2. Special Studies in Marketing

BMS 2012

Reema Rijhwani

Branding

Brand• An Identity• A promise • Strategic Asset• Value Proposition

Definition

• The unique combination of product characteristics and values, that have become attached to a product by means of its name, packaging, advertising, pricing, usage experience etc. These differentiate it from competitive brands in the consumers view.

• A brand offers a benefit that fulfills a consumer need , in a way that is unique and different from others.

• A name, term, sign, symbol or design, offering, or a combination of these, that identifies the maker or seller of a product or service.

Price

Products

NamePackagingAdvertisingPromotion

Competitors

Users Usage

DistributionDisplay

MakerHistory

Environment Associations

BRAND

Brand Terminologies

Brand Identity• Who am I?• Why buy me? • Why not buy someone else?

• Brand Identity is what the owner of the brand wants to communicate to its potential consumers. it reflects how the owner wants the consumer to perceive the brand.

• Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors.

• The outward expression of identity includes its name, trademark, communications, and visual appearance. - and by inward expression the branded company, organization, product or service.

• A product's brand identity may evolve with from consumer perspective and changing times.

• It focuses on authentic qualities - real characteristics of the value and brand promise being provided and sustained by organizational and/or production characteristics.

Brand Values

Appeals to the reason

(Beliefs)

sensible, practical,

hardworking, affordableefficient

Appeals to the senses

(Reactions)

stylish, sizzling,

tasty, attractive

Appeals to the

emotions(Feelings)

warm, caring,

fun,exciting, trendy, trusted

Appeals to the

Self- image(Associations)

aspirational, status-conscious,

cult figure, macho

Rational Sensory Emotional Symbolic

Brand Personality• Humanizing the brand ‘who it is’?• Expression of the core values & characteristics

of a brand with emphasis on human traits• Brand as a ‘friend’ / person’ = Brand

Personification

Brand Essence

• Emotional Benefit• Abstract implication of the brand features• Laddering Process

Brand Awareness & Salience

TOM(top-of-mind)

Awareness

Unaided Awareness

Aided Awareness

Total Awareness

Brand Salience is the degree to which your brand is thought about or noticed when a customer is in a buying situation.

Brand Awareness is the knowledge of the brand existence.

Brand Image

• The impression in the consumers' mind of a brand's total personality (real and imaginary qualities)

• Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience

Rugged, Macho, Freedom, Adventure

Family breakfast, easy to make Romantic Drama movie,

SLB

GAP

Brand Equity

• An asset• Ability of a brand to charge premium over

competitors• Enjoys consumer loyalty • Measured with – brand name recognition,

perceived brand quality, strong mental & emotional association, patents, trademarks and channel relationships

Branding Decision

Brand Function: Indication of Origin

Brand Function: Product Differentiation

Line Brand

Product Brand

Range Brand

Source Brand

Endorsing Brand

Umbrella Brand

Corporate Source Brand

Corporate Endorsing Brand

Corporate Umbrella Brand

Generic Brand

Brand StrategyLine Extension Vertical Extension – Variants, flavors orizontal Extension – sizes, packages

Brand ExtensionExtending brand name from core/first product

to another

MultibrandsDifferent brands for every category product type

New Brands New brand for new category product

Co-brandingCombining two or more well know brands

Guidelines for Effective Branding

• Define your target• Keep it cohesive• Live the brand “inside out”• Engage the audience• Easy to relate• Use Strategic Communication• Review it constantly • Measure results

Repositioning Changing the identity of a product, relative to

the identity of competing products, in the collective minds of the target market

USP

• "Buy this product, and you will get this specific benefit."

• The proposition must be one that the competition either cannot, or does not, offer

• It must be unique

USP - Delivery

Thank You