BRAND SYMBOL

Is a strong component of the visual language of any brand.

BRAND SYMBOL LEADS TO

Awareness of the Brand

Brand Association

Likeability & Positive Feelings

Stronger Memories of the Brand

Brand Symbols can be created across 10 concepts in order to value to Brands

a. b. c. d. e. f.

g.
h. i. j.

Non Living Characters Animal Nature Pack Things People Geometric Shape Scenes Monuments Logo

BRAND LOGO
The combination of shape and color is called Brand Logo. It is the visual signature of the brand. (ex) Gold flake ------ Golden colour. Parachute ------- Blue colour. The Brand name has to stand out. Hence, shapes & Colors are used on packs & across communication media. ELEMENTS OF THE BRAND LOGO

A) Brand name
B) Geometric shape C) Color

D) Slogan (ex) Britania ---- Eat healthy & think better. E) Font

EVALUATION OF LOGO
Likeability. Specific likes & dislikes & the reason there of.

Distinctiveness.
Comprehension of the message by Logo (ex) solidity, vibrant, dynamism etc.

Preference of each logo among key competitors.

BRAND CHARACTER

Marketers develop living or non living characters & add personality & meaning to it in the context of brand development. These characters are called Brand Characters.

Advice to Brand Character

It should
a. b. c. d.

e.
f. g.

h.

Be unique Have Distinct colors Have close association with the brand Not to have strong association with a particular product category Have a name for better identity Not to be Changed Have Standardized Features and Traits Evoke a feeling

BRAND EQUITY

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 or to that firms customers.

Brand Equity as a Bridge

Reflection of past investments in the marketing of a brand Direction for future marketing actions or programs

2.12

PERCEIVED QUALITY

BRAND ASSOCIATIONS

NAME AWARENESS

BRAND EQUITY NAME/SYMBOL

OTHER PROPRIETARY

BEAND LOYALTY

BRAND ASSETS
Provides value to firm by Enhancing Efficiency & Effectiveness of Marketing Programs Brand Loyalty Prices / Margins Brand Extensions Trade Leverage Competitive Advantage

Provides value to customer by enhancing customers Interpretation/ Processing of Information Confidence in the Purchase Decision use Satisfaction

BRAND LOYALITY

It is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will switch to another brand, especially when the brand makes a change, either in price or in product features.

LEVELS OF BRAND LOYALITY

COMITTED BUYER

LIKES THE BRAND CONSIDERS IT AS A FRIEND

SATISFIED BUYER WITH SWITCHING COSTS SATISFIED / HABITUAL BUYER NO REASON TO CHANGE

SWITCHERS/PRICE SENSITIVE IN DIFFERENT NO BRAND LOYALTY

THE VALUE OF BRAND LOYALTY

REDUCED MARKETING COST

BRAND LOYALTY

TRADE LEVERAGE

ATTRACTING NEW CUSTOMERS

TIME TO RESPOND TO COMPITITIVE THREATS

THEN HOW TO CREATE AND MAINTAIN BRAND LOYALITY ?

B R A N D L O Y A L T Y

TREAT THE CUSTOMER RIGHT STAY CLOSE TO CUSTOMER MEASURE/MANAGE CUSTOMER SATISFACTION CREAT SWITCHING COSTS

PROVIDE EXTRAS

ACHIEVING BRAND LOYALTY

TARGET SEGMENT (FOR THE BRAND)

IDENTIFICATION OF DRIVES

CHOOSING APPROPRIATE CUES

PRODUCT PROMISE & DELIVERY OF BENEFIT

REINFORCEMENT OF BENEFITS (CONSISTENCY)

BRAND LOYALTY

BRAND AWARENESS

Brand awareness is the ability of potential buyer to recognize or recall that a brand is a member of a certain product category. A link between a product class and brand is involved (ex.) Wrangler jeans.

LEVELS OF BRAND AWARENESS/AWERNESS PYRAMID

TOP OF MIND

BRAND RECALL

BRAND RECOGNITION UNWARE OF BRAND

HOW AWARRENESS WORKS TO HELP THE BRAND?

Anchor, to which other Associations Can be attached.
Familiarity - liking

BRAND AWARENESS

Signal of substance / commitment

Brand to be considered.

