BM Slides Session 17 18

Brand Management
KCT Business School

Batch : 2023-245 Semester : II
Course Instructor: Dr. K.R.Senthilvelkumar
Feb – May, 2024
Dr. K.R.Senthilvelkumar KCT

Business School
Balmer’s AC3ID Test for VIP
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

Dr. K.R.Senthilvelkumar KCT Business School
Balmer’s AC3ID Test for LIRIL

Covenanted Identity What we have become to stand for, as a brand

“Appalling Era”
• Inward-looking attitude
• Ineffective management/leadership – lack of
funding
• Demoralised staff -Indifferent customer
service
• Merger issues (BOAC – BEA)

British Airways Pre-80s
Covenanted Identity What we have become to stand for, as a

corporate brand

“Adjusting Era”
• Chairman Sir John King’s appointment
• Turnaround attempts
• Financial constraints
• Employee morale related issues
• Investment in promotion*
• BA\1playYouTube - British Airways Ad Fly The
Flag.flv

British Airways Early 80s

corporate brand

“Appealing Era”
• Move towards privatisation
• New CEO Collin Marshall’s appointment
• Superior Customer Service through “Putting People
First”* BA\2.flv
• Rebuilding focus based on MR on customer
preferences

British Airways Mid 80s

corporate brand

“Adoring Era”
• Privatization achieved
• High visibility on the global stage
• Success of customer service focus
• Need to appeal to global customers
• 1/15 taking international flights flew with BA
• 60% of the revenue are from overseas market
• New communication conceived*
• BA\3playYouTube - 1989 British Airways
Commercial.flv
British Airways Late 80s–Early 90s

corporate brand

“Astonishing Era”
• Robert Ayling’s appointment
• Modernization initiatives
• Review of mission, values and corporate goals
• Identified need for giving less prominence to British
heritage / credentials
• 60% are non-British customers
• Design changes depicted 50 symbols from across the
world
• Opposition from Govt and other stakeholders
• Competitors capitalised
British Airways Late 90s


corporate brand

“Affirming Era”
• Effect of furor
• Design elements changed
• Robert Ayling was replaced by Rod Eddington
• “Premium Airline” in place of “Favourite Airline”
• Stakeholders support new image
• BA\4playnew3.wmv
• BA\5playfun2.wmv

British Airways Early 2000s


corporate brand

Merger with Iberia and formation of IAG

Market a Attach Differential
a Brand Effect
product
Name
Marketing effect uniquely attributable to a brand
= Brand Equity

The power of Brand Equity
•Strong brands receive

differential response
•Attention and learning
•Interpretation and evaluation
•Application

The power of Brand Equity
•Advantage of positive brand equity for

the marketer
• Perceived quality
• Loyalty - less vulnerable to competition
• Inelastic response
• Trade leverage
• Better margins
• Marketing communication effect
• Licensing opportunities
• Brand extensions
• Improved talent acquisition and retention
• Greater financial market returns

So, how to define brand equity?

What is Brand Equity?
“Brand Equity is defined in terms
of marketing effects uniquely
attributable to the brands”
“…is the differential effect that
consumers’ brand knowledge
has on their response to the
marketing of that brand”
– Keller

•Clothes may seem to fit better,
•A car may seem to drive more smoothly,
•The wait in a bank line may seem shorter,

and so on,
depending on the particular brand!

- Keller

“Brand Equity is the added

value endowed on products
and services, which may be
reflected in the way
consumers, think, feel, and
act with respect to the brand”
– Philip Kotler
“Brand Equity is a set of brand

assets and liabilities linked to
a brand, its name and symbol
that add to or subtract from the value
provided by a product or service
to a firm and/or to that firm’s
customers”
– David A. Aaker
“Brand Equity is the total

accumulated value or worth of a
brand; the tangible and
intangible assets that the brand
contributes to its corporate
parent brand, both financially
and in terms of selling leverage”
– Upshaw
Brand Equity Models
• 1) Aaker Model
• 2) Brand Asset Valuator (BAV)
• 3) Brand Dynamics Pyramid (BRANDZ)
• 4) Brand Resonance
• 5) Alexander L.Biel Model

