2. What is a brand?
Brand
is
a
name, term, sign, symbol, design
or
a
combination
of
them, intended to identify the
goods or services of one seller or
group of sellers and to differentiate
them from those of competitors
………
• It is a promise/ a reputation
• It is a promise to deliver
differentiated benefits
• To position itself in your
consideration set and be the
chosen product from that set
Functional role of brands
• To identify the source or maker
of the product
• To assign responsibility for its
performance to a particular
manufacturer
• Greater loyalty
• More inelastic customer
response to price increase
• Increased marketing
communication effectiveness

3. Why is branding necessary?

4. Made up of both performance and
emotional equities
Each initiative works to translate the
brand’s desired equity
Everything the consumers sees and
experiences should build equity
WHAT IT
DOES
WHAT IT IS
Brand equity
What a brand wants to stand for in the
hearts and minds of it’s consumers.
Creates more devoted consumers and
shoppers
Sets the brand apart from competition
Engages consumers on an emotional
level
Brand
Value ($ Mil)
Equity
Apple
182,951
Lifestyle – Liberty, innovation, passion, removing complexity
IBM
155,985
Trustworthy, smart and professional personality
Google
107,857
Helping people access information – whatever be the form and channel
McDonalds
95,188
Fast, quality service touching on love, sharing and family values
Microsoft
76,651
Helps groups connect in the latest, secure, cheap and accessible manner
Coca-Cola
74,286
Within arm’s reach of joy and desire
Marlboro
73,612
Masculine, strong, for the outdoor man
AT & T
68,870
Go beyond possibilities
Verizon
49,151
Reach out anywhere reliably
China Mobile
47,041
Aspirational, anyone can be a star

5. Brand resonance pyramid
Stages of brand development
Brand building blocks
Branding objective
Relatability
and loyalty
to brand
Relationship
Resonance
Emotional
responses and
reactions
Response
Judgments
Feelings
Meaning
PoD and PoP
Performance
Imagery
Identity
Salience
Deep, broad
brand
awareness

6. Branding Strategy
Branding
Brand
Architecture
New
elements
Old
elements
Combination
Brand Line
Category
1
Category
2
Master
Brand
Line
Extension
Parent
Brand
Brand
Extension
Alternative Branding
• Individual family
brand names – Eg.
P&G has Ariel.
Company’s reputation
is sage
• Company brand name
– Eg. Tata. Lower
development costs,
greater value possible
• Sub-Brand name – Eg.
Kellog’s Corn Flakes,
individualized product

7. Communicating brand equity
Brand Elements
Brand Marketing
Brand Association
Devices (brand
names, logos etc) which
identify the brand. 6
criteria to pick:
• Memorable
• Meaningful
• Likeable
• Transferable
• Adaptable
• Protectable
•
•
•
A range of
touchpoints are now
available – personal
observation and use,
word of mouth, direct
sales, online, TV,
social media, radio,
print media
Integrated Marketing
is spending on a mix
of touchpoints to
reach your consumer
•
•
Link the brand to
other
information, like the
company, a
geography, etc
Brand internally –
creating involvement
and passion amongst
employees
Brand communities –
Loyal customers of
the brand who do
activities associated
with the brand

8. Brand Management
Strategic brand management has 4 steps:
• Identifying and establishing brand positioning
• Planning and implementing brand marketing
Building
• Measuring and interpreting brand performance
• Growing and sustaining brand value
Managing
Measuring

9. Brand Positioning
• Launched as a balm for relieving joint
pains
• Repositioned the brand as the “backache
specialist that addresses a common
problem that housewives frequently face
“Aah se aha tak”
“ek minute moov ki malish”
Positioned as Dentists
choice of toothbrush
“The brand more dentists
use themselves
worldwide"
Positioned as a
toothbrush that offer
several attributes such
as multi leveled
bristles, tongue
cleaner etc at a low
price
“Smart Clean sirf das
rupey mein"

10. Measuring and interpreting brand performance
Brand equity is the additional value that is endowed on the product by
its brand name as compared with the value that would accrue if the
same product did not have the brand name
Brand equity consists of knowledge, preference and financial
considerations
• Knowledge metrics: Awareness about the brand; functional and
emotional association of a brand
• Preference metrics: Brand’s competitive position, benchmark with
other brands, consumer loyalty
A strong brand will have the brand equity to build consumer loyalty
• Financial metrics: Market share, price premium, revenue
generation capability, lifetime value of brand, rate at which a brand
grows

11. Growing and sustaining a brand
• Brand Reinforcement
By marketing actions that consistently convey
–
–
–
•
core benefits and the needs satisfied
how the brand makes product superior
Unique brand associations
Brand Revitalization
–
–
–
Required due to changes in consumer tastes, emergence of new
competitors or technology, change in business environment
Positive positioning losing strength or negative positioning
Change the positioning or market the same with more vigour

12. Appendix: Benefits

13. Appendix: Benefits
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14. Appendix: Reasons to believe
• Superior product detail
• Expert endorsements

15. Appendix: Reasons to believe
• Demonstrations
• Heritage
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