HOW TO ACHIVE AWARENESS?

BE DIFFERENT, MEMORABLE INVOLVE A SLOGAN OR JINGLE SYMBOL EXPOSURE

PUBLICITY
EVENT SPONSERSHIP CONSIDER BRAND EXTENSION USING CUES RECALL REQUIRES REPETITION

Establishing Brand Awareness

Increasing the familiarity of the brand through repeated exposure (for brand recognition) Forging strong associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall)

2.23

Salience Dimensions

Depth of brand awareness

Ease of recognition and recall Strength and clarity of category membership

Breadth of brand awareness

Purchase consideration Consumption consideration

2.24

Points-of-Parity and Points-of-Difference

Points-of-difference (PODs) are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand. Points-of-parity associations (POPs), on the other hand, are not necessarily unique to the brand but may in fact be shared with other
3.25

Choosing POPs & PODs

Desirability criteria (consumer perspective)

Personally relevant Distinctive and superior Believable and credible

Deliverability criteria (firm perspective)

Feasible Profitable Pre-emptive, defensible, and difficult to
3.26

BRND ASSOCIATION QUESTIONS

1. When I say the name of our brand, what is the first thing that comes to mind? Why? 2. What are the strengths & weaknesses of our brand? 3. What brands did you consider before you bought our brand? 4. What are your perceptions of the brands you considered? 5. Why did you choose our brand? 6. Has our brand met your needs & expectations? 7. What benefits has our brand provided you? 8. Describe the experience with our brand before & after use. 9. When describing our brand to another potential/ friend how would you describe it? 10.Why would you recommend our brand to another person?

Customer-Based Brand Equity

Differential effect
Differences in consumer response

Brand knowledge
A result of consumers knowledge about the brand

Consumer response to marketing

Choice of a brand Recall of copy points from an ad Response to a sales promotion Evaluations of a proposed brand extension
2.28

Brand Awareness Advantages

Learning advantages
Register the brand in the minds of consumers

Consideration advantages
Likelihood that the brand will be a member of the consideration set

Choice advantages
Affect choices among brands in the consideration set
2.29

Creating a Positive Brand Image

Brand Associations
Does not matter which source of brand association Need to be favorable, strong, and unique Marketers should recognize the influence of these other sources of information by both managing them as well as possible and by adequately accounting for them in designing communication strategies.
2.30

Application: Identify the Key Drivers of Brand Equity

Performance
0.65

Judgment
0.49

0.17

0.66

Resonance

Imagery

0.24

0.58

Feelings

Imagery Dimensions

User profiles
Demographic and psychographic characteristics Actual or aspirational Group perceptionspopularity

Purchase and usage situations

Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage

Personality and values

Sincerity, excitement, competence, sophistication, and ruggedness

History, heritage, and experiences

Nostalgia
2.32

Judgment Dimensions

Brand quality
Value Satisfaction

Brand consideration
Relevance

Brand credibility
Expertise Trustworthiness Likeability

Brand superiority
Differentiation

2.33

Performance Dimensions

Primary characteristics and supplementary features Product reliability, durability, and serviceability

Service effectiveness, efficiency, and empathy Style and design

Price
2.34

Feelings Dimensions

Warmth Fun Excitement Security Social Approval Self-respect

2.35

Resonance Dimensions

Behavioral loyalty

Frequency and amount of repeat purchases Love brand (favorite possessions; a little pleasure) Proud of brand Kinship Affiliation

Attitudinal attachment

Sense of community
Active engagement

Seek information Join club Visit website, chat rooms 2.36

Brand Mantras

An articulation of the heart and soul of the brand similar to brand essence or core brand promise Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values Considerations
Communicate Simplify
3.37

Designing the Brand Mantra

The term brand functions describes the nature of the product or service or the type of experiences or benefits the brand provides. The descriptive modifier further clarifies its nature. The emotional modifier provides another qualifierhow exactly does the brand provide benefits, and in what way?
3.38

Designing the Brand Mantra

Emotional Modifier Descriptive Modifier
Athletic

Brand Functions
Performance

Nike

Authentic

Disney

Fun

Family

Entertainment

Fun

Folks

Food
3.39