Brand Evolution

Consumerization Continuum
 Suggested by Goodyear, a six stage framework
 Consumerization is understood as dialogue
between marketer and consumer.
 The stage of dialogue with ascending degree are
 Unbranded Goods
 Brand as Reference
 Brand as Personality
 Brand as Icon
 Brand as Company
 Brand as Policy
 Consumerization Continuum
 Unbranded Goods
 Market where demand exceeds supply
 Goods treated as commodity
 No effort to differentiate the offerings
 Buying is done on Utility
 Brand as Reference
 Turnover slows down because of competition
 Differentiati0n starts
 Differentiation is done on product functionality
▪ Ex: Cleaning bars with Neem, Amla hairoil
 Consumerization Continuum
 Brand as Personality
 Differentiation is done through exploration of customer
needs
 Brands are differentiated by providing the user with
personality
▪ Ex: Pulsar, hair oil etc
 Brand as Icon
 Brand becomes a symbol
 It becomes a sign that represents an idea valued by customer
▪ Ex: Coke – Icon of Americans
 Pepsi – Icon of Youth and Rebel
Consumerization Continuum
 Brand as Company
 Brand evolve to envelope the company
 Customers want to have more transparency with
process of value creation.
▪ Ex: HSBC – world’s Local bank
 Brand as Policy
 Brand encompasses everything that it stands for
 Greater CSR initiatives
▪ Ex: BodyShop – ethical cosmetics
Branding Approaches
 Attribute Brands
 Describe the character of a product
▪ Tangible – Colour, Size, form
▪ Intangible – After sales service
▪ Objective – Weight, Size
▪ Subjective – Appeal, Safety Ad: Tanishq
 Benefit Brands
 Attribute translated to specific benefits
▪ Functional Benefit – Goodnight -45days
▪ Emotional Benefit - LIC
 Branding Approaches
 Emotional Brands
 Brands penetrating deeper into consumer psychology
by translating consumption into emotionally satisfying
experience
▪ Ex: Cosmetic products (Ad: Cuticura talc)
 Value Brands
 Brands connecting with customers at the value level
▪ Example
▪ Coke diet
▪ Horlicks lite - Sugerfree
 Brand Evolution Trajectory

High

Produc Strong
t Brand Brand
Product Excellence

Poor Hollow
Brand Brand
High
Low

Brand Symbolism/Image
Poor Brands

 No good quality

 No Good Image

 Most of the brands start from this cell in the

beginning

 Ex: Indian railways

Product Brands

 Product excellence

 Functional superiority

 Brand should be able to deliver superior

functional satisfaction.

 Ex: Japanese cars

Hollow Brands

 High Image

 Low product quality

 It creates dissonance or negative publicity

 Ex: Flop Movies

 Power Brands
 Strong in Product or functional delivery
 Supported by strong brand Values
 Brands move beyond product limitations and
evolve as a symbol of something deeply
satisfying.
 They rarely compete on product strength though
they have a strong product support.
 They have the ability to shift the consumer focus
from product to image.
▪ Ex: Armani products
 Power Brands – Emotional capital
 Power brands create emotional capital on account
of following factors
 Personal
 Power brands are chosen by people for personal
reasons
▪ Ex: Bajaj Pulsar
 Emotional Arousal
 Power brands most of the time create strong
connections with emotions
▪ Ex: Liril – la ira ila (Mirchi campaign)
 Power Brands – Emotional capital
 Live and Evolve
 Power brands do not stagnate, they evolve with time
▪ Ex: Lifebuoy
 Communicate
 Power brands communicate and listen with customers.

 Trust

 Loyalty

 Great Experience
 Ex: Tanishq
Brand Identity Prism by Kapferer
Brand identity prism, the six dimensions are:-
 Brand Physique
 It refers to the physical aspects
▪ Ex:IBM – data systems, computers, servers etc
 Brand Personality
 It is the character of the brand(by design or by default)
▪ Ex: Pepsi – Young, energetic, rebel
 Brand Culture
 It is the rituals and values associated with a brand
▪ Ex: British airways – customer focus
 Brand Identity Prism by Kapferer
 Relationship
 How the brand identifies with the customers or strike a
connection with the customer.
▪ Ex: HUL Annapurna – Good, caring and providing mothers.
 Reflection
 It is the image of the buyers whom it seeks to address
▪ Ex: Van Heusen – Upper class Young executive
 Self Image
 It is how a customer sees himself in relation to a brand
▪ Ex: Louis Philip help customer believe that he now belong to
the upper class.
 Brand Identity Prism - ONIDA
•Iconoclastic
Culture •Technology Savvy

•Unorthodox
•Believes in Self Personality •Young, Different
Reflection
•Smart

•Televisions Physical Self Image •Does things differently

•Innovative features •Indulgence

Relationship •Excitement
•Fun
 Brand identity Prism - Utility
 It helps in developing a comprehensive understanding
about the brand.
 Identity elements could avoid confusion about the brand.
 These elements though individual are interrelated
 Together the elements form a comprehensive whole of
what the brand is.
 Elements in this framework represents three sides
 Sender – Brand Personality, Brand Physique
 Brand – Firm
 Receiver(Target Audience) – Reflection, Self image
 Brand Culture and relationship act as a bridge between the
sender and receiver
Summing Up
 Brands make different types of value deliveries.

 Brands provide physical, informational and

emotional satisfaction.

 All powerful brands demonstrate product

excellence.

 A good product is the starting point of a good

brand.