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Branding

A brand is defined as a name, symbol, design,or a combination of them which is intended to

identify the goods and services of one seller from

the other

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Branding

We are living in the age of brands consumers

extremely brand conscious

The brand image developed over time throughadvertising and other promotional measures creates

strong brand awareness and brand loyalty

Brand represents value delivered to customers

Strong brands are major assets to the firm

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Categorization of brands based on

value offered

Functional brands emphasize the functional

value of the offer. Example Nirma, Sunlight

Image brands offer image value to the user.

Example Parker pens, Pepsi

Experience brands emphasize the unique

experience the user gets by associating with thebrand Example - Kingfisher

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Brand elements

Selecting the brand name

A good name will be distinctive, easy to pronounce and remember

Names communicating the function of the product Good Knight,

Complan, Milkmaid, Fair and lovely, Boost, Banish, Aquagaurd, Ruf

& Tuf etc

Names communicating specialty of the brand or a halo around the

brand Ford IKON, Taj group of Hotels, Halo shampoo, Zen car

Names that are acronyms MRF (Madras Rubber factory), AMUL

(Anand Milk Union Ltd)

Using company names as brand names Cadbury, Philips, LG, Sony,Coca Cola, Tata

Using numbers and names Nokia 3310, 6020

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Brand elementsSelecting a Logo A logo is a pictorial symbol. Pictures, Mascots,

symbols, graphic designs, plain alphabets are allused as logos

Along with a brand name a company uses logofor visual identification

Example - The Amul girl, Kelvinators Penguin,Air Indias Maharaja, Onidas Devil, McDonalds Golden Arches, Nestles Birds nest,UnileversU

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Retaining the Logos relevance and the

dilemma on altering itAsian Paints dilemma with Gattu

Asian Paints had created a winning logo Gattu a little boy with

paint brush on one hand and a dripping can of paint on the other

In rural markets of North India, the buyers who wanted to ask forAsian paints would ask for Baccha chap paintand not mention the

name.

In later years when Asian paints came out with high priced versions

for the sophisticated urban market, the logo of a urchin and the image

of the product did not match.

Research also supported the fact that the urban buyer recalled the

brand names of Apex and Ultima rather than the logo

The company could not drop the logo as it was still relevant in the

rural market nor could the modify it.

Therefore it was decided to retain the boy but only as a small image

in the packs and no where else

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Options in Branding strategies Individual brand names HUL, in its soaps division goes for individual

names for each product like Dove, Lux, Pears, Lifebuoy, Liril and Hamam

Family brand names HUL has gone for family brand names in case of

Cosmetics Lakme for a variety of products from nail polish to sunscreens.HUL - Brooke Bond for tea and coffee products. HUL Kissan for

squashes, jams, sauces etc. Nestles Maggi for soups, sauces, ketchups, in

addition to noodles.

Benefits of Family branding Airtel, Maggi, etc

Company name as brand name Tata salt to trucks, Godrej Steel

cupboards to hair dyes, Videocon All electronic appliances. Other

companies are - LG, Virgin, Philips, Samsung etc

Umbrella brands Term used to indicate family brand or company name.

example Johnson and Johnson

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Options in branding strategies Different brand names for same product in different markets Toyota

motors gasoline electric hybrid vehicle is sold as Toyota Harrier in

Japan and Prius in North America

Private Label (store brand labels) small scale manufacturers of food

products, detergents, soaps, garments etc sell to big retailers who

brand the product under their name. Even big manufactures sell as

private labels in foreign markets.

ITC sells cigarettes brands like Insignia, India Kings, Classic, Gold Flake,

SilkCut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake in India,

but exports and sells in other countries as private labels

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Brand extensionIt is a frequently used strategy in brand management basically means

extending the ongoing brand name to more products

1.

Line extension (with in the same product line) Sunrise coffeeextended to sunrise premium and sunrise extra coffee. Surf Surf

Ultra, Surf Excel, Surf Excelmatic, Surf gentle wash

2. Extending brand name to relate product line Nivea creams,

lotions, after shave, soap, baby care etc. Other examples - Maggi,

Ponds

3. Extended to items in unrelated product lines example Wipro

computers to baby products

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Brand tagline When it comes to marketing, one of the most powerful tools to build

a brand is a tagline .

They communicate something unique, valuable and memorable about

the brand they represent. And they are always included in anycommunication about that brand. They are often catchy. Easy to

remember. Descriptive. Clever. Fun. Short and sweet.

Examples:

L'Oreal - You are worth it

Accenture High Performance deliveredMcDonalds - "I'm lovin' it

A really great tagline conveys a company's benefit with personality and

attitude and the most memorable taglines connect on an emotional

level.

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Brand name, tagline and logo

should go together

Connecting people, anytime

Anywhere.

The worlds networking

Company.

Nike

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Brand Ambassador Helps to portray thebrand personality