S avat ID) A Brand is a name, term, sign, symbol or design or a combination of them, which is intended to identify the goals or services of one seller or another seller and differentiate them from other ETc ey The American Marketing Association defines ‘brand’ as “a name, i Tire 1-16 [a ) 20) 810] OL aN OL UCL Lon od seller's good or service as distinct from those of other sellers... brand may identify one item, a family of items, or all items of that 2 (a Me eM RL etBRANDS. . OD sayy, puma CER) QB citiette: £33 american apport {\ f Guccl é ale iy we om, fa totem Google SONY Py-fu ms oxo VY @ dee S Hl i VON emma Girton @ VISA ace Paar) [2] oma ©) i fy hg EQ wy» ee 1, @ @ time -~ oD Microsoft swatch: RefingSiane CNN) [RE Rc eS eRe ckELEMENTS OF ABRAND = Name = Colors = Logo emsrel aT) = Tagline or ees re at catchphrase " Tastes = Graphics ulusFEATURES OF ABRAND « Abrand has physical qualities « A brand has its own personality « Abrand has its own culture « Abrand is a relationshipFUNCTIONS OF A BRAND = Identification * Practicality * Guarantee * Optimization CI Oxe yaar eli Ny " CharacterizationSeve PM Urn iA * The brand mark is a design element, such as a symbol (eg., Nike swoosh ), logo (e.g., Yahoo! graphic), a character (e.g., Keebler elves) or even a sound (e.g., Intel inside sound), Aspect or element (such as color, design, picture, symbol, typeface) of a brand that_cannot_be expressed inTRADE MARK = tis a brand or a part of brand which is given legal protection because it is capable of exclusive appropriation. * The official definition of a trademark is “any word, name, symbol or device including, but not limited to, a distinctive package or container of any kind, or any combination of these, used by a person to identify and distinguish the goods of that person, including a unique product, from those manufactured or sold by others, and to indicate the source of the goods, even if that source is unknown.” Me eM RL aTRADE MARK EXAMPLES = Company slogan or catchphrase Sry ea MC MMC ere ete eee) Be aE LEK C-s Lae Se ee ae Sa aet amelae tema taey Sta ‘Amazon's Kindle, federal registration # 364267TRADE MARK EXAMPLES meats civics} PSE maa Clle) Coca Cola bottle, federal registration # 1057884 Color. Example: ner Ye meee lee el UL ol aac Oo Sound. Example: Bn = OMe gale Mm telecine mec Lote yeeed Smell. Example: MU Me ee eR an)PERSONAL BRAND = The personal brand attached with individual personality = It explains the character of the particular popular celebrity « For example: Abdul KalamINDIVIDUAL BRAND ® Individual branding, also called individual pro branding or multi branding, is marketing strategy of gill each product in a portfolio its unique brand name * This facilitates the positioning of each product, by allowing a firm to position its brands differently. ee ec ne ee eet)FAMILY BRANDING * Family branding is a marketing strategy that involves selling several related products under one brand name. Family branding is also known as umbrella branding. = It contrasts with individual product branding, in which each product in a portfolio is given a ROC Cee 1 aeSELECTING A BRAND NAME = Initialism " Foreign word = Descriptive Lie olen (1eS Mare ual) = Alliteration and = Geography aL * Personification = EvocativeBRAND MANAGMEMENT PROCESS Measure and interpret brand. Sreeena} ete PR Tel lacd aEVISION * A Vision is a description of the business, as NUR Tel aia (one o = It is, “a mental image produced by the fTante( [t= eae = It involves seeing the optimal future for your les ness LMM eae ecen le eR UR SeL “= The description might include HOW things will SSL LUT OLl RAN PAUAIS)1@))| en eet Rm eek enn eC mum tar ene) SST eset cn ec = This is the strategic goal of a brand. PMS ero MUMS troll La CULM (mee alee aCol Me Ne mus ee eens bat AMIE "To be the Number 1 brand in the UK sun care market in penetration, sales andBRAND AMBASSADOR One who represent the product on behalf of the entire company. A well-connected person or a celebrity who is used to promote and advertise a product or service yo) e= 1a eM a1 r= tossr-16( 6] mm er= 1A also be called as an marketing agent of a company. cri Cela beyond Ce ee ee}BRAND AMBASSADOR « Brand ambassador its3 Ey marketing len for F-19022 a company to promote its lee Melme aie RTM Uo) activity known as_ celebrity branding ate) brand ambassador is meant to embody itatcs corporate image ia) demeanor, valueCHARACTERISTICS OF A GOOD AMBASSADOR Understanding thatino matter how,much you —- Eis leh dale Aa alec Maal ela leli= dod eta Ld . Watrongidesireto:really,understand.other foto ol) eo | ‘Amlist fora good