BRAND MANAGEMENT

UNIT 1 : Brand and marketing success

Corporate and country perspective
Firm balance sheet
Assets and the asset
Brand outcomes; customer and company
Anatomy of brand
Brand meaning
Brand type and consumer value spaces ; functional emotional
experiential brands.

MEANING
 To marketing professionals, a brand is a product or a business that has a distinct
identity in the perception of consumers.
 The brand is created through elements of design, packaging, and advertising
that, as a whole, distinguish the product from its competitors.
 It is the intangible asset of the organization (intellectual) that can outperform the
organisation from the rest of the competitors in the market.
 A brand is a way for businesses to distinguish themselves from competitors and create a lasting
impression on their target audience.
 The term "brand" can be defined in various ways, depending on the context. Here are
a few different definitions:
1. Marketing and Business Perspective:
 A brand is a unique identifier, often consisting of a name, logo, symbol, design,
or combination thereof, that distinguishes a product, service, or company from
its competitors.
 It encompasses the overall image, reputation, and perception that consumers
associate with a particular entity or offering.
2. Consumer Perspective:
  From a consumer standpoint, a brand is a set of expectations, experiences, and
perceptions linked to a particular product, service, or company.
 It represents the promise of a certain level of quality, consistency, and
satisfaction.
3. Legal Perspective:
 In a legal sense, a brand can be a legally protected trademark or trade name
that signifies the exclusive ownership of certain intellectual property associated
with goods or services.
4. Management Perspective:
 From a management viewpoint, a brand is a strategic asset that requires
careful planning, positioning, and consistent messaging to create and maintain
a positive and recognizable image.
In summary, a brand is a multifaceted concept that involves visual and symbolic elements,
consumer perceptions, and strategic management. It plays a crucial role in marketing,
business strategy, and the overall relationship between a company and its target audience.

Types of Brands
The type of brand used depends on the entity using it. The following are some of the most

common forms of brands:

 Corporate Brands:

Corporate branding is a way for companies to enhance their reputations and distinguish themselves from

competitors in their industries. The company' s pricing, mission, target market , and values all reflect

the corporate brand.

Corporate Brand: The brand associated with the entire company, like Coca-Cola or

Apple.

House of Brands: A corporation that owns multiple brands, each with its own separate

identity (e.g., Procter &Gamble).

 Personal Brands :

The personal brand associated with a specific person, often in the fields of entertainment,

sports, or entrepreneurship.

Personal brands are also known as an individual brand and they are defined as the brand which a person

has built around himself to promote his or her career opportunities. This is associated with how

people market themselves and put out or project themselves in and via media. Personal brand lacks

a business model which is necessary to commercialize the strategy.

 Example: Celebrities or Sports person are th e b est ex am p le o f P erso n al B ran d s.

 Product Brands:

The perceptions associated with the commodity or good so that it exceeds the functional

capability is called a product brand. Product brands are very common in FMCG

industries. Tide detergent is an example of Product Brand. Introducing a new product or

supporting an existing product involves creating and maintaining its brand. Branding a

product starts with market research and identifying the right target market.

Individual Product Brand: A b ran d asso ciated w ith a sp ecific p ro d u ct, su ch as N ik e

for athletic shoes.

Family Brand: Several related products are marketed under the same brand name,

like Microsoft's Office suite.

 Service brand

This involves adding a value of service to the brand. It is considered more difficult to

d ev elo p a serv ice b ran d o th er in a p ro d u ct b ran d b ecau se th e o fferin g s o f serv ice b ran d s are

intangible. Once developed it is very useful to avoid competition since it is very hard to

d ev elo p an d p ro v e th e b ran d in term s o f p ricin g . A lo t o f n ew o n lin e b ran d s h av e b een

d ev elo p ed lik e su b scrip tio n b ran d s w h erein p eo p le p ay m o n ey fo r access o f serv ices o r

p ro d u cts an d th ese are rap id ly ch allen g in g th e salty an d th e ex p ectatio n s o f tech n o lo g y fo r

b o th serv ice an d p ro d u ct b ran d s. F o r ex am p le, th e in teg ral an d p erceiv ed v alu e o f p ro d u cts

that come with apps. Southwest Airlines is an example of Service Brand.

 NGO or Non-governmental organization

Organizations that operate for a cause rather than profit, such as Greenpeace or the Red

Cross.

A brand which is dedicated for more than fundraising but rather to drive social missions an d w h ich is

m o re in to n o n -p ro fit b u sin ess is called an N G O . G reen p eace is th e classic ex am p le o f an

NGOwhich works only for promoting the environmental problems.

 Public brand

A brand which is owned and managed by the government has called public brand. At times even, the

government is seen as a public brand in the eyes of normal people.

 Luxury brand

Brands that represent high-quality and exclusivity, often associated with premium pricing

and a focus on craftsmanship (e.g., Rolex, Louis Vuitton).

As the name suggests this is the kind of brand which offers high quality at a higher price. L u x u ry

b ran d s fo rm a n ich e m ark et fo r selected cu sto m ers. It d o es n o t en g ag e in red u cin g th e p rice

but rather it is more dedicated to providing premium service to bring our customers. Rolex watches are

the perfect example of a luxury brand.

 Value brand

Unlike luxury brand value brand operates on price and offers basic services for a lower price.

The target audience of value brands are the middle and is over the market which forms a volume of the

entire market . Since the work on higher volumes, it is necessary that the price their product is

lower . Titan is an example of a value brand. Although companies are not started to make two brands to tap

every customer and gain more of market share.

 Innovative brand

These focus only on constantly improving the product by advanced breakthroughs in technology. Innovation

as the primary aimand hence these are unique to the market and it sometimes maybe even the first in the

market . Apple is known for its innovation in the market and Apple products are considered as innovative

products.

