based on the premise that current customers are the key to long term success.

Pricing Strategy .

• Value-based pricing strategies: attempting to sell the right product at the right price to better meet consumer wishes . price may infer the product quality.Consumer Price Perceptions • Price Bands: a range of acceptable prices that indicate the flexibility and breadth marketers can adopt in pricing their brands within a tier • In many categories. And it becomes an important factor in purchase decisions.

• Effective value-pricing strategy should strike the proper balance among the following: – Product design and delivery – Product costs – Product prices .Value Pricing • The objective of value pricing is to uncover the right blend of product quality. product costs and product prices that satisfies needs and wants of consumers and the profit targets of the firm.

Everyday Low Pricing • Everyday low price (EDLP) has received increased attention as a means of determining price discounts and promotions over time. • Pricing approach ..the nature of price discount and promotions over time that maintains consistently low • Be careful!!! Creating a brand association to “discount” or “don’t pay full price” diminished brand equity .

Channel Strategy .

. brokers. and retailers.Channel Strategy • Marketing channel are defined as “set of interdependent organizations involved in the process of making a product or service available for use or consumption” • Channel strategy includes the design and management of intermediaries such as wholesellers.

Channel Design • Direct channel: means selling through personal contacts from the company to prospective customers by mail. • Indirect channel: sell through third-party intermediaries such as agents. • Winning channel strategies – “integrated shopping experience” that combines physical stores. telephone and catalogs. retailers or dealers. phone and etc. . wholesalers. internet.

department stores. • Branded Nike Town Stores: Nike Town Stores. and clothing stores. • Niketown.Example: Nike (sells shoes. apparel. Nike Nike’s e-commerce site allows consumers to place internet orders for a range of products. located in prime shopping avenues in metropolitan centers . sporting goods. • Catalog retailers: Nike’s product appear in numerous shoe. . • Specialty stores: Nike equipment from product lines such as Nike Golf. and clothing catalogs. sporting goods stores. and equipment product) • Retail: Nike products are sold in retail locations such as shoe stores. • Outlet Stores: outlet stores feature discounted Nike merchandise.

Direct channels are preferable when…      Product information needs are high Product customization is high Product quality assurance is important Product lot size is important Logistics are important .

Indirect channels are preferable when…    A broad assortment is essential Availability is crucial After-sales service is important .

Indirect Channel • Pull and Push Strategies • Channel Support (Marketing Partnership) – Retail segmentation •Retailers are customers too. . – Cooperative advertising •Co-op advertising: a manufacturers pays for a portion of the advertising that a retailer runs to promote the manufacturer’s product. special delivery system. •Different retailers may need different product mixes. or customized promotions.

Direct Channel • Company-Owned Stores – Show the product in the way that the company want – Some company stores might lack of skills. mail. or email • Web Strategies . or resources • Other means – Department stores – Via phone.


Evaluate the in-store marketing effort. Which categories or brands seem to be receiving the biggest in-store push? What unique instore merchandising effort do you see? (5 marks) 2. Take a trip to a supermarket. Observe the extent of private label brands. In which categories do you think private labels might be successful? Why? (5 marks) . Take a trip to a department store.1.

Customer based Brand equity .

Concept of Customer based Brand Equity • Customer-based brand equity – Differential effect (brand equity arises out of differences in consumer responses) – Customer brand knowledge – Customer response to brand marketing • A brand has positive customer based brand equity when consumers react more favorably to a product and the way it is marketed when the brand is identified than not. .

.Concept of Customer based Brand Equity • Customers will be more accepting of a new brand extension for a brand with positive customer based brand equity. • Less sensitive to price increases and withdrawal of advertising effort • And more willing to seek the brand in a new distribution channel.

.Concept of Customer based Brand Equity • A brand has negative customer based brand equity if consumers react less favorably to marketing activity for the brand compared with an unnamed or fictitiously named version of the product.

• Brand equity ultimately depends on what resides on the minds of the consumers. what they have learned.Concept of Customer based Brand Equity • Differential effect : brand equity arises out of differences in consumer responses. • The difference in response are a result of consumer’s knowledge about the brand. seen and heard about the brand . felt. .

.Concept of Customer based Brand Equity Customer’s differential responses which makes brand equity are reflected on : • Perceptions • Preferences and behavior related to all aspects of brand marketing.

Customer based brand equity model .