1) Aaker Model
BRAND EQUITY
BRAND AWARENESS PERCEIVED QUALITY
BRAND ASSOCIATIONS BRAND LOYALTY

2) Brand Asset Valuator (BAV)
developed by Young and Rubicam
(Differentiation, Relevance and Energy
Up-and-coming Leadership
BRAND STRENGTH
or Niche
New or
Undeveloped Eroded
BRAND STATURE (Esteem /Knowledge)

Source: Published in ET dated Feb 12, 2013; Proposed by Gautam Talwar, Chief Strategy Officer, Rediffusion DYR.
3) Brand Dynamics Pyramid
developed by Millward Brown and WPP
Strong Relationship
Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship

4) Brand Resonance Pyramid
(Customer Based Brand Equity Model)



Sample research for McDonald’s
•Brand awareness and usage

• What brands of quick-service restaurant chains
are you know of?
• At which brands of quick-service restaurant
chains would you consider eating?
• If you were to eat in a quick-service restaurant
tomorrow for lunch, which one would you go to?
• What if instead it were for dinner? Where would
you go?
• Finally, what if instead it were for breakfast?
Where would you go?
• Which are your favourite quick-service
restaurant chains?

•Brand awareness and usage

• Have you heard of this restaurant?
• Have you eaten at this restaurant?
• When I say McDonald’s, what are
the first memories that come to
your mind? Anything else?

•Brand Performance
• McDonald’s …
• Is convenient to eat at
• Provides quick, efficient service
• Has clean facilities
• Is for the whole family
• Has delicious food
• Has a varied menu
• Has friendly courteous staff
• Offers fun promotions
• Has a stylish and attractive look
• Has high-quality food

•Brand Judgements
• How favourite is your view about McDonald’s
• How well does McDonald’s satisfy your needs?
• How likely would you recommend McDonald’s to others?
• How good a value is McDonald’s?
• Is McDonald’s worth a premium price?
• What do you like best about McDonald’s?
• What is most unique about McDonald’s?
• To what extent does McDonald’s offer advantages that other
outlets can not?
• To what extent is McDonald’s superior to other outlets in the
quick service restaurant category?
• Compared to other outlets in the quick service restaurant
category, how well does McDonald’s does satisfy your basic
needs?

•Brand Imagery
• To what extent do people you admire and respect eat at
McDonald’s?
• How much do you like people who eat at McDonald’s?
• How well does each of the following words describe McDonald’s?
(Down-to-earth, honest, caring, up-to-date, reliable, successful,
upper class, charming, outdoorsy)
• Is McDonald’s a restaurant that you can use in a lot of different
situations?
• To what extent does thinking of McDonald’s bring back pleasant
memories?
• To what extent do you feel that you grew up with McDonald’s ?

•Brand Feelings
• Does McDonald’s give a feeling of…
• Warmth?
• Fun?
• Excitement?
• Sense of security or confidence?
• Social approval?
• Self-respect?

•Brand Resonance
• I consider my self loyal to McDonald’s
• I buy McDonald’s whenever I can
• I would go out of my way to eat at McDonald’s?
• I really love McDonald’s
• I would really miss McDonald’s if it went away
• McDonald’s is special to me
• McDonald’s is more than a product to me
• I really identify with people who eat at McDonald’s
• I feel a deep connection with those who eat at McDonald’s
• I really like to talk about McDonald’s to others
• I am always interested in learning more about McDonald’s
• I would be interested in merchandise with the McDonald’s name on
it
• I am proud to have others know I eat at McDonald’s
• I like to visit the website for McDonald’s
• Compared to other people, I follow news about McDonald’s closely

•Brand Resonance
• McDonald’s is …
• Innovative
• Knowledgeable
• Trustworthy
• Likable
• Concerned about their customers
• Concerned about society as a whole
• Friendly
• Admirable
• Willingness to stay with McDonald’s…
• Under various possibilities

