INTRODUCTION TO MARKETING

Branding
Which is a better brand??????
Ignore your
competition,
don’t debate
them
 Which is a better brand??????

HUL P&G HUL HUL

HUL

Water Water Water

Water Sodium Laureth
Sodium Laureth Sodium Laureth Water
Sodium Laureth Sulfate
Sulfate Sulfate Sodium Laureth
Sulfate Cocamidopropyl
Cocamidopropyl Cocamidopropyl Sulfate
Cocamidopropyl Betaine
Betaine Betaine Cocamidopropyl
Betaine Guar
Guar Guar Betaine
Guar Hydroxypropyltri
Hydroxypropyltri Hydroxypropyltri Sodium Chloride
Hydroxypropyltrim monium
monium Chloride monium Methylchloroisothi
onium Chloride Chloride
Sodium Chloride azolinone
Sodium Benzoate Sodium
Benzoate Sodium Chloride
Methylchloroisothi Benzoate
Methylchloroisot Methylchloroisot
azolinone Methylchloroisot
hiazolinone hiazolinone
hiazolinone
Products are made in the factory,
brands are made in the minds
Now what is a brand?
 What is a brand?

• A type of product manufactured by a particular company under a

particular name (dictionary)
• An identifying mark burnt on livestock or criminals or slaves with a
branding iron (dictionary)
• A habit or quality that causes someone public shame or disgrace
(dictionary)
• A particular identity or image regarded as an asset (dictionary)
• Name, term, design, symbol or any other feature that identifies one
seller’s product distinct
Value from those
that it adds of other
in consumer’s life sellers (Wikipedia)

• Non-generic name for a product that tells us the source of the product
(forbes)
• The intangible sum of a product’s attributes (Ogilvy)
• Specific perception in the consumer’s mind concerning the qualities
and attributes of each non-generic product or services (marketers)
 TRASFOMATION OF MEANING

$88.25 billion

$2.3 billion
Nothing less than humans

(products -> packaging ->

trademarks -> brands)
Brands survive on perceived risks
Branding is what people say about
you when you are not in the room
 Great companies that build an
enduring brand have an emotional
relationship with customers that
has no barrier. And that emotional
relationship is on the most
important characteristic, which is
trust.
 As an entrepreneur, one of the
biggest challenges you will face will
be building your brand. The
ultimate goal is to set your company
and your brand apart from the
crowd. If you form a strategy
without doing the research, your
brand will barely float - and at the
speed industries move at today,
brands sink fast.
Transforming a brand into a socially
responsible leader doesn't happen
overnight by simply writing new
marketing and advertising
strategies. It takes effort to identify
a vision that your customers will
find credible and aligned with their
values.
Think about what people are doing
on Facebook today. They're keeping
up with their friends and family, but
they're also building an image and
identity for themselves, which in a
sense is their brand. They're
connecting with the audience that
they want to connect to. It's almost
a disadvantage if you're not on it
now.
 We use brands: to project who we
want to be in this world; how we
want people to perceive us; how we
want to feel about ourselves
 As a brand marketer, I'm a big
believer in 'branding the customer
experience,' not just selling the
service.
 Brand is just a perception, and
perception will match reality over
time. Sometimes it will be ahead,
other times it will be behind. But
brand is simply a collective
impression some have about a
product.
Brand identity
 What is their identity? Architecture?
Equity?
• Lacoste
• The economist
• Addidas
• Nike
Write down what you
• Fedex think about their brand
identity….
• Marriot
• Apple
• P&G
• Gujarat
What is brand Identity?

• Identity is defined as the way key

members conceptualize their
organization
• Common element sending single
message amidst a wide variety of its
products
• Products and communication should not
be divorced leading to identity crisis
• Is it only logo?
And Brand Identity?
• Brand Identity is the
unique set of brand
associations that the
brand strategist aspires to
create or maintain. These
associations represent
what the brand stands for
and imply a promise to
customers for the
organization members.
• Image and reputation
“ identity research must start from the typical product (or services) endorsed by
the brand as well as on the brand name itself, the brand symbol if there is
one, the logo, the country of origin, the advertisements and the packaging.
The purpose of all this is to semiologically analyze the sending process by
trying to discover the original plan underlying the brand’s objectives,
products and symbols.” (Kapferer, 2004)

• Aaker’s model (1996)

• Kapferer’s prism model (2004)

The brand identity models

 Essenc
periphery e g
core

Product scope, product

Brand-as-product attributes, quality/value, uses,
users and country of origin
Brand-as-organization Organizational attributes, local
versus global
Brand-as-person Brand personality and brand
customer relationship
Brand-as-symbol Visual imagery/metaphor and
brand heritage

Aaker, 1996, Aaker & Hoachimsthaler,

2000
The economist....
 Kapferer’s brand identity prism, 2004

Personality
Physique

The prism model Culture

Relationship

Reflection Self image

 Physique

• Set of the brand’s physical features, which are evoked

in people’s minds when the brand name is mentioned.
Kapferer states that this aspect has to be considered
the basis of the brand.
• Salient physical qualities which are seen by the target
audience-like its colour, shape, logo or anything that
brings an image in the mind of the consumer when
thinking or talking about the brand.
• .
 Personality

• It is brand’s character. This can be realized by using a

specific style of writing, using specific design features
or using specific colour schemes. Also a person can be
used to vitalize a brand.
• Here the brand is personified and its traits are
perceived in the eyes of the consumer in a particular
way. It can be related to calling a person shy or stylish
or philanthropic.
 Culture

