1. What is a brand?Traditional Definition:According to American Marketing Association , abrand is a name, term, symbol, or design, or acombination of these, intended to identify the goodsor services of one seller or a group of sellers and todifferentiate them from competitors.Modern DefinitionBrand is a promise made to the consumer to delivercertain tangible and in tangible values each time hebuys the branded product. 2. Brand v/s ProductProduct BrandAll goods and services sold a name, term, symbol, or design,or a combination of these,intended to identify the goods orservices of one seller or a group ofsellers and to differentiate themfrom competitors.Bundle of features, functions,benefits and usesBundle of functional benefits,emotional benefits and self-expressivebenefits. It is a sum ofall expectations that the consumerhas.Product = Commodity Brand = Mindset. It is a real estateoccupied in the minds of theconsumersGets outdated quickly Is timelessUndistinguished from others in thecategoryA product which is distinct fromothersPhysiological response isPhysiological and Psychological 3. What can be branded? Physical Goods Nescafe,Tata Nano, Sunsilk Services- Tata AIG, Jet Airways, Hilton hotels Retailers- Shoppers Stop, Lifestyle, Big Bazaar People Amitabh Bacchan, SRK Organisations- FIFA,BCCI, WWF Sports Events IPL, WWE, Olympics Geographic Locations- Darjeeling Tea, RatnagiriAlphansoes Art & Entertainment NCPA, Prithvi Theatre, Movies Political Parties Congress, BJP, AAP 4. A Brand is more than a ProductOrganizational BrandAssociations PersonalityCountry of SymbolsOriginProductScopeAttributesQualityoopppppppUser EmotionalImagery BenefitsUsesBrand Customer Self- ExpressiveRelationship Benefits 5. Product Characteristics Scope (Colgate makes dental hygiene products) Attributes (Volvo bus is safe) Quality (Maruti cars are of good quality) Uses (Mobile is used for various needs) 6. Brand Characteristics User Imagery (Alto buyer is from middle class) Country of Origin (German Cars are the best) Organizational Association (Apple is an innovative company) Brand Personality (Apple & Sony products are stylish) Symbols (M logo of Mcdonalds) Brand-Customer Relationships (LIC is a partner for life) Emotional Benefits (Porsche user feels pride while driving) Self- expressive Benefits (Harley Davidson owner is a non-confirmist) 7. Limitations of Branding Customers may be paying a unjustifiedpremium price. Apple products??? Involves huge expenditure for the company.Eg: HUL spends Rs 2000 crs in advertising and brand building. Consumers may trust the brand blindly.Eg: Parle or Britannia Products Customers expectations are always high.Again Apple products Making a brand global is a difficult proposition.Eg: Balaji Wafers v/s Lays Difficult to change consumers perception ofthe brand. Eg: New Coke 8. Process of Branding Step 1: Strategic Brand Audit- Mission, vision, goals and objectives- What you do?- Why it matters emotionally to customers?- What motivates your customers?- What your competition is doing?- What is the marketing environment?- If your brand was a person were a person, how would you likecustomers to describe the person?- How do you want customers to feel when they encounter your brand?- What marketing and branding have you done so far, whats worked,and what hasnt?Sum up what you want your brand to stand for in oneword 9. Step 2: Identify Key MessageStatements 10. Step 3: Creating Visual Identity- Logo- Colour Palette- Graphic Design Guidelines- Packaging- Corporate Stationery 11. Step 4: Develop the marketingcommunication plan Collaterals Advertising Promotional giveaways Public relations activity Events & trade shows 12. Step 5: Maintain Consistency- Have a basic design frame work for all variants withrelevant customization.- Maintain consistency across all advertising mediums. 13. General Traits of brandnames Acceptable (eg: Lumia means prostitute inSpanish) Easy to recognize Easy to pronounce Easy to memorize and recall Should be available to use Should be registerable Should be protectable by law 14. Types of Brand Names Intialism Descriptive 15. Suggestive Alliteration and Rhyme Evocative 16. Neologisms (Free Standing) Foreign WordI roll in Latin Peoples Car in German Tri-star in Korean 17. Founders Name Geography and Landmarks Personification 18. Brandnomer or Generic Brand Xerox = Photocopying Cadburys = Chocolate Bisleri = Bottled waterDefinition:Brand Name becomes synonymous withproduct category(Class Exercise: Name other genericbrands) 19. Brand Logo Combination of shape & color Brand name may or may not appear inthe logo Should increase notice ability Gives an identity to the brand 80% of consumer learning happensthrough the eyes Consumer associates brand logo withsome visuals / images 20. Examples of brand logos andcorresponding visuals 21. Elements of a brand logo Colour Geometric shape Font Key Message Statement Brand name Brand symbol 22. Brand Symbols lead to Awareness of the brand Brand associations