We must consider both the breadth and depth of the brand awareness. A brand we easily recall has a deeper level of brand awareness and breadth is related to the product knowledge in the memory of the consumer.brand recall (how easily customer recall the brand without showing a cue while making purchase decision or thinking the product category).The first step in building a brand equity is the brand awareness that contains two parts: brand recognition (how easily customer identify a brand after exposing some cue or a physical product) . the depth is that how likely it is for a brand element to come to mind and a breadth is the range of purchase and the situations in which the brand comes to mind of the consumers. .Customer based brand equity model • Brand Salience: . .It's means broad awareness of the brand.

means the expected economic life of the product 3. the ease of repairing the product if needed. and empathy Style and design Price • Customers view performance or measure performance in three ways: .Customer based brand equity model • Brand performance: It is describes how well the product or service meets customers' more functional needs. efficiency. Often. Reliability: measures consistency of performance over time and from purchase to purchase. and serviceability Service effectiveness. durability. Serviceability.1. Durability. as follows: – – – – – Primary ingredients and supplementary features Product reliability. Brand performance is directly related with the features of the product that differentiates it from others. the strongest brand positioning relies on performance advantages of the brand. Five important types of attributes and benefits often underlie brand performance. . 2.

heritage and experiences .Purchase and usage situation . age. income.History. family) affect the first two types of aspects while psychographics affect on the personality and values. • It mainly depends on the intrinsic properties of the product or service.Demographics factors (gender. including the way how well the brand attempts to meet the customers' psychological or social needs.Personality and values . and customers can form imagery associations directly from their own experiences or through advertising or some other source of information indirectly. race. • Imagery refers to more intangible aspects of the brand. .Customer based brand equity model Brand Imagery: • It is the second part of brand meaning and also called the emotions part of brand meaning (Brand performance is the logic part).User profiles . • Intangible aspects of the brand are as: .

• Customers usually make four types of judgments as: – Brand Quality: brand attitudes generally depend on specific attributes and benefits of the brand. Customers may see that whether the brand is competitive. . – Brand Consideration: customers think or consider the brand while making purchase decisions. innovative or market leader. which customers form by putting together all the different brand performance and imagery associations. The company always consider customers' priorities in mind and create interest and fun so that customers enjoy while consuming the brand. – Brand Superiority: customers view the brand as unique and better that other. – Brand Credibility: judgments about the company or organization behind the brand.Customer based brand equity model Brand judgments: • Brand judgments are customers' personal opinions about and evaluations of the brand.

– Security: the brand produces a feeling of safety. playful. The emotions evoked by a brand can become so strongly associated that they are accessible during product consumption or use. behavior and so on. or fulfillment while using the product. comfort. – Fun: makes consumers feel amused. – Social approval: consumers feel that others look favorably on their experience. accomplishment. cheerful. – Self-respect: consumers feel a sense of pride.Customer based brand equity model Brand Feelings: • These are customers' emotional responses and reactions to the brand. . lighthearted. and self-assurance. – Warmth: the brand makes consumers feel a sense of calm or peacefulness. joyous. • The following are six important types of brand-building feelings. and so on – Excitement: makes consumers feel energized.

always use between two approaches or listen the brain (make the decision) in two ways: – Cognitive-based approach (logics) – Affective-based approach (feelings) . or willing to invest time. – Active engagement: brand loyalty occurs when customers are engaged. money or other resources in the brand beyond those expended during purchase or consumption of the brand. – Attitudinal attachment: customers should go beyond having a positive attitude to viewing the brand as something special in a broader context. – Sense of community: customers feel kinship or affiliation with other people associated with the brand. Brand resonance describes the nature of the relationship. energy. • Consumers while making purchasing decisions or choosing the brand.Customer based brand equity model Brand Resonance: • The final step of the model focuses on the ultimate relationship and level of the identification that the customer has with the brand. – Behavior loyalty: in terms of repeat purchase and the amount or share of category volume attributed to the brand.

Customer based brand equity model If we look the above fig. . CBBE pyramid. we have seen that there are two paths or ways from brand salience to brand resonance and consumer always choose one from them.

Customer based brand equity model • Cognitive-based approach Brand salience – Brand performance – Brand judgements – Brand resonance Consumers mainly focus on the performance of the brand and give importance to the features and benefits of the brand (tangible parts) while making decisions.Mobile brands. Hightech products that must demonstrate features by the company . focus on attributes and features mainly. So marketers must consider the needs of customers who uses this approach while developing brands. • Eg.

• Eg.Coca-Cola uses the emotional approach while attracting consumers and so successful that it has capture the first position in the top brands' ranking of the world and has brand equity about 67 billion dollars.Surf Excel (daag ache hain!!). touchs the emotions of the customers by developing campaigns that contain fun. . . . Marketers must focus on intangible aspects of the brand if they plan to touch/play with the emotions of consumers.Mountain Dew ( Darr ke aage jeet hai!!) creates excitement and courage to do things that you fear.Customer based brand equity model Affective-based approach Brand salience – Brand imagery – Brand feelings – Brand resonance • Consumers more focus or interested in intangible aspects of the brand and attach the brand and develop feelings from their experiences. excitement and ability to do things without worrying of clothes getting dirty.