5) Alexander L. Biel Model
SYMBOLIC FUNCTIONAL DEMOGRAPHIC PSYCHOGRAPHIC
IMAGE OF THE IMAGE OF THE

PRODUCT USERS
IMAGE OF THE IMAGE OF THE

COMPANY RIVAL BRANDS
BRAND
IMAGE
NON-IMAGE BRAND VALUE /

BRAND EQUITY WORTH
FACTORS
BRAND
-a comprehensive definition
•A reputation in the market which has an

identity (the source of the brand) which has
been translated into an image (customer
perception) that confers competitive value in
additional sales or premium prices or both
(brand equity).
•Peter Laver, ‘Building a Brand in a
week’
Measuring
Brand Equity

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Measuring Brand Equity
Brand
Brand Audits
Audits
Brand
Brand Tracking
Tracking
Brand
Brand Valuation
Valuation

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• BRAND AUDIT
– “Consumer-focused series of procedures to assess the
health of the brand, uncover its sources of brand equity,
and suggest ways to improve and leverage its equity”
• BRAND TRACKING STUDIES

– “Collection of data from consumers on a routine basis
over time to provide marketers with consistent, baseline
information about how their brands and marketing
programmes are performing on key dimensions”
• BRAND VALUATION
– “Estimation of the total financial value of the brand”

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• Need for multiple measures
– Brand awareness
– Brand associations
– Brand responses
– Brand relationship
• Comparative Methods
– Brand-based comparative approach
– Marketing-based comparative approach
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Walmart ”

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Walmart ”

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Walmart ”

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Walmart ”

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Walmart ”

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Walmart ”

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Three-Pathway Model for Measuring Brands
of Don E.Schultz and Heidi F. Schultz
THREE PATHS
CUSTOMER-BASED INCREMENTAL
BRAND METRICS BRAND SALES
Marketplace
Attitudinal Data
performance data
Marketing Mix
Hierarchy of Effects
Modeling - ROI
Predictive Modeling
Tracking Studies
- ROCI

Business School
Mr. Harish Gupta who is the Head of Marketing in Liven Consumercare
Ltd, has weighed various options of reviving the decline in the
sales of its deodorant spray brand and has subsequently decided to
introduce a sales promotion offer for the consumers during December
month in a particular town. The company has planned to offer a
discount of Rs. 10 per unit and it is expecting additional sales of
20,000 units, based on their research findings, during the
promotion period. The estimated cost of advertising this special
promotional offer is Rs. 1,20,000. The average monthly sales
without any promotion is 40,000 units. One unit of deodorant spray
is priced at Rs. 100 and the gross margin is 40%.
• Evaluate the sales promotion offer. What is the minimum volume

of sales required for the break-even of this brand during the
sales promotion month (i.e. to achieve atleast the same level of
profits that the brand usually gets during other months)?
• Alternatively, the company is also considering a discount of Rs.

5 per unit and the expected additional sales volume as per their
Dr. K.R.Senthilvelkumar
research findings is 12, 000 units. IsKCT it a better option?
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• Given:
Regular Sales = 40,000 units
Unit price = Rs. 100
Gross margin = Rs. 40
1) If discount of Rs. 10 is used, the additional sales =
20,000 units. i.e. total sales = 60,000 units (Sales
Growth of 50%)
2) If discount of Rs. 5 is used, the additional sales =
12, 000 units. i.e. total sales = 52, 000 units (Sales
Growth of 30%)

