Brand Identity - 3.pptx

International Brand Management – 3

Brand Identity
• Brand identity stems from an organization, i.e., an organization is responsible for creating a
distinguished product with unique characteristics. It is how an organization seeks to identify
itself
• It represents how an organization wants to be perceived in the market. An organization
communicates its identity to the consumers through its branding and marketing strategies.
• A brand is unique due to its identity. Brand identity includes following elements - Brand
vision, brand culture, positioning, personality, relationships, and presentations
• Brand identity is a bundle of associations with the brand. These associations can include
signature tune(for example - Britannia “ting-ting-ta-ding”), trademark colours (for example -
Blue colour with Pepsi), logo (for example - Nike), tagline (for example - Apple’s tagline is
“Think different”),etc. Brand identity is the total proposal/promise that an organization
makes to consumers
• Brand identity is the noticeable elements of a brand (for instance - Trademark colour, logo,
name, symbol) that identify and differentiates a brand in target audience mind. It is a crucial
means to grow your company’s brand. It is the aggregation of what all you (i.e. an
organization) do. It is an organizations mission, personality, promise to the consumers and
competitive advantages. It assures the customers again that you are who you say you are

Sources of Brand Identity
• Symbols
Symbols help customers memorize organization’s products and services. They help us
correlate positive attributes that bring us closer and make it convenient for us to purchase
those products and services. Symbols are easier to memorize than the brand names as they
are visual images. These can include logos, people, geometric shapes, cartoon images,
anything. Brand symbols are strong means to attract attention and enhance brand
personalities by making customers like them. It is feasible to learn the relationship between
symbol and brand if the symbol is reflective/representative of the brand.

• Logos
A logo is a graphic mark, symbol or stylized name used to identify a company, organization,
product, or brand. Logos have become an integral part of a company's brand identities. A
widely and instantly recognized logo is a valuable intangible asset for a corporation and is
thus trademarked for intellectual property protection, in the majority of situations.
Elements of Logo:
 Logotype - It can be a simple or expanded name. Examples of logotypes including only the
name such as Kellogg’s
 Icon - It is a name or visual symbol that communicates a market position. For example-LIC
’hands’
 Slogan - It is best way of conveying company’s message to the consumers. For instance-
Nike’s slogan “Just Do It”.

• Trademark
A trademark protects a slogan, phrase, word, company name, logo, or design that identifies a
company and/or its goods. A logo is a symbol or design used by a company that may fall
under trademark protection laws. Many businesses choose to apply for trademark protection
on their logos. When approved, a trademark restricts others from using an exact or similar
mark.

Building Brand Identity
The steps a company should take to build a strong, cohesive, and consistent brand identity will
vary, but a few points apply broadly to most:
• Analyse the company and the market: A full SWOT analysis that includes the entire firm—a
look at the company's strengths, weaknesses, opportunities, and threats—is a proven way to
help managers understand their situation so they can better determine their goals and the
steps required to achieve them
• Determine key business goals: The brand identity should help fulfill these goals. For example,
if an automaker is pursuing a niche luxury market, its ads should be crafted to appeal to that
market. They should appear on channels and sites where potential customers are likely to see
them
• Identify its customers: Conducting surveys, holding one-on-one interviews, etc can help a
company identify its consumer group
• Determine the personality and message it wants to communicate A company needs to
create a consistent perception, rather than trying to combine every conceivable positive trait:
utility, affordability, quality, nostalgia, modernity, luxury, taste, and class. All elements of a
brand, such as copy, imagery, cultural allusions, and colour schemes, should align and deliver a
coherent message

Brand Image
• Brand image is the current view of the customers about a brand. It can be defined as a unique
bundle of associations within the minds of target customers. It signifies what the brand
presently stands for. It is a set of beliefs held about a specific brand. In short, it is nothing but
the consumers’ perception about the product. It is the manner in which a specific brand is
positioned in the market
• For Example: McDonald’s has an image of an inexpensive brand that serves the food very
quickly
How Brand Image is Different from Brand Identity!!

Brand Personality
Brand personality is the way a brand speaks and behaves. It means assigning human personality
traits/characteristics to a brand so as to achieve differentiation. These characteristics signify
brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as
through advertising, packaging, etc. When brand image or brand identity is expressed in terms
of human traits, it is called brand personality.
The “Big Five” personality traits, the five dimensions of brand personality are sincerity,
excitement, competence, sophistication, and ruggedness. While every brand lies somewhere on
the spectrum for each one of these attributes, the most enduring brands largely emphasize just
one primary trait and optionally one secondary trait. You can’t be everything to everybody, and
thus you can’t have every personality. You have to choose your direction clearly and intentionally.
Let’s evaluate each one of these dimensions and review some example brands in each bucket.

Brand Personality
• Sincerity:
Every business wants to be sincere, but brands with sincerity as their primary attribute are
those that are honest, genuine, cheerful, wholesome, and down-to-earth.
Sincerity is an attribute you’ll see associated with many food, hospitality, and safety brands.
Some favourite examples of sincere brands are: Hallmark, Pampers, Coca-Cola, etc.
• Excitement:
Exciting brands are often those that appeal to a younger demographic, with energetic
advertising, high-octane design, and celebrity endorsements. These brands are daring,
spirited, imaginative, cool, unique, contemporary, and anti-establishment.
Lots of brands across nearly every category can fall under the umbrella of excitement,
including: Nike, MTV, Tik Tok, etc.

