1. The status dilemma
Neha is a working woman, and she needs a
lunch box to carry to office. She remembers
her father leaving for work every morning
clutching his colourless stainless steel lunch
box. But Neha shudders to even visualize the
look on her colleagues’ faces if she walks
into office with such a lunch box. Neha has a
number of options available in the market to
choose from, but she needs bright trendy
containers, which can keep the food fresh for
longer periods of time.

2. Brand to the rescue

Neha found exactly what she was looking for when
her friend Meena brought her lunch box to office one
day. Meena told her about Tupperware—a global
brand, recognized the world over. Tupperware
products were excellently designed and had won
prestigious awards like the Red Dot award in 2009
(an award for excellence in product design instituted
by Design Zentrum Nordrhein Westfalen in Essen,
Germany), and the company was also featured in
‘Forbes.com Platinum 400—America’s Best Big
Companies List’ for the sixth time in a row in 2009.
Tupperware had ‘a range of high quality, lightweight,
rust- and break-proof, colourful, airtight, stylish
containers, which kept food fresh for longer, thus
avoiding waste’ (Superbrands 2009). They were leakproof as well, which meant that Neha could carry
and store curry and gravy items.

3. What is a brand?


For the American Marketing Association (AMA), a brand
is a “name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and
services of one seller or group of sellers and to
differentiate them from those of competition.”
These different components of a brand that identify and
differentiate it are brand elements.
1.3

4. What can we brand?








A service—for example, Life Insurance Corporation,
State Bank of India
A product—for example, Nokia mobile, Lux soap, Knorr
soup
A store—for example, Big Bazaar, Shoppers Stop
A place/geographic location—for example, Taj Mahal,
India (the Incredible India! campaign)
A person—for example, Aamir Khan, Amitabh Bachchan
An idea—for example, World Wildlife Fund
An online organization—for example, Amazon, Make my
Trip
An organization—for example, UNICEF

5. BRAND
WHAT IS A BRAND?
 It is combination of features (what the product is), customer
benefits (what needs & wants the product meets), & values
( what the customer associates with the product.)
 A brand is created when marketing adds values to a product
in the process differentiates it from other products with similar
features & benefits.
5

6. Importance of Brands to
Consumers
 Identification
of the source of the product
 Assignment of responsibility to product
maker
 Risk reducer
 Search cost reducer
 Promise, bond, or pact with product
maker
 Symbolic device
 Signal of quality
1.6

7. A
brand is therefore more than a product, as
it can have dimensions that differentiate it in
some way from other products designed to
satisfy the same need.
1.7

8. Difference between a Product and a
Brand
BRAND
Symbols
Brand
personality
Country of
origin
Scope
Functional
benefits
Organizational
associations
PRODUCT
Quality/value
Brand
customer
relationship
Attribute
User
imagery
Product
uses
Emotional
benefits
Self-expressive
benefits

9. An Example of Branding a
Commodity
 De
Beers Group added the phrase “A
Diamond Is Forever”
1.9

10. Rationale for Building a Brand
Benefits of Building Strong Brands—Organizational
Perspective
 Identifier
 Shorthand for information
 Legal protection
 Differential advantage
 Unique associations
 Price premiums
 Enhancing customer loyalty
 Higher market share
 Inelastic response to price increase
 As a barrier to entry of other brands
 Can be bought and sold as an asset

11. Rationale for Building a Brand
Benefits of Building Strong Brands— Customer
Perspective
 Source of identification
 Heuristic or proxy for quality
 Source of evaluation
 A tool to simplify decision making
 Risk reducer


Financial risk, performance risk, time risk, social risk,
psychological risk
Tool to express self image

12. BRAND VALUES
A)
INSTRUMENTAL VALUES
- WHAT DOES THE BRAND DO ?
(ex) Cleans teeth better, or lasts longer
- More functional Benefit.
B)
DIRECT EXPRESSIVE VALUES
- HOW DOES THE BRAND DO ?
They reflect the character of the Brand
frequently the user.
(ex) Modern/ Traditional/ Feminine
12

13. C) CENTRAL VALUES
- WHAT ELSE DOES IT DO ?
They relate to the aspiration
(Personal Drives)
(ex) Confidence/ Security/ Freedom
D)
CORE VALUES
13

14. Strategic Brand Management
Process
Steps
Key Concepts
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
Identify and establish
brand positioning and values
Plan and implement
brand marketing programs
Mixing and matching of brand elements
Integrating brand marketing activities
Leveraging of secondary associations
Brand value chain
Brand audits
Brand tracking
Brand equity management system
Measure and interpret
brand performance
Grow and sustain
brand equity
1.14
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization

15. BUT, WHAT IS A GENUINE BRAND?
“ The internalized sum of all impressions received by customers
and consumers resulting in a distinctive position in their
‘Mind’s Eye’ based on perceived emotional and functional
benefits”.
Relative Brand Distinction
Commodities
-----------
No diff. except price.
Brand name
-----------
Well known but similar.
Brand
-----------
Distinctive.
----------
Perceived by the consumer as unique.
Genuine brand
15

16. A) Yesterday way to build a Brand
F.R.E.D. Model
• Familiarity
• Relevance
• Esteem
• Differentiation
16

17. TODAY’S WAY TO BUILD A BRAND
D.R.E.A.M Model
 Differentiation.
 Relevance.
 Esteem.
 Awareness.
 Mind’s eye.
a) What is the distinctive benefit to be communicated to the Tgt audience?
b) What are the best ways to build a specific brand’s image?
c) How is the Mktg. Budget directed to optimize Brand Equity?
17

18. Concept of branding
 For
the consumers, a brand is a product. But
for the maker or the seller, a brand is an
identifier of its goods and services and a
promise of consistently delivering the
features/benefits that the consumers desire
from the brand.