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A. MINIMUM REQUIRED SALES VOLUME
• N X S = P(S-D) - M
• N = Average monthly sales
• S = Gross margin per unit
• P = Expected sales during sales promotion
• D = Discount
• M = Additional adspend
1) If a discount offer of Rs. 10 is
implemented, the minimum required sales
volume (BEP):
• 40,000 X 40 = P(40-10) - 1,20,000
• 16,00,000 +1,20,000 = P X30
• P = 57,333 units
Since the expected total sales is 60,000 units
(40,000 + 20,000), it is above the minimum
required sales volume and hence
Dr. K.R.Senthilvelkumar KCT is good.
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• N X S = P(S-D) - M
• N = Average monthly sales
• S = Gross margin per unit
• P = Expected sales during sales promotion
• D = Discount
• M = Additional adspend
2) If a discount offer of Rs. 5 is
implemented, the minimum required sales
volume (BEP):
• 40,000 X 40 = P(40-5) - 1,20,000
• 16,00,000 +1,20,000 = P X35
• P = 49,142 units
Since the expected total sales is 52,000 units
(40,000 + 12,000), it is above the minimum
required sales volume and is also good.
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B. SALES REVENUE:
1) Sales revenue in case of 10%
discount:
Net Sales Revenue
= Expected volume X Gross Margin– Additional adspend
= 60,000 X 30 – 1,20,000 = Rs. 16,80,000
2) Sales revenue in case of 5% discount:

Net Sales Revenue
= Expected volume X Gross Margin– Additional adspend
= 52,000 X 35 – 1,20,000 = Rs. 17,00,000
The option 2 seems to be better, as it gives a

slightly higher sales revenue. However, the final
decision can be made, considering the other factors
that influence the Dr. K.R.Senthilvelkumar KCT
sales.Business School
Three-Pathway Model for Measuring Brands
of Don E.Schultz and Heidi F. Schultz
THREE PATHS
CUSTOMER-BASED INCREMENTAL BRANDED

BRAND METRICS BRAND SALES BUSINESS VALUE
Marketplace Brand Valuation

Attitudinal Data
performance data
Marketing Mix Discounted cash

Hierarchy of Effects
Modeling - ROI flows
Predictive Modeling Brand Scorecards

Tracking Studies
- ROCI

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Measuring Brand Equity using
Brand Value Chain
Marketing
Investment
Customer
Mindset
Marketing
Performance
Shareholder
Value
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Measuring Brand Equity for Dabur
Rs. 784 crores Rs. 1705 crores
P/E: 54.32
Rs. 92639 Crores

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• Holistic methods
“place an overall value on the brand in
either abstract utility terms or concrete
financial terms”
– Residual approach:
• “examines the value of the brand by subtracting
consumers’ preferences for the brand based on
physical attributes alone”
– Valuation approach:
• “ places a financial value on brand equity for
accounting, M&A and Businessother
School purposes”
Brand Valuation Approaches
• 1) Cost Based Approach

–Historical costs
–Replacement costs

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• 2) Market Based Approach

–Stock price movements

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• 3) Income Based Approach

–Price premium
–Royalty earnings
–Profitability

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Brand Architecture

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The Product Hierarchy
Item
Product type
Product line
Product class
Product family
Need family
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Item – A distinct unit within a brand or product line
distinguishable by size, price, appearance or any other attribute
Product type – A group or items in a product line that share

one of several possible forms of the product
Product line – A group of products within a product class that

are closely related because they perform a similar function –
same price range, market channel or same target segments
Product class-A group of products within the product family

recognised as having a functional coherence
Product family – All the product classes that can satisfy a

core need with reasonable effectiveness
Need family –The Core need that underlies

Dr. K.R.Senthilvelkumar KCT the existence of a
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product family
The Product hierarchy
o Need family – Personal hygiene
o Product family – Washing & Cleaning products
o Product class – Products for cleaning teeth
o Product line – Toothpaste
o Product type – Tooth whitening product
o Product item – Colgate Visible White 100
gram
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The Product hierarchy
Need family – Transportation/ Travel

Product family – Vehicles
Product class – Personal four-wheelers

Product line – Passenger Cars
Product type – Entry-level hatchback car
Item –Renault Kwid
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• Product Line
– is a group of products within a
product category that are closely
related because they function in a
similar manner, are sold to the
same customer groups, are
marketed through the same type of
outlets, or fall within given price
ranges.
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• Product Mix (or Assortment)
–is the set of all product
lines and items that a
particular firm makes
available to buyers.