Brand Personality
• Competence:
We’ve never done a branding project where the client didn’t object the first time they saw the
word “competence” to claim that they were, of course, competent. And we don’t deny that
the clients we’ve worked with are qualified leaders in their field, but that is not what we mean
when discussing the brand personality trait of competency. Here we mean brands whose
ethos is reliability, responsibility, trustworthiness, intelligence, successfulness, and confidence.
You will often see brands that deal with “important stuff” in the competence column,
including banks, insurance companies, logistics firms, and medical brands. Some examples
are: UPS, Volvo, and Microsoft, etc
• Sophistication:
Like competence before it, we often hear that the brands we work with are all sophisticated
and complex – but again that is not definition at work here. Sophistication as a brand
personality means luxurious, glamorous, upper class, and charming.
And like excitement earlier, you will also frequently see sophistication cut across categories,
though generally at the northern end of the price range. Sophisticated brands include:
American Express, Apple, Mercedes, etc

Brand Personality
• Ruggedness:
Rugged brands are those built to last, the tough and outdoorsy types that will “take a licking
and keep on ticking.” These brands are hard-working, authentic, strong, muscular, and high-
quality.
You may see a lot of rugged brands in the verticals of construction and hardware, outdoors
and sporting, and automotive. Some example brands include: Land Rover, Levis, etc

What Makes Brand Personality Successful?
While the personalities themselves can widly vary from company to company, the actual goals of
brand personality remain consistent for everyone. Looking at branding as a whole, you want
your brand personality to satisfy the following areas:
• Authenticity: Your brand personality should always reflect your business goals and company
culture. A law firm of old stiff lawyers could not pull off a young and rebellious brand
personality
• Memorability: Especially important for new brands, you need to stand out to be
remembered. A funny visual, play on words, or extraordinary gesture can turn an unknown
start up into a household name
• Value: The “substance” of your business: what value do you provide for customers that they
can’t get elsewhere? A product type, quality, price or even way to identify themselves?
• Trustability: Every pizza place in New York claims to be the best, but only one of them can be
telling the truth. Just like a real person, if your brand lies about who it is people will stop
listening
• Authority: Customers expect the brands they do business with to be experts in their field. A
brand personality that confidently owns who they are will attract more business.

Brand Personality vs Brand Identity
• Your brand personality is the human characteristics of your brand—a happy brand, an
energetic brand, a no-nonsense brand. Your brand identity, on the other hand, is the
manifestation of your brand personality, like your logo, your colour scheme or the tone of
voice you use in your blog. If you understand programming, you can think of brand
personality as the back end, the behind-the-scenes stuff, and brand identity as the front
end, what the user sees
• For example: After an initial look at the logo, this
brand comes across as casual, friendly and
approachable—the brand personality. We draw this
conclusion from what we see, the imagery of a cute
panda bear, and the bright yellow to signify warmth
and happiness, the brand identity

How to Develop the Brand Personality?
As we discussed, while the goals of brand personality may be the same for everyone, the
approaches should be moulded by your unique business. In other words, the destination is the
same, but how you get there depends on you.
Below are the three tips to help you create the best brand personality design for you:
• Cater to your target customers: The top priority in your brand personality is meeting your
target customer’s preferences, even more important than your own preferences. Ideally you
already have a firm grasp on who your customers are and what they want, but regardless
gathering quantitative customer data can reveal insights you never would have guessed on
your own.
• Make a list of adjectives to describe your ideal brand personality: This is a quick exercise
designed for first-timers in branding to help get the creative juices flowing. If you’re having
trouble deciding on your traits, make a list of adjectives describing your perfect brand
personality. Listing words like “youthful,” “energetic” and “passionate,” can help you hone in
on the greater personality, and words like “inexpensive,” “convenient” and “user-friendly” can
help you solidify your value and carve out a place in your market. Just remember to keep your
target customers in mind, specifically their preferences and expectations. The words on this
list should appeal to them more than you.

How to Develop the Brand Personality?
• If your Brand were a Person: This is a bit on the nose, but it helps to visualize your brand as a
living, breathing human to create a brand persona. If you can’t decide what direction to take
your brand personality, try to imagine that your ideal brand is a real person and you’re
meeting them at a party for the first time. Ask yourself these questions:
 How does your brand greet you? Do they give you an enthusiastic, “Hi, how are you?” or a
nonchalant “ ‘sup”? Do they shake your hand formally or go straight in for a hug?
 How does your brand act? Does your brand get straight to the point? Do they like to crack
jokes? This can help you understand your brand voice.
 What does your brand talk about? What topics interest your brand? Do they stick to
socially-acceptable conversations or do they push limits? Do they spend their time
teaching or listening?
 What does your brand wear? Are they dressed for appearances or comfort? How many
accessories do they have? What colours do they have?
Of course these questions don’t answer everything you’ll need for your brand personality, but
once you have a solid idea of who your brand is, the rest of the details follow. Use them as a
starting point and continue to build on them until you have outlined a complete,
comprehensive brand personality for your business.

Brand Relaunch
A brand relaunch is the repositioning of your brand within the marketplace. It often begins with
an evaluation of an organization’s goals, brand essence, and market positioning. Typically, a
brand relaunch impacts many of the elements in your brand identity kit including visual style,
logos, colour profiles, and more. A relaunch can vary to include a full redesign, strategic updates,
or a simple refresh.
Tips for a successful brand relaunch:
• Define the Why
Before making any public-facing changes, you must first understand why you're doing a
relaunch. Common catalysts for a relaunch include mergers, acquisitions, outdated branding,
or company expansion. But the why is more about what you’re trying to achieve. Think
gaining a stronger foothold in your market, differentiating your brand from the competition,
or successfully launching a new product. Understanding the why will make it easier to
measure and celebrate your achievement because you’ll know what success looks like.

Brand Relaunch
• Understand the full picture:
While internally you view your brand one way, it might not have the same perception
externally. When gathering the full picture, tap your entire audience including current
employees, potential employees, customers, future customers, and anyone who comes in
contact with your brand.
Take time to understand multiple perspectives. Conduct internal and external interviews. Do
competitive research. Use surveys. And understand the potential future of your market space.
Determining how your brand is currently perceived can help further define the goals of your
brand relaunch. This gives you evidence to refer to during the planning process, making it
easier to compare where you are with where you want to be.
• Obtain buy-in from internal stakeholders
Buy-in from company leaders is critical. The scope of a brand relaunch can creep quickly and
you’ll need internal teams in your corner when they do. Effectively communicating the
reasons for a brand relaunch and the outcomes will go far in getting everyone on board. Doing
so will allow you to preserve the time, resources, and talent needed to execute a successful
relaunch. And keeping everyone in the loop throughout the process will encourage
excitement while managing expectations.

