Brand Management (3).ppt

Brand Management

Dr. Vibhuti Tripathi, SMS

What is a Product?What is a Product?

• Anything that can be offered to a market for attention, acquisition, use or consumption.

• Satisfies a want or a need.

• Includes:Physical Products, Services, PersonsPlaces, Organizations, IdeasCombinations


Levels of ProductLevels of Product

BrandName

QualityLevel

Packaging

Design

Features

Delivery& Credit

Installation

Warranty

After-Sale

Service

CoreBenefit

orService

CoreBenefit

orService

ActualProductActual

ProductCore

Product Fundamental Need

CoreProduct

Fundamental Need

Augmented ProductAdditional Attributes

Augmented ProductAdditional Attributes


Product Attribute Decisions

Product Attribute Decisions

QualityQualityQualityQuality FeaturesFeaturesFeaturesFeatures

DesignDesignDesignDesign


What is a Service?

• A form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

– Examples: banking, hotel, airline, retail, tax preparation, home repairs.


Nature and Characteristics of a Service


The Product-Service Continuum

Sugar Restaurant College Education

Pure Tangible Good

Pure Service


Brand Defined

A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service

Branding:Creating, maintaining, protecting, and enhancing products and services.


Brand is a product, that adds dimensions to differentiate from other products designed tosatisfy the same need.

Differences could be rational, tangible, functional

Symbolic, emotional, intangible

OR


Benefits of Brands to Consumers

1. Identification of source of products

2. Risk Reducer: Consumers may perceive different types of risks in buying

Functional Risk: product performance

Physical Risk: health related hazards

Financial Risk: worth for the price paid

Social Risk: status, embarrassments Dr. Vibhuti Tripathi, SMS

Time & Energy Risk: cost of finding another Satisfactory product

Brands can be a very important risk-handling device

3. Search Cost Reducer:

4. Bond or Pact with the manufacturer or Service Provider: utility, consistency, Appropriateness Ps of Marketing

5. Symbolic Device: Personality traits, values…


Benefits of Brands to Companies

1. Identification1. Identification

2. Legal Protection

3. Signal of quality level to satisfied customers

4. Competitive Advantage

5. Financial returns


Branding Challenges:

1. Savvy Customers: advent of IT, knowledgeableexperienced, demanding

2. Proliferations: line and brand extensions, complicated the marketing decisions

3. Increased Competition: Brand extensions, Globalization, Imitations

4. Media Fragmentation: non traditional forms of communication, zipping, cable TV

5. Decreasing Brand Loyalty in many categoriesDr. Vibhuti Tripathi, SMS

Brand Equity

Branding is all about creating differences

Differences in outcomes arising from the ‘added value’endowed to a product.

Brand Equity is the value of a brand.

A positive differential effect that knowing a Brand Name has on customer’s response towards the Product or services


Strategic Brand Management Process

Involves the design and implementation of marketingprograms and activities to build, measure and manage brand equity.


Identify and Establish Brand Positioning and

Values

Plan and Implement Brand Marketing

Program

Measure and InterpretBrand Performance

Grow and Sustain Brand Equity


Identify and Establish Brand Positioning and Values

Mental Maps: understanding what the brand represent

Competitive Frame: Advantages of a brand vis-a-vis competitors

Points of Parity and Difference:

Core Brand Values: Set of Attributes and benefits

Brand Mantra: three-to-five words expression of the most important aspects of the brand.


Plan and Implement Brand Marketing Program

Mixing and Matching the Brand Elements:

Visual or verbal information that serves to identify and differentiate a product.

Common Elements are : Brand Name, Logo, Symbol, Character, packaging and slogans.

Chosen to enhance brand awareness or facilitate the formation of strong, favorable and unique brand Association.

Different elements have different advantages, a subsetor even all the possible brand elements are often employed Dr. Vibhuti Tripathi, SMS

Integrating Brand into Marketing Activities and theSupporting Marketing Programs:

Primary input to build a strong brand comes from the marketing activities related to brand

Product, Price, and Channel Strategy

Leveraging Secondary Associations:

Product Origin

Channel Strategy

Ingredients

Co-branding

Endorsements

Sponsorships


Brand Building Tools

Choosing Brand Elements

Brand Name, Logo, SymbolCharacter, Packaging, Slogan

Memorable, Meaningful,Likeability, Adaptability,Protectable

Developing Marketing Programs

ProductPricePlacePromotion

Tangible / Intangible BenefitsValue PerceptionIntegration Push / PullMix and Match options