 Organization Brand

The company and entity’s which deliver products and services are called organization brands. They are

closely linked with a personal brand of an individual . For example, a particular celebrity association

with a particular brand every time and watching that celebrity reminds you of that brand.
  Co-Brands or Joint Ventures: Group brands

When a small group o f b ran d ed en tities h as in terco n n ected b ran d eq u ity and individual

b ran d as w ell, it is k n o w n as G ro u p B ran d in g . In th is, th e g ro u p , as w ell as its m em b ers,

have a b ran d id en tity .

Co-Branding: W
hen two or more brands collaborate on a product or service, combining

their identities (e.g., Nike and Apple collaborating on the Apple W

atch Nike+).

 Geographic brand

It is th e idea o f m an y co u n tries to b ran d th e b est p laces th ey h av e to th e w o rld . T h ese

G eo g rap h ic b ran d s can b e co u n tries o r S tates o r cities o r ev en b u ild in g s o r streets. T h e

government of the respective place works extensively to develop these brands and they

often attract commerce and economic investments along with tourism and new residents.

 Online Brands

Brands that primarily exist and operate in the digital or online space, such as Amazon,

G o o g le, o r F aceb o o k .

These exist in the virtual world and have a presence over the web. They provide products or services

depending on their categories and also the presence maybe intangible the products are very tangible. An

example of a brand would be the famous amazon.com.

  Celebrity brand

Celebrities have been using their famous high profile to promote a product or a range of products which

gets all their followers to shift to the particular brand. The endorsements are done by celebrities

themselves and at times they may be pleased even in their respective movies. For example, an association

of Angelina Jolie and Brad Pitt with UNICEF. W

hile this is an example of a celebrity brand this also forms

an example of NGO.

 Employer brand

The success of a company does not depend only on the best staff but also on the ability to retain that

staff . Employers need to provide all the functions to the cause of white stuff in order for themto be

retained in the organization. Abetter staff not only adds value but they also growthe organization along

with themselves. G o o g le is one of the highest rated employees and employees are found to love their

jobs.

 Generic brand

Products that are sold with the general name of the product category rather than a specific brand (e.g.,

store-brand aspirin).

A G en eric b ran d is the one that has been used so extensively that it now it is being passed

as a common language or as a verb to define the entire category. Example x ero x which was

initially a machine is not a term used for photocopying. The replacement of a common
name by the generic brand itself says about its success in the market. There are very few

G en eric T y p es o f B ran d s in th e m ark et. X ero x , Jet S k i, X ero x b ein g so m e o f th e ex am p les.

 Disruptive brand

This is the brand which challenges the current and age-old ways of executing things in the

market and introduces and supports innovative concepts that substantially challenge and

change the market. An innovative brand may or may not be a disruptive brand but more

often than not a disruptive brand is an innovative brand.

 Event Brands

These are associated with conducting events on which they attract customer loyalty. The

name of the brand itself attracts a huge amount of population making the event to be

successful. The sponsorship for the events is arranged by sponsorships and advertisements

from large companies. That is why more often than not these are associated with the brand

of an organization. Example NASCAR, Olympics, Superbowl or Ted Talks.

 Investor brand

These are applied to the brands which are listed publicly and to the functions of investor

relation. The main objective of investor brand is to get investments from the public and

gain increasing high reputation via CSR. This attracts more investors and increases the

share price.
  Global brand

As the name suggests this brand is based all over the world and is well known and

renowned. A global brand who gets a global image for the organization and in the minds of

the customer . It is very essential that they have homogenous offerings all over the world. Examples

include every multinational brand like Google, Microsoft, Apple,

McDonald’s, Starbucks etc.

CONSUMER VALUE SPACES; FUNCTIONAL EMOTIONAL

EXPERIENTIAL BRANDS.
Consumer Value Space:

Definition: Consumer value space refers to the set of values, benefits, and attributes that
consumers seek and prioritize when making purchasing decisions.
Components: This space includes factors such as product quality, price, convenience, social
responsibility, and emotional connections that consumers derive from a product or brand.
Importance: Understanding the consumer value space is essential for brands to align their
offerings with consumer needs and preferences. Successful brands often identify and
emphasize the values that resonate with their target audience.
Consumer value space refers to the set of values, benefits, and attributes that
consumers consider when making purchasing decisions.

It represents the range of factors that consumers prioritize and find valuable in a
product, service, or brand. This space includes both tangible and intangible elements
that contribute to the overall perceived value of a product or brand.

Key components of the consumer value space may include:

 1. Product Quality: Consumers often place a high value on the quality and
performance of a product. High-quality products are perceived as more valuable
and can contribute to positive consumer experiences.
2. Price: Price is a consumer value space functional emotional experimental
3. critical factor in the consumer value space. It involves the perceived worth of a
product or service in relation to its cost. Consumers weigh the price against the
perceived benefits and value they receive.
4. Convenience: Convenience is an important aspect of consumer value. Products
or services that offer ease of use, accessibility, and time-saving features are likely
to be valued by consumers.
5. Brand Reputation: The reputation of a brand can significantly impact its value in
the eyes of consumers. Positive brand associations, trustworthiness, and a good
track record contribute to the perceived value of a brand.
6. Innovation: Consumers often value innovation and unique features in products.
Brands that continually introduce new and improved offerings may gain a
competitive edge in the consumer value space.
7. Customer Service: Excellent customer service is a key element of consumer
value. Brands that prioritize customer satisfaction and provide responsive support
can enhance their perceived value.
8. Social Responsibility: Increasingly, consumers consider the social and
environmental impact of the products they purchase. Brands that demonstrate
corporate social responsibility may be valued more by socially conscious
consumers.
9. Emotional Connection: Emotional factors, such as brand loyalty, personal
connection, and the overall experience associated with a product or brand,
contribute to the consumer value space.

Understanding the consumer value space is essential for businesses and brands to tailor
their offerings to meet the needs and preferences of their target audience. By aligning
with consumer values, brands can create stronger connections, enhance customer
satisfaction, and foster brand loyalty.
The concept of the consumer value space can be further broken down into three dimensions:
functional value, emotional value, and experiential value. These dimensions capture the various
aspects of value that consumers seek in products, services, or brands.