Brand Knowledge .

because it creates the differential effect that drives brand equity. (Associated network memory model) . • Brand knowledge consists of a brand node in memory with a variety of associations linked to it.Making a brand strong: Brand knowledge • Brand knowledge is the key to creating brand equity.

– 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 . . .Making a brand strong: Brand knowledge • Brand knowledge structures depend on .

.Brand knowledge – making a brand strong • Brand knowledge consists of 2 components – Brand awareness and Brand image • Brand awareness : strength of the brand node or trace in memory which can be measured as the consumer’s ability to identify the brand under different conditions.

Brand knowledge – making a brand strong
Brand image : is consumer’s perceptions about a brand as reflected by the brand associations held in consumer memory. Brand associations for Apple computers “ User friendly, Creative” Eg : Mc Donald’s- Quality, service, cleanliness and value, convenience, Ronald Mc Donald for kids

Sources of brand equity
• Customer based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable and unique associations in memory. Brand awareness consists of • Brand recognition • Brand recall

Sources of brand equity
• Brand recognition :is consumer’s ability to confirm prior exposure to the brand when given the brand as a cue. • Brand recall: is the consumer’s ability to retrieve the brand from memory when given the product category, the needs fulfilled by the product category or a purchase or usage situation as a cue.

Sources of brand equity
• If consumer decisions are made at the point of purchase, then brand recognition is more important. • If consumer decisions are mostly based on settings away from the point of purchase, then brand recall is more important. Eg : Services, Online brands. • Consumers must actively seek the brand and retrieve it from memory when appropriate.

Advantages of brand awareness
• Learning advantages: Brand awareness helps in the formation and strength of the associations that make up the brand image.
• Consideration advantages Raising brand awareness increases the likelihood that the brand will be a member of the consideration set.

• Creating a positive brand image takes marketing programs that link strong. and unique associations to the brand in memory. .Establishing Brand awareness • Creating brand awareness means increasing the familiarity of the brand through repeated exposure. favorable.

packaging aid recall. logos. promotion . . event marketing. • Brand recall requires linkages in memory to appropriate product categories. publicity and public relations and outdoor advertising – can increase familiarity and awareness of that brand element. characters.Establishing Brand awareness • Advertising. • Repetition increases brand recognizabilty. sponsorship . Jingle.

– Brand benefits : are the personal value and meaning that consumers attach to the product or service.Strength of brand associations • Depends on – Brand attributes : are those descriptive features that characterizes a product or service. .

Some Branding Strategies .

Branding Strategy • Leveraging the power of the brand name to cover the market more effectively – Brand associations • Why do we do it? – Phenomenally expensive to create and promote a new brand name (at least 100 – 150 million dollars) – Too many brands out there – Increase productivity of current marketing programs .

What do you do? – Address segment needs more precisely • How can you use the equity of the brand name to address segment needs even better? – Sub-branding / umbrella branding .Case 1 • Your brand has a respectable market share but you want it to grow.

• e.g Nike Air Jordan is a sub-brand of Nike which is the parent brand. • Apple I-Pod. Air Mohawk are sub-brands of Nike Air. I-Pod Shuffle and now the I-Pod Nano . I-Pod Mini. Air Trigo.Sub-branding • Creating new brands which are part of the parent brand family – expressed as suffixes of the parent brand.

Ford Expedition. Ford Freestyle. etc. then the common brand is known as the umbrella brand • E. Ford Explorer. Ford Focus. Ford Ranger. Ford Taurus. Ford Thunderbird.g. Ford Five Hundred.Umbrella branding • When you have many sub-brands. each linked to a common brand. .

What do you do? – Address that section of the market which does not buy your product • How can you attract customers who do not buy into your brand’s equity? – Flanker branding .Case 2 • Your brand has a respectable market share and you want to protect it from growing competition.

g.Flanker Brand • Different brand name – same product – Extension of an existing brand to create another product or brand with increased market share. or type but still falls within the same category of products • E. The new product may be a different size. Thumps Up and Coca Cola in India . flavor.

The market is saturated and you are looking to diversify. What do you do? – Identify another product and give it the same brand name • If the new product is in the same product line – Line Extension • If the new product is from a completely different product line – Brand Extension .Case 3 • Your brand is strong in your current market.