Leveraging Secondary Associations

Company NameCountry of OriginChannel of DistributionEndorsersEvents

Awareness Meaningfulness Transferability


Brand Awareness

Depth BreadthRecallRecognition

PurchaseConsumption

Brand Associations




Strong

Unique

RelevanceConsistency

Points of ParityPoints of Difference





Brand Awareness

Brand Associations

Possible Outcomes

Loyalty

Less Vulnerability

Larger Margins

Trade Co-operations

Increased MarketingCommunication Efficiency

Brand Extensions


Customer Based Brand Equity Model

Basic Premise of the model is what customers haveLearnt, Felt, Seen and heard about the brand as a resultof their experiences over a period of time.

Power of brand lies in what lies in the minds of the customers

The challenge to the marketers in to building a strong Brand is to ensure that customers have right experiencewith the product and associated marketing programs


Customer Based Brand Equity is defined as theDifferential effect that Brand knowledge has on consumer response to the marketing of that brand.

Differential Effect: difference in offerings than the Competitors.

If no difference occur, then the brand name can beessentially classified as COMMODITY or GENERIC

Competition may be based on Price.


Brand Knowledge: differences in response are a resultof consumers’ knowledge about the brand from past Experience. Learnt, felt, saw or heard.

Marketing Programs: differential response reflected in Perceptions, preferences and behavior related to allAspects of the marketing.

Recall of various touch points, Advertisements, sales promotions


Sources of Brand Equity


Brand Awareness consists of brand recognition and brand recall performance.

Brand Recognition relates to consumers’ ability to confirmprior exposure to the brand when given the brand as a cue.

Brand Recall relates to consumers’ ability to retrieve the brand from memory when given the cues.


Brand Awareness plays an important role in consumers’ decision making for three main reasons:

Learning Advantage: awareness influences the formationstrength of the brand associations that make up the Brand image.

Consideration Advantage: It is important that consumersthink of and consider the brand whenever they areMaking a purchase for which the brand can be potentiallybe acceptable.

Raising brand awareness increases the likelihood thatbrand will be a member of the consideration set.


Choice Advantage: Brand awareness can affect choices among the consideration set.

Consumers may make choices based on brand awareness considerations when they have low involvement.

Low involvement could be in terms of lack of motivation to purchase, nature of product, lack of knowledge or experience etc.

Brand Awareness is created by repeated exposure with the help of advertising, promotions, sponsorships, events etc.


It is important to visually and verbally reinforce the brand name with full complement of brand elements.

A positive brand image is created by marketing programs that link strong, favorable and unique associations to the brand in memory.


Steps of Brand Building

Ensure Identification of the brand with customers and an association of the brand in customers’ mind with a specific positioning.

Firmly establish the totality of brand meaning in the mindof customers by strategically linking tangible and Intangible brand associations with certain properties.

WHO ARE YOU? (brand Identity)

WHAT ARE YOU? (Brand Meaning)


Ensure Identification of the brand with customers and an association of the brand in customers’ mind with a specific positioning.

Convert Brand response to create an intense, active relationship between brand and the consumers.

WHAT DO I THINK OR FEEL ABOUT YOU? Brand Response

WHAT ABOUT YOU AND ME? Associations


Salience

Performance Imagery

Judgments Feelings

Resonance

1. Identity

2. Meaning

3. Response

4. Relationships

Customer Based Brand Equity Pyramid


Brand Salience: relates to aspects of the awareness of the brand. Brand Recall, Recognition.

Breadth and Depth of Awareness: it is important to have high levels of brand awareness under a variety of conditions.

Depth of Awareness: Likelihood that a brand elementwill come to mind and the ease with which it does so.

Breadth of Awareness: The range of purchase and usage situations in which the brand elements comes tomind.


• Brand Recognition / EquityBrand Recognition / Equity - awareness, loyalty, quality, emotion

• Brand Preference / LoyaltyBrand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence)________________________________________________

Product Hierarchy has important implication for how toimprove brand awareness.

Beverages

Water Flavored

Non Alcoholic Alcoholic

Milk

Hot Beverages

Juices

Soft Drinks

Wine Beer

Distilled Spirits

It contains schematic depiction of possible hierarchy thatMay exist in consumers’ mind


Organization of the product category hierarchy that prevails in memory plays an important role in consumer decision making.

Highly salient brand is the one which has both depth andbreadth of brand awareness.

