BRANDING-BASICS

BRANDING FOR TRANSPORTBRANDING FOR TRANSPORT
AND LOGISTICSAND LOGISTICS
ORGANIZATIONSORGANIZATIONS
Presented ByPresented By
EBO HAMMONDEBO HAMMOND CMILTCMILT
PROFESSIONAL DIPLOMAPROFESSIONAL DIPLOMA
GIMPA/CILT PROGRAMMEGIMPA/CILT PROGRAMME

10/03/1010/03/10 EBO HAMMOND-CMILTEBO HAMMOND-CMILT 22
TOPIC OBJECTIVESTOPIC OBJECTIVES
• Appreciate the role of branding inAppreciate the role of branding in
transport and logistics organizationstransport and logistics organizations
• Understand the general principles inUnderstand the general principles in
brandingbranding
• Application of branding strategies forApplication of branding strategies for
competitive positioningcompetitive positioning

• LECTURE PREVIEWLECTURE PREVIEW
• What is Branding?What is Branding?
• Reasons for brandingReasons for branding
• What can be branded?What can be branded?
• Components of a BrandComponents of a Brand
• Branding strategiesBranding strategies
• characteristics of a good brandcharacteristics of a good brand
• Strategies for growing a brandStrategies for growing a brand

MAJOR BRANDSMAJOR BRANDS

WHAT ISWHAT IS
BRANDING?BRANDING?
• BrandingBranding relates to all the strategic, tactical and operationalrelates to all the strategic, tactical and operational
activities performed by marketers/organizations to ensure theactivities performed by marketers/organizations to ensure the
introduction, development/growth and phase-out of brandsintroduction, development/growth and phase-out of brands
(products/services)(products/services)
• AA BrandBrand is defined as a “specific name, symbol, design or,is defined as a “specific name, symbol, design or,
more usually, some combination of these, which is used tomore usually, some combination of these, which is used to
distinguish a particular seller’s product” (Dayle 1994).distinguish a particular seller’s product” (Dayle 1994).
• It is also “name, terms, sign, symbol or design or aIt is also “name, terms, sign, symbol or design or a
combination of them intended to identify goods and servicescombination of them intended to identify goods and services
of one seller or group of sellers and to differentiate fromof one seller or group of sellers and to differentiate from
those of other sellers. American Marketers Association)those of other sellers. American Marketers Association)
• They help identify the company’s marketing mix-and helpThey help identify the company’s marketing mix-and help
consumers recognize the firm’s products and advertising.consumers recognize the firm’s products and advertising.
Marketers search for brand names which can effectivelyMarketers search for brand names which can effectively
communicate products concepts and help position thecommunicate products concepts and help position the
product in the mind of the consumer.product in the mind of the consumer.

Objectives of BRANDING?Objectives of BRANDING?
• Helps to deliver organisations message clearlyHelps to deliver organisations message clearly
• Helps to target organisations customers emotionallyHelps to target organisations customers emotionally
• Helps achieve effective product positioningHelps achieve effective product positioning
• To achieve customer loyaltyTo achieve customer loyalty
• To ensure product visibilityTo ensure product visibility
• Helps achieve product differentiationHelps achieve product differentiation
• To support premium pricingTo support premium pricing
• Any otherAny other

WHAT CAN BE BRANDED?WHAT CAN BE BRANDED?
• Marketers can brand the following:Marketers can brand the following:
– Product/Services (physical, symbolic,Product/Services (physical, symbolic,
functional aspects, attributes, etc)functional aspects, attributes, etc)
– Organizations (name, location, distinctiveOrganizations (name, location, distinctive
building design, logos, colours, culture,building design, logos, colours, culture,
history, achievements, etc)history, achievements, etc)
– People (management, CEO, an employee,People (management, CEO, an employee,
etc)etc)
– Strategic Partnerships and AlliancesStrategic Partnerships and Alliances

• AA Brand NameBrand Name is a word, letter, number(s) oris a word, letter, number(s) or
a group of words, letters or numbers. It is thata group of words, letters or numbers. It is that
part of a brand which can be vocalized – thepart of a brand which can be vocalized – the
utterable. Examples are Guinness, Vodafone,utterable. Examples are Guinness, Vodafone,
UT Logistics, Tarzan Transport, UB40, etc.UT Logistics, Tarzan Transport, UB40, etc.
• AA Brand MarkBrand Mark is that part of the brand whichis that part of the brand which
can be recognized but is not utterable, such ascan be recognized but is not utterable, such as
a symbol, or distinctive colouring or lettering e.g.a symbol, or distinctive colouring or lettering e.g.
the lion on Peugeot cars, the lion image inthe lion on Peugeot cars, the lion image in
Goldfields Gh. Ltd., the star in the Ghana Flag.Goldfields Gh. Ltd., the star in the Ghana Flag.
THEORIES ON BRANDINGTHEORIES ON BRANDING

• AA TrademarkTrademark is a legal term. It includes thoseis a legal term. It includes those
words, symbols, or marks that are legallywords, symbols, or marks that are legally
registered for use exclusive use by a company;registered for use exclusive use by a company;
eg. Toyota and its logo, etc.eg. Toyota and its logo, etc.
• AA Quality MarkQuality Mark is any mark that is used byis any mark that is used by
quality regulation organization to certifyquality regulation organization to certify
products and services as being safe andproducts and services as being safe and
meeting minimum quality and safety standardsmeeting minimum quality and safety standards
required. Examples include the Marks of Ghanarequired. Examples include the Marks of Ghana
Standards Board, Food and Drugs Board,Standards Board, Food and Drugs Board,
International Standards Organizations (ISO)International Standards Organizations (ISO)
certifications, etc.certifications, etc.
cont..cont..

