BM Slides Session 15 16

Brand Management
KCT Business School

Batch : 2023-25 Semester : II
Course Instructor: Dr. K.R.Senthilvelkumar
Feb –May, 2024
Course Plan BM Revised.pdf

Dr. K.R.Senthilvelkumar KCT Business School
Basis of Positioning
• Ingredient based

• Feature based

• Design based

• Benefit based

• Usage based

Perceptual map as a tool for
Positioning
• Perceptual map reveals which product

dimensions are important for customers
and how does a product fare compared
to competitors and consumers’ ideal
point.
• Approaches:
• Compositional and Decompositional

of HBR

of HBR

Brand Management
CLASSIC MODEL CONTEMPORARY
MODEL
• Perspective Tactical and reactive Strategic and visionary
• Focus Short-term financials Brand Equity measures
• Product-market Single products and Multiple products and
scope markets markets
• Brand structures Simple Complex brand architecture
• Country scope Single Global

• Brand Coordinator of limited Team leader of multiple
manager’s role options communication options
• Communication External / customer Internal as well as external
focus Dr. K.R.Senthilvelkumar KCT Business School
Brand Management
CLASSIC MODEL CONTEMPORARY MODEL
• Perspective Tactical and reactive Strategic and visionary
• Focus Short-term financials Brand Equity measures
• Product-market Single products and Multiple products and markets

scope markets
• Brand Simple Complex brand architecture
structures
• Country scope Single Global
• Brand Coordinator of limited Team leader of multiple

manager’s role options communication options
• Communication External / customer Internal as well as external
focus Dr. K.R.Senthilvelkumar KCT Business School
Strategic Brand Management Process




BRAND IDENTITY
• is a unique set of brand
associations that the brand
strategist aspires to create or
maintain. These associations
represent what the brand stands for
and imply a promise to customers
from the organization members.
BRAND IDENTITY
• provides
direction, purpose
and meaning for
the brand
BRAND IDENTITY & IMAGE
• Brand Identity:
• “How a brand aspires to be
perceived”
• Brand Image:
• “How a brand is actually
perceived by consumers”
BRAND IDENTITY & IMAGE
Brand
Identity Brand
Various modes
Image
@ of interaction
@ buyer
marketer with buyers
point
point
Noise

BRAND IDENTITY
• Its structure includes
• Core Identity: ‘the central, timeless

essence of the brand’
• Extended Identity: ‘provides

texture and meanings’

BRAND IDENTITY
• Consists of 12 dimensions organised around the
following 4 perspectives.
• brand-as-product
• brand-as-organisation
• brand-as-person
• brand-as-symbol

David A. Aaker’s
Brand Identity
Planning Model
(Now, Brand Vision Model!)

Strategic Brand Analysis
Brand
Extended Identity Identity
Core Identity System
Brand
Essence
Value Proposition Credibility
Relationship
Brand Identity Implementation System

Brand Position
Brand Building Programmes
Tracking

“ We’re a company that likes
to take on the giants. In too
many businesses, these giants
have had things their own
way. We’re going to have a lot
of fun fighting with them”

SUCCESS OF VIRGIN:
• Richard Branson’s
• Instincts
• Entrepreneurial drive
• Strategic Vision

Brand Extensions (erstwhile)
TRAVEL AND TOURISM
Virgin Atlantic
Virgin Holidays LEISURE AND PLEASURE SHOPPING
Virgin Trains Virgin Games Virgin Books
Virgin Blue
V Festival Virgin Drinks
Blue Holidays
Virgin Limited Edition Virgin Festival South Af Virgin Megastore USA
rica FINANCE AND MONEY
Virgin Vacations Virgin Vie at Home Virgin Money
V Festival UK
Virgin America Virgin Money UK
Virgin Charter VFestival Aus Virgin Wines
Virgin Money USA
Virgin Nigeria Virgin Festival Canada Virgin Money Australia
Virgin Holidays Cruises Virgin Festival USA Virgin Money South Africa
Virgin Holidays Hip Hotels The Virgin Voucher
Virgin Limobike HEALTH
Virgin Experience Days
Virgin Balloon Flights Virgin Life Care
Virgin Limousines Virgin Active
Virgin Galactic Virgin Active UK
MEDIAL AND TELECOMMUNICATIONS Virgin Active Italy
Virgin 1 Virgin Active South Africa
Virgin Broadband Australia Virgin Active Spain
Virgin Connect Virgin Health Bank
Virgin Media Virgin Health Miles
Virgin Mobile Virgin Healthcare
Virgin Mobile Australia Virgin Spa
Virgin Mobile Canada
Virgin Mobile France SOCIAL AND ENVIRONMENT
Virgin Mobile India Virgin Earth
Virgin Mobile South Africa Virgin Green Fund
Virgin Mobile UK
Virgin Unite
Virgin Mobile USA
Virgin Radio Dr. K.R.Senthilvelkumar KCT Business School
BRAND EXTENSIONS (later)
ENTERTAINMENT LEISURE
MONEY
TRAVEL Virgin Racing
Virgin Casio Virgin Money
Virgin Balloon Flights
Virgin America Virgin Festival Virgin Money Giving
Virgin Books
Virgin Atlantic Virgin Games Virgin Startup
Virgin Experience Days
Virgin Australia Virgin Management
Virgin Gift Card
Virgin Galactic Virgin Megastore
Virgin Wines
Virgin Holidays Virgin Produced
Virgin Cruises Virgin Radio HEALTH & WELLNESS
Virgin Hotels
PEOPLE & PLANET Virgin Active
Virgin Trains
Virgin Care
Virgin Vacations
Virgin Earth Challenge Virgin Health Bank
Virgin Green Fund Virgin Pulse
TELECOMM & TECH Virgin Unite Virgin Pure
Virgin Sport
Virgin Connect
Virgin Media
Virgin Business
Virgin Mobile Dr. K.R.Senthilvelkumar KCT Business School
BRAND IDENTITY
• BRAND ESSENCE:
• ICONOCLASM
• CORE IDENTITY:
• Service Quality
• Innovation
• Fun & Entertainment
• Value for Money
• EXTENDED IDENTITY:
• Underdog
• Personality: Non-conformist
• Virgin symbols