Functional Value in Branding:

 Definition: Functional value in branding relates to the tangible and practical benefits that a

brand's products or services provide to consumers. It focuses on meeting the

functional needs and solving practical problems.

 Examples: Reliability of a product, efficiency, features, and performance. For instance,

a smartphone brand may emphasize the functionality of its camera, battery life, and

processing speed.

Emotional Value in Branding:

 Definition: Emotional value in branding involves the feelings, associations, and

connections that consumers have with a brand. It goes beyond the product's features

and taps into the emotional aspects of the brand-consumer relationship.

 Examples: Brand personality, trust, and emotional resonance. For instance, a brand may

create emotional value by associating itself with positive emotions, lifestyle choices, or

societal values, fostering a sense of identity and belonging among consumers .

Experiential Value in Branding:

  Definition: Experiential value in branding centers on the overall experience that consumers have

with a brand, encompassing sensory, aesthetic, and interactive elements . It focuses

on creating memorable and enjoyable brand interactions.

 Example: Coffee Shop Experience

Imagine you walk into a coffee shop. The coffee itself is the functional aspect – it should

taste good and provide the caffeine boost you need. However, experiential value adds an

extra layer to your visit:

1. Ambiance: The atmosphere, decor, and music in the coffee shop contribute to your

overall experience. If it's cozy, well-decorated, and has a pleasant vibe, it enhances

your enjoyment.

2. Customer Service: How friendly and helpful the baristas are can greatly impact your

experience. A warm greeting, efficient service, and a genuine smile add to the

positive encounter.

3. Aesthetic Pleasure: The design of the coffee cups, the latte art, and even the

presentation of pastries all contribute to the visual appeal, making your visit more

enjoyable.

4. Comfort: Comfortable seating, free W

i-Fi, and a clean environment make your stay more pleasant .

This adds to the overall experience beyond just the coffee itself.
 5. Engagement: If the coffee shop hosts events, offers loyalty programs, or engages with

customers on social media, it creates a more interactive and engaging experience .

What Is The Anatomy Of A Brand?

The anatomy of a brand consists of three key components: positioning, values, and

personality resulting into brand identity

These elements work together to define the brand’s identity and help it stand out in a

crowded marketplace.

1. Brand Positioning : Brand positioning refers to the unique space that a brand
occupies in the minds of its target audience. It defines how a brand differentiates
itself from competitors and why it is relevant to its audience.

The positioning of a brand refers to howit is perceived in the world and in the minds of its target

audience relative to its competitors.

It involves identifying the unique value proposition of the brand and communicating it in a

way that resonates with the target audience. This may involve identifying the brand’s

vision, key benefits, target audience, and competitive advantages, and using these insights

to craft a compelling brand message.

Brand Positioning Statement
A brand positioning statement is a brief statement that describes how a brand differentiates
itself from its competitors and communicates its unique value proposition to its target
audience. It typically includes the following elements:

1. Target audience: Who the brand is trying to reach and appeal to.
2. Category Differentiation strategy
3. Unique selling proposition (USP): The unique benefit or value that the brand
offers to its target audience.
4. Brand perceived benefits.

Here’s an example of a brand positioning statement:

For busy, health-conscious professionals who want to stay hydrated and energized
throughout the day, Gatorade is the sports drink that delivers superior hydration,
replenishing electrolytes and carbohydrates to help you perform at your best. With
over 50 years of scientific research and endorsements from top athletes, Gatorade is
the proven choice for athletes and active individuals seeking peak performance.

.2. Brand Values

Brand values help build authenticity, trust, and a connection with consumers who
share similar beliefs.
The values of a brand refer to the underlying principles and beliefs that guide its actions and
decision-making.
These values may include a commitment to quality, innovation, sustainability, or social
responsibility, among others. By identifying and communicating its values, a brand can
build trust and loyalty among its customers, and establish a distinct identity that sets it apart
from competitors. These values are the foundation of a brand’s identity and culture and help
to shape its relationship with its customers, employees, and other stakeholders.

Some common examples of brand values include:

1. Integrity: A commitment to honesty, transparency, and ethical behavior in all
aspects of the brand’s operations.
2. Quality: A focus on delivering products or services that are of the highest quality,
and that consistently meet or exceed customer expectations.
3. Innovation: A commitment to continuous improvement and a willingness to
embrace new ideas, technologies, and approaches.
4. Sustainability: A dedication to minimizing the brand’s impact on the environment,
and to promoting social responsibility and ethical practices throughout the supply
chain.
 5. Customer focus: A commitment to putting the needs and desires of customers at
the center of everything the brand does, and to creating a positive and memorable
customer experience.
6. Diversity and inclusion: A commitment to creating a culture of diversity and
inclusivity, and to promoting equality and respect for all individuals.

3. Brand Personality
Brand personality refers to the set of human characteristics, traits, and
emotions that are associated with a person as a brand.
Brand personality involves assigning human-like characteristics to a brand
to make it more relatable and memorable. It helps create an emotional
connection between the brand and its audience. By developing a back story
and strong brand voice, a brand can establish a deeper emotional
connection with its customers, and create a sense of loyalty that goes
beyond mere functionality or price.

Excitement

Brands with an “excitement” personality are lively, adventurous, and always looking for new
life experiences.

Elegance
Brands with “Elegance” are efficient, trustworthy, and understated businesses.

Ruggedness
Brands with a rugged personality are tough, outdoorsy, and rugged.

Sophistication
Brands with sophisticated personalities are elegant, refined, and luxurious.

Understanding the anatomy of a brand is essential because it helps you to create a

strong and cohesive brand identity that resonates with your target audience.