• Brand EquityBrand Equity is a set of assets and liabilities linked tois a set of assets and liabilities linked to
a brand’s name and symbol that add to or subtracta brand’s name and symbol that add to or subtract
from the value provided by a product or service to afrom the value provided by a product or service to a
firm and/or that firm’s customers (Aaker, 1998).firm and/or that firm’s customers (Aaker, 1998).
According to Aaker, Brand equity includes brandAccording to Aaker, Brand equity includes brand
awareness, associations, perceived quality andawareness, associations, perceived quality and
loyalty.loyalty.
• Brand ExtensionBrand Extension is using the strong name of theis using the strong name of the
brand to move into other markets or products orbrand to move into other markets or products or
product lines. Eg is UT which is well known for shortproduct lines. Eg is UT which is well known for short
term financing moving into the mainstream banking,term financing moving into the mainstream banking,
logistics, holdings, etc. it may be related or unrelatedlogistics, holdings, etc. it may be related or unrelated
cont..cont..

BRAND EQUITYBRAND EQUITY
PYRAMIDPYRAMID
• BEP is aBEP is a standard tool
for understanding a
brand’s associations to
customers’ response. The
strongest brands exhibit
both “duality” (emotional
and functional
associations) and
richness (a variety of
brand associations or
“equity” at every level,
from salience to
resonance). Adapted from
Keller 2003

• A brand consists of bothA brand consists of both tangibletangible andand
intangibleintangible components. The tangiblecomponents. The tangible
components consist of the product and itscomponents consist of the product and its
features, the external marketing such asfeatures, the external marketing such as
the brand name, brand mark andthe brand name, brand mark and
description of benefits.description of benefits.
• The intangible qualities of the brandThe intangible qualities of the brand
include trust, reliability, added value,include trust, reliability, added value,
quality of differentiation and other forms ofquality of differentiation and other forms of
psychological pay off.psychological pay off.
COMPONENTS OF A BRANDCOMPONENTS OF A BRAND

• Manufacturer BrandingManufacturer Branding is when theis when the
producer dictates the brand name using either aproducer dictates the brand name using either a
multiproduct or multibrand approach.multiproduct or multibrand approach.
– Multi-Product BrandingMulti-Product Branding approach is when aapproach is when a
company uses one name for all its products. Thiscompany uses one name for all its products. This
approach is often referred to as aapproach is often referred to as a blanket or familyblanket or family
branding strategy.branding strategy.
– With this approach the manufacturer uses theWith this approach the manufacturer uses the
strength of the parent name to highlight a series ofstrength of the parent name to highlight a series of
superior values which endorses all the productssuperior values which endorses all the products
which bear the name e.g. Virgin, Ford, Sony, Blackwhich bear the name e.g. Virgin, Ford, Sony, Black
Star, Philips etc.Star, Philips etc.
BRANDING STRATEGIESBRANDING STRATEGIES

• The organization is able to capitalize on BrandThe organization is able to capitalize on Brand
Equity.Equity.
• It allows for possible Line Extensions. EgIt allows for possible Line Extensions. Eg
Onetouch, OneChat, Onego, etcOnetouch, OneChat, Onego, etc
• A strong brand equity also allows for BrandA strong brand equity also allows for Brand
Extension. It is the practice of using anExtension. It is the practice of using an
existing brand name to launch a product in aexisting brand name to launch a product in a
new category.new category.
• However the disadvantage is that any badHowever the disadvantage is that any bad
publicity for one brand affects the otherspublicity for one brand affects the others
Advantages of Multi-Product BrandingAdvantages of Multi-Product Branding

• Multi-Brand approachMulti-Brand approach is where the manufactureris where the manufacturer
keeps the parent name subservient to the end user. Itkeeps the parent name subservient to the end user. It
involves giving each product a distinct name.involves giving each product a distinct name.
• Multi-brand is a useful strategy when each brand isMulti-brand is a useful strategy when each brand is
intended for a different market segment.intended for a different market segment.
• The advantages of this approach are that each brand isThe advantages of this approach are that each brand is
unique to each market segment and there is no risk thatunique to each market segment and there is no risk that
a product failure will affect other products in the line.a product failure will affect other products in the line.
The disadvantage is that compared to the multiproductThe disadvantage is that compared to the multiproduct
approach, promotional costs tend to be higher.approach, promotional costs tend to be higher.
BRANDING STRATEGIES Cont..BRANDING STRATEGIES Cont..