• The concept of congruence determines the success of a brand extension strategy. Reebok shoes and Reebok water.g. new product line e. E. But imagine Lysol toilet bowl cleaner and Lysol toothpaste!!! .g.Brand Extension • Same brand name. Johnson’s baby powder and Johnson’s baby oil – high congruence. Nike shoes and Nike casuals.

g. . Ivory soap and Ivory shampoo.Line Extension • Same brand name. IBM PCs and IBM laptops – Line extensions are safer strategies than brand extensions since congruence is always higher. different product in the same product line. – E.

Intel Inside is an ingredient brand on IBM. What do you do? – Tell consumers about your brand’s presence in the final product • Ingredient branding: Branding an ingredient of the main brand.g. You want the brand to get consumer recognition and equity. which is often manufactured by a different company. • E. Dell. etc. computers .Case 4 • Your brand is sold in the B2B market as a component of another product. Compaq.

• E.Case 5 • You have a strong brand but want to penetrate the market even better.g. What do you do? • Complementary Branding OR Co-branding – when two or more mutually reinforcing brands get together to jointly promote themselves (one is not an ingredient of another). Nike and Apple .

Apple developed a tracking chip that can perfectly fit Nike's running shoes (Temporal 2011). • The data will be transfered from the chip in the shoes to runner's iPod nano or iPhone. • Now people can easily find Apple's Nike+ chip in Nike's retail outlets and Nike is also selling iPod nano in some of its retail store (Temporal 2011). distance.Eg – Nike and Apple • Both Nike and Apple are mature in their own field. • Nike targeting people who loves sport especially running. featuring lists of songs chosen by well-known athletes. at the same time they enjoy music and also wants to track their physical condition during the exercise. • The chip can even track your physical condition through the song you are listening. • Apple is also offering a Nike sport music section on its iTunes music store. • It provides users with instant information on time. • At the same time. speed. . • According to this. Nike developed a series of products called Nike+. and calorific burn rates. • The only thing that people need to do is insert the chip into Nike+ running shoes and turn on their iPod nano or iPhone's relevant function during the exercise.

Product-Market Matrix Product NEW Market Development Brand extension Line extension Diversification Brand extension Market Penetration OLD Sub-branding Flanker brands Co-branding Product Development Co-branding Ingredient branding Market OLD NEW .

Product Line-Brand Matrix NEW Flanker Brand Diversification Brand Name EXISTING Line Extension Brand Extension EXISTING Product Line NEW .

Brand Image .

after sales service. It is the effect. It is the essence of all the impressions or imprints about the brand that have got imposed on the consumer’s mind. etc. Brand Image – is what the customers think about the brand. • Ex: It is communicated to customers in many ways like advertising.Brand Image Brand Identity – is what the brand managers think about the brand. It is the cause. packaging. performance of the brand. • Ex: Head n’ Shoulders – Anti-Dandruff shampoo .

• Ex: Ineffective whitening cream.Error – failure of the brand to deliver its promises. litigation filed against the brand expectations of the customer. Ponds has a secular imagery since it goes against the tradition and gives a new dimension to the beauty and womanhood. emotional associations of the individual customer with the brand. • Ex: The imagery of the user of ponds is an Indian woman who is an achiever and is confident to step out and take the world on. word of mouth. . Thus. Imagery – is the customer seen from the perspective of the product.

• Brand Networking Technique – a drawing of network diagram based on the consumers experiences about the brand. The name of the brand is written in a circle at the center and is connected with the other circles by lines which carry a ‘+’ or ’-‘ sign indicating their favorable and unfavorable experience with the brand. • Ex: .

. wherein customers are asked to chose photos that best represents the products/brands.Focus Groups/Focus Group Discussion – used to effectively identify images perceived by the consumers for the brand in focus. • Ex: Photo Sort.

• Ex: “I use Nokia mobile because…” Scenario Projection – respondents are shown some scenarios and asked to sate their responses. They may then be asked to imagine themselves to be a part of the crowd and asked questions relating to the experience of having ‘Ruffles’ in that situation .Constructive Techniques Word association – the brand name or advertisement slogan is given and consumers are asked to state the things that come to their mind. • Ex: Respondents may be shown a scene where a group of youngsters are chatting and sharing ‘Ruffles’ potato wafers. • Ex: LG “Life’s Good” Sentence Completion – is a slight modification where consumers are given an open-ended statement.

which influence the image of the brand. 5-Completely Agree) Variables Satisfactory timings for outpatients Prescribed medicines are satisfactory Consulting after surgery is done satisfactorily Rating 5 3 1 . It is a data reduction technique and hence the initial set of variables in the questionnaire would be grouped into appropriate factors. the chain of hospitals. • Ex: Hypothetical table. The factors which explain the maximum variability of the sample could be considered as those explaining the image of the brand. which indicates the perception of patients towards H-World. (1-Partially Agree.• Factor Analysis – is then used to identify the primary factors.


