Professional Documents
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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
a group of sellers and to differentiate then
from those of competitors.
Therefore a Brand is essentially a sellers
promise to consistently deliver a set of
features , benefits and services to the buyers.
Difference between Product & Brand
In marketing, product is anything that can be offered to the market
that may satisfy the need, want, and demand of a certain individual
or market. It is also called as goods or service. Product is more than
just a material object.
brands !!!
Why Brand .. ?
The purpose & significance
Helps Buyers.
Brand names tell the buyer something about
product quality.
Brand names also increase the shopper's
efficiency.
Brand names help call consumers' attention to
new products that might benefit them. A story
can be built around a brand.
Why Brand .. ?
The purpose & significance
Helps Suppliers:
Systematize -The brand name makes it easier for
the supplier to process orders and track down
problems.
Protection-The supplier's brand name and
trademark provide legal protection for unique
production features that otherwise might be
copied by competitors.
Build Loyalty-Branding enables the supplier to
attract a loyal and profitable set of customers.
Why Brand .. ?
The purpose & significance
Helps consumers and society:
Consistency in Quality- as a brand is a promise
to consistently deliver quality.
Increases innovation- for protection from
competition which leads to a larger choice
More & precise information -Branding helps
shoppers because it provides much more
information about products and where to find
them.
Why Brand? .
Why Not Brand..?
Benefits of product branding
Image is everything
Andre Agassi
Brand Image
The term "brand image" gained popularity as evidence
began to grow that the feelings and images associated
with a brand were powerful purchase influencers,
though brand recognition, recall and brand identity.
It is based on the proposition that consumers buy not
only a product (commodity), but also the image
associations of the product, such as power, wealth,
sophistication, and most importantly identification and
association with other users of the brand.
Brand images are usually evoked by asking consumers
the first words/images that come to their mind when a
certain brand is mentioned
Brand identity
Brand identity stems from an organization,
i.e., an organization is responsible for creating
a distinguished product with unique
characteristics.
Brand identity includes following elements -
Brand vision, brand culture, positioning,
personality, relationships, and presentations
Brand identity
Brand identity is a bundle of mental and
functional associations with the brand.
Associations are not reasons-to-buy but
provide familiarity and differentiation thats
not replicable.
Brand Equity
9-15
Brand Equity
Brand equity refers to the marketing effects or
outcomes that accrue to a product with its
brand name compared with those that would
accrue if the same product did not have the
brand name
Equity Measurement
There are many ways to measure a brand:
Firm Level: Firm level approaches measure the brand as a
financial asset. Market capitalization - and then
subtract tangible assets and "measurable" intangible
assets- the residual would be the brand equity.
Product Level: The classic product level brand
measurement example is to compare the price of a no-
name or private label product to an "equivalent"
branded product. The difference in price, assuming all
things equal, is due to the brand
Equity Measurement
Consumer Level: This approach seeks to map
the mind of the consumer to find out what
associations with the brand the consumer has.
This approach seeks to measure the
awareness (recall and recognition) and brand
image (the overall associations that the brand
has
Branding
9-19
Branding strategy
Devising Branding strategy
How to brand a new product is essentially
critical . There are 3 main choices :
1. It can use new brand elements for the new
product
2. It can apply existing brand elements
3. Combination of new & existing elements
Brand extension- one of the most
common
Brand extension when a firm uses an
established brand for the new product
When the marketer combines a new brand
with an existing brand , this sort of a brand
extension can also be called as sub-brand
Brand extension
Brand
extension
Line Category
extension extension
Brand extension
They fall in 2 general categories :
Line extension- the parent brand covers a new
product within a product category, It currently
serves , such as with new flavors , colors , sizes ,
ingredients etc. eg: HULs lifebuoy has lifebuoy
care , lifebuoy total / deofresh etc
Category extension the parent brand is used to
enter a different category from the one it
currently serves. Eg: Honda has used its name in
cars , motorbikes, marine engines etc. their ad
you can fix six Hondas in 2 car garages Tata.
Individual Names
Branding (strategy )
decisions
Corporate name
combined with
individual product
name
Branding ( Strategy) Decisions
1. Individual Names : P&G has several individual brands
in different product categories . Like Vicks(health
care), Whisper( hygiene), Arial & tide ( Fabric care)
Head & Shoulders & Pantene( hair care).
The companys reputation is not tied to the product if
the product fails , it does not hurt the company image
or brand.
Can be done for different products in different quality
lines eg: Kingfisher acquired air Deccan & rebranded it
as Simplify Deccan & retained Kingfishers brand
equity
Also called as House of Brands
Branding ( Strategy) Decisions
Blanket family name : the blanket family name is
used across product categories.eg; Tata Salt , Tata
Nano , Tata Tea etc
The development cost is low no expenditure on
recognition building
Corporate image associations of innovativeness ,
trustworthiness, expertise can positively
influence customer evaluation/decision
Also called as Branded House
Branding ( Strategy) Decisions
Separate family names for all products ; The
Aditya Birla group uses the name Hindalco
for aluminum: Ultratech for cement Grasim
& Graviera for suiting. Also Vedanta group
sesa goa etc
Each is building its own identity ( as against
image ) to establish itself in their respective
industries
Branding ( Strategy) Decisions
Corporate name combined with individual
product name: eg: Kelloggs Rice Krispies :
Kelloggs corn flakes etc , also Sony & HP
9-62
Brand Asset Valuator
Brand Asset Valuator
Differentiation degree to which a brand is seen
as different from the rest
Energy- Brands ability to meet future consumer
needs & attract new customers.
Relevance size of the brands franchise , but not
necessarily its profitability
Esteem- how well it is regarded & respected &
liked
Knowledge How familiar & intimate consumers
are with the brand
BAV
BAV Power Grid
BrandZ
BrandZ is a brand equity database. It holds data from
over 650,000 consumers and professionals across 31
countries, comparing over 23,000 brands. The
database is used to estimate brand valuations, and
each year since 2006, has been used to generate a list
of the top 100 global brands.[
According to BrandZ, "Brand value is the financial value
of a brand defined as the sum of all earnings that a
brand is expected to generate
Marketing consultants Millward Brown & WPP have
developed the BRANDZ model of Brand strength at the
heart of it is the BrandDynamics pyramid
Aakers Model (assets & liabilities )
Aakers Model
Former UC-Berkeley s Marketing professor David
Aaker views brand equity as the brand awareness
, brand loyalty & brand association that combine
to add to or subtract from the value provided by
a product or service.
He belives that a brand has a) core identity
elements & b) extended identity elements
Eg- Restaurant best in Fish food core identity
element
Informal environment & a relaxed lounge setting
extended elements
Brand Resonance
Brand Resonance
Brand Resonance
Brand salience - How often and how easily
customers think of the brand under various
purchase or consumption circumstances
Brand performance how much/well does a
product or service meets customers functional
needs
Brand imagery- how does the brand attempt
to meet customers psychological & social
needs
Brand Resonance
Brand judgments customers personal
opinions & evaluations
Brand feelings- are the customers emotional
responses and reactions in response to a
brand.
Brand Resonance the relationship customers
have with the brand does the customer feel
in sync with the brand. The objective is to
create actively loyal customers.
Equity Valuation