+

Branding
+
Topics

 Consumer behaviour- Factors

 Types of markets

 Market structures

 Brand Identity

 Brand Personality

 Brand Image

 Brand Positioning
+
Factors

 Social factor: Social factor divides the society into a hierarchy of distinct classes. The members of each class have
relatively the same status and members of other classes have either more or less status. It includes family, group,
celebrity etc

 Cultural factor: It has potent influences that are brought up to follow the beliefs, values and customs of their society
and to avoid behaviour that is judged acceptable. Beliefs, values and customs set subculture apart from other
members of the same society. Thus sub-culture is a distinct cultural group that exists as an identifiable segment,
within a larger, more complex society

 Personal factor: It is a very important factor. Personal factors also influence buyer's behaviour. They include age,
income, occupation, life style. They simply direct our outer personality

 Psychology factor: The buying behaviour of consumer is influenced by a number of psychological factors which
includes motivation, perception, learning, beliefs and attitude and personality. 

 Technological factor: Expanding internet penetration, e-commerce, phone commerce will increasingly mould
consumer behaviour because of the important value additions it provides- access to info , convenience etc
+
Types of Markets

 Consumer Markets

 Consumer markets are the markets for products and services bought
by individuals for their own or family use. Goods bought in
consumer markets can be categorised in several ways:

 • Fast-moving consumer goods (“FMCG's”)

 – These are high volume, low unit value, fast repurchase

– Examples include: soaps, shampoos etc
+
Types of Markets
 Consumer durables

 – These have low volume but high unit value. Consumer durables are often
further divided into:
– White goods (e.g. fridge-freezers; cookers; dishwashers; microwaves)
– Brown goods (e.g. DVD players; games consoles; personal computers)

 • Soft goods 
– Soft goods are similar to consumer durables, except that they wear out
more quickly and therefore have a shorter replacement cycle
– Examples include clothes, shoes

 • Services (e.g. hairdressing, dentists, childcare)

+
Types of Markets

 Industrial Markets

 Industrial markets involve the sale of goods between businesses. These are goods that are not aimed directly
at consumers. Industrial markets include

 • Selling finished goods

– Examples include office furniture, computer systems

 • Selling raw materials or components

– Examples include steel, coal, gas, timber

 • Selling services to businesses

– Examples include waste disposal, security, accounting & legal services

 Industrial markets often require a slightly different marketing strategy and mix. In particular, a business
may have to focus on a relatively small number of potential buyers (e.g. the IT Director responsible for
ordering computer equipment in a multinational group). Whereas consumer marketing tends to be aimed at
the mass market (in some cases, many millions of potential customers), industrial marketing tends to be
focused.
+
Market structure

 Perfect competition

 Monopolistic competition

 Oligopoly

 Duopoly

 Monopoly
+
Brand Identity

 Set of brand associations that the brand strategist aspires to create and maintain.
 The associations imply promise to customers from the organization and its members.
 Used for driving all brand building efforts.
 Not an advertising tagline or positioning statement.
 Establish relationship between the brand and the customer.
 Create value proposition – functional, emotional or self- expressive
 Alternatively, provide credibility for the endorsed brand.
 Brand identity involves: core identity; extended identity; and brand essence.
+
Brand Personality

 Set of human characteristics associated with a brand.

 Personality traits associated with a brand, such as those associated
with individual, tend to be enduring and distinct.
 Brand personality is developed through the brand user’s imagery.
The imagery can be defined as ‘the set of human characteristics
associated with a typical user of the brand’.
 Brand personality may refer to personality characteristics as well as
demographic characteristics.
+
Brand Positioning

 A concept so simple, people have difficulty understanding how

powerful it is……

 Positioning is owning a piece of the consumer’s mind

 Positioning is not what you do to a product- it is what you do to the

mind of the prospect
+
Brand Image

 Current view of the customers about the brand

 Unique bundle of associations
 These associations result in developing perceptions about the brand
 Perceptions create ‘imagery’
 How it started

