Branding

Brand is any distinctive feature like a name logo term design or symbol that identifies
goods or services.
1. Brand Name:
- Definition: The unique name that identifies and distinguishes the brand.
- Example: Nike - Known for sportswear and athletic gear, the name is short,
memorable, and associated with victory.

2. Logo:
- Definition: A visual symbol or mark representing the brand.
- Example: Apple - The iconic apple with a bite taken out is a simple yet powerful
logo symbolizing innovation and a break from the ordinary.

3. **Tagline/Slogan:**
- **Definition:** A concise and memorable phrase that encapsulates the brand's
essence.
- **Example:** McDonald's - "I'm Lovin' It" - This tagline is catchy, easy to
remember, and emphasizes the positive experience associated with the brand.

4. Shapes:
- Definition: The form or structure of visual elements in branding.
- Example: The three stripes of Adidas - The distinct parallel lines create a
recognizable and iconic shape associated with the brand.

5. **Colors:**
- **Definition:** The specific hues associated with the brand.
- **Example:** Coca-Cola - The use of red in Coca-Cola's branding is bold,
energetic, and instantly recognizable.

6. **Sounds:**
- **Definition:** Auditory elements associated with the brand, such as jingles or
music.
- **Example:** Intel - The Intel jingle is a short, distinctive sound that plays during
their commercials, creating brand recognition.

7. **Movement:**
- **Definition:** Dynamic visual elements or animations associated with the brand.
- **Example:** MGM Studios - The roaring lion that appears before movies is a
dynamic and memorable movement associated with the brand.

8. Layout:
- Definition: The arrangement and organization of visual and textual elements in
branding materials.
- Example: Google - The clean and simple layout of the Google homepage reflects
the brand's commitment to simplicity and user-friendly design.

Benefits of branding to customers

Branding offers several benefits to consumers, including the identification of the
source, assignment of responsibility, and risk reduction. Let's explore each of these
aspects with examples:

1. Identification of Source:
- **Benefit:** Consumers can easily identify the source or origin of a product or
service through its branding, allowing for quick recognition.
 - **Example:** When consumers see the distinctive Nike swoosh on a pair of
athletic shoes, they instantly know the product is from Nike. This identification helps
in making informed and efficient purchase decisions.

2. Assignment of Responsibility:
- **Benefit:** Brands take responsibility for the quality and performance of their
products or services, providing consumers with a sense of assurance.
- **Example:** If a consumer buys a smartphone from Apple, they trust that Apple
is responsible for the product's design, functionality, and overall performance. This
assignment of responsibility builds confidence in the brand.

3. Risk Reduction:
- Benefit: Established brands with a positive reputation reduce the perceived risk
for consumers when making a purchase decision.
- **Example:** When choosing a hotel, a consumer may prefer a well-known chain
like Marriott over an unknown one. The familiar brand reduces the perceived risk of a
disappointing stay, as the consumer expects a certain level of service and quality.

Benefits to manufacturer
Branding offers manufacturers a range of benefits, encompassing identification and
handling, protection, competitive advantage, and financial returns. Let's explore
these benefits with examples:

1. **Identification and Handling:**

- **Benefit:** Branding helps manufacturers identify and handle their products
throughout the production and distribution process. It streamlines logistics and allows
for efficient management.
- **Example:** In the automotive industry, manufacturers like Toyota use distinctive
logos and branding on vehicles, making it easier for assembly line workers to identify
and handle specific models during production.

2. **Protection:**
- **Benefit:** A strong brand protects manufacturers from imitation and
counterfeiting. It establishes a unique identity that is legally protected, preventing
others from using similar branding.
- **Example:** Coca-Cola has a globally recognized brand that is legally protected.
This protection prevents others from using similar logos or names, safeguarding the
company's identity and reputation.

3. **Competitive Advantage:**
- **Benefit:** A well-established brand provides a competitive advantage by
differentiating products from competitors. It influences consumer perceptions and
preferences, driving customer loyalty.
- **Example:** Apple's branding, with its sleek design, minimalist aesthetic, and the
distinctive Apple logo, sets its products apart in the competitive tech market,
contributing to a strong competitive advantage.

4. **Financial Returns:**
- **Benefit:** Building a reputable brand can lead to increased sales, premium
pricing, and enhanced profitability, contributing to positive financial returns.
- **Example:** Nike's strong brand image allows the company to command
premium prices for its athletic footwear and apparel. Consumers are willing to pay
more for the perceived quality and status associated with the brand.