It should be developed in such a manner that customersalways make sufficient purchases as well always think of the brand across a variety of settings in which it could be employed or consumed.


Brand Performance: Designing and delivering a productthat fully satisfies consumer needs and wants.

Product itself is at the heart of brand equity

To what extent does the brand satisfy utilitarian, aesthetic and economic needs and wants.

Different performance dimensions can serve as a means to differentiate the brand.

Salience

Performance Imagery

Judgments Feelings

Resonance

2. Meaning


Different types of attributes and benefits that often underlie brand performance;

1. Primary ingredients and supplementary features

2. Product reliability, durability and serviceability

3. Service effectiveness, efficiency and empathy

4. Style and Design

5. Price


Some attributes are essential ingredients necessary fora product to work.

Other attributes are supplementary features that allow for customization and more versatile, personalized usage.

These attributes vary by product or service category

Some categories have few ingredients or features; Bread

Some categories have many essential ingredients but few features; Oven – many optional features.

Some categories have numerous ingredients and featuresMusic Player – multiple options


Brand Imagery: deals with extrinsic properties of the product or service, including the way in which the brandattempts to meet customer’s psychological and socialneeds.

Brand Imagery is how people think about a brand abstractly rather than what they think the brand actually does.

Salience

Performance Imagery

Judgments Feelings

Resonance

2. Meaning


It refers to more intangible aspects of the brand.

Imagery associations can be formed directly or indirectly.

Directly: customer experience, contact with product, usage situations etc.

Indirectly: through the desirous depictions communicated in brand advertising or some other sources of information.


Many types of intangibles can be linked to a brand:

User Profile

Purchase and Usage Situations

Personality and Values

History, Heritage and Experiences


Brand Judgments: Focus on customer’s personal opinions and evaluations with the brand.

Brand Judgment involve how a customer puts together all different performance and imagery associations of the brand to form different kinds of opinions.

Salience

Performance Imagery

Judgments Feelings

Resonance

3. Response


Some of the brand judgments that are important toBuilding a strong brand are:

Quality Credibility

Consideration User Profile


Brand Quality: is the attitude towards brand performanceand its match with the perceived quality expectations

Brand attitudes are important because they often form the basis for actions and behavior that consumers takewith the brand.

Brand Credibility: refers to the extent to which the brand As a whole is seen as credible in terms of three dimensions

Perceived expertise: competent, innovative, market leader

Trustworthiness: dependable and keeping customer Interests in mindDr. Vibhuti Tripathi, SMS

Likeability: Fun, interesting and worth spending time with

Brand Consideration: it is more than mere awareness

Consideration depends on how personally relevant customers find the brand OR

The extent to which customers view the brand as beingappropriate and meaningful to themselves.

Customers make an overall appraisal as to whether theyHave any personal interest in a brand AND

Whether they should ever buy a brand


Brand superiority: relates to the extent to which customers view the brand as unique and better than Others.

Brand superiority: relates to the extent to which customers view the brand as unique and better than Others.

Superiority is intensely critical in terms of building intense and active relationships with customers and depends on

Number of unique brand association that make up the Brand image.


Brand Feeling: are customers emotional response and reactions with respect to the brand.

Brand feelings also relate to social currency evoked by the brand.

Feelings that can be evoked by the various marketing Programs can be Warmth, Fun, Excitement, Security,Social Approval, Self Respect etc.

Salience

Performance Imagery

Judgments Feelings

Resonance

3. Response


Brand Resonance: refers to the nature of the relationshipand the extent to which customers feel that they are INSYNC with the brand.

Resonance is characterized in terms of intensity, or the depth of the psychological bond and the level of activitiesengendered by this loyalty. (repeat purchases, referrals)

Resonance can be broken down into four categories:

Behavioral Loyalty Attitudinal Attachment

Sense of Community Active Engagement


Behavioral Loyalty is necessary but not sufficient for resonance to occur.

Some customers may buy out of necessity because the brand is the only product being stocked or easily available or only one that they can afford.

To create resonance there needs to be a strong personalattachment. (Attitudinal Attachment)

The brand may also take on broader meaning to the customers in terms of sense of community.


Identification with a brand community may reflect animportant social phenomenon whereby customers feel a kinship or affiliation with others associated with the brand

Strongest affirmation of brand loyalty is when customers are willing to invest time, energy, money or otherresources in brand beyond those spent during purchase


Salience

Performance Imagery

Judgments Feelings

Resonance

1. Identity

2. Meaning

3. Response

4. Relationships

Customer Based Brand Equity Pyramid


All over again

Choosing Brand Elements to Build

Brand EquityDr. Vibhuti Tripathi, SMS

Brand Elements are also called brand identities.