Brand Relaunch
• Get Emotional
Many elements of your brand aren’t tangible. They’re felt. The more your audience connects
with your brand, the better. Emotions drive purchasing decisions. They foster relationships.
And ultimately, emotional investment builds brand loyalty.
A brand relaunch should take this into consideration during the planning phases. Consider
testing different versions and iterations of your brand prototypes before finalizing your
decision. A relaunch is a perfect opportunity to increase the emotional connection with your
brand
• Phased rollout or flip of the switch?
Depending on the size of your relaunch, you’ll need to consider how to release it into the
world with a brand rollout plan. A phased rollout means that you’ll be able to release your
new creations into the world faster, but you’ll also be faced with two brands for the duration
of your project. However, releasing the new brand all at once might require duplicate work as
the new brand is built and the old one is maintained. This could be a struggle depending on
your resources. So make sure to weigh the pros and cons of all rollout approaches and pick
the one that works best for you. Don’t forget to communicate the plan as well so that people
know what to expect

Brand Relaunch
• Be Realistic about Timing
A rebranding signifies things are changing in your organization. And change takes time. So you
need to dedicate the time and resources to do it well in order for your audience to take
notice. A full brand relaunch — including visual expression, value messaging, and more — is
easily a yearlong engagement, or longer. Underestimating the lead time for a project this size
will often cause frustration, missed opportunities, and poor-quality results. Being upfront and
realistic with your stakeholders and mapping your project out by phases will keep things
running smoothly and ensure a successful end result.

Brand Relaunch
Maggi Example:
Someway Maggi has been etched to the hearts of every 90’s kid and has always been a family-
centric campaign. After the Maggi ban, it’s a comeback as the nostalgic campaign is one of the
strongest marketing campaigns as the brand reached the top as quickly as it could be.

Brand Extension
A brand extension is when a company uses one of its established brand names on a new
product or new product category. It's sometimes known as brand stretching. The strategy
behind a brand extension is to use the company's already established brand equity to help it
launch its newest product. The company relies on the brand loyalty of its current customers,
which it hopes will make them more receptive to new offerings from the same brand. If
successful, a brand extension can help a company reach new demographics, expand its customer
base, increase sales, and boost overall profit margins.
A brand extension leverages the reputation, popularity, and brand loyalty associated with a well-
known product to launch a new product. To be successful, there must be a logical association
between the original product and the new item. A weak or non-existent association can result in
the opposite effect, brand dilution. This can even harm the parent brand.
Successful brand extensions allow companies to diversify their offerings and increase market
share. They can give the company a competitive advantage over its rivals that don't offer similar
products. The existing brand serves as an effective and inexpensive marketing tool for the new
product.

Brand Extension: Matrix of Brand Growth

Brand Extension Examples
Apple (AAPL) is an example of a company that has a history of effectively using a brand extension
strategy to propel growth. Starting with its popular Mac computers, the company has leveraged
its brand to sell products in new categories, as can be seen with the iPod, the iPad, and the
iPhone.
Google's core business is a search engine, but it has an assortment of other non-advertising
related products and services including the Play Store, Chromebooks, Google Apps, and the
Google Cloud Platform.

Criticism of Brand Extension
The cost of introducing a product through brand extension is lower than the cost of introducing a
new product that has no brand identity. The original brand communicates the message.
However, brand extensions fail when the product lines are a distinct mismatch. The brand
name may even cast a disagreeable light on the new product. Before launching a new product,
brand managers need to keep their target audience in mind and consider which products fit well
under their company's brand.
An example of an unsuccessful brand extension occurred in the early 1980s when popular jeans
manufacturer Levi Strauss & Co. decided to launch a line of men's three-piece suits under the
sub-brand Levi's Tailored Classics. After years of poor sales, the company discontinued the line.
The company couldn't overcome consumers' perception of the brand as one associated with
rugged casual wear and not business attire. However, Levi's learned from its mistake and in 1986
introduced Levi's Dockers, a line of casual khaki pants and other men's apparel that has since
been a consistent top seller for the company

Pros & Cons of Brand Extension

Brand Portfolio
The Brand Portfolio refers to an umbrella under which all the brands or brand lines of a
particular firm functions to serve the needs of different market segments. In simple words, brand
portfolio encompasses all the brands offered by a single firm for sale to cater the needs of
different groups of people.
Brand portfolio is generally created because each brand has certain boundary beyond which it
cannot fulfil all the needs of different market segments. The advantage of having the Brand
Portfolio is that management can keep a check on all the brands as a whole and frame the
policies with a broader perspective. Also, the resources can be allocated to the brand that needs
the most.

Brand Portfolio
The brands in the Brand Portfolio play the
following different roles:
• Flanker Brand: A Flanker Brand also known
as a Fighter Brand is a new product launched
in a market by the company in the same
category wherein an established brand is
already positioned. This is primarily done for
the increased market share as well as to
cater to the need of all the segments of
customers. e.g. Armani’s (an Italian luxury
fashion house) brand portfolio is one of the
best examples to explain the concept of a
flanker brand. In it, the brands are
distinguished on the basis of price and
customer segment

Brand Portfolio
• Cash Cow Brand: A cash cow brand is that
product in the brand portfolio that has
reached the maturity level in the product life
cycle but is able to bring in profits necessary
for its survival. These brands are not
removed from the market because necessary
cash is flowing in through its sale which is
better than incurring heavy cost on the
launch of a new product.E.g. The best
example of cash cow brand is Gillette
Company that is keeping the old brands viz.
Gillette Atra, Gillette sensor and Gillette Trac
II in its brand portfolio despite new razor
technology such as Mach III turbo and
Gillette Fusion.

Brand Portfolio
• Low-End Entry Level Brand: A low Entry
Brand in a brand portfolio includes the
product which is offered at less price. The
low priced product is added to the portfolio
to ensure the purchase at least once and
bring the customer into the brand
family.Once the customer becomes a part of
the family, he is then persuaded for the
purchase of the higher-priced product in
near future.E.g. Hero MotoCorp explains this
concept very accurately wherein low priced
bikes viz. CD Dawn, CD Deluxe are added in
the brand portfolio to gain the customer
base along with the high priced bikes such as
Karizma, Ignitor, Impulse, Achiever, etc.