Likeability Stronger Memories 23. Building strong brands. Why is ithard?Brand building blocks Pressure to compete on price(telecom operators, mobile handsets) Proliferation of competitors(biscuits/shampoos/deodorants) Fragmented advertising options(increases advertising cost) Too many sub-brands Lack of consistency Complacency and lack of innovation(Top Ramen noodles) Focus on other businesses/brands (Xerox) Short term profits v/s long term brand building 24. Guidelines for building strongbrands by David Aaker Define brand identity for each brand (what does itstand for in consumers mind) Know the value proposition (give & take equation) Brand Position (where is it placed in consumersmind) Well defined advertising strategy Maintain consistency over time(logo, symbol, punch line, colour, shape) Brand System (consistency of brands in the portfolio) Brand leverage (extend brands to other productcategories) Track brand equity Brand responsibility Keep investing in brands (eg:Whats up) 25. Brand Elements Brand Name- Core indicator of the brand- Basis for awareness- Basis for communication effects- Basis for sales measurement- A constant in marketing plan Brand Logo Brand Character or Symbol Slogan Jingle Packaging 26. Creating Brand Symbols Non-living characters 27. Creating Brand Symbols Animals 28. Creating Brand Symbols Nature 29. Creating Brand Symbols Pack 30. Creating Brand Symbols Things 31. Creating Brand Symbols People 32. Creating Brand Symbols Geometric Shapes 33. Creating Brand Symbols Scenes 34. Creating Brand Symbols Monuments 35. Creating Brand Symbols No symbol 36. Class Exercise.IndividualName One brand for each type ofBrand Symbol 37. Elements of Non- living Brand Characters Be Unique 38. Have distinct colours 39. Character Name- Ronald The Donald for McDonalds- Devil of Onida- Fido Dido for 7Up- Asian Paints Gattu- Captain of Captain Cook Aata- Maharaja of Air IndiaName other characters. 40. Have standardized features and traits- Smile of Ronald The Donald- Hair, frock and ribbon of Amul Girl- Moustache of Pringles Character- Muscles of Michelins Character- Chef Cap of Dough Boy- Dancing girl of Nirma 41. Should Evoke a Feeling- Happiness for McDonalds- In Command for Captain Cook- Humour for Charlie Chaplin (Cherry Blossom)- Protection and Strength for Michelin Tyres- Fun and Masti for Fidi Dido of 7Up- Hospitality for Maharaja of Air India- Strength for Mr.Muscle 42. Slogan Maggi - Taste Bhi Health Bhi Ghadi - Pehle Istamal Kare Phir Vishwas Kare Mc Donalds - Im loving it Kurkure- Tedha Hai Par Mera Hai Amul- The Taste of India Surf- Daag Acche Hai Asian Paints- Har Ghar Kuch Kehta Hai Rasna Life Mein Milaofai Frooti- Fresh & Juicy Bingo No Confusion Great Combination Raymonds The Complete man Boost : Boost is the secret of our energy Polo : The mint with a hole Idea : An Idea can Change your life 43. Jingles Hamara Bajaj Nirma Ghadi Detergent Intel Inside 44. Characteristics of Jingles Musical messages Have catchy choruses Often includes brand name 45. Packaging Definition:The activity of designing and producingcontainers or wrappers for a product 46. Objectives of Packaging Identify the brand distinctively. Eg:Parle G Convey descriptive and persuasiveinformation. Eg: Maggi 2 minutes Facilitate product transportation andprotection Assist at home storage. Aid product consumption Should be aesthetic 47. Elements of Packaging Visual- colour, graphics and text Size Material Shape Weight Tamper proof Leak proof 48. Innovation in Packaging 49. Innovation in PackagingField exercise- Bring any one innovative packing toclass 50. Choosing Brand Elements Memorablea) Easily Recognizedb) Easily Recalled Meaningfula) Descriptiveb) Persuasive Likablea) Fun & Interestingb) Rich Visual Imageryc) Aesthetically Pleasing Transferablea) With in and across product categoriesb) Across Geographical boundaries andcultures Adaptablea) Flexible & Updateable Protectablea)Legallyb) CompetitivelyBrand BuildingProcessStretch ability andDefensive strategy 51. Concept of Brand Identity Aaker defines brand identity as aunique set of brand associations thatthe brand strategies aspire to createor maintain. These associationsrepresent what the brand stands forand imply a promise to customersfrom the organization members. 52. Concept of Brand Identity What are its values? What resides in its centre? What is it unique focus? What is its value proposition? How does it differ from the rest? It clarifies the direction and meaning tobrand managers What is the brands essence , soul,values and vision? 