ambassadorCHARACTERISTICS OF AGOOD AMBASSADOR Pesce rahe neice nol earl ee sc teome ly icici eo / aeuenehinania’™ \-enameemanmens " sce ee reget stucco aos (olfelt se iecs * ot ene hence yourself and othersl BRAND PERSONALITY = Aset of human characteristics that are attributed to a brand name = This is the added-value that a brand gains, aside from its functional benefits Pamela Ae) RU MOLE | OM OL -nthty = Example: IBM is while Apple is India Today is vnWHY USE BRAND PERSONALITY? = Enriches understanding (For ex., Microsoft, IBM etc.,) « Contributes to a differentiating identity (Clinic Plus Vs Pantene) + Guides the communicatio' Peli felh a (gem -> armel i. f UiPRODUCT-RELATED CHARACTERISTICS Product-related characteristics can be primary drivers of a brand personality Even the product class can affect personality Banks, Insurance etc., tend to be Competent, Serious, Masculine, Older and Upper-class Athletic shoes tend to be Young, Lively, Rugged, Outdoorsy, Adventurous etc.,SPONSORSHIPS = Activities such as events sponsored by the brand will influence its personality = Pond’s sponsoring iat Rs) ‘Miss India’ contest = Budweiser sponsoring the 4USER IMAGERY = Can be powerful driver of personality because user is already a person and so conceptualizing the personality is reduced « User Imagery can be people who use the brand or those portrayed in advertisementAGE = How long a brand has been on the market can affect its personality * New entrants like Apple, Outlook etc., tend to have younger brand personalities than IBM, India Today etc.,SYMBOL * A symbol can be a powerful influence on brand personality since it can be controlled and can have extremely strong associations = Some examples... » Apple's bitten apple BN i euswetintetsaihii wir ec eter)I TO SUM UP... * Abrand personality can help a brand in several ways: It can provide a vehicle for customers to express their own identity A brand personality metaphor helps suggests the kind of Ere TUe asia) OM reel Con =m are TULA] Brand personalities serve to represent and cue functional benefits and product attributes well « Importantly, brand personality is often a sustainable point of Celi ican telaBRAND EXTENSION = Brand extension or brand stretching is a marketing strategy in which a_ firm marketing a product with a well-developed image uses the same brand name in a different product category.ml TYPES OF BRAND EXTENSION LINE EXTENSION CATEGORY EXTENSIONES : B : : : es a eoEX So ae Reed\ BRAND POSITIONING « Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market “positioning is the act of designing the company’s offers and image so that it occupies a distinct and valuable place in the| BRAND POSITIONING * Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market. * De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product, in the collectiveAPPROACHES TO POSITIONING: 1.Focusing on the consumer 2.Focusing on the competitorsPROCESS OF PRODUCT/ BRAND POSITIONING a agro Pp are eerQuality Economy Bargain Brands Brands Cowboy Premium Brands BrandsERCP ela Impression in the consumers’ mind of a brand’s total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumer'sSava PRU Nel ad =" It can be defined as a unique bundle of associations within the minds of target (erie ESR « It signifies what the brand presently stands for. = It is a set of beliefs held about a specific\ BRAND IMAGE « The brand image includes products’ appeal, ease of use, functionality, fame, and overall N70 =] " Brand image is the objective and mental feedback of the consumers when they purchase a product1S) al Nt) et ca NY aCASE - STUDY - VODAFONE Beer Cie) as The Strategy Mumbai, September 19, 2007: Vodafone, the world’s leading international mobile communications company, has fully arrived in India. Vodafone Essar announced today that the Vodafone brand will be launched in India from 21st September onwards. At 9pm all the television set went Red, i.e. the Hutch is now Vodafone commercial were aired across all the channels of Star Network and also other Networks like Sony,THE RESULT = There was 82% Brand Recall amongst TV viewing audience. There was 80% Brand Recall amongst Non - TV _ viewing audience. It led to a one day transformation, which was successful nationally.BRAND MANAGEMENTOy Ta BRAND IMPACT: Branding impact on buyers-competitors , Brand_loyalty-loyalty programmes-brand equity-role of brand manager-Relationship with manufacturing- marketing-finance -purchase and R & D- brand audit. See ee ReeBRAND LOYALITY American Marketing Association defines brand loyalty as: “The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category"BRAND