Brand Portfolio
• High-End Prestige Brand: A High-End
Prestige Brand in the brand portfolio is the
product offered at a high price with the
intention of creating a sense of prestige in
the minds of customers. Other brands in the
portfolio also get the recognition because of
the premium brand and its quality do have a
halo effect on each product line. E.g. Tata is
the best example to elucidate high-end
prestige branding.
Thus, a firm tries to have all the different brands operating independently under its periphery
to protect the sources of equity by not letting customers move away due to the unavailability of
their desired product.

Enhancing Brand Image through Sponsorship & Event Management
Sponsorship: Advertising that seeks to establish a deeper association and integration between an
advertiser and a publisher, often involving coordinated beyond-the-banner placements.
Sponsorship is the financial or in-kind support of an activity, used primarily to reach specified
business goals. Sponsorship should not be confused with advertising. Advertising is considered a
quantitative medium, whereas sponsorship is considered a qualitative medium. It promotes a
company in association with the sponsee.
Why Sponsor?
• Enhancing Image/Shaping Consumer Attitudes: Often companies are looking to improve how
they are perceived by their target audience. Sponsoring events that appeal to their market are
likely to shape buying attitudes and help generate a positive reaction. Coca Cola, for example is
always looking to generate a positive influence of their products in the minds of their
consumers and as such regularly support events they feel can influence consumer opinions.
When we think of Coca Cola, we don’t think of it as simply a sugary water drink, the brand is
built on marketing and a lot of this has been achieved through sponsoring events which excite
and therefore creates and builds the brand.

Why Sponsor?
• Driving Sales: Sponsorship geared to driving sales can be an extremely potent promotional
tool. This objective allows sponsors to showcase their product attributes. Food and beverage
companies often use sponsorship to encourage samplings and sales. Visa’s fund-raising effort
around its sponsorship of the Olympic Games and the U.S. Olympic Team. They promoted their
association by offering to make a donation to the team each time consumers charge a
purchase to their card. American Express used a similar strategy by donating to needy causes
with their “Charge Against Hunger” campaign. As a result, both companies experienced a
significant rise in sales volume.
• Creating positive publicity/heightening visibility: Every sponsor is seeking wide exposure in
both electronic and print media. Positive publicity helps create heightened visibility of
products/services. Various media covering the event may include sponsors names and/or
photos. In addition, the kind of media coverage a sponsor may get is often unaffordable if the
company were to think of purchasing it, and if it were available. To maximize this objective, it is
important for the sponsoring company to have a comprehensive media campaign to augment
the regular media coverage promoted by the organizers. Sponsorship can often generate media
coverage that might otherwise not have been available.

Why Sponsor?
• Differentiating from Competitors: The mere act of sponsoring an event, especially an exclusive
sponsorship, is a significant way to create competitor differentiation. Your company name has
the opportunity to stand out head and shoulders above the competition. This is particularly
helpful if your company wants to combat a competitor with a larger ad budget. Sponsorship
allows smaller companies to compete with their industry giants. Target audiences often
perceive sponsorship in a positive way. They see you as making a greater effort to support the
event, often allowing more or better activities to take place as a result of your sponsorship.
• Helping with good "Corporate Citizen" role: Another powerful sponsorship objective allows
companies to be viewed as a "good neighbour." To be seen supporting the community and
contributing to its economic development is extremely powerful and creates enormous
goodwill.
• Enhancing business, consumer and VIP relations: Sponsorship that offers hospitality
opportunities is always very attractive to companies. Perks may include special exclusive
networking settings such as VIP receptions or golf tournaments – opportunities to meet key
customers and solidify business relationships. It is important to evaluate each opportunity and
look for ways it could tie into your marketing objectives.

Event Management:
Definition: “Event Management is the planning and management of an event, project or activity”
Imagine that you enter the event venue and look around. What do you see? Do the surroundings
tell you who the organizer of the event is? Who are the sponsors? What is the message of the
event? If the answer is yes, you’ll probably have great topics for discussion with your friends in the
bar afterward. If not…well, there’s a chance you won’t recollect the event a week afterward.
The event management branding is the aspect of event organization that makes people attend
again and again. The biggest advantage of using a killer brand is that it provides a relatively cost-
effective solution for turning an event into a “must attend.” Indeed, a nicely constructed logo that
resonates with the decorations can draw crowds without draining the budget
A well-planned and executed event can increase brand value, grow profit, build market share by
creating a stronger and more meaningful connection between a brand and its audience. A poorly
planned event can cause severe damage to a brand.

Importance of Event Management:
When you brand an event, you’re invariably propelling it for success. Coming up with a name,
colour, logo and messaging specific to the event will stand out from the competition and make it
more relevant and meaningful to your audience.
In event management, events and meetings enable event planners to deliver directly a brand
message and experience to participants in a high-touch environment. One of the reasons
organizations invest in creating a memorable and customized event brand is to give the general
public a positive impression about the company or product brand. The best-in-class event brings
to the fore additional channels through which an organization communicates with their audience.

Brand Equity - Introduction
What is Brand Equity?
In marketing, brand equity refers to the value of a brand and is determined by consumers’
perception of the brand. Brand equity can be positive or negative. If consumers think highly of a
brand, it has positive brand equity.
On the other hand, if the brand consistently under-delivers, fails to live up to consumer
expectations, and generates negative word of mouth, it has negative brand equity. Simply put,
brand equity is the reputation of a brand.
Why Does Brand Equity Matter?
For brand management, the brand equity is vital as it establishes and fosters the customer loyalty
towards the brand, and directly influences the business growth may it be a well-established or a
new business. Companies can charge a premium for products with lots of positive brand equity
(think of designer brands). Positive brand equity can be transferred to a different product line,
which in turn increases sales and revenues for the company. It increases market share, as the
brand is widely known, recognized, and preferred by consumers.

Brand Equity - Introduction
There can be two motivations to study brand equity:
 Finance-based motivation − You can estimate the brand value more precisely for accounting
purposes, such as to evaluate the brand as an asset for the purpose of reflecting in the
balance sheet, or in case of merging or acquiring a business
 Strategy-based motivation − You can study brand equity to improve productivity of marketing

Brand Equity Models
Aaker’s Brand Equity Model:
David Aaker defines brand equity as a
set of assets and liabilities linked to a
brand that add value to or subtract
value from the product or service
under that brand. He developed a
brand equity model (also called Five
Assets Model) in which he identifies
five brand equity components −
 Brand Loyalty
 Brand Awareness
 Perceived Quality
 Brand Associations
 Proprietary Assets

Brand Equity Models
 Brand Loyalty: The following factors depict the extent to which customers are loyal to a
brand:
 Reduced Costs − Maintaining loyal customers is cheaper than charming new ones.
 Trade Leverage − The loyal customers generate steady source of revenue.
 Bringing New Customers − Existing customers boost brand awareness and can bring new
customers.
 Competitive Threats Response Time − Loyal customers take time to switch to a new
product or service offered by other brand. Hence this buys time for the company to
respond to competitive threats.