53. Brand Identity Perspectives According to Aaker brand identityconsists of various dimensions whichcan be organized around fourperspectives:-- Brand as a product- Brand as an organisation- Brand as a person- Brand as a symbol 54. Brand as a product Product related associations such as productattributes, quality, users, etc.Eg: Cherry is strongly associated with boot polish, VISA withcards, AMUL with milk products, PRO V with Panteneshampoo, PSPO with Orient Fans. Product attribute related associations directlyconvey the functional benefits of the product. User / Usage associationsEg: Johnson & Johnson products are meant for babies,Ujala for post washing whitening for clothesIntel Power with-in / Power that is hidden / Inside power 55. Brand as a product Some brands / products by designassociate themselves with the countryof origin.Eg: Swiss made watches like Rado, Rolex andOmegaHandicrafts and Jewelry from IndiaDiamonds from Belgium 56. Brand as an Organisation A brand may directly borrow itsmanufacturers attribute or associationEg: Tata (people sensitive culture)Sony & Apple (innovation & quality)Fab India (environment sensitivity)Flipkart (customer service) Such associations provide better competitiveinsulation than solely product based association Product parity can be easily achieved by otherbrands due to proliferation of technology Organisational associations are build over a periodof time 57. Brand as a person Customer relationship with a brand may based onits human like be traits Brands can be humanised What is the brands personality? Brand can be infused with human characteristicslike down to earth,sophisticated,rugged,fashionable.Eg: 1) Omega is a celebrity watch which has onlytop celebrities as brand ambassador. CindyCrawford, SRK and Pierce Brosnan.2) Wood land has a rugged and tough character 58. Brand as a symbol Brands may have tree types ofsymbols; Visual images, metaphorand heritage of brand.Eg: Siyarams clothing - HeritageLIC ProtectionKelvinator for coolest onePonds is a metaphor for delicate, feminine andfloral characteristics 59. Brand Identity Levels Brands have two levels of identity i.e central/core/fundamental identity and peripheralDesign Product PackagingCharacter PersonalityBrandEssence/SoulLogo/symbol BrandNameSlogan 60. Core Identity (Inner Core) It is the soft core of the brand which is surrounded withlayers of peripheral identity elements. What does the brand stand for? What is the essence of the brand? What are the values, beliefs and principles of thebrand? It is the reason why the brand has been brought intoexistence It envelopes the brand with its unique sellingpreposition(USP) or appeal It is some times based on the characteristics of theperson behind it Eg: Apple Steve Jobs- Perfection It is constant and does not change overtime It is timeless It is the reason why the brand was born It is the intangible philosophy behind the brand 61. Core Identity Lux - Beauty 3 M innovation and improvement of life Dettol antiseptic and protection Johnson & Johnson Trust and quality ababy needs Nirma value for money brand Pepsi - Fun & excitement for youth Lifebuoy Protection from germs andhealth GE- Infusing life 62. Core Identity- McDonalds McDonalds philosophy is condensed in four letters QSCV quality,service, consistency and values McDonalds restaurants through out the world are built on its innercore which is never tampered with. However the outer core can be changed to suit local conditions The outer core includes :a) Product scope (Mc Burger, Mc Pizza, Mc Puff, McDonald happyMeal))b) Operations (efficiency in service)c) Personality (family oriented, genuine, cheerful and middle class)d) Signage/Logo/Symbol Golden Archese) Character- Ronald the Donald 63. Extended identity (OuterCore) The outer core includes elements likeproduct features, symbol, user profile,personality slogans, endorsers, characters,name and packaging. It is the physical manifestation of the brand 64. Brand Identity-Dettol Inner Core:Protection against germs Outer Core:Product Scope Antiseptic, Liquid, Plaster, Soap,Shaving creamSymbol Dettol Sword / DaggerPersonality Reliable, Trustworthy,StrongSlogan Be 100 % sureSmell Unique Dettol smellUser Children, Young Adults,HygeineConsious,UrbanPackaging Colours that signify safety and protection 65. Brand Identity- Horlicks Inner Core:Nutrition and Health Outer Core:Product Scope Products that supplement nutritionalneeds eg: Horlicks BiscuitsHeritage Company has been in the business ofproviding nourishment since decadesUser Any one who needs nutrition and health,children, to be mothers, old people,workingpeople, housewives, the entire familyPersonality Protecting, caring, supportive and concerned 66. Why do Brands matter?Advantages of Branding Organizational Perspective Consumer perspective 67. Organizational Perspective Is an Asset for the organization Is an Identifier for channel partners A Short-hand for information Has Legal Protection Has Differential advantage Has Unique Associations Commands a Price Premium Enhances Customer Loyalty Leads to Higher Market Share & Revenue Has Inelastic response to price increase A barrier to entry of other brands 68. Consumer perspective Source of Identification Aids Recall Aids Habitual Purchase Proxy for Quality Source of Evaluation Tool to simplify decision making Risk Reducer- Financial Risk- Performance Risk- Time Risk- Social Risk- Psychological Risk Tool to express self image