 The Elements Of Visual Brand Anatomy : brand identity

Brand identity is a crucial aspect of a brand's anatomy and involves the visual and
sensory elements that contribute to its distinctive character and recognition. It is
how a brand presents itself to the world and is aimed at creating a memorable and
consistent image in the minds of consumers. Here are key components of brand
identity:
1. Logo:
 Definition: A unique and recognizable symbol or design that represents
the brand. It is a visual anchor of the brand identity.
 Purpose: The logo serves as a quick identifier, helping consumers
associate visual elements with the brand.
2. Color Palette:
 Definition: The specific set of colors associated with the brand. Colors
evoke emotions and contribute to the brand's overall visual identity.
 Purpose: Consistent use of colors enhances brand recognition and
establishes a visual identity that resonates with the brand's values.
3. Typography:
 Definition: The selection of fonts and styles used in the brand's visual
communication. Typography contributes to the overall tone and
personality of the brand.
 Purpose: Consistent use of fonts helps create a cohesive and
recognizable brand image across various platforms.
4. Visual Elements:
 Definition: Additional design elements such as icons, patterns, or
imagery that contribute to the overall look and feel of the brand.
 Purpose: These elements enhance the brand's visual identity and can be
used to create a unique and memorable brand style.
5. Photography/Videography Style:
 Definition: The specific style, filters, or techniques used in visual content
creation, contributing to the brand's overall aesthetic.
 Purpose: Consistent visual content style helps reinforce the brand
identity and create a cohesive brand image.
6. Brand Guidelines:
 Definition: A set of rules and standards that outline how the brand's
visual elements should be used across different mediums.
 Purpose: Brand guidelines ensure consistency in the application of visual
elements, maintaining a unified and professional brand image.
7. Brand Name and Tagline:
 Definition: The chosen name of the brand and a concise phrase that
encapsulates its essence.
 Purpose: These verbal elements contribute to the overall brand identity,
aiding in recall and association with the brand's values and positioning.
8. Packaging Design:
 Definition: The design of product packaging, if applicable, which plays a
crucial role in conveying the brand's identity on physical products.
  Purpose: Packaging design contributes to the overall brand experience
and can influence consumer perceptions.

A well-crafted brand identity is essential for creating a strong and memorable brand
presence. Consistency in these visual and sensory elements helps build brand
recognition, trust, and loyalty among consumers.

Brand And Market Success

A strong and well-managed brand can contribute significantly to market success.
Here are several ways in which a brand influences market success:
1. Differentiation and Competitive Advantage:
 A well-defined brand helps differentiate a company's products or
services from competitors in the market.
 Strong branding creates a unique value proposition, giving the brand a
competitive advantage.
2. Customer Trust and Loyalty:
 Consistent and positive branding builds trust with customers.
 Trust is a key factor in customer loyalty, and loyal customers are more
likely to repeat purchases and recommend the brand to others.
3. Perceived Value and Premium Pricing:
 Strong brands are often associated with quality, reliability, and positive
experiences.
 Consumers are often willing to pay a premium for products or services
from brands they trust and perceive as having higher value.
4. Brand Recognition and Recall:
 Strong branding enhances brand recognition, making it easier for
consumers to identify and recall the brand in various contexts.
 Increased brand recall can lead to higher consideration during the
purchasing process.
5. Market Expansion and New Opportunities:
 Well-established brands can more easily enter new markets or expand
their product lines.
 Positive brand reputation opens doors to partnerships, collaborations,
and new business opportunities.
 6. Customer Acquisition and Retention:
 A positive brand image can attract new customers, especially if the brand
aligns with the values and preferences of the target audience.
 Effective branding strategies also contribute to customer retention by
fostering long-term relationships.
7. Innovation and Adaptability:
 Brands that are adaptable and innovative can respond more effectively
to changes in the market.
 A brand associated with innovation can stay relevant and meet evolving
customer needs.
8. Employee Morale and Productivity:
 Strong brands often have a positive internal culture that resonates with
employees.
 High employee morale contributes to increased productivity and can
enhance the overall customer experience.
9. Marketing Efficiency:
 A well-known brand requires less effort and expense in marketing and
advertising.
 Strong branding allows for more efficient communication with the target
audience.
10. Risk Mitigation:
 Brands with a positive reputation are more resilient in the face of
challenges or crises.
 A strong brand can help mitigate negative impacts on market success
during difficult times.
In summary, a well-established and effectively managed brand contributes to market
success by building trust, customer loyalty, and differentiation from competitors. It
enhances a company's ability to adapt, innovate, and capitalize on new
opportunities in the market.

( NOTE : SOME COMMON TERMS RELATED TO BRAND )

1. Brand Identity:

 Definition: Brand identity encompasses the visual and sensory elements that
represent a brand. It includes the logo, color palette, typography, and other
design elements.
  Purpose: Brand identity creates a visual and recognizable representation of the
brand, contributing to its overall image and making it easily distinguishable.

2. Brand Personality:

 Definition: Brand personality assigns human characteristics and traits to a

brand, defining how the brand would behave if it were a person. It influences
the emotional connection consumers have with the brand.

 Purpose: Brand personality helps shape the brand's communication style,

making it more relatable and fostering a deeper connection with the target
audience.

3. Brand Voice/Tone:

 Brand Voice Definition: Brand voice refers to the consistent expression of the
brand's personality through written or spoken communication. It includes the
chosen language, style, and tone used in messaging.

 Brand Tone Definition: Brand tone is the specific inflection or attitude used
within the brand voice for a particular message or context.

 Purpose: Brand voice and tone ensure consistent communication, reflecting the
brand's personality and values across various platforms and interactions.

4. Brand Proposition (Value Proposition):

 Definition: A brand proposition, or value proposition, is a statement that

articulates the unique value and benefits that a brand offers to its target
audience. It answers the question: "Why should customers choose this brand?"

 Purpose: A strong value proposition communicates the brand's distinct

advantages and helps in positioning it in the market.

5. Brand Value:

 Definition: Brand value can refer to both financial worth (as in the valuation of
a brand) and the values or principles that a brand stands for (such as social
responsibility, sustainability, etc.).

 Purpose: Understanding brand values helps align the brand with the beliefs of
its target audience and can contribute to building a positive brand image.