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• Product mix (Product assortment)
– has a certain:
• Width
• Length
• Depth
• Consistency

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Product-Mix Width and Product-Line Length
for P& G Products
Product-Mix Width
Paper
Detergents Toothpaste Bar Soap Diapers Tissue
Ivory Snow Gleem (1952) Ivory Pampers Charmin
(1930) (1879) (1961) (1928)
Crest (1955)
Dreft Kirk’s Luvs Puffs
PRODUCT- (1933) (1885) (1976) (1960)
LINE
LENGTH Tide Lava Banner
(1946) (1893) (1982)
Cheer Camay Summit

(1950) (1926) (1992)

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Product-Mix Width and Product-Line Length
for HUL Products
Product Mix Width
Home & Personal Care Food
Personal Fabric Skin Hair care Oral care Deo Colour Tea & Instant Icecrea
wash wash care dara cosmtics Coffee and m
nt staple
food
Lux Surf F&L Sunsilk Pepsode Axe Laxme BB Kissan Kwality

nt walls
Product line Length
Lifebuoy Rin Pond’s Clinic Closeup Rex Lip Knorr Magnu

plus ona m
Liril Wheel Dove Dove Bru Annap
urna
Hamam
Breeze
Pears
Rexona
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Dove
• Brand Line
– consists of all products,
original as well as line
and category extensions,
sold under a particular
brand
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• Brand Line of Medimix
– Soaps, Hand Wash, Face Wash (AVA)
– Soaps, (Prickly Heat Powder), Face

Wash, Body Wash, Moisturising Lotion
and Shampoo (Cholayil)
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• Brand Portfolio
– is the set of all brands
that a particular firm
offers for sale to buyers
in a particular category

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• Brand Portfolio (AVA)
– Soaps: Medimix and Divine
– Hand Wash: Medimix
– Face Wash: Medimix
– Hair Oil/ Cream: Kaytra
– Sanitizer: Medimix
– Hair Shampoo: Kaytra, Medimix
– Food-Spices/Curry Powders / Masala
Products/Pickle, etc: Melam
– Food – Honey, Coffee, etc: Sanjeevanam
– Vegetarian Restaurant: Sanjeevanam
– Ayurvedic Treatment: Sanjeevanam
– Beauty Centre: Sanjeevanam
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• Brand Portfolio (Cholayil)
– Soaps: Medimix, Cuticura, Krishna Tulsi and Jullaaha
– Body Wash: Medimix
– (Prickly Heat Powder: Medimix)
– Body Lotion: Medimix, Jullaaha
– Hair Shampoo: Medimix
– Hair Oil: Jullaaha
– Body Massage Oil: Jullaaha
– Bath Scrub: Jullaaha
– Face Wash: Medimix
– Talcum Powder: Cuticura
– Deodorant: Cuticura
– Ayurvedic Medical Treatment: Sadayush
– Hair Oil/Gel / Colour: Jullaaha
– Rose Water: Jullaaha
– Lip Balm: Jullaaha
– (Women’s Apparels: Jullaaha)
– (Jewellery: Jullaaha) Dr. K.R.Senthilvelkumar KCT
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• Brand Mix
(or Brand Assortment)
– is the set of all brand
lines that a particular
firm offers for sale to
buyers
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• Brand Mix (AVA)
– Melam – 30+
– Medimix – 11+
– Kaytra – 6+
– Divine – 6+
– Sanjeevanam – 7+
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Brand Mix (AVA)…
• Melam Chilli Powder • Melam Fish Masala
• Melam Kashmiri Chilli Powder • Melam Fishfry Masala
• Melam Black Pepper Powder • Melam Tandoori Masala
• Melam Crushed Chilli Powder • Melam Garam Masala
• Melam Fennel Powder • Melam Varutharacha Kozhi Curry
• Melam Cumin Powder • Melam Lime Pickle
• Melam Fenugreek Powder • Melam White Lime Pickle
• Melam Puttu Podi • Melam Mango Pickle
• Melam Chemba Puttu Podi • Melam Tender Mango Pickle
• Melam Appam / Idiappam Podi • Melam Garlic Pickle
• Melam Roasted Rava Podi • Melam Kadu Mango Pickle
• Melam Rice Powder • Melam Ginger Pickle
• Melam Chicken Masala • Melam Gooseberry Pickle
• Melam Mutton Masala • Melam Fish Pickle
• Melam Meat Masala • Melam Prawn Pickle
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Brand Mix (AVA)…
• Medimix Transparent Soap
• Medimix Classic Soap
• Medimix Sandal Soap
• Medimix Clear Glycerine Oil Balance Soap
• Medimix Clear Glycerine Deep Hydration Soap
• Medimix Clear Glycerine Natural Toning Soap
• Medimix Sandal Hand Wash
• Medimix Herbal Hand Wash
• Medimix Clear Glycerine Oil Balance Facewash
• Medimix Clear Glycerine Deep Hydration Facewash
• Medimix Clear Glycerine Natural Toning Facewash
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Brand Mix (AVA)…
• Kaytra Hair Oil

