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Branding

PPBM-B | Group 5
Kushagra Agrawal PGP/18/83
Surabhi Tripati PGP/18/111
Upadhi Kaushik PGP/18/113
Ayush Nag PGP/18/187
Sindhu Kandiraju PGP/18/194

Definition
A name, a term, design, symbol or any other feature that identifies one
sellers good or service as distinct from those of other sellers

Contemporary View
Tangible and Intangible Brand Associations

Know your
brand

Meaning
Management

Brand Authors

Balance

Strategic Implications

Identity Markers
Consumers

SINCERE

Identity
Meaning

COMPETENT

EXCITING

SOPHISTICATED

Strategic Implications

Advertising &
Communication

RUGGED

Identity Markers
Uncover target markets needs

Customers buy product to capture the


meaning within

Load your brand with meanings by


creating a personality

Be careful when changing these meanings

Brand Communities
Consumers look to each
other for information

Consumers are highly


networked

Participation enhances a
consumers connection

Brand Equity
v/s

Brands and Branding


Brand as a culture of the product
Powerful brand cultures offer competitive advantage; Brand cultures
are sticky;

Brand culture work as one heuristic

Components of Brand Value


Perceived product
quality

Values and
Identities

Relationship
perceptions

Consumer
Experiences

Designing Brand Strategy


1.

Identifying goals that branding


can address

2.

Mapping the existing brand


culture

3.

Product Design

Channel Policy

Service Delivery

Retail Design

Service Quality

Customer Interface

Packaging

Pricing

Analyzing competition and


environment to identify
opportunities

4.

Brand Engineering

Designing the strategy

Advertising
Personal Selling
Public Relations
Corporate
Communication
Corporate Actions

Promotions

Evaluating the Brand


Primary Measures Brand Health and Effectiveness

The Brands The Thing


Role and perception has changed over the years

Chevrolet See your


U.S.A in your
Chevrolet
Disney Land
Happiest Place on
Earth
Barbie Dolls All that
little girls will grow
up to become

Coca Cola Id
Like to teach the
world to sing in
perfect harmony

BMW The
ultimate driving
machine

New Technological development made matters


worse
Retailers had tremendous power

Reduce Risk Of Getting Stuck With


Disappointing Or Faulty Products
Microsoft

Gillette
Competition from Wilkinson
Gillette lost 30% wet shaving
business
40% of Gillettes sales every
year 5 years must come from
entirely new products

Learned about pricing hard


way as pampers and Tide
got buffeted
P&G came back strongly by
bringing cost down by $1.6
billion in past 4 year

Launched Windows 95
with the music of Mick
Jagger and Keith
Richards
Spent upwards of $200
million to flaunt its
products

Coca Cola
Largest single product
advertisers
Spent $1.5 billion on
advertising and promotion in
1994
New sales record

Great Brand Identity


Delivery truck drew
applause when it stopped
at a traffic light in Warsaw

Actors in the story


Bikram
Choudhury

Hindu
American
Foundation

Tara Stiles

Deepak
Chopra

Branding Yoga The Bikram way

Controversies

Branding Yoga The Tara way

Bikram V/s Tara


Bikram is very good at marketing the business,
but especially on the branding side, he
understood the importance of the Bikram
brand. It wasn't about yoga, it was about
Bikram yoga, and he had to establish what the
difference was. His story was all about
understanding that you needed legal protection
for your branding

Tara Stiles appeals to a much younger


demographic than Bikram. She's not as
regimented in her form of yoga. There's no
Sanskrit in her yoga. Bikram is about Sanskrit.
Bikram is about India. She's quintessentially
American.

Ideological Difference
Bikram
Bikram Yoga
Yoga

Brands
Brands that
that stay
stay relevant
relevant will
will succeed
succeed
Strong
Strong Defensive
Defensive measures
measures
Aggressive
Aggressive expansionary
expansionary policy
policy
Still
Still attached
attached to
to its
its roots
roots

Food
Food for
for
Thought
Thought

Stiles
Stiles Yoga
Yoga

Brand
Brand that
that succeeds
succeeds stays
stays relevant
relevant
Dependent
Dependent on
on Digital
Digital media
media measures
measures
Innovating
Innovating and
and developing
developing the
the value
value
proposition
proposition

Brand
Brand vs
vs Private
Private labellabel- Commercial
Commercial viability
viability
Popular
Popular culture
culture and
and Customers
Customers as
as brand
brand authors
authors
Brand
Brand Development
Development and
and re-engineering
re-engineering

An
An art
art form
form as
as aa brand
brand

THANK YOU!