brand management - iv
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7/28/2019 Brand Management - IV
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BRAND IDENTITY
Managing a brand has two aspects:
The brand as it is intended to be – brand identity
The brand as it is actually perceived – brand image
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BRAND IDENTITY
Brand Identity
A unique set of brand associations that the brand
strategist aspires to create or maintain. Theseassociations represent what the brand stands for and
imply a promise to customers from the organization
members.It is a strategic exercise to spell out a brand’s domain
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Brand Identity defines what the brand is & what it
intends to become, what is the brand’s essence,its core proposition, its uniqueness and its focus
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Brand Identity Perspectives-- How a brand may create value for its
customers:
1. Brand as a product
2. Brand as an organization
3. Brand as a person
4. Brand as a symbol
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Brand as a ProductFocus – what all product related associations would
be created - Product attributes, quality, users, uses,
etc.e.g., Visa & cards; Cherry Blossom & boot polish;
Orient fans & PSPO
Johnson&Johnson – for babiesWills - lifestyle
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Brand as an OrganizationFocus – company or organization that makes or
markets it. Organizations achieve extraordinary
excellence in aspects which customers valuee.g., Hewlett Packard & 3M – innovation; Motorola –
quality; British Airways – People sensitive culture
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Brand as a person
Focus – conceived or perceived human like traits(both demographic & psychographic) in the brand. An appealing brand personality is created usinghuman associations. Through images portrayed in
communication, sponsorship, symbols, brandambassadors, etc.
Benefits – a vehicle of self expression, relationship
between customer & brand, communicate productattributes
e.g., Omega, Mercedes, MRF
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Brand as a Symbol
Anything which represents the brand could be a
symbol
Focus – ability to gain recognition & recall
3 types:
Visual image, metaphor, heritage of the brande.g., golden arches of McDonald, LIC symbol
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Brand Identity Levels
1. Inner Core or Central Identity
2. Outer Core
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Inner Core
--The spiritual centre
Reasons why the brand has been brought intoexistence – its USP, its spiritual centre
Lux – beauty bar for young women
Dettol – antiseptic, protection from germs
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Outer Core
--The manifested elements
Provides direction & meaning to the inner core. Allbrand elements combine to make up brand identity;
the outer core completes the picture & provides it
meaning
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sss
OUTER CORE
Design
Character Product
SloganPackaging
Logo/Symbol Personality
Brand Name
INNER CORE
The spiritual centre/
brand essence/ brandsoul
BRAND VALUE PROPOSITION
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Brand Identity – Horlicks
Inner core : Nutrition & healthOuter core :
User : Anyone who needs nutrition & health; children,to-be mothers, old people, working people,housewives
Product scope : Products that supplement nutritionalneeds
Extensions : Horlicks, Horlicks Junior, Horlicks Plus,Mother’s Horlicks, Horlicks Chocolate, HorlicksBiscuits
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Slogan : ‘The great family nourisher’
Heritage : The company has been in business of providing nourishment for decades
Personality : Protecting, caring, supportive, concerned
Value Proposition : Helps you perform your role better in life. Good health and living.
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BRAND IDENTITY PRISMS
Kepferer – developed a model of brand identity, with
six dimensions1. Brand Physique - refers to its physical aspects;
embedded in the product. e.g., IBM – data systems,
computers, servers, etc.2. Personality - brand develops a character of its own,
human traits in a brand. e.g., Pepsi – young,
energetic, funny3. Culture - a system/network of values that lies behind
a brand. e.g., Apple – friendliness & benevolently
iconoclastic values; Rolex – Swiss craftsmanship
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4. Relationship – ability of the brand to forge customer relationships; carries various hooks on which thebonds are created. e.g., Nike – success, guts,individuality, initiative & spontaneous action
5. Reflection – image of its buyers whom it seeks toaddress. e.g., Whirlpool – upper middle class, young
couple, well educated, well employed, urban6. Self image – how a customer sees himself/herself in
relation to the brand. e.g., a person buying a CFC-
free air-conditioner – may feel he is expressing hisconcern for environment.
Reflection is target customer’s outward facade, while self -image is internal reflection.
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BRAND CHECK
Monitoring of brand image and environment on
an on-going basis. Focuses on a brand’s
constituent dimensions.
Investigation into three aspects of a brand:1. Brand awareness
2. Brand image
3. Brand positioning
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Brand AwarenessReflected in:
a. Brand recognition – ability to identify the brand
elementsb. Brand recall – ability to retrieve the brand from
memory - aided & unaided recall
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Brand Image
Involves the following checks:
a. Brand’s primary associations - first word that
comes to mind
b. Brand associations – uncovering whatever is
associated with the brand name
i. Simple association inventory – listing whatever
comes to mind when one thinks about the brand
ii. Relative brand image profile analysis – convertingthe brand associations into a semantic differential
scale
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iii. Attitude to the brand analysis – to uncover the
relationship between attitude & behaviours; involves
three steps:
Uncovering the beliefs – what all associations
come to mind when the brand is thought of
Belief strength – how likely is it that the brand
has an attribute Evaluation – how good or bad is it for the brand
to have that attribute
c. Brand personality – represents the human dimension;asking respondents to visualize the brand as a
person & describe his/her characteristics
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Brand Positioning
Identifying positioning errors
a. Under positioning – buyers’ lack of understanding
about the brandb. Over positioning – only narrow image of the brand
c. Confused positioning – brand trying to associate
with many things, resulting in confusiond. Doubtful positioning – consumers finding it hard to
believe the claims made by the brand
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LINE & BRAND EXTENSIONS
LINE EXTENSIONS
Making entries into a brand’s existing product category
by using the same brand in the form of varyingproduct sizes, flavours, colours, ingredients, forms, etc.