Value Proposition
• FUNCTIONAL BENEFITS:
• Value for money offering with quality &
innovative extras delivered with flair and humour
• EMOTIONAL BENEFITS:
• Pride in linking to underdog with an attitude
• Fun & Good times
• SELF-EXPRESSIVE BENEFITS:
• Rebellious
• Outrageous
Relationship
• Customers are fun companions

Good quality
High standards, attention to detail, being honest
and delivering on promises.
e.g. Virgin Atlantic Upper Class Suite –
limousine service, lounge, large flat bed on board,
wine selection, freedom menu, check-in etc.
Value for Money

Simple, honest & transparent pricing – not
necessarily the cheapest on the market.
e.g. Virgin Blue Australia – low cost airlines
with transparent pricing.
Innovation
Challenging convention with big and little
product / service ideas; innovative, modern
and stylish design.
e.g. Virgin Trains new pendolino – fast
tilting train with shop, radio, digital seat
reservations & new sleek design,
Sleeping seats, Massages, Child safety,
Indiv.screen etc. Airports lounges
had tailor-made suits, masseurs,
beauty therapists, shower, nap
facilities etc.

Brilliant Customer Service
Friendly, human & relaxed; professional but uncorporate.
e.g. Virgin Mobile UK which has won awards for its customer service, treats its
customers as individuals, and pays out staff bonuses according to customer
satisfaction survey results.
Fun
Every company in the world takes itself seriously so we think it's
important that we provide the public and our customers with a bit of
entertainment.
e.g. Hand-made fans, dress code and Richard’s publicity stunts
Competitively challenging
Fighting the big boys – usually with a bit of humour.
e.g. Virgin Atlantic successfully captured the public spirit by taking on
BA's dirty tricks openly – and winning. Later, advertising messages
such as BA Don't Give A Shiatsu both mocked BA and delivered a
positive message about the airline's service.
Virgin Cola's launch in USA saw Richard drive a tank down 5th Avenue
and then “blow up” the Coke sign in Times Square, mocking the “cola
wars”. Dr. K.R.Senthilvelkumar KCT Business School
BRAND IDENTITY OF NIKE
• ESSENCE:
• ‘Authentic athletic performance’
• CORE IDENTITY:
• Product thrust: ‘Sports and fitness’
• User Profile: ‘Top athletes and all those interested’
• Performance: ‘Shoes based on technological superiority’
• Enhancing lives: ‘Enhancing peoples’ lives thro athletics’
• Brand personality: ‘Exciting, spirited, innovative, aggressive’
• Sub-brands: ‘Air Jordan, Converse etc’
• Logo: ‘Swoosh symbol’
• Slogan: ‘Just do it’
• Organizational associations: ’Innovative and supportive of
athletes’
• Endorsers: ‘Michael Jordan, Andre Agassi, John McEnroe, Ronaldo
et al’
• Heritage: ‘Developed track shoes in Oregon’ Dr. K.R.Senthilvelkumar KCT Business School
BRAND IDENTITY OF NIKE
• Value proposition
• Functional benefits
• ‘High technology shoe that will improve performance and provide
comfort’
• Emotional benefits:
• ‘The exhilaration of athletic performance excellence; feeling
engaged, active and healthy’
• Self-expressive benefits:
• ‘ Self-expression is generated by using a shoe with a strong
personality associated with a visible athlete’

OUR MISSION:
BRING INSPIRATION AND
INNOVATION TO EVERY
ATHLETE* IN THE WORLD
*
IF YOU HAVE A BODY, YOU ARE AN
ATHLETE.