• PRIVATE/NO BRANDINGPRIVATE/NO BRANDING approach doesapproach does
not use any brand. There is no identificationnot use any brand. There is no identification
other than a description of the contents e.g. dogother than a description of the contents e.g. dog
food, peanut butter, green beans, brown sugar,food, peanut butter, green beans, brown sugar,
etc.etc.
• The major appeal is that the price is up to oneThe major appeal is that the price is up to one
third less than that of branded items due to nothird less than that of branded items due to no
costs on adverts and promotionscosts on adverts and promotions
• It is however difficult to do product differentiationIt is however difficult to do product differentiation

• BUYER’S OWN BRANDINGBUYER’S OWN BRANDING approach isapproach is
where individuals or organisations buy productswhere individuals or organisations buy products
from manufacturers and brand them with theirfrom manufacturers and brand them with their
own brand namesown brand names
• It helps manufacturers to utilise excess capacityIt helps manufacturers to utilise excess capacity
• It also helps buyers to brand to meet specificIt also helps buyers to brand to meet specific
market segmentmarket segment

• The name should suggest the product benefit e.g. easy off (ovenThe name should suggest the product benefit e.g. easy off (oven
cleaner), Omo Washing Powder (cloth washing), Klina all clearlycleaner), Omo Washing Powder (cloth washing), Klina all clearly
describe the benefits of purchasing the product, Playboy gin givingdescribe the benefits of purchasing the product, Playboy gin giving
sexual strengthsexual strength
• The name should be memorable, distinctive, and positive e.g. Star,The name should be memorable, distinctive, and positive e.g. Star,
Coca Cola, Mercedes etc.Coca Cola, Mercedes etc.
• The name should fit the company or product image. Sharp is a nameThe name should fit the company or product image. Sharp is a name
that can apply to audio and video equipment. 2nd Image for personalthat can apply to audio and video equipment. 2nd Image for personal
beautification, Kasapa Telecom, OneTouch may be ideal soundingbeautification, Kasapa Telecom, OneTouch may be ideal sounding
names, good for telecommunication.names, good for telecommunication.
• The brand name should be simple (Omo, Star Beer, Sure deodorantThe brand name should be simple (Omo, Star Beer, Sure deodorant
and Bic pens) and should be emotional (such as Joy and Love potion).and Bic pens) and should be emotional (such as Joy and Love potion).
• It should not offend the sensibility of customers culturally, politically,It should not offend the sensibility of customers culturally, politically,
socially, ethnically, etcsocially, ethnically, etc
• The name should have no legal or regulatory restrictionsThe name should have no legal or regulatory restrictions
• Any other?Any other?
XTICS FOR GOOD BRAND IMAGEXTICS FOR GOOD BRAND IMAGE

• When the product reinforces its quality by doingWhen the product reinforces its quality by doing
what they do very well.what they do very well.
• Adopting consistent advertising and otherAdopting consistent advertising and other
marketing communicationsmarketing communications
• Brand personality where the brand stands forBrand personality where the brand stands for
something (e.g. Red Bull)something (e.g. Red Bull)
• Invest in the brand through innovation, sustainedInvest in the brand through innovation, sustained
advertising, etcadvertising, etc
• Strong customer service offeringStrong customer service offering
• Good product positioning and differentiationGood product positioning and differentiation
• othersothers
FACTORS THAT INCREASE BRAND IMAGEFACTORS THAT INCREASE BRAND IMAGE

• The brand name makes it easier for the seller to processThe brand name makes it easier for the seller to process
orders and track down problemsorders and track down problems
• It provides legal protection of unique features, which wouldIt provides legal protection of unique features, which would
otherwise be copied by competitors thus eliminatingotherwise be copied by competitors thus eliminating
product counterfeiting.product counterfeiting.
• Branding gives the seller the opportunity to attract a loyalBranding gives the seller the opportunity to attract a loyal
and profitable set of customers through brand loyalty.and profitable set of customers through brand loyalty.
• Helps in effective market segmentationHelps in effective market segmentation
• It supports and complements product positioningIt supports and complements product positioning
• Effective product differentiationEffective product differentiation
• Easy identification of products by customersEasy identification of products by customers
• It facilitates self-selection of goods in self-service stores.It facilitates self-selection of goods in self-service stores.
• It eases the task of personal selling.It eases the task of personal selling.
• Helps builds the corporate imageHelps builds the corporate image
BENEFITS OF EFFECTIVE BRANDINGBENEFITS OF EFFECTIVE BRANDING

STAIRWAY TO BRAND HEAVEN &STAIRWAY TO BRAND HEAVEN &
HELLHELL
• This is a humorousThis is a humorous
picture of differentpicture of different
pathways to brandpathways to brand
outcomes resultingoutcomes resulting
from brandfrom brand
managementmanagement

• BRANDMATRIXBRANDMATRIX

• LECTURE REVIEWLECTURE REVIEW
• What is Branding ?What is Branding ?
• Reasons for brandingReasons for branding
• Components of a BrandComponents of a Brand
• Branding strategiesBranding strategies
• Xtics of a good brandXtics of a good brand
• Factors for growing the brandFactors for growing the brand

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