Types of risks that reduce with brand

1. **Functional Risk:**
- **Definition:** The risk that a product may not perform as expected or deliver the
desired benefits.
- A well-established brand often signifies reliability and quality, reducing the
functional risk. Consumers trust that a reputable brand will deliver products with
consistent performance.
- **Example:** Buying a laptop from a trusted brand like Dell or HP reduces the
functional risk as these brands are associated with quality and reliability.

2. **Physical Risk:**
- **Definition:** The risk of physical harm or danger associated with a product.
- Brands often adhere to safety standards and regulations. Consumers are more
likely to trust products from recognized brands, assuming that they prioritize safety in
their manufacturing processes.
- **Example:** Purchasing a car from a reputable automaker like Volvo, known for
its emphasis on safety features, can reduce the physical risk associated with driving.

3. **Financial Risk:**
- **Definition:** The risk of financial loss or dissatisfaction with the value for money
spent on a product or service.
Established brands provide a sense of assurance regarding the quality and value
of their products, reducing the financial risk for consumers.
- **Example:** Buying a smartphone from a well-known brand like Samsung or
Apple may involve a higher upfront cost, but consumers often feel it's a worthwhile
investment due to the perceived quality and performance.

4. **Social Risk:**
- **Definition:** The risk of social embarrassment or negative judgment from others
based on a purchasing decision.
Brands can influence social perceptions. Consumers may choose brands that align
with their social identity or that are positively perceived by their social circle.
- **Example:** Choosing a fashion brand known for style and prestige, like Louis
Vuitton or Gucci, can help mitigate social risk as it aligns with certain social
expectations.

5. **Psychological Risk:**
- **Definition:** The risk of experiencing negative emotions or regret after a
purchase.
Brands often invest in creating positive emotional connections with consumers.
Trustworthy brands with positive associations can reduce the psychological risk
associated with buyer's remorse.
- **Example:** Purchasing a piece of jewelry from a brand with a sentimental value
or positive reputation may reduce the psychological risk associated with the
purchase.

6. **Time Risk:**
- **Definition:** The risk of wasting time, effort, or resources associated with a
purchase.
Recognizable brands with a history of delivering on promises can reduce the time
risk. Consumers believe that products from established brands are more likely to
meet their expectations.
- **Example:** Choosing a well-known brand for household appliances, such as
Whirlpool or Samsung, may reduce the time risk associated with researching and
selecting a product.
Branding challenges:
1. **Savvy Customers:**
- **Challenge:** Savvy customers are well-informed and have high expectations.
They can easily compare products and services online and are often swayed by
factors beyond just product features.
- **Example:** In the smartphone market, tech-savvy customers thoroughly
research specifications, user reviews, and even the brand's environmental and social
practices before making a purchase.

2. **Maturing Market:**
- **Challenge:** In a maturing market, growth tends to slow down, and competition
intensifies. Brands may find it challenging to expand their customer base.
- **Example:** The market for traditional breakfast cereals in many developed
countries is maturing, leading companies to explore new product lines or international
markets.

3. **More Sophisticated Competition:**

- **Challenge:** Competitors become more sophisticated, offering similar or even
superior products/services. This raises the bar for differentiation and customer
loyalty.
- **Example:** In the luxury watch industry, competitors continually introduce
advanced technologies, unique designs, and limited editions, making it challenging
for any one brand to dominate.

4. **Difficulty in Differentiation:**
- **Challenge:** It becomes harder to differentiate your brand when competitors
offer similar features or benefits.
- **Example:** Fast-food chains may face difficulty in differentiating themselves
when offering similar menus and promotions, making it a challenge to stand out.

5. **Media Fragmentation:**
- **Challenge:** With the proliferation of media channels, reaching the target
audience becomes more complex.
- **Example:** A consumer goods brand may need to leverage not only traditional
advertising but also social media, influencers, and content marketing to reach a
fragmented audience effectively.

6. **Clutter Effect:**
- **Challenge:** The abundance of information and advertising can lead to a clutter
effect, making it difficult for a brand's message to cut through the noise.
- **Example:** In the beauty industry, numerous skincare brands compete for
attention, and consumers may find it challenging to differentiate between them due to
the sheer volume of options.

