brand
DESCRIPTION
TRANSCRIPT
Branding dilemma
• What is brand? Name,sign, symbol,intended to identify goods & services of one seller from another
• Branding is decommodification of product
Brand identity Perspectives of
Marketer
Brand image Perspectives of
Consumer
Brand name
• “A rose by any other name would not smell as sweet”
• Brand name provides an identity which differentiates
• Key marketing concept of positioning, imagery are centered around brand name
Product logic(marketing mix) to brand logic (meaning and value)
Product
Brand
Brand value
• Brand culture (accepted truth about product) can greatly enhance brand value
• Difference between what a consumer will pay for branded product and a physically identical product without brand
• Reputational value perceived product quality• Relationship value trusted as a long term partner• Experiential value Shape experience of product• Symbolic value which expresses values &
identities
BRAND ARCHITECTURE• Handling of a large product portfolio• Brand-product relationship• Six models in the brand-product relationship– The product brand;– The line brand;– The range brand;– The umbrella brand;– The source brand and;– The endorsing brand
The Product Brand Strategy
• It involves the assignment of a particular name to one, and only one, product as well as one exclusive positioning.
• The result of this strategy is that each new product receives its own brand name that belongs only to it
• For example, Procter & Gamble-detergent market by brands ariel, vizir,dash and soap market by camay ,zest etc.
The Line Brand Strategy• This strategy involves the exploitation of
successful concept by extending it but by staying very close to the product
• For example, L’Oreal hair line products
The Range Brand Strategy• It bestow a single brand name and promote
through a single promise a range of products belonging to the same area of competence
• For example, in food sector it is heinz, green giant etc.
Umbrella Brand Strategy• The same brand supports several products in
different markets. • Each of them has its own advertising tool and
its own communications • The main advantage of umbrella strategy is
the capitalisation on one single name and economies of scale on an international level
• For example, TATA, Palmolive etc.
Source Brand Strategy • This is identical to umbrella brand strategy except for
the point that they are no longer called by one generic name
• Two tier brand structure• Sub-branding• For example, AMUL Masti Dahi
Endorsing Brand Strategy• It gives approval to a wide variety of products grouped
under product brands, line brands or range brands• The brand endorsement can be indicated in a graphic
manner by placing the emblem or in a nominal way • For example, Johnson products with duck
Brand Equity
• Financial—Goodwill, over a period of time• What is to be measured– Clear understanding of concept – Consumer way of determining the brand
• What are the measures – Critical, Continuous, Creative– You can manage what is under your control
• How to measure
Brand Equity• Brand doesn’t exist in isolation it has to be
understood in relation to category• Differential account of brand reflecting in
behavior• The brand image consumer feels, thinks and
experiences(the cognitive and affective mixes)
Brand Equity – BRANDZ Model
Nothing else beats it
Does it offer something better
than others
Can it deliver?
Does it offer me something
Do I know
about it
Strong relationship/ high share of
category expenditure
Weak relationship/Low share of category
expenditure
Brand Equity - Resonance Model
Salience
Performance Imagery
Resonance
Judgments
Feelings
Brand Brand
building blocks
Stages of brand development
Branding objective at each stage
Adapting to Market
Brand style
Brand Kernel
Brand themes