Two things remain constant:
1. Brand name2. Product category
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WHY LINE EXTENSIONS?
Customer segmentation - Line extension is a low
cost & low risk strategy to more effectively meet the
needs of emerging customer segments.
e.g., Colgate herbal (for herbal segment) Colgate
strong teeth (for children segment)
Customer Need for Variety - Variants help brands to
keep their loyal customers by meeting their desire
to try something new. e.g., Cinthol Lime & CintholCologne
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Pricing Breadth - Provides greater pricing flexibility
& opportunity to enjoy representation across a wider
spectrum of customers. e.g., Platinum, Gold, Silver & Classic in the card line
Capacity Utilization - Extension as a means of
utilizing excess capacityQuick Gains - Generates more sales quickly &
relatively inexpensively; new brand launches being
costly with dismal success rate.Competitive Reasons – More extensive product line
helps to get access to more shelf space at the
expense of competition. e.g., HLL products
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Trade Demands - Trade partners exert pressures on
to extend line to meet their unique marketing strategyneeds arising out of channel or store specialization.
e.g., premium stores, mass stores, speciality stores,
frill-free stores, designer stores, etc.Counter Competition – To counter or neutralize
competition. e.g., Close-Up & Colgate Gel
Image Benefits - An opportunity to build a positiveimage &renew it
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LINE EXTENSION RISKS
Line Confusion - Adding products to the line without
logic results in line confusion leading to confusedcustomers & confused retailers
Encourage Variety Seeking – Encourage brand
switching behavioursSuccess Myopia - Good ideas may be brought into
the market as line extensions, rather than a full-fledged independent brand
Strained Relations - Marketers may apply pressuremore intensively at the retail level leading tostrained relations between the two
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LINE EXTENSION TRAP
Occurs when a successful brand name is extended
to promote a product in an unrelated category. But it
is difficult for the brand to simultaneously acquire a
second meaning. It goes against the fundamentals
of positioning & perception.
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BRAND EXTENSIONS
Involves using an existing brand name to launch a
product in a different category – use of a brand name
established in one product class to enter another
product class
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WHY BRAND EXTENSIONS?
Cost of new launches – huge investments required
to develop & launch a new brandPromotional efficiency – name awareness already
exists; indirectly benefits other products sharing thesame brand name
Consumer benefits – familiar; less risky route to anew product category
Feedback effects – broaden product meaning;
strengthen brand associationsReturns – diversified brands generate superior
returns compared to focused brands
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TYPES OF BRAND EXTENSIONS
Product form extensions – different product forms
constitute an entirely different product category fromcustomer behaviour perspective
e.g., liquid milk & dried milk – Amul milk & Amulcondensed milk
Companion product – capitalizing on productcomplementarities
e.g., Colgate dental cream & Colgate tooth brush;
Gillette razors, Gillette shaving cream & Gilletteafter shave
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Company expertise – products emanating from acommon expertise pool
e.g., Honda cars, Honda gensets, Honda scooters &Honda lawnmowers
Customer franchise – to meet the diverse needs of acustomer group
e.g., Johnson & Johnson baby shampoo, J&J babytalc, J&J baby oil & J&J baby diapers
Brand distinction – to cash in on a brand distinction
already achievede.g., Parachute(coconut nourishment) Parachutehair oil, Parachute shampoo, Parachute cream
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Brand image or prestige – based on brand’s
exclusive image or prestige value
e.g., Cartier jewellery, Cartier watches, Cartier purses, Cartier pens
Distinctive taste, ingredient or component – brand
equity based on a combination or any of taste,ingredient or component
e.g., Nescafe coffee, Nescafe biscuits, Nescafe cold
coffee, Nescafe milk supplement
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GOOD, BAD & UGLY EXTENSIONS
The Good Extensions – parent brand contributing +vely
to the extended product ;extended product succeeds,parent brand benefits
e.g., Dettol soap, Nirma soap
The Bad Extensions - when name does not help theextension; extension fails to lift off
e.g., Ponds toothpaste, Nirma toothpaste, Pierre
Cardin writing instrumentsThe Ugly – when the extension creates undesirable
attribute associations, hurting quality perceptions;
extension fails to lift off, damages the parent brand
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BRAND EXTENDABILITY
Depends on brand’s character, whether the brand is a :
Product brand – little difference between product &brand e.g., Rose brand flour
Formula brand – a standard procedure has been
used to make the product e.g., cooking oil, food &pickle categories
Know-how brand – expertise in a specialized area
e.g., Honda(engines), Amul(milk processing)Interest brand – defined by its centre of interest
e.g., Gillette(men’s grooming), Whirlpool(home)
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Philosophy – brand acquiring more intangible
character & orientation e.g., Armani, Cartier
Easier to extend – Philosophical & symbolicbrands
Narrow zone of extension – Product & Know-
how brands
Parent and the extension must have a good fit
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