These are trademarkable devices that serve to identifyand differentiate the brands.

Main Brand elements are:

Names Logos Symbols Characters Slogans

Jingles Packages Signage Spokespersons

These are independent of the decisions made about theproduct and how it is marketed.


Brand Elements are chosen to enhance brand awareness, facilitate the formation of strong, favorable,and unique brand associations; OR

Elicit (draw out) positive brand judgments and feelings.


Criteria for choosing Brand Elements

Intrinsic nature of brand elements may make them moreattention getting and easy to remember.

All of these to contribute to brand equity

Elements could be chosen whose inherent meaning enhances the formation of brand associations.

Memorability: Easily recognized; Easily Recalled

Meaningful: Descriptive; Persuasive

There are six criteria in choosing brand elements

Important aspects of meaning of a brand element arethe extent to which it conveys;

General information about the nature of the product category:

Suggesting something about product category

Likelihood of consumer rightly identifying the product

Specific Information about particular attributes and benefits of the brand:

Product ingredients; kind of personality who might useetc…Dr. Vibhuti Tripathi, SMS

The associations suggested by a brand element maynot always related to product.

Brand elements can be chosen that are rich in visual andverbal imagery.

They may inherently denote fun and interest.


Likability: Fun and Interesting; Rich visual and verbal imagery

Memorability, Meaningful and Likeability; the set offersadvantages of

Recognition and Awareness: Consumers often do notexamine much information in making purchase decision

Reduce the burden on Marketing Communications

Usefulness of the brand element for product category orline extension.

The less specific the name, the more easily it can be transferred across categories. Dr. Vibhuti Tripathi, SMS

Transferability: within and across product categories;across geographical boundaries and cultures

Reliance connotes a feeling of security and can be extended to variety of products related to safety and security.

Transferable across geographic boundaries

Depends on cultural content and linguistic qualities of the brand elements.

Using non meaningful names which do not have any inherent meaning can be transferred easily.


Pepsi marketed its products in China with the slogan “Pepsi Brings You Back in Life”, but the slogan inChinese really meant

“Pepsi Brings Your Ancestors Back from Grave”

A hair product company introduced the Mist Stick, a curling iron rod, in Germany.

Later on the company found out that mist is slang usedfor Manure in German.

An American Company sold Baby food in Africa, the packaging had Pictures of Babies on the pack.


Company failed and found out that as Africans could notread, African companies put pictures on the label of what is inside the pack.

Companies must review all their brand elements forcultural meaning before introducing the brand into a newmarket.

Because of the changes in consumer values and opinions, or simply because of a need to remaincontemporary, brand elements often must be updated over the time. Dr. Vibhuti Tripathi, SMS

Adaptable: Flexible and Updatable

Choose brand elements that can be legally protected on an international basis

Formally register them with the appropriate legal bodies

Vigorously defend trademarks from unauthorized competitive infringement.

It is important to reduce the likelihood that competitorscan imitate the brand creating a derivative based on salient prefixes or suffixes of the name, package looksor other actions.


Protectable: Legally and Competitively


Procedures and Considerations for choosing Brand Elements

Brand Name captures the central theme or key Associations of a product in a very compact and Economic manner .

It takes consumers to comprehend marketing communications and can range from half a minute to afew hours;

Brand names can be noticed and its meaning registeredor activated in memory within just a few seconds.

Brand Names can be chosen with certain criteria in mind


Descriptive

Describes function literally, generally unregisterable

Suggestive

Suggestive of benefit or function

Compounds

Combination of two or more, unexpected words

Classical

Based on Latin, Greek or Sanskrit words

ArbitraryWords with no obvious tie-in to the company


Brand awareness is improved;

The extent to which brand names are chosen that are;

Simple and easy to pronounce or spell

Familiar and meaningful

Different, distinctive and unusual

Simplicity reduces consumers’ cognitive effort tocomprehend and process the brand name

Short names often facilitate recall because they are easy to encode and store in the memory


Longer names can be shortened to ease recall-ability


Pronounciation also affects the entry of the brand intoconsideration sets and the willingness of consumers toorder or request the brand orally.

To improve pronounciability and recall-ability marketersmay seek a desirable pleasant sound in their brand names.