6. Brand Image:

 Definition: Brand image is the perception that consumers have about a brand
based on their experiences, interactions, and the brand's overall reputation.
  Purpose: A positive brand image enhances trust and loyalty, influencing
consumer preferences and purchase decisions.

Brand outcomes; customer and company

Customer Outcomes:
1. Brand Loyalty:
 Definition: The degree to which customers consistently choose and prefer a
particular brand over others.
 Outcome: Brand loyalty results in repeat business and long-term relationships,
contributing to the company's revenue stability.
2. Customer Satisfaction:
 Definition: The overall contentment and positive feelings that customers
experience after interacting with a brand.
 Outcome: Satisfied customers are more likely to continue buying from the
brand, recommend it to others, and become brand advocates.
3. Brand Trust:
 Definition: The confidence and belief customers have in a brand's reliability,
integrity, and consistency.
 Outcome: Trust builds strong relationships, enhances brand credibility, and
mitigates potential negative impacts in case of challenges.
4. Perceived Quality:
 Definition: Customers' judgment of the brand's product or service quality.
 Outcome: Positive perceptions of quality lead to customer confidence,
willingness to pay premium prices, and positive word-of-mouth.
5. Brand Affinity:
 Definition: The emotional connection and affinity customers feel towards a
brand.
 Outcome: A strong emotional connection fosters customer attachment, making
them more forgiving of occasional shortcomings and more resistant to
competitor appeals.
6. Positive Brand Associations:
  Definition: The positive attributes and values associated with a brand in the
minds of customers.
 Outcome: Positive brand associations contribute to a favorable brand image,
influencing purchasing decisions and brand preference.

Company Outcomes:
1. Brand Equity:
 Definition: The overall value of a brand, encompassing its reputation, customer
loyalty, and market position.
 Outcome: High brand equity provides a competitive advantage, allowing the
company to charge premium prices and expand market share.
2. Market Share:
 Definition: The company's portion of the total sales in its industry or market.
 Outcome: A strong brand presence often correlates with increased market share,
as customers are more likely to choose a brand they recognize and trust.
3. Financial Performance:
 Definition: The financial results of the company, including revenue, profit margins,
and return on investment.
 Outcome: A well-established and positively perceived brand can positively impact
financial performance through increased sales and customer loyalty.
4. Competitive Advantage:
 Definition: The unique position that a brand holds in the market compared to its
competitors.
 Outcome: A strong brand provides a sustainable competitive advantage, making it
harder for competitors to replicate or surpass.
5. Brand Extension Opportunities:
 Definition: The ability to leverage the brand into new product or service
categories.
 Outcome: A strong brand allows for successful brand extensions, capitalizing on
existing brand equity to enter new markets.
6. Employee Morale and Recruitment:
 Definition: The impact of the brand's reputation on employee satisfaction and the
company's ability to attract top talent.
  Outcome: A positive brand image enhances employee morale, attracts skilled
professionals, and fosters a positive work culture.
In summary, successful brand outcomes for both customers and the company contribute to
long-term sustainability, competitive advantage, and positive financial performance. A
strong brand creates a mutually beneficial relationship between the brand and its
customers, driving loyalty, trust, and positive perceptions.

UNIT 2 Creating a Brand

Brand visioning

Brand identity and image

Brand identity frameworks

Product and brand positions

Brand relevance and differentiation

Brand positioning strategies

Positioning statement

Choice of category

Interest positioning

Brand visioning

A brand vision is a brand’s concept of its future. Where is the brand going? What does it

want to achieve? What values does it want to stand for?

Brand visioning is a process that involves defining the future direction and aspirations of a brand. It

goes beyond short-termgoals and focuses on creating a long-term, inspiring, and forward-looking vision

for the brand.

Brand visioning is crucial for several reasons, and its importance can be seen across various aspects of

a business. Here are some key reasons why brand visioning is considered essential:
1. Guides Decision-Making: A clear brand vision provides a framework for decision-

making within the organization. When faced with choices regarding products,

services, marketing strategies, or other business aspects, the brand vision serves as a

guiding principle, helping to ensure that decisions align with the overall purpose and

values of the brand.

2. Defines Purpose and Identity: A well-defined brand vision articulates the purpose and

identity of the brand. This clarity is essential for both internal and external

stakeholders. It helps employees understand the organization's mission and provides

customers with a clear sense of what the brand stands for.

3. Builds Consistency: A strong brand vision contributes to consistency across various

brand touchpoints. From marketing communications to product design and customer

interactions, a consistent brand experience builds trust and recognition among

consumers.

4. Differentiates from Competitors: In a competitive market, a distinct and well-

communicated brand vision helps set a brand apart from its competitors. It highlights

what makes the brand unique and why customers should choose it over alternatives.

5. Inspires and Motivates Employees: An inspiring brand vision can motivate employees by

giving them a sense of purpose and a shared goal. When employees understand the

bigger picture and how their work contributes to the brand's vision, it can enhance

morale, engagement, and overall productivity.

6. Attracts the Right Audience: A carefully crafted brand vision helps attract a target

audience that resonates with the brand's values and aspirations. This targeted

approach is more likely to create a loyal customer base that identifies with the brand

on a deeper level.

7. Adapts to Change: W
hile a brand vision sets long-term goals, it also allows for

flexibility and adaptation to changing market conditions. It serves as a foundation

that can be built upon and adjusted as needed, ensuring that the brand remains relevant and

resilient.

8. Facilitates Innovation: A forward-looking brand vision encourages innovation and

creativity. It provides a framework for exploring new ideas and directions that align

with the brand' s overarching goals, fostering a culture of continuous improvement

and evolution.

9. Enhances Communication: A well-defined brand vision simplifies communication both

internally and externally. It enables the brand to articulate its story, values, and

aspirations in a compelling way, making it easier for stakeholders to understand and

connect with the brand.

