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ADVERTISING DOES A LOT TO HELP
BUILD BRANDS

Every ad contributes to make the brand what it is

in the minds of the consumer ² David Ogilvy

A company·s brand is the primary source of its

competitive advantage and is a very valuable
strategic asset ² David Aaker
BRAND EQUITY
¢ When a commodity becomes a brand, it is said to
have ¶equity·. It starts with a name and can go up
or down depending on the marketing activity that
is done by the marketer. A name becomes a
brand when consumers associate it with a set of
tangible and intangible benefits that they obtain
from the product or service.
HOW TO MEASURE EQUITY?
¢ The premium a brand can command in the
market
¢ The difference between the intrinsic and
perceived value of the product
BUILDING BRAND EQUITY
¢ Distinguish product from others in the market ²
Value proposition
¢ Align what it says about the brand in advertising
with what it actually delivers ² Creating the
brand
POWER BRANDS
¢ Generates enormous profits
¢ Expands future strategic opportunities
WHAT DO POWER BRANDS HAVE
THAT OTHERS DON·T?
¢ A distinctive product
¢ Delivering brand promise

¢ Personality and presence

PERSONALITY
¢ Emotional bond with the customer
¢ Generates relationships measurably stronger
than ordinary brands
PRESENCE
¢ Seem to be present everywhere, enforcing
distinctiveness
¢ National/international scale

¢ Successful brand extensions

¢ Multiple concept and channels

BRAND MANAGERS OF MARKET-
SAVVY COMPANIES NEED
¢ Superior insight into customer needs
¢ Ability to devise product/services that powerfully
meet those needs
¢ Agility to redefine its offering as those needs
change
¢ Creativity to produce exciting and compelling
advertising
TANGIBLES OF BRAND EQUITY
¢ Shape ¢ Grades
¢ Colour

¢ Size

¢ Models

¢ Price

¢ Features

¢ Benefits
INTANGIBLES OF BRAND EQUITY
¢ Company name ¢ Customer base
¢ Brand name ¢ Trademarks and

¢ Slogan and its patents

underlying ¢ Channel relationships
associations ¢ Customer loyalty
¢ Perceived quality ¢ Customer confidence
¢ Brand awareness ¢ Competitive
advantage
VALUE PROPOSITION
¢ Broad positioning
¢ Specific positioning

¢ Value positioning
CREATING THE BRAND
¢ Choosing brand name
¢ Developing rich associations and promises

¢ Manage customer brand contacts to meet and

exceed customer expectations
PORTER·S STRATEGIC CHOICES
¢ Product differentiator
¢ Low cost leader

¢ ¶Nicher·
POSITIONING GUARDS
¢ Should not be overpositioned
¢ Should not be underpositioned

¢ Should not be ambiguous

¢ Should not promise irrelevant benefits

¢ Promise should be credible

CHOOSING A BRAND NAME
¢ What does it mean?
¢ What performance/ expectations/ associations
does it evoke?
¢ What degree of preference does it create?
BRAND NAMES SHOULD DENOTE
¢ Product benefits
¢ Product quality

¢ Be easy to pronounce/remember/recognise

¢ Be distinctive

¢ Not have poor meanings in other countries or

languages
BRAND ASSOCIATIONS
¢ ¶owned· word
¢ Slogans

¢ Colours

¢ Symbols and logos

 BRAND AMBASSADORS

¢ These are used to create the Brand personality,

just like a human being. Therefore in some way the
values and personality of the ambassador rubs off
into the brand. Therfore the brand and choice of
the ambassador must fit.
 BRAND STATUS

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BRAND VITALITY
¢ Differentiation in consumer·s mind
¢ Differentiation relevant to consumer·s need
BRAND PITFALLS
¢ Brand experience must match brand image
¢ Calls for managing every brand contact
THANK YOU