Brand Equity Models
 Brand Awareness: The following measures depict the extent to which a brand is widely
known among consumers:
 Association Anchors − Depending upon the brand strength, associations can be attached
to the brand which influence brand awareness.
 Familiarity − The consumers familiar with a brand will speak more about it and thus,
influence brand awareness.
 Substantiality − Consumers’ review on brand brings substantial and strong commitment
towards the brand.
 Consumer’s Consideration − At the time of purchasing, consumer looks for a particular
brand.

Brand Equity Models
 Perceived Quality: It is the extent to which a brand is believed to provide quality products. It
can be measured on the following criteria:
 Quality − The quality itself is the reason to buy.
 Brand Position − This is a level of differentiation as compared to competing brands. Higher
the position, higher is the perceived quality.
 Price − When quality of the product is too complex to assess and consumer’s status comes
into picture, the consumer takes price as a quality indicator.
 Wide Availability − Consumers take widely available product as a reliable one.
 Number of Brand Extensions − The consumers tend to take a brand with more extensions
as a measure of product guarantee.

Brand Equity Models
 Brand Associations: It is the degree to which a specific product/service is recognized within
its product or service category. For example, a person asking for Xerox wants to actually make
true copies of a paper document.
 Information Retrieval − It is the extent to which the brand name is able to retrieve or
process the associations from consumer’s memory.
 Drive Purchasing − This is the extent to which brand associations drive consumers to
purchase.
 Attitude − This is the extent to which brand associations create positive attitude in the
consumer’s mind.
 Number of Brand Extensions − More the extensions, more the opportunity to add brand
associations.
 Proprietary Assets: They are patents, copyrights, trademarks, trade secrets, and other
intellectual property rights. More the number of proprietary assets a brand has, greater is the
brand’s competency in the market.

Brand Equity Models
 Brand Associations: It is the degree to which a specific product/service is recognized within
its product or service category. For example, a person asking for Xerox wants to actually make
true copies of a paper document.
 Information Retrieval − It is the extent to which the brand name is able to retrieve or
process the associations from consumer’s memory.
 Drive Purchasing − This is the extent to which brand associations drive consumers to
purchase.
 Attitude − This is the extent to which brand associations create positive attitude in the
consumer’s mind.
 Number of Brand Extensions − More the extensions, more the opportunity to add brand
associations.

Brand Equity Models
Keller’s Brand Equity Model
This model is developed by Kelvin Lane Keller, a
marketing professor at Dartmouth College. It is based
on the idea that the power of a brand lies in what the
consumer has heard, learnt, felt, and seen as a brand
over time. Hence this model is also termed as
Customer Based Brand Equity (CBBE) model.
According to CBBE model, it takes answers to four
basic questions for building brand equity starting
from the base of the pyramid −
 Who are you? (Brand Identity)
 What are you? (Brand Meaning)
 What do I feel or think about you? (Brand
Responses)
 What type and extent of association I would like
to have with you? (Brand Relationships)

Brand Equity Models
 Who are you? (Brand Identity): Brand identity is the way the customers look up to a brand
and how they distinguish each brand from another. It is how the brand defines itself in the
eyes of the customer. Imagine a human being introducing himself to another. Mostly this
includes telling people about yourself and what you do. A similar concept applies to building
a brand identity.
 What are you? (Brand Meaning): Once you meet a human being and know who they are,
there are other questions which are formed in your mind. What do they do? Where are they
working? How well is their life? So on and so forth. Just like these questions come to the
mind for a human being, customers want to know more about brands as well.

Brand Equity Models
 What are you? (Brand Meaning):
Once a customer is aware of the brand, he wants to know more about the brand. He would
like to know whether the brand is reliable, whether it is good to use over a long period of
time if it has good customer service and other such important information. The customer is
understanding what the brand is and trying to know more about it.
This second level of Keller’s Brand equity model is divided into 2 parts – factors which define
the brand meaning for customers
 Brand Performance: The performance of the brand is important for the customer. Not
only physical products, even services like Google, Microsoft, Apple Operating systems are
loved and trusted because of their performance over time.
There are 5 further factors in performance which are considered: product features,
product reliability, customer service, style & design, pricing of the product or service

Brand Equity Models
 What are you? (Brand Meaning):
 Brand Imagery: What is the image of the brand in the eyes of the customer? How does
the customer perceive the brand if it were a human? Does he think the Brand is rugged,
or does it think the brand is soft? BMW needs to be rugged but Barbie needs to be soft
as a brand. Targeted marketing and word of mouth can build a strong brand image for the
brand.
 What do I feel or think about you? (Brand Responses):
Once a customer buys your product, he builds up
expectations towards the brand and the
purchase. If the reality matches his expectations,
then the customer is very happy and has positive
feelings about the brand. If the product goes
beyond expectations, it generates huge word of
mouth and may turn the customer to become a
brand advocate.

Brand Equity Models
Keller segregates these responses into consumer’s judgments and consumer’s feelings.
 Consumer Judgments − They are consumer’s personal opinions regarding the brand and
how he has put imagery-related and performance-related associations together. There
are four types of judgments crucial for creating a strong brand −
 Quality: Customers judge a product or brand based on its actual and perceived quality
 Credibility: Customers judge credibility using three dimensions – expertise (which
includes innovation), trustworthiness, and likability.
 Consideration: Customers judge how relevant your product is to their unique needs.
 Superiority: Customers assess how superior your brand is, compared with your
competitors' brands.