• It is the system of values and basic principles on which

a brand has to base its behaviour (products and
communication). Many associations in this area are
linked to the country of origin; Coca-Cola appeals to
American values, Mercedes-Benz to German ones,
Nokia- Finnish, Philips Dutch, Samsung – South
Korean, Sony – Japanese.
• This represents the values and principles a brand
stand for. For example, a brand that has a 'Go Green'
motto will be eco friendly is all its aspects- from
manufacturing to marketing.
 Relationship

• A brand can symbolize a certain relationship between

people.
• The relationship a brand has, with its customers, the way
each communication relates to its target audience or
how brands influence and provide a particular service to
its customers
• Relationship aspect requires a brand manager to express
the relationship his/her brand stands for. ICICI Bank, Idea.
 Reflection (of the consumer)

• It makes reference to the stereotypical

user of the brand and is the source for
identification. When thinking in terms of
reflection, in the case of Coca-Cola you
could describe the consumer base as15
to18 year olds (with values such as fun,
sporty and friendship), while the actual
target group of this brand is far broader.
• Difference between reflection and target
group
 Self-image

• kind of a mirror the target group holds

up to itself. A Porsche driver who thinks
others will think he is rich because he
can afford such a flash car. Research has
shown that Lacoste users see
themselves as members of a sporty club,
even if they do not actively play any
sports.
Case in point – look at your brands
 Case study:
Lacoste

Discreet without
Crocodile, fancy
sportswear

Social conformity Individualism,

The prism model
and distinction aristocratic

Transgender,
Belonging to a
transgeneration
distinguished club
 Kapferer Prism
• Physique is the basis of
the brand.
• Physique of Philips
“technology and
reliability”
• “Innovation & You”
• Brand Tata -“trust”
• Culture symbolizes the • Personality is same as
organization, its Aaker, it answers the
country-of-origin and question “what
the values it stands for. happens to this brand
Traditional brands when it becomes a
person?”

• Relationship is the
handshake between
consumer and the
organization. Airtel- friendly
• “ Safola”/ Volvo is safety.
Reflection is the consumer’s
perception for what the
brands stands for.
•
• Self-image is what the
consumer think of himself.
• Merc owner thinks that
since he has bought the car
he is treating himself to one
of the best car in the world.
• Coke’s image more attract
youth.
“Focused on improving people’s lives through meaningful
innovation” Which part of the
prism?
Adidas vs Nike
Brand architecture
BRAND-PRODUCT MATRIX
 BREADTH OF A BRANDING STRATEGY

• Refers to the number and nature of

different products linked to the brands
sold by a firm.
 BREADTH OF A BRANDING STRATEGY

• Breadth of the product mix: In terms of

brand-product relationship and brand
extension strategy. (different categories)
• Depth of the product mix: In terms of
the product-brand relationship and
brand portfolio (same category, different
prices and attributes)
Figure out your brand’s / company’s
architecture
Brand equity
What do you think are the top stylish
global brands apart from the
jewellery or luxury brands?

Instagram in Brazil, Jack Daniel’s in

Hungary and Amazon in China.
Keller’s brand equity model (CBBE)
 Brand Salience

• consumer awareness
• TOMA
• AIDED/ UNAIDED RECALL
• ONLY knowing name and seeing the product does not lead to salience
• Requires logo, name and linking it with strengthening brand
association
• Unique need that the brand satisfies the consumer from the
consideration set
• Low involvement (purchase motivation/ purchase ability) products are based
on brand salience only
• Depth (ease) & breadth (range in consumption situation) of brand awareness
required
• Market to mind share at right time and right place
• Important considerations:
– Where do they think of the brand?
– When do they think of the brand?
– How easily and often they think about the brand?
 Brand meaning

• What a brand is characterized by and should stand for

• 2 types: functional (performance related) ; abstract
(imagery related)
– With direct or indirect contact
• Performance based
– Utilitarian, aesthetic, economic
– Primary characteristics and secondary features
– Product reliability, durability, serviceability
– Service effectiveness (satisfaction level), efficiency
(delivery level), empathy (caring customer interest)
– Style and design (look and feel)
– Pricing
– (augmenting ingredients)
 Not all associations are favorable and not all favorable associations are
unique

• Imagery based (psychological or social

needs)
– User profile (demographic/
psychographic) - B-TO-B marketing
Strength: strong
word association – Purchase situation (where and how
with the brand
easily); usage situation (when and
Favorability: where) Order to be
maintained,
importance of the
association with the – Personality and values (sincerity, Intense and
customers
excitement, competence, sophistication,
active brand
Uniqueness: loyalty
distinctiveness of the ruggedness)
word association with
the brand – History, heritage and experience
 Brand responses

• Think and feel about the brand (head or heart)

• Judgment (performance + imagery = opinion)
– Perceived quality
– Credibility (expertise, trustworthiness, likability)
– Consideration (relevant/ interest/ appropriate)
– Superiority (uniqueness)
• Feeling (related to social currency)
– Warmth/ fun / excitement/ security / social
approval / self-respect (experiential versus
private)
• All depends on positive response and immediate
retrieval to the mind
 Brand relationship

• Resonance: Consumers are in sync with the

brand (psychological bonding + increased level
of activity)
– Behavioural loyalty (frequency and volume
of purchase)
– Attitudinal attachment (love the brand,
brand is special)
– Sense of community (loyalty cards, HOGs)
– Active engagements (brand evangelists and
ambassadors/ willing to invest everything
beyond just purchase or consumption)
• Intensity (attitudinal and community) activity
(frequency of purchase and active
engagement)
Salience (D- unique); Meaning (R); Response (E); Relationship (K)