Creating Brand Equity

Prepared by:

Chandrajit Khaniya

Digesh Shah

Jignesh Gamit

Kartik Patel

Paresh Sidhdhapura

Tejas Sachala

BRAND

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.

A Brand is any...

term…term… CokeCokeCokeCoke

symbol…symbol…or combination…or combination…

name...name... Coca-ColaCoca-ColaCoca-ColaCoca-Cola

sign…sign…

design…design…

…that distinguishes a product from its competition.…that distinguishes a product from its competition.

Brand Image

A mental image that reflects the way consumers perceive a brand.

Physical: design, letters, shapes, art, colors Psychological: emotions, beliefs, values

A mental image that reflects the way consumers perceive a brand.

Physical: design, letters, shapes, art, colors Psychological: emotions, beliefs, values

Appy Fizz : Cool Drink To Hang Around

Brand : Appy Fizz

Company : Parle Agro

Appy was launched as an apple drink in tetra pack after the mega success of Frooti. But Appy was not that successful compared to Frooti. Then we saw the new avatar of Appy in Appy Fizz. Appy changed in to nectar based drink. Appy was launched with a new bottle.

Boost : Is The Secret Of Our Energy

Brand : BoostCompany: Glaxo Smithkline Beecham

Boost is one of the major players in the Rs 1400 Crore Indian Health Food Drink ( HFD) market. Glaxo rules the Indian HFD market with a share of around 64 %.

Cadbury Dairy Milk

When Cadbury Dairy Milk chocolate with its deliciously smooth texture and unique creamy taste, was first introduced in the early 1900s, it made an immediate impact quickly becoming the market leader.

The Role of Brands

Identify the makerIdentify the maker

Simplify product handling or tracingSimplify product handling or tracing

Organize accounting and inventory recordsOrganize accounting and inventory records

Offer legal protection for unique features or aspects of productOffer legal protection for unique features or aspects of product

The Role of Brands

Signify qualitySignify quality

Create barriers to entryCreate barriers to entry

Serve as a competitive advantageServe as a competitive advantage

Secure price premiumSecure price premium

BRAND EQUITY Brand Equity is a set of assets (and liabilities)

linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers.

Branding a Place

Branding a Place

Brand Equity Models

Brand Asset Valuator, AAKER Model, Brandz & Brand Resonance.

Brand Asset Valuator

BAV….

Aaker Model – Brand Assets

Brandloyalty

Brandassociations

Perceivedquality

Brandawareness

ProprietaryAssets (patents, trademarks, channel relationships)

Aaker Model – Brand Identity

Brand-as-product(Scope, attributes, quality/value, uses, users,Country of origin)

Brand-as-person(Brand Personality, customer relationships)

Brand-as-symbol(visual imagery/metaphors,Brand heritage)

Brand-as-organization(Organizational Attributes, local vs. global)

Brandz

Brand Resonance

Building Brand Equity The initial choices of brand

elements or identities making up the brand (e.g. brand names, URLs, logos, slogans, jingles, etc.)

The way the brand is integrated into the supporting marketing program.

Other associations indirectly transferred to the brand by linking it to some other entity (e.g. person, place or thing)

Brand Elements

ElementsSlogans

Brandnames URLs

Logos

SymbolsCharacters

Great Marketing Tagline

Asian Paints: Every Color Tells a Story Axe : The Axe EffectBajaj Pulsar : Definitely Male Band-Aid :Continuous CareBournvita: Do You Have Bournvita Confidence Bru : Happiness Begins with BruCenter Shock : Hilake Rakh De Coffy Bite : Coffee or Toffee Colgate Dental Cream : ye hai hamari suraksha chakraFair & Lovely : Chand ka Tukda Fastrack : How many you have ? Frooti : Fresh N Juicy

Brand Element Choice Criteria

Memorable, Meaningful, Likeability, Transferable, Adaptable, Protectable.

Designing Holistic Marketing Activities

Personalization(Internet, experiential, one-to-one, permission)

Integration(mixing/matching marketing activities to maximize individual/collective effects)

Internalization(activities/processes to inform/inspire employees)

Personalization

Rapid expansion of Internet has created opportunities to personalize marketing.

Personalizing marketing is about making sure that the brand & its marketing are as relevant as possible to as many customers as possible.

Integration

Integrating marketing is about mixing & matching marketing activities to maximize their individual & collective effects.

Brand awareness Brand image

Internalization

Internal branding is activities & processes that help to inform & inspire employees.

Companies need to engage in open dialogue with employees.

Holistic Marketing

Holistic marketers must go even further & train & encourage distributors to serve their customers well.

Poorly trained dealers can ruin the best efforts to build a strong brand image.

Measuring Brand Equity

To measure the brand equity there are two approaches:

1. Direct approach

2. Indirect approach

Measuring Brand Equity

Brand Audits (health of brand)Brand Audits (health of brand)

Brand Tracking (over time)Brand Tracking (over time)

Brand Valuation (financial worth)Brand Valuation (financial worth)

Brand Audits Brand Audits are in-depth examination

of the health of a brand and can be used to set strategic direction for the brand.

It measures “ where the brand has been”.

It consist of two steps:

1. Brand inventory

2. Brand exploratory

Brand Tracking Tracking studies involve information

collected from consumers on a routine basis over time & provide valuable tactical insights into the short-term effectiveness of marketing programs and activities. It measures “where the brand is now”.

Brand Valuation Brand valuation is the estimation of total

financial value of the brand.

The values associated with the product or services are communicated through the brand to the consumer.

It measures “How much worth of brand is”.

The 10 Most Valuable Brands

Managing Brand Equity

Brand Reinforcement (consistently convey the meaning of the brand)

Brand Reinforcement (consistently convey the meaning of the brand)

Brand RevitalizationBrand Revitalization

Brand CrisesBrand Crises

Devising a Branding Strategy

Develop new brand elementsDevelop new brand elements

Apply existing brand elementsApply existing brand elements

Use a combination of old and newUse a combination of old and new

Brand Naming

Individual names (not tied to company reputation)

Individual names (not tied to company reputation)

Blanket family names(create brand-name recognition)

Blanket family names(create brand-name recognition)

Separate family names(very different products)Separate family names(very different products)

Corporate name-individual name combo(sub-branding—Kellogg’s Rice Krispies, Raisin Bran, Corn Flakes)

Corporate name-individual name combo(sub-branding—Kellogg’s Rice Krispies, Raisin Bran, Corn Flakes)

Brand Portfolio

Brand portfolio is set of all brands and brand lines of a particular firm offers for sale to buyers in a particular category.

To maximize market coverage.

To minimize brand overlap.

Brand Roles in a Brand Portfolio

Flankers(attack competitor brands so flagship brands retaindesired positioning)

Low-endEntry-level

(attract customers)

High-endPrestige(adds value & credibility to entire portfolio)

Cash Cows

(Brand kept around dwindling sales)

THANK YOU…..