what is a brand?

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

What is a brand?

A brand is a name, term, sign, symbol or 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.

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Distinguishing between brand terminology

• Brand identity is the way a company aims to identify or position itself or its product or service; the visual or verbal expressions of a brand which leads to the psychological or emotional associations that the brand aspires to maintain in the minds of the consumer.

• Brand image is the way the public actually perceives this aim.

• A brand promise is the marketer’s vision and communication of what the brand will be and do for consumers.

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

The role of brands – for customers

Signify quality level

Facilitate purchasing

Reduce risk

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

The role of brands – for firmsIncrease marketing

efficiency

Attract employees

Elicit support from channel partners

Help segment markets

Legal protection

Create loyalty

Secure price premium

Serve as a competitive advantage

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

What is brand equity?

The added value that can be attributed to a brand (beyond the value of the product or service)

Measurable 1.Firm level: financials based on market capitalization minus tangible assets, or projected profits2.Product level: compare price of a no-name brand to a branded item3.Consumer level: research on customer awareness, perceived uniqueness, positive association

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Brand Personality

Brandtoys.com

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Brand elements

Slogans

Brandnames

URLs

Logos

SymbolsCharacters

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

What is co-branding?

Co-branding, also called dual branding or brand bundling, refers to the combining of twoor more well-known brands into a joint market offering or marketed together in some fashion.

Forms of co-branding include same-company, joint venture, multiple sponsor, and retailco-branding.

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

What is ingredient branding?

Ingredient branding createsbrand equity for materials,

components or parts that are necessarily contained within other branded products.

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

GoreTex is an ingredient in many leading brands

A straddle brand positioning can help convince customers that the market offering can accomplish two or more seemingly conflicting benefits, such as Gore-Tex’s promise to deliver both breathability and water protectionSource: David Young-Wolff/PhotoEdit

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Brand naming strategies

Individual names

Blanket family names

Separate family names

Corporate name–individual name combo

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Criteria for brand name selectionMemorable

Meaningful

Likeability

Transferable

Adaptable

Protectable

The Snap, Crackle and Pop slogan has been translated into many European languagesSource: Courtesy of the Kellogg Group

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Sources of namesAcronym: A name made of initials such as UPS or IBMDescriptive: Names that describe a product benefit or function like Whole

Foods or AirbusAlliteration and rhyme: Names that are fun to say and stick in the mind

like Reese's Pieces or Dunkin' DonutsEvocative: Names that evoke a relevant vivid image like Amazon or CrestNeologisms: Completely made-up words like Wii or KodakForeign word: Adoption of a word from another language like Volvo or

SamsungFounders' names: Using the names of real people like Hewlett-Packard or

DisneyGeography: Many brands are named for regions and landmarks like Cisco

and Fuji FilmPersonification: Many brands take their names from myth like Nike or

from the minds of ad execs like Betty Crocker

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Dyson’s hand dryer is a brand extension

The Dyson hand dryer is a brand extension from the Dyson vacuum cleaner which in itself was a revolution in vacuumingSource: Courtesy of Dyson

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

How to use celebrity branding

• Clear and popular image

• High perceived credibility

• Good match with target audience and brand

In the 1800s Pope Leo XIII and Emile Zola (pictured left) both endorsed a wine tonic. Celebrity endorsement is now a global phenomenonSource: The Advertising Archives

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Issues arising from celebrity endorsements

Multiple brand endorsersImage considerationsCelebrities as brands

Celebrity endorsements of products and services is a major branding development. European stars who have become global brands are Germany’s Claudia Schiffer, Spain’s Penelope Cruz and from Wales, Catherine Zeta-Jones. Source: David Fisher/Rex Features (left); Most Wanted/Rex Features (centre); Carolyn Contino/BEV/Rex Features (right)

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Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009

Brand roles in a brand portfolio

Flankers

Low-endEntry-level

High-endPrestige

Cash Cows