LOYALITY = It consists of a consumer's commitment to repurchase or otherwise continue using the brand = It can be demonstrated by repeated buying of a product or service, or other positive behaviors such as word of mouth advice « Loyalty includes some degree of pre-dispositional commitment toward a brandFACTORS INFLUENCING CUSTOMER LOYALTY = Core offering = Satisfaction = The marketplace = Demographics = Share of walletBENEFITS OF BRAND LOYALTY = Brand loyal consumers start building a relationship with the Loic le| = They become advocates of the brand by their positive word of mouth = Brand loyal consumers become passionate about the brand and form clubs which results in further strengthening the brandTYPES OF BRAND LOYALTY Hard-ore Loyal - who buy the brand all the time. Split Loyal - foyal to two or three: brands, Shifting Loyal - moving from one brand to another, ‘Switchers - with no loyalty (possibly ‘deal-prone’, constantly looking for bargains or ‘vanity prone’, looking for something differentI ROLE OF BRAND MANAGERS * Researching consumer markets and monitoring Tiare dol ene * Looking at the pricing of products and analyzing the potential profitability « Exploring new ways to communicate with customersROLE OF BRAND MANAGERS Overseeing the production of TV, newspaper and iE errata (eh nt) Liaising with art designers, copywriters, media buyers and printers Ensuring the designs and messages in marketing literature and campaigns meet the company brand and regulatory fell (etedi gloss Monitoring consumer reactions through focus groups andQUALITIES OF ABRAND MANAGER Have an instinctive feeling about future product concepts " Have strong marketing skills and knowledge « Be creative, entrepreneurial thinkers « Have excellent communication and listening skillsl BRAND EQUITY = Brand Equity is the value of a brand built up over a period of time. It is composed of four components namely Image, Perception, Awareness and Loyalty. = David Aaker defines brand equity as: “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 tTBRAND EQUITY = Brand equity refers to the marketing effects and 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. = Brand equity is one of the factors which can increase the financial value of a brand to the brand ownerFACTORS INFLUENCING BRAND EQUITY = Changing market share * Profit margins = Consumer recognition of logos and other WU Te=| Mata ral cc}s\Oa RS INF Familiarity Preference lability = Associations Res eke tc\ BRAND AWARENESS « Brand Recognition: Consumer's ability to confirm prior exposure to the brand when they go to the store * Brand Recall: Ability to retrieve the brand from the memory when given the productPOSITIVE BRAND EQUITY = The positive effect of the brand on the difference between the prices that the consumer accepts to pay when the brand known compared to the value of the benefit receivedNEGATIVE BRAND EQUITY = If consumers are willing to pay more for a generic product than for a branded one, however, the brand is said to have negative brand equityMANAGING BRAND EQUITY = Brand Reinforcement » Consistently convey the meaning of the brand to customers What the core brand represents, benefits supplied, which needs it satisfies » How brand makes those product/service superior and which strong favorable unique brand associationMANAGING BRAND EQUITY « Requires consistency of marketing support (new offerings, new promotions) Example- Nivea from skin creme to skin care and personal care products. Early 70s brand still a leader-coke kodak, hienz,wrigleys| BRAND AUDIT = It is a consumer focused exercise that involves a series of procedures to assess the health of a brand, uncover sources of brand equity, suggest ways to leverage that equity. = Is current brand equity satisfactory = What brand associations needs to be| BRANDAUDIT =» What potential challenges exist from the brand equity. = As a result strategic analysis to develop a new marketing program to maximize long term brand equityBRAND AUDIT It includes = Brand vision = Mission = Promise Selo) = Position = PersonalityIMPORTANCE OF BRAND AUDITS = Understand sources of brand equity + Firm perspective + Consumer perspective « Set strategic direction for the brand * Recommend marketing programs to maximize long-term brand equitySTEPS IN BRAND AUDIT = Brand inventory ( supply side) « Brand exploratory (demand side)BRAND AUDIT STEPS Brand audit objectives , scope, and approach Background about the brand(self-analysis) Background about the industries Consumer analysis (trends, motivation, perceptions, needs, segmentation, behavior) Brand