Brand Equity Models
 Consumer Feelings: hey are consumer’s emotional reactions to the brand. They can be
mild, intense, positive, negative, driven from heart or head. There are six important
feelings crucial in brand building
 Warmth
 Fun
 Excitement
 Security
 Social approval
 Self-respect

Brand Equity Models
 Brand Relationships: What type and extent of association I would like to have with you. It is
the level of personal identification the consumer has with the brand. It is also called brand
resonance, when a consumer has a deep psychological bonding with the brand. Brand
resonance is the most difficult and highly desirable level to achieve
Harley Davidson is a brand which is the epitome of Brand resonance in the CBBE Model.
Harley Davidson bikers are known to love their bikes and the feeling of the ride and generally
Harley is the only bike they ride. Not only are the customers connected with the brand, if
they find another user using the same brand, a connection is built between the 2 customers
as well. It’s like finding another friend just because he uses a brand you love.

Brand Equity Models
 Brand Relationships:
Keller categorizes this into four types −
 Behavioral Loyalty − Consumers may purchase a brand repeatedly or in high volume.
 Attitudinal Attachment − Some consumers may buy a brand because it is their favorite
possession or out of some pleasure.
 Sense of Community − Being identified with a brand community develops kinship in the
consumer’s mind towards representatives, employees, or other people associated with
the brand.
 Active Engagement − Consumers invests time, money, energy, or other resources and
participates actively in brand chat rooms, blogs, etc., beyond mere consumption of
brand. Thus, the consumers strengthen the brand.

How to Build a Brand?
• Figure out your place in the market
Before you start making any decisions about your brand, you need to understand the current
market: who your potential customers and current competitors are.
There are many ways to do this:
 Google your product or service category and analyze direct and indirect competitors that
come up.
 Talk to people who are part of your target market and ask them what brands they buy from
in your space.
 Look at the relevant social media accounts or pages your target audience follows and are
receptive to.
 Go shopping online or offline and get a feel for how your customers would browse and buy
products.

• Research your target audience and your competitors
As you go about your research, make a note of:
 Who your “lowest hanging fruit” customers are—the ones you could most easily sell to.
 Who your top of mind competitors are—the brands that are established and known in the
market.
 How your customers speak and what they talk about—the interests they have and the
language they express them in.
It’s important to have a handle on this before moving forward as it will inform what your brand
should focus on and how it can position itself apart from competitors.

• Define your brand’s focus and personality
Your brand can’t be everything to everyone, especially at the start. It’s important to find your
focus. Here are some questions and branding exercises to get you thinking about the focus and
tone of your brand.
 What's your positioning statement? - A positioning statement is one or two lines that stake
your claim in the market. This isn't necessarily something you put on your website or
business card—it's just to help you answer the right questions about your brand.

• Define your brand’s focus and personality
 What words would you associate with your brand?
One way to look at your brand is as if it was a person. What would he or she be like? What
kind of personality would your customers be attracted to? This will help inform your voice
on social media and the tone of all your creative, both visual and written.
A fun and useful branding exercise is to pitch 3-5 adjectives that describe the type of brand
that might resonate with your audience. For example: simple, beautiful, funny, strong, etc
 What metaphors or concepts describe your brand? - Thinking about your brand as a
metaphor or personifying it can help you identify the individual qualities you want it to
have. This can be a vehicle, an animal, a celebrity, a sports team, anything—as long as it has
a prominent reputation in your mind that summons the sort of vibe you want your brand to
give off. For example, if I wanted to create a brand targeting entrepreneurs I might choose
to use the raccoon as a starting point: They’re scrappy survivors that will do anything to
thrive.

• Choose a business name
As a business owner, your business name is probably one of the first big commitments you
have to make. It’ll impact your logo, your domain, your marketing, etc
• Pick your brand’s colors and fonts
Once you've got a name down, you'll need to think about how you'll visually represent your
brand.
 Choosing your colors: Colors don't just define the look of your brand; they also convey the
feeling you want to communicate and help you make it consistent across your entire brand.
You'll want to choose colors that differentiate you from direct competitors to avoid
confusing consumers.
 Choosing your fonts: At this point, it's also good to look at fonts you might want to use. Pick
two fonts at most to avoid confusion: one for headings and one for body text

• Write a Slogan
A good slogan is short, catchy, and makes a strong impression. Here are some ways to
approach writing a slogan of your own:
 Adopt your customers’ attitude: Nike—"Just do it."
 Describe it literally: Aritzia—"Women's fashion boutique"
• Design your logo
It's the face of your company after all, and could potentially be everywhere that your brand
exists. Ideally, you'll want a logo that's unique, identifiable, and that's scalable to work at all
sizes
• Apply, extend, and evolve your brand as you grow
Your brand needs to exist and remain consistent wherever your customers interact with you,
from the theme you choose for your website to the marketing you do to customer service to
the way you package and ship your products. You'll continue to shape and evolve your brand as
you expose more customers to it and learn more about who they are and how to speak to
them. It's important to appreciate that you will never have 100% control over how people
perceive your brand.

Business to Business (B2B) vs Business to Customer (B2C) Branding
• Customer motivation
 B2B purchases are motivated primarily by logic and reason. Decisions are made based on
facts, statistics and numbers. Emotion enters in as a fear of making a poor decision;
branding the business as an expert helps overcome this fear.
 B2C purchases are motivated primarily by emotion, whether that emotion is fear, attraction
or the desire for status. Branding succeeds by appealing to the target market’s emotions
• Customer needs or wants
 B2B customers are driven by need. Companies don't buy new software systems on impulse;
they seek out products and services in order to solve a problem or do something better.
 B2C customers may be driven by need, but just as often, they’re motivated by wants or
impulses--that's why supermarkets put candy at the checkout aisle

• Number of customers
 B2B products and services are sold to large groups of people; making a purchase involves
many levels of approval. Your brand needs to appeal to a wide range of stakeholders in
different jobs who all have different criteria for the purchase.
 B2C products and services are sold to individuals; while there may be times family members
or friends are involved in a decision, your brand generally only has to appeal to one person
• Range of customers
 B2B companies have a smaller range of prospective customers to target. The brand must be
carefully tailored to appeal to that niche and demonstrate in-depth understanding of those
customers.
 B2C companies have a wide range of prospective customers to target. Their brand doesn't
have to appeal to all of them to succeed; the goal is to build brand awareness among the
greatest number of target customers.