Cultural differences may exist in brand name memorability and recall.


Chinese Speakers are more likely to recall names in visuals rather than spoken recall

Whereas, English speakers are more likely to recall thenames in spoken recall.

Brand names are not restricted to letters only but can contain Alphanumerics


Naming Procedures

1. Defining the brand objective:

also necessary to recognize the role of the brand within the corporate branding hierarchy and how the brand should relate to other brands and products

2. Generating as many names and concepts as possible

any potential source of names can be used;

Company management and employees, existing and potential customers, intermediaries, Ad agencies, professional consultants and so on.


3. Names must be screened based on branding objectives and marketing considerations.

Elimination can be based on

Names that have unintentional double meanings

Names that are patently unpronounceable, already in use or too close an existing name

Names that have obvious legal complications

Names that represent an obvious contradiction of thepositioning


4. Collecting more extensive information on each of the final 5-10 names.

Before spending large amounts of money on consumer research it is advisable to do an extensive internationallegal search

5. Consumer research to confirm management expectations as to the memorability and meaningfulnessof the names.

6. Based on all the information management can choosethe name that maximizes the firm’s branding and marketing objectives and register.


Brand Logos can be used as means to indicate origin, ownership or association.

logos may range from corporate names and trademarks written in a distinctive form to;

Distinctive abstract logos completely unrelated to corporate name or activities.

Words; BATA, COCA-COLA, KIT-KAT

Abstract Logos; Mercedes Benz, Nike, Olympic


Because of their visual nature, logos and symbols are often easily recognizable.

Logos are non-verbal thus can be updated as neededover time and can be well transferred across culture

They can be relevant and appropriate in a range of product categories.


Brand characters

Represent a special type of brand symbol that takes a human or real life characteristics.

These are introduced through advertising and can play a central role in subsequent campaigns and package design.

Characters can be animated of live-action figures often colorful or rich in imagery.

Characters can help to break through the marketplace clutter


Help in easily communicating key product benefits.

The ability of a consumer to have a relationship with a brand can be easier when the brand literally has a humanistic character

Brand characters also do not have direct product meanings so they can be transferred easily across product categories.

Characters often must be updated over time so that their personality remains relevant to the target market.


Brand Slogans

Slogans are short phrases that communicate descriptiveor persuasive information about the brand.

Just do it

Slogans often become closely tied to advertising campaigns and can be used as lines to summarize the descriptive or persuasive information conveyed in ads

Diamonds are forever: the tagline communicates that Diamonds bring eternal love and never loose value.


Campaign-specific tag lines may be used to help reinforce the message of a particular campaign instead of the brand slogan for a certain period of time.

Brand Jingles

Jingles are musical messages written around the brand.

These are typically composed and sung by professional

Can be thought as extended musical slogans

Because of their musical nature jingles are not easily transferrable as other brand elements.


Jingles can communicate brand benefits but often conveyproduct meaning in a fairly abstract manner.

The potential associations that might occur for the brand from jingles are feelings, personality or other intangible benefits.

Because of their catchy nature, consumers are likely to mentally rehearse or repeat the jingle even after seeing or hearing the ads.

This provides an additional encoding opportunities andincreasing memorability.


A well known jingle can serve as a foundation for advertising for years.

Brand Packaging

Packaging involves the activities of designing and producing containers or wrappers for a product.

Packaging should achieve certain objectives:

Identify the brand

Convey descriptive and persuasive information

Facilitate product transportation and protection


Assist at-home storage

Aid product consumption

The aesthetic and functional components of packaging must be chosen correctly.

Aesthetics: relate to package’s size and shape, materialcolour, text and graphics.

Functional: easy to hold, easy to open, resealable, tamperproof, storage, reusable.

One of the strong associations that a consumer has with the brand is the look of its packaging.


New packages can also expand a market and capture new market segments.

Package design has also become important as:

Brand proliferation is increasing and

Advertising is becoming more expensive.

For many consumers, the first encounter with a new brand may be on the shelf of a store.

Few product differences exist in some categories, packaging innovations can provide an edge


Packaging also means having a strong appeal on the shelf and standing out from the clutter.

Packaging is also called as;

‘Last five seconds of marketing’

‘Permanent Media’

‘The last salesman’


Putting it all together

It is necessary to ‘mix and match’ different brand elements to increase brand equity.

Marketers must choose to mix brand elements to achievedifferent objectives.

Brand elements must be chosen to reinforce each other by shared meaning and marketing programs.