BRAND IDENTITY OF DETTOL
• BRAND ESSENCE:
• Feeling of protection and security
• CORE IDENTITY:
• Protection against germs and bacteria
• For Kids, adults – hygiene conscious
• Soaps, liquid, plaster, shaving cream, kitchen gel etc.
• Unique dettol smell, stinging sensation
• Dettol sword
• Reliable, trustworthy and strong

J.N.Kapferer’s
Brand Identity Prism

BRAND IDENTITY PRISM
Physique Personality
Relationship Culture
Reflection Self-image

BRAND IDENTITY PRISM - VIRGIN
Physique Personality Aggressive
High functional utility
Youthful/ playful
Stylish design
Competitive
Product/service – Product/
related service
& Outside innovation
Social get-
togethers Customer
friendliness
Match with TC
Fashionable
Rebellious

BRAND IDENTITY PRISM - ITC
Physique Personality Aggressive
Extroverted
Aesthetics
Urban/ Modern
Product-related
Customer access
Wide presence
Diverse offerings
Social initiatives
Match with TC
Fashionable
Image makeover ?
Wisdom of choice

BRAND IDENTITY PRISM - VIP
Physique Personality Reliable
Old-fashioned
Sturdy hard luggage
Product/service -
related Cost-efficiency
Customer access
Match with TC?
Value-conscious

“Brand Image is a set of
associations, usually
organised in some
meaningful way”
• David. A. Aaker

Help process and
retrieve information
Differentiate
Associations
enable Know Reasons-To-
users to Buy
Create Positive
Attitude / Feelings
Set Basis for

accepting Extensions
Brand Associations create
Brand Knowledge
Thoughts Feelings
Knowledge
Images
Beliefs
Experiences

Primary Sources of
Brand Knowledge
• Product class
• Competitors
• Product Attributes
• Use/ application
• Relative price
• Customer benefits
• Intangibles
• User/ customer
• Lifestyle / Personality

Secondary
Sources of
Brand
Knowledge

Secondary
Sources of
Brand
Knowledge

Secondary
Sources of
Brand
Knowledge

Secondary
Sources of
Brand
Knowledge

Brand Associations
-Attributes
Leather that weathers
PRODUCT
Unique sole
Wood Land
Water resistant oiled

upper
Price Rs.5000<
NON-PRODUCT
Package – Green Box
Young, Rugged, Tough

& Adventurous
Outdoors /
Tough sports
Brand Associations
-Benefits
FERRARI Functional:
Speeds faster
Powerful
Experiential:
Thrill of driving
Symbolic:
Prestige
Part of a select group

Brand
Associations Access “easy to reach”
-Attitude (+)
“right? slightly
Price
(+) higher?”
(+ or -) Perfume “strong? embarrassment?”
AXE (+ or -)
Communication? “Bad taste? Unreal?
Interesting?”
(++)
Exotic “confidence/ effective”
(+ or -)
HUL “Aware?”
Weak
An Analysis for
LIRIL
Not
ok
OK Not attractive
Not clear
Needs improvement Confusing
Weak – Neither
health nor beauty!
Not relevant
Maybe, but RTB Missing
needed negative
Diluted
Lost - Hygiene factor – comptn from
deodorants, cosmetics, beverages,
Dr. K.R.Senthilvelkumar KCT Business School chewing gums etc
BRAND IDENTITY PRISM - LIRIL
Personality
Physique Progressive
Confusing changes?
Cheerful
–needs reinforcement?
Product related
Caring ?
- Weak ?
No Match with TC?
Freedom seekers?
Inwardly modern
and outwardly
traditional ?
High An Analysis for VIP
Not
ok
Fair Few are attractive
Not Convincing
Needs
Needs consolidation
reinforcement
Good
To be strengthened
Needs further
Not Matching Neutral to Reinforcement
Even
Negative
Wrong Associations
Missing or Lost over the years !

7Aristocrat.mp4

Balmer’s AC³ID Test
Identity Type What it means
Actual Identity What we really are
Communicated Identity What we communicate that we are
Conceived Identity What we are seen to be by others
Covenanted Identity What we have become to stand for, as a brand
Ideal Identity What we ought to be
Desired Identity What we desire to be

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Brand Management

KCT Business School

Feb –May, 2024

Course Plan BM Revised.pdf

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

• Perceptual map reveals which product

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

• Country scope Single Global

• Perspective Tactical and reactive Strategic and visionary

• Focus Short-term financials Brand Equity measures

• Product-market Single products and Multiple products and markets

• Brand Coordinator of limited Team leader of multiple

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

• Core Identity: ‘the central, timeless

• Extended Identity: ‘provides

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Value Proposition Credibility

Brand Identity Implementation System

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Value for Money

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Set Basis for

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Leather that weathers

Water resistant oiled

Young, Rugged, Tough

Dr. K.R.Senthilvelkumar KCT Business School

(+ or -) Perfume “strong? embarrassment?”

Exotic “confidence/ effective”

Missing or Lost over the years !

Dr. K.R.Senthilvelkumar KCT Business School

Communicated Identity What we communicate that we are

Conceived Identity What we are seen to be by others