Branding

B GN ID NAR

BRAND –WHAT IS IT?

“ 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.”

What is the Territory of the

Six inches wide

Grey and wet

Mysterious

BRANDING

BRANDING is a strategy used by marketers.Pickton and Broderick (2001) describe brandingas Strategy to differentiate products andcompanies, and to build economic value for boththe consumer and the brand owner.

Brand Building Understanding Branding

Understanding Branding

ArchitectureArchitectureManagementManagementAttributesAttributesProducts to brandsProducts to brands


Brand Building




Brand Building

From Products to Brands

Products to brands

Products to brands


Brand Building


Brand v/s. Product

• A brand is more distinctive than a product

• It is first of all a name, a means of identification

• Secondly it s a set of added values offering both functional and psychological benefits

Above all ‘a brand is a promise’

Products to brands

Products to brands


Brand Building


A Brand Is A Promise

A seller’s promise to deliver consistently a specific set of features, benefits and services to buyers.

Products to brands

Products to brands


Brand Building

Brand as an Asset

• “If Coca Cola lost everything except for ‘the formula’ and its brand name , it could walk into any bank in the world and get $100 billion loan to start from the scratch”Fortune Magazine




Brand Building


NameName LogoLogo

ColoursColours EssenceEssence



Brand Building

AttributesNameName LogoLogo


Brand Name• Short

Kodak, Fuji

CNN an AOL Time Warner Company• Distinctive

• Toyota’s Lexus is distinctive. Toyota’s Luxury commonplace

• Orange was a striking name in a world of telecommunications• Not mean anything rude or silly in another language

Big Macs( McDonald’s) is a slang for big breasts in Canada

Attributes

Attributes


Brand Building

Attributes

NameName LogoLogo


Brand Logo

1.Simple logo, designed to fit both eyes (Mercedes three star)

2.Logo font has to be clear and legible

3.Uniqueness

4.Relevancy

5.Appealing

6.Consistency

7.Contrast

Attributes

Attributes


Brand Building

Attributes



Brand Colours

• Colours have meanings• Purple means royalty

• Red is energetic

• Blue is peaceful

• Opposite colours can differentiate• Coke is red, Pepsi is blue

• Kodak is yellow, Fuji is green

• Colours can help you stand out• FedEx’s orange and purple packet stands out in corporate blue

Attributes

Attributes


Brand Building



Brand Essence

• A brand must “leverage a compelling truth”• Linux stands for freedom as opposed to Microsoft’s monopoly

• A brand should mean a single powerful thing: the essence

• Essence of Volvo is Safety

• Essence of Tata is trust

• Essence of Fevicol is bonding

Attributes

Attributes


Brand Building



Brand Essence • A brand should also be clear of what is not its essence

• In India, STAR NEWS is not a channel of the masses unlike STAR PLUS

• A brand should drive single mindedly its essence• Volvo has been selling safety for 35 years• Raymond has been selling the complete man for over 2 decades• Essence of Dettol is protection against germs

• A brand loses its essence if it starts meaning a lot of things• What is Miller :A regular, light,draft,cheap, expensive beer

Attributes

Attributes


Brand Building




Brand Building


Co-BrandCo-Brand Stealth BrandStealth Brand

Fighting BrandFighting Brand Multi-BrandMulti-Brand



Brand Building

ManagementCo-BrandCo-Brand Stealth

BrandStealth Brand


Co-Brand

Same Company Co-Branding

Joint Venture Co-Branding

Management

Management


Brand Building


BrandStealth Brand


Stealth Brand

• Brand building that attracts customer attention but not of rivals

• Home-to-home, word of mouth / PR, internet community building

• Good option when unsure of a new medium/market• Little promotion for Maytag website as opposed to a buy.com. Maytag

sold 1000s of Neptune washers on web

Management

Management


Brand Building

Management



Fighting Brand

• Pricing led branding option. Works as a competitive response.

• Smirnov (Heublein) Case• Smirnov attacked by W’schmidt @ $1 less

• Heublein raised the price of Smirnov

• Heublein introduced Reiska(fighting brand) at the same price point as W’schmidt

• Heublein added Popov lower than both

Management

Management


Brand Building


BrandStealth Brand


Fighting Brand

• Built as new, independent brand

• Prevents dilution of the leading brand• HLL introduced Wheel to fight Nirma

Management

Management


Brand Building

Management

There is a time and place to launch a second brand

Immutable Law of SiblingsImmutable Law of Siblings

Possibly even a third or a fourth brand..Possibly even a third or a fourth brand..