• Kaytra Hair Cream
• Kaytra Hair Pack
• Kaytra Frizzy Hair Shampoo
• Kaytra Treated Hair Shampoo
• Kaytra Revitalising Hair Shampoo
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Brand Mix (AVA)…
• Divine Sandal Soap

• Divine Turmeric and Sandal Soap
• Divine Transparent Soap
• Divine Clear Glycerine Deep Hydration Soap
• Divine Clear Glycerine Oil Balance Soap
• Divine Clear Glycerine Natural Toning Soap

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Brand Mix (AVA)…
• Sanjeevanam Vegetarian Restaurant

• Sanjeevanam Ayurvedic Therapy Centre
• Sanjeevanam Natural Beauty Centre
• Sanjeevanam Honey
• Sanjeevanam Natural Health Mix
• Sanjeevanam Ginger Coffee
• Sanjeevanam Thulasi Coffee
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• Brand Mix (Cholayil)
– Jullaaha – 12 +
– Medimix – 11 +
– Cuticura – 9 +
– Krishna Tulsi – 1+
–Sadayush – 1 +
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Brand Mix (Cholayil)…
• Jullaaha Dandruff Oil
• Jullaaha Virgin Coconut Oil
• Jullaaha Golden Glow Oil
• Jullaaha Natural Hair Colour
• Jullaaha Vetiver Scrub
• Jullaaha Rose Water
• Jullaaha Aloevera Gel
• Jullaaha Lip Balm
• Jullaaha Aloe Vera Bathing Bar
• Jullaaha Orange & Cinnamon Bathing Bar
• Jullaaha Sandal Saffron Bathing Bar
• Jullaaha Goat Milk Honey Bathing Bar
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• Medimix Ayurvedic 18-Herb Soap
• Medimix Ayurvedic Turmeric and Argan Oil Soap
• Medimix Ayurvedic Sandal Soap
• Medimix Ayurvedic Natural Glycerine Soap
• Medimix Ayurvedic Face Wash
• Medimix Ayurvedic Anti Tan Face Wash
• Medimix Ayurvedic Body Wash
• Medimix Lakshadi Oil Body Wash
• Medimix Eladi Oil & Sandal Body Wash
• Medimix Lakshadi Oil Gel Moisturiser
• Medimix Ayurvedic Nourishment Shampoo
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• Cuticura Original Bathing Bar
• Cuticura Primrose Oil Bathing Bar
• Cuticura Original Deodorant
• Cuticura Lavender Mist Deodorant
• Cuticura Zing Deodorant
• Cuticura Original Talcum Powder
• Cuticura Lavender Mist Talcum Powder
• Cuticura Pink Passion Talcum Powder
• Cuticura Sandal Talcum Powder

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• Krishna Thulasi Pure Ayurvedic Soap

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• Sadayush Ayurvedic Medical Treatment

