A product is something that is made in a factory;

a brand is something that is bought by a customer

Stephen King

WHAT IS A BRAND ?

A mental expression of an ‘experience’

offered by a product / service

The experience is colored by our environment, values, beliefs and needs

BRAND AWARENESS

Ability to identify a brand under different conditions

Brand Recognition Correctly recognize the brand

Brand Recall Ability to retrieve the brand from memory

when the product category is mentioned/ thought of

THE AWARENESS PYRAMID

Aided & Unaided Recall

Brand Recognition

Unaware of Brand

Topof Mind

EXPERIENCE

EXPECTATIONS

PHYSICAL

SENSORY

RELATIONSHIP

BRAND

EMOTIONAL

BRAND ASSOCIATIONS

Attributes Descriptive features that characterize a

product service What we think the product / service is or has

and what is involved in its purchase and use Product related - performance, service,

product class Non-product related - price, packaging,

user imagery, intangible imagery

BRAND ASSOCIATIONS

Benefits Values attached to product attributes. What we

think the product can do for us Functional Experiential Symbolic

Perceived quality is a combination of the associated attributes and benefits that are salient for the brand

Overall impression of the brand / value judgement based on the cumulative effect of various brand associations in our mind

BRAND MEMORY

Memory and knowledge consist of a set of Nodes - small centers of stored information Links - connections between nodes

A node is activated when encoding external information and storing it or when retrieving information from our long term memory

Other nodes are switched on depending on the content and strength of association

BRAND IMAGE

Image of the provider of the product / service and brand

Functional / Hard attributes like size, technology, process and financial strength

Non-functional / Soft attributes like history, leadership.

Image of the user Psychographic - lifestyle, personality,

traditional, modern, sophisticated Demographic - Age, income, education

BRAND MANAGEMENT

Managing the expectation of experience by :- Building on those experiences which add value- Eliminating those experiences which are negative

Keeping the brand experience relevant to changing consumer lifestyles and expectations, technology and competition.

SUCCESSFUL BRANDS

Transcend physical attributes Take on a distinct character of their

own, both recognizable and reassuring Build relationships with the consumer Capture consumer aspirations and fulfill

expectations which in turn creates a bond

Belong to the consumer

HOFSTEDE MODEL

Symbols

Rituals

Role Models

ValuePractice

BRAND IDENTITY PRISM

Relationship

Physique Personality

Culture

Reflection Self Image

EXTERNALIZATION

INTERNALIZATION

Picture of Recipient

Picture of Sender

PHYSIQUE

Combination of independent characteristics either prominent or dominant

PERSONALITY

Brand Character

CULTURE

System of values, a source of inspiration and brand energy

RELATIONSHIP

A brand is a relationship

REFLECTION

A brand reflects a customer’s image

SELF IMAGE

Target’s own internal mirror

Security, Reassurance

All data processingsystems Confident, square

Big business, Ivy League,East Coast, Wall Street

Those who taketheir business seriously

I am a pro

IBM

Liberation,friendly

Micro computers,All purpose Intelligent, creative, cool

Changing the organization,The Valley culture

Young mindedAutonomous

Self enhancement

APPLE

Lovemarks are a game-breaking

opportunity to reinvent

branding

Lovemarks deliver enduring

connections between a

company, its people, its brands

and its customers

Lovemarks belong to

people who love them

Lovemarks are the ultimate

premium profit generators

A A LovemarkLovemark is a product, is a product,

service or entity service or entity that that inspiresinspires

loyalty beyond loyalty beyond reasonreason

Love is

Unknown

Known for things I care about

Advocated

Known

Known for something

Known for good things

Known for things that are different

BRANDSLow Love

High Respect

LOVEMARKSHigh Love

High Respect

PRODUCTSLow Love

Low Respect

FADSHigh Love

Low Respect

LOVEMARK

MOVING TOWARDS AMULTISENSORY MODEL

SMELL

TOUCH

SIGHTSOUND

TASTE