10. Drives Long-Term Success: Brands with a clear and compelling vision are better positioned

fo r lo n g -term su ccess. A w ell-d efin ed b ran d v isio n h elp s create a ro ad m ap fo r

sustained growth, adaptability to change, and the ability to navigate challenges while

staying true to the brand's core principles.

How is brand vision different from your brand identity?

Your brand identity includes your company’s:

 Values

 Tone of voice

 Personality

 Your brand story

 How the brand is visually represented

Your brand vision includes your:

 G o als fo r ch an g e an d p lan s fo r d ev elo p m en t

 Plans for achievements in x number of years’ time

 G ro w th an d ex p an sio n p lan s

 Market goals and positioning

 Plans for future products or services

 Targets for customer engagement

Your brand vision ideally is informed by your brand identity, but a vision statement more

accurately captures the future position of your brand.

Three key Elements of Brand Vision

Brand vision comprises three key components, namely:
 1 Brand Values

Core Values/ identity

 Core values are the fundamental principles that guide the brand's behaviour, culture, and
decision-making. They reflect the brand's beliefs and serve as a foundation for its actions.
Unique Value Proposition (UVP):
 The UVP articulates what sets the brand apart from competitors. It highlights the unique
benefits and value that the brand offers to its customers.

2 Brand Future

Long-Term Goals and Objectives:

 The brand vision includes specific, measurable, and aspirational long-term goals that the
brand seeks to achieve. These goals provide a roadmap for the brand's growth and
development.
Brand Aspirations:
 Aspirations are the brand's ambitions and desires for the future. This element of the brand
vision captures the brand's visionaries' dreams and what they hope to accomplish.

3 Brand Purpose

Mission Statement:
 The mission statement is a concise expression of the brand's purpose and reason for
existence. It outlines what the brand aims to achieve and the value it intends to provide.

Target Audience:
 Clearly identifying and understanding the target audience is an essential element of brand
vision. It helps in tailoring products, services, and communications to meet the needs and
preferences of the intended customers.
Market Positioning:
  The brand vision includes a strategic positioning in the market. It outlines how the brand
wants to be perceived and the niche it aims to occupy in the minds of consumers.
Brand Personality:
 Brand personality defines the human characteristics and traits associated with the brand. It
influences how the brand communicates and interacts with its audience.

Visioning Process:

1. Research and Analysis:

Begin by conducting comprehensive research and analysis of the market, industry, competitors, and

internal capabilities. Understand the current state of the brand and identify opportunities and

challenges. This step lays the groundwork for informed decision-making.

2. Define Brand Values and Core Identity:

Clearly articulate the brand' s values and core identity. W

hat principles and beliefs will guide the

brand' s actions? Determine the brand' s personality traits and the emotional connection it aims to

establish with its audience.

3 . Engage Stakeholders:

Involve key stakeholders, including employees, leadership, and sometimes customers, in the

visioning process. Gather insights, perspectives, and feedback to ensure that the brand

vision is inclusive and reflective of the organization's collective aspirations .

4. Understand where you are starting from

While brand vision focuses on the future, there still needs to be a point of origin. Goal-setting requires

going fromPoint Ato Point B. Brand vision is Point B. Point Arepresents where your business is starting

from, and it' s important to establish this first . Your understanding of where your business is starting

fromshould be embedded in your mission statement .

5. Decide where you want to go

Deciding where you want to go is the projection fromPoint A. Think of this step as Point B. W
here you want

your business to go should be embedded in your brand vision statement because it imagines a future for

your company. W
here you envision your company going is your business goal .

6.Craft the Brand Vision Statement:

Develop a concise and inspiring brand vision statement that encapsulates the brand's long-term

aspirations. This statement should provide a clear sense of purpose, direction, and the desired future

state of the brand. It often includes elements like mission, values, and overarching goals.

7. Communicate and Implement:

Effectively communicate the brand vision to both internal and external stakeholders. Internally, ensure

that employees understand and embrace the vision, as they play a crucial role in bringing it to life.

Externally, convey the brand vision through marketing and communication channels to resonate with the

target audience.
Brand identity and image

 Brand identity is the visible elements of a brand, such as color, design, and logo that identify

and distinguish the brand in consumers' minds.

 On the other hand, b ran d im ag e refers to the perception that consumers have of a

b ran d b ased o n th eir ex p erien ces asso ciatio n s, an d em o tio n s related to th e b ran d ,

through factors like advertising, packaging, product quality, customer service, and brand

reputation.
Elements of Brand Identity:

Non visual element contributing to brand identity.

 Brand value

 Brand positioning

 Brand personality

 Brand voice / tone

 Brand Story

Visual element

 Logo: Avisual symbol that represents the brand.

 Colour Palette: Consistent use of colours for recognition.

  Typography: Fonts and styles used in communication.

 Imagery/Photography Style: The visual style of images associated with the brand.

 Slogan/Tagline: A concise and memorable statement that captures the brand's essence.

 Brand Voice/Tone: The style and tone of communication.

 Mission Statement: The brand's purpose and reason for existence.

Purpose: To create a recognizable and consistent visual and verbal representation that

conveys the brand's personality, values, and positioning.

FRAMEWORK

The Brand Identity Prism, developed by Jean-Noël Kapferer, is a model that helps
define and communicate the various facets of a brand's identity. The prism consists
of six dimensions, each representing a key aspect of a brand's identity. This model is
particularly useful for understanding how a brand is perceived and how it can
differentiate itself in the marketplace.
Picture of Sender refers to the way the brand presents itself. Physique and
Personality fall under this group.

Picture of Receiver refers to how customers see the brand. Reflection and Self-
image belong to this category.

The other two categories are Internalization and

Externalization. Externalization addresses all the output by the brand visible to
customers such as the logo, advertising, products and service and therefore is
represented by Relationship.

Internalization includes values, human resources policies, management and so

on and directly addresses Culture.

1. Physique:

This dimension represents the tangible and visual aspects of the brand, including
its logo, design, packaging, and other physical elements.