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AVA Cholayil

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AVA Cholayil

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AVA Cholayil

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AVA Cholayil

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AVA Cholayil

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AVA Cholayil

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AVA Cholayil

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AVA Cholayil

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• A firm’s Branding Strategy
is characterized according to
its breadth (in terms of brand-
product relationships and
brand extension strategy) and
its depth (in terms of product-
brand relationships and the
brand portfolio or mix)
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Brand Architecture
• “An organising structure
of the brand portfolio (or
company’s brand mix) that
specifies brand roles and
the nature of relationships
between brands”
– David A. Aaker and Erich Joachimsthaler
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BRAND ARCHITECTURE
• Large Vs. Small
• To Maximise Market Coverage

Vs.
To Minimise Brand Overlap

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Brand Architecture
• If coherent;
– Impact
– Clarity
– Synergy
– Leverage
• If incoherent;
– Weaknesses
– Confusions
– Missed opportunities
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BRAND ARCHITECTURE
•defines both brand
boundaries and
brand complexity
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BRAND ARCHITECTURE
• Options for a business firm:
– Branded house
– House of brands

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Brand Relationship Spectrum
by David A. Aaker and Erich Joachimsthaler

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• Brand – Product Matrix:
Product 1 Product 2 Product 3 Product 4 Product 5
Brand 1
Brand 2
Brand 3
Brand 4
Brand 5

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Evolving Brand-Product Matrix

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Zine Alkaline Rechargeable Luminaries / LED Radio Compact Portable
Carbon Battery Battery Rechar-geable Torches / Fluorescent Chargers
Batteries Fans / Study Lanterns Lamps /
Lamps/ GLS/ LED
Portable bulbs
lamps/
spikeguard
Eveready Eveready Ultima Recharge- Eveready DigiLED Dhamaal CFL Ultima

able/ Ultima / Ultraled
Powercell Powercell Powercell Powercell LITEZ

and
Shakthi
Brand 3?
(LAVA)
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Zine Alkali Recharge Luminar LED Radio Compact Portable
Carbon ne able -ies / Torches / Fluorescent Chargers Packaged Tea
Batteries Batter Battery Rechar- Lanterns Lamps /
y geable GLS/ LED
Fans / bulbs
Study
Lamps/
Portabl
e
lamps/
spikegu
ard
Eveready Eveready Ultim Recharg Everea DigiLED Dhama CFL Ultima Premium Gold,
a e-able/ dy / Ultraled al TEZ Premium,
Ultima TEZ Red and
Jaago,
Powercell Powercell Powe Powercell LITEZ

rcell
and
Shakt
hi
Brand 3?
(LAVA)
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Zine Alkali Recharge Luminar LED Radio Compact Portable Packaged Tea
Carbon ne able -ies / Torches / Fluorescent Chargers
Batteries Batter Battery Rechar- Lanterns Lamps /
y geable GLS/ LED
Fans / bulbs
Study
Lamps/
Portabl
e
lamps/
spikegu
ard
Eveready Eveready Ultim Recharg Everea DigiLED Dhama CFL Ultima Premium Gold, TEZ
a e-able/ dy / Ultraled al Premium, TEZ Red
Ultima and Jaago,
Powercell Powercell Powe Powercell LITEZ

rcell
and
Shakt
hi
Brand 3?
(LAVA)
Business School
Business School
Oral Care Personal Care House-
hold
Care
Basic White Relief Freshne Gum Toothbrush Mouth Skin Hair Shavi Wash Dish
Dental ning from ss Protection wash care care ng wash
Sensitivity Or Special
application
COLGATE Dental Visible Sensitive Maxfresh Total, Active Sensitive, Plax

Cream, White, Original, Peppermi Salt, Active Slimsoft, Slimsoft Active
Cacilock Visible Sensitive – nt Ice, Salt Healthy Charcoal, Salt,
Herbal,
White Clove, Citrus White, Extraclean, Visible
Cibaca
Cibaca Shine Sensitive Blast, Active Salt Extraclean white,
Vedashakth Plus Spicy Neem, Gumcare, 360’ Fresh
i Sensitive Fresh, Maximum Flosstip, Tea,
Kids, Kids Plus Power Cavity Charcoal Gold, Compl
2-5, Enamel Breeze protection Zig Zag, Kids 2- ete
Barbie plus sugar 5, 2+, Battery Care,
Spiderman acid Operated Fresh
Tooth netrualiser mint,
powder
Progum Peppe
Health, rmint
Advanced,
Charcoal
Deep Clean,
Paintout
PALMOLIVE Charm’s Halo Shave Aroma

