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Brand and Branding

Jean Noel Kapferer

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Branding dilemma

What is brand?

Name,sign, symbol,intended to identify goods

& services of one seller from another Branding is decommodification of product

Brand identityPerspectives of

Marketer

Brand image

Perspectives of

Consumer

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Brand name

A rose by any other name would not smell as

sweet

Brand name provides an identity whichdifferentiates

Key marketing concept of positioning, imagery

are centered around brand name

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Product logic(marketing mix) to

brand logic (meaning and value)

Product

Brand

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Brand identity prism

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Brand Culture

Shared,Stories,images &

associations

The Firm PopularCulture

Influencers Customers

Brand Stories

Brand Stories

BrandStories

BrandStories

Brand Culture - Authors

DouglasB.Holt

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Brand value

Brand culture (accepted truth about product) cangreatly enhance brand value

Difference between what a consumer will pay for

branded product and a physically identical productwithout 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

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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

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The Product Brand Strategy

It involves the assignment of a particularname to one, and only one, product as well asone exclusive positioning.

The result of this strategy is that each newproduct receives its own brand name thatbelongs only to it

For example, Procter & Gamble-detergentmarket by brands ariel, vizir,dash and soapmarket by camay ,zest etc.

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The Line Brand Strategy

This strategy involves the exploitation of

successful concept by extending it but by stayingvery close to the product

For example, LOreal hair line products

The Range Brand Strategy

It bestow a single brand name and promotethrough 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.

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Umbrella Brand Strategy

The same brand supports several products indifferent 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.

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Source Brand Strategy

This is identical to umbrella brand strategy except for

the point that they are no longer called by one genericname

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

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Brand Equity

FinancialGoodwill, 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

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Brand Equity

Brand doesnt exist in isolation it has to beunderstood in relation to category

Differential account of brand reflecting in behavior

The brand image consumer feels, thinks and

experiences(the cognitive and affective mixes) Cognitive

Affective

Connative - Brand Loyalty

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Brand Equity BRANDZ Model

Bonding

Advantage

Performance

,

Relevance

Presence

Nothing else beats it

Does it offer somethingbetter 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 shareof category expenditure

/ /

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Brand Equity - Resonance Model

4.Relationship=whatabout u and me?

3.Response= whatabout you?

2.Meaning= what

are you?

1.Identity = who areyou?

Intense, activeloyalty

Positive , accessiblereactions

Points-of-parity &

difference

Deep, broad brandawareness

Salience

Perfor

mance

Imagery

Res

ona

nce

Judg

men

ts

Feeli

ngs

BrandBrand

building

blocks

Stages ofbrand

developmentBranding objective at

each stage

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Adapting to Market

Culture

Personality

Self projection

Physique

Reflection Relationship

Brand style

Brand Kernel

Brandthemes

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Meaning evolve over a period of time, It is

relational, Categories also get redefined -

Brand Management.

Aligning of People, Structure, Processes.

Engagement and Complexity should not

disable our thinking/knowledge.

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Thank You