inventoryBRAND AUDIT STEPS Penn ree ners Se eee a Coad * Strengths and weaknesses Ce essing PU ieee oa Serre ur nC ee Cu ud Sime kenure gears Ba eheeneSTEPS IN BRAND AUDIT Brand elements Awareness Supporting marketing Favorability programs Uniqueness of Profile of competitive associations brands Customer based equity POPs and PODs model Brand mantraBRAND AUDIT STEPS BRAND INVENTORY BRAND EXPLORATORY Suggests the bases for Uncovers knowledge ositioning the brand P a structures for the core Offers insights to how brand . . brand as well as its equity may be better managed . . competitors Assesses consistency in message among activities, brand extensions, and sub brands in order to avoid redundancies, overlaps and confusionONG BRAND MANAGEMENTUNIT IV BRAND REJUVENATION: Brand rejuvenation ‘and re-launch, brand development through acquisition, take over and merger-Monitoring brand performance over the product life cycle, Co-brandingBRAND REJUVINATION Brand rejuvenation involves adding value to an existing brand by improving product attributes and enhancing its ove! It is intended to re-focus the a consumers on an existing brand sete Tale Mmec LON 18-1] Bal = on On'Z consumer's boredom in seeing product on the shelves year afte: ‘new’, ‘super’, ‘special’ ‘premium,’ deluxe, aoc re AoA ==)EXAMPLES OF REJUVENATED BRANDS Mere eR?EXAMPLES OF REJUVENATED BRANDS « New Burnol: Burnol became ‘New’ and appeared in a new pack. Nee eeEXAMPLES OF REJUVENATED BRANDS = New Horlicks : its New Horlicks ial} Nea Horlicks claimed more nourishment through additional protein and calcium, eight essential vitamins and iron.EXAMPLES OF REJUVENATED BRANDS = New Nescafe: New Nescafe was made using baled rey agglomeration coffee process, instead of the fine powder form and the coffee now came in small round goblets Re eS neckI OBJECTIVES = Rejuvenation aims at revival of brand. The intention is to breathe some new life into a brand that may be showing signs of decline = Even healthy, successful brands may need occasional rejuvenation because of competition. The brand has to be updated. It ensures the steady success of the growing brandI EMBO Norn] = Re-launching a brand means _ thinking beyond a new design or a new name. It means, "going deeper.“ = A successful example, they point out, is Lifebuoy. = From being an economic and normal bathingOBJECTIVES OF BRAND RE LAUNCH = To bring it to a better level in terms of sales, market share and profit than what its current position reflects. = To re launch the brand and reposition it for faster growth and market share = To re launch a brand that has failed due toBRAND RE LAUNCH: METHOD 1 Keep all elements of the mix the same but reposition the brand in the minds EUR Creme eu eS Nothing is done to the product, the pricing or the distribution but the communication and the entire repositioning exercise changes the perceived value of the brand. BU Ml ane miso) 0 SMe MRE RAL LM TeL Lal irate. deg c(e)p) Market share Tee ace}LEVELS OF CO BRANDING eee Includes joining with another company to penetrate the lice EN Working to extend the brand based on the company's OMI Cec ar) (a 7=1Bs} Mii (ssi oMr-(e l(c) [Meck global Strategy by combining the two "FORMS OF CO BRANDING = Ingredient co-branding = Same-company co-branding = Joint venture co-branding = Multiple sponsor co-brandingl INGREDIENT CO-BRANDING ® This involves creating brand equity for materials, components or parts that are contained within other products Peels = Betty Crocker’s brownie mix includes Hershey's chocolate syrup = Pillsbury Brownies with Nestle ChocolateSAME-COMPANY CO-BRANDING = This is when a company with more than one product promotes their own brands together simultaneously = Examples + Kraft Lunchables and Oscar Mayer meats + Other examples include the marketing of Gillette M3JOINT VENTURE CO-BRANDING = Joint venture co-branding is another form of co- branding defined as two or more companies going for a strategic alliance to present a product to the target audience, = Example: British Airways and Citibank formed a partnership offering a credit card where the card owner will ‘automatically become a member of the British AirwaysMULTIPLE SPONSOR CO-BRANDING This form of co-branding involves two or more companies working together to form a strategic alliance in technology, promotions, sales, etc. Example Citibank/American Airlines/Visa credit card\ APPLICATIONS * Co-branding may help usage extension * Co-branding appears in sales promotions too = Loyalty programmes, increasingly, include co- branding arrangements. Corporations are sharing the cost of loyalty programmes