Neha needs a new lunch box for work. She remembers her father using a plain stainless steel box, but thinks her colleagues would judge her for using one. She wants a trendy, colorful box that keeps food fresh. Her friend Meena brings her Tupperware lunch box to work one day. Meena tells Neha about Tupperware, a global brand known for its high-quality, leak-proof containers that have won design awards. Impressed by Tupperware's reputation and product features, Neha decides it is what she was looking for.

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. 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.

3. 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 leak-proof as well, which meant that Neha could
carry and store curry and gravy items.

4. 1.4
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.

5. 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

6. 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.
6

7. 1.7
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

8. 1.8
Can everything be branded?
 Ultimately a brand is something that resides
in the minds of consumers.
 The key to branding is that consumers
perceive differences among brands in a
product category.
 Even commodities can be branded:
 Coffee (Maxwell House), bath soap (Ivory), flour
(Gold Medal), beer (Budweiser), salt (Morton),
oatmeal (Quaker), pickles (Vlasic), bananas
(Chiquita), chickens (Perdue), pineapples (Dole),
and even water (Perrier)

9. 1.9
 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.

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

11. 1.11
An Example of Branding a
Commodity
 De Beers Group added the phrase “A
Diamond Is Forever”

12. 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

13. 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

14. 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 14

15. C) CENTRAL VALUES
- WHAT ELSE DOES IT DO ?
They relate to the aspiration
(Personal Drives)
(ex) Confidence/ Security/ Freedom
D) CORE VALUES
15

16. 1.16
Strategic Brand ManagementStrategic Brand Management
ProcessProcess
Mental maps
Competitive frame of reference
Points-of-parity and points-of-difference
Core brand values
Brand mantra
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
Brand-product matrix
Brand portfolios and hierarchies
Brand expansion strategies
Brand reinforcement and revitalization
Key ConceptsSteps
Grow and sustain
brand equity
Identify and establish
brand positioning and values
Plan and implement
brand marketing programs
Measure and interpret
brand performance

17. 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.
Genuine brand ---------- Perceived by the consumer as unique.
17

18. A) Yesterday way to build a Brand
F.R.E.D. Model
• Familiarity
• Relevance
• Esteem
• Differentiation
18

19. 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?
19

20. 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 20

21. Criteria for choosing Brand Elements
1) Memorability.
2) Meaningfulness.
3) Transferability.
4) Adaptability.
5) Protect ability.
21

22. 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.
22

23. 23
BRAND MANAGEMENT PROCESSBRAND MANAGEMENT PROCESS
Mkt. Analysis
Brand Situation
Analysis
Tgtg. Future
Positions
Testing New
Offers
Planning & Evaluating
Performance

24. 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
24

25. WHAT THE BRAND NAME CAN DO?
 It helps create association in the mind that act 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
25

26. TYPES OF NAMES
 DESCRIPTIVE BRNAD NAME
 SUGGESTIVE
 FREE STANDING
26

27. 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.
ii. When a name elicits a mental picture/image
iii. When a name is meaningful.
iv. When a name has some emotion
v. When a name is simple
vi. When a name is different or unusual enough to attract attention & perhaps
to arouse curiosity
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.
27

28. SIMPLE QUANTITVE RESEAECH
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? 28

29. SIMPLE QUALITATIVE RESEARCH
 I like the brand name cook lite.
 Why?
 I prefer to cook light food.
 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. 29

30. 4.30
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.

31. BRAND REASONS
 Why should a consumer buy the Brand?
 What can be the rational reasons?
 What can be the emotional resons?
31

32. 32
RATIONAL REASONS
a) Feature Based:
 Technology .
 Design.
 Ingredients.
b) Attribute Based:
 Colour.
 Shape.
 Look.
 Size

33. 33
C) Benefit based:
 Price.
 Product delivery.
 Service.
 Packaging.
 Maintenance.

34. 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.
34

35.  How can emotional reasons be
uncovered?
A comprehensive analysis of consumer
behavior is the starting point. But a
powerful tool is “Benefit Laddering”.
35

36. Child can Grow
All Ingredients
Child needs
Health Beverage
with 23 vital
Ingredients.
Famous Mother
Cricket Captain
Strong Kid
Success in Sports
Physical Growth
of kids
Proud Mother
IAS/ IIT/ Doctor
Success in exams
Mental growth
of kids
BENEFIT LADDERING
 The set of “Why” questions could lead us in to many different directions.
36

37. Brand Strategies
New BrandsMulti brands
Brand ExtensionBrand Expansion
NewExisting
Product Category
New
Existing
Brand
Name
Brand
Name

38. 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

39. 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

40. 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