200 to 300 years ago, Branding came from the

word Old Norse Brandr meaning to ‘burn’

owners stamped their cows to distinguish

 How it started cont’d
19th and 20th Industrial revolution gave the
concept a radical push

Since WWII, there has been an explosion of

brands which has come to symbolize the
convergence of the world economies on the
demand-led model rather than the command-led
model
What is a brand

Al Ries
A brand is the differentiator of a product or service
from similar offerings
Market share is not based
on merit, but on the power
of the brand in the mind.
- Al Ries
It involves leveraging on
the functional and
emotional attributes of a
brand in order to build
brand equity
So why the hype?

Value association
Pride
Differentiated from competition
Command premium price
Sell more (Substantiate market price)
Attract and retain stronger employees
Higher consumer followership
What a brand is not
a trade mark – these are legal properties
a mission statement – this is a reminder
a logo or a slogan – these are your signatures
a product or a service – these are just the tangibles
 advertising – they deliver your messages
What a brand is
 Point of view – branding is a strategic point of view, not a select set
of marketing activities
 Customer value – branding is central to creating customer value, not
just sound bytes and images
 Competitive advantage – branding is a key tool for creating and
sustaining competitive advantage
 Engineered – brand strategies must be “engineered” into the strategic
planning process
 Meaning – brands get their identity from meanings. Products and
services are the blood of a brand. Your organizational culture and
standards for action are the heartbeat.
 Logic and emotion – branding is part science and part art
Types of brands
 Product Brands
 Service Brands
 E-brands
 Cause Brands
 Nation Brands
 Government Brands
 Global Brands
 Corporate Brands
Brand Architecture

 Corporate brand (umbrella brand ) is the practice of using a company's name as a product brand name. It
is an attempt to use corporate brand equity to create product brand recognition. (Monolithic architecture)

 Endorsed brand is the practice of using a company’s name as a suffix. It is used to associate the image
and identity of the corporate brand to each of its brands for trust and credibility (Endorsed architecture)

 Product brand involves giving each product in a portfolio its own unique brand name. This contrasts
with corporate branding in which the products in a product line are given a single overarching brand
name. The advantage of individual branding is that each product has an image and identity that is unique.
This facilitates the positioning of each product, by allowing a firm to position its brands differently. (Stand
alone architecture)
Cont’d
 Service Brands- Involves delivering service which involves personal contact. E.g. hotels,
banks, travel agents, advertising agencies

 Government brands-Governments and political parties often have strong brands as they are
centered on passionately held core values, Branding is important in both securing votes and
in international diplomacy- Digital India

 Cause Brands – Attempting to attract customers by associating the company with a cause or
purpose that potential customers would find beneficial to their personal goals or in line with
their values. This might be a percentage contribution of company sales to charitable
organizations or donations to nature and wildlife preservation councils. – P&G product sales
contribution to education
Types of branding
 Global Brands – uses single corporate brand name. These brands think global but act
local to have relevance- Rolex

 E-Brands -.These are brands that are online based. The Internet is a medium that
presents new challenges for brand owners. E.g. Amazon.com

 Nation brands - New ways of thinking lead to countries being positioned as tourist
destinations, enhancing status of goods and services produced, and aiding under-
developed countries. – Malaysia, Truly Asia
+
A 5 Step
Brand Building Process
Brand Assessment
Internal and external assessment

Consumer insight to determine the building blocks by the

brand

Identity points of differentiation

Brand Promise
Crafting the brand essence, brand story and brand promise
drawing on insight from the brand assessment
Brand Blueprint
Creating visual representations (look and feel of the
brand)

Creating the physical and visual expressions, logo,

colours, by-line i.e. the brand identities
Brand Culturalization
Internal immersion

Creating a corporate culture around the brand by aligning

all members of staff with the Brand vision and Essence
Brand Advantage
Leveraging the brand

Creating communication strategies and channels

to engage the Brand’s audience, build, maintain
and grow affinity, salience and brand equity
+

■ Any Questions Please?