Cream Sha Cream Shower
mpo Gel
o Relax,
Thermal
Spa
Firming &
Massage,
Naturals
Hand
Wash
AXION Dish
Washing
Paste
Business School
Oral Care Personal Care House-
hold
Care
Basic White Relief Freshne Gum Toothbrush Mouth Skin Hair Shavi Wash Dish
Dental ning from ss Protection wash care care ng wash
Sensitivity Or Special
application
COLGATE Dental Visible Sensitive Maxfresh Total, Active Sensitive, Plax

Cream, White, Original, Peppermi Salt, Active Slimsoft, Slimsoft Active
Cacilock Visible Sensitive – nt Ice, Salt Healthy Charcoal, Salt,
Herbal,
White Clove, Citrus White, Extraclean, Visible
Cibaca
Cibaca Shine Sensitive Blast, Active Salt Extraclean white,
Vedasha Plus Spicy Neem, Gumcare, 360’ Fresh
kthi Sensitive Fresh, Maximum Flosstip, Tea,
Kids, Plus Power Cavity Charcoal Gold, Compl
Kids 2-5, Enamel Breeze protection Zig Zag, Kids 2- ete
Barbie plus sugar 5, 2+, Battery Care,
Spiderm acid Operated Fresh
an netrualiser mint,
Tooth
powder
Progum Peppe
Health, rmint
Advanced,
Charcoal
Deep Clean,
Paintout
PALMOLIVE Charm’s Halo Shave Aroma

Cream Sha Cream Shower
mpo Gel
o Relax,
Thermal
Spa
Firming &
Massage,
Naturals
Hand
Wash
AXION Dish
Washing
Dr. K.R.Senthilvelkumar KCT Paste
Business School
Business School
The role of Liril
in the Brand Portfolio of HUL’ Soaps Category
Beaut Skincar Health Facewa Bodywa

y e Dove Lifebuo sh Dove
sh
Dove Lux
Lux Hama y Ponds Pears
Rexon
m (Energy Axe
Charge
aPears brightening!!)
Ayus Liril ??
Breeze
Liril ?? (fresh h (freshness!!)
feeling!!)
Liril
(Youthful freshness!!) Liril ??
(freshness in
facewash!!)
Business School
Enhancing the Equity of Brands
• Increasing familiarity
• Augmenting product/ service
• Identifying additional uses
• Extending into new products
• Repositioning

Business School
Brand Reinforcement
vs.
Brand Revitalisation

Business School
Business School
Enhancing the Equity of Brands
• Increasing familiarity
• Augmenting product/ service
• Identifying additional uses
• Extending into new products
• Repositioning

Business School
Business School

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Brand Management

KCT Business School

Feb – May, 2024

Dr. K.R.Senthilvelkumar KCT

Identity Type What it means

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

Identity Type What it means

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

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

Covenanted Identity What we have become to stand for, as a

Ideal Identity What we ought to be

Desired Identity What we desire to be

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

Covenanted Identity What we have become to stand for, as a

Ideal Identity What we ought to be

Desired Identity What we desire to be

Dr. K.R.Senthilvelkumar KCT Business School

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

Covenanted Identity What we have become to stand for, as a

Ideal Identity What we ought to be

Desired Identity What we desire to be

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

Covenanted Identity What we have become to stand for, as a

Ideal Identity What we ought to be

Desired Identity What we desire to be

Dr. K.R.Senthilvelkumar KCT Business School

Identity Type What it means

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

Ideal Identity What we ought to be

Desired Identity What we desire to be

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School

Identity Type What it means

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

Ideal Identity What we ought to be

Desired Identity What we desire to be

Dr. K.R.Senthilvelkumar KCT Business School

Dr. K.R.Senthilvelkumar KCT Business School