Brand Management

Faculty: K.R.Senthilvelkumar
Batch: 2011; Semester: IV
Jansons School of Business
 Building a brand
Organizational Brand Personality
associations

Symbols

Country of Scope
origin Attributes
Functional benefits
Quality Brand/
Customer
User imagery relationships

Emotional benefits
Self-expressive
benefits
 BRAND MANAGEMENT
CLASSIC MODEL CONTEMPORARY MODEL

Perspective Tactical and reactive Strategic and visionary

Focus Short-term financials Brand Equity measures

Product-market Single products and Multiple products and markets

scope markets

Brand Simple Complex brand architecture

structures

Country scope Single Global

Brand Coordinator of limited Team leader of multiple

manager’s role options communication options

Communication External / customer Internal as well as external

focus
 Brand Elements
Brand
names
URLs

Slogans
Elements
Logos/
Symbols
Jingles/
Music Characters
Brand Element Choice Criteria

• Memorable
• Meaningful
• Likeability
• Transferable
• Adaptable
• Protectible
 Brand Naming
Blanket
Blanket family
family names
names

Corporate
Corporate name-
name-
individual
individual name
name combo
combo

Individual
Individual names
names

Separate
Separate family
family names
names
 Name & Logo Selection

• Easy / Attribute assn.

– Good Knight  Aquaguard
– Banish  Ruf & Tuf
– Hit  Srichakra
– Complan  Fair & Lovely
– Quickfix  Taj Hotels
– Boost
– Milkmaid
 Name & Logo Selection

• Acronyms
– MRF
– AMUL
• Company names
– Philips / Samsung / Cadbury’s / Bata / Sony
• Indiv.brands / Umberalla brands
– HUL
– Nestle
 Name & Logo Selection

• Descriptive
• Suggestive
• Arbitrary
• Fanciful
 Name & Logo Selection

• Use of logos:
– Mascots / Pictures
• Air India’s “Maharaja”
• Asian Paints “Gattu”
• AT&T’s “Globe”
• McDonalds
 Interbrand’s list of top 10 naming mistakes
• 1. Treating naming as an afterthought
• 2. Ignoring complex trademark and URL issues
• 3. Keeping a brand name that is no longer relevant
• 4. Ignoring that naming is not only creative, but
strategic
• 5. Falling into subjectivity trap
• 6. Overlooking the global implications of names
• 7. Failing to effectively communicate the name
internally
• 8. Ending verbal communication of a brand with its
name
• 9. Naming when it’s not very necessary
• 10. Believing that naming is an easy process
 Global branding mishaps
• Pepsi’s “Pepsi brings you back to life”
translated in Chinese as “Pepsi brings your
ancestors back from the grave”
• “Coca-cola” used Chinese characters which
when pronounced sounded like “Bite the
wax tadpole”
• Chevy “Nova” meant “it doesn’t go” in
Spanish
• “Mist stick” personal care brand meant in
German “manure”
• Gerber used baby on the label in Africa
 Critique of brand element options
Criterion Brand Logo / Characters Slogans/ Packaging
name/ symbols jingles / signage
URL

Memorab Recall & recogn Recogn Recall & recogn

-ility recogn recogn
Meaningf Reinforc Reinforc- Personalit Reinforc- Reinforce
-ulness -e assn e assn y e assn assn
Likability Verbal Visual Human Verbal Verbal &
imagery appeal qualities imagery visual
Transfera limited excellent Limited limited good
bility
Adaptabil difficult redesign Redesigne modified redesigne
-itity ed d d
Protectibi Good / Good Good excellent difficult
-lity limits
 Building a brand
• Who are you?
• What are you?
• What do I think and feel about
you?
• What kind of association would I
like to have with you?
 Building a brand
• Who are you? (Brand Identity)
• What are you? (Brand Meaning)
• What do I think and feel about
you? (Brand Responses)
• What kind of association would I
like to have with you? (Brand
Relationships)
 BRAND IDENTITY &
IMAGE
• Brand Identity:
– “How a brand aspires to
be perceived”
• Brand Image:
– “How a brand is actually
perceived by consumers”
BRAND IDENTITY & IMAGE

Brand Brand
Identity Communication Image

Noise
 BRAND IDENTITY PRISM
Physique Personality

Relationship Culture

Reflection Self-image
 BRAND IDENTITY PRISM - ITC
Physique Personality
Aggressive
High functional utility
Extroverted
Aesthetics
Urban/ Modern

Relationship Culture
Product-related
Customer access
Wide pres
Diverse offerings
Social initiatives

Reflection Self-image
Match with TC
Fashionable
Image makeover ?
Wisdom of choice
Means to improve?