.Introduction • Brand identity and brand image helps brand managers to formulate strategies to make consumers relate to the product in a much easier way • Brand is based on the premise than consumers prefer something that exhibits their characteristics or their ideal values.

.Some Indian Examples of Brand Personality The devil of “Onida” represents high technology and proved to be one of the successful brand personalities in India.

. packaging. and nature of the product convey the same. gentle feminine Personality.• Sunsilk in India Sunsilk has a caring. nurturing. The adverstisement.

Brand Anatomy of Coke Essence:Youth Benefit: Joyous Environment Attribute: A Frizzy Drink (Vivaciousness) .

Brand Personality Analysis of Santro car Sensory Small Light Fresh Bubbly Emotional Light-Hearted Convenient Youthful Dependable Fun Car Rational Manoeuvrable Quick .

clothing) or when the availability scarce ( as in the case of luxury goods) or when it is complex product ( in case of hi-tech products.When it necessary to have a brand personality • Brand personality is important when the product is socially conspicious ( products like automobile. consumers rely on image rather on the features of the product which is a bit difficult to comprehend) or when the target audience is highly self-concious. .

. sophistication.Tools to Build/ Understand Brand Personality • Brand Personality Scale The five main personality factors as identified by Aaker are sincerity. excitement. and ruggedness. competence.

All American. Strong. Good Looking. Lively. Innovative. Clasic. Ethical. Outgoing Unique. Exciting. Active. Contemporary. Fun Independent. Small town. Gentle Hard-working. Efficient. Adventurous. Old-fashioned Sentimenteal. Young. Humorous. Corporate. Artistic. Happy Tough Rugged. Pretentious. Secure. Real. Thoughtful. Sophisticated Feminine. Provocative Cool. Athletic Glamorous. Western. Friendly. Careful Technical. Surprising. Ageless. Trustworthy. Offbeat. No-nonsense . Warm. Influential Trendy. Caring Original. Serious Leader. Flashy. Genuine. Conventional Sincere.Analysis using brand personality scale Sincerity Down to Earth Honest Wholesome Cheerful Excitement Daring Spririted Imaginative Up-To-Date Competence Reliable Intelligent Successful Sophistication Upper Class Charming Ruggedness Outdoorsy Masculine. Aggresive Characteristics Family –oriented. Smooth. Blue-collar. Confident. Sexy.

Bullet’s personality is one that represents a “macho” character.• Three Models to Build Brand Personality Aakers states the 3 models namely as: 1. . The rider is considered to be very masculine when he rides the bike. Self-expression Model -states that the consumer sees the brand as the kind of person he/she wishes to be Example: This is the case with Royal Enfield’s Bullet.

Example: ‘Eureka Forbes’ is seen as a friend for life and would fit this explanation of brand personality . Relationship Basis Model . The consumer wants to establish friendship with the brand and the brand need not represent their characteristics or their aspirational values.• Three Models to Build Brand Personality liking to associate with a personality exhibited by the brand drives the purchase.

Functional Benefits Representation model -the brand personality is used as a vehicle to state the benefits of the brand.• Three Models to Build Brand Personality 3. Example: Devil Onida .

product.• Building Brand Personality via the 4 P’s and Packaging The 4 p’s of mktg. place and promotion along with packaging needs to be effectively handled to build a personality. Relationship between consumers and brand personality Brand / Product Related Activity Keeps repositioning its brand Same character kept unchanged High price and exclusive distribution Frequent Promotions Sponsors relevant shows Offers a lot of warranty Cues Obtained No stable personality Consumers get comfortable with the personality Sophisticated Uncultured and Cheap Helpful and Supportive Reliable and Dependable . price.

finding out what they need. The personality here is not used to convey the identity. . and creating the product personality to match that profile. want and like. It uses four-step processing defining the target audience.• Building Brand Personality Bottom-up This method takes an entirely different route. rather it intacts what the consumers want from a brand of that category. build a consumer personality profile.

which contains statements describing the brand users along with the characteristics of the brand.• Building Brand Personality Bottom-up 1. Direct elicitation techniques .the consumers are given a questionnaire. .

techniques such as word association. personalit/uniqueness traits. obituary. Indirect elicitation techniques . .Building Brand Personality Bottom-up 2. collage and analogies and methapors used to find out what kind of personalities are generally asociated with the brand. brand marriage. personification. photosor. scenario projection psychodrama. sentence completion.

Any Questions? .