between their own brandsUNA BRAND MANAGEMENTSh dR N= 10h) " BRAND STRATEGIES: Designing and implementing branding strategies-Case studiesBRAND STRATEGY = Branding strategy or brand architecture : It gives the framework which tells which logo, design and brand captions to be used for a new and existing product in order to attract and retain customersBRAND STRATEGY Aplan for the systematic development of a brand to enable it to meet its agreed objectives. The strategy should be rooted in the brand's vision and driven by the principles of differentiation and sustained consumer appeal. The true brand is the sum total of the ‘perceptions of all the constituencies which _ROLE OF BRANDING STRATEGY * Clarify-Brand awareness-improve consumer understanding and communicate similarity and differences between two products « Motivate-Brand Image-transfer of equityTHE BRAND— PRODUCT MATRIX = Matrix representation of all the products and brands sold by the firm Dim 5 Ce) 2) -brands of the firms * Columns -products of the firmBREADTH OF BRANDING STRATEGY = It describes the number of products linked to a brand = Number of product lines * Variants in each product linesBREADTH OF THE BRAND = Number and nature of different product linked to the brandFACTORS AFFECTING BREADTH OF BRAND » Aggressive market factors " Category factors = Environmental factorsBRAND HIERARCHY * Displaying the nature and number of brands of common and distinctive brandDESIGNING BRAND STRATEGY = Number of levels of the brand hierarchy « The desired brand awareness and image at each level * Combinations of brand elements from different levels of hierarchy Linking brand elements to multiple productsGUIDELINES FOR GOOD BRAND ARCHITECTURE Adopt a strong customer focus Avoid over branding Create broad, robust brand platform Selectively employ sub brands Do brand extensions to establish newIMPLEMENTATION = Building awareness of the company and nature of the business * Building company trustworthiness and credibility " Creating corporate image association thatI TYPES OF BRANDING STRATEGY Normally, a company can opt for one or more of the following strategies: * Product branding * Product-line branding = Product-range brandingPRODUCT BRANDING + This type of brand give each individual product an exclusive brand name and the company name being ignored * It allows the brand to have unique values, personality, identity and positioning. + By doing so, it implies that every new product the ‘company brings on to the market is a new brand and can be positioned precisely for a specific market eePRODUCT BRANDING It has the advantage of making it easier for the company to evaluate brand performance and worth and allows better resource-allocation decisions. The major § drawbacks Elie product cannibalization if consumers cannot differentiate clearly among product brands and _ involvesPRODUCT-LINE BRANDING STRATEGY = Here, the products appear under the same brand name and possess the same basic identity but with slightly different competencies. For example, Follow Me line of hair shampoos. Here the brand line comes under the hair-care ‘category but the different line extensions cover complementary applications of essentially thePRODUCT-LINE BRANDING STRATEGY Advantages therefore are economies of scale in advertising and promotion and each new line extension strengthens the position of the brand and therefore its image. The line helps defend the category from predatory attack. Individual product Rod can move across to linePRODUCT- RANGE BRANDING STRATEGY + A number of products or services in a broad category are grouped together under one brand name and promoted with one basic identity. * Compared to product-line branding, product-range branded products carry out the basically the same functions but at different performance. levels like various cars in the Mercedes S, E, C and A class and Intel's Pentium and Celeron ranges ofCORPORATE BRANDING STRATEGY There are two approaches in the Corporate brand exercises First is to promote its name as the main brand name sometimes referred to as monolithic or umbrella branding. Here the product is not branded individually or as ‘strongly as the corporate brand. Companies using this approach — IBM, Virgin, Sony. s = = ncCORPORATE BRANDING STRATEGY * The second approach which is becoming popular whereby the product brand name has a high profile but is endorsed by the parent company which gives the product a stamp of quality and credibility. * Here the product brand is self supporting in practically every respect but retains the assurance of the corporate brand endorsement.