BUILDING BRAND EQUITY

CHOOSING BRAND ELEMENTS

AND
DESIGNING HOLISTIC
MARKETING ACTIVITIES
 BUILDING BRAND EQUITY

- Brand elements: are those trademarkable devices

that serve to identify and differentiate the brand.
Most strong brands employ multiple brand
elements. Nike has the distinctive “swoosh”
logo, the empowering “Just Do It” slogan, and the
mythological “Nike” name. Brand elements can be
chosen to build as much brand equity as possible.
 Brand element choice criteria: there are six criteria
in choosing brand elements (as well as more
specific choice considerations in each case). The
first three (memorable, meaningful, and likable)
can be characterized as “brand building” in terms of
how brand equity can be built through the
judicious choice of brand element.
The latter three (protectable, adaptable, and
transferable) are more “defensive” and are
concerned with how the brand equity contained in
a brand element can be leveraged and preserved in
the face of different opportunities and constraints.
 BRAND ELEMENT CHOICE CRITERIA

Memorable. How easily is the brand element

recalled? How easily recognized? Is this true at
both purchase and consumption? Short brand
names such as Tide, Crest, and Puffs can help.
Meaningful. To what extend is the brand element
credible and suggestive of the corresponding
category? Does it suggest something about a
product ingredient or the type of person who
might use the brand? Consider the inherent
meaning in names such as Diehard auto batteries.
Likeability. How aesthetically appealing do
consumers find the brand element? Is it
inherently likable visually, verbally, and in
other ways? Concrete brand names such as
Sunkist, Spic and Span, and Firebird evoke
much imagery.
Transferable. Can the brand element be used to
introduce new products in the same or different
categories? To what extend does the brand
element add to brand equity across geographic
boundaries and market segments? Volkswagen
chose to name its new SUV, Touareg.
Adaptable. How adaptable and updatable is the
brand element? Betty Crocker has received over
eight makeovers through the years.

Protectable. How legally protectable is the brand

element? How competitively protectable? Can it
be easily copied? It is important that names that
become synonymous with product categories –
such as Kleenex, Kitty, Litter, Jell-O, Xerox, and
Fiberglass – retain their trademark rights and not
become generic.
 Designing Holistic marketing concept

• Marketers in the current age are increasingly recognize the

need to have a more complete & cohesive approach that
goes beyond traditional application of marketing concept.
• This concept is based on development, design &
implementation of marketing process, programs &
activities that recognize their breadth and inter-
dependencies.
• Holistic marketing recognizes that “EVERYTHING” matters
with marketing and that a broad integrated perspective is
often necessary.
 The important component are:
• INTEGRATED MARKETING
• INTERNAL MARKETING
• RELATIONSHIP MARKETING
• SOCIAL RELATIONSHIP MARKETING
 1. INTEGRATED MARKETING
• One of the major tasks of marketers is to “integrate” all the
marketing activities & program like creating , communicating
& delivering value to the customer
• The famous four P’s in Holistic marketing has to see buyers'
point of view where each of these tools deliver the customers'
benefit or value.
• Four C’s are:
• Product-customers solution {SATISFACTION}
• Price-customer cost {AFFORDABLE}
• Place- convenience {EASE-NEAR}
• Promotion-communication {AWARENESS}
 2. INTERNAL MARKETING
• It ensure that every one in the organization adopts
appropriate marketing principles & top management
should see it happen.
• This is the management task of hiring , training &
motivating the employees to serve the customer well.
• First level-marketing functions like- sales force,
marketing research, customer service, product
management , advertising etc.
• Second level- finance, HR operations, logistics system
etc.
 3. RELATIONSHIP MARKETING
• It aims at building mutually satisfying long-term relationship
with key parties like: customers ,financers ,suppliers,
distributers & stake holders, in order to earn & retain in their
business.
• There are four key constituents of marketing are- customers,
employees, marketing partners , financial community.
• The ultimate goal of relationship marketing is the building of
unique company asset called a marketing network
 4. SOCIAL RELATIONSHIP MANAGEMENT
• Holistic marketing incorporates social Responsibility marketing. This
involves broader concerns of the society at large, like social , legal,
ethical & environmental in the context of marketing activities.
• Some factors of social responsibility are:
1. Legal behavior
2. Ethical behavior
3. Social responsibility behavior
4. Cause related marketing
 Health awareness
 Educating scholarship
 Running children home-old ages
5. Social marketing-NGO, “say no to drugs” , “no smoking” etc.
SOME TOP COMPANIES OF THE WORLD

 GOLDMAN SACH
 MORGAN STANLEY
 HSBC
 DEUTSCHE BANK
 CITIGROUP
 1. GOLDMAN SACH
• The Goldman Sachs Group, Inc. is a leading global
financial services firm providing investment banking,
securities and investment management services to a
substantial and diversified client base that includes
corporations, financial institutions, governments and
high-net-worth individuals. Founded in 1869, the
firm is headquartered in New York and maintains
offices in London, Frankfurt, Tokyo, Hong Kong and
other major financial centers around the world.
CEO-Lloyd C. Blankfein
 2.MORGAN STANLEY
• Since 1935, Morgan Stanley has served as the
preeminent financial advisor to companies,
governments and investors from around the
world.  Headquartered in New York City,
United States. Morgan Stanley also operates in
33 countries around the world with 600
offices, with an approximate employee
workforce of 45,000 .
 2.
• The world's local bank. Naina Lal Kidwai has become the first
woman to head the operations of a foreign bank in India since
June ‘04. The deputy chief executive officer of the Hong Kong
and Shanghai Banking Corporation.
• Founded Hong Kong (1865)
• Founder(s) Thomas Sutherland
• Headquarters 8 Canada Square, London, England, UK
• Key people Stephen Green
Group Chairman Michael Geoghegan
Group CEO.
• SOURCE-INTERNET-WIKIPEDIA
 DEUTSCHE BANK
• Deutsche Bank AG (literally "German Bank“ is an
international Universal bank with its headquarters
in Frankfurt, Germany. The bank employs more
than 81,000 people in 76 countries, and has a large
presence in Europe, the Americas, Asia Pacific and
the emerging markets.
• Deutsche Bank’s Chief Executive Officer and
Chairman of the Group Executive Committee, since
2002, is Josef Ackermann.
 CITYGROUP
• Citigroup Inc. (branded Citi), is a major American financial
services company based in New York, NY. Citigroup was
formed from one of the world's largest mergers in history
by combining the banking giant Citicorp and financial
conglomerate Travelers Group on April 7, 1998
• Founded New York City, New York, United States (1812)
• Headquarters New York City, New York, United States
• Key people Robert E Rubin (Chairman)
• Vikram Pandit is Citigroup CEO -INDIA
 THANKING YOU
PRESENTATION MADE BY

ARJUN SINGH