Brand Identity• Identity - How we see ourselves

– Company – the way a company aims to identify or position itself.

• Image – How others see us– Company – the way consumers perceive the product or

services.

Brand identity is a unique set of brand associations that the a company aspires to create and maintain.

It provides direction, purpose and meaning for the brand.



Brand identity should help establish a relationship between the brand and consumers by generating :

Value proposition involving

-Functional-Emotional-Self expressive benefits

The concept of brand identity was mentioned first by Kapferer.

According to kapferer, brand identity could be defined by answering things like :

1. What is the aim and individual vision of a brand2. What makes a brand distinguished3. How satisfaction can be achieved 4. What is brand’s equity5. What are brand competence, validity and

legitimacy6. What are the features of its recognition


Brand identity represents how the brand wants to be perceived thus it is situated on the

Sender’s side

Brand perceptions are how the consumers Perceive it thus it is situated on the

Receiver’s side

It is necessary to have a clear self-image in terms of background, principles, purpose, ambitionConsistency, vitality, durability, realistic

Strategic Issues

Brand Image


Personality

Culture

Self- image

Relationship

Physique

Reflection

Brand Identity Prism

Physique: an exterior tangible facet communicating Physical specificities like colour, form, quality etc.

It is the starting point of branding thus it is a brand’s backbone

Personality : an internal intangible facet which forms theCharacter, soul and brand personality which are relevant For brands.

Relationship : an exterior facet with tangible and intangible areas.

Defines the behaviour that identifies a brand / connect

Culture : an internal intangible facet which integrates theBrand into the organization which is essential in differentiating brands.

Reflection : an external facet reflecting the customer ashe or she wishes to be seen as a result of using the Brand.

Self-image: external intangible facet reflecting customer attitude towards brand.

Brands evolve in time in a certain direction.


To manage and balance identity changes across the facets ; organizations need to understand the key brand drivers.

Kapferer has captured this in a three-tier pyramid.

The pyramid counts 3 layers of freedom & flexibility

Basic premise is that the flexibility and freedom of changeDecreases from the bottom to the top.


Personality

Culture

Self- image

Relationship

Physique Reflection

Brand themes / acts / products

Brand style

Brand kernel (nucleus / core)

The pyramid concept enables differentiated change processes across identity facets by grouping them in a Pyramid layer.



Aaker developed another brand identity model around 4 different perspectives and 12 dimensions.

1. Brand as a Product

Product related attributes, have an important influence on brand identity.

They are linked to user requirements and product experience

There are 6 dimensions within this group

Product Scope Attributes Quality/valueUses UsersCountry of Origin

2. Brand as an Organization

Brand managers are required to shift their perspective from product to organizational attributes

These are more intangible and subjective like ;

CRM Innovation Perceived QualityVisibility Presence

These can contribute significantly towards value Propositions and customer relationship.


There are two dimensions within this group

•Organization attributes (innovation, consumer concern, trustworthiness)

•Local Vs. Global

3. Brand as Person

Considering brand as a human being

Two dimensions within this are •Personality (genuine, energetic, rugged, adventurous)•Brand – customer relationship


Brand as a Symbol

Brand symbol can capture almost anything that represents the brand

Symbols are strong if they involve a recognizable/ Meaningful / trustful metaphor

Two dimensions are

•Visual imagery / Brand image•Brand heritage


The heart of this model contains

1.Brand Essence 2.Core Identity3.Extended brand identity

Brand Essence : The set of core values that define a brand.

These values remain constant over time even though the executional characteristics of packaging, advertising (and other marketing variables) may change


Core identity : contains the associations that are most Likely to remain constant over time.

The core identity represents the timeless essence of a brand

It is central to both the meaning and success of the brand.

It indicates the reasons why the brand as been brought into existence.

It contains the associations that are most likely to remain constant as the brand travels to new markets and products.


It is generally the first word that people behind the brand may utter when asked what the brand stands for:

Lux - Beauty bar for young women

Dettol - Antiseptic, protection

Johnson&Johnson - Trust and quality a baby needs

Thus the core identity is timeless while the brand position or the communication strategies might change.


The extended brand identity includes elements that provide texture and completeness

Extended Brand Identity

The core identity usually does not possess enough detail to perform all of the functions of a brand identity.

The extended identity contains elements that do not belong to the timeless foundation of the brand identity

It funnels the ambivalent (ambiguous) core identity into a consistent direction of the brand.

Documents

Brand Management (3).ppt