19. WHAT IS BRANDING?
 It is a creation & infusion of Brand elements that serve to identify
& differentiate a product from others.
 So, the task of Branding is to define what the brand infuses into the
the product/ service & how the brand transforms it.
BRAND ELEMENT
 It is a visual or verbal information that serves to identify &
differentiate a product.
What are they?
• Brand name
• Logo
• Symbols
• Characters
• Packages
• Slogans
19

20. Criteria for choosing Brand Elements
1) Memorability.
2) Meaningfulness.
3) Transferability.
4) Adaptability.
5) Protect ability.
20

21. THE LOGIC OF
BRANDING
A Brand aims to segment the market
Brands are built up by Persistent Difference over the
long run.
A brand is a living memory
A brand gives products their meaning direction
A brand is a Genetic program
A brand is a contract
It Simplifies customer decision making.
21

22. BRAND MANAGEMENT PROCESS
BRAND MANAGEMENT PROCESS
Mkt. Analysis
Brand Situation
Analysis
Tgtg. Future
Positions
Testing New
Offers
Planning & Evaluating
Performance
22

23. BRAND NAME

THE BRAND NAME IS

The basic core indicator of the brand

The basis for awareness

The basis for communication effects

The basis for Sales measurement

More permanent then anything else
23

24. WHAT THE BRAND NAME CAN DO?

It helps create association in the mind that acts as
Descriptor – what it is? And What it does?
(ex) – Xerox

It provides entry barrier in its category once it gets
established.
(ex) Burnal/ Surf/ Dettol

Through time & use, it becomes a viable asset.
(ex) Tata/ Godrej
24

25. TYPES OF NAMES
 DESCRIPTIVE
BRNAD NAME
 SUGGESTIVE
 FREE
STANDING
25

26. CRITERIA FOR BRAND NAME
SELECTION.
A
IT SHOULD BE EASY TO LEARN AND REMEMBER:
i.
When a name has something about it that is interesting.
When a name elicits a mental picture/image
When a name is meaningful.
When a name has some emotion
When a name is simple
When a name is different or unusual enough to attract attention & perhaps
to arouse curiosity
ii.
iii.
iv.
v.
vi.
B
IT SHOULD SUGGEST THE PRODUCT CLASS
C
IT SHOULD SUPPORT A SYMBOL/SLOGAN
D
IT SHOULD SUGGEST DESIRED ASSOCIATIONS WITHOUT BEING
BORING/TRIVIAL.
E
IT SHOULD NOT SUGGEST UNDESIRED ASSOCIATION.
F
IT SHOULD BE DISTINCTIVE - NOT TO CONFUSE WITH COMPETITORS NAMES.
G
IT SHOULD BE AVAILABLE AND PROTECTABLE LEGALLY.
26

27. SIMPLE QUANTITATIVE RESEARCH FOR
BRAND NAME
a)
What Thoughts come to your mind on hearing this name?
b)
What does the name mean to you?
c)
How would you Pronounce this name?
d)
What do you Particularly like about the name?
e)
What do you particularly dislike about the name?
f)
Which products would the name suit?
g)
Which products would the name not suit?
h)
Which name do you like the most & Why?
i)
Which name do you dislike the most & Why?
27

28. SIMPLE QUALITATIVE RESEARCH

I like the brand name cook lite.


I prefer to cook light food.


Why?
Why?
Light food is good for health

Why?

No digestion problem.
Can be active
Low fat formation in body
Better for old/ all family members
Children can eat more of light food.




28

29. Putting It All Together
 The
entire set of brand elements makes up
the brand identity, the contribution of all
brand elements to awareness and image.
 The cohesiveness of the brand identity
depends on the extent to which the brand
elements are consistent.
4.29

30. BRAND REASONS

Why should a consumer buy the Brand?

What can be the rational reasons?

What can be the emotional resons?
30

31. RATIONAL REASONS
a) Feature Based:
 Technology .
 Design.
 Ingredients.
b) Attribute Based:
 Colour.
 Shape.
 Look.
 Size
31

32. C) Benefit based:
 Price.
 Product delivery.
 Service.
 Packaging.
 Maintenance.
32

33. EMOTIONAL REASONS
 What
are the emotional reasons for buying
the Brand?
 There
are nine universal emotions namely
Happiness, anger, disgust, fear, sorrow,
courage, compassion, wonder and serenity.
(Ex) Pride/Self worth/Confidence/Image
projection/ Achievement/ Envy.
33

34. 
How can emotional reasons be
uncovered?
A comprehensive analysis of consumer
behavior is the starting point. But a
powerful tool is “Benefit Laddering”.
34

35. BENEFIT LADDERING

The set of “Why” questions could lead us in to many different directions.
Famous Mother
Proud Mother
Cricket Captain
IAS/ IIT/ Doctor
Success in Sports
Success in exams
Strong Kid
Mental growth
of kids
Physical Growth
of kids
Child can Grow
All Ingredients
Child needs
35
Health Beverage
with 23 vital
Ingredients.

36. Brand Strategies
Existing
Existing
Brand
Name
Brand Expansion
Brand Extension
New
Brand
New
Multi brands
New Brands
Name
Product Category

37. Branding challenges
Intelligent and educated customers
 Growth of private labels
 Brand proliferation
 Increasing trade power
 Media fragmentation and the rise of new
media
 Increasing cost of product introduction and
support
 Increasing job turnover


38. Key issues in branding









Whether to brand or not
How to build brand equity
How to measure brand equity
Understanding customers and how they purchase a brand
How to position the brand
Which marketing mix strategies to choose
How to design branding strategies
How to manage brands over time
How to manage brands across geographical boundaries