2. Personality:

Personality reflects the human characteristics and traits associated with the
brand. It describes the brand as if it were a person.

3. Culture:
 Culture refers to the values, mission vision beliefs brand story and principles that
guide the brand. It encompasses the internal culture of the organization as well as
the cultural associations the brand seeks to convey.

4. Relationship:

Relationship describes the type of relationship the brand wants to establish with
its customers. It includes the brand's role in the customer's life and the emotional
connection it aims to create.

5. Reflection: Reflection is the ideal buyer persona; the target audience.

Reflection describes who you want your customer to be. Who would you
ideally like to reach? Reflection represents how the brand's target customers see
themselves when using or associating with the brand. It reflects the customer's
identity.

6. Self-Image:

Self-image refers to the brand's perception of itself. It involves understanding

how the brand sees its own identity and how it wants to be perceived in the
market.
Brand Image:

 Definition: Brand image is the perception and impression that customers, stakeholders, and the

general public have about a brand based on their experiences, interactions, and

exposure to the brand over time.

 Factors Influencing Brand Image:

 Customer Experience: In teractio n s w ith p ro d u cts, serv ices, an d cu sto m er

support. Positive experiences enhance the brand's image, while negative experiences can

tarnish it.

 Word of Mouth: Recommendations and opinions shared by others.

Recommendations, reviews, and opinions shared by customers and others influence

brand image. Positive word of mouth can enhance credibility and trust, while

negative word of mouth can have the opposite effect.

 Brand Associations: The context in which the brand is seen or discussed. The

associations and perceptions linked to a brand, including its values, personality, and

positioning, contribute to its image. Positive associations enhance brand image, while

negative associations can harm it.

 Product and Service Quality: The perceived quality of a brand's products or services

strongly influences brand image. Consistent high quality can build a positive image,

while poor quality can have the opposite effect .

 Brand Reputation: The overall reputation of a brand, including its track record,

customer reviews, and public perception, significantly impacts brand image. A

positive reputation contributes to a favourable image.

 Brand Communication: Marketing and Advertising: The way a brand communicates

through advertising, marketing campaigns, and other communication channels shapes its image.

Consistent and authentic communication contributes to a positive brand image.

 Brand Identity: The visual and verbal elements that make up a brand's identity,

including the logo, colours, typography, and messaging, influence brand image. A

well-designed and coherent brand identity contributes to a strong and recognizable

image.

 Brand Consistency: The consistency with which a brand presents itself across various

touchpoints contributes to a cohesive brand image. Inconsistencies in messaging, design, or

customer experience can create confusion and impact brand image.

 Cultural Relevance: A brand's relevance to current cultural trends, values, and

societal issues can influence its image. Brands that demonstrate cultural awareness

and relevance are often viewed more positively.

 Brand Differentiation: The distinctiveness of a brand and its unique value proposition

contribute to its image. Brands that stand out and offer something unique can create

a positive and memorable image.

 Innovation and Adaptability: A brand's ability to innovate and adapt to changing market

conditions can impact its image. Brands seen as forward-thinking and adaptable may

be viewed more positively.

 Social Responsibility: Corporate social responsibility initiatives and ethical practices

contribute to a brand's image. Brands that engage in socially responsible

activities can build a positive image in the eyes of socially conscious

consumers.

Purpose: To understand how the brand is perceived by its audience and to manage and

shape those perceptions through strategic branding and communication efforts.

relation between brand identity and brand image
 Brand Identity Shapes Brand Image Brand identity serves as the
foundation for creating a consistent and cohesive brand image. The
intentional design of elements such as logo, colours, typography,
messaging, and values contributes to the overall image that the brand
aims to project.
 Consistency Builds Trust: Consistency in brand identity elements, such as
logo usage, messaging, and overall design, fosters trust. A consistent
brand identity contributes to a more predictable and reliable brand
image, as individuals know what to expect from the brand.
 Alignment Reinforces Messaging When a brand's actions align with its
communicated values (as part of its brand identity), it reinforces a
positive brand image. Inconsistencies between brand identity and actual
behaviour can lead to a mismatch and a less favourable brand image.
 Feedback Loop for Improvement Brand image provides feedback on how
well the brand identity is being received and interpreted. Brands can use
insights from brand image assessments to refine and adjust their brand
identity as needed.
 Adaptability to Market Changes A brand's ability to adapt its identity to
changing market conditions can influence its image positively. For
instance, a brand that updates its visual identity to stay current may be
perceived as innovative and responsive.
Product Positioning:

 Product positioning refers to the way a product is perceived in the minds of consumers

relative to competing products. It involves creating a distinct image and identity for the

product to occupy a specific place in the market .

2. Key Elements:

 Unique Selling Proposition (USP): The unique features or benefits that set the

product apart from competitors.

 Target Audience: Id en tify in g th e sp ecific m ark et seg m en t th e p ro d u ct aim s to

serve.
  Price and Quality: Communicating the product' s value proposition in terms of pricing and

quality.

 Differentiation: Highlighting what makes the product different or better than

alternatives.

3. Example:

 If a co m p an y p ro d u ces a sm artp h o n e w ith a fo cu s o n ad v an ced cam era

technology, long battery life, and a user-friendly interface, the product

positioning might emphasize these features to appeal to photography

enthusiasts or users seeking a reliable and user-friendly device .

Brand Positioning:

 Brand positioning, on the other hand, involves creating a unique and differentiated

identity for the entire brand. It goes beyond individual products and focuses on howthe

brand as a whole is perceived by the target market .

2. Key Elements:

 Brand Promise: The commitment the brand makes to its customers, often

encapsulated in a tagline or slogan.

 Brand Personality: The human characteristics and traits associated with the

brand.

 Brand Values: The principles and beliefs that guide the brand's behavior .

 Brand Associations: The mental and emotional connections consumers make

with the brand.

 3. Example:

 Apple's brand positioning revolves around innovation, simplicity, and a

seamless user experience. This positioning is consistent across its product

lines, including the iPhone, MacBook, and other devices. The brand is

associated with cutting-edge technology, elegant design, and a sense of

belonging to a community of creative individuals.