• Buyer persona
 The B2B "buyer persona" focuses on the prospect's job role, not on him or her as an
individual.
 The B2C "buyer persona" focuses on the prospect’s individual characteristics and
demographics, such as marital status, spending habits, household income, age and gender.
• Customer relationship
 B2B branding is all about building a relationship with the customer. Products and services
are generally sold through direct interaction with a salesperson, and the brand must
provide a complete solution (not only a product or service, but ongoing support and
someone to service the relationship). The brand focus is on creating a full experience and
working with the customer for the long-term.
 B2C branding is transactional rather than relational. Even when products and services are
sold directly by a salesperson, the relationship is very short-term and often a one-time
purchase.

• Product information
 B2B branding must convey expertise. Prospective customers making big decisions seek
information to educate themselves about your solution. Your content marketing should
provide lots of detail and include longer-form content; the goal is to brand the business as a
thought leader.
 B2C branding must convey benefits. Prospective customers don't necessarily need a lot of
information about a B2C brand. Even if you're selling a relatively complex service, such as
landscaping, home renovation or personal training, the goal is to brand your business as
providing benefits that prospects care about.
• Purchase price
 B2B purchases are expensive, often costing thousands or hundreds of thousands of dollars.
The purchase is seen as a long-time investment, and the buyer has a set budget.
 B2C purchases range widely in costs but are much less expensive than B2B purchases. While
cost is often a factor and many consumers are motivated by discounts and deals, this is
rarely the sole motivation for a purchase

• Sales cycle
 B2B companies have a longer sales cycle because of the many stakeholders involved in the
purchase and the higher cost of the products and services. The goal of their branding is to
build trust over the duration of the sales cycle.
 B2C companies have a very short sales cycle — sometimes only seconds long. The goal of
their branding is to have an emotional impact on the prospect that spurs them to buy.
• Conversions
 The goal of B2B branding and marketing is to convert prospects into customers; then the
salesperson takes over.
 The goal of B2C branding and marketing is to convert customers into buyers; buyers make
their own decisions without a lot of handholding.

Branding a Service vs Branding a Product
• Branding a service is very different from branding a product for a variety of reasons, such as:
 Products are made where services are delivered
 Products are used where services are experienced
 Products are tangible where services are emotional
• Products are impersonal physical items that can be evaluated before you buy them. Services,
on the other hand, are very personal. Customers don’t just buy a service, they buy an
experience.
• Services don’t even exist until we buy them. There has to be a level of trust or even a “leap of
faith” from the customer before they will buy a service.
• What are your customers really buying with a service?
Many service businesses think that their customers are actually buy their expertise but
customers can’t evaluate expertise. What they’re actually buying is a relationship and only
they can tell you if the relationship (or chemistry) is good. This is why a competent, likeable
consultant will attract far more business than a brilliant but introverted expert.

Branding a Service vs Branding a Product
• So what can you do to better brand a service business?
Your customers will experience your brand at every touchpoint. You can have a great website
and award-winning advertising but if you also have an unresponsive receptionist or sales
people, everything fails.
• Every act is a marketing act
Make sure every employee understands that everything they do is a marketing act and affects
the perception of the brand.
Some of the touchpoints of service include:
 Business card
 Website, email marketing and advertising
 Brochures, sales sheets
 Tradeshow booths and banners
 Reception staff
 Sales people

How to Build an International Brand
• Make sure you have a market: Proven success with your current target audience doesn't
automatically mean that your new target will connect in the same way with your products or
services. Ask your new market the questions you used to build your initial business plan. First
and most important, he says, you'll want to determine if a market exists for your product. If so,
make sure the want or need isn't already being well met by someone else. If there are existing
competitors, what (in the perspective of your potential customers) makes you remarkably
different? If there is a market and there are no competitors, make sure you find out why -- are
there laws against distributing your products or can consumers buy them through other
means?
• Make sure you can deliver: Make sure you can get your product to, or manufactured within,
the new market. Import and manufacturing laws vary from country to country. Ensure you can
make your products reliably and consistently available to your new target markets. Investigate
the local laws. You need to make sure your products meet the local standards for construction
of components, use of chemicals, disposal of goods, proper labelling of products, etc.

• Re-examine your business and/or product names: In choosing a name for your business or
product, you need to be culturally sensitive if you intend to sell in foreign markets. Make sure
product names make sense to customers in your new markets, both in English and in the local
translation. If you are considering translating names, don't rely on computer translation. You
don't want what you think is an effective name to mean something opposite or offend
potential customers. Work with someone locally who can help make sure you communicate
what you intend.
• Give your logo another look: Review your logo to make sure that you don't use any wording or
symbols that would offend in a foreign market. Ensure that any logos or symbols you use make
sense and don't offend. Do an international search to make sure your logo isn't similar to that
of another international company. For example, if you are selling products in some Middle
Eastern markets, a logo featuring the face of a woman might not be appropriate. The best way
to understand these cultural sensitivities is to consult a branding or design firm -- either a local
one or an international firm that can research cultural sensitivities.

• Understand packaging requirements. If you're selling a product, you need to consider the laws
and customs and packaging requirements in your new markets before deciding on packaging
for your products. Your packaging may use a clear plastic shell that hangs from a rod, but your
competition may package their product in a box that can go on a shelf. If you're selling a
packaged product around the world there are incredible hurdles. Shipping food across borders
may require you to provide more nutritional information on packaging, in more languages, and
there may be laws prohibiting the use of certain products in some market. Learn the local
standards and ensure your packaging includes any necessary regulatory information and meets
transportation standards.
• Register trademarks and domain names: Follow the process in your new market to ensure you
preserve patent and trademarks. Another consideration is making sure the Internet domain
name for your company and product are available. You still want to register a dot-com, which is
the most popular domain worldwide for businesses. But you may also consider registering
domains using specific country codes -- .nl for the Netherlands or .br for Brazil -- if you are
targeting only one or two local markets and plan on providing up-to-date translations of your
websites into the local languages.
In taking these steps to building a brand internationally, it almost always helps to find local
resources to help you understand and enter new foreign markets

• Building International Brand Awareness: Craft and communicate a message that is relevant to
the needs and wants of your customers. Deliver this message in the places they are receptive
to it, in terms they can relate to and understand, and through the channels that will truly reach
your potential customer.
 Craft your message: Having done your homework and researched the new foreign markets,
and perhaps engaged the help of a local firm or representative, you have hopeful honed
your domestic branding for this new audience. Be sure to note what the competition and
other businesses are doing. What may have seemed witty or charming in the U.S. may be
misunderstood in your new market
 Deliver this message through the right channels: Make sure you are communicating your
message where it will be seen. What are the habits of your customer base in that other
country? Where are they found? What is their lifestyle? What are they doing?. There is no
secret answer. It's up to you to connect the dots and find the right approach.