Management



Multi Brand

• Key to a multi-brand approach is to give each sibling a unique identity

• Time, Fortune,Life, Money, People

Management

Management


Brand Building

Management



Multi Brand..

• Common product area focus– Shampoos: Clinic Plus, Ayush, Sunsilk

• Single attribute segmentation– Price:Maruti 800, Zen, Esteem

• Sibling creates a new category – Herbal Anti-Dandruff category by Ayush

Management

Management


Brand Building




Brand Building


House of BrandsHouse of Brands

Endorsed BrandEndorsed Brand

Sub BrandSub Brand Branded HouseBranded House



Brand Building

Architecture

Immutable Law of ContractionImmutable Law of Contraction

A brand becomes stronger when you narrow its focus

ArchitectureHouse of BrandsHouse of Brands



House of Brands

• Often dictated by corporate strategy.

• Gives an opportunity for the company to focus on each brand and contract its scope.

Architecture

Architecture


Brand Building




Endorsed Brand

• Endorsement is used as a device to transfer brand assets from one brand(corporate) to another

• Titan from TATA, transferring trust

• i-pod, mac from apple

Architecture

Architecture


Brand Building




Sub Brand

• Inside out branding. Company pushes core brand in different directions

• Sub-branding can destroy what branding builds

• Donna Karan menswear, DKNY, DKNY menswear, DKNY kids

Architecture

Architecture


Brand Building

Architecture

Immutable Law of CompanyImmutable Law of Company

Brands are brands, companies are companies. There is a difference.




Branded house

• Consumers buy brands, not companies

Architecture

Architecture


Brand Building

Brand Building

Brand Building Understanding Branding

What Is Brand Building?

Involves all the activities that are necessary to nurture a brand into a

healthy cash flow stream for the company after launch

Advertising does a lot to help build brands

Every ad contributes to make the brand what it is in the minds of the consumer – David Ogilvy

• Brand equity is the added value endowed to products and services

How to measure equity?

• The premium a brand can command in the market

• The difference between the intrinsic and perceived value of the product

Building Brand Equity

• Distinguish product from others in the market – Value proposition

• Align what it says about the brand in advertising with what it actually delivers – Creating the brand

Power Brands

• Generates enormous profits• Expands future strategic opportunities

• A distinctive product• Delivering brand promise• Personality and presence

What do power brands have that others don’t?

Creating the brand

• Choosing brand name• Developing rich associations and promises• Manage customer brand contacts to meet and

exceed customer expectations

Choosing a brand name

• What does it mean?• What performance/ expectations/

associations does it evoke?• What degree of preference does it create?

Brand names should denote

• Product benefits• Product quality• Be easy to pronounce/remember/recognize• Be distinctive• Not have poor meanings in other countries or

languages

Brand Association –

All brand related thoughts , feelings perceptions, images, experiences, beliefs, attitudes and so on that become linked to the brand node.

The link to favourable images, celebrities, geographic regions

i.e. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire

• Paul Hogan - Subaru

• James Earl Jones (voice of CNN)

• Chihuahua - Taco Bell

• Jordan - Nike

• Julia Louis Dry fuss - Nice and Easy

• Candice Bergen - Sprint Canada

Brand Associations

• ‘owned’ word• Slogans• Colours• Symbols and logos

Brand Awareness –consumers’ ability to identify the brand under different conditions , as reflected by their brand recognition or recall performance .

e.g.. Snapple ice tea, jeans-Levi’s, walkman - SONY

Brand Loyalty

The degree to which customers are committed to further purchases e.g.. I will always buy Reebok

Brand Ambassadors

• These are used to create the Brand personality, just like a human being. Therefore in some way the values and personality of the ambassador rubs off into the brand. Therefore the brand and choice of the ambassador must fit.

Brand Status

Step up advertising Cash cow. Need to sustain brand building activities

Product should be phased out

Troubled brand. Product upgradation required

Esteem

Familiarity

Business

Branding