Brand positioning strategies

In marketing, positioning has come to mean the process by which marketers try to create an image or
identity in the minds of their target market for their product, brand, or organization. Brand positioning is at
the heart of marketing strategy.
It is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the
target customer’s minds.

Positioning Strategies:
 Positioning by product benefits
 Positioning by price
 Positioning by use or application
 Positioning by product class
 Positioning by product user
 Positioning by competitor
 Positioning by cultural symbols

POSITIONING STATEMENT In marketing and branding, a position statement is a

specific type of statement that articulates how a brand wants to be perceived by its target
audience. It is a fundamental part of the brand strategy and helps guide the development of
marketing messages, communication strategies, and overall brand identity.

Here's an example of a brand positioning statement:

Brand: XYZ Fitness Wear
Target Audience: Health-conscious individuals who lead active lifestyles and prioritize
comfortable and stylish activewear.
Category: Activewear and Fitness Apparel
Brand Promise: XYZ Fitness Wear empowers your active lifestyle with performance-driven
activewear that seamlessly blends comfort, style, and functionality. Our commitment is to
provide high-quality fitness apparel that inspires confidence and enhances your fitness
journey.
Reasons to Believe:
1. Innovative Fabrics: We use cutting-edge, moisture-wicking fabrics that keep you cool
and comfortable during your most intense workouts.
2. Functional Design: Our activewear is designed with functionality in mind, offering
features like built-in support, strategic ventilation, and seamless construction for
maximum flexibility.
3. Fashion-Forward Styles: XYZ Fitness Wear goes beyond functionality, offering a range
of trendy and stylish designs that transition seamlessly from the gym to everyday life.
4. Sustainable Practices: We are committed to sustainability, using eco-friendly materials
and ethical manufacturing processes to minimize our environmental impact.

1. Market Research: Understand the target audience, competitors, and industry trends. Analyze consumer

preferences, behaviors, and pain points to identify market gaps.

2. Define the Target Audience: Clearly define the specific consumer group to target. Create detailed buyer

personas to comprehend demographics, psychographics, and preferences.

3. Identify Unique Value Proposition (UVP): Determine the brand’s distinct and valuable attributes. Focus on

features, benefits, or experiences that differentiate from competitors and resonate with the audience .

4. Market Differentiation: Analyze competitors to spot their positioning strategies. Identify areas to

differentiate the brand and offer unique value.

5. Develop a Positioning Statement Template:

Create a template for your positioning statement, including key components such as:

 Target Audience: Define the primary audience you are targeting.

 Category: Defining the industry or category to which the brand belongs .

 Brand Promise: State the key benefit or promise your brand offers. Articulating the key benefit or value
proposition the brand offers to its customers.

 Reasons to Believe: Provide supporting evidence or reasons that substantiate your brand promise and differentiate
it from competitors.

6. Seek Feedback:

 Share the draft positioning statement with key stakeholders, team members, or trusted individuals .

Gather feedback to ensure that the statement accurately reflects your brand's unique value and

resonates with your audience.

7. Refine and Finalize:

 Based on the feedback received, refine and finalize your positioning statement . Ensure that it aligns with your brand' s

strategic goals and effectively communicates your brand' s distinct identity.

8. Integrate Across Touchpoints: communicate

 Implement the positioning statement consistently across all brand touchpoints, including marketing

materials, website content, social media, and customer interactions.

9. . Monitor and Adjust:

 Regularly monitor customer feedback, market dynamics, and competitors. Be prepared to adjust your positioning

statement if needed to stay relevant and competitive

Brand Relevance:
1. Definition:

 Brand relevance refers to the extent to which a brand is meaningful

and significant to its target audience. A relevant brand is one that
addresses the needs, desires, and preferences of its customers in a
way that resonates with them.
Customer-Centric Approach

Adaptability and Innovation

Timeliness and Cultural Relevance

Personalization and Customization

Consistent Brand Experience

Social Responsibility and Sustainability

Digital Presence and Accessibility

Emotional Connection

Agile Marketing Strategies

BRAND DIFFERENTIATION

1. Become an innovator. This method is a surefire way to stand out . You can either create a product that

people have never seen before or optimize and improve an existing one. For this purpose, you need to

carry out research to understand your customers’ needs, pain points, preferences, etc. Brands that bring

innovations to the market are the most successful, remarkable, and trusted.
2. Choose a winning pricing strategy. You can make your brand stand out either with the lowest price for a high-

quality product, which will make you a leader in the mass market, or you can become a premium brand

charging more for a better experience like Starbucks does.

3. Solve clients’ unique problems. You may successfully occupy a concentrated niche offering an exceptional quality that

your competitors don’t provide. Today custom T-shirt design or sewing lingerie according to personal

measurements is not surprising, but someone once came up with this idea. Hence, you can also create a

b etter p ro d u ct.

4. Appeal to emotions. People will definitely remember such a brand and come back for an extra dose of dopamine. These

b ran d s sell n o t p ro d u cts b u t ex p erien ces cu sto m ers h av e after b u y in g th em . C o ca-C o la is asso ciated

with joy, happiness, and holiday; Nike motivates people to take action with their “Just do it”; Apple

makes its clients feel like they belong to something huge by selling products that have their own

ecosystem.

5. Deliver unique customer support. While taking care of a prospect b efo re th e p u rch ase is m u n d an e, d o y o u r

b est to su p p o rt y o u r clien t after th e sale. Y o u can o ffer a p ro lo n g ed g u aran tee o r an y sp ecial an d

personalized services depending on your product type. Customers appreciate brands that care about

them after they’ve paid.

6. Brand Presentation ; How a brand presents itself to the market can be a differentiator. In this case, brands that

employ a consistent character or mascot can be easily remembered and stand out in the crowd . The use of

mascots can be particularly powerful when humour is used to shape brand perceptions.