Brand Promise

Drivers of Brand Equity

“God’s Own Country”

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 Apple

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 What’s in a name

Good Knight, Fair and Lovely, Boost,

Aquaguard, Ruf and Tuf,
• They communicate the functional attributes of
the brand
• Amul, MRF, IBM, Exide DHL, LG ?
• Acronymns which stand for the brand….
• AMUL-Anand Milk Union Limited
• MRF – Madras Rubber Factory
• Exide – Excellent Oxide
• IBM- International Business Machines
• DHL- Dalsy,Hillblom and Lynn
• LG- Life’s Good
 Brand Makeover
• Nokia and Blackberry from number series to
names!
 Logos
• Asian Paints – Gattu
• Air India – Maharaja
• Kelvinator- Penguin
• Britannia – Tiger( Rural Mkts-Strength)
• Onida – Devil ( Personify Envy)
• Eicher- Galloping horse
• HMV- Dog( Faithfulness)
Family names Vs Individual brands
• Tata Salt, Tata Nano, Tata Consultancy services
• HUL- Lux, Surf, Lifebuoy, Fair n Lovely, Dalda
• Nestle – Nescafe, KitKat, Maggi, Cerelac,
Milkmaid
 Experience!
• Premium Hotels
• Virgin Airlines
• Google
 What is a Brand?
A brand is a name, term, sign, symbol or
design, or a combination of them, intended to
identify the goods or services of one seller or
group of sellers and to differentiate them from
those of competitors.

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The Role of Brands

Identify the maker

Simplify product handling

Organize accounting

Offer legal protection

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The Role of Brands

Signify quality

Create barriers to entry

Serve as a competitive
advantage

Secure price premium

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 Brand Knowledge

Thoughts Feelings

Knowledge

Images
Beliefs
Experiences

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 Advantages of Strong Brands

• Improved • Larger margins

perceptions of • More inelastic
product consumer response
performance • Greater trade
• Greater loyalty cooperation
• Less vulnerability • Increased
to competitive marketing
marketing actions communications
• Less vulnerability effectiveness
to crises • Possible licensing
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Brand Element Choice Criteria
Memorable

Meaningful

Likeable

Transferable

Adaptable

Protectable