 Communicate in the right manner: The manner and tone in which you engage your
potential and new customers is as important as the words you choose. Manner and tone
will come across through your packaging, advertising, online, through your sales people,
and even the way you answer the phone. What types of interaction you will have with
customers? What will be the tone you choose? What types of sales process and policies will
you use? Even though you are based thousands of miles away, this is still a reflection on you
and your brand. Remember that
• Maintain your Brand Reputation: You need to be vigilant in maintaining your brand reputation
in every market in which you sell. That gets harder as your business gets bigger and expands
into more locales. Remember, your brand is a promise. You're starting to make a promise that
people are buying into and you need to deliver whatever that product or service is.
You need to ensure that your customers' experiences with your product, your business, and
your staff are positive. That extends to how you deliver your product, product quality control,
how service is delivered or structured, and how your people act
In branding, one bad customer experience often resonates longer than one good experience.
So you need to have a constant vigilance

Country of Origin Effects
In principle, the country of origin is the country in which the group headquarter that markets the
product or brand is located. However, the product does not necessarily have to be manufactured
there.
A country of origin perceived as positive has a positive effect on brands, for example by perceiving
the quality of a brand as significantly higher. Much evidence suggests that certain countries of
origin increase the prestige factor of brands.
The following three factors show why the country of origin plays such an important role in
international brand development:
• The country of origin as a distinctive feature of brands:
As a rule, consumers associate specific ideas with different countries. For example, the USA is
considered to be very innovative and technology-oriented. For brands, it can be much more
effective to use this existing knowledge of the country of origin effect than to communicate
the same qualities and characteristics individually and without reference to the country of
origin – for example through expensive advertising.

• Growing claims are tied to foreign brands: In many growth markets, foreign brands are used
to demonstrate social advancement: they are more expensive and are associated with high
prestige. The preference for foreign brands is usually pronounced in product categories where
the country of origin is supposed to have a higher level of competence. The preference for
foreign brands is increasing in step with income. Against this background, the emphasis on
brand origin offers a cost-saving and effective opportunity to attribute to a foreign brand such
characteristics as quality, flawless functionality and excellent design.
• Limited availability increases demand: Many emerging markets are opening up slowly, which
in turn means that foreign brands are only available to a limited extent. Brands from Western
countries in particular therefore enjoy a high reputation in these growth markets due to their
relative novelty and scarcity. In addition, many local products cannot yet keep up with the
products developed in the West.

Among the countries currently benefiting most from a positive country of origin image include
Germany, the USA, Japan and Switzerland, due to their tradition, excellent quality and state-of-
the-art technology or engineering. “Made in Germany”, for example, has been regarded for
decades as a quality feature that communicates prestige and reputation in a great measure.
The advantage: the country of origin image cannot really be imitated by competitors and is
therefore a sustainable differentiation factor. For global marketers, this clearly means that the
better the COO image, the more clearly the origin should be communicated.

How Indian Brands Can Look Towards Going Global
Indian brands can make a name for themselves globally by simply focussing on improving their
goods, operations and organizational ability.
• Strategic Partnerships: A good way of opening the way for more opportunities in the
international market is by partnering with reputable brands in host countries. Joint ventures
and strategic alliances can help in making a name for the Indian brand in the global world on
account of their linking up with a well known brand.
Many Bollywood production houses have collaborated with the likes of big international
companies, Fox and Disney, to help with distribution in the global market. This helps in the
smooth functioning of operations in the international and global market, legal formalities, and
instils a sense of global presence for the local brand. It can be the ideal first step in moving
towards globalization for any Indian brand. It can also help Indian organizations leverage the
already strong established distribution networks of the host organization.

• Enforcing Discipline: Discipline is the pride of the Western industry. Work culture in the east is
not akin to these standards and often, developing nations get a bad name for an easy-going (or
lax) attitude. Market and regulatory institutions also have a role to play here. If we want to
establish brands that can provide quality of global standards, our quality and hygiene standards
need to be raised both within the organizations and without on the national level. If drugs
produced by Indian companies fail to pass quality checks in Europe the US, we cannot expect
them to become global brands; they can at best continue to capture market share in other
developing countries in Asia and Africa.
To be a force to be reckoned with in the global world, local companies need to build a brand
which can be associated with discipline, business ethics, sincerity of service and top notch
professionalism. It is important to enhance quality, output and productivity up to the
standards of international levels to not only become globally competitive but an all round
global brand.

• Think Globally, Act Locally: Any firm which wants to be involved in the global trade needs to
follow the concept of ‘Think Globally, Act Locally.’ One can follow the example of the major
MNCs which function in India, the way they focus on local needs, exploiting Indian tastes and
preferences while maintaining the business standards and core product value of their home
country.
• Invest on R&D: You can go as far by producing generic products. Organizations which desire to
make a splash globally need to have long term vision and thinking. This includes investing in
Research & Development to produce indigenous products that can earn patents. However, due
to longer gestational period and need to invest significant time and money, many Indian
companies shy away from going all out in this domain. This needs to change if we have to
produce globally competitive brands.

• Banking on Indian reputation: In the global map, India raises many talking points as a
culturally rich and diverse nation with a unique history. It has a reputation in many fields, from
spirituality and Yoga, to ayurvedic and herbal medicine, flora and mineral resources, as well as
a strong hold of human intelligence resources.
This vast reputation can be exploited by brands in order to establish a foothold in the
international market. Focusing on India as a pioneer of healthy alternatives in medicine, the
land of Darjeeling tea, promoter of Yoga and classical Indian dance and music, even Bollywood,
and home to highly capable IT professionals, can help in creating a unique global footprint.

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