7. **Brand Cannibalism:**
- **Challenge:** Introducing new products within the same brand portfolio may lead
to cannibalization, where new products eat into the market share of existing ones.
- **Example:** When Coca-Cola introduced "New Coke," it cannibalized the sales
of the classic Coke, leading to a significant backlash from consumers.

8. **Brand Proliferation:**
- **Challenge:** Introducing too many products or extending the brand into too
many categories can dilute the brand's core identity.
 - **Example:** A tech company known for its software products might face
challenges if it suddenly expands into unrelated categories like home appliances.

9. **Brand Reservation:**
- **Challenge:** Consumers may hold preconceived notions or reservations about a
brand, making it difficult to change perceptions.
- **Example:** A brand known for budget-friendly products might struggle to
convince consumers that a premium product they launch is worth the higher price.

**Brand Equity Definition:**

Brand equity refers to the inherent value that a brand possesses, representing the
sum total of consumer perceptions, experiences, and associations with that brand. It
is an intangible asset that contributes to a brand's strength and success in the
marketplace. Brand equity is built over time through consistent positive interactions
with consumers, effective marketing strategies, and the establishment of a unique
and favorable brand image.

In essence, a brand with strong equity holds a significant place in the minds of
consumers, leading to advantages such as increased brand loyalty, higher perceived
value, and the ability to command premium pricing. Well-established brands often
have substantial brand equity, which can act as a competitive advantage and
contribute to long-term success.

**Customer-Based Brand Equity (CBBE) Model and keller model

Developed by Kevin Lane Keller, the Customer-Based Brand Equity (CBBE) model
provides a structured framework for understanding how brand equity is created and
how it influences consumer behavior. The model is depicted as a pyramid with four
key levels, each representing a stage in the development of brand equity:

1. **Brand Identity:**
Salience
This is basic purpose which the brand is supposed to fulfill. We need to identify what
is strategy of our brand. To develop identity we create awareness of our brand.
Awareness could be brand depth and breadth.
2. Brand meaning.
Performance : the establish meaning the first meaning develop through primary
characteristics.
Imagery : this describe user profiles, purchase and user situation, personality and
values, heritage and tradition.
Imagery profile need three things, 1) strength 2) favorability 3) unique
3. Response
Judgement this develop against the performance of product
Feeling against the imagery

4. Relationship
The relationship develop with the customers
4 types of relationship
Behavoioral loyalty, attitude attachment, sense of community, active engagement.

Strategic brand management process

1)identify and establish brand positioning
2) plan and implement brand marketing program
3)measure and interpret brand performance
4) grow and sustain brand equity

Brand mantra

In marketing, a brand mantra refers to a short, three-to-five-word phrase that

captures the essence or core purpose of a brand. It serves as a concise and
memorable expression of the brand's identity, values, and positioning. The brand
mantra is intended to guide and inspire both internal and external stakeholders,
providing a clear focus on what the brand stands for.

The concept of a brand mantra is closely associated with Kevin Lane Keller, the
marketing professor who developed the Customer-Based Brand Equity (CBBE)
model. The brand mantra is considered a vital element in building strong brand
equity. Unlike a slogan or a tagline, a brand mantra is more internal-facing and is
often not directly used in external marketing communications.

For example, Nike's brand mantra is often considered to be "Authentic Athletic

Performance." This short phrase captures the essence of what the brand represents
in terms of authenticity and high-performance athletic products.

Internal branding
Internal branding involves aligning employees with the brand values, mission, and
culture of the organization. It is a strategic process that requires coordination and
collaboration across various levels of management, departments, and assets within
the organization. Here's how internal branding interacts with and influences these
elements:

1. **Management:**
This plays a crucial role in internal branding. Leaders need to embody and
champion the brand values, setting an example for the rest of the organization. Their
commitment to the brand influences the overall organizational culture.

Executives and managers should communicate the brand's vision, mission, and
values consistently. This communication should be clear, inspiring, and frequent to
ensure that employees understand and internalize the brand message.
Management is responsible for creating an environment that fosters employee
engagement with the brand. This includes involving employees in decision-making
processes, recognizing their contributions, and providing opportunities for
professional development aligned with the brand.

2. **Departments:**
Human resource department , finance departmenmt , marketing department

3. **Assets:**
- tangible assets: internal branding extends to the physical and virtual aspects of
the workplace. This includes the design of office spaces, employee workstations, and
the organization's online presence. Consistent branding across these assets
reinforces